Asserting Expertise: Female Founder's Guide to Command Respect

Stop Assuming I'm the Admin: Asserting Your Expertise as a Female Founder

Assert your expertise! Tired of being mistaken for admin? Reclaim your authority & command respect. Strategies for female founders inside!

Ever walked into a meeting room, buzzing with ideas & ready to take the lead, only to be met with the assumption that you’re there to take notes or fetch coffee? Yeah, me too. Honestly, it's infuriating. It’s like showing up to a battlefield with a killer battle plan, only to be handed a clipboard & asked to track attendance. I vividly remember presenting a marketing strategy I'd poured weeks into, only to have a senior executive – this guy with a tie so loud it could’ve been its own presentation – ask me if I'd also brought the meeting minutes. The room, this sterile, all-white box, suddenly felt ten degrees colder. My cheeks flushed. Talk about deflating! This isn’t just about a bruised ego, though; it’s a direct undermining of your authority, your expertise, & your value as a leader, especially in those good ol’ “boys’ club” industries.

As a CEO & a PhD candidate researching Black female entrepreneurship, I’ve seen firsthand how this subtle but pervasive bias plays out, not just in boardrooms, but in everyday interactions. From investor pitches where you’re constantly mistaken for the assistant (seriously, did my blazer suddenly transform into a notepad?), to tech meetings where your perfectly valid technical queries are dismissed with a patronizing pat on the head (like, dude, I have an MBA – I should be the one doing the patronizing), the message is clear: you’re not seen as the expert, regardless of your actual qualifications. & honestly, navigating this while healing from my fourth C-section, battling sleep deprivation so intense I swear I saw Espresso bouncing off the ceiling, and trying to stop my toddler from using my research papers as colouring-in pages, makes it all the more ridiculous. It's a juggle, no doubt, but it doesn't change the fact that I'm the one calling the shots.

This post isn’t about moaning, lovely. It's about taking ownership. It’s about shifting from reacting to these assumptions to proactively shaping how you are perceived. This goes beyond simply "leaning in." It’s about building a foundation of unshakeable confidence, clarifying your communication, & strategically creating an aura of expertise that leaves no room for doubt. Because, honestly, who has time for coffee runs when you’re building an empire?

The Undermining Effect: Why This Matters More Than Just a Coffee Run

Being mistaken for the admin isn't just annoying; it creates a ripple effect that impacts your ability to lead effectively & be seen for the brilliant CEO you are:

Undermined Authority: How can you command a room when everyone assumes you’re there to tidy it up afterwards? This subtly erodes your credibility & makes it harder to be taken seriously when presenting ideas or making strategic decisions. It's like trying to conduct an orchestra while everyone thinks you're the janitor.
Missed Opportunities: When people underestimate you, they’re less likely to seek your input, assign you challenging projects, or consider you for leadership roles. This means your brilliance & contributions might go unnoticed, stalling your career progression. It's a bit like winning a marathon only for the medal to be given to someone else because, well, they assumed you were just jogging alongside.
Diminished Confidence (The Inner Critic Gets Louder): Constantly being underestimated can chip away at your self-belief. You start to second-guess yourself, question your expertise, & internalise the very bias you’re trying to combat. It’s like your inner critic gets a megaphone & starts playing all your insecurities on repeat.

Taking Back Control: Strategies for Scaling Leaders to Command Respect & Own Your Expertise

The good news is, you have more control over this situation than you might think. It’s not just about the system; it's about what you do within it. Here are some actionable steps to assert your expertise as a Scaling Leader & command the respect you deserve:

