Imposter syndrome is something nearly every business owner faces. The nagging voice that says, “Who am I to do this?” has a way of showing up at the worst times. Too often, leaders wait for confidence to arrive before they take action. The truth we have learned, both personally and through years of coaching entrepreneurs, is that confidence does not come first. Courage does.
Confidence is built step by step, like stacking Lego blocks. Each small act of bravery strengthens the foundation. Courage, not certainty, is what propels us forward.
For Sabrina, the TEDx stage was a powerful reminder of this principle. Nerves were intense. What if the words disappeared? What if the message fell flat? The breakthrough came by shifting focus away from performance and toward service. By showing up with the intent to care for the audience, the pressure eased, and authenticity took over. That change in perspective, leading with service rather than self-doubt, is something every business leader can apply.
Melissa’s example came in a different form. After decades of wearing her hair long, she cut off more than a foot in one sitting. While it might seem minor, it was symbolic. It was a decision to embrace change without waiting for approval. The freedom that followed was a tangible reminder that bold choices, even small ones, can build confidence.
We see this lesson reflected in our clients as well. One left a secure government job just three years shy of retirement to open an equine therapy facility. On paper, the risk was high. In practice, the leap led to a thriving and fulfilling business. Others find breakthroughs through interviews with their top clients. Picking up the phone feels intimidating. What if the feedback is harsh? Yet those conversations consistently provide clarity, uncover appreciation and guide strategy that drives profitability.
Challenges, of course, never disappear. Early on, it was about finding that very first client. Today, it is about scaling a team and building businesses that can thrive without us. Each stage brings new hurdles. What keeps us moving is gratitude. We recognize that today’s struggles are the very ones we once dreamed of facing.
Courage leads to confidence, not the other way around. It means embracing mistakes as learning opportunities and moving forward. The invitation is clear: Do not wait until you feel ready. Act with courage, serve with heart and watch your confidence grow in the process.
This article originally appeared in Arkansas Business and is part of a series of small business commentaries by Sabrina Starling, Ph.D., PCC, BCC, the international bestselling author of “How to Hire the Best” and “The 4 Week Vacation,” TEDx speaker and founder of tapthepotential.com. Melissa Kay is the lead strategist at Tap the Potential and hosts the top-ranking “Profit by Design” podcast with Starling.
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