It's time to stop putting yourself on the back-burner, writes IMAGE business editor and new mum Leonie Corcoran. Here's how you can ditch your inner critic and put yourself forward for the career recognition you deserve.
I spend a lot of time thinking about the stories we tell ourselves. Not the polished ones we put on LinkedIn, but the ones that whisper to us at 11pm when we’re finishing a report or the ones that pipe up when an opportunity like the IMAGE PwC Businesswoman of the Year Awards lands in our inbox.
Usually, that story sounds something like: “I’m not quite there yet”, “I’m not sure this is good enough”, or “Next year, when the numbers are bigger/the team is steadier/I feel more like a ‘leader’.”
But here’s the thing I’ve learned through years of interviewing and coaching successful senior leaders, entrepreneurs and disruptors: if you wait until you feel ready, you’ll be waiting forever. Because “ready” is a moving target, and our brain is designed to keep us exactly where we are.
Hardwired to play small
As someone who geeks out on neuroscience, I find it fascinating (and a bit frustrating) that our brains are still operating on ancient software. When we think about putting ourselves forward for a major award, our amygdala – that tiny, almond-shaped part of the brain – doesn’t see “career progression” or opportunity. It sees “risk of social rejection”. This is not to be underestimated, because in the past, especially for women, staying safe meant staying fully integrated and accepted by our societal group. Social rejection was not just an embarrassment, it meant – apologies for sounding dramatic – being ostracised and almost certain death.
So it’s not surprising that the possibility of standing out still triggers a physiological “no thanks” that we mistake for lack of readiness. We sometimes call it Imposter Syndrome, but often, it’s just our biology trying to keep us safe in the shadows.
Ditching the inner critic’s script
We all have that inner critic. Mine used to be a real stickler for perfection, convinced that if I hadn’t figured it all out, I had no business leading the conversation.
But “all” is an illusion. One of the most liberating things I’ve realised is that nobody – not the CEOs, not the innovators, not the women you see on the covers of IMAGE – has it all figured out. They’ve simply decided to wholeheartedly own their mess and their success in equal measure.
Why this is your year
The world doesn’t need more “perfect” leaders; it needs authentic ones. It needs women who are willing to say, “This is what I’ve built; this is the impact I’ve made, and yes, I am proud of it.”
Applying for these awards isn’t an act of vanity. It’s an act of visibility. It’s a way of flexing the courage muscle, so that the next time a big opportunity comes your way, your brain doesn’t immediately reach for the brakes. It’s rewiring your brain and encouraging other women to do the same.
I now see visibility is a service. When we stand up to be counted, we give every other woman in the room permission to do the same. So when you look at the application for the IMAGE PwC Businesswoman of the Year Awards, don’t let your inner critic hold control of the keyboard. That voice is a survival mechanism, not a truth-teller.
A challenge
Before you close the tab on your application promising to look at it another year, I want you to do one thing: Audit the evidence. Forget the “vibes” or the “feelings” of not being enough. Look at the facts. Look at the projects you steered through the storm, the culture you’ve built, and the revenue you’ve generated. If you saw those achievements on someone else’s CV, you’d be the first to tell them to apply.
So, why not give yourself that same grace?
The “perfect time” is a myth. The “right time” is right now. I can’t wait to see your name on that list.
IMAGE PwC Businesswoman of the Year Awards 2026
Closing date for applications: Monday, March 9 at 5pm
Shortlist announced: Friday, March 27
Awards Ceremony: Friday, May 15, 2026, from 6pm until late
Where: The Main Hall, RDS
Dress Code
Black Tie
Tickets
Tickets are available now through Eventbrite below, or by emailing our events team at events@image.ie.
Each ticket includes
- Welcome drinks reception and opportunity to network with Ireland’s leaders in business
- Delicious four-course dinner including wine
- Luxurious gift bag
- Special musical performance
- Opportunity to win fantastic prizes
IMAGE Business Club members have access to one special rate ticket at €385 ex. VAT, available by emailing events@image.ie. Special rate tickets are strictly limited and available on a first-come, first-served basis. Join the club today and get your discounted ticket.
For event terms and conditions and the booking policy, please visit HERE.
For judging criteria, please visit HERE.
If you would like to pay via invoice, please email events@image.ie.
For full category criteria and to begin your application, visit our Awards Hub.
Also Read
