You’ve taken the leap. You’ve launched your care business, signed the paperwork, hired your first team member—or at least started planning to. But now, as you sit at that virtual table with funders, regulators, marketers, compliance teams, and care professionals, there’s a voice in your head whispering: “Do I really belong here?”
Let’s be clear: Yes, you do.
Imposter syndrome is one of the most common challenges new leaders face—especially in the care sector, where the stakes are high, emotions run deep, and responsibility can feel overwhelming. But confidence isn’t something you either have or don’t. It’s something you build. And like all good structures, it starts with a strong foundation.
At Big Sister, we’ve helped hundreds of women move from the frontline to the boardroom, and here’s what we’ve learned: the most confident leaders aren’t always the loudest, the oldest, or the most experienced.
They’re the ones who show up, learn fast, stay grounded, and refuse to quit.
Here’s how you can build that kind of confidence—step by step.
-
Know Your Value — And Say It Out Loud
Confidence starts with clarity. What are you actually bringing to the table? Chances are, it’s a lot more than you realise.
Maybe you’ve spent years delivering care directly, giving you unmatched insight into what clients need. Maybe you’ve supported teams as a supervisor, held the hands of family members during difficult times, or solved problems most office-based managers never even hear about.
Write it down. Say it out loud. Own it.
You’re not here because of luck. You’re here because of experience, integrity, and ambition.
When you truly understand your worth, you stop waiting for permission to speak—and start sharing your perspective confidently and clearly.
-
Understand That Confidence and Competence Are Different Things
Many new leaders think they can’t feel confident until they know everything. But here’s the truth:
Confidence is a mindset. Competence is a journey.
No one knows everything. Not even the people who look like they do. The difference is, confident leaders are willing to ask questions, admit what they don’t know, and learn as they go—without shame.
It’s okay to say:
- “Let me check on that and get back to you.”
- “I’m still learning that side of the business.”
- “Can we go over that again together?”
Saying you don’t know something doesn’t make you weak—it makes you wise. And that humility builds trust with clients, staff, and shareholders alike.
-
Surround Yourself with the Right People
One of the fastest ways to kill your confidence? Trying to do everything alone.
You need people in your corner. Not just staff or colleagues—but people who genuinely want to see you win. Mentors, allies, experts. People who have been where you are and can remind you what’s possible.
That’s exactly why Big Sister exists.
We’re not just investors. We’re not just a brand. We’re your business-building community. We bring clients, contracts, systems, and support—so you don’t have to figure it out alone. Our partners don’t just get a seat at the table. They get a team behind them.
So, find your people. Whether it’s Big Sister or another network, don’t underestimate the power of supportive community.
-
Remember That Progress > Perfection
One of the most dangerous myths in leadership? That you have to get it all right from day one.
You don’t.
You just need to keep moving.
You’ll mess up a rota. You’ll forget to submit a form. You’ll second-guess yourself. That’s not failure—that’s growth.
Confidence builds through action. So take the next step, even if it’s a small one:
- Make that uncomfortable phone call.
- Post that team win on social media.
- Sit at the front of the next leadership meeting.
Every time you do, your confidence grows. It’s like a muscle—the more you use it, the stronger it gets.
-
Practice the Language of Leadership
Language is powerful. How you speak about yourself, your business, and your goals shapes how others see you—and how you see yourself.
Practice saying:
- “I run a care company.”
- “I’m the Director of [Your Business Name].”
- “We’re growing quickly and have an incredible team.”
Even if you’re just starting. Even if you’re not quite there yet.
You don’t have to wait for validation. Speak with intention. Speak with pride. Over time, this practice becomes part of your identity—and confidence naturally follows.
-
Set Boundaries Without Apology
Confident leaders know when to say yes, but they also know when to say no.
That might mean:
- Saying no to undercharging for your services.
- Saying no to unrealistic staff expectations.
- Saying no to working 12-hour days, 7 days a week.
When you honour your time, energy, and expertise, others learn to do the same.
Boundaries protect your confidence. They help you stay focused on what truly matters—and stop you from burning out before your business really begins to thrive.
-
Celebrate Your Wins (Even the Tiny Ones)
Confidence doesn’t come from one big win—it comes from noticing every win.
That email you sent when you were nervous.
That staff member who said, “You’re a great boss.”
That client who left a five-star review.
Write them down. Celebrate them. Share them with your team.
At Big Sister, we encourage every founder to track their “confidence moments”—those daily reminders that yes, they can do this. It keeps momentum strong, especially on hard days.
Final Thoughts: You’ve Earned Your Seat
If you’re a new leader in care, we want you to know:
You belong.
- You’re not here by accident.
- You’re not “just a carer.”
- You’re not “just starting out.”
You’re building something powerful.
And the table is better because you’re at it.
So, sit tall. Speak up. Ask questions. Take space.
And know this: we’re proud to be building this next chapter with you.
Want more support?
Watch the Homecare Business Blueprint Playlist on YouTube – packed with practical tips for new care founders, covering confidence, clients, compliance and more.
Download the Big Sister Brochure for full details on how we support women from frontline to founder — with contracts, strategy, and confidence every step of the way.
