Guru advocates doing business 'the feminine way'

The image of the superwoman of the 1980s and 1990s, who could head up a multinational company while being "the perfect mother and wife", is now recognised as an unrealistic stereotype.

Stress caused by juggling life, work and family, while not fulfilling personal dreams, can often result in sickness, infertility and divorce. We may still recognise the existence of the glass ceiling, but this not what's stopping women getting to the top of the corporate ladder, according to author, entrepreneur and lifestyle guru Lynne Franks; the truth is many women prefer not to take over their boss's jobs.

"We want to create a well-balanced life by working the feminine way, where women's qualities such as connection, compassion, nurturing, multi-tasking, intuition and co-operation can be appreciated and integrated with the more traditional, linear method of doing business."

Such principles form the basis of Seed (Sustainable Enterprise and Economic Dynamics), the programme founded by Franks in 2004 to promote economic empowerment, sustainable business practices and community leadership in women.

Franks set up her own public relations firm, Lynne Franks PR, from her kitchen table in London at the age of 21. The company went on to become one of the best-known PR agencies in the world, advising multinationals and non-profit organisations.

The idea for Seed began after Franks left her PR agency in 1992 after 20 years. She became involved with women's issues and, in August 1995, she produced an event in London called What Women Want, which featured workshops and discussions on all aspects of being a woman.

With the success of this event, she saw the possibility of creating a global network where women from all backgrounds could learn from each other. It was then that The Seed Handbook: the Feminine Way to Create Business was born.

Franks inaugurated a series of Seed workshops and, in 2004, she adapted the Seed handbook into an in-depth training programme to teach entrepreneurial women how to start and sustain a business using feminine principles.

The four-month Seed enterprise programme provides women with practical tools on how to start a business combined with empowerment techniques and meditative exercises.

Entrepreneur in residence at Luton University business school, Franks believes women have a different way of judging their success than the standards that have been traditionally set in the business world.

"We women do, of course, appreciate the financial rewards of our endeavours, but that is not our priority. We are more interested in the culture and environment in which we work and the relationships we build."

The corporate culture is trying to adapt to the needs of women and some are succeeding, according to Franks. However, at present only one in 20 women are returning to their old jobs after having a baby. She says that, instead, women are developing qualities as sustainable leaders by starting their own businesses.

"Many women have low self-confidence in a traditionally male-dominated business world where the language is about survival of the fittest and focus is on spreadsheets, competition and confrontation. They often have additional life constraints such as looking after children and other family members, and therefore need flexibility of hours and location."

Franks believes there is a new way of working and living that is based on values and ethics, which she calls the "feminine principles". She believes the world has an urgent need for principles such as compassion, communicating and, most importantly, love and that by cultivating these values, we can develop the proper balance in our lives and at work.

Lifestyle guru Lynne Franks will address the concept of doing business the feminine way at Network Ireland's national conference in Galway, which is being opened by President Mary McAleese today.