Big Trust: Rewire Self-Doubt, Find Your Confidence and Fuel Success

by Shadé Zahrai, Fayçal Sekkouah

Harness the power of self-belief and learn to back yourself, every time

'This book will change the way you lead yourself and others' Sahil Bloom

‘The playbook for learning how to make the most of your moment and overcome the doubt trying to take you down' Lewis Howes

Self-doubt. It’s the silent force that undermines potential, eats away at confidence and traps even the most capable in overthinking. You can’t outperform it, but you can rewire it.

Drawing on leading research, over a decade of work with Fortune 500 companies, and experience educating millions of professionals worldwide, Dr Shadé Zahrai reveals a proven system for breaking the cycle of self-doubt and building deep, unshakable self-trust. In Big Trust she shares her proven framework – the Four A’ Acceptance, Agency, Autonomy and Adaptability – and shows you how to take control of your inner world so you can thrive in the outer one.

With insights from her self-diagnostic quiz and actionable exercises throughout, you’ll learn




Reframe the beliefs that hold you backBreak free from people-pleasing and perfectionismQuiet comparison and imposter thoughtsStretch your comfort zone and reclaim your powerChannel emotion into clarity and conviction
Whether you’re second-guessing a big decision, overthinking in high-stakes moments or feeling stuck despite knowing you’re capable of more, Big Trust offers practical steps that lead to powerful, lasting results.

Everything you aspire to and the strength to realise it, begins with Big Trust.

Praise for Big Trust:

'Science-backed and easy to put into practice, this book hands you a game-plan that actually works. If you’re ready to stop second-guessing yourself and step into your potential, this book will show you how.' Jefferson Fisher

‘Eloquently written and insightful, this book provides a practical guide to navigating one of life’s greatest challenges – the internal battles we face within ourselves' Ethan Kross

Genres: Nonfiction, Psychology

334 pages

Published January 22, 2026

Reviews

[Asad Malik · Rating 5 out of 5]

The ROI of Self-Trust:

Why "Big Trust" Is Your Most Strategic Investment This Year

-- A Product Marketer's Perspective on Dr. Shadé Zahrai's Game-Changing Framework.

----------

In my two decades driving revenue growth for B2B organisations I've learned one fundamental truth: the most expensive bottleneck in any organisation isn't technology, budget, or market conditions. It's talented people who second-guess themselves at critical moments.

Dr. Shadé Zahrai's new book, *Big Trust*, doesn't just acknowledge this problem, but systematically dismantles it.

The Business Case for Big Trust

Let me be direct: this book delivers what every executive development program promises but rarely achieves, a measurable framework for transforming self-doubt into strategic advantage.

Dr. Shadé Zahrai, a behavioural researcher with a PhD in organisational behaviour, has educated over 7 million professionals through LinkedIn Learning, her content has generated 300+ million views, and her frameworks are actively deployed in the world's most competitive organisations.

This isn't theory from an ivory tower. It's battle-tested methodology from corporate frontlines.

The Four A's: A Framework Built for Scale

What makes *Big Trust* invaluable is its elegant simplicity.

Distilling complex behavioural science into four actionable pillars, Acceptance, Agency, Autonomy, and Adaptability, Dr. Shadé Zahrai has translated a compelling framework that anyone can immediately implement.

As someone who's launched countless products, I recognise exceptional positioning when I see it. And for someone who has been following and attending her masterclass sessions, it was easy to see how *Big Trust* would help elevate both my professional and personal life.

The Verdict: A Must-Read for Anyone Building Anything Important

In B2B marketing, we're obsessed with value propositions. Here's *Big Trust*'s value prop in a few words:

Stop second-guessing yourself. Start shipping results.

Whether you're leading a team, launching a venture, or navigating your own career inflection point, this book is your strategic blueprint. Dr. Shadé Zahrai has taken insights from hundreds of thousands of high performers and distilled them into a framework that's immediately actionable, rigorously validated, and genuinely transformative.

I've read countless business books over my career. Very few combine academic rigor, practical applicability, and genuine impact the way *Big Trust* does. This belongs on every leader's desk, every entrepreneur's nightstand, and every team's required reading list.

The bottom line?

Self-doubt is expensive. Self-trust is priceless.

Dr. Shadé Zahrai just made it scalable.

[Ezraella Ezraelle · Rating 4 out of 5]

Have you ever gotten this feeling that, you know, something might not be right. That deep in the back of your mind, everything should be fine on paper but theres something, something invisible that leaves you... skeptical

so I'm going to be very abrupt and honest in this review, I picked up this book on self-doubt for my music career because honestly, I'm struggling a lot with my own self-doubt when it comes to my own artistry. I really like how this book is guided and I feel like there is some genuine good merit and trustworthiness with this book. I believe Shade is a well versed doctor in her given fields and it shows. It makes me interested in what she offers in terms of services for self-doubt or coaching.

