As president of The Entrust Group, Lisa Moren Bromma has valuable insight into the roles women play in the marketplace. Women may not be wrong in feeling discouraged about entering into what has always been classified as a man’s game based on the salary gap between men and women—women make 76 cents for every dollar men make, according to the U.S. Census Bureau—but as more and more women fight gender discrimination, they are starting to see that their efforts are not in vain.
Because of her personal life experiences, Moren Bromma has a good idea of what it takes to start off on the right foot in business, despite the fact that the cards haven’t always been in her favor. For business owners just starting out, she said she suggests getting letters of reference. She also said women should work with their sphere of influence and network within their local marketplaces to gain contacts they trust and can do business with. Developing that level of trust, and gaining trust with other people, she said, is one of the biggest hurdles women face in business.
Moren Bromma has experienced the difficulties of doing projects on her own. In her books and lectures, she strongly suggests that women create a roadmap for success. Goal setting is one of the most important steps to creating a solid business plan, she said.