Top stories.

What is Brand Loyalty and Why Does Your Business Need It?

Brand loyalty is a goal for any business, large or small. But what does that mean, and how can your business achieve it?

Unlocking New Markets: How Face to Face-to-Face Sales Can Boost Customer Acquisition Rates for Small Businesses 

Small business customer acquisition rates can get a boost with face-to-face sales, responding to a market landscape that can change rapidly.

The B2B Sales Journey and How to Navigate It Successfully

B2B sales may require a different approach than B2C, but both benefit from the personal touch of face-to-face sales.

Assessing the Resilience of Your Business

We've discussed the importance of corporate resiliency - here's how you can measure and evaluate your company's level of resilience.

Corporate Resiliency: What It Is and How to Achieve It

Is your business ready for anything? The resiliency and longevity of your company may rely on the strength of strategic planning - here's why you need to be prepared.

How Direct Sales Empowers Small Businesses by Leveling the Playing Field

Level up your small business by forging partnerships that provide resources that might otherwise be out of reach, allowing your company to reach for bigger and better opportunities.

How Credico Defines Business Credibility and Why Your Business Should Have It

Business credibility is a critical invisible reputation marker that sets businesses apart and provides a firm foundation.

Connect, Don’t Sell: Credico’s Guide to Face-to-Face Sales

When businesses establish a connection with their customers, the byproduct is a sale and their brand thrives.

Tips for Staying Motivated in Q3 and Q4

Stay motivated through the end of the year with these four useful reminders.

The True Value of Maintaining Good Relationships in Business

Positive business relationships can close deals faster and be financially rewarding - here's what it takes to keep your partnerships strong.

Three Reasons to Consider Direct Sales for Consistent Sales Growth

Maintain your competitive edge by outsourcing your sales to a specialized team that can focus on steady sales generation while customizing their approach to your unique business needs.

Boost Sales with These Five Effective Selling Tactics

Develop and nurture your team's genuine love for selling with the appropriate tools and techniques, and you'll see the results in both sales and the happiness of your sales staff.

Why Credico Advocates Investing in Face-to-Face Marketing Channels

When looking to generate revenue while simultaneously focusing on ROI, face-to-face marketing shines.

Five Ways to Enrich Your Customer Experience and Brand

The best way to keep a customer is to truly connect with them beyond just making a sale - customer experience makes a difference to all of us!

Achieving Success Through Leadership: Seven Essential Management Skills

These seven skills are fundamental for achieving success, building strong relationships, and fostering a positive and productive work environment.

How to Determine the Best Marketing Strategy for Your Business

Owning your own business means marketing your own business! Learn the basics and choose where your efforts would be focused best.

Outsourced Sales and Why it’s a Strategic Business Move

Outsourced sales is a great way to expand your sales and grow your business - find out why almost a third of UK businesses expect to outsource more in 2023 and beyond.

Unleash the Power of Innovation and Elevate Your Customer Acquisition Skills

People buy from people, not brands, and it's the people with a strategic plan who are the most successful in acquiring new customers.

Five Myths About Direct Marketing Debunked 

These myths are disappointingly common, but untrue. Not only that, they may be limiting your brand and profits! Here's why they need to be debunked.

Is AI the Catalyst to Strengthening Human Connection?

A thoughtful balance of connection and technology may be the way forward when introducing tools such as AI into our businesses.

How to Motivate Your Team, Generate Sales, and Achieve Success

Motivate your team and they'll know you have their backs. A supported team is a productive team, and in sales, that means growth and success.

A Guide to Creating Your Company’s Core Values

Your core values drive business decisions, set the tone for interactions with employees and customers alike, and build a foundation for long-term success.

Reasons Why You’re NOT Retaining Clients – and How to Fix It

Are your customers ghosting you? Read on to learn what might be wrong and how Credico can help you fix it.

Unlocking Innovation: How Your Employees Hold the Key to Business Growth

New perspectives drive innovation, and you've got a wealth of viewpoints right in your own office.

Discover the 7 Most Effective Field Marketing Strategies for Your Business

These field marketing strategies will help your business achieve your marketing goals while building brand awareness and improving customer relationships.

The Neuroscience of Motivation: How Rewards Activate the Brain and Drive Performance

Keep your business at the peak of excellence by finding out what really motivates your team so you can reward and recognize them for the incredible work they do.

