ADVOCACY
Reframing Self-Advocacy: A Journey of Growth
JUNE 2025
Kate Liu-Bevan
Author
In the world of leadership, there’s a common misconception that self-advocacy is synonymous with self-promotion. Many aspiring leaders - especially women - believe they must wait until they have built enough credibility before confidently advocating for themselves. They fear that voicing their accomplishments prematurely could be seen as arrogant or out of place. But what if we reframed this thinking?
During a series of coaching conversations with a group of female leaders, we discovered a fresh perspective on self-advocacy. One leader shared an insightful moment with her boss. Instead of waiting for the perfect moment to shine, her boss encouraged her to advocate for herself from the very beginning.
“Advocacy is not about promoting yourself, it’s about promoting the value you bring.”
- Michelle Obama
This leader was encouraged to initiate conversations with key stakeholders from the earliest stage of a project. By asking open-ended questions, she could help define the project’s goals more clearly, demonstrating initiative and ownership. Along the way, she was empowered to ask for support, share updates on her progress and seek guidance whenever needed. This on-going and continuous dialogue showcased her results in near real time and was so much more powerful for it.
This approach embodies Michelle Obama's perspective—self-advocacy isn’t about promoting ourselves for the sake of recognition, but about promoting the value we bring at every stage of our work. It's about understanding that our contributions and the journey we take toward our goals are valuable at each step, not just when we reach the finish line.
In essence it’s about actively seeking sponsorship, support and guidance from others throughout our personal and professional journeys. Self-advocacy is a proactive state, not a passive one. It’s about being open, vulnerable and willing to ask along the way.
By reframing self-advocacy in this way, we unlock an empowering new approach to leadership. It becomes a focus on fostering an ongoing, dynamic relationship with those who can support and elevate our journey.
KEY TAKEAWAYS
Reframe self-advocacy: It’s about seeking support and guidance at every stage of the journey.
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Sponsorship is about growth: True sponsorship not only opens doors but also supports your personal and professional development.
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Start early: Advocate for yourself from the outset of a project, asking questions and building relationships with key stakeholders.
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Ongoing communication matters: Share progress, seek feedback and update others regularly.
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Promote the value you bring: Highlight the value of your contributions, learning, and growth at every stage of the process.
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