Starting a business can be terrifying. The fear of failure, self-doubt, and uncertainty can make even the best idea feel impossible to pursue. It’s easy to feel stuck in a rut, unsure of how to break free and finally take the leap.

And let’s be honest—fear is sneaky.

It disguises itself as “waiting for the perfect time” or “just needing more research.” Meanwhile, you’re still sitting on that dream business idea, watching others thrive, and wondering why it feels so much harder for you.

Here’s the good news: fear doesn’t have to win. By making a few key mindset shifts, you can move past the doubt, start your business, and build something incredible. Let’s dive into three unexpected ways to reframe your thinking and set yourself up for success.

1. You Are Drawn Towards What You Think About

Does this sound familiar? You wake up feeling frazzled, maybe running late, only to get stuck in traffic while rehashing that awkward conversation from yesterday. By the time you sit down at your desk, you’re convinced the whole day is a loss—and it’s not even 9 a.m.

That’s negativity bias in action. Our brains are wired to focus on the negative more than the positive. While this instinct once helped us dodge lions, today’s “lions” are deadlines, email pings, and the chaos of modern life.

The trouble is, negativity bias doesn’t just keep us safe—it can also keep us stuck. Studies show that the ratio of negative to positive thoughts is 9 to 1, and 60% of what we think about is just reliving the past or worrying about the future. In other words, what you focus on matters.

The Fix: Start training your brain to notice the good. Research shows it takes 15–20 seconds to store new information in long-term memory, so take a moment each day to reflect on what went right—no matter how small.

Here’s a simple exercise: each night before bed, write down three things that went well during the day. Over time, this habit shifts your focus toward what’s working, which primes your subconscious to seek out more opportunities instead of problems.

2. Use Your RAS to Set Powerful Goals

We’ve all heard that goal-setting is important, but have you ever wondered why it works? The answer lies in the Reticular Activating System (RAS)—a built-in filter in your brain that sorts through the thousands of bits of information coming at you every second.

Your RAS alerts you to what’s important, whether that’s spotting your dream car everywhere after deciding to buy it or immediately waking up when you hear your baby cry. The RAS can also help you achieve your goals by focusing your attention on what matters most.

The Fix: Get specific with your goals. Instead of saying, “I want to start a business,” try, “I want to launch a six-month coaching program to help women improve their confidence.” The clearer your goal, the more your RAS will kick in to help you spot resources, ideas, and opportunities that align with it.

Pro tip: The next time you’re overwhelmed by self-doubt or don’t know where to start, remind yourself that your RAS is already at work, scanning for clues to get you there.

3. Step Out of Your Comfort Zone

Let’s talk about comfort zones. They’re like a warm blanket—cozy but limiting. The truth is, fear thrives in your comfort zone, keeping you in familiar routines that feel safe but don’t move you closer to your goals.

Here’s why: 95% of your daily actions are driven by your subconscious mind. To your subconscious, “comfortable” equals “safe,” and pushing those boundaries feels risky. That’s why procrastination—or as I like to call it, “creative avoidance”—kicks in whenever you try to tackle something new.

The Fix: Start small. Build the habit of stepping outside your comfort zone with low-stakes challenges. Brush your teeth with your non-dominant hand. Take a different route to work. Try a new coffee blend.

The more you practice embracing small discomforts, the easier it becomes to take on bigger challenges—like starting your business. Successful entrepreneurs don’t avoid discomfort; they lean into it, knowing that growth only happens when you’re willing to get a little uncomfortable.

Mindset Matters More Than You Think

Here’s the thing about fear: it will always be there. But the key to overcoming it is to shift how you think. When you focus on possibilities instead of problems, set clear goals, and practice stepping out of your comfort zone, fear loses its grip.

Mindset isn’t just about “thinking positive.” It’s about creating patterns of thought that support your growth and success. If you’re ready to fight fear and start your business, start with these three mindset shifts—and watch how they transform not only your business but your life.