Five tips to transform the narrative around women’s impact in entrepreneurship.
Guest post by Liane Coulahan, Director of Marketing and Communications at DMZ
When we talk about women in entrepreneurship, the words we use don’t just describe reality – they shape it. It shapes how a young woman imagines her potential, how an investor evaluates opportunity and how industries identify their next leaders.
So, as our marketing team sat down to plan for our annual Women Innovation Summit, we debated: How do we strike the right balance between acknowledging the real barriers women face and ensuring those barriers don’t overshadow their achievements or dominate the story? Are we doing ourselves a disservice by dedicating so much airtime to barriers?
This distinction matters, because how we talk about women in entrepreneurship influences how the broader ecosystem—like investors, partners and decision-makers—views women-led ventures. If the focus is always on challenges, it can unconsciously signal that women’s businesses are riskier or less viable. But by doubling down on straight-up facts like their wins, impressive pitches and measurable business results, we help shift mindsets and attract the support needed to accelerate progress.
Reframing the narrative.
This year, we’re putting more thought into the language we’ll use at our Women Innovation Summit. Yes, we will still acknowledge that big barriers exist, like women receiving just 4% of venture capital funding last year (yikes.) But… that won’t be the meat and potatoes of the story.
Instead, we’ll follow up with something like, ‘Imagine the industries we’ll revolutionize as women capture their fair share of VC funding”. See the shift? If you’re working on projects in this space, this blog is for you. Let’s get into it:
Here are 5 subtle narrative shifts to reshape the conversation around women in entrepreneurship.
1) Focus on results, not just barriers.
Lead with the tangible outcomes women entrepreneurs are achieving, rather than focusing on the challenges.
- Rather than: “Women face countless barriers when starting a business.”
- Shift to: “Women-led startups deliver higher returns on investment compared to their male counterparts and drive faster growth than their peers.”
2) Highlight progress, not just gaps.
Only speaking to underrepresentation can make progress feel out of reach. It’s just as important to celebrate milestones.
- Rather than: “Men are twice as likely as women to launch a business in Canada.”
- Shift to: “Canada has seen a steady growth in women-owned businesses, with women majority-owning 18% of all businesses in 2023, compared to 15% in 2017.”
3) Showcase solutions, not just problems.
Offer an inspiring call to action rather than only speaking to barriers.
- Rather than: “Women-led startups face higher failure rates due to lack of support and funding.”
- Shift to: “Women-led startups are outperforming in key areas like ROI and job creation—imagine the possibilities with better funding and resources.”
4) Celebrate wins, not just struggles.
Center stories on the extraordinary impact women are making rather than only highlighting the obstacles they’ve faced.
- Rather than: “Women are underrepresented in senior investment roles within venture capital.”
- Shift to: “Women-led venture capital firms are driving groundbreaking investments, creating opportunities for the next wave of entrepreneurs.”
5) Show leadership, not just participation.
Show how women entrepreneurs are shaping policy, changing industry norms, and influencing the future.
- Rather than: “We need more programs to bring women into entrepreneurship.”
- Shift to: “Women entrepreneurs are influencing policy and reshaping industries to be more inclusive and innovative.”
Why this shift matters.
The truth is, the power of language is real. And how we talk about certain groups affects how they are perceived in our society. As International Women’s Day approaches, we have an opportunity to set a new standard.
Instead of asking, “What’s holding women back?” Let’s ask, “What’s possible when women lead?” By celebrating women first and foremost as leaders, visionaries and trailblazers, we can hopefully begin to shift perceptions in the areas that affect women entrepreneurs the most. 
Join us at DMZ’s Women Innovation Summit.
This year’s Women Innovation Summit is all about spotlighting women in innovation and entrepreneurship. Whether you’re a founder, corporate leader, an ally or a supporter of women-led innovation, this is your moment to get involved.
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