What if confidence wasn’t something you were born with?
What if it wasn’t a personality trait — but a deliberate strategy?
In this episode of The Franchise Woman Podcast, Rebecca Monet and Tracy Kawa sit down with Julie DeLucca-Collins — founder of Go Confidently Services, host of the Casa de Confidence Podcast (ranked Top 10 in Motivation by Goodpods), and author of Confident You.
Her message is simple — and transformative:
Confidence is not a feeling.
Confidence is built through consistent action.
Two Defining Moments That Shaped Her Mission
Julie’s passion for empowering women was born from two powerful experiences.
The first occurred when her mother was laid off in her early 50s. Julie vividly remembers her mother questioning her value and fearing she was “too old” to be hired again. That moment left a lasting imprint. Julie made a decision early in life: age would never define her potential.
The second defining moment came later in her corporate career, after she reached the executive level. Sitting at a conference table during a major organizational transition, she noticed two other accomplished women — one in her 30s and another nearing 60 — physically sitting back from the table, hesitant to step forward.
Both were highly capable. Both doubted their belonging.
That’s when Julie realized: imposter syndrome does not discriminate by age, experience, or achievement.
And someone has to choose to step up to the mic.
Imposter Syndrome Is Normal — But It’s Not Permanent
Julie reframes imposter syndrome in a powerful way.
Our brains are wired for protection. Comparison and self-doubt are natural responses. But they are not truth.
She encourages women to:
- Notice the story they’re telling themselves.
- Pause and ask, “Is this actually true?”
- Replace the narrative with a ladder thought — adding “yet.”
“I’m not a runner… yet.”
“I haven’t mastered this… yet.”
Awareness creates space. Space allows reframing. Reframing builds new neural pathways.
Confidence Comes From Reps, Not Readiness
One of Julie’s most relatable examples was her fitness journey.
She could walk on a treadmill.
But running? That felt like someone else’s identity.
Through repetition — through “reps” — she began to see herself differently. Not because she suddenly felt like a runner, but because she had evidence.
That’s how confidence is formed:
Consistent action → Competence → Evidence → Confidence
Not the other way around.
Make Friends with the Boring
Entrepreneurs love the shiny new opportunity.
The new launch.
The new strategy.
The new idea.
But Julie offers a different path:
Make friends with the boring.
Habits.
Weekly planning.
Quarterly goals.
Tracking numbers.
Reviewing performance.
These systems create stability when motivation fades.
She breaks goals into 12-week targets, then into action-based activities. Not revenue goals — action goals.
“Numbers are neutral,” she reminds us. “They’re just data.”
It’s the discipline of tracking and adjusting that builds sustainable growth.
Systems Create Freedom
Julie’s background in franchising deeply shaped her strategic mindset.
During her corporate career, she was tasked with systematizing a new division. She learned that for something to scale, it must be replicable.
Today, she applies that same principle to her businesses:
- Go Confidently Services (confidence coaching and leadership development)
- Casa de Confidence Media Productions (podcasting and media systems)
When a team member leaves, onboarding doesn’t create chaos — because processes are documented.
Without systems, growth stalls.
And without delegation, entrepreneurs become the bottleneck.
Delegation Is a Growth Decision
Many business owners hesitate to hire because:
“It’s faster if I just do it myself.”
“It saves money.”
“No one can do it like I do.”
Julie challenges this mindset.
When you say yes to doing everything yourself, you say no to higher-level strategy.
Hiring may feel uncomfortable — but it creates bandwidth. And bandwidth fuels growth.
Purpose, Values, and the Ripple Effect
Julie’s guiding principle stems from a belief she learned early:
“To whom much is given, much is required.”
For her, business is an act of service.
If she can help one entrepreneur save time or build confidence, that person can then impact others.
Change doesn’t happen in one giant leap.
It happens through ripple effects.
The Cycle of Success
In the episode, Rebecca referenced a powerful alignment model that perfectly reflects Julie’s philosophy:
Purpose → Values → Beliefs → Strategy → Action → Acknowledgment
And perhaps the most overlooked step?
Acknowledgment.
Looking back.
Recognizing progress.
Giving yourself credit.
Without acknowledgment, momentum dies.
With acknowledgment, confidence compounds.
Final Thoughts
Julie DeLucca-Collins is not just teaching confidence.
She is modeling it.
Through action.
Through systems.
Through service.
Through discipline.
If you’ve ever doubted your seat at the table, this episode is a reminder:
You belong there.
You just have to step forward.