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The Truth About Coaching Through Imposter Syndrome
So many coaches and consultants encounter clients who hold themselves back—not because they lack skills, but because they quietly believe they don’t deserve success.
In this episode of The Brilliant Book Festival, I’m joined by Clare Josa, author of Ditching Imposter Syndrome and now her follow-up book: Coaching Imposter Syndrome.
Clare has spent more than two decades helping people break free from imposter syndrome. Now her mission is bigger: to equip coaches, consultants and leaders with safe, practical tools to recognise and respond to imposter syndrome when it shows up in their sessions.
She also reveals the myths still circulating about imposter syndrome, why it’s not the same as self-doubt, and how AI might just play a surprising role in helping people feel more confident and capable.
If you’ve ever wondered how to tell the difference between skills-based self-doubt and deeper identity-level imposter syndrome, this conversation will open your eyes.
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“Imposter syndrome isn’t a life sentence. It’s something you can spot, understand and clear.” – Clare Josa
Beyond Self-Doubt: Spotting the Real Signs
Clare explains that self-doubt is about skills, while imposter syndrome cuts deeper — it’s about identity.
- Self-doubt sounds like: “I don’t know enough, I need more experience.”
- Imposter syndrome sounds like: “I’m not good enough. They’ll find me out.”
This distinction matters, because the tools that help with self-doubt often fail when the issue is imposter syndrome. Coaches who miss this can leave clients feeling stuck or even unsafe.
The Myths Holding Us Back
In recent years, imposter syndrome has gained visibility, but with that has come misinformation. Clare shares how some dismiss it as:
- “Just self-doubt in disguise.”
- “A construct designed to hold women back.”
Her response? Labels aside, what matters is helping people recognise the patterns keeping them small, and giving them tools to move forward.
“Confidence grows fastest when you have the right tools and support at your fingertips.” – Clare Josa
Practical Tools for Coaches
Clare’s new book and app provide 26 simple, safe tools coaches can use the moment imposter syndrome gatecrashes a session. These tools help coaches to:
- Clear limiting patterns without opening emotional “Pandora’s boxes.”
- Shift their clients mindset fast with confidence and safety.
- Give coaches clarity on how far to go — and when to signpost deeper support.
The goal isn’t to turn every coach into an imposter syndrome specialist, but to equip them with the confidence to help clients without overstepping.
Imposter Syndrome, Introverts and Change
Clare also clears up another myth: imposter syndrome doesn’t only affect introverts. Both introverts and extroverts experience it, but they cope differently:
- Introverts tend to overthink.
- Extroverts tend to overact.
And because imposter syndrome is linked to identity, it often surfaces during times of transition—like stepping into a new role, raising prices, or navigating fast-changing technology.
AI as a Confidence Companion
Perhaps most intriguing, Clare has developed Ask Clare AI — an app trained on millions of her own words to give coaches, managers and individuals real-time support between sessions.
It’s not designed to replace the coach, but to act as a safe, trauma-informed resource when self-doubt or fear strikes in the moment.
A Final Thought to Reflect On
Coaching through imposter syndrome isn’t about fixing clients — it’s about helping them reconnect with who they really are.
When coaches can spot the difference between self-doubt and identity-level struggle, and when they have the tools to guide clients safely through those first steps, everyone benefits.
As Clare reminds us, the real goal is bigger than overcoming imposter syndrome. It’s about building a world where people feel comfortable in their own skin, confident in their contribution, and free to reach their full potential.
So instead of asking, “How do I help my clients push through self-doubt?” try asking, “How can I give them the tools and confidence to break free from imposter syndrome for good?”
That small shift in perspective can change not just a coaching session, but the whole trajectory of a client’s success.
About Clare
Clare Josa has been a leadership mentor since 2003. She’s the author of eight books, including Dare To Dream Bigger and Ditching Imposter Syndrome. She was certified as an NLP Trainer in 2003, and is also a formally-trained Meditation and Yoga Teacher Teacher, a Reformed Engineer and the former Head of Market Research for one of the UK's most disruptive companies.
Clare has spent more than a decade specialising in empowering passionate world-changers to do the ‘inside work’ so that you can get on with making a difference in the world. As co-founder of the EU VAT Action campaign in 2014, she has had to overcome any remaining ‘visibility’ fears, to stand on international stages (European Parliament, Downing Street, IoD) in front of people who had been studying what she was giving keynotes on for most of their careers.
She is regularly interviewed by the international press and has been interviewed by numerous radio and TV stations. She is a member of the UK’s Institute of Directors and she speaks internationally about how to change the world by changing yourself.
Clare lives in Sussex, in the UK, with her husband, their 3 young boys, a bouncy Jack Russell, a totally loopy springer spaniel, and 10 mindful chickens.
Read Clare's Books: Ditching Imposter Syndrome
Coaching Imposter Syndrome.
Connect with Clare
About Your Host, Melitta Campbell
Melitta Campbell is an award-winning business coach, TEDx speaker, author of A Shy Girl’s Guide to Networking and founder of The Value Whispering Circle.
Through her Value WhisperingTM Blueprint, she helps introverted female entrepreneurs build quietly impactful businesses that grow through clarity, trust, and alignment.
Learn more about working with Melitta here
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Get the exact steps to building a PROFITABLE and MEANINGFUL business that lasts!
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