I am regularly struck by how important stereotypes are in our daily lives and how unaware we often are of them. Stereotypes are powerful and they bind us. The Lady Geek research has indeed found that gender stereotypes are also costly if wrong assumptions about women are made. However this does not mean that we cannot change stereotypes. In an article I recently published in the Business Strategy Review, I show the sustained importance of gender stereotypes in our (working) life and I also offer ways to work with these stereotypes creatively to overcome them. Please let me know if you have any feedback!