On this week’s Engaging Marketeer podcast, I talked about something that affects most people, particularly within business and sales. It’s something I came across again today while I was on a walk around Chester with the Hospice of the Good Shepherd. We did a net-walking walk that started at the Station Tap in Chester and went around the walls, past the canal and across to the amphitheatre.
[00:38]
As always happens when you walk towards the amphitheatre, the subject of that great ugly building that’s sat on top of it in Chester came up. Some people want that building preserved and renovated. Most people, myself included, want it razed to the ground so we can uncover the other half of the amphitheatre underneath it and have what I believe would be the only full, complete amphitheatre in the UK.
[01:04]
One of the reasons given for not knocking that ugly building down is that we don’t know if there’s any part of the amphitheatre still underneath it. It might not be there. That is a limiting belief. That’s what I want to talk about—limiting beliefs. Someone saying it might not be there, so we shouldn’t do it, is flawed thinking. It might not be, but then again, it might be.
[01:33]
You’re putting your own thoughts on something you can’t control, and using that as a reason not to take action. That’s entirely the wrong approach. Even if there’s nothing underneath after 1,800 years, that space could be rebuilt. Something could be created that restores the amphitheatre to its former glory instead of leaving half of it covered by a derelict building.
[02:00]
It’s a limiting belief. We have them in every aspect of business. Commonly in sales, it shows up as, “I didn’t ask that person if they wanted to be a client because I didn’t think they had the money.” That’s my limiting belief projected onto them. “I think our service costs too much.” “I don’t think they’ll like the price.” “I don’t think they’ll pay for it.” That’s a limiting belief.
[02:32]
If you act on that, you’ll never know what they would have done. I didn’t try to sell because I assumed they wouldn’t want it. I didn’t invite that person to a networking meeting because I assumed they wouldn’t join. Again, that’s a limiting belief. We do it all the time. You have to eliminate those thoughts. Stop placing your preconceptions on situations because it will prevent success.
[03:09]
It happens in every walk of life. It’s not just business. It could be, “I didn’t ask that girl out because I thought she’d say no.” That’s a limiting belief. If you don’t ask, she doesn’t even get the opportunity to say no because you’ve already decided what the outcome will be. That belief gets in the way of any chance of success.
[03:43]
It could be, “I’m not going to start my own business because I don’t think it’ll work.” Another limiting belief. It’s especially dangerous when other people project their limiting beliefs onto you. That’s when it can seriously hold you back.
[04:01]
This ties into another podcast I recorded recently—about taking advice from idiots. People in the pub who say, “Don’t start your own business. It won’t work. You’ll fail. Just get a job like me.” That’s their limiting belief, not yours.
[04:31]
And we absorb those beliefs. We take advice from family and friends who have never started a business, and they say, “Don’t do it. It’s too risky. Just get a job.” That’s their limiting belief, not based on experience or knowledge. You accept it, and it can stop you from doing something meaningful.
[05:01]
Limiting beliefs affect every part of life. This is a short episode today, because it’s an easy concept to recognise and overcome—once you’re aware of it. If you can identify when it’s happening, you can avoid falling into the trap.
[05:25]
Limiting belief. We did it. I said it would be a short podcast—but actually, there’s another example I want to share.
[05:34]
We were going to run a large promotion for our networking group and invite former members of BNI Chester. Members going back to when the group started. It’s 2025 now, and BNI Chester started around 2000, so that’s about 25 years. We planned to have a reunion.
[06:11]
We were going to ignore category clashes, so there could be multiple web designers, accountants, financial advisers—all coming back to see familiar faces, new members, and how the group has evolved. We even thought about doing yearbooks to show what people looked like back then.
[06:40]
Everything was planned. It was all going to work. Then someone said, “These ex-members are ex-members for a reason. They didn’t want to be part of BNI anymore, so they won’t come back.” That is a limiting belief.
[07:05]
One person projected that belief onto hundreds of people—probably 300 or 400, maybe more—and that killed the idea. That’s the most recent big example I’ve seen. Don’t project your limiting belief onto others. Don’t assume something won’t work just because you’re unsure others will respond the way you want.
[07:54]
That belief will stop you doing business. It’ll stop you running events. It’ll stop you asking people out. It’ll stop you inviting people. It will stop anything that requires change or a decision that moves you forward.
[08:09]
Limiting belief. Be aware of it. Don’t let it get in your way. Don’t let it stop you. Don’t let it prevent you from doing what you need to do to succeed.
[08:22]
I’m not sure now if this has actually been a short podcast, but we’ll find out. I’ll catch you on the next episode.
