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
You ever walk into Costco for one thing, and leave wondering what the heck just happened to your life? That was me last night. All I needed was paper towels. Just one 12-pack brick of industrial absorbency, thank you very much. But the moment I stepped through those magical warehouse doors, it all unraveled. First, I saw a velvet chaise lounge I definitely don’t need. Then - it was a six-tier spice rack. A kayak. A weighted blanket. A 5-lb tub of Gummy Bears I haven’t stopped thinking about. By the time I made it to checkout, I was $312 deep in, “Maybe I’ll use this someday ” purchases. And that’s when it hit me. This is exactly what shiny object syndrome looks like. Not just in Costco. In business. You start with a clear goal - launch a course, a new service or a new product, finish your website, close three new clients. But somewhere along the way, you get distracted by someone else’s launch, a new app, a Canva template you’ll definitely use one day. You buy a course. Download a funnel template. Rebrand your business at midnight. Before you know it, you’re carting around half-baked ideas and unopened tools you never actually needed, and your real revenue-generating work is buried under distractions. It’s a costly habit. Not just in money but, in time, clarity, confidence, and momentum. Here’s your wake-up call => If it doesn’t drive sales, systems, or sanity - put it back on the shelf. You don’t need more stuff. You need a strategy that works. One that moves your business forward with intention and impact. So if you’re tired of carting around the chaos, and ready to focus on what actually gets results - I got you. Check out the free resources on my site or book a quick call. No pressure. Just clarity, next steps, and a bold plan that keeps your eyes on the prize. Download your free Focus to Profit Blueprint so, the next time distraction shows up dressed as a business breakthrough, you’ll know the difference. With Grace & Grit, Jo Jo Rawald Growth Architect for Women Entrepreneurs | Lean Six Sigma Black Belt 📞 (305) 934-0006 | ✉️ jo@jorawald.com www.JoRawald.com | @xojorawald www.QueenKongBiz.com | @queenkongbiz
Have you ever had one of your childhood memories come crashing back at ya with full volume and suddenly you're 14 again... but this time, with 40 more years of hindsight and a whole lot more humility? Yeah. That happened to me last weekend.I had the honor of being a keynote speaker at one of the best women’s business events I’ve ever attended - the WFS Female Founders Forum 2025 , hosted by the phenomenal nonprofit Women for Success . The room was filled with powerful, purpose-driven women who weren’t there to play small. They came to scale, get certified, and secure the kind of legacy their Moms would brag about at church.
Imagine losing money every time you make a sale… and choosing to do it anyway. That’s exactly what Costco has done - for 40 years straight - with their $1.50 hot dog + soda combo. Yep. One dollar. Fifty cents. No inflation. No markup. No apology. And when someone on the leadership team had the nerve to suggest raising the price? Costco co-founder Jim Sinegal flat-out said, "If you raise the price of the hot dog, I will kill you." Savage? Maybe. Strategic? 1000%. Because he got something most business owners miss entirely… => Not everything you sell is about profit. Some things are about perception. That hot dog isn’t just a cheap meal. It’s a statement: “We’re not here to nickel-and-dime you. We’re here to treat you right.” And guess what? That tiny loss leader earns them billions in customer loyalty, trust, and recurring revenue. I call this the Hot Dog Method: 🌭 Sacrifice something small. 🌭 Earn something massive. 🌭 Make it memorable. Every business can have a $1.50 hot dog moment: 🌭 A bonus your clients didn’t see coming 🌭 A “damn, no one else does that” type of policy 🌭 A ridiculously over-delivered offer that makes them tell 3 friends The key? Don’t hide it. Flaunt it. Repeat it. Build a reputation around it. Make it so obvious your clients can point and say, “That’s why I work with her. No one else shows up like that.” So here’s your million-dollar reflection: What’s YOUR $1.50 hot dog? Find it. Double down on it. Then sit back and watch your referrals multiply like Costco memberships in January.
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:
Your business is not a side dish. It’s the main course—and it deserves to be treated like one. In this no-BS blog, I’m calling out “leftover” business strategies that leave women entrepreneurs stuck, stressed, and scaling in all the wrong ways. Discover how to build a business that’s bold, sustainable, and built to outlast trends using my BAMBOO Framework.
Too many women are stuck in the hustle—working nonstop, solving the same problems, and barely seeing the return.
You didn’t start your business to burn out. You started it to break free.
If you’re ready to ditch the stress and build a business that actually pays you back, this is your moment.
Join me LIVE in South Florida at Brains, Brilliance & Bold Moves—where I’ll show you how to scale smart, simplify your systems, and make way more money doing less.
🍷 Dinner, wine, and your profit breakthrough: www.jorawald.com/Brains-Brilliance-and-Bold-Moves
If your business feels like a tornado of to-do lists, dropped balls, and duct-taped systems… it’s not just exhausting—it’s expensive.
Chaos costs you time, clarity, and cold hard cash.
This blog is your wake-up call:
🛠️ Simplify your operations
💸 Stop bleeding profit
📈 Build a business that works for you
Read it. Apply it. Start making smart money moves →
👉 https://siteeditor.thryv.com/home/site/c8e9f361/blog/if-your-business-feels-like-a-hot-mess-its-costing-you-money#preview
You’re not charging too much. You’re not “bad at sales.”
You’re just leaving money on the table—and this blog breaks down exactly how to stop.
If you’re underpricing, over-delivering, or relying on guesswork to grow… you’re leaking profit.
Let’s fix that.
I’m giving you the tools to:
💰 Price like a pro
📊 Package for profit
🎯 Sell with strategy
Read it, bookmark it, share it with your business BFFs →
👉 www.jorawald.com/youre-leaving-money-on-the-table-lets-fix-that
The right clients are watching—but do they actually know what you do?
If your messaging is vague, cute, or confusing, you’re basically invisible.
This blog is your wake-up call to get crystal clear, magnetic, and straight-up undeniable.
You’ll learn how to:
🧲 Attract the right people (without chasing)
📢 Clarify your offer
👑 Show up as the go-to expert in your space
Because your next client isn’t on the fence—they’re just unsure if you are the answer. Fix that here →
👉 www.jorawald.com/the-right-clients-should-be-coming-to-you-theyre-watching-but-do-they-know-what-you-do
One Zoom call. That’s all it took to blow up how I coach—and rebuild it into something way more powerful.
If you’re overcomplicating your client process, trying to “do it all,” or feel like coaching is starting to drain you… this blog is your game-changer.
Inside, I break down:
🔥 The shift that simplified everything
🎯 How I get faster results (without burning out)
💡 What most coaches get totally wrong
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