In a world where self-doubt often stifles potential, Dr. Cindy McGovern stands as a guiding light, encouraging individuals to break free from the constraints of external validation. As the author of the thought-provoking book, The Permission Mission: Reclaiming the Power to Trust Your Own Voice, Dr. McGovern has dedicated her career to empowering others—particularly women—to recognize their inherent worth and embrace their unique voices.
Known as the “First Lady of Sales,” Dr. McGovern utilizes her extensive background in organizational leadership and communication to inspire thousands. Through her latest work, she addresses a pervasive issue: the invisible barriers we create for ourselves by waiting for permission to act, speak, and lead. Her insights not only illuminate the inner struggles many face but also offer practical strategies for cultivating self-trust and personal growth.
In this interview, we delve into Dr. McGovern’s inspirations for writing The Permission Mission, the powerful concept of the “permission mission,” and the profound impact of reclaiming one’s narrative. Join us as we explore her journey, the challenges she faced in sharing her own experiences, and the vital message she hopes every reader will carry forward.
But First, Who is Dr. Cindy McGovern?
Top rated speaker, best selling author and consultant Dr. Cindy—the 1st Lady of Sales—is on a mission to empower people and companies to get what they want … through sales! Yep, “sales,” that icky word that makes people cringe.
How did she learn to embrace that dreaded activity? After years of consulting companies and helping them grow their business, she had an epiphany: every job really is a sales job. And every person is a salesperson.
Throughout her careers as a college professor, a salesperson and a consultant, Dr. Cindy realized that people can get more of what they want in work AND in life by using the skills of sales professionals.
She is in fact a doctor – although not the medical kind! – with her master’s in Communication and doctorate in Organizational Communication with an Emphasis in Organizational Leadership and Ethics. Today she focuses on bringing companies and people together to grow their businesses and get what they want in life and in work. Because, believe it or not: you were born with sales skills, and Dr. Cindy wants to help you embrace your inner sales person to get what you want and deserve.
1. What inspired you to write The Permission Mission: Reclaiming the Power to Trust Your Own Voice?
I was inspired by a pattern I kept seeing over and over again in my work. I’d meet incredibly capable, accomplished people, especially women, who were doing all the right things, yet still holding themselves back. They were waiting for someone to tell them they were ready, qualified, or allowed to take the next step.
At some point, it became clear to me that this wasn’t about talent or opportunity. It was about permission. And I wanted to write a book that helps people, especially women, recognize that the permission they’re waiting for is their own.
2. What does the phrase “permission mission” mean to you personally?
To me, it’s really a mindset and a daily practice. It’s the ongoing decision to stop outsourcing your authority and confidence and start trusting yourself. It is a journey to understand why you feel the need to have someone else validate your choices, rather than relying on your own instincts.
It’s also about awareness. There are so many moments in our lives where we hesitate, not because we don’t know what to do, but because we’re unsure if we’re “allowed” to do it. The permission mission is about catching yourself in those moments and choosing a different path. It’s not about being fearless; it’s about being willing to make a change for ourselves.
3. Who did you write this book for, and what did you most hope readers would take away from it?
I wrote this book for people who want something more for themselves. For people who might look successful from the outside but feel stuck or uncertain on the inside. The ones who are capable, prepared, and thoughtful, but still hesitate to raise their hand, speak up, or take that next step.
What I hope they take away is that they do not need anyone’s permission but their own. They have all of the tools and resources. They can trust themselves now. Even small shifts, like speaking up once, or questioning an old belief, can create real momentum.
4. Why do you think so many people struggle to trust their own voice?
Because most of us were conditioned not to. From a young age, we’re taught to follow rules, seek approval, and avoid making mistakes. Those lessons aren’t inherently bad, but over time, they can become limiting.
We internalize those expectations, and they turn into what I call “backup singers”: voices in our heads that sound like us but are actually echoes of past influences. When those voices get loud, we start to second-guess ourselves instead of listening to our own instincts. Rebuilding trust in ourselves means learning to recognize those voices and deciding which ones still deserve a say.
5. The book explores self-trust and personal growth. Why were these themes especially important for you to write about?
Because self-trust is the foundation for everything else. You can have the right strategy, the right experience, even the right opportunities, but if you don’t trust yourself, you’ll hesitate, hold back, or defer to others.
Personal growth isn’t just about gaining skills; it’s about changing the way you see yourself and what you believe you’re capable of. When you trust yourself, you make decisions, you communicate more directly, and you’re more willing to take risks that lead to growth.
6. What was the most challenging part of writing The Permission Mission?
The most challenging part was being willing to share my own journey. It’s one thing to coach others through these ideas; it’s another to reflect honestly on your own experiences and where you’ve held yourself back.
There were moments in my own life where I stayed quiet, followed expectations, or waited longer than I needed to. Writing about those moments required vulnerability, but it also made the message more authentic. I think readers can feel when something is real, and that mattered to me. But it is also scary to put yourself out there. It creates a bit of a vulnerability hangover. But I wanted readers to understand that everyone is on their own Permission Mission. I wanted this book to be relatable.
7. How do you hope readers will apply the lessons of this book in their everyday lives?
I hope they start with even a small step. This isn’t about making one big, dramatic change; it’s about noticing everyday moments where you might be holding back.
Maybe it’s speaking up in a meeting, setting a boundary, asking for what you want, or even just questioning a belief you’ve always accepted as a rule. Those small actions build confidence over time. The goal is to create a habit of choosing yourself a little more often.
8. What do you think is the biggest misconception people have about confidence and self-trust?
The biggest misconception is that you have to feel confident before you act. People think confidence is a prerequisite, but it’s actually a result.
Confidence comes from doing the thing: taking the risk, speaking up, trying something new, and realizing you can handle it. Self-trust works the same way. It’s built through experience, not perfection. You don’t wait for it, you create it.
9. Was there a chapter or section of the book that felt especially personal or meaningful to you?
The sections on “imaginary rules” felt especially meaningful. Those are the beliefs we carry, often without realizing it, about what we’re allowed to do, say, or pursue.
Many of those rules were formed years ago, based on someone else’s expectations or a moment in time that no longer applies. Writing about that was powerful because once you identify those rules, you can start to question them. And once you question them, you can change them.
10. After reading The Permission Mission, what is one message you would most want every reader to remember?
So many people are waiting: waiting for approval, validation, or certainty before they move forward. But most of the time, no one is actually holding them back.
If readers walk away recognizing that their own voice is the one that matters, they can trust their instincts, and they can define success on their own terms.
The message I want readers to walk away with is that you already have permission. You have had it all along. And the only permission you need is your own.
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