Alright – so today we’ve got the honor of introducing you to Joia Nuri. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Joia, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I launched my business out of sheer necessity. At the time, I was a senior producer at C-SPAN, clocking in at 4:00 AM every day. My marriage was ending, and my 10-year-old daughter needed me to be present in the mornings. I couldn’t let her navigate that time alone. The solution? I had to create a career that allowed me to work normal hours, keep the income flowing, and, most importantly, take back control of my life.

But here’s the thing—I was completely done with working for someone else. After 25 years in journalism, I felt disconnected from my original purpose. I wanted my work to actually matter—to create real impact. So I took a leap of faith and started my own communication strategy company, focusing on organizations driving change in human and civil rights. I didn’t have all the answers, but I had a logo, a network of friends, and a vision. That was enough to land my first client: the Institute for Policy Studies. From there, the momentum built. I worked with TransAfrica, collaborated with Harry Belafonte and Danny Glover, and crafted communications that made a difference.

Fast forward 12 years—I was burned out. The travel. The endless press releases. All of it left me craving more control over my time and energy. I hit pause and asked myself: What do I truly love doing? The answer was clear—public speaking coaching. I had the skills, the media background, and the passion. The moment I made that decision, the universe responded. A friend called, inviting me to join a project as a public speaking coach. That was my green light. From that one opportunity, referrals started pouring in, and my coaching business took off.

It wasn’t always smooth sailing. Financial dry spells pushed me into contracts that made me feel like I was back in the 9-to-5 grind. And let me tell you—I was miserable. Did I mention miserable? Because I was. But every setback taught me something, and I kept moving forward.

Then, a couple of years before COVID flipped the world upside down, a former public speaking client asked me if I offered executive leadership coaching. My answer? “Of course!” (Spoiler alert: I had no idea what that even meant.) I dove in, researched, subcontracted the work I wasn’t trained for, and unexpectedly fell in love with the process. That’s when I decided to take it seriously. I returned to school, got the training, learned the ethics, and earned my certification from the International Coaching Federation.

And now? I’m exactly where I’m meant to be—coaching, inspiring, and thriving. This is bliss. This is purpose. This is what I was meant to do.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Today, I stand as an executive leadership coach, but my journey here has been anything but conventional. At 10 years old, I boldly declared I wanted to be a United States senator. Yes, you read that right—a child in Cleveland with dreams of shaping the future in Washington, D.C. By 13, my parents were fueling my ambition with a subscription to the Sunday New York Times. They were likely just relieved I wasn’t chasing boys and instead chasing greatness.

Fast forward to college, where I began as a political science major. One pivotal day, I crossed paths with a prominent Washington anchorman who invited me to visit his NBC station. The moment I stepped inside, I was captivated. The precision. The hustle. The intensity of getting the news on air. It was electric. Then came an opportunity—an opening for a vacation relief engineering position. I applied, got it, and at just a sophomore in college, I was already paving my path in a male-dominated industry.

From the start, I set my sights high. I wanted to become a technical director—the crew chief, the one who calls the shots. But here’s the kicker: no woman, let alone a Black woman, had ever held that position at any television network. Did that intimidate me? Absolutely. I was terrified, my inner critic working overtime to convince me I didn’t belong. But I didn’t let fear win.
When NBC couldn’t offer me a shot, I took a leap and moved to CBS News in Washington. There, I trained relentlessly. Two years in, opportunity knocked—loudly. Early one Sunday morning, someone called in sick for Face the Nation. No one else had the training I did, so I got the call. That day, I made history as the first Black woman technical director of a major newscast at any television network. And not long passed before I added the CBS Evening News to my accomplishments.

Was I scared? You bet. Did I feel like I didn’t deserve it? Every single day. But I showed up, I learned, and I earned the respect of my peers.

