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
I went to a networking event yesterday at Rosie’s Bar & Grill in Wilton Manors. Tropical-chic to the max. You know the kind of place - upscale casual, strong cocktails, mandatory valet. Now usually, I’m all about valet. But not yesterday. I wasn’t there to sip martinis or hang around all night. I could only stay for 20-minutes. That means - I was on a serious 20-minute mission: say hi, shake hands, peace out. Then, get back in my car to jump on a Zoom meeting! I certainly wasn’t about to drop $20 just to park my car for 20 minutes. No way! I pulled into the valet area, looked the guy dead in the eye, and said, “I’ll be in and out faster than your last relationship. Can I just park it right here?” And bless his heart - he said yes. Honestly, that should’ve been my win for the night. But then I met Sean Gac-Guerrier. Sean’s the Marketing Director at Excel Title, Inc. We started talking about dogs - and **cue the angels singing. We clicked instantly. Not two strangers meeting, more like two childhood friends who hadn’t seen each other in a decade! Sean showed me a photo of his dog, Dottie. I pulled out pics of my girl, Adelaide. Then he pulled out a photo of Dottie that stopped me in my tracks. Sean had a photo of what Dottie would look like as a human. Not a cartoon. Not a filter. I’m talking AI-generated, fully humanized, real-world, cardigan-wearing, intelligent-and-intimidating Dottie. I was mesmerized! It was as if Pixar and the FBI teamed up to design her. I looked at Adelaide’s pic… then looked back at Sean… and blurted out, “I need to humanize my dog!!” And I did. I went home, found the exact AI prompt, uploaded Adelaide’s photo, answered a few fun questions about her personality, and style - then… BOOM. Human Adelaide was born. Tall, lean, cozy-chic, with that unmistakable “don’t-mess-with-me-but-I’ll-still-hug-you” vibe. She looked like she ran Homeland Security and still had time for tacos and espresso martinis on a rooftop. Honestly? I stared at the image for like five minutes. Because it wasn’t just about making something cute. It was about seeing something familiar - something you know - come to life in a new way. Here’s the AI Prompt if you want to try it yourself:
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🍷 Dinner, wine, and your profit breakthrough: www.jorawald.com/Brains-Brilliance-and-Bold-Moves
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👉 https://siteeditor.thryv.com/home/site/c8e9f361/blog/if-your-business-feels-like-a-hot-mess-its-costing-you-money#preview
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👉 www.jorawald.com/the-right-clients-should-be-coming-to-you-theyre-watching-but-do-they-know-what-you-do
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If you’re a coach or service provider who’s doing the most and getting the least—read this NOW.
👉 www.jorawald.com/this-one-zoom-call-changed-how-i-coached-forever
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👉 www.jorawald.com/the-lesson-i-didnt-expect-at-the-dog-park