Catherine Alonzo

Catherine Alonzo Everyone can make change | Learn how to start your journey

In 15 years of consulting for social change, I’ve “broken up” with four clients out of hundreds – and they all had one t...
07/09/2025

In 15 years of consulting for social change, I’ve “broken up” with four clients out of hundreds – and they all had one thing in common.

Every single one brought sleepless nights and second-guessing.

You weigh the pros and cons.
You rehearse the conversation in your head.
You worry about the fallout.

And then – you do it. You take a deep breath and have the conversation.

And every time, without fail, I’ve felt immediate relief.
Not because it was easy. But because deep down, I already knew.

I knew that holding on would cost more than letting go.
That neither I nor the client was well-served by a relationship that no longer fit.

That my energy was being drained.
That my team was feeling it too.
That the stress was no longer worth it.

And most of all – I knew I couldn’t ignore the quiet signal that something was off. That gut instinct we so often try to talk ourselves out of.

It’s not always obvious from the outside.
And honestly? It’s not always obvious from the inside, either.

What I’ve learned is this:
Most of the time, we do know what we want.
We’re just afraid of what it will take to get there.

We ignore the signs. We silence the instinct. Because doing hard things is, well – hard.

But every time I’ve found the courage to act, I’ve never regretted it. Not once.
So if you’re facing a tough choice, try this:

➡️ Separate how you feel about the outcome from how you feel about the steps it will take to get there.

It might just give you the push you need to end something you already know needs to end.

When a campaign I was working on ended overnight, it was the start of something completely unexpected. I’ve been thinkin...
07/08/2025

When a campaign I was working on ended overnight, it was the start of something completely unexpected.

I’ve been thinking about how things end — and how different endings can feel. I’ll be sharing a few stories this week. 🙃

𝗦𝗼𝗺𝗲 𝗲𝗻𝗱𝗶𝗻𝗴𝘀 𝗵𝗶𝘁 𝗹𝗶𝗸𝗲 𝗮 𝘀𝘄𝗶𝘁𝗰𝗵 𝗳𝗹𝗶𝗽𝗽𝗶𝗻𝗴 𝗼𝗳𝗳.

I was in the early days of my political career, working on a gubernatorial campaign.

It was a long-shot bid with high stakes, and I was all in. I was working every hour available to me, and felt like I just couldn’t get caught up.

But I loved it — long days, learning new things, the thrill of being part of something big.

Then, suddenly, the candidate dropped out.
Just like that, it was over.
I hadn’t seen it coming, and I was crushed.

One day I was underwater with a bottomless to-do list — the next, nothing.

All my momentum, all my drive — gone. I felt totally empty.

I needed something to care about.. Something to do. Anything.
So I decided to train for a marathon. It was a stretch goal — I hadn’t run in years.
But it gave me structure. It gave me purpose.

And when I crossed the finish line four months later, something had shifted.
I had lost one thing, but gained something else entirely — a deeper connection to myself, and the beginning of an identity that wasn’t tied to a job or title.

I’ve been a runner ever since.

It taught me something I’ve come back to many times:
✨ Even the endings we don’t want can hold the seed of something we do.

Even if a door slams in your face, that doesn’t mean it’s not leading somewhere good.

Last week, I discovered a mistake that cost me a keynote — and only one thought finally stopped the spiral of self-blame...
07/02/2025

Last week, I discovered a mistake that cost me a keynote — and only one thought finally stopped the spiral of self-blame.

Every keynote opportunity is precious to me.

It’s the biggest goal I’m working toward — building a keynoting business where I get to talk with changemakers about how to advance their impact in today’s volatile world.

So when I discovered a glitch on my website had stopped inquiries from reaching me — and realized I’d missed not one, but two keynote requests — I was devastated. One was over a month old.

Thankfully, I was able to reconnect with one of them. But the other one? Still waiting. Maybe it’ll come through. Maybe it won’t.

I’ve spent a lot of energy beating myself up about it — because the error was preventable. I tried all kinds of positive-self talk to help myself move on, but I couldn’t shift the pit in my stomach.

Finally, a friend said something simple that helped to release the pressure-valve: “𝗜𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗶𝗻 𝗺𝗼𝘁𝗶𝗼𝗻, 𝘁𝗵𝗶𝗻𝗴𝘀 𝘄𝗶𝗹𝗹 𝗯𝗿𝗲𝗮𝗸.”