Five Ways In-Person Sales Can Help Businesses Grow

A human connection is made when meeting customers face to face, leading to increased brand loyalty, brand equity, and amazing word-of-mouth.

The Secret to Building Lasting Customer Relationships with Credico’s Technology-Driven Solutions

Our commitment to staying one step ahead of the competition means you get nothing but the best when it comes to technology-driven solutions for building lasting customer relationships.

Tips for Building a Strong Company Culture: What to Do

Promoting a strong company culture impacts your bottom line! Businesses that prioritize employee satisfaction and appreciation ensure success and growth.

Tips for Building a Strong Company Culture: What to Avoid

A poor reputation can deter top talent, so a strong company culture is a must. Here's what every business should work to avoid.

Building a Healthy Workplace Culture

You've hired an amazingly talented team, now keep them on board by fostering a healthy workplace culture where they can thrive.

MSMEs: Contributors of our Future

Micro-, small and medium-sized enterprises (MSMEs) have a tremendous impact on the global economy, and today's the day we recognize that entrepreneurial spirit.

Delivering Stand-Out Customer Service

Outsourcing can provide the expertise you need to adopt and implement a truly customer-focused culture, ensuring your customers keep coming back for more.

Why the Omnichannel Sales Approach Works: What You Need to Know

Are you creating a consistent brand experience for your customers? An omnichannel sales approach reinforces your message everywhere your customers see your brand.

Understanding the Channels in an Omnichannel Marketing Strategy

An omnichannel marketing strategy helps create a satisfying shopping experience and establishes a consistent interaction between your customers and your brand.

Innovative Sales Techniques: What to Look for in a Sales Agency

Stay competitive in today's sales market by leveraging the innovative sales techniques provided by expert outsourced talent.

Unlock the Power of Content Creation for B2B Growth

What's your plan for drawing in new clients while demonstrating your expertise? Content creation, particularly video, gets the job done.

Outsourcing Face-to-Face Sales is a Win-Win in Business

Maximize your time and strengths by augmenting your workforce with the specialized expertise offered by outsourcing.

What It Takes to Succeed in the B2B Market 

Credico's decades of proven performance are exemplars of our expertise in B2B sales. We're ready to help your business thrive.

How to Increase Customer Retention By 10% With Credico’s Proven Solutions

Customer retention is easier, cheaper, and more profitable than acquiring new customers, and Credico hits the mark others miss.

How Credico Achieves Amazing Results for Our Clients 

Our expertise makes it all look easy - let us help you achieve the amazing results your business is looking for.

Strategic Sales Outsourcing: How to Choose the Right Agency for Your Fortune 500 Brand

Outsourcing can help improve efficiency for your business, but it requires careful consideration and research to select the right agency that can truly align with your company's needs and values.

Product Demonstrations Are Good for Business

A successful program featuring knowledgeable brand ambassadors engages customers directly with your products and encourages increased sales.

Sales Technology as a Way to Boost B2B Sales

Keeping track of the kind of long-tail nurturing necessary in B2B sales can be daunting, but you can set up your teams for success with a little boost from tech.

Understanding the Unique Customer Acquisition Needs of Your Business

Discover a customer acquisition approach that works for your business's unique goals and objectives while exploring the potential benefits of such an effort.

Five Ways Outsourcing Can Help You Scale Customer Acquisition Effectively

For any company looking for results in a flexible, scalable way, outsourcing can be a great option with the right partner on your side.

Mental Health Month Helps Us Remember It’s Okay to Not be Okay

We all want to put a positive spin on things, but we're human, not robots. This Mental Health Month, let’s support each other and make it okay to reach out and seek help whenever we need it.

Understanding the Needs of Loyal In-Store Shoppers 

In-store shoppers aren't so different from those who shop online, but your opportunities to connect with them are.

How Diversity Impacts Sales (And Your Bottom Line)

The data proves it: diversified teams generate increased revenue for their businesses. Diversity and inclusivity can demonstrably impact your bottom line!

National Small Business Week: Celebrating the Entrepreneurial Spirit

For the first week of May each year, we celebrate Small Business Week in recognition of the ingenuity, drive, and spirit that small businesses contribute to the economy and their communities.

The Key to Unlocking Growth in Business

A consultative approach to selling is more than one weird trick - it's an entire keyring that unlocks a world of potential.

