If you are considering a PhD at Loughborough, trust in the reason that you have succeeded academically before. A PhD will be hard, but your strongest card to play is almost certainly the one you hold in your hand already. Do not keep it up your sleeve. Rather, continually explore the limits of your potential by learning to be vulnerable and learning not to be afraid of looking silly. Looking silly will be the time when you learn the most, so run full pelt into it, rather than pretending towards knowledge or wisdom you may not have.