How 8 AAPI women entrepreneurs achieved success by following their own rules

Many entrepreneurs believe that to succeed in today’s crowded market, they must follow the strategies of other successful companies. But as a therapist and executive coach, I know that the happiest, most fulfilled founders are those who play by their own rules (and that inner fulfillment often equates to outer success). ).

This month, we celebrate Asian American and Pacific Islander (AAPI) Heritage Month by honoring AAPI entrepreneurs who embody this philosophy and are building businesses that are authentic and values-aligned, as well as commercially successful. We are honored to share our home’s story.

Take Ada Chen, CEO and founder of Erleia, a natural skincare brand focused on sustainability and inclusivity. The skincare market is especially saturated, so it’s easy to get caught up in the efforts of other brands. But Chen says embracing her own path has led to more success and fulfillment.

“Since starting Arleia, I’ve learned that there are different paths to success. It’s okay to embrace the journey you’re on, even if it looks different than others,” she says. Masu. “By embracing our own journey, we have been able to enjoy Erleia’s growth as a brand more and celebrate our accomplishments.”

Read business and leadership wisdom from seven other AAPI founders who have built successful companies. their Method.

Don’t: Take on any client.

What to do: Find clients who align with your values.

It’s easy to think that every potential client or project is good. But trusting your instincts and learning to say no to clients or opportunities that aren’t a good fit can have a huge impact, says Tiffany Tran, founder of LightPath Admissions.

“Early in our entrepreneurial journey, we encountered setbacks when we accepted projects that did not align with our values ​​and capabilities,” she says. “However, I have since learned that prioritizing quality over quantity and listening to my intuition is critical to sustained growth and success.”

Don’t: Don’t get stuck in a cycle of emergencies.

What to do: Pause intentionally.

Entrepreneurs face constant and urgent demands. But Liz Lee, founder and CEO of purpose-driven marketing and media company Axyz, values ​​intentional pauses when you can focus on important things that aren’t necessarily urgent.

“Structuring regular check-ins with myself, my partner, and my team this way brings a sense of balance to both my work and personal life,” she says. “These intentional breathers help align work and life priorities, build toward the big picture, and foster deeper connections with those around you.”

Don’t: Just hone your skills.

What to do: Invest in your character’s growth.

In an era of constantly evolving technology, it’s easy to focus on the difficult skills that need to be acquired. But fostering character growth may be even more important, says Betty Bunn, co-founder and CEO of Evermeal Labs. Evermeal Lab is an AI-driven platform that helps families create nutritious and budget-friendly meals.

“Skills development is important, but resilience and integrity are critical to effective leadership,” she says. “True leadership requires leveraging diverse talent to drive meaningful goals and requires a holistic approach that goes beyond mere skill acquisition.”

Don’t: Stay silent.

Do: Speak up even when it’s uncomfortable.

Many women, especially those influenced by cultural norms, find it difficult to speak up. Mischa Suzuki Graham, who grew up with the Japanese proverb “the stake that sticks out gets hammered down” ingrained in her mind, said “what did she do before she realized that her voice mattered?” It took ten years,” he says.

As the co-founder of Dear White Women, LLC, a platform that normalizes conversations about racism and belonging, speaking up is so important. “I’m now looking for ways to speak up not just for myself, but for everyone who follows me, just like me,” she says. “I used to think that shouting was harmful, but now I think it’s stepping into a part of who I really am.”

Don’t: Focus only on the community for yourself.

What to do: Find allies in unexpected places

There are many communities for founders, including those for specific cultural groups. Surprisingly, Nivi Achanta, founder and CEO of the climate action community, Soapbox Project, finds AAPI and South Asian entrepreneurial groups harder to penetrate than the general entrepreneurial community. says. “It was a really isolating experience,” she says. After years of trying to fit into that circle, she decided to let it go and choose her allies who already accepted her.

“This decision to rely on the generosity of those who already support me, rather than trying to be accepted elsewhere, saved me heartache, turned acquaintances into co-conspirators, and made me feel unbelievable. It opened up so many opportunities,” she says.

Don’t: Focus only on work.

What to do: Find your bigger purpose.

“For me, having a bigger purpose makes work feel less like a job and more like a calling because I want to devote my time and energy to it,” explains serial entrepreneur Vanessa Liu. The underlying purpose behind her work. “When I first became an entrepreneur, it was about cultivating a company culture that attracts and retains great talent. It was about finding and supporting change-makers.”

Now, as CEO and co-founder of Sugarwork, an AI-powered platform that leverages enterprise organizational knowledge, her aim is to tackle brain drain amid demographic shifts colliding in the era of automation and AI. That’s it. “I jump out of bed knowing I’m working on a big, impactful problem,” she says.

Don’t: Hide parts of yourself.

What to do: Attend honestly.

Embracing all parts of yourself, even the parts you think are different, can be a superpower. “As a South Asian founder, I’ve always felt a little insecure about my skin color and how customers would perceive my brand because of the way I look, my accent, and my mood,” says Organic. Apparel CEO Melita Cyril says. Q Company of Quinn Company. “But by repeating my story over and over again, showing my face and being honest, we were able to get a lot of traction and love from our customers.”