6. They have inner confidence. I noted earlier that optimism is cheap and it is. Optimism based on reason, however, what might be called “inner” confidence, is rare indeed. It’s the difference between “knowing” you’ll succeed because you’re part of the $220 billion electronics industry, and knowing you’ll succeed because your new product has nailed the competition right through the heart. It is, quite simply, confidence based on a knowledge of outstanding preparedness.