Out of the fog.....

In partnership with

Coach Will here…..

You already know what you need to do.

That thing that’s eating at you? The move you should've made last week... maybe last quarter?

You've replayed it so many times, the mental video's getting fuzzy.

Here's the real question:

What story are you telling yourself to avoid taking action?

Because, let's be honest, you don't need more time, more info, or perfect conditions.

You need to STOP making excuses and START doing what you already know works.

The mental replay is over.

Time to hit record on the real thing.

🪤 The Trap

The "When I Just..." Trap

Sound familiar?

"After this launch..." "When cash flow's more stable..." "Once I've seen the data..."

Yeah, I get it. These all sound perfectly reasonable, right?

Here's the problem:

That list NEVER ends.

There's always going to be another launch, another cash flow issue, another piece of data you're "waiting for."

And here's what nobody tells you:

Your phone will NEVER buzz with a "Perfect Time To Act" notification.

You're sitting there waiting for certainty... for less risk... for some magical version of reality where you don't have to trust your gut.

That's never coming.

The stars aren't going to align. The risk isn't going to disappear. And that gut-check moment? It's happening right now.

So here's the only question that matters:

Will you finally do what you already know needs to be done?

Or will you add another "when I just..." to the list?

💰 What’s It Costing You?

I've Seen This Movie Before...

Last year, a client bled money for six months, avoiding a pricing increase he KNEW was right.

His fear? "What if our top clients walk?"

When he finally did it, not one client left.

Three actually said, "Why didn't you raise prices sooner?"

That "fog of maybe" protected nothing.

It just drained momentum, confidence, and cash.

What's YOUR delay costing every month?

Missed revenue? Wasted payroll? Mental energy spinning wheels instead of moving forward?

This isn't theoretical - it's hitting your bottom line AND leadership ability.

Every month you wait = money walking out the door.

🎯 The Challenge

Here's Your Challenge (And Don't Chicken Out):

Write down that BIG decision you've been dancing around.

You know the one.

Now ask yourself this:

"What's it really costing me to wait another seven days?"

If the answer is "nothing" - fine. Wait.

But if there's ANY cost...

Lost revenue, missed opportunities, team confusion, your own sanity...

You've already made the decision.

You're just too scared to admit it.

Stop lying to yourself and MOVE.

🤖 AltLevel™ AI Power Prompt

Copy this into ChatGPT, Claude, or your tool of choice. Get ruthless insight.

Run it. Read it. Book 30 minutes tomorrow for The Decision. No "later." Do it.

🔥 Quick Burn

Here's What Nobody Talks About:

Indecision doesn't just sit there quietly.

It COMPOUNDS.

You feel it, your team feels it. They're looking at you, wondering why you're not pulling the trigger on the obvious move.

Your P&L shows it. Every month you delay is money left on the table.

And that knot in your gut? That's not excitement about your big vision...

That's the price you pay for not choosing.

The Real Truth About Successful Founders:

They're not fearless. Hell no.

They're scared just like you.

The difference?

They choose discomfort over drift. Every. Single. Time.

They'd rather deal with the temporary pain of making a tough call than the slow torture of staying stuck.

Which one are you gonna be?

⚡️ The Reckoning

47 issues together, and you've already moved mountains.

That's what separates you from the "someday" crowd.

Here's what you've learned by now:

That massive thing in your head? Over in a week.

The regret from waiting? Always worse than just choosing.

Right now, you're paying a silent tax for avoidance.

You can fire that tax this week... or keep paying it forever.

We both know what you're gonna do.

📊 Let’s Prove It - Reader Poll

Here's What I Know About You 15,000+ readers:

Some of you are gonna close this email and finally make that call.

But most of you?

You'll feel the sting, maybe even get fired up for a hot minute... then find another perfectly reasonable excuse to wait "just one more week."

Here's what that "one more week" actually costs:

Your team loses more respect. Your competitors gain more ground. That revenue leak gets bigger. And your confidence? Takes another hit.

Meanwhile, a few of you already decided before opening this.

Let's cut through the BS and see who we really are.

Vote honestly. I dare you.

Next week I'll share the results - and we'll find out if most "action-taking" readers are actually just professional procrastinators watching their businesses slowly bleed out.

Which one are you?

🎬 Let’s Wrap It……….

You Didn't Subscribe For Warm Fuzzies.

You subscribed because you figured out the hardest part of building isn't the market, the tech, or even the money.

It's having the guts to choose when it's uncomfortable.

And THAT is what separates the founders who scale from the ones who stall.

Look, that decision you're avoiding?

It won't get easier next week. The conditions won't magically improve. The fear isn't going anywhere.

But your ability to act despite the fear?

That's the exact muscle this newsletter exists to build. And you've ALREADY proven you have it.

Here's What Happens Next:

This week, you either make the decision or you don't.

Either way, own it with pride. You're part of a rare breed - builders who refuse to settle for "fine."

Next week, I'll share the poll results and celebrate what we've accomplished together as a community that chooses growth over comfort.

You've got this. Now show the world that you get it done.

—Coach Will

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