About Me


A Little Bit About Me

I always dreamed of having my own company, especially after watching my grandparents’ example. With three young boys and not much more than the clothes on their backs, they arrived in the United States in 1949. Using their old-world woodworking skills, my grandparents started a custom cabinet shop that they grew into a thriving Midwest business. Then there was my mom’s mother in Puerto Rico. She managed the family farm and ran a side business of making clothes for people in their pequeño pueblo, all the while raising 13 kids mostly on her own. Long before the word "entrepreneur" was sexy – or even really a thing – I figured if my dad’s parents could do it as immigrants with three young kids, and my mom’s mother could do it on her own in a remote island village with 13 kids, I could do it, too.

My Work Is My Passion

I'm a Latina serial entrepreneur and the founder and CEO of 30Seconds.com, a vibrant digital media platform where women (and men) come to inspire and be inspired. Our growing community of experts and writers shares awesome articles, tips, recipes, videos and more – making the world a happier, healthier and more delicious place, 30 seconds at a time. I previously founded iParenting, a “Best of the Web” dotcom that I sold to The Walt Disney Company, where I served as Director and Executive Editor of the Disney Interactive Media Group. I've been a newspaper columnist, magazine editor, radio and video host, and have created content and marketing programs for various Fortune 500 companies. I have a BA in Communications from the University of Wisconsin-Madison, which awarded me its Entrepreneurial Achievement Award, and an MSJ in Journalism from the Medill School of Journalism at Northwestern University, where I'm on the Board of the NUvention Media Entrepreneurship program and a member of the Council of 100, a mentoring organization composed of NU’s leading alumnae.                    

My Community Is My Inspiration

I'm passionate about inspiring more people to succeed in their careers and in life. Especially women from diverse backgrounds, like me. Yes, it can be done. I'll tell you how. Become part of my growing community of those who are passionate about entrepreneurship, career and life success – all while doing good and making a difference in our world. 

My Journey Is Still Unfolding

I've got some very exciting projects in the works that I can't wait to share with you. Please stay in touch by following me on social media and joining my e-mail list. That's the best way to get all my latest news, insights and inspiration on entrepreneurship, business, leadership, career, media and more. I look forward to connecting, and to celebrating your success.

Elisa Blue Waist 5-29-20