Our entrenched cultural ideas associate men with leadership qualities and women with nurturing qualities and put women in a double bind,” she said. “… - Sheryl Sandberg

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Our entrenched cultural ideas associate men with leadership qualities and women with nurturing qualities and put women in a double bind,” she said. “We believe not only that women are nurturing, but that they should be nurturing above all else. When a woman does anything that signals she might not be nice first and foremost, it creates a negative impression and makes us uncomfortable.”7 If a woman is competent, she does not seem nice enough. If a woman seems really nice, she is considered more nice than competent. Since people want to hire and promote those who are both competent and nice, this creates a huge stumbling block for women. Acting in stereotypically feminine ways makes it difficult for women to reach for the same opportunities as men, but defying expectations and reaching for those opportunities leads to being judged as undeserving and selfish.