Jenno Co.

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Jenno Co.

About: We specialize in content strategy, creation and distribution for passionate companies in technology and life science.

Top female executive: Jennifer Oladipo, Owner

What does it mean to you to be a woman-owned business?

To be honest, it’s not a label I spend much time thinking about, though I know many women are asking themselves this question. At this point, we have plenty of data now on financial performance, investor ROI, economic impact, and other positive metrics for women-owned and run businesses.

So, I’m interested in the next phase of the discourse, and spaces where women business owners are gathering or amplified not to focus on how we operate differently, but to have that be an understood value that organically informs society’s discussions of how to do business better. Think about how companies bring in athletes as keynote speakers—everyone understands how their unique experiences yield valuable business lessons. Now, let’s see that for women.

What challenges have you faced as a women-owned business?

We help companies in the technology and life science industries communicate and connect with their business customers, so the vast majority of our clients are men. I go to the conferences my clients go to, and these are dominated by men. So, most of my challenges in the first few years were a matter of me getting comfortable showing up in spaces where it’s not obvious that I am welcome or belong.

I’ve just chosen to lean into my enthusiasm. These people are usually doing amazing things or meeting critical needs, so when we get down to businesses it’s about mutual excitement to make an exciting change in the world. Geekery really has no gender.

And, here’s one little thing: When I know I’ll be standing a lot and mostly talking with men, I’ve learned to wear my tallest heels. That way I won’t spend all day with my neck craned looking up at people. It’s amazing the difference an extra few inches can make.

How do you support women in your business and community?

Something else I hadn’t thought about! But I always appreciate an opportunity to share what I know with women who are where I was maybe five or six years ago. So has looked like creating marketing workshops for the local CommunityWorks Women’s Business Center, which are accessible to people at any income level. Or I once used an invitation from a women-focused to discuss women’s reluctance to name their price after finding that multiple women I wanted to do business with only stumbled when we came to that part of the conversation.

However, the less visible efforts are probably more impactful. It’s about making connections between people, advocating for a woman when she’s not in the room, and passing along business I know I could take, but would be perfect for another small business owner.

What recent accomplishments are you most proud of?

It’s something small. I’ve spent my whole career focused on other people’s stories. It’s a wonderful way to live. But this year, as I’ve been in business growth mode, I’ve been coming out from behind the curtain. This is not my most comfortable place to be, but I’ve discovered what it means for other people.

For instance, I was the lone woman invited to speak on a panel, on a topic where you rarely see women’s voices amplified, and women came to me afterward to say how glad they were to see me up on the stage. Some of what they appreciated about a woman’s presence was unspoken, but I heard them loud and clear.

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