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Interview with Danielle Fletcher

Danielle Fletcher is a co-founder of PropellHer with a background in Marketing, Consumer Psychology and Design. She has worked with big names such as Ford and Newscorp, and has volunteered for Red Kite and AMA Mentoring programs. With an undeniable passion for gender equality in the workforce, Danielle created PropellHer with the endeavour to join the network of startups in Australia providing support and solutions to female professionals. The editorial team sat down the Danielle to discuss cats, inspirational women and what drives this powerful business woman to be so successful.


What is your favourite office accessory you couldn’t live without and why?My favourite office accessory has to be little Frankie, my cat. He listens intently to everything I say, walking across my keyboard to help me out with me emails, and as long as he is fed he is always happy to stay late!Do you have any interesting habits or rituals you complete in order to lower stress levels?

Riding to work is the perfect stress reliever. I like to get to my desk by 7am so am often riding to work just as sun rises. It’s the time of the day when the world is awakening, full of promise, opportunity and possibility. It’s my 30 minutes of energising thinking time.

What’s your favourite book and why?

For inspiration at work it would have to be Seth Godin’s Tribes, and Purple Cow. For anyone who has ever sought to bring people together, Seth’s works are full of insight and light-bulb moments. For pleasure, it has to be anything by Bill Bryson. I am a passionate global traveller, having wandered across 50 countries so far and have had accompanying me the fantastic English wit of Bill.

What caused you to feel passionate about female equality in the workplace?

I have always had a strong belief in equality and justice. That everyone should have the same opportunities afforded to them, and that no one should be left behind. Having trained in organisational psychology, I worked in corporate HR teams focusing on helping companies make the most out of employees. But I knew that the real way to make impact was to support people make the most out of their careers. PropellHer gives women the chance to stop and think about themselves and their hopes for the future.

What inspired you to become an entrepreneur?

The opportunity to create something that would make a difference to the world. Being an entrepreneur can be a lonely and scary endeavour, with lots of sleepless nights and long hours. But the highs are amazing, rallying together a passionate and amazing team, reading the thanks from our members and the kindness of our supporters including our fantastic advisory board.

How did you know the time was right?

I knew I couldn’t hold back from giving this a good go when I met Naomi my cofounder. It is very rare when you meet someone who shares the same vision and is as passionate about creating change as you are and who will stand up for what you believe in.

What was the best piece of advice you were given when you were starting your own business?

The best piece of advice I got was never to expect it to go perfectly. You can plan things to the finest level of detail but life has a funny way of being unpredictable. Flexibility and adaptability are your best friends.

As a woman, do you think that people have underestimated your abilities when creating your own company? Do you think this was a benefit to you or was it difficult to overcome these stereotypes?

People definitely have their own opinions on two blondes running a tech company but most have been incredibly supportive. The great thing about this world is that we are all capable of making a difference whether that is physically doing something yourself or supporting others in bringing something to fruition.

Do you have any advice to women looking to change careers or create a start up business?

Believe in yourself and what you have to offer, and whilst it seems scary right now to take the leap and give it a go, just take one little step a day and before you know it you will have run a marathon.

INTERVIEWED AND EDITED BY CYNDALL MCINERNEY. Not sure if you should start your own business? Why not ask our range of high profile mentors how they did it through the PropellHer Q&A!


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