Three Lessons from Women of Color CEOs in Conversation

Sharmadean Reid and Lucy Flores

As an independent media company founded by Latinas, Luz Collective proudly served as a media sponsor of CHROMA 2020 – a virtual conference featuring over 50 U.S. and international Black and Latinx tech entrepreneurs, investors, and leaders. One of the many powerful conversations from CHROMA was moderated by Luz Collective CEO and co-founder, Lucy Flores.

In the session Beauty + Tech = Opportunity, Flores spoke to entrepreneur Sharmadean Reid about her journey from fashion stylist to leader in tech, exploring the steps she took to revolutionize the word of styling with her app Beautystack.Through a discussion of both their shared and unique experiences as founders and CEOs, Reid and Flores dropped valuable lessons during their candid conversation.

Learn the Language and Do the Work.

Reid was attracted to the field of fashion because it was much more accessible for women and women of color than other fields. She got her start making a mark in the fashion world as early as university where she created a Hip Hop zine for girls borne out of an interest she had for learning graphic design. Reid credits her curiosity for many of the successes she’s had from stylist, to nail salon owner, to now the founder of a cutting-edge app that connects clients to the styles they want with just a few clicks. Beautystack’s model is simple: See it, Like it, Book it.

“I chose an industry that was very open, with tech I thought the same thing, but then I found it’s not that democratic,” Reid said while discussing her career trajectory. Like all entrepreneurs, one of the challenges Reid faced was access to capital especially considering how much the world of venture capital (VC) is dominated by white men. Reid stressed the importance of learning the language investors use as a strategy to get their attention.

“What helped me raise money is that I researched the investors. In short, VC is like any other industry with its own jargon. You gotta do the work. I wouldn’t say it’s closed to people like us. It’s a language like any other language. I spent all of my energy trying to learn the language. I spent all my time learning the rules of this game and I am still figuring it out,” Reid said.

Say No to Limiting Beliefs

According to Black and Brown Founders, less than 2% of venture capital goes to Black and Latinx entrepreneurs. And Latinas get an even smaller sliver of funds. There is no question that raising funds, big or small, is a daunting feat. Flores and Reid’s conversation reminded listeners that focusing on the statistics can be paralyzing.

“Only .2% of Latinas get access to venture capital and I would have to get [this number] out of my head,” Flores said about her experience raising capital.

Instead of letting the fear of fundraising take over, Reid and Flores recommend shifting energy on what makes you stand out.

“When you become a VC backed business, it’s really easy to get swayed and distracted by what everyone else is doing, but you have to remember, they have a different path than you,” Reid said.

Both Reid and Flores are powered by knowing that their point of view adds value precisely because it is so different from the views of the typical face of the tech world.

“We need more women and more women of color in technology because only we know the problems that are for us…I feel really strongly about diversity in technology because it is so obvious,” said Reid commenting on the ways Black and Brown entrepreneurs bring a fresh perspective.

Another way that Reid propelled her career is by not letting perfection get in the way of her ideas. Reid shared many examples where she leveraged the tools and resources available to her to nourish her concepts without waiting for a perfect moment that might never come.

“Think about what you can do right now…What can I do today towards this idea,” Reid repeated as examples of questions she would ask herself as a sort of mantra that’s helped her take ideas to implementation.

Flores agreed. “You just start with your hustle and from there is where it begins to grow,” Flores said.

Reid ascribes her entrepreneurial energy to her Jamaican roots and the loving home that her mother provided for her growing up in the United Kingdom.

“I think Jamaica is the number one place in the world where you are likely to have a female boss because all the women, they just hustle,” Reid said.

You’re Gonna Make Mistakes, So Cut Yourself a Break

Flores and Reid shared many common experiences, particularly about the challenging aspects of being CEOs where there is no road map to follow or a supervisor who can provide guidance. The challenges are magnified for women of color who are often entering a field where they are not widely represented.

“Women don’t give themselves enough of a break…As Black women, if we are not around [White Collar business language] we are going into this blind and there is no manual. I one hundred percent messed it up early on,” Reid said.

Both women underscored that no matter what, mistakes are going to happen, but what is important is the experience and growth that comes from the mistakes. “When women get publicly harangued you are not giving them space for the learning,” Read said. “You go through this and you learn, and there is no handbook, there is no space to fail when you’re building a fast growing startup.”

