PinkGenius
Janice Asherdass
PinkTrepreneur in Progress
Our PinkGenius Purpose
Letter from the Editors
By Ann Dorgan & Vicky Eriksson, Co-Founders of PinkGenius
Welcome to PinkGenius Magazine!
Ann here. My dad graduated from Harvard Business School (cue the thunderous prestige). I didn’t. I hustled through college on my own dime, became best friends with used textbooks, and carved a career with grit and coffee. But Dad passed on three gems he said he picked up from that I’ve used like a secret weapon:
• Your peeps = YOUR POWER
Find them, keep them, & help them; they will help you.
• Money’s a game
Play both offense and defense
• Ask the right questions
Start with the 5 W’s
I’ve lived those lessons running a global business, strategically advising Fortune 100 companies world wide. Now, it’s time to pass the mic to the next generation of brilliant young women who want to make an impact. Vicky and I work hard and make a great team! I’m glad we’re in this together.
Vicky here. Originally from South Africa, now a proud dual citizen, I’ve worked with high-growth founders
across the globe. I founded two training firms and worked with many startups, the most recent one as the CHRO, growing it from 2 to 170 people, navigating funding rounds, cultural design, and rapid change. PinkGenius is how we help the next wave —especially those underestimated by society—build and lead with both kindness and smarts. Can’t wait for you to join us!
Why We’re Not Waiting 151 Years
Here’s the problem... the 2024 World Economic Forum Global Gender Gap Report still shows a 40% gap in Economic Participation and Opportunity between males and females. Translation? Fewer women are in boardrooms, less financial independence, fewer funded startups, and most importantly, less power at the decision– making tables where the big moves are made. At this pace, gender parity won’t be reached until 2175 (151 years from now).
No. Thank. You.
Enter the launching of PinkGenius, with one mission: Close the 40% gender gap on economic opportunity faster by preparing young women to become business-savvy entrepreneurs. So let’s get to it!
Our PinkGenius Bra nd
At first glance, a few individuals initially bulked at our PinkGenius brand because we associate the color pink with those who identify as female. Some would ask, 'Why Pink?’ some others would say, ‘we need to move away from associating pink with girls’ . But our PinkGenius brand is well thought through and intentional. Our brand has solid research behind its creation. So, we embrace the word pink and the word genius, and here’s why.
A number of studies conducted with thousands of people from over a dozen countries indicate that a person’s warmth and competence are the two PRIMARY ways people determine whether, and how, they intend to interact with another. In a Harvard Business Review article titled, “Just Because I’m Nice, Don’t Assume I’m Dumb” (2009 and 2013), Amy JC Cuddy states that as humans, we tend to assist those we perceive as warm and resist those we judge cold. The research also indicates we want to associate with people we consider competent and ignore those we find incompetent.
Cuddy also points to people’s unconscious misconception that if a person is very warm, then the y couldn’t possibly be competent, and if the y ’re competent, chances are they lack warmth. The PinkGenius brand is committed to breaking thes e stereotypes by emphasizing that BOTH warmth AN D competence are possible in one person, and necessar y for ultimate human potential. The brand exudes , invites, demonstrates, and delivers respect for b oth aspects of our best nature .
We sincerely believe a productive and peaceful future will be built by people who embrace b oth warmth + competence as a core leadership attribute—a combo to o often misjudged, especially in women .
Ultimately, our PinkGenius brand is an attractor, and an invitation to bring warmth (another word is ‘kindness’ ) and competence (another word is ‘smart’) to others , while building businesses that make a real difference in our world .
Mairla Oliveira Bra sil
Aspiring PinkTrepreneur
Mairla is an aspiring PinkTrepreneur who's on a mission to make a difference. Mairla speaks two languages fluently and is almost fluent in a third . As an international student she's almost finished with her first two years of college, loves psychology, and knits her own handmade clothing .
Mairla's not sure what her focus will be when getting her BA, but one thing is certain, she wants to learn the fundamentals of business and plans to attend our programming ! Regardless of what her future holds, our business fundamentals will be a catalyst to whatever she does next . Thanks Mairla for being a part of the PinkGenius Brigade! We can't wait to see how your future unfolds!
@mairlabrasil
Become a productive PinkTrepreneur in six steps...
Being a PinkTrepreneur
requires a unique set of skills and mindset. It is not just about starting a business or being your own boss, it's also about creating something new, taking risks, and making a difference
To be a successful PinkTrepreneur, there are 6 key imperatives that you must abide by when wanting to be successf ul: People, Strategy, Leadership, Cash, Execution, and Spirituality.
PEOPLE
Your team, your advisors, your energy. Choose them wisely! The people you surround yourself with can make or break your business. You need to have a team of talented and dedicated individuals who share your vision and are committed to achieving the goals. Hiring the right people, building a strong team culture, empowering your employees, and investing in their futures are critical factors that can determine success.
