Introduction
Success is often measured by financial growth, market influence, or professional recognition. For Cindy K. Waddle, however, success is measured in something far more meaningful, the lives transformed through simple, heartfelt words of encouragement.
As the Founder & CEO of Dezire to Inspire (D2I), Cindy has built more than an inspirational products company. She has created a movement centered around one timeless belief: people need to know they matter today, not someday. Through thoughtfully designed inspirational card collections and a mission built around human connection, she continues to remind individuals, families, organizations, and communities that a few sincere words can change a life.
Where Purpose Began
Long before launching Dezire to Inspire, Cindy spent 38 years in federal human resources leadership, helping employees navigate career challenges, leadership development, and personal transitions. Alongside her professional career, she also volunteered in hospice care, supporting families during some of life’s most difficult moments.
It was there that her life’s purpose revealed itself.
One of her first hospice patients, a mother battling terminal cancer, had two young adult daughters. Having lost her own mother at a young age, Cindy deeply understood the grief those daughters would soon face. Wanting to leave them with something their mother no longer could, she handwrote 365 individual cards for each daughter, one message for every day of the year after their mother’s passing.
Each morning, the sisters would read a card together.
Months later, their grandmother reached out with a message Cindy would never forget: those daily notes had changed their lives.
That extraordinary act of compassion became the foundation for what would later become Dezire to Inspire.
Today, the company’s mission is beautifully simple:
“Say It Every Day.”
Because love, gratitude, encouragement, and appreciation should never be reserved only for birthdays, anniversaries, or special occasions.
When Retirement Became a New Beginning
Many people view retirement as the closing chapter of a successful career.
For Cindy, it became the beginning of her life’s greatest purpose.
Although she had built an accomplished career in public service, she realized that her true calling extended beyond organizational leadership. She envisioned a company capable of helping millions of people strengthen relationships through intentional, daily encouragement.
What began as handwritten notes has evolved into a nationally recognized inspirational brand serving individuals, healthcare providers, schools, veterans, corporations, first responders, athletes, and families.
Every product created by Dezire to Inspire begins with one guiding question:
“How can we help someone feel seen, encouraged, and valued today?”
That philosophy continues to shape every decision the company makes.
The Power of Partnership
While Dezire to Inspire was born from Cindy K. Waddle’s deeply personal mission to encourage others through the power of words, its continued growth has been strengthened through her partnership with Willie (Carl) Merrell, her trusted friend business partner.
Best buddies for over three decades, Cindy and Carl built their partnership on a foundation of trust, shared values, and a genuine desire to make a positive difference in the lives of others. Together, they have expanded the company’s reach, developed meaningful collaborations, and created innovative products that inspire hope, resilience, and human connection.
United by a shared commitment to serving others, Cindy and Carl continue to build an organization that supports individuals, families, healthcare providers, schools, veterans, businesses, and communities alike. Their partnership reflects the very heart of Dezire to Inspire—that lasting impact is created when people come together with a shared purpose, genuine compassion, and the desire to help others feel seen, valued, and encouraged every single day.
Creating Encouragement That Lasts
Unlike traditional greeting cards that are often read once and forgotten, Dezire to Inspire was designed to create lasting emotional impact.
Its signature inspirational card collections are opened over 30, 60, 90, or even 365 consecutive days, transforming encouragement into a daily habit rather than a single moment.
Whether supporting someone through grief, military deployment, illness, retirement, anxiety, depression, personal growth, or celebration, every collection is intentionally crafted to remind people they are never alone.
For Cindy, the greatest achievement isn’t measured by awards or sales figures.
It’s hearing someone say,
“Your cards came at exactly the right time.”
Those words represent the true purpose behind everything she has built.
Leading with Compassion
Building a purpose-driven business has never been without challenges.
Entrepreneurship has demanded resilience, perseverance, and unwavering belief, particularly during seasons when resources were limited and progress felt slow.
Yet every customer story reinforces why the journey matters.
Every email describing renewed hope.
Every handwritten note expressing gratitude.
Every family strengthened through intentional conversations.
Every veteran reminded they are appreciated.
Every individual who discovers hope during life’s darkest moments.
These stories continue to fuel Cindy’s commitment to the mission.
Her own personal experiences including loss, health challenges, and adversity, have only strengthened her belief that life’s greatest struggles often prepare people for their greatest purpose.
Redefining Success
Over the years, Cindy’s definition of success has transformed dramatically.
Earlier in her career, success meant promotions, leadership responsibilities, and professional accomplishments.
Today, success means impact.
It means helping someone believe in themselves again.
It means strengthening relationships.
It means reminding grieving families that they are not alone.
It means encouraging people to keep moving forward when life feels overwhelming.
For Cindy, true success is not measured by the number of products sold, but by the number of lives touched.
If Dezire to Inspire becomes known for helping people express appreciation, build stronger relationships, and encourage others every single day, she believes she will have fulfilled her life’s mission.
More Than a Greeting Card Company
One of the biggest misconceptions about Dezire to Inspire is that it produces greeting cards.
In reality, Cindy sees the company as something entirely different.
Its products are designed as transformational experiences that cultivate habits of gratitude, encouragement, reflection, and emotional connection over time.
She believes encouragement is not merely a kind gesture, it is one of the most powerful leadership tools available.
Whether leading a business, serving in the military, coaching athletes, raising children, or supporting friends, people perform better when they know someone genuinely believes in them.
That belief forms the foundation of everything D2I creates.
Values That Shape Every Decision
Outside of business, Cindy remains deeply committed to faith, family, lifelong learning, empathy, and service.
Throughout her decades in leadership, she has consistently believed that leadership is about serving people, not simply managing them.
That philosophy now defines the culture she continues to build at Dezire to Inspire.
She also enjoys mentoring, writing, speaking, and learning from individuals whose experiences broaden her perspective.
Above all, empathy remains the value that influences every aspect of her life.
She believes taking time to truly understand another person’s story changes how we communicate, how we lead, and ultimately how we care for one another.
Words That Can Change the World
Looking toward the future, Cindy envisions Dezire to Inspire continuing to expand its reach through meaningful collaborations, innovative products, and partnerships that bring encouragement into workplaces, schools, healthcare organizations, military communities, and homes around the world.
Her vision has never been about simply growing a company.
It has always been about growing hope.
Her advice to aspiring entrepreneurs and leaders reflects the philosophy that has guided her entire journey:
“Never underestimate the power of one small act of kindness. You don’t have to change the entire world to make a meaningful difference. Sometimes changing one person’s day changes their week. Changing their week changes their life. And changing one life often creates a ripple effect you’ll never fully see.”
At the heart of every message, every product, and every relationship she builds lies one enduring truth:
The best time to tell someone they matter is today.
Or, as Cindy beautifully reminds us—
“Say It Every Day.”
ABOUT Cindy K. Waddle
Founder & CEO of Dezire to Inspire (D2I), Cindy K. Waddle is an inspirational leader, author, and advocate for meaningful human connection. Through compassion-driven leadership, she empowers people to build stronger relationships and create lasting impact through the power of encouragement.
