“Wanted – successful women entrepreneurs running fast-growing companies”. You would think that an advert like this would have hordes of women making contact wouldn’t you? Well, that’s not the case.

A few years ago I was involved in an initiative whose target market was women entrepreneurs running fast-growth companies. My role was to find these businesses to see how they could be supported in raising capital, and gaining access to mentors to help them during their growth journey. However, the problem was that we could not find many women who identified with this description. The traditional advertising routes were not working, so I set out to check if the lack of interest meant that they actually didn’t exist.

What I discovered surprised me. There were many women who had ambitious growth plans and whose businesses were generating annual revenues well in excess of £250,000 – but they did not categorise themselves as a “fast growth company”. In fact, it took a little time during the conversations for them to recognise how successful they actually were.”

[x_button shape=”square” size=”regular” float=”none” href=”https://www.theguardian.com/women-in-leadership/2016/jun/29/womens-talk-why-language-matters-to-female-entrepreneurs?CMP=ema-1694&CMP=” title=”Women’s talk: why language matters to female entrepreneurs” target=”blank” info=”none” info_place=”top” info_trigger=”hover”]Read the article[/x_button]