Alison Fragale's research reveals that women aren't penalized for being assertive; rather, they face penalties for not being warm, fundamentally changing how we perceive success.
The double bind suggests women must trade-off between showing competence or being likable, but Fragale argues these qualities can coexist, enhancing status and power.
Combining assertiveness and warmth is key for women aiming for success, allowing them to establish high status and ultimately gain control over resources.
Fragale encourages women to think in interactions: 'What can I do to show up as both assertive and warm?' This approach can lead to better outcomes.
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