ABOUT
Hi, my name is
W.E. Da'Cruz.
Much of who I’ve become was formed At the Desk.
It’s where faith was strengthened, discipline was refined, and leadership took shape through study, strategy, and lived experience.
After more than a decade as an award-winning entrepreneur, university lecturer, and doctoral researcher, I’ve learned that the most important decisions leaders make rarely happen on a stage, they happen quietly at the desk.
At The Desk Advisory is where my worlds converge: entrepreneurship, scholarship, faith, leadership, and strategic counsel. Here I work with founders, executives, and organizations navigating growth, complexity, and meaningful decisions through a unique framework.
There are three ways to engage At The Desk:
Desk Community — gain perspective and access to the ideas shaping principled leadership.
Desk Suite — apply these frameworks with ongoing strategic guidance.
Desk Executive — private advisory for leaders navigating high-stakes decisions and complex markets.
Welcome At The Desk.
Featured In
Recognized by leading media outlets for entrepreneurship and leadership.
Where Alignment Becomes Action
Here’s how we can work together
Desk Community
(Entry Layer)
Access to your thinking, network and strategic frameworks
Includes:
Select group strategy briefing or live call
Access to the Desk Community
Newsletter / Written insights
On-demand course library
Invitation to open ground session
This tier is not coaching. It is intellectual access.
Desk Suite
(Strategic Circle)
Hands-on strategic advisory for operators and founders
Includes:
Desk Community +
2 private advisory sessions monthly
Curated introductions
Small-group strategy sessions
Invitations to curated in-person gatherings
Priority access to events
This tier is hands-on.
Desk Executive
(Top Tier)
Private strategy advisory for leaders navigating high-stake decisions.
Includes:
Desk Community + Suite
Private Advisory
Direct access
Strategy intensives
Introductions
Institutional positioning
Non-market strategy guidance
This tier is high-impact.
Who This Advisory Is For
At The Desk Advisory works with leaders operating in environments where strategy, relationships, and institutional dynamics matter as much as execution.
Our clients are typically founders, executives, and organizations navigating growth, complexity, or new market opportunities.
This advisory is particularly valuable for:
Founders and Entrepreneurs
Leaders building or scaling companies who need strategic guidance on partnerships, market entry, positioning, and navigating regulated or complex industries.
Operators and Executives
Leaders responsible for driving growth, managing teams, and making decisions that impact the long-term trajectory of an organization.
Organizations and Institutions
Companies, public-sector leaders, and international initiatives seeking insight into how markets, policy environments, and innovation ecosystems intersect.
Global Builders
Leaders working across borders who must navigate different regulatory systems, cultures, and institutional frameworks.
Who This Advisory Is Not For
At The Desk Advisory is not a traditional coaching program or general business course.
Our work is designed for leaders who are ready to engage in serious strategic thinking and execution.
This advisory may not be the right fit if you are:
Looking for quick hacks or shortcuts to success
Seeking step-by-step business startup instruction
Not currently responsible for meaningful strategic decisions
The leaders who benefit most from this work are those actively building, leading, and navigating real complexity.
Why At The Desk Exists
Modern leaders are operating in an environment where information is abundant, but clarity is scarce.
Markets are shaped not only by products and capital, but by institutions, regulations, relationships, and informal power structures that often remain invisible to those trying to navigate them.
Founders, executives, and organizations frequently find themselves asking:
Why do some ideas gain traction while others stall?
How do certain companies unlock access to markets, capital, or partnerships?
What determines whether innovation moves forward or gets blocked?
The answer is rarely just better information.
The answer is interpretation.
At The Desk Advisory was created to help leaders interpret the forces shaping their environment so they can make more informed, strategic decisions.
Our Approach
Our work is grounded in the Triangular Trade of Transactions™, a strategic framework developed through doctoral research on non-market strategy and entrepreneurial decision-making.
The framework examines the three forces that determine how opportunities actually move through markets and institutions.
