The face of entrepreneurship has dramatically changed. Statistically, today’s entrepreneur is fourteen percent female and almost twenty-nine percent represent a minority group. They make up a great portion of the United States GDP (Gross Domestic Product) which is the sum of businesses that add to the American economy. Talk about grit and determination. These groups were often underestimated in the past, but are making their mark as they impact and influence several markets.

Traditionally, people would attend a university and rack up thousands in fees or work a nine to five in hopes that their efforts are acknowledged and compensated. The ladder of success seemed to have been missing some steps making things incredibly difficult for people to reach the top without having assistance. If you pay attention, the million and billionaires who grace covers of magazines are getting younger and diversity, more prominent. Entrepreneurship is the preferred avenue to achieve ultimate life goals. Today, we are in an era of the “woke” generation. There is awareness about any and everything because the information is at our fingertips. Social Media, viral videos, innovative ideas, and technological creations have allowed many to attain wealth quickly. “Throw away the ladder, airlift me to the destination,” says the mindsets of Millennials and Gen Z’s. Hard work is still applauded but they abide by the concept of “Working smarter, not harder!”. If you’re going to do a job, do what you love. People today don’t want to be subjected to a system, ill-treatment (from superiors), or disappointed by unsatisfactory salaries. If you’re going to “go hard” let it be for something you are passionate about that’s ultimately beneficial.

Many are supporting black-owned businesses and other cultural groups to prove that they are not unconsciously biased and contribute to change. Many African Americans believe that supporting a black-owned organization or enterprise is the fulfillment of an Ancestors’ dream. Many would agree that supporting your own culture will …

1. Keep finances in the community.
2. Increase representation.
3. Increases social pride.
4. Create community staples.
5. Decrease the negative stigma of poverty, lack, and ownership.

 Representation is imperative right now and everyone is rooting for their own culture to have visibility and awareness. Today, we are aware that being socially and environmentally responsible is preferred. Everything is for a cause or “for the culture” but what happens when a culture has been misrepresented, misconstrued, misbranded, misclassified, and experiences social self-sabotage?

Let’s address the neon elephant on the block. Being labeled a “black business” can potentially hinder growth. I believe that black-owned businesses are often misconstrued because there are so many ill notions concerning professionalism or the lack thereof. Black businesses are not supported by African Americans because many believe that their culture is riddled with a lack of quality, customer service, proper communication, consistency, integrity, and efficiency.

Unfortunately, many have encountered unfavorable experiences with such businesses. While some argue that they experience a lack of support. People of Color prefer to support other races to obtain quality partnerships and encounters. The complaints often expressed… are a mile long but it’s actually social self-sabotage. When someone black says “you know it’s going to be late, it’s a black-owned business”, it is a form of social self-sabotage. Many have lost all faith within their race to produce favorable outcomes. This diminishing of support destroys not just a particular business but the reputation of an entire race.

We all know integrity is doing the right thing when no one is looking. “Integrity is necessary, not an optional tool. it is an expression of love and passion for your business. This is the only way for your business to advance and succeed” says Anita from “Siomara’s Catering”. It’s not just doing the right thing but putting your best foot forward with good intentions. Many often associate branding with just colors and images that are presented on a public platform. What they fail to realize is, the true identity of your brand is YOUR character. Your core values, beliefs, ethics, and principles become evident in the brand. “What people say about you when you’re not in the room is your true brand identity,” says Brandon Monti of Connecticut. Your perspective will always creep into the culture and environment you create. What you represent as a person will transition and translate to what you present as a CEO.

The term “Black Excellence” is often a hot topic. African Americans love to use and overuse it to show support, pride, or approval. Vaughn Brandford of Brooklyn states that “I think most people are under the misconception of black excellence. Many utilize it as a shield to be subpar believing that they are exceptional by just mere existence. People believe that somehow it shields black people from discrimination and racism, which is a complete fallacy. We must understand, to be considered excellent, we must be excellent. Most of us won’t get a second chance at a first impression. If we know we’re representing more than just “us” then we should consider it in our presentation. The adjective “excellent” should be used without the “black” label. We should just strive to be amazing and successful owners who just happen to walk in excellence”.

Business Owners Tips to fight against statistics:

1. Invest in professional development training.
2. Hold others accountable.
3. Acquire financial literacy and upgrade financial practices.
4. Invest in software to remain organized and keep track of invoices and payments.
5. Apply Ethics in everything.
6. Vulnerability is a must! It’s not a crime to say “no”, “I’m unable to” or be honest about mistakes.
7. Keep the bar of excellence high.
8. Sensitivity training is highly preferred.
9. Train staff on concepts of customer service and the power of a pleasant demeanor.
10. Be reliable.
11. Boost hospitality.
12. Watch your tone.
13. No compromise.
14. Inferior service is not accepted!
15. Develop a disdain for tardiness.
16. DOCUMENT, DOCUMENT, DOCUMENT
17. Contracts are your friend.
18. Make realistic promises.
19. Be open to key partnerships.
20. Learn and teach conflict resolution.
21. Particiality is unkind. Many will be pleasant to another race but disrespectful or rude to their own.
22. It’s not a competition but it is a competition. You need a comparative advantage for a competitive market. However, do not compare yourself to anyone else other than yourself. Monopoly is a game to play at home. Some competition is healthy to push you.
23. Don’t be afraid to share information and resources. Even if people immatate you, they will never be YOU. Your unique presence in a saturated market is still needed.
24. Do not take clients’ funds without providing a product or service and then ignore them. Clients should not have to chase you.
25. Communication is your friend!

These tips are not to criticize but to aid in the development and formation of your next level in business. Be encouraged. Find joy and pleasure in what wakes you up every day. When you are intentional about living, you can live on purpose, expressing purpose. Elizabeth, owner of the famous “Bizzy Bakery” in Brooklyn states that “It does my heart proud knowing I can brighten a day just by being myself. I love that God allows me to do what I love every single day. Being respectful is a MUST, but being a nice person is a CHOICE. I just happen to be one of the few where being nice comes naturally to me”. “Lizz” is a prime example of how personal brand affects professional branding. She is extremely jovial and easy to interact with. She is a woman of her word and truly finds delight in seeing her customers happy. Her sweet demeanor encourages potential clients to try her sweet treats.

Dr. Courtney M. Bradley states that “you may not have one hundred dollars, but you can show support in a hundred ways!” It should not take another social uproar or protest in the country to drive people to support each other. Here are some ways to show support and as well as some tips for engagement.

1. Let go of entitlement. Do not expect “favors” and complimentary service due to familiarity.
2. Share promotional material on social media to increase reach and visibility.
3.  Purchase something without an argument or debate about the price. Their time, energy, and resources were invested in their work.
4. Encourage someone by acknowledging their good work or practices.
5. Believe in the vision, it’s not just about the individual.
6. Encourage others to support.
7. Speak well of the company, word of mouth is one method of organic growth.
8. Make a payment on time but communicate in case of an emergency.
9. Arguing and yelling at owners isn’t the most effective way to make a complaint.
10. Respect their payment methods and rules.
11. Ask how you can help or volunteer.

To those who are business owners, working hard to set a standard, I salute you. Thank you for your time, energy, sacrifice, sleepless nights, early mornings, creativity, and passion. Your labor is not in vain, many appreciate all that you do to make a client or organization happy. To every person of color fighting against these common misconceptions, keep going. You being your best self helps combat what is contrary. To every female striving for excellence as a “boss babe” thank you. You are creating a pattern for the next generation to follow. The future of ownership and the reputation of modern leadership is in your hands.