Being a Black Man

Balancing Blackness with Business

Many black entrepreneurs find themselves struggling with how much of their identity to sacrifice in the quest for business success. In, "A Chance to Get Into the Room," the latest installment of the "Being a Black Man" series, Antwanye Ford and Andre Rogers, founders of technology consulting firm Enlightened Inc., struggle with whether or not the company should promote that it is owned and run by two black men.

Washington Post reporter Keith L. Alexander was online with Ford and Rogers at 1 p.m. ET on Friday, Nov. 17 to discuss the story and some of the struggles the two entrepreneurs face as they grow their business.

The transcript follows:

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Keith Alexander: Hello everyone. Thanks for joining us today. We're very excited about today's story, the continuation of the series on "Being a Black Man" So let's begin with some of the many questions from readers.

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Washington, D.C. : First, Mr. Ford did you attend Archbishop Carroll? -If you did not, your twin did.] As a fellow Carroll Alum, I salute you.

As one that has worked in the consulting world it seems like you are not personally content. Fortunately, that fuels your drive and passion. Conversely, the article hinted towards some insecurity. Eliminating race, family or religion, what is your true motivation or driving force to establish your firm and to pursue success?

Antwanye Ford: From Antwanye: Yes, I did go to Carroll. Our motivation was to start a business to be the best that we could be. We could not do that in corporate.

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Washington, D.C.: What are the advantages of owning a diverse company?

Andre Rogers: Having a diverse work force allows two things. 1. It ensures the we better reflect the clients we are serving. 2. It allows us to pull from different areas of life both nationally and internationally.

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Washington, D.C.: In what ways have you contributed to the growth of the District community?

Andre Rogers: We have a drive to hire people from the district from all backgrounds and lifestyles. Being a native Washingtonian, we are proud to look for employees in DC first. 1/3 of our staff live in DC. We focus on community service in DC. We located our business in DC and I chose to stay in DC.

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Washington, D.C.: What do you feel is your greatest accomplishment in running a small business?

Andre Rogers: One of our greatest accomplishments we have done is to provide people and family jobs. In 2006 alone, we were able to provide over 50 people with new jobs.

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Bowie, Md.: As business owners, how have you dealt with the reality that Black customer service is lacking? Visit any store in a predominately Black area and it is not as well-stocked, the parking lot is littered, and the store employees are either rude or indifferent to their customers. Why?

Andre Rogers: This sentiment is why we stress customer service so much. We want our customer to feel that they are our only client. We want them to know that we go to sleep, their problems are on our minds. I believe that this is the only way to gain and maintain customers.

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Washington, D.C.: Can you "enlighten" black folks on how it was in college to LITERALLY hear what whites and others thought of blacks versus the presumptions many of us hold. I gather it proved some thoughts to be true, but the reality of it was eye opening and quite shocking.

I went to a small predominantly white school and was floored by some of the thoughts. I can remember the assumptions of being some poor kid on a handout scholarship -- not true -- to the looks on a professor's face when he realized I was the actual person behind the grade he awarded. Their realization that I was not inferior and the eventual reference to being "different" was just as offensive.

Continued Success.

Antwanye Ford: It was shocking for me. I grew up in DC (Maryland Ave) and was not exposed to direct racial comments. The class at GW raises several issues that motivated us to do something about it. I was offended by the comments, but know that it was due to ignorance...which can only be addressed by education.

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Washington, D.C.: What tangibles and intangibles does your company provide that gives your employees the incentive to work through the night to complete projects or proposals given they probably work for another organization making the same or more money? How would you define your attraction, retention and motivational strategy for employees?

Andre Rogers: Tangibles - spots bonuses, awards, days off

Intangibles - being a part of something special, recognition with the customers, career advancement. We believe that those people that are with us during the hard times deserve to eat at the table first.

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Potomac Falls, Va.: I consider myself one of the fortunate few black men to be given the opportunity to showcase my abilities and be a technical representative for a well-heeled research institution. I've been told that I exude an "intellectual arrogance" which slows (not eliminates) prejudicial behavior. The question I pose to you -- "do you think it is necessary to be arrogant to compete in today's competitive business/IT market?"

Andre Rogers: I believe that my confidence lies in God. My faith in him and that he leads me allows me to be confident in any situation. I believe this is important, because you have to believe in yourself beyond anyone or anything. It is critical in this market to have this confidence to compete when others say you will fail.

