"When you're dodging, you're "afraid of getting hit." When you're attacking, you're "afraid of hitting me." When you're protecting someone, you're "afraid of them dying."

It's pathetic! You can't give into fear in a fight!

When you're dodging, think "I won't let you hit me!" When you're protecting someone, think "I won't let you die!" When you're attacking, think "I will cut you!"
--Urahara Kisuke"
— Tite Kubo (Bleach, Vol. 11: A Star and a Stray Dog)