RISING ICON #99: La Juana Whitmore
An interview with La Juana Whitmore:
What name do you prefer to be called?
La Juana Whitmore, soon to be Dr. La Juana Whitmore...once I complete my doctorate degree (it’s been a long road, haha).
What are your pronouns?
She/Her
Where did you grow up?
Oh, so many places. My dad was in the military and then he was a team leader in retail. For those who are in retail, they know that moving up the ladder often comes with moves across the country. So, I was born in Tennessee, moved to Colorado, moved back to Tennessee (elementary school), moved to Florida (junior high school), and then moved back to Colorado (high school). I moved to Minnesota when I was 20 and have been here ever since. Whew!
What city are you currently based in?
Bloomington, MN
How do you typically introduce yourself to new people?
I usually introduce myself as a Business Strategist, Accredited Small Business Consultant, Certified Financial Education Instructor, and university professor with a passion for entrepreneurship education and helping others achieve financial freedom.
What’s one thing you wish more people knew about you?
I wish more people knew that I’m actually an introvert. It often surprises people because I’m passionate about entrepreneurship and frequently engage in public speaking and networking. However, as an introvert, I find energy in solitude and reflection. Being an introvert has given me the ability to listen deeply, observe intensely, and think critically, which I believe are strengths in my work.
Who do you help?
I help aspiring and established entrepreneurs, particularly women and those from under-resourced communities, navigate the complexities of business strategy, financial management, and personal growth to achieve sustainable success.
What are you building now?
Right now, I am building NextFemme Financial, a brand dedicated to helping women entrepreneurs develop financial acumen and achieve wealth wellness, alongside my ongoing work with La Juana Whitmore Consulting.
What were you building ten years ago today?
Ten years ago, I was working for Target Corporation in technology development while running a company I founded called Black Twin Cities, which, in retrospect, was the early iteration of building La Juana Whitmore Consulting. I was focused on empowering entrepreneurs and providing services to help them start and grow their businesses. My work was centered around creating impactful business processes and strategies, which have since evolved into the foundations of NextFemme Financial.
What do you predict of yourself 10 years from now?
In ten years, I envision myself continuing to lead impactful initiatives that empower entrepreneurs globally, while also mentoring the next generation of business leaders. I thought about saying “being retired”, but honestly, I don’t even know what that means. I plan to work, supporting entrepreneurs, until I die or someone tells me I can’t do it anymore, hahaha!
What’s a fact or statistic you wish everyone knew about your industry?
The correlation between personal financial acumen and business success is proven and undeniable; entrepreneurs who are adept at managing their personal finances tend to create more resilient and prosperous businesses.
Why do you believe the work you do matters?
I believe my work matters because empowering entrepreneurs with the right tools and knowledge leads to more innovative businesses and a stronger economy. By focusing specifically on women and their entrepreneurial success, we can drive significant change. A 2015 study by the McKinsey Global Institute found that if we had prioritized gender parity in all aspects of business back then, we could have potentially added $12 trillion to the global economy by 2025. This absolutely reinforces the incredible impact that supporting women entrepreneurs can have on economic growth and societal progress.
Who is your mentor and what is the best advice they’ve given you?
I am fortunate to have quite a few mentors, but I'd like to specifically acknowledge two of my peer mentors: Y. Elaine Rasmussen and my sister, Dr. Quendrida Whitmore. One of the best pieces of advice I’ve ever received comes from my sister, who often says, "Learning happens in reflection." This resonates deeply with me because it reminds me that simply receiving information isn't enough; true learning requires taking the time to reflect on that information, no matter its source. This advice has fundamentally changed the way I approach my experiences and interactions. It encourages me to pause and think critically about my own behaviors, the actions of others, and the data presented to me. Reflection is a powerful tool for growth and understanding.
What piece of content about you or your company are you most proud of?
I’m probably most proud of an article I was featured in on Spokesman-Recorder.com. The article covered a panel on networking, where I represented my company, Black Twin Cities, and spoke on behalf of introverts everywhere. It was quite ironic, an introvert discussing the importance of networking among entrepreneurs, but that irony made the experience even more meaningful. It provided an opportunity for others to see themselves in my struggles, offering a different perspective on how introverts can navigate the world of networking. Sharing that authenticity and connecting with others who face similar challenges was super rewarding.
What publication do you hope to appear in next?
I would love to appear in Forbes, Entrepreneur, or HuffPost to continue to elevate the importance of personal financial acumen in entrepreneurship.
Who would you love to be interviewed by?
I would love to be interviewed by the She Did It Her Way podcast or the Girlboss Radio podcast to share insights on entrepreneurship and financial empowerment for women.
If you had to give a TEDTalk tomorrow, what would the title be?
Personal Money Management: The Missing Key to Entrepreneurial Success
What award would mean the most to win?
I would love to be on a Top 50 over 50 list…proving it’s never too late to do something!
What makes zero sense to you?
It makes zero sense to me that personal financial management is not a foundational part of every entrepreneur's education. What’s even more baffling is that we don’t really teach money management in school (although, that may very well be by design).
What’s a word in your industry you hope gets re-evaluated?
The term "financial literacy". I prefer "financial acumen" because it's about more than just knowledge; it's about the ability to apply that knowledge effectively coupled with the mindset and head work needed to accomplish one’s financial goals.
What game are you changing?
I’m totally changing the game in financial education for women entrepreneurs by making it accessible, actionable, and empowering.
What’s the next thing you’re a part of that you want to invite more people to participate in?
I invite all women entrepreneurs to take NextFemme Financial’s Wealth Wellness Quiz, a quick and insightful way for women business owners to assess their personal financial health and identify opportunities for growth.
Where can we follow you online?
You can follow me on LinkedIn at https://www.linkedin.com/in/lajuanawhitmore/
What’s one thing that makes every leader better?
The ability to use every single situation as a learning experience makes every leader better. Whether it's a success, a failure, or just a day-to-day interaction, there's always something to learn. Great leaders recognize that growth comes from being open to lessons in every moment. They reflect on their experiences, adapt, and use those insights to make more informed decisions in the future. This mindset of continuous learning not only helps leaders improve but also inspires their teams and colleagues to adopt a similar approach to growth and development.
To learn more about La Juana, visit:
https://www.nextfemmefinancial.com/
https://www.lajuanawhitmore.com/
https://www.linkedin.com/in/lajuanawhitmore/
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We’re grateful to each RISING ICON for their transformative work. Thank you, La Juana, for sharing your story!
LAUREL is a media relations partner for bold leadership. For nearly a decade, we’ve helped leaders build effective strategies for scale and growth specializing in key opinion leadership and go-to-market strategy for emerging brands. To follow along with the RISING ICONS series, nominate a leader or subscribe to our weekly email newsletter. To accelerate your own rise, get our free guide to elevating your leadership profile, FIT(lite). RISING ICONS is made possible by grant funding from Knight Foundation.
“Whether it’s a success, a failure, or just a day-to-day interaction, there’s always something to learn. Great leaders recognize that growth comes from being open to lessons in every moment.”
Notice: It’s important for our readers to understand the origin of the interview content. The featured ICON contributed responses that were not edited from the original submission. All claims are made solely by the contributor and do not reflect the views of LAUREL or its partners. Thank you for supporting innovation leaders. We’re convinced, the future is bold.
