The Fearless Business Podcast

Paul Wilson has dedicated the last 30 years to helping people, either as The Emergency Response Manager at the Channel Tunnel and hypnotist/coach for business owners. Paul began his new career 4 years ago.

In preparation for his new venture, Paul spent much of 2018 training and learning new skills.

One of the highlights was Logan Murray's Stand Up Comedy course, during which he performed two live stand up gigs. The “graduation” gig held at The Water Rats, North London.

Paul has plenty of testimonials that showcase how he has helped clients. His favourite is probably the shorted and most direct. From Nicky Botton: “Basically, in short – you’re a fucking legend! xxx.” 

What we'll be discussing on tonight's show:

• How come therapy / hypnosis / nutrition / coaching trainers who sell courses to wannabe therapists DON'T provide their trainees with real, useful marketing training.
• How many business problems aren't really business problems but are person problems (lack of self-belief, confidence, deterimination, inconsistency etc.)

How to Get Hold of Paul:

My strategy/coaching call booking link: https://calendly.com/paul_wilson/strategycall

And on Social:

LinkedIn: https://www.linkedin.com/in/paulwilsoncoaching/
Facebook: https://www.facebook.com/paulwilsonfolkestonehypnotherapy/
Twitter: https://twitter.com/PaulWilsonCoach
Instagram: https://www.instagram.com/paulwilsoncoaching/
Website: https://www.ahappyhead.co.uk/

While books do take a while to write and publish they are by far and away one of the best marketing assets that a coach and every coach can benefit from writing a book.

My books typically take 8-12 months to write and publish, but that's the hard part done as they are then free or very cheap to give away as a lead magnet.

Many people ask me, "How much information should you give away in your book?" - What they're forgetting here is that if your core coaching programme is high-ticket i.e. expensive, then a book makes learning your methodology affordable for more people...therefore you can measure your impact based on how many people download your book.

Books Increase Engagement

Books hugely help with increasing engagement, Google stated in Zero Moments of Truth that you need to engage someone for 7 hours on average before they commit to buying a product or service. With the average book being 30,000 words long that means somewhere between 5-7 hours of reading time so a book is a great way to chalk off the 7 hours of engagement.

When I launched Take Your Shot I gave away about eighty copies of the book at an event I was speaking at. About three weeks after the event I received dozens of social media notifications one Sunday morning; and essentially people has the book on their bedside cabinet or desk and remembered to pick it up and read it...at which point they started sharing it on social media and leaving reviews. There's no way I could be with those 30+ people all at the same time...so books are amazing at creating engagement on your behalf.

Having a book positions you as an authority

• A book enables you to get podcast interviews and speaking engagements
• People will quote your book in their marketing and social media
• And invite you to write forewords and quotes for their books
• It leaves a legacy behind after you are gone!

Protect your methodology and Intellectual Property

• In writing your book it helps you to formulate your ideas
• I didn’t write Online Business Startup, it wrote me!

In this Episode I also answer the most common questions:

• How much should I give away in my book?
• How long should a book be?
• How salesly should my book be?
• How important is being a Bestseller?
• How much money can you earn from writing a book?

And...How I hacked the process of writing a book…

• 10 words of narrated and edited audio equates to about 1,000 words
• A typical book is about 30-50,000 words long
• So approximately 5-7 hours of content
• …how I wrote 30,000 words in a single month

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Tom Poland is the Founder of Leadsology and a multiple best-selling author specialising in lead generation for professionals. With clients in over 150 cities around the world he's best known for his marketing with webinars model.  He says that he’s voluntarily married and lives and works from his home on the sunny Sunshine Coast of Australia.

What we'll be discussing on tonight's show:

• The title of a webinar is key to attracting the right audience, any tips for creating titles?
• You’re best known for your latest best seller Marketing With Webinars, why do you prefer using webinars for your lead generation?
• Can presenters give away too many ideas when they present a webinar?

What's Tom Working on Right Now?

