I must not fear.
Fear is the mind-killer.
Fear is the little-death that brings total obliteration.
I will face my fear.
I will permit it to pass over me and through me.
And when it has gone past I will turn the inner eye to see its path.
Where the fear has gone there will be nothing.
Only I will remain.

That is the Litany of Fear, from the first chapter of Dune by Frank Herbert
. Fear is the reason that most people don’t get from good to great. Fear is why most people don’t move forward from a comfortable place. As hokey as it sounds, I’ve said this to myself probably once a week since I read the book for the first time 20 years ago. I say it before a stressful meeting, an important sales call, or before resolving a client issue. Simply recognizing your fear and identifying it is often enough to disarm it.

Don’t be afraid, because failure isn’t the worst thing that can happen to you.

More from Conrey

• Goals
• Humility
• Genetics
• Magic
• Halfway

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• Selling Fundamentals — The Relationship (The Sales Cooke)
• The Destructive Force of Fear (The Sales Cooke)
• The “Solution” is a Matter of Perspective (The Sales Cooke)