Flores asked Reid how she strikes a balance between being confident and also knowing what she’s up against.

“I am going to do what I can for me and for my business, for generational wealth for my future family. The challenge is to not lose yourself,” Reid said leaving participants with a reminder about the importance of staying true to yourself.

If you missed out on the live conversations like this one, you can still experience the CHROMA conference replay right now. Check out passes and prices here:

an image of a man in a business suit with a robe on top of it and his right hand raised

The Case of the Medical Medium

Have you ever wondered how people can get so popular promoting things that aren't backed by any evidence whatsoever?

Have you ever wanted to become known for having special health and nutrition information that is unknown to anyone else?

If so, then you are going to want to read this blog post.

I am going to discuss the step-by-step formula for how people position themselves as nutrition and health gurus. We will outline the tactics that are used, how to gather compelling testimonials, and more!

The reason that I decided to write this blog post is because last week, Vanity Fair released the story of Stephanie Tisone, a woman who lost her life to breast cancer after delaying conventional medical care in favor of alternative health remedies.

In the article, Stephanie is described to have been a devoted believer, client, and employee of “The Medical Medium,” and her friends and family believe that this connection that she had with the Medical Medium was partially responsible for her decision to delay conventional medical care.

If you don’t know, Medical Medium is a man named Anthony William who claims to have been “born with the unique ability to converse with the Spirit of Compassion, who provides him with extraordinarily advanced healing medical information that’s far ahead of its time” (this is directly from his site).

Now you might be thinking, “How can anyone believe this?"

Well, Anthony has published 8 New York Times best-selling books and operates a very popular brand with a cult-like following he has been known to work with many celebrities, including being featured on an episode of Keeping Up with the Kardashians.

He has done quite a good job getting people to believe his story, and he is not the only one. Dozens and dozens of similar nutrition and alternative health gurus have convinced large groups of people to believe ideas that are lacking any type of evidence.

And I want to discuss how they do so in this article. What I am going to share now is the blueprint for persuading people that you have some specialized health/nutrition knowledge which is how someone can become very popular (and make a lot of money) as an alternative health/nutrition guru.

This formula is also the foundation of nearly every course that promises to teach you “How to Build a 6-Figure Coaching Business” and is a method that you will see employed throughout the health/fitness space as a marketing tactic.

I hope that this article helps you to be better equipped to identify when these tactics are being used and helps you understand how some people can build very large platforms promoting special protocols or dietary approaches that often lack evidence and are not special at all.

Step 1: Identify a vulnerable population

The first step is to start with a problem that a lot of people struggle with and are looking for answers for. It could be losing weight, hormonal issues, digestive problems, autoimmune conditions, etc. Any problem people struggle with and are desperate for a solution will work. These people are often vulnerable and desperate and willing to try anything.

Step 2: Come Up With a Solution and a Story

Second, you come up with a magical plan that is going to be the answer to those problems, and you pair that with a good story about why this works. When you talk about the plan or tell the story, it’s important to make bold claims with 100% confidence that what you are saying is true to give the perception that you have THE ANSWER to the problem.

For example, people who promote a keto diet say that the answer to people’s weight loss struggles is cutting carbohydrates. Often, they say that it works because cutting carbohydrates lowers insulin levels and insulin is our body’s “fat storage hormone.”

Step 3: Get People to Try What You Are Promoting 

Beyond speaking with 100% confidence, it is important to repeat this claim as much as possible to as many people as possible. Even if what you are saying sounds fishy, if you keep repeating it with confidence and telling people it is THE ANSWER, many people who are desperate for a solution will try what you are promoting.

Another thing that you can do here is say something along the lines of “Don’t believe me, then try it yourself.” This is a great way to get people to start trying whatever you are promoting.

If what you are promoting is some version of a restricted diet, such as avoiding carbohydrates completely, completely cutting out processed foods, or cutting out long lists of foods, this is likely going to lead to improved health outcomes. This is because when you force people to cut out a bunch of foods from their diet this often causes people to 1) reduce their energy intake, and 2) improve the nutritional quality of their diet.

When people try your method, they experience weight loss/improvement in their health, and this serves as the most effective method of persuasion. Even if you were skeptical of the information at first, that skepticism will be put to rest when it “works” for you.