The 2nd edition of Marketing With Webinars (free copy) at the start of our launch on March 15th:
>>> https://www.GetTomsFreeBook.com

How to Get Hold of Tom:

LinkedIn:- https://www.linkedin.com/in/tompoland
Twitter:- https://twitter.com/tompoland
Website:- https://www.leadsology.guru

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

During this episode we'll be taking a look at both the advantages and disadvantages of Competitive Pricing and why it's best to use a blended pricing strategy for your coaching business. In escence; why you shouldn’t base your prices on competitors and what you should do instead. 

In every industry you can add up the entire turnover generated by that industry and work out what percentage of your peers contribute to what level of value.

So, to make the numbers easier, £100 of value created by 100 coaches:

• £60 is generated by just 10 coaches
• £30 is generated by 30 coaches
• Just £10 is generated by 10 coaches

Other things I'll be discussing:

• Sales Cycle of doom
• Discounts we’re just not calling it a discount
• Copying a terrible business model
  • As it's often based on hourly rates
• The competitive intelligence you’ll gather will reveal competitor strategies, which will help you make better decisions in the long term.
• Make sure you implement a dynamic pricing strategy where you are testing numerous price points to maximise profits without losing your competitive strength.
• Competing solely on price might grant you a competitive edge for a while, but you must also compete on quality and work on adding value to customers if you want long term success.
• If you base your prices solely on competitors, you might risk selling at a loss. Instead, combine several strategies in line with your business objectives.

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Most common mistakes entrepreneurs make when trying to boost sales/leads. In this episode I use some anecdotal experience where I mislaid £9k through not understanding the data in my Facebook Ads, spending several thousand pounds on printed advertising that yielded ZERO results...here's what I learned from those expensive mistakes and what I found to be the biggest challenges in lead generation in 2022:

In this episode I talk about:

• Some Facebook ads that went wrong to the tune of £9k
• Not choosing the right supplier - Buying followers on Instagram...yikes!
• Spending on “Awareness” often produces little to no results:
  • “PR” in Magazines which don’t exist or have over-inflated promises around audience and circulation
  • Business events again where audiences are over-inflated
  • Facebook Reach advertising

So what can you do to overcome challenges in lead generation?

• Ensure you implement campaigns well
• Try them out for the long term
• Get enough data and validation to test whether it’s working (ScoreApp versus Facebook Lead Ads)
• Get a solid Sales Process in Place
• Be willing to invest in Marketing (20% of your turnover or 80% of your time).

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Essentially buying expensive things gives you pleasure, so we can apply some basic principles to our products in business as well. In short there are surprising benefits to having an expensive product in your suite of core products.

In this episode I talk about:

• The blind taste test of two bottles of wine - essentially scientists switched the labels on two similar bottles of wine and the most expensive still came out on top both times
• Apply Pareto's 80/20 principle to your suite of core products - focuses on increasing profits by removing the 20% of products producing the lowest profit
• Also 80/20 your clientbase by removing the 20% of clients who contribute the least profit to your business to increase profits and create more time for yourself
• Sometimes you can leverage high-priced products that don’t sell very often:
  • Mobile phones (iPhone, 128gb @£949, 512gb @£1249, 1tb @£1449)
  • Cars
  • Coffee
• Communicate expertise, Costco sells a $600,000 diamond
• Prestige - Think Jack Daniels Black Label versus Single Barrel ($50 a bottle), Silver Select ($120 a bottle) or even Sinatra Century ($600 a bottle)
• Use Expensive Products as a Gimmick to Create Free Publicity - the £8,000 haircut in the Guiness Book of Records

Why most business don’t have a super expensive offer:

• Because they don’t think anyone will buy it
• But because it’s not on the shelf nobody EVER WILL BUY IT!
• Frank Kern talk about “putting offers out there”

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

1. The Psychology of your ideal client

2. Why your ideal client wouldn't buy from you

3. How to get in front of more of your ideal client

4. How to get your ideal client to notice you

5. How to get more of your ideal client to STAY in your world

Most people follow all of the steps that the Gooroos and Experts tell you to follow from a marketing perspective and you have a queue of clients rolling up day-in-day out waiting to part with their cash and buy your products, right?

