In today’s evolving professional landscape, situationship culture is no longer limited to dating — it’s influencing how women entrepreneurs approach commitment in business, partnerships, and long-term growth. The rise of ambiguous, low-commitment dynamics has reshaped expectations around loyalty, flexibility, and accountability.
For women building ventures, this cultural shift can either create blurred boundaries or sharpen discernment. From unclear partnerships to undefined collaborations, the parallels between modern dating culture and entrepreneurship are striking.
In this article, we explore eight ways situationship culture shapes women entrepreneurs’ commitment to career and business growth, and how leading founders are redefining commitment on their own terms to build stronger, more sustainable companies.
- Reject Half Measures and Uphold Standards
- Define Terms and Demand Reciprocity
- Choose Commitment With Discernment and Guardrails
- Enforce Explicit Mutual Agreements
- Institute Structure to Drive Results
- Start With Low-Pressure Connections
- Set Clear Goals and Limits
- Establish Boundaries and Expectations Early
Reject Half Measures and Uphold Standards
As a woman entrepreneur, I often find myself in situationship culture, which is more situation-oriented and decisive on long-term commitment, whether it is in business partnerships or business growth development, instead of floating in vagueness and low-commitment arrangements.
Situationship culture focuses on flexibility and keeping options open and not labeling and fully investing until one feels the situation is right, reflects how most contemporary professionals approach jobs or ventures — as a temporary exploration, but not one to commit to. This has been reflected in the larger culture, where individual autonomy and personal development have become the main focus of people, rather than the traditional loyalty similar to that in dating.
This has had a reverse effect in my business, where it motivated me to discard the concept of business situationships. At the beginning, I had tried to find quite ambiguous partners: they were suppliers who failed to deliver on time, potential investors who needed contributions but would not deposit capital, or consultants who regarded work as a job on the side without being considered serious. These were romantic situationships in terms of an emotional investment without commitment of both parties, and this resulted in time wastage and halted development.
Seeing that situationships tend to have one party (in most cases, women) over-invested and the other party remains calm, I applied this lesson to my profession: now, I insist on clarity and reciprocity in the beginning. My 40-artisan team, mostly women, who work with flexible hours to be empowered, is not composed of loose arrangements, but established expectations of regular work, good pay, and respect for one another. I do not work with the partners or vendors towards the direction of where it goes, but rather towards specified terms, timelines, and common objectives.
Sustainable entrepreneurship entails a prolonged effort, risk, and trust. Ambiguity slows down the impact, in particular, by assisting vulnerable women artisans who require stability. My complete dedication to compatible individuals and avoiding half-baked relationships has helped me build a stronger, value-based company that brings actual change in the community and sustainable luxury.
The Situationship culture has shown me the half-commitment appearance — I will never accept it in my profession. Honest dedication and commitment create stronger roots and quicker development.
Anjali Singh, Owner, Aksstagga
Define Terms and Demand Reciprocity
“Situationship culture” — the rise of ambiguous, non-committal dynamics — has quietly shaped how many women approach not just relationships, but work. For me, it sharpened my clarity around reciprocal commitment. In a world that increasingly romanticizes flexibility and open-endedness, I’ve learned to become more intentional about defining the terms of any business relationship, partnership, or opportunity. Because just like in dating, too much vagueness in entrepreneurship can lead to burnout: you’re investing your time, talent, and energy into something (or someone) that’s not investing back.
Early in my entrepreneurial journey, I said yes to everything. I entertained collaborations without contracts, offered free strategy sessions “just to see where it leads,” and waited too long for others to follow through on vague promises. It felt exciting at first — like I was staying open to possibilities. But over time, I realized I was recreating the same emotional fatigue I’d felt in personal “situationships”: over-giving, under-acknowledged, and always waiting for the other shoe to drop. It wasn’t just draining — it was unsustainable. That’s when I started applying the same mindset I’d been learning in therapy to my business: name what you want, notice who matches it, and move accordingly.
A powerful example came when a larger brand approached me about a “strategic partnership.” They loved my work, they said. They wanted to “co-create content,” “support each other’s growth,” and “see where things go.” But they were vague about timelines, equity, or shared ownership. A year earlier, I might’ve jumped in. But now, I paused and asked for clear terms: What would success look like for both of us? What’s the scope? Who decides? Their hesitation told me everything.
A study published in Harvard Business Review found that women founders are significantly more likely to face “ambiguous offers” than their male counterparts — vague funding promises, informal mentorship arrangements, or undefined advisory roles. These open loops, the study found, often lead to emotional and strategic exhaustion. What made the difference for successful founders wasn’t saying yes to every opportunity — it was learning to define commitment early and hold firm boundaries.
So yes, situationship culture has influenced me — but not by making me jaded. It made me discerning. In love and in leadership, clarity is kindness. Today, I build with people and partners who are all in — or not in at all.
Miriam Groom, CEO, Mindful Career Counselling
Choose Commitment With Discernment and Guardrails
After 22 years working in the aerospace industry, I’ve come to view my relationship with work much like a long-term partnership. In my early career, there was a sense of romance, a desire to please, to prove myself, and to give everything to the relationship. Over time, however, I experienced what many relationships face when communication, understanding, and empathy break down: moments of distance, frustration, and misalignment.
There were periods where the differences felt significant enough that I considered walking away. But with maturity, and perspective shaped by witnessing my parents’ 40-plus-year marriage; I learned an important lesson: not every difference is personal, and not every challenge is a signal to leave. You grow to see situations for what they are, rather than what you hoped they would be.
