Entrepreneurship is often romanticized as a story of bold ideas and overnight success. But the reality is far from this fantasy – the job is rather discipline-shaped by uncertainty, persistence, and the quiet resilience to keep building when outcomes are unclear. Founders operate at the intersection of vision and execution, where every decision carries both opportunity and risk. In an era defined by rapid change, founders are not just building companies – they are shaping the systems, products, and conversations that define the future of business.
In today’s world of uncertainty, we delve deeper into how this craft is for a woman. A column by Prrincey Roy, Co-founder & CEO, Huella Services for The Rise of Women in Traditionally Male Industries.
One decision that changed my business?
Not playing safe. We could have stayed a representation company and earned predictable money. Instead, we built products when people said the market wasn’t ready. That choice made Huella what it is.
The biggest mistake I made as a founder?
Hiring because I was afraid of empty chairs. Early on, I confused movement with progress. Wrong hires slowed us down more than vacancies ever did.
Advice I ignored that made me successful?
“Don’t talk so openly.”
I was told not to share wins or internal realities publicly. I did anyway. Speaking honestly about what we were building attracted the right people. Visibility wasn’t arrogance – it was distribution.
What I wish investors understood about my business?
We’re not building an app. We’re building relevance. While capital flows toward AI tools that generate output, we focus on how real consumers engage with brands. Output is easy. Attention is hard.
From ‘Lady Boss’ to just ‘Boss’?
I don’t need a softer title or a harder personality. If I’m direct, I’m “aggressive.” If I’m empathetic, I’m “emotional.” The double lens is exhausting. Let leadership look different.
Entrepreneurship -freedom or 24/7 anxiety?
It’s a responsibility. Payroll, decisions, consequences. I’ve learned to detach when needed. Burnout doesn’t build companies.
Are government schemes for women entrepreneurs working?
Many still operate at a micro level. Small loans. Controlled support. Real change means access to serious capital and large contracts without needing validation through a male guarantor.
Women don’t need spotlight days. We need an uninterrupted opportunity.
