What ACT Can Teach Behavior Analysts About Overthinking

Behavior analysts are generally very good thinkers.

We analyze patterns, problem-solve, and gather data.
We think critically, evaluate variables, and look for what could go wrong before it does.

Those skills are incredibly valuable in clinical work.

They can also become exhausting in entrepreneurship.

A lot of behavior analyst entrepreneurs find themselves trapped in cycles of:

• overthinking

• over-preparing

• delaying action

• perfectionism

• endless researching

• constantly changing direction

And the frustrating part is that many of these behaviors look productive on the surface.

You can spend an entire afternoon “working on your business” while quietly avoiding the thing that actually matters most.

This is one reason I think Acceptance and Commitment Training (ACT) offers such helpful tools for entrepreneurs.

Overthinking Usually Starts With a Good Intention

Most people are not overthinking because they are lazy or unmotivated.

Usually the brain is trying to help.

It wants certainty, safety, and protection from embarrassment, failure, rejection, or discomfort.

So before you:

• launch the offer

• publish the content

• host the workshop

• raise your prices

• pitch the collaboration

…the brain starts generating thoughts.

What if nobody buys?
What if people judge me?
What if I am not qualified enough?
What if I fail publicly?

Now your nervous system starts looking for escape routes.

You decide to:

• do more research

• edit the sales page again

• reorganize your notes

• start a different project

• wait until you “feel more ready”

Temporary relief happens, but what about that feeling of being stuck? It sticks around or even grows in intensity.

ACT Does Not Try to Eliminate Thoughts

This is one of my favorite things about ACT.

The goal is not:
“Never feel doubt again.”

That would be unrealistic.

Instead, ACT helps people notice:

• thoughts

• emotions

• urges

• avoidance patterns

…without automatically obeying them.

For entrepreneurs, this matters a lot.

Because if you wait to take action until:

• fear disappears

• confidence arrives

• uncertainty is gone

• self-doubt stops talking

…you may end up waiting forever.

Cognitive Defusion Changes the Game

One ACT concept that has been especially helpful for me personally is cognitive defusion.

Defusion simply means creating a little more space between:
a thought
and your behavior.

For example:

Instead of:
“I’m not qualified enough.”

ACT encourages:
“I’m noticing the thought that I’m not qualified enough.”

The thought may still exist.
But it stops functioning like an absolute fact that controls your behavior.

Behavior analysts often get very fused with thoughts around:

• competence

• professionalism

• fear of mistakes

• visibility

• credibility

Defusion helps create enough psychological flexibility to keep moving anyway.

Entrepreneurs Spend a Lot of Time in Discomfort

This part surprised me when I first started building online over a decade ago.

Entrepreneurship requires a surprising amount of willingness to experience discomfort.

• Uncertainty.

• Judgment.

• Visibility.

• Failed launches.

• Low engagement.

• Awkward first attempts.

• Technology problems.

• Learning curves.

ACT does not teach people how to avoid those experiences.

It teaches people how to stay connected to what matters while uncomfortable experiences are present.

Values Matter More Than Motivation

Many entrepreneurs spend years chasing motivation.

ACT focuses more heavily on values.

Motivation changes constantly, but values tend to stay more stable.

For example:
You may not always feel motivated to:

• write content

• send emails

• launch your workshop

• record videos

But if your values include:

• helping people

• dissemination

• flexibility

• creativity

• impact

• autonomy

…those values can guide your actions even on difficult days.

Values help answer:
“What kind of entrepreneur do I want to be?”

That question often creates much more sustainable action than:
“How do I force myself to work harder?”

Avoidance Often Looks Productive

This is probably one of the most important things ACT has taught me about business.

Avoidance rarely looks like “doing nothing.”

It often looks like:

• over-editing

• over-planning

• over-researching

• switching tasks constantly

• consuming more content instead of creating

• endlessly tweaking things before publishing

The behavior temporarily reduces discomfort.
So the brain learns to keep doing it.

ACT helps entrepreneurs notice these patterns more clearly.

And awareness creates choice.

Psychological Flexibility Is an Entrepreneur Skill

Psychological flexibility is essentially the ability to:

• stay present

• stay connected to values

• adapt

• continue taking meaningful action even when difficult thoughts or emotions show up

I think this is one of the most underrated entrepreneur skills.

Business growth rarely happens in a perfectly calm emotional state.

Most entrepreneurs build while:

• uncertain

• uncomfortable

• imperfect

• learning as they go

Psychological flexibility allows movement anyway.

Final Thoughts

If you are a behavior analyst entrepreneur struggling with overthinking lately, I hope this helps normalize something for you:

Your brain is not broken.

Many thoughtful, intelligent, high-achieving people get trapped in avoidance and overthinking loops when building businesses.

ACT does not offer a magic solution where fear disappears forever.

What it offers is the ability to stop organizing your entire business around avoiding discomfort.