Reshma Saujani, founder of Girls Who Code, emphasizes the importance of finding the right people for the job. In an interview with Inc. magazine, she said, “When you’re building a team, you have to find people who are not only talented but who are also aligned with your values and mission.”
Morgan DeBaun, founder of Blavity, built her empire by cultivating a team culture rooted in transparency, innovation, and joy. She’s been heard saying, “I hire for grit and curiosity, not resumes.”
And big company leader, Indra Nooyi, former CEO of PepsiCo, once said to Fortune magazine, “The most important job I have is making sure we have the right people in the right jobs and they have the right tools to succeed.” [Source: Fortune]
STRATEGY
So, the right PEOPLE are, and always will be, the number one asset that makes or breaks your company in both the short and long run.
However, STRATEGY comes in a close second and is indeed critical. A clear and well-defined strategy is essential for any business. You need to have a solid understanding of your market, your competitors, and your customers. This requires a deep understanding of your industry, your customers’ needs, and your business’s unique value proposition. A clear strategy will also help you get through the most difficult challenges because if it’s a good strategy, it’s linked to your core purpose in life
Jasmin Foster, is a great example of someone who can articulate her purpose. Founder of Be Rooted, the first Black-owned stationery brand at Target, said in a 2024 Forbes profile: “I didn’t just want to sell notebook s—I wanted to shift how Black women saw themselves in the world of creativity.”
Two other well-known PinkGenius’ commented on the importance of Strategy in Entrepreneur and Forbes magazines. Sara Blakely, founder of Spanx , and now Sneex ,
said in Entrepreneur, “If you don’t know why you’re doing what you’re doing, it’s very hard to convince other people to join you .” Arianna Huffington, the founder of The Huffington Post and now Thrive Global was interviewed by Forbes, and said, “ you have to have a sense of mission and purpose. That’s what gets you through the tough times.” So, get your strategy hat on! It’s essential.
LEADERSHIP
Every successful PinkTrepreneur knows that when you run your company, you are not just a business owner, but you must also be a business leader. As a PinkTrepreneur, you need to inspire and motivate your team, set a clear direction, and create a culture of innovation and collaboration.
Effective leadership requires a combination of vision, communication, competence, and empathy. It's important to to lead by example and empower your team to achieve their full potential.
Here’s what two successful PinkGeniuses had to say about the importance of leadership: Whitney Wolfe Herd, founder and CEO of Bumble, was interviewed by CNBC and said, “To me, leadership is
about giving your team the tools and the guidance they need to succeed and then getting out of their way.” Herd believes that good leaders need to trust their team members and give them the autonomy to do their best work .
Kat Cole (CEO, AG1 by Athletic Greens) is a great example of someone who practices leading, not just managing. She emphasizes empathy when leading customers, clients, and employees. Understanding the difference between managing a company and leading a company can make or break your success. Lean into learning what leading is all about!
CASH
Then there is Cash. Cash is the lifeblood of any business. You need to have a solid financial plan that covers your startup costs, operating expenses, and growth initiatives. This requires careful budgeting, cash flow management , and a clear understanding of your business’s financial metrics. You also need to be prepared for unexpected expenses or downturns in the market. Having a robust financial plan will help you to weather the ups and downs of being a PinkTrepreneur
But how do you get the money? PinkTrepreneurs have used a variety of strategies to raise capital for their startup businesses, from bootstrapping and thriftiness to strategic partnerships and venture capital. By being persistent , resourceful, and strategic in your approach to funding , you can overcome barriers to building a successful and innovative company.
Sophia Amoruso used a combination of thrift store finds and online marketplaces to build her fashion empire. In her book “Girlboss,” published in 2014, she describes how she started with just $50 and grew her business into a multi-million-dollar company by carefully managing her finances and investing in key pieces.
Katrina Lake secured funding from a variety of sources, including angel investors, venture capitalists, and strategic partnerships. In a 2018 interview with CNBC, she discussed the challenges she faced in raising capital but emphasized the importance of persistence and building strong relationships with investors.
EXECUTION
Great ideas are common. Execution is rare. This is where the rubber meets the road. A great strategy is only as good as its execution. You need to be able to turn your plans into action, measure your progress, and adjust as needed. This requires discipline, focus, and persistence. You need to be able to prioritize your efforts, delegate tasks effectively, and stay accountable to your goals.
Sarah Leary, co-founder of Nextdoor, stresses the importance of focusing on key objectives to achieve success. In Forbes, she explained, “It’s important to have a really clear set of objectives and to focus on them relentlessly.” Leary believes that clear objectives is key to driving growth and achieving long-term success. [Forbes, 2018]
Katia Beauchamp, co-founder and CEO of Birchbox , speaks to the importance of being agile and adaptable. In Inc., she said, “The ability to be nimble and pivot when something isn’t working is essential in entrepreneurship.”
