Sarah LaFleur, founder of M.M. LaFleur, advises three early-stage founders on self-doubt, pricing premium products, and shifting consumer behavior. She shares how she rebuilt her fashion brand after a 60% revenue drop during COVID and offers practical guidance on finding calm, targeting the right customers, and designing for emotional resonance. Self-doubt never disappears for founders; the skill is learning to manage it through data, meditation, and focusing on customer feedback rather than external validation.