She Says

In 2007, Alessandra Lariu and Laura Jordan-Bambach co-founded SheSays, the first and largest global network for creative women and under-represented gender groups. Alessandra and Laura realised early on that creating a platform where “collective voices” could be expressed, could help facilitate significant change in remedying the gender imbalance in leadership roles. The non-hierarchical way the organisation functions and overall action-based ethos, means that SheSays has become one of the most authentic voices in the gender equality movement today and a leading voice for women and under-represented people working in the creative industries. As they tell DbyW: “There are no barriers for entry, and everyone can learn and participate in changing the ratio of women leaders in the creative industries.”

With a global presence across 55 cities around the world and an estimated 70,000 members (and growing), they have impressively upskilled approximately 37,170 people, giving SheSays a well-deserved reputation for effectiveness. They are as comfortable hosting the first women entrepreneurs meet conference, as they are being the first representation of women creatives in the White House. They are clearly unafraid to explore new territories, opening doors for their members and note that seeing them “transforming systems to create a more equitable version of our industry” is one of the most rewarding parts of running SheSays.

Alessandra and Laura note that according to a Pearson study, 90% of the world’s women plan on taking action to alter their career path after COVID. This has led them to create their new venture The WEI. A platform that aims to empower and support women and under-represented groups to uplift their careers and enable them to transform representation in leadership in the Creative Industries. As they tell DbyW: “Whether you are part of the Great Resignation crew or just want to energize your career, The WEI has a personalized plan for you.”

We talked with Alessandra and Laura to learn more about their new venture The WEI, their experiences as women founders, what drove them to start and build SheSays, and their advice for women and under-represented people wanting to set up their own businesses.

We have long admired SheSays. Can you tell us what led you both to set up the initiative together?

Alessandra Lariu: Laura Jordan-Bambach and I set up SheSays in 2007 to get more womxn and non-binary people into leadership positions. SheSays’ new venture The WEI uses technology to do that at scale. The WEI stands for Womxn (with) Epic Ideas, and it will help exponentially grow our impact by tackling professional learning and development in a new way.

Were there any initial fears or barriers that you both faced?

AL: We still have fears. Every day. The WEI platform is still nascent. We are designers and tech people with an entrepreneurial spirit. We’re not entrepreneurs – yet. Right now, we’re navigating unknown waters and figuring out if our proposition is something people would pay for. Quite scary because basically we’re asking ourselves: Do we have a business? And also, do we have a business with the social impact we want it to have?

How did you find the confidence and belief in yourselves to set up SheSays?

AL: Setting up SheSays or The WEI had very little to do with self-confidence. What we did believe in – and still do – is other womxn. Particularly thousands of smart womxn who are not getting the positions, the salary and the respect they deserve. SheSays and The WEI were born out of a need for womxn to speak up and change our industry. SheSays is a true community in the sense that we do what our members want us to do. And The WEI is something our community was asking for.

“Setting up SheSays or The WEI had very little to do with self-confidence. What we did believe in- and still do- is other womxn.”

How has SheSays evolved to where you are now? Have there been any pivotal moments that have stood out for you, big or small?

AL: The fact that SheSays is a community of 70,000 womxn in 55 cities worldwide is quite a feat.

We are pioneers in the womxn’s space, including the first all-womxn hackathon, the first speed mentoring event, the first womxn’s speakers list as well as industry representation in No10 and the White House. SheSays also does tons of activism work to empower creatives. The latest was a campaign for equal parental leave.

And now we want to transform Professional Learning and Development (L&D) by creating a market-first personal learning plan with social impact.

How has being women founders impacted you personally and professionally?

AL: Founding SheSays gave us some professional exposure. But the most important thing is that it fulfils us.

When it comes to The WEI, there are some sad stats about womxn being underfunded, but we try not to look at sad stats. We’ve built an MVP through crowdfunding and the support of our community… And we may look to scale up with help of organizations like SheEO who are reinventing the way capital flows to the businesses that matter.

Did you always aim to create a ‘global’ platform?

AL: Personally, I’m still surprised by how big the community has become, given it’s all organic growth and we never promoted it. What I’m not surprised by is the real need for womxn to unite and try to change the lack of representation. This not only perpetuates social injustice but also causes businesses to lose money. Companies lose an estimated $655 billion in profit because of the lack of diversity.

What has been the most fulfilling aspect of creating SheSays?

AL: To see talented womxn rise to the top. To see someone we met as a junior designer become an Executive Creative Director. To see them get the pay they deserve. To see their confidence rise like a volcano. To see them sparkle and shine. To see them getting recognition. But most important of all to see them transform the system and create a more equitable industry.

What small daily steps can you suggest for women and marginalised gender groups struggling with low self-esteem and lack of confidence in their abilities?

AL: Question impostor syndrome. It puts the blame on individuals, especially women, without taking into account the historical and cultural contexts. It directs our view toward fixing womxn at work instead of fixing the places where women work. And find your voice, hard work won’t speak for itself. You must speak for it.

“Question impostor syndrome. It puts the blame on women, without taking into account the historical and cultural contexts.”

What advice would you give to women and gender expensive creatives just starting out in their careers?

AL: Find your purpose or a guiding principle. Pivot and adapt around the same purpose. Talk about failures and learn from them. Fear can be good; it means you’re interested in going towards something. Find your purpose – again. It’s what will make you wake up in the morning.

Do you have any words of advice for women and gender expansive folk thinking about running their own creative business?

Do some initial research to find out if people want what your business has to offer.
Sometimes if you’re the only one who seems excited about an idea, ask yourself: Can you clearly articulate the true value of your offer? How is what you offer is different or better than what exists already?
Understand your motivations in relation to your new venture. Are you in it to make money, create change, both or, something else?
Understand how it ties in with your purpose. This is crucial because it’s what will keep you motivated if things get tough.

“Find your voice, hard work won’t speak for itself. You have to speak for it.”