Confidence is a funny thing, isn’t it? From the outside, it seems like something every leader has—especially in agencies where clients, deadlines, and teams constantly pull you in a million directions. Yet, behind closed doors, even the most successful leaders sometimes feel like they’re winging it.

You’ve been there, right? Sitting in a meeting, trying to project authority while internally you’re questioning, “Do I really know what I’m doing here?” Or maybe you’ve landed a major client, only to wonder afterward if it was just a lucky break. I get it because I’ve been there too. Before I became a coach, I was an agency leader, and I often found myself questioning if I knew what I was doing?  

If you’ve ever felt like an imposter, or worried that sooner or later someone will “find you out,” know this—you’re not alone. I’ve worked with many agency leaders who struggle with the same feelings, despite their great achievements.

The good news? Confidence isn’t a trait reserved for the lucky few. It’s something you can build, step by step. Here are five ways to cultivate that confidence in your leadership role:

1. Recognize and start challenging your imposter thinking

Maybe you’re familiar with this thought: “I’m not as good as people think I am.” Or perhaps you’ve thought, “I’ve just been lucky so far.” Sound familiar? That’s imposter syndrome, and it thrives in fast-paced, high-stakes environments like agencies, where the pressure to deliver can make you doubt yourself even more.

Tip: Next time you feel like an imposter, take a step back. Ask yourself, “What’s the evidence for this?” Keep a record of your successes. Maybe it’s a campaign you crushed, a client relationship you’ve strengthened, or a pitch that you nailed. When self-doubt creeps in, revisit this list. You didn’t get here by accident.

Question for Reflection: What’s one achievement I’m really proud of, but don’t celebrate enough?

2. Be OK with not knowing it all

Have you ever felt like you had to walk into a room full of clients and have all the answers? There were times when I felt like I needed to pretend I had it all figured out. But truthfully, there’s power in admitting when you don’t know it all. In fact, your team respects you more when you show up as human—someone who’s still learning and growing.

Tip: Next time you’re unsure about something, be open about it. Let your team know it’s okay to figure things out together. It doesn’t mean you’re weak; it shows you’re adaptable and open to new ideas.

Question for Reflection: How would being more vulnerable with my team shift the dynamic in a positive way?

3. See the learning opportunity in everything

In agencies, things change by the second. A pitch falls through. A client has an urgent request. You feel like you’re juggling more than is humanly possible. It’s easy to see any stumble as a failure. I used to feel that way too—like I needed to be perfect. But here’s the thing: growth happens through those stumbles. In fact, those "less-than-perfect" moments are where the real leadership magic is.

Tip: When something doesn’t go as planned, ask yourself, “What’s one thing I can learn from this?” Whether it’s a client call that didn’t go smoothly or an internal meeting that didn’t land well, there’s always something to take forward.

Question for Reflection: When was the last time I learned something valuable from a mistake?

4. Be hungry for honest feedback

You know that nervous feeling before a performance review or client feedback session? You brace yourself for criticism, wondering if this will be the moment your weaknesses are revealed. But the most confident leaders are the ones who actively seek out feedback, not avoid it. It took me time to realize that asking for feedback wasn’t admitting failure—it was an opportunity to grow.

Tip: Create space for honest conversations with your team. Ask them how you can better support them or improve in your leadership. Regular feedback keeps you growing and reinforces that you’re committed to becoming the best version of yourself.

Question for Reflection: What’s one area I’ve been avoiding feedback on, and how might that feedback help me improve?

5. Find your people

Ever feel like leadership is a lonely place? You’re supposed to have all the answers, but sometimes it feels like you’re navigating a maze of client demands, team needs, and tight deadlines. Early on, I learned how powerful it is to have a network of trusted peers and mentors. People who get what it’s like to lead in an agency, and who can provide the perspective or encouragement you need when the going gets tough.

Tip: Make time to connect with fellow agency leaders. Whether it’s over coffee or at industry events, having a support system helps you stay grounded and reminds you that you’re not alone.

Question for Reflection: Who are the key people in my network that I can lean on for advice and encouragement?

If this resonated with you, please know you’re not alone. Confidence is a journey—one that’s built on not always having the right answers but on embracing the process of growth, seeking feedback, and showing up authentically for your team.

I’ve seen countless leaders go from self-doubt to self-belief. The path to confident leadership starts with acknowledging the challenges—and taking small steps to push through them.

As you move forward, remember: You don’t have to be perfect, just willing to grow.