Introducing Confident By Choice | August 25'
A life-changing framework that has inspired thousands to become their most confident self.
Confident By Choice is a step-by-step guide on how to become the most confident version of yourself by letting of of judgement, stepping into courage and overcoming imposter syndrome.
This simple framework will set you free from the pressure to be perfect and open the door to your best self. It’s time to build a life by design. Welcome to the most confident YOU.

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Build unwavering confidence to achieve your goals and level up your life.
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Confident By Choice empowers you to embrace the 4 traits confident people leverage to create massive change.
Confidence isn't something we're born with, it is something we intentionally develop. After a decade of research, Juan Bendana has built a repeatable system for unwavering confidence. A formula that works every time.

Overcome Imposter Syndrome, Self-Doubt and step into Unwavering Confidence.
"This book flips the script on confidence. Confident By Choice is a call to stop waiting and start showing up, even when you're not ready. Juan reminds us that confidence isn’t something you’re born with— it’s something you build. One bold step at a time." - Ben Nemtin, #1 NYT Bestselling Author
Confident By Choice is a step-by-step guide to building confidence personally and professionally. This book uncovers the myths surrounding confidence and gives you the tools needed to break through them— so you can land promotions, strengthen relationships, and step into bigger opportunities with confidence. It's time for transformation.

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Early Praise for Confident By Choice




Get to know Juan
Juan Bendana is a highly sought-after speaker, entrepreneur, and coach to top CEO’s, Olympians, Actors and Fortune 500 Leaders. He started his first leadership development company over a decade ago, where Juan and his team constructed bespoke programming for category leading companies such as Disney, American Express, US Bank, Fidelity & Zillow.
Juan is the author of Confident By Choice (Penguin Random House, 2025). Based on his research of over 250,000 leaders at institutions such as Oxford, Penn State and the University of Toronto, his science-backed framework equips leaders with the confidence mindset to lead boldly, thrive through change, and ignite extraordinary growth.
FAQs
You've got questions.
We've got answers.
A book is a big commitment. So why commit to Confident By Choice? GREAT question.
Because waiting for confidence to magically show up is like waiting for abs after one sit-up—it’s not happening. This book gives you the tools to stop overthinking, start taking action, and become the kind of person who walks into any room like they belong there (because you do).
Most books talk about confidence—this book gives you a framework to actually build it. No fluff, no cheesy affirmations—just real strategies, backed by research and stories, to help you stop playing small and start showing up big.
You’ll get an easy-to-use system to turn self-doubt into unstoppable momentum—and a few laughs along the way. By the end, you won’t just think more confidently… you’ll start living like it.
Because confidence isn’t just about feeling good—it’s the difference between saying “maybe someday” and “I’m doing this now.” Whether it’s speaking up, starting something new, or going after that big scary goal… confidence turns the idea of action into actual action.

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