Limiting beliefs are the invisible chains that hold you back from reaching our full potential. They often stem from childhood experiences, societal conditioning, or past failures. These beliefs create self-imposed barriers that affect your confidence, decisions, and ability to achieve your goals.
Many of the world’s most successful people had to overcome limiting beliefs before they could rise to greatness. One powerful example is Howard Schultz, the man behind Starbucks.
Howard Schultz: Overcoming Limiting Beliefs to Build a Global Brand
Howard Schultz was born into a poor family in Brooklyn, New York. His father was a factory worker who struggled to provide for the family. Schultz grew up believing that financial security was out of reach for people like him. The idea of running a successful business seemed impossible.
After college, Schultz joined a small coffee company called Starbucks. At the time, Starbucks was just a local coffee bean retailer with only a few stores. But Schultz had a vision: he wanted to turn Starbucks into a global brand, offering an Italian-style café experience in America.
However, his limiting beliefs almost stopped him. At this point, Schultz feared that he wasn’t smart enough or wealthy enough to build a successful company. He struggled with imposter syndrome, constantly questioning whether he was the right person to lead such an ambitious transformation.
When Schultz first pitched his idea to expand Starbucks, investors rejected him 242 times. Each rejection could have reinforced his limiting belief that success wasn’t meant for him. But instead of giving up, he reframed his mindset—choosing to see failures as stepping stones rather than dead ends.
By challenging and ultimately rejecting his limiting beliefs, Schultz transformed Starbucks into a global empire with over 30,000 stores worldwide. His story is proof that success isn’t reserved for the privileged—it belongs to those who dare to believe in themselves.
“I think my whole life, because of where I came from, I had a fear of failure.”
– Howard Schultz
Limiting Beliefs Examples That Hold People Back
Limiting beliefs can sneak into every area of life—career, relationships, finances, health, and personal growth. Below are some examples of the most common limiting beliefs that hold people back:
- “I’m not smart enough.”
This belief stops people from pursuing education, career advancement, or creative projects. In reality, intelligence isn’t fixed—skills can be learned and improved over time.
- “I don’t have enough time.”
Many people believe they’re too busy to start a business, exercise, or pursue their passions. But in most cases, it’s about priorities rather than time constraints.
- “I’ll never be successful because I wasn’t born rich.”
People with this belief assume that success is only for those with privileged backgrounds. But countless self-made entrepreneurs, like Howard Schultz, prove otherwise.
- “I’m too old (or too young) to start.”
Whether it’s launching a new career, learning a skill, or starting a business, age is often used as an excuse. In reality, there’s no “perfect” age to begin something new. I started this blog when I was 53.
- “I’m not good at public speaking (or networking, or selling, etc.).”
Many people avoid opportunities because they assume they’re naturally bad at certain skills. But nearly every skill can be developed with practice.
- “I’ll fail, so why bother trying?”
Fear of failure keeps many people stuck. But failure isn’t a sign to stop—it’s feedback on how to improve. BTW, something you may not realize is that successful people fail far more than unsuccessful people. Their success is a natural byproduct of their tolerance for failure. See what I mean in my post, “10 Benefits of Positive Thinking“.
- “I don’t deserve happiness or success.”
Low self-worth is an example of a major limiting belief that prevents people from pursuing opportunities. This belief often comes from past experiences or negative self-talk.
Case Study: The Psychological Benefits of Overcoming Limiting Beliefs
A 2015 study published in Sage Journals examined the effects of cognitive restructuring—a technique used to identify and challenge limiting beliefs.
Study Overview:
Researchers worked with a group of participants who struggled with self-doubt and negative self-perceptions. They were guided through a structured program that helped them:
• Identify limiting beliefs
• Reframe negative thoughts
• Take action despite fear
Results:
• Participants reported increased confidence and a greater sense of control over their lives.
• They showed reduced anxiety and stress levels.
• Many pursued new career or personal growth opportunities they had previously avoided.
The examples in this study demonstrate that limiting beliefs are not permanent—they can be reshaped with conscious effort. (source: Using Brief Cognitive Restructuring and Cognitive Defusion Techniques to Cope With Negative Thoughts)
A Powerful Exercise to Identify and Defeat Your Limiting Beliefs
If you want to break free from your own limiting beliefs, try this simple but powerful exercise:
Step 1: Identify Your Limiting Beliefs
• Write down any negative thoughts that frequently hold you back.
• Be specific: What do you tell yourself when you hesitate to take action?
Step 2: Challenge the Belief
• Ask yourself: Is this belief based on facts, or is it just an assumption?
• Find examples of people who have succeeded despite similar challenges.
Step 3: Reframe the Belief
• Replace the negative belief with a positive, action-oriented belief.
• Example: Instead of “I’m not smart enough,” say “I can learn and improve with practice.”
Step 4: Take Action
• Do something small that contradicts your limiting belief.
• Example: If you believe you’re bad at public speaking, challenge yourself to speak up once in a meeting or practice speaking alone in front of a mirror.
Step 5: Reinforce the New Belief
• Repeat your new empowering belief daily.
• Surround yourself with people and content that reinforce growth and possibility.
Final Thoughts: Stop Letting Limiting Beliefs Control Your Life
The only thing standing between you and the life you want is the story you tell yourself. If Howard Schultz had let his limiting beliefs define him, Starbucks wouldn’t exist today. Tony Robbins delivers a master class on the subject of resolving your limiting beliefs in his seminal work; “Awaken the Giant Within : How to Take Immediate Control of Your Mental, Emotional, Physical and Financial Destiny!“
It’s time to rewrite your own story.
Your Challenge:
Right now, write down ONE limiting belief that’s holding you back. Then, go through the 5-step exercise above to start dismantling it.
Drop a comment below and share your limiting belief and how you’re going to reframe it. Let’s take action together—because your future self is waiting for you to break free!
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