As CEO of ENX2 Legal Marketing for 15+ years, I've learned that authenticity beats perfection every time. Early in my career, I tried to fit the "polished executive" mold - perfect hair, expensive suits, never showing vulnerability. It felt fake and exhausting. The shift happened when I started sharing my real story as a single mother building a business from scratch. During client presentations, I began talking about the sleepless nights, the financial struggles, and how I was doing this all for my son Nikolus. Instead of hiding my "messiness," I owned it - even earned the nickname "Sunshine" for my genuine positivity through tough times. This authenticity became my biggest differentiator in the legal marketing space. Law firms started choosing us specifically because they trusted me - they could see I understood their struggles as a small business owner who'd steerd a global pandemic while keeping every employee employed. My "blood, sweat, and tears" story resonated more than any polished pitch deck ever could. The business impact was immediate and measurable. Our client retention rate skyrocketed because partners felt like they were working with someone real, not a corporate facade. We started getting referrals with comments like "Nicole gets it - she's been in the trenches." That authenticity built the trust that's now the foundation of our nationwide client base.
As the co-owner of Rooted Business Foundations, a company that provides comprehensive business management services to women and queer-owned businesses, I've built my work around one central value: creating space for business owners to show up as their most authentic selves. That value is deeply personal to me because for years, I tried to conform to an image of what I thought a "professional woman entrepreneur" should look like. Early in my career, I would carefully cover my tattoos, select clothing that felt "safe," and make choices meant to fit a mold rather than express who I am. Dressing "safe" often meant orienting myself toward what men would find acceptable. Professional, but not too bold. Attractive, but without exposing myself or drawing the wrong kind of attention. I thought I had to look polished but understated, professional without showing too much of my personality or figure. In short, I was hiding parts of myself in an attempt to be taken seriously. But instead of feeling confident, I felt small, boxed in, and disconnected from my work. When I co-founded Rooted Business Foundations, I made a conscious decision to lean into authenticity. I stopped hiding my tattoos and allowed them to be part of my professional presence. I chose clothing that made me feel comfortable and powerful rather than what I thought others expected of me. And in doing so, I felt something shift. Not just in myself, but in the way people connected with me. Showing up authentically has had a direct impact on my business. Clients have shared that they feel more comfortable and seen working with me because I embody the very values my company stands for. Many of the women and queer business owners we support have also told me that my willingness to show up unapologetically gives them permission to do the same. It sends a message that professionalism isn't about hiding. It's about showing up fully and building relationships rooted in trust and honesty. Challenging traditional beauty standards by embracing my authentic image has not only given me confidence, it has also created a ripple effect. It's helped attract clients who value authenticity, fostered deeper connections, and reinforced the culture of inclusivity that is the foundation of our business.
I would say one specific example of how I buck the trend is by refusing to portray a "polished but palatable" version of what a female med entrepreneur should look like. I wear scrubs and Jordans, I talk fast, and I do not shy away from talking about lip filler or weight loss injections. I do my own makeup in the car. I speak with authority without cushioning the blow. That said, I still lead with kindness, pay my team above market, and bring in over $2.5M a year in injectable services alone. So I do not need to play the part of the dainty beauty exec to be taken seriously... because performance does not build culture, ownership does. The result of this on the business is night and day. My clinics attract real women (nurses, teachers, new moms, CEOs) who want to feel beautiful without being told they have to "tone it down" just to belong. Our fastest growing verticals are not being driven by any trending aesthetic but by transparency and education. We speak directly to women who want results and boundaries, and that starts with how I show up as a leader. It might be loud, but it works. In fact it makes everything else, from hiring to brand loyalty, 10 times easier.
It was a struggle to be comfortable in my expanded, overweight skin, but I got there. As a former model and fitness instructor, the woman staring back in the mirror - a full 80 pounds heavier than I was in my prime- I still do not recognize. I used to hide, refuse to go out, and apologize for who I became. Then I realized that unwillingness to be seen, that self-induced invisibility, was killing my new business and my income. I was no longer the 'traditional beauty' I used to be, and so what! I would not be honest if I said I have fully embraced the body positivity movement, as that would mean I have also accepted my body as it is. I have not. I work to achieve a healthier weight every day because, at 60 years old, my goal is no longer to be thin or worry about what others think. I focus on being functional and not giving nurses back pain, should they have to lift me later. So, I adopted the 'so what' mentality. I deserve a seat at the table, overweight and all. My size has nothing to do with the value I offer my clients, so I show up as I am, as a professional. My willingness to be visible, flaws and all, seems to bother only me. My clients are so busy paying me, regardless of my size, that I slap myself for how much I was missing out on when I decided to be M.I.A. because I no longer met traditional beauty standards.
