Shattering the Glass Cliff: 7 Proven Strategies for Women to Succeed in High-Stakes Leadership Roles

The "glass ceiling" has long been a buzzword for the invisible barriers that impede women‘s career advancement. But there‘s another phenomenon that every ambitious woman leader needs to have on her radar: the "glass cliff."

Coined by researchers Michelle Ryan and Alex Haslam in the early 2000s, the glass cliff refers to the tendency of organizations to place women in leadership roles that are high-risk and precarious, often when the company is in crisis or facing public scrutiny. From Brexit Britain to Silicon Valley startups, the glass cliff is a pervasive yet under-discussed reality for women at the top.

Consider these jarring statistics:

• Only 7.4% of Fortune 500 companies are led by women (Pew Research)
• 45% of female CEOs have been appointed during times of crisis, compared to 22% of male CEOs (Utah State University)
• Female CEOs are 45% more likely to be dismissed than male CEOs (Strategy&)
• 38% of female CEOs are forced out of office, compared to 27% of male CEOs (PwC)

The implications are clear: even when women do shatter the glass ceiling, they often find themselves teetering on the edge of a glass cliff. Leadership opportunities that arise from organizational turmoil can swiftly become career sinkholes if women aren‘t equipped to navigate the unique headwinds they‘ll face.

So what‘s an ambitious woman to do? Here are seven proven strategies to help you survive and thrive on the glass cliff:

1. Build a strong support network

When the going gets tough, having a tight-knit group of mentors, sponsors, and advocates in your corner can make all the difference. Research from Development Dimensions International shows that 67% of women rate mentorship as highly important in advancing and growing their careers.

Start by identifying a diverse slate of supporters within and beyond your organization:

• Mentors who have faced similar challenges and can offer candid guidance
• Sponsors who wield influence and will go to bat for you in high-level conversations
• Peers in your industry who can serve as thought partners and sounding boards

Be proactive in asking for advice, introductions, and stretch opportunities that align with your goals. The stronger your support system, the more resilient you‘ll be in weathering the turbulence of a glass cliff role.

One female executive who credits her network with helping her navigate a tricky turnaround is Sarah Friar, CEO of Nextdoor. When Friar took the helm in 2018, the neighborhood-based social network was grappling with declining user growth and concerns about racial profiling on the platform.

Friar leaned heavily on her relationships with other Silicon Valley leaders as she overhauled the company‘s strategy and culture. "I have a wonderful group of women CEOs who I can call at the drop of a hat," she told Fortune. "Being able to text someone and say, ‘I‘m dealing with this thorny issue,‘ and have them say, ‘I get it. I‘m dealing with the same thing.‘ Those conversations are a lifeline."

2. Showcase your unique value

To secure buy-in for your vision, you‘ll need to crystal clear on the unique blend of skills and experience you bring to the table. Start by reflecting on your standout strengths and the impact you‘ve driven in previous roles. Then, craft a compelling narrative that positions you as the best person to lead the organization through its current challenges.

Consider the example of Mary Barra, who became the first female CEO of General Motors in 2014 amidst the company‘s ignition switch scandal. Barra had a track record of success in global manufacturing, product development, and labor relations—expertise that was critical for steering GM through the crisis.

In her first press conference as CEO, Barra clearly communicated her qualifications and turnaround plan: "My experiences over the last 30 years at GM have taught me the right way to lead in a crisis. I have a plan to address the recalls and to make this a case study in how to do it right going forward."

By connecting the dots between her unique background and the challenge at hand, Barra inspired confidence and eased concerns among investors and the public. She went on to lead a successful transformation at GM, with record profits and innovations like electric and self-driving vehicles.

As you step into a glass cliff situation, make sure you‘re not only highlighting your relevant experience but also your vision for the future. Paint a vivid picture of where you‘ll take the organization and why you‘re the best person to get it there.

3. Negotiate favorable terms

Don‘t leave your success on the glass cliff up to chance. Before accepting a risky leadership role, make sure you‘re negotiating the conditions and resources you‘ll need to deliver results.

In a survey by Chief, 70% of women leaders said that inadequate budget or resources is one of the biggest barriers to their success. Don‘t let that be your story. Come to the negotiating table with a clear ask for the team, budget, and decision-making authority your turnaround plan requires.

