When it comes to our basic instincts, we are no different to animals.

Animals can smell fear.

If you show fear, you’ll be ignored (by impala) or attacked (by lions).

That’s why, no matter how afraid you are, you can never show fear.

Showing fear will at best result in you losing the crowd (investors, staff, clients).

At worst you will be attacked (by competitors and enemies) and lose whatever you have.

If you can’t overcome your fears and become truly fearless, then fake it.

Pretend you’re courageous.

Never show fear.