Episode 328 talks about how to be a jefa, featuring Ashley K. Stoyanov Ojeda. Listen now!
Ashley K. Stoyanov Ojeda is a first-generation Latina entrepreneur, bestselling author, and business strategist dedicated to helping diverse entrepreneurs, thought leaders, and changemakers build impactful businesses and establish their thought leadership.
Through her consulting, author masterminds, membership community, workshops, and retreats, Ashley has guided hundreds of entrepreneurs, nonprofits, and corporate leaders to bring their visions to life, grow their revenue, and create lasting impact.
Her work has been recognized by Business Insider, Nasdaq, Forbes, and she has been named a “Latinx to Watch” by Hispanic Executive Magazine.
With over 10 years of experience across nonprofit management, media, communications, tech, and the creative arts, Ashley blends business development expertise with a deep commitment to community building and storytelling. Her consultancy helps leaders and authors develop their brands, establish thought leadership, and increase revenue, while her collaborations with organizations focus on coaching, curriculum development, and fostering entrepreneurial communities.
In 2022, Ashley published Jefa in Training: The Business Startup Toolkit for Entrepreneurial and Creative Women, the first Spanglish business-launching toolkit. The book became an Amazon bestseller in multiple categories and has been endorsed by leaders like Eva Longoria and Gaby Natale, as well as featured by Inc., HubSpot, Morning Brew, and more. The second edition, featuring a foreword by Beatriz Acevedo, CEO of Suma Wealth, launches in January 2025.
Ashley is the creator of La Hoja, a growing newsletter delivering business and personal development insights from a first-gen Latina lens. She shares vulnerable, authentic content with her engaged social media community, exploring themes of balancing life, career, and identity.
Ashley is also co-authoring The Book of Awesome Latinas with Mirtle Peña Calderón, a women’s history book profiling trailblazing Latinas from around the globe, set to be released in Fall 2025.
To learn more about her work, head to www.ashleykstoyanovojeda.com.
In this episode, Ashley shares her journey from chasing a career in music to becoming a multicultural business strategist and bestselling author.
She opens up about the challenges she faced in the music industry, how she launched a nonprofit to support women songwriters, and how the pandemic inspired her to write Jefa in Training, a business guide for Latina entrepreneurs.
Ashley talks about the power of community, overcoming imposter syndrome, and the common mistakes new entrepreneurs make when it comes to managing their time and resources.
She also shares honest insights about building a business while balancing personal life, navigating societal pressures, and redefining what success looks like.
Throughout the conversation, Ashley reflects on the evolution of her book and her mission to empower the next generation of Latina entrepreneurs.
Episode 328 Takeaways:
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Ashley is a multicultural business strategist and bestselling author
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Her book Jefa in Training is the first Spanglish business guide for Latina entrepreneurs
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She launched a nonprofit for women songwriters that quickly gained momentum
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Lessons from the music industry shaped her approach to entrepreneurship
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The pandemic led her to pivot into writing and consulting full-time
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Imposter syndrome is something many entrepreneurs struggle with in the beginning
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Building a strong community is key to long-term business growth
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Networking confidence grows with practice and out of necessity
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One of the biggest mistakes new entrepreneurs make is trying to do everything at once
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Sustainable growth comes from taking things one step at a time
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Having a trusted thought partner makes managing a community much easier
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What looks like overnight success usually takes years of work behind the scenes
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Setting realistic expectations starts with understanding your own unique journey
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Burnout can cloud your decision-making and hurt your business
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Redefining what success means is a personal process that evolves over time
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Motherhood often shifts how you approach work, goals, and priorities
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It’s important to leave space for unexpected opportunities to come in
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Representation matters—the next generation needs to see diverse examples of success
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The second edition of Jefa in Training was written to make the content even more accessible
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Entrepreneurship offers the chance to create a work-life balance that works for you
Chapters:
- 00:00 – Introduction to Ashley’s Journey
- 03:12 – From Music to Multicultural Business Strategist
- 05:52 – The Birth of a Nonprofit and Entrepreneurial Spirit
- 09:09 – Navigating Challenges and Building Community
- 12:01 – The Impact of COVID-19 on Business Plans
- 14:47 – Writing a Book for Latina Entrepreneurs
- 17:55 – Overcoming Imposter Syndrome
- 20:55 – The Importance of Community and Branding
- 23:49 – Confidence and Networking in Entrepreneurship
- 26:51 – Common Mistakes in Early Entrepreneurship
- 30:28 – Navigating Community Management and Realistic Expectations
- 32:00 – The Myth of Overnight Success
- 33:52 – Redefining Success and Work-Life Balance
- 35:49 – The Journey of Motherhood and Entrepreneurship
- 39:03 – Breaking News: A New Chapter in Life
- 41:24 – The Balance of Business and Family Life
- 44:07 – Empowering the Next Generation of Entrepreneurs
- 48:15 – The Evolution of HEPA in Training
- 54:44 – Looking Ahead: New Ventures and Future Plans
Ashley’s journey is proof that success doesn’t follow a straight path. From the music industry to authorship and business strategy, she’s turned each pivot into an opportunity to grow, serve, and empower others. Her story is a reminder that building a business is as much about community, mindset, and redefining success on your own terms as it is about strategy. No matter where you are on your entrepreneurial journey, there’s always room to evolve, take up space, and create something meaningful.
Watch the full interview on our YouTube channel! Subscribe here.
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Until next time, stay empowered, stay inspired and #StayPoderosa ✨
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