Nobody wants this

“Nobody wants this.”

A thought 💭 the brain loves to offer when creating anything and putting it into the world.

I coached a client through this thought recently, when we looked at what was actually true:

People are buying.
Her emails are getting opened.
Customers are engaging.

There is actual evidence in front of her that what she created has value. She’s making tangible sales in her business, yet her brain kept offering: “Nobody wants this.”

And when I asked her if there was actual evidence for that thought, she immediately said: “No. People ARE buying.”

So what was really happening?

Her brain was frustrated that the growth wasn’t happening as FAST as she expected.

There were actually two parts happening underneath the surface:

One side of her had very high expectations for what she wanted to create.

But the other side of her was not yet willing to consistently become the version of herself who would create those bigger results.

That mismatch creates emotional drama. Because the brain loves the fantasy of massive results but resists the level of discomfort, consistency, visibility, failure, effort, and energy those results require.

Your growth is directly tied to your willingness to stay in the game emotionally.

The brain wants certainty before effort.
It wants guaranteed results before vulnerability.
It wants momentum without discomfort.

But starting something new does not work that way.

So I asked my client: “Do you actually want to shut the business down?”
She immediately said: “No.”
Then I asked: “Where do you think the thought ‘nobody wants this’ will take you if you keep believing it?”
And she realized that thought was leading her toward withdrawal. Toward shutting down. Toward quitting emotionally before the business even had the chance to fully grow.

Not because the business was failing. But because her brain was trying to conserve energy and avoid discomfort.

Your brain will sometimes try to make you quit even in the presence of positive evidence. Not because your dream is wrong. But because growth asks something of you. The solution is not waiting until you feel fully confident. The solution is learning how to coach your brain through the gap between where you are and where you want to be.

If you’re building something meaningful but feel mentally stuck, discouraged, or emotionally exhausted in the process,

Email [email protected] to book your free consultation call.