Conscious vs. Fear-Based Decisions in Business

Conscious or fear-based values

As a coach, you’re likely very familiar with the idea of values. So let’s look at the conscious vs. fear-based principle from that perspective.

Values are the major pillars in your life: things you can’t live without. Your values can include things like freedom, autonomy, connection, love, adventure, fun, achievement, and creativity, to name a few.

Your values are the things you hold dear and when your values are honored, you feel fulfilled.

But if we’re not conscious of these values and how they show up for us, they can also have a dark side.

Here’s what I mean:

• LEARNING: You value learning because you love to learn new things. But on the flip side, you lean on learning to avoid doing, out of fear that you aren’t ready or good enough.
• ACHIEVEMENT: You value achievement because you feel good when you achieve something. On the flip side, you RELY on achievements to feel good about yourself, and without them, you feel empty inside.
• RELATIONSHIPS. You value relationships because you value connection with other beings. On the flip side, you consistently put other people before yourself, neglecting your own needs. 

A conscious business owner is aware of their values and the dark side of their values.

This looks looks like:

• The LEARNER knows that she might rely on learning to avoid taking action, and so she questions herself and how serious she is when signing up for a new program or course.
• The ACHIEVER works on their sense of self-belief and self-trust, so they know they are valuable, whether or not they are achieving to certain standards.
• The RELATIONSHIP LOVER is aware that she might have a tendency for codependency, so he practices strong boundaries in interpersonal relationships.

You want to be willing and open to looking at your values from BOTH sides and explore how you may be showing up from a conscious perspective vs. a fear-based one.

Conscious or fear-based decision-making

Similarly, decisions can be conscious or fear-based (and some are, confusingly, a bit of both!)

Making conscious decisions means that you are aware of your strengths, your shortcomings, and your blindspots. (This does take work, and it’s sometimes unpleasant.)

Here are some examples of fear-based decisions:

Fear-based decision #1: Not niching down.

Many coaches and healers don’t niche down in their business because of fear-based thoughts like, “I need to appeal to everyone!” or “I’m worried I’ll limit myself.”

Underneath these thoughts are usually fears like, “There might not be enough people out there for me” or “I can’t possibly attract the clients I really want.”

Making a decision to work with “everyone” is often a fear-based decision. When you try to serve everyone, you’re selling yourself short because you simply don’t believe you can get what you want. Fear is running the show.

But when you become conscious of these underlying thoughts and beliefs around niching, understand them, and work to shift them, you act from a place of empowerment, where you know you get to choose.

Fear-based decision #2: Copying someone else’s offers.

Many new business owners make the mistake of copying other (often more established) business owner’s offers. After all, these offers appear to be popular and you want to offer something you know will sell!

Copying someone’s offers is not a good idea for several reasons, one of which is copyright infringement! Also, just someone else has a successful offer doesn’t mean it’s the right thing for you.

Copying someone else is done out of scarcity: You’re worried that people won’t buy what you have to offer. So instead, you play it “safe” by copying someone else’s offer  because you assume it will sell.

Whereas, if you were to create offers from a place of security and not fear, you would find that sweet spot between what YOU want to deliver and what your ideal clients want to buy and come up with something unique.

Fear-based decision #3: Taking on a non-right fit client.

Imagine a prospective client arrives to a consultation call and you can tell they’re not the best fit for you. You’re not thrilled about working with them but you need the money, so you take on the client anyway. 

This is another example of a fear-based decision (and one that will likely bite you in the a**!). Taking on a non-right-fit client can cause more pain in the long run than it’s worth. 

On the other hand, if you decline clients who aren’t the right fit, you create more space for the right clients. 

Disclaimer: There are times when you simply need money. In those situations, you may have to take on work that’s not your favorite to pay your bills. This is life and like any part of life, you have to know your priorities. Simply being aware of the fact that money is a priority and taking on work that meets that need makes it a conscious choice.

So it’s evident that being conscious in your decisions will affect all aspects of your business. Yet, even the most highly conscious business owners can get caught up here.

How to move from making fear-based decisions to more conscious ones

Like anything, shifting from fear-based decisions to conscious decisions starts with awareness. Here are the steps you can take:

Get clear on the decision you’re trying to make.

First things first, the next time you are making a decision (even a small one) pause. Clarify the decision you’re trying to make. Is it to take on a certain client? To get off social media? Is it to pivot your business? Name the actual decision.

Then, explore your feelings behind the decision.

How do you feel about the choice? Is there fear here? (No shame if there is, fear commonly shows up in decisions!) How do you know there’s fear? Are you feeling anxious, is your heart racing, is your mind flooded? Pay attention to these cues.

Name the fear.

Put it into words. Ask yourself,  “What am I afraid of happening or not happening?” Articulating it can make it less overwhelming and more manageable. Write down all of the fears you have around it. 

Then pause.

There’s no need to make a decision ASAP. Give yourself time, ideally a day, to think on it. (There’s a reason “I’ll sleep on it!” is a popular saying!) Take a breath. Step away for a moment. Go outside. Slowing down interrupts the automatic, fear-driven response.

Reconnect with your values.

After you’ve let your brain roam free for a while, come back to the decision, but not from an entry point of fear. Instead, start with your values. Ask yourself, “What choice would align most with my values?” Then “What choice would align best with my needs and priorities right now?” 

Use gentle inquiry.

When you have an answer as to what choice is most aligned, ask yourself “What would I need to think or believe in order to make this choice?” For example, if the aligned choice is to decline a client, you may need to think or believe that another right-fit client will come along. If the aligned choice is to say no, you may need to think or believe that you can say no and feel good about it. 

Decide from a place of peace, not pressure.

Just because you’re making a conscious decision doesn’t mean it will feel good. Plenty of conscious decisions don’t! You’ll still have to deal with the actions and the consequences.

Making a conscious decision doesn’t mean it’s all rainbows and butterflies. It means you are choosing to live life from a place of true authenticity, which is it’s own reward, even though not always immediately. 

Even if it feels uncomfortable, trust that alignment leads to growth.

Making conscious business decisions leads to running a more conscious business 

Being able to differentiate when you’re making conscious decisions vs. fear-based decisions is important to running a conscious business.

This is not to say fear will never arise; it will.

But when it does, you are able to acknowledge the fear, assess your priorities and values, and make decisions that best support you. 

FAQs: Conscious vs. fear-based decisions

Q1. What are the signs I’m making fear-based decisions?
If your choice stems from anxiety, self-doubt, or urgency and triggers bodily sensations like tightness in the chest, shallow breathing, or anxiety, they’re likely fear-driven. 

Q2. Can fear be helpful in decision-making?
Fear can serve as an early-warning system that highlights risk. However, it’s crucial to discern when it’s offering wise caution versus when it’s limiting your potential or causing overwhelm.

Q3. Why do I get stuck between decisions when fear takes over?
Fear often triggers analysis paralysis, where overthinking and self-doubt freeze the decision-making process, especially the decision feels high stakes. 

Q4. How can I know I’m switching from fear to conscious decision-making?
Conscious decisions feel centered, mindful, and values-aligned. If you feel clarity, calm, and trust in the direction, even if there’s a touch of discomfort, that’s a sign of conscious choice-making.

Q5. What’s one simple step to pause fear and choose consciously today?
Pause and ask yourself: “Am I moving toward expansion or retreating into safety?” Naming what’s underneath your choice can help you realign with your purpose and values.