Estrella Jaramillo, co-founder of femtech platform B-wom, shares how women entrepreneurs often let themselves down with what she calls the “nice girl syndrome”. Rather than shying away from conflict or caring about being liked by everyone, women in business must put mission first, be OK with saying “no”, and prioritize time in alignment with that mission. Estrella’s company B-wom assists women in all stages of life from pre-fertility to menopause with health education, tracking tools, and personalized care. She shares advice too on how to know and understand the motivations and needs of your customers.