Opinions expressed by Entrepreneur contributors are their own.
I grew up in a 600 square foot house with eight people – my siblings, mother and grandmother. Having enough means to get to your goal, if you wanted something, you had to work for it.
One of my first jobs was working for my sister’s interior design company, which I eventually bought at 19. However, running a business as a young woman in the patriarchal 1990s and early 2000s presented its own set of challenges.
At the time, my business was deeply rooted in male-dominated industries – alcohol, sports and the automotive industry. 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 strongly linked to sports culture.
But being in the minority in these niches at a time when women in business were dismissed rather than supported taught me to be adaptable and resilient.
Today, women-owned businesses are on the rise, yet women entrepreneurs still receive less than 2% of venture capital funding. 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 that every entrepreneur, regardless of field or gender, can learn from them.
1. Diverse teams thrive in challenging markets
After the successful acquisition of my first company, I started an executive gift company, but quickly realized that this was not where my passion lay. I had to rethink my direction. A random request from a client inspired me to focus on 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 clients was the Mark Anthony Group, who were known for setting trends in the market. At the time, the industry was heavily male-dominated and leadership roles were largely held by men. Even today, it is estimated that only 2.9 percent of breweries are exclusively owned by women.
It was a difficult industry to break into, but I was inspired by their CEO, who largely empowered women into leadership roles long before diversity, equity and inclusion efforts were commonplace in corporate culture. To witness such inclusive leadership in line with the values of how I was brought up. Both my grandmother and mother were pioneers in women’s leadership and reinforced how I wanted to run my company.
Research consistently shows that diverse teams are better equipped to focus, solve problems and remain resilient in the face of challenges. A Deloitte study found that inclusive teams outperformed their peers by 80% in team performance.
Diverse 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 managing the evolving demands of running a business.
2. Find the gaps your competitors are overlooking and fill them – flawlessly
When I started out, I quickly realized that to succeed in my field, I couldn’t just match what others were doing – I had to offer something they didn’t. Working in highly competitive and male-dominated industries 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 own niche, one that not only replicated what was already available, but filled a void that my clients needed. In our case, this meant the transformation of 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 while saving our clients the cost and hassle of hiring multiple service providers.
This approach is effective for any entrepreneur. In competitive markets, it’s not enough to keep up – you need to know where your competitors are falling behind. Once you identify a market void, it is equally important to deliver perfect results.
I’ve found that the best way to stand out is to make sure your offer is better designed, better built and delivered exactly as promised. A McKinsey study shows that companies with a strong reputation for quality enjoy higher customer loyalty and better long-term success.
Excellence isn’t just about 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 careful in managing growth and cash flow
Scaling a business presents unique challenges, especially in industries like ours that require significant upfront investment. For entrepreneurs, especially those who receive less external funding, financial discipline becomes not only a skill, but a necessity. Managing cash flow and keeping a close eye on finances is essential to survival and prosperity, especially when resources to rely on are limited.
This isn’t just a lesson for female entrepreneurs—it’s something I’ve emphasized with my own sons, who have grown up to be successful entrepreneurs in their own right. Each brings their own unique strengths to their business, but both understand that if financial management is not their forte, they need to hire someone who excels at it.
Research confirms the importance of financial discipline for entrepreneurs in today’s competitive environment. According to a recent PitchBook report, startups of all types face funding challenges, with less than half receiving venture capital backing. This lack of funds emphasizes cash flow management and financial resilience.
Competing in male-dominated industries for the past three decades has taught me this: success lies in the ability to overcome the inevitable obstacles that come your way. Challenges always arise. When that happens, you have to adapt and find new ways to meet the demands of the market.
What inspires me the most is watching entrepreneurs succeed against the odds. I’ve seen it first hand with my sons – they both hit seven figures at a young age. This kind of success does not come without sacrifices. My youngest slept on his office floor to get through busy periods, and my oldest became a 30 under 30 honoree by overcoming countless obstacles. They write their own stories, and that is real success. Regardless of gender, grit and attention to detail are what set great leaders apart and ensure lasting impact.