Beauty industry entrepreneur Kate Morris has given her imposter syndrome's voice in her head a name: "That's just Kevin, you can zip it Kevin," she laughs. And she gets on with her day.

And she's not alone. Researchers have found around 70 per cent of us feel like an imposter some of the time at work (...and let’s face it the other 30 per cent are probably lying). So since these feelings are so common, we've decided it's time we gave this ‘syndrome’ a rebrand and learned how use it to help, not hinder, our careers.