Be assertive, but don’t come off as bossy. Be warm and modest, but not so much that people think you’re incompetent. It may be 2026, but gender stereotypes still affect how women in leadership positions are perceived – and, as a result, how they choose to communicate.

Many women leaders navigate a frustrating double bind rooted in how they frame their messaging. Promotion-focused language, emphasising bold action and opportunity, can clash with gender norms; prevention-focused language, highlighting caution and risk-avoidance, may reinforce perceptions of low competence.

This conundrum is amplified in crisis situations, such as during the Covid-19 global pandemic, or when a firm is facing an existential threat. In these scenarios, leaders must frame decisions in ways that motivate followers to change their behaviours while still retaining their support.

Although all leaders must strike this balance, it’s tricker for women because the framing that tends to be most effective in a crisis – using action-oriented, promotion-focused language and avoiding risk-based, prevention-focused language – is also the framing most likely to clash with gender norms that expect women be cautious and conscientious. To lead effectively in such critical times, women may have to defy these stereotypes, risking backlash.

Read more at: https://www.forbesindia.com/article/thought-leadership/insead/can-more-women-leaders-be-both-liked-and-effective/2997336/1