Amanda Duff is the founder of Now What HR and a passionate advocate for women in leadership. With years of experience navigating male-dominated workplaces, Amanda brings empathy, authenticity, and resilience to her work as an entrepreneur. Her journey from employee to solopreneur is not only inspiring but also a powerful reminder that leadership is about courage, vulnerability, and staying true to one’s values. Through her story, Amanda sheds light on the challenges women face in leadership and the importance of representation, making her a voice worth amplifying in the Humans of Fuzia community of 5M+ members worldwide.
Q: What sparked your journey as an entrepreneur?
I had always thought about starting my own company, but like many people, I didn’t know when or where to begin. It felt scary to imagine running a business on my own. Over time, though, I kept feeling this strong pull that I needed to try. I wanted a company that reflected my own values of leadership and authenticity. I intentionally prepared over a couple of years, and when my last full-time role ended, I took the leap. It’s still my first year in business, but it’s been such a rewarding experience.
Q: What challenges have you faced in building your business, and how do you cope with them?
There are so many challenges—it’s scary and vulnerable to start something on your own. For a long time, I was afraid, just like many people are. But I realized the only way forward was to simply begin. I’ve learned to take one small step at a time and treat everything as feedback—whether things go well or not. That mindset helps me adjust, grow, and keep believing in myself.
Q: As a woman in leadership, what are your thoughts on the role of women leaders today?
We need more women leaders, especially at the top of organizations. The strongest teams I’ve ever been a part of had women making key decisions. It’s not just about gender—it’s about diversity of thought and lived experiences. Women bring unique perspectives and face distinct challenges in leadership, which is why coaching and support systems tailored to them are so important.
Q: What advice would you give to aspiring entrepreneurs?
My biggest advice is to just do it. If you’re passionate about something and it makes you happy, don’t wait for the perfect plan—start. For me, success isn’t just about revenue or growth. It’s about feeling fulfilled by the work I do and creating a life that makes me happy.
Q: What achievement are you most proud of so far?
Honestly, just being here. If you told me years ago that I’d be running my own business and working with amazing clients, I wouldn’t have believed it. I’m proud of the community I’ve built and the impact I’m making every day.
Q: How do you define success for yourself?
Success, to me, is about three things: flexibility, financial sustainability, and happiness. If my work gives me the freedom I want, supports my life, and makes me proud most days, then I know I’m on the right path.
Q: What legacy do you hope to leave with your clients?
I want my clients to feel uniquely seen. Often, the challenges they come in with aren’t the real root issues. Together, we uncover what’s truly holding them back and work on meaningful solutions that make their professional and personal lives better.
Q: Have you experienced imposter syndrome? How do you handle it?
Absolutely—I’ve dealt with imposter syndrome my whole life, especially as the youngest and often the only woman in the room. It can feel overwhelming. But I remind myself that I’m in the room for a reason. My perspective is valuable—even if it’s different from everyone else’s. Sometimes, that uniqueness is what makes it the most important contribution.
“Just start. You don’t need to have it all figured out—take one small step at a time, and trust yourself along the way.” – Amanda Duff
Connect with Amanda Duff: http://nowwhathr.com
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