It‘s also critical to align with your manager, board or investors on the metrics you‘ll use to define success and the timeline for achieving milestones. Be realistic about the obstacles you anticipate and the runway you‘ll require.

Aimee Cohen, negotiation expert and author of Woman UP! Overcome the 7 Deadly Sins That Sabotage Your Success, advises women leaders to "negotiate hard on the front-end. Once you have accepted the role and are dealing with the demands of the job, your bargaining power diminishes significantly."

Christine Day, former CEO of Lululemon, is a great example of someone who set herself up for success with upfront negotiations. When Day took over the beleaguered athleisure brand in 2008, she made sure she had the latitude to make significant changes to Lululemon‘s supply chain, distribution strategy, and product line—not just incremental tweaks.

She also pushed for a compensation package that would reward her fairly for the scope of the turnaround, including performance-based bonuses and equity grants. With the right guardrails in place, Day went on to grow Lululemon‘s market cap from $300 million to $10.4 billion over her five-year tenure.

4. Assess risks and have a contingency plan

Before stepping out onto the glass cliff, you need a clear-eyed view of the pitfalls ahead. Like any good mountain climber, scope out your route, check the weather conditions, and make sure you‘ve packed the right gear for the journey.

Start with an honest assessment of the organization‘s biggest pain points and vulnerabilities:

• Audit the financials to surface inefficiencies and cash flow issues
• Review customer and employee satisfaction data to gauge the depth of unrest
• Analyze market trends and competitive dynamics that could impact your rebound
• Pressure test key assets and systems to identify operational risks

Based on a sober accounting of the facts, create a risk mitigation plan with clear owners and timelines. Know in advance how you‘ll handle worst-case scenarios like missed revenue targets, product recalls, or public backlash. While you can‘t prepare for every possibility, gaming out potential risks will help you respond swiftly and decisively under pressure.

Sallie Krawcheck, former Wall Street executive and CEO of Ellevest, has made scenario planning a key part of her leadership toolkit. "I‘m a big believer in thinking through ‘What would you do if?‘" Krawcheck told Fast Company. "If our biggest competitor comes out with a product before us, what is our response? If the markets turn down, what is our response? By going through those mental exercises, you can be prepared."

5. Communicate transparently and manage expectations

One of the most critical yet challenging aspects of leading through a crisis is communication. You‘ll likely be dealing with multiple concerned stakeholders—employees, customers, board members, and investors—all of whom are hungry for answers and reassurance.

To maintain trust and credibility, commit to transparency even when the news isn‘t good. Share regular updates on the state of the business, including key performance indicators, cash runway, and timelines for major milestones. Avoid sugarcoating or downplaying issues. Acknowledge the depth of the challenges while rallying people around the turnaround plan.

It‘s equally important to align expectations with the reality of the situation. Turnarounds are often slower and messier than people want to believe. Be clear that there are no silver bullets and that the organization‘s problems developed over time, so solutions won‘t be instantaneous either.

A 2020 Gallup study found that only 13% of U.S. employees strongly agree that their leadership communicates effectively. Don‘t fall into this trap. Embrace repetition of key messages across multiple forums, from town hall meetings to email updates to one-on-one conversations.

When clothing retailer J.Crew was on the brink of bankruptcy in 2017, newly appointed CEO Libby Wadle made transparency her mantra. She sent daily email updates to the entire company about cash flow and inventory challenges. She held weekly AMA (Ask Me Anything) sessions where employees could surface concerns and ideas. And she created a company-wide Slack channel dedicated to celebrating small wins.

By communicating openly and often, Wadle kept employees engaged and aligned through the volatility of the turnaround, which helped J.Crew avoid liquidation and emerge from Chapter 11 in less than six months.

6. Build alliances and get quick wins

Navigating a glass cliff is not a solo endeavor. To succeed, you‘ll need to rally a coalition of supporters and collaborators who will advocate for your vision and amplify your impact. Start by mapping out the landscape of key stakeholders and power brokers. Identify the connectors, gatekeepers and resisters who can make or break your turnaround plan.

Schedule one-on-one conversations to understand their perspective on the organization‘s challenges and pitch them on how they can contribute to the solution. Invest in relationships before you need to make an ask. Understand what motivates your allies and find ways to support their goals as you drive the changes you need.

