do you have what it takes to be a successful business owner?
when high-sensitivity meets ambition
Hello love,
If you’ve ever caught yourself worrying that you might not be built to run your business, guess what? You’re far from being alone.
In fact, almost all of the women (+ the one man!) I’ve coached so far have shared similar thoughts, and to be completely transparent, I’ve probably written this in one form or another in my journals about a hundred times myself.
Why is it that so many highly-sensitive humans feel they’re not cut out to be business owners? What are the patterns and fears that press on the stories of not being enough? And are we, indeed, capable of running a successful business without pretending to be like anyone else?
In this article, we take a closer look at what goes on behind your eyes when self-doubt creeps in and you feel inadequate in the business world. Most importantly, we find a way forward to not let this prevent you from taking your place in this world.
Why is it that highly-sensitive women doubt their capacity to be successful business owners?
You know what infuriates me?
Watching so many self-absorbed, overconfident men (and sometimes women) half-ass their businesses, putting out "okay" services with amateurish vibes—and yet, because they believe they’re the best thing since sliced bread, they end up getting loads of attention and success.
Which is fine, good for them, everyone deserves to be happy and to be compensated for their work.
But then, I compare that to the heart-centred, highly sensitive entrepreneurs I know. The ones who pour their soul, care, talent, and attention to detail into creating truly remarkable products and programs… These are the people whose work is genuinely transformative, yet they’re the ones doubting if what they do is good enough!
It’s maddening, but it’s also a symptom of something much bigger.
Growing your confidence isn’t as simple as jotting down a list of everything you’re good at. For highly sensitive entrepreneurs, the lack of confidence often runs deeper than a bad day or a moment of self-doubt.
It’s rooted in how society undervalues the traits we embody: empathy, intuition, thoughtfulness, and care.
We live in a world that prizes hustle, loud voices, and brashness. Those are the qualities often associated with the strong and successful. It’s no wonder so many highly-sensitive people struggle to feel confident in their abilities as business owners. They’ve been conditioned to believe that their way of operating is somehow “less than” when, in reality, it’s exactly what the world needs more of.
Before we can grow authentic confidence, we need to unpack this societal bias and reclaim the value of our unique qualities. We need to see that success doesn’t have to look like being the loudest in the room or playing the ruthless entrepreneur game.
Success can be found in quiet strength, meaningful connections, and the ability to truly care about the work we do and the people we serve.
Let’s start there.
Also Read: 9 signs you’re a highly-sensitive woman and how to turn into a secret weapon in your business.
The fears and myths that keep us stuck - and how to get rid of them.
Beyond the values society tends to celebrate, we must also address the common fears we experience as highly-sensitive entrepreneurs and the myths we often internalise. This isn’t an exhaustive list but rather a collection of the most significant hurdles I’ve observed, what I like to call the “business hinderers.” Together with their antidotes, so you can find your way out.
The fear of making mistakes
Raise your hand if the thought of failure or criticism can feel overwhelming for you?
For highly-sensitive people, mistakes might seem like glaring signs that we’re not capable, rather than necessary steps on the road to growth. You know it but I’m going to say it anyways : mistakes aren’t proof of inadequacy, they’re evidence of effort.
The antidote: every time you fail or make a mistake, take a few moments to create safety within your body. Hold yourself tenderly, and start reframing your thoughts by focusing only on what you’ve learned and what you can improve in the future.
The Myth of the “Shark”
Ever watched the show Shark Tank? It’s an American reality tv that shows entrepreneurs pitching their business to convince the panel to invest in their companies. They’re Sharks in the US, Dragons in the UK (Dragons’ Den) and Tigers in Japan (The Tigers of Money), and the fact that these shows are extremely popular makes it obvious that the business world glamorises this cut-through approach to success.
It makes it seem as if empathy and heart have no place in entrepreneurship, or at least not successful entrepreneurship.
But this couldn’t be further from the truth. In reality, leading with compassion and authenticity is what sets heart-centred entrepreneurs apart. Your ability to connect deeply with your audience is exactly what will allow you to build trust and loyalty over time.
