At 52, Jennifer Lopez has done what only a few have accomplished: Since the late 1980s, she has successfully built careers as an actress, musician, entrepreneur and businesswoman.

The key to her business acumen and brand-building sense, she says: emphasizing the unique qualities she brings to the table and being resilient. “It’s about being the scarce asset,” Lopez recently told Adweek.

By honing into her individual talents and roots as a Puerto Rican woman from the Bronx, N.Y., Lopez has built an empire that includes endorsement deals with shoe retailer DSW and luxury design house Coach, a philanthropic arm called Limitless Labs that’s partnering with Goldman Sachs to support Latinx entrepreneurs and her new line of beauty products JLO Beauty, which she founded this year.

Today, Lopez is one of America’s wealthiest self-made women, with an estimated net worth exceeding $150 million, according to Forbes. And according to Lopez, there’s…

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