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When Bias Meets Business
Jo Rawald • March 1, 2025
Why First Impressions Could Be Costing You Clients — And Cash
Yesterday, I had a conversation with my professional coach, Alan Samuel Cohen, founder of
ASC Coaching and Speaking, and let me tell you, this chat was one for the books. Alan and I were talking about bias and judgment — you know, those snap decisions people make about you before you even say hello.
This all started because I was sharing something that happened while I was pulling stock photos online to market my LGBTQ+ Business Certification Navigator program. I hopped on Adobe Stock, typed in “LGBTQ+ Entrepreneurs” and my screen exploded with bright pink hair, neon makeup, and outfits that looked like they had just come off a Pride float.
Now, I am all for bold self-expression, but here’s the thing - I personally know over a dozen LGBTQ+ business owners, including close friends and family, and not one of them looks like that. Some wear jeans and T-shirts. Some live in athleisure. Some are all about tailored blazers and power heels. That’s the beauty of it - they’re all different. But Adobe’s algorithm had decided to shove the entire community into one loud stereotype. And that got me thinking about how often that same thing happens in every corner of business.
This all started because I was sharing something that happened while I was pulling stock photos online to market my LGBTQ+ Business Certification Navigator program. I hopped on Adobe Stock, typed in “LGBTQ+ Entrepreneurs” and my screen exploded with bright pink hair, neon makeup, and outfits that looked like they had just come off a Pride float.
Now, I am all for bold self-expression, but here’s the thing - I personally know over a dozen LGBTQ+ business owners, including close friends and family, and not one of them looks like that. Some wear jeans and T-shirts. Some live in athleisure. Some are all about tailored blazers and power heels. That’s the beauty of it - they’re all different. But Adobe’s algorithm had decided to shove the entire community into one loud stereotype. And that got me thinking about how often that same thing happens in every corner of business.
Lunch With Rick • A Real-Life Reminder
This topic was already fresh in my mind when I sat down for lunch today with Rick Babyack, owner of Uniq Catering (side note - if you have not tried Rick's food, stop reading and book Uniq Catering right now!).
Rick is a Korean-born American who grew up in an all-white, anglo-saxon community in Northern New Jersey. Over Talkin' Tacos, Rick shared some of the wild stereotypes he ran into - not just from his classmates and neighbors, but from his own family even. Some people assumed he would automatically be a straight-A math genius. Others figured he would only date or be attracted to Korean women - because heaven forbid anyone in his community understand that there are NO barriers to attraction! Even within his family, there were expectations about who he should marry, what kind of career he should chase, and how he was supposed to act.
Fast forward to today - Rick owns a phenomenal catering business, serving up mouthwatering food that pulls from global flavors, not just the ones someone else thinks “fit” his culture. His story is proof that bias isn’t just annoying - it’s limiting. And unless you actively push past those boxes other people try to put you in, you will stay stuck in them.
Bias is Everywhere & It’s Costing You Opportunities
Bias does not just show up in conversations about race, gender, or sexual orientation. It is alive and well in every aspect of business, and if you are not careful, it could quietly be draining your sales pipeline, blocking opportunities, and keeping you stuck in the wrong circles.
Here are some of the most common biases I see entrepreneurs wrestling with all the time - and yes, sometimes they come from others, but just as often they are coming from inside your own head.
1. The Looks Bias
The business world still loves to judge a book by its cover. A woman in a floral dress might be seen as "sweet but not serious" while a guy in a blazer and khakis gets an automatic pass as “professional.”
I have had people straight up admit, before they knew me, they assumed I grew up with money just because I show up put-together. Meanwhile, I’m out here building programs for women, minority, veteran, and LGBTQ+ entrepreneurs and inviting everyone to the table because of the way I grew up with a mom who worked two-jobs (in a factory and waiting tables at a restaurant) and a dad who couldn't keep a job because of his PTSD & alcoholism. First impressions? They lie.
