In this special episode of Women's Business, I speak to Leila Ainge, my brilliant co-conspirator in our recent research project 'Good Girl Economics: The Price of Playing Nice.' This conversation is a review of our research: why do it, why now, the trends we discovered, and what we've both learned and will be implementing off the back of this research - particularly around pricing and perception. Join us as we uncover why women find it challenging to discuss profit, the impact of internalised misogyny, and how we can shift our mindset to embrace sustainable success. Leila's background in psychology enriches our conversation, making this a must-listen for women navigating their entrepreneurial journeys.