My Journey as a Black Business Owner with Social Anxiety

August is National Black Business Month, a time to celebrate the rich history and contributions of Black entrepreneurs in America. As a Black business owner of two companies, who has social anxiety, I am proud to carry forward a legacy that dates back to the late 1700s, as noted by Black Enterprise.

Growing up, business ownership among Black people was often spoken about in hushed tones. My family revered the Black folks they knew who owned a business, but it seemed like something mythical. That was unreachable.  Unlike the idea that “anyone can be president,” I never heard anyone in my family say that anyone could own a business or become an entrepreneur.

The Birth of JBC Counseling and Consulting: A Journey Fueled by Passion and Social Anxiety

My entrepreneurial journey started in 2010. I wanted to work toward my license as a therapist, but I struggled to come up with a name for my business. That year was challenging, and I just couldn’t come up with anything that sounded right. Sadly, my mother passed away during that time, and it wasn’t until a few weeks after her passing that the name came to me. I smiled and nodded, knowing it was perfect. I named my first business JBC Counseling and Consulting in honor of my mother, Jennell Bush Carter.

Embracing the Spotlight: How Social Anxiety Shaped the Launch of My Coaching Business

In 2016, I was chosen as an Office of Personnel Management (OPM) Presidential Management Fellow (PMF). The PMF program is a prestigious program that only accepts 600 out of a field of 7,800 candidates. Being selected as a PMF in the class of 2015 led to a move from Alabama to Washington, DC. As part of the program, I was assigned an executive coach. It was through working with my coach that I realized the consulting part of JBC Counseling and Consulting was actually coaching. In April of 2018, I decided to launch my coaching business, with a vision of providing anxiety and career coaching to people both in the United States and abroad.

And, the name presented another situation for me.  I realized that I had been hiding behind the name JBC Counseling and Consulting. It allowed me to remain in the background, which was comfortable for someone like me with social anxiety and introversion. But I knew I needed to step out from behind the name and put myself out there. That’s how Twanna Carter Professional and Personal Coaching was born—a name that placed me as the brand of my business.  A daunting but necessary step for my personal development and growth.

Navigating Rejection: Overcoming the Emotional Toll of Social Anxiety in Entrepreneurship

Running a business is far from a leisurely stroll through a rose garden. Social media often paints a misleading picture of effortless success. Because I was grappling with social anxiety, the thorns of rejection were particularly painful. The fear of criticism and judgment loomed large as I reached out to potential clients. Each setback felt like a personal failure, leaving deep emotional scars.

There was a time when a single “no” on a sales call would leave me disappointed, embarrassed, and ashamed for weeks. This emotional toll could have been detrimental to my business, so I knew I had to find a way to overcome it. I made a pact with myself: whenever my services were turned down, I gave myself 30 minutes to feel all the emotions—disappointment, self-recrimination, and “woe is me” moments. But after 30 minutes, I moved on. Over time, I shortened that recovery period to just 10 minutes. Now, I take rejection in stride and keep moving forward, knowing that both failure and success are part of the entrepreneurial journey.

Taking Risks with Social Anxiety: My Path to Thriving in Business Ownership

Risk-taking is another crucial aspect of entrepreneurship that I had to embrace. As someone with anxiety, risk-taking didn’t come naturally to me. But I’ve learned that in business, there’s no such thing as a sure thing. Entrepreneurship is a constant learning experience—just when you think you’ve got it all figured out, a new challenge arises that reminds you how much there is to learn. And that’s part of the thrill.

One of my core values is variety, and when I was a W2 employee, I would often find myself bored stiff within three to four months on a job. This led to a series of job changes, but entrepreneurship has been the one “job” that has never bored me. After nearly 15 years, it still excites me and fulfills my need for variety. Most importantly, it allows me to help others, which is the heart of both of my businesses.

Through JBC Counseling and Consulting, I am licensed to provide therapy services for Black women in Alabama, Maryland, New Jersey, and Virginia. With Twanna Carter Professional and Personal Coaching, I offer executive career coaching for Black women aged 35-50 in the United States and around the world. There’s never a dull day, and I’m never bored with my work.

Sometimes, I still pinch myself. I was the person who once said, “I will never, ever, ever own a business,” and now I own two. I encourage you to support Black businesses during National Black Business Month and make it a goal to extend that support beyond August. Let’s take it from August to December, through April, and back around to August again—year-round support for Black businesses.

If you enjoyed this blog, please share it with a friend. If you’re feeling generous buy me a coffee.

I’m an ICF Professional Certified Coach (PCC) and career coach for Twanna Carter Professional & Personal Coaching, LLC. I flubbed my first career transition from the military so badly, it took me the next 10+ years to build my confidence and  recover. I know what it feels like to struggle with imposter syndrome and uncertainty about my worth in the workplace. It’s why I am dedicated to empowering Black women. Helping them navigate change and uncertainty by providing them with the tools and strategies they need to be successful. Schedule a free 30-Minute Career Solution Call today.

