Skill Lab Recap: Certifications Only Work If You Know How to Use Them
At our April Skill Lab, we tackled a question that comes up often in client conversations: Is certification actually worth it?
We were joined by Liz Whitehead, CEO of 12PointFive, who has spent over two decades working in the certification space. The conversation quickly moved beyond pros and cons and into something more practical. Most businesses are not struggling with whether to get certified. They are struggling with what to do with it once they are.
Certification does not create opportunity on its own. It creates access. What you do with that access is what determines whether it turns into something meaningful for your business.
If you are exploring certification, this recap will help you decide where to start and how to prepare.
Start with the Why
Before starting any application, get clear on the reason behind it.
Certification requires time, documentation, and follow-through. If the only driver is that it feels like something you should do, it is easy for the process to stall or for the certification to sit unused once approved.
The businesses that benefit the most are usually clear on what they are looking for. That may be access to corporate supplier networks, entry into government contracting, stronger alignment with a values-driven community, or more visibility in the right rooms.
Without that clarity, certification becomes another initiative that takes time without delivering much return.
Understanding the Certification Landscape
While much of the conversation focused on WBE and WOSB as strong starting points, they are part of a broader ecosystem of certifications.
Some of the most common include:
WBE (Women’s Business Enterprise) through WBENC
WOSB (Women-Owned Small Business) through the SBA
MBE (Minority Business Enterprise) through NMSDC
LGBTQ+ certification through NGLCC
Disability-owned certification through Disability:IN
Veteran-owned and service-disabled veteran-owned certifications
B Corp Certification through B Lab
Many large companies participate across several of these ecosystems. That means there can be value in more than one certification, but only if you are actively using them.
A more effective approach is to start with one certification that aligns with your business and your goals, learn how it works, and then decide if expanding into additional certifications makes sense.
Where to Start: WBE and WOSB
For many women-owned businesses, WBE and WOSB are a practical place to begin.
Together, they create access to both corporate supplier diversity programs and federal contracting opportunities. Because there is overlap in the process, pursuing both can be an efficient way to enter the certification space without overcomplicating the first step.
What You Will Need Before You Apply
The certification process is documentation-heavy, but manageable with preparation.
Before you begin, gather:
Business formation documents
Proof of ownership, typically 51 percent or more
Documentation showing who controls and operates the business
Business and personal tax returns
Banking documentation
Relevant licenses
Proof of business address
Resumes or bios of owners
Ownership or corporate records
Notarized forms where required
Most delays come from disorganization, not complexity.
The Application Is the Easy Part
In many cases, the application itself can be completed with focused time.
The real work begins after approval. This is where many businesses lose momentum. They attend a few events, make a few connections, and then struggle to translate that into actual opportunities.
Certification becomes something they have, rather than something they use.
Positioning Matters More Than the Certification
Certification may help you get into the room, but it does not explain what you do.
That still comes down to how clearly you can articulate your value. Broad descriptions tend to get lost. Specific use cases tend to stick.
The question to answer is when someone should bring you in. Whether that is during a transition, after an acquisition, in preparation for funding, or as part of a larger project, that clarity makes it easier for others to connect your expertise to real opportunities.
Opportunities Go Beyond Large Corporations
Certification is often associated with large national companies, but that is only part of the picture.
There are real opportunities at the state, city, and local level. Universities and regional organizations also play a role. In many cases, businesses participate as part of a larger team, contributing specialized expertise rather than leading the entire engagement.
For many businesses, this is where traction actually starts.
A Note on B Corp
B Corp operates differently from ownership-based certifications.
It evaluates how your business operates across governance, social impact, and sustainability. It is more rigorous, more time-intensive, and requires ongoing accountability.
For businesses that are deeply committed to aligning operations with values, it can be a strong fit. For others, it may be something to consider later.
Key Lessons from This Skill Lab
Certification is a tool, not a strategy
It creates access, but it does not create results on its own.
Start with one certification
Learn how it works before adding more.
Preparation makes the process easier
Having your documentation ready removes most of the friction.
Clarity drives opportunity
Being able to explain when someone should hire you matters more than the certification itself.
Most value comes after approval
The real return comes from how you show up, engage, and follow through.
A Practical Way to Get Started
If certification is on your list, keep it simple.
Choose one certification that aligns with your goals. Get clear on why it matters. Gather your documents before starting. Set aside time to complete the application. Identify where you will show up once you are certified.
Takeaway
Certification can be valuable when it is used with intention.
It can create access to networks, conversations, and opportunities that may not otherwise be available. What determines the outcome is how you use it.
When approached with clarity and follow-through, it becomes part of a broader business development strategy.
Thinking About Certification?
If certification has been on your list but you are not sure where it fits, that is usually a sign that you need to step back before jumping in.
We work with business owners to evaluate whether certification makes sense for their goals and how to actually use it once they have it. If you want a second perspective before investing the time, we are happy to talk it through.
