Joanna Waterfall: The Power of Setting an Intention

December 12 - On The Dot
FIRST THOUGHT: Clarity Through Intention

I’ve been thinking a lot about the idea of intention. In yoga classes, they often suggest you think of an intention during your practice. Depending on how you’re feeling that day, your intention might transform you or it might feel like a task. I’ll admit, I’ve flat-out forgotten my intention 10 minutes in. Not very intentional, huh?

The reason my intentions sometimes don’t stick is because I reserve them for rare occasions when I make time for self-care. Now, I set an intention for each week, like the word “focus” or “calm,” and write it down. It’s super helpful in keeping me aware of and accountable to my intentions. Today, write down your intention for the week and repeat it to yourself every morning.

WOMEN IN NUMBERS: 30 Percent Increase

I’m guessing many women’s intentions include “get out there and hustle” because, according the stats, women have really been hustling! In 2012, women owned 36 percent of American businesses. What’s pretty bananas is that number was only 6 percent five years earlier.

From high-tech to construction, women are getting into every market imaginable. Come on, ladies, let’s bump that number up to more than 50 percent and see where it takes us!

WOMAN TO WATCH: Joanna Waterfall, Founder of Yellow Conference

Are you a creative lady who wants to change the world? If so, you will definitely appreciate the work of today’s Woman to Watch, Joanna Waterfall. (How cool of a name is that?!) Joanna started her career as a graphic designer, creating web projects, branding designs and more. And she’s pretty dang good at it. But something was missing, something that helped define her purpose.

So, one morning while in the shower contemplating how she was burned out on competing with and comparing herself to other women, a blast of inspiration hit her. In that moment, when she slowed down and actually listened to her thoughts, she realized she wanted to create a place where creative gals could learn from and praise one another. And that was the impetus for The Yellow Conference, an annual gathering for entrepreneurial-minded women who seek to use their creativity for good.

Joanna started The Yellow Conference—as well as the group’s monthly Los Angeles gatherings and digital platforms—as a way to bring female entrepreneurs together and focus on creative innovation. Now in its third year, the conference has become a pretty big deal, drawing hundreds of women each year. It’s one of those events that inspires you immediately upon leaving to do everything you’ve ever dreamed of and more.

Conference topics focus on aspects that the modern creative woman struggles with, like how to live purposely every day, how to kick butt as a working mom, how to start a movement and how to set value-based goals. A couple of On The Dot women have shared their wisdom as featured speakers, including Caitlin Crosby and Alexis Jones.

The Yellow Conference is known for its signature color. Joanna chose this color because she wanted to encourage women to be more like bees, which are hardworking, communal and most importantly, living their lives with true intention. That’s precisely what she wanted to motivate her conference attendees to do: be themselves, work hard and see the blooms spread!


Women can do some really amazing things when we get together and make things happen. As actress Phylicia Rashad said:

“Any time women come together with a collective intention, it’s a powerful thing.”

This is Melinda Garvey signing off until next time. Remember, ladies, empowered women empower other women. Share On the Dot so more women can have a voice. Thanks for getting ready with us.

To learn more about our conversation, check us out at and talk to us @OnTheDotWoman on Twitter and Instagram. We’d love to hear your voice.

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