Overcoming self-doubt: Leading your business with calm confidence & clarity

Using the WHAT IF Protocol to Grow Your Practice

 Select an Image

Picture this: You're sitting at your desk, staring at your calendar. Another week with too few clients. Your mind starts racing: What if no one wants to work with me? What if they think I'm a fraud? What if I can't make this business work?

If you're a woman building your own business or coaching practice, you already know the road is full of both opportunities and challenges. One challenge that often takes center stage—but is rarely spoken out loud—is self-doubt. It doesn't matter if you're just starting, pivoting, or attempting to grow: those nagging questions have a way of sneaking in and steering the ship.

The truth? Self-doubt is common—but it's not the boss of you. With some practical strategies, real self-compassion, and the right tools, you can lead your business from a place of clarity, courage, and calm authority.

Understanding Self-Doubt—and Why Business Anxiety Feels Different

Self-doubt isn't a flaw in your character or proof you're not cut out for entrepreneurship. When you're building a practice, every decision can feel weighted with consequence. Should you raise your rates? Post on social media? Invest in that training? Your brain, wired for survival, treats each business uncertainty as a potential threat.

For women, it's compounded by outside pressures, the legacy of old-school gender roles, and the very real stretch of wearing many hats—business owner, caregiver, partner, friend. This creates a perfect storm that can trigger:

Recognizing how self-doubt weaves into daily business life is the first step to gently challenging it.

Signs Self-Doubt Might Be Steering Your Business

Do you find yourself:

These are all ways self-doubt puts up roadblocks. Naming these patterns is powerful—it means you're on the path to choosing something different.

The Real Cost of Self-Doubt in Business

Here's what's rarely talked about: self-doubt doesn't just slow your progress, it can affect everything from decision-making to the energy you bring to your leadership. When you hesitate to offer your services, connect with new people, or take the next big step, opportunities can slip by. Over time, indecision might actually make others question your readiness—not because you aren't skilled or capable, but because they can sense your uncertainty.

The WHAT IF Protocol: Transforming Fear into Possibility

In my practice as a Master EFT Practitioner working with emerging coaches and practitioners, I've discovered something powerful: the fears that keep us playing small aren't signs we're not ready—they're opportunities for transformation. One of the most immediate tools that creates shifts is asking different kinds of "What If" questions.

Instead of letting your mind spiral into worst-case scenarios, try these transformative questions:

For Client Attraction:

For Pricing & Money Mindset:

For Visibility & Marketing:

For Professional Confidence:

Remember: Create statements that feel authentic to you. Start where you are—if "What if I build a successful practice?" feels too big, try "What if I sign one new client this month?"

Real Transformation: Linda's Journey from Hiding to Thriving

Let me show you exactly how this transformation looks in practice. Linda came to me as a newly certified health coach struggling with imposter syndrome and visibility fears. Despite her extensive training and natural talent, she found herself procrastinating on launching her website, undercharging for her services, and hiding behind endless certifications.

During our work together, we identified that her 'imposter syndrome' wasn't just general anxiety—it was three specific limiting beliefs creating a complex pattern: 'I'm not expert enough,' 'People will discover I'm a fraud,' and 'I need more credentials to be credible.'

Through targeted EFT sessions, we worked through layers of shame, perfectionism, and fear of judgment that had been driving her business paralysis. Between sessions, Linda practiced the WHAT IF Protocol to reinforce the new patterns we were creating.

"I tried positive thinking and mindset work before, but it never lasted," Linda shares. "Working with Kay, I realized I had emotional blocks I couldn't even see. She helped me release the actual feelings behind my fears—not just change my thoughts about them."

Three months later, Linda had launched her website with confidence, doubled her rates (and signed three new clients), started sharing vulnerable, engaging content on social media, and developed a waiting list for her group program.

"The shift wasn't just in my business metrics. It was in how I felt showing up every day as a coach. I stopped apologizing for my rates and started truly believing in the value I offer." 