If you develop a large enough platform you can get hundreds, thousands, and even millions of people to try what you are recommending. If what you recommend is a nutritious dietary approach, this is likely going to be helpful for a percentage of people.

In the case of the medical medium, he recommends following a mostly raw vegan diet and doing extremely restrictive cleanses while following rigorous supplement protocols. In most cases, this is going to be a much more nutritious diet than people were eating before, it is going to lead to weight loss for most people, and it is going to remove the top food allergies and food sensitivities that can exacerbate symptoms in individuals with chronic illnesses.

Not only that, but this diet incorporates lots of juices and smoothies, which can be helpful for many people with digestive issues who don’t tolerate whole foods very well and increase nutrient availability and absorption.

This combination of attributes will cause most people to feel better if they follow this type of plan in the short term. It can even produce what seem like transformational health effects for a percentage of people with chronic illnesses.

Step 4: Share the Positive Results (While Downplaying or Ignoring Anything Negative)

So, let’s pretend you get 1,000 people to follow the protocol, and 40% felt a little bit better, 40% of them felt no difference, 10% felt terrible, and 10% experienced transformational health benefits. The 10% who experienced transformation would think that they have found “the answer,” and they will likely rave about the program.

It is important to highlight these positive testimonials EVERYWHERE and as much as possible. This is how you create the perception that the claims that you are making are “true”. Endlessly sharing these stories helps build the perception that what you are saying really is a magical solution, and it sets many people up to believe that it will have similar benefits, which can perpetuate a placebo effect.

A placebo effect is when you experience a positive change from doing something because you expected to experience a positive change. So, if I start drinking celery juice and I believe it has magical healing properties, I will look for every reason why it has a positive effect on my health. This can lead to a perception that whatever you are trying is having a larger positive effect than it is.

In the case of the 1,000 people above that tried the method, some of the 40% who felt a little better might also think that they feel better than they do after they hear the stories, the 40% who no better may think they need to try whatever method is being promoted for longer, or in a different way to get the benefits, and the 10% who feel terrible are often told they are detoxing and can also be made to feel like they are not doing something right or need to keep doing it for longer…

And you rinse and repeat this process repeatedly to build up the testimonials and convert as many people as possible towards believing in your methodology. Because of the way you set it up, “I have this special answer that the government is hiding from you and you won’t find elsewhere,” the people that believe in you will usually tell lots of other people about it.

This helps grow your reach and build a larger and larger following of people who believe that you have specialized answers.

Occasionally you will have people from that 10% who are harmed by the protocols that you are recommending who will speak out about their experiences. But it can be easy to block and silence these people from reaching the audiences that you are trying to persuade.

Additionally, if you do a good enough job at positioning yourself as a guru you will likely have built a strong cult-like following of people who will also step up and defend you from any criticism because “it worked for them.”

And there you have it, this is how you position yourself as a health and nutrition guru.

But this is not without consequences.

The Harm That This Does

Let’s say that you are living with a chronic health problem. You are desperate for an answer, and you come across one of these gurus who claim to have the answer to your problems.

You buy into the belief, and you give it a try. You feel a little bit better at first, so you stick with it and continue to double down on these methods expecting them to produce the magical healing results that are being promoted.

But they never come…

And you have been led to believe that this is THE ANSWER.

Often paired with marketing that also causes you to distrust the medical system and believe that no one else can help you because that is how these GURUs often position themselves.

And this is how we have cases like Stephanie’s that were covered in the Vanity Fair article outlined above…

Or one of my clients, Emma, was led to believe that one of these restrictive diets was going to heal her Crohn’s disease, which led her to become malnourished and hospitalized on the verge of death.

Or a mother who I spoke to who put her child on a \Medical Medium protocol for Eczema which caused her condition to worsen and left her feeling lost and scared.

Or the 100s and probably 1,000s of people who have experienced negative health consequences buying into the idea of a carnivore diet.

These cases are not uncommon. People just don’t like to talk about them. They are often embarrassed that they fell for it and are often afraid of the backlash that comes with speaking out.

I, and several others, have received letters directly from Anthony William’s lawyer threatening litigation.

These exploitive tactics can have grave consequences, and the gurus that promote them are often willing to do anything in their power to keep the truth from being exposed.

Curious to learn more? Listen to the in-depth discussion on how self-proclaimed gurus exploit the public at the Nutrition Science Podcast.