She is also the host of the Brown Way to Money Podcast. Alejandra provides a unique blend of financial expertise and trauma-informed coaching, empowering women of color to break free from limiting beliefs and create financial abundance. She delves into the emotional and psychological roots of money problems, helping women heal from past experiences and develop a healthier, empowered relationship with their finances.
In a recent talk, financial mentor and Forbes contributor Alejandra Rojas shared practical guidance for founders navigating today’s shifting economic terrain. As the founder of Brown Way to Money, Rojas specializes in helping women of color heal financial trauma and build businesses designed to withstand volatility, from sudden tariff hikes to unpredictable supply chains and tightening margins.
Alejandra challenges founders to rethink how they approach risk, showing that even when market conditions feel unstable, clarity and consistency can become a leader’s greatest financial assets.
Here are five enduring lessons that emerged:
When the news cycle is filled with headlines about tariffs, inflation and political gridlock, it’s easy for fear to seep into everyday decisions. But Rojas reminded participants that clarity begins with choosing which hat to wear: the buyer or the seller.
In times of uncertainty, she urged, business owners must discipline themselves to think like sellers — solution-creators, not just price-sensitive consumers. That subtle shift changes everything: “Position yourself as the owner, not just a buyer worried about rising costs,” she explained. “Ask, what is the real concern here? And what solutions am I uniquely able to offer?”
Panic grows in the absence of information. Rojas shared that too many entrepreneurs, especially during growth phases, delay creating clear, consistent financial plans. She challenged founders to know their numbers as well as they know their morning routine. Their cash flow, timelines, costs and margins should all become second nature.
She illustrated this with the story of a client whose açaí bowl food truck faced overnight price hikes when new tariffs disrupted imports. Because the owner had mapped out exactly how long it would take to earn her next dollar and cover her costs, she knew precisely how much time she had to diversify her revenue streams without raising prices overnight. “Financial planning is not just about taxes. It is a nervous system regulator for your business,” Rojas emphasized. “When you see multiple paths forward, you replace panic with action.”
No business owner can pivot wisely without listening to the people they serve. Rojas argued that even in crises, customers will often point the way to new opportunities, if leaders stay receptive.
In the case of the food truck owner, it was a passing comment from a loyal customer that sparked a fresh idea. When a guest wished they could prepare açaí bowls at home, it became clear that demand could expand beyond the food truck window. The result: a thriving side business teaching virtual classes, turning a sudden cost spike into a catalyst for growth.
“Your audience will tell you what they want next,” Rojas said. “The smartest thing you can do is ask and then listen deeply.”
Adapting during turbulence isn’t only about customers; it’s also about safeguarding critical vendor relationships. Rather than retreating or cutting ties in search of quick savings, Rojas urged founders to open new conversations with suppliers and brokers. Many suppliers, she noted, are navigating the same shifting conditions and may have solutions or cost-sharing ideas to offer.
She also encouraged founders to see brokers as valuable partners who can unlock cultural nuances or hidden efficiencies. “Nobody has all the answers right now,” she said, “but everyone has pieces of the puzzle. Those relationships can help you find them faster.”
Ultimately, the Masterclass closed with a simple but empowering reminder: uncertainty is here to stay. Waiting for perfect stability is futile. The real measure of resilience is a leader’s willingness to control the controllable. How they plan, how they communicate, how they adapt, and to let go of the rest.
Instead of bracing for a return to “normal,” Rojas encouraged founders to cultivate skills that build steadiness within. When market conditions shift, strong financial systems, clear customer connections, and trusted networks become a business’s true safety net.
For anyone feeling unmoored by today’s headlines, Rojas’s message was clear: calm doesn’t come from predicting the next crisis. It comes from cultivating the discipline, creativity and community needed to thrive no matter what happens next.
