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:

1. "66% of Women Say Confidence Is Their Biggest Hurdle" - Score.org

2. "72% of Consumers Prefer Brands Aligned With Their Values" - Soocial.com

3. "150,000 New Companies Founded by Women in 2022" - The Times

4. "48% of Women Say Lack of Mentorship Is a Major Barrier" - FT.com

Turn Your Story into a Blueprint for Business Success

n this still very young age of the Internet, social media and AI, it is easy to get sidetracked and confused when it comes to making business decisions and how we show up in our marketing.

How do we stand out? What sets us apart? It’s not our technical skills or tools, nor is it really what we’re selling - it's our stories, the unique threads of experience and values that only we can weave.

As an artist, mother and photographer, an introvert and sensitive, being a solopreneur has been challenging. Even though I was well educated, had a distinct and unique visual style, had skills and talent - I had a hard time finding my voice, putting words to my offers that made sense and showing up in my marketing in a way that felt authentic.

Years went by where I tried it all, from changing my niche, learning more skills and expanding my offers to stepping outside my comfort zone by speaking on camera and going to networking events. But what I thought was just me stepping outside my comfort zone was actually me bulldozing over my values hoping things would get better.

I was close to giving up several times. But giving up what I’ve invested decades, money and effort in was just too hard a pill to swallow. I couldn’t do it. I had to keep going.

I didn’t think there was anything out there I hadn’t heard of or tried.

You know how sometimes you just need the right messenger to hear the message? This was one of those scenarios. I’ve heard plenty about how values, mission and vision was the fundament of any endeavor. But this was different.

The Turning Point: Finding Clarity Through Collaboration

A friend and writer who had just come back from Italy where he started a youtube channel monetizing his dream - renovating a ruin in his ancestors village - encouraged me to dive into my story.

At first, I resisted. My initial thought was: "What else is there to know? I already know my story." But something about his encouragement struck a chord. This wasn’t about just knowing my story—it was about uncovering its depth, seeing the hidden patterns, and finding meaning in the twists and turns I had overlooked.

So I began. With my friend as my sparring partner, we traced the path that had led me here—not just as a business owner but as a woman, mother, artist, and introvert. We looked at my work, my values, and the moments that shaped who I was. What emerged wasn’t just a story—it was a blueprint.

I began to see that my struggles weren’t failures; they were reflections of me stepping away from the very values that made my work meaningful. The connection was undeniable: when I worked in alignment with my story, my creativity flowed, and my work resonated deeply with others. When I bulldozed over my values, chasing trends or mimicking what worked for others, I felt disconnected, drained, and invisible.

This realization became the turning point. It wasn’t just about clarity in my business; it was about understanding who I was and letting that identity anchor every decision I made—from my offers to how I communicated. My story wasn’t just a marketing tool; it was my compass.

The deeper I went, the more everything started to shift. Suddenly, showing up in my marketing felt less like a performance and more like a conversation. I wasn’t just creating content; I was creating connection. And people noticed. Clients who resonated with my work on a deeper level began to find me—women who were also navigating the challenges of business, creativity, and identity.

What’s most remarkable is how this process transformed not just my business but my life. I learned how to set boundaries with ease because I finally knew what aligned with my values and what didn’t. I stopped overexplaining myself because I no longer felt the need to justify decisions that were rooted in my truth. My confidence grew—not the loud, boisterous kind, but a quiet, steady confidence that came from knowing myself.

In entrepreneurship knowing our values and having an authentic framework is paramount.

Identity in the Age of AI: Why Depth Matters More Than Ever

In a world increasingly dominated by AI, automation, and endless streams of content, identity has become our most valuable currency. AI can generate words, mimic styles, and even create art—but it can’t replicate the human experience behind those creations. It can’t tell your story.

This is why your identity—rooted in your values, experiences, and story—is more important than ever. Without it, your work risks becoming just another drop in the digital ocean. But with it? You create something irreplaceable.

The good news is that uncovering your story isn’t about reinventing yourself; it’s about rediscovering what’s already there. It’s about seeing the connections between the chapters of your life and weaving them into a narrative that not only guides your business but brings meaning to your work.

Finding Your Story

If you’re a solopreneur or creative feeling stuck—if you’re struggling to find your voice or wondering how to stand out—start with your story. Here’s how:

1. Reflect on Your Journey: Look at the pivotal moments in your life, the struggles, and the triumphs. What values have consistently guided you?

2. Identify Patterns: What themes or threads run through your experiences? What have you learned, and how does that shape the way you show up today?

3. Embrace Your Unique Voice: Your story isn’t about perfection; it’s about authenticity. Don’t shy away from the messy parts—that’s where connection lives.

By connecting with your story, you create a foundation for everything else. Your marketing becomes more authentic, your decisions more aligned, and your business more sustainable. And the best part? You’ll find a renewed sense of purpose, depth, and joy in your work.

I know this because I’ve been there. Finding my story gave me clarity, confidence, and a sense of direction I didn’t know I was missing. And if it can do that for me, it can do the same for you.

Embracing Your Story

Your story isn’t just a nice-to-have—it’s your superpower. It’s what sets you apart in a noisy world and it’s what draws the right people to you. When you build your business on the foundation of your identity and values, it becomes more than a source of income—it becomes a source of meaning and joy.

If you’re ready to dive into your story and align your business with your true self, let’s connect. Whether you need guidance, a sounding board, or just someone who’s been there, I’d love to help you uncover the power of your story.

Transforming Your Business with Story-Driven Branding

Every entrepreneur’s journey is different, but one thing remains constant: the search for genuine connection. When I first stepped into the world of photography, I was armed with a camera, a passion for beauty, and a drive to make sense of the world. Over time, I realized my work wasn’t simply about capturing beautiful images. It was about building a bridge—a way to connect my art with the people it could serve.

In those early years, I was proud of my portfolio, yet I couldn’t shake the feeling that something was missing. I could see the beauty in my work, but I struggled to help others feel why it mattered. Then a storyteller friend nudged me to dig deeper, and that’s when it clicked: my story. It wasn’t just what I did—it was the why behind it. The values, experiences, and struggles that had shaped me weren’t separate from my work; they were the very reason it resonated.

Uncovering my story changed everything, not only in how I connected with clients but in how I saw myself. For the first time, I could see the value in my struggles, understanding how each challenge, each phase of my journey, had shaped my skills and values. That clarity became a powerful anchor—a way to see my work as an extension of who I was and what I believed.

And here’s the beauty of storytelling in business: no two stories are alike. Our experiences, perspectives, and reasons for creating are uniquely ours. When we fully embrace that, the concept of “competition” dissolves. No one can be us. And when we lead with our story, the connection we create is built on authenticity, not just skill or service. It becomes a partnership based on shared values and trust, where clients see not just what we do, but why we’re the right fit for them.

Today, I help fellow solopreneurs uncover their own stories, knowing firsthand how transformative it is. This shift goes beyond branding—it changes our whole being, helping us see purpose in our journey and power in our story. When we share that, we don’t just stand out; we create a legacy that speaks to those who are meant to work with us.