17 Unexpected Sources of Support for Women in Business

1. Surround Yourself With People Unafraid to Tell You the Truth

"For me, building a personal advisory board hasn't been about collecting titles—it's been about surrounding myself with people who are emotionally grounded, intellectually generous, and unafraid to tell me the truth. As a therapist and entrepreneur, I've always believed in sitting at the feet of giants—not just those who are 'bigger' in business, but those who've walked through challenges with grace and resilience. My support network is made up of a few trusted mentors, therapist-peers, and creative collaborators who keep me anchored and honest, especially when my inner critic gets loud.

"One unexpected source of support? Former clients and current friends. Not in a boundary crossing way—but through witnessing their growth, I've learned to trust my own process more. Their courage reminds me that doing meaningful work doesn't require perfection—just presence. That quiet confidence has become one of the most steadying forces in my business."
—Angela Ficken, Progress Wellness

2. Create a Space for Women's Empowerment

"In 2020, I founded a women's empowerment group to support those who were feeling isolated and uncertain—especially during such a challenging time. What began as a space for connection quickly evolved into a trusted advisory circle where we support one another through professional challenges and celebrate each other's wins. We meet once a month with a structured agenda, which ensures that everyone's voice is heard and respected. Guest speakers have brought added value, sparking new ideas and offering perspectives that reach far beyond the original scope of the group.

"One of the most rewarding, and somewhat unexpected, outcomes has been how the women connect outside of our scheduled meetings. They regularly lean on one another for support, insight, and collaboration—and even extend that support to family and friends. This group has become more than just a network—it's a living example of what happens when women intentionally show up for each other."
—Michele Delgado, Hartmetrics

3. Recruit Women Who Challenge Your Thinking

"I built my advisory network by recruiting women with opposing viewpoints who challenge my thinking. My circle includes a conservative financial advisor who examines my business decisions, a corporate executive who pushes on scalability, and a Gen Z marketer who flags outdated messaging.

"An unexpected source of support came from an anonymous feedback system for past clients. This channel delivers unfiltered insights directly from the women I serve, providing wisdom that traditional business mentors cannot offer. These honest evaluations reveal blind spots that even well-intentioned advisors miss.

"Significant growth occurs when receiving thoughtful criticism becomes systematic rather than occasional. By selecting advisors who create productive discomfort and implementing structured feedback loops, my business evolves with purpose. The professional relationships that occasionally cause discomfort have strengthened both my business model and client outcomes far more than comfortable alliances ever could."
—Clara Whitlow, Clara Whitlow.com

4. Nurture Organic Relationships for Genuine Support

"No woman builds a business alone. From day one, I've intentionally cultivated a support network—not just for opportunities but for the real work: navigating self-doubt, pivoting through failures, and celebrating wins without burnout.

"I built my network organically but deliberately:

• Early career—Exchanged LinkedIn connections with my team, peers, and leadership while developing strong personal relationships with the people I worked with. Those connections were often the key to future career opportunities both for me and them.
• Intentional communities—Joined B Corp (for values-aligned peers) and my local chamber of commerce (for local insights). These communities gave me access to like-minded individuals facing similar challenges, providing me with a pipeline of rich insights.
• Variety of advisors—I've maintained long-term relationships with people from my network who would always tell me the truth, not just what I wanted to hear. This circle includes a former boss and successful serial entrepreneur, a coworker starting her own nonprofit, my therapist, and my mom. The common thread is that we all share a commitment to learning and approach problems with curiosity.

"The most powerful support came from something unstructured: a small, women-led mastermind I co-founded with a chamber colleague. We invited women building businesses to meet monthly with no formal agenda—just space to:

• Provide emotional support for all those sleepless nights.
• Brainstorm wild ideas and keen insights.
• Celebrate wins, both tiny and large.

"Why it worked:

• Diverse perspectives—A cleaning service owner, a veterinarian, and a marketing consultant offered radically different solutions.
• Permission to be vulnerable—Unlike networking events, we could admit, 'I have no idea what I'm doing.'
• Accountability without pressure—We set goals, but 'failing' just meant more group problem-solving.

