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b'Both as humans and as business owners, we tell ourselves stories.\\nI might tell myself that no one will pay what I need to charge for my work.\\nYou might tell yourself that you can\\u2019t hire anyone who will do the work the way you want it to be done.\\nSomeone else might tell themselves that they don\\u2019t have enough experience to be taken seriously, that hard work equals results, or that they can do it all themselves.\\nThese stories aren\\u2019t necessarily good or bad\\u2013but they do frame the way we see our opportunities and challenges. These stories influence our plans and calculations. They impact our relationships with others and the relationship we have with ourselves.\\nThe more I\\u2019ve learned about business, the more I\\u2019ve learned that these stories play a huge role in how likely our businesses are to succeed or stagnate.\\nThe stories we tell ourselves as entrepreneurs make up our mindsets.\\nAnother way to look at it is that these stories create a pattern of expectations and beliefs. Every action you take and every decision you make is filtered through these expectations and beliefs.\\nYour expectations and beliefs can keep your business stuck\\u2014even when it feels like you\\u2019re doing everything right. Your mindset can reinforce assumptions and prevent you from seeing opportunities to innovate. Your mindset can even create problems where there were none before.\\nYou might build a new product, streamline your business model, employ a new marketing strategy, or even pivot your business entirely\\u2013but if your fundamental beliefs and expectations about your business are off, you\\u2019ll remain stuck.\\nLast week, I realized an old mindset that I need to work to rewrite and redefine.\\nIt\\u2019s a story about not being popular\\u2013an old, ingrained expectation that who I am, what I create, and what I value isn\\u2019t something people actually want.\\nAnd when I say this is an old story, I don\\u2019t mean \\u201cas old as my business\\u201d old. I mean it\\u2019s almost as old as I am.\\nI can see how this mindset has repeatedly caused me to sabotage my own work. I start a project assuming it will flop or be misunderstood. I finish a project with half the attention I started it with because I can already see it bombing.\\nMaybe it surprises you to hear this. It surprised me to realize it! But it\\u2019s true.\\nThis is the #1 thing I need to address in the new year\\u2013for both my personal satisfaction and the health of my company.\\nI know my true goal isn\\u2019t to be popular or to create something for everyone. However, I am on a mission to create work that serves people in a big way and I can\\u2019t do that while continuing to operate under these expectations and beliefs.\\nAs you can imagine, discovering a story like this can start to change everything. Suddenly, you see yourself, your business, and your opportunities in new ways.\\nIt\\u2019s been a constant theme here on the podcast as many conversations about marketing, management, or brand have turned into conversations about an unexpected identity crisis or mindset shift.\\nSo we wanted to dedicate a whole episode to exploring the ways that shifting your mindset can shift your business.\\nNow, before we get too far in, I want to make one thing clear: shifting your mindset is not a magic bullet. While your mindset can absolutely get in your way and impact your actions, it does not instantly solve systematic racism and sexism. It doesn\\u2019t break down very real barriers that exist because of your gender, your sexual orientation, the socioeconomic status you come from, or the place you were born.\\nThese things are not in your head. They require extra work and energy\\u2013whether you\\u2019re a white man doing the work to create a more inclusive work culture or a genderqueer person of color battling these obstacles on a daily basis.\\nBut again, to do that work effectively, you have to be aware of the assumptions, beliefs,'