Fear or opportunity? It’s a choice, you know.
I had a conversation this week that reminded me just how subtle, powerful (and sneaky) our mindset can be.
It was with someone I know well and deeply respect. She’s a fitness trainer with a unique and brilliant method that she teaches to others. It’s not feel-good fluff. It’s practical, grounded, and (in my experience) genuinely effective. She’s built it over decades, with a global reputation and real results to show for it.
Here’s the problem: no one really knows about it.
Up until now, her work has grown through word of mouth and organic reach. Which is beautiful, but also limiting.
She wants to reach more people — and she should. Her work is powerful.
So we started chatting about ways to do that.
One obvious route was to support her organic efforts with some simple digital marketing. Nothing fancy. Just enough to get her message in front of more of the right people.
And then we explored another angle:
Collaborating with platforms that already have an engaged, like-minded audience. Even just uploading one of her existing courses to one of those well-established, online spaces.
Something with almost no downside and plenty of upside.
This is where it got interesting.
Because what came next wasn’t a strategy conversation. It was a mindset fork in the road.
Same opportunity, two possible mental paths:
Path 1:
The Fear Response
“There are thousands of courses on there already. It’s too competitive.”
“I feel overwhelmed.”
I don’t know how to do it, or where to start”
“What if I spend all this time and it doesn’t work?”
“Everyone’s already doing it and claiming they have the answer.”
Path 2:
The Opportunity Response
“There are thousands of courses on there — That must mean people are actively looking and wanting support.”
“I feel overwhelmed. But I’m also excited by the opportunity.”
“I don’t know how to do it, or where to start. So I’ll learn. Or I’ll find someone who does.”
“If it fails, I would’ve learned something, which is never a waste of time. But hey, what if it works?”
“Everyone’s doing it? Then I better make damn sure I’m clear about how mine is different—and better—for my audience.
Same scenario. Same resources. But two entirely different trajectories.
Now, these are totally understandable thoughts. We’ve all had them.
When we started our business, I can’t tell you how often we had that same internal tension.
“But they’re doing this.” “They’ve got more budget.” “They’ve been around longer.” Etc. etc.
It’s normal to feel that way.
But at the end of the day, we do have a choice. I believe that completely.
If we (Simon and I) hadn’t chosen that second path we wouldn’t have a business today.
Nothing about building something from scratch is easy. If it were, everyone would do it.
But one of the most powerful tools you do have in your corner is your mindset.
I know, I know. It sounds cliché. But honestly? It’s more true than we like to admit.
And why don’t we like to admit it?
Well… that’s a story for another time. (Read it here.)