What is a Limiting Belief and why is it important?

Jimmy is an entrepreneur that is both creative and intelligent in the F&B industry. His offerings were great tasting and well presented, business location has high traffic and market segment was affluent. Yet his business wasn't doing as great as he envisioned it to be. You see deep down inside Jimmy has limiting beliefs about himself and his business that he was unaware of. So one day we set out to identify those limiting beliefs.

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