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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.

Get your Copy today!

Build unwavering confidence to achieve your goals and level up your life.

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Confident By Choice

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.

PRE-ORDER NOW 📘

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.

I'm READy for my copy!



What is the Confidence Cycle and why will it work for me?

Juan Bendana, bestselling author and world-renowned speaker, introduces The Confidence Cycle—a groundbreaking approach becoming the most confident version of yourself.

The Confidence Cycle helps you step into authenticity and reclaim who you really are. Through relatable stories and science-backed strategies, Juan provides an easy-to-use framework to overcome fear, build unshakable courage and find energy for your goals. It's time to create our best life.

I WANT A COPY 🔥
Confident by choice helps you...

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.

LET'S GO!!!

ORDER NOW

Step 1

Order the book

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Step 2

Access your bonus

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Step 3

Masterclass

Get instant access to a Confidence Masterclass- a deep dive into the concepts covered in the book! 

Early Praise for Confident By Choice

"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 New York Times bestselling author of What Do You Want To Do Before You Die?
“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
“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

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.

I'm READY FOR CONFIDENT BY CHOICE 🎉
Best Selling Author | Highly Sought-After Speaker | Confidence Coach to Olympians, Actors & CEO's

Juan Bendana

Has dedicated his career to helping people unlock confidence so that they can grow personally, thrive professionally, and live an energized life.

10 years of working with over 250,000 leaders

After working with over 250,000 leaders around the world, Juan realized there was a repeatable system that built unwavering confidence. He now shares that system with audiences and teams around the world.

Unlocking the system for unwavering confidence

Confidence is not something we are born with, it is something we intentionally develop. In order to develop it, we need a system. The Confidence Cycle is the system that is inspiring thousands of people every month to build real confidence.

The simple tool trusted by global organizations

American Express, Zillow, US Bank, Lindt, RBC, Fidelity, Nationwide are only a few of the organizations that have used the Confident By Choice tools to help their people grow both personally and professionally.

TIME FOR THE NEXT LEVEL 🚀

FAQs

You've got questions.
We've got answers.

A book is a big commitment. So why commit to Confident By Choice? GREAT question.

I'M READY!!!
Why should I read Confident By Choice?

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).
‍

Why is this different from other books on Confidence?

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.
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What will I get out of reading Confident By Choice?

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.
‍

Why does having more confidence even matter?

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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Juan Bendana is a renowned keynote speaker and coach that inspires actors, CEO's, Olympians and Fortune 100 companies get to the next level of performance and confidence.

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