CAKE on Leadership #2 - Self Doubt and Imposter Syndrome

Michael Casanova
Mar 13
3 min read

Self-doubt and imposter syndrome are things we’ve all faced over the years. Its certainly something we have all experienced here at CAKE People Development.

We often coach and support people in situations we’ve never personally experienced directly. For instance, helping a salesperson (we don’t work in sales) refine their confidence when facing rejection.

On a side note: that’s one of the powers of coaching. It’s not about having all the answers but about guiding people to find their own.

What would the childhood version of yourself say?

Many of us have struggled with confidence, for many it begins from a young age, maybe as early as school. Doesn’t matter where it started, we encourage everyone to begin somewhere and start tackling it head-on now. Put into practice some of the skills we share below to start the change today.

What can you do about self-doubt and imposter syndrome?

Push yourself by leaning into the discomfort instead of avoiding it. Comfort zones can be expanded, do it slowly and gently to begin with. You don’t have to take a giant leap but instead gradually push and expand that parameter. When you think of it as a boundary that can be pushed and expanded it changes your mindset.
Get support from others will always be key. Business and leadership are not solo sports. Whether you find help from friends, family, colleagues or mentors – everyone can play a huge role in keeping you grounded and feeling supported. Its easy to feel more confident with allies and your team around you.
Try to find the fun in what you do. For instance, if the thought of recording videos for LinkedIn scares you, maybe find people who can support you and have fun with the process. If you’re worried about that public speaking arrangement, practice in front of your partner, family or friends, have a laugh give them some popcorn so they can watch it whilst you practice. Simple twists can make even the most daunting thing feel fun.

Confidence = Competency

In business and leadership, there is a direct coloration between competency and confidence. Important to note that this means perceived competency not actual competency – subtle but important. That perception, both internal and external, is critical. Which leads onto…

Own the gaps, you don’t know everything and that’s okay. We strongly believe in learning and development, sometimes you have to learn fast. For most of us, we know that if we don’t know everything that’s okay but our focus will then turn to learning enough to boost confidence.

Know this, doubt is universal

Everyone’s got it, even the ‘sorted’ ones. You’re not alone.

Remember all your wins, big and small. Journalling is a great trick, it helps you reflect on progress, even when it doesn’t feel like much in the moment. When you zoom out or look back you see how far you’ve come:

How Leaders Can Build Confidence in Their Teams

If your team members are struggling with confidence, here’s how you can help:

Confidence comes from competence. Train them, guide them and provide the support they need - especially when things change or new skills are required. If you promote someone into leadership, make sure they get proper training (we can help with this, both bespoke and open programmes). Lack of preparation is the biggest cause of imposter syndrome. Train people before they step into leadership because we know the impact, one key benefit being a reduction in imposter syndrome.
Acknowledge you are not them. They are not you. You don’t need to fully understand their self-doubt but you do need to recognise it. Listen, validate their feelings and work with them to move forward.
Celebrate progress, not just results. Focus on both effort and outcome. If you know where their self-doubt comes from, highlight their wins in that area. But don’t just praise the result - acknowledge the effort: “I know delivering that induction was tough for you, but you did an amazing job and put in the work.”
Spot challenges before they hit and support your team proactively. If someone struggles with handling service issues, don’t wait for a problem to arise - talk to them beforehand. Remind them of their skills and focus them on the positive outcome, not their self-doubt.
Coaching or mentoring can be game-changers, but only if the person guiding them knows how to handle confidence issues and imposter syndrome. The wrong mentor can make things worse.