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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.
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.
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.
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.
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.
Book Juan
for your next event
Get in touch with Juan and his team today to learn more about a customized experience for your audience.