Mindset Isn’t Woo—It’s Brain Science

If you’ve ever felt stuck in your business—even though you’re technically “doing all the right things”—this post is for you. Because sometimes, the problem isn’t your offer. It’s not your traffic. And it’s not your emails. Sometimes, it’s your brain. This conversation with coach Krista Williamson is the first in our mindset mini-series, and it starts with one really important idea: Mindset isn’t fluff. It’s not manifesting. It’s not magical thinking. It’s how your brain is wired to protect you—even when that protection holds you back. Let’s dig in.  

“Mindset” Isn’t Just a Buzzword—It’s How You’re Wired

You’ve probably heard it before: “Mindset is everything.” But what does that actually mean? According to Krista, mindset is the set of thoughts, beliefs, and emotional patterns your brain uses to make sense of the world. And because your brain is trying to keep you safe—not successful—it often defaults to old stories like:

• I’m bad at marketing
• I can’t raise my prices
• I don’t have what it takes
• People aren’t buying right now

The trouble is, those thoughts don’t feel like stories. They feel like facts.

“Your brain is a lying liar,” Krista says. “You don’t have to believe everything you think.”

The Business Problem That Wasn’t a Business Problem

I recently had a coaching call with a client who launched a new product and got no sales. Her first instinct? The product must be a flop. But when they looked at the numbers, the product actually had a strong conversion rate. The problem? Hardly any traffic. This is what mindset does—it convinces us the problem is us, when the issue is something totally fixable.  

Why You Avoid the Thing You Need to Do Most

Ever notice how you procrastinate sending emails, raising prices, or posting on social media—even though you know you should? That’s your brain trying to protect you from rejection, embarrassment, or failure. So instead, it tells you:

• You don’t have time
• You’re not ready
• People will think you’re pushy
• You need to fix XYZ first

“Your brain isn’t designed to help you succeed. It’s designed to keep you safe.”

And in business, “safe” often looks a lot like “stuck.”  

How to Start Rewiring the Pattern

Mindset isn’t something you fix once and forget. But there is a framework you can use to interrupt the spiral: Krista’s 4-Step Mindset Reset

1. Notice the story – What are you telling yourself right now?
2. Reframe it – Try something more neutral: “I’m learning to write better emails.”
3. Take small action – Send one email. Post one thing. Make one ask.
4. Celebrate – This helps retrain your brain to see action as safe and rewarding.

Small wins matter more than big declarations. Your brain learns from repetition and reinforcement.  

My Real-Life Mindset Shift: The “Bad at Ads” Story

For years, I believed my team wasn’t good at running Facebook ads because our cost per lead was higher than others in our industry. I spent years tweaking messaging, changing offers, and trying to match benchmarks that weren’t aligned with my business. But then? I shifted her mindset. Instead of trying to “fix” it, I accepted the data: this is what leads cost for us—and we can still be profitable. That small mindset shift changed everything. No more spinning. No more overanalyzing. Just a clear-eyed path forward.  

What This Means for You

If you’re:

• Spinning in overwork without results
• Struggling to believe in your offer
• Talking yourself out of showing up
• Changing strategy every 3 weeks

…it might not be your product or your plan. It might be the story you’re telling yourself. Krista reminds us: the thoughts in your brain aren’t always helpful. But they can be rewired. Start by noticing. Then, rewrite the script. Take a small action. And give yourself credit for doing it.  

You Don’t Need a New Strategy. You Need a New Story.

Your mindset doesn’t have to be perfect. But if you want your strategy to work, your thoughts have to get in line. This isn’t about magical thinking. It’s about creating a version of you that can stay focused, trust the process, and keep showing up even when results are slow. Because that version of you? She builds the business she wants.   Get Krista’s Cheat Sheet: https://krista-williamson.kit.com/mindset   RELATED LINKS: Stop spinning and get more done! https://thesocialsalesgirls.com/stop-spinning-and-get-more-done-episode-114/ Ditch your decision fatigue. I’m giving you my framework. It’s brilliant. https://thesocialsalesgirls.com/ditch-your-decision-fatigue-im-giving-you-my-framework-its-brilliant-episode-186/ The 3 Books That Changed My Life https://thesocialsalesgirls.com/the-3-books-that-changed-my-life-episode-278/ I’m Doing Something Scary https://thesocialsalesgirls.com/im-doing-something-scary-episode-283/