What Happens When a Woman of Color Entrepreneur Stops Asking for Permission
What would shift in your life if you stopped waiting for permission and started giving it to yourself? Like, realistically speaking.
There’s a moment in every woman of color entrepreneur’s journey where she realizes something has to give. Not her values. Not her voice. But the exhausting need to prove herself before she can charge more, speak up, or take up space.
Let that sink in for a moment.
I know I had to, is it time for you as well?
Well, that’s the moment I want to talk about this week because I see too many people stuck in the loop (waiting for a title, applause, or even just a quiet nod of approval before we allow ourselves to own our ambition). If not, it seems like freeze, fight, flight, or even counting butterflies is taking over.
But what if there was one thing we have in common as a woman of color, in our culture, in the way we grew up, that could be the cryptonite to it?
Well, I talk about it this week in the podcast with Nicole, a Latina entrepreneur who built two six-figure businesses not because she had a master plan, but because she stopped waiting to be validated.
Let’s look into it
The Perspective:
The truth is, this whole “waiting for permission” thing? It didn’t start with you.
It started with a system that taught us (explicitly and implicitly) that we had to be twice as good, twice as quiet, and twice as grateful just to be in the room. It was passed down, baked in, and for many of us, it’s something we’re still trying to unlearn in real time.
So when the fear creeps in—when we hesitate to raise our prices, launch that thing, or just say what we really feel—it makes sense. The voice that says “prove it first” didn’t come from nowhere.
But here’s where it gets powerful:
Community is the kryptonite to all of that.
Community reminds us that we’re not alone. And it is who we are!
It reflects our brilliance to us before the world does.
It lets us borrow courage when our own feels shaky.
That’s what Nicole tapped into. She didn’t build momentum by pretending she had it all together; she built it by involving her people. She shared her journey. She let them in before the product was ready. And that transparency made people root for her, support her, and invest in her success.
She gave herself permission, but she also gave her community a role to play in that story. And in return? They showed up. Again and again.
This is the shift.
You don’t need everyone’s validation—just enough community to remind you that you’re already worthy.
You can listen to our whole conversation here
The Practicality:
Here are four practical ways to stop waiting for permission and start owning your expertise, in my words (Or I should say, in the Brown Way To Money Pillars) BE SEEN.
Here’s how to start:
Start sharing before you feel “ready.”
You don’t have to have it all figured out to start telling your story. Building in public allows your people to root for you as you grow. Momentum doesn’t come from perfection—it comes from connection.Let community hold you accountable.
Sometimes, saying your next move out loud makes it real. Text a trusted friend. Post your vision. Let someone see it. This is less about pressure and more about remembering that you’re not doing this in the dark.Stay visible, even when you’re not selling.
You don’t have to always be pitching. Show up with value, honesty, and consistency. Let your audience see the human behind the business. That’s how trust is built—and trust is what sells, sustainably.Build your support system with intention.
Whether it’s a sister circle, a coach, a business bestie, or your cousin who hypes you up on voice notes—build your “I can do this” bench. You don’t have to figure it all out alone. You just have to stop hiding.
Rewiring Your Ways:
Ready to solidify all of this and get your brain to act differently with money? Let’s rewire:
If you’ve been shrinking yourself while waiting for someone to say “yes” this is your sign to give yourself the green light.
📝 Write this in your journal (or say it out loud):
***These prompts are psychologically charged. If you say, “Well, I don’t have to do that,” you are welcome! It has worked.***
I give myself permission to ____ without needing validation.
I only need to prove my worth to ____because ____.
I have no evidence that I can do that, do I?
Then ask yourself:
What would change in my business if I acted like the version of me who no longer needs permission?
Shortcut to Build Wealth: Grants + Funding Open Now for Women Entrepreneurs 💰
Oh my new fav part of this newsletter! The opportunities for you to act now! and BUILD WEALTH!
Before I continue with those grants available to you, remember that as a Forbes, Business Insider, Huffpost, and other publications contributor, I am always looking for stories like yours to highlight. If you want to know what I am working on for the week and pitch me, listen to the Brown Way To Money podcast; you’ll find it there.
Okay, so here are 3 open grants designed for women and small business owners—and yes, they’re still open.
💸 Start.Pivot.Grow. $2.5K Micro-Grant
What it is: A $2,500 micro-grant to help you invest in marketing, equipment, or your next big idea.
Why it’s dope: Non-dilutive (you keep 100% equity).
Deadline: Rolling
🛠️ Jobber Grants – $10K for Home Service Entrepreneurs
What it is: 15 grants of $10,000 for home service pros (cleaning, repair, landscaping, etc.)
Open to: U.S. and Canada-based business owners or side hustlers
Deadline: June 11, 2025
💼 Enthuse Foundation Women’s Business Grants
What it is: Six targeted grants for women business owners (marketing, retirement, insurance, and more)
Requirements: Must be your full-time gig + U.S. citizen
Deadline: April 28, 2025
Before I close this issue…
You’ve built a business.
But is it building wealth?
If you're making money but still feeling stuck around $50K, there may be hidden gaps holding you back.
Want to find out what it is? Then The Financial Freedom Builder Assessment is for you.
A quick, 2-minute quiz to help you uncover why your income feels capped—and what to do about it.
🎯 Get clarity on:
What stage you’re in
What’s keeping your revenue from scaling
How to start building real financial freedom
👉🏾 Take the free assessment here
See you soon,
Alejandra Rojas
Founder, Brown Way To Money