Curated Reading List

• “Melaninated Magic: 180 Affirmations to Nurture Your Soul and Unleash Your Black Girl Joy ” by Twanna Carter, PhD
• “Burnout: The Secret to Unlocking the Stress Cycle” by Emily Nagoski, PhD
• “I’m Not Yelling: A Black Woman’s Guide to Navigating the Workplace (Successful Black Business Women)” by Elizabeth Leiba.
• “Crucial Conversations: Tools for Talking When Stakes Are High” by Kerry Patterson, Joseph Grenny, Ron McMillan, and Al Switzler.
• “Influence: The Psychology of Persuasion” by Robert B. Cialdini.
• “How to Win Friends and Influence People” by Dale Carnegie.
• “Lean In: Women, Work, and the Will to Lead” by Sheryl Sandberg.
• “Dare to Lead” by Brene Brown.
• “The Memo” by Minda Harts.
• “Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones” by James Clear
• “Worthy: How to Believe You Are Enough and Transform Your Life”  by Jamie Kern Lima
• “Negotiating While Black: Be Who You Are to Get What You Want”, by Damali Peterman

Read my latest blogs

• 
  The Invisible Tax. What It’s Really Costing You to Lead While Black and Female
  She arrives at her ninth-floor office at 7:45 AM, forty-five minutes before anyone else. Not because the job demands it. Because the job requires it of her. Before her first meeting, she has already rehearsed how she will phrase her… Read more: The Invisible Tax. What It’s Really Costing You to Lead While Black and Female
• 
  The Real Secret Behind Executive Presence for Black Women (It’s Not What You Think)
  In this post, you will learn: You were in a meeting. You presented a strategy that you knew was solid. You spoke clearly, made your case, and held your ground. And still, weeks later, your manager pulled you aside and… Read more: The Real Secret Behind Executive Presence for Black Women (It’s Not What You Think)
• 
  The Executive LinkedIn Strategy for Black Women Who Are Pivoting Into Bigger Roles
  In this post, you will learn: You have spent years delivering results. Leading teams. Navigating rooms where your contributions were overlooked while your workload expanded. You have solved problems no one else wanted to touch, built departments from scratch, and… Read more: The Executive LinkedIn Strategy for Black Women Who Are Pivoting Into Bigger Roles
• 
  Stop Guessing Your Next Move. How the ProfileXT® Gives Black Women Real Career Clarity
  Key Points: You’ve been in your industry long enough to know something doesn’t fit anymore. The work is fine. You’re good at it. But it doesn’t light you up the way it used to. You’re competent, maybe even exceptional. And… Read more: Stop Guessing Your Next Move. How the ProfileXT® Gives Black Women Real Career Clarity
• 
  Executive Visibility for Black Women – Stop Being Overlooked
  Why Being Respected Internally Is Not Enough You have delivered results that moved the needle. You are the person your team leans on when things get complicated. Leaders across the organization trust your judgment, respect your expertise, and count on… Read more: Executive Visibility for Black Women – Stop Being Overlooked
• 
  How Senior Black Women in Tech Know It’s Time for an Executive Career Pivot
  You’ve earned every credential. You’ve delivered results that moved the business forward. You’ve navigated rooms where you were the only one who looked like you, led teams through impossible timelines, and still showed up with excellence. And yet something feels… Read more: How Senior Black Women in Tech Know It’s Time for an Executive Career Pivot
• 
  Proving vs. Positioning – The Career Strategy Black Women Executives Need Before Their Next Move
  You’ve sat in back-to-back meetings where you were the most prepared person in the room. You’ve delivered results that exceeded every benchmark. You’ve led your team through a restructuring that no one else wanted to touch, and you did it… Read more: Proving vs. Positioning – The Career Strategy Black Women Executives Need Before Their Next Move
• 
  Beyond the Glass-Beating the Concrete Ceiling That Was Never Meant to Crack
  There’s a conversation we’ve had for years about the glass ceiling. But if you’re a Black executive woman, you already know the truth. It’s not glass. It’s concrete. And the difference isn’t just poetic, it’s personal. The concrete ceiling doesn’t… Read more: Beyond the Glass-Beating the Concrete Ceiling That Was Never Meant to Crack
• 
  Why Black Women Leaders Need Sponsorship – Not Just Mentorship
  Before we talk strategy, let’s tell the truth. You have the degrees.You have the results.You have the resilience. And still, you’re overlooked. The corporate world loves to offer advice. It hands out mentors generously. But what it rarely gives Black… Read more: Why Black Women Leaders Need Sponsorship – Not Just Mentorship
• 
  Career Pivot Strategies for Black Women: 7 Powerful Moves to Reclaim Visibility and Lead Boldly
  The Truth About Career Pivots for Black Executive Women Let’s say this plainly: when Black executive women decide to pivot, it’s rarely impulsive. It’s layered.It’s emotional.It’s strategic.And often, it’s long overdue. You’ve climbed the ladder. You’ve mastered rooms where you… Read more: Career Pivot Strategies for Black Women: 7 Powerful Moves to Reclaim Visibility and Lead Boldly
• 
  Strategic Career Mapping for Executive Black Women: 7 Transformative Ways to Align With Your Brilliance
  If you’ve ever sat in a boardroom and felt both powerful and invisible at the same time, this is for you. Strategic career mapping is not just about plotting your next title. It’s about reclaiming your narrative, honoring your lived… Read more: Strategic Career Mapping for Executive Black Women: 7 Transformative Ways to Align With Your Brilliance
• 
  The Real Reason You’re Not Getting Promoted (Hint: It’s Not Your Performance)
  If you’re an accomplished leader but still not getting promoted, it’s frustrating. You’ve exceeded KPIs. You’ve led high-impact initiatives. You’ve mentored teams and delivered results. Yet somehow, when the next big opportunity comes up, your name isn’t called. Here’s the… Read more: The Real Reason You’re Not Getting Promoted (Hint: It’s Not Your Performance)

Pick up a copy of my affirmations journal for Black women, Melaninated Magic: 180 Affirmations to Nurture Your Soul and Unleash Your Black Girl Joy

Unleash your inner strength and radiate positivity with Melaninated Magic. This affirmations journal is crafted specifically for Black women to nurture your soul and amplify your confidence. Inside, you’ll find 180 powerful affirmations designed to uplift, inspire, and celebrate your unique journey. Embrace each day with renewed purpose and joy, and let your Black girl magic shine bright!