Being a successful female entrepreneur can have its challenges as women aim to break down barriers in the traditionally male dominated world of business.
Despite having made massive inroads in recent years, women still face societal bias including not being taken seriously, gaining access to funding, building a support network and establishing a good work/life balance.
According to recent data, only around 19% of active UK businesses are female led, equating to almost one million companies in the UK as of 2025. While government statistics reveal women comprise 37% of all self-employed workers, they’re still in a minority when it comes to leading their own company.
It can sometimes feel like an uphill struggle for female entrepreneurs, but if you’re in this situation, it’s time to take control and bring out your inner Wonder Woman. There are many parallels between being a woman in business and the superhero’s traits and qualities, and learning how to harness them is the key to success.
Who is Wonder Woman?
The character was created for DC Comics by American writer and psychologist William Moulton Marston and artist Harry Peter in 1941, with Marston’s wife Elizabeth often being credited as inspiration for the female warrior. Her mythological roots as a crime fighting heroine with super strength and other physical and mental attributes led to her joining the Justice League of America in the comic book series.
Over the years, Wonder Woman’s persona and image has evolved and in the 21st century, she has been the star of several action-adventure films, where she has battled the forces of evil alongside other important superheroes such as Superman and Batman. In her human form, she becomes Diana Prince, who has worked in various fields, including military intelligence and as an agent for the mythical Department of Metahuman Affairs.
Today, business analysts are starting to recognise there’s so much more to the character than an Amazon warrior who’s a match for any man, superhuman or mortal. As an icon for girls who grew up watching the famous Wonder Woman television series in the 1970s and subsequent films, she has become a symbol of female success in a male dominated world.
The character emphasises the importance of perseverance and staying committed to goals, never giving up on your ambitions and overcoming any challenges that life may throw at you. She inspires us to learn from our own lessons in business, turning any potentially negative experience into a positive by reacting differently in future.
How to build confidence in business
Wonder Woman is the definition of an independent and strong woman who can take care of herself. She has been recognised as a role model for independent women. Although she’s happy to work as part of a team, she doesn’t shy away from being self-reliant and getting the job done.
The character builds confidence by embodying a clear vision of her goals and a strong sense of self belief. Always willing to take action, despite the challenges she faces, Wonder Woman never shies away from difficult situations and remains authentic throughout. Fighting for justice and equality, she embodies the spirit women in business need, never doubting herself and remaining on a journey of self-discovery. Learning from past experiences and broadening her knowledge, she builds confidence with every successful action, reaffirming the belief that you CAN achieve your goals.
Thinking outside the box
The character is often described as “thinking outside the box” because she prioritises empathy and compassion over physical force to achieve success. She understands how understanding others and creating a connection with them is better than trying to bully people into submission.
Rather than just fighting to win, which has been a typical superhero approach in the 20th century, she actively aims to resolve operational conflicts through diplomacy and dialogue when possible, matching modern business philosophies of how to successfully manage a company and get the best out of employees.
Why is determination important in business?
Focus and determination are two vital qualities in business, with Wonder Woman displaying both in abundance. She never lets anyone else define her and is never a “damsel in distress”. What’s more, she always shows her true self to the world and isn’t afraid to let people know she’s intelligent and a capable leader. Bearing in mind the Wonder Woman character was created in the mid-20th century, in an era when women were traditionally demure and men were leaders, she was way ahead of her time.
Wonder Woman has a mission, and that’s to fight for good, despite the dangers this presents. Likewise, a female entrepreneur must have the determination to achieve her goals and tackle every obstacle head on.
Resilience in the face of adversity
The series’ antagonist, superhuman Max Lord, is shown as experiencing failure as he pursues business success. He follows the ethos of “fake it till you make it” as he tries to possess the mystical Dreamstone, a tool he believes will help him achieve the success that has so far evaded him. He manages to convince himself he will make his son proud by following this path, lacking integrity and trying to heal his own wounded ego.
His persona is the exact opposite of Wonder Woman’s, as she always exhibits resilience in the face of adversity – a trait that has inspired many people to bounce back from past failures without dwelling on them and becoming bitter. Adopting a positive perspective, Wonder Woman believes in herself and draws strength from accomplishments, without letting setbacks divert her from her true path. Ultimately, Max Lord fails as a result of his character flaws.
Empathy and leadership
Today’s female entrepreneurs are determined and independent, rejecting traditional workplace stereotypes that label them as “too emotional” to make good leaders. Like Wonder Woman, female business leaders can be both strong and nurturing, with the determination to follow through with plans to achieve goals, even in the face of criticism. These combined attributes enable them to feel empathy for their team, helping to make them a good leader. Having empathy doesn’t make a leader weak: on the contrary, it makes you stronger.
If you’re a female entrepreneur who’s considering how to improve leadership skills in business, embrace the traits of Wonder Woman and use them in your own personal journey. Always remember to make your team feel seen, valued and appreciated, as they are a vital part of your journey too.
© Aisyaqilumaranas / Shutterstock.com & © insta_photos / Shutterstock.com
