Rebranding Imposter Syndrome
We’ve (nearly) all been there—that moment when you’re about to step into a meeting, present a project, or share an idea, and a voice in your head whispers, “You’re not good enough.”
This experience, commonly known as imposter syndrome, is a psychological phenomenon where individuals doubt their accomplishments and fear being exposed as “frauds,” despite clear evidence of their competence. First identified in 1978 by psychologists Pauline Clance and Suzanne Imes, it was originally thought to affect high-achieving women in particular. However, later research has shown that it cuts across gender, industry, and background.
However, there is now some good news!
In many cases, it is a completely normal response to success – not a sign of impending doom or negative exposure.
So, what if we could give ‘Imposter Syndrome’ a total re-brand – as a positive phenomenon that means great things?
Instead of seeing it as a red flag, what if we viewed it as a positive signal—proof that we are growing, stretching, and stepping into new opportunities?
That’s why I prefer to call it imposter thinking – or simply it (lower case deliberately!) – so we can keep it in its place, semantically as well as practically.
The neuroscience behind imposter thinking
Our brains are wired to protect us from potential threats—a mechanism that has ensured human survival for thousands of years. When we step outside our comfort zones or face new challenges, the brain’s amygdala can trigger a fear response, leading to self-doubt and anxiety. This is a natural reaction to uncertainty and the unknown.
Interestingly, research shows that people with higher competence often experience more self-doubt. This links to the Dunning-Kruger effect, which suggests that those with limited knowledge tend to overestimate their abilities, whereas true experts are more aware of their limitations (Kruger & Dunning, 1999).
This means when we experience it, it’s often not because we aren’t good enough—but because we’re self-aware enough to recognise the complexity of what we’re doing.
Just pause there. Who do you want running the show? Someone who assumes all will be well because they perceive something is simple and easy…?
…or someone who feels a bit of ‘it’ because they have properly understood the gnarly reality of a complex situation?
Reframing imposter thinking as a positive force
Recognising it as a normal part of success can be a game-changer. Here’s what it really means:
- A sign of growth – Feeling like an imposter often means you’re pushing your boundaries and stepping into new territory—proof of progress.
- A sign of high standards – Those who experience it often hold themselves to high standards, meaning they care deeply about doing things well.
- A sign of intelligence – The most capable people tend to question themselves, while those with less competence are more likely to be overconfident.
- A sign of trailblazing – If no one around you looks or sounds like you, it doesn’t mean you don’t belong—it means you are leading the way.
So instead of letting it hold us back, what if we used it as evidence that we’re doing something important.
Managing imposter thinking: Practical strategies
Here’s a quick video of me talking about ‘it’ over a cuppa.
While reframing it is a great first step, here are some practical ways to manage it when it appears:
- Acknowledge it – Recognise that these thoughts are common and not an accurate reflection of your ability.
- Celebrate your achievements – Take time to reflect on and own your successes instead of moving the goalposts.
- Talk about it – Sharing imposter feelings with others can normalise them and help you see that you are not alone.
- Embrace failure as part of success – Research suggests that the optimal failure rate for learning is around 15%, so instead of fearing mistakes, we should expect and learn from them.
The power of language: Why I write imposter thinking as ‘it’
Sure, I’m an English graduate and a writer, so I love playing with words anyway! However, we know from science that language shapes our perception of reality. By deliberately de-capitalising imposter thinking and shortening it to it, we strip away its power—keeping it in its place rather than letting it loom large in our minds.
This technique aligns with cognitive reframing, a strategy widely used in cognitive behavioural therapy (CBT) to change how we interpret and respond to thoughts. By choosing our words carefully, we can literally reprogram the way we think about our experiences. I absolutely love Lera Boroditsky and her work on linguistic relativity – how that the language we use influences our perception of the world – this TED is amazing – I bet you quote it often! How language shapes the way we think | Lera Boroditsky | TED
Research published in The Guardian also highlights how word choices can shift behaviour and mindset—something we can use to our advantage when tackling it Turn Conversation Around. We also know that language shapes our perception of reality.
So by deliberately decapitalising imposter thinking and shortening it to it, we might help strip away its power—keeping it in its place rather than letting it loom large in our minds. The Guardian Feb 2025
If you want a really practical way to tackle it, there’s a whole chapter on imposter thinking in my latest journal—designed to help you work out why you feel this way and, more importantly, what to do about it. Because the goal isn’t to make it disappear—it’s to get comfortable experiencing it, so it never holds you back again.
If you want a really practical way to tackle it, there’s a whole chapter on imposter thinking in my latest journal—designed to help you work out why you feel this way and, more importantly, what to do about it. Because the goal isn’t to make it disappear—it’s to get comfortable experiencing it, so it never holds you back again.
Final thought
By rebranding imposter syndrome as imposter thinking, we can shift it from being a barrier to being a signpost—one that points us towards growth, opportunity, and new levels of success.
So next time it shows up, take a breath, remind yourself that it means you’re on the right track, and carry on anyway.
Because feeling like an imposter doesn’t mean you don’t belong. It means you’re doing something brave, different, and probably clever.
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