Dear Black Business Woman,
Here’s another one of my Message Cards that I knew needed to make its way onto the blog:
I chose this message because I know how often Black women lean on education and credentials as a form of protection. A way to armor ourselves against the way we’re treated in the workplace.
We collect degrees and stack certifications—not just for the knowledge, but to justify our presence. To validate our value. To try to close the credibility gap we didn’t create.
But here's the truth: credentials won’t shield us from systems that were never built to center us.
And if you need proof, look at what happened in April of 2025. Over 106,000 Black women lost their jobs in a single month—a direct result of DEI being denounced, defunded, and dismantled across industries.
That number didn’t drop because we lacked credentials.
It dropped because no amount of credentialing could protect us from being seen as expendable.
That’s why this message matters. Because the solution isn’t more degrees. It’s a clear strategy to build something of your own.
The Story: When I Thought I Needed a PhD
Over 20 years ago, I was sitting in a “good job” with benefits, a stable salary, and the kind of resume that made other people nod in approval. But I had a bigger vision. I wanted to run my own consulting and accounting business. I wanted the freedom to choose my clients, define my schedule, and build something that reflected my values—not my employer’s.
But instead of making a plan to exit and start that business, I convinced myself I needed a PhD first.
Yes, really. A whole PhD. 🤦🏾♀️
Because I thought I needed more letters behind my name to be seen as credible enough to work for myself. Never mind the fact that I was already consulting—for two established firms.
One of them was a major name in accounting, part of the Big Four or Big Six I honestly don’t even remember which one anymore). These firms were billing my time at triple-digit hourly rates, and clients never once asked if I had a PhD.
So what made me second-guess myself?
Conditioning.
Why the Doubt?
As Black women, we are often taught—explicitly and implicitly—that we have to be overqualified just to be seen as qualified. That our credibility is always in question. That we don’t get the benefit of the doubt—we get the burden of proof.
So we collect degrees. Certifications. Courses. Licenses.
Not always because we need them...
But because sometimes we tell ourselves that we are not enough without them.
Doing the Inner Work: Reframing Doubt and Reclaiming Power
Let me be clear: working through self-doubt isn’t just a mindset issue—it’s a survival skill.
Because even when we do have the skills, the experience, and the proof that we’re more than capable, the conditioning still creeps in.
We can’t control every system we’re navigating. But we can learn to challenge the voice in our heads that says, “You’re not ready. You’re not enough. You need one more thing before you can begin.”
One technique that’s helped me—and that I often recommend—is reframing. It’s the practice of consciously flipping a limiting belief into a more grounded, empowering one. Not with fake positivity, but with truth.
❌ “I’m not qualified enough."
✅ “I’ve been doing this work for years—sometimes unpaid—and now it’s time I get compensated for it.”
❌ “No one will hire me unless I have a certification.”
✅ “I’ve already created results under my own name. That’s the kind of credential that counts.”
If this resonates with you, here are a few books I recommend that dig deeper into these themes of mindset, worthiness, and self-trust:
- The Big Leap by Gay Hendricks A powerful look at how we sabotage ourselves when we reach new levels of success—and how to break through those internal limits.
- More Than Enough by Elaine WelterothPart memoir, part manifesto, this book affirms that you are already enough—and challenges the need to over-prove yourself to be taken seriously.
- The Unapologetic Guide to Black Mental Health by Dr. Rheeda WalkerA must-read for navigating mental wellness as a Black woman in spaces that often don’t see or hear you.
- The Mountain Is You by Brianna Wiest A poetic but practical deep dive into self-sabotage—and what it means to transform emotional blocks into growth.
- Set Boundaries, Find Peace by Nedra Glover TawwabPractical, direct, and deeply validating. This book is a masterclass in protecting your energy and reclaiming your time.
- Daring Greatly by Brené Brown Explores vulnerability as a strength, not a weakness—especially when showing up and taking risks feels terrifying.
