In the early days of getting a business off the ground, the ability to convince others about the viability of your new idea, concept or product is key. Potential customers or investors need to feel as excited and positive about your business and its future as you do, so your ability to demonstrate confidence in your business is so important at this stage. We are not talking overhyping here, as that can be dangerous territory particularly if you don’t deliver on the hype, but we are talking about feeling confident about the business you are building, the product or service you are launching, all backed up by the hard yards you have put in during the development or research phase. It is easier to feel confident about what you are doing if it is backed by some hard market or development facts and figures, or customer insights. So, in the important early phase of building your company, when there is both everything to lose and everything to gain, this is the time to exude confidence in what you are doing and about the future.