As a wedding photographer, I do try to dress up and match the formality of these beautiful events. There can be pressure to wear cute shoes, but oftentimes what's fashionable doesn't support me for the 8 or more hours I'm on my feet. A few years ago I made the decision to switch to all black sneakers so that I can do my job well without being sore for the following days. I still wear a dress and do my hair and makeup to give myself a more formal look. But I've learned it's important to prioritize my needs and my health. I've photographed luxury events and no one batted an eye at my sneakers. And now I can still enjoy the day after a wedding day with my family instead of gingerly walking around in pain. The impact to my business didn't exist, and in this case that's a great thing! The impact to my health, happiness, and family is huge, and I wish I ditched the uncomfortable shoes even earlier.
This is such an interesting question. As a woman in any era or time, the feeling of adapting to the "traditional" idea beauty of standards is such an internal struggle. But combine this with also being a entrepreneurial beauty provider and it is only intensified. It took me a couple of years in this industry to realize that there is actually power and advantage in challenging these traditional standards. Women are often enamored and inspired by perfect style in other women, however it is not usually disarming. Not exactly the sentiment I am going for as a beauty provider to women that are in quite a vulnerable position of receiving services nearly naked. When visiting my clients, I am focused on my work and the service I provide. It has become clear to me that my clients simply want a professional beauty provider that appears as just that, professional.
I challenge traditional beauty standards by showing up authentically across all my platforms - no perfect Instagram filters, no staged "wealth management lifestyle" shots. When I host my weekly livestreams on Twitter, Facebook, LinkedIn, and YouTube, I appear as myself: sometimes tired from managing both kids and clients, often passionate and animated about financial literacy rather than polished and "camera-ready." The financial services industry expects women to look either ultra-conservative or overly glamorous to be taken seriously. I rejected both paths and built my brand around genuine expertise and real talk about money. My trending business tweet chats average over 150 million impressions per week because people connect with authenticity, not perfection. This approach has directly fueled my business growth. Being genuine about the realities of entrepreneurship and motherhood has made me more relatable to my target clients - other busy professionals and parents who need real financial advice, not investment theater. My authentic presence led to opportunities like the CNBC Financial Advisor Council and regular Forbes contributions. The data speaks for itself: authentic engagement consistently outperforms polished content. When I share honest moments about balancing wealth management with parenting challenges, those posts generate significantly more meaningful client inquiries than any professionally shot marketing content ever did.
Executive President at Interdisciplinary Dental Education Academy (IDEA)
Answered 6 months ago
As a dentist, educator and entrepreneur in the field of functional-esthetic oral rehabilitation, I think that genuineness in health and appearance brings a lifetime of confidence and professional prowess. I defy conventional beauty ideals and focus on natural functionality and uniqueness of treatments instead of pursuing a fake ideal of beauty. This principle is also reflected in my professional image since I do not follow cosmetic trends but show genuineness, emphasis on health, confidence, and expertise. This not only has established stronger levels of trust with patients and fellow employees, but has also enhanced my reputation as a business leader who prioritizes long term wellness and individuality over short term solutions.
As a woman entrepreneur, one way I challenge traditional beauty standards is by prioritising authenticity over conformity in my professional image. I choose to present myself in a way that reflects who I am, rather than what's expected. That means embracing simplicity, dressing with intention rather than trend, and showing up confidently without feeling the need to over-style or over-polish. This approach has helped me build trust with clients and collaborators—they see me as relatable, grounded, and focused on substance. It's also allowed me to attract partnerships that value integrity and clarity, which has had a positive impact on my business growth and reputation.
My biggest challenge to traditional beauty standards came when I started embracing my natural curly texture instead of constantly straightening it for "professionalism." Coming from Cuba, I grew up thinking sleek, straight hair looked more "put together" for business. The shift happened about three years ago when I decided to showcase my own curls using the same techniques I offered clients. I posted before-and-after photos of my own curly changes on social media, showing how I improved my natural texture rather than fighting it. This authenticity completely changed my client base. My curly-haired clients jumped from about 20% to over 60% of my appointments because they finally saw someone who understood their hair journey. These clients tend to book more frequently and refer friends at twice the rate of my other services. The business impact was immediate - my color correction bookings specifically for curly hair damage increased by 40% because women were tired of stylists who didn't understand their texture. Now I'm known in Deerfield Beach as the curly specialist, which has become my most profitable service category.
