Listen—nobody hands you a fail-proof roadmap when you start a business, especially when you’re trying to do work that actually matters. When I launched The Asé Group four years ago, I knew I wanted to support nonprofits, social impact organizations and community-centered brands. I wanted to use my skills in branding, marketing, and events to help mission-driven brands make tangible impact. What I didn’t (and still don’t) know was how to balance purpose with profit, how to scale smartly, or how to grow without stretching myself too thin.
Because let’s be real—working with purpose-led organizations that create major impact often means working with small budgets. And as much as I love the work, I also have bills, babies, and big dreams of financial freedom. So, I’ve been on a journey to figure out how to build a business that’s both meaningful and sustainable. Can purpose and profit truly coexist? Or does the path to impact always come at a financial sacrifice?
So, here's my open letter to share where I’m at as a business owner, a Black woman, a mother, a wife—and, at the core, just a deeply empathetic, existential-thinking human being. Lost and found all at the same time...
I Don’t Want a Seat at Old Tables, So I’m Creating New Ones
I've had to start, pause and stop so many ideas and plans for my business whether due to lack of capital, knowledge, staff or resources. I've felt disappointment, depression, and more, while trying to piece together the puzzle of my career after transitioning from full-time employment and freelancing to founder. But recently, I was accepted into the Goldman Sachs One Million Black Women: Black in Business program, and whew, let me tell you—it’s been a powerful experience. I can see now that I’ve been playing it safe, shying away from my potential by not having a solid business strategy in place and actually putting it into action.
I just returned from my 3-day orientation in New York, and I feel more inspired than ever. Picture this: 300 Black women CEOs in one room, with an average of 10 years in business and a collective $43 million in revenue. The energy, the excellence? Unmatched.
I've never referred to myself as a "CEO," but this orientation gave me 300 mirrors telling me that I am and that I'm also not alone.
This 12-week business accelerator program is all about giving Black women entrepreneurs the tools, knowledge, and network to figure sh*t out. We’re talking graduate-level business curriculum from New York University’s Stern School of Business, direct mentorship from experienced business advisors, and—maybe most importantly—accountability from other women who get it AND look like me. Oftentimes, entrepreneurship can feel like a solo sport, but having a squad who understands your wins and your struggles? That’s priceless.
The program is also the perfect complement to my concurrent experience with the Intuit IDEAS program in partnership with the National Urban League - Los Angeles, which has also helped me refine my business strategy in real-time over the past 6 months. Together, these programs are pushing me to think bigger, operate smarter, and make strategic decisions that drive real growth. But more than that, they’re forcing me to ask deeper questions: What kind of legacy am I building? How do I want my gifts to be used? How do I want to protect them? Am I prioritizing impact over income in ways that keep me stuck? How do I maintain that intention and pay myself and growing team accordingly?
The Bigger Picture: Black Women in Business & Leadership
As I write this, it’s Women’s History Month—a time to celebrate progress while acknowledging what still needs to change. The receipts don’t lie:
Companies with diverse leadership teams perform better financially, yet women—especially Black women—are still underrepresented in executive roles.
Women tend to lead with higher emotional intelligence, fostering more inclusive, collaborative workplaces, efficient conflict resolution, and effective team performance.
Despite our success, Black women are still expected to do more with less—less funding, less support, and fewer opportunities.
And yet, we keep showing up, innovating, and making a way out of no way. That’s what makes us unstoppable. But at what cost? As a Black woman in business, I can’t ignore the unspoken pressure to always do more, to be everything to everyone, to succeed against the odds. Is that pressure motivating, or is it just another form of burnout disguised as ambition? Can I leverage my ambition to work in my favor?
Balancing My Business, Boo & Babies: The Real CEO Life
One thing that doesn’t get talked about enough in these spaces? Motherhood. Running a business, being a wife, and raising little humans at the same time is a whole different level of multitasking. And the stats back it up:
Women-owned businesses are growing at a record pace, making up almost 40% of U.S. businesses. But only 30% hit six figures—compared to nearly 50% of male-owned businesses.
Black women are the fastest-growing group of entrepreneurs, yet we receive less than 1% of venture capital funding, making scaling even more challenging.
Mothers who own businesses are more likely to work irregular hours and experience higher stress levels than their male counterparts. Not surprisingly, we’re also the ones pushing for more flexible, people-centered work cultures.
I feel that last one in my soul. Because as much as I love what I do, I also love my family and myself. And after four years of grinding, I’m asking myself: What does success actually look and FEEL like for me?
