In this chapter, they discuss the importance of challenging and up-leveling one's beliefs in order to succeed as an entrepreneur. They share an example of an entrepreneur with a fitness app who had limiting beliefs about his own success, which prevented him from effectively marketing his app. They also talk about how unknown unknowns can hold entrepreneurs back and share a personal anecdote about discovering a new opportunity in the gym business. Overall, the chapter highlights the need to identify and break through limiting beliefs in order to achieve greater success.

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