What Self-Doubt Sounds Like as a Business Owner
Here’s a sneaky truth bomb:
Self-doubt sounds, well, different when you’re a business owner.
It’s not always, “I’m not good enough,” which is the usual calling card of our doubt. Sometimes it sounds like, “I need to be more ready.” Or, maybe it sounds more like:
“I just need a few more testimonials before I launch this.”
“I should take another course first.”
“Once I have a clearer plan, then I’ll move.”
“It doesn’t feel quite right yet—I’ll circle back when I have these other ducks in a row.”
What’s wild is, you wouldn’t necessarily call it self-doubt.
These sound thoughtful. Responsible. Even strategic.
But sometimes—quietly, subtly—they’re the voice of self-doubt doing its best to keep you safe.
The truth is, self-doubt doesn’t always feel like fear.
We often think of self-doubt as a dramatic inner voice yelling “Who do you think you are?” But in real-life business ownership, it’s often more subtle. It shows up as second-guessing, perfectionism, delays, or a constant shifting of your internal goalpost.
You’re not lazy. You’re not flaky. You’re not “resisting success.”
You’re likely responding to a real internal risk—of being seen, judged, rejected, or misunderstood.
And if your nervous system associates those things with pain? It makes perfect sense that your mind would offer you all kinds of reasons to wait.
How to know when your Protector is in the Room
In coaching, I often talk about the “Protector” part of us—the one that’s doing its best to avoid disappointment, criticism, or failure. It wants you to stay in control. Stay prepared. Stay safe.
So it might tell you:
“You’re just being smart to delay.”
“Let’s not move until we know this will work.”
“Don’t take up too much space—you haven’t earned it yet.”
This part isn’t the enemy. But it’s certainly not the wisest voice in the room. And it’s not the part of us that is best suited to run our businesses and cheer us on towards our business goals.
Letting your most-experienced self speak is the first step.
There’s another voice that lives in you too. One that knows your strengths, remembers the things you’ve already done that felt brave, and is willing to take imperfect action from a place of self-trust.
This voice might say:
“I can make a decision now, even if I don’t feel 100% confident.”
“I can take a next step without proving myself first.”
“I don’t have to wait until I’m certain to act with care.”
Learning to hear—and trust—this voice isn’t about faking confidence, but about building the kind of inner relationship that makes brave work possible. It still may feel crunchy and risky, but there’s a quiet solidness to it saying, “I can figure this out, even if it doesn’t go according to plan.”
So, what can we do when we’re circling things again and again?
If you’ve been dancing around the same move in your business—launching a service, sending a pitch, raising your rates, showing your face more online—it might be time for a different kind of support.
Not another strategy session or a “just do it” productivity talk.
But a coaching space that understands self-doubt as a pattern—and helps you gently shift it.
Want to Explore This in Coaching?
The Momentum Session is a 90-minute clarity coaching session designed for business owners feeling stuck in indecision, self-doubt, or perfectionism. It’s a one-time session with no long-term commitment—just space to breathe, name what’s happening, and move toward a decision from your most grounded self.
If you’re circling something important, you don’t have to keep doing it alone.
Let’s find your next step together.
