Today, we’re chatting about safety, familiarity, trust, and how all of these things come together to build the foundation of your business.   Running your own business means that you are likely reinventing typical structures, whether it’s in your sales, your offers, or even your day to day. You are at the centre of it all, and while that is super freeing in theory, it can be a challenge in times of doubt.   When we have to make big decisions or take risks, our brain’s instinct is to search for safety in the familiar. So what happens when we enter the uncharted territory of our new, play-by-our-own-rules business? Tune in for a discussion on how to avoid outsourcing your trust, and making decisions based on what you know instead of what you fear.   Interested in joining Plenty? Get on the waitlist here: https://www.raydodd.co.uk/plenty     QUOTES     “We are so worried about drowning – about it all going wrong – that we are like squirming with our legs, working frantically to stop drowning, when actually we can just put our feet on the floor.”   “The role of your subconscious is to make sure that you are safe. So it is asking without you consciously being aware of it in every situation: is this familiar? If it's familiar, I'll read it as safe.”   “I have to look at what is true, what I know, what I can touch. Not what I fear is true.”