On Self-Confidence: Insights from Peak Performers in Sports and Business

As a Leadership Performance Strategist, I apply what I've learned over four decades as a Mental Toughness Training coach of professional athletes to assist business leaders and their teams in their pursuit of excellence.

• As a consultant, I often encounter executives who confess to have low confidence, doubts and feel that they can't reach their goals. Sometimes these feelings are chronic, but most times they represent "a phase" responding to circumstances or a temporary impediment to their peak performance.
• The word confidence is made up of two Latin words: con- and fīdere. Con- is a prefix that means "with, together, in combination". In this case, it's used as an intensive prefix to mean "completely". Fīdere means "to trust". Self-confidence: to trust myself completely.
• In the high-stakes world of business, self-confidence is a crucial psychological asset that drives success under competitive pressure.
• Similar to elite athletes, business leaders and executives face environments where resilience, rapid decision-making, and sustained performance are essential.

Over the years, I have learned to use the principles of Peak Performance and Self-Confidence in my own life, for my own purposes, and to pass on to my clients the most effective approaches I've learned from sport psychology and working in high pressure environments.

The Eight Keys of Self-Confidence

Drawing on the principles of mental toughness training and sport psychology, leaders can enhance their self-confidence, leading to more effective leadership, greater adaptability, and long-term success.

1. Understanding Self-Confidence in the Business Context

Self-confidence in business is the belief in one’s abilities to achieve goals, overcome obstacles, and maintain control under stress. It is deeply tied to self-efficacy—trust in one’s capability to execute actions necessary for achieving specific outcomes.

• Performance is a promise that we will actualize our potential and deliver what's required to complete a business task effectively, overcoming obstacles and perceived limitations.
• Self-confidence is rooted in our capacity to align our physical and emotional skills to perform consistently and deliver results. We deliver on our promise, on demand, completely.

Just as athletes must trust in their skills and preparation before entering a competition, business leaders must rely on their expertise, knowledge, and strategic planning when navigating complex market challenges.

• Peak performing athletes train to self-regulate emotionally and to be highly adaptable. Through systematic training, they become confident Solutions Designers - and so can you.

2. The Role of Mental Toughness in Building Self-Confidence

Mental toughness refers to an individual’s ability to perform optimally under stress, pressure, and uncertainty. It is a critical component of self-confidence for both athletes and business leaders. Mental toughness encompasses four key areas that reinforce confidence (the Four Cs):

1. Control: Maintaining emotional and cognitive control, especially during high-pressure situations, is foundational to self-confidence. Leaders who can regulate their emotions—keeping calm and focused—are more likely to feel confident in their decisions, even when facing uncertainty. Emotional control involves knowing when to react, how to react and when not to react, using an approach suited to the person, the situation and the desired outcome. Emotional intelligence is a critical factor of effective leadership.
2. Commitment: A high level of dedication and persistence builds self-confidence. Executives, like athletes, must demonstrate a relentless commitment to their vision and goals. This helps them trust their ability to lead, despite setbacks or failures. Peak performers imagine a compelling outcome, improve their skills and methods to achieve it, inspire themselves and others through the process and then ignite the organization by tracing a path to higher achievements.
3. Challenge: Embracing challenges as opportunities for growth strengthens self-confidence. Leaders who view pressure-filled situations as chances to test their skills and expand their knowledge are more confident in their ability to thrive under these conditions. In sport psychology, we identified four typical responses to pressure: Avoidance, Anger, Choking and Loving the Challenge (the most effective and desirable). Peak performers learn to Love each Challenge as a means to learn continuously.
4. Confidence: Athletes and leaders alike need the belief that they can meet the demands of their environment. This self-belief is cultivated through preparation, skill development, and reflection on past successes. An important aspect of cultivating self-confidence is "acting as if," adopting the behaviors, feelings and thoughts that trigger your Ideal Performance State (IPS). Your IPS is the state in which you perform at your best, when your physical and emotional skills are aligned. When you want to trigger this state, you can recall the actions, feelings and thoughts that got you there in the past, you can "act" the positive emotions (walking, posturing, talking) and you can also emulate others whom you consider self-confident ("What would Nelson Mandela do?").

3. Visualization and Mental Rehearsal for Confidence

In sport psychology, visualization and mental rehearsal are key techniques used to enhance confidence. Athletes regularly use these tools to mentally practice performance scenarios, envision success, and anticipate challenges. Business leaders can adopt these techniques to prepare for important meetings, negotiations, or presentations.

