Not So Sad Advice from a male VC …….

– promote to an audience of ONE!

I recently read a Linked In article about venture capitalist John Greathouse of Rincon Venture Partners. In an article featured in the Wall Street Journal Mr. Greathouse was quoted saying that he believed women would get more opportunities in the tech industry if they “create an online presence that obscures their gender”[1]. As you can imagine, the Sword of Damocles and other assorted instruments of retribution descended on his head and he was roundly vilified.

I don’t know Mr. Greathouse. He may be a total Neanderthal with Edwardian views on a woman’s place in the world. Or he may be the father of young women all of whom he believes can and should excel in todays and tomorrows world. But before we cast judgments upon Mr. Greathouse and decide what his punishment should be, let’s take a breath for just a second.

Is it possible that the only mistake Mr. Greathouse made was to voice his opinion in a one-size-fits-all way? That possibly his advice – in the right situation – was spot on?

My company re-engineers sales and marketing strategies, teams and processes. We are frequently called into companies that have a phenomenal product suite and high-value service offerings, yet aren’t capturing market share, eyeballs, or revenue. After assessment, reflection and brainstorming – sometimes we suggest the company stays the course and we work on markedly improving their marketing approach, their sales skills and go-to-customer processes; and changing their mindset from a generic go-to-customer model to an individualized go-to-customer strategy. Conversely, after the assessment process we sometimes reach the conclusion that there’s no benefit in flogging the same dead horse, and the company needs to pivot and find a new sweet spot, new market, new … whatever to help their vision and business thrive.

The difference in the recommendation we give these companies is – it’s INDIVIDUALIZED. There is no one-size-fits-all solution. Hence, we would never publish an article or be quoted recommending that every company respond to poor performance and lackluster revenue in the exact same way.

Enough about us – back to John Greathouse. If he had given the same advice one-on-one to a female entrepreneur who worked in a male-dominated tech sector, had tried numerous ways to break the glass ceiling without success, and who wanted or needed to stop hitting her head over and over again – then his advice might be insightful and a career-defining moment. Note, neither he, nor I, are saying that this is right. Nor that it’s fair. Nor that major shifts in attitude aren’t needed throughout hundreds of thousands of companies, markets, and industries.

But, the bottom line: life isn’t fair. You can keep bashing your head and complaining from the outside. Or you can get smart, change your approach, which may or may not involve some sleight of hand and a smidgen of subterfuge, and get the position you want, excel in the role, and work your fingers to the bone changing the system from the inside.

This isn’t just a women’s issue. The same problem manifests for older workers with incredible skills; millennials and recent graduates who will set the world aglow as soon as they get that first opportunity to shine; people of color who are every bit as qualified as their mono-chromatic counterparts; brilliant people with disabilities and special needs who can achieve amazing things; LGBTQ colleagues who can do everything you can; chubby workers, skinny workers, pretty workers, quirky workers …… get the idea!!!?

In the same way that my company would never publish a generic article promising a single solution ideal for “all companies”, could it be that Mr Greathouse just needs to be a one-on-one mentor and assess every person for what they are – an individual with different challenges and unique circumstances and skills.

The point is:

– one-size-fits-all does NOT work – in business, in recruiting, in job searching, in selling, etc.
– we can change more from inside than outside
– life isn’t fair
– don’t give up – get smart, get creative
– mentor someone who needs help – don’t just commiserate with them
– and for the love of whatever higher power we believe in – we all need to open our damn minds

[1] This ‘Sad” Advice a Male VC Just Gave Women in Tech Couldn’t be More Wrong; Caroline Fairchild. September 29, 2016. //www.linkedin.com/pulse/sad-advice-male-vc-just-gave-women-tech-couldnt-more-wrong-fairchild?trk=eml-b2_content_ecosystem_digest-hero-22-null&midToken=AQGGUVmDgbq6TA&fromEmail=fromEmail&ut=2diuuif1SuDTs1