"Your advisory board isn't about prestige, it's about people who'll hand you a flashlight when the power goes out. And sometimes, the brightest light comes from the circle you least expect."
—Renee Trepagnier, Here I Am

5. Leverage Online Communities Like Facebook Groups

"While I initially thought I needed to find formal mentors or join official networking groups, my most valuable connections have come through Facebook Groups specifically for women in business. These online communities have been a game changer for me. They've become my go-to personal advisory board where I can ask questions, share challenges, and get honest feedback from women who truly understand. What makes these groups special is the mix of perspectives—you've got seasoned entrepreneurs alongside newcomers, all willing to share their experiences without judgment.

"There's something so powerful about being able to post a question at 11 p.m. when you're wrestling with a business decision and getting thoughtful responses from women who've been there before. The accessibility and immediacy of this support have saved me countless times.

"What started as casual online interactions has evolved into genuine friendships and even collaboration opportunities. Some of my closest business confidantes today are women I initially connected with in these groups who later became part of my inner circle.

"I think the beauty of building support this way is that it's organic and based on real connection rather than networking for the sake of networking. These relationships feel authentic because they started from a place of mutual support rather than transaction."
—Pauline Romao, Bodhi Holistic Hub

6. Establish Connections with Women in Adjacent Industries

"One unexpected source of support has been peer relationships with women in adjacent industries. While I initially focused on finding mentors who had already walked my path, I discovered that peers facing similar challenges offered invaluable real-time advice, accountability, and encouragement.

"These relationships have been especially powerful because they are built on mutual growth and vulnerability, often leading to candid conversations and shared problem-solving that I didn't always find in more hierarchical mentorship structures. This blend of intentional outreach, diverse perspectives, and peer support has not only accelerated my professional growth but also fostered a sense of community and resilience that has been essential throughout my career."
—Zabrina Mok, Strategic EQ Inc.

7. Your Customers Can Be a Powerful Source of Support

"Building a personal advisory board has been less about formal titles and more about cultivating a strong, intentional community of women who understand the complexities of balancing family, faith, and entrepreneurship. I've leaned into mentorship through relationships built in education, motherhood, and military life—each providing a unique perspective that shapes the way I lead.

"One unexpected but powerful source of support has been the women who've joined our MBS community—not as business advisors in the traditional sense, but as real-life testaments to the need for what we offer. Their feedback, stories, and encouragement have guided everything from product design to brand messaging. Sometimes, your best advisory board is made up of the very women you're trying to serve."
—Mandi St. Germaine, MBS | The Woman Beyond the Cape

8. Utilize Storytelling to Create an Emotional Connection and Drive Support

"Building a personal advisory board isn't about titles or popularity; it's about alignment, energy, and trust. I've sought out individuals whose values align with mine, even if their industries don't. I've also realized that my support network isn't always formal; it's sometimes manifested as a DM, a comment on a post, or a quiet recommendation behind the scenes.

"An unexpected source of support has come from storytelling. Every time I share a part of my journey—whether on stage, in a podcast, or through a caption—it attracts the right people. Storytelling has created connections. It's allowed others to see themselves in me, and in return, they have offered opportunities, encouragement, and even strategic guidance. My voice, when used authentically, brought my support network to me."
—Chenadra Washington, Black Orchids PR

9. Find Unexpected Wisdom Outside of Business Circles

"As a woman in business, I've found that building a personal advisory board isn't just about titles or industry status—it's about trust, shared values, and honesty. I've intentionally created a circle of people who challenge me, coach me, and consult me with the truth, even when it's hard to hear. I've leaned on mentors, former clients, peer founders, and even past employees—because the best insight doesn't always come from the top down.

