That’s the message from one of Yorkshire’s leading female entrepreneurs.
Alice Adams, who founded hi-tech Ryedale Telecommunications, will this week tell women delegates at the Make It Your Business conference in Harrogate that their feminine qualities are key to success.
“You are a woman. That is your greatest advantage. You are empathetic, intuitive. You are used to multi-tasking and taking responsibility. Use these skills to gain your customer’s confidence,” Alice says.
“And don’t be afraid if you appear more vulnerable than you are. You can use that too.”
If women were more candid about what they want, it would benefit both their professional and their private lives, she says. “It is allowed – even desirable – to articulate your business requirements. This leads to greater self-awareness, heightens confidence and drive, and that in turn means put more into your personal life.
“You are more likely to develop a sense of self-worth which means others –especially male partners – treat you with more respect.”
Alice will also tell the delegates not to be slaves to orthodox business advice. “I didn’t do a business plan or spend months planning and thinking about it.
“What you do need is enthusiasm – you can go a long way with that – determination, and an overriding desire to be in charge of your life.”
Alice built up her business after recovering from a car accident which left her severely injured. She began by brokering telecoms deals from a desk on the landing of her Kirkbymoorside home in 1999.
Now Ryedale Telecom supplies voice, data and internet products to several FTSE 100 businesses from its base at The Pocklington Business Centre. Last year Alice was named Business Personality Of The Year and also claimed the Women In Enterprise Award at the prestigious Yorkshire Business Awards.