Limiting Beliefs

Unconscious assumptions or stories about yourself, money, or success that constrain your actions, such as "I'm not good enough to charge that much" or "people like me don't build big businesses."

Limiting beliefs are often the invisible ceiling on a founder's growth. Identifying and reframing them is the most high-leverage personal development work a founder can do.

A founder believes she should charge £50/hour because "that's what people will pay." When she raises her rate to £200/hour, she attracts better clients who value her work more.