How These Eight AAPI Women Entrepreneurs Found Success Playing By Their Own Rules

Many entrepreneurs believe that to make it in today’s crowded market, they have to follow the playbook of other successful companies. But as a therapist and executive coach, I know that the happiest, most fulfilled founders are the ones who play by their own rules (and more often than not, that inner fulfillment also leads to outer success).

This month, as we celebrate Asian American and Pacific Islander (AAPI) Heritage Month, I’m honored to share the stories of AAPI entrepreneurs who embody this philosophy and are building companies that are authentic and values-aligned, not to mention commercially successful.

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

“Since starting Erleia, I've learned there are different paths to success and it's okay to embrace the journey you're on, even if it looks different from your peers,” she says. “Allowing myself to embrace my own journey has allowed me to better enjoy Erleia's growth as a brand and celebrate our accomplishments.”

Read on to hear business and leadership wisdom from seven other AAPI founders who’ve successful their companies their way.

Don’t: Take On Any Client

Do: Find Clients Who Align With Your Values

It’s easy to think that any potential client or project is a good one. But trusting your instincts and learning to say no to clients or opportunities that aren't the right fit is incredibly impactful, says Tiffany Tran, founder of LightPath Admissions.

“Early in my entrepreneurial journey, I encountered setbacks by accepting projects that didn't align with our values or capabilities,” she says. “However, I've since learned that prioritizing quality over quantity and listening to my gut instincts has been crucial for sustained growth and success.”

Don’t: Stay Trapped In The Cycle Of Urgent

Do: Take Intentional Pauses

Entrepreneurs face a continuous stream of urgent demands. But Liz Lee, founder and CEO of purpose-driven marketing and media company Axyz, places a high value on intentional pauses when she can focus on what’s important, not necessarily urgent.

“Framing regular check-ins this way with myself, my partners, and my team brings a sense of balance to both my professional and personal life,” she says. “These deliberate breathers help me keep the priorities of work and life in harmony, build toward a bigger picture, and foster deeper connections with those around me.”

Don’t: Just Build Your Skills

Do: Invest In Character Growth

In the age of constantly evolving technology, it’s easy to focus on the hard skills you need to gain. But nurturing character growth might be even more important, says Betty Ban, co-founder and CEO of Evermeal Labs, an AI-driven platform that empowers families to create nutritious, budget-friendly meals.

“While skill development is crucial, resilience and integrity play pivotal roles in effective leadership,” she says. “True leadership entails harnessing diverse talents to drive towards meaningful goals, requiring a holistic approach that goes beyond mere skill acquisition.”

Don’t: Stay Silent

Do: Speak Up Even When It’s Uncomfortable

Many women find it difficult to speak up, especially those influenced by cultural norms. “It took me decades to recognize that my voice matters,” says Misasha Suzuki Graham, who grew up internalizing the Japanese proverb, “the nail that sticks up gets hammered down.”

As co-founder of Dear White Women, LLC, a platform normalizing conversations around racism and belonging, speaking up is crucial. “I now look for ways to speak up, not only for myself, but for everyone who looks like me who is coming after me as well,” she says. “Getting loud was something that I used to see as a detriment—now I see it as stepping into part of my authentic self.”

Don’t: Just Look To Communities That Are “For” You

Do: Find Allies, Even In Surprising Places

Many communities exist for founders, including those for specific cultural groups. Surprisingly, says Nivi Achanta, founder and CEO of climate action community Soapbox Project, the AAPI and South Asian entrepreneurial groups she found were harder to break into than general entrepreneurship communities. “It’s been a really isolating experience,” she says. After years trying to fit into those circles, she decided to let it go and choose the allies who already accept her.

“This decision to lean into the generosity of people who already support me, instead of trying to be accepted elsewhere, has saved me heartache, turned acquaintances into co-conspirators, and unlocked incredible opportunities,” she says.

Don’t: Just Focus On The Work

Do: Find A Greater Purpose

“For me, having a greater purpose makes you want to spend your time and energy so work doesn't seem like work, but rather a calling,” explains serial entrepreneur Vanessa Liu, who says that the thread throughout her founder journey has been having an underlying purpose behind her work. “When I first became an entrepreneur, it was about nurturing a company culture that attracted and retained incredible people. When I led SAP's accelerators, it was about finding and supporting brilliant changemakers who were historically overlooked.”

Now, as CEO and co-founder of Sugarwork, an AI-powered platform that harnesses companies’ institutional knowledge, her purpose is tackling brain drain amidst shifting demographics that are colliding with the age of automation and AI. “I jump out of bed knowing that I'm tackling big, impactful problems,” she says.

Don’t: Hide Parts Of Yourself

Do: Show Up Authentically

Embracing all parts of yourself, even those you may consider different, can be a superpower. “As a South Asian founder, I have always felt a bit insecure about the color of my skin and how customers might perceive the brand because of how I look, my accent, or how I feel,” shares Melita Cyril, CEO of organic apparel company Q for Quinn. “However, after telling my story over and over again, showing my face, and being authentic, we have seen so much traction and love from our customers.”