Newmeasures, LLC Nationally Certified as a Women’s Business Enterprise (WBE)

Leanne Buehler, Ph.D., Principal Science and Innovation AdvisorLeadership, NewsLeave a Comment

Newmeasures, LLC is proud to announce national certification as a Women’s Business Enterprise (WBE) by the Women’s Business Enterprise National Council (WBENC). The certification validates that the business is 51% owned, controlled, operated, and managed by a woman or women – or, in the case of Newmeasures, is 100%, owned and operated by women!

Established in 1996 and women-owned since 2015, Newmeasures is pleased to join the WBENC-certified community. With this certification, we will continue to help organizations thrive through listening strategies and insights, with the added benefit of supporting our clients in their commitment to supplier diversity.

View our certification.

Q&A with Managing Partners Leanne Buehler, Ph.D, and Lee Stroud, M.A.

Leanne Buehler, Ph.D

Lee Stroud, M.A.
With 20+ years of professional experience in Industrial and Organizational Psychology, Dr. Leanne Buehler, Managing Partner and Vice President of Consulting Solutions at Newmeasures, is responsible for helping organizations achieve results through the use of innovative survey tools that align stakeholder experiences with culture and business objectives. Lee Stroud, M.A. is Managing Partner and Vice President of Operations. Lee leads the Newmeasures implementation team responsible for designing and executing strategic survey programs. Her degree in I/O Psychology gives her the skills and background to effectively balance science and practical application to help clients create a listening culture.

Q. How did your journey in owning a business begin?

It wasn’t something we initially set out to do or even pictured for ourselves. It was the result of us saying “yes” when an opportunity did come up, and of being brave enough to take the chance.

We were both working for Newmeasures at the time and we had been supporting the business in a variety of ways for years. We realized that, together, we had the skillset needed to carry the business forward – each of us equipped with strengths the other did not have.

Even though we had our doubts, time and reflection enabled us to see that the only thing holding us back were the stories we were telling ourselves and we were ready to step up to the challenge.

Q. What have you found most challenging?

The workplace has been a male-dominated environment for a very long time. We’ve both experienced misplaced bias – having our successes attributed to our “being a woman” or to our relationships with other female staff who “did us a favor.” We’ve stood up against the passive aggressive and biased comments that tend to pop up when a woman goes on maternity leave. And we’ve both encountered challenges in gaining credibility in a room full of men – at times, falling into the culture of “being one of the guys” or overcompensating through our work, our words and our contributions.

As women – but also as people – we are constantly challenged to push back against how the world sees us and to leverage the power of being our true selves and knowing our worth. This has been one of the most important and hardest-learned lessons and it has directly impacted our success and happiness.

Being an owner, you are also always on your toes, always having to learn something new and to figure it out. There is no handbook or manual that can prepare you for the unending list of things you are suddenly responsible for: payroll, taxes, onboarding, IT and – oh yeah – being experts in our field.

The secret? You don’t need to know it all. The people who came before us didn’t know it all either. And, you certainly don’t need to do it all yourself.

As women – but also as people – we are constantly challenged to push back against how the world sees us and to leverage the power of being our true selves and knowing our worth.

Q. What has empowered or enabled you to be successful?

Each other. We have extremely different perspectives, styles and skills and this has resulted in a more thoughtful approach for our business, as well as for the solutions we deliver to our clients.

Additionally, trust in ourselves and our instincts has been key. Being authentic in who we are, what our purpose is and how we do our work continue to drive our mission forward today.

A core tenet of our business model is leadership development, as seen in our core 360 survey product that delivers feedback to leaders in support of their growth. It’s also something we personally pursue through learning, mentorship and experience. Our founders and mentors have been with us every step of the journey, elevating us and giving us the tools and coaching we’ve needed along the way.

Q. What makes a good leader?

As an industry, we often define a certain profile of a “good leader.” We say, “If you do these things, you’ll be successful.” We need to stop that – one model does not fit all.

