Five Flavours of “it”: A Neuroscience Take on Imposter Thinking

Why do I call it “it”? Because naming it puts it back in its box. “it” is not ‘the hidden truth’. It’s a sensation we feel in the moment. It’s unpleasant, sure and unwelcome, yes, but is usually a sign of the opposite of how you feel. That good things are happening.

Being in a room where no one looks and sounds like you can bring it on. Pulling off a big win when everything looked like it could crash around your ears. Getting promoted. These are great things. Moments we should be proud.

The problem is not ‘the thing’. The problem is our paleolithic wiring. New thingsstretch your thinking and your paradigms. And your brain doesn’t love new, because even when the ‘new’ is a really great thing, new takes more brain fuel to process. And our brains are designed to conserve fuel, not spend it.

Just let that settle. You might be feeling like you should actually pull back and not take that promotion or try that new idea, not because it won’t work, but because your brain is trying to conserve energy?

The things we tell ourselves when we feel ‘it’ are just thoughts. Thoughts, not facts. And an unhelpful trick your brain can play when you’re growing.

Hence, we call it ‘it’ – certainly not a medical syndrome which feels heavy and hard to shift.

One of my brilliant Accredited Executive Coaches, Andrea McCarthy, reminded me recently of the work of Dr Valerie Young. Dr Young named five ways imposter thinking tends to show up in high-achievers. Five archetypes. All of them rooted in something positive - but if left unchecked, they let “it” run the show.

Let’s see which one of these imposter variants might be getting a bit too comfy in your head!

Are You?

🧠 A Perfectionist?

You set the bar sky-high. Nothing wrong with that. Chances are people love working with you because you deliver quality work.

Beware your personal twist on imposterism – if anything’s less than flawless, “it” might pipe up and says you’ve missed the mark.

📚 An Expert?

Love learning? Know loads through your experience? Brilliant, bet people search you out all the time.

Watch out for your sneaky imposter version – that if you don’t know it all, you must somehow work harder, maybe you know nothing worth knowing any more?

🌟 A Natural Genius?

Are you one of those lucky people with a click-fast brain? You ‘get’ things really quickly – and maybe have had to learn to be patient while people catch up? Why on on earth wouldn’t people want to employ you?

Just be mindful that on those occasions where it takes a bit more effort and you have to pause and really take your time, don’t let your personal “it” whisper that you’re not cut out for it.

💪 A Soloist?

Being independent is a great strength. You are someone who can just be left to get on with things. Maybe people describe you as a ‘self-starter’ or proactive and accountable. Great words that every organisation has on its competency lists!

Now you know why if your “it” says that because you needed help one time, getting help makes the result you got less valid, do yourself a favour and call that out for the nonsense it is!

🦸‍♀️ A Superhuman?

Plate juggler extraordinaire? Able to manage varied work and life demands and still look together and manage to find time for the gym and to remember people’s birthdays? Chances are you are the first person people call when they need help. You’re giving your all in every direction—and that energy and drive is amazing.

But don’t let your slant on “it” convince you that dropping one plate means they are all about to smash. (108 plates is the current record for the most plates spun simultaneously. Ahem, weren’t you just trying 109?!)

If any of those made you wince… good. That means you’re recognising your own personal flavour of imposter thinking. And with recognition comes power.

Here’s what to remember next time “it” shows up:

It doesn’t show up because you’re about to fail.
It shows up because you care.
And caring can switch your brain into hypervigilance—watching for flaws, threat, risk. That’s neuroscience, not a personal failing.

So What Now?

🧠 Thoughts are not facts.

When “it” pipes up, ask yourself: Is this the truth… or just a twitch of self-doubt because I’m stretching?

🗣️ Name it.

Say it out loud. “Ah, there’s ‘it’ again.” Laugh at it, if you can. That alone takes away its power.

💥 And then crack on.

Because chances are - you’re doing a lot better than you think.

Emotions are our brain’s way of highlighting what really matters.

When someone exhibits strong emotions, it’s often because we’ve touched upon something that is deeply important to them.

Those strong emotions can take them – and us – by surprise. They might apologise for expressing the tears:

“God I am so sorry, it’s ridiculous to be getting upset about such a silly thing…”

If we aren’t firmly in coach mode, tuned in and present, we might apologise too:

“No, I’m sorry, I didn’t mean to upset you…”

But what that response does is reinforce that the tears are an response to be avoided. It makes the emotion something to be apologised for. When they are in fact a clue that we are onto something that really matters. That ‘silly thing’ is unlikely to be silly at all. It means the two of you are onto something important.

Recognising this can transform our approach—from avoidance to curiosity and support.

Our brains are wired to seek safety.

When we feel threatened – emotionally or physically – the amygdala activates our “fight, flight, freeze or appease” response.

But when we feel safe, the prefrontal cortex – our thinking brain – stays engaged.

That sense of safety is known as psychological safety, and it allows for honesty, exploration, and growth.

By acknowledging and validating someone’s emotions, we help create that safety. And in doing so, we unlock the potential for deeper, more meaningful conversation.