The problem with terms like “Girl Boss” and “SheEO”

In the world of business, titles carry significant weight. 

They represent the responsibilities, challenges, and achievements that come with leadership. Yet, when it comes to women in leadership roles, there seems to be an insidious trend of qualifying titles with gendered labels like “Girl Boss” or “SheEO.” At first glance, these terms might seem empowering or catchy, but in reality, they undermine the very accomplishments they’re meant to celebrate.

When I say I’m a CEO, I mean just that — CEO. There’s no need to tack on a prefix like “She” or “Girl.” We don’t see male CEOs being referred to as “He Boss” or “ManCEO.” So why do we feel the need to do this to ourselves? Why do we, as women, add these gendered qualifiers that subtly imply our success is something out of the ordinary, a novelty that needs to be pointed out?

Gender labels undermine the hard work

Becoming a CEO isn’t easy. It requires grit, determination, and a willingness to make tough decisions that others might shy away from. It’s about leadership, vision, and the ability to steer an organization through challenges. These qualities aren’t gender-specific. They’re the markers of any successful leader, regardless of whether they’re male or female.

Using terms like “Girl Boss” or “SheEO” suggests that being a female leader is somehow different, maybe even less valid, than being a male leader. It implies that our achievements are somehow unexpected, as if a woman in a position of power is a rare exception rather than the norm. This does a disservice to the countless women who have worked tirelessly to earn their positions at the top.

Interestingly, a 2022 Catalyst report found that only 5.1 per cent of Canadian CEOs in the Financial Post 500 were women. This stark statistic highlights the gender gap that still exists at the highest levels of leadership in Canada. When we use terms like “Girl Boss,” we may unintentionally reinforce the notion that women leaders are the exception rather than the rule, which further perpetuates this imbalance.

It’s time to drop the gender qualifiers

As women, we need to stop associating our gender with our roles as if it’s something that needs to be highlighted. We don’t need to say, “Look at me, I have a good job despite being a woman!” Instead, we should be saying, “I have this role because I’ve earned it.” 

The moment we start removing these gendered labels from our titles, we begin to normalize the idea that women in leadership aren’t an anomaly — they’re the standard. According to a Canadian Women’s Foundation survey, 73 per cent of Canadians believe that increasing the number of women in leadership positions will have a positive impact on workplace culture. This data reinforces that women in leadership roles aren’t just valuable — they’re essential to a thriving and inclusive workplace. So, let’s stop drawing unnecessary attention to our gender and focus on what really matters: our skills, our decisions, and our leadership.

Claim your title — without caveats

I’ve worked hard to become a CEO of several companies. It wasn’t handed to me. I made tough decisions, often choosing paths that were far from easy or pleasant. I’ve earned the title of CEO.

It’s time for us to claim these titles with confidence and without caveats. When you’ve earned the title of CEO, that’s all you need to say. No “She,” no “Girl.” Just CEO. Full stop.

by Jennifer Stewart

Co-founder of The Honest Talk. President and Founder of Syntax Strategic. She is one of the Ottawa Business Journal’s ‘Top Forty Under 40′, and was a finalist for Ottawa’s ‘Female Entrepreneur of the Year.’

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