From the Magazine: Your sharpest tool

Waiting for the right time means you’re stuck as a shop owner. Here’s how to start building your self-belief and grow your business

Running a shop isn’t just about fixing cars — it’s about building something that lasts. Systems, tools and people are vital, but let’s get real: The real driver behind every breakthrough in your business is you.

More specifically? Your self-belief.

This industry is tough. Margins are tight, competition is fierce and the landscape is changing fast. Yet the shop owners who break through, expand and lead the pack all have one thing in common: An unshakable belief that they can do it.

Why it starts with you

You can have the best techs, the sharpest processes and the latest equipment — but if you don’t back yourself, none of it sticks. Self-belief is the foundation that turns plans into action. It’s what pushes you to take the hard decisions: Investing when others pull back, standing firm when the market wobbles and pushing your shop’s standards higher every year.

When you believe in your ability to figure things out, you stop playing small. You stop waiting for the “perfect” moment. You lead.

The ripple effect on your team

Here’s the thing: Your mindset sets the ceiling. If you hesitate, your team senses it. If you hold back, they’ll hold back. But when you show up with conviction — especially when things are tough — you send a message that ripples through the entire business: “We’ve got this.”

That belief isn’t just contagious; it’s transformative. Your people start thinking bigger. They get bolder. And that’s when the magic happens: Standards rise, performance improves and the business starts moving forward faster than you thought possible.

The top pattern

Let me be clear: Self-belief is the biggest thing I see, time and time again. After working with shop owners across the country, it’s crystal clear that self-belief — or the lack of it — is the single most defining factor between shops that push ahead and those that stay stuck.

It’s also the reason coaching is so crucial. Because no matter how smart or experienced you are, we all hit points where doubt creeps in. Having someone in your corner who challenges your thinking, keeps you accountable, and helps you see what you’re capable of is a game-changer. Coaching isn’t just about tactics — it’s about strengthening that belief muscle until it becomes unshakeable.

Yet the shop owners who break through, expand and lead the pack all have one thing in common: An unshakable belief that they can do it.

Breaking through the stalls

Every owner hits that wall at some point — whether it’s cash flow stress, hiring headaches or feeling like growth has stalled out. Here’s the brutal truth: Most shops stay stuck not because they lack skill or opportunity, but because the owner doubts their next move.

Waiting until you feel ready? You’ll be waiting forever. Belief comes before results, not the other way around.

Build it like a muscle

Self-belief isn’t something you’re born with — it’s built. Like anything worth having, it’s a muscle you train. A few ways to sharpen it:

• Act fast on small wins: Every time you commit and follow through, you build proof that you can. Stack those wins.
• Challenge your comfort zone: The fastest growth comes when you step into discomfort. Hire that next tech. Raise your rates. Push.
• Get around big thinkers: Want to level up? Spend time with people who are a few steps ahead. Their belief rubs off on you.

Bottom line

The automotive industry is shifting — fast. Shops that thrive will be led by owners who believe in their vision, their team, and their ability to figure it out, no matter what comes down the road.

If you want to move the game forward, stop looking outward first. Start with your own belief. Because when you back yourself fully, that’s when everything changes.

Greg Aguilera is a director of IAC Canada, an organization dedicated to the management development of repair shops in Canada. He can be reached at greg@intautoconsulting.com.

This article originally appeared in the June  issue of CARS magazine