That little voice in the back of your head that whispers “Are you sure you can pull this off? What if nobody shows up? What if your best isn’t enough?” We’ve all been there. Self doubt can kill your dreams and hold you back, even if you don’t want to start your own business. I guess most people start to feel not enough during their teenage years, when we start comparing ourselves to others. It can impact us so severely, that we never follow our dreams and pick “easier” paths.

And if you were brave enough to bite the bullet and run your own business, that voice can sometimes feel less like a whisper and more like a megaphone.

When I started Wiggly Tails, creating handmade accessories for dogs and unique gifts for dog lovers I poured my heart into every stitch and every item I made. But alongside the excitement, fear and self-doubt definitely tagged along for the ride. Pet accessories market is huge but also has a lot of big players, that have been established for years. So me starting Wiggly Tails Creations on Etsy back in 2022 was a little bit late to the game…

Add in the pressure of creating content for my YouTube channel and there are days when the “imposter syndrome” feels incredibly real and stops me from actually doing things that could benefit my brand in the future.

So, how do I handle it when doubt creeps in?

I Show Up Anyway

The secret isn’t waiting for the fear to disappear – it’s learning to move forward while carrying it. For me, overcoming self doubt means choosing to start to work over overthinking about everything. And believe me, I overthink a lot. I’m too small to do this, I’m too small to do that, I’m too… Yeah, I get in my way a lot. Being overly cautious hinders things I need to do a lot. That’s why 2026 is the year that I want to show up regularly. Post on social media, participate in markets, even if I break even. Do things, try new things and not take failure personally.

I Lean Into My Community

There’s a lot of small business owners that post regularly about behind the scenes of running a creative endeavour. Whenever I feel stuck, I look for inspiration among them. I honestly admire people who record daily vlogs and share their experience with others.

Videos I listen to while I work inspire me to keep going, even if it is hard.

I Put Myself Out There (Even When It’s Scares Me)

Participating in local markets and events has been a game changer for me. When I registered Wiggly Tails as a business, I never wanted to sell in person. I’m awkward, introverted and I know that I’m not a sales person I need to be. Last year I decided to participate in couple markets in Q4 (for non-business people: last quarter of the year). I know that around Christmas more people are shopping, especially for gifts, but I felt magic of selling in person and I don’t want to go back to just selling online.

Interacting with people (and their dogs!) in person is truly something different. Even if people don’t buy from me, just give me a complement in passing or we chit-chat about crochet or dogs, it’s something that I appreciate a lot. Being able to connect with people that way is rewarding, even for an introvert that usually watches others from their safe, cozy corner.

The Big Test: Bark in the Park (Baarn)

Speaking of facing fears… this June, Wiggly Tails is heading to Bark in the Park Kasteel Groeneveld in Baarn (The Netherlands). It is officially the biggest event of the year for me. To be completely transparent, my self-doubt has been working overtime prepping for this one.

This event is going to be packed with companies that have been dominating the pet industry for years. It’s easy to look at them and feel small. But instead of letting that fear paralyze me, I’m using it as fuel.

I’m going to be one of the local makers who brings something unique, made with love for pets with our own hands.

Fear and self doubt are just signs that you are doing something that matters to you. If you aren’t doubting yourself occasionally, you probably aren’t pushing your boundaries.

How do you handle self-doubt when it strikes? Let me know in the comments below! And if you’re going to be near Baarn this June, please come by the Wiggly Tails booth (number 123) at Bark in the Park and say hi – I promise a friendly smile (and plenty of dog treats).