Suzanna de Baca: 2025 Women of Influence Honoree
CEO, Story Board Advisors | former CEO, Business Publications Corp.
Education: Bachelor’s from Iowa State University, MBA from Harvard Business School
Hometown: Huxley
Family: Husband Ronny Weatherman, stepsons Jacob and Trinity Weatherman
Hobbies: Hiking/walking, travel, art and reading
Three notable accomplishments:
- I’m deeply grateful to have contributed to strategic growth and transformation at organizations like Business Publications Corp., Planned Parenthood and several financial services firms, and it brings me immense joy to see team members I’ve collaborated with now thriving in their own leadership roles.
- It’s been a privilege to share my writing through columns, essays and poetry in national and local publications, hopefully encouraging readers to reflect on life, leadership and meaning.
- I deeply appreciate the chance to be a supportive and positive influence in the lives of my loved ones through genuine relationships with family and friends.
How have you helped improve organizations you’ve been a part of?
I’ve been fortunate to contribute to organizations by helping establish clear strategic direction, build operational strength and cultivate positive cultures through thoughtful leadership development and communication. I enjoy bringing a creative lens to innovation and problem-solving. What truly inspires and energizes me is the opportunity to support leaders as they grow, confidently take the reins and build something lasting, ultimately helping to shape a positive legacy and create space for both leaders and their teams to truly thrive.
What motivates you?
My motivation stems from purposeful leadership, empowering diverse voices and using creativity to inspire connection and meaningful change.
Is there a memory or experience from your formative years that continues to influence your approach to life?
Growing up on a farm, I learned the value of hard work, patience and resilience from an early age. Witnessing the cycles of nature – seasons of growth, rest and renewal – taught me that progress often comes in stages and requires persistence. These lessons have shaped how I approach challenges, reminding me that both setbacks and successes are part of a larger journey. The farm instilled a deep respect for steady effort and an understanding that nurturing people and ideas takes time, care and unwavering commitment. This foundation continues to guide me in leadership and life.
What piece of advice would you give to others who hope to make a difference in their communities?
To make a difference, start by listening deeply to your community’s authentic needs; then act with empathy and collaboration, leveraging your unique talents. As Margaret Mead noted, “Never doubt that a small group of thoughtful, committed citizens can change the world.” Have patience, offer grace and persist with positive intent.
What’s a current goal or accomplishment you’d like to achieve?
This fall, I have a goal – and a plan – to walk part of the Camino de Santiago in Spain with a friend. This journey on such a profound and historic path will be a deeply meaningful pilgrimage, offering a space to remember and honor those who have touched my life.
What is a favorite book, show, movie, podcast, etc., that you’d encourage others to consume?
I highly recommend “Everyday People, Extraordinary Leadership” by James Kouzes and Barry Posner. This book, which I used in the MBA class I taught at Iowa State University’s Ivy College of Business, powerfully illustrates that leadership is about behavior and action, not just a title. It’s inspiring for anyone wanting to develop their leadership potential.
How do you try to find balance and joy in the many activities you take part in?
I find balance and joy by blending work that challenges my mind and makes a difference with meaningful contributions to my community and the world. Creativity fuels my spirit, while self-care – through exercise, meditation, sleep and healthy eating – grounds me. Spending quality time with family and friends and traveling to explore new perspectives replenishes my energy. I’m always adjusting how I fit these pieces together, guided by taking care of myself and helping others as my North Star. This approach keeps me centered, motivated and grateful amid the many activities I embrace.
What is one of your guilty pleasures?
A good book and a warm cup of coffee, curled up on the couch — my perfect little escape.
What’s something many people don’t know about you?
I like to fish – something I learned through countless fishing trips with my family growing up and now enjoy with family and friends.
Anything else you want to add about yourself?
I’m deeply grateful for the love and strength woven through my life – the steady support of my husband and stepsons, and the unwavering presence of friends, mentors, colleagues and role models, both women and men. I’m especially thankful for the women who believed in me and continue to inspire me – my grandmothers, mother, aunts, sister, nieces, Connie Wimer, my Nexus circle, and dear friends who lifted me up with their wisdom and courage. And to so many special people – HBS and ISU classmates, business colleagues, friends and those I’ve met through volunteer and board work – each of you has been a guiding light.
Emily Barske Wood
Emily Wood is special projects editor at Business Record. She covers nonprofits and philanthropy, HR and leadership, and diversity, equity and inclusion.