In tandem with building your influence coalition, aim for a series of quick, high-impact wins to establish your credibility. Push for changes that are visible, meaningful and achievable in a short time horizon. Prove your bias for action by knocking a few lingering pain points off the list.

Some examples of turnaround quick wins:

• Improving the speed and quality of customer service
• Eliminating a cumbersome approval process that frustrates employees
• Launching a cost savings initiative that frees up budget to invest in growth
• Revamping an outdated product line or brand marketing campaign

Judith McKenna, President and CEO of Walmart International, is a master of the quick win. When McKenna took over the company‘s international division in 2018, she inherited a sprawling business with declining profitability in key markets like the U.K. and China.

In her first 100 days, McKenna focused on simplifying the organizational structure and empowering local leaders to make decisions based on their market expertise. She launched an initiative called "Powered by Walmart" to leverage the company‘s global scale to improve everything from procurement to e-commerce capabilities. And she led a strategic review that resulted in divesting several underperforming international businesses.

Those early moves helped energize the Walmart International team and laid the foundation for a successful transformation. Two years into McKenna‘s tenure, the division was the company‘s fastest-growing segment with 10 consecutive quarters of growth.

7. Develop resilience and confidence

At the end of the day, succeeding on the glass cliff requires a deep well of mental and emotional strength. There will be plenty of skeptics who doubt your ability to turn things around. You‘ll face resistance from those who are comfortable with the status quo. And you‘ll likely second-guess yourself along the way.

That‘s why it‘s so critical to cultivate resilience and confidence in yourself as a leader. Start by getting crystal clear on your values, vision and non-negotiables. Anchor yourself in the deeper purpose behind your work. Reflect on past challenges you‘ve overcome and the unique strengths you bring to the table.

Invest in practices that help you stay grounded and focused in the face of setbacks. That might mean a morning meditation or journaling routine, regular exercise, or time blocked for strategic thinking. Double down on your support system, both inside and outside of work. Surround yourself with people who believe in your potential and will challenge you to grow.

Reshape your perception of risk by viewing the glass cliff as an opportunity to test your leadership mettle and leave a lasting impact. Celebrate the milestones along the way, no matter how small. And when the going gets tough, remember that you‘re blazing a trail not only for yourself but for the women leaders who will follow in your footsteps.

Christa Quarles, CEO of OpenTable, exemplifies this type of resilience and confidence. When Quarles took the helm in 2015, the online restaurant reservation company was losing market share to upstart competitors. Employees were demoralized and skeptical of yet another turnaround effort.

Quarles had a track record of success at Disney and gaming company Nextdoor, but stepping into her first CEO role amid OpenTable‘s mounting challenges was a daunting task. She leaned into her experience successfully scaling businesses and leading cross-functional teams to develop a renewed strategy for OpenTable.

More importantly, Quarles tapped into a deep sense of purpose and self-assurance to rally her team around the new vision. "I had to project an almost unnatural state of confidence," she recalled. "Even when I was feeling a bit shaky about whether it was going to work, I had to show this face that we were 100% committed to what we were doing and why we were doing it."

That confidence was contagious, and Quarles led a remarkable turnaround at OpenTable. When she departed in 2019 to become CEO of Nextdoor, the company had reclaimed its position as the world‘s leading provider of online restaurant reservations.

Conclusion

For women who have shattered the glass ceiling, the glass cliff poses yet another daunting career challenge. Taking the helm of an organization in crisis can feel like being set up to fail, but it can also be an opportunity to showcase your unique leadership abilities and create a lasting legacy.

By implementing the strategies we‘ve outlined above, you‘ll be well-equipped to succeed against the odds. Build a supportive network of mentors and advocates. Communicate your value proposition with confidence and clarity. Negotiate the resources and runway you need to achieve your vision. Have a clear-eyed view of the risks ahead and a plan to mitigate them.

Be transparent with your stakeholders and align them around your turnaround plan. Quickly build momentum by notching early wins and empowering your team to drive meaningful change. Above all, stay true to yourself and the values that ground you. Embrace the challenge as an opportunity to stretch and grow.

Remember, you‘re not just shattering glass ceilings; you‘re paving the way for a more equitable future where women leaders can ascend to the top without being set up for a fall. So take a deep breath, summon your courage, and step confidently onto that glass cliff. With the right toolkit and mindset, there‘s no limit to how high you can climb.