Long-Term Customer Loyalty as a Marketing Strategy

These statistics demonstrate why every business should adopt a strategy to establish and maintain customer loyalty.

Need-to-Know Trends Changing the Future of Sales 

These four trends aren't just the latest fad to try with your team, they're topics that are already having an impact on your bottom line.

How to Hack Your Productivity Through Rest

Though it may seem counterintuitive, resting is essential for peak performance. It doesn't take much, and you'll be even more productive afterward.

Why Fortune 500 Brands Choose Credico

Learn more about Credico's experience and expertise, and why Fortune 500 brands choose us to improve their customer acquisition rates.

How to Hit it Off with Prospective Clients Every Time, for Every Sale

Studies show that customers who are emotionally connected are more valuable to a business than those who are merely satisfied. Here's how you can make that connection.

Maximize Sales Performance in 4 Steps

Whether you're experiencing a competitive or slow market, reflecting on and analyzing your current sales data can help maximize future performance.

A Great Customer Experience Leads to Client Retention and Increased Revenue

Creating an excellent customer experience is the reason we’re in business, and we can help raise your brand’s profile, too.

Why Direct Sales is Still Relevant in the Age of Digital Technology

As customer interactions become increasingly automated, something is missing from their experience with your business. If you're missing out on personal interactions, direct sales can bring it back.

The Challenge of Making the Right Decisions for Your Business

Our decades of experience can help make your decision-making process a breeze - let us help you find the right decisions for your business.

Going Beyond Screens: Why Connecting with Customers on a Human Level is More Important than Ever

Stand out from the crowd by making meaningful connections with your customers with a face-to-face approach.

More Sunshine Please: How Permanent Daylight Saving Time May Impact Business

Springing forward and falling back every year may not be great for business. Here's how permanently sticking with daylight saving time may help.

Customer Trust and How to Get It (Through Face-to-Face Marketing)

The friendly humanity of face-to-face marketing goes a long way toward establishing the trust your customers deserve.

Maximize the Success of a Sales Team with These Best Practices

Get the most from your sales team with the expertise and adaptability offered by outsourcing.

Human vs. Artificial: Which Intelligence Do Customers Prefer?

When it comes to engaging with your customers, efficiency can be enhanced with AI while retaining a human-centered approach.

International Women’s Day 2023: Embracing Equity

We will #EmbraceEquity at Credico for International Women's Day and every day of the year!

Why Companies Seeking Growth Should Embrace Direct Sales

Welcoming direct sales into your company strategy adds a personal touch to your brand image. As part of a multi-channel strategy, it's unstoppable.

Celebrating Women and HERstory

The first of March marks the beginning of Women's History Month, and Credico is proud to recognize and thank the women who have contributed to our decades of success.

How Organizations Can Shift Mindsets, Drive Strategy, and Win New Business

Companies that encourage experimentation and take calculated risks are known for innovation and success. Help your team understand the "why" behind your efforts!

How to Measure the Success of Your Outsourced Sales Effort

Effective measurement allows your business to improve decision-making while optimizing and adapting your most effective strategy for future success.

Eight Ways to Get Noticed by Your Customers

These eight approaches can help your startup or small business become more visible in the marketplace. Choose one, or try them all!

Identifying the Qualities of a Top-Notch Outsourced Sales Team

Do you know what to look for when selecting the best of the best for your outsourced sales team? Find your ideal match outside the box.

Is Telemarketing Still Relevant?

Adding a telemarketing campaign to your multi-channel business marketing campaign can build trust, reinforce customer loyalty, and increase repeat sales.

Outsourced Sales vs In-House Sales: A Cost-Benefit Analysis

Whether you're still exploring options or have already decided to outsource, our experience lends these tips and best practices for success.

Are You Guilty of the 7 Deadly Sales Sins?

Our experience has shown us the areas where our clients often struggle, and our expertise allows us to help you overcome these pain points.

Honoring Black History

We recognize the illustrious achievers, doers, and dreamers during Black History Month and every month.

Credico’s Word for 2023: Simplify

A month into the new year, we're committed to streamlining our processes and allowing our people to shine for the rest of 2023 and beyond.

Sales Psychology 101: Empowering Sales Teams for Success

Focusing your sales process on the customer and their needs takes understanding, empathy, and a little bit of psychology.