Not so, but why is that?

I’ve created the “perfect” 5-Step Marketing Funnel to illustrate what’s happening in 2022 with Marketing.

Here’s the five steps in my Perfect Marketing Funnel:

VERY IMPORTANT! You must follow the steps down to the letter:

1. Grab your mobile phone
2. Open up your favourite web browser
3. Navigate to your local Amazon website
4. Pop in Take Your Shot
5. Now go and Buy the Kindle

Don’t worry, if you’ve done the exercise, email me a screenshot of your purchase with your address and I’ll send you a signed copy of Take Your Shot, wherever you are in the world :-)

Whenever I do this exercise with a live audience there’s only ever about 30-40% of the audience who manage to download the Kindle

Effectively what this demonstrates is that there is friction in the marketplace:

• I’m remarketing to people who’ve already bought the book
• Some people simply don’t trust me
• Your phone or the Amazon website aren’t working
• You don’t own a Kindle
• You simply can’t make it work

What inevitably happens is that most people end up spraying marketing shit all over their prospects without realising it, believing that their marketing should simply “work”

• Only about 2% of your audience are ready to buy right now
• So just be mindful of your marketing budget/time and remember this exercise
• Not only that but most of you don’t have a simple 5-Step Funnel laid out in the format I’ve laid out my customer journey hence creating even more friction

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Jake Kelfer is a lifestyle entrepreneur, life elevator, and coach to ambitious entrepreneurs and freedom seekers helping people create incredibly impactful and profitable businesses.

He is a 3x bestselling author, a high-energy motivational speaker, and the founder of the Professional Basketball Combine which has helped 70+ NBA draft prospects turn their dreams of playing pro basketball into their reality. He and his work have been featured on Forbes, Sports Illustrated, ESPN, and many other major media outlets.

What We Will Be Discussing Today

• How to be an elevated entrepreneur
• How to be a high performing, productivity crushing, and freedom achieving entrepreneur.
• Know how to connect with the world's greatest entrepreneurs how to define success for yourself.
• How to achieve that and how to be a high performer in all aspects of your life - entrepreneurship, leadership, and relationships

What's Jake Working on Right Now?

New book launch, The Elevated Entrepreneur:

https://theelevatedentrepreneur.co 

How to Get Hold of Jake:

Instagram:- https://instagram.com/jakekelfer 

Website:- https://www.jakekelfer.com 

In this episode of the Fearless Business Podcast, host and coach Robin Waite shares his techniques for attracting the right kind of customer to your business.

What We Will Be Discussing Today:

• How to Identify Your Dream Client
• Techniques For Attracting Your Ideal Client
• Most Common Mistakes

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Baiju Solanki is a performance psychologist - a former Psychology Lecturer and spent 9 years as a Corporate Sales Director. He launched his own Coaching & Training business in 2007. As well as this he has written 3 books, including bestseller Change Your Game: How to achieve your full potential as an entrepreneur & create the life you desire and speaks internationally around entrepreneurship and mindset.

What will be discussed on today’s show: 

• Practicing NATO - Not Attached to Outcome
• The Power of Accountability - The 4 levels
• The Psychology of Micro Goals
  

What is Baiju Working on Right Now:

^{https://changeyourgamescorecard.com/}

How to get hold of Baiju: 

LinkedIn -  https://www.linkedin.com/in/baijusolanki/
Facebook - https://www.facebook.com/BaijuSolankiPage
Instagram - https://www.instagram.com/baijusolanki/
Twitter - https://twitter.com/BaijuSolanki
Website - https://changeyourgamescorecard.com/ 

How to Get Your Copy of "Change Your Game"

If you're eager to get your hands on Baiju Solanki's bestseller, Change Your Game, there are a few easy ways to order:

• Order Online: Major retailers such as Amazon, Blackwell’s, and Book Depository usually have copies available for delivery. Simply search for the title, check stock, and place your order.

• Visit Your Local Bookshop: Prefer to shop in person? Many independent and chain bookstores can either stock or order the book for you if it isn’t already on their shelves. Just ask at the counter, and they’ll help set one aside.