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Rockville, Md.: It was mentioned in the article that you both are openly spiritual. How has your spirituality impacted your business decisions?

Andre Rogers: One of the things we pray for is to make decisions based on Faith and not Fear. Our spiritual walk has allowed us to put the tremendous ups & downs of owning your own business in proper perspective.

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Washington, D.C.: Mr. Alexander, Mr. Ford and Mr. Rogers the article was extremely enlightening and just what the doctor ordered. Proud to read about brothers like yourselves. Can you recommend any resources in the D.C. area were we can talk and network with sincerity and knowledge about business and what it takes to go get it. I really don't think we network enough and share knowledge, like yourselves not looking for a handout just a handup. If any of you give seminars or workshops let me know and I would jump at the chance to attend.

B. Tolbert

Antwanye Ford: I am a big believer in the DC Chamber of commerce. It is a great organization and has greatly helped Enlightened. Regarding any seminars, please send your information to services@nlightened.com

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Washington, D.C.: I am white and one of the things that I have noticed in the workplace, at school, and just in general is that most (but not all) of the black people regardless of upbringing, education, etc. will clump together. I really believe this adds to some of the misconceptions. This was incredibly stark at W&M where I went to college. I remember the first time I entered the cafeteria and saw a clump of black students in one corner together and then a sea of white punctuated with one or two faces of color. I understand that it isn't the job of black people to educate everyone else on their misperceptions or to set a good example to other races and that it shouldn't just be up to black people to integrate into white society but more for us to mesh together so it isn't solely the responsibility for one group. However, don't you think the self-segregation sometimes hurts your community in the larger scheme of things?

Andre Rogers: Your question highlights the importance of diversity in the workplace. We feel that we as a company and a society are much stronger when come together, from all walks of life, in order to do a specific task and accomplish a goal.

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New Carrollton, Md.: Why would color (being black) inter-mix with business? The bottom line should be; can you do a good quality job/deliver the goods/show up on time. That is the true question of business, not how hip and black you can be in business. You should promote the quality service that you are providing to everyone, not just blacks because you're black. Step outside of the hood. Step outside of that hood mentality that imprisons so many of us people of color. People should want to do business with you because you are honest, and provide good service, not because you are hip, cool, down, or black. I would not want to do business with a bunch of ghetto people, and just because I'm black does not mean you talk to mean or treat me like we are on/from the streets. Get a clue people, lets wake up and smell the coffee. We as blacks are being left behind compared to other minority groups. Ask yourself, do the Asians and Hispanics provide better service and work than blacks? Look around. Ask yourself if we as black men are too busy living up to stereotypes instead of getting down to business. Look around, answer the question. If we are honest with ourselves, we may not like the answer, but the truth is the truth. It is what it is. K. A. Robinson

Antwanye Ford: I agree with you. What we do and the services that Enlightened delivers is marketed first, last, and always. My commitment to my customers is based on providing them services beyond their execrations. My charge in being a black man is to make my race proud.

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Baltimore, Md.: Hello Gentleman,

My business partner and I struggled with this concept when we began our golf industry business. Yoo-to'-pe-a Golf LLC. We both knew going to this industry that Black Males were not widely accepted and there would be challenges getting into the door. Our approach has been; to be seen as a multicultural global business. We did not want to limit the opportunities to work with companies around the globe. This approach has certainly enabled us to work with all kinds of companies and golfers. This has given us a portfolio of contacts around the world.

The one thing that we always promote to our sales staff is that we, Team Yooto'pea, only get one chance to capture that company or individuals attention. We have to be better than most and equal to the huge companies.

I wish you guys the best and I am headed to Barnes and Nobles to pick up CEO Best Practices.

Thanks A Billion,

DeBrandon Jews

Antwanye Ford: You are enlightened...good luck

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Washington, D.C.: I honestly think that people need to to stop focusing so much on race. I'm a 29 year old who was born and raised in the D.C. area. Keith, Antwanye, and Andre seem to feel that being Black puts them at a disadvantage to other upstart firms. When I hear this, I think about what my father told me growing up. Life is not fair. Life will never be fair. What about overweight/obese individuals who make less than their so-called "attractive" counterparts? There are countless African-Americans who've "made it" in every imaginable field out there. I personally, hope to achieve things in life, but will never use my race as an excuse to why I haven't achieved it yet.

Andre Rogers: Those countless African-American firms that have gone successfully before us are inspirations to us everyday. While we would never use our race as a reason for not being successful, we do recognize it as a fact of life. We don't ignore it, we deal with it and we embrace it.

