Imagine the possibilities if we all lived with confidence, influence and passion. was created to ignite self-worth in you, your team and the people you love. We all wonder if we are good enough to do the things that are in our heart to do. The trick is not to get paralyzed by the the thought. Rise above the fear and find your voice. You are not alone.

Explore workshops, retreats and mentoring designed to support the soul-filled journey to success.



Weekly 1:1 mentoring with the Masters.





Ignite self-worth for you, your team and the people you love.

“Cyndi DeSoto is so inspirational! Her approach and the strategies she uses to drive amazing results are so practical that she made me feel like we could implement them too!”

“Cyndi delivered powerful information, without intimidation. She made the sometimes impossible seem very attainable!”

“I love how Cyndi DeSoto interacts with the audience and generates energy. Really enjoyed her message and presentation.”

“Cyndi’s overall attitude and presence are one of obvious skill, experience and love. I can’t wait for what’s next.”

Voted Top 200 Salons in America
Honored Top 50 Women Owned Businesses

My favorite thing to do is to help people illuminate possibilities, potential and purpose in their life. I do it all the time. I just can’t help it. The world needs all of us to show up, stand out and make a difference.

As a business owner, parent, sales leader and woman with big dreams of my own, I have found time and again that what gets in our way is own sense of self-worth. Believing somehow that who we are is not enough.

I see it in my team when asking for a sale or next appointment. I see it in my son when challenged to try something new. I see it in myself when stepping out of my shadow and into my dreams. 

What stops your team? What stops you?

Explore The 3-Dimensions of Significance™ in workshops and retreats designed especially for you, your team and students. Leaders will thrive with the facilitator's ALL ACCESS PASS.

if not you, then who?

More About Me.

My career started when I was using my Aveda shampoo in the shower one morning and had an epiphany that I should be selling Aveda products. I called the #800 number on the back of the bottle and said “Hi, my name is Cyndi and I am supposed to be selling Aveda products.” After the receptionist laughed, I was directed to the right people and started working with Aveda one week later. That was in 1988 and I have loved it ever since. I’ve worked with thousands salon owners in North America and Canada to grow their businesses and inspire their teams. 


I loved salon owners so much that I wanted to be one. In 2000, I became the owner of Caruh Salon.Spa in Seattle, WA and developed an amazing team. We were voted one of the Top 200 Salons in America for 10 years! I was also honored as one of the Top 50 Women-Owned businesses in Seattle. Really amazing.

I was successful yet instead of feeling good about what I had accomplished, all I could think about was what I had not done. Instead of celebrating who I was, I worried about who I wasn't. I was surrounded by beauty experts, yet I did not feel beautiful.  I compared my looks and my performance to other people and always came up short. 

What was wrong with me? Why was I miserable when I seemed to have it all?  That led me on a quest to fill the giant hole I felt inside. I spent more than a decade studying beauty, engaging in personal development programs, hiring coaches and looking for answers. I discovered a framework that changed my life called The 3-Dimensions of Significance: courage, influence and passion. I can't to share it with you in hopes of saving you some tears and sleepless nights.

Live Like You Matter was a phrase I wrote in my journal one day. It became my mantra and my life’s work. 

I believe that the biggest threat facing our humanity is playing small instead of stepping into the powerful people that we are meant to be. When we show up with the courage, passion and influence to make a difference, there is nothing we cannot do and no problem we cannot solve.

With Love and Purpose,

Cyndi DeSoto

“Your life makes a difference. You need to decide what kind of difference you want to make.”

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