I realized that errors are a side effect of taking big swings. The alternative is to stay still, which is not what I’m after.

We’ve since fixed the issue (with fail-safes in place), and I’ve followed up more than once. But more importantly, I’ve drawn a line under it.

I can’t let the mistake slow me down – I can’t afford to. Instead, my job is to pay attention, learn, and keep going.

After completing hundreds of organizational rebrands, the most successful ones understand this simple truth:Your brand i...
06/28/2025

After completing hundreds of organizational rebrands, the most successful ones understand this simple truth:

Your brand isn’t just your logo. It’s your organization’s complete personality.

The most common reason I hear for rebranding is:

“Our name or look doesn’t reflect who we are anymore.”

That instinct is usually right — but the solution goes far beyond new colors or a fresh font. Just like a person’s identity isn’t defined by a haircut or outfit, an organization’s brand isn’t confined to its logo or website design. It’s deeper than that.

We just wrapped a brand refresh with St. Joseph the Worker, and attending their launch event was a powerful reminder of what a strong brand actually looks like in practice.

It’s not just the new logo on the wall (though it’s great).

It’s what you feel the moment you walk through the door — and how that feeling aligns with the new brand.

The emphasis on WORKER in their logo is mirrored in the space itself, which centers the people they serve and their path to meaningful employment.

You feel it in the dominant desk space reserved for job seekers.
You see it in the visible partnerships with local employers.
You hear it in the way they describe their mission:

“We provide clear pathways to self-sufficiency, with employment as the foundation of everything we do.”

At the opening, you could even touch it — by helping paint their values mural, with each value’s first letter spelling the word HIRE.
(My coworker Alana Campbell Nehl is pictured here contributing to the final product.)

A successful rebrand starts by uncovering the essence of who you are — and then developing the words, visuals, tools, and experiences that reflect it clearly and consistently.

So if you’re contemplating a rebrand, don’t start by asking what your new name or logo should be.

Start with these four questions:

What do we do?
Why do we do it?
How do we do it?
Who do we do it for?

Then, build your brand to tell that story — intentionally, consistently, and authentically.

That’s the power of a good rebrand.
Not just how it looks.
But how it lives.

When I realized the recording of a long-sought interview with someone I deeply admired hadn’t worked, it felt like all m...
06/24/2025

When I realized the recording of a long-sought interview with someone I deeply admired hadn’t worked, it felt like all my vital organs left my body.

I was standing outside Arizona State University, the rhythmic sound of the fountains behind me, trying to remember how to breathe.

I had just finished an interview for my book — with someone whose changemaking journey has been foundational to my own.

I’d prepped for weeks. I read everything I could find about them. I wrote and rewrote my questions until they were just right. I arrived 30 minutes early, centered myself, and tried not to think about the possibility it might get rescheduled or cut short.

It didn’t. We started exactly on time.
I asked my questions. I listened deeply. I hung on every word.
I didn’t take a single note — I was recording, and planned to transcribe it later.

The conversation exceeded every expectation. I floated out of the building, buzzing with inspiration, feeling like I’d just lived a career highlight.

Then I stepped into the sun, checked my phone — and froze.

The file read: 𝟬 𝗠𝗕.

Time stopped. I tapped it again. Nothing. Again. Still nothing.

My smartwatch buzzed:
“𝗬𝗼𝘂𝗿 𝘀𝘁𝗿𝗲𝘀𝘀 𝗹𝗲𝘃𝗲𝗹𝘀 𝗮𝗿𝗲 𝘂𝗻𝘂𝘀𝘂𝗮𝗹𝗹𝘆 𝗵𝗶𝗴𝗵 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄. 𝗧𝗿𝘆 𝘁𝗼 𝘁𝗮𝗸𝗲 𝘀𝗼𝗺𝗲 𝗱𝗲𝗲𝗽 𝗯𝗿𝗲𝗮𝘁𝗵𝘀.”
It didn’t help. My heart rate skyrocketed.

I did the only thing I could think to do: closed the app, reopened it, and held my breath.

When it refreshed, I saw it:
𝟳.𝟴 𝗠𝗕.

I tapped the file. Their voice came through.I nearly cried. Then I immediately transferred it to my laptop — and didn’t breathe properly for another ten minutes.