Not only do you need to be flexible, you also need to know when to say ‘NO’, and say it as often as you need to. Melissa Butler, of The Lip Bar, scaled her start-up from her kitchen to Target shelves. On Build with Google in 2024, she said: “I said no to 100 things to say yes to the one thing that worked. That’s execution.” So, stay scrappy. Stay focused. Set deadlines. Get things done.
SPIRITUALITY
PinkTrepreneurship can be a stressful and challenging journey. You need to have a strong sense of purpose and a connection to something greater than yourself, because YOU CAN’T DO IT BY YOURSELF. Connecting to something greater than yourself can take many forms, such as a personal mission, a sense of community, or a spiritual practice. Having a deeper sense of purpose can help you to stay motivated, overcome obstacles, and find meaning in your work.
While spirituality may not be a topic that is often discussed in the context of business success, some successful female entrepreneurs emphasize its importance in achieving fulfillment, avoiding burnout, and cultivating a sense of purpose in one’s work.
You know the media mogul and founder of OW N, Oprah Winfrey, right? Oprah speaks openly about the role of spirituality in her business success. Oprah. com captured her saying, “Spirituality is the key to my success. Without it, I would be lost.” Winfrey believes that cultivating a sense of purpose and meaning in one’s work is essential to achieving success and fulfillment.
In conclusion, being a PinkTrepreneur requires a holistic approach that encompasses people, strategy, leadership, cash, execution, and spirituality. By focusing on these six imperatives, you can increase your chances of success, build a thriving business, and make a positive impact on the world around you.
For more on HOW to develop your PinkTrepreneurship skills, go to: PinkGenius.com and search for : 6 STEPS TO BECOMING A PINK TREPRENEUR on our Pr ogram page.
WHY THE RIGHT PEOPLE ARE IMPORTANT TO SUCCESS
As mentioned in our 6 Steps, choosing the right
people to work with is a critical factor in the success of any business. So, HOW do we ensure we hire and work with the right people? What do we look for?
Here are 3 women who can help answer thos e questions. Let's hear what they have to say :
KATRINA LAKE, Katrina goes as far as to say, “Hiring is the single most important thing you can do to build a successful business." Her method for ensuring the right people is to seek people who inspire passion—and their references say they 'loved working with them', not just 'liked working with them'.
She also strives to hire a team that values diverse perspectives and shared resilience, reflecting her own experience.
On the operational side, Lake stresses making early hires strategically across data science, supply chain, and operations—combining human curation with algorithmic tools.
For more on HOW to hire, manage, lead, and motivate the right people, attend our programming! Article Resources: TIME, Wikipedia, Vox, Glamour, Reddit, Allure, Vanity Fair, Teen, Vogue
JESSICA ALBA, the co-founder of
The Honest Company, has built a team of people who are dedicated to creating natural and safe products for families. Alba's secrets to getting the right people include assembling cofounders with complementary expertise: for example, Alba brought vision and creative sensibility, while she looked for partners to bring planning and supply chain knowledge. She also encourages people to hire slowly and stay aligned with their vision, “Taking time to find the right colleagues was a huge learning curve … I spent probably a year and a half getting sidetracked in the process.” Alba also stresses the will to part with people who don't fit. It's simply part of the process.
Founder of the brand, Betty Buzz , BLAKE LIVELY encourages you to be unapologetically clear about your needs and vision from the start. She looks for people she can relate to, those who bring mutual respect, authenticity, and collaborative energy. She's willing to fire and avoid draining or toxic personalities, even if they’re are capable!! Sound familiar? Hire people who are BOTH competent AND kind.
More on Closing the Gender Gap in Business
The gender gap between men and women in business has been a longstanding issue that continues to persist despite efforts to close it.
Read the World Economic Forum’s 2024 Global Gender Gap Report! There is still a 40% average gender gap in the area of Economic Participation and Opportunity. In other words, women are still significantly underrepresented in the workforce, particularly in leadership positions and high-growth industries such as technology and finance.
One of the reasons for this gap is the persistence of gender stereotypes and biases in the workplace. For example, women are often viewed as less competent or committed than men, even when they have the same qualifications and experience. This can result in a lack of opportunities for women to advance in their careers or to start their own businesses.
Another contributing factor is the challenge of balancing work and family responsibilities. Even though approximately 50% of the workforce is made up of women in the USA, women are more likely to take on the caregiving responsibilities for their children or elderly relatives at home, in addition to their full-time jobs. This can make it difficult to sustain working outside the home, or prevent the pursuit of career opportunities that may require long hours or extensive travel.
