I’ll never forget the moment that perfectly captured how women are still underestimated in business. Early in my career, I was working at one of the Big 4 companies, managing a team on a high-stakes, secret acquisition for a client. One day, as I arrived at the client’s office, the security guard at the parking lot asked me, “Are you the new intern?” It didn’t matter that I was a consultant leading a major project, his assumption was that I was just starting out.

Luckily, I can only laugh at these situations. But the truth is, these subtle (and not-so-subtle) forms of discrimination and biases can hold women back. They plant seeds of doubt. They make us question if we really belong in leadership, if we should be taking bigger risks, or if we should play it safe. But playing small serves no one. It’s time for more women to step up, take bold actions, and own their success.

How to Stop Playing Small

What Holds Women Back?

Women are often conditioned from an early age to be cautious, to seek perfection, and to wait for permission. Here are three key ways this manifests in business:

Societal expectations: Women are frequently encouraged to be “modest” about their achievements, while men are expected to be confident and ambitious. A woman asserting her success can be seen as “too much,” while a man doing the same is viewed as a leader.
Imposter syndrome: Many women feel they need to prove themselves over and over again, even when they’re more than qualified. Studies show that women tend to apply for jobs only when they meet 100% of the criteria, while men apply if they meet just 60%.
Fear of failure: Women are often risk-averse, fearing that failure will define them. This leads to over-preparing, overanalyzing, and waiting for the “perfect moment”, which rarely comes.

My Story and What I Learned Scaling My Company

Photo of Loes Daniels, founder of award-winning company, Experiencegift

From Risk-Averse to Bold Entrepreneur

When I first started my entrepreneurial journey, I was extremely risk-averse. I calculated every step in an Excel file, meticulously weighing different scenarios before making a move. I thought this approach was smart, and to some extent, it was. But it also slowed me down. I was so focused on avoiding mistakes that I hesitated to take bold steps.

Over time, I learned to trust my gut. I still take calculated risks, but I move much faster and with more confidence. The moment I shifted from playing it safe to thinking big, everything changed. We expanded our company, entered new markets, and scaled our business at a speed I never imagined possible.

Shifting the Mindset: How Women Can Start Thinking Bigger

If you’ve ever found yourself hesitating, doubting, or playing small, here’s how to change that:

Own your achievements – Stop downplaying your success. If you led a project, say it with confidence. If you achieved something great, own it. No one else will advocate for you if you don’t do it yourself.
Take risks – Growth comes from stepping outside your comfort zone. Say yes to the big opportunity even if you don’t feel “ready” yet. You’ll figure it out as you go.
Ask for more – Negotiate your salary. Pitch for investment. Expand your vision. You deserve the same opportunities as men, and it’s up to you to claim them.
Build a strong network – Surround yourself with people who challenge you to aim higher, not those who keep you playing small.
Adopt an abundance mentality – There is room for everyone at the top. Success is not a limited resource, and lifting other women up only strengthens the ecosystem.

The Impact of Women Owning Their Power

When more women think big, take risks, and claim leadership, it creates a ripple effect. It inspires the next generation. It leads to more diverse leadership, more innovation, and stronger economies. The world benefits when women step up.

Stop Playing Small, Your Time Is Now

If you’ve been playing small, this is your sign to stop. Take up space. Speak up in meetings. Pitch that big idea. Launch that business. Stop waiting for permission. The world needs more women who are unafraid to own their power.

Because here’s the truth: No one else is going to hand you success. You have to take it. And you absolutely can.

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