I stopped wearing makeup to client consultations about three years ago after realizing I was teaching women about "natural beauty from within" while covering up my own skin. The shift happened during a particularly vulnerable session with a client dealing with severe acne scarring - she kept apologizing for her appearance while I sat there with a full face of foundation. Now I show up bare-faced to about 80% of my appointments at Dermal Era. My meditation practice since age 10 taught me that authenticity starts with how comfortable you are in your own energy, and that translates directly to how clients receive your guidance. The business impact has been substantial - my consultation conversion rate jumped from around 60% to 85% because women immediately trust that I understand their skin struggles firsthand. When I'm doing lymphatic drainage or trauma-informed treatments, clients open up faster because there's no barrier of pretense between us. My product sales for beauty supplements actually increased too, which surprised me at first. But women told me they valued recommendations from someone who clearly prioritized internal wellness over covering up - they could see my skin's natural state and trusted that the supplements I carried actually worked.
I challenge beauty standards by being completely transparent about aging and hormone changes in my professional presence. While most business leaders avoid discussing personal health struggles, I openly share my own journey with hormone optimization and how it transformed my confidence - both in our marketing materials and when speaking to industry groups. This authenticity became a major differentiator when we expanded Tru Integrative Wellness. Our patient acquisition costs dropped significantly because potential clients saw me as someone who actually uses and believes in our treatments, not just someone selling them. When I speak at med spa conferences about my own experience with hormone therapy improving my energy and focus, practice owners immediately want to partner with us. The business impact has been measurable - our patient retention rate is 40% higher than industry average because people trust providers who don't pretend to be perfect. We've also landed three major partnership deals specifically because other entrepreneurs appreciated working with someone who admits that looking and feeling great after 40 takes intentional medical intervention, not just good genes. My advice: stop hiding the real reasons you're passionate about your business. If you've personally benefited from your product or service, lead with that story instead of generic marketing speak.
I've been in fitness for over 20 years, and one way I challenge traditional beauty standards is by never posting "before and after" change photos on my business materials. Instead, I showcase women doing functional movements - carrying groceries, playing with grandkids, hiking trails - because real strength isn't about looking a certain way. This approach has built incredible trust with my target demographic of women 40+. My testimonials consistently mention feeling "comfortable and competent" rather than judged or pressured to achieve unrealistic body standards. One client specifically said she chose me because my marketing showed "real women doing real activities." The business impact has been substantial - I've maintained steady client relationships for years, with many staying 3-5+ years versus the typical 6-month fitness industry churn. My "shame-free environment" positioning has become my strongest differentiator, leading to consistent word-of-mouth referrals from women who feel safe recommending me to friends. My Fit 55 class (for women 55+) grew organically into a tight community where participants became "exercise family" - that only happens when people feel authentically accepted rather than constantly evaluated on appearance.
A specific way I challenge traditional beauty standards is by not paying attention to trends. I've always been drawn to a classic, timeless look, and everything I buy ends up reflecting that. In a way, that makes me stand out now, because while others are chasing what's new, I stick to styles that never really go out of fashion. Sometimes when everyone is trying so hard to look different, they end up looking the same, and keeping my look consistent has actually made me more memorable and authentic.
I challenge the polished "corporate consultant" look by showing up authentically as someone who's actually built what I'm teaching. While other marketing consultants wear suits to medical practice meetings, I dress like the entrepreneur I am - because I've literally been in the trenches building a practice from zero to $1M in year one. This authenticity became my biggest differentiator when my husband's practice launched in July 2024. Instead of positioning myself as just another marketing expert, I showed potential clients our real numbers - $239K in 90 days, 263 referring physicians. I shared the messy behind-the-scenes moments, not just the highlight reel. The impact has been measurable: practices choose us specifically because they can see we've walked their path. When I tell clients about navigating non-competes or creative networking strategies, they know it comes from experience, not theory. Our client retention is higher because they trust someone who's actually done it rather than just studied it. My "imperfect" approach - sharing struggles alongside successes - has become our strongest business asset. Medical professionals respect authenticity over polish, especially when they're making vulnerable decisions about their practice's future.