Talents
The people, capabilities, relationships, and networks that enable action.
Terms
The formal and informal rules that govern industries, partnerships, and institutional environments.
Techniques
The strategic approaches and methods leaders use to navigate complexity and execute effectively.
When leaders understand how these three forces interact, they move beyond reacting to circumstances and begin strategically navigating them.
How Leaders Work With Us
At The Desk Advisory offers three levels of engagement designed to support leaders at different stages of strategic development.
Desk Community — Understanding
Access to insights, frameworks, and conversations that help leaders interpret complex markets and institutions.
Desk Suite — Application
Strategic guidance and private advisory designed to help founders and operators apply these frameworks to their organizations.
Desk Executive — Navigation
Private strategic advisory for leaders navigating high-stakes decisions, institutional complexity, and major growth opportunities.
What We Explore At the Desk
At The Desk is a space for examining the ideas, decisions, and disciplines that shape both personal and professional outcomes.
Our conversations sit at the intersection of:
Personal & Professional Pursuits
The alignment between who you are and how you lead, build, and make decisions over time.
Entrepreneurship
Building, scaling, and sustaining ventures within real market conditions, not just theory.
Consciousness
How awareness, perspective, and internal frameworks influence judgment, discipline, and long-term outcomes.
Leadership
Developing the capacity to lead people, organizations, and ideas through complexity and change.
These areas are not explored in isolation.
They are examined together, because the way you think, the way you lead, and the way you operate are all connected.
In addition to ongoing conversations and advisory, members have access to specialized, on-demand learning experiences within the Desk portal, designed to support practical execution.
These include topics such as:
Building and positioning a global brand
Developing and delivering a compelling stage presence
Building your voice and becoming memorable
Navigating partnerships, markets, and growth opportunities
Each experience is designed to complement the broader advisory by translating insight into applied capability.
For Office Hours and Desk Notes
Watch Full Episodes Available on Youtube
For Office Hours and Desk Notes
Watch Full Episodes Available on Youtube
Take a Seat At the Desk and Let's Have a Conversation
Office Hours and Desk Notes are part of At The Desk on YouTube. Office Hours features longer-form conversations and reflections on leadership, faith, and strategy, while Desk Notes offers shorter, timely insights drawn from everyday moments at the desk. Together, they create space for thoughtful learning whether you’re sitting with a big idea or needing a brief principle to guide your day. Watch full episodes on YouTube.
Live at the level of your consciousness, never at the level of your circumstances.
Trusted Perspectives Across The Desk
Reflections from clients, students, partners, and collaborators around the world
I highly recommend W.E. as a consummate professional. W.E. is reliable, an incredibly industrious person and with a strong work ethic and a creative mind. She excels in everything she commits to do. She is an incredible speaker, inspiring and motivating our students and alumni to pursue their passions and turn rejection into purpose. I am privileged to have worked and partnered with her for many years.
I had the pleasure of working with Wendy Ekua under my professional fellowship program. Her determination and kindness made her an exemplary supervisor and it was inspirational to work with her. Since I do not have any background in business, she used to make it simple for me. What I like about her business is that the whole family is committed and determined to succeed in the food market by bringing mushroom burgers where vegans, vegetarians, and meat lovers can meet each other. Wendy is a strong and confident leader, she is just wonderful. I will never forget her passion, patience, and kindness. I miss the kitchen, the freezer that used to scare me-I was afraid to be locked inside. Wendy is not just a supervisor, she is a friend and sister. She is just wonderful.
I had the honor of working with Wendy Ekua Da’Cruz on several projects and can confidently say she is a force to be reckoned with. A fierce entrepreneur at heart, Wendy combines creativity with an unwavering determination that ensures she not only starts tasks but also sees them through to completion. Her consultancy skills are top-notch, always geared toward fostering positive change and impactful results. Wendy’s unique blend of entrepreneurial spirit and commitment to creating meaningful impact makes her a standout in any setting. I wholeheartedly endorse her for any venture she chooses to pursue.