Clarity is Queen: Ensure your communication is crisp, concise, & confident. Avoid vague language or qualifiers that undermine your authority. Speak with conviction, & people will listen. Own your expertise; don’t apologize for it. If you’re unsure how your message is landing, ask for feedback. Then, refine your approach. My coaching approach emphasizes targeted questions for exactly this – understanding the gap between what we think we communicate & how our message actually lands. (This aligns with the ‘Focus’ pillar of the Business Flourish Framework: getting crystal clear on your message & its impact). Like, is your message landing with the thud of a mic drop, or the gentle flutter of a butterfly that no one notices? It’s all about being curious about the response you get (a key principle from my Neuro-Linguistic Programming (NLP) training) & adjusting accordingly.
Dress the Part: While it shouldn’t matter, appearances do influence perceptions. Dress professionally & in a way that aligns with your leadership role. This doesn't mean power suits every day (unless you love them!), but it does mean being intentional about your visual presentation. It’s not about becoming someone else; it's about presenting the most confident & capable version of yourself. My research on Black female entrepreneurship often highlights the pressure to conform to certain, often Eurocentric, expectations. Reclaiming how you present yourself, on your own terms, can be a powerful act. (This resonates with the ‘Flair’ pillar: crafting a brand presence that reflects your authentic power.)
Prepare Like a Boss: Walk into every meeting armed with knowledge, data, & a clear agenda. This shows you’re prepared, organized, & that you mean business. Being the most informed person in the room is powerful. It’s about demonstrating mastery. My school experience – that sudden shift from a struggling state school to a high-achieving private one – taught me the hard way what it's like trying to catch up. From those frustrating days of feeling lost & voiceless to mastering an MBA with a baby on my hip, I’ve learned to be over-prepared. (This is pure ‘Flow’: systems & preparation are key). This is especially true now, juggling my PhD research with two little ones, a teenager navigating the joys of GCSEs, & a newborn – believe me, preparation is my lifeline!
Strategic Storytelling: Weave in relevant anecdotes, client stories, or proof elements (like your experience or credentials) to illustrate your expertise naturally. This isn’t bragging; it’s subtly demonstrating your credibility. It’s like seasoning a dish: it enhances the flavour without overpowering it. You know how stories make a point stick? Use that! Your journey, even the messy bits, is a treasure trove. What nuggets can you weave into your communication? For instance, you could briefly mention a challenging project you successfully led, quantifying the results (e.g., "increased sales by 20%"). Or share a client testimonial that highlights your expertise. Another effective technique is to use metaphors or analogies to explain complex concepts simply, making them more relatable and memorable. (This taps into ‘Flair’: crafting a compelling narrative that builds trust). For example, in my research, I've found that women who confidently share their entrepreneurial origin stories – even the messy bits! – build stronger trust with their audience.
Body Language Speaks Volumes: Stand tall, make eye contact, & use confident gestures. This projects authority. Ensure your physical presence matches your expertise. Imagine a client has hired me to help them overcome the very assumption we are discussing. What would my advice be? (This is classic ‘Focus’ – mindset mastery). It would be that her confidence – that inner knowing that she IS the CEO – needs to be communicated not just through her words, but through her presence: her posture, her voice, her eye contact, even her inner thoughts. Remember, this is identity alchemy, not some fake “boss babe” facade. It’s about aligning your inner world with the powerful leader you already are. Sometimes, simply reminding myself to take a deep breath & straighten my spine before a meeting makes all the difference.
Interrupt the Assumption: If someone assumes you’re the admin, politely but firmly correct them. "Actually, I'm the CEO leading this project." This might feel awkward, but it’s crucial for setting boundaries. There have been times, even with my MBA & all my experience, when I've hesitated to correct someone, worried about seeming "difficult." But looking back, every time I have spoken up, it has reinforced my authority & set a clearer boundary.
Build Your Tribe: Connect with other female entrepreneurs who understand this challenge. Sharing experiences, strategies, & support is incredibly empowering. Join our Femme:Connect community for exactly this—a space to connect, share, learn, & build the support network you need. (This resonates deeply with the community aspect of the Business Flourish Framework). Find your tribe today!
Invest in Your Growth: Sometimes, these challenges require deeper support. If you’re struggling with visibility, confidence, or asserting your leadership, consider our coaching programs. They're designed to empower you with the mindset, systems, & marketing skills you need to scale & own your expertise. (These are all key elements of the Business Flourish Framework). Find out more about how we help Scaling Leaders like you through Momentum coaching.

How the Business Flourish Framework Can Help

At Femmeprenista, we empower women to flourish in business through our unique Business Flourish Framework. This holistic approach integrates mindset (Focus), marketing & branding (Flair), efficient systems (Flow), wellbeing (Fuel), and the strategic use of AI (Fusion) to create a business that not only thrives but also supports your life. It’s about more than just strategies; it's about building a business that reflects your values, honours your energy, and allows you to lead with confidence & clarity.

See yourself as a Big Deal

Remember, lovely, you are the CEO of your business & your life. Embrace that power, & others will too. Early in my entrepreneurial journey, I pitched a collaboration idea to a well-known blogger. I was so nervous I practically tripped over my words, downplaying my own achievements and experience. She politely declined. Later, after reflecting on what went wrong (and cringing at my own lack of confidence!), I realized I’d presented myself as a "wannabe" instead of the expert I already was. That experience was a painful but powerful lesson in owning my expertise.