• Request for Collection: If you’d like to reserve a copy to collect at your convenience, most bookstores offer a ‘click and collect’ or reservation service via their website or by phone. You’ll get a prompt when your book is ready for pickup.

With just a few clicks or a quick visit, you’ll be ready to start turning the pages and changing your own game.

Other Formats and Editions

If you’re interested in grabbing a copy of Change Your Game, you’ll be pleased to know it’s available in several formats to suit your preference. Whether you prefer the feel of a paperback, the convenience of an eBook, or the hands-free experience of an audiobook, you’ll find an option that fits your reading style. You can check retailers like Amazon or Audible for these alternative editions.

When was "Change Your Game" published?

"Change Your Game" was released to readers in August 2018.

What Language Is the Book Written In?

Baiju’s bestselling book, "Change Your Game," is available in English.

What is the ISBN number of the book?

For those interested in grabbing a copy of "Change Your Game," the ISBN you’ll need is 9781781333204. That’ll help you find the exact edition referenced in Baiju’s story, whether you’re searching online or at your local bookshop.

Book Details

If you're interested in grabbing a copy, "Change Your Game" is available in paperback for £14.99 and spans 230 pages, first published in August 2018.

To find out more about Fearless Business: 

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore 

And check out the Fearless Business website:
>> https://fearless.biz

Lacking confidence when conducting sales calls? Do you struggle to close deals with prospective clients?

This episode is the solution for you! In this week's solo episode of the Fearless Business Podcast, host Robin Waite shares his secret behind boosting sales confidence and outlines what it takes to swiftly close deals with potential clients. 

What We Will Be Discussing Today:

• How to Increase Confidence When Selling
• Sales Techniques
• Mindset 

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Everything that Simon Alexander Ong does is built to energise people to see their world differently and to awaken their imagination of what is truly possible so that they can live a better story. 

As an award-winning coach and motivational speaker, he has been interviewed on Sky News, BBC and Forbes, and has spoken at some of the planet's most successful organisations such as Virgin, Salesforce and Microsoft. His debut book, Energize, will be published by Penguin in April 2022 and is now available for pre-order.

What will be discussed on today’s show: 

• Simon’s entrepreneurial journey and lessons learnt throughout.
• How to think differently as a business owner to accelerate your growth.
• The Importance of Energy Management
  
  

What’s Simon working on at the moment:

1. Pre-order of book to be released in April 2022: https://bit.ly/energizebook
2. Newsletter sign-up on website

How to get hold of Simon: 

LinkedIn -  https://www.linkedin.com/in/simonalexanderong
Facebook - https://www.facebook.com/simonalexanderong.official
Instagram - https://www.instagram.com/simonalexandero/
Twitter - https://twitter.com/SimonAlexanderO
Website - https://www.simonalexanderong.com/ 

To find out more about Fearless Business: 

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore 

And check out the Fearless Business website:
>> https://fearless.biz

Can you imagine waking up on the 1st of every month and £10k dropping into your business' bank account?

During today's episodes Robin Waite, Founder of Fearless Business talks through all of the pros and cons around building a subscription model into your business.

What we'll be discussing today:

He'll walk through the various pricing models available and how to determine which one is relevant for your business including:

• • Building a compelling front-end offer
  • Different types of membership/subscription business models
  • Explaining what Customer Lifetime Value is and how to generate great lifetime value

The upsides to running a subscription model business:

• • That creates regular sustainable income
  • Building a tribe of raving fans who refer more clients into your business
  • How a thriving community can help to get even better results than working with clients individually.

The downsides to running a subscription model business:

• • How to overcome client churn and the admin created within a subscription model business
  • Growth can be incredibly slow when enrolling new clients/customers
  • It can require having an incredibly large audience
  • Cashflow is spread out over several months or years even

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Today I’m joined by Jules Dan. He’s a group fitness instructor turned email copywriter and has a passion for stories.

Since starting his email copywriting journey in March 2020, stories have been Jules’ secret weapon to help his clients bring in over $430,000.

