Surayya Walters
Role: Founder, iDEIntity
Other(s):
“I wasn’t given the blueprint because I hadn’t been in those sorts of spaces. So, there was a huge learning curve. There was me learning to stop overthinking and just be myself and stop caring. There were a lot of things that I had to do to be able to succeed in that environment that when I had first come in at 17. I didn’t really have the tools and the adjustment period was hard, but I think it built at me the character that I have today.”
The NUFRIENDS family continues to grow!
Today’s NUFRIEND on the block is Surayya Walters.
Surayya is a recent graduate of UPenn’s prestigious Wharton School. She currently lives in NYC, building innovative businesses focused on the DEI and Impact space. With many parallels between us two, I am excited to share this conversation and her story.
An abbreviated version of the conversation is provided below. Enjoy!
Introduction & Surayya’s Background
Elijah: Eager to learn more about your story today, Surayya. Feel free to share any details you believe would help us understand you better.
Surayya: I am Surayya Walters, born to Jamaican immigrants and raised in New York, a bio that has instilled in me an energetic spirit and relentless drive. As a middle child, I learned to forge my own path, further guided by the unique challenges of having an elder sibling with autism, which has been a profound influence. This personal experience motivates me every day, driving me to strive for not just my success, but also for my family.
For my undergraduate education, I attended University of Pennsylvania and had the privilege of being a part of the Wharton school, where I pursued economics with a focus on marketing and management. Despite my professional demands as an entrepreneur, I make sure to find time for the things I love: immersing myself in music, cooking, and seizing every opportunity to enjoy life to its fullest.
High School Experiences and Leadership Lessons
Elijah: Let’s go back to your high school days, Surayya, who were you as a young leader?
Surayya: In high school, I was always focused. I was a student body president in a K-8 school which was my first ever leadership role. Initially, I was overwhelmed, having a vision but struggling with execution.
I organized fundraising events and activities. Selling ice cream, organizing dress downs at a private school, hosting fashion shows, and movie nights. Unknown to me at the time, this was my entrepreneurial trait being unveiled.
Upon entering high school, I felt ready being aware of my leadership capabilities. Unsure of what exactly I wanted to achieve, I knew I was meant for significant things. So, I embraced the same spirit of impact and ran for freshman class president, and consequently got elected. But that was one of the worst leadership roles of my life. I wasn’t what people wanted. And I ended up actually not being voted in again. So, I took a break from leadership.
Challenges and Growth in Leadership
Elijah: Can you share a bit about the challenges you faced in your early leadership roles?
Surayya: In my freshman year of high school, I found myself in a challenging position. Despite being elected, my leadership was not fully embraced. At that time, around 2014, there was a rising conversation about assertive women being interpreted as bossy. Falling into this category despite my intentions might have gotten me misunderstood.
I was young, less polished, and asserted my points vigorously which didn’t sit well in an all-Black New York high school, where being told directly wasn’t appreciated. Moreover, pre-‘girl boss’ era, the presence of Black women in leadership was not a familiar sight. I also carried a nerdy persona with distinctive interests which probably deviated from what they considered cool. These factors collectively impacted my acceptability.
Elijah: Following these challenges, how did you react to and learn from this feedback, and subsequently adapt your approach?
Surayya: The feedback made me reconsider my approach and I decided to step back from leadership for a while, taking a hiatus during my sophomore year. I got involved in a range of other activities like cheerleading and gymnastics and dedicated myself towards my studies. I believed in my ability to connect with people once they got to know me better, so I waited for my moment of acceptance.
That moment did come as I eventually graduated as the student body president. This journey taught me that leadership can be a tough road accompanied with criticisms and unacceptability. But it also equipped me with resilience, patience, and adaptability, and prepared me to face challenges head-on while maintaining my grit and determination.
Exploring Interests and Entrepreneurial Spirit
Elijah: So, it seems like you’ve always been juggling a lot. Is this something your parents pushed onto you, or something that’s inherently you? What’s the source for this?
