There is a consistent finding among social scientists that women under-represent their accomplishments in circumstances where male peers promote their successes. Psychologists have spent countless hours measuring and validating this pattern but I am sure to most readers this raises the question: \u201cDo we really need scientific studies to confirm this finding?\u201d To most, this is a gender difference that is easily observed. However, my research has given insights into why this happens, the social circumstances that perpetuate the effect and the potential consequences. Let\u2019s start at the beginning. We raise young girls to be caring and compassionate. In contrast, young boys are generally taught the value of being determined and competitive. In adulthood, both men and women are penalized for behaving in ways that are not consistent with the expectations placed on their gender. As a result, when it comes to behaviours related to self-promotion, women perceive themselves to be in a \u201cdouble bind,\u201d confronted with a choice between two undesirable courses of action: sacrifice success or downplay their accomplishments to avoid being judged unfeminine or unlikeable. This tendency for women to under-represent their accomplishments to others is called the \u201cfeminine modesty\u201d effect.