Rewriting Your Story: How to Build self-confidence and clarity for Business Success with Janice Sutherland
How Do You Build Confidence Through Narrative? Have you ever noticed how some entrepreneurs naturally draw in the right clients, lead with conviction, and radiate self-assurance? Their secret often goes beyond strategy or innovation—it’s rooted in the power of storytelling. The stories they tell about who they are, where they’ve been, and what they stand for create a magnetic presence.
Learn How to Leverage Your Story through our Story To Asset Framework.
For African diaspora women, particularly those over 50, storytelling is far more than just a branding tool. It’s a powerful practice that fosters clarity, builds resilience, and magnifies impact. These are just some of the valuable insights we’ll explore in this episode with Janice Sutherland, our special guest on the Obehi Podcast.
See the full podcast interview with Janice Sutherland
As the host, Obehi Ewanfoh is deeply passionate about sharing the stories of professionals and business owners, especially those within the African diaspora community.
This passion drives his podcast, where he has interviewed over 1,000 individuals across various industries. What he’s discovered along the way is that the true power of storytelling far surpasses any technical skill.
The Power of Storytelling in Building Confidence
In an article titled “Building Bridges Through the Power of Story” published on Thecorestory.com, the author highlights that, amidst the overwhelming flood of data and information, it’s often stories that resonate most deeply with audiences. But why is that?
The article goes on to explain that science reveals stories engage multiple regions of the brain, sparking emotions, memories, and empathy in ways that raw facts simply can’t. When we hear a compelling story, our brains release oxytocin—the “bonding hormone”—which fosters feelings of trust and connection.
This neurological response not only grabs our attention but also creates a sense of belonging and shared experience.
See also Mastering these 5 Key Emotions in Business Storytelling to Change the Game
Now imagine standing in front of a room full of potential clients or partners. What do you say? How do you present yourself? The words you choose, the stories you share, and the way you frame your experiences can either open doors or leave them closed. Storytelling allows you to craft a narrative that showcases your expertise, your values, and your unique perspective.
Janice Sutherland, an accomplished corporate CEO turned leadership coach, emphasizes the importance of positive self-talk and self-awareness in building confidence.
She describes the inner critic as the “inner mean girl”—that voice that tells you you’re not worthy or capable. Recognizing and challenging this voice is the first step toward reclaiming your narrative and stepping into your power.
Now, here are three effective ways to build self-confidence, especially for purpose-driven entrepreneurs and leaders:
1. Challenge Your Inner Critic
We all have that voice in our head that whispers doubts and fears—“You’re not good enough,” “You’ll fail,” “You’re not ready.” The key is not to silence it, but to challenge it.
- Ask yourself: “Is this thought based on facts or fear?”
- Replace limiting beliefs with empowering ones. For example, switch “I’m not ready” to “I’m learning and growing every day.”
Confidence tip: Give your inner critic a funny name to distance yourself from it—like “Negative Nancy” or “Doubtful Dan.” It helps you recognize that those thoughts don’t define you.
2. Celebrate Small Wins
Confidence is built one action at a time. When you take even the smallest step outside your comfort zone—and succeed—you prove to yourself that you can.
- Keep a “win journal” where you write down small victories every day or week.
- Reflect on past successes during moments of self-doubt.
Confidence tip: Don’t wait for big milestones to celebrate. A successful meeting, a kind message from a client, or posting your first video—these are all wins!
3. Get Clear on Your Purpose
Confidence grows when you’re rooted in clarity. When you know what matters to you and where you’re headed, it’s easier to move forward with conviction.
- Define your values, your why, and your goals.
- Create a vision board or personal mission statement as a daily reminder.
Confidence tip: When you feel lost or uncertain, revisit your purpose. It acts like a compass, guiding your decisions and reigniting your confidence.
The Intersection of Age, Gender, and Race: The Power Trifecta
For women over 50, particularly those from the African diaspora, the journey to confidence and clarity is often layered with additional complexities. Ageism, sexism, and racism can create barriers that are challenging to navigate. However, these very intersections also position these women as powerful changemakers.
Janice refers to this unique positioning as the “Power Trifecta.” Despite facing systemic challenges, many African diaspora women over 50 are thriving in entrepreneurship. Their lived experiences provide them with resilience, wisdom, and a deep understanding of community needs, all of which are invaluable assets in business.
The Impact of African Diaspora Women Entrepreneurs
The contributions of African diaspora women entrepreneurs are profound and far-reaching. In the United States alone, African American women are starting businesses at a rate six times the national average.
There are approximately 2.6 million African American-owned businesses, with 1.9 million owned by women, generating $44 billion in annual revenue.
In Africa, the number of women entrepreneurs from the African diaspora is also on the rise. The African Development Bank reports that there are around 200,000 diaspora women entrepreneurs in Africa, and their businesses are significantly contributing to economic growth and job creation on the continent.
