We caught up with the brilliant and insightful Ashley Lapido a few weeks ago and have shared our conversation below.
Ashley, first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.
Imposter syndrome is something I still grapple with today. Past layoffs and setbacks have challenged my confidence, but I’ve developed tools to push through. For instance, I ask past managers for recommendations—terrifying, but invaluable. Their words are constant reminders of my worth and impact, right alongside client feedback like ‘You’re killing it on socials!’ These personal ‘golden nuggets’ help quiet doubts and keep me moving forward.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
I was always told growing up that I was a great communicator and should consider a career in Public Relations. So naturally, I pursued and earned my B.S. in Public Relations in 2016. But life doesn’t always follow the plan. After graduating, I moved to Napa Valley, where I found work in luxury hospitality as a Reservations Agent. While this wasn’t my dream of working at a PR firm, the role taught me invaluable lessons about customer experience, the art of communication, and the importance of attention to detail—all in one of the most elite and luxurious locations in the States. I even created a hybrid role for myself, assisting the resort’s PR Director by managing press stays and amenities. But despite these efforts, I realized breaking into the PR world without direct firm experience was a significant hurdle.
From there, life took me to the Bay Area, where I joined a promising home management startup, Setter. Working in a fast-paced, innovative environment while the company was raising $12 million in funding was an incredible experience. Unfortunately, as many startups do, Setter faced challenges, and I was among the team let go just before the company was acquired by Thumbtack. It was during the pandemic’s uncertainty that I decided to take matters into my own hands. I tapped into my marketing and creative skills to build my personal social media presence, stepping into the world of User-Generated Content (UGC). It became a beautiful outlet where I developed content in beauty, skincare, and home decor—industries I truly love.
I then transitioned into the luxury interiors space, securing a role as a Gallery Project Coordinator at RH Inc. (formerly Restoration Hardware). This was a pivotal time where I leveraged both my marketing and hospitality experience to deliver exceptional client experiences in a luxury retail environment. After RH, my family and I relocated to Chattanooga, TN—our old college stomping grounds—where we’ve embraced a new chapter.
It’s here that Lapido + Co was born. My husband, Nick, and I launched the company with me as CEO and Nick as COO. Together, we aim to help businesses reclaim their time by managing their creative and marketing needs. Recently, my sister Amanda joined as our Chief Design Officer, adding even more depth to our offerings. With Amanda’s expertise, Lapido + Co now provides cutting-edge UX/UI Web Design, Branding, and Graphic Design services. Whether we’re creating custom websites, crafting cohesive brand identities, or managing social media, everything we do is designed to help our clients thrive.
What makes Lapido + Co special is our client-first approach. We’ve developed a comprehensive Welcome Deck that outlines all our services, pricing, and processes, ensuring full transparency for potential clients. We believe in saving our clients’ time, so we take care of the details, letting them focus on what they do best—running their business. It’s exciting to see how Lapido + Co is growing, and I’m thrilled to be leading a team that values creativity, strategy, and collaboration. 2025 is shaping up to be a year of growth and opportunity, and we can’t wait to help more businesses achieve their goals.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, the three most impactful qualities that have shaped my journey are persistence, authenticity, and adaptability. These traits, along with my ability to think big-picture and futuristically, have not only guided my career but also shaped me into the resilient CEO I am today.
1. Persistence: There have been so many moments where giving up felt easier—layoffs, setbacks, imposter syndrome—but persistence has always pulled me through. I’ve learned that success isn’t about avoiding failure; it’s about refusing to quit. When I want something, I can wait years for it because I know the payoff is worth it. If you’re just starting out, my advice is simple: keep going. Stay focused on the long game, and trust that every step is part of building something bigger.
2. Authenticity: Show up every day and give it your best. Let your personality shine, be transparent, and don’t shy away from vulnerability. PR taught me that when things go wrong—and they will—it’s always better to own it right away, fix it, and show what you’ve learned. Employers value team members who are real, adaptable, and open about their strengths and challenges. Be authentic in how you grow, struggle, and set goals, and you’ll build trust and meaningful connections.
3. Adaptability: Careers are rarely linear, and embracing every new job or experience as an opportunity to grow has been a game-changer for me. My advice? View every position you take as an added bonus to your overall skillset. If you studied business in school but worked in the food industry, startups, a gardening center, transportation, and now find yourself as an executive assistant for a window company, each role has provided you with a well-rounded set of skills and exposure to different clientele and their needs. Once you start looking at every job as a “test case” or a way to gather valuable insights about an industry, audience, or scope of work, you’ll see how it builds your expertise. One day, you’ll be able to pull that experience out of your back pocket for a situation no one even expected you to be prepared for—and that’s what will make you truly stand out.
What sets me apart as a CEO is my ability to see the big picture and think ahead. I’m a visionary—I make today’s decisions with tomorrow in mind, and I’ve learned how to enjoy the grind because I know the rewards are coming. For anyone starting out, remember this: careers aren’t straight lines; they’re full of twists, lessons, and moments that surprise you. Stay persistent, stay real, and stay open to where the journey takes you. You’re not just building a career—you’re building something extraordinary.
How would you describe your ideal client?
The ideal Lapido + Co client is a business owner who’s ready to let go of the overwhelm that comes with trying to do it all. They’ve reached a point where they recognize the need for expert marketing help and are ready to invest in leveling up their business. We also partner with small teams that are stretched thin or lack specialists in key areas like social media, project management, or web design.
Our clients share a common goal: to reclaim their time and energy to focus on what they love most about their business. Whether it’s stepping in to manage their social media, creating a standout digital presence, or providing seamless operational support, Lapido + Co is here to shoulder the tasks that can feel daunting. We empower business owners and teams to thrive by giving them the freedom to focus on what they do best while we handle the rest.
Contact Info:
- Website: https://lapido.co/
- Instagram: https://www.instagram.com/lapidoco
- Facebook: https://www.facebook.com/lapidoco
- Linkedin: https://www.linkedin.com/company/lapido
- Other: Our Pinterest is https://www.pinterest.com/lapidoco/
Image Credits
Claudia Lapido and Jadyn Rose Photography
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