Surayya: Yeah, I’ve always been hyperactive. From my school days, when I’d bounce between violin, drama, dance, and even being a peer mediator – I was into so many things at once. This intensity didn’t wind down when I started my own business. In fact, one business felt too restrictive, I needed more. It’s a part of me. Being the middle kid, my folks gave me the room to be independent and chase what interested me, whether it was dreaming of going to Julliard to become a dancer and actress or exploring sports and other areas. The real deal? I enjoy dipping my toes in different things, learning and growing, it keeps me going.
Elijah: There’s the one saying like a jack of all trades is a master of none. How do you respond to that?
Surayya: I respond to it in that we all have to make tradeoffs in life. I’ve never felt like the specialist position is a comfortable position for me. It’s all about picking your poison If you do one thing all the time you might feel as if you’re good at that one thing, but you’re missing out things. So, I always say I’d rather have someone call me like jack of all trades master of none then like never try all the trades I want to try. I’m always trying new things because that’s just me. I love working with people who have deep knowledge in the domain because I’m a generalist. There’s no wrong or right way to live your life or your career. You should just do what is most authentic to you and excites you.
Journey to University and Overcoming Doubts
Elijah: Let’s discuss your senior year. You had the grades for any university, so what helped you decide your path for higher education?
Surayya: Senior year was a high point; it was also challenging. As a student in a predominantly black school, I hadn’t seen anyone go to Ivy Leagues which I wanted to apply for. However, I doubted if I could make it, lacking the connections of students from prestigious schools. It felt like a shot in the dark. Despite being valedictorian and school president, acceptance to an Ivy League seemed far-fetched since I hadn’t seen anyone achieve that from my school. While a part of me yearned for a full ride scholarship to a local university to avoid debt and facilitate my entrepreneurship dream, an urge pushed me to apply to Wharton on the 11th hour – literally. Although I initially aimed for Cornell, I secured a place at Penn.
Life keeps surprising us.
Elijah: You not only get into Penn but also break the pattern at your high school by going to a Predominantly White Institution (PWI) from an all-black high school. Walk me through those first moments.
Surayya: Transitioning to a predominantly white institution as a black woman posed significant challenges. The unfamiliarity of the PWI environment, coupled with the intersectionality of race, class, and gender, made it tough to navigate. I encountered microaggressions in class, where my contributions were sometimes dismissed as jokes because they didn’t align with stereotypes. These experiences highlighted the narrow perceptions of black individuals and the need for greater inclusivity and understanding.
Moving from a predominantly Black environment to a different setting presented unforeseen obstacles. Without a clear roadmap, I had to adapt and learn to navigate this new territory independently. Overcoming the initial struggles, I discovered resilience within myself and embraced the challenges as opportunities for growth. The transition, though challenging, ultimately shaped my character and perspective.
In a school where finance, consulting, and tech were the dominant career paths, aspiring to be an entrepreneur posed unique challenges. My unconventional interests and aspirations diverged from the norm, leading to misunderstanding and skepticism from peers. Despite this, I remained true to my passions, pursuing entrepreneurial endeavors and championing diversity in career choices. Through advocating for inclusivity and empowering those with non-traditional career interests, I found purpose and fulfillment in standing out and embracing my individuality.
Finding Authenticity and Building Connections
Elijah: How was it for you being able to stand in your own truth of the path that you wanted to take?
Surayya: Woo! Okay, so I’ll answer the first question before the second. My parents are not involved in business at all. So when they heard I was studying business, everybody thought I was going to be a doctor growing up. They were like, okay, like you’re on your own. You know nothing about business. In a way, I embraced what I like to call the blank canvas. I had to learn to trust in myself. I had to learn to trust my vision that I had. It’s actually funny because I recruited for jobs in my senior year and couldn’t find any.
By the time I made senior year, I was like, okay, I want to be entrepreneur, but I’m going to do what everybody else does work for two to four years and then do entrepreneurship. But once again, the world was like, hey, nah, you’re going to do entrepreneurship right away. I did like close to 30 to 40 interviews, didn’t get a job. That pushed me down the path that intuitively I always wanted.
