Journalists Claire Shipman and Katty Kay (Good Morning America and BBC World News America) are two cool chicks that have built a successful careers for themselves—a large part due to having the confidence it takes to rise up the ranks of an extremely competitive field. For their latest book, The Confidence Code, they needed a website that could serve not only as a promotion for the book, but also a space where women could explore the topic further by taking an online quiz and reading related articles.

Ultimately, Shipman and Kay argue that, while confidence is partly influenced by genetics, it is not a fixed psychological state. You won’t discover it by thinking positive thoughts or telling yourself (or your children) that you are perfect as you are. You won’t find it either by simply squaring your shoulders and faking it. But it does require a choice: less worrying about people-pleasing and perfection and more action, risk taking, and fast failure.

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