Over the years I’ve been privileged to meet and interview a whole bunch of amazing entrepreneurs, people like Bill Gates, James Dyson, not that he’s an entrepreneur, but even the Dalai Lama. And I’ve heard it said that entrepreneurs are amazing risk takers.

I don’t believe that entrepreneurs are amazing risk takers. I just believe that they are better able to analyze the facts. Everyone else is governed by fear. And as my mother likes to remind me, every now and then fear is an acronym. It stands for false evidence appearing real.

So next time you’re presented with an opportunity, I want you to think like an entrepreneur, I want you to analyze the facts. I want you to de risk it, and I want you to stop being governed by that terrible word fear, because most of the time fear stands for false evidence appearing real.

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What’s your favorite strategy for opening doors and connecting with future clients on social media?

For me, I’m in the b2b space. So I love LinkedIn. But if you are going to reach out to future customers and clients, you’re going to need one thing, one very important thing. And that one thing is a gift of high perceived value to your target audiences.

A lot of people get caught up in push marketing. So what they’re doing is they’re pushing themselves, their product, their service on strangers, saying I’m better check out my competitive advantages and my features, and I’m awesome, and this is why you should work with me. But that’s never gonna work. I much prefer pull marketing.

That’s when you create something of high perceived value to your target audience and you say, Do you want this? And when they say yeah, that’s when you invite them into your world and that’s when the real conversation begins.

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