Women leaders don’t have to compromise likeability: Deepali Shetty

We, at Adgully, have always saluted and honoured women managers and leaders across diverse fields. W-SUITE is a special initiative from Adgully that has been turning the spotlight on some of the most remarkable women achievers in the M&E, Advertising, Marketing, PR and Communications industry. In the refurbished series, we seek to find out how women leaders have been managing their teams and work as well as how they have been navigating through the toughest and most challenging times brought about by the global pandemic.

In an exclusive interaction with Adgully, Deepali Shetty, Co-founder, Narrative, a branding & communications agency, speaks about her journey as an entrepreneur, growing diversity in leadership positions, how organisations can effectively encourage and groom women leaders, and more.

How do you think the role and scope of women leaders has widened in the current market ecosystem?

In India, the highest representation of women is in the Education sector, with 29% representation in leadership, compared to 39% representation in the workforce. In tech, information, and media, it is just 19%. But I do believe that we are entering an era, where more and more women will pave the way for growth and leadership. Statistics show that more women are now taking on CEO and managing director roles, and this trend is set to increase in the coming years. Just look around and see the number of women-led start-ups and organisations that are flourishing. These companies also belong to diverse industries, such as F&B, cosmetics, apparel, biotechnology, AI and more; proof that women are exploring new areas. These success stories are also encouraging for a new generation of women, who are stepping into the business world with hope and the confidence that they CAN achieve their dreams.

But that doesn’t mean we can all hang up our boots. To keep this streak going, we must continue championing women and building supportive workspaces so there is no dearth of opportunities. Social messaging on women empowerment also needs to keep sharing success stories and examples of women leaders, so it no longer remains a subject of debate and becomes the new normal.

As a prominent female leader in the industry, how have your experiences shaped your leadership style, and what unique strengths do you believe women bring to leadership roles?

One of the unique strengths that women often bring to leadership roles is empathy. This may sound stereotypical, but trust me when I say it goes a long way in being approachable, coaching, reinforcing confidence and connecting at a real level with a team member.

We are more adept at creating a supportive work environment, where individuals feel like they have a voice and are unafraid to express. This is not to say that all men lack empathy, only women are not afraid to express it at the workplace.

Does that make us sound less tough? Make that assumption at your own risk.

On the flip side, the balance between assertiveness and likability still remains a delicate tightrope for women leaders. While assertiveness is often seen as a positive trait in male leaders, women can be unfairly labelled as overly aggressive when displaying similar qualities. My experiences have taught me that being assertive while staying humble and genuine at the same time, you don’t have to compromise likeability!

Women leaders also bring many overlooked but very relevant qualities to the workplace – crisis management, patience, tact, effective communication and the most important – listening.

What is your mantra for maintaining a successful work-life balance in the new normal? 

The pandemic got all of us thinking about our life (and work) choices. Everyone began embracing YOLO and wanted to do things differently. The term work-life balance held new meaning. While we have been throwing the term around loosely all these years without really practising it, the pandemic made us take it seriously.

There is no ‘one-size-fits-all’ solution for ensuring work-life balance. Just working from home doesn’t necessarily mean there is work-life balance. If you are still spending more than 8 hours working, but just at home, there is no balance.

Whether in the office or at home, I find that a routine always helps create that balance. You manage your time better; you prioritise what’s important for each day and you can enjoy free time without the burden of guilt.

It’s important to keep both your employees and clients in mind while deciding on a model that works for your organisation. One that clearly tells your people that their happiness and growth is important to you and to your client, that their business is important and respected.

What are the five most effective leadership lessons that you have learned?

• Humanising leadership to connect better with your team: Empathy and strong listening skills are critical for a leader to ensure that their people believe that they care. It creates a sense of belonging and that is key to building a good culture.
• Don’t underestimate the need for a contingency plan: The pandemic brought many businesses to their knees. It's critical to create a contingency plan for bleak periods.
• Leading by example: Your default setting is that of a role model. While you may want your team to embrace a good work ethic on their own, it always helps if you led the way.
• Hiring the right people is one of the most important decisions. This may take time, but it’s worth the effort.
• Don’t get nostalgic for the old ways: Embrace change that’s good and positive. And retain the old methods that work even today.