Confident
by choice
Overcome imposter syndrome, break through 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.”
—Ben Nemtin, #1 New York Times bestselling author of What Do You Want to Do Before You Die?
What if you could summon genuine confidence anytime you need it?
After years of research and working with over 250,000 individuals, Juan uncovered a repeatable system for building unwavering confidence, break through fear, and live an inspired life with a practical, research-backed framework that transforms small steps into big changes.
Featured by Harvard Business Review, Rolling Stone and has been translated into over 4 languages.
Confident By Choice sits at the intersection of personal growth, mindset, and peak performance—equipping readers with the tools to not just build confidence, but leverage it to achieve their goals. After a decade of working with category-leading companies, Juan developed a science-backed framework to help people unlock their full potential.
Confidence isn’t something we’re born with, it is something we build. This book shows you how.
Confident By Choice empowers you to embrace the 4 traits confident people leverage to create massive change. We all have goals in our lives but are often held back from achieving them. This book provides the blueprint to re-engage with the best of who you are and inspire others to do the same.
It uncovers the myths surrounding confidence and gives you the tools needed to break through them—so you can grow your career, deepen relationships, and step into bigger opportunities with confidence. It's time for transformation.
Early Praise for Confident By Choice
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![Ben Nemtin]()
“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.”
Ben Nemtin,
#1 New York Times bestselling author of What Do You Want to Do Before You Die? -
![Selena Rezvani]()
“Juan Bendaña reminds us that confidence isn’t something we’re born with—it’s something we build, choice by choice.
Confident by Choice is the kind of book that makes you feel seen, inspired, and ready to take that next brave step. A beautiful, powerful guide to becoming more of who you already are.”
Selena Rezvani,
Author of The WallStreet Journal bestseller, Quick Confidence -
![Michelle Poler]()
“This isn’t just a book on confidence. It’s a wake-up call for everyone who’s ever doubted themselves. Confidence By Choice is more than a guide, it’s a reminder that you’re more capable, worthy and powerful than you think.”
Michelle Poler,
Entrepreneur, Founder and author of Hello Fears
Meet the Author
Hi there!
I’m Juan, and even though I speak on confidence, I started with very little of it.
For years, I struggled with social anxiety and low self-esteem–which led me to obsess about a simple question: How do we consistently show up at our best?
10 years later, I finally figured it out.
After researching over 250,000 leaders, I developed a repeatable, science-backed framework that equips leaders with the confidence mindset to take bold action, tap into hidden potential, and ignite extraordinary growth-the Confidence Cycle. Today, I share this framework with 100,000 people a year to help category-leading organizations, professional athletes, award-winning artists and every day people develop the most important skill we need to thrive in uncertainty: unwavering confidence.
Confidence is the X-factor to go from where we are to the next level and I’ve dedicated my career to helping people tap into the confidence they deserve. This book is 10+ years of that journey packed into 202 pages of pure gold. I can’t wait to hear what you think!
