It’s Your Business: Own Your Awesome!

These are exciting times for female entrepreneurs and women who own small and micro-businesses. Not only are our numbers growing, we’re logging bigger and bigger successes.

But there’s something amiss, and it’s holding us back from realising our full potential.

Many of us are refusing to own our ambitions. We’re saying things like:

  • “I work as an IT contractor.”
  • “I am self-employed as an IT professional.”
  • “I work for a company called Girl Tech.”

Instead of saying:

  • “My name is Susan and I own my own company, called Girl Tech.”
So many of us are reluctant to tell people that we’re entrepreneurs or that we own our own businesses.


Isn’t that the goal?

Isn’t that the thing you’ve been dreaming about for years, decades…or your whole life?

I think we need to have a conversation about why we’re under-selling ourselves.

Why Women Own Businesses in Secret

After talking to hundreds of female business owners, I have come to a conclusion:

Women, as a matter of nature, would rather help others than help themselves.

I think we can all agree on the validity of that statement. We see what mothers, sisters, daughters and friends do for one another and it’s undeniable: Women feel good when they’re giving.

So do we have to choose between ourselves and our customers in business?


We simply have to stand back and take in the big picture, which looks something like this:

You are a woman who owns a business. You enjoy the independence. You like making your own decisions. And most of all, you like relieving people’s pain, helping them to solve their problems and ultimately changing their lives for the better.

This is why you get out of bed in the morning. It’s your passion.

And maybe you feel like if you spend more time promoting yourself as the owner of this business, talking about your why and your story, that you will be taking some of that joy away from your customers. You fear that the business will suddenly be all about you, and that shift of the spotlight will leave your customers in the dark.

Nothing could be further from the truth.

In fact, by promoting your passion and your story, you will be making your business more visible to the customers who need you most. You will be enabling yourself to help more people, in bigger ways.

So really, when you OWN your ambition and really OWN your business, you’re giving your customers more.

By “secretly” owning your business, rather than broadcasting that it’s yours, you are short-changing your customers. You’re not giving them the opportunity to get to know the real you—the one who cares so much about their well-being and their success. You’re limiting your potential, and theirs too.

Things to Remember as you Learn to OWN your Business

This is a big shift in thinking for most women, and it can take some practice. Here are some tips I have found helpful in learning to really OWN your business:

  • Tell your story more often, to more people. You can feel better about doing this by avoiding the standard, dry bio. Instead, talk about how you developed a love for helping others in your own, unique way.
  • Ask your most loyal customers to talk about how you (and your business) have changed their lives for the better. It can be easier for a woman to accept praise than to talk about her own accomplishments (and it’s usually better-received, too).
  • Hire a PR (Public Relations) firm to aid in getting the word out about your business.
  • Compete for industry awards. They not only provide great press, they can “speak” alongside you and vouch for your expertise.
  • Band together with other successful women and support one another. Brag about each other so you don’t always have to tout your own accomplishments.
  • Start calling yourself a business owner, rather than a contractor or employee. Look at yourself in the mirror and say it every morning, then start introducing yourself that way.

I would never ask you to change or disguise your own nature. Instead, I would encourage you to start owning your ambitions. Because they are YOURS, after all.

Need some help? Want to know how other women are promoting themselves for the privilege of serving more people? Then click here to learn more about my Fempreneur Course. In it, you will learn to make money doing what you love, without apologies. You might also wish to check out my other live events here.