Breaking Barriers: Communication Strategies for Women Entrepreneurs with Ksenia Zaykova
Ksenia Zaykova
Ksenia Zaykova, founder of Node Communications and Chief Communications Officer at AngelsDeck Global Ventures, has carved out a career rooted in helping businesses—particularly those led by women—navigate the challenges of effective communication in competitive spaces. With over 12 years of experience in public relations and venture capital, Ksenia is a trusted advisor for female entrepreneurs striving to position themselves in markets often shaped by male-dominated norms.
On this episode of The Badass Women in Business podcast, Ksenia shares the lessons she has learned, the hurdles she has faced, and the strategies she employs to help others overcome barriers in the business world.
The Power of a Gender Lens in Communication
Ksenia introduces the concept of “communication with a gender lens” as a way to understand the biases that influence how women entrepreneurs are perceived and how they can communicate more effectively.
Navigating Stereotypes: Women are often judged by a double standard in professional communication. Assertiveness may be seen as “too aggressive,” while warmth and empathy may be perceived as “too soft.” Ksenia explains how these biases create unique challenges for women, particularly in leadership and fundraising roles.
Leveraging Strengths: Instead of conforming to one communication style, Ksenia encourages women to embrace their strengths and adapt their messaging for different audiences without sacrificing authenticity.
Preparing for Investor Conversations
Fundraising is a critical skill for any entrepreneur, and Ksenia offers actionable advice drawn from her years of experience working with startups and venture capitalists.
The Importance of Research: Before approaching investors, Ksenia stresses the need to understand their focus areas, portfolio, and preferred communication styles. Preparation isn’t just about knowing your numbers; it’s about aligning your message with the investor’s values.
Owning Your Success: Ksenia highlights a common pitfall for women entrepreneurs—overusing communal language like “we” to describe their accomplishments. “There’s nothing wrong with saying ‘I’ when it’s appropriate,” she advises, urging women to take ownership of their achievements during pitches.
Charisma with Calm: Investors are drawn to leaders who exude both confidence and composure. Ksenia recommends practicing a steady tone of voice, using open gestures, and presenting with clarity to build trust and connection.
Ksenia’s Journey: From Corporate to Entrepreneurial
Ksenia’s career path reflects a deliberate blend of ambition and adaptability. After studying journalism and public relations, she worked in New York City, helping companies position themselves in competitive markets. Eventually, she found her calling in venture capital communications, a role that allowed her to merge her expertise in PR with her passion for innovation.
Starting Node Communications was both a professional and personal milestone. “I reached a point where I had to choose—continue climbing the corporate ladder or create something of my own,” she shares. The decision to go independent wasn’t easy, but it was fueled by her desire to work more closely with founders and make a tangible impact.
Ksenia also speaks candidly about the challenges of entrepreneurship. “I’m opinionated when it comes to my work, but I’ve learned that flexibility is key,” she says. Meeting clients halfway and adapting strategies to fit their needs has been a valuable lesson in collaboration.
Lessons in Leadership and Resilience
For Ksenia, leadership is about more than expertise—it’s about building relationships and fostering trust. She emphasizes the importance of soft skills, particularly in male-dominated industries where women often have to work harder to prove themselves.
The Role of Relationships: Whether pitching to investors or leading a team, Ksenia believes relationships are the foundation of success. “People invest in people,” she says, underscoring the need for authenticity and mutual respect.
Balancing Confidence and Vulnerability: Ksenia’s perspective on leadership is rooted in authenticity. “Saying ‘I don’t know’ is not a weakness—it’s an opportunity to build credibility and trust,” she shares, encouraging entrepreneurs to embrace vulnerability as part of their leadership style.
Practical Takeaways for Women Entrepreneurs
For businesswomen seeking to refine their communication skills and grow their ventures, Ksenia offers two key pieces of advice:
Do Your Homework: Preparation goes beyond the numbers. Research your audience, understand their expectations, and tailor your approach to build meaningful connections.
Rehearse with Purpose: Effective communication is about practice, not perfection. Ksenia advocates for rehearsing pitches and presentations until they feel natural, ensuring you show up as your most confident and authentic self.
Ksenia’s Vision for the Future
Ksenia’s work is driven by a vision of leveling the playing field for women entrepreneurs. She aims to empower more women to take ownership of their narratives, navigate biases, and communicate with confidence in any room they enter. Her ultimate goal is to see more female-led businesses thrive, not just in securing funding but in reshaping industries.
For Ksenia, the journey isn’t just about professional growth—it’s about creating a lasting impact. “Helping founders refine their voice and tell their story isn’t just my job; it’s my passion,” she says.
