By Tara Turkington
Being a woman entrepreneur takes courage, resilience and single-minded focus in a world that rarely makes it easy.
I started Flow Communications 20 years ago when I had no job (necessity is the mother of invention!) and no funding. Today, it is a multi-award-winning agency working with global clients. Our “overnight success” took about two decades to build.
As women, we sometimes operate in spaces not necessarily designed for us, often juggling society’s expectations and the ambition to build something meaningful.
But here’s the truth: women-led businesses are transforming industries, often by challenging the status quo and creating innovative solutions where none existed. Globally, we see trailblazers like Sara Blakely, who revolutionised the shapewear industry with Spanx, and Melanie Perkins, whose Canva democratised design for millions worldwide.
Closer to home in South Africa, women entrepreneurs are making equally profound impacts. Sibongile Sambo, rejected as a flight attendant, built her own aviation company, SRS Aviation, building her own runway, figuratively speaking, in a male-dominated field. Carmen Stevens broke barriers as South Africa’s first black woman winemaker, with her premium wines now enjoyed globally. Then there’s Sarah Collins and her ingenious Wonderbag, which provides sustainable cooking solutions and addresses energy poverty for countless families. And Kate Groch’s Good Work Foundation is fundamentally changing access to tech education in impoverished rural areas. These women aren’t just building businesses; they’re reshaping industries and societies.
Women are reshaping what leadership looks like, and we’re doing it on our own terms. Sometimes we might do so in a two-steps-forward, one-step-back kind of way, but overall, the progress is real.
Multiple global studies have proven beyond dispute that companies with greater gender diversity demonstrate higher profitability, retention and innovation – making a clear business case for leadership diversity.
If you’re on this journey – or thinking of stepping into it – here are a few lessons I’ve learnt:
1. Collaboration is key
The best business move I ever made was getting my sister, Tiffany Turkington-Palmer, to join me to run Flow. We also brought on board two other shareholders (both men!), Bheki Shongwe and Richard Frank, early on in the agency’s journey. Each of us has different skills and qualities. We often argue about things and then meet in the middle, and so devise our business strategy collaboratively. Because of this, our business is stronger.
2. Build your network before you need it
Relationships are currency. Connect with other women entrepreneurs, mentors and allies who lift as they climb. Join industry groups, attend events and don’t be afraid to ask for advice. Along the way, I applied to and joined the Women Presidents Organization, EY’s Winning Women programme and the Stanford Seed programme, among others. Each has enriched me personally and helped piggyback Flow forward.
3. Hire people cleverer than yourself
One of the smartest things you can do as a leader is hire people who are cleverer than you. Building a strong business means surrounding yourself with brilliant minds who challenge your thinking, bring fresh perspectives and push the work further than you can alone.
4. Lead with purpose, not perfection
You don’t need all the answers; you need clarity about why you’re doing what you do. Let your “why” guide your decisions, especially when it’s tough. Purpose and strong values fuel perseverance.
5. Get comfortable with discomfort
Whether it’s pitching for new business, hiring your first employee or standing up to a difficult client, growth happens outside your comfort zone. You’ll second-guess yourself – and so you should. There is great power in doubt (though don’t let it paralyse you). Try to make important decisions with a balance of your gut, heart and head.
6. Read to lead better
Reading has been one of the most valuable habits in my entrepreneurial journey. I read loads of business books because I don’t have a business degree, and it’s been a secret weapon for me. Books by thinkers like Jim Collins, Dan Heath, Daniel Pink and Malcolm Gladwell have shaped how I lead, make decisions and understand people. They offer both insights and perspective. In a fast-moving world, reading slows you down just enough to think more deeply – and lead more wisely.
7. Know your worth – and charge it
Too many women underprice their value. Be confident in your expertise. If you’re delivering impact, don’t apologise for your fees. And as soon as you possibly can, pay yourself what you’re worth.
8. Back yourself with action
Confidence isn’t a personality trait – it’s a practice. You build it by taking small, consistent steps: showing up to the meeting, sending the proposal, asking for the deal, naming the price you want. Each action reinforces your belief that you can. Success doesn’t arrive all at once – it’s built, one brave move at a time.
Tara Turkington is the CEO of Flow Communications, one of South Africa’s leading marketing and communications agencies.
