Luisa Deason

I attribute much of my success to my father, who was an extremely driven person and instilled in me a strong work ethic and determination. I have carried those lessons throughout my professional life by remaining focused, honest, ethical, and persistent.

I am very direct and transparent in the way I conduct business, and I do not accept “no” as the final answer when there is a legitimate path forward. If I encounter an obstacle, I look for another way to accomplish the objective without breaking the law, offending others, or compromising my principles. I am not afraid to start over, take on a challenge, or find a new solution. I approach my work with determination, ethics, and professionalism.

The best career advice I have received is that first impressions can make or break you. The way you present yourself, communicate, and conduct yourself can have a lasting impact on how others perceive you.

I also believe strongly in perseverance. If you have a message that the world needs to hear, make sure that message reaches the people who need it. Do not allow rejection or setbacks to prevent you from continuing to pursue what you believe is important.

My advice to young women entering challenging or traditionally male-dominated fields is to develop a strong sense of resilience and thick skin. There will be setbacks, criticism, and opportunities that do not work out, but those experiences should not stop you from moving forward.

Women can bring tremendous strengths to these fields, particularly empathy, compassion, and the ability to understand situations from another person's perspective. Those qualities are valuable when working with people who have been deeply affected by difficult circumstances.

I have had thousands of doors closed in front of me, but I have continued moving forward. My advice is to believe in what you are doing, keep going when things become difficult, and never allow rejection to define your potential.

One of the biggest challenges is the amount of information, controversy, and crisis that people encounter on a continual basis. When one major incident follows another, people can become overwhelmed and eventually stop engaging with new information altogether.

Another challenge is the blurring of lines created by media rhetoric and the rapid spread of information that has not necessarily been independently researched or verified. It has become increasingly difficult to sit down with people and explain complicated issues clearly when they are already receiving conflicting messages from numerous sources.

This creates an important opportunity for professionals who are willing to provide accurate information, conduct their own research, communicate responsibly, and help people distinguish facts from rhetoric.

Integrity, honesty, ethics, professionalism, determination, and persistence are central to how I approach both my work and my personal life. I believe strongly in being upfront with people and conducting business in a way that respects the law and the people involved.

I also value relationships, service, compassion, and making a positive difference in people's lives. Whether I am working with political candidates, communicating with the public, assisting clients, or volunteering with victims of crime and their families, I want my work to have a meaningful and positive impact.