I had the pleasure of meeting Wendy during the U.S. Department Professional Fellows Program at Michigan State University in September 2022. Her inspiring presentation on food, business, and women empowerment left a lasting impact on me and my fellow African fellows. Since then, we have worked towards collaboration on various projects, and I am proud to call her my American sister. Wendy’s expertise in digitalization and strong interpersonal skills make her an excellent communicator and a valuable asset to any team or stakeholder. Her positive impact on my business has been remarkable. I believe we can continue to spearhead impactful work together.
I first had an encounter with Wendy during an exchange Professional Fellows Program at Michigan State University, where Wendy and her partner Naomi Jordan Cook were invited to speak to the group on Innovation & Entrepreneurship. This was by far, one of the best experiences I had while on the program, mainly because Wendy chose not only to speak on professional growth and investment but delved into the growth and feeding of the soul as well. A relevant topic that I believe most start-ups disregard when launching a business today. To quote Rev, Dr Katie Cannon, she said “Do the work your soul must have”, and I have been running on that quote since. She managed to rope me into her experiences by being so vulnerable and authentic; I found her shared experiences relatable, making the experience feel more relational than transactional. As a young woman in transition and trying to find myself and my purpose in business, getting to listen to Wendy and the things she represents and stands for was absolutely refreshing and was a game-changer for me and the way I used to think. From my experience with Wendy I gathered that my next big idea, how far I can go and how much impact I can make in my community is all really in-between my ears. In Wendy’s words, “Live at the level of your consciousness and not your circumstances”.
I had the privilege of engaging in a highly insightful meeting with Wendy Ekua (W.E.) Da’Cruz today, where we delved into strategies for scaling my Shea butter business, Nubian Empire. Wendy’s depth of knowledge and her commitment to fostering growth were truly impressive. Wendy demonstrated a keen understanding of the challenges and opportunities within the Shea butter industry, providing invaluable insights on how to navigate and capitalize on them. Her strategic approach and thoughtful suggestions illuminated new avenues for expansion and innovation for Nubian Empire. What stood out most was Wendy’s willingness to share her wealth of knowledge generously. Her recommendations were not only practical but also tailored to the specific needs of my business. Wendy’s insights on tackling various aspects of growth, from market penetration to operational efficiency, were instrumental and will undoubtedly contribute significantly to the success of Nubian Empire. I am grateful for Wendy’s expertise and collaborative spirit. If you are seeking a partner who not only understands the intricacies of business growth but also actively contributes to its realization, Wendy Ekua (W.E.) Da’Cruz is a remarkable resource.
W.E has become a mentor and role model over the years as I have watched her fiercely advocate for economic capacity building & up-skilling within US-African trade networks. I am very appreciative to have been introduced to someone who embodies and demonstrates consistent expertise throughout all of her passions, and I both recommend and look forward to continuing to learn from her experience and friendship in the years to come.
I am writing to highly recommend Wendy Da’Cruz, co-founder of Mushroom Angel Company. During my four-week stay in Detroit City, I had the privilege of learning from Wendy, and I can confidently say that she is a remarkable mentor and leader. Wendy possesses a wealth of knowledge and expertise in various areas, and she generously shared her insights with me. Her guidance on business matters was invaluable, providing me with a deeper understanding of strategic planning and market analysis. Moreover, Wendy’s advice on personal and professional development was truly impactful. She has a unique ability to inspire and motivate others, and her encouragement has helped me believe more in myself and my potential. Overall, Wendy Da’Cruz is a visionary entrepreneur and a compassionate mentor. I am grateful for the opportunity to have learned from her, and I am confident that she will continue to inspire and empower those around her.
Become a Desk Member
A space to study leadership principles across various fields that inform both life and work.
AT THE DESK
At The Desk Advisory is where alignment becomes action for leaders navigating complexity, growth, and high-stakes decisions.