Business owners are liars, and it’s holding them back. I know that’s a punch in the gut, but stay with me.
After working with hundreds, if not thousands, of business owners—whether they’re running an HVAC company, a law firm, a dental practice, or a contracting business—I’ve noticed a pattern. The ones who stay stuck, stressed, and frustrated are lying to themselves in ways that cost them money, time, and freedom.
I don’t say this lightly. I’ve been there myself. And until you confront these five lies, you’ll keep spinning your wheels, working harder with little to show for it.
Lie #1: “I’m More Successful Than I Actually Am”
Most business owners overestimate their success.
Sure, you’ve made it further than most. You’ve got a team, a steady income, and a business that keeps the lights on. But are you truly best in class? Or are you just doing “good enough” compared to the guy down the street?
Look at the hard numbers.
- Are you growing year over year, or have you hit a plateau?
- Are your profits increasing, or are you just busy with more headaches?
- Are you working fewer hours and making more money, or are you stuck in the daily grind?
The most dangerous place to be is “comfortable but stagnant.” If you’re not scaling, you’re coasting—and coasting leads to decline. The first step to real success is acknowledging where you actually are, not where you think you are.
Lie #2: “More Certifications Will Solve My Problems”
I see this all the time. Business owners think another certification, another course, or another credential will suddenly unlock success.
Wrong.
- The best HVAC tech doesn’t necessarily build the best HVAC business.
- The best lawyer doesn’t automatically run the best law firm.
- The best dentist doesn’t always own the most profitable practice.
The problem isn’t that you need more knowledge—it’s that you’re not applying what you already know.
Success doesn’t come from another framed certificate on the wall. It comes from execution, delegation, and strategy. If you’re stuck chasing credentials instead of building systems that remove YOU from the center of the business, you’re lying to yourself.
Lie #3: “Lowering My Prices Will Attract More Clients”
No, it won’t.
Discounting your services to attract more customers is a race to the bottom. It doesn’t create loyal, high-value clients. It attracts the worst type of customers—the ones who haggle, complain, and demand more for less.
Premium businesses charge premium prices. Period.
If you want to work with serious, high-paying clients, you need to position yourself as a high-value provider. Raising your prices doesn’t just increase your revenue—it filters out tire-kickers and brings in people who respect your expertise.
Want to change your business overnight? Raise your rates and start charging for the expertise you’ve spent years building.
Lie #4: “I Don’t Need a Coach—I Know What I’m Doing”
This one is tough, but hear me out.
You tell your clients to trust your expertise, yet you won’t invest in someone who’s already been where you’re trying to go. That’s hypocritical.
- You wouldn’t tell a client to DIY their financial planning or legal work.
- You wouldn’t recommend a patient pull their own tooth to save money.
- You wouldn’t trust an apprentice to run your business after reading a book.
So why do you think you can figure everything out alone?
Every elite business owner I know has a coach. I do. Because I know I need someone who’s ahead of me, who can see what I can’t, and who can help me move faster without making costly mistakes.
The most expensive question you can ask is: “What if it doesn’t work?” Instead, ask: “What if it does?”
Lie #5: “I Help Others Achieve Their Dreams, But I Ignore My Own”
You ask your clients, “What’s your goal? What’s your dream?”—but when’s the last time you asked yourself that question?
Most business owners are so focused on keeping the machine running that they forget why they built the machine in the first place.
- Are you just grinding day after day, or are you building a business that gives you freedom?
- Are you working toward a sellable asset, or are you trapped in a never-ending job?
- Do you have a vision for your next 5-10 years, or are you reacting to whatever comes next?
Your business should be a vehicle for your dreams, not a prison. If you don’t get clear on where you want to go, you’ll wake up in 10 years in the exact same place—just more exhausted.
The Bottom Line
You’ve worked too hard to settle for “good enough.”
It’s time to stop lying to yourself and start building a business that works for you—not one that owns you.
- Get honest about where you are.
- Stop chasing credentials and start executing.
- Charge what you’re worth.
- Get a coach who’s been where you want to go.
- Define your dream and build toward it every day.
2025 can be the year your business transforms, but only if you stop believing these lies and take action.
If you’re ready to break through and finally build a scalable, sellable business, let’s talk. Click here to book a FREE STRATEGY CALL and let’s map out your next move.
No more excuses. No more lies. Just results.