By Courtney Lukitsch, Founder and Principal, Gotham PR
In her new book The Power of Women at Work published by Crown Business in 2017, executive author Sallie Krawcheck underscores the ongoing opportunity to launch a new business—and the particular challenges that are posed to female entrepreneurs.
As recent events and headlines have showcased, the emphasis on professional women and executive diversity in the workplace is quite literally the understatement of the year. The spotlight being placed directly on women, no matter the industry, is powerful.
Advocating an “own it” stance, as featured recently in Inc., Krawcheck outlines what it takes to make it. Managing risk, complexity, financing and technology are paramount. She advocates to always keep learning, with a focus on building over the long term.
Women have exceptionally embraced the meaning and purpose tenets of running their own operations. Increasingly, female owners as entrepreneurs serve as role models for successful start-ups and thriving firms alike. The PR and media industries are 60% female by way of example.
The high-profile success rates of female driven digital brands such as Birchbox, Brooklyn Industries, Glossier, Houzz, Huffington Post, Etsy, Net a Porter, Rent The Runway, TheRealReal—and a plethora of others—demonstrates the agility of startup companies to launch, proliferate and grow in real time.
The author reiterates the importance of the existence of an ecosystem of supporting women entrepreneurs and women-owned businesses and reiterates that women can undoubtedly accomplish more together than alone. She also emphasizes the importance of investment as highlighted in Yahoo Finance as one of the single most important pieces of the puzzle that women are missing. Investing in your future is something that Krawcheck stresses will level the playing field and change the narrative of woman in the workforce.
There is also increased awareness around the idea of diversified C-Level Board participation by women and startups are no exception. The ability to accelerate gender diversity on boards and company rosters as highlighted by McKinsey & Company is more important now than ever. The representation of women on boards is something that is being talked about worldwide.
In the world of Marketing PR, largely populated by female owners and entrepreneurs, this new business tome assumes extra import, as we collectively mentor both team and clients alike to achieve their growth and profit goals this year.
As noted in Harvard Business Review, emotional leadership is the spark that ignites a company’s performance which is the ultimate path to progression, one that as practitioners we bring to light in each client-side engagement we endeavor.
At Gotham PR, now a 15-year-old global boutique firm, we also embrace this ethic of training successive generations of entrepreneurs—both in house and externally. It is our intent to advocate for and represent the best talent that the world has to offer.
This article was written by Courtney Lukitsch, Founder and Principal at Gotham PR in New York and London. It continues a thought leading series based on Agency and Client-side workplace issues, and is the basis of a forthcoming coaching and mentoring book to be published in 2017 alongside the 15th anniversary of the agency.