However (a very big however), there is but one concern that gets me really skeptical about everything. I'll be blunt, I am an avid user of AI and I can tell which types of writing has been... influenced... by ai of some sort. I am not claiming or doubting the craftsmanship of knowledge that Dr. Shade has probably had to experience or learn (through science based research) a lot of the wisdom that pertains this book, in fact I'm very happy this book exists because I do feel my own self-doubt being managed more-so because of it. But... My goodness am I seeing so much blatant uses of ai. Maybe not so much in the final editing process, but (forgive me for my Gen-Z dialect) the structure is giving ai written material.

Not to say that's an inherently bad thing, maybe for the target audience of people who self-doubts themselves (which is virtually everyone) this could've been the best case use of making your material palatable to the average person - akin to Mark Manson's "The subtle art of not giving a f*ck". But man it leaves me super skeptical about which material about this book are kind of made up of ai and not scientifically researched or well-versed by experience. Just this skepticism alone is caused by having AI written dialect.

But still, I think it's not an inherently bad book, and by far a misleading one. This is a book all about trusting yourself. But for a self-help book you would at least think it would be a lot more "connection-based writing", a heart to heart kind of writing to the reader, instead I'm left wondering if I was better off just prompting my AI "how to overcome self-doubt" instead of reading 300 pages worth of AI prompted material. NOT saying that's what she did, I'm sure this book was well thought out. it just gives me that ick I can't explain.

Anyways good, timeless material nonetheless.

[Anita Koneru · Rating 5 out of 5]

"Big Trust" is more than a book; it’s a roadmap for anyone who has ever been told they "aren't enough" or that their dreams aren't "real careers".

As someone with a passion for psychology and a background in healthcare, I found Shadé’s insights on Expectation Bias to be a game-changer 🙌. She explains how our self-image shapes our reality—often leading us to see threats where there are actually opportunities. I personally resonated with her insights on labels that we give ourselves throughout life. Growing up, I was constantly compared to my more social sister and labeled as "too quiet." This book gave me the courage to challenge that label and realize that my introversion is a gift of observation, not a limitation of character.😊💡

The affirmations and the reframing techniques (like the tomato plant analogy!) are practical, science-backed, and easy to implement. This book gave me the tools to finally change my internal narrative so I can transform my external experience. I’ve learned to stop comparing my journey to the achievements of others and instead study their paths to better navigate my own.😃

Jay Shetty once said it's better to read one book a year and apply it than to read many and do nothing. I highly recommend to make "Big Trust" that one book for your growth 🤩. If you are someone who feels like a "fraud" despite your degrees and hard work (like me!), this is the one book you should read and—more importantly—apply this year.🥰

[Akshay Kothari · Rating 5 out of 5]

I picked up Big Trust at a point where my self-doubt wasn’t loud or dramatic — it was subtle, persistent, and quietly interfering with my creative work. On paper, everything looked fine. Internally, something felt off.

What this book does exceptionally well is structure self-doubt. Instead of motivational noise, it treats doubt as something observable, manageable, and — most importantly — reversible. Several reframes in the book genuinely shifted how I catch myself spiraling before it affects my output. That alone made it worth reading.

I also trust the thinking behind this book. The psychological grounding shows. It doesn’t feel like advice pulled from vibes or trends — it feels researched and intentional.

That said, I’ll be blunt: parts of the writing occasionally felt templated. As someone who works with AI tools regularly, the structure and phrasing sometimes felt more polished than human. To be clear, this didn’t reduce the value of the ideas — but it did momentarily pull me out of the reading experience.

Ironically, even with that concern, the book still worked. My self-doubt is quieter now. More contained. Less convincing.

If you’re looking for hype, this isn’t it.
If you want a grounded, practical way to rebuild trust in yourself — especially when doubt hides behind “logic” — this book delivers.

[Amit Bharti · Rating 5 out of 5]

This book has the potential to become my first and favourite read of this year. In today’s chaotic and fast-paced lifestyle, self-doubt emerges almost inevitably. It has become a common force that slowly erodes our identity and confidence. As a result, we begin to perform below our true potential, grow less productive over time, and eventually find ourselves exhausted and uncertain of our abilities.

This book offers a powerful roadmap to overcoming self-doubt and building a strong, lasting foundation of confidence and self-trust.

Drawing on behavioural research and practical insights, the author breaks down self-sabotaging thought patterns and replaces them with a mindset of growth and self-belief.

The author creates a space for meaningful self-improvement, helping readers cultivate a confident mindset, recognize their true potential, and step beyond their comfort zones with clarity and courage. This book is a complete and timely guide for anyone who has been consumed by self-doubt and living under the weight of external validation.

[Ana Daniela · Rating 5 out of 5]

Big Trust is the best guidebook that prepares you for the transformation you're considering, or even more interestingly, if you're already in this process, it clarifies the areas where you should start. It gently prepares you for a process that can be difficult. That's why it's important to know these simple methods (they are amazing).