His podcast Storytelling Secrets is for coaches, consultants and course creators who want to unlock their core stories and use their stories to sell more online.

It’s the place to master persuasion and influence so you build a deep relationship with your audience. And it’s the place where real-world marketing strategies, tips and lessons are shared freely. Storytelling Secrets has been featured in the top 100 for entrepreneurship in the US and in the top 50 for Australia and the UK.

What will be discussed on today’s show: 

• What is a launch and why do entrepreneurs need one?
• The pivot from coach to a copywriter
• Why is having a copywriter in your business important?
• Jules’ 3 H's to a successful pre-launch
  

FREE DOWNLOAD - The 50 Best Email Subject Lines To Rapidly Generate Content Ideas:

• https://julesdan.com/contentideas/ 

How to get hold of Jules: 

LinkedIn -  https://www.linkedin.com/in/julesdan/
Facebook - https://www.facebook.com/julian.danylak/
Instagram - https://www.instagram.com/julesdanylak/
Website - https://julesdan.com 

To find out more about Fearless Business: 

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore 

And check out the Fearless Business website:
>> https://fearless.biz

Are you caught in the cycle of selling and delivering without making any significant progress within your business?

Have no fear! Robin's here! In this episode of The Fearless Business Podcast Robin shares his expertise and provides the best sales techniques for entrepreneurs. Alongside this, Robin advises listeners on how they can avoid the 'sales cycle of doom' and adopt a healthier outlook when it comes to selling. 

What We Will Be Discussing Today

• Successful Sales Techniques
• What is The Sales Cycle of Doom?
• How to Avoid / Overcome The Sales Cycle of Doom
• The Best Mindset When it Comes to Selling

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Host and coach Robin Waite outlines what value systems are and how attitudes embedded into entrepreneurs from their childhood can result in them being flawed. So why is it that so many of us haven’t given our values much thought? The main reason is that we rarely choose our values consciously; instead, we tend to stick with the ones we grew up with, often by default. This means that many of our beliefs and attitudes, especially those that shape our decisions in business, are inherited rather than intentionally selected. It’s common to overlook negative or limiting values, preferring instead to believe we possess only virtuous or admirable qualities. This disconnect can lead to blind spots in our thinking and behaviour, ultimately undermining our ability to grow both personally and professionally.

What we will be discussing today 

• Internal Vs External Value Systems
• What is a Value System?
• How They Can be Flawed

Before we dive in, let’s clear up what we mean by “values.” When people talk about values, it’s easy to picture lofty ideals, honesty, kindness, courage, the things we like to put on inspirational posters. But our values aren’t always so virtuous. We all carry a mix of positive and negative values, and both shape the way we live, work, and interact with the world.

Values are, at their core, the things that matter most to us. They’re the principles we stand for, the daily choices that quietly signal our priorities, and the standards we use (sometimes subconsciously) to judge ourselves and others. Whether we’re aware of it or not, our value systems are always at play, influencing our productivity, happiness, and even the little quirks that make us who we are.

In this discussion, we’ll untangle what value systems really are, how they show up in everyday life, and why even the best intentions can sometimes lead us astray.

Why Honest Self-Reflection Matters

Before we go any further, let’s talk about the elephant in the room: honesty with ourselves. Developing a solid, reliable value system isn’t just about compiling a wishlist of noble traits you’d like to have, it's about digging deep and admitting which beliefs are truly steering your ship right now, for better or worse.

You might admire Richard Branson’s boldness or Oprahesque generosity, but unless those qualities genuinely show up in your daily decisions, they’re aspirational, not your core values (at least, not yet). That’s why honest self-reflection is so crucial. It allows you to separate the qualities you’re striving for from the ones quietly running the show behind the scenes, sometimes for years.

Getting real about your drivers has several advantages:

• Clearer Decisions: When you know what matters most to you, choices (even the tough ones) become much easier, and you’re less likely to regret them later.
• Spotting Patterns: If you’ve made missteps, examining the beliefs under the surface can often explain the “why” behind them.
• Growth: Recognising gaps between your ideal and current values is the first step to bridging them, one conscious decision at a time.

