Women Do Business Differently—Here’s Why That’s a Good Thing
You’ve taken countless courses, learned tactics, taken action, written, applied—and still—things don’t seem to work. They don’t feel right. They don’t elicit the response you had hoped for.
Business, by its nature, has been a male domain for centuries. And while women have been part of this world for over half a century, there’s still a gap in awareness about the profound differences in how men and women approach it.
Though we’re beginning to see shifts, the belief that women need to behave like men to succeed in business still lingers. It’s no surprise—this has been the model for so long. But as more women step into entrepreneurship, we’re starting to realize that simply taking and applying tactics doesn’t always work when it’s a one-size-fits-all approach.
In the UK, women are stepping into entrepreneurship like never before. Female-founded companies are growing rapidly, with over 150,000 new businesses launched in 2022 alone. Despite this, confidence remains a major barrier for many female entrepreneurs. In fact, 66% of women cite lack of confidence as their biggest hurdle. Additionally, nearly half (48%) say access to mentorship and strategic advice is one of their greatest challenges.
As a brand visionary and story coach, the women who come to me are often looking for clarity—a missing piece they can’t quite name. And yes, lack of clarity can happen to anyone standing alone in their work. But the missing piece isn’t better photos, videos, products, or even more skills.
It’s the blind spots in their identity.
Let me explain: most of the women I work with have spent substantial time in the self-help world. They know their strengths and weaknesses—or at least they think they do. I’ve been there myself, thinking: Why should I dive into my story and values? I know who I am. Right?
Wrong.
This is different. For women, our work and the skills we excel at are tightly connected to our values. And here’s the key: values are abstract. Skills are values in action.
So, where do these values come from?
From our experiences. From our stories.
It sounds logical enough, but here’s the thing: even though many of us have created a mission, vision, and values statement for our businesses, we often don’t have a deep awareness—or the vocabulary—to articulate where those values come from.
Why does this matter?
Because our “why” is directly connected to our clients’ problems and the transformation we provide through our services or products. Research shows that 72% of consumers are more likely to buy from a brand aligned with their values. That connection doesn’t happen through showcasing skills or presenting knowledge—it happens through your story.
And here’s the magic: when we feel safe in our identity—when we align with our story and values—everything changes. Our daily decisions and interactions become empowered. We know when to say yes and when to say no. We know where to show up and where to pull back. We know whether social media makes sense for us or if we’d rather write op-eds to reach our audience.
When women in business take this approach, they not only feel more aligned but also create more meaningful connections with their clients. It’s no surprise that brands using storytelling are 22 times more memorable than those relying on facts alone.
When we feel safe in our business, just like in a relationship, our feminine strengths can fully unfold.
But in business, we don’t have a partner creating that safety for us. It’s something we have to provide for ourselves.
And we do that by knowing our story and values intimately.
Sources:
"66% of Women Say Confidence Is Their Biggest Hurdle" - Score.org
"72% of Consumers Prefer Brands Aligned With Their Values" - Soocial.com
"150,000 New Companies Founded by Women in 2022" - The Times
"48% of Women Say Lack of Mentorship Is a Major Barrier" - FT.com