2. The Age Bias
Too young? People assume you are clueless. Over 50? They think you can’t possibly know how TikTok works. Both are garbage assumptions.
2. The Age Bias
Too young? People assume you are clueless. Over 50? They think you can’t possibly know how TikTok works. Both are garbage assumptions.
I work with 22-year-olds who are running six-figure businesses and
70-year-olds who are out here disrupting entire industries. Age has nothing to do with capability. Bias does.
3. The Revenue Bias
People hear “under $250K in revenue” and act like you are just playing business. They hear “seven figures” and suddenly you are a guru. Neither one is the whole truth.
3. The Revenue Bias
People hear “under $250K in revenue” and act like you are just playing business. They hear “seven figures” and suddenly you are a guru. Neither one is the whole truth.
Plenty of smaller businesses are wildly profitable. And there are million-dollar businesses barely breaking even. The size of your bank account does not define your brilliance - your ability to create results does.
4. The Gender Bias
Women business owners still get asked if their business is just a "cute side hustle." Men get assumed to be in charge even when they are not. It is exhausting.
4. The Gender Bias
Women business owners still get asked if their business is just a "cute side hustle." Men get assumed to be in charge even when they are not. It is exhausting.
I have had vendors and salespeople ask to speak with my husband even after I made it crystal clear I’m the one signing the check. Welcome to bias in action.
5. The Niche Bias
Say you're a business coach, and some people assume you're selling get-rich-quick snake oil. Say you own a cleaning business, and people picture you in rubber gloves instead of running a scalable empire.
5. The Niche Bias
Say you're a business coach, and some people assume you're selling get-rich-quick snake oil. Say you own a cleaning business, and people picture you in rubber gloves instead of running a scalable empire.
Your niche is just your entry point. Your expertise and impact are what actually matter — but bias loves to ignore that part.
6. The Background Bias
Degrees, pedigree, and family names still carry weight - sometimes too much weight.
6. The Background Bias
Degrees, pedigree, and family names still carry weight - sometimes too much weight.
I was raised by a Chinese immigrant mom who spoke limited English and worked two jobs, and a Spanish-born Vietnam-Veteran dad who fought demons no one could see. I didn’t go to Harvard or inherit a business. I built my career from scratch, fueled by grit, resilience, and an unwavering belief that success is for everyone willing to chase it.
Why Bias is More Than a Nuisance - It’s a Profit Killer
Bias shuts down conversations before they start.
It keeps you from reaching out to people who do not "look like your ideal client."
It convinces you to shrink, soften, or shape-shift to fit someone else’s comfort zone.
That is leaving money on the table. And for what? To fit into a box you never asked for? No thanks.
What to Do About It
1. Own Your Story
Lead with who you are. Be so clear and bold about your values, your voice, and your vision that people can’t make up their own version of you.
2. Get Curious
When you catch yourself making assumptions — stop. Ask better questions. Bias dies when curiosity takes over.
3. Call It Out
When bias happens — and it will — address it head-on. Not aggressively, but confidently. Say “Actually, let me tell you who I am.” Re-educate people.
When bias happens — and it will — address it head-on. Not aggressively, but confidently. Say “Actually, let me tell you who I am.” Re-educate people.
4. Be the Example
Hire people who do not "look the part." Partner with unexpected collaborators. Build a brand that breaks the mold on purpose.
The Bottom Line
Bias in business is real but, it is not the boss of you. Whether people are assuming you are too young, too old, too ethnic, too plain, too loud, or too quiet - none of that defines your success.
Hire people who do not "look the part." Partner with unexpected collaborators. Build a brand that breaks the mold on purpose.
The Bottom Line
Bias in business is real but, it is not the boss of you. Whether people are assuming you are too young, too old, too ethnic, too plain, too loud, or too quiet - none of that defines your success.
What defines you is your results, your values, and your courage to show up exactly as you are.
Ready to Unlock Your Business’s Profit Potential?