Let’s be honest, this takes a little soul-searching, and plenty of courage. But the reward is a value system that works for you, not against you.

So, how can you start this process?

Reflecting on Your Values in Everyday Life

It’s all very well talking about value systems, but how do you actually check in with your own? Here’s a practical approach:

Start by casting your mind back over recent choices, big or small, whether it’s how you handled a client call, showed up for a mate’s birthday, or even what you ordered for lunch (yes, that extra slice of cake counts as a decision). The idea is to review your actions, interactions, and the logic behind your decisions through the lens of your personal values.

Now, jot down a handful of values or behaviours that were evident in those situations. For example, did you stick to your guns on a project because you value integrity, or did you dodge that tough conversation because, deep down, you prize harmony over conflict?

If what you see matches the person you aspire to be, fantastic! Celebrate those moments, give yourself a deserved pat on the back (or at least a good cup of tea). But if certain behaviours make you cringe, don’t bury your head in the sand. Instead, pick one value or habit you’d rather showcase next time. Is it about being more assertive, or maybe showing more empathy?

And here’s the biggie, turn that wish into action. Note down real, bite-sized steps you can take. For example, maybe you’ll speak up once in the next team meeting, or block out time for a family catch-up. Keep it concrete, keep it doable. Remember, it’s easy to critique, harder to craft a genuine plan to shift gears and reinforce positive change.

By being honest and intentional, you’ll start steering your own value system in a direction that feels right for you.

Steps to Reinforce or Change Your Value System

Now, let's get practical. It's all well and good to spot the values driving your actions, but how exactly do you go about strengthening the good ones—or swapping out the less helpful ones for something better?

Here’s a simple roadmap to help you create real change:

1. Reflect on Your Recent Choices: Look back at your key decisions over the past week, be it with family, friends, work, or your own well-being. What values were behind those moments? Were you acting out of honesty, ambition, kindness, or maybe something less flattering?

2. Pinpoint the Behaviours You Want to Keep (or Ditch): Note down three values or behaviours that showed up most often. Are these the ones you’re proud of? If so, fantastic, keep them front and center. If one or two make you wince, don’t worry; you’re not stuck with them.

3. Get Specific on What to Change: For anything you weren’t happy with, decide what you’d rather see in yourself. Instead of being reactive, maybe you want to practice patience. If you tended to say ‘yes’ too much, it might be time to value your boundaries.

4. Create Actionable Steps: Clarity is power, so spell out what you’ll do differently.

   • Want to be more patient? Take a deep breath and count to five before responding in challenging situations.
   • Need to set better boundaries? Prepare a polite script for declining requests.
   • Aiming to be more generous? Schedule a monthly coffee catch-up with a friend or volunteer online.

5. Review and Adjust Regularly: Change doesn’t happen overnight. Check in with yourself, weekly or monthly, to see what’s sticking and where you can pivot. Nobody gets it perfect, but a little consistency goes a long way.

This is about turning insight into action, not just hoping you’ll do better next time, but building a plan you can actually stick to. Small shifts lead to big changes over time.

How Recognising Values Shapes Our Choices

So, why bother digging into both our positive and negative values? Quite simply, recognising what truly matters to us, alongside the baggage we might be carrying, arms us with the self-awareness needed to make intentional decisions. Instead of just reacting out of habit or conditioning, we can pause and ask: “Is this choice really aligned with who I want to be?” That’s when the real magic happens.

For example, if you know your positive value is honesty but spot an underlying tendency to avoid conflict, you’ll notice when a tricky conversation triggers discomfort. This awareness gives you the choice to stand by your principles rather than default to old avoidance tactics. In the same way, spotting those sneaky negative values, like a fear of failure picked up somewhere between school reports and Dragon’s Den reruns, helps you sidestep decisions made out of insecurity rather than ambition.

Ultimately, understanding both sides of your internal value coin means you’ll own your decisions, and their outcomes, with a whole lot more confidence.

