I spend my days helping leaders tell their stories, guiding them to be more authentic, more human, and more aligned with the values that matter to their clients.
Who are you?
What’s your origin story?
Why do you do what you do?
What is your value system?
Why are you relatable to your target audience?
What’s your superpower?
Why do they trust you?
What’s so interesting about you and the value you bring that attracts and keeps clients?
But recently, I turned that lens on myself. And what I found wasn’t simple.
I’ve spent years carefully separating my personal and professional identities. Not because I lacked pride, but because I was taught to survive. Assimilate. Keep things polished. Don’t give anyone a reason to judge.
But the truth is, all those polished versions were only half of me.
To really grow – as a leader, founder and person – I’ve had to undo some of that conditioning. I’ve had to look at the story I didn’t want to tell: the uncomfortable, complicated and deeply human one.
Here are just a few chapters:
I’m a first-generation Puerto Rican-American. English is my second language. I worked to erase my accent after being told at 17 to “fix” it if I wanted to succeed. I now carry my maiden name, Rodriguez, not as a flag, but as an anchor. You don’t need to hear an accent to know my roots run deep.
I was a teen mom. Raised by a teen mom. We grew up together, my mother and I. I was on public assistance with one year of college and a baby to raise. But I had neighbors who helped me write a resume, lent me clothes for interviews and cheered me on. That first receptionist job? I treated it like an MBA. I studied everything.
I built my career without a blueprint. I didn’t see people like me in wealth management. I was questioned, underestimated, told I should be “grateful.” I put my head down, worked twice as hard, and slowly found the confidence to speak up. Sometimes awkwardly, sometimes with humor. During an intense meeting, when a senior executive stated, “with great power comes great responsibility,” I interrupted to ask, “Did you just quote Spider-Man?” He denied it, but I know he totally did.
I’ve always felt unfinished. And now I see that as a strength. I didn’t go straight through school. It took over three decades to earn my undergraduate degree. I’m still learning, still curious, still showing up to do the work, personally and professionally.
And here’s what I’ve come to believe: blending who you are with what you do isn’t a risk. It’s the key.
The world is noisy. People crave honesty. Trust is currency. And leaders, especially those shaping a brand, have to lead with both authenticity and humanity.
As one of my favorite authors – and one of the most authentic voices – Luvvie Ajayi Jones reminds us, “Judging is a natural human behavior.” The hope is that it’s done mindfully, rooted in kindness, helpfulness and real contribution to the world rather than superficial or harmful intent.
That includes when judging yourself.
As Dolly Parton put it: “Find out who you are, and do it on purpose.”
Research backs this up. A 2023 study suggests that authentic leadership in the workplace fosters greater trust, stronger loyalty and improved performance among employees. When leaders show up as their true selves, they create psychological safety, giving their teams the confidence to collaborate more openly, take creative risks, and thrive.
So, here’s me, Alma:
I’m a mother of four and a grandmother of two.
I love salsa music and quiet mornings with a book and a cup of joe.
I cook authentic Puerto Rican meals and throw impromptu dance parties (sometimes both at the same time).
I love all forms of art. Art is a gift; especially from my grandchildren!
I read, write, and cry over the melodic songs of the coquí, and believe that kindness and curiosity are superpowers.
I’m a founder. A lifelong learner. And someone who finally feels strong enough to share my full story.
Nice to meet you.
Author