That part of the book remains one of my favorites. Not just because of the wisdom shared by someone I deeply admire — but because it’s when I learned one of the most important lessons of the writing process:

𝗔𝗹𝘄𝗮𝘆𝘀. 𝗔𝗹𝘄𝗮𝘆𝘀. 𝗕𝗿𝗶𝗻𝗴 𝘁𝘄𝗼 𝗿𝗲𝗰𝗼𝗿𝗱𝗶𝗻𝗴 𝗱𝗲𝘃𝗶𝗰𝗲𝘀.

I have responded to some of the biggest mess-ups of my career (and avoided countless more) by following this simple proc...
06/23/2025

I have responded to some of the biggest mess-ups of my career (and avoided countless more) by following this simple process.

It’s deceptively simple - but when used well, it can prevent the confusion, delays, and tension that derail even the best-intentioned teams.

The decision tree defines four key roles in any decision-making process:

🔹 Decision Maker: The person or group with the final say.
🔹 Included: People who help make the decision (not just give input, but actively collaborate).
🔹 Consulted: Folks who give input, but who aren’t necessarily in the room when the final call is made.
🔹 Alerted: Those who are intentionally informed of the decision.

We’ve seen this structure make all the difference - especially when time is tight or the stakes are high.

Take one recent example: a nonprofit facing a politically charged question about whether to keep “diversity, equity, and inclusion” in their public materials. Thanks to a clear decision tree mapped before the conversation started, roles were understood, the process was smooth, and trust held firm.

Compare that to another org we supported through a brand refresh. Even though we began with a strong decision tree, things went off course when the process was sidestepped for backchannel feedback. It caused confusion, undermined key voices, and forced a reset.

The takeaway? Clarity for everyone impacted by organizational decisions is an absolute non-negotiable. This is especially true for bold, values-led decisions.

The decision tree ensures everyone is clear on who does what when it comes to making decisions. It’s not complicated, but it’s easy to skip. And when it’s skipped, trust erodes fast.

I’ve seen this one tool turn messy moments into deeply aligned decisions. That’s why I keep coming back to it.

We put together a free Rapid Response Guide (linked 👇) to help your team stay clear and connected when it matters most.

🔗Grab it here: https://javelina.co/rapid-response-guide

June is often framed as a month of celebration — Pride, Juneteenth, Immigrant Heritage Month.But what does it mean to ce...
06/20/2025

June is often framed as a month of celebration — Pride, Juneteenth, Immigrant Heritage Month.

But what does it mean to celebrate when the very rights we’re honoring are being rolled back in real time?

This month’s newsletter is about holding two truths at once: joy is essential and action is urgent. It’s about resisting the urge to stop at symbolism — and choosing instead to follow it with solidarity.

Because these commemorations were never meant to be neutral.
They exist because people fought — and are still fighting — to be free, safe, and seen.

We break it all down in this edition, with reflection, a little history, and concrete ways to take action.

Read the full newsletter below 👇
https://www.catherinealonzo.com/newsletter-1/what-about-when-celebration-doesnt-feel-verycelebratory

“July 4 celebrates freedom for white Americans. Juneteenth acknowledges when freedom began to include everyone. But it a...
06/19/2025

“July 4 celebrates freedom for white Americans. Juneteenth acknowledges when freedom began to include everyone.

But it also reminds us that freedom isn’t finished. Black communities in America still face systemic disparities in housing, health, education, voting rights, and more.”

This quote comes from a stunning blog post by my inimitable colleague @ Amber Mossman about what Juneteenth means for those engaged in social change.

You won’t want to miss it.👇
https://javelina.co/what-juneteenth-means-for-changemakers/

For over a year, I had a headache that no one could explain. Not on and off. Constant.Sometimes it was dull, sometimes i...
06/17/2025

For over a year, I had a headache that no one could explain.
Not on and off. Constant.

Sometimes it was dull, sometimes intense - but for 13 months, it never went away.

I eliminated sugar. Stopped drinking. Changed my diet completely. I exercised more, then less.
I had MRIs. Eye tests. Doctor after doctor said the same thing:

“We don’t know what’s causing it, but we can give you something for the pain.”

But I didn’t want to mask the pain. I wanted to understand it.

Eventually, a friend suggested a naturopath. She was kind, methodical. She said we’d be detectives, ruling things out one by one. The fourth thing on her list?

“Go to the dentist.”

Turns out, I clench my jaw. I had no idea.
The dentist took one look and said, “Your bite is off. It’s absolutely causing your headaches.”