"One of the most unexpected but powerful sources of support? My personal trainer. She's not in my industry, but she understands discipline, balance, and mindset better than most business coaches I've hired. Her perspective helps me reset and stay grounded—especially during chaotic seasons. Sometimes the best advisory board isn't found in a boardroom—it's found in the people who reflect your values back to you when you forget."
—Kim Lawton, Enthuse Marketing Group

10. Be Willing to Ask for Help and Apply the Wisdom That's Offered

"Whew—this one hits close to home. As a woman in business, especially in an industry that's still very male-dominated in the trades side, building a personal advisory board didn't happen in some perfectly structured, LinkedIn kind of way. It looked a lot more like late-night venting sessions, early morning calls with mentors-turned-friends, and trial-and-error connections that eventually stuck.

"I've leaned on people who didn't even realize they were on my board. My business coach, for one—she's been a game changer. She holds me accountable, helps me prioritize, delegate, and most importantly, believe in my ability to lead without burning out. She's shown me how to structure my business and when it's smart to invest. I joke and call her my fairy godmother, but honestly, her insight has helped grow my revenue and confidence in huge ways.

"But my most unexpected source of support? My clients. I had one early on who completely rewrote my contract and taught me what a professional agreement should look like. Another—an engineer—built me a spreadsheet to manage payment schedules. These weren't just one-off moments—they were wake-up calls that taught me to listen, learn, and get better.

"I haven't always had the tools, but I've had the willingness to ask for help and apply the wisdom people generously offered. That has made all the difference."
—Melody Stevens, Design On A Dime Interiors

11. Tap Into Local Resources for Practical Support

"One of the earliest and most impactful resources that I relied on was our local Small Business Development Center (SBDC). As a woman entering business ownership, it was powerful to have both a financial advisor and an advocate who believed in my vision. Through the SBDC, I was introduced to SBA lenders who listened to my story, not just my numbers, and that human connection made funding possible at a critical early stage.

"Over time, I also built a diverse support network that includes peers, mentors, and fellow women founders. An unexpected source of support has been the very community I serve. Nonprofit leaders and small business owners have shown up for me, offered referrals, encouragement, and honest feedback. That kind of mutual support is not formalized like a board, but is deeply sustaining.

"As women in business, we often look up for guidance. I've found just as much value in looking across and around me."
—Sheryle Gillihan, CauseLabs

12. DM Women You Admire

"Alright, hear me out—direct message the women you look up to most. As women business owners, we're so accustomed to receiving creepy and sales-focused DMs—but that's not what I'm referring to! I'm talking about genuine connection.

"Here's a real message I've sent: 'My female business owner friends are my favorite friends. I love talking, venting, and strategizing about all the aspects of being a small business owner and growing a team. It's truly the best experience ever. I feel like our approach to business is very similar. I'd love to chat sometime if you're also looking for another friendship in business and marketing!'

"Would you believe that we met for pizza days after I sent this DM and are still business friends one year later? Don't underestimate the power of an authentic message. No pitching. No asking for favors. Just genuine interest in connection. We're all looking for community, and sometimes all it takes is one brave DM to find it."
—Chelsea Scott Flower, Scott Social

13. Expand Networks Through Creative Pursuits

"As a woman in business and leadership, I've approached building a personal advisory board with the same care I apply to building strong teams: I look for diversity of thought, experience, and character, rather than just titles. I've made sure to include peers, mentors, and even rising stars—people who would challenge my thinking, celebrate wins, and help me see around corners.

"An unexpected source of support came through my work as an author. When I published Aaron the Different, a story about courage and belonging, I connected with a community of educators, authors, and advocates who weren't part of my traditional HR or leadership circles. Their encouragement and insights have expanded both my thinking and my professional network in powerful, unexpected ways."
—Etty Burk, Ph.D., Leading With Difference

14. Don't Underestimate Where Wisdom Might Come From

"When I first stepped into executive leadership, I thought I had to have all the answers. I wore the armor of competence—always polished, always prepared. But over time, I realized that what actually sustains you in leadership isn't having all the answers. It's having people you trust enough to ask the real questions.

"Building my personal advisory board didn't happen all at once. It wasn't some formal moment where I picked mentors and peers like assembling a board of directors. It evolved organically—through late-night text threads with fellow women founders, through executive coaching cohorts where we went beyond performance metrics and into mindset, and through quiet coffee conversations with women who had navigated the storms ahead of me.

