Founding Females: A Personal Reflection from Cassie Yoder

There’s something electric that happens when women gather with intention. And I’m not talking about a networking mixer filled with forced smiles and business card exchanges. I’m talking about the kind of gathering where women show up fully—a little messy, a little uncertain, wildly creative, and deeply ambitious. That’s the energy I’ve found at Founding Females.

📸Always Flourishing Photography

When Lindsey, aka The Ladysmith, brought the idea of starting a meet-up for female founders in Decatur, I could’ve done backflips in my heels. For years, I’ve coached women across industries, stages of life, and backgrounds—and one truth always rises to the surface:

Women don’t need to be fixed. They need to be believed in.

That’s what makes Founding Females so different. We host it on the last Thursday of every month at Cass Concepts, and I’ve seen firsthand how powerful it is to sit in a circle of women who are not comparing or competing—but deeply seeing one another.

It’s not a seminar. It’s not a pitch fest. It’s a space for real, raw, empowering connection.

Recently, I was honored to be selected by Francie as one of nine women featured in the Women Who Lead campaign—an initiative that celebrates the strength, diversity, and brilliance of female entrepreneurs across the Midwest.

Her words moved me deeply:

“Cassie Yoder doesn’t just walk into a room—she transforms it.She’s bold, radiant, the epitome of boss babe energy.She brings unmatched expertise and a deep-rooted passion for seeing others succeed.”

That shoot and that moment were like a shot in the arm for me—a reminder of why I do what I do.

Over the past 20 years, I’ve built Cass Concepts from the ground up. Not just as a creative agency, but as a lighthouse for the dreamers who need a strategy and the doers who need a cheerleader. I’ve sat with new moms wondering if their side hustle could ever be “real.”With seasoned CEOs trying to rediscover their why. With nonprofit leaders working miracles on shoestring budgets. And here’s what I know for sure:

Women don’t need more shame for wanting more.They need more inspiration. More safe spaces. More circles like this.

So if you’re a female founder, a creative thinker, a side hustler, or someone simply craving a seat at the table—you’re invited. Join us. No elevator pitch required.Just bring your bold, messy, beautiful self. I’ll be saving you a seat.

— Cassie