Rhea Karo is the founder of Social Amour a boutique social media agency helping brands scale through strategy and content.
When I started building my business, I didn’t realize how much of the professional world still operated like a private members’ club—and how few of us were actually on the guest list.
In some rooms, I was the only woman, and bias showed up in obvious ways. I was spoken over in meetings, underestimated or asked questions that I doubt would have been posed to my male peers, like being asked about my age or whether I had a “business partner.”
Other times, it was quieter: introductions directed at the men beside me or assumptions about what kind of role I played. It wasn’t always overt, and that’s what made it harder to name. But it was there—the quiet exclusion, the assumptions, the discomfort.
This isn’t about resentment; it’s about realism. As a female founder, you’re often navigating a landscape that wasn’t designed with you in mind. But you don’t have to follow the same route to succeed. In fact, you can forge your own.
Here’s what I’ve learned about doing exactly that.
Recognize that you don’t have to play by their rules to win.
Early on, I thought I had to toughen up, tone it down or somehow contort my leadership style to mirror what I saw around me. But trying to “blend in” didn’t earn me more respect—it just diluted what I brought to the table.
The turning point came when I decided to lead from a place of clarity, not conformity. My style wasn’t loud or overly dominant, but it was considerate, effective and driven by results. That was more than enough.
Build your own circle.
Some circles just weren’t made to include you. Instead of constantly trying to get a foot in the door, I recommend focusing on creating your own rooms. Connect with other women, founders and creatives who are also building, learning and sharing. That’s what I did, and that decision changed everything.
When you surround yourself with people who want to collaborate, not compete, you build a network rooted in trust, not hierarchy. And I’ve found those relationships are often the ones that open the most meaningful doors.
Let your results do the talking.
There have been moments when I’ve felt the need to over-explain and prove my credentials before even making my point. But here’s what I’ve come to understand: Nothing speaks louder than consistent results. Growth, retention, revenue, impact—these are the metrics I recommend leading with because bias might question your presence, but data doesn’t.
Remember that confidence doesn’t always look like noise.
One of the biggest misconceptions in business is that confidence has to be loud to be credible. I’ve learned that quiet confidence can be just as powerful, sometimes more so. Knowing when to speak and when to listen, knowing your worth without needing to constantly declare it and holding your ground without making a scene is true leadership.
Redefine what ‘success’ means to you.
For a long time, success was defined by someone else’s playbook, whether in terms of investment rounds, board seats or flashy exits. And while those things are valid, they’re not the only markers of achievement.
For me, for example, success looks like a business that supports the lifestyle I want, a team I trust and the ability to work with people I respect. It’s not about chasing validation; it’s about creating value on my own terms. I believe the most liberating thing you can do as a female founder is to redefine success for yourself—and stop asking for permission.
Final thoughts: We’re not just entering the room. We’re redesigning it.
When I started building my business, I knew I’d be wearing a lot of hats: founder, strategist, manager, decision-maker. What I didn’t expect was how often I’d also be the only woman in the room.
Over time, I’ve learned that navigating those dynamics wasn’t a distraction from the work; it was part of the work. Because growing a business in certain industries still means learning how to lead in spaces that weren’t designed with you in mind. But that doesn’t mean you need to adapt to fit the room. Sometimes, it means building something different altogether.
So if you’re a female founder navigating closed rooms, overlooked meetings or unconscious bias, keep going. Keep building. Keep leading.
Don’t do so to prove a point—but to set a new standard.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
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