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What is self-trust in business?
Self-trust matters just as much in business as it does in life. What is self-trust? Simply put, it’s the ability to trust yourself.
When you trust yourself, you know you can handle whatever comes your way, to make sound decisions, and to figure it out.
In essence, self-trust means that no matter what, you can survive mistakes, failures, trials and tribulations. Self-trust in business that you believe in your ability to do navigate whatever comes your way.
Stephen Covey in his book “The Speed of Trust” mentions that the first wave of trust is actually self-trust. He describes self-trust as the confidence we have in ourselves, in our ability to set goals, to keep commitments, to walk our talk, and to inspire trust in others.
Why self-trust is important in business
Self-trust in business is necessary in order to build a business that is truly aligned with who you are. When you have self-trust:
- You follow the right path for you, not just the path that is prescribed to you by someone else.
- Your decision-making becomes easier because you know you can handle the results and pivot as necessary.
- You feel more empowered and self-assured, because you’re not constantly second-guessing yourself.
- You become a more resilient business owner, which often leads to a more successful business owner since many people just give up too early!
Self-trust in business looks like:
- Running all advice and guidance through your own filter to see what feels right for you.
- When you mess up or “fail” in some way, you know you will be OK, and you trust yourself to figure out what to do next
- You trust your intuition and follow your instincts, rather than dismiss them or override them.
Not trusting yourself looks like:
- Over-reliance on “experts” or tools or advice to tell you want to do, thereby outsourcing your power
- When you mess up or “fail,” you take it to mean that YOU are a failure, and so you get down on yourself or give up.
- When you feel like something is “off”, you dismiss it and forge ahead anyway, ignoring your instincts.
5 ways to build self-trust in your business
If you’re ready to build self-trust, so you can feel more secure and build more resilience in your business, try these steps:
1. Commit to following your intuition for one whole day.
While, it may be difficult to find a whole day to do this, but it’s worth it if you can! Tune into your intuition on decisions like when to wake up, what to eat, and what activities to do. Pay attention to what you naturally feel guided to, and honor your instincts.
2. Run advice through your inner guidance system.
Before implementing anyone else’s advice (yes, even advice from an expert!), tune into your body and see how the advice feels to you. Think about the advice or decision you’re considering, and see if you feel a no or yes in your body. Get curious about the resistance and sensations that arise.
3. Explore what the feeling of trust feels like to you.
Self-trust isn’t a thought; it’s a felt experience in your body. Pay attention what it feels like to you to trust yourself, to feel safe and secure. If this feeling isn’t accessible for you, somatic (body-based) coaching can be a good opportunity for you to explore what self-trust feels like to you, so can you cultivate even more of that feeling.
4. Honor your gut instincts.
When something doesn’t quite sit right with you — like a prospective client who looks good on paper, but yet sets off alarm bells — honor that feeling and get curious about it, without trying to rush past it or bypass it.
5. Keep your promises to yourself.
Keep your promises to yourself. Trust is a verb and requires action on your part. When you keep your promises to yourself, your self-trust strengthens over time. You can start small, by committing to the next right step and following through.
What it looks like to have self-trust in your business
Here are some examples of what it looks like to have self-trust in your business.
You trust yourself to follow your timing.
You take action when it feels right for you, instead of forcing a timeline because others say you should.
You make decisions without looking for approval.
You gather what you need, then choose your path without spiraling into research or second-guessing.
You create offers based on your instincts.
You design and price offers because they feel aligned, not because you are trying to fit into someone else’s formula.
You say no to things that aren’t right for you.
You decline clients, projects, or collaborations that are technically “good opportunities” but aren’t right for you.
You trust your instincts about clients.
You listen when something feels off during a discovery call or when a project doesn’t feel like a match.
You trust yourself to raise your rates when it’s time.
You adjust your pricing based on your internal knowing rather than waiting for external validation.
You show up consistently without needing results.
You trust that the seeds you’re planting will grow even if you can’t see evidence yet.
You allow yourself to rest without guilt.
You pause, take space, or simplify your workload because you trust that rest is strategic, not indulgent.
You’re willing to take bold, intuitive leaps.
You pivot an offer, change your niche, or shift your business model because something inside says it’s time.
You own your expertise.
You speak with confidence about your work, share your opinions publicly, and trust that your perspective has value
You stay the course.
You trust yourself to handle what comes and make the best decision you can at the time.
Cultivating self-trust in business is a practice
We all have the innate power to build more self-trust in our business, but doing so requires practicing it on a regular basis. When we do, it strengthens over time.
Self-trust is one of the many aspects I coach clients to integrate into their business. Building self-trust is a great example of the inner work that helps us grow a sustainable, aligned business.
Because while strategy and action are important, we must do the inner work to support ourselves so that we can create the business of our dreams.
If you want to know more about how I work with clients, you can sign up for a free consultation.