By mentally rehearsing success, leaders prime their minds for optimal performance under pressure. Visualization also helps reduce anxiety and builds familiarity with challenging scenarios, reinforcing confidence. Leaders who can clearly visualize themselves successfully navigating high-pressure situations are more likely to perform with calm assurance. I train executives and athletes to visualize by a gradual, step-by-step approach that involves all their senses and allows them to "embody" confidence.

4. Positive Self-Talk and Affirmations

Positive self-talk, another cornerstone of sport psychology, is a tool for maintaining self-confidence during difficult moments. Athletes use affirming language to reinforce their strengths and capabilities, helping to drown out self-doubt or negative thoughts. I train athletes to create a constant stream of positive reinforcement, adapted to a variety of situations, to sustain the physiology of their Ideal Performance State under pressure.

In the business world, leaders can benefit from adopting positive self-talk, particularly when faced with setbacks or high-stakes decisions. Affirmations such as “I am prepared for this challenge,” “I am capable of making sound decisions,” or “I have the skills and knowledge to succeed” reinforce self-belief and mental resilience. This practice shifts focus away from fear of failure, empowering leaders to act confidently in the face of uncertainty. With positive self-talk, you can be your own best coach.

5. Managing Pressure and Fear of Failure

Fear of failure is a natural response to competitive pressure, but it can undermine self-confidence if not managed effectively. Both athletes and business leaders encounter high-pressure situations where the fear of making mistakes is heightened. In sport psychology, athletes are trained to reframe failure as part of the learning process, not as a reflection of their self-worth.

For business executives, this mindset shift is crucial. By viewing failures as opportunities for growth and development rather than personal shortcomings, leaders can maintain their confidence even after setbacks. Additionally, focusing on process-oriented goals (e.g., improving decision-making skills or leadership effectiveness) rather than outcome-based goals (e.g., hitting financial targets) allows leaders to build confidence gradually and sustainably.

I create short games to engage both athletes and executives in Solution Design, provoking them to engage in the challenge and find alternatives to what's taken for granted. Each game has the potential to stimulate creative thinking and reach insights with practical applications.

6. Developing Resilience through Discomfort Challenges

In mental toughness training, athletes are often pushed through discomfort challenges that test their resilience and help them build psychological stamina. This principle applies to business leadership as well. By willingly embracing discomfort, whether through taking on new roles, making tough decisions, or leading through crises, executives develop greater resilience.

I encourage athletes and leaders to create "a diet of discomfort," a collection of small challenges to be overcome through the day (like brushing their teeth with the non-dominant hand, or to have breakfast standing up and using one hand only, or walking inside their house for five minutes balancing an object on their head) so their emotional management of the tasks becomes cumulative. I also encourage them to create small challenges in their physical training or while they are competing or performing in any public situation to amplify the effect.

This ability to endure and thrive in difficult situations is directly linked to self-confidence. Leaders who regularly face and overcome discomfort gain greater trust in their capabilities. They become more confident in their ability to handle future challenges, knowing they have developed the mental toughness necessary to withstand pressure.

7. Breathing Techniques and Relaxation Strategies

Performance under pressure often requires the ability to regulate physiological responses such as anxiety and stress. Breathing techniques, widely used in sport psychology, help athletes control these responses to maintain focus and composure. Business leaders, who also face high-pressure environments, can benefit from integrating breathing exercises into their routines.

According to psycho-neuro-immunology, it takes just a few breaths to cool down the brain. The purpose of practicing breathing and relaxation is to elicit "the relaxation response." The relaxation response is the opposite of the stress response. It's a state of profound rest that can be elicited in many ways. With regular practice, you have a way to defuse stress triggers and engage in your Ideal Performance State.

Techniques such as deep diaphragmatic breathing or the 4-7-8 breathing method can help you reduce stress before important decisions or presentations. By staying calm and physically relaxed, you can boost your self-confidence and ability to perform under pressure. Other techniques include body scan, guided imagery, mindfulness meditation, yoga, qigong, tai chi, and repetitive prayer.

8. Building Confidence through Small Wins

One of the most effective ways to build self-confidence is by achieving small, incremental successes—what sport psychology refers to as “small wins.” Athletes gain confidence from steadily improving their performance over time, setting achievable goals, and celebrating progress. I promote the 1% improvement a day approach, which can be both quantified and qualified, and it creates a cumulative effect within 365 days. It's a solid confidence-builder.

In the business context, leaders should focus on setting realistic, attainable goals and acknowledge each success along the way. This builds a positive feedback loop where small victories enhance self-confidence, motivating leaders to pursue larger challenges with increasing assurance in their abilities. I'm a big fan of "micro-tasking," of breaking down tasks to facilitate small wins and create stepping stones towards training results and the realization of one's vision. It's rewarding for athletes and executives to witness how progress translates into "Yes, I can," "Yes, I will" and "I will, until..." on their way towards extraordinary results.

