Courtney Villapando

I attribute it to an unwavering sense of determination. When I commit to a vision, I am all in, regardless of the obstacles. I inherited this resilience from my mom. Watching her navigate the devastating loss of my father when I was just six years old, while single-handedly raising three kids, rewrote my understanding of what is possible. She showed me that adversity doesn't define your end point; your response to it does. That lesson is the foundation of my work ethic.

It actually comes from a Bible verse that I strive to live by everyday: ‘Whatever you do, work at it whole-souled.' To me, that means pouring your heart and energy into whatever you’re doing, regardless of the outcome. When you work whole-souled, your work becomes a reflection of who you are. That idea is what’s kept me grounded and moving forward, even in the most challenging seasons.

Resilience is key in this industry because there are so many moving parts, and you have to be able to navigate the inevitable ups and downs. That's why mindset is everything. It is incredibly easy to get caught up in the noise and the competitive nature of design—especially now, with so many incredible designers doing great work, and the rising anxiety surrounding AI. If you start comparing yourself to others, you lose your footing.

You have to anchor your mindset in the absolute certainty that what you bring to the table is unique. Someone out there needs exactly what you have to offer, your specific voice, eye, and expertise. Drown out the noise, refuse the trap of comparison, and be fiercely confident in your own skills. When you trust your lane and know your value, you become unstoppable.

One of the main challenges right now is definitely the rise of AI. A lot of people now think they can just build a website with AI and don't need a professional.

Some designers feel threatened by that, but I've learned to leverage AI to bring out my own strengths. At the end of the day, people still value human connection and real experience over a computer. I want to be realistic about the challenges it presents, but a template can't replace the insight you get from working with a real person. That human touch and connection is exactly what gives a brand real depth.

For me, the non-negotiables are trust, integrity, and communication, and they all go hand in hand.

Integrity means doing the right thing and staying true to your word, even when it’s not easy. When you show up with that kind of consistency, you're able to build real trust, which is everything in both business and your personal life. But you can't keep that trust alive without open and honest communication.

Living out these values is also why community is so important to me. Over the years I've found communities of women in business which reminds me that I don’t have to go at it alone, it’s so helpful to have other women who truly understand the same challenges. On a personal level, that drive to connect and support others is why my husband and I volunteer weekly, helping the Cape Verdean community on the East Coast. We actually lived in Cape Verde for several years doing volunteer work, and being able to continue that work here keeps me grounded. When you have that kind of alignment between your work, your community, and your values, everything else just falls into place.