Reaching the top is a mission in itself — but staying there and leading effectively brings its own set of challenges. Power dynamics are present in every workplace, yet for women, navigating them often means contending with double standards, unspoken rules, and pressure to perform under a different lens.
This isn’t just a matter of strategy — it’s about presence, influence, and the ability to lead without losing yourself in the process.
The Likeability Dilemma
One of the most persistent obstacles women face in leadership is the likeability bias. According to sociologist Marianne Cooper, who contributed to Lean In, women are often penalised for exhibiting the very traits that define effective leadership: assertiveness, ambition, and directness.
“Success and likeability are positively correlated for men, and negatively correlated for women.”
Research by Susan Fiske (Princeton) and Madeline Heilman (NYU) shows that successful women often find themselves labelled as “too aggressive” or “difficult” — even when delivering results. Case in point: Jill Abramson, the first female executive editor of The New York Times, was described as “impossible to work with” just days after the paper earned four Pulitzer Prizes under her leadership.
Understanding this dynamic is the first step. The next is knowing how to lead with intention and impact — in spite of it.
Five Research-Backed Strategies for Navigating Power
While structural barriers remain, there are actionable, evidence-based ways to lead authentically, build influence, and move forward — without compromising your values.
1. Lead with Confidence and Credibility
Women consistently score higher than men in competencies such as taking initiative, displaying integrity, and driving results (Zenger/Folkman, 2020). Yet, confidence gaps persist — often internalised from years of societal conditioning and external scrutiny.
Women are also more likely to underestimate their abilities. Research from Hewlett Packard found that men apply for roles when they meet 60% of qualifications, while women apply only when they meet 100%.
Tip: Build your credibility bank. Keep a record of wins, endorsements, and metrics. Not just for your CV — but to own your narrative, especially in high-level discussions.
Insight: Practising self-advocacy doesn’t mean arrogance — it means accuracy.
2. Build Strategic and Intentional Networks
Career progression is rarely linear — and it’s rarely done alone. According to McKinsey’s Women in the Workplace 2023 report, women with strong networks of sponsors and mentors are far more likely to advance, yet fewer women benefit from these relationships compared to men.
Tip: Move beyond casual networking. Cultivate intentional relationships across departments and sectors. Look for mentors who challenge you, and sponsors who advocate for you when you’re not in the room.
Insight: Build your “circle of elevation” — people who stretch you professionally and who actively support your growth.
3. Use Your Voice and Position with Purpose
A 2022 World Economic Forum report found that women are more likely to have their ideas ignored in meetings — and more likely to be interrupted. Yet when women do speak up, particularly on equity and innovation, the results can be transformative.
Tip: Plan your contributions. Use data to support your ideas, tie them to broader goals, and speak early in meetings when confidence bias is lowest.
Insight: Leadership is not about always being the loudest in the room — but about speaking clearly, strategically, and without apology.
4. Amplify and Advocate for Other Women
When women support women, the impact is exponential. A Harvard study on workplace dynamics found that organisations where women actively advocate for each other show greater employee retention, team collaboration, and leadership diversity.
Tip: Make amplifying others a habit — not a gesture. Publicly acknowledge contributions, share others’ successes, and model the kind of support you’d want to receive.
Insight: Collective visibility rewrites the narrative for all women in the workplace. Empowerment doesn’t dilute your brand — it multiplies your influence.
5. Build a Values-Led Personal Brand
According to Edelman’s 2021 Trust Barometer, the public increasingly expects leaders to stand for something beyond profit. Your personal brand should reflect not only your skills but your values — creating alignment between what you do and what you believe in.
Tip: Define your leadership values — and ensure they’re reflected consistently in your actions, digital presence, and decision-making.
Insight: Your personal brand is your leadership signature — make it intentional, not incidental.
Final Thoughts: Power with Purpose
Leadership while female is not a trend — it’s a transformation. While many workplaces still reflect outdated norms, the presence of women in leadership is changing what power looks like, how it’s used, and who gets to hold it.
Yes, the likability double standard still exists. Yes, bias and invisible barriers are real. But so is the evidence that women are effective, empathetic, and future-focused leaders who drive results and reshape culture.
“Leadership is hard to define, and good leadership even harder. But if you can get people to follow you to the ends of the earth, you are a great leader.”
— Indra Nooyi, former CEO of PepsiCo
At KELLA, we believe that power is not just about position — it’s about purpose. It’s about creating space for more women at the table, rewriting outdated scripts, and reminding the world that leadership is not gendered — excellence is.
You don’t need to fit the mould to lead. You just need to bring your full, bold self to the role — and trust that your presence, voice, and vision are more than enough.