Tashalee Cruz

One of the biggest factors I attribute my success to is the support system I had around me—people who believed in me and my work before I fully believed in it myself.

There were moments early on where I questioned whether I could keep going. Building something of your own comes with challenges, and there were times I felt like stepping away. But having people who continued to encourage me, even in those moments, made a lasting difference.

Now, nearly nine years into running my business, I can look back and say that perseverance, combined with that support, is what carried me through.

Another part of my journey that stands out is the opportunity I had to bring on subcontractors a few years ago. Being able to work alongside and support other women in that capacity was incredibly meaningful to me. It wasn’t about simply delegating tasks—it was about collaboration, creating space for others to contribute, and building something together.

That experience reinforced how important it is to not only grow a business, but to create opportunities for others along the way. It’s something I value deeply and look forward to continuing as I expand.

At its core, my success has been shaped by a combination of resilience, community, and a commitment to building something that extends beyond just myself.

One of the most impactful pieces of career advice I’ve received was to walk into a room with confidence—whether you feel like you belong there or not.

At the time, it sounded simple, but over the years, I’ve come to understand how powerful that mindset really is. There are many moments in your career where you may question your place in a room, especially when you’re growing, stepping into new opportunities, or navigating unfamiliar environments.

What I’ve learned is that confidence doesn’t always come from certainty—it often comes from the decision to show up fully, even when you’re still figuring things out.

That advice has shaped how I approach my work, my business, and the spaces I step into. It’s allowed me to trust my experience, speak with intention, and contribute meaningfully, regardless of the setting.

And in many ways, that mindset is what creates the space to grow into the very roles and opportunities you once questioned.

My advice to young women entering this space would be to not wait for everything to feel perfect before you start—just begin.

It’s easy to get caught in the mindset of wanting everything to be fully figured out before taking action. But what I’ve learned is that waiting too long can actually hold you back. Ideas evolve quickly, and if you stay in that cycle of waiting for the “right” moment, you can find yourself constantly trying to catch up.

That was something I experienced early on. I had moments where I hesitated or overthought things, and eventually I had to step back and ask myself what I was really waiting for.

Another important piece is adaptability. Things won’t always go as planned, and being able to adjust without losing momentum is a skill that becomes incredibly valuable over time.

I also believe it’s important to speak up for yourself, while being intentional about how you do it. Not every situation requires the same response, and learning how to navigate that with confidence and awareness makes a difference.

A lot of this comes with experience, but the earlier you give yourself permission to start, learn, and grow as you go, the more confident you become in your ability to handle whatever comes next.

One of the biggest shifts I’m seeing in this field right now is the combination of rapid advancements in tools like artificial intelligence and an increasing number of professionals entering the space.

On one hand, these changes create incredible opportunities. Technology has made it easier to streamline tasks, improve efficiency, and support business operations in ways that weren’t as accessible before.

At the same time, it has also led to a level of oversaturation, where many people are offering similar services. That environment makes it more important than ever to be clear about your value and how you differentiate yourself.

For me, that has meant focusing more intentionally on specialization—going beyond general support and leaning into operational structure, systems, and workflow development.

Rather than seeing these shifts as obstacles, I see them as a push toward clarity. They encourage professionals in this space to refine their expertise, define their positioning, and build a more intentional approach to the work they do.

And in many ways, that’s what creates long-term sustainability in a field that continues to evolve.

The values that guide both my work and personal life are maintaining a level-headed approach, leading with compassion, and having the courage to navigate challenges thoughtfully.

In my work, I’m often operating in environments where there are multiple moving parts, different personalities, and a variety of situations happening at once. Because of that, I’ve learned the importance of staying grounded—taking a step back, not reacting emotionally, and recognizing that not everything is personal.

That level of awareness makes it easier to move through challenges with clarity instead of pressure.

Compassion is another value I hold closely. You never fully know what someone else is navigating, whether in their work or personal life, and approaching situations with understanding can shift the tone of an entire interaction. Even small moments of patience or kindness can make a meaningful difference.

At the same time, I believe courage plays an important role—especially when it comes to making decisions, adapting to change, and stepping into situations that require a steady presence.

Together, these values allow me to approach my work in a way that is thoughtful, balanced, and centered—no matter how dynamic the environment may be.