Ashley Rose Santor

I've learned that some of the best decisions I've made came from starting before I felt completely ready. Curiosity has become the thread that runs through every part of my work, and I've found that authentic human connection, whether with clients, through creative work, or even in the data, is what leads to the strongest outcomes.

That mindset led me to recognize an opportunity in the marketplace. The energy industry needed a partner that could combine strategy, creativity, and data science with deep expertise in energy and sustainability. I founded Doer/Maker after being laid off, taking what felt like a daunting leap of faith. Building a business through the uncertainty of the pandemic tested every assumption I had, but it also strengthened my resilience, adaptability, and confidence as a leader.

Today, those same principles continue to guide me. I believe meaningful work comes from asking thoughtful questions, embracing uncertainty, and never losing sight of the people we're ultimately trying to serve.

One of the first things I did after deciding to start my business was what I now jokingly call my "humility tour." I reached out to nearly everyone I'd worked with, especially women who had built businesses of their own, and simply asked for advice. I expected a few conversations. Instead, I found an incredibly generous community of people who were willing to share their experiences, challenge my thinking, and help me navigate decisions I had never faced before.

That experience changed the way I think about leadership and entrepreneurship. Building a business isn't a solo pursuit, and asking for help isn't a sign of weakness. Some of the best opportunities, ideas, and relationships in my career have come from being willing to ask questions, seek perspective, and lean on the people around me. It's a lesson I carry with me today, and one I hope to pass on by being just as generous with my own time and experience for others.

Years ago, I read a book about leadership that challenged readers to identify their core values and distill them into a single sentence: a personal manifesto that defines how you'll show up every day. That exercise has stayed with me throughout my career.

Mine is simple: What if it's possible? What if I'm wrong?

The first question reminds me to stay optimistic, challenge assumptions, and imagine opportunities that others might overlook. It's the mindset that led me to start a business before I felt ready and continues to shape the way we solve problems for our clients.

The second question is just as important. It reminds me to hold space for uncertainty, to stay curious, and to recognize that I don't have all the answers. Some of the best ideas, strongest partnerships, and biggest breakthroughs have come from listening, learning, and being willing to change my perspective.

Together, those two questions have become my compass. They encourage me to lead with equal parts ambition and humility, to embrace possibility without losing sight of reality, and to believe that meaningful progress almost always begins by asking, "What if it's possible?"

One of the biggest challenges I see is that energy is largely invisible. Most people don't think about it until the power goes out or their utility bill arrives, yet the choices we make about energy affect our finances, our communities, and our climate every single day. Helping people understand that connection, and making energy feel relevant rather than overwhelming, is one of the most important opportunities in our industry.

I'm equally passionate about ensuring the clean energy transition is equitable. Innovation only matters if everyone can benefit from it. That means designing programs, communications, and technologies that intentionally reach underserved communities, reduce barriers to participation, and make it easier for people to access the resources available to them.

I also believe we're just beginning to unlock what's possible when strategy, creativity, and data science come together. Data can tell us where inequities exist, but it's creativity and thoughtful communication that inspire people to act. Bringing those disciplines together is where I see the greatest opportunity to create lasting impact.

The values that guide my work are curiosity, empathy, and a deep belief that meaningful progress begins by asking better questions. I try to approach every challenge with the same mindset: What if it's possible? What if I'm wrong? That balance between optimism and humility has shaped the way I lead teams, partner with clients, and make decisions.

I'm also driven by the idea of making invisible work visible. Whether it's the people behind a project, the communities that have historically been overlooked, or the data that reveals opportunities for greater equity, I believe some of the most important contributions are the ones that often go unnoticed. Helping uncover those stories, and creating space for others to be seen, is work that gives me purpose.

Outside of work, those same values show up in how I invest my time: prioritizing family, building community, and creating opportunities for others to grow. I've learned that success isn't measured only by what you accomplish, but by the people you bring with you along the way.