Navigating a World of "Executives Only" as a Freelance Solo Entrepreneur
Sorry, writer. We don't care about your expertise. This group is for executives only.
After two days of walking the conference floor, making small talk, and refining my elevator pitch, my brain was getting crispy. I was burning out, a slow smolder, but I remained focused and open to new ideas.
The conference was centered around new tech. A small stage in the middle of the floor hosted two women discussing getting more women in tech. About thirty people were sitting in chairs in neat rows to watch the “fireside chat.” I stood at the back, trying not to engage. I wanted to listen at a distance.
The woman executive being interviewed touted how many women she’d promoted into executive positions. Everyone clapped. Progress is happening, and I’m all for it. It’s very cool. The interview ended, and two more women executives approached the stage. I decided to dip out.
“Would you like to take a seat!” a group member asked, but it tumbled out of her mouth as a demand. “No. I’m good, thank you” I replied and walked away. She looked confused but moved on to the woman beside me. “Would you like to TAKE A SEAT!”
I decided to check out their booth and read the fine print. I’m a fine-print savant. I devour it. I love seeing what people are hiding there, hoping no one notices.
The information I gathered would leave me bummed out.
Executives only
The group is only open to women already in executive positions, so I can’t join. I’m a freelance writer, and I work for myself. Nope, I’m not welcome. Women have to be in top-tier positions to join this group, and they have to be employed by a big, fat corporation.
I mean, okay. I understand that it’s good for people to connect with others who do their job. Yes, for sure. But how do you expect to get more women in executive positions if you’re only allowing executives in? Why not make it more inclusive and pull women up from all levels?
Most of the groups out there are executives socializing with other executives. Sorry, but who cares?
What if you made the group open to career women in management roles or women who work in a role complementary to executives? Like, executive-adjacent. Then, these leadership women could meet different people. That’s the point, right?
Oh well.
Before I left, I glanced at their booth and saw their enter-to-win offer proudly displayed with a large QR code. I stood there stunned, taking it all in. Then, I walked away. I was going to need another cup of coffee for this comedy act.
A pink, puffy purse
The enter-to-win offer they had posted was for a pink, puffy designer handbag. Hold on. Let me collect myself from the floor. I was laughing so hard that my Stila eyeliner began running. Did a guy design this enter-to-win offer? What on earth makes you think that I would want that giveaway?
It’s pink, so girls, right? Wait, what year is it?
Offer me a free laptop or access to Wi-Fi for a year, a vacation, or coffee. Offer me pretty much anything except a pink, puffy, designer purse. This group is clearly not for me. I got that message quickly. Oh yeah, also, they won’t let me in.
If only I could get a peek into their marketing meetings. Who came up with the designer pink purse offer? Perhaps they got one for free, so it was already lying around. I’d love to know. The purse was the item they chose to drive email signups? I can’t.
Some days, corporate life feels heavy, even though I no longer receive a W-2 from a heavyweight retailer. They are everywhere, influencing everything, and it feels impossible to escape. Thousands of people surrounded me, but I felt like a zebra in the middle of a herd of white horses.
Keynotes can be tired
Attending these events alone doesn’t help. It adds to the loneliness of the freelance writer’s life. Sometimes, I meet totally rad people, but I often watch keynote speeches from the back of the room and leave feeling less inspired than when I’d arrived.
Every time I attend a conference, I look for the same thing: I want to hear from people who are thinking differently. How can we make processes easier for people in stores? Right now, it’s a soul-crushing exercise measured by how quickly you work.
How can we make the shopping experience delightful again? Because the in-store shopping experience has been designed to mimic online shopping, and it pretty much sucks. If I wanted to shop the halls of an Amazon warehouse, I’d stay home and order online.
Who’s doing something new? Who’s supporting a more significant cause and not only their bottom line? Progressive companies are out there, and they inspire new fans daily. Take a stand for something that matters instead of staying silent — that’s what consumers long for.
Different minds inspire innovation
Let’s reimagine how our companies show up to conferences. Let’s rework our women’s groups and include women who are not executives. Include women who don’t want the pink, puffy handbag. Include entrepreneurs, solopreneurs, artists, and freelancers who think differently than those in the corner offices.
Refrain from the over-rehearsed keynote speeches about the “customer journey” and “seamless tech.” What didn’t work? How have you failed, and what did that reveal? Tell a new story. That would be revolutionary. I’d write about it for days.
Until then, I’ll still show up with an open mind, looking for like-minded people. But I’ll be dressed in jeans, Converse hi-tops, and a black, slouchy handbag, thank you very much.
This article was originally published in An Injustice on Medium in March 2024.
A sincere shoutout to the executive women's group, Women of Color Retail Alliance. They recently asked me to join their cause. You rule. For real. We’re going to make hefty strides this year.
Kit Campoy is an author and retail expert with two decades of experience leading retail teams. Today, she freelance writes for world-class SaaS Retail Tech companies.
I used to be a female executive for some of the largest corporations! And one is well respected. However, the women in high positions, at least the ones I knew, were asssholes, clawing their way to the top, sometimes in not so awesome ways. I was a threat, not an asset. I met a few, and a very few, that treated me with respect. But my real mentors were strong men, strong leaders who recognized me for my uniqueness, tenacity and my fearless opinion. I felt heard, respected and honestly, trusted. I may have had a unique experience, yet I cherish those days.
I laugh too at the pink purse. But seriously, women in corporate power need to start growing up, there is no time for beauty pageants, no time for prom queens. Build a team, know that you aren’t the smartest one, but you’ll find her and bring her on, know you aren’t the hardest worker, but you’ll find her.
Ugh!!! This conference could have been done in the 1950's. When will this change???? Great suggestions about what they could do differently. Until that happens, they can stuff themselves into that big puffy purse.