March is a time to celebrate the achievements, resilience, and leadership of women across all industries, and what better way to honor Women’s History Month than by shining a light on the woman who leads us every day—our very own Veronica Cool!
Our team put together a mix of insightful, fun, and thought-provoking questions to dive into what it truly means to be a Latina entrepreneur, a leader, and a trailblazer. From her biggest career lessons to the quirkiest facts we never knew, this candid Q&A is a peek behind the curtain at the person who inspires us daily. Ready to get to know Veronica like never before? Let’s dive in!
Leadership & Entrepreneurship
What’s the most rewarding part of being a Latina entrepreneur, and what keeps you motivated on tough days?
I am captain of my own destiny- I love the freedom and flexibility but also understand the significant responsibility I bear in terms of providing for my own family, my team and my community. This is a double edge sword- it feels great to adjust my schedule or jump into a cool project, but it sucks when I didn’t plan right or missed a big problem.
What advice would you give to young Latinas who dream of starting their own business but feel intimidated by the challenges?
Firstly, you are smarter and way more resourceful and resilient than most people. Meaning, you CAN do anything. NOW, I would caution to launch a business after investing in proper planning- allocate time to THINK through what you want to do, HOW you want to do it, what do you need—THINK and PLAN STRATEGICALLY- this will go a long way to minimizing errors and increasing profitability and success. And remember, the goal is to create a business that is viable and scalable- this is not a game, so get organized. In that same vein, leverage your unique superpowers- (being bicultural, 1st– 2nd gen, eldest daughter, new immigrant, etc.). All of these characteristics have carved you into the rockstar you can be.
What is the hardest thing about being a Latina entrepreneur?
Juggling and saying no. Leading and operating a business is hard, time-consuming and many people don’t respect our time. I frequently get pressured (dare I say, harassed? Or bullied?) into “helping” “brainstorming” “guiding” others- often without pay because “you should be helping other women (or immigrants).” I have learned to decline these “invitations” and use very clear language to access the viability of certain meetings, asking questions about the budget, their commitment to investing dollars for this initiative.
I’m very cognizant of not only my responsibilities, but also what I represent. When I devalue myself, it speaks volumes to other women, Latinas and immigrants- that they don’t merit compensation, time, or a seat at the table. Remember, people are always watching, and that applies in person and across digital/social platforms.
What’s a personal or professional challenge that made you stronger?
Geez, so many. I have learned that everything must be in writing and explicit to ensure expectations are clear- this applies to clients AND employees. Also, no matter how nicely people interview, everything must be verified to avoid poor hiring. Lastly, understanding the big picture- where do I (Cool) want to go? This helps me assess how each project/initiative/ask fits within the big picture and whether it’s a good use of my time/energy—remembering the opportunity cost of doing the wrong thing.
What’s the biggest lesson you’ve learned from leading a team?
Not everyone is a good fit and people tend to exaggerate their skills/capacity. People are all different and they can’t read minds. Communicating clearly and completely- and double checking for comprehension is a necessity. Clearly stating expectations and holding the team accountable is important.
What do you believe is the secret to building a strong company culture?
So much, especially for a team that works remotely with very complex clients and partners!! Ensuring that every team member understands how valuable they are- how their contributions matter- especially for marginalized communities. Communicating openly and respectfully and ensuring expectations are realistic and clearly laid out.
And team building!! Whether it’s our retreat to Colombia, holiday fiestas or happy hours and even the feel-good daily communications- I believe that interacting authentically, frequently, solidifies our interdependency- I can only be successful if each team member is doing well.
Work-Life Balance & Motivation
How do you find balance between your work and personal life?
HAHAHAH – firstly, we rarely ask men this question, I understand that realistically women do carry a larger burden of household responsibilities. My honest answer is that balance is a myth. Multitasking is not real; we cannot do everything WELL at the same time. I have accepted this reality and have learned to PRIORITIZE- I ensure I am tackling the initiatives/tasks that are most important for me as a mom, woman, daughter, owner and advocate. And I say no and state clear expectations to avoid undue pressure or unrealistic deadlines. Also, I have accepted that I won’t make everyone happy, but effective prioritization does help with my sanity!
What’s one habit or ritual that keeps you motivated?
