Researchers have identified a profound and consistent gender gap in entrepreneurship. Across three entrepreneurial pitch competitions and two controlled experiments, the researchers found that investors prefer entrepreneurial pitches presented by male entrepreneurs compared with pitches presented by female entrepreneurs. This was even when the content of the pitch is the same.
The researchers conclude that such findings fundamentally advance the science related to gender, psychological persuasion, bias, role expectations, and entrepreneurship.
The research appears in PNAS, with the paper titled “Investors prefer entrepreneurial ventures pitched by attractive men.”
In a recent article, Digital Journal highlighted research that looked at gender bias when it came to venture capital pitches. In this companion article, important women role models are showcased.
These have been selected by Telma Casaca, expert at VIP Grinders, who says:“For too long, the myth has been perpetuated that women are risk-averse. However, new research and real-world examples show that women are, in fact, risk-smart and approach challenges with deep strategic foresight. Risk-averse is far from accurate.”
Casaca explains that women are taking calculated risks instead: “When women take risks, they aren’t reckless – they carefully weigh all the variables. It’s about playing the long game and creating a sustainable future, not just for themselves, but for the organisations and communities they impact. Whether in business, sports, or social justice, the lessons from these trailblazing women are a testament to the power of strategic risk-taking.”
To demonstrate this, Casaca has selected some famous female risk-takers. She hopes these will additionally inspire entrepreneurially minded women with their next leap forward.
Famous eight
Oprah Winfrey – Media Mogul and Entrepreneur
Born into poverty, Oprah took a career-defining risk by founding her own production company, Harpo Productions,in the 1980s. She built an empire in a white, male-dominated media world and became the first Black female billionaire.
Whitney Wolfe Herd – Founder of Bumble
Left Tinder after a high-profile lawsuit and launched a female-first dating app, flipping industry norms. In 2021, she took Bumble public, becoming the youngest self-made female billionaire at age 31.
Sheryl Sandberg – COO of Facebook (Meta)
Leaving Google for a then-fledgling Facebook in 2008 was a massive leap. Her leadership helped scale the company globally. Her book, Lean In, sparked both praise and backlash – but undeniably ignited a global conversation about women in leadership and workplace equity.
Denise Coates – CEO of Bet365
In 2000, Coates mortgaged her family’s betting shops to launch a little-known online gambling site. She revolutionised the gambling industry, and today, Bet365 is one of the world’s largest online betting platforms.
Ronda Rousey – UFC Champion & Trailblazer
When women’s MMA didn’t exist in the UFC, Rousey demanded a seat at the table. She became the first female fighter signed by UFC, proving women could headline major events.
Melanie Perkins – Co-founder & CEO of Canva
After dropping out of university, she pitched her visual design platform over 100 times before landing funding. Today, Canva is used by over 100 million people globally, and Perkins is one of the youngest self-made billionaires in tech.
Serena Williams – Tennis Legend and Entrepreneur
Arguably the most recognised female athlete of all time, Williams has taken bold risks both on and off the court – from speaking out on race and gender, to investing in early-stage startups, to launching a fashion line. Her return to elite tennis after childbirth challenged outdated narratives about motherhood in sport.
Malala Yousafzai – Activist and Nobel Laureate
Malala defied Taliban threats to speak out for girls’ education in Pakistan – a decision that nearly cost her life. After surviving an assassination attempt, she became the youngest Nobel Peace Prize winner.
