How to Avoid Impostor Syndrome as a Coach

Impostor Syndrome is a common experience among professionals in various fields, and coaching is no exception. CJ Gotcher offers a fresh perspective on this issue, emphasizing how certain behaviors in business and coaching can actually exacerbate it. Instead of focusing solely on how to overcome feelings of inadequacy, he points out how we sometimes inadvertently create or amplify these feelings through practices that are widely accepted in the industry.

Originally studied in the context of women executives, Impostor Syndrome was defined as the feeling of being a fraud, despite being competent and successful. Over time, research has expanded to show that it affects both men and women, and the experience spans a wide range of industries. However, certain structural factors—like the work environment or professional experience—can influence the likelihood of experiencing Impostor Syndrome.

Younger professionals or those just starting in their careers are more prone to feeling like impostors. In contrast, those with more experience or tangible, results-based work—such as auto mechanics or carpenters—may have a clearer sense of their competence.

How Business Coaching Contributes to Impostor Syndrome

Many business coaches, intentionally or unintentionally, set up systems that contribute to feelings of Impostor Syndrome. The traditional advice to “position yourself as an expert” and “fake it until you make it” can backfire, especially when you are not yet confident in your knowledge or skills. This kind of marketing creates a constant fear of being exposed as not being an expert.

CJ outlines six steps that business coaches sometimes encourage that can lead to feelings of being an impostor:

1. Position Yourself as an Expert, even if you are not truly an expert. This approach creates anxiety since you could easily be exposed.
2. Fake Fame. Pretending to have a waiting list or inflated follower counts can give a false sense of success, leading to a constant fear of being caught.
3. Take Feedback Personally. If you take every piece of feedback as a personal attack, it reinforces the belief that you are not good enough.
4. Argue Without Testing. Going out on a limb to argue something you have not tested or fully understood can expose your knowledge gaps.
5. Do Not Track Results. Without tracking objective results, it is hard to assess whether you are truly succeeding, leading to constant self-doubt.
6. Serve Everyone. Trying to work with every client, regardless of your experience level, means you are constantly in situations where you feel unprepared or unsure.

These practices, although common in some business coaching circles, ultimately set you up for feelings of fraudulence and inadequacy. The fear of being exposed as a fraud becomes overwhelming when you are constantly presenting yourself as something you are not and avoiding accountability.

Six Anti-Steps to Avoid Impostor Syndrome

To counteract these tendencies, CJ suggests six strategies to help prevent Impostor Syndrome from taking hold:

1. Perform Humility. Especially as a new coach, it is crucial to adopt a humble approach. Rather than faking expertise, ask questions and learn alongside your clients. This builds trust and reduces the fear of being “caught” as not an expert.
2. Do Not Fake It. Authenticity is key. Rather than faking results or testimonials, embrace your position and be honest about your current level of experience. Being upfront about your journey helps reduce anxiety.
3. Take Feedback Systemically. Instead of taking feedback personally, develop systems to help you handle feedback objectively. By focusing on the systems you use to coach or deliver services, you can separate your identity from the feedback, making it easier to grow and evolve.
4. Argue Only What You Have Tested. Do not engage in debates about things you have not personally tested. It is much more convincing to share real-life success stories and data rather than relying on untested theories.
5. Track Results. Establish clear, measurable results for both your clients and yourself. When you track progress, it becomes easier to spot areas for improvement and feel confident in your abilities.
6. Serve Your People, Not Everyone. Focus on serving a specific group of clients. As you work with the same demographic, you will gain valuable expertise and feel more confident in your ability to solve their problems.

Impostor Syndrome is a natural feeling, but it is important not to let it control your actions or mindset. By avoiding behaviors that contribute to self-doubt, you can build a more authentic coaching practice. With humility, real results, and a focus on your clients’ needs, you can grow your confidence and expertise, making it much harder to feel like an impostor.