Face your fears. You hear it from energy drink companies, clothing brands, your mum and more over life.
And sometimes, you shouldn't, because if your largest fear is a rabid bear who hasn't eaten in two weeks, it's not great advice.
But sometimes, you should, and that's exactly what we are trying to do at The Hits Hawke's Bay starting with my co-host Megan and her two biggest fears in life, fish and horses.
When speaking with one of the hosts of the television show "Tour Guides" we discovered they had both touched stingrays and ridden horses in Tairawhiti and so, without a moment's hesitation, and very bravely, I nominated Megan to do both things.
With which she promptly disagreed. But then I showed her the back of the energy drink I had in my hand, with a guy doing a huge motorbike jump and "face your fears" written underneath.