Believe It
by Jamie Kern Lima · 2021
The IT Cosmetics founder on turning 20 rejections and being told her face was 'too old' for TV into a billion-dollar exit.
Worth reading? Believe It earns its confidence-building message by being brutally specific about Lima's own rejections, on-camera insults about her looks, dozens of investors passing, rather than staying vague and inspirational. That specificity is what separates it from the average 'believe in yourself' book. Skip it if you want operational detail on building a beauty brand; this stays almost entirely in the mindset and self-worth lane.
| Full Title | Believe IT: How to Go from Underestimated to Unstoppable |
|---|---|
| Author | Jamie Kern Lima |
| Published | 2021 |
| Publisher | Gallery Books |
| Category | Self-Improvement & Psychology |
| Favorite quote | “In life, we aren't who other people say we are, we're who we believe we are.” |
The Verdict
Lima was told on national television that her rosacea-covered face was “too old” and “not pretty enough” for the camera, and she includes that moment, and the ones like it, without softening them. That specificity is what makes the book’s confidence message land instead of reading like a poster.
The through-line isn’t “believe in yourself” as a slogan, it’s a repeated demonstration that acting on belief before you feel fully ready is what actually moves things forward: pitching investors as a woman selling an inclusive beauty line, getting rejected by nearly every one of them, and going on QVC anyway. The specifics carry the book more than the affirmations do.
Skip it if you’re after a tactical playbook for building or scaling a brand, that’s not really here. This stays in the mindset and self-worth lane, using Lima’s own story as the evidence rather than a case study to copy operationally.
you've been told (explicitly or not) that you're not the type who succeeds at this, and you need proof it's not disqualifying
you want a tactical business playbook -- this is a memoir-driven confidence book, not a step-by-step startup guide
Book Summary
Being underestimated by others isn't a verdict on your actual potential, it's information about their limited view, and internalizing outside doubt as truth is the real thing holding most people back, more than any external obstacle.
Confidence is built through small, repeated decisions to act "as if" you believe in yourself before you fully do, not by waiting to feel ready. Lima's own path (starting IT Cosmetics after 20 rejections, on QVC, while raising money as a woman pitching an inclusive beauty brand) is offered as proof this works under real pressure, not just as theory.
Vulnerability and authenticity, sharing the parts of your story that make you feel exposed, build more genuine connection and trust than a polished, curated version of yourself, both in business and relationships.
Top 8 Lessons from Believe It
- Being underestimated by others is information about their limited view, not a verdict on your real potential.
- Act on belief in yourself before you fully feel it -- confidence follows repeated action more often than it precedes it.
- Sharing the vulnerable, unpolished parts of your story builds more trust than a curated highlight reel.
- Rejection from one investor, one gatekeeper, one room isn't rejection from every room -- keep the sample size in perspective.
- Your calling doesn't wait for you to feel fully qualified; qualification often comes from doing the thing.
- Build genuine community around you -- believing in yourself is easier when you're not doing it entirely alone.
- Separate what people say about you from what's actually true about you; the two aren't the same thing.
- Use your specific story, including the parts that feel disqualifying, as the differentiator, not the thing to hide.
Top 5 Quotes from Believe It
"In life, we aren't who other people say we are, we're who we believe we are."
Jamie Kern Lima, Believe It
"You already have everything inside of you to accomplish your calling."
Jamie Kern Lima, Believe It
"Sometimes we all need someone to believe in us so that we more easily believe in ourselves. That doesn't make us weak, that makes us human. We're made to be in community."
Jamie Kern Lima, Believe It
"We've become conditioned to compromise and shrink ourselves in order to be liked. The problem is, when you work so hard to get everyone to like you, you very often end up not liking yourself so much."
Jamie Kern Lima, Believe It
"You rob people of your gifts when you don't share them with others."
Jamie Kern Lima, Believe It
Frequently Asked Questions
Is Believe It worth reading?
Yes, if you've internalized being underestimated as proof you're not capable. Lima backs the message with specific, hard details from her own rejections, not vague inspiration.
What is the main idea of Believe It?
Being underestimated by others reflects their limited view, not your real potential. Confidence is built by acting on belief before you fully feel it, and by sharing your real story instead of a polished version.
Is this a business how-to book?
No. It's a memoir-driven confidence book. Lima's IT Cosmetics story is the proof case, but there's little operational detail on building or running a beauty brand.
Who should read Believe It?
Anyone who's been told, directly or subtly, that they're not the type who succeeds at something. Skip it if you want tactical startup or brand-building detail instead.
Ready to read it?
Get Believe It on Amazon
