Welcome to the CORE and Root of Effició
I’ve always been the person people turn to for advice—serious advice. From “What major should I choose?” to “How should I prepare for a promotion?” It came naturally to me. But, despite my clarity and effectiveness, my early career was riddled with obstacles—overlooked contributions, glass ceilings, and the constant challenge of not being taken seriously. As a Marketing Project Manager at a multimillion-dollar training company, I navigated cliques and biases while delivering profit-producing programs.
Eventually, I realized that it was time to step out, embrace my calling, and start calling the shots. With a vision fueled by clarity and determination, I founded Effició, Inc. to create a platform that champions the entrepreneurial spirit, empowers leaders, and focuses on building sustainable, deeply rooted businesses.
From CORE to Root: My Entrepreneurial Journey
Building Effició from scratch was both exhilarating and challenging. Over the years, I honed my skills and developed a process that addressed the internal and external barriers that often derail entrepreneurial success. This process not only secured the CORE of my business but also laid the foundation for helping others achieve theirs. It’s a journey of overcoming uncertainty, documenting strategies, and designing a career path that thrives in any environment.
Teaching this process to our scholars has been the most rewarding part of my career. It’s not just about getting to the CORE—it’s about going deeper, uncovering the Root, and aligning the essence of the individual with the mission of the business.
Discovering My First “Root” Moment
In 2012, during my first trip to New Orleans, I discovered chicory root—a simple addition to my morning coffee that transformed its taste and experience. This discovery became a metaphor for my journey. It wasn’t just about finding the CORE of the business but also about uncovering the unique elements, the “root” experiences, that add richness and depth to everything I do. From Sweden’s northernmost region as a Ph.D. student to developing transcendent programs at Effició, every moment has deepened my commitment to this work.
What “Root” Means at Effició
At Effició, we lead our scholars and clients to their CORE, but the journey doesn’t stop there. True transformation happens when we move into alignment—when the leader’s CORE values, goals, and actions are deeply rooted in their personhood.
Root moments are where new awareness takes hold, DNA-level shifts happen, and clarity amplifies power. From culture and mindset to voice and power, every facet of leadership is shaped by these rooted discoveries. Rooting ensures the external reflects the internal—the authentic leadership that defines sustainable success.
A Message from Your Transmogrifyer
As CEO, I’ve dedicated my career to shaping and molding the DNA of entrepreneurial intelligence into a tool of immense value for our scholars and clients.
From designing our proprietary Red Diamond Blueprint Model to guiding scholars through CORE24’s rigorous education, my mission is to help company leaders dig deep and “get rooted.”
Whether it’s through exploring the intricacies of strategy, cultivating resilience, or simply enjoying a meal that reflects clean, inspired living, every aspect of my work is aligned with rooting success.
Let’s Begin Your Rooted Journey
Through CORE24, we offer more than an education—we offer a journey to align your leadership, your business, and your life. I’m here to ensure that your path to the CORE and beyond is filled with clarity, growth, and rooted achievement.
If you’re ready to embark on this journey, join me for a personalized Executive Briefing or connect through our private list to gain insights into what it means to dig deep.
Let’s get rooted together.
Sherese Duncan
CEO & President Effició, Inc.
From CORE to Root, digging deep℠