Learning from the past and slowing down to savor the wins AND the progress. Things are not perfect, we make mistakes but as long as we learn from the past and continue to improve, I feel good. Also, I reflect on how I am doing/feeling- and if it’s not what I want to see- I pivot and change. Remember, you can expect things to change if you don’t change.
When you need to recharge and reconnect with yourself, what’s your go-to ‘me-time’ activity?
To relax and recharge, I love to read! Also, my body needs to move, whether dancing, going for a walk, or exercising.
Also, socializing with dear friends, especially the ladies that I consider my sisters, that motivate and inspire me is a huge part of recharging my spirit. I shamelessly use my coordination superpower to organize concerts, girls’ weekends, and so much more!
How does your inner voice sound like? How do you talk to yourself when no one is listening?
Interesting question- I’m pretty no-nonsense, very direct, even internally when talking to myself. Whenever I doubt myself or question my abilities, I always remind myself that it’s rare for others to be fully informed and/or prepared- that I am, in fact, very well equipped to do what I do. Also, I refer to Sheryl Sandberg’s book “Lean In” often- reminder to fake it till you make it!
Decision-Making & Philosophy
What are the important aspects you take into consideration when making a decision?
Strategic, informed and sustainable- I have learned the hard-way that we can certainly present very well with “fireworks” type of initiatives, but if it’s not long-lasting or sustainable, then perhaps is not quite as valuable. Additionally, ensuring you are informed on the topic and have considered all important aspects is key- I’m confident about my abilities and just as knowledgeable about what I don’t know- I eagerly and comfortably seek input from other experts in their field – I do verify their credentials to avoid mis/disinformation.
Also, HOW the decisions (and the input to arrive at the decision) are communicated is instrumental in arriving at appropriate decisions. Yes, it’s easier to dictate but not as effective nor impactful, so ensuring that all the relevant stakeholders are properly informed (and engaged) does improve the execution of any action.
How would you describe happiness?
To me happiness is freedom to be comfortable. Freedom to be. I also reflect on contentment and for me that means legacy- have I done my part to leave the world a better place? It’s not about glory or fame- much of my work is rarely attributed to me- but I know that the impact is long-lasting- and that inspires me to continue trucking through.
Fun & Unexpected Questions
If you could have coffee with any woman in history, who would it be and why?
RGB, Jane Austen, Amelia Earhart, Frida Kahlo, Celia Cruz—just to get in their heads and explore their WHY. Why did you fight as you did? What made you get in a plane and fly across the globe? What inspired you despite facing so many barriers…. Their strength and creativity are fierce.
Describe your leadership style in three emojis!
Hmmmm, strategic, focused on impact and people. A bit boring, but I take my work seriously, I know I am responsible for the financial wellbeing of a team of employees and their families. And I have the privilege, AND DUTY, to leverage my access to advocate and empower my community, especially women and immigrants. Again, I’m very mindful that my work should yield long-lasting and sustainable impact.
What’s the proudest moment of your professional career?
My response to this question always changes depending on the mood… I will humbly say that whenever my bio is read out loud I am reminded that I have some significant accomplishments. Being a top performer in a male-dominated world while in banking, establishing Cool (and continuing to operate profitably!!), writing the Toolkit, establishing the Facebook groups that inform and empower thousands of people, creating the Latino Innovators Pitch and Maryland Latinos Unidos… for me, it’s about impact and legacy.
What’s one thing your team would be surprised to learn about you?
I’m proud to say I’m pretty transparent, in my leadership style and my daily interactions- and sometimes I over-share- but if I had to identify a few surprises, I would say:
- I often think I could be a comedian… I think I’m funny enough to do stand up and I have plenty of insane material!
- I’m an over-the-top hostess- whenever I organize a gathering (Thanksgiving dinner, girls weekend, etc.) I looooovvvveee setting up every little detail to ensure my guests know how very much I appreciate them.
- I love love love gift wrapping…. I think presentation is part of the gift. Gives ME joy to present a gift beautifully packaged… I know, I know, pretty nutty!
What’s a piece of advice you’d give your younger self?
Slow down and savor each moment. I move fast and sometimes miss the joy of sitting in the moments of accomplishments.
Want to learn more about Veronica? Tune in to her episode “Stop Devaluing Yourself” on the Working Mom Hour podcast! Listen here: https://podcasts.apple.com/us/podcast/stop-devaluing-yourself/id1587873607?i=1000596213632
