Women are launching businesses at record rates - 49% of all new companies in 2024. But what separates those who survive from those who thrive? We asked eight successful female entrepreneurs to share the hard-won lessons that shaped their journeys.
Women founded nearly half of all new businesses in 2024, a staggering 69% increase from just five years ago. The number of women-owned firms is growing 44% faster than men-owned firms, and collectively, these 14.5 million businesses now comprise 39.2% of all U.S. companies.
The momentum is undeniable. But behind every statistic is a founder who's navigated uncertainty, made tough calls, and learned lessons that no business school could teach.
We asked eight female entrepreneurs what they've learned about building sustainable, successful businesses. Their insights reveal a refreshing alternative to the traditional "hustle harder" narrative, one that prioritizes authenticity, customer connection, and trusting your instincts.
Here's what they had to say.
"In a market economy that's constantly changing, I've come to learn that expertise/experience is only one part of the puzzle, but what sets good companies apart from great ones is usually some sort of founder magic. The passion for learning and growing that founders usually have is the secret sauce behind most successful startups. Founders who take it upon themselves to figure things out, versus outsourcing everything and hoping someone else will figure it out for them."
"When I co-founded Zume Pizza, I had no idea what a unicorn founder was. I didn't know that was something that people aspired to. I just did my work. I built my company, I thought about the impact that I wanted to have, I thought about the kind of culture that I wanted to build, I thought about the value that I wanted to create in the world, I thought about the value that I wanted to create for my customers. But I never had that billion-dollar target or the unicorn label on the horizon as something that I should aspire to. And I think that that was actually really smart."
"I've learned to trust my gut instincts and be more decisive. In the past, I often sought consensus or questioned myself. Now, I move faster and rely on my instincts, and more often than not, I'm correct."
"Stay authentic to you. Always go back to your origin story and find one important mission and stick to it. You need a guiding light; otherwise, you're going to fall off course."
"I'm constantly connecting with our customers. They are truly my reason for doing what I do every single day… Each interaction leaves me with a better understanding of what we need to be focused on, how we might tweak something small to make a parent's experience that much better, and grounds me in the 'why.' And these interactions never fail to energize me."
"Focus on value, not on success. For me, the greatest satisfaction comes from solving real problems for creators and brands, not from chasing headlines or external accolades. That mindset has shaped how we've built ShopMy from day one."
"In a startup, your biggest race is against time. If you can't make decisions quickly, you lose your advantage."
"Founding a company with your best friend is both a gift and a high-wire act. My advice is to choose someone who shares your values—and be sure you have different strengths. Katy [Spade] and I had very different approaches to things, but we deeply respected each other's instincts. Also: communicate constantly. And laugh. A lot."
What emerges from these insights is a portrait of entrepreneurship that looks different from the traditional playbook. These founders aren't chasing unicorn valuations or burning the midnight oil for its own sake. They're building businesses grounded in purpose, fueled by customer connection, and guided by their own instincts.
The data backs up what they're saying. According to research from BCG, female founders generate double the revenue per funding dollar as men. Women-owned businesses are growing faster, creating more jobs, and proving that there's more than one way to build something that lasts. The future of entrepreneurship isn't just more female founders – it's a fundamentally different approach to building businesses. And the business case is clear when women are at the helm.