Then, a new twist. Senior women at CBS saw something in me I hadn’t yet seen in myself. They told me, “You’re not just an engineer—you’re a producer.” Their belief opened new doors, and I transitioned to a CBS local station in Washington as a vacation relief reporter and writer. The pace was exhilarating, but I struggled. Local newsrooms demanded speed, and while my writing was solid, I couldn’t keep up. I was fired.

Fired. For the first time in my life.

I was crushed—depressed and lost. My confidence evaporated. But here’s the thing about life—it’s unpredictable. Nearly a year later, I got a call from Jeff Lee at BET. He wanted me to help start his news department. Me—the person who had been fired. I took the job, spent two years at the first Black-owned television network, and learned an important lesson: failure doesn’t define you.

Eventually, I moved on. BET wasn’t aligned with my vision for news, so I freelanced, working across the United States and West Africa. I hustled, grabbed every gig I could, and slowly built my career back up. Over time, I found a home at WHUT (a PBS affiliate), WAMU (an NPR affiliate), and eventually C-SPAN. Each role sharpened my skills, deepened my resilience, and fueled my drive.

And now? Now, I run my own company.

So, was it such a long leap from technical director to leadership coach? I don’t think so.

What sets me apart isn’t just my résumé—it’s my bravery. The bravery to keep going when I was riddled with self-doubt. The bravery to stand firm when the money ran dry. The bravery to chase my vision, no matter how impossible it seemed.
What sets me apart is my unwavering compassion for people, no matter how chaotic the world becomes.
What sets me apart is my commitment to living and leading with joy and peace.

What do you think helped you build your reputation within your market?

What built my reputation? My ability to truly listen—beyond words. I hear what my clients are saying even when they can’t articulate it themselves. I operate with honesty, clarity, and intention, always asking a higher power, “What would you have me say?”

That’s what sets me apart. I coach. I don’t mentor. I don’t consult. I ask the hard questions—the ones that dig deep and demand real answers. And when those answers bring tears, I meet them with an open heart and unwavering support.
Confidentiality is my promise. What happens in our sessions stays there. I don’t name-drop my clients—unless they choose to share their own stories. Trust is the foundation of my work.

Another thing that sets me apart? Accessibility. My clients know they can reach out anytime—no extra fees, no hoops to jump through. When doubts creep in between sessions, I’m just a text away. I’m fully invested in their success, showing up to every session laser-focused on their goals. And they feel it. They see it. That’s why they refer me to their friends.

Has your business ever had a near-death moment? Would you mind sharing the story?

Missed payroll? Are you kidding? Couldn’t cover the rent! Had your electricity cut off! Even faced losing your car! Welcome to the raw, unfiltered reality of running a business—it’s not for the faint-hearted. Failure isn’t just a possibility; it’s a certainty. Every entrepreneur, every CEO, every corporate titan has a story riddled with setbacks. And guess what? That’s where the magic happens.
The truth is this: failure isn’t something to run from. It’s something to embrace. The lessons, the growth, the grit—it’s all forged in the fire of those hard moments. Risk is the price of reward, and setbacks are the stepping stones to success. The key? Stay calm under pressure. Hold on to your faith in yourself, even when the world seems to be crumbling. And above all, surround yourself with people who build you up instead of tearing you down.

I’ve been there. My daughter and I have weathered some brutal financial storms—moments that tested us to the core. But those moments also brought us closer. She’s been by my side since high school, working in the business, learning from my mistakes. Now, as a wife, mother, and business owner herself, she carries those lessons forward.

Would I do it all again? Absolutely. Without the struggle, without the failures, who would I be today? What stories of grit and resilience could I pass on to my grandson? The journey has been tough, no doubt, but would I trade it? Not for a second. The struggle is where the strength is built—and trust me, it’s worth every single step.

Contact Info:

• Website: https://www.inthepubliceyecoaching.com/
• Linkedin: https://www.inthepubliceyecoaching.com/
• Youtube: https://www.youtube.com/@joia-jefferson-nuri
• Other: Podcast: Unshackled Leadership: A Lantern for Black Women
  https://bit.ly/4cvUiPO

Image Credits

Fritz Blakey