Eye-Opening Women: Lori Greiner, Jennifer Hyman, Angie Hicks

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(CBS News) Inventor and QVC host Lori Greiner, Rent the Runway co-founder and CEO Jennifer Hyman, and the co-founder and chief marketing officer of Angie's List, Angie Hicks, joined "CBS This Morning" Thursday to discuss the contributions of women in the start-up world.

"I wanted to create this business where women could access designer fashion and really democratize it," Greiner told co-hosts Gayle King and Norah O'Donnell, touching on the genesis of Rent the Runway, a website that helps bring high-end fashion to the masses.

Hicks said the premise of Angie's List, a membership service that compiles consumer ratings of service companies and contractors, speaks to a basic concern for every homeowner. "Everyone wants to hire someone they know is going to do the job right the first time ... we need to tap into that and give them more information," Hicks said.

Greiner -- who has invented and designed more than 350 products from her first jewelry organizer to kitchen tools and travel bags -- shared her advice for young entrepreneurs. "I recommend doing some market research, pounding the pavement, going up to people," she said.

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Hyman also urged women to be themselves and said she struggled to find the right balance between her femininity and business drive.

"Earlier in my career, there were times when my bosses wanted to put me in a box," Hyman said, before adding, "You're either the sweet girl at work, or you're the ambitious, driven girl. In order for women to be successful, you have to be authentic to who you are. I'm both aggressive and driven, and I'm also sweet and feminine, and I think that all of those qualities should be appreciated."

For more from Hicks, Greiner, and Hyman, watch the interview above.