Jamie Kern Lima is a self-made entrepreneur, CEO, thought-leader, founder of IT Cosmetics and bestselling author of “Worthy: How to Believe You Are Enough and Transform Your Life”. After a lifetime spent battling self-doubt, she began to lean in to her own self-worth and turned her life around, all by learning to believe in herself. Lima is living proof that when you change what you believe you’re worthy of, you can change your entire life. Lima sat down with Hoda Kotb to talk about the difference between self-confidence and self-worth, dealing with imposter syndrome and her mission to share a simple truth - you. are. worthy.