Today’s email is a little different. Normally, I focus on the nuts and bolts of building a brand—strategy, storytelling, and design. But I want to step back for a moment and talk about something that underpins all of that: mindset. Because the truth is, even the best brand strategy in the world won’t help if your own mind is holding you back.

Take my friend Andrew, for example.

He had an idea for a business but couldn’t get it off the ground. Every time he thought about scaling or pitching himself, this little voice in his head said, You’re not ready. You’re not cut out for this. He kept playing it small. He had a core belief that the success he wanted was for other people—not him.

Everything changed when he started hanging out with other entrepreneurs who were a few steps ahead. At first, it was uncomfortable. They thought bigger, moved faster, and didn’t let fear hold them back. It made him realize how much his thinking had been limiting him. Being around them pushed him to stop doubting himself, and for the first time, he actually believed, I can do this.

Mindset is everything. As an entrepreneur, your mindset is the foundation of your success. If you don’t believe you’re capable of achieving big things, you’ll unconsciously limit yourself. Maybe your doubts come from how you grew up—your parents, your environment, or even the experiences you’ve had in the business world. But those beliefs don’t have to define you or your future.

Upgrade your circle. One of the fastest ways to level up as an entrepreneur is to surround yourself with people who are already where you want to be. You need to be in rooms with people who push you to think bigger and operate differently. Yes, it’s going to feel uncomfortable at first. That’s the point. Your growth doesn’t happen in your comfort zone. I'm happy to share with you the circles I'm in that have helped me with this — just reply here if you're interested.

Focus on creation, not the system. It’s easy to feel like the odds are stacked against you. The system isn’t perfect—but the truth is, it’s not about the system. It’s about the opportunities you can create within it. The most successful entrepreneurs don’t waste time complaining. They focus on creating value and finding ways to win, even when it’s hard.

Running a business is not easy. It’s full of moments that will challenge you and force you to step outside your comfort zone. But if you can shift your mindset, upgrade the people you surround yourself with, and stay focused on creating real value, the opportunities are limitless.

So, what’s holding you back?

Happy Friday ❤️