Elijah: How did you figure out how to navigate a blueprint that you didn’t have?
Surayya: It’s hard because I think especially no two people of color, no two black people will have the same experience. And while we will have similar experiences, race, gender, class, all these things intersect and affect how we’re seen in this environment. It was a lot of finding friends where I could find them and finding allies where I could find them. Now, I don’t focus on a thousand people when I walk into a room. I focus on those I genuinely connect with. Finding people of all backgrounds that I genuinely connected with that could give me a sense of here’s how we do this or here’s how we do that. Being able to learn from them was a huge and very powerful aspect of my journey. My connections got me through. Those that I connected with, got me through. And they helped me to find my way, even though I felt like I was lost. I owe it to other people, honestly.
Reflections on University Culture and Future Predictions
Elijah: Any example of one of those relationships that you could share?
Surayya: I am super blessed to have had Adam Grant as my thesis advisor and he’s a brilliant organizational psychologist. For him to support me and vouch for me in the way that he has I’m forever indebted to him. He really saw my potential to do some of the things I’m doing now. He’s a free thinker, he wrote a book called Originals, he’s into creativity, he’s into risk taking bravery, and having his mentorship really helped me to feel like I belonged because he helped to validate some of the experiences and some of the questions I had around career, around purpose, and around passion. I really started locking in on my interest because I got his support and endorsement. That’s the power of mentorship.
Elijah: Could you share two or three significant positives about your experience in that environment? Also, were there any aspects that stood out as stark realities of the world from your perspective?
Surayya: My experience had many positive takeaways.
First, it taught me that success is attainable at a young age. Penn is known for fostering successful youths, creating an atmosphere of ambition and drive. Being able to set and chase my goals is a value I took away from Penn. The second is the encouragement towards intellectual curiosity. Being among others who have unique interests, stories, and possess such passion, encourages a desire to discover. This dynamic allowed engaging conversations and opened me to the importance of intellectual inquisitiveness. Third, I learned the value of genuine people in such spaces. Authenticity created a safe haven, and this authenticity often opens doors because it attracts others in need of this safety.
However, there were also negatives. The first is the pre-defined concept of success. With its emphasis on resume branding and academic laurels, personal talent and ability were often overlooked. Secondly, the status-consciousness and wealth flaunting made the environment seem inauthentic and isolating to some, possibly promoting unhealthy comparisons. Lastly, the competitive spirit on campus made everything seem like a contest. This led to needless comparisons and belittlement, creating negative dynamics that I truly disliked.
Elijah: Could we potentially alter this culture? I’m finding that your observations correspond well with my exposure at Goldman, regarding how people perceive their careers.
Surayya: Indeed, we can. My prediction is that in 50 years, entrepreneurship right out of college will be held in higher esteem than a prestigious corporate job. The driving force behind this shift? Transformative factors such as the change in global economy and AI enabling those without formal degrees to create opportunities. I believe that as more people with non-traditional career paths come forward and demystify the process, demonstrating what they’ve achieved, we’ll see a change in perception. With the infusion of diverse narratives, the notion that success only comes in a certain color or wealth category will be dismantled.
The more we share our stories, the sooner the culture will shift. It’s important to grasp every opportunity life offers us but let’s not panic if certain paths like a traditional job don’t open up immediately. I didn’t land a traditional job when I graduated, yet here I am, thriving and feeling fulfilled in my chosen path. We must amplify our voices and share our experiences. One of the advantages of the current influencer culture is the powerful authenticity that comes with sharing. This includes influencers who significantly impact people, unmasking the raw realities, calling out deceit, and doing what our predecessors couldn’t. As we continue this honest and genuine storytelling in the next 20-25 years, I firmly believe the cultural tide will turn.
Venturing into Entrepreneurship
Elijah: You mentioned you graduated with no offers from any major firms, what was running through your mind at the time?
Surayya: There was a time when I found myself unemployed, which, let’s be real, was a bit embarrassing. I was determined, however, not to let these circumstances hamper my prospects. So, I began contemplating different ways to make the most of my time, despite not currently holding a job. When I was at Venn Capital, I toyed with the idea of branching into venture. Unfortunately, that door closed for me. I also considered advocacy as an alternative route and interviewed for positions with organizations like the ACLU and UNICEF, but it didn’t pan out.
