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. Throughout my career, spanning corporate roles such as Manager at a multimillion-dollar training company and positions within small firms offering boutique services, consumer goods, and development, I have successfully navigated workplace dynamics, including cliques and biases, to deliver programs that consistently drive profitability.
Eventually, I realized it was time to answer my true calling: calling all the shots.
Problem-solving, analyzing challenges, and guiding others to practical solutions are second nature to me. These skills became the foundation of my work as CEO of Effició, Inc. My focus is simple: achieving Effició’s mission while sharing everything I’ve learned about balancing entrepreneurship with a life aligned to your goals and values. 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 companies.
From CORE to Root: Building Effició from the Ground Up
Effició didn’t come with a manual—I built it from scratch. It was both exhilarating and challenging. Along the way, I overcame countless barriers, both internal and external, while learning how to design, develop, implement, and execute a business that withstands the test of time. 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 about getting to the CORE—then going deeper, uncovering the Root, and harmonizing 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 exploded its taste and experience. It was my first time in the city, and as a coffee enthusiast, I found myself captivated by a cup of rich, smooth coffee with a flavor I couldn’t place. When I asked the waitress what made it so unique, she replied, “That’s chicory root.” That moment sparked not only a love for chicory coffee but also a deeper understanding of what it means to find your “root.”
This discovery became a metaphor for my journey. Getting to the CORE of the business acquired an additional unique element: the “root” experiences, that add richness and depth to everything I do. For me, the root represents alignment—of purpose, passion, and personhood. It’s the foundation from which we build, grow, and transform. At Effició, we lead our clients to the CORE of their businesses, but we also help them uncover the root of who they are as leaders. This alignment fosters authenticity, clarity, and sustainable success.
A Global Perspective
Years later, my journey took me to Sweden, Italy, Scotland, China, Portugal, and many more in the span of a few years! It was an experience that broadened my perspective, strengthened my vision, and reinforced my commitment to joy and alignment in all areas of life.
Rooting isn’t just a concept—it’s a way of life. 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. From cultivating meaningful relationships to prioritizing wellness, exploring new cultures, and creating environments that reflect authenticity, the root is present in every decision I make.
What “Root” Means at Effició
At Effició, we lead our scholars and clients to their CORE, but the journey doesn’t stop there. True transmogrification 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.
Let’s Begin Your CORE Journey and Get Rooted!
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.
Through CORE24, 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
President & CEO Effició, Inc.
From CORE to Root, digging deep℠