Women entrepreneurs are redefining what work looks like and how culture is built

Kristianna Sanders returns to consulting and finds the benefits this time around far outweigh the challenges

By Jennifer Cloer

Studies show that women are increasingly leaving the traditional workforce, citing mental wellness, lack of flexibility and the need to balance domestic roles as primary reasons. Some reports suggest that younger women, witnessing the slow progress in the fight for equal pay and inclusive workplaces, are also choosing alternative career paths from the outset. There is much evidence to support this, including the 94.3 percent increase in women-owned businesses from 2019-2023.

A community member’s story

Story Changes Culture community member Kristianna Sanders really represents this trend. She is stepping out of the traditional workplace and stepping into something that is creating more space for her own wellness and creativity. After nearly two decades in the corporate world and at agencies, Kristianna has decided to start her own consulting business to seek more balance and meaning in her professional life. 

“I’m really enjoying the ability to work with companies whose mission and vision I appreciate,” Kristianna told me. “And due to the space I’ve given myself, I’ve been able to feel creative again for the first time in a long time.”

Kristianna Sanders

Redefining daily flow

One of the most significant changes Kristianna has experienced is a shift in her daily routine. 

“I start with necessities first. I start with walking the dog, making food, meditation—things I used to have to schedule into my day. Coming out of the corporate fog, I’m having to relearn how to do this.”

Instead of constantly reacting to demands, she now organizes tasks based on necessity, time required and creative balance. This new approach has allowed her to break free from the cycle of constant reaction and find a more sustainable rhythm.

A cautionary note

One of the primary attractions of entrepreneurship for women is the promise of greater flexibility. However, Kristianna cautions against the unrealistic expectation that the flexibility of entrepreneurship allows women to do even more. 

“We need to remember not to place even more responsibilities on women who often bear so much across their homes and families.” Instead, Kristianna says she is focusing on balance and expansiveness. “I feel this, having moments where the abundance within my grasp is overwhelming and I’m full of gratitude.” 

Kristianna admits, though, that transitioning to independent work is not without its issues. 

“It is challenging, especially early on, to manage the fear and trepidation that comes with stepping outside the box. It’s a big leap, and there are a lot of unknowns.”

Also, working for yourself, especially from home, can feel isolating so maintaining a sense of community is crucial. Kristianna notes that community can be found in a new kind of networking. 

“Networking feels more like it’s about partnership at this point in my career. It feels communal and the connections are more authentic and deeper. It’s not about impressing or boasting. It's about finding partners for collaboration and growth—growth for your business and growth for you.”

“It is challenging, especially early on, to manage the fear and trepidation that comes with stepping outside the box. It’s a big leap, and there are a lot of unknowns.”

A new partnership 

Speaking of collaboration, Kristianna recently became an official Story Changes Culture partner to build out our Executive Communications service. 

We’ve brought together a variety of services we’ve been providing to clients to create what we believe is an integrated strategy for internal and external comms that supports a healthy company culture. The offering is based on a combination of our experience and independent research from a variety of psychologists and professors about how you change and/or establish healthy cultures at work.

We’ve worked with Comcast, PayPal, Dreamworks, Intel, Slalom and others on elements of this, having first partnered with their comms and HR leads when we produced the Chasing Grace Project. 

“I’m excited we’re doing this," says Kristianna. “If you are proactive about defining your rallying cry and it’s emotional and something people want to get behind, it will be easier to address and mitigate employee cultural issues as they come up, which is of course, inevitable.”

It’s about the journey, not the destination

Kristianna’s journey reflects a broader trend among women seeking more meaningful and balanced careers outside traditional structures. By embracing entrepreneurship and non-traditional workplaces, they are finding new ways to thrive professionally and personally.

Her story is a testament to the power of stepping out of one’s comfort zone and the importance of building authentic, supportive connections. As more women like Kristianna forge their own paths, they pave the way for a more flexible and inclusive future in the workforce.

Footnote: Kristianna is also a member of our popular Book Club and her favorite pick is Between Two Kingdoms, by Suleika Jaoud. “I read that book in two days!”