In collegiate athletics, you’ll often see a stark difference between legacy programs and those trying to break through. Legacy programs walk into a season expecting to win. Their fans show up with unwavering confidence, and the players feed off that energy. Meanwhile, at many mid-level or developing schools, fans and athletes often have a “wait and see” attitude. They hope for a good season, but they’re not entirely convinced it will happen. That hesitation creates an underlying tension that affects everything from player performance to fan engagement.

This brings us to the concept of belief—a core component in the mental toughness model I developed in collaboration with Dr. Amber Selking and Dr. Rick McGuire. In our framework, belief forms the foundation—the bottom rung—of the mental toughness pyramid. Without belief in yourself or your program, the higher elements of preparation, focus, and emotional regulation can’t be fully optimized. Think of it as trying to build a house on shaky ground. No matter how strong the structure above, if the foundation is weak, the entire building is at risk.

Why does belief matter so much? Because belief changes the way you approach challenges. When you believe you can win—or at least compete at the highest level—your mindset shifts from one of caution to one of confidence. You’re more likely to take calculated risks, invest in the extra reps, and commit wholeheartedly to the process. You don’t just go through the motions waiting to see if success happens; you step onto the field expecting to make it happen.

A lack of belief can manifest as what I call the “self-esteem problem.” It’s not that teams or individuals lack talent—they often have plenty. But like the “best program no one knows about,” they suffer from an internal narrative that undermines their potential. Maybe it’s a history of losses, lack of recognition, or external doubts from fans and media. Over time, this can create a culture of uncertainty, where everyone is waiting for validation before they fully commit to excellence.

The connection to Maslow’s hierarchy of needs is also relevant here. According to Maslow, once our basic physiological and safety needs are met, we move on to psychological needs such as esteem and belonging. Only after those layers are satisfied can we truly focus on self-actualization—which, in the context of sports, could be optimal performance. Belief functions much like these foundational needs. If you don’t have it, you’re stuck in a lower tier, unable to reach your highest potential.

The good news? Belief can be cultivated. It starts by acknowledging small wins and building on them consistently. Coaches, administrators, and leaders can foster belief by celebrating improvements, not just outcomes. Athletes can work on mental strategies—like visualization and positive self-talk—to reinforce the narrative that they are capable, prepared, and worthy of success. Over time, these practices accumulate and shift the collective mindset from “we might win” to “we expect to win.”

Ultimately, whether you’re aiming to become a championship-winning program or striving for personal growth in your own life, belief is the key that unlocks the door to excellence. It’s the foundation upon which all other mental skills rest. If you find yourself in an environment where potential is high but recognition is low, it may be time to look inward. Identify where self-esteem issues or doubt might be holding you back, and commit to rebuilding that foundation of belief. Only then can you truly optimize your preparation, focus, and emotional resilience—and become more than just “the best program no one knows about.