Today we’d like to introduce you to Andi Cross

Andi, we appreciate you taking the time to share your story with us today. Where does your story begin?

It all began at the Baltimore Aquarium in the early ’90s when I first discovered my fascination with the ocean. I became captivated by beluga whales and other Arctic marine animals, and that fascination quickly grew into an obsession. I carried around a whale encyclopedia and memorized random facts about my favorite creatures—annoying most people with my fact oversharing. My curiosity led me on “expeditions” through my backyard and into a nearby rock quarry, searching for salamanders, turtles—anything wild I could observe in its natural habitat. Growing up in the suburbs of Philadelphia, I dreamed of one day becoming a true ocean explorer, and I used those small, land-based adventures to keep my passion alive.

Despite my love for marine life, I didn’t see a future in the sciences. I wasn’t naturally gifted in science or math, and with no ocean experience, I doubted my path into marine biology. Instead, I followed a route that aligned with my strengths—marketing and communications. There were times early in my career when I regretted the choice, especially during a few pivotal moments when I felt beyond disconnected from my passion working in New York City highrises, and not having the skills to swim a lap in a pool. But looking back now, I see how that path has allowed me to blend my love for the ocean with my profession in ways I never imagined. I wouldn’t be leading self-funded, multi-year scuba diving expeditions without the skills I developed in marketing.

My career started in entry-level business development roles at advertising and creative agencies. Later, I joined a digital agency, where I learned how to build tech products from the ground up. Then I transitioned into working with startups to help them establish their market presence, which opened my eyes to the intersection of science, conservation, and technology—fields that inspired me. Once I felt ready to take the leap, I founded an impact consultancy focused on helping companies that strive to make the world a better place. While founding the company, I started my training as a scuba diver and over the course of five years, became a pro-diver through Scuba Schools International (SSI). Now, my team and I travel the globe, amplifying the stories of organizations and institutions working to protect our planet. I spend more time in the water now than that little girl obsessed with beluga whales ever thought possible!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?

Nothing about my journey has been smooth or “normal,” for lack of a better term. Early on, I was on a very linear, traditional career path. But once I discovered scuba diving, my perspective shifted completely. I realized that it’s possible to live out your passions and align them with your profession—you just have to get creative in blending those worlds. And that creativity isn’t neat or easy; it’s a messy process of trial and error, with plenty of missteps along the way. The road becomes far less predictable, but far more fulfilling.

In the beginning, my struggles were largely self-inflicted. I doubted my abilities and questioned whether I had the skills or knowledge to succeed. With time and experience, that doubt faded, only to be replaced by the realization that the life I was living wasn’t the one I truly wanted. Recognizing the need for radical change was one of the toughest moments I’ve faced. But even harder was summoning the courage to double down on myself and take the leap into entrepreneurship. I made countless mistakes and experienced a lot of heartbreak—working with people I once admired, only to find our values didn’t align, and enduring client losses that rattled me in the early days. But those challenges, while painful, ultimately strengthened both me and my business.

The struggles are endless, but the biggest one has been taking that leap of faith—upending my life to pursue a new way of living, with nothing but hope that the visions in my head would somehow materialize. The key realization has been accepting that nothing ever goes exactly to plan, and learning to embrace both the highs and lows. It’s the uneven path that makes the journey truly worthwhile.

Thanks – so what else should our readers know about WILDPALM & Edges of Earth?

WILDPALM is an impact consultancy dedicated to amplifying the stories of organizations, brands, and businesses committed to making a positive difference in the world. We fuse creativity with purpose, helping mission-driven companies connect with their audiences on a deeper, more relevant level as the world around us evolves. Our team is passionate about conservation, sustainability, and the powerful intersection of science and storytelling. We’ve partnered with a diverse range of clients, from pioneering tech startups to grassroots conservation groups, always with the goal of showcasing how their work drives meaningful change.

One of our most distinctive projects we are working on is called Edges of Earth, a multi-year global expedition documenting stories of positive progress in the natural world. From remote ocean ecosystems to indigenous communities at the forefront of environmental change, we highlight the unsung heroes—scientists, activists, divers, fisherfolk, conservationists, and local leaders—who are tirelessly working to build a sustainable future. This initiative is what I’m most proud of because it goes beyond capturing stunning visuals or saying we’ve been to captivating places. It amplifies the voices of those often overlooked and informs businesses on what they should prioritize and how they can contribute to both local and global solutions.

Through Edges of Earth, I’m proud to serve as a professional scuba diver with Scuba Schools International (SSI), and their first-ever brand ambassador, alongside two members of our team—Adam Moore and Marla Tomorug. Our mission is to help educate new and advancing divers on how to pursue their diving careers with the environment in mind. This is a personal milestone I’m especially proud of, considering that by the age of 30, I could barely swim a lap in a pool. To now be a professional diver feels like a full-circle achievement, enabling a childhood dream to be a reality. My hope is that my story of overcoming fear and launching headfirst into the unknown serves as a reminder that anything is possible with determination and hard work. If I can do it, so can you!

What sets WILDPALM and Edges of Earth apart is our hands-on approach. We’re not just telling stories from behind the computer screen; we’re out in the field, living them alongside the people who have dedicated their lives to protecting, restoring and conserving their homes. Whether encouraging consumers to embrace “conscious exploration,” guiding startups to integrate sustainability into their DNA, or helping larger enterprises adapt to a planet in decline, our work is rooted in driving action. We believe in pushing boundaries—creatively and geographically—and aim to inspire others to do the same.

Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?

Starting out, I wish I’d realized it was okay not to have all the answers. I was constantly preoccupied with where I was heading next and saw jobs as mere stepping stones to an end goal. I stressed myself out trying to be “successful” and have it all figured out. But the truth is, you never really have everything figured out—and that’s actually what makes the journey exciting. Early in my career, I was so laser-focused on the destination that I didn’t live in the moment as much as I should have.

My advice for anyone just beginning their career is simple: enjoy the ride. Soak up every experience, and don’t treat life like a race to the finish line. Those who embrace the wild, non-linear, bumpy journey—and take the setbacks as opportunities—tend to thrive. Mistakes aren’t failures; they are progress. Let those missteps push you forward instead of holding you back or burning you out.

One more piece of advice I’d give to anyone starting out is to build a strong work ethic and learn to work smart. It’s crucial to develop the skills that make you efficient and productive. This doesn’t happen overnight—it takes time and learning from the right people who model those behaviors. Hard work has always been the reason why I’ve had professional successes, but it wasn’t until later that I truly learned how to work smart. Early on, I thought working long hours and staying at the office late meant I was doing it right. But it’s not about how much time you spend working, it’s how you use those hours and optimize your days and nights. Learning to balance your time between work, rest, and passions will take you so much further. I wish someone had told me that sooner—it would’ve saved me from learning the very, very hard way.

Contact Info:

• Website: https://www.edgesofearth.com
• Instagram: @andicross1 @edgesofearth_
• Facebook: https://www.facebook.com/profile.php?id=61550848783409
• LinkedIn: https://www.linkedin.com/in/andicross/
• Youtube: https://www.youtube.com/@edgesofearth_

Image Credits

Marla Tomorug & Adam Moore