Despite these challenges, there are initiatives aimed at closing the gender gap in business. For example, organizations like the National Association of Women Business Owners (NAWBO) , the Women’s Business Enterprise National Council (WBENC), and our own company, PinkGenius, who provide resources and support for females interested in business
By equipping young women with the skills and resources needed to become successful entrepreneurs as early as possible, PinkGenius is helping to create a more level playing field.
So join us! One and all! Brothers, sisters, parents, friends! We at PinkGenius promise, if you join us, you will help change the lives of the most important females in your life!!
Let's
Close This Gap!
References and Resources:
Subscribe here to become a part of the PinkGenius Brigade!
World Economic Forum. (2021) The Global Gender Gap Report 2021. Retrieved from www.weforum.org/reports/gender-gap-2021-report-100-years-pay -equality
National Association of Women Business Owners. (n.d.). About NAWBO. Retrieved from www.nawbo.org/about-nawbo
Women’s Business Enterprise National Council. (n.d.). About WBENC. Retrieved from www.wbenc.org/about/
Reports: Financial Times Oct/2024, Live Science, July/2025
BIZ TOOL KIT
01 Free Subscription He y EVERYBODY... Help Close the Gender Gap in Business by joining the PinkGenius Brigade! You’ll meet other like-minded people who desire to make real change for good. It’s FREE.
02 Under Armour & PinkGenius Backpack
We’ve got your go-to backpack for work, workouts, and everything in between! Water-resistant with a soft-lined laptop sleeve, expandable storage, and a balanced strap system for all-day comfort. What else could a girl want?
03 Unisex Embroidered Pink Genius Hoodie
06 Dog Collar & Leash
Okay, is this cute or what? Style your pet with this PinkGenius premium collar and leash set. The collar is adjustable & comes in three sizes to ensure a perfect fit, paired with a durable leash that features a padded handle for comfortable walks. Functionality and fashion? You got it!
Wear it like you mean it PinkGenius!! Who knew that the softest hoodie you’ll ever own comes with such a cool design? You won’t regret buying this classic streetwear piece of apparel with its convenient pouch pocket and warm hood for chilly evenings. Pretty & Smart all in one....just like YOU!
04 Pickleball Paddle Set
Like money, pickleball is a game! Playing offense and defense with these PinkGenius Paddles will get heads turning! Take a break from your hard work day to stay in shape for the match of your life!!
05 High Top Canvas Shoes
Don’t forget to treat your feet with care! This classic, stylish high-top canvas shoe will be a smart addition to your wardrobe.
07 Classic Cap (Embrodered)
Hey PG, Dad hats aren't just for dads. This one's got a low profile with an adjustable strap and curved visor. Take good care of your skin!! Bring fun and color to your everyday protection!
08 PinkTrepreneur Work Bundle
Bare necessities for the PinkTrepreneur in the making! Notebook , phone case, computer sleeve, and computer lightweight backpack.. What a bundle!
09 6 Month Biz Training
Want to learn how to BUILD AND LEAD A BUSINESS? If YES, then attend out next PinkTrepreneur Program! Over the course of six months, you will experience interactive online sessions based on the 6 essentials for becoming a PinkTrepreneur who is equipped to start her own business. For details and pre-registration, go here.
Or come to Summer Camp! Learn the same things in just 1 week registration now!
On the Cover
Building a Future of Healing & Connection
At just 22, Janice Dass is already balancing more than most. Since 2021, she’s been working in Medical Records as a Health Unit Coordinator at Bethany@Pacific Skilled Nursing Facility —all while being a full-time student at Everett Community College. Soon, she’ll transfer to UW-Seattle to pursue her Psychology degree in marriage counseling and child development.
But Janice’s story isn’t just about studying and working. It’s about dreaming big. She aspires to open her own practice one day, creating a space where children, couples, and families can feel truly seen, supported, and empowered. Her mission? Helping people heal, grow, and thrive together.
Janice knows the road won’t be easy—earning her PhD in Psychology is a must before she can launch her business. But with hard work and patience, she’s determined to make it happen. Inspired by her parents’ work ethic—her dad running his own appliance repair business and her mom working long hours as a nurse assistant—Janice has learned that success comes from strength, grit, and compassion.
When asked about PinkGenius, Janice said she finds the mission “inspiring because it turns a daunting statistic into action, empowering young women to become confident PinkTrepreneurs who are reshaping the future of business.”
And she’s not stopping there—Janice will also be joining PinkGenius in early 2026 for our workshop on managing ‘CASH’ to fuel her entrepreneurial journey.
Janice is proof that even when life feels packed to the brim, you can still dream big, work hard, and build a future that changes lives. Thanks, Janice for being such a great example!
Let's Close This Gap!
Subscribe here to become a part of the PinkGenius Brigade!
Follow Janice @ janii.luv.