For me, success isn’t just about bigger contracts and higher revenue—it’s about freedom. Freedom to travel, to be present for my family, to take care of my mental and physical health, to say no to clients that don’t align with my values, and to say yes to opportunities that excite me.
The Plan: Scale Smart, Stay True, and Keep Learning
So what’s next for me? I’m leaning into everything I’m learning—from Goldman Sachs Black in Business, to Intuit IDEAS, to just good old-fashioned experience and curiosity. I’m refining my niche, pricing strategically, and setting my business up for long-term success.
But I’m also prioritizing myself. More delegation. More rest. More family time. More alignment between what I do and how I want to live.
To my fellow Black women entrepreneurs, working moms, and purpose-driven bosses: We don’t have to choose between impact and income. We can build thriving businesses that reflect our values and sustain our families. The journey isn’t easy, but with the right tools, support, and mindset—we got this.
How to Choose Yourself, Identify Stagnation & Achieve Your Goals
I wrote this blog because I know firsthand what it's like to stay in situations (business, jobs, relationships, mindset traps) way past their expiration date. The growth is gone, the alignment is off, and yet, we’re still here, “making it work.” But if you’re serious about scaling your business, honoring your purpose, and actually enjoying your life, you have to know when to pivot.
So, here’s how to I’ve grown my ability to spot stagnation, break free from misalignment, and move toward my goals with intention:
1. The Stagnation Test: Are You in a Growth Rut?
Ask yourself:
Am I still learning, or am I just coasting?
Do I feel excited about my work, or just exhausted?
Am I seeing progress, or am I just busy?
According to a McKinsey study, companies (and entrepreneurs) that don’t continuously invest in learning and innovation see slower growth and decreased financial performance (McKinsey & Company, 2021).
If your business has been on autopilot for a while, it might be time to shake things up—new strategies, new offerings, or even new clients who actually align with your vision.
2. The Alignment Check: Are You Doing the Right Work?
Misalignment feels like forcing yourself into spaces that no longer fit. It’s like wearing jeans two sizes too small—uncomfortable, unflattering, and completely unnecessary.
To check for alignment, ask:
Does my work reflect my core values?
Am I working with clients and brands that I believe in?
Is my current path leading me to the version of success I actually want?
If the answer to any of these is “nah,” it’s time to reevaluate. A Harvard Business Review study found that purpose-driven businesses retain employees (and founders!) at significantly higher rates, leading to greater long-term sustainability (Harvard Business Review, 2022).
Translation? When your work aligns with your mission, you’re more likely to stick with it and thrive.
3. The Strategy Shift: Are You Working Smarter, Not Just Harder?
Listen, we’ve all had those “If I just work harder, things will change” moments. But grinding without strategy is just glorified burnout. The key? Work smarter:
Delegate like a boss – If you’re still doing everything yourself, you’re holding your business back. A study by Gallup found that CEOs who delegate effectively grow their companies 33% faster (Gallup, 2016).
Price for sustainability, not struggle – If you’re constantly overworked but underpaid, it’s time to reevaluate your rates. The State of Women-Owned Businesses Report shows that Black women entrepreneurs are more likely to undercharge due to systemic undervaluation of our labor (American Express, 2023).
Say no like your peace depends on it – Because it does. Not every opportunity is for you. Protect your energy.
4. The Execution Plan: How to Actually Achieve Your Goals
Now that you know where you stand, here’s how to move forward:
Set CLEAR goals. Instead of vague dreams like “grow my business,” define exactly what that means. More revenue? More freedom? More impact? Get specific.
Reverse-engineer your success. Break big goals into smaller, trackable steps. Want to increase revenue by 50%? Identify how many new clients you need, what your conversion rate is, and what marketing strategies will get you there.
Get accountability. Whether it’s a business coach, a mastermind group, or a trusted friend who will call you out when you’re slacking, accountability keeps you on track. Studies show that people who regularly track progress toward their goals are 42% more likely to achieve them (Dominican University, 2015).
Make room for rest. Because what’s the point of all this success if you’re too exhausted to enjoy it?
Final Word: You Deserve to Thrive
At the end of the day, you don’t have to sacrifice yourself for success. You don’t have to choose between impact and income. And you definitely don’t have to keep pushing through misalignment just because you started something.
Give yourself permission to evolve. Your business will grow. Your life will expand. And you’ll look back and realize that choosing yourself was the best decision you ever made.
Now go build, rest, and thrive. But before you leave, tell me what resonates with you, how will you honor yourself in your work?
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