She told me to go to CVS, buy an $8 mouth guard, and try it.
That night, I wore it to sleep.
The next morning, my headache was gone.

After 13 months - gone.

Here’s what I learned:
💡 Small changes can make a big difference.
💡 And sometimes we need someone else’s eyes to help us see what we can’t.

If you’re stuck, consider asking someone you trust what they see that you might be missing.

A coach, a colleague, a dentist.

The right observation, paired with the smallest tweak, might be all it takes.

Let’s be clear: human rights are not a marketing trend.And yet — this Pride Month, corporate support is diminishing.Near...
06/13/2025

Let’s be clear: human rights are not a marketing trend.
And yet — this Pride Month, corporate support is diminishing.

Nearly 40% of companies say they’re reducing their Pride-related engagement this year. Not one surveyed plans to do more. Brands like Mastercard and Nissan have pulled out of sponsoring New York City’s Pride Parade. And smaller Pride events? Some are seeing a 70–90% drop in donations.

Why? Because political backlash is loud. Because fear is contagious. Because for too many corporations, inclusion is conditional.

This is what happens when advocacy is performative. When it’s about sales instead of values, it’s easy to cut campaigns when it might cost you something. When it’s about optics instead of integrity, it’s no longer worth the risk to take a stand. And when the going gets tough, the rainbow logos quietly disappear.

But while companies retreat, people continue to show up. Grassroots Pride events are happening across the country — in smaller, scrappier, more creative ways. Because they were never about the money to begin with.

The truth is: we cannot wait for corporations to lead on justice. They’ll follow when it’s safe - and stop when it isn’t. Real change has always come from individuals who act not because it’s profitable, but because it’s right.

So this month — and every month — don’t look to big brands for your cues or for ways to show support.

Look to the people who never stopped showing up. Spend your time and your money with them.

P.S. Shout out to Arizona Wilderness Brewing Co , whose Pride beer is on shelves this year as always and featured in this photo 🙂🏳️‍🌈

I’ve recorded 183 podcast episodes over the last five years - and here’s the  #1 thing the best guests all have in commo...
06/09/2025

I’ve recorded 183 podcast episodes over the last five years - and here’s the #1 thing the best guests all have in common:

They tell micro stories within their answers.

It’s something I’m working on in my own presentations and podcast interviews, too.

Because when someone tells a story - even a short one - it perks your ears up and makes you listen.
Stories help us to process information. Stories help us remember. Stories help us connect.

If you’ve ever found your mind wandering during a podcast, and then suddenly tuned back in because someone started telling a story, that’s why.

So, how do you tell a strong micro story?
👉 Start with a clear beginning, middle, and end
👉 Use specific language that helps the listener feel like they were there with you (e.g. “One early Tuesday morning…” is better than “Recently…”)
👉 Start with your story, then bring it back to the question at hand
👉 Every story features a shift. Include details of what changed. What did you learn, realize, stop, or start?

And the most important part?

You have to notice the stories happening around you. Pay attention to what moves you, frustrates you, delights you - that’s where your stories live. The smallest interaction or realization can make a great micro story for an interview, speech, or presentation.

And to hear incredible podcast guests in action, don’t miss How to Change the World - linked below 🙂

A generation used to span 25 years. Now it’s 11 — and the pace is only picking up.    If you ever feel like you can’t ke...
06/06/2025

A generation used to span 25 years. Now it’s 11 — and the pace is only picking up.

If you ever feel like you can’t keep up with the rate of change, you’re not imagining things. In fact, the world is changing faster than it ever has before.

One way to see it? Look at how generation spans are shortening:

⏳ Greatest Generation: 1901–1924
⏳ Silent Generation: 1925–1945
⏳ Baby Boomers: 1946–1964
⏳ Gen X: 1965–1980
⏳ Millennials: 1981–1996
⏳ Gen Z: 1997–2012
⏳ Gen Alpha: 2013–2024

This is way more than an interesting tidbit.

It shows that we’re not only living through rapid change but that the rate of change is only going to get faster and faster. That means waiting for things to “settle down” won’t serve us. Because they won’t.

So what do we do? We embrace it. We build systems and strategies that are responsive to changing circumstances. We write our strategic plans for 3-5 years instead of 7-10. We don’t get attached to certain approaches or traditions.

This is a big theme of my book coming out next March - all about how changemakers can power social impact in a world that won’t stop shifting.

More on that soon.

For now, I’d love to hear: how do you stay steady in the speed?

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