One simple fact: that fear is a sign to do whatever it is you fear—and do it quickly.

Fear isn't bad or something to avoid; conversely, it's something you want to seek and embrace. Fear is actually a sign that you are doing what's needed to move in the right direction.

It's been said that FEAR stands for False Events Appearing Real, which aptly implies that most of what you're afraid of doesn't ever come to pass. Fear, for the most part, is provoked by emotions, not rational thinking. You must reframe your understanding of fear and use it as a reason to move forward rather than as an excuse to stop or retreat.

If you're afraid to call on a client, then it's a sign that you should call that client. Fear of speaking with the boss is an indication that you should march into his office and ask for a moment of his time. Fear of requesting the client's business means that you must ask for the business—and then keep asking. The 10X Rule compels you to separate yourself from everyone else in the market. And you do that by—as I emphasized earlier—doing what others refuse to do. Only in this way will you distinguish yourself and dominate your sector. Everyone experiences fear on some level, and because the marketplace is composed of people interacting with both products and one another, the market will face fear in the same way that you and your peers do. But rather than seeing fear as a sign to run—as most other people in the market will do—it must become your indicator to go.

I handle this dilemma myself by omitting time from the equation—since time is what drives fear. The more time you devote to the object of your apprehension, the stronger it becomes. So starve the fear of its favorite food by removing time from its menu.

Fear doesn't just tell you what to do; it also tells you when to do it. Ask yourself what time it is at any point in the day, and the answer is always the same: now. The time is always now—and when you experience fear, it's a sign that the best time to take action is at that very moment. Most people will not follow through with their goals when enough time has passed from the inception of their idea to actually doing something about it; however, if you remove time from your process, you'll be ready to go. There's simply no other choice than to act. There's no need to prepare. It's too late for that once you've gotten this far.

All the excuses in the world won't change one simple fact: that fear is a sign to do whatever it is you fear—and do it quickly.

Eat your fears; don't feed them by backing off or giving them time to grow. Learn to look for and use fear so that you know exactly what you need to do to overcome it and advance your life. Every successful person I know of has used fear as an indicator to determine which actions will provide the greatest return.

The 10X Rule: The Only Difference Between Success and Failure