Clare Josa's work coaching clients who subconsciously self-sabotaged but couldn't 'think' their way out of it led her to explore the mind-body link, leading to her creating the 'Flinch Factor' model in 2014.
Clare's research shows that only 21% of people feel comfortable stepping outside of comfort zones at work (from Clare's 2024 data). They either say yes and worry about it (45%), wait slightly too long (we all know that one! 25%), or go so far as to suggest someone else for the opportunity they secretly wanted (9%).
That's where Clare's Flinch Factor model comes in. It's a way of bypassing the thinking mind - which as we'll discuss shortly is always late to the party - to pick up on the body's early warning signals that you might be about to self-sabotage.
She first shared the Flinch Factor publicly, beyond one-to-one clients, in her 2016 book - Dare to Dream Bigger. She also talks about it in her 2019 book - Ditching Imposter Syndrome - and her 2025 book - Coaching Imposter Syndrome.
Read on to explore how the Flinch Factor can help you.
Sharing Policy For The Flinch Factor
Clare Josa is on a mission to free the world from Imposter Syndrome, so she encourages sharing the name and overview of the flinch factor, to help others. Please follow these guidelines:
- Attribution: When sharing, credit "Clare Josa, author of Ditching Imposter Syndrome" and link back to this page, with the clickable text: The Flinch Factor
- Restrictions: Content may be used for personal or non-commercial purposes only, unless otherwise agreed and licensed. Sharing in free-to-view public articles, podcasts, videos, and social media posts is permitted, with proper attribution, but not in marketing materials, lead magnets, paid programmes or client work.
Thank you for wanting to make a positive difference in the world, whilst also respecting Clare Josa's intellectual property rights.
The Flinch Factor
The problem with self-sabotage, whether it's toning down an idea or turning down an opportunity, is that it doesn't pre-announce itself. The 'no' is usually out of a person's mouth before their thinking brain even registered there was a problem.
That's down to neuroscience.
Your biggest decisions aren't governed by your conscious thoughts, they're ruled by your nervous system.
The way the body and brain are wired means that the primal part of your brain and the fear centre (amygdala) process information slightly faster than the pre-frontal cortex, which does your conscious decision-making. This is really useful as a survival mechanism, but less so if you're in a meeting and the spotlight is heading your way.
When that happens, the primal brain takes over and does whatever is needed (within socially acceptable limits) to keep you safe - including self-sabotaging. And the decision is over, before your conscious mind even realised there was a party to be invited to.
The great news is, though, that the nervous system has a 'tell' when this happens - an early warning sign:
The Flinch Factor.
The flinch factor
When your nervous system is saying 'no', your body flinches, like a hedgehog curling up. It's the early warning sign when you're about to self-sabotage.
Clare Josa
"Feel the fear" is over-rated.
If we try to use the thinking mind to overrule the nervous system's fear response then we increase the stress hormones that feed fight-flight-freeze autopilot. There's science behind this, which you can explore here in The Two Types of Fear.
But in essence, rather than pushing on through the fear, it's much healthier to clear the fear before you take action.
That's what Clare Josa's Flinch Factor process shares.
By consciously releasing that point of tension in the body, you release the stress-fear-thoughts, and can take action from a place of courage, clarity, and confidence. Here's how it works:
Your body feels every thought you think, so you can unthink the flinch to release the fear.
clare josa
How To Release The Flinch Factor
This is a technique Clare teaches in more detail for her coach certification students, but here are the essentials that you can play with today.
where's your 'flinch'?
Think about something you've been putting off doing, or something you're going to do, but which triggers the 'flinch factor'. Where in your body do you feel it?
Hint: it's often eyes, jaw, shoulders, or belly.
get curious
What do you notice about your emotions? And your thoughts? Which images are you seeing, in your mind's eye? What tone of voice are you using in your thoughts? How does your 'hedgehog' feel?
melting like butter in the summer sun
What happens if you let the tension melt away from that area of your body? If you breathe 'softness' into that area? Breathe out the flinch? How differently do you feel now about that event?
How to Handle The Flinch Factor If You're A Coach
Whether that's for 1:1 clients, in-house for your employer, or as a line manager
Don't Force Clients To Push On Through Fear
While we're talking about the Flinch Factor and how it can help us to healthily release fear and hidden blocks, please remember that what is taught here is just the entry level. It's great for fears that are a 5 out of 10 or below.
If a client or colleague is really struggling with fear, they need deeper solutions; strategies that work at the root cause level to prevent fear, rather than them pushing on through it. Find out about training with Clare on those.
And it's essential to know when to refer someone on, avoiding the accidental therapist trap.
It's vital to be able to tell the difference between a simple mindset block and a biological brake that traditional coaching tools cannot fix.
And this is why Clare Josa's Natural Resilience Method ® starts with nervous system regulation, not mindset, so that clients feel truly safe to make the changes they're dreaming of, instead of pushing on through the fear. And only in step five of five do they work with consciously creating their future - once they've cleared out the blocks they probably never realised were getting in their way.
Just imagine how that feels!
And here's a podcast episode from Clare Josa that explores the flinch factor
The Flinch Factor comes with an added bonus
It's also a warning for when you're stressed. And the Flinch Factor techniques Clare teaches can help release that, too.
But back to the hidden warning signs of Imposter Syndrome - want to know more about how to spot them?
Want To Dive In With Solutions?
Here are some of the ways Clare Josa could help you to tackle Imposter Syndrome, including getting started with the Flinch Factor today.
ditching imposter syndrome book
Section two of the book is great for this. It guides you through handling the flinch, as well as other ways to truly release our hidden fears and blocks, without becoming an accidental therapist.
Available in hardback, paperback, Kindle, and audiobook formats.
The Dare to Dream bigger book
Clare Josa's book Dare to Dream Bigger is where she first publicly taught the Flinch Factor and how to use it to release hidden fears that are stored in the body, not the mind.
She shares with you her 7 Cs process for having the impact your ideas and dreams deserve.
coaching imposter syndrome book
Written for managers, leaders, HR professionals, coaches and consultants, Clare Josa's 2025 book - Coaching Imposter Syndrome - includes a section on the flinch factor, and shares practical strategies for your teams, not just for individuals, to make self-sabotage a thing of the past.
Want to share strategies with colleagues & clients?
Clare Josa teaches the deeper aspects of the Flinch Factor, and then the tools needed for the identity-level work, in her coach certification programmes. She covers what teams most need to know about this in her keynotes and corporate workshops. Scroll down to find out about working with Clare.
Don't Know Clare Josa Yet?
Clare is considered a global authority in the fields of Imposter Syndrome, burnout and sustainable performance for individuals and teams. She has been an international keynote speaker for over 20 years.
Her research is cited in PhDs and taught on MBAs, worldwide, and she is the creator of the life-changing Safe to THRIVE™ and Natural Resilience Method® frameworks, which she teaches at Facilitator and Master Coach levels, as well as in the world's first Imposter Syndrome App - Imposter Syndrome Hacks™.
The author of ten books, a reformed engineer, and the former Head of Market Research for one of the world's most disruptive brands, she blends science-backed practical inspiration with demystified ancient wisdom, to help you create breakthroughs in ways that are fast, fun and forever.