Women Of The Channel 2020: Leading Fearlessly In A Time Of Crisis

The COVID-19 pandemic has called on female executives to do the one thing that many have avoided in their professional careers: get personal.

Tanaz Choudhury, president and CEO of TanChes Global Management, used to put on her red lipstick— her “warpaint”—at the beginning of every workday to ready her mindset to get business done. Now, she’s putting it on each morning for a different reason: to give her employees and customers a small sign of normalcy during a chaotic time. 

“It went from being my own tool for confidence to becoming a signature of confidence,” Choudhury said. “The way you portray yourself during a time of crisis can make a big difference to someone else. Being a woman leader in a predominantly male environment really puts the focus back on me at times like this—I truly feel like the matriarch of the organization.” 

Leading fearlessly is key to being an effective and transformational leader during the best of times. But as the COVID-19 pandemic hit this year, the phrase has taken on a whole new meaning.


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