The "Confidence" C is about setting the standard for your employees. It’s about demonstrating high performance standards yourself so you can be perceived as walking the talk. Remember, many managers are in their current roles based on technical and other hard skill competencies, not necessarily based on the ability to relate and develop their employees. This “C” speaks to aligning your personal values with those of the organization and being true to them and not straying. I've read articles about employees from well-known conglomerates being so embarrassed about their companies that they refused to wear the company uniforms on their way to or from work.  When confidence is lacking, it takes tremendous effort to regain employee (and customer) trust and promote employee engagement.