Several years ago, I watched one of the most talented sales reps I’d ever recruited crash and burn. He had the skills. The drive. The potential to be a top performer.
But the moment things got hard, he froze.
Fear crept in.
Uncertainty took over.
Doubt did the rest.
He stopped taking the kind of action it takes to achieve results.
That’s when it hit me stronger than ever—it’s not the skillset that stops most people.
It’s the FUD.
Fear. Uncertainty. Doubt.
If you don’t learn how to pluck these mental weeds, they will quietly sabotage your sales, your leadership, and your life.
Let’s talk about how to rip them out—for good.
What is FUD
FUD is the biggest threat to high performance.
It stands for Fear, Uncertainty, and Doubt—automatic negative thoughts that creep into your mind and sabotage the bold goals you’ve committed to. FUD keeps you (and your team) from showing up at your best.
It’s like tending a garden: if you don’t pull the weeds, they’ll choke the life out of everything you’re trying to grow.
That’s what FUD does to your confidence, clarity, and momentum as a leader.
So what do you do?
You Pluck the FUD! Let me share a few practical tools you can use today to help you do just that.
Don’t Fertilize the FUD
Whatever you focus on, expands.
The more you replay fear-based thoughts like “What if I fail?” or “I’m not good enough,” the more energy you give them.
Instead, starve those weeds.
Stop watering the wrong plants.
Let’s get a little scientific: your brain has a Reticular Activating System (RAS). It filters your focus and brings to the forefront what you tell it is important.
If you focus on failure, you’ll see it everywhere.
But if you focus on specific objectives to win, your RAS will help you start noticing the people, resources, and opportunities already around you to help you succeed.
With your RAS engaged, the path becomes clearer.
Give Yourself a Kick in the RAS
Want to override fear? Give yourself a kick in the RAS!
You do this by getting crystal clear on what you want—and focusing there, with intensity.
Your RAS is like a satellite dish that tunes in to whatever frequency you set.
The secret? Lock in your goal—and even more importantly, why it matters to you.
Ask yourself:
What do I want?
Why do I want it?
What am I willing to do to get it?
That’s how you kick the RAS.
When your what is clear and your why is deep—your will becomes unstoppable.
Annihilate the ANTs
ANTs are Automatic Negative Thoughts.
They show up uninvited and start marching around your mind, whispering things like:
“You’re not good enough.”
“You’ll never figure this out.”
“Maybe leadership just isn’t for you.”
Let me be clear: You are not your thoughts.
Just because you had a thought doesn’t mean it’s true, or even reflects what you believe.
Here’s a tool to squash the ANTs: four powerful words that act like mental ant spray:
“I reject that thought.”
Say it out loud. Say it with conviction.
Say it until those ANTs stop coming back.
Even better—teach this tool to your team. To your family. To your kids.
Imagine a culture where leaders reject fear and choose clarity. That’s how you build a dynasty, not just a team.
Leadership = Mindset Mastery
Want to scale your sales team?
Retain top talent?
Hit record-breaking numbers?
It starts with you—with your ability to lead your own mind and help your team do the same.
That’s what the Sellership System™ is all about: developing the mindset and skillset to go from top performer to transformational leader.
These principles are core to everything I teach in my Sales Leadership Masterclass, and in my book Pluck the FUD™—because if you want to lead others well, you’ve got to lead yourself first.
👣 Next Steps
Want to dive deeper? Want tools you can use with your team to beat fear, raise standards, and drive results?
- Visit www.benward.com
- Check out my Sales Leadership Masterclass
- Grab your copy of Pluck the FUD
Let’s turn fear into fuel, and FUD into freedom.
Make it a great day!
Ben