These entrepreneurs are not only creating jobs but also leading the way in innovation. According to UNESCO, nearly one in four female entrepreneurs in Africa have introduced groundbreaking solutions, from developing apps to registering patents for their inventions.
This wave of innovation spans various industries, including tourism and hospitality. In fact, the African tourism and hospitality sector is experiencing rapid growth, with Egypt, Kenya, and Tanzania at the forefront. Fueled by a boom in online bookings, increasing average revenue per user (ARPU), and evolving travel preferences, the industry is set to generate $15 billion by 2029.
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Their ability to adapt and innovate is a testament to their confidence and clarity of purpose.
The Role of Storytelling in Overcoming Imposter Syndrome
Many entrepreneurs, especially women, grapple with impostor syndrome—the feeling that they don’t deserve their success or that they’re not truly competent. Storytelling can be a powerful tool in combating these feelings.
By reflecting on your journey, acknowledging your achievements, and sharing your story authentically, you can reinforce your sense of worth and capability.
Janice Sutherland works with women to help them recognize their strengths, challenge limiting beliefs, and build a narrative that empowers them. She emphasizes that confidence is not a one-time fix but an ongoing practice of self-awareness and growth.
Building Clarity Through Narrative
Clarity is the foundation of confidence. Without a clear understanding of your goals, values, and vision, it’s challenging to move forward with conviction. Storytelling helps you articulate your purpose and direction, providing a roadmap for your entrepreneurial journey.
Janice notes that many of her clients come to her with the question, “What’s next?” They have achieved success but are seeking a new direction or purpose. Through coaching and narrative work, she helps them gain clarity, build a plan, and believe in themselves again.
Building clarity through narrative is a game-changer, especially for purpose-driven entrepreneurs. Here are three effective ways to build clarity through narrative:
1. Reflect Deeply on Your Journey
Clarity starts with knowing where you’ve been and what you’ve learned. Your personal and professional stories hold clues to your values, passions, and purpose.
- Ask yourself:
- What pivotal moments shaped who I am today?
- What challenges have I overcome, and what do they say about my strengths?
- Write or speak your story out loud to identify recurring themes, patterns, or values.
Clarity tip: Use journaling, voice notes, or guided story frameworks (like the “Hero’s Journey”) to dig deeper into your story.
2. Identify and Articulate Your “Why”
Your narrative should reveal your deeper reason for doing what you do, not just what you offer, but why it matters.
- Ask:
- Who am I serving, and why do I care?
- What change do I want to see in the world, and how does my story connect to that?
Clarity tip: Turn your “why” into a mission-driven statement you can weave into pitches, bios, and brand messaging.
3. Align Your Story with Your Vision
Your story isn’t just about the past—it’s a bridge to your future. Use it to clarify and affirm where you’re going.
- Map your story to your goals. How does your experience uniquely qualify you to lead the next phase of your business or mission?
- Let your narrative shape your brand’s tone, content, and audience connections.
Clarity tip: Ask yourself: Does my story point toward the impact I want to create? If not, refine it until it does.
The Importance of Support Systems
No entrepreneur succeeds in isolation. Building confidence and clarity often requires support from mentors, coaches, and communities. Janice highlights the importance of strong support networks, whether it’s friends, family, or professional coaches, in helping individuals navigate challenges and stay focused on their goals.
Organizations like the African Women Entrepreneurship Cooperative (AWEC) play a crucial role in supporting diaspora women entrepreneurs.
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AWEC has supported over 1,200 women entrepreneurs across 53 African countries and the diaspora, helping them strengthen their business management skills, increase revenue, and create jobs.
Practical Steps to Harness the Power of Storytelling
- Reflect on Your Journey: Take time to consider your experiences, challenges, and achievements. What lessons have you learned? How have these experiences shaped who you are today?
- Identify Your Core Values: Understanding your values helps you make decisions that align with your authentic self and resonate with your audience.
- Craft Your Narrative: Develop a compelling story that highlights your journey, values, and vision. Use this narrative in your marketing materials, pitches, and personal introductions.
- Share Your Story: Don’t be afraid to share your story with others. Whether through social media, speaking engagements, or networking events, sharing your narrative can build connections and attract opportunities.
- Seek Support: Engage with mentors, coaches, and communities that can provide guidance, feedback, and encouragement as you continue to grow and evolve.
Conclusion: Your Story is Your Strength
As an African diaspora woman entrepreneur, your story is a powerful asset. It reflects your resilience, your vision, and your unique perspective. By embracing and sharing your narrative, you can build the confidence and clarity needed to lead with purpose and make a lasting impact.
Remember, as Janice Sutherland advises, “Without trying, you’ll never know what you’re capable of.” Your story is waiting to be told. Step into your power and share it with the world.
Learn How to Leverage Your Story through our Story To Asset Framework.
