At a women’s entrepreneurship program I attended recently, a lady made a statement that stopped the room:
“Investors are giving money to people who can talk their way through, not necessarily those who can do the work.”
There was a moment of silence. Then nods. Then murmurs of agreement. Because the reality is, many women are quietly building great businesses—serving customers, managing teams, creating impact—but they are often overlooked in rooms where funding decisions are made.
The Tale of Two Entrepreneurs
Let me share a quick story.
Two women launched nearly identical food processing businesses in Ghana.
- One spent her time refining her packaging, improving product quality, and growing a small but loyal customer base.
- The other woman focused more on pitching. She attended events, practiced her storytelling, mastered her investor deck, and appeared on podcasts.
In the end, guess who raised the most money?
Not the better product—but the better presenter.
While the second woman may or may not deliver in the long term, she understood this critical truth:
In the world of entrepreneurship, success isn’t just about what you do. It’s also about how well you communicate what you do.
Why Investors Fund “Talkers”
Investors are not always funding empty talk—they’re funding potential, vision, and scalability. But in doing so, they often favor:
- Charismatic founders who can sell a dream,
- Confident storytellers who simplify complex ideas,
- People who “look” investable based on social proof and media presence.
And that can be frustrating for true builders who feel they are being left behind.
What the Data Says
Here’s where it gets serious:
- Only 2% of venture capital globally goes to women-led startups.
(Source: Harvard Business Review, 2022) - In Africa, less than 7% of funding in 2023 went to startups with at least one female founder.
(Source: Briter Bridges) - And yet, research shows that women-led startups deliver 63% better ROI than those led by men.
(Source: Boston Consulting Group, 2018)
This means women are doing the work—but the funding pipeline is not flowing their way.
The Way Forward: Be a Doer and a Talker
If you’re a woman in business who’s focused on “just doing the work,” here’s what you must know:
Doing the work is essential—but it’s not enough.
You must learn to communicate your value clearly—to customers, to investors, to partners, and to the public.
Telling your story is not showing off—it’s strategy.
If you don’t tell your story, someone else with less impact might tell theirs louder—and win the opportunities meant for you.
You don’t have to be perfect.
You just need to practice sharing:
- What problem you solve,
- Who you serve,
- The impact you’ve created,
- And where you’re going.
Final Thoughts
There’s no need to choose between being a “talker” or a “doer.” The most powerful entrepreneurs are both.
To the quiet builders reading this:
Your story matters. Your impact deserves visibility. And your voice belongs in every room where decisions are made.
At Just4WomenAfrica, we’re committed to helping you show up, speak up, and secure the resources you need to thrive.
Let’s not just do the work.
Let’s also own the spotlight.
