Even though I don’t do the social media thing (that might change when I release my third book, mostly for the purpose of the book…we’ll see), I will tiptoe on out there a few times a week to see what folks are talking about — and y’all, if I see one more TikTok of someone waxing poetic about all of the things that they think they’re entitled to, just because they believe that they deserve ‘em, I think I’m gonna either scream, throw my laptop against the wall…or both.
Anyone reading this who is also a writer probably gets that one of the most stressful things about entertaining or engaging in online activity is the fact that you’re watching people write and say words all day long, yet you can tell that many of them are not word-literal (meaning they don’t really get what certain words literally mean). And when it comes to the word “deserve,” it’s a great example of what I’m talking about. Why? Well, just because you up and decide that you should have…whatever it is that you want at any given moment, based on what the word deserve actually means, that doesn’t mean that you should automatically have it.
That’s why I appreciate a particular quote by Nigerian entrepreneur Tara Fela-Durotoye. When it comes to the topic that we’re about to explore today, she once said, “Life never gives you what you deserve but what you decided.” And as you’re about to see, in just a few moments, there is a lot of wisdom wrapped up in that very simple-yet-pretty-profound sentence.
Let’s Revisit the Actual and Literal Definitions of “Deserve”
GiphySo, before I get into what it actually means to be deserving of something (or someone), take a moment to ponder what you think it means whenever you say that you’re deserving of something. What would make you deserving of a particular job? What would make you deserving of a certain kind of relationship? Do you deserve it just because you merely exist, or is there more to the word than that?
- According to Google’s English Dictionary, deserve means “do something or have or show qualities worthy of (reward or punishment).”
- According to Dictionary, deserve means “to merit, be qualified for, or have a claim to (reward, assistance, punishment, etc.) because of actions, qualities, or situation.”
- According to Merriam-Webster, deserve means “to be worthy, fit, or suitable for some reward or requital.”
Hmm, looks to me like deserving requires some effort on the deserver’s part, and in order to accept that, some self-awareness and humility (which we’ll get into in a bit) would need to be in place. It also seems to me that no one is deserving of something or one simply because they feel or think that they are.
Deserving goes so much deeper than that. You must be qualified. You must be worthy. You must be suitable.
Do You Qualify? Are You Worthy? What Makes You Suitable?
GiphyLet me show you how ridiculous egomania is. Imagine being the CEO of a company and interviewing someone for a management position. When you ask them if they have any experience, they say “no.” When you ask them what their educational background is, they say they have none. When you ask them to describe to you what the position actually requires on a day-to-day basis, they nonchalantly shrug their shoulders. Oh, the smugness. Like why did they even waste your time?
As a relationships writer and marriage life coach, this is how I feel when I watch certain videos (and counsel certain people) with people who come up with these outlandish relational expectations, all the while boldly professing that they deserve it. What makes you deserving? Just because you decided that you are? Again, that’s not how the word — or world — works.
- To be deserving, you must be qualified. This means that you have the type of qualities that make you a good fit for something or someone.
- To be deserving, you must be worthy. This means that you have merit, character, and value.
- To be deserving, you must be suitable. This means that you are appropriate, fitting, and becoming for whatever the occasion may be.
Now to be fair, you do have some value just by existing, or you wouldn’t be on this planet. The reason why I say that is because I wholeheartedly believe that every human being has a purpose, and purpose brings forth value. However, when it comes to everything else that I just shared, the fascinating thing about the word “deserve” is no one gets to decide, alone, if they are deserving of most things or not — others have a say as well.
Back to the fictitious job that I mentioned a second ago. Say that you are the one who is being interviewed. You can’t just roll up and tell someone that they should hire you because you think you’ve got the qualities, merit, character, and things that they would deem appropriate and fitting for the job; they would have to assess and then agree with you.
Same thing goes for a relationship. Say that you want a 6-6-6 man. Do you really think you should have one just because you desire him? Doesn’t he actually get a say in the matter? According to all of the definitions of deserve, he 1000 percent does. He gets to think about if your character is attractive to him. He gets to determine if you would be becoming to his lifestyle. Yeah, contrary to how people have been misusing and, quite frankly, manipulating the word “deserve,” it’s actually quite the reality check when you let it sink into your psyche and spirit. To deserve something requires a ton of self-work and consistent effort.
Not only that but the more of something that you think that you deserve, the more you may end up getting your feelings hurt if you’re not careful. Why do I say that? Keep reading.
Be Careful: High Expectations Have a Way of Boomeranging
GiphyNot too long ago, while in an interview, a woman went down a long list of all of the things that she said she deserved in a relationship. Truly, it never ceases to amaze me how men, for the most part, will stick to no more than 3-5 things that they want in a woman/relationship while so many women will have super long Old Testament scrolls (what in the world?!). Anyway, one of the things she said that she deserves is to be taken to a high-end restaurant at least 2-3 times a week and that she also deserves a take-out budget for when they do eat at home.
Me: “So, what if he wants you to cook some evenings?”
