‘Late—but Never Too Late’: 4M’s Karina Villaseñor on Building a Movement at VEO

The energy inside the first-ever ISSA VEO conference in Chicago felt less like a debut and more like a long-overdue arrival.

For Karina Villaseñor of 4M Building Solutions, one of VEO's founding supporters, the moment landed with both excitement and urgency. "It was time for sure," she said, reflecting on the industry's need for a dedicated space that elevates Latino leadership in cleaning and facilities. "I'm very, very excited. Excited for everybody, not just for me."

Villaseñor didn't just show up; she helped make it happen. Her gratitude for the organizers and her company's early backing came through clearly, but so did a bigger point: momentum only builds when people stop waiting for the perfect moment and start. "Times just fly by, and we don't stop and really, you know, let's do it," she said. "I'm glad you guys did it."

Watch the Spanish version of this interview here.

Why now-and why it took so long

If VEO felt overdue, that's because it is. Villaseñor acknowledged what many attendees voiced in the hallways: this kind of event should have existed years ago. "We're definitely late," she said, then added the line that became a theme of the conversation: "It's time, but it's never too late." That balance, honest about the lag, optimistic about the future, captures why VEO resonated so quickly. It's not just another networking event; it's a correction, a platform, and a signal that representation and advancement can, and should, move together.

Asked what she hoped to see during the conference's first 48 hours, Villaseñor didn't hesitate: "A lot of networking, a lot of best practices-sharing best practices." For her, the value runs through the people, meeting peers she knows by reputation, discovering new voices she hasn't met yet, and comparing notes on what's working across companies and markets.

In an industry where frontline excellence and leadership growth often happen out of sight, she sees VEO as a place to surface and spread those wins. "Getting to know all the other people that are in the same industry," she said, is the heartbeat of the gathering.

A nomination-and a message

Villaseñor's role at VEO also came with a personal surprise: A nomination for the Visionario award. "I was very, very excited and shocked that I was picked," she said. "There's so much talent out there." She sees the recognition less as an individual spotlight and more as an invitation to others. "I think this is the start of a lot of things that we can do together," she added. When the conversation turned to how many more "visionarios" might be out there, her answer came quickly: "A lot." And the path forward? "Sky's the limit."

The best part, she discovered? She was one of two winners of the award. The other was Angelica Rivera with Babco.

From first year to national stage

Vision is part of Villaseñor's job, and she brings the same lens to VEO's future. "I see VEO as a national conference," she said. "Ten, 20 times bigger." Growth isn't just about headcount; it's about reach. The way she frames it, scale will mean more than bigger rooms. It will mean wider access to training, clearer pathways into leadership, and stronger alignment between employers, suppliers, and the workforce that keeps buildings healthy and open. "Every year I feel that that's the goal for everybody," she said, and she "can see that happening."

Why this matters

Villaseñor is candid about the stakes. Other industries have built visible ladders for Latino professionals; cleaning and facilities management are catching up. "We have a lot of catching up to do," she said. The point isn't to lament the gap but to close it-by celebrating the talent already here and creating structures that turn individual achievement into collective advancement.

That's where the conference model shines. VEO combines community with capability: People meet, ideas cross-pollinate, partnerships form, and practical tools spread faster. Those connections show up later as better hiring pipelines, clearer career pathways, and more inclusive leadership teams-results that improve retention, service quality, and the industry's long-term health.

A founder's mindset

Listening to Villaseñor, you hear a founder's mindset even when she's talking about a conference. Start with what's in front of you. Back good ideas early. Invite others in. Share what works. And keep pushing the horizon out. Her repeated thanks to the organizers and her pride in 4M's early support weren't just gratitude; they were a reminder that movements are built by people who decide to act before everything is perfectly in place.

That's the quiet leadership lesson in her story. The "ground floor" isn't glamorous, it's emails, calls, calendar blocks, and convincing colleagues that it's worth the time. But when the doors open and the room fills up, that work becomes visible. "Thank you for what you guys started," she said. "It's amazing."

'Never too late' starts now

For Villaseñor, the first VEO conference doesn't close a gap so much as it opens a door. The next steps are practical: keep the network warm, keep best practices flowing, and make the circle bigger-company by company, year by year. If the industry sustains that rhythm, "never too late" will become the proof line on next year's agenda: more attendees, more mentors, more visionarios, more momentum.

As the conversation wrapped, Villaseñor circled back to the theme that started it. "We're late," she admitted again, then smiled toward what comes next. "But it's never too late." In that one sentence is both an acknowledgment and a challenge-one the industry seems ready to accept.

"Gracias," she added, a small word for a big start.

Interested in shaping the future of VEO? Consider joining our ISSA VEO Committee to help guide programming and initiatives throughout the year. Click here for more information.