Fear and courage are brothers. Address (versus suppress) business fears directly.

Once internal Believers are in place, companies can begin to attack their largest business fears. There are four business fears to regularly audit and assess: (1) industry fears, (2) product fears, (3) service fears, and (4) perception fears. Once you are through the largest fear, address the next largest with internal Believers—or an assigned experimental task force (ETF). Grant ETFs sufficient time, space, and budget to provide recommendations or smoke out future fears or industry blind spots.