The Struggles of Being a Female Business Owner: Balancing Confidence, Boundaries, and Dual Roles

Running Golden Hour Co. Digital Agency has been a dream come true, but like many female business owners, I face struggles that don’t always show up in the highlight reel. We all know that entrepreneurship is tough, but for women, there’s often an extra layer of complexity—balancing confidence with societal expectations, managing the dual roles of business leader and homemaker, and navigating pushback when we’re assertive or straightforward.

Here’s a candid look at the unique challenges women face in business ownership and how confidence, boundaries, and expectations can create hurdles that are all too familiar to female entrepreneurs.

Confident Women Trigger People—And It’s Exhausting

One thing that’s crystal clear as a female business owner: confidence triggers people. From the outside, confidence is seen as essential for success, yet when women embody it, it can be misinterpreted as arrogance or abrasiveness. When we stand firm on our expertise, people often react differently than they would to a male business owner.

In meetings, I’ve experienced clients who question my decisions or subtly imply that I should defer to them, despite the fact that they hired me for my expertise. This pushback stems from a deep-seated bias that women should be “nice” and agreeable, rather than assertive and confident.

Why This Happens to Female Entrepreneurs:

• Cultural Expectations: For generations, women have been encouraged to be pleasant, humble, and accommodating. When we break those stereotypes in business, it disrupts the status quo, triggering negative reactions from some people.

• Assertiveness vs. “Niceness”: Confidence in women is often equated with being “difficult” or “overly assertive,” even when we’re simply being direct. It’s a double standard that male entrepreneurs rarely face.

How I Handle It: I remind myself that I didn’t start my business to play into anyone’s expectations. When clients hire me, they’re investing in my knowledge and skills, and being straightforward is part of delivering the best results. If I’m not assertive, I can’t effectively guide them. This mindset helps me stay grounded and focused, even if it ruffles a few feathers.

Playing Dual Roles as Homemaker and Business Owner

As women, many of us play dual roles—entrepreneur and homemaker. We balance managing client relationships, scaling a business, and supporting our families, all while still handling the home responsibilities that often fall to us. There’s an invisible pressure to “do it all” flawlessly, without dropping any balls, and it can be exhausting.

I often find myself switching between being a business strategist during the day and a homemaker in the evenings, all while keeping everything running smoothly. This expectation to excel in both arenas is something many female entrepreneurs know all too well.

Why This Dual Role is a Common Struggle:

• Traditional Gender Roles: Societal expectations still place much of the home and family management on women, even if they’re the primary breadwinners. As business owners, we don’t get to “clock out” and leave the workday behind, which often means working double-time.

• Internalized Pressure to Excel: Many of us feel the pressure to be everything to everyone, constantly balancing the needs of our business with those of our home life. This leads to feelings of burnout and overwhelm when expectations on both sides feel unmanageable.

How I Handle It: Setting boundaries and being clear about my time helps. I’ve learned that it’s okay to ask for support at home, just as I would in my business. There’s power in delegating and sharing responsibilities, both professionally and personally, to ensure that we’re not sacrificing our own well-being to meet every expectation.

Clients Often Want “Nice” Instead of “Straightforward”

There’s another struggle I frequently face in the agency world: clients who expect me to be “nice” and accommodating, even when it’s not in their best interest. As a female business owner, it’s a challenge to maintain a balance between kindness and assertiveness, especially when clients expect “nice” rather than straightforward guidance.

Many clients hire us because of our expertise, yet when it comes time to make tough calls or set boundaries, they sometimes push back or expect us to soften our approach. This “niceness” expectation can make it challenging to do what’s best for the project, especially when boundaries are crossed.

Why This Happens:

• Stereotypes About Female Leaders: Society often associates women with warmth and empathy, leading to an expectation that we’ll be agreeable and accommodating. This can make it hard for female business owners to hold firm in a professional setting without being perceived as cold or rigid.

• Boundary-Pushing: Clients may sometimes try to test boundaries, especially when they perceive someone as “nice” or non-confrontational. For women, enforcing boundaries can feel doubly challenging, as we often feel the pressure to accommodate rather than risk potential conflict.

How I Handle It: I try to be transparent with clients from the outset, setting clear expectations about our roles and boundaries. If issues arise, I address them calmly and professionally, explaining why certain decisions are in their best interest. This approach helps to manage expectations early on and reinforce that being straightforward is part of the value I bring.

Navigating the Pushback: Clients Testing Boundaries

Because I’m a woman, I’ve noticed that some clients feel more comfortable testing boundaries, whether it’s by requesting last-minute changes or expecting me to be constantly available. For female business owners, it’s a common struggle to have our boundaries respected and enforced, especially in industries where clients may assume we’ll be more flexible.

Why Female Entrepreneurs Face Boundary Pushback:

• Bias Against Female Authority: Some clients may unconsciously see women as more accommodating or feel they can “bend the rules” with a female-led agency.

• Perceived Flexibility: Clients often assume women are naturally more flexible or open to going above and beyond, which can lead to overstepping boundaries if not addressed.

How I Handle It: Maintaining professionalism is key. I communicate my availability and scope of work at the beginning of each project and refer back to these expectations as needed. Consistency is essential for building trust and respect, helping clients see that I’m here to support them but within agreed-upon parameters.

Moving Forward as a Female Business Owner

These challenges aren’t unique to me or Golden Hour Co. Many female business owners experience the same pressures, from the expectation to be “nice” instead of straightforward to the invisible juggling act of balancing professional and personal responsibilities. Navigating these waters isn’t always easy, but it’s important to stand firm in our expertise and set boundaries that protect our energy, time, and well-being.

Confidence, clear boundaries, and self-assurance aren’t just beneficial—they’re necessary tools for female entrepreneurs to thrive in a world that often expects us to conform to outdated roles. Embracing our strength, even when it makes others uncomfortable, is a powerful act of resilience and a reminder that women in business deserve the same respect as our male counterparts.

If you’re a female entrepreneur facing similar struggles, know that you’re not alone. The challenges are real, but so are the opportunities for growth and impact. At Golden Hour Co., we’re here to support you on your journey and show that women-owned businesses are here to stay, redefining success on our terms. Get in touch at danielle@goldenhourcodigital.com to connect, collaborate, or simply find community with others navigating the same path.