Five Sales Trends You Need to Know in 2023

Are you ready for 2023? We're ready to help you scale your customer base with an eye toward leveraging these five trends.

Credico’s Commitment to Staying Ahead of the Digital Curve

We are prepared with the latest and greatest in sales technology and supporting solutions, anticipating trends and staying ahead of the game.

Choosing to Partner with Credico – All You Need to Know

Find out why Credico is a fantastic outsourced sales and marketing partner for your business, growing your customer base by simplifying sales efforts.

Credico Looks Forward Into 2023

2022 has been an incredible year of growth and new opportunities, and we are excited to see our endeavors develop and thrive in 2023.

Underrated Skills: Keep Your Sales Force Thriving

Are you encouraging your team to continue their personal development? Staying in practice with these soft skills makes all the difference.

Use Trust as a Currency to Secure More Customer Contracts

Becoming a trusted advisor who brings value is essential to successful sales, developing repeat business and long-term customers.

Becoming a Conscious Consumer and Making More Mindful Purchases

Meeting your most engaged customers where they are can lead to more meaningful, long-term relationships by giving them options they'll prefer.

Giving Thanks is Good Business Strategy

Gratitude, appreciation, sincerity, and even a simple "thank you" all help create a healthy work culture at all levels of business.

Credico Discusses Growth in the UK Convenience Market

Looking beyond our own areas of expertise is part of how Credico thrives, generating new ideas from areas usually considered outside our sphere.

Outbound Marketing Plays Significant Role in Business Growth

Planning ahead and follow-up are just as important as filling your funnel - are you generating quality leads, or just numbers? Good outbound marketing can pinpoint your ideal customer.

Five Ways Your Marketing Campaigns Are Failing

Have you been iterating on your campaigns with limited success? Here, we review five potential marketing pitfalls that may be holding you back.

Creating an Attractive Work Culture: 3 Areas to Improve

Research shows a distinct corporate culture is vital to a business's success - how does yours stack up? Credico UK shares their top tips for trust.

Strengthening Strategic Partnerships Effectively, Successfully, and Harmoniously

Read more about the four key principles that are the foundation of any strategic partnership.

Credico UK Upgrades Diversity and Inclusion Policy

As part of its commitment to equitable diversity and inclusivity, Credico conducts regular reviews of these crucial policies and initiatives. There's always room to grow and improve.

How to Prepare for Growth in 2023

Is your team ready to grow? Be prepared for 2023 by re-examining your priorities and market positioning, then evaluate your best options for growth in the new year.

Achieving Rapid Growth Through Outsourced Sales

When you need to ramp up your sales quickly or expand into a new market, calling in a team of experts just makes sense.

Five Misconceptions About Outsourcing

Outsourcing your sales efforts can offer a great deal of benefit, saving your business both money and time. Don't let misconceptions stand in the way of your success!

Six Must-Have Skills to Succeed at Customer Acquisition

Is your sales team armed with these six crucial skills? It all comes down to understanding people - read on to get the breakdown.

Building High-Performance Sales Teams

Nimble, diverse, agile teams are set up for success. Here's how you can build your next amazing team!

Humanizing Sales and Marketing is the Key to Growth

By focusing on a personal connection to your customers, you can inspire greater brand loyalty, encourage more sales, and keep those customers longer.

The Importance of Understanding Customer Buying Psychology

A little psychology applied to your sales strategy can help you better understand and connect with your customers.

How to Master B2B Sales

B2B sales connects you with people, just as in B2C. Build rapport, be creative and flexible, and success will follow.

Three Common Mistakes to Avoid When Expanding Into a New Market

Are you really ready to grow? A new market means new challenges and a new strategy, but any expansion can find success with the right planning and partnerships.

Outsourced Direct Sales at All-Time High, According to Credico

Outsourcing to a local team of experts can give your business an immediate advantage in experience, enthusiasm, and agility.

No Shirt, No Shoes, No Problem: Happy National Work from Home Day

Studies suggest that people who work from home are happier, less stressed, more productive, and have a better work-life balance. Keep up the good work - from home!

The Rise of the Subscription Economy

Convenience and recurring revenue are just two of the benefits of a subscription-based business model.

Celebrating Small Businesses and Their Global Impact

Micro-, Small and Medium-Sized Enterprises make up 90% of all businesses worldwide, for which they certainly deserve recognition. Join us in celebrating entrepreneurship!

