About Veronica Williams

Doing something more meaningful.

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Veronica started her professional career as a marketing manager at a ski resort in Vermont where it quickly became clear that management and leadership required vastly different skills, and that too few managers or leaders had spent any time developing these qualities. In fact, most of the people in leadership roles had been promoted to management positions because they had excelled at doing a job, not because they possessed the necessary skills to lead or manage. The majority of Veronica's roll-models were examples of what not to do in leadership; leaders who tried to use retribution and demoralization as motivational tools; leaders who spent too much time wanting to be liked; leaders who were too soft with their praise or too loud with their criticisms; leaders with erratic decision making processes that seemed to reward inefficiency with promotions and pay raises. 

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As Veronica's career progressed, she too was promoted to management roles because of her ability to "get the job done." Each promotion brought new interpersonal challenges that required personal growth, often with the assistance of a professional coach or some other leadership development program. Then, at the age of 35, shortly after becoming the director of client services at the advertising agency she would later buy (and sell), Veronica bought her first horse and began her journey as a horsewoman. Several serious injuries later, Veronica started studying least-resistance horse training as a way of regaining her confidence and dealing with problem horses. It was at this time that Veronica started making the connection between leadership and horsemanship. 

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Finally, after 25 years of doing strategic marketing and business development for some of Vermont’s best known brands, successfully running and then selling an advertising agency, and working as the director of marketing for the largest law firm in Vermont, Veronica decided it was time to do something more meaningful.