The Art of Claiming Space: A Negotiation Playbook for Women in Creative Industries

Claiming Her Space: A creative woman stands centered beneath a crescent moon, camera in hand, ready to capture her own story in a world of possibilities

I was thirty-six when I realised that I had spent a decade nodding politely in meetings where men repeated my ideas to thunderous applause1. And in next three to four years I watched my salary stagnate while male colleagues with identical portfolios leapfrogged into corner offices2. The realisation didn’t crash over me in a cinematic flash of insight; it seeped in, slow and insidious—like discovering that the paint on your living room wall has been quietly bubbling for months, and you’ve somehow accepted wading through puddles on your way to the microwave each morning.

Welcome to the gloriously maddening world of being a mid-career woman in India’s creative industry, where your talent is simultaneously your greatest asset and your most overlooked quality4.

The Missing Middle

There is a phenomenon in corporate India that nobody talks about at networking events but everyone acknowledges after three drinks: the missing middle5.

This is the silent exodus of mid-career women who find themselves edged out of the workforce precisely when they should be ascending to leadership5.

We vanish from conference rooms and creative departments just as our male counterparts begin collecting impressive titles and company equity5.

The reasons aren’t particularly mysterious—they’re just exhaustingly predictable5. The creative industry operates on a template built for uninterrupted, linear, male-coded careers5. It rewards those who can pull consecutive all-nighters and doesn’t flinch when meetings are scheduled during school pickup hours6. It’s an industry that still believes “hustle culture” is a personality trait rather than a systemic failure5.

I remember the exact moment I realized I was becoming part of this statistic. I was sitting in my car outside a client’s office, dabbing on concealer to mask the fatigue of another late-night deadline, preparing to walk into a pitch meeting where I would pretend that my life outside work was merely a charming anecdote rather than a fundamental part of my existence6.

The makeup wasn’t working, and neither was I—at least not in the way the industry demanded5.

The Negotiation Table: Where Women Go to Apologise

Here’s a fun game I play sometimes: count how many times I say “sorry” in professional settings where absolutely no apology is warranted7. “Sorry, could you clarify the brief?” “Sorry, I think there’s been a misunderstanding about the deadline.” “Sorry, that was actually my idea from last week’s meeting.”7

The data confirms what many of us experience viscerally: women in India’s creative sectors are often overrepresented at lower levels and undervalued throughout their careers4. We face a persistent gender pay gap, limited access to leadership roles, and the special joy of gender-based discrimination that hampers career progression8. It’s like running a race where the finish line keeps moving farther away, but only for you4.

The negotiation table amplifies these dynamics to excruciating levels9. Research shows that women face unique challenges when negotiating—not because we lack skill, but because we’re navigating a minefield of social expectations10. We’re caught in a maddening paradox: assert yourself too strongly and risk being labeled “difficult” or “aggressive”; fail to advocate for yourself and watch your male colleagues zoom past you on the career highway11.

I once sat across from a creative director who told me—with the casual confidence of someone explaining that water is wet—that my request for a raise was “ambitious” given that I had “family commitments.”7 The implication was clear: my value decreased in direct proportion to my responsibilities outside the office6. I smiled politely while mentally calculating how many years of therapy his comment would cost me7.

The Collaborative Conundrum

Here’s the cosmic joke of being a woman in creative fields: the very skills that make us excellent at our jobs—collaboration, empathy, relationship-building—are precisely what can undermine us in negotiations9.

Women often excel at collaborative negotiation, where the focus is on finding win-win solutions9. We build trust, foster empathy, and create environments where all parties’ needs are valued9. This approach can lead to more sustainable and satisfying outcomes—except when it doesn’t9.

The problem isn’t that women can’t negotiate effectively; it’s that the negotiation table itself is often tilted12. When I advocate for a client, I’m “passionate” and “dedicated.”12 When I advocate for myself with the same fervor, I’m suddenly “pushy” or “not a team player.”12 It’s as though the skills that make me valuable to my organization become liabilities the moment I try to claim my worth9.

I’ve learned to reframe this dynamic by treating myself as my own best client12. If I wouldn’t let a client undervalue their work, why would I accept less for my own?12 This mental shift doesn’t eliminate the structural barriers, but it does help me navigate them with more confidence and less self-sabotage9.

