Women leaders in the Gulf are rewriting the rules of business, Emma Burdett, founder of WILD (Women in Leadership Deliver), said on the AB Majlis podcast.
Her insights on the show painted a picture of a region on the cusp of change in female entrepreneurship and leadership.
WILD, one of the Gulf’s largest women’s networking communities, emerged from Burdett’s personal crucible of adversity. “I created WILD in 2018 after being bullied, fired, and having a mental breakdown,” Burdett revealed. “I actually launched WILD with $300, a very first event where I actually bought croissants from Spinneys.”
From these humble beginnings, WILD has evolved into a comprehensive platform offering leadership development, coaching, mentorship, and digital programs. Its expansion into Saudi Arabia marks a significant milestone in challenging traditional business norms in the region.
Burdett’s approach to entrepreneurship blends practicality with inspiration. She advocates for building side hustles before fully committing to ventures, a strategy she employed herself.
“I built WILD as a side hustle,” she explained. “I ended up taking a job which was a third of my salary just to pay the bills, and I built WILD actually over three years.”
This method, Burdett argues, allows entrepreneurs to test ideas and “fail without lots of risk.” However, she’s candid about the sacrifices involved: “I worked every single weekend for a long, long time.”
A cornerstone of Burdett’s philosophy is the importance of visibility for women leaders.
“If you’re not visible, you are invisible,” she states, encouraging women to overcome their fear of judgment and assertively claim their space in the business world.
‘Patriarchial quietening’
However, this visibility comes at a cost, as Burdett recently experienced firsthand. Following a recent podcast appearance, she received a barrage of threatening messages that made her question her public presence. This experience led her to identify and discuss the concept of “patriarchal quietening” – a modern manifestation of historical attempts to silence outspoken women.
“When I started to research about patriarchal quietening, it was really, really interesting,” Burdett explained.
“What came up was the 1600s, the Salem Witch Trials… Any woman who spoke out against the narrative or any woman that didn’t follow suit was called Witch and Burned at the Stake.”
Drawing parallels to today’s digital age, Burdett posits, “Now of course, we aren’t burned at the stake, but my question is metaphorically are we?”
Despite these challenges, Burdett remains resolute. “I’m not going to let this make me shy away from my role and my mission to be a voice for the voiceless,” she said.
Burdett’s advice for monetizing passion projects focuses on understanding one’s unique value proposition and building a community. “People are going to buy from you when they know, like, and trust you,” she advised, highlighting the importance of establishing credibility and a loyal following before launching products or services.
As WILD continues to expand, with plans for a GCC tour on the horizon, Burdett remains committed to her mission of empowering women leaders. Her journey from a $300 investment to speaking at the United Nations in Saudi Arabia exemplifies the power of perseverance and self-belief in overcoming systemic challenges.
Yet, even with her success, Burdett is refreshingly honest about moments of self-doubt. “Even at the level that WILD’s at now, I really do sometimes feel like a fraud,” she confesses. Her strategy for overcoming these feelings involves “stacking evidence” – listing achievements to reinforce self-worth.
“We do have issues with not feeling our value, but it’s not gender-specific. Men just hide it better,” she said.
Tune in to AB Majlis every Monday
To listen to the full episode and gain a comprehensive understanding of doing business in the Gulf region, visit our RSS feed or check out AB Majlis on Spotify, Apple Podcasts, and other platforms.
Episodes are also available on:
Tune in every Monday for weekly episodes that will help you stay ahead of the curve and enrich your understanding of the Gulf region.
Subscribe to Arabian Business for more exclusive content.
Follow us on
