Be yourself and trust your intuition. You will always be your most effective if you work to your strengths. This is particularly important in male-dominated industries such as IT. Many women feel like they need to emulate the style of their male counterparts, but our strengths lie in our own personalities and that includes our feminine traits also. I always coach young women to trust their knowledge, be clear and direct in their communication and don’t shy away from being assertive when needed.