Confidence

Confidence is believing in what you do or sell. It is not arrogance. A confident entrepreneur trusts that their idea is worth trying, but still listens when something is not working.

Doing things differently and taking risks means stepping into the unknown, and confidence gives an entrepreneur the push to take that step. It is what makes you launch rather than delay. For example, if you set up a weekend dog-walking service, confidence helps you introduce yourself to owners, set your prices and ask a local pet shop to display your flyers. Without it, you might put off the launch or charge too little because you are afraid to ask.

Confidence also helps an entrepreneur:

• present ideas clearly to customers, banks or investors, so they understand and trust the plan;
• make decisions instead of putting them off, such as choosing a price or a supplier;
• persuade stakeholders to support the business, from a landlord to a first customer.

Entrepreneurs and their staff also need to be comfortable with changing their mind. If dog owners keep asking for early morning walks, a confident owner can change the timetable rather than defend the old one. Changing your mind when evidence shows a better way is a sign of confidence, not weakness, because it helps the business adapt and keep customers happy.