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If you don’t own your story, no one else will.

That’s the hard truth—and the great opportunity—for every founder.

In this week’s issue of the Storytelling for Entrepreneurs Newsletter, we’re diving deep into the one trait that separates forgettable startups from unforgettable brands: conviction.

In it, I’ll share examples from legendary founders who owned their story from day one, plus you will:

• Learn 3 practical ways to build belief in self

• Discover how certainty can help improve sales by 51%

• See a video from Gary V’s showing how his belief helped build an empire 

Enjoy drinking the belief Kool-Aid…LG

Founder Tip: The Power of Belief

If you’re building a company, there’s one thing you have to do and do it full out.

Not rent it.
Not borrow it.
Not whisper it.

You have to own your story.

Because here’s the truth:

As a founder, you’ll face challenge after challenge—pitching, recruiting, selling, fundraising.

And belief? It’s the thread that runs through all of it.

If you’re convinced something’s out of reach…

It will be.

But when you own your story, belief becomes a catalyst.

And belief, in the hands of a founder, becomes a force multiplier in all that you do. 

Conviction Changes Everything

Over the last decade, I’ve coached hundreds of entrepreneurs, prepping investor pitches, sales demos, press interviews, and even coffee chats. The ones that stand out?  

It’s the ones that speak with total conviction in what they’re building.

Years ago, when I was producing a TV pilot we pitched to CNBC called American Made, I spent three days with John Paul DeJoria (JPD), founder of Paul Mitchell and Patrón Tequila. That’s when I truly saw this level of conviction in action.

Whether it was shampoo or tequila, JPD believed—with every fiber of his being—that what he was offering would make your life better.

Wash your hair with Paul Mitchell shampoo? You’d look better and feel better.

Pour a glass of Patrón? You’d be savoring one of life’s finest pleasures.

It wasn’t about flash or hype. It was about pure belief.

And belief works—JPD built two separate billion-dollar, privately owned companies on the back of that conviction. That’s what it means to own your story: being the most convinced person in the room, even when all you’ve got is an idea on a napkin.
(👉 Read more about JPD's story here)

I first met Gary Vaynerchuk, founder of VaynerMedia and WineLibrary.TV, at SXSW, back when people were just starting to embrace social media.

Gary didn’t wait for the market to catch up. He told his story early and often—in a style no one had seen before.

As the son of Belarusian immigrants, he transformed his dad’s liquor store into a $60M business by pioneering YouTube wine content. But what stood out wasn’t just the wine—it was his voice.

Fast-talking. Hustle-heavy. Raw, real, and unapologetic.

He filmed 1,000 episodes of Wine Library TV from his basement. No scripts. No polish. Just belief.

That belief gave his content magnetic power, and sold more than just wine.

Then there’s Sara Blakely, founder of SPANX (and now SNEEX!), with a totally different energy—but the same undeniable conviction.

While selling fax machines door-to-door in Florida, she faced a dilemma: it was too hot to wear pantyhose, but she liked the way they shaped her body. So she cut the feet off a pair, filed her own patent, and set off to find someone—anyone—who would manufacture them.

No background in fashion. No co-founder. No funding.

Just belief.

Sara’s story, rooted in solving a personal pain point, became SPANX’s greatest strength. And by sharing her journey with confidence, she built one of the most successful self-made brands in history.

Founders, Remember This:

People don’t just buy your product or service. They buy your belief. 

Storytelling Lessons: How to Own It!

These founders believed deeply in what they were building, and that belief shaped the way they told their stories—with clarity, confidence, and conviction. The good news? You can build belief, too. It’s not a trait you’re born with—it’s a mindset you can strengthen through practice.

Here are 3 storytelling lessons to help you develop belief and own your story:

1. Identify Your Talents and Skills

   Belief starts with recognizing your value. Take inventory of your talents, skills, knowledge, and experiences—even the ones you’ve overlooked. Write them down. Reflect on the things you’re most proud of, big or small.

   
   Often, we underestimate our uniqueness because it feels normal to us. But those things you do well, enjoy doing, or that others compliment you on? That’s your edge. And the clearer you are about what makes you valuable, the more confidently you can speak about what you’re building.

2. Use the Power of Imagination

   One of the most powerful tools we have as founders is imagination. Visualize what you want to achieve. Picture yourself doing it. Winning at it. Sharing it.

   
   When you imagine success clearly and consistently, your brain starts to build a belief that it’s possible. This mental rehearsal not only strengthens your story, but it also gives you the fuel to show up with energy and optimism. Anchor it physically—feel it in your body. That imagined future is your internal proof before the world catches up.

3. Commit Fully

   At the heart of belief is commitment. Owning your story means going all in on what you’re building—burning the boats, as they say. Don’t wait for certainty. Show up with conviction. Speak with confidence. And act like your vision is already real.

   
   Go all in on what they’re doing with unwavering pursuit of seeing it through. Over time, this commitment becomes a magnet—attracting investors, partners, customers, and believers.

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Fun Fact:

When you have real conviction in what you're doing, buyers feel it. It’s not just mindset—it’s science. A study from Sales Insight Lab analyzed 23,900+ sales conversations and found that 51% of top-performing salespeople credit their success to one thing: confidence, attitude, and belief in their product.

These top performers weren’t better talkers—they were more certain. That certainty influences buyer behavior more than any script ever could.

Video to Watch:

Before the keynotes and media empire, there was WineLibraryTV. In this 2008 episode Gigondas:Rhone’s Little Secret - Episode #505, Gary Vaynerchuk reviews wine with unapologetic passion, Jets fandom, and a spit bucket by his side.

It’s raw, loud, and 100% authentic—a masterclass in owning your story, your brand, and your voice. Watch why fans became “Vaynermaniacs.

Storytelling for Entrepreneurs Issue #028 - The #1 Trait Every Successful Founder Shares (It’s Not What You Think)

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