Tired of tiptoeing around bias and ready to own your brilliance? Let’s work together to build a business that’s authentic, profitable, and 100% YOU. Grab your free 20-minute discovery call and let’s map out your next big move.
Because the world does not need more cookie-cutter businesses - it needs more YOU
Tired of tiptoeing around bias and ready to own your brilliance? Let’s work together to build a business that’s authentic, profitable, and 100% YOU. Grab your free 20-minute discovery call and let’s map out your next big move.
Because the world does not need more cookie-cutter businesses - it needs more YOU
Every year on St. Patrick’s Day, Chicago pulls off one of the boldest marketing moves of all time. They don’t just slap a few shamrocks on storefronts and call it a day. No. They shut down streets, they throw massive parades, and they dye an entire river green. And guess what? It works. People show up in droves. They take photos. They talk about it for weeks. Because when you go that big, that bold, and that unapologetically loud, you become impossible to ignore. Now, let me ask you this - what’s your business doing? Too many entrepreneurs market themselves like a whisper. They post once in a while and hope clients magically find them. They keep their services under wraps like some exclusive VIP secret. They don’t want to be “too loud” or “too much.” And then they wonder why no one is buying. Meanwhile, the businesses making real money? They’re throwing a parade. They’re visible. They’re showing up consistently. They’re making noise. Not spammy, not desperate - just strategic, confident, and impossible to ignore. Here’s the Reality If people don’t know you exist, they can’t pay you. If you’re waiting for clients to just find you, you’re going to be waiting a long time. The best brands aren’t the best-kept secrets - they’re the ones that know how to make themselves seen. So, how do you stop being invisible? How do you turn your business into something people can’t stop talking about? That’s exactly what I’m teaching at Brains, Brilliance & Bold Moves - a hands-on workshop for women entrepreneurs who are done waiting quietly and ready to attract clients with confidence. On May 7th at Brains, Brilliance & Bold Moves in South Florida, we’re covering: • How to market yourself like a parade (without feeling salesy) • How to attract dream clients instead of chasing bad ones • How to fix your cash flow so you always know where your next dollar is coming from • The exact strategies to get seen, get paid, and stop wasting time This isn’t theory. It’s action. If you’re a woman business owner, grab your seat now. If you know a woman entrepreneur who needs to stop waiting in the shadows, send this her way - she’s welcome. Sign up here See you May 7th. And hey - if Chicago can turn a whole river green, you can show up and promote your blimey business.
Have you ever had that gut feeling that something was off - like you just knew something wasn’t right? You pull up somewhere familiar - somewhere you go all the time - and yet, something feels… off. Your gut tightens. Your instincts go on high alert. You don’t have proof that anything’s wrong, but you sure as hell aren’t about to ignore that feeling. That was me the other morning at the dog park. And let me tell you - my instincts? Dead on. The Routine That Got Disrupted Adelaide and I have our morning routine down to a science. Dog park, 6:45 AM, five days a week. She’d love to go every day, but, you know, I got work commitments.