Eventually, I decided to take the plunge into entrepreneurship. At this point, I had barely a thousand dollars to my name, but I was determined. To be completely honest, I really didn’t have a lot of money. But, I decided to take a chance. While being a part of an organization named Humanity in Action, I came across a grant competition. It was a wonderful opportunity to bring new ideas to the table, so I pitched my first business, a non-profit organization called Identity. They liked my proposal and awarded me my first grant.
From that moment, my life underwent a drastic change. I was no longer just job hunting; I was also aggressively applying for grants. I loved that this new path offered independence and required self-motivation, both of which I found within myself. At first, working without a boss seemed daunting, but then I found out that when I am passionate about something, I will give it my all. And that’s what I did. I’ve been following this entrepreneurial path since December 2022.
Elijah: Could you an elevator pitch on the companies you’re building?
Surayya: Certainly. To begin with, there’s iDEIntity – a DEI innovation nonprofit. We strive to provide low-cost, digital-first solutions to under-resourced organizations, be it entrepreneurial groups, startups, or small firms who seek assistance in diversity, equity, and inclusion matters.
Moving on to my second venture, it’s called Purpose Professional Media. It’s a podcast and media initiative tailored to amplify the stories of diverse professionals from various domains. Besides focusing on sharing their career journeys, we aid them in personal branding and help them connect their profession to a larger purpose. Our approach is a mix of storytelling and practical assistance to enhance their personal brand.
The third in line is Innovanoire, an initiative particularly inclined towards women of color in entrepreneurship, primarily between 18 to 40 years. We assist them in identifying skill gaps and providing support to generate revenue during the initial stages of their business journey. All these initiatives sprung from my personal experiences and the challenges that I faced.
The Art of Balancing Ideas and Execution
Elijah: I think there’s a lot of similarities between the two of us – how do you stop yourself from jumping on new ideas? Because I feel like every shower session there’s a new business idea.
Surayya: I start any new project by asking myself three questions.
First, am I willing to suffer for this idea? Am I willing to dedicate years to it?
The second question I pose myself is: how much capital will I need? I moved towards the impact space because it’s comparatively cheaper to start. It opens avenues such as grants and a unique approach to bootstrapping, unlike traditional enterprises.
The third and final question is about connections: who do I know? Can they be potential collaborators? Do they operate in these spaces and believe in my vision enough to fund it? For instance, before Purpose Professional, I wanted to create an app connecting careers with the gig economy. An innovative idea, but funding was an issue. Consequently, I shifted my focus to creating a podcast on careers.
In conclusion, my ideas have consistently stemmed from identifying gaps and aiming to alleviate the associated suffering.
Elijah: Can you talk about how your current efforts are paving the way for your larger vision?
Surayya: That’s an interesting question. You see, one criterion I use is whether or not I need a track record for an idea. I use these smaller successes to build my credibility for my more revolutionary ideas. I have a strategic equation, which is A plus B equals C. Each of these variables is a task or milestone, which I order to bring about a particular result. This helps me balance short and long term vision. It’s like knocking one domino down to make all the others fall. Timing is crucial here. So I suggest all visionaries to be proficient in strategy to unlock their full potential.
In the short term, having project management skills is indispensable. I have undertaken courses in UX design, digital marketing, SEO, and social media management, among others. It helps to micro-manage the goals and the timelines. Furthermore, I’m planning to shift from relying on grants to direct sales. I want my ventures to generate their revenue directly. That’s my short term plan, and I call it trust before funds. Showing that you can sell, that you have customers and revenue opens the doors for investments.
Usually, founders think of VC’s as a deus ex machina, but for black and solo founders like me, that’s rare. So, we have to bootstrap, self-fund, and create our own revenue streams, even if it means creating a lot of content. The challenge is to figure out the most feasible revenue streams and how to achieve them. And that’s my immediate goal.