In Summary:

• Self-confidence is a dynamic psychological trait that can be cultivated through intentional practice, much like in the world of competitive sports.
• By integrating mental toughness training strategies such as visualization, positive self-talk, and embracing discomfort, you can enhance their confidence under competitive pressure.
• Building resilience, managing fear of failure, and celebrating small wins are critical to fostering a robust sense of self-confidence that empowers leaders to thrive in today’s fast-paced, high-stakes business environments.
• Just as athletes sharpen their mental game for peak performance, you can harness the principles of sport psychology to lead with greater self-assurance and achieve lasting success.

How Successful CEOs Learn Self-Confidence

These CEOs have all transferred key mental toughness, adaptability, and self-confidence skills from their early athletic, artistic, or high-pressure backgrounds into their corporate success.

1. Indra Nooyi – Former CEO of PepsiCo

Nooyi has often spoken about how her experience playing cricket in India helped her develop the resilience and confidence needed to thrive in the corporate world. Sports taught her the importance of teamwork, leadership, and strategic thinking under pressure.

2. Brian Moynihan – CEO of Bank of America

Moynihan was a rugby player at Brown University, where he developed toughness, discipline, and the ability to handle high-pressure situations—skills he says have helped him succeed in the finance industry.

3. David Solomon – CEO of Goldman Sachs

Solomon, in addition to his financial career, is also a DJ known as "DJ D-Sol." He credits the creativity, confidence, and performance skills developed through music as contributing to his ability to make decisions and handle the competitive environment in the financial sector.

4. Satya Nadella – CEO of Microsoft

Nadella has often credited his lifelong passion for cricket in helping him develop focus, teamwork, and the mental toughness needed to lead one of the world’s largest tech companies.

5. Ursula Burns – Former CEO of Xerox, Current Chairwoman of Teneo

Burns, who trained as a mechanical engineer, speaks about the importance of problem-solving under pressure. Her education and early work experiences in highly competitive environments helped build her resilience and confidence.

6. Adena Friedman – CEO of Nasdaq

Friedman, a former competitive squash player, attributes her ability to thrive in a fast-paced, high-stress environment to the discipline and focus she developed through sports. She has said that squash helped her build resilience and strategic thinking.

7. Jeff Bezos – Executive Chairman of Amazon

Bezos has credited physical challenges such as hiking and being part of competitive endeavors with enhancing his resilience, discipline, and ability to stay calm under pressure. He has also embraced mental exercises to develop long-term vision and decision-making confidence.

8. Sara Blakely – Founder and CEO of Spanx

Blakely credits her background in improvisational comedy for helping her build the confidence, adaptability, and quick decision-making skills needed to succeed as an entrepreneur. Performing in front of an audience under pressure helped her take risks and stay confident.

9. Mary Barra – CEO of General Motors

Barra has credited her early engineering roles in a male-dominated industry with giving her the confidence and competitive edge necessary to thrive in leadership. Her experiences under pressure taught her resilience and problem-solving skills.

10. Mark Parker – Former CEO, Now Executive Chairman of Nike

Parker, a trained artist, has spoken about how his background in design and creativity helped him think outside the box and bring innovative solutions to Nike. The competitive nature of the art world also helped him develop perseverance and confidence in his leadership journey.

Your Self-Confidence Self-Evaluation

This self-evaluation is designed to reflect areas where mental toughness and sport psychology techniques can further enhance your business leadership confidence, especially in high-stakes environments.

Instructions: Rate each statement on a scale of 1 to 10, where 1 means “Strongly Disagree” and 10 means “Strongly Agree.” Be as honest as possible to accurately assess your self-confidence under pressure.

1. I remain calm and focused when I face high-stakes decisions or competitive challenges.

(1 = I lose focus easily, 10 = I maintain complete composure)

2. I trust my abilities to perform at a high level, even when unexpected setbacks occur.

(1 = I often doubt my skills, 10 = I am always confident in my abilities)

3. I feel motivated and energized by competitive situations rather than intimidated.

(1 = I feel overwhelmed by competition, 10 = I thrive in competitive environments)

4. I can easily bounce back from failures and use them as learning experiences.

(1 = Failure deeply affects my confidence, 10 = I recover quickly and improve)

5. I regularly practice techniques (e.g., visualization, self-talk, or mental rehearsal) to boost my self-confidence before important tasks or meetings.