Anyone can be an effective leader. The first step is to know yourself and to own your strengths with a clear and inspiring vision – if you can do that in a compelling way, people will want to follow you. If we can maximize the value of who we are – and not fight against it – we can earn deep trust and loyalty.

Leaders aren’t perfect; we certainly aren’t. Effective leaders know that about themselves and can empower others to operate in their strengths too, creating teams that can achieve higher levels of excellence.

Q. What is unique about what women bring to the table?

Diversity of thought and diverse representation are a competitive advantage that impact a business from every angle. Any voice missing from the table is a gap and a blind spot.

In our opinion, women bring a different and much-needed perspective to the working world. We are multi-faceted, and we know what it takes to show up for the many roles we occupy. We are equal parts compassion and strength. We know how to create environments that support people holistically and how to enable them to thrive. We unlock the potential of others by listening, supporting and collaborating.

It’s important to say that men can do these things too, and that not all women embody this description. But in our experience and from what we’ve seen, women often incorporate these qualities into their leadership style.

[Women] are multi-faceted, and we know what it takes to show up for the many roles we occupy. We are equal parts compassion and strength. We know how to create environments that support people holistically and how to enable them to thrive.

Q. Who is your role model?

Leanne: My grandmother is a matter-of-fact, rock-solid woman with the most positive attitude. During World War 2, she was recruited from Penn State to Perdue’s Engineering School to work on propellers to support the war. Her husband died in a car accident when she had three small children, and she worked through that adversity to raise her kids into beautiful, successful adults. As an 80-year-old woman, she traveled around the world as part of the Friendship Force, living with local families in a variety of communities to learn about their culture. Her attitude contributes to what she is able to accomplish – her open mind and curiosity allows her to move with the flow of life, rather than be rattled by it. Her example has inspired me to believe that women can do whatever they set their mind to and that we have the power to choose how to view our circumstances and make the most of them.

Lee: My mom has always had a fire within her that drives her to stand up for what she believes in and to speak up for people who can’t speak for themselves. She has demonstrated many times that you don’t have to have the big title to have a big impact on a person, a family or a community. She has been instrumental in teaching me to use my voice without apology and to trust my instincts. Diane Fassel, one of our Co-founders, has been an amazing role model of female leadership – showing me that you can be a strong leader with a quiet voice. She has always respected the needs of her team and created an environment where you can be your true self. She modeled how to care for others in the workplace and laid the foundation for the culture we continue to support at Newmeasures.

Q. What advice do you have for others looking to carve their career path?

In the early days, other people’s voices had too much of an impact on what we thought we could do. You must cut through that noise and ground yourself in self-awareness.

One of the most helpful things has been inner-reflection and self-growth – getting in touch with what we are passionate about and what’s most meaningful to us. If you can align your life around your purpose, happiness and impact will follow.

And, to be frank, we didn’t necessarily carve this path. Sometimes, it’s best to allow life to unfold and be ready to say “yes” when opportunities present themselves. When you try too hard or expect things to pan out a certain way it can often lead to disappointment. Our path has been very organic -we couldn’t have planned or anticipated it. Take risks when opportunities come along. Trust your instincts and align yourself with people that match your values and who have strengths you don’t possess.

About Newmeasures:
Based in Colorado, Newmeasures is a boutique firm of Industrial & Organizational Psychologists that believes that listening to employees provides organizations with insights that allow them to thrive. Newmeasures uses proprietary survey tools, a unique model of valuing people and driving results, and intelligent reporting solutions to provide organizations with critical data at the right time: information that can identify roadblocks and help remove barriers to success.

About WBENC:
Founded in 1997, WBENC is the nation’s leader in women’s business development and the leading third-party certifier of businesses owned and operated by women. WBENC’s world-class certification is accepted by more than 1,000 corporations representing America’s most prestigious brands, in addition to many states, cities and other entities. WBENC is also an approved Third-party Certifier for the United States Small Business Administration (SBA) Women-Owned Small Business (WOSB) Federal Contracting Program. For more information, visit