Bofta Yimam is an Entrepreneur, Emmy® & Edward R. Murrow Award-Winning Journalist, International Speaker and the Founder of StoryLede®. After working as a TV Anchor/Reporter, Bofta took her passion for storytelling and empowerment to help business owners become dynamic marketing magnets.

Q: What key moments or choices have most shaped your professional journey?

Back in 2007, I decided to take my first TV broadcast job making $15,000 a year in a small town in Georgia.  Prior to that, I had applied to more than 100 TV stations - and kept coming up empty.  When the independent TV station in Georgia made the offer, I packed up my Honda and drove down south.  The decision to stay resilient, keep applying, and take a job—eight hours from home, alone—proved to be the start of a decade-plus career in broadcast journalism.  Today, I’ve worked for some of the top networks in the country, including my current role as a DC Correspondent contracting with NBC News.

Another key moment: the decision to launch my own business - StoryLede, a story-focused multimedia agency that works with growth-oriented companies around the world.  As part of this move, I wanted to have more freedom, impact and creative flexibility. Since that decision, I’ve employed a dozen women around the country on my creative team, spoken on international stages, and consulted with top companies on visibility and strategic multimedia. Additionally, I’ve also crafted dynamic workshops on public speaking, empowerment and leadership for top brands, such as Ulta Beauty, Hilton and Estee Lauder X Vital Voices.

Q: Did mentoring play a role in those moments, if so how?

Absolutely!  I worked with coaches and sought out networks with like-minded individuals. At each level of my growth, I’ve met wonderful mentors who offered gems of advice and overall guidance.

"Boundaries protect your peace - and help remove people from your life who won’t respect them."

Q: What’s the most surprising or transformative lesson you've learned from mentoring someone, or being mentored yourself?

That taking full accountability for business wins—and losses—is key.

Q: How do you tailor your mentorship approach to support individuals from other cultures, or underrepresented genders and backgrounds?

I work to listen and make no assumptions. I try to remain curious, open, and empathetic while supporting their goals.

Q: Looking back, what mindset or habit most contributed to your long-term success and resilience?

Investing in myself—always.

Q: What’s a common misconception about our societies or systems that you often find yourself challenging?

That as a woman and mother, we’re supposed to do it all--and joyfully.   In my own life, I’ve found it’s best to hire help, delegate, and ask for support.

Another common misconception that I’ve challenged: that establishing boundaries will make you “difficult”.  I don’t believe that’s true!  Boundaries protect your peace - and help remove people from your life who won’t respect them.

Q: What new trends or shifts are you seeing in workplace culture or leadership?

AI and how it will impact specific jobs/sectors.   There’s a general unease about the ability to “keep up” with the pace of AI/tech.

Q: In the age of hybrid work and AI, what is one piece of career advice you would give younger professionals or professionals who are looking to pivot?

Never stop learning--put the ownness on yourself to know more and do better.

Q: How can we support entrepreneurial thinking among young people and women?

Ongoing exposure is critical—to those who look like them—and who’s entrepreneurial pursuits are similar to their own desires. Plus, providing opportunities in areas they never thought they could operate in.

Q: A motto you live by? 

Growth and comfort do not coexist.