Self-esteem has become a popular concept, with varying ideas on how to cultivate it in our children. There are two main strategies used to develop self-esteem, one built on shaky grounds and another that is more sustaining and enduring. The developmental roots of natural self-esteem will be discussed, along with strategies for providing for its growth. Parents and Child Care Professionals are ideally positioned to nurture an intrinsic sense of self worth in their child which will help grow them into their full human potential.