6 Ways to Tackle Imposter Syndrome

After writing 11 books and earning many prestigious awards, poet and civil rights activist Maya Angelou stated, “I’ve run a game on everybody, and they’re going to find me out.”

Physicist Albert Einstein experienced something similar, referring to himself as an ‘involuntary swindler’ whose work didn’t merit the attention it had garnered. Imposter syndrome is a common condition, even among high achievers. So why do so many of us feel we haven’t truly earned our accomplishments? Or that our skills aren’t worthy of attention?

Here, we delve into understanding what lies behind this very human affliction and how you can counteract it for the benefit of your professional and personal life. 

For small business owners, imposter syndrome can be particularly challenging. When you’re responsible for the success of your business, the weight of expectation can make you question your abilities. But understanding imposter syndrome and learning how to manage it can make all the difference in your professional growth and confidence.

What is imposter syndrome?

If you’ve ever felt inadequate in your professional life—feeling like you might be exposed as a fraud—despite clear evidence of your successes, then you have experienced imposter syndrome. This can manifest in several ways:

• An inability to realistically assess your competence
• Criticising your performance excessively
• Downplaying your success and attributing it to luck or external factors
• Self-sabotage by avoiding new opportunities or challenges.

These feelings can be particularly detrimental for budding entrepreneurs – or even established freelancers or small business owners. You might question your capability to run a business. You may worry that your clients will recognise your inadequacy, or you might constantly compare yourself to other freelancers or sole traders, automatically assuming that they’re performing better than you. These thoughts can prevent you from scaling your business, raising your prices, or pursuing larger opportunities if left unchecked.

Why imposter syndrome is common in small business owners

Many small business owners work in isolation. Without the built-in validation that comes from a traditional workplace—such as performance reviews, promotions, and peer recognition—it can be easy to doubt yourself. Additionally, entrepreneurship involves constant learning, adapting, and wearing many hats, which means you frequently step outside your comfort zone.

Thanks to social media it's easy to compare yourself to others in your industry. Seeing polished, curated versions of other business owners' success can make you feel like you’re falling short. But remember, people rarely share their struggles or failures publicly.

How to tackle imposter syndrome

1. Understand your primal instincts

Your brain’s natural instinct is to protect you from risk. That’s why we instinctively react when a ball gets thrown at us, why we get nervous when we’re attracted to someone, and why we experience imposter syndrome in our academic or professional lives – because we’re exposed to risk. Risk of injury, rejection or failure. Your brain is always in self-preservation mode, trying to protect you from potential harm. Recognising this as a natural, human response can help put your fears into some orderly context.

2. Embrace the imposter

Feeling like an imposter doesn’t mean you’re underperforming. Quite the opposite. It can often mean you’re growing. Many people experience imposter syndrome because they are constantly pushing their boundaries. Try acknowledging it for what it is—a sign that you’re challenging yourself—and then shift your focus to the positive aspects of your progress.

3. Talk about the elephant in the room

One of the most effective ways to combat imposter syndrome is to talk about it. Share your feelings with friends, peers and colleagues. You’ll quickly realise that many successful people feel the same way. Knowing you’re not alone can help you put your self-doubt into perspective.

4. Keep a list of your successes

Start documenting your wins, both big and small. Did you bring in a new client, receive a glowing review or launch a successful campaign? Write it down. When imposter syndrome creeps in, revisit your list of achievements as a reminder of your capabilities and progress.

5. Reframe your thoughts

Instead of thinking, “I don’t know enough,” try, “I’m always learning and improving.” Instead of, “I got lucky with that client,” remind yourself, “I worked hard and provided value, which is why they chose me.” The way you talk to yourself matters.

6. Take action despite your fears

Confidence comes from action. The more you put yourself out there, the more evidence you’ll gather that you are capable. Say yes to new opportunities, increase your prices if you undervalue yourself, and trust that you bring something worthwhile.

If you manage a team, maintain a supportive culture

If you have employees or contractors, chances are they may also experience imposter syndrome. Encourage open conversations about self-doubt and celebrate small wins within your team. Creating a supportive work environment where people feel heard and valued drives increased engagement, ownership, and productivity.

Imposter syndrome isn’t something you need to eliminate—it’s something to manage. The fact that you care so much about doing a good job is a sign of your dedication and professionalism. Instead of letting self-doubt hold you back, view it as a signal that you are stepping outside your comfort zone and blossoming as an entrepreneur.

You may never completely shake off feelings of self-doubt, but using the strategies above will mean they remain fleeting rather than constant. It's important to remember that you didn’t get where you are by sheer luck or a happy accident. It's down to your hard work, talent, and resilience. And that’s something you should be proud of.

Would you like some free business advice on any of the challenges you're facing? Whether you're a fledgling start-up or an established business owner, we can help. Take a look at our current free support programmes, or get in touch with our friendly team.