- Professional Troublemaker by Luvvie Ajayi JonesA hilarious, unapologetic push to speak up, claim space, and stop playing small—even when fear tries to shut you up.
These books won’t do the work for you—but they will help you see yourself more clearly.
Because here’s the truth: a business strategy is only useful if you believe you’re worthy of executing it.
Let’s work on both.
The Turning Point
I spent two years in that PhD program, juggling coursework with my full-time job. And along the way, something unexpected happened—I started picking up my own consulting clients.
Not through a Phd.
Not through a credential.
Through word of mouth. Relationships. Results.
And that’s when it hit me: The PhD wasn’t the goal. It was the detour I thought I needed to feel “worthy” of the goal.
So I walked away from the program. And I walked into entrepreneurship full time.
That was over two decades ago.
And no, it wasn’t easy. But it has been and continues to be worth it.
Reframing that doubt is the first step. But from there, you still need a plan.
To Black Women Ready for More
If you’re reading this and thinking you just need one more thing before you can start—
one more course, one more license, one more certificate—
I want you to pause.
You might not need more credentials. You might just need a clear strategy.
A plan that maps out how to package your skills, position your services, and attract paying clients online. That’s it.
You’ve got the knowledge. The lived experience. The receipts.
Now it's time to build something that honors what you already know.
Real Talk
This isn’t about demonizing degrees. If the certification aligns with your goals, go for it. But don’t hide behind learning when it’s time to start earning.
Because here’s the truth: You’re already qualified to do something on your own.
You’re a project manager? Help small business owners build systems.
You’re in HR? Offer career coaching or DEI audits.
You’re a nonprofit pro? Teach grant writing or fundraising strategy.
You’re a healthcare worker? Build wellness programs or compliance training.
You’re in education? Create curriculum or tutor online.
You’ve led teams, managed budgets, organized chaos? There’s a market for that.
Closing Encouragement
Freedom through entrepreneurship isn’t easy. But working forever to build someone else’s dream isn’t easy either.
If being an employee is part of your dream, do it. But don’t stay there just because you think it’s the only thing you can do.
It’s not.
Bet on yourself. Build the strategy. Define your freedom.
Because you’ve already done the hard part. You’ve become her. Now let her lead.
Have you ever found yourself chasing another credential when what you really needed was clarity and confidence? Let me know in the comments—and tell me how you handle self-doubt when it creeps in. I’m pretty sure I’m not the only one who's been there.
Dear Black Business Woman,
Let’s keep this going. Subscribe for strategy, insights, and tools to help you build a profitable business that supports your freedom—as you define it.
Dear Black Business Woman,
I regularly publish short, powerful message cards across my social media platforms. These are direct messages written for and to Black women in business. Each one is designed to cut through the noise, call out the real barriers we face, and challenge the beliefs that keep us second-guessing our worth.
Here on the blog, I spotlight select message cards as a way to go deeper. These posts offer the story, reflection, and strategy behind the message—because sometimes a single sentence carries an entire journey.
Let’s start with this one.
I didn’t realize I was pricing for validation until seven years into running my business.
Scratch that. I knew it. I just wasn’t ready to admit it.
Not because I was unaware, but because I never saw myself as a people-pleaser. Still don’t. But that doesn’t mean I wasn’t trained, like many of us, to associate “being good” with earning approval.
My relationship with my mother laid the blueprint. A phenomenal woman who raised four kids in Detroit during the crack epidemic of the 1980s, she made sure our basic needs were always met. Food, clothes, clean home. That kind of love was never in question.
But emotional acknowledgment? That was harder to come by. Especially for the child who didn’t “need” her in the obvious ways—no trouble at school, no dramatic meltdowns, no real rebellion. Just quiet achievement, certificates, scholarships. Things that, in my young mind, would surely earn me attention.
They did not.
