Middle-aged women don’t need to be invisible
A couple years ago, I was in Rome with an old friend. The last time we’d visited Italy together was when we were studying abroad in 1998.
Back then, we were constantly harassed by men — cat-called on the street and groped on buses. I didn’t love it.
But this trip to Italy was different. We were completely ignored. Nary a glance. My friend felt it too.
I didn’t love that either.
Cute but invisible
We felt in-vis-i-ble.
We kept saying to each other, “But we’re CUTE!”
It was wild how being ignored didn’t feel any better than getting what we thought was too much attention in our 20s.
It just doesn’t feel good to not be seen.
Feeling cute in Rome in my 40s
Too good to be invisible
Social scientists call this “invisible woman syndrome.” It’s the moment when women hit their 40s and 50s and suddenly find themselves overlooked in meetings, ignored by advertisers, and passed over for opportunities.
The cruel irony is that this invisibility strikes precisely when women are at their professional peak.
Research shows women over 45 often report feeling “erased” despite having more extensive networks, greater confidence, deeper expertise, and a clearer understanding of their strengths.
So the moment society tries to fade women out is exactly when they have the most to offer.
Impossible to ignore
I’m dedicated to creating brands and websites that make women impossible to ignore.
Not by making you seem “younger” or “trendier” or whatever the algorithm favors this week. We don’t all need to be making cute videos or lip syncing to memes.
I’m here to capture what makes you extraordinary:
→ The depth of expertise that can only come with decades of practice
→ The confidence to speak with authority
→ The clarity that comes from knowing exactly who you are and what you offer
I don’t just build websites. I build platforms for visibility that say: “Here I am, in my full power. See me.”
Goodies Just For You
WHAT I’M THINKING ABOUT: This sharp, powerful and chilling substack connecting the dots between the unfathomable rape of Madame Pelicot, the Epstein files, and the real stakes of gender inequality. Hint: it may have to do with a word that starts with a P. Thanks to Nic Frick for sharing it with me.
WHAT I’M BAKING: California is having a weird heat wave (it was almost 90 degrees this week!) and I just bought some really delicious blueberries at Trader Joe’s. So even though it’s only March, I’m feeling like it might be time for one of my favorite summertime treats: Alison Roman’s Blueberry Cornmeal Tart.
WHO I’M ADMIRING: Natasha Golinsky. Where to start with Natasha?! She’s the CEO of On Purpose Projects, a full-stack web development agency. For the last 10+ years, she's run that agency as a 100% virtual contractor team across multiple countries — with near-zero turnover — while working part-time as a single parent and paying herself a six-figure income. Badass.
Then she was diagnosed with aggressive breast cancer last year and had to remove herself entirely from the business for a period of time. And fast. She says that when she returned to work full time a few months later, her people said to her: “Everything is fine, I don't need you here anymore.”
If you want to know how to build a team so strong it can run your business without you, Natasha has a new program for you: The Virtual Team Freedom Framework. No cancer crisis required. The cohort is limited to 10 women and it starts April 7.
WHAT I’M THINKING ABOUT: This sharp, powerful and chilling substack connecting the dots between the unfathomable rape of Madame Pelicot, the Epstein files, and the real stakes of gender inequality. Hint: it may have to do with a word that starts with a P. Thanks to Nic Frick for sharing it with me.
WHAT I’M BAKING: California is having a weird heat wave (it was almost 90 degrees this week!) and I just bought some really delicious blueberries at Trader Joe’s. So even though it’s only March, I’m feeling like it might be time for one of my favorite summertime treats: Alison Roman’s Blueberry Cornmeal Tart.
WHO I’M ADMIRING: Natasha Golinsky. Where to start with Natasha?! She’s the CEO of On Purpose Projects, a full-stack web development agency. For the last 10+ years, she's run that agency as a 100% virtual contractor team across multiple countries — with near-zero turnover — while working part-time as a single parent and paying herself a six-figure income. Badass.
Then she was diagnosed with aggressive breast cancer last year and had to remove herself entirely from the business for a period of time. And fast. She says that when she returned to work full time a few months later, her people said to her: “Everything is fine, I don't need you here anymore.”
If you want to know how to build a team so strong it can run your business without you, Natasha has a new program for you: The Virtual Team Freedom Framework. No cancer crisis required. The cohort is limited to 10 women and it starts April 7.
