Lara Indrikovs · Founder
I have spent my whole life learning what transforms us.
At home, on the mat, and in the boardroom.
I am Dominican-American, a mother, and someone who spent twenty years in the rooms where the decision gets made, first in advertising and then leading enterprise data, before I let the rest of myself into the work. This is the longer story, the one underneath the resume.
The two careers
It started long before the data.
The calling
Advertising found me first.
I interned at Leo Burnett before my senior year of high school, studied at the country's top advertising program at UT Austin, and built my early work around US Latino and Latin American media, the cultures I came from.
The rise
Media Director, and early.
I was running national campaigns for Walmart, Procter & Gamble, Visa, Bacardi, and Domino's before most people find their footing. Advertising was never a stepping stone for me. It was a calling, and I had answered it.
The turn
Then a client asked a question I could not answer.
She wanted the projected return on three different media plans. I did not have the tools to tell her. What I did have was the willingness to go and get them.
The deepening
I went where the question led.
I earned a master's in data science at Northwestern and spent the next thirteen years deep in enterprise data and analytics, including Twilio and Rackspace. Data and IT turn out to be the one seat in a company that sees the entire cross-section. Marketing sees marketing. Operations sees operations. Data sees all of it, because eventually every decision in the building becomes a row in a table.
I led dozens of transformation initiatives from that seat. And the further into the numbers I went, the more the work kept coming back to people.
The turn inward
From the outside, it looked like everything was working.
Inside, I was running in pieces. The strategist in one room and the rest of me in another, with a quiet sense that something true was waiting underneath all the noise.
Becoming a mother slowed me down enough to finally hear it. What followed was an awakening I had not planned for and would not trade. I began to trust what I had always sensed, the felt reality in my body and within a room, the truth beneath the data, as a form of intelligence in its own right.
I had been practicing yoga since 2008 and teaching it since 2013. I trained as a sound healer and a space activation practitioner. For a long time I kept those worlds far from my work.
The day I stopped is the day my leadership, and my life, began to feel whole.
Coming home
I built Illuminating Potential as a way home.
What the work is
Where clarity meets compassion.
The work was born where clarity meets compassion, and where ambition stops fighting alignment. I do not help people optimize. I help them illuminate, come home to all of who they are, and lead from the same self in every room.
Two intelligences, one practice. This is what I mean by Strategy and Soul.
Where it comes from
Both of them are trained.
I did not arrive at intuition instead of rigor. I went and got both, and it took twenty years.
Strategic clarity
The part that reads the system
- UT Austin, the country's top-ranked advertising program
- Media Director by twenty-six, running national campaigns for Walmart, Procter & Gamble, Visa, Bacardi and Domino's
- Master's in data science, Northwestern
- Thirteen years in enterprise data and analytics, at Twilio and Rackspace
- Right hand to CIOs, CDAOs and CMOs, in the room where the call gets made, across four continents
- McKinsey Academy Hispanic & Latino Executive Leadership Certification
Energy intelligence
The part that reads the room
- ICF Trained Coach
- Certified yoga instructor, teaching since 2013, practising since 2008
- Certified sound healer
- Space activation practitioner
- Intuitive
- Bilingual, English and Spanish, across four continents of rooms
For a long time I only put the left column on a resume. The right column was doing half the work the entire time.
The work now
I do this at two scales.
With individuals, as a coach. With organizations, as a consultant. One method runs through all of it: Awaken, Align, Actualize, Amplify.
For your organization
Consulting
Strategic clarity and alignment for AI and data initiatives. What you are actually solving for, whether the plan connects, and how to operationalize it so it holds.
For you
Coaching
For the leader ready to stop dimming and lead from the whole of who they are.
I also speak, facilitate, and collaborate on the human layer of AI and change. See speaking and media.
An invitation
If this is your story too, from the inside, I would love to meet you.
A short, warm conversation about where you are and what is becoming available to you. Fifteen minutes, no pitch.
Lara
Free 15-minute Clarity Call. No pitch.
Book now