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New York City: Antwanye Ford -- In the article it mentioned that you believe perceptions are powerful. Can you describe how you are perceived by other business owners and clients?

Antwanye Ford: My goal is to be perceived as the best CEO in the country. I want to be trusted by my customers. Trusted as one who will never let them down and will never cheat them. As a Christian, I want people to see what God can truly do.

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Keith Alexander: Antwanye, I have to follow up on one of your earlier responses. What do you mean, "my charge in being a black man is to make my race proud?" Do you see that as your responsibility? And if so, why? That seems to be a major burden to carry.

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Upper Marlboro, Md.: As the strong and gifted men you both are, how do you balance family life and work life?

Keep up the great work - You Mighty Men of Valor! May heaven's face continue to shine down upon you both, your friends and your family!

Andre Rogers: It is tough and I can't say that I always get it right. But my love for God, my wife and my son keeps me striving to always seek the balance that God is calling me towards. Going together to church every Sunday doesn't hurt either.

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Washington, D.C.: How do you feel you are doing balancing your work and home life as a business owner?

Antwanye Ford: I love God and love my wife and my children. Andre is the same. Although it is hard, I have to ask God for strength to give my family what it needs and drive Enlightened towards it goals.

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Washington, D.C.: Since you started out in your small, windowless office, how have the people you hired changed how you do business? Are there more you depend on than others? Some have been with you for several years, others are fairly new. Do you make decisions as a group (your team) or do you make the decisions alone (you both)?

Andre Rogers: There are some people that we depend on more than others. We try to include the right people in to as many decisions as possible. Of course, there are decisions that only owners can make and that is what we do.

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Upper Marlboro, Md.: What recommendations do you have for up and coming Black Entrepreneurs and what recommendations do you have for obtaining the resources that may be required to maintain combativeness?

Antwanye Ford: Find advisors or someone what can tell you pitfalls. Make sure you have a great relationship with a Bank, a lawyer, and an accountant. Also, find a company that you could learn or subcontract to.

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Arlington, Va.: How do you define "diverse"? If your company is mostly downtown-DC African-American, aren't you just replacing one group with one single set of perspectives and stereotypes with another group with another single set of perspectives and stereotypes? If your clients are mainly the D.C. government, it seems like if they wanted diversity that they would want some perspective that is from beyond D.C.

Antwanye Ford: Our clients include the following federal gov't agencies: Veterans Affairs, HUD, Navy, Labor, Army, CSOSA as well as the district government. We have staff from many different countries and walks of life. Our combined experience allows us to address many issues.

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Washington, D.C.: With your different personalities, how are able to compliment one another?

Andre Rogers: Most importantly, we give each other space. Antwanye runs the company as CEO and concentrates on Business Development. I mainly focus on finances and software development projects. For the last seven years, it has worked well.

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Silver Spring, Md.: Hello Gentlemen,

Congratulations on your success, may your business continue to prosper and may you continue to break barriers...my question is:

Do you think it's easier for a black woman to be accepted without having to hide behind certain visuals?

Antwanye Ford: Thanks for your congrats. I believe that as long as any race or people focuses on delivery, the outcome will be good.

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Keith Alexander: What has the response been to the article so far from your clients and employees?

Andre Rogers: We are currently at a Men's Retreat. We have called the office and so far the responses have been extremely positive.

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I really appreciate your answers: Especially your faith in self-confidence over "arrogance."

Please remember that respecting diversity in the workplace should include respecting that people of different faiths are thrown together for work and can be very uncomfortable when asked to pray to a specify deity or faith.

Antwanye Ford: I agree. We can not force anyone to pray, but we do tell people that if they are uncomfortable, they can walk out during that time. However, as for me and my house....

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Kensington, Md.: How do you compete up against the big boys?

Andre Rogers: One way approach is to first learn from our competitors, then strive to do it better. It often means working longer, harder, and smarter, but that is what it takes to be the best... in anything.

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Keith Alexander: Antwanye, I wanted to hear you talk a little more about your statement of "My charge in being a black man is to make my race proud." Why do you feel this way? Seems like a major burden to carry.

Antwanye Ford: I feel that leaders that came before me open doors for me. King, Malcolm X, Young, Madame CJ Walker, Reginald Lewis, and Johnson blazed a trail and set a standard for others to follow. Again, I have to make it easier for the next small business owner who happens to be black. This burden is just another link in the chain.

