For years, I found myself cringing at slogans like "The future is female," never fully understanding why.
I know now why - but let me explain:
For the first 15 years of my career, it was glaringly clear that women were valued less—less in pay, respect, and opportunity. What we were "worth" seemed to boil down to being ogled, laughed at, and dismissed.
So, how did I respond?
Initially, I believed I needed to act more like a man. I donned power suits and heels, even advising one of my interns (in hindsight, foolishly) to never dress in a way that revealed her femininity. "Don't let them see that you're a woman," I told her. I worked tirelessly and delivered stellar results. One Chief Sales and Marketing Officer even told his assistant, "Ms. Winkeler can get anything done."
A compliment, sure. But even with my promotion, I continued to earn less than my male colleagues. In fact, they split my department into two so that no man would have to report to me.
I learned to advocate for myself. I devoured books on negotiation, leadership, and self-improvement. I hired a coach. But over time, I realized that trying to act like a man wouldn't make anyone forget that I wasn't one. So, I chose to embrace my identity as a woman.
I discarded the suits and traded heels for comfort, since they'd ruined my feet. Yet, my results remained impressive, and I began to earn the respect I had long been denied. But, here's the catch: I had to work much harder than my male peers to get there.
The reality is this: Men are promoted for potential; women, for proven results.
I've witnessed countless men being promoted to roles they were ill-equipped to handle—only to depart years later, leaving behind departments in disarray, lost customers, demotivated employees, and financial losses. Occasionally, they walked away with golden parachutes and a new job waiting for them. They always seemed to have opportunities.
And this, I think, is why I cringe at slogans like "The future is female." It's a hollow statement.
Yes, women can build their own businesses and earn money as influencers. But in the world of large corporations—those that shape the lives of millions—women are still engaged in a Sisyphean struggle. We push that boulder up the hill, inch by inch, only to make marginal progress.
I hear these same frustrations from the women in my workshops and coaching sessions. They work incredibly hard, produce exceptional results, and yet, they are still treated like an afterthought.
Why is this the case?
The answer, I believe, is simple: money and power.
Women are deluding themselves if they think either will be handed to them. It won’t happen. We can talk endlessly about equality and why it's the right thing to do, but talk is cheap.
We kid ourselves if we think the men who occupy cushy jobs—or those whose fathers did—will just step aside and say, "Let’s level the playing field. Let’s invite more competition." It won't happen.
Furthermore, men instinctively understand that when more women enter a space, the dynamic changes. Many men would rather preserve the "locker room" atmosphere than create opportunities for women.
It continues to baffle me that corporations, driven by profit, leave billions of dollars on the table simply because they refuse to cater to women. For example, the World Economic Forum estimates that the financial industry could earn an additional $700 billion by improving services for women. Seven hundred billion dollars!!!
So why are they leaving that money behind? My guess is they don’t even see that target group. Women are viewed as tools to service their needs—someone to entertain them, raise their children, and keep their lives comfortable—not as business partners.
To tap into this market, companies would need to take women seriously, to give them a voice within their organizations. But that would mean giving up power—and that's something they're unwilling to do. It's easier to forgo that revenue and keep the "bro club" intact.
The same goes for Hollywood. Only 14.7% of films are directed by women, yet audiences—especially women—want to see themselves represented on screen. Reese Witherspoon, frustrated with the lack of female-driven stories, founded her own production company in 2016, focusing on stories by women, for women. Five years later, she sold the company for $900 million.
You’d think Hollywood would jump at the opportunity to replicate her success. But no. Why? My suspicion is that many of these men are content with the status quo—a wife at home, young actresses with little power or pay to prey on. Why rock the boat for more money? The system works just fine for them.
And women over 40? They're a nuisance. Actress Romola Garai captured this sentiment perfectly in an interview with The Times: “I think a lot of people in some parts of the industry find women over 40 repellent. They just wish we’d all die.”
Strong words, yes. And incredibly depressing. But when I read them, I couldn't help but laugh. Why? Because I knew she was right. And my first thought was, “These little men are pathetic."
But unfortunately, they hold power.
So, what's a woman to do?
Returning to the Sisyphus metaphor: Of course, we could release the boulder and walk away. But that’s exactly what they want. They want us to give up, go home. But someone still has to pay the bills. They still expect us to work—just not in roles that come with power, influence, or money.
I know many women fantasize about opting out of the game—becoming traditional wives, perhaps. But let me be clear: opting out means putting your financial security at risk. It means taking lower-paying jobs, worrying about rent—another boulder to push up the hill.
But here's the good news: women are exceptional at pushing heavy things uphill for long periods without losing heart. We’ve been doing it for generations, and we'll keep doing it, even if the progress is slow and incremental.
Because what's the alternative? Do we tell our daughters, "We gave up, and now you have to start from scratch"?
No. Instead, we’ll keep fighting, using our intelligence and resilience to carve out a space for women in every corner of power.
What was it Mitch McConnell said about Senator Elizabeth Warren? "Nevertheless, she persisted."
Exactly. That’s what we do.
Yours sincerely,
Astrid Winkeler