When I first started Snap and Spec, which is my software company, I remember that I used to make cold calls to sell our software to property management companies. And it was so painful for me to do when I started out that I had to go grab four beers out of the fridge before I could muster up the courage to make the calls. So what I've found the most powerful way to combat this fair as a start out entrepreneur and early stage business owner is to make revenue generating activities habits. The Power of Habit by James Duhigg can be purchased on Amazon here.