Fear, scarcity and value
The things we fear are probably feared by others, and when we avoid them, we're doing what others are doing as well.
Which is why there's a scarcity of whatever work it is we're avoiding.
And of course, scarcity often creates value.
The shortcut is simple: if you're afraid of something, of putting yourself out there, of creating a kind of connection or a promise, that's a clue that you're on the right track. Go, do that.