Welcome back to our three-part series, The Only Way to Grow Your Store With Ease. In part one, we talked about how retail—and business in general—feels harder than ever. It’s comforting to know it’s not just you, but let’s be honest: that doesn’t make the challenges any less real. You want different results, right? Me too.
Last time, I shared how I found myself gripping tighter to the things I could control, only to realize I was making a bigger mess. The breakthrough came with this powerful realization:
My ability to handle a new level of expansion will be determined by my ability to navigate a new level of discomfort.
Let’s dive deeper into this idea, because the truth is, discomfort is all about one thing: fear.
Fear: The Biggest Bottleneck to Success
Fear is the sneakiest roadblock to growth. It keeps us playing small and playing safe. And let’s be real—you already know if this is you. You can feel it. I’ve felt it too.
Take the Richer Retailer podcast, for example. I’ve wanted to do one for over a decade. A DECADE! Can you believe that? I had all the reasons (or excuses):
- “It’s not the right time.”
- “I’m already busy with YouTube and writing.”
- “What if it’s not good enough?”
Fear whispered all of these to me. And I listened. For years.
But here’s the truth: fear doesn’t go away on its own. To grow your store and make progress, you have to get comfortable with the discomfort fear brings. That’s the only way forward.
To Grow Your Store – Ask What’s Holding You Back?
Let’s make this real for you. Answer these questions:
- What have you been meaning to do in your store but haven’t?
- What marketing idea have you thought about for months but not acted on?
- Do you know you need the expertise of a retail coach to take you to the next level, but you keep putting it off?
- Is there a merchandising change you’ve been delaying?
- What do you believe would expand your sales or profit, but you haven’t tried yet?
If something immediately came to mind, great! That’s your starting point. If nothing comes to mind, don’t worry. It’s okay. Sometimes fear is so sneaky we can’t even identify it at first. But keep asking yourself these questions. The answers will come.
Sitting in Discomfort
The key to navigating fear is this: you have to sit in the discomfort.
For me, the discomfort around starting this podcast wasn’t just about doing it wrong. It was about wanting it to be perfect. I didn’t even realize that was the root of my fear until a coach asked me, “What’s your biggest fear about doing this podcast?”
The words came tumbling out: “I’m afraid it won’t be perfect.”
And wow—that hit me like a ton of bricks. I don’t think of myself as a perfectionist. But there it was. And once I named it, I could start moving past it. I reminded myself that failure isn’t the end. It’s just a First Attempt In Learning (FAIL).
Common Fears That Hold Us Back
Here are some of the most common fears I see among store owners and entrepreneurs:
- Fear of rejection and judgment: Worrying about what others think.
- Fear of failure: Choosing safety over potential success.
- Fear of success: Worrying that growth will bring more work and responsibilities.
- Fear of disapproval: Suppressing your true desires to avoid upsetting others.
Which of these resonates with you? On a scale of 1-10, how strongly do you feel each one? Write it down. Getting specific about your fears is the first step toward overcoming them.
Grow Your Store: Fear and Excitement Are the Same
Here’s a fun fact: your brain processes fear and excitement in the same way. Crazy, right? My coach reminded me of this while I was freaking out about recording my first podcast episodes. She said, “You’re not nervous, Cathy. You’re excited.”
And she was right. That simple mindset shift helped me push through.
Ready to Grow Your Store?
Now it’s your turn. What fear is keeping you from taking the next step in your business? Identify it. Sit with it. And then do the thing anyway.
Remember, growth only happens when the pain of staying the same becomes greater than the discomfort of change.
You’ve done hard things before. You can do this too. And when you start to feel that fear creep in, flip the script. Tell yourself you’re not scared—you’re excited. Because on the other side of that discomfort is exactly what you’ve been working so hard for.
Let’s keep going together. I’ll see you in part three.