---

DeShawn, your company faced what you described as an existential moment in 2024. What happened?

We had built significant revenue on one major client relationship. When that client went through their own crisis and cut vendor contracts, we lost 40% of our revenue overnight. We had 60 days of runway. It was the most terrifying 60 days of my professional life.

How did you lead your team through that?

Transparency first. I gathered the leadership team and told them exactly where we were. No spin. No false optimism. Just the truth and a clear plan. People can handle hard truths. What they cannot handle is being lied to.

What was the turning point?

We activated every relationship we had ever built. In three weeks, we had signed letters of intent with four new clients. None of those relationships existed before we needed them. We had invested in them for years without knowing we would need them this badly.

What did this experience teach you about leadership?

That character is revealed under pressure, not demonstrated during smooth seasons. Your team is watching how you respond to the hardest moments. Lead in a way that you would be proud of regardless of the outcome.

What is your word to Black founders facing their own hard moment?

Your business is not your identity. Separate those two things. When the business is in crisis, your worth is not in crisis. Lead from that foundation.