PowerLearn: Empowered by Knowledge

Credico's proprietary training and education platform was developed to onboard new team members quickly while preserving institutional knowledge and best practices.

Credico’s International Tips for Battling Zoom Fatigue

Feeling a bit blurry with too much screen time? Credico leaders from South Africa and the United Kingdom have some great suggestions and reminders to help keep you focused and healthy.

How to Ensure You’re Effectively Targeting the Right Audience

In order to expand outward, it's best to look inward for what makes your business unique.

Improving Your Sales System in Five Steps

Get ready to grow with a plan that will develop a cycle of ongoing business and leads.

How to Get Stronger Results from Your Sales Team

When you're ready to grow your sales, here's how to invest in the best of the best.iz

Building Business Relationships (And How it Can Lead to More Sales)

Creating trusting relationships with new prospects can lead to increased sales and retention.

Nine Team Building Trends Your Team Won’t Want to Miss

Every workplace is different, but the need for your team to BE a team is universal. Balance work and play with one (or more) of our recommended activities!

Five Sustainability Tips to Help You Celebrate Earth Day

Whether you're in the office or working remotely, you and your company can take positive action this Earth Day.

Are Your Sales Targets Aligned with Your Market Positioning?

Businesses benefit when your marketing matches your sales strategy. Are you taking advantage of the coordinated power of combined goals?

How Credico Maintains Great Culture and Employee Morale

Happy people are more productive, innovative, and engaged, bringing all their talents to their workday no matter where they're working from.

Why First Impressions Count in Sales and Marketing

Representing your business by putting your best face forward, consistently across all channels, makes a difference in attracting new customers. Get that first impression right with enthusiasm, empathy, and engagement.

Lead Generation Vs Lead Nurturing: Is One More Important Than the Other?

Obtaining customers is key to any business, but keeping those customers can be crucial as well. Which are you prioritizing, and why? Let's look at the numbers.

5 Metrics to Measure Your Sales and Marketing ROI

Measurement and analysis both before and after execution ensure that your efforts remain effective in reaching your goals.

When is Outsourcing the Right Decision?

Whether you're looking to scale up into a new market or seeking to fill a knowledge gap, outsourcing can help your business adapt quickly to ever-changing needs.

Sale or No Sale? Understanding Your Customers’ Decision-Making Process

Meeting a customer's needs and addressing their concerns leads to happier customers and clients alike.

Why Do Fortune 500 Companies Choose to Hire an Inbound Sales Agency?

Convert sales and increase lifetime value by leveraging the knowledge and insight our experience provides.

How an SEO Consultant Can Help Your Company Increase Sales

Some of the best business decisions involve calling in the experts to fill your company's specific needs.

Telemarketing vs Telesales in Your Business Growth Strategy

Are you focused more on making sales now or building leads for the future? Telesales and telemarketing teams help you reach different business goals.

Credico Explores Top Organizational Trends for 2022

What makes the difference in building a company and a team that thrives? It's the people.

How to Write a High-Performing Blog Post

Sharing information about your business's areas of expertise is a great way to garner attention - and sales!

Should Your Company Consider a Retail Marketing Strategy?

Get in front of your customers AND ahead of the competition with retail marketing.

How to Do Event Marketing Right in 2022

A true connection is all about meeting people where they are, and event marketing does just that - literally! Here's how to implement this particular aspect of your omnichannel strategy.

Scale Your Business with Outsourcing in 2022

When you're ready to grow your business and are looking for a plug-and-play team that's ready to apply their expertise to your growth, outsourcing is the way to go.

Credico’s Tips on Managing a Remote Team

Whether you think remote work is better or worse than being in the office, it's definitely different. These tips will help ensure you've got the right processes in place to navigate those differences.

Credico UK Enforces Steps for Increased Inclusion and Diversity

Consistent behaviours, leading by example, ongoing education, and open transparency are just some of the principles we are dedicated to continue to grow and encourage, both within Credico and alongside our partners, clients, and friends.

Top Customer Experience Trends for 2022

Consumers have more choices than ever before, and creating a positive customer experience is crucial to the success of your business. Happy customers become loyal consumers, who will buy more and, in turn, boost revenue.

