Purpose – The purpose of this paper is to revisit theoretical positions on gender and the implications for gender in management by building upon current research on doing gender well (or appropriately in congruence with sex category) and re-doing or undoing gender and argue that gender can be done well and differently through simultaneous, multiple enactments of femininity and masculinity. Design/methodology/approach – This is a theoretical paper. Findings – The authors argue that individuals can perform exaggerated expressions of femininity (or masculinity) while simultaneously performing alternative expressions of femininity or masculinity. The authors question claims that gender can be undone and incorporate sex category into their understanding of doing gender – it cannot be ignored in experiences of doing gender. The authors contend that the binary divide constrains and restricts how men and women do gender but it can be disrupted or unsettled. Research limitations/implications – This paper focuses upon the implications of doing gender well and differently, for gender and management research and practice, drawing upon examples of leadership, entrepreneurship, female misogyny and Queen Bee. Originality/value – This paper offers a conceptualization of doing gender that acknowledges the gender binary, while also suggesting possibilities of unsettling it.