Some of the best advice I have received over quarantine comes from Cathy Heller.

She emphasizes, “Failure is feedback, and rejection is redirection.” During such a turbulent time, it can be tempting to avoid trying new things out of fear of failure and rejection. Many of us perceive both of those words to have negative connotations, but the advice Heller gives helps us reframe our thinking. By reframing failure and rejection, we are empowered to try new things and take action! Below I offer three steps for pushing past fear, getting started, and learning from failure.

20 Seconds of Courage

When we’re kids, 20 seconds of courage often looks like jumping off of a high diving board into the pool or navigating a ropes course. If you remember those moments, you might also remember your friends counting down, “3…2…1…GO!” For some reason, their countdown might have given you the extra push you needed to go for something scary. The same goes for us in our adult lives!

Maybe you are afraid of putting your specific ask out there, attending a virtual networking event, sending an e-mail, or launching a new product. Whenever you feel stuck and need some courage, try counting down from 20 in your head. Once you get to one, press send, register, or launch! Remember action cures fear, and if you do not act, you will never know what could have been.

Be Wholehearted

After your 20 seconds of courage, your mission is to pursue your goal wholeheartedly. Occasionally we have the temptation to play small when it comes to our goals and dreams even after we have taken the first step towards making them happen. Play BIG! Remember, the worst that can happen is you receive feedback and/or redirection. In either case, the end result is positive and helpful to your journey.

Believe in yourself, believe in your goal, and believe in the work you are doing. You have a purpose in this world that only YOU can fulfill! Pursue your purpose wholeheartedly.

Learn from Results: Assume Full Responsibility & Have Humility

The last step in the process of being brave and courageous is learning from your results. The key to learning from your results is having humility and assuming full responsibility. If your product launch sees positive results, have humility and OWN the part you played in making the launch successful. Likewise, if your launch is met with less than ideal results, meet those results with humility and own your part in the project. Taking ownership and responsibility free you up to take the next productive step in your journey towards success and purpose. Ownership and responsibility grow us in resilience, confidence, and leadership!


Much like Marcus Lemonis, host of CNBC’s “The Profit,” who lends his expertise to struggling businesses, Annette analyzes businesses, supports them with the right resources, and designs the plan they need in order to go from surviving to thriving.

Annette Walter has started, acquired, owned and operated more than 15 companies in her lifetime. As a wife, mother of two young boys, and owner of a national company, Timber Industries, that was included on last year’s Inc. 5000 list, she is able to serve her true purpose and passion in coaching and consulting entrepreneurs through her business coaching company, iEvolve Consulting. Annette works with business owners across the globe in various industries to support their overall well-being, teams, and operations. As an operations expert and strategist, she works with business owners to help them identify organizational gaps and opportunities in their companies. She works with businesses to help make their finances, marketing efforts, technology solutions, and sales more efficient and effective.