If I want to learn how to write a book I can find the information.
If I want to learn how to start a business I can find the information.
If I want to learn how to lose weight I can find the information.

 

The barrier to having each of these things is not informational, it’s always emotional.

 

Perhaps I know how to write a book, but I’m scared of putting myself out there. 

Perhaps I know how to start a business, but I’m afraid of what people will say if I fail.

Perhaps I know how to lose weight, but I turn to ice cream every time I feel sad. 

 

Solving the emotional side means the obstacle is removed and the information can be put into action. The obstacle is never informational.