Being fearful is one of the largest stopping blocks that people experience. Fear of failure, fear of being disliked, of being cast out, ending up alone, etc. Most of the time, these fears aren’t even really real; not rational fears. And more important than that is that most of the time the fears aren’t actually defined.
People in general have a real love affair with the grey areas. The shadows, ambiguousness. We seem to do almost anything possible to keep from answering questions in a straight way, and we love to weasel out of being clear about things. It’s a step beyond avoiding accountability. It’s a fear of specificity.
Consider your message for a moment. Your brand message that you’ve got on your site, business card, and so forth. Got it in your mind’s eye? Good. Now riddle me this: how well does your message reflect what your company does in your marketplace?