I've also seen so many people telling me do not fear of failure when they actually in their actions fear of failure themselves!
So, what's the solution here:
1. Surround yourself with people that do not fear of failure taking action or have the positive traits you wish
2. Observe your actions to see if you actually (for eg. seem to fear of failure).
I think that a single action is worth 1000 words and the great minds told that a great man is the one by his deeds, not by his words! (most of the self-improvement gurus are in the second category).
Probably people intuitively understand this and want to learn from successful people how to become successful than self-help authors...I mean it's common sense, right?
