Desire’e Borja shared their story and experiences with us recently and you can find our conversation below.
Desire’e, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do the first 90 minutes of your day look like?
Every morning, I roll out my mat at sunrise. Growing up in Hawaiʻi, I learned to greet the day with gratitude – the sun, the ocean breeze, the sounds of nature. My yoga and meditation practice is a daily reminder of those island roots. That time in silence clears my mind and reinforces my intention to approach life with presence and a positive mindset. It’s a routine that keeps me grounded no matter how busy the day gets, and it’s something I’d love to bring into the workplace culture as well.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m a values-driven professional born and raised in Hawaiʻi, with a passion for bridging people, technology, and purpose. My career so far has spanned leading client relationships and customer success initiatives in the manufacturing and consumer goods sector. In every role, I’ve gravitated toward helping teams thrive and solving problems for customers – essentially acting as a Customer Success Innovator long before I knew it by that title. Alongside my day job, I’ve always devoted time to community projects and nonprofits. Whether it was organizing beach clean-ups in Oʻahu or setting up a digital literacy program for kids, I’ve believed in the power of business and skills to uplift others.
When I picked up Marc Benioff’s book Trailblazer, I had an epiphany. He talked about business being the greatest platform for change and how you don’t have to choose between doing well and doing good [2]. That philosophy resonated deeply with me. I saw my own ethos reflected in Salesforce’s culture — the celebrated ʻOhana spirit, where everyone is treated like family, and a commitment to philanthropy through initiatives like the 1-1-1 model (donating 1% of equity, product, and time to communities) [3]. I thought, this is the kind of company I want to be part of. I’m drawn to Salesforce because I see a place where my personal values of trust, service, and inclusivity align with my professional ambitions. In short, I aspire to be a Trailblazer who drives customer success and community impact hand in hand, and Salesforce feels like the natural home for that mission.
Great, so let’s dive into your journey a bit more. What relationship most shaped how you see yourself?
When I think about the relationship that most shaped how I see myself, it isn’t just with one person, it is with the community that raised me. Growing up in Honolulu was a gift. Hawaiʻi is more than just beautiful beaches, it’s a tight-knit community that lives the concept of Aloha and ʻOhana every day. As a child, I couldn’t walk down the street without someone offering a smile or helping hand. My neighbors were extended family. I was also raised partly by my Japanese stepfamily, so along with the warmth of Hawaiʻi, I grew up immersed in Japanese values such as respect, humility, and dedication to the collective. For instance, we observed traditions like Oshogatsu (Japanese New Year) with our elders, which instilled in me a deep respect for family and ancestors, and the idea that each person is part of something greater.
Those early lessons shaped me profoundly. I learned to value inclusivity, making others feel welcome, and a sense of kuleana, which in ʻŌlelo Hawaiʻi means responsibility to your community. In high school, I remember organizing a neighborhood food drive after a big storm hit the island. No one asked me to; it just felt natural because that’s what you do for your community. That spirit of service and togetherness has been my compass ever since. It’s the same spirit I see echoed in Salesforce’s emphasis on ʻOhana (treating colleagues and customers like family) [1].
Was there ever a time you almost gave up?
One of the toughest periods of my life was when I left Hawaiʻi after college to pursue a career on the U.S. mainland. I was excited but quickly found myself in culture shock. I landed in a fast-paced corporate environment in Los Angeles – far from the laid-back, community oriented life I knew. In my drive to prove myself, I started working 70-hour weeks and chasing numbers, but I lost my sense of balance. I’ll be honest: I burned out. I felt isolated, away from my island support network, and I began to question whether I was cut out for the corporate world.
The turning point came when I realized I had been neglecting the very practices and values that made me strong. I remember one evening sitting exhausted in my apartment and recalling a proverb my grandmother often used: “E mālama pono ʻoe i kou kino”, take good care of your body (and self). That night, I vowed to make a change. I went back to my roots, literally unrolling my yoga mat again, finding a meditation group, and seeking out community service on weekends. I started volunteering at a local woman’s shelter on Saturdays, which brought me back to that sense of purpose. Bit by bit, I rebuilt my resilience. I learned that self-care and service weren’t obstacles to success; they were the foundation for it. By taking care of my well-being and staying connected to community, I returned to work each Monday re-energized and more effective than before. Eventually, I even introduced a meditation break at my office and led a small volunteer team of coworkers, which improved morale for everyone.
Through that struggle, I discovered that living my values was not just personally fulfilling but also powered my professional performance. I became the go-to person in tough situations at work because I was calm under pressure and empathetic with colleagues and clients. That difficult chapter taught me resilience. It has made me absolutely committed to maintaining balance, advocating for wellness in the workplace, and leading with empathy. I believe these traits will make me a stronger leader and teammate. My journey through the crucible reinforced that when you stay true to your values, you can overcome just about anything.
Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
Oh, there are a few big ones. One lie I’ve encountered in sales is the idea that numbers are all that matter, that hitting targets is more important than how you get there or how you treat people along the way. In reality, I’ve found that trust and relationships are the true currency of business. You can hit a quarterly goal through aggressive tactics, but if you burn customer trust, you’ve undermined long-term success. I’ve always believed that integrity fuels performance: when your team and your clients know you operate with honesty and respect, they’ll go the extra mile for you. In practice, this means I celebrate not just what we achieve but how we achieve it, with empathy for customers and support for each other. The companies that ignore that human aspect might win in the short term, but they lose in the long run.
Another harmful myth is that technology will replace the human touch. I work in BizDev, where there’s constant buzz about automation and AI doing everything. Yes, I’m a huge advocate for using AI and smart tools to streamline business processes – I mean, I get genuinely excited about it – but I see technology as an amplifier for human potential, not a replacement. In fact, research shows that AI works best when paired with human judgment and oversight [3]. For example, Salesforce’s own studies found that AI is far more trusted and effective when humans are “in the loop,” working in tandem with the technology [1]. I admire that Salesforce has baked this philosophy into their AI development. They talk about designing AI with a “human at the helm” approach, which resonates with me deeply. In my career, whenever we’ve implemented new tech, from CRMs to analytics platforms, I’ve made sure to involve the people on my teams in guiding those tools. It builds trust and better outcomes.
I’d also add that some folks in my industry still think doing good and doing business are separate things as if community work is a nice-to-have once profits are made. I live the opposite: our values drive our value. My commitment to service isn’t a weekend hobby; it’s core to how I lead and make decisions at work. I’ve seen firsthand that when teams know their leader cares about more than just the bottom line, they perform at a higher level. It creates a culture of loyalty and inspiration. So, dismantling the lie that “it’s just business” is important to me. Business can and should be personal, principled, and a platform for positive change. That ethos has guided me throughout my career.
Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
I love this question because it makes you zoom out and think about the long term. At the end of the day, I hope people will say I made a difference, that I lifted others up and stayed true to my principles no matter what. I’d like my story to be that I was a bridge-builder: someone who brought together different cultures, teams, and ideas to create something positive. Maybe they’ll tell about how a kid from Hawaiʻi carried the spirit of Aloha into the tech world and proved that empathy and business success can go hand in hand. I hope they talk about the people I mentored who then went on to do great things themselves, because creating a ripple effect is a big part of how I define success.
I also hope there’s a story of courage in there – that I wasn’t afraid to challenge the status quo when something needed changing. Whether it was advocating for more diversity in hiring or championing ethical practices in an industry, I want to be remembered as someone who stood up for what’s right. And of course, I hope there are stories about laughter and kindness, that I brought a sense of family and Ohana into every room I entered. If one day a colleague says, “Because of her, I felt valued and inspired to pay it forward,” that, to me, is the greatest legacy. Professionally, I aim to leave behind successful projects and delighted customers, but more importantly, a legacy of human connection and positive change. I’m working every day toward that story, writing it with each decision I make.
Looking Ahead
I’m incredibly excited about the possibility of joining Salesforce and contributing to the ʻOhana. I see it as joining a family of Trailblazers who are using technology to transform businesses and communities. What excites me most is the chance to work in a place where my whole self is welcome – where my habit of mindfulness, my passion for helping others, and my drive for results can all coexist and even amplify each other. Salesforce is on the cutting edge of innovation, but it’s also deeply human in its approach. I’m thrilled by the idea of helping a customer solve a tough problem one day, and the next day volunteering with Salesforce teammates at a charity event – all under the umbrella of my job. That synergy of professional excellence and social impact is my ideal sweet spot.
To my future colleagues and the leaders at Salesforce who might be reading this: I hope my story shows that I’m someone who leads with heart and purpose. I believe business is a force for good, and I live that belief. If I have the privilege of joining you, you’ll get someone who is relentlessly committed to our customers’ success, while also caring about the community and each teammate’s well-being. I’ll bring the warm Aloha Spirit into every meeting and the determination of a trailblazer into every project. I’m ready to learn, to contribute, and to grow the Salesforce mission. In the end, my goal is simple: to make a positive impact and to inspire others to do the same. I can’t think of a better place to do that than Salesforce. Thank you for reading my story, I can’t wait to begin the next chapter together.
🌺 Let’s connect! http://linkedin.com/in/desireeborja
Contact Info:
- Other: References:
1. Marc Benioff’s Secrets to Happiness | GQ – https://www.gq.com/story/marc-benioff-gq-clout
Applies to: Q1, Q2, Q3, Q5, Q6, Q7
2. The Best of Marc Benioff’s Quotes From Trailblazer | Shortform – https://www.shortform.com/blog/marc-benioff-quotes/
Applies to: Q2, Q4, Q5
3. Keeping a ‘Human in the Loop’ of AI Builds Trust | Salesforce – https://www.salesforce.com/blog/ai-and-human-touch/
Applies to: Q8