(1 = I rarely prepare mentally, 10 = I consistently use mental preparation)

6. I stay confident and decisive even when the pressure intensifies and expectations are high.

(1 = Pressure negatively affects my decisions, 10 = I remain confident under pressure)

7. I am able to adapt quickly and confidently when faced with unforeseen challenges or changes.

(1 = Changes often unsettle me, 10 = I adapt easily with confidence)

8. I maintain a positive and constructive self-talk when I encounter difficulties or criticism.

(1 = I tend to criticize myself, 10 = I maintain positive internal dialogue)

9. I consistently set high but achievable goals for myself, knowing I have the skills to reach them.

(1 = I avoid setting ambitious goals, 10 = I confidently aim high)

10. I inspire confidence in my team or colleagues, especially during challenging or uncertain times.

(1 = I struggle to project confidence, 10 = I consistently inspire confidence in others)

Interpreting Your Results:

80 – 100:

You demonstrate strong self-confidence under competitive pressure and possess a high level of mental toughness. Your ability to stay calm, adapt, and motivate yourself and others makes you well-equipped to lead effectively in high-stakes situations. You can maintain peak performance and inspire those around you.

60 – 79:

You have a good level of self-confidence but might occasionally struggle when under intense pressure. Focus on further developing mental strategies like visualization, self-talk, and adapting to unexpected challenges to strengthen your confidence and resilience.

40 – 59:

Your confidence tends to waver under competitive or high-pressure environments. While you have some foundation of self-confidence, you would benefit from practicing mental toughness techniques, setting clearer goals, and developing a stronger internal dialogue to build resilience and improve decision-making under stress.

Below 40:

You may experience significant self-doubt or hesitation in high-pressure situations, which can hinder your performance and leadership effectiveness. Ask me about my Leadership Performance Strategies programs or structured mental training programs to build confidence, improve emotional control, and enhance your ability to thrive under competition.

Daily Techniques to Develop Self-Confidence

These daily techniques focus on building confidence through mindset shifts, action, and consistent self-improvement, helping you become a more assured and effective leader.

1. Morning Visualization

Start each day with 5-10 minutes of visualization. Picture yourself successfully handling the day’s challenges, giving powerful presentations, or leading with confidence. This primes your mind for success and strengthens your belief in your abilities.

2. Affirmations and Positive Self-Talk

Write down 3-5 affirmations such as “I am a confident and effective leader” or “I make decisions with clarity and confidence.” Repeat these daily to reprogram your mindset. Combine this with positive self-talk throughout the day, especially when challenges arise.

3. Practice Power Posing

Before important meetings or tasks, stand in a “power pose” (e.g., hands on hips, shoulders back) for two minutes. This physical posture boosts testosterone levels and reduces stress hormones, helping you feel more confident and assertive.

4. Set and Celebrate Micro-Wins

Break down your daily goals into small, achievable tasks and celebrate each completed task. This creates momentum, reinforces a sense of accomplishment, and boosts self-confidence throughout the day.

5. Use the 1% Improvement Rule

Commit to improving just 1% each day in a specific area. Whether it’s decision-making, communication, or productivity, focusing on small daily improvements reduces the pressure and helps you build confidence gradually.

6. Master the Art of Preparation

Spend time each day preparing for important meetings, presentations, or decisions. The more prepared you are, the more confident you will feel in high-pressure situations. Preparation reduces anxiety and allows you to handle surprises with ease.

7. Challenge Your Comfort Zone

Every day, deliberately take on a task or challenge that pushes you outside your comfort zone, whether it’s making a difficult phone call, speaking up in a meeting, or delegating more effectively. Facing discomfort head-on strengthens your resilience and confidence over time.

8. Daily Reflection and Journaling

Take 10 minutes at the end of the day to reflect on your achievements, challenges, and lessons learned. Journaling about how you handled stressful situations or moments of doubt allows you to track progress and build self-awareness, which contributes to long-term confidence.

9. Embrace Failure as a Learning Tool

Reframe failures or mistakes as opportunities to grow. At the end of each day, review any setbacks, and extract the key lesson. This approach reduces fear of failure and helps you remain confident even when things don’t go as planned.

10. Stay Physically Active

Incorporate daily physical activity, whether it’s a workout, walk, tennis or yoga session. Exercise reduces stress, boosts mood, and releases endorphins, all of which positively impact your mindset and self-confidence. I'm partial to tennis, as it enhances agility, anticipation, reaction time and socialization, in addition to increasing your longevity by ten years.

Your Next Steps

Learn More about Leadership Performance Strategies

Explore Peak Performance Training for Athletes

Invite Carlos Salum to give a Keynote Presentation or teach a Workshop

Read "The Glass is Full and a Half" book by Carlos Salum