Joya Dass

I often talk about how I wanted to become a news anchor since I was 4 years old.

Once I realized that vision, I was working myself to the bone.
Disconnected from something I had worked so hard to create for myself.

See the problem was that I had no design, no plan for the personal life that was mine too.

I didn't have that.

Everything was about work and sometimes, frankly, I was miserable.

When I left TV to run my business full time, I decided to do it differently. I observed my top values (adventure and beauty), and built a business around them.

Brian Moran writes in the "12 Week Year" that we become disconnected from our professional life if there isn't an emotional anchor.

With a personal vision, there's emotion. There is ownership. That's why its key to have a powerful personal vision, fuel the professional one.

Work is a means to an end after all. Its intended to fuel the life we want.

So now, every quarter, I live in another country for some time.

My clients are coming next week for their retreat.

Now I have a professional vision, a business, fueled by my personal vision for my life. And its created some amazing abundance.

If this is resonating for you, I'm hosting a workshop (virtually) from Greece this Friday at 12pm EDT on how to build your personal vision and connect it (have it fuel). your professional vision.

Register at joyadass.bio

“You changed my thinking. The way I do things.”

That was a former client this week on the phone.

We’ve become friends since working together. We were getting winter plans together for 2026 and she shared that she spent incredible amounts of time on the road these past few years, and in a moment of reflection, she planned to make changes on how she creates her legacy moving forward.

Who gets her time.
Who gets her attention.

I’m interviewing 300 women between now and the end of the year, vetting for the 8 that will document the way she solves problems. Her personal brand.

I often hear, “I don’t have time to build a personal brand, the company I have worked for is undergoing a merger, an IPO, a deal.”

She’s busy building someone else’s dream.

I’ve been in business 13 years now, long enough to also interview the women closer to the end of life. I didn’t expect to uncover all the regrets.

Over 13 years and 100 conversations, I heard

I’m not afraid of being unknown.
I’m afraid of being forgettable.

These are the lessons whispered in moments of deep reflection—the truths that can still change the way we think about our legacy.


👉🏽“I Thought Telling My Story Was Selfish.”

A business owner told me, “My work should speak for itself.”

But as the face of the company--her work, her IP, her way of solving problems was going out the door with her, without her documenting her playbook. Her children wanted nothing to do with the business.

Reflection: Sharing your story isn’t vanity. It’s service. It teaches others how to solve problems, leveraging your experience.

Try this: Write the lesson you wish your 25-year-old self had known. That’s your next post.

👉🏽“My Silence Cost Me More Than My Mistakes.”

I work with alot of Indian woman since I'm Indian too. One woman whispered, “I didn’t speak up when I had something worth saying.”

Reflection: Playing small doesn’t protect you—it erases you.

Try this: Speak on one panel. Practice asking questions at your local bookstore book talk. Practice speaking as a muscle, not a miracle.

👉🏽 “I Thought Building a Brand Was About Boasting”
She was a private person. She didn't want to boast. But she is the face of the company. Who else was going to document how she solves problems with it?

Over our work together she learned: A brand is how you think about things. It’s education. Not boasting.

Reflection: Your personal brand is your thinking shared at scale. You never know who is reading and needs to hear your counsel right now.

Try this: Ask three people, “What do I stand for?” Then start sharing that message.


👉🏽The Pattern Beneath All Patterns

After 100 conversations, I came to this conclusion
Every excuse, Every “I'm too busy” pointed to one truth:
We don’t lack time.
We, as women, lack permission.

Permission to stop and to record our own wisdom while we’re still living it.

Someone, someday, will Google your name.
Make sure they find your voice, not your absence.