What to Do If Your Actions Don’t Match Your Values

If you find yourself questioning whether your current actions line up with the values you want to embody, don’t panic, this is actually an excellent start. The first step is to clearly identify the new value or behaviour you want to bring into your life. Ask yourself, “What belief or habit would make me feel more authentic or fulfilled?”

Once you’ve chosen the value (or behaviour) you want to adopt, get specific about the steps you’ll take to put it into practice. Maybe it’s committing to saying “no” more often, or perhaps you need to set aside time each week for reflection or learning. It’s easy to spot a change you want to make, but real progress comes from mapping out simple, actionable steps.

Think about what you can do more of, what you might do less, and what you need to stop altogether. In other words: create your own blueprint for change, and remember, even small adjustments can lead to meaningful transformation over time.

Reinforcing Positive Values and Behaviours

When you recognize values and behaviours that you genuinely appreciate—whether in yourself or those around you, it’s important to intentionally nurture them. Think of it like watering the good plants in your mental garden so they keep growing strong.

Some practical ways to reinforce positive values include:

• Celebrating Wins: Don’t hesitate to give yourself (or your team) a metaphorical high-five when those healthy values show up in real life.
• Creating Rituals: Regularly practicing small habits that support the values you admire, like daily reflection or gratitude exercises, helps cement them over time.
• Seeking Like-Minded People: Surround yourself with others who share similar principles. Community environments, such as inspiring masterminds or professional groups, can act as valuable mirrors for growth.

By making a conscious effort to acknowledge and repeat the behaviours you value, you embed those qualities deeper into your own way of working, and living.

Aspirational Values vs. Core Values: What's the Difference?

Let’s clear up a common point of confusion around values: at any given time, we’re dealing with two kinds, aspirational values and core values.

Aspirational values are the ideals we hope to embody one day, those guiding lights we post up on vision boards or scribble in notebooks after an inspiring TED Talk or two. They're the traits we want to develop, the virtues we admire in our heroes, and the big goals we set for how we'd like to show up in the world (think patience, boldness, or generosity, just to name a few).

On the flip side, core values are the deep-seated beliefs that already govern our decisions, actions, and reactions right now, even if we’re not always conscious of them. These are the non-negotiables, the wiring that shapes what we stand for at our core (whether it’s reliability, freedom, creativity, or something else unique to your story).

In short: aspirational values point to who we want to become; core values reflect who we currently are. Understanding the distinction helps us identify whether we’re acting in alignment with our true selves or simply chasing an ideal we haven’t yet integrated.

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore

And check out the Fearless Business website:
>> https://fearless.biz

Everyone loves a bargain. With Black Friday and Cyber Monday on the horizon, many businesses are now adopting the strategy to offer huge discounts on their products/services. However,  In this episode of The Fearless Business Podcast, host and coach Robin Waite reveals why this could prove detrimental to businesses.

What we will be discussing today 

• Why Offering Discounts Does More Harm Than Good
• Alternative Pricing Strategies

To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:
>> https://facebook.com/groups/ChargeMore
And check out the Fearless Business website:
>> https://fearless.biz

Zoe Whitman is the co-founder of The 6 Figure Bookkeeper and has built a support community of over 2.6k bookkeepers'. She creates courses for bookkeepers' who are either starting out in business or want to scale their practice.

What will be discussed on today’s show:  

• Building a community membership model into your business strategy

Zoe’s Podcast:

>> https://open.spotify.com/show/2shoDc4RNffsmDCphoI12o?si=3PWoLeXgQ3qQcCIk-89Tiw&dl_branch=1

How to get hold of Zoe: 

LinkedIn: https://www.linkedin.com/company/6figurebookkeeper/ 
Instagram: https://www.instagram.com/6figurebookkeeper/
Facebook: https://www.facebook.com/groups/6figurebookkeeper 
Website: https://www.zoewhitman.com/ 

To find out more about Fearless Business:  

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:  
>> https://facebook.com/groups/ChargeMore  

And check out the Fearless Business website:  
>> https://fearless.biz