What Are Women Made Of? Rita Oliveira Responds

Throughout the month of March, in line with International Women's Day, Líder intends to give stage and voice to the leaders and entrepreneurs who have been strong, but also sensitive. The challenge starts with a script of questions common to all. Definitely, in the corporate world, and despite all advances, women are not on an equal footing with men – salaries, career progression opportunities, maternity and work, expectations of results, among others. Outside the Western world bubble, there is still unequivocal discrimination, violation of human rights, and deep inequalities. Celebrating being a woman, yes. Now and always, as long as there is voice, words, and stories. Ready to “ventilate the heart”? (Marjane Satrapi knew what she was saying.)

Rita Oliveira, CEO of Shift Your Branding Agency, responds

Rita Oliveira founded Shift 25 years ago, a branding agency where she makes it her mission to create impactful brands in Portugal, and beyond, as well as promoting Portugal's identity on a global scale. Rita Oliveira highlights the strategic position of the country next to the Atlantic Ocean, as a powerful branding asset, champions the Blue Economy, and the exploitation of Portugal's maritime heritage.

What Are Great Women Made Of?

In the context of business leadership, the fundamental characteristics for female leaders do not differ substantially from those of men. First, an effective leader must demonstrate creativity and a determination to realize innovative ideas. Second, self-confidence is essential, not just to lead, but also to cultivate a diverse and inclusive team, where each member is encouraged to reach their maximum potential. This confidence serves as a foundation to inspire and influence others, ensuring that both the collective and the individual are optimized. Third, a leader needs to have the ability to make difficult decisions, often under challenging circumstances. This ability not only builds a safe environment where the team feels empowered to take risks and innovate but also allows the leader to lead with resilience and wisdom. Beyond these characteristics, other skills such as strategic vision, empathy, and persistence are equally important. However, there is a difference between women and men in rising to leadership; women have to be much more audacious to do it successfully.

How Can Vulnerability Be a Strength for Those Who Lead?

To fully understand people, it is crucial to also know their vulnerabilities. If a leader hesitates to share her own vulnerabilities, she will hardly be able to encourage her team to do the same, which jeopardizes the success of the business. Maximizing everyone's potential involves understanding their insecurities. The leader must lead by example, not fearing to expose her own doubts and fears, as this creates an environment conducive to change. Human resistance to change often stems from the unknown, which makes us more vulnerable. I advocate for a culture of trial and error. The fear of failure cannot exist, otherwise, we risk good ideas never materializing. Hiding vulnerabilities requires effort, and while we dedicate ourselves to that, we stop focusing on what we are really good at doing.

What Was Determinant in Your Personal and Professional Growth?

The determination to be the owner of my own life and the desire to achieve goals were shaped by the influence of the entrepreneurial women in my family. My grandmother, a true visionary, successfully built and managed a business manufacturing office furniture and another in fashion, with over 300 employees and international connections with Germany and Italy, all this long before the 25th of April. From an early age, I witnessed the process of ideation, creation, implementation, and management of projects, which became an intrinsic part of my life. Perhaps this family experience instigated in me the ability to naturally create and launch projects. Combining this inclination with my desire for independence, I founded my first company at 20-21 years old, while still completing my degree. This early experience further strengthened my determination to pursue my dreams and shaped my entrepreneurial vision.

What Advice Would You Give to Your Younger Self?

Honestly...? Take it easier, enjoy your youth.

What Lessons Do You Leave for Other Women?

In summary, for women who aspire to be effective leaders, it is crucial to cultivate self-confidence, find their own style of leadership, build a support network along the way, and, not least, value teamwork, promoting the sharing of ideas and successes.

How Do You Deal with Mistakes?

I deal with them very well. Perhaps because I entered the workforce very young, I had more opportunities to make mistakes without it being seen as incompetence. What bothers me is the lack of ability to learn from mistakes. Making mistakes is part of the process, as long as we do not repeat the same mistakes over and over. I believe my personal development was strongly driven by a taste for critical analysis of events: what I did, how I could have acted differently, and what didn't work out so well. This reflection is done even in moments of success. I am motivated by a constant desire to evolve.

Who Are Your References and Sources of Inspiration?

I like to learn about the stories of prominent figures at significant moments in the world, and therefore my references are quite diverse. Among women, I admire figures like Indira Gandhi, Margaret Thatcher, Queen Elizabeth II of England, Empress Sissi of Austria, and Coco Chanel. Among men, I highlight names like António Champalimaud, Winston Churchill, and Charles Darwin. In terms of contemporary managers, I admire people like Miuccia Prada, Jeff Bezos, António Horta Osório, among others.

This article was published in Lider Magazine.