Business in Blue Jeans

How to Have a Successful Business on Your Own Terms, in Your Own Style by Susan Baroncini-Moe

Head, Heart, and How-To: A Comprehensive Guide to Entrepreneurship

Author and business coach Susan Baroncini-Moe doesn’t think everyone should wear blue jeans to work. That’s her style. But she is quick to advise clients and readers to build businesses that fit them as comfortably as their favorite pair of blue jeans. That may mean starting a home-based or location-independent opportunity, or establishing an enterprise that operates out of a Manhattan high-rise. The important thing is to your business so that it suits you perfectly. To do that requires honesty.

Know who you are and what you want.

Here’s the really big secret most successful entrepreneurs don’t want you to know: Even the most successful people in the world experience self-doubt. Everybody has it. What sets really successful people apart from everyone else is that we work on our brain junk so that nothing stands in our way. So let’s deal with it and then move on to the nuts and bolts.

Entrepreneurs get tripped up in many ways. When you think about all the business mistakes people can make, you may think about things like not having a good business plan or not having enough capital to finance your endeavor. You might think about poor branding or bad marketing strategies. You might not realize that a business can get derailed before it even gets started just because of “brain junk.”

Brain junk is the mental baggage that gets in your way, and it can stop you from having a successful business before you’ve even started it. If you’ve ever thought, I want to start a business, but I can’t because I’m not smart enough, and I don’t know anything about business, or I want to grow my business, but I can’t because I don’t have enough money, or My business hasn’t grown, and it must be because I’m not good enough, then you have some brain junk. If you’ve ever wondered why other people seem to be able to create successful businesses while you flounder, then you have some brain junk. And we’re going to handle the brain junk before we get into the nuts and bolts of your business.

Working through the brain junk now means that you can sort out the voices in your head and get absolute clarity on what’s in your heart. It means that you can open yourself up to all the things you’ve never allowed yourself to dream about or hope for in life and start seeing those things as possible. It means that you can change how you see yourself so that you can walk taller and feel stronger. It means that you can learn to deal with self-doubt and fear—intermittent companions for most entrepreneurs—so that you conquer them, and not the other way around.

See yourself as small and insignificant, and others will see you that way, too. But see yourself as someone important, as someone who’s on the verge of being hugely successful, and that’s how the world will see you.