The Importance of Sales in Business
Elijah: You’ve mentioned that you’re involved in a range of activities, but it comes down to sales in business. what resources you utilize to strengthen your sales skills for your businesses?
Surayya: I’ve been reading a few books including ‘Your First Million’ by Arlen Hamilton that emphasizes the importance of sales and market presence. Another notable book is ‘The Lean Startup’, which also supports the idea of proactive sales. While I recognize the advantages of extensive market research, it’s been my experience that consumer behavior cannot be effectively predicted through such means. It’s only when a consumer purchases your product that you can truly gauge their reaction. In addition, I’ve observed entrepreneurs who excel at sales and draw wisdom from them. A close friend of mine, who’s a Pulitzer Prize-winning AI and metaverse technologist, has successfully sustained her company through revenues rather than venture capital, which is an exceptional achievement.
Furthermore, I advocate for a mentality that emphasizes action over permission. Often, those of us who are accustomed to perfection tend to hesitate with sales, and this reluctance must be overcome. I see value in pre-selling even before a product’s completion as it can gauge early interest. Finally, I think we should welcome the natural imperfections that come with the first product and focus on appealing to early adopters.
Defining Success and Dealing with Feedback
Elijah: A few more questions to wrap up. First, what’s the best advice you’ve recieved?
Surayya: The best advice as a founder is to learn the art of sorting through feedback. It’s important to realize not all feedback will be useful, nor applicable. I’ve had people alleging that I’ve operated things incorrectly. Here’s how I sort feedback into three categories: First, suspend your ego and discern – Is there any validity in what they’re saying? Second, consider the person’s own preferences. For instance, my board perceived me as a risk-taker – a byproduct of generational and cultural differences, but for me, the risks I take are calculated. Third, differentiate between constructive feedback, preference bias, and personal criticism. I had to learn to distinguish between criticisms of my business operations and those of my personality. If someone finds me overly energetic, that’s a criticism of my personality and there isn’t anything I can do to change that. If that doesn’t sit well with an investor, then it’s not the right fit for me. In essence, the best advice is to learn how to sift through feedback to find what truly matters.
Elijah: My second question is what does it mean for you to be successful? What is success like in your eyes?
Surayya: Success for me is encapsulated by two elements: Freedom and Purpose. The freedom to pivot my business in response to a changing market, the freedom to write a book in my own time because there’s no boss to dictate otherwise, or the freedom to take a break for mental health purposes. Often enough, these choices are denied to us, especially as a young black individual. Being able to freely make such decisions, is a radical act of empowerment. Similarly, the feeling of purpose, of making even a small difference in the world, defines my perception of success.
Closing Remark & Advice for NUFRIENDS
Elijah: I dig that. So, what’s some advice you’d give to NUFRIENDS trying to break into this entrepreneurship world?
Surayya: No.1, move fast. Don’t overthink, just start. Don’t think too much about your first venture cause overthinking will prevent you from starting. Start networking, start emailing. Think about those in your circle who could possibly fund your venture. Trust the process, you’ll learn what you need along the way. Number 2, choose something you’re so passionate about you’d suffer in it. Overnight success? That’s a myth. Look at the top dogs from Silicon Valley or the US, like Calendly. It took them 12 years to go public. In today’s world, entrepreneurship is a marathon, not a sprint. One day you’re in, next day you’re out. Therefore, pick something you can commit 5, 10 years to before seeing a return. Last point, make every single day count. Balance the here and now with the future. If marketing’s your thing, dedicate more time to it, delegate tasks you’d rather not do. Look for ways to make each day great. This will help you stay on track for the long haul, whether it takes 5 or 10 years to go public or become a multimillionaire. So yeah, those are my three bits of advice.
Elijah: It’s been a pleasure speaking with you. Thank you sincerely for your time. I firmly believe that all the visions you have for your organizations will be realized, taking shape in ways that may even exceed your current expectations. This is all part of the journey. Your vision of freedom and inevitable success are on the horizon.
Surayya,
Welcome to the Industry.
Welcome to NUFRIENDS.
