Fear factor: does the idea of starting your own business paralyze you? We've got some simple techniques to get you back in control

Entrepreneur, June, 2003 by Romanus Wolter

OUR FEARS ARISE FROM MANY sources, usually unexpectedly. And most business owners agree that fear is a result of our doubts: Will customers really want my product? Will I have enough time? Can I market my business effectively?

No matter what advice experts give, what medicine psychiatrists prescribe or how successful we become, fear is always lurking in the background. Fear makes our palms sweat, keeps us silent or giggly, gives us butterflies in our stomachs and persuades us that we can't achieve our dreams.

Fear can hold us back. How many times have you turned away from an opportunity, not followed up with someone or not given out a business card because you were afraid of rejection or what might happen?

Think of the products and the unique ways of doing business that could be developed if we never again had to face fear. What would the world be like if we turned fear on its head?

HARNESS THE ENERGY OF FEAR

Energy gives us the courage and willpower to bring our dreams to life. It propels our businesses forward. What happens if we simply use "fear energy" for its opposite purpose? Instead of letting fear paralyze us, why not scream "Fear is the energy we need to achieve the impossible!" Embrace that energy--it is powerful.

There are countless verified tales of people experiencing enormous energy resulting from fear. A woman was thrown from her car after a collision while her husband remained trapped inside, unable to open the door. The back end of the car caught fire, and fear drove every cell of her body to hoist the car up, pull open the door and free her husband. We are all too quick to underestimate our energy, aren't we?

YOUR PERSONAL BRAND OF FEAR

Fear is personal. It affects people in different ways and at unexpected times. Someone may fear starting a business, while others can start five businesses without a second thought--but then worry they're not successful enough or that they won't get financing for further expansion. You alone know what fear stops you from doing.

Instead of creating 10 excuses for why you shouldn't do something and then picking up the TV remote control, let your fear act as an incentive. Just accept that it's a natural part of the process and:

1. Discover your unique strength.

Look inside yourself, and take inventory of what is unique about you and your business. That's the foundation you'll build on, and it will provide unexpected results.

Nina Yang, 32-year-old founder of Double Edge Entertainment in Sherman Oaks, California, had a dream: to create a new style of film by crossing Asian and American cultures and genres. Her strength was an insight into film production at both ends of the world. She knew how to spot opportunities and what it would take to make them real.

But before starting her business, she was scared of the competition. They all seemed to have the right contacts, financing and ideas. She could have questioned her abilities and allowed this fear to stop her from realizing her dream. Instead, Yang set off to define and master her unique strengths.

She started by creating a support team of members she could share her ideas with to determine what would work. Their regular feedback was an exchange of energy that propelled her dream forward. She now has her own production office and staff, clients in China and the United States and sales of $2 million.

Linda Hollander, 44-year-old author of Bags to Riches: Success Secrets for Women in Business by the Wealthy Bag Lady (Celestial Arts), believes "fear is the most expensive habit you will ever have." Before Hollander started The Bag Ladies, a custom packaging company in Los Angeles that creates bags for shopping malls, businesses attending trade shows and the like, she was worse than broke. She couldn't even imagine owning her own business. To overcome her fears, she used a technique called sensory anchoring--getting your subconscious to support your efforts.

To do this, first recall in vivid detail a peak experience from your past. It could be a time when you conquered a tough assignment or a time when others were extremely proud of you--when you felt the ultimate rush of confidence and euphoria. When you begin to feel fearful, call up one of these peak experiences instead of making up an excuse. This memory summons your confidence and courage so you can take the next step forward.

2. Reaffirm your abilities to reinforce your belief in yourself. We often need to see our beliefs reflected in something tangible. Getting feedback from people whose opinions you trust can help you turn fear energy into forward motion. 'Yes, I know you are capable of running a business like this" goes a long way in the conversion process.

Scott Myer, 39-year-old co-owner of The Furniture Store, a successful retail chain in South Riding, Virginia, developed his business ideas in part by regularly visiting the competition. He made it his mission to learn what it would take to be a better merchant by creating a list of what worked and what didn't. He knew he could offer unique customer service and make money.