| Over the last four years, I’ve sat across from 80+ private clients and stared into the eyes of hundreds in live workshops. Every man who has come to me for business coaching has waved the same shiny banner: “I want to run my own business.” Cool. So do 100 million other dudes. |
| Why? Because the idea of entrepreneurship strokes their ego; the execution threatens it. THE TWO-SIDED COIN OF HUSTLE CULTURE I run a coaching company that pulls $10-20k/month, I support a remote team, and subscribe to many platforms to support my digital marketing and other services to keep the engine of my online community and brand humming. Some months I’m a monk; others I’m a machine. Toxic Hustle (Burn-Out Mode) * Sleep ≈ optional * Relationships neglected * Health trashed, libido gone Necessary Hustle (Capacity-Builder) * Planned sprints (long hours, days, not working 24/7 with no sleep/rest). * Recovery stacked into the calendar before you collapse. * Training the nervous system to carry a heavier weight next quarter. If you can’t embrace seasonal grind, entrepreneurship will break you like stale bread. |
| Underlying Fears (stories you’re holding onto) 1. Loss of Freedom — “If I go all-in, I can’t do anything fun. 2. ”Ego Death — “Failure would expose me as not good enough. 3. ”Responsibility Overload — “Success means people rely on me, and I can’t mess u,p and it feels terrifying. ”Fitness plans, meal prep, tough conversations with your girlfriend, same archetype, different arena. I’ve seen this with men in all areas of life, not just business. REWIRING THE ENGINE: THOUGHT → FEELING → ACTION Most coaches slap a productivity template on your calendar.I re-engineer the code in your skull. Here is an example 👇 1. Audit the Voice – “Content is pointless—nobody cares.” → Emotional state: apathy → Physiology: slumped posture → Behavior: zero posts. 2. Face the Pain Feel the embarrassment, the fear of irrelevance. Don’t sedate it; study it. 3. Install a New Directive“Every imperfect post is a rep that sharpens my offer.” Repeat until the nervous system believes it. FORGE A WHY THAT PUNCHES BACK When the 5 a.m. alarm mocks you, motivation dies. Purpose doesn’t. Stack Your Why 1. Self-Respect: Prove to yourself that discipline isn’t optional. 2. Tribe: Your future wife, kids, or brothers eat the scraps of your laziness. 3. Legacy: Strangers 20 years out will benefit or suffer because you decided to avoid to lean in. Write it. Record a voice note. Listen on leg day. Feel it in your bones before you open your laptop. Much love, Shawn “Sheshn” Heshmatpour |
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