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In an elevator angle competition, investors were beneath acceptable to baddest as finalists entrepreneurs who approved stereotypically feminine behaviors like amore and expressiveness. Interestingly, this was accurate behindhand of their gender. For example, men who showed “feminine” ancestry like amore were beneath acceptable to be selected. Women were adored aback they adopted added “masculine” behaviors. This runs adverse to added research, which has begin that women in administration roles are penalized for adopting “male” behaviors like assertiveness or risk-taking. This new abstraction suggests that, in entrepreneurship at least, this double-bind may not apply.

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“I would not be bent asleep in a blush clothing now,” says Susan Perry, the architect of SpeechMED, a startup that translates circuitous medical advice into accent patients can understand.

Clothing is aloof one of the issues Perry has reconsidered aback it comes to how she pitches her business. As a middle-aged woman, she has faced bent because she doesn’t fit the average of what an administrator looks like. Raised to be soft-spoken, Perry now makes a acquainted accomplishment to lower her voice, bulb her anxiety firmly, and allege directly. Aback she gets one of the tough, defensive, “prevention-oriented” questions that women entrepreneurs tend to accept from investors, she redirects and instead offers a adventurous and all-embracing eyes for her company, added in the appearance of how a man adeptness answer.

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Perry’s alteration to a added gender-neutral, or alike masculine, casting appearance seems to be working. Her aggregation completed the Women Innovating Now (WIN) Lab at Babson’s Center for Women’s Entrepreneurial Leadership, was accustomed into the gener8tor accelerator program, and is currently gearing up to angle dozens of investors. Best importantly, she now feels assured about her angle and her adeptness to accession money.

We apperceive that women entrepreneurs face cogent challenges accepting allotment from investors. Our analysis begin that alone 15% of companies accepting adventure basic advance accept a woman on their controlling aggregation and beneath than 3% accept a woman CEO. Perry’s experiences — and my own years of analysis on gender and funding — advice explain why.

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While we generally accept women entrepreneurs are discriminated adjoin artlessly for actuality women, my analysis shows that they’re absolutely penalized for announcement stereotypically feminine traits. In fact, men are additionally at a disadvantage aback they affectation “feminine” behaviors in the angle room, while women are not penalized if they activity added “masculine” behaviors.

A abstraction my colleagues and I afresh appear begin that adulthood and femininity, rather than gender identification (whether addition is a man or a woman), affect how entrepreneurs are perceived by abeyant investors. In an elevator angle competition, investors were beneath acceptable to baddest as finalists entrepreneurs who approved stereotypically feminine behaviors like amore and expressiveness, behindhand of their gender.

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What’s different about our abstraction is that it looks at how gender roles and gender stereotypes, as audible from , appulse the casting process. Our allegation advance that it’s not women who accept a harder time adopting money from investors, it’s anyone who fits absolute feminine stereotypes. This is accurate by the actuality that, as a group, the women in our abstraction were no beneath acceptable to accept broker absorption than the men. It was behaviors, not gender, that mattered.

While this bent adjoin feminine ancestry is absolutely problematic, actuality bright on what plays able-bodied to investors is article women can use to their advantage. You can’t change your gender, but you can ascendancy how you present yourself.

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Pitching a business is like any affectionate of performance — you charge to apperceive your audience. The angle allowance is a different ambiance with its own cultural norms and expectations about what kinds of behaviors are hallmarks of a acknowledged entrepreneur. Aloof as addition wouldn’t appearance up to a angle after a accelerate accouter or able business attire, it’s analytical to booty these behavioral norms and expectations into annual as well.

That doesn’t beggarly remaking your personality or the way you accurate your gender. It artlessly entails cerebration anxiously about what abandon of yourself you appetite to accent aback you pitch. We’re all added or beneath aggressive, nurturing, assertive, or acute in assorted areas of our life, depending on the role we comedy in a accustomed situation. Women should accede what adeptness appear if they brought advanced absolute genitalia of their persona in the angle allowance and larboard others outside.

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Perry doesn’t appearance adopting a added adult angle appearance as aggravating to be article she’s not, but instead as apprehension a allotment of her “natural self.” She’s acquainted empowered to bead some of the means association trains women to authority themselves back. “Women are accident takers,” she says, but “we’re sometimes accomplished that it’s not nice to be apparent that way.”

Indeed, analysis shows that women in abounding fields face a catch-22 aback abyssal gender: They are discriminated adjoin for actuality feminine (which conflicts with the norms of jobs and industries perceived as masculine) but additionally penalized if they try to act adult (which contravenes the norms of their gender). Perhaps the best acclaimed archetype of this phenomenon, accepted as gender role acceding theory, is aback Hillary Clinton was criticized for actuality too ambitious, aggressive, and algid (all adult traits) during her presidential runs. Though she was additionally critiqued as “weak” for announcement stereotypically feminine behaviors, bodies admired her added aback she behaved in a address constant with her gender.

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A cardinal of studies accept begin that women face this accurate bind in areas including politics, management, and accumulated leadership. However, our analysis shows that this activating does not administer to entrepreneurs gluttonous funding. Women in our abstraction were not punished for behaving in added adult ways; instead, they benefitted by alienated the amends that comes with acting feminine. This award suggests that women don’t charge to abhorrence backfire aback alive against a added d, absolute access in their pitch.

This about-face should beset both appearance and content, for example, accepting advancing acquirement projections as able-bodied as presenting them in a assured way. Perry says, “As women, we appetite to coact and calm people’s fears, but we are not adored for that aback we’re pitching. We’re adored for cerebration angrily and actuality adequate about risk.”

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Access to early-stage basic has been apparent to be important, generally critical, to startup success, which is why the allotment gap amid men and women entrepreneurs is so concerning. Yet the action of artlessly accepting added women investors won’t assignment if feminine ancestry are penalized in the casting ambience by investors of all genders. In the continued run, investors charge to augment their appearance of what makes a acknowledged business baton and actualize allowance for both adult and feminine entrepreneurs (and those in the middle).

For now, women founders can account from accepting a clearer compassionate of what the expectations are aback they footfall into the angle allowance and how they can present themselves best effectively.

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