How to overcome imposter syndrome when growing your business

Imposter Syndrome—the nagging feeling that you’re not as competent as others perceive you to be—can sneak up on even the most seasoned entrepreneurs. It’s that inner voice that whispers, “Who are you to be doing this?” or “What if they find out you’re just faking it?” No matter how much success you’ve achieved, it can make you doubt your abilities, second-guess decisions, and feel like you’re just lucky rather than deserving.

I’ve experienced this firsthand. In my entrepreneurial journey were countless moments when I questioned my right to be at the helm of a growing national physiotherapy business. Here’s how I navigated those self-doubts and how you can too.

Recognise that everyone experiences  Imposter syndrome

Imposter Syndrome is more common than you might think. Some of the most successful entrepreneurs and leaders I admire—like Richard Branson and Janine Ellis—have admitted to experiencing moments of self-doubt. In the early days of my own venture, Back In Motion, I often felt overwhelmed by the responsibilities of running a business.

One particular memory stands out. I was making my first major financial investment, ordering supplies for my growing tranche of practices. It felt like an enormous risk at the time, and my hands were shaking when I signed the order form. My thoughts raced: What if this fails? What if I’m not cut out for this? But after that leap of faith, I realised that those feelings of inadequacy were a part of growth. I wasn’t alone in feeling that way, and recognising this gave me some comfort. It’s important to remember: if you’re pushing boundaries, you’re bound to feel like you’re in over your head sometimes.

Reframe failure as learning

Another key to overcoming imposter syndrome is learning to embrace failure as part of the process. I invested heavily in franchising my business, a move that many advised against, labelling it a risk. At the time, franchising had a bad reputation in my sector, and I was terrified of the potential fallout. What if it didn’t work? What if this move confirmed the doubts I had about my own abilities?

The initial challenges were brutal. Franchising proved more complicated than I had anticipated. There were legal hurdles, difficulties in maintaining consistent quality, and the stress of managing a rapidly expanding team. But rather than letting those struggles confirm my worst fears about being inadequate, I chose to view them as learning experiences. Every failure was a lesson in resilience, adaptability, and growth. Over time, this mindset shift helped me quell that imposter voice.

Build a support system

Imposter syndrome thrives in isolation. It tells you that you’re the only one struggling, that everyone else has it figured out. But building a support system of mentors, peers, and trusted advisors can help bring a reality check to those negative thoughts. For me, this came in the form of leaning on people like my wife, Paulina, and close friends who believed in me when I struggled to believe in myself.

Paulina, especially, was a grounding force throughout my career. In the tough times—whether it was navigating a global financial crisis or expanding the business into uncharted territory—she reminded me of my capabilities and achievements, helping to silence that imposter voice. Don’t be afraid to surround yourself with people who can do the same for you. Whether it’s a business mentor or a close confidante, having someone who can remind you of your accomplishments and worth is invaluable.

Keep track of wins

Imposter syndrome often makes you forget about all the things you’ve done right. I kept a mental scorecard of my failures, which fed my insecurities, but I was far less intentional about remembering my successes. Early on, I started keeping a journal where I tracked every small victory—whether it was closing a deal, receiving positive client feedback, or hitting a new milestone. These wins, no matter how minor, helped shift my perspective and remind me of my progress.

One of the biggest turning points came after we survived COVID-19 shutdowns. Our business faced enormous pressure, and it would have been easy to fold. But we didn’t. We adapted, cut costs, and innovated our way through one of the toughest economic periods of the modern era. After coming out the other side, I realised how resilient both the business and I had become. Recognising these achievements made it harder for imposter syndrome to take hold.

Accept that you’ll never have all the answers

Finally, it’s essential to accept that imposter syndrome never fully goes away. As your business grows, the challenges evolve, and you’ll face new situations where you feel unprepared. That’s okay. The key is to trust that you can learn and adapt as you go.

In my memoir, I reflect on how the entrepreneurship journey is full of uncertainties and risks. You’ll never have all the answers, and that’s part of the adventure. By learning to embrace the discomfort of imposter syndrome, reframing failure, and surrounding yourself with a strong support system, you can push through those moments of doubt and continue to grow your business. The truth is, you’re not an imposter—you’re exactly who you’re meant to be. Why be a cheap imitation of someone else anyway when you can be an original!

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