ADAPT Advisor Sally Osborne on breaking the visibility barrier, self-promotion, and leadership

Sally Osborne, ADAPT Advisor, shares insights on self-promotion, mentorship, and breaking barriers to drive real inclusion and leadership for women in tech.

As we mark International Women’s Day 2025, the theme “Accelerate Action” calls us to reflect on the tangible ways individuals and organisations can take decisive steps toward gender equality.

Sally has built a career on driving transformation and fostering high-performance cultures.

With a track record of leading large-scale operational shifts, she has doubled revenue, streamlined governance, and spearheaded strategic acquisitions across major organisations.

Sally’s expertise in change management and executive coaching makes her a sought-after mentor, helping leaders navigate complex challenges and position themselves for success.

She has spent her career championing gender inclusion—breaking barriers, elevating voices, and ensuring that women in technology are not only included but truly valued.

We spoke with Sally about the importance of visibility, self-advocacy, and creating lasting change—critical steps to accelerating action for gender equality.

The power of mentorship and networks

For Sally, mentorship has been a cornerstone of her career growth.

She highlights two types of mentorship that have shaped her journey: direct mentors who expose individuals to opportunities beyond their immediate roles and industry peers who provide guidance, challenge limiting beliefs, and offer support during moments of doubt.

“Mentors have opened doors I didn’t even know existed. Some have taken me under their wing, pushing me to think bigger, while others have simply provided the space to talk through challenges.”

She believes organisations need to move beyond formal mentorship programs and embed mentoring into everyday interactions.

Navigating the tech industry

Sally’s path into technology was not a conventional one.

With a background in accounting, she found herself drawn to systems and processes, intrigued by how technology could drive efficiency and innovation.

Her early experience on the client side of technology allowed her to witness firsthand the challenges of adoption, resistance to change, and the complexities of implementation.

“I saw technology as an enabler, but I also saw how difficult it could be for businesses to adopt it effectively. That perspective led me to the software side of the industry, where I could help bridge that gap.”

 

Moving beyond diversity targets

For true inclusion to take root, Sally believes companies must shift from a “numbers” approach to a behavioural one.

“Diversity quotas alone won’t change culture. We need to build the muscle of inclusion—training leaders to recognise and act on inclusive behaviours in the moment, not just during hiring processes.”

This top-down, bottom-up approach, as she describes it, requires organisations to embed inclusive language, rethink collaboration, and create environments where employees feel heard and valued.

Recognising and celebrating women’s contributions

One of the biggest challenges women face in tech is visibility. Sally notes that while many women deliver high-impact work, they often go unnoticed simply because they don’t actively showcase their contributions.

“You have to make yourself seen. Don’t assume your work will speak for itself—it won’t. Be vocal, share ideas, and highlight the value you bring.”

She also stresses the importance of women uplifting each other, saying that while support and networking have come a long way, it’s just the beginning.

Real change happens when women connect beyond their own workplaces, share what they’ve learned, and open doors for each other.

The more they lift each other up, the stronger they become together.

Overcoming underestimation

Sally has experienced firsthand how easy it is to be underestimated—especially when excelling in a specific role.

“When you’re good at something, you risk being pigeonholed. People stop seeing your broader capabilities and assume you belong in a single lane.”

She turned this challenge into an opportunity by leveraging informal networks within organisations.

As people sought her perspective beyond her role, she actively positioned herself as someone who contributed beyond her job description.

The one change organisations must make

For companies serious about gender equity, Sally advises a critical shift in how they assess their workforce.

“Too often, organisations look at their gender split at a high level and feel they’ve achieved balance. But when you break it down by leadership levels and role types, the disparities become clear.”

She warns that when young women enter an industry and don’t see female role models in senior positions, it sends an implicit message about career limitations.

To drive lasting change, she stresses that organisations must create visible pathways for women to rise through the ranks.

A future of accelerated action

As technology continues to shape the world, Sally encourages women to embrace its opportunities, regardless of their starting point.

“Technology is everywhere. You don’t need to have a traditional tech background to make an impact. What matters is your willingness to learn, adapt, and contribute.”

Her parting advice is a personal challenge, urging people to reflect on how they interact with technology in their daily lives.

She asks whether they embrace change or resist it, emphasising that this mindset shapes their career—encouraging adaptability, openness, and decisive action toward the future.

Accelerating action is about making measurable progress.

Sally Osborne is an ADAPT Executive Advisor who leverages her extensive leadership experience to coach and mentor executives, collaborating with businesses to identify and address challenges, ensuring they achieve their strategic objectives.