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I grew up in a 600 square meter house with eight people – my siblings, mother and grandmother. Having enough means to achieve the goal if you want something, you have to work for it.
One of my first jobs was working for my sister's indoor plant company, which I eventually bought at age 19. However, running a business as a young woman in the patriarchal '90s and early '00s presented its own challenges.
My business at that time was deeply rooted male dominated sectors — alcohol, sports and automobiles. Operating in such intensely male-oriented spaces brought a whole new level of difficulty. Most of my colleagues and clients were men, especially in beer, where my work involved branding and promotional items that were very much related to sports culture.
But being in the minority in these countries at a time when women in business were more likely to be fired than encouraged taught me to be adaptive and resilient.
Today, women-owned businesses are on the rise, yet women entrepreneurs still receive less than 2% of venture capital financing. The obstacles can be especially difficult to navigate in male-dominated industries like mine.
Here are three hard-won lessons that have helped me succeed in these spaces. I believe every entrepreneur, regardless of industry or gender, can learn from them.
1. Diverse teams thrive in challenging markets
After successfully acquiring my first company, I started an executive gifting company, but quickly realized that wasn't where my passion lay. HAD review my direction. A random request from a customer inspired me to switch to branded goods. It was a moment that highlighted the importance of saying yes to unexpected opportunities and figuring out the logistics later.
Beer, wine and spirits were big markets for branded goods and one of our first big customers was the Mark Anthony Group, which was known for setting market trends. At the time, the industry was very male-dominated, with leadership roles mostly occupied by men. Even today it is estimated that only 2.9 percent of breweries are entirely owned by women.
The transition in the industry was difficult, but I was inspired by their CEO, who empowered women in leadership roles long before diversity, equity and inclusion efforts were a common part of the corporate culture. Witnessing that kind of inclusive leadership in line with values is how I grew up. Both my grandmother and mother were pioneers in women's leadership and reinforced in me how I wanted to run my company.
Research consistently shows that diverse teams are better equipped to navigate, solve problems, and remain resilient in the face of challenges. or study by Deloitte found that inclusive teams outperform their peers by 80% on team-based assessments.
Different teams bring different perspectives and approaches, which means they are more adaptable and better prepared to handle disruption and innovate on the fly. In my experience, these qualities have been critical in navigating the evolving demands of running a business.
2. Find the gaps your competitors overlook and fill them – perfectly
When I started out, I quickly realized that to succeed in my industry, I couldn't just match what others were doing—I had to offer something they weren't. Work in high competition and male dominated industries it meant that I faced not only skepticism, but also a lack of resources and support that my male counterparts often took for granted.
This forced me to find my niche that didn't just replicate what was already available, but filled a needed void for my clients. In our case, this meant transforming our company into a creative agency, trend consultancy, production and logistics house all in one. In doing so, we filled a critical gap in the industry, saving our clients the cost and hassle of hiring multiple service providers.
For any entrepreneur, this approach is powerful. In competitive markets, it's not enough to keep pace – you have to know where your competitors are failing. Once you have identified the market gap, it is equally important to deliver impeccable results.
I've learned that the best way to stand out is to make sure your offering is better designed, better built, and delivered exactly as promised. or McKinsey The study shows that companies with a strong reputation for quality enjoy higher customer loyalty and better long-term success rates.
Standing out doesn't mean doing more of the same. It's about solving problems others overlook, adding value where it's needed most, and delivering with unwavering precision and high standards.
Related: Why paying women equal pay helps – not hurts
3. Be diligent about managing growth and cash flow
Scaling a business brings unique challenges, especially in industries like ours that require significant initial investment. For entrepreneurs, especially those who receive less external funding, financial discipline becomes not just a skill, but a necessity. Managing cash flow and keeping a sharp eye on finances is essential to surviving and thriving, especially when resources to fall back on are limited.
This isn't just a lesson for women entrepreneurs—it's something I've emphasized with my sons, who have grown up to be successful entrepreneurs themselves. Each brings their own unique strengths to their business, yet they both understand that if financial management is not their forte, they need to hire someone who excels at it.
Research supports the importance of financial discipline for entrepreneurs in today's competitive landscape. According to a recent one The PitchBook Reportstartups of all types face funding challenges, with less than half receiving venture capital support. This lack of funding emphasizes cash flow management and financial sustainability.
Competing in male dominated industries over the past three decades has taught me this: success comes down to the ability to rise above the inevitable obstacles that come your way. Challenges will always arise. When they do, you have to adapt and find new ways to meet market demands.
What inspires me the most is watching entrepreneurs success against the odds. I've seen it firsthand with my sons – both achieving seven-figure success at a young age. This kind of success doesn't come without sacrifice. My youngest has slept on his office floor to get through busy periods, and my oldest became a 30 under 30 honoree by overcoming countless obstacles. They're writing their own stories, and that's what real success is all about. Regardless of gender, courage and attention to detail are what set great leaders apart and bring lasting impact.