Conquering imposter syndrome: how to lead yourself on the growth edge

If you’re questioning whether you belong at the helm of your business, feeling like you’re not quite ready for the opportunities you’ve created, you’re not alone. Many business owners experience this, especially when stepping into a phase of expansion, launching a new service, or taking on a bigger role in your industry.

These doubts are part of what’s known as imposter syndrome, and it tends to show up just when you’re on the brink of something big, what I like to call your growth edge.

It doesn’t matter how many successes you’ve had, how long you’ve been running your business, or how many clients rave about your work – imposter syndrome creeps in at those pivotal moments. It might sound like: “Who am I to be doing this? Am I really capable of taking my business to the next level?”

I recently had a session with a client, let’s call her Linda, who was navigating this kind of experience.

While Linda isn’t a business owner herself, her situation mirrors what many of us face. She’d been invited to sit on a panel at her organisation alongside senior leaders. This was a significant visibility and growth opportunity, perhaps like when you accept an industry speaking opportunity or make a decision to raise your rates. But instead of feeling proud and excited, she was battling with self-doubt: “Am I really the right person for this? Isn’t there someone else better suited to this? What if I screw it up?”

Her imposter syndrome was at full volume, making her question her ability instead of celebrating the opportunity that ability had delivered.

This is something I see time and again—not just with women stepping into corporate leadership, but also with business owners like you. Imposter syndrome doesn’t care how experienced or capable you are. It shows up when you’re expanding into new territory, stretching your limits, and moving your business into its next phase.

And that discomfort? It’s not a sign that you’re failing. It’s a sign that you’re growing.

Growth requires self-leadership and strategy

When we think about growing a business, we often focus on strategy—developing a plan, setting goals, and putting processes in place. But there’s another piece that’s equally important, and that’s self-leadership.

Without it, even the best strategies can falter. Self-leadership is about knowing how to navigate the doubts and fears that arise when you’re on your growth edge. It’s what enables you to act, even when you don’t feel perfectly ready. This is what Linda and I worked on together.

Her imposter syndrome wasn’t about lack of capability—it was the natural discomfort of stepping into a bigger, more visible role. The fear was that she’d be found out, that she didn’t belong on that stage. But she had earned her place. In fact, this invitation was right in alignment with the goals we’d set when we first started working together earlier in the year.

Imposter syndrome’s greatest hits (and how to shut it down)

Imposter syndrome shows up in predictable ways. Here are a few greatest hits I see with clients:

“You’re not good enough.” Even when you’ve clearly earned your success, imposter syndrome will whisper that you don’t truly belong.
“You’re going to be found out.” The fear of being exposed as a ‘fraud’ keeps you playing small, even when the evidence shows otherwise.
“Why would anyone listen to you?” It makes you doubt your worth and authority, even when you’re the best person for the job.

In Linda’s case, the moment she stepped into the spotlight, imposter syndrome turned up the volume. She kept asking herself, “Should I even be up here? Am I really the one to do this?” But the very fact she’d been chosen for the role was all the proof she needed. And once we worked through this, she realised that imposter syndrome was simply her reaction to being on her growth edge.

Moving from doubt to decisive action

Here’s where the real shift happens: instead of feeding your self-doubt, start feeding your internal authority. Because while imposter syndrome might be loud, it doesn’t have to dictate your actions.

1. Name it

When imposter syndrome shows up, don’t let it fly under the radar. Call it out. Name that voice in your head—whether it’s “Cruella” or simply “the inner critic.” By naming it, you separate it from who you actually are. You are not your doubts. You are capable, and you’ve proven that time and again.

2. Challenge the narrative

Just because your inner critic says it, doesn’t make it true. Look at the evidence. Dive into your Fabulous File—the collection of all your wins, compliments, and goals reached. Every time you look at this it will become harder to believe the story that you’re not enough. The evidence will be clear! Donlt have a Fabulous File yet? Pop over here to learn more.

3. Focus on contribution, not perfection

When you start focusing on how you can add value, it takes the pressure off needing to be perfect. The shift from “Am I good enough?” to “How can I contribute here?” is game-changing. Suddenly, it’s not about you anymore—it’s about the impact you can make. Take a look at my concept of doing B+ work here.

4. Take action, even when you doubt yourself

Confidence grows through action, not overthinking. The more you do, the more you realise what you’re capable of. Waiting until you feel “ready” will keep you stuck. Like I often say to my clients, “You can’t steer a parked car” – you have to start moving, get feedback and then you can course correct.

5. Build your support system

Surround yourself with people who believe in your brilliance, even when you’re struggling to see it yourself. Find mentors and colleagues who will remind you of your value and help you stay on track. You’re not meant to do this alone.

Strategy + Self-Leadership = Growth

If you’re waiting until you feel ready, confident, or free from self-doubt before stepping into your next role or launching into that next chapter of your business, you could be waiting a long time. Imposter syndrome is part of the growth process. It’s a sign that you’re expanding, that you’re stretching yourself into new spaces.

But growth doesn’t happen on its own—it requires self-leadership. You need to be able to recognise the doubts and fears for what they are: uncomfortable but necessary companions on the path to success. When you practice self-leadership, you’re not just managing your business—you’re managing yourself. And that’s the key to making your strategy work.

Linda didn’t need to be “ready” to step onto that stage. She just needs to get clear on her role, trust her contribution, and take action, even with the nerves.

What about you?

You might not be sitting on a panel in front of corporate leaders, but as a business owner, you’re constantly stepping into new territory, whether that’s launching a new service, scaling your business, or taking on bigger clients. Just like my client, you’re on your own growth edge, and that’s when imposter syndrome likes to make itself known.

The same strategies that helped Linda step into her leadership role can be used to sidestep imposter syndrome in your business, especially when those doubts creep in before big decisions, presentations, or expansions.

Here are the key tactics we worked through that will help you, too:

GOSGOP (Get Off Self, Get On Purpose): If self-doubt is clouding your judgement, reconnect to the purpose behind what you’re doing. Ask yourself: What impact do I want to have with this project? What value am I creating for my clients? Focusing on service shifts the attention away from self-doubt and toward contribution. You’re not just doing this for yourself, you’re doing it to provide value and make an impact.
Breathing and grounding techniques: I encouraged Linda to focus on her breathing to ground herself before her panel. The same practice can help you manage stress before a big business decision, a presentation, or even a challenging conversation. Take a few deep breaths to centre yourself, calm your nervous system, and step into your leadership role.
Clarity on your role and impact intention: Just like Linda needed to get clear on her role in the panel (I encouraged her to define “what do you want the audience to know, and what do you want them to do as a result of that new knowledge?”), you need clarity on your role as a business owner. You’re not just the driver of your business, you’re also the visionary and strategist. When you understand your strengths and the unique value you bring, it’s easier to trust your decisions and take action—even when it feels risky.
Take action despite doubt: As a business owner, you won’t always feel ready. But you don’t need to feel ready to act. Confidence comes through action. Waiting for the perfect moment will only keep you stuck. Take the next step, and let your doubts come along for the ride.

So the next time imposter syndrome tells you you’re not good enough, that your ideas won’t land, remember: you’re on your growth edge. Trust yourself, get clear on your purpose, and keep moving forward. You are more capable than you realise.

You don’t have to feel perfectly ready, just perfectly willing to give it a try.