The Digital Divide and Other Modern Inconveniences

As if gender bias weren’t enough of a hurdle, women in India’s creative industries also face a significant digital divide4. In an increasingly technology-driven sector, limited access to digital tools and platforms can further marginalize women, particularly those from non-urban areas8.

I once attended a workshop where a male colleague earnestly explained to me how to use a design software I had been working with for eight years4. When I mentioned this, he looked genuinely surprised—not at his assumption, but at my expertise8. This “digital mansplaining” is just one manifestation of how women’s technical competence is routinely questioned in creative fields4.

The pandemic accelerated digital transformation across industries, but it also widened existing gaps6. While working remotely, I found myself juggling client calls while supervising online classes and managing household responsibilities6. Meanwhile, male colleagues seemed to discover newfound productivity in the quiet of their home offices6. The technology wasn’t the problem; the social expectations were8.

The Salary Silence

Let’s talk about money—or rather, let’s talk about not talking about money, which seems to be the national pastime in creative industries2.

The gender pay gap in creative fields is not just persistent; it’s pernicious2. Women in permanent roles continue to be paid significantly less than their male counterparts—a gap that widens rather than narrows over time2. This disparity isn’t just about numbers on a pay check; it’s about how value is assigned and recognized4.

I once discovered that a male colleague with less experience was earning 30% more than me for identical work2. When I raised this with management, I was told that he was “more aggressive” in his initial salary negotiation11. The subtext was clear: the problem wasn’t systemic inequality; it was my failure to demand more11.

This is the cruel irony of the pay gap: women are penalised for not negotiating aggressively enough, but when we do negotiate assertively, we face backlash for violating gender norms10. It’s like being criticised for not playing a game where the rules are designed for you to lose9.

The Leadership Labyrinth

The path to leadership for women in creative industries isn’t a glass ceiling—it’s a labyrinth13. We navigate a complex maze of biases, barriers, and double standards that our male colleagues never encounter13.

Despite making up a significant portion of the workforce in creative fields, women remain dramatically underrepresented in leadership positions4. This isn’t for lack of ambition or capability; it’s the result of systemic barriers that become increasingly formidable as women advance in their careers13.

I once applied for a creative director position for which I was eminently qualified14. During the interview, I was asked how I would handle “being tough” with the team—a question I later learned wasn’t posed to male candidates15. The implication was clear: leadership was presumed to be natural for men but questionable for women13.

This leadership gap isn’t just bad for women; it’s bad for the industry14. Research consistently shows that diverse leadership teams produce more innovative, effective results13. Yet the creative sector continues to lose talented women at precisely the point when their experience and perspective would be most valuable5.

The Negotiation Playbook: Strategies That Actually Work

So what’s a mid-career woman in India’s creative industry to do? Give up? Lean in until we fall over? Start our own companies where we can make the rules?14

All valid options, but before we burn the whole system down (tempting as that may be), here are some negotiation strategies that have actually worked for me and other women navigating this labyrinth9:

1. Do Your Research (But Don’t Expect It to Be Enough)

Before entering any negotiation, arm yourself with data7. Know the industry standards for your role, your market value, and what your male colleagues are earning11. This information won’t magically eliminate bias, but it will give you a solid foundation from which to advocate for yourself7.

I once walked into a salary negotiation with a spreadsheet detailing market rates, my contributions to the company, and the value I had added over the previous year11. My boss seemed impressed—and slightly unnerved—by my preparation7. I got the raise, though not without being called “thorough” in a tone that suggested it wasn’t entirely a compliment11.

2. Reframe the Conversation

One of the most effective negotiation tactics I’ve learned is to shift the focus from personal gain to mutual benefit9. Instead of saying, “I want a raise,” try, “I believe my compensation should reflect the value I bring to the team and the results I’ve delivered.”11

This approach works because it aligns with gender expectations that women should be communal rather than self-interested10. Is it fair that we have to package our requests this way? Absolutely not9. Is it effective in the current environment? Often, yes11.

3. Build Strategic Alliances

Women in creative fields often excel at building relationships, but we don’t always leverage these connections strategically9. Cultivate allies who can advocate for you when you’re not in the room13. This isn’t about collecting friends; it’s about developing a network of colleagues who recognise your value and are willing to speak up for you14.

