Common Mindset Struggles Which Can Be Resolved Pretty Quickly

By Lynn Swayze

May 31, 2026

I see a few common “mindset” problems when it comes to growing service-based (Expert) brands, and they include:

Feeling afraid to niche down
Broadening the service offering instead of narrowing it
Undercharging, overdelivering, and “forgetting” to invoice
Being afraid to launch
Being afraid to market
Watering down claims and marketing copy
Self-sabotaging marketing campaigns (editing at the last minute, etc)
Being clever instead of being clear in the outcomes delivered and how the service you offer connects with that (to avoid “being salesy” which is really either fear of rejection or bad feelings about asking for things)
Not building the business they actually want to build
Building the business in a way they know they’ll hate (e.g., building solo when they prefer people, requiring a team when they’re an introvert)
Refusing to Delegate
Keeping the wrong people around for too long

What else have you seen in businesses… either yours, a clients, or someone else’s? Comment below!

— Lynn

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