“Situationship culture” has reinforced this mindset in my entrepreneurial journey. It taught me to be intentional about commitment, to stay engaged without losing myself, to set boundaries, and to consciously choose when to stay and when to walk away. That clarity has become a form of protection, allowing me to build my career and business with resilience, discernment, and self-respect.
Natalie Grant, Founder & CEO, Caribbean Connector
Enforce Explicit Mutual Agreements
Situationship culture sharpened my intolerance for ambiguity.
Early in my career, I said yes to things that were loosely defined — roles without authority, partnerships without accountability, clients without alignment. I told myself it was “optional,” “flexible,” or “just for now.” In reality, it was professional limbo. No clear commitments. No shared standards. And, no ownership on either side.
Situationship culture normalized that kind of vagueness. And for women entrepreneurs especially, it can be appealing. We’re taught to be agreeable, adaptable, grateful for the opportunity — so we linger longer than we should in arrangements that don’t fully choose us.
The shift came when I realized clarity is not rigidity — it’s respect.
Now, my approach to commitment is explicit and mutual. If I’m building something, I want clean lines: defined outcomes, decision rights, timelines, and consequences. I commit deeply — but only where there’s reciprocity and adult-level ownership on both sides.
That discipline has changed everything. My business is leaner, stronger, and more durable because I no longer build with one foot in and one foot out — mine or anyone else’s. I don’t chase potential. I partner with intention.
Situationship culture taught me this by contrast: ambiguity drains energy, erodes trust, and delays progress. Commitment, done well, creates momentum.
For me, the most strategic move I ever made as a woman entrepreneur was deciding I don’t do “almost.” I do aligned. I do chosen. And I do clear.
Nancy Capistran, Executive Coach (PCC) + Board Director (IBDC.D) | Award-Winning International Author, Capistran Leadership
Institute Structure to Drive Results
A key insight from navigating my company’s early growth was learning to avoid “situationship” thinking in business partnerships. Initially, informal collaborations with suppliers and marketing partners led to unclear expectations, and only 42% of projects were completed on time. Recognizing this pattern, clear agreements and defined roles became non-negotiable, even for short-term or trial partnerships.
After implementing this structure, project completion jumped to 87.6%, and timelines were consistently met. This shift influenced the broader approach to the business: every relationship — whether with a partner, investor, or team member — requires clarity, commitment, and accountability.
Treating business relationships with intentionality, rather than casual flexibility, ensures that the company can scale without friction while protecting time and energy for strategic priorities. The lesson extends beyond efficiency; it builds trust, reliability, and a culture where ambition is matched by responsibility, allowing us to grow steadily while maintaining high standards for every collaboration.
Aastha Kapoor, Founder, Sy’a teas
Start With Low-Pressure Connections
Situationship culture has encouraged me to start with flexible, low-pressure connections and let commitment grow as alignment becomes clear. I reach out on social media to women in similar roles to build a support circle focused on mutual learning without strict give-and-take. This keeps early commitments light while we build trust and clarity, which leads to stronger long-term partnerships.
Ashley Kenny, Co-Founder, Heirloom Video Books
Set Clear Goals and Limits
One way “situationship culture” has influenced my approach is that it’s taught me to value clarity and intentionality in every commitment I make — especially in my business. I’ve learned not to overcommit or spread myself too thin; instead, I focus on clearly defined goals, responsibilities, and timelines. Just as situationships can leave relationships ambiguous, vague commitments in business can lead to confusion, burnout, or missed opportunities.
This mindset works because it helps me protect my energy and ensure that every investment — whether time, resources, or partnerships — aligns with my long-term vision. By approaching my career with the same intentionality I value in relationships, I build trust with clients, my team, and myself, creating a solid foundation for sustainable growth rather than leaving success to chance.
Keagan Stapley, Owner, NYC Meal Prep
Establish Boundaries and Expectations Early
Influenced by the “situationship culture,” I now value creating boundaries and clear mutual expectations of myself and others at the outset of every new project or endeavor. I have learned to approach my career with the same intent as I would a significant relationship.
In the early years of my career, I would often sign up for projects, partnerships, or roles that were ambiguous in terms of their scope and/or the level of commitment required of me. My fear of “rocking the boat” or missing out on an opportunity caused me to act thoughtlessly in this regard, which resulted in misaligned expectations, wasted time and effort, and ultimately, frustration. I eventually came to understand that having clarity at the outset can help to mitigate burnout and build trust.
By outlining clear expectations and roles from day one of any project (client engagement, team collaboration, or strategic partnership), I ensure that everyone involved knows where they stand so that I can invest my time, energy, and momentum into initiatives that will drive the business forward.
Ambiguity is expensive in relationships, as well as in an entrepreneurial context. When I engage one-on-one with people, or when I partner with others for entrepreneurial reasons, I do so with the utmost transparency, intention, and care for the time, energy, and momentum of both parties involved.
Erin Friez, President, Digital Wealth Partners
Conclusion: Commitment Is the New Competitive Advantage
Situationship culture has made one thing clear: ambiguity may feel modern, but clarity builds momentum.
For women entrepreneurs, the lesson isn’t to become rigid — it’s to become intentional. Whether it’s setting explicit agreements, defining timelines, demanding reciprocity, or walking away from half-commitments, today’s founders are choosing alignment over ambiguity.
In a culture that often glorifies keeping options open, women entrepreneurs are proving that discernment, structure, and intentional commitment are not limitations — they’re leadership strengths.
Because in business, just like in life, “almost” rarely builds anything lasting.
