If I’ve learned anything in my decades running a tech PR agency, it’s that perception isn’t just part of the business — it is the business. So here’s a perception I’d like to change: Certifications like “woman-owned business” aren’t about collecting badges or filling quotas. At least they’re not for me.
When you look deeper, you’ll see that they’re about changing a status quo that hamstrings many tech companies.
Sterling earned official recognition from California’s Public Utilities Commission as a woman-owned business in 2021. It wasn’t simply about adding our name to another registry; far from it. It began as a response to a client request. Today, the ESG and DEI brands may be on life support, but the need for diverse partnerships is very much alive.
Enhancing resilience with partner diversity
Diverse supply chains aren’t about simply leveling the playing field in business. Harvard Business Review claims they’re a strategic necessity in today’s unpredictable markets. When every vendor in your supply chain thinks exactly alike, you risk encountering the same blind spots — and the same risks — when a crisis hits.
Consider the difference between a forest and a tree farm. A tree farm, with rows of identical trees, may deliver short-term efficiency but becomes critically vulnerable when a blight or storm strikes. In contrast, a forest thrives on diversity — a vibrant ecosystem where different species interact, adapt, and support one another. This same principle applies to modern supply chains; partnering with vendors that offer a range of strengths and perspectives means building an ecosystem that can better absorb shocks and adapt quickly.
Rigorous research backs this up. McKinsey’s Diversity Wins: How Inclusion Matters shows that diverse teams enhance financial performance. Varied perspectives drive innovative, resilient organizational strategies.
Proof in the process
Our certification journey took about three months as we gathered documents to prove we’re more than 51% woman-owned will full operational control. It was a real test of our commitment to excellence that goes beyond mere paperwork. Now, when tech clients partner with us, they know they’re working with a firm that’s been rigorously vetted. Our results provide proof that diverse thinking drives tangible outcomes.
To other women-owned businesses thinking about certification: Do it. Not because you need a gold star, but you want to prove at every opportunity that you deserve a seat at the table. And this gives decision-makers one more reason to make room.
Chasing trends results
At Sterling, we’re not chasing trends. We’re chasing impact. Our certification is one more way we deliver a PR ecosystem that’s adaptive, innovative, and ready for whatever comes next.