I’ve found that male allies can be particularly effective in this regard, not because their voices matter more, but because they often face less backlash for advocating for women than women do for advocating for themselves13. It’s a frustrating reality, but one that can be strategically utilised9.

4. Practice Strategic Silence

One of the most powerful negotiation tools I’ve discovered is the strategic use of silence9. After stating your case, resist the urge to fill the uncomfortable pause that follows9. Let your request hang in the air9.

This technique is particularly challenging for women, who are often socialised to smooth over social discomfort10. But that silence creates space for the other party to consider your position—and often to improve their offer9.

The first time I tried this, the silence was so excruciating that I nearly capitulated just to end it9. But I held firm, and my patience was rewarded with a counter-offer significantly better than the initial proposal9.

5. Recognise When to Walk Away

Perhaps the most important negotiation skill is knowing when to walk away7. This doesn’t necessarily mean quitting your job (though sometimes that’s the right choice)14. It might mean declining additional responsibilities without additional compensation, setting boundaries around work hours, or seeking opportunities elsewhere7.

I once declined a “prestigious” project that offered exposure but no pay14. The client was shocked—they weren’t accustomed to women valuing their time and expertise7. But that decision sent a clear message about my professional worth, both to them and to myself14.

The Personal Is Professional (Whether We Like It or Not)

The negotiation strategies I’ve outlined aren’t just professional tactics; they’re personal survival skills9. Because for women in creative industries, the personal and professional are inextricably linked—whether we want them to be or not6.

Our careers are shaped not just by our talents and efforts but by societal expectations about our roles as caregivers, our appearance, our communication styles, and countless other factors that have nothing to do with our actual abilities6. We navigate these expectations while simultaneously trying to produce creative work that matters4.

I’ve spent years perfecting the art of answering emails while my child sleeps against my shoulder, of applying lipstick in elevator reflections between client meetings, of smiling through comments about how “put together” I look when I feel like I’m held together with safety pins and sheer determination6. These aren’t just personal anecdotes; they’re the invisible labor that shapes women’s professional trajectories6.

The Future Is Female (If We Can Just Get Through the Present)

Despite the challenges, there are reasons for optimism14. The creative landscape in India is evolving, with more women breaking barriers and redefining what leadership looks like14. Organisations like Indian Creative Women are creating platforms for visibility and mentorship, helping to build a stronger pipeline of female talent1.

The digital revolution, for all its complications, has also created new opportunities for women to showcase their work, build personal brands, and connect with like-minded professionals13. We’re finding ways to circumvent traditional gatekeepers and create our own paths to success14.

And perhaps most encouragingly, the conversation about gender equity in creative fields is growing louder and more nuanced15. We’re moving beyond simplistic “lean in” narratives to address the structural barriers that hold women back5.

The Art of Claiming Space

So what does it mean to claim space in an industry that wasn’t designed for you?4 It means recognizing your value even when others don’t7. It means negotiating not just for compensation but for recognition, for opportunity, for the chance to shape the future of your field9.

It means finding your voice—not the voice you think you should have, but the authentic, sometimes messy, occasionally too-loud voice that is uniquely yours14. It means using that voice not just for yourself but for other women coming up behind you1.

For me, claiming space has been a gradual process of unlearning the habit of making myself small7. Of stopping mid-sentence when I realize I’m about to apologize for having an opinion7. Of recognizing that my perspective isn’t just valid but valuable precisely because it differs from the dominant narrative4.

It’s about understanding that negotiation isn’t just something you do when discussing salary or benefits9. It’s something you do every day, in every interaction, as you navigate a world that still isn’t quite sure what to do with ambitious, creative women9.

The art of claiming space isn’t about taking something that belongs to someone else4. It’s about recognizing that you belonged all along, that your voice matters, that your work has value14. And it’s about helping other women recognize the same truth in themselves1.

In the end, perhaps the most radical negotiation is the one we have with ourselves—the one where we decide, once and for all, that we will no longer accept less than we deserve9. That negotiation doesn’t happen across a table9. It happens in quiet moments of resolve, in small acts of courage, in the daily decision to show up as your full self in spaces that might prefer you didn’t7.

That’s the negotiation that changes everything9. And it’s one I’m still learning to win7.