Her: “I’m not anyone’s slave. Also, I don’t cook.”
First up, if you read what she said and agreed with her, I’m gonna make a request of you both, and that is to retire the word “slave” when it comes to domesticated things. Good lord, your ancestors — the ones who actually were slaves — would roll over ten times in their graves to hear you comparing what they endured to making some damn lasagna. Relax. Besides, there are videos all over the internet that can teach you what you don’t know. Life isn’t as hard as it used to be before the information age. Buying cookbooks or going to the library is not something that you have to deal with anymore.
Second, studies show that cooking is healthier and cheaper than eating out all of the time, so whether you’re single or not, learning how to cook will benefit you and your lifestyle in the long run. No one said that you had to be a chef, yet at least know how to make some basic things. It’s not about “being back in the '50s,” it’s actually called adulting.
And third, so why is it that you deserve to be wined and dined all of the time, yet “he” doesn’t deserve a home-cooked meal sometimes too?
Why is “deserve” only a one-way street? IT’S NOT. And that’s why I said that when it comes to your list of what you expect, based on what you feel that you deserve, you should be careful because the higher your expectations are, the more that thing or person may require of you in return…and that’s not something that many people consider. Not by a long shot.
I know this because a lot of them are clients of mine. So many folks were so concerned with (if not consumed by) all of what they wanted in a spouse that they never really considered what their partner would want/need in return — and because they went into the relationship one-sided, now everything is basically lopsided. And rather than them finding ways to compromise so that both people can be happy, their sense of entitlement believes that divorce is the answer…so that they can run out and repeat the pattern (because divorce rates increase by about 20 percent per marriage…no joke).
Yeah, if you’re really paying attention to everything that’s being shared here, I hope you’re getting that deserve is not some fairy tale word that you can say and “poof!” things instantly appear. People who think they deserve certain things must humble themselves to become what they deserve. That’s what makes them (better) qualified.
Humility Is Never a Bad Thing
GiphyThis culture is so wack. Contrary to how the media acts out here, there is absolutely nothing wrong with being humble. In fact, according to Scripture, humility is what gives people access to lasting riches, honor, and life (Proverbs 22:4). So, what does it look like to actually be a humble individual?
- Humble people aren’t greedy
- Humble people are consistently grateful
- Humble people aren’t arrogant
- Humble people aren’t envious of others
- Humble people are flexible
- Humble people can take correction
- Humble people will admit when they are wrong
- Humble people listen more than they speak
- Humble people don’t make everything about themselves all of the time
- Humble people know there is a greater power than themselves in the universe
HUMBLE PEOPLE ARE TEACHABLE, and yes, I am yelling it. Now think about all of the “I deserve” social media videos that you’ve seen over the past month or so — how many of those individuals seemed humble at all? Again, they weren’t using the right word; they don’t deserve whatever it is they are talking about…they simply feel entitled to it because their character alone reveals that they are far from being deserving. Humble people see what needs to be done to match what it is that they want. In other words, they don’t expect what they themselves are not. To those with maturity and common sense, to do so would be close to ridiculous.
So yeah, if you’re out here declaring what you deserve, take a moment and ask yourself, 1) how much humility are you applying to your perspective and 2) how much energy are you putting into making sure that you are a mirror reflection of what it is that you think you are deserving of? Because you’d be amazed how much your ego will soften when you actually put forth the blood, sweat, and tears that it takes to actually prepare for what it is that you think you deserve.
Where Does Your “Deserve List” Actually Come From?
GiphyAs I begin to wrap this all up, now that you see “deserve” from a more realistic and less embellished place, tell me something — has it altered your deserve list or at least challenged you to have a bit less of an egotistical attitude about it? And if so, when you really stop to think about what you’ve been thinking that you’re deserving of, is it about what you want — or what the media, your friends, and/or random outside influences have told you that you desire?
For instance, do you deserve a six-figure man (for starters, do you make that much?), or is it that you deserve someone who will provide for and protect you because you plan to be the kind of partner who will complement, support, and fuel him to do so? Sit with that question for a moment. Do you see how different the energy is between the two resolves? If you were the universe, which person would you want to actually reward?
I promise you that, not until social media came onto the scene, have I heard so many people be so arrogant about what they think they deserve thanks (but no thanks) to what they saw on an IG post, heard a reality TV person say or based on the smoke-and-mirrors of a television program. So many people think they deserve what they’ve been told to want — not what they actually should or realistically need…and that’s honestly a damn shame.
Does this mean that I’m encouraging you to settle? Nope. Not at all. All I’m saying is that deserve is more than a notion and whatever it is that you purpose in your mind and/or publicly declare that you do deserve, you need to make sure that you’ve got the moxie to back it up.
Because in order to truly deserve it — whatever it is — you’ve got to have the qualities, character, and suitability to prove it. And that requires more than lip service. SO MUCH MORE.
Y’all be — and then stay — humble out here…ya hear?
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Featured image by Cavan Images/Getty Images
RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
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Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023