How do I overcome impostor syndrome as a woman in business?
If you’ve ever launched a new offer or stepped into a bigger role and thought, “Who am I to be doing this?”, you’re not alone.
Many of the women I coach whisper the same worry: “What if everyone finds out I’m not really qualified?” That nagging sense of being a fraud, even when you’re skilled and experienced, is called ‘impostor syndrome’.
What is impostor syndrome and why does it show up?
Psychologists first described impostor syndrome in the 1970s, and it continues to affect high‑achieving people today. It’s the persistent belief that your success is due to luck or timing rather than ability, and the fear that sooner or later you’ll be “exposed” as incompetent. For women in business, there are extra layers: cultural expectations, perfectionism and the pressure to juggle multiple roles.
Impostor feelings often show up when:
You’re doing something new or stretching beyond your comfort zone.
You compare yourself to curated social‑media success stories.
You’re operating in a male‑dominated industry and feel like you have to prove yourself twice as hard.
You’ve internalised messages that being confident or visible is “pushy” or “selfish.”
How can I tell if I have impostor syndrome?
Here are a few signs clients frequently mention:
You downplay your achievements or deflect compliments (“Oh, it was nothing”).
You overwork to “earn” your place, yet feel like it’s never enough.
You procrastinate on launching offers because they’re not “perfect.”
You avoid opportunities (podcasts, speaking, collaborations) in case someone realises you’re not good enough.
You attribute successes to luck but take full responsibility for setbacks.
Recognising these patterns is the first step toward change.
Five ways to overcome impostor syndrome
You don’t have to let impostor feelings dictate your business decisions. Here are some techniques that help my clients move through them:
Build self‑trust. Remember our recent conversation about why more strategy isn’t the answer? At the core of impostor syndrome is a lack of trust in yourself. Start a daily practice of writing down three things you did well or decisions you’re proud of. Evidence builds confidence.
Normalize imperfection. Perfectionism fuels impostor syndrome. Give yourself permission to launch the version that’s 80 % ready. Real growth comes from iteration, not waiting until everything is flawless.
Reframe the narrative. When impostor thoughts pop up (“I’m not qualified”), pause and ask: “What evidence do I have for and against this?” Challenge automatic thoughts with facts, your certifications, testimonials, past results.
Seek support. Talk to a mentor, coach or peer group. Verbalising your doubts with someone you trust often reveals how universal they are. If you’re curious about deeper work, my 7‑Day Mindset Challenge offers daily prompts to rewire self‑beliefs.
Celebrate wins publicly. Sharing your achievements (big or small) reinforces your expertise and inspires others. Try posting a weekly “win of the week” on LinkedIn or in a mastermind group. It’s not bragging, it’s modelling what’s possible.
A client story
One of my clients, let’s call her “Jane”, had a thriving consultancy but kept turning down speaking invitations. She believed she was “just good at systems, not a thought leader.” We worked on identifying the roots of that belief (a childhood teacher who told her to “stay humble”), reframing it, and taking small, brave actions. She started by hosting a live Q&A on Instagram – and the response was overwhelmingly positive. A few months later she delivered a keynote at a conference and signed three new clients. Jane’s knowledge didn’t change, but her belief about herself did.
Impostor syndrome isn’t a sign you’re a fraud; it’s a sign you’re stretching and growing. Next time that inner critic whispers “Who do you think you are?”, answer with kindness: “I’m a woman committed to serving my clients and owning my expertise.”
Trust yourself, your business will grow from that place.
