Believe in yourself? What a load of crap! This advice needs careful interpretation. To me, believing in yourself does not mean believing in your own ‘thoughts’. It means believing in your ‘attitude towards life’. Anyway, believing in your own thoughts when starting a business is very risky. Instead of believing in your own thoughts, you should trust the market. More specifically, you should observe consumer behavior. Believe in their actions, not their words. Trust the data of their actions.