During her initial research, Szychowski found that many female founders struggled to talk about themselves and their accomplishments in the same way male founders do. “Men are way better about selling themselves and speaking in the ‘I’ whereas women speak in the ‘we,’” Szychowski said, noting that this became a crucial piece of how the F Project was structured. “It became a big a-ha moment: How do we shine light on female founders and support one another, in a way that women founders don’t always have to be talking about themselves?”