And so, I learned to create “need.” Asking for recipes I already knew. Stopping by for help with houseplants I didn’t care about. Playing vulnerable in subtle ways to feel seen. And somewhere along the way, I absorbed the belief that love, recognition, or even acknowledgment was something I had to earn.
That belief followed me into the workforce. Then into entrepreneurship. And once I was my own boss, it looked like this:
- Pricing my services based on what I thought people could afford, not what the work was worth
- Overdelivering to “make sure” the client was happy, even when the scope was clear
- Discounting, comping, and justifying it all by calling it “good service”
But let me tell you, approval doesn’t pay your taxes. It doesn’t cover your software subscriptions. And it sure doesn’t get you rest.
You can be generous and still have boundaries. You can be passionate and still demand to be paid. You can care deeply and charge fully.
I had to learn that validation and value are not the same.
Key Takeaways for Black Women in Business
If any part of this story hit home, here are three truths to carry with you:
1. Discounting isn’t generosity. It’s often unhealed conditioning. Pricing to be liked, chosen, or praised keeps you in a loop of seeking approval instead of building wealth.
2. Scope creep starts with you. If you don’t respect the boundaries you set, no one else will either. Compassionate service doesn’t mean endless labor.
3. Don’t train your clients to overlook you. When you undercharge or overextend, you teach people to undervalue not just your work but your role in the outcomes they celebrate.
BONUS: Two Pricing Approaches to Take the Emotion Out of the Equation
Let’s talk numbers without the guilt, fear, or second-guessing.
There are two foundational pricing approaches I recommend. The right one depends on the type of work you’re doing as a service-based business owner.
1. Effort-Based Pricing (for time-bound or deliverable-heavy services)
If your service requires a significant investment of time or has a clearly defined scope — like a QuickBooks cleanup, a full website build, or monthly billing for ongoing virtual assistant support — this method works well.
Formula: Time Estimate × Hourly Rate + Additional Costs + Profit Margin
This ensures you’re not undercharging for your time or overlooking business expenses.
But don’t stop here. This should be your starting point, not your ceiling.
2. Value-Based Pricing (for strategic services tied to client results)
When your work generates revenue, saves time, or helps avoid costly mistakes for the client, you’re not just selling hours. You’re selling outcomes. Transformations.
Ask yourself:
- What is the potential revenue gain for the client?
- What is the cost of not solving this problem?
- What impact does this have on their time, efficiency, confidence, or opportunities?
Then price accordingly.
A Couple of Examples
✅ Example 1 – Business Coaching or Strategy Session You help a client restructure their offer suite. Within 90 days, they bring in an additional $15,000 because of it. You didn’t just coach for 3 hours. You helped create a $15,000 result. Charging $1,500 to $2,000 for that transformation isn’t just fair. It’s conservative.
✅ Example 2 – Pricing Overhaul for a Service Provider You work with a web designer who’s been charging $500 for a site. You help her reposition her services and raise her rates to $2,500. She books four new clients at that rate in the next 60 days. That’s $8,000 of new revenue she wouldn’t have seen without you. Your fee of $1,000 to $2,000 is still a win for her and a step toward equity for you.
Final Thought
Hourly rate pricing says, “I’m trading time.” Value-based pricing says, “I’m delivering transformation.”
And Black women in business deserve to build pricing models that reflect the true value of what we bring, not just how long it takes us to deliver it.
We all have stories—personal, professional, and generational—that shaped our relationship with money, worth, and visibility. But those stories don’t have to write our future.
Unlearning is hard. Pricing with clarity is harder. But your freedom is on the other side of both.
I’d love to hear from you. Let me know in the comments if any of this resonates with you.
Have you ever felt the need to earn love or approval from someone you hold dear? If so, how did that carry over into other areas of your life?
And how do you approach pricing your services today?
Your Partner in Strategy,
Angeline
Dear Black Business Woman,
Let’s keep this going. Subscribe for strategy, insights, and tools to help you build a profitable business that supports your freedom—as you define it.