This book is the best "holistic GPS": to know which strategy suits you when you know what you have to offer, yet still fail to do it. I really love the simple and warm style in which it is written, the gentle approach to the painful stages of the effects of self-doubt, and the calm guidance through exercises.

Since reading the book (as a pre-reader), I have been able to bring real value to all my relationships, both professional and personal.

I highly recommend Big Trust by Shadé Zahrai!

[Aakriti Tripathi · Rating 5 out of 5]

I really enjoyed reading Dr Shadé Zahrai's book "Big Trust". It is filled with incredibly insightful content. The many anecdotes and examples shared in the book were relatable and helped clarify the concepts she expands on. Not only does Dr. Shadé do a deep dive into self-doubt, helping readers understand the "why" behind it, but she also shares actionable recommendations to navigate it.

I can see myself re-reading the book at different points through life when self-doubt comes to pay a visit. Because here is the thing- Even after working on self-doubt, it isn’t a one-and-done experience; self-doubt is a lifelong experience that comes in like a wave when the stakes are high. I’m excited to have a book to rely on to re-focus my thoughts in those moments and draw inspiration from the way the author has written it. I highly recommend the read, even for the confident.

[Julia Sontag · Rating 5 out of 5]

I enjoyed reading this action-oriented book and I've already started to try some of the 'Gifts' and 'Practices'. 
I enjoyed the mixture of research, personal stories and helpful exercises, often put into wonderful images. Together they made me feel like there is a real chance to change the future for myself with that knowledge and the specific practices. I love that the author summarized all the Gifts and Practices at the end of the book. It makes it a lot easier to keep track and try new ones without searching the whole book again. That said, I'll definitely read it more than once to track progress and remind myself of what's possible and important.

I absolutely recommend reading it to everyone as I believe that we all benefit from elevated self-trust and mental health in our lives.

[BookishBrainShelves-Digvendra · Rating 5 out of 5]

Big Trust by Dr. Shadé Zahrai breaks the biggest confidence myth: that confidence comes before action. This book shows that confidence is built through action. Using tools like the Action Cycle and the Emotion Iceberg, it explains how stress and hesitation often mask deeper fears—and how awareness is the first step to real momentum.

What stands out is how practical it is. Frameworks like the Four Inner Deceivers, the Emotional State Matrix, and the shift from self-focus to self-forgetting make self-trust actionable, not abstract. Big Trust doesn’t ask you to reinvent yourself—it teaches you to trust your Inner Authority and grow without waiting to feel ready.

[Ravi · Rating 5 out of 5]

@Shade Zahrai, This is a top-notch book. The experience of reading this book is so real. I love the way you explained in the book about self-doubt is all about brain wiring & how you can transform self doubt to big trust by embracing the 4 attributes acceptance , agency & autonomy, adaptability.
“Your Brain craves Certainty” is a powerful statement and love the way you broke it down considering how worries are always greater than the actual reality. This book is an eye opener and loved reading it. I’m in awe of the gift of self forgetting principle. Must read book💯

[Muhammad Ismail · Rating 5 out of 5]

In a crowded landscape of self-help and personal development titles, Big Trust is a must-read.
Dr. Zahrai effortlessly bridges theory with real-world case studies and actions for readers to take. Her writing doesn’t just inform; it resonates. Readers are guided to empathise, reflect, and most importantly, take meaningful steps toward transformation. If you're seeking a book that will aid your desire to improve, Big Trust is your next essential purchase.

[Ravi Shah · Rating 5 out of 5]

Actionable, insightful and transformative guide to conquering self-doubt and fostering deep self-trust, drawing on rigorous research, personal stories, and practical strategies. In this book, Dr. Shadé Zahrai unveils a framework of Acceptance, Agency, Autonomy, and Adaptability that serves as an inner operating system, empowering us to replace hesitation and burnout with clarity, courage, and confidence.

[Tim Hust · Rating 5 out of 5]

The book's promise is to help us lean in with confidence, operate at our peak, and live with intention. This is to be done through practical practices focused on acceptance, agency, autonomy, and adaptability. It is not an immediate fix, just like most things about ourselves, and we need to do our part to make that promise come true.

[Ream Demnati · Rating 5 out of 5]

I honestly don’t think words can do this book justice! It’s incredibly engaging and flows so naturally it feels like the author is speaking directly to you. The tone is warm and personable, with practical actions and quick wins throughout. The tools at the end exceeded all my expectations — this book is truly in a league of its own. ⭐⭐⭐⭐⭐

[Lucy Ellis · Rating 5 out of 5]

As an aspiring author and creative, this book changed so much for me. I have been hiding away because of self doubt for years, but this book is so inspiring and eye opening. there's definitely something for everyone to takeaway from this book, I highly recommend!