Last week, when I wrote about beating self-doubt, it struck a chord with some readers, including one staffer at PMQ. After reading it, Tracy Morin, PMQ’s associate editor, replied that it would be great if I wrote a follow-up article about how to achieve and develop more self-belief.
As I digested her email, I thought about how I developed my belief in my company’s vision and in myself. As I thought about that, a few other topics related to the journey came up. Dealing with the ups and downs, the “two steps backward” I mentioned in the last article, was a big one. Another was learning how to block out the hate and doubt outsiders throw at us. Restaurant owners get this as much as anyone else.
First, I have to let you know that I wish I had a 100% answer to this—that I could say, “I figured it out.” The truth is, it’s a daily struggle, but what I’ve laid out below has really helped me find a groove, and I have more good days than bad ones.
Building a Vivid Vision—and Believing in It
In 2020, I was introduced to the book Vivid Vision by Cameron Herold. The idea behind a Vivid Vision is simple: Decide what you want to be three years from now and put it on paper. And, more than that, what’s a crazy outcome that you could only dream of? And what if it happened in three years?
We built our first vision in 2020 and accomplished most of what we set out to do over the next three years. Then, in 2024, I wrote our next Vivid Vision and did something else. I included some specific revenue metrics to achieve and built a Google sheet that started with our May 17, 2027, ending date, and worked backwards to now. This allowed me to understand the path forward and gave me tangible results to aim for.
This plan reflects where we are today and where we are going, and it permits me not to be winning at the level I want to be winning at now. This has helped in a big way. Because, to be quite honest, when I see where we can be in three years, I want it now. I don’t want to wait. So constantly reflecting on our goal and knowing it’s a few years away is a great way to appreciate today.
Side note: This Vivid Vision practice is also fantastic for your employees, vendors and customers. It gives them a clear picture of what you want to accomplish and helps get more people on your side to help reach that goal. If you want to see ours, go to www.mattplapp.live/vv.
Dealing With the Highs & the Lows
Music and exercise are my friends. When I shoot basketball, walk, run and lift weights, my mind is in a much better place. It’s easier to think and allows me to do it independently. There’s a ton of research that shows the positive effects of simply moving, like taking a walk around the block. It reduces stress hormones and boosts mood-enhancing neurotransmitters. For me, sprinting, playing basketball and lifting weights takes this to a whole new level.
Too many times, we make excuses that we “don’t have time.” That’s a cop-out. We all have time for ourselves. I schedule my workouts one to two times per day, and there’s very little wiggle room. I treat that appointment on my schedule as a high-priority item and rarely miss it. After all, if you can’t keep a promise to yourself, then why should others trust you?
Music is another major hack for me. Early on, I couldn’t figure out why, and then I realized that musicians have a lot in common with all of us. Their road to success is often 10-plus years long, and many of their lyrics reflect the struggles. I couldn’t figure out why so many songs connected to my struggles at a deep level until I watched a few documentaries on musicians and their long road to success. We all see the fame now, but we don’t see the countless years of dive-bar performances, eviction notices and bounced checks. Musicians are just like you and me, and I’ve found many of their songs offer a great look into that journey. For me, it’s relieving to hear these words from people I know have made it.
Here are a few of my favorite songs that help center me and remind me that I’m on the right track.
- “Paradise,” Stick Figure
- “Human,” Rag’n’Bone Man
- “Outrun,” WEARETHEGOOD, Lynnea
- “Feelin’ Good” and “Here We Go,” Norman
- “These Days,” Connor Price
- “Fly,” Jeremiah Miller
- “Marathon,” Connor Price and 4Korners
- “Sky Is the Limit,” Rebelution
- “Chasin’ Echoes,” The Lonely Biscuits
- “Whatever It Takes,” Imagine Dragons
Reading Founder Stories
This one will rock you! Just like the musicians, we all know where the big brands are in 2025, but do you know their early struggles? Shoe Dog by Phil Knight is the best book I’ve ever read. Nike is a global giant, but it was once a shoe company out of the back of Knight’s car, and many times his sales team paid for dinner because he used all of his money on payroll. Sound familiar?
Another great one is McDonald’s: Behind The Arches. How McDonald’s got to where it is today is crazy, and founder Ray Kroc’s struggles will make us all feel better.
Reading these books has helped me understand I’m not alone—that we all go through this. It’s also allowed me to dream. If they can do it, why not me?
For a list of my favorite books, go to www.mattplapp.com/mps-book-recommendations.
Bonus Hack
This has to be especially hard for pizzeria owners, but a major help to me as a business owner is nutrition. I first noticed how food affected my attitude and mindset in 2023. I went to an amazing Mexican restaurant and ate a heavy meal full of grease. I remember this moment like it was yesterday. My mom and dad had dropped by the office, and my mom said, “Matthew, what’s wrong? You seem off since coming back from lunch. Is something bothering you?”
It was wild. I’d gone to lunch in an OK mood and came back pissed off. I couldn’t grasp it until she asked me that question. It was that day that I started monitoring how food affected me. That’s why I don’t usually consume heavier food until dinner. I typically have protein smoothies, nuts, fruits and açaí bowls for lunch. Since making this change, I have way fewer mood swings after eating.
Building Self-Belief
I’ll end with a quote from one of my favorite songs: “Daily Routine” by Kid Quil: “The hardest part about writing your story is knowing you’re worth the ink.”
Believe in yourself and believe in your journey!
My name is Matt Plapp. I’m the CEO (chief energy officer) of America’s Best Restaurants. I’ve worked with thousands of restaurants since 2008 when I started this company, and over the next 12 months, we will help 2,500-plus restaurants with their marketing. This is the latest article in a new weekly column for PMQ to help restaurant owners understand the gold mine we have to market in 2025—and beyond.
