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- We always look at it through the lens

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of how can it be better,
does it already exist,

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let's create something she
didn't know she needed,

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and now she can't live without.

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My name is Sara Blakely

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and I am the Founder and Owner of Spanx.

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Spanx was founded off of an
invention and an innovation

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that didn't already
exist in the marketplace.

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I happen to be wearing
my very first invention

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which is the footless
pantyhose and I wear it

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under all my pants.

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The best advise I would
give a female founder

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looking to launch a female
centric company or product

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is to start with the why and
continue to lead with why

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and be very authentic in your message.

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Stay vulnerable.

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Be yourself through the process.

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At Spanx when I first started it,

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I observed how companies were
treating me as a consumer

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and I was very determined
to be one of my customers

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and to be authentically connected to them.

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The biggest hurdles for
me as a woman in business

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were also my greatest strengths

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and that was being underestimated.

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Many times in a journey being
underestimated made it harder

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for me to get the men in
the manufacturing plants

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to take my idea seriously
or to even give me a chance.

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But it was also a real
competitive advantage

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for me growing the company.

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I continue to really embrace
the being underestimated

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as a woman and I've been able to stay true

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to the feminine principles in leadership

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and throughout growing Spanx.