Why do so many entrepreneurs stall right before their next big breakthrough?
According to business growth coach and author Andrea Liebross, it’s because they’re stuck in what she calls the messy middle—that uncomfortable space between progress and possibility, where fear, doubt, and guilt start whispering that you’re in over your head.
The “Messy Middle” Moment
Andrea’s journey began in corporate America, where she spent a decade coaching new business owners through their startup phase. She noticed a clear pattern: after initial success, most entrepreneurs hit a point where the old strategies stopped working, and the excitement gave way to uncertainty.
“They start to doubt themselves. The business starts to feel heavy,” she told Rebecca and Tracy.
When her own creativity began to feel boxed in by corporate rules, Andrea decided to step out of the container entirely. She quit her job, hired her first coach, and began building a business designed to help others navigate that same transitional chaos.
The TRUST Model: A Framework for Big Thinking
Andrea’s work today revolves around helping entrepreneurs think bigger and trust the process of growth. Her TRUST Model breaks that mindset into five powerful steps:
T — Thought Options: You always have choices in how you think. Andrea likens it to selecting hors d’oeuvres at a party—you can keep grabbing the same “safe” option, or try something new.
R — Real Problem: Most “problems” in business aren’t logistical—they’re emotional. “The real problem is usually a feeling we don’t want to experience,” Andrea explains, whether it’s guilt, fear, or loss of control.
U — Uncertainty: Growth requires embracing the unknown. “Everything we ever wanted is on the other side of uncomfortable,” Andrea says.
S — Securing Support: We all need people who can see what we can’t. “You can’t read the label from inside the peanut butter jar,” she jokes—a reminder that mentors and coaches are essential for perspective.
T — Taking Massive Action: Knowledge without movement is just passive action. “Listening to a great podcast or reading a book isn’t enough,” she says. “You have to do something, even if it’s uncomfortable”.
Becoming the Wave Beneath Others
Toward the end of the conversation, Tracy Kawa offered a vivid metaphor:
“Andrea, you’re not the surfer—you’re the wave carrying business owners to their destination.”
It’s a fitting image. Andrea doesn’t just teach strategy—she propels people forward, giving them the courage and clarity to ride the next wave of their growth journey.
Final Takeaway
Andrea’s message is clear: success doesn’t come from avoiding discomfort. It comes from trusting yourself enough to act anyway.
Whether you’re a franchisor, a franchisee, or an entrepreneur in any field, learning to embrace uncertainty and take massive action may be the very key to becoming your Future You.