How to Fight Imposter Syndrome

Imposter syndrome has a funny way of showing up right when you step into something new.

A new role.

A promotion.

A bigger client.

A room full of people who look like they know exactly what they’re doing.

Suddenly, the voice creeps in: Why am I here?

Do I actually know enough to be doing this?

What if everyone realises I’m not as capable as they think I am?

Rowan often jokes that he feels like a fraud sitting in on our podcast (The Business Abundance Podcast), which is ironic, given he’s spent years advising businesses on complex decisions that affect hundreds of people. But that’s exactly the point. Imposter syndrome isn’t about lack of ability. It’s about self-doubt, especially when you’re operating outside what feels familiar.

What Imposter Syndrome Actually Is

At its core, imposter syndrome is doubting your own competence and feeling like you don’t truly belong even when there’s clear evidence that you do.

Rhiannon sums it up perfectly: feeling like you’re overachieving in a world where everyone else seems more capable, more confident, or more qualified than you. It’s the fear of not being “good enough”, even when you’re doing objectively well.

And it doesn’t just show up at work. It can show up in business, relationships, sport, school, and even in leadership roles you've already earned.

It’s common, especially among high-performing people. The irony is that the people least qualified often don’t question themselves at all.

Why It Feels So Convincing

Part of the problem is familiarity. When you do something every day, you forget that it isn’t normal for everyone else.

One minute you’re watching TV on the couch, the next you’re advising on complex business decisions. The contrast messes with your head. You forget that the skills you’ve built over time didn’t appear overnight; they were earned.

When you’re good at something, you often stop recognising it as a skill. You’ve had great wins, but now “good” feels average because it’s your baseline. So when you try something new, the doubt gets louder.

Imposter syndrome thrives in transitions when you’re promoted, starting something new, or stepping into a responsibility you haven’t held before.

The Real Cost of Letting it Run the Show

In business, imposter syndrome can be expensive. It can stop you from taking on bigger opportunities, charging what you're worth or explaining the value of who you are and what you do clearly and confidently.

I can't tell you the number of times I've encouraged clients to increase their hourly rate because they are incredibly qualified and experienced. They were charging as if they were just getting started when they could do the job 10 times better.

If you feel like an imposter, you struggle to articulate why you’re good at what you do. Clients sense that hesitation. Then rates drop, confidence drops further, and the cycle feeds itself.

The issue isn’t that you aren’t capable, it’s that you don’t believe you are.

Practical Ways to Keep It in Check

The episode offers some very grounded ways to manage imposter syndrome, not eliminate it, but keep it from running your decisions.

Ask for feedback.

Not to fish for praise, but to get perspective. Clients will often tell you exactly why they work with you, and it’s usually things you’ve completely overlooked.

Write it down.

Your wins, your strengths, and the problems you solve well. When the doubt creeps in, evidence matters.

Separate fear from fact.

That voice saying “you’re not good enough” is internal. It isn’t proof. It’s just noise.

Accept mixed feedback as normal.

If you’re doing something new, not everyone will love it. That doesn’t mean you shouldn’t be doing it.

Remember this: you didn’t end up here by accident.

Imposter syndrome doesn’t mean you’re failing; it usually means you're growing. Almost everyone you admire has had moments where they thought, "Surely they’ve picked the wrong person".

Back yourself.

Recognise the signal.

And don’t let self-doubt make decisions that your experience is qualified to make.

Listen to the teams experience with Imposter Syndrome on our Imposter Syndrome episode of The Business Abundance podcast here or wherever you get your podcast.