DeAnna Busby Rast
DeAnna Busby-Rast is an accomplished Executive and Business Coach, Leadership and Sales Strategist, and founder of Authentica Group Omaha. With over 30 years of experience in the financial services and card processing industries, she has built a strong reputation for leading sales, account management, marketing, and corporate communication teams. Her expertise spans BPO, digital call center services, and specialized collections, where she consistently drives results through strategic leadership and client-focused solutions.
In 2023, DeAnna followed her passion for coaching and professional development by launching Authentica LLC, where she partners with individuals and organizations to grow leadership capabilities, engagement, and performance. She specializes in guiding clients through career transitions, leadership development, and team effectiveness, while also hosting her signature “Connect & Inspire” events—interactive gatherings designed to foster collaboration, networking, and learning through keynotes, panels, and workshops.
DeAnna’s commitment to mentorship and professional growth extends beyond her business. She is a certified coach through the ICF-accredited Symbiosis Coaching program, a mentor for young women through the TeamMates organization, and an active supporter of women’s leadership initiatives. Known for her authenticity, energy, and ability to inspire action, she combines storytelling with practical strategies to help leaders and teams achieve measurable success.
• Symbiosis Coaching
• Bellevue University
• TeamMates Mentoring Program
What do you attribute your success to?
I attribute my success to resilience, self-awareness, continuous learning, and accountability. Being laid off twice gave me the opportunity to reassess my strengths and ultimately align my career with my natural gifts for teaching, mentoring, and strategic thinking. I also credit surrounding myself with the right support systems and staying open to feedback along the way.
What advice would you give to young women entering your industry?
I would advise young women entering this industry to invest in leadership development early, trust their instincts, and not let job titles or setbacks define their worth. It’s important to stay adaptable, advocate for yourself, and build confidence through continuous learning and self-awareness.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in leadership and coaching today is navigating uncertainty, burnout, and rapid workplace change. At the same time, this creates a significant opportunity, as organizations are increasingly recognizing the value of strong leadership, emotional intelligence, and professional development—driving greater demand for executive coaching and strategic guidance.
What values are most important to you in your work and personal life?
The values most important to me in both my work and personal life are integrity, growth, authenticity, accountability, and service. I strive to lead with purpose, invest in people, and help others reach their full potential, all while staying true to my own values and maintaining balance and well-being.