Always cool, calm, and collected, with an air of 'don't give a s***' in every situation.
Horses respond that kind of attitude.
They like strong, fair, take charge kind of people, just like Joe Cool.
It makes them feel safe knowing that the people in charge know what they are doing,
(or are good at acting like they know what they are doing.)
So try it.
Be Joe Cool.
You might be surprised at the results.