We had the good fortune of connecting with Veronica Perez and we’ve shared our conversation below.
Hi Veronica, how do you think about risk?
I definitely consider myself a calculated risk-taker and it has led me to a fulfilling career that I love! I took a risk moving from a big law firm to a public sector job, and then again when I left employment to start my own business. While the move from lawyer to public affairs specialist may have seemed incongruent to an outside observer, my moves always built upon existing skills and tapped into my growing network of colleagues and contacts.
Risks are scary. And that’s okay. The key is to acknowledge your fear and move past it, rather than becoming paralyzed by it. Growth is usually uncomfortable, and I have grown to embrace that.
What should our readers know about your business?
I founded and operate Veronica Perez & Associates, one of the leading Public Affairs firms in Los Angeles.
We value our reputation and that of our clients, and place a premium on long-term relationships. We are proud of our high ethical standards, disciplined process, consistent communication, accountability, and success.
We are one of the few women and minority-owned firms in Los Angeles, and we represent some of world’s biggest companies, like Verizon, McDonald’s and OUTFRONT Media. I am so proud that in a male-dominated industry, we have made our mark.
I never set out to have my own business. As my career evolved from being a litigator to a political advocate and public affairs specialist, I focused on providing value and growing my network. But when my employer was unable to provide me with the resources I needed to grow, my growth mindset left me with only one option: to start my own business.
It was not an easy path, but it is so fulfilling. When I speak to young professionals, I remind them that it took me 20 years of learning and growing to get here. There are no shortcuts. Put in the work and enjoy the ride. These are two key lessons I have learned along the way:
1) This is a bit cheesy, but I repeat it to myself all the time — By an inch it’s a cinch, by a yard it’s hard. When faced with an overwhelming task I break it down into manageable bits and just start somewhere! Starting creates momentum. Follow through leads to results.
2) I am never paralyzed with indecision. I believe that there are very few completely “right” or “wrong” decisions — it’s what you make of your decisions that counts. Just make the best decision you can with the information you have and move forward!
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to give a shoutout to my dear friend Leili Eghbal. Her dedication to investing in youth and guiding people to find their calling is an inspiration! She has believed in me since day one, and it has made a huge difference in my life!
Headshot: Matt Sayles