Jen Friedman, Founder of JENerate Consulting
Name: Jen Friedman
Founder: JENerate Consulting
In one sentence, what problem do you solve and for who?
I coach nonprofit and purpose-driven organizations to align purpose, build confidence, and propel action typically by implementing an operating system throughout the organization.
What's your story?
I founded JENerate Consulting because I’ve seen what’s possible when leaders are given the right support and tools. As a psychologist, nonprofit leader, board member, and COO, I watched talented, mission-driven people underestimate their own capacity and burn out not from lack of heart, but from lack of structure, clarity, and accountability. I believe people and organizations are capable of far more excellence than they often realize. Through JENerate Consulting, I partner with leaders to unlock that potential by elevating their skills, building strong habits, clear systems, and healthy rhythms of accountability. Having an experienced coach and accountability partner is one of the greatest gifts a leader can receive. It creates space for better thinking, stronger execution, and sustained growth. At the core of my work is a simple conviction: when leaders are supported well, they don’t just survive their roles. They thrive and build organizations that do the same.
What does BEING a FoundHer mean to you?
Being a FoundHer means being part of a community that challenges me to grow and lead more boldly. It’s the opportunity to be connected to women from across the country with diverse experiences and perspectives who will stretch my thinking and inspire me to take my business into its next chapter with greater clarity and courage. To me, being a FoundHer is about choosing bravery over comfort and collaboration over isolation. It’s a space where I can sharpen my skills and build meaningful relationships that support both personal growth and business expansion.
How do you support other female founders and women in business?
I try to uplift my female colleagues in many different ways. I make referrals to their businesses, interact with their social media posts, consult with them for reduced rates, and talk them up to build awareness amongst my sphere of influence.
What are three podcasts you listen to that have helped you with your business?
Dear FoundHER, The Win-Win Podcast, The Working Genius Podcast
What is ONE BOOK that you would recommend every female business owner read?
Playing Big by Tara Sophia Mohr
Who is a female entrepreneur you look up to and why?
Amy Holtz. She has built an incredible coaching business and has a stellar reputation amongst Jewish and non-Jewish organizations.
What are the first five things that you did when you were starting your business?
Hired a business coach
Worked deeply on My Why and narrowed my focus
Created a business plan, including action steps
Made many coffee dates to build awareness, learn from others, and begin business development
Built a list of potential clients
Who is someone who has helped change or shape your business for the better and what did they do to help you?
David Meyer @ Spoke Marketing. He reviewed my website pro bono and gave exceptional feedback based on my business plan. I aligned my changes with his feedback, and he also provoked changes in my offerings.
At what point did you make your company a full time gig? How did you know the time was right?
After leaving a full-time executive leadership position, I embarked on my company full-time. It was a clean break and a no brainer for me, since the CEO was leaving and I did not want to be part of a transition team.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
So many lessons! New leaders need proper support and tools; good teams can only be great when they have accountability and excellent habits; even the most effective teams go through rough patches and trust must be continuously worked on; organizations must have clarity, and since organizations are made up of people, they must have the right people in the right seats. And many more!
Let’s talk social media—who handles it for your company and what is the secret to making it successful? What is the biggest challenge?
Biggest challenge: I gave up on it after Year 1 since it didn't seem to yield fruit.
How did you land your first client?
Word of Mouth/ Referral
What is something you do differently from the industry standard?
My differentiator is my PhD in psychology. I have a expertise in human emotions and interpersonal dynamics position me uniquely to coach leaders and teams.
What would you do differently if you were starting your business today?
Perhaps engaged a VA to ensure the details and social media plan were created and executed at the highest level.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Face-to-face networking/ biz dev - clients
Face-to-face networking/ biz dev - referral sources
LinkedIn
What was an obstacle you overcame to get your business where it is today?
One of my biggest obstacles was learning how to clearly and concisely tell my own story. Others were still connecting me with past positions, and with a background in psychology, nonprofit leadership, lay leadershp/board of directors, and COO roles, I initially struggled to simplify my message and confidently communicate my value proposition for each person I was meeting with. I realized that if I wanted my business to grow, I had to get braver about owning my voice and clarifying my impact. I had to also secure one niche even if I could do several other things. Once I did, everything shifted. My messaging strengthened, and it became easier to connect with the right clients and opportunities.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
Meet with a business coach and create a business plan. Ensure you clarify your Why. Even if you use Simon Sinek's Find Your Why Workbook, it will be well worth the time and energy to ensure you are focused and clear. If you aren't clear, then no one else will be! Also, I would make sure you are extremely passionate about the work so you don't burn out. You can have lots of good ideas that would make great impact in the world, but doing the work day in and day out can lead to burnout if it isn't what fuels you.
Follow us on Instagram @dearfoundher and join our Facebook community for more conversation.
Make sure you tune in to Dear FoundHer… for new episodes every Tuesday and Thursday.