The antidote: Be mindful what you consume. Surround yourself with successful entrepreneurs that lead with heart, sensitivity and intuition, and you’ll start believing that if they can, you can too.
Feeling you must always be on
The hustle culture narrative tells us that successful entrepreneurs are always busy, always networking, always pushing. For highly-sensitive people, this constant need to be on is exhausting and unsustainable.
We want calm days, soft blankets and delicious coffees, and that’s why so many of us are on Substack!
The antidote: Redefine what success looks like for you. It’s not about how much you do, but about how aligned your actions are with your values and energy. Once you allow yourself to slow down and connect deeply with what you decide to do in your business, with intention and heart, you’ll bring these qualities to everything you do and you’ll be fulfilled, knowing that you’re leading a life that makes you feel good!
Navigating masculine energy
The business world often shows an overwhelming presence of masculine energy. For women who want to lean into their feminine side, it can feel like there’s no room for creativity, intuition, or flow.
But embracing your feminine energy doesn’t mean rejecting strategy; it means finding a balance. Masculine energy provides the bricks and the cement to make a house, feminine energy turns into a home.
The antidote: Stop buying into the story that you must be different in order to be successful, and pair your intuition with intentional planning. That’s how you’ll discover a unique approach that feels both natural and effective. Bringing together the yin and the yang, the feminine and the masculine.
Struggles with the “3 S’s”: Sales, Strategy, and Structure
For many highly sensitive women, the words sales, strategy, and structure can feel like a foreign language : confusing, overwhelming, and downright uncomfortable.
There’s this myth that you’re either good at them or you aren’t. It’s either in your nature or it isn’t. In reality, these skills can be learned or delegated but first you need to shift your mindset.
The antidote: Your offers are a gift to the world. You create them to make your client’s life easier. So think of sales as a way to serve them. If you don’t communicate what you can give, then nobody will know and it’s sad! Strategy doesn’t mean manipulation, it’s just as a smart map to your goals that takes into consideration human behaviours and psychology. And structure isn’t a prison that ties you to your desk, it’s simply the container that supports your creativity, flexibility and spontaneity. Most importantly, you’re the boss: you decide what’s the best way for you to do this!
Over-identifying with your business
When you pour your heart into your business, it’s easy to blur the lines between your work and your identity. When so many of us call our business our “babies”, no wonder every critique or setback feels like a personal attack.
The antidote: Remember that even though the temptation is high to focus on the material aspects of this life on earth, the essence of who you are lies elsewhere. It lies in what remains outside of what you do, what you earn, what you know, what you look like, what you own. Your business is just one of the things you do, even if you care deeply about it. And your worth is intrinsic, no matter what.
Also read: letting yourself become - reflections on identities, attachments and life transformations
Why the world needs more heart-centred entrepreneurs
Here’s the beautiful paradox: the very qualities that make you feel like you’re unsuitable for business are the ones the world is starving for.
The world doesn’t need more businesses driven solely by profit margins, ego, or cutthroat competition.
It needs businesses built with care, empathy, and a deep sense of purpose: qualities that come naturally to highly sensitive, heart-centred entrepreneurs like you.
Your empathy allows you to truly see your clients and meet their needs in ways that feel authentic and human. Your intuition guides you to decisions that honor your values rather than sacrificing them. Your quiet determination means you’re not just building a business; you’re crafting something meaningful that will stand the test of time.
Businesses like yours are transformative. Not just for your clients, but for the entire landscape of entrepreneurship. You show others that it’s possible to succeed without sacrificing your well-being or compromising your values. You model a new kind of leadership, one built on connection rather than competition.
Imagine what could change if more businesses operated this way.
If more of us led with heart instead of ego, prioritising care over shortcuts, and quality over quantity.
What I want you to take in is that you’re not just running a business. You’re inspiring others to believe in their unique way of doing things.
So no, you don’t need to be louder, tougher, or more "shark-like" to succeed.
You just need to keep showing up as yourself : sensitive, soulful, and deeply intentional.
Because the world needs what only you can give.
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