JoAnna “JJ” Ferrari’s path to entrepreneurship started long before she even knew what the word meant. Growing up in Chicago as a straight-D student with a rebellious edge, JJ had a knack for challenging norms. Her high school counselor once told her she’d never amount to anything—a comment that sparked a lifelong journey of reinvention. Over the years, she embraced a variety of roles, from bodybuilder and dancer to model, and eventually rose to become a four-time CEO, working with over 1,800 businesses. But for JJ, her journey has always been about more than career milestones; it’s a testament to embracing one’s whole self and pushing the limits of what’s possible.
Overcoming Self-Doubt and Embracing Resilience
JJ’s journey wasn’t without its struggles. “I didn’t fit the traditional CEO mold, and I was often plagued with self-doubt and imposter syndrome,” she recalls. “The business world can be unforgiving, and I had to learn to quiet the noise of other people’s expectations.” What got her through was a commitment to learning and a supportive circle of people who believed in her. “Resilience isn’t about never falling; it’s about always getting back up and daring to believe in yourself, even when it feels like the world doesn’t.”
One of her lowest points came during her gender transition—a time when she felt profoundly vulnerable, having lost business opportunities, financial stability, and some personal connections. “In those soul-searching moments, I found my ‘why’: to make a difference, live authentically, and give others hope.” Her mantra became “5% better”—a reminder that even on the hardest days, there’s always a bit more strength, hope, or courage to be found.
Advice for Aspiring Entrepreneurs
JJ’s advice to those starting their entrepreneurial journey is simple yet powerful: “Don’t wait until you feel ready. Take action now and adjust as you go.” She emphasizes that the road will never be perfectly paved, and failures are proof you’re trying. “You don’t need to be fearless; just brave enough to keep going. Growth often happens in the most uncomfortable places.”
Celebrating Success Through Impact
A defining moment in JJ’s career was transforming a struggling business from the brink of collapse to a thriving operation. However, the real reward wasn’t in the financial turnaround—it was seeing the team’s confidence grow. “Success isn’t just about profits. It’s about creating something meaningful and helping others realize their potential. Watching the team say, ‘We did this together,’ was everything. It was a reminder of the power of resilience, community, and shared purpose.”
Vision for the Future: Authentic Leadership and Community Impact
JJ’s vision is to build a world where people feel empowered to live authentically in their careers and personal lives. Through her LinkedIn community, 2Female&Beyond, she aims to share stories that inspire change and break boundaries. In business, JJ mentors leaders, encouraging them to embrace their humanity and unique voices. “It’s not about creating perfect leaders; it’s about fostering resilient, self-aware leaders who know real impact comes from being true to themselves and lifting others along the way.”
Through her work, JJ hopes to inspire a new kind of leadership that values vulnerability, emotional intelligence, and genuine connection. “Even 5% more authenticity, courage, or compassion can create a ripple effect that transforms lives,” she says. Alongside her partner Jacqui, JJ’s mission with 2Female&Beyond is to make people feel seen, heard, and valued for who they truly are.
For more information about JoAnna “JJ” Ferrari and her work, visit jjferrari.com.