"One unexpected source of support? My clients. Many of the women I coach or consult for are also powerful leaders—CEOs, CHROs, founders—and we've built mutual respect and honesty into those relationships. In a surprising number of cases, they've become sounding boards for me, too. There's a beautiful reciprocity when women drop the performative polish and just connect as humans building big things.

"I've also learned that support doesn't always come from those older or more experienced. Some of the boldest truth-telling and most energizing perspective has come from women younger than me—fearless, fluent in boundary-setting, and unapologetically rewriting what leadership looks like.

"If I had to sum it up, I'd say this: Your advisory board doesn't need to sit around a table. They just need to show up with honesty, clarity, and care—and so do you. Let the relationships evolve, and don't underestimate where wisdom might come from. Sometimes your fiercest allies are the ones who weren't on your radar at all."
—Jacqueline Hazan, Hazan Consulting

15. Put Yourself Out There—Your People Are Waiting

"Their eyes quickly glanced at one another in an almost scared way, as if what I was saying was the craziest thing they'd ever heard. I told my friends I was quitting my job and starting my own business. You'd have thought I said I was getting a third arm attached to my back.

"Isn't that the way it goes? We get this inspiration—a calling, even—to break free from the traditional path and build exactly what we want. And the people closest to us? They either keep their doubts to themselves or flat-out tell us not to do it because they 'don't want to see us disappointed.'

"So we have to find our people. The women who not only believe in us but also get it—the ones who've been through the highs and lows of business ownership and still show up swinging. But how do you find them?

"Honestly? Through trial and error. You have to show up—to networking events, chamber mixers, online business groups. And you have to keep showing up. But most importantly? Don't be a taker. Too many people approach networking with a 'What can I get?' mindset. Flip it. Ask, 'What can I give?' That's how you build genuine relationships.

"Pick a few women you admire. Invite them to lunch—not to pitch, but to connect. Engage with them online. Recommend them when you can. Cheer them on. That's how you build your personal advisory board.

"One unexpected source of support I found? A local women's networking group called St. Pete Girl Boss. I expected it to be like most networking events—awkward, transactional, maybe even a little slimy. Instead? It's electric. The meeting kicks off with a DJ, we share wins with an MC, and the whole room yells 'That's a big f*cking deal!' We laugh, we connect, we learn. And I never would have found it if I had let fear keep me from walking through the door.

"Look, networking can feel scary. But it doesn't have to be. It's like finding a bra: you've got to try a few before you find one that fits just right. So put yourself out there. Your people are waiting."
—Shay Kent, Iconic Edge PR

16. Seek Out Mentorship from Experienced Male Allies

"When I began building my support network, I naturally expected to find guidance from other women leaders. However, that hasn't always been the case. Many of the women I've met—though certainly not all—have been more focused on advancing their own paths. I completely respect that need, but it meant I had to look elsewhere for the kind of mentorship I needed.

"Surprisingly, the most valuable advisors I've found have been older men, often nearing retirement, who have faced major life challenges and failures. Their perspective is grounded, unfiltered, and deeply generous. They're not trying to impress anyone—they genuinely want to give back. Perhaps it's a reflection of my personality or even the culture here in Central Texas, but these relationships have shaped my growth in ways I never expected."
—Candice DeRiso, Beckmann Collaborative, LLC

17. Focus on the Quality in Individuals Instead of Quantity

"Curating a personal board of directors has been a deliberate and ongoing process throughout my career that has and will continue to evolve over time. The power of building a mutually beneficial support system cannot be underestimated. As you are building your team, be intentional. Focus on quality over quantity, and invite individuals with different backgrounds and experiences. A properly curated personal advisory board provides an honest and supportive approach to your development and leadership journey. Be prepared to learn, adapt, and change. The best boards challenge you and see things in you that you may not see in yourself.

"Looking for connections from outside your industry can unlock unique insights you may never have considered. I opened myself up to listening to the voices around me and trusting what others saw in me that I didn't see in myself. A mentor once nudged me into an opportunity that changed the trajectory of my career, bringing me to where I am today."
—Maria Doughty, The Chicago Network