In this episode, Vicky and Jo delve into the complexities of fear, particularly in relation to personal and business growth. They discuss how fears are often learned from past experiences and societal conditioning, using examples from their own lives, including attitudes towards money and the pressures of holiday expectations.  Jo and Vicky also touch on the value of offering free content as a strategic tool for building relationships and trust with potential clients, emphasising that understanding one's worth and the outcomes of services is crucial for success.  KEY TAKEAWAYS Fear often stems from past experiences and learned behaviours rather than being inherently logical.  Providing free content can be a strategic way to build trust and rapport with potential clients.  Businesses should focus on the outcomes they provide rather than just the time spent on services.  There should be a range of pricing options available in any industry, allowing clients to choose what fits their budget.  Regular self-reflection is crucial for personal and professional growth.  BEST MOMENTS "It's such an annoying thing that our human brain does, isn't it? Every time you want to do something, you suddenly get slapped in the face with a, nope, can't do that, for no logical reason." "If you're fearful of something, there's got to be past experiences that have led to that fear. So you've been through things that have created the fear and created the defence mechanisms around that fear." "You can't possibly charge that amount of money. You can't possibly do this. You can't do that. People don't want this. Make dog training affordable. I'm like, what's affordable? What does that mean?" "If you try and cater for everybody on a low ticket, you're going to have to work a fair amount of time in exchange for that money." "If you allow your brain to take over and be controlled by fear, be controlled by the unknown, be controlled by everybody else's opinion of what you should be doing with your business, nothing is going to change."   EARLY ACCESS TO JO & VICKY´S BOOK – INCLUDING EXCLUSIVE BONUSES Be the first to get your own copy of Let’s Talk Dog Business Strategy: The Dog Trainer's Guide to Ideal Clients, More Money and Freedom before it's out. Plus, get exclusive bonuses! Grab this guide to make your mark on the dog training industry! Just, click and enter your details to join the priority list now: https://www.inspiredbybooks.co.uk/letstalkdog-businessstrategy  SOCIALS AND IMPORTANT LINKS https://www.tiktok.com/@letstalkdogbusiness https://www.youtube.com/@LetsTalkDogBusiness Website www.caninebusinessacademy.com Community Facebook Group: https://www.facebook.com/groups/caninebusinessacademycommunity/ ABOUT THE HOSTS Meet Jo and Vicky! They bring a combined 25 years of expertise in the canine industry. Jo, with a background in corporate business, and Vicky, a dedicated advocate for rescue organisations, form an unstoppable team. Beyond the mic, their lives are a whirlwind – managing two successful businesses, pursuing a full-time university degree, and parenting two little ones under four. Each of their homes combined is a lively menagerie, housing five dogs and an abundance of chickens.