Can You Afford to Ignore an Omnichannel Strategy?

Today's consumers need an average of 10.4 touchpoints across multiple channels before they make a purchase. Omnichannel marketing is no longer a luxury for global corporations but rather essential for businesses of all sizes.

Could Direct Marketing Solve Your Marketing Challenges?

Is Your Brand’s CX Strategy Driving Brand Loyalty?

Credico looks at how businesses can keep their customers happy and offers advice on how to increase brand loyalty.

In-Person Shopping Preferred Over Online Despite COVID-19 Pandemic

Observing strong signs that consumers remain confident with in-person shopping despite COVID-19 concerns, we anticipate this preference to continue into 2022.

Credico UK Sees Increased Demand for Services Post-Lockdown

The face of business is changing, and we're seeing an increase in businesses looking to partner with us to outsource their sales.

Canadian Tire Corporation and Credico: A Longstanding Partnership in Teamwork and Collaboration

Looking back on our 30-year history with our oldest client, Canadian Tire, we also look ahead to ongoing growth, consistent quality, and continued success.

Is Your Business Missing Out on the Benefits of a Face-to-Face Sales Channel?

Customer loyalty and genuine human connections are just some of the benefits; learn why businesses should invest in face-to-face sales.

Benefits of Outsourced Sales in the Post-COVID Business Environment

Outsourced sales could be the lifeline many British companies need to bounce back and grow as the country moves towards normality in the business world.

Credico Shares Five Key Business Benefits of Video Conferencing

Is your business capping your remote team's potential? Credico reveals how its teams stayed connected during the pandemic.

Why Your Company Needs to Implement a Customer Experience Strategy

Is your company missing out on profits by underestimating the impact of a great customer experience?

Credico Pleased Direct Marketing Displays Resilience in Challenging Times

Businesses worldwide are streamlining processes, reducing overheads, and guaranteeing ROI by outsourcing to Credico's resilient sales teams.

Credico (USA) LLC Named a Great Place to Work-Certified Company

Credico’s employees say it is a great place to work!

Credico Pledges to Nurture Inclusion and Diversity in the Workplace by Partnering with okusoka + co

We share key learnings as we enhance our Diversity and Inclusion policies to inspire more organizations to challenge outdated practices.

Three Reasons You Need to Outsource Your Sales and Marketing

Businesses of all sizes can benefit from calling in some expert help - these survey results show the proof.

Why Should Businesses Use a Third-Party Sales Company?

As we discover a new normal, businesses that are most receptive to change will be the ones to flourish. Can outsourcing help you adapt and thrive?

Companies Still Need to Focus on Face-to-Face Sales in the Digital Age

We offer three tips for making the most of every personal interaction, delivering impact, connection, and consumer loyalty.

In-Store Demos Can Boost Sales by 475 Percent

The results are in: a human connection provided by in-store demonstrations can grow your sales more than fourfold while providing valuable consumer insights.

Credico Reviews New Data Surrounding Customer Experience

Recent research confirms what we've always upheld to be true: providing an excellent customer experience can make all the difference.

Credico UK Explains How Outsourced Marketing Improves ROI

Our established process adapts to the needs of your business, and our extensive network delivers results.

Does Door-to-Door Canvassing Work in Generating Leads?

As the past year has demonstrated, there's just no substitute for human interaction. Safe, in-person outreach can make all the difference in customer satisfaction.

What to Look for with an Outsourced Sales Team

Leveraging an outsourced sales team could be the key to achieving your growth and revenue goals.

How Social Media Can Enhance Your Other Marketing Channels

Social media marketing is a valuable key to reaching increasingly-valuable consumer groups.

Why You Should Embrace Direct Sales

Partnering in tandem with your ongoing initiatives, Credico's direct sales solutions can help transform your business with custom solutions.

Credico South Africa Talks Strategy in the Drakensberg Mountain Range

Credico South Africa, a global leader in intelligent customer acquisition, has revealed details of their recent strategy business excursion.

Credico (USA) LLC Commits to Staying One Step Ahead of the Digital Revolution

Staying ahead of the digital curve, Credico (USA) LLC invests in technology that will improve its internal processes and the services it offers clients.

Credico (USA) LLC Champions Women in Leadership Roles

Credico keeps in stride with the movement to diversify the workplace by taking action – starting with women in the workplace and, further, in leadership.