What Holds You Back in Business? – Understanding Group Influences

Keywords – What Holds You Back – Associative Reference Group – Group Influences

Humans are social animals.

This means that our behaviours can be influenced by the people that surround us.

So, if you are struggling to develop your business further, the simplest reason can be the company that you are keeping. In other words, you need to think of what form of group influences are you enduring.

I am not suggesting that you start putting the blame on the people that surround you. You may as well be one of the people responsible for the group dynamics. (And, you are).

So, the change always needs to come from within. And, you need to start with a change of thinking.

Associative Reference Group

Humans have a tendency to believe that they deserve better.

But, in most cases, you deserve what you are getting and need to go the extra mile to improve your conditions.

And, we are suggesting to start with defining your associative reference group (AFG).

An AFG is the company that you want to be a part of. In most cases, the reality of an AFG is not literal, but simply a case of the kind of personalities that you want to be surrounded by.

This can be fellow entrepreneurs, people who live a certain lifestyle, or individuals that are perceived in a certain way.

Once you have defined these conditions, your next job is to either emulate the behaviours or try getting into groups that behave in the manner that you are trying to follow. In simple terms, take the steps to get into your associative reference group.

At this point, it is also a good practice to think of the dissociative reference group – people that you do not want to be associated with. We talk more about this here and how it can hurt your brand in the long run.

So, what is holding you back?

I will let you think about it yourself.

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