This past Saturday, I had to practically shove my husband out the door and, that’s when it hit me. This is exactly what too many entrepreneurs do with their businesses. My husband, Brett, had just come home at 4:30pm from a 5-day instructor trip (he’s a 787 Instructor Pilot for American Airlines, which sounds fancy, but basically means he’s been stuck in a flight simulator for almost a week straight). Normally after a trip like that, Brett comes home, unpacks & repacks his suitcase, and immediately becomes one with our couch - remote in hand, fully committed to doing absolutely nothing. But this time was different. One of Brett’s best friends, Derek, happened to be in Miami (a half-hour drive from us), and Brett really wanted to meet up for dinner at 6:30pm and a couple of beers before Derek headed home. Sounds simple enough, right? Except Brett was circling the conversation with me like he was about to ask permission to go on a bachelor party weekend in Vegas - not wings and beer with an old buddy. We’re talking nervous energy and all kinds of “only if you’re okay with it” disclaimers. Why? Baggage. You see, this is Brett’s baggage talking. His second wife, bless her heart (yes, that’s a Southern-term for “that Bitch”), had a whole rulebook for him. No beers with the guys. No hanging out without her. No female friends on Facebook. Basically, if she wasn’t involved, it wasn’t happening. Me? I’m the opposite. I practically tossed Brett’s shoes at him, handed him his car keys, and told him to go have fun. I love my husband but, I did not sign up to be his one-woman entertainment committee. That’s way too much pressure for any spouse. So what does any of this have to do with your business? Everything. Because I see entrepreneurs do this all the time. You drag around someone else’s rules - old baggage from a micromanaging boss, a controlling former business partner, or some Instagram “expert” who declared that if you are not posting 3 times a day, your business is basically doomed. Let me say this loud and clear. You get to build your business your way. Want to work 3 days a week and take August off? Do it. Want to sell your offers like you are telling your bestie about a killer Nordstrom sale? Yes, please. Want to raise your prices without explaining yourself? Absolutely. Business isn’t supposed to feel like a never-ending list of “shoulds” and “musts.” You started this thing for freedom - not to recreate the corporate cubicle in your living room. That’s exactly why I made you something, The Entrepreneur Permission Slip , because sometimes, seeing it in black and white helps you believe it. It’s your reminder that you are the CEO, the CFO, the Head of Vibes, and the Chief Decision Maker all rolled into one. So who exactly are you waiting on? Go ahead - download it, print it, sign it, and stick it where you will see it every single day. And while you're at it, write your top 3 business goals right on it. Because when you stare at your goals every day, they stop being “someday” dreams and start being “get it done already” plans.
I Got Hacked – Here’s How It Happened and How to Protect Yourself"
One click. One distracted moment. That’s all it took for hackers to gain access to my email, business domain, and credit card.
I was fully immersed in an incredible growth seminar, learning game-changing branding strategies, while cybercriminals were busy stealing my information. By the time I realized what had happened, they had already charged $3,000 to my card and locked me out of my own accounts.
If this can happen to me, it can happen to anyone. That’s why I’m breaking it all down—how I got hacked, the mistakes I made, and, most importantly, the steps you need to take to protect yourself before it’s too late.
➡️ Read the full story here: https://www.jorawald.com/i-got-hacked-here-s-how-it-happened-how-to-protect-yourself
Have you ever been hacked? Drop your story in the comments. Let’s help each other stay ahead of cybercriminals.
🔒 #CyberSecurity #LessonsLearned #StayProtected #OnlineSafety
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In this blog, we break down six major profit leaks that could be costing you thousands and show you how to fix them. From tracking your finances to optimizing your pricing strategy, these simple tweaks can transform your business and help you keep more of your hard-earned money.
🚀 Ready to take control of your profits? Read now and start plugging those leaks!
👉 https://www.jorawald.com/stop-the-profit-leak-and-keep-more-cash-in-your-business
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Read the full blog now: https://www.jorawald.com/the-future-of-women-owned-businesses
#WomenInBusiness #AIForBusiness #Entrepreneurship #Productivity #BusinessGrowth
Unlock the secret to scaling your business to seven figures—without working harder! The key? Compounding profits. By making small, strategic 1.4% improvements in 12 key areas, you can double your profits without burnout. Learn how to leverage the Profit Simulator to see real-time results and discover the most effective strategies top entrepreneurs use to grow their businesses effortlessly. Click the link to take action now! https://www.jorawald.com/the-power-of-compounding-profits
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In my latest blog, The Secret to Working Smarter, Not Harder, I explore how automation can save you time without sacrificing personal connections with your clients. From email marketing to social media scheduling and customer support, there are countless ways to streamline your processes while keeping things personal.
Ready to find the balance between automation and authenticity? Check out the blog now and discover how automation can work for you: [link to blog]
#BusinessAutomation #PersonalizedService #WorkSmarter #TimeSavingTips #BusinessGrowth #CustomerConnection #Efficiency