• Charm and confidence can open doors, but aggression and defensiveness often shut them just as fast, finds a new study from Vlerick Business School
• Emotional intelligence is key – How people handle pressure or criticism shapes long-term success
• We often confuse confidence with competence, but trust and self-awareness are what truly sustain influence

In a world of startups, confidence is currency. Projecting charm and self-belief is what will open doors. However, new research suggests that there is a fine line between projecting your vision and provoking resistance – and stepping over the line can kill the deal.

A new study, undertaken by Veroniek Collewaert, co-author and Professor of Entrepreneurship at Vlerick Business School, analysed 789 pitches from 12 seasons of Shark Tank – and their findings? Entrepreneurs with narcissistic traits can, of course, attract attention from investors but only if they know how to handle it.

The study builds on a social psychological framework called Narcissistic Admiration and rivalry Concept, which distinguishes between the two types of narcissism:

• Narcissistic admiration: characterised by charm, confidence and expressive storytelling.
• Narcissistic rivalry,: defined by aggression, combativeness and domination.

Entrepreneurs who exhibit narcissistic admiration behaviours were far more likely to charm the Sharks and secure funding. However, those who presented rivalry-based behaviours often fell short and failed – even if their business had strong prospects.

So, as it turns out, confidence alone doesn’t seal the deal, emotional tone matters. And, as soon as confidence turns into conflict, even the most subtle social cues can trigger doubt.

The likeability factor doesn’t just exist in Shark Tank’s pitch rooms – it plays out across other reality TV too.

From the Pitch Room to the Villa

As the recent research reveals, not all displays of confidence lead to success.

UK business competition show, The Apprentice, thrives on bold and eccentric personalities, rather than professional capability. The contestants are encouraged to be confident, competitive and sell themselves to the audience. However, regardless of whether they’re business ideas are good or not, the moment someone oversteps the line and becomes hostile, talks over others or reacts poorly to Sir Alan Sugar’s criticism, it’s a “you’re fired”. For some contestants, their portrayal on the show has led to what they see as a significant dip in their future career prospects.

In contrast, an unlikely professional launchpad can be found in Love Island, which doesn’t just offer the British public a nightly dose of sun, romance, and drama – it also creates a microcosm of society – where confidence and charm decide status, and broadcasts it to an audience of millions. For the contestants, balancing that line often comes at a price. Whilst many of the contestants may not go on not to land a partner, an impressive number instead land lucrative influencer deals. But succeeding, both before and after the show, isn’t just decided by looks or self-esteem, but by how their confidence is received.  

Take a look at Molly-Mae Hague—her transformation from Love Island contestant to successful entrepreneur exemplifies how a blend of narcissistic tendencies and likeability can be a powerful driver in building a personal brand and thriving business ventures.

Her confident, sometimes self-focused persona captivates millions, enabling her to launch Maebe, a fashion brand that leveraged her loyal following to quickly establish itself in a competitive market. As of 2025, her estimated net worth stands at approximately £6 million, reflecting diverse income streams from Maebe, her beauty line Filter by Molly-Mae, as well as a number of brand partnerships,

The research helps explains why – charm may open the door, but emotional coldness quickly closes it. And the lesson across reality TV? Success doesn’t just come down to boldness or bravado. It often hinges on whether a person’s style of confidence invites admiration and connection through or provokes conflict through hostility and defensiveness.

The influencer parallel

Whilst not all of us can be on TV, the research provides lessons to be learned for the real world too. In today’s digital landscape, pushing for your own brand is a requirement. Entrepreneurs are expected to perform, post, and pitch constantly – whether that’s on LinkedIn, in media interviews, or inside boardrooms.

Influencers, turn their self-promotion into a career, but just like on Shark Tank, this can often be the tipping point between success and failure, especially in an industry where cancel culture runs rife.

Influencers who either crumble under criticism, or who clap back at followers in comment sections and deflect accountability find that it is often their reactions rather than their capabilities that determine the longevity of their success.

Whilst not impossible to bounce back from, those who fail to see through controversy or possess grace under pressure, will quickly find themselves irredeemable in the eyes of their followers.  

Whilst Molly-Mae Hague may have used her charm to transition from a Love Island contestant to a  fashion entrepreneur, her journey highlights that success isn’t always guaranteed and underscores the ongoing need to maintain a high likability factor. Appearing on Steven Bartlett’s Diary of a CEO podcast, in 2021, she stated, “we all have the same 24 hours in a day,” which sparked major criticism from listeners for being tone-deaf and insensitive to those facing economic hardship, especially as this was during the pandemic when many were suffering from the cost-of-living crisis and job losses.

What set her apart, however, was how she managed the fallout – swiftly issuing a public apology acknowledging the insensitivity of her comments and expressing a desire to learn from the experience. This response helped her retain much of her audience’s support and preserve her brand partnerships.

This incident reflects one of the core insights from the study: success depends not just on how you project your vision, but crucially on how you respond to challenges and criticism. Maintaining likability – especially in the face of adversity – is often key to long-term business and personal brand success.

Confidence Doesn’t Mean Competence

Dr Collewaert’s research offers a powerful reminder for entrepreneurs – that boldness and brilliance aren’t the same thing. See, investors aren’t simply analysing a business idea – they are evaluating the voices behind it too.

“Founders who radiate vision and charm tend to gain investor trust and interest, but those who react aggressively or appear overly status-driven tend to trigger scepticism—even if the venture itself is sound,” says Dr Collewaert.

The same goes for why viewers fall out of love with their favourite Islander, or an influencer loses credibility after an angry post. Charm may get you noticed, but it can’t carry you forever.

What We Reward, We Repeat

Ultimately, the research is a wake-up call – not just for entrepreneurs but for everyone who participates in an attention-driven industry. Often, we make the mistake of confusing confidence with competence, charisma for capability. As a result, we risk rewarding the loudest person in the room, the most articulate post, the boldest pitch, but not the most beneficial/successful.

But success in long-term, no matter in business, media or any other – it relies on more than just showmanship. The more emotionally intelligent, self-aware, and grace a person carries with them, it more likely to ensure success than any loud voice.

So, the next time you’re watching Shark Tank, scrolling your feed or cheering on your favourite Islander, ask yourself – are they inviting admiration, or dominating conversation?

Narcissism may win airtime, but it doesn’t always win trust. And it just might be the difference between a quick win and lasting success.

By, Lucy Whytock

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