I challenge traditional beauty standards by literally wearing scrubs and comfortable shoes during my workday instead of conforming to the polished, high-heels-and-blazers image many expect from healthcare professionals. When I founded ChiroHer, I made a conscious decision that my professional image would prioritize function and authenticity over conventional "feminine" presentation. This matters because I'm regularly adjusting patients, demonstrating therapeutic exercises, and performing physical treatments that require mobility and comfort. I've found that patients actually trust me more when they see I'm dressed to work rather than to impress - it signals that I'm focused on their health outcomes, not maintaining an image. The business impact has been remarkable. My Webster-certified prenatal practice has grown through word-of-mouth specifically because pregnant women tell me they feel more comfortable with a practitioner who "looks like she actually does the work." One patient mentioned she chose ChiroHer over other clinics because she could tell from our consultation that I prioritized substance over appearance. This authentic approach has helped establish ChiroHer as a boutique clinic that attracts patients seeking genuine, personalized care rather than a sterile medical experience. Women especially appreciate seeing a female business owner who demonstrates that professional competence doesn't require conforming to traditional beauty expectations.
As the Fitness Director at Results Fitness with 14+ years in the industry, I've completely rejected the idea that fitness instructors need to look like Instagram models. I show up to lead HIIT classes, BodyPump sessions, and client meetings in whatever body I'm in that day--sometimes bloated, sometimes tired, always real. This authenticity has directly impacted our member retention and growth. Our women's-only gym area consistently stays packed because members tell me they feel safe working out around someone who "gets it." When I'm leading a CXWORX class and struggling through the same core sequence as everyone else, sweating and shaking, it breaks down the intimidation factor that keeps many women away from gyms. The business results speak for themselves--we've seen increased class attendance and personal training sign-ups specifically because members trust that our approach is about real strength, not perfection. Women bring their friends because they know they won't be judged for their fitness level or appearance. My strategy: accept the struggle publicly. When I demonstrate exercises and need modifications or mess up, I show it. This vulnerability has become our competitive advantage in an industry obsessed with flawless technique and perfect bodies.
I started my digital marketing agency at 60 when most people are planning retirement, and I quickly realized my "non-traditional" entrepreneur image was actually my biggest asset. While other web designers were trying to look like 25-year-old tech bros, I acceptd being the gray-haired drummer-turned-accountant-turned-designer. The breakthrough came when I started sharing my unique story - 50 years of drumming plus decades in accounting - instead of hiding it. I've kept almost all my clients over nine years, which isn't normal in web design, because people connect with authenticity over polish. One client told me they chose me specifically because I didn't fit the typical agency mold. My "mess as message" approach has created unexpected connections - mentioning my drumming background always sparks conversations about basement drum sets or childhood music dreams. A 49-year-old woman approached me after a presentation saying my late-career pivot inspired her to finally pursue her dream job. The business impact is measurable: my client retention rate far exceeds industry standards because authenticity builds the trust that keeps long-term relationships alive. When you stop trying to look like everyone else and start owning what makes you different, clients choose you for exactly those reasons.
In my early days as a copywriter for a national jewelry manufacturer, I noticed something crucial - the most successful salespeople weren't the ones who looked "perfect" but those who genuinely connected with customers. I started showing up to client meetings and industry events as my authentic self rather than trying to fit the polished corporate mold. The real test came when I launched King Digital and started pitching to franchise owners and small business clients. Instead of the typical agency presentation with a perfectly curated image, I led with raw honesty about my own business struggles and wins. One cleaning company owner told me he chose us specifically because I "talked like a real business owner who's been in the trenches." This authenticity became our competitive edge - 95% of people make purchasing decisions based on reviews and trust, and clients can spot fake from a mile away. When I worked as a grant writer for a local nonprofit supporting addiction recovery, showing up as myself rather than putting on a corporate facade helped me secure funding because the authenticity resonated with both the community and the funders. My revenue jumped 40% the year I stopped trying to look like other marketing agencies and started presenting King Digital as the scrappy, results-focused team we actually are. Clients want someone who understands their real challenges, not someone pretending to have all the answers.
I've built my interior design practice by rejecting the industry's obsession with pristine, untouchable showrooms. While most designers showcase spaces that look like museum displays, I intentionally photograph and present homes where you can see evidence of real life--dog beds visible in living rooms, kids' artwork on fridges, well-worn leather chairs that tell stories. This authentic approach directly challenged the "perfection culture" that dominates design marketing. When House Beautiful featured my work in a ten-page spread, they specifically highlighted how the spaces felt "lived-in" rather than staged. The homeowners were photographed actually using their kitchen island for morning coffee, not posing awkwardly beside untouched surfaces. The business impact has been huge for building trust with potential clients. Families with young kids or busy professionals see my portfolio and immediately understand that I design for their actual lives, not Instagram. One client told me she hired me specifically because she saw a beautiful dining room in my work where the family's daily mail was still sitting on the sideboard. This authenticity has become my biggest differentiator against competitors who promise "magazine-worthy" results. Real people don't want to live in magazines--they want spaces that photograph beautifully but function even better for their messy, wonderful daily routines.