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Suitland, Md.: Considering business (like much of life) is often decided on subjective measures, can you ever really determine if race is a factor in business decisions that negatively affected your business?

If there isn't an obvious act of racism involved, it seems like a healthy amount of paranoia can develop when you know you are the best OBJECTIVELY but a contract goes to someone else for reasons that may or mar not include race.

Andre Rogers: One can become discourage if one keeps loosing for "subjective" reasons. But that is where faith comes in. Never give in...Never give up. I believe that persistence will conquer most things. Persistence and faith will conquer all.

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Indianapolis, Ind.: : When pursuing a profitable venture, doesn't the quality of your product or services deserve more emphasis than the color of your skin? Speaking as a black male, I will solicit minority businesses but if your products or services are deficient, I will not return to an establishment. I will go to whomever provides the product and service I'm looking for.

Andre Rogers: Quality is always paramount. But just as important, in our business, is relationships. Someone once told me that he hired a plumber who could do the job but was not the best plumber in America. The primary reason was because the plumber he hired was his brother-in-law. Relationships are important and the easier we can make the development of those relationships, the better.

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Hyattsville, Md.: Good Afternoon,

I found it encouraging to read your story and the plosive approach your company takes towards hiring a diverse set of employees and maintaining a focus on culture. However, I was dismayed to read that you felt compelled to create a website without black faces and that you had to have your white female colleague accompany you to meetings in order to finesse potential business ventures.

Do you believe this is the price of doing business in corporate America and is there a way for to forthright about culture without having feeling as though you have to compromise your sense of identity?

Antwanye Ford: When we created the website years ago, the company that created used stock photos. We wanted a site that told the Enlightened services story. However, after interviewing with Keith, it was pointed out how this could be taken by some people. We are proud of who we are and thank God everyday for what he has done. As far as compromise, I will never compromise who I am. As soon as you see that we are a small business, or an 8(a) business or see my name "Antwanye" you know who we are. However, I believe you promote what you can do.

Again, after Keith pointed out the lack of black faces on our website...I was shocked. I would never want anyone to believe that I don't love me or my people.

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Beltsville, Md.: What a wonderful article. I really enjoyed reading it. I have two questions for the gentlemen. Most of the article focused Ford's feelings about race and how it plays in the workforce. How does Rogers feel race affect achieving success in the business world.

Second question, Ford mentioned that he thought putting all white faces on his web page would hinder any preconceived ideas about the company. With more companies focusing on diversity in the work place do you feel that you have taken a step backwards by not including a mixture of race and gender?

Antwanye Ford: in regard to the second questions.....Diversity is critical. We were so focused on the content of the site, that we did not notice the stock photos. In the next version of the website...diversity will be addressed, but quality goes on.

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Andre Rogers: How does Rogers feel race affect achieving success in the business world?

I believe race does play a role but I won't let it deter me from achieving our goal. I won't ignore the fact that we are Black and its implications. But I also believe that being Black will not hinder us from reaching our full potential.

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Alexandria, Va.: As a Black man, I read today's article with great interest. However, I wonder if you are too sensitive about race. In other words, do you feel that the meme of alienation (i.e. that all whites think Blacks are dumb, are racist, etc.) makes you feel inferior because you are Black. Author John McWhorter discusses this in his book winning the race.

Antwanye Ford: Not at all. When it comes to delivery to our customers race is not in play. My faith tells me God created all men as equals. God's word in final. This world is not always fair, but these are the cards that have been dealt. If we do our job....years from now race will not matter at all.

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Keith Alexander: Gentlemen, I have to jump back in here. Actually, the first time I asked you about the web site, you told me it was intentional because you did not want people to close the door on you because of your race without giving you a chance.

Andre Rogers: We did not intentionally want the web designer to make it predominantly a Black website for reasons stated before, so we requested just to use stock pictures, not believing that it would be 90% white.

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Washington, D.C.: One thing that frustrates me is when I am in need of a service provider (CPA, realtor, loan officer, financial planner etc) I can't seem to find anyone to refer me to a minority. Earlier this year, I must have spent 2-3 weeks trying to find an African American lender, by way of a referral. It gets so frustrating that I typically have to give up. Why is there not better "networking", especially in this area?

Antwanye Ford: Try the DC Chamber

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Keith Alexander: Thank you gentlemen for taking the time to participate in today's chat. And thank you everyone for your questions and comments. There was no way we could have gotten to all of them and we apologize for that. But again, thank you.

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