Imposter syndrome in small business: how to keep going when you feel like a fraud
There’s a version of imposter syndrome that hits different when you run a small business.
You’ve built something from scratch. You’re wearing every hat. You’re sending invoices and pitching yourself and writing your own Instagram captions whilst also Googling “how to submit my self-assessment to HMRC without crying.”
And still, there are days you think, Who am I to be doing this?
What if everyone figures out I’m making it up as I go?
And babe, let’s just get one thing straight: you’re 984890% not a fraud, and if you feel like a fraud, you’re not alone. And you’re definitely not failing.
In this blog, we’ll talk about why imposter syndrome is so common in small business owners, what to do when the self-doubt creeps in, and how to keep going, even when your inner critic is shouting really loudly and is being all-round a bit of a dick.
Why imposter syndrome shows up so loudly for solopreneurs
You’re not imagining it, running your own business does create the perfect conditions for imposter syndrome:
You don’t get regular performance feedback or reassurance
You’re constantly learning and stretching your skillset
Visibility makes your inner critic yell louder
You’re comparing your behind-the-scenes to someone else’s highlight reel
It’s normal. But that doesn’t mean you have to stay stuck in it.
What imposter syndrome might sound like in your head
“I’m not qualified enough to charge this much.”
“Other people are doing this better than me.”
“They’ll regret hiring me when they realise I have no idea what I’m doing.”
“I’ve just been lucky, I haven’t earned this.”
If any of those sound familiar, welcome to the club. Now let’s talk about how to quiet that voice.
Five ways to keep going when you feel like a fraud
1. Find the facts
Your brain might be spiralling, but the data doesn’t lie:
Happy client testimonials
Repeat business
Positive feedback
Projects you’ve completed with pride
Keep a “proof file” you can return to on hard days.
2. Normalise the feeling
Imposter syndrome thrives in silence. The more you talk about it, the more you realise everyone feels this way sometimes, even people you admire.
3. Create before you critique
Instead of sitting in the self-doubt spiral, channel it into action:
Write the post anyway
Pitch yourself anyway
Launch the thing anyway
Clarity comes through movement, not perfection.
4. Reflect on the impact
Remind yourself:
Whose life has changed because of your work?
Who needed your story or offer?
What problems are you solving?
You’re not taking up space, you’re holding space.
5. Work with (not against) your mindset
You don’t need to banish imposter syndrome completely. You just need tools to navigate it.
Coaching prompts like: What’s the kindest thing I can say to myself right now?
Journaling to challenge fear-based thoughts
Connecting with peers who get it
You don’t have to feel 100% confident to take action
Imposter syndrome isn’t a signal to stop. It’s often a sign you’re stretching, growing, doing something that matters.
Want support navigating mindset wobbles while growing a business that actually feels good?
Come to Office Hours. It’s my monthly mentoring space for small business owners who want strategy and support. Together, we’ll build your confidence as well as your content plan.
You’re not a fraud. You’re just brave, and bravery sometimes feels like fear on the inside.
