When a young man enlists in the army he is made to conduct himself like a sol-
dier from day one. The army knows that this way he will quickly feel likea soldier
andbecomeone.
Similarly, when you speak and act confidently – even if it’s all a pretence – you
feel more confident. Others assume you’re confident and treat you accordingly,
which reinforces your behaviour and makes you feel even more confident.
The opposite is also true. If you speak and act timidly, others assume you are
timid and treat you as such, which reinforces your timidity.
The ‘As If ’ Principle is the fourth element of the I-T-I-A Formula©. It simply
states that when you act as ifyou are confident, no matter how uncomfortable
you feel inside, you becomeconfident. Your feelings soon adapt to the new behav-
iour and, if you persevere, confidence blooms.
(^13) The ‘As If’ Principle