Meet Dr. Danita A. Crawford & Dr. Shirley Sims | Co-Founders

We had the good fortune of connecting with Dr. Danita A. Crawford & Dr. Shirley Sims and we’ve shared our conversation below.

Hi Dr. Danita & Dr. Shirley, what was your thought process behind starting your own business?
Honestly, it came from a place of both frustration and hope. After years of working in leadership roles across government, education, and nonprofit spaces, we kept seeing the same thing: incredibly smart, capable people feeling stuck, burned out, or overlooked. Not because they did not have what it takes, but because the environments they worked in were not built to support real growth or well being.

We started The DS Collective because we knew there had to be a better way. We wanted to create something that helped people feel seen, valued, and empowered. Not just as employees or leaders, but as people. Our thought process was, what if we could help organizations lead with heart and intention while still being effective and results driven? What if leadership training could be more than checking a box and actually be transformational?

At the core of our work is the belief in a growth mindset, the idea that people and organizations can learn, adapt, and evolve. We are passionate about helping leaders not only strengthen their teams but also grow within themselves. Because personal growth fuels professional growth. When people become more self aware, emotionally grounded, and confident in who they are, they show up stronger for their teams and their missions.

At the end of the day, we believe leadership is not just about titles or strategy. It is about connection, mindset, and building cultures where people can truly thrive. That is what The DS Collective is all about.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
The DS Collective is a leadership development and consulting firm focused on helping people and organizations grow with purpose. We specialize in leadership coaching, team building, and organizational culture work that is rooted in emotional intelligence, equity, and wellness. What sets us apart is our belief that real leadership starts from within. We do not just teach strategies — we help people shift their mindset, grow personally, and lead with authenticity.

We are most proud of the transformation we see in our clients. Watching someone step into their confidence, navigate conflict with emotional clarity, or finally feel seen in their workplace. That is what fuels us. We are especially excited about how our book, Leading with a Growth Mindset: Unlocking Your Potential, has become a tool not just for learning, but for conversation, connection, and change across industries.

Getting to this point was not easy. Like many business owners, we faced challenges with clarity, capacity, and confidence. There were moments when we questioned if we could really do this. But what kept us going was the purpose behind the work. Every time we heard, “This helped me see myself differently,” or “I finally feel like I belong,” we were reminded that this is bigger than us.

Along the way, we learned that growth is not linear, and success does not happen overnight. You have to keep showing up, stay grounded in your values, and be willing to evolve. We also learned the importance of partnership. We would not be here without each other’s support, our mentors, and the trust of those who gave us a chance.

What we want the world to know about The DS Collective is simple: we are here to help people lead better by becoming better. Our work is about heart, healing, and hope. Whether we are in a boardroom, classroom, or community space, we show up with one goal — to create environments where people can thrive.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If our best friend came to visit, we would want them to experience everything we love about South Florida — the culture, the energy, the food, and the natural beauty. We would start with a relaxing beach day in Fort Lauderdale or Delray, followed by dinner at one of our favorite spots like Blue Moon Fish Co. or Takato, where the views and the food never disappoint.

A day in Miami would be a must. We would brunch at Little Hen, explore the Wynwood Walls, and soak up the art and creativity in the area. Dinner at Sexy Fish or Komodo would round out the day with great ambiance and even better people watching. We would also take them on an airboat tour through the Everglades — something about being out in nature that really resets your spirit.

We would make time to visit cultural spaces like the African American Research Library and support local Black-owned businesses along the way. And of course, there would be moments to slow down — spa visits, good music, great conversation, and lots of laughter.

For us, South Florida is about vibrant experiences and soulful connections. We would want our friend to leave feeling refreshed, inspired, and already planning their next trip back.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Our shoutout goes first and foremost to the incredible people who have poured into us over the years—mentors, colleagues, friends, and family who believed in us even when we doubted ourselves. Their encouragement and honest feedback helped shape not just our careers, but who we are as women, leaders, and change agents.

We also want to give a special shoutout to every leader who shows up every day with a desire to grow, even when it is hard. They inspired us to co-author Leading with a Growth Mindset: Unlocking Your Potential, a book that reflects both our personal journeys and professional experiences. Writing it was not just a labor of love. It was our way of honoring the idea that leadership is not about perfection, but about progress, purpose, and people.

Finally, we are grateful for The DS Collective community—our clients, partners, and participants—who trust us to walk alongside them in their leadership journey. Their vulnerability, passion, and willingness to do the inner work constantly remind us why we do what we do.

Website: https://www.dscinspiration.com

Instagram: @thedscollective

Linkedin: https://www.linkedin.com/company/the-ds-collective/

Facebook: The DS Collective

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