Facing Fear in Business and Life

Fear has a funny way of showing up right before you’re about to do something big. 

It doesn’t always scream or shout—it often whispers. It sounds like logic. It sounds like “maybe this isn’t the right time,” or “this just doesn’t feel safe,” or “let’s wait and see.” And while sometimes those are valid reasons, more often than not, fear is just doing what it does best: keeping you in your comfort zone.

As a franchise consultant, I’ve seen fear in business show up in all kinds of ways. People say they’re waiting for the perfect moment, or they’re doing more research, or they’re just not ready yet. 

Sure, sometimes the timing isn’t right. But more commonly, fear is calling the shots—and it’s holding them back from a life they really want. 

Let me share a personal story that taught me how to spot fear in disguise and why pushing past it can lead to something extraordinary.

When Fear Disguises Itself as Logic

Recently in the Florida Keys, I found myself standing at the edge of the marina, paddleboard in hand, debating whether or not to head out. It looked rough—choppy waves, a strong current, and no one else was going. It didn’t feel like an ideal day.

I stood there for a while asking myself: Am I being smart, or am I just scared?

Years ago, I had a bad paddleboarding experience. I went out in bad conditions without a leash, lost my board, and was caught in waves that made me feel like I might drown. Ever since, I’ve been a lot more cautious. And standing there that day, part of me kept insisting, You’re being wise. It’s not worth the risk. Play it safe.

But beneath that internal dialogue was a quieter voice, the one saying, You really want to do this. You’re just afraid.

So I asked myself one question that changed everything: Will I regret it if I don’t go?

That answer was immediate, and it was yes.

​​So I went. 

I shifted my mindset from fear to trust, reminded myself I was capable, and decided to approach the experience with a different attitude. 

The beginning was rough, no question. But once I made it past the rocks and into calmer water, everything changed. It was stunning. Peaceful. And just when I thought it couldn’t get any better, three manatees glided up to my board and lingered right beside me.

It was one of those rare, unforgettable moments, and I would’ve missed it entirely if I’d let fear have the final say.

How This Applies to Franchising (and Life)

Fear is always going to show up when you’re about to do something exciting, especially something that could change your life, like exploring franchise ownership. It’s a big step, and your brain will do everything it can to keep you “safe.” 

It’ll whisper, “This isn’t the right time to invest,” or “You don’t have enough experience,” or “What if it doesn’t work out?” 

These questions feel logical, even wise. But they could be just fear in disguise, holding you back from the growth, success, and freedom you’re craving.

So how do you know when to move forward? Here’s what I ask myself (and my candidates):

• Do I want this? Do you want to be a business owner?
• Does this excite me? Can you feel the potential buzzing inside you?
• Will I regret it if I don’t go for it? Will you look back and wish you’d taken the chance?

If the answer to all three is yes, then it’s probably fear disguised as logic. And on the other side of that fear? That’s where the good stuff lives. The growth. The freedom. The control. (And the manatees!).

Why Overcoming Fear in Business Makes You a Better Franchisee

Franchise ownership isn’t about being fearless—it’s about facing fear and moving forward anyway. The most successful franchisees I’ve worked with weren’t the ones who had all the answers. They were the ones willing to step into the unknown. 

Here’s why pushing past fear sets you up for success:

• It builds resilience: When you face fear head-on, you prove to yourself you can handle challenges—crucial for entrepreneurship.
• It sparks growth: Stepping out of your comfort zone forces you to learn, adapt, and grow—skills every franchisee needs.
• It unlocks rewards: The best opportunities come when you take the leap, whether that’s financial independence, personal fulfillment, or a legacy you’re proud of.

There’s a quote I love from Joseph Campbell: “The cave you fear to enter holds the treasure you seek.” In franchising, that cave might be the uncertainty of starting a business. But the treasure? A life that excites you, built on your terms.

Take the Leap—Regret Is Worse Than Fear

The day after my paddleboarding adventure, I went out again. The fear was still there, but it was quieter. I’d proven to myself it wasn’t as big a deal as I’d thought. And that’s the secret: fear loses its power when you face it.

If you’re feeling pulled toward franchise ownership but hesitation is creeping in, don’t let fear disguised as logic stop you. Everything you desire—the business, the life, the freedom—is waiting on the other side.

Ready to paddle past your fears and explore franchise opportunities? I’d love to help you sort through the noise and turn your “what ifs” into “why nots.” Let’s talk about how you can build a future that excites you!