Want to try the same technique Linda used?

My free Essential EFT Tapping Guide teaches you the basics of this gentle, powerful technique. You'll learn the exact tapping points and simple steps to calm your nervous system when self-doubt or business anxiety strikes. Perfect for busy entrepreneurs who need practical tools that work.

Gentle Yet Effective Ways to Build Business Confidence

Instead of aiming for "zero self-doubt," try these approaches to build a more grounded sense of self-trust:

Your Daily Business Growth Practice

From my experience working with practitioners, consistent small steps create sustainable confidence. Here's what I recommend:

Set three daily reminders with business-affirming "What If" questions:

Morning: Focus on your professional value

Midday: Address a current business challenge

Evening: Celebrate a possibility for tomorrow

Making It Practical: Your Business Growth Toolkit

Through working with practitioners at various stages of their business journey, I've found these implementation strategies most effective:

Before Client Calls:

Before Setting Prices:

Before Creating Content:

Growth Mindset: The Healthy Foundation

A growth mindset means viewing your skills as something you can develop with effort, feedback, and time. This isn't just a business strategy—it's a lifeline for resilience. When you embrace the belief that you're always learning, setbacks become stepping stones, not dead ends.

Why Mentors and Community Matter

You don't have to—and shouldn't—do this alone. A mentor or a trusted community can offer perspective, encouragement, and accountability. These relationships aren't about having someone "fix" you; they're about having wise companions for the journey, so you can keep moving forward even when you hit tough stretches.

Tools to Clarify Your Vision

Practical clarity makes confidence easier to access. Some tangible ways to stay anchored in your purpose:

Mindful Presence and Self-Compassion

You will have hard days. On those days, take a few moments—a slow breath, a gentle walk, a kind word to yourself—to stay present. Remember: self-compassion isn't self-indulgence. It's the fuel that keeps you showing up for your clients, your community, and yourself.

Celebrate Every Win (Yes, Even the Tiny Ones)

Building self-efficacy (faith in your ability to influence your path) isn't about grand gestures. Did you reach out to a new client, publish that post, set a healthier boundary? Each of those deserves a quiet (or not-so-quiet) celebration. These little moments add up, training your mind to look for proof of progress.

Learning to Use Feedback for Growth

Not all criticism is helpful, but it can be a goldmine for growth when approached with curiosity. Pause, breathe, and reflect: Is this feedback useful? Can it help you improve or see a blind spot? Keep what builds you up, let the rest go, and use each lesson as a stepping stone.

Ambition Needs Care, Too

Ambition is a gift—but it's sustainable only when paired with real self-care. That means rest, healthy boundaries, nourishing relationships, and time to refill your own cup. Remember: you are not a machine. Sustainable business is about wholeness, not just hustle.

Draw Inspiration From Women Who've Been There

Countless women—from small-town solopreneurs to global founders—have faced that voice of doubt and kept going. Their journeys prove that self-doubt is not a final verdict. If they can rise above their fears, so can you. Let their stories remind you that courage is choosing to move forward, one step at a time.

The Bigger Picture

This work isn't just about managing business anxiety—it's about creating a practice that feels aligned with your values and vision. When you combine practical tools with gentle self-compassion and the right support, you naturally:

Your Next Steps

Whether you're just starting your practice, ready to raise your rates, preparing to be more visible, or scaling your business, there's a gentle, effective way forward. Transformation begins with clarity about what's truly holding you back.

Start Here:

Remember, building a successful practice doesn't mean pushing through fear alone. With the right awareness, tools, and support, you can create sustainable growth that feels authentic, aligned, and deeply supported.

You are more than your self-doubt. Your leadership matters—for your clients, your loved ones, and most of all, for you. Keep going. You are building something that lasts.

With warmth and support,

🌿 Kay

Note: The WHAT IF Protocol featured in this post was developed by Jackie Viramontez (Copyright 2020) and is shared with permission.