2025 Best & Brightest Business Major: Kassidy Allen, Texas Christian University (Neeley)

Kassidy Allen

Texas Christian University, Neeley School of Business

“Chasing big ideas, always laughing, and making Neeley my second home.”

Fun fact about yourself: I was able to record an album on Spotify with my high school a cappella group!

Hometown: Annapolis, MD

High School: Manheim Township High School

Major: Entrepreneurship and Marketing

Minor: Leadership Emphasis and Consultative Selling Certificate

Favorite Business Course: Consultative Selling with Dr. Zachary Hall

Extracurricular Activities, Community Work and Leadership Roles During College:

  • Gamma Phi Beta (2021 -2023)
  • TCU Entrepreneurship Club, VP of Event Planning (2021 -2022)
  • BNSF Neeley Leadership Program, Vice President of Program Development (2022 – 2025)
  • TCU Sales Center, Sales Coach (2024 – 2025)
  • Fort Worth YoungLife Leader (2022 – 2024)
  • Hope Farm Youth Development Program Co-Founder (2023 – 2025)
  • Texas Christian University Dean’s Scholar (2021 – 2025)
  • BNSF Neeley Leadership Program 2024 Outstanding Leader, Junior Cohort (2024)
  • Texas Christian University 2025 Clark Society Scholar (2025)
  • Texas Business Hall of Fame – Future Texas Business Legend Award Recipient (2024)
  • 2024 TCU Sales Center Best Individual Presenter Award (2024)
  • 2024 TCU Sales Center Student Account Manager Award (2024)

Where have you interned during your college career? Rivet Agency, Lancaster PA, Digital Marketing and Sales Specialist (2022 – 2024)

Where will you be working after graduation? I will be running my own company, krescent, post-graduation.

Who is your favorite business professor? When I embarked on my TCU journey, I had no idea the depths of what the word “professor” truly meant. I had countless notable teachers and coaches in high school, and I assumed that at TCU, the term “professor” would simply be another title and just another version of what I had already known. What I quickly learned, however, was that while the word itself may be largely the same, the professors at TCU are far more than just another term.

Through my many involvements around campus, I was fortunate to cross paths with numerous professors who have left a lasting impact on me. If you have ever been my professor, I sincerely thank you for shaping me into the student and person I am today, for investing in your students’ futures, and for teaching us skills we can utilize outside of the classroom. For that reason, choosing just one favorite is difficult, as I believe everyone who crosses our path teaches us something valuable. However, the professor who has had the greatest impact on me is Dr. Lance Bettencourt.

I had just been accepted into the BNSF Neeley Leadership Program (NLP), and Dr. Bettencourt was the second instructor I had the privilege of learning from in the program. From the very beginning, it was clear that this class would push me in ways I had never been pushed before. Whether it was learning to navigate ambiguity or receiving critical feedback from those closest to me, I was constantly forced to confront two of my biggest challenges: the unknown and my struggle with perfectionism. Instead of making things easier for me, Dr. Bettencourt did something far more valuable: he walked alongside me in the discomfort and helped me embrace the challenge rather than shy away from it. Through NLP, I’ve learned that great leaders don’t do everything for their followers; they empower them to grow, learn, and find their own way forward. And that is exactly what Dr. Bettencourt did for me.

Even after the course ended, Dr. Bettencourt continued to invest in both my educational and personal growth. Whether it was helping me strategize the next phase of my company or offering leadership advice when I was faced with difficult decisions, he has remained an intentional mentor. But what truly speaks volumes about him, both as a professor and as a person, is that I know, without a doubt, that any of his students could call him tomorrow, months or even years after graduating, and he would drop everything to support them. His commitment to his students does not end when they leave his classroom, it continues long after and shapes the leaders they become.

I can only hope to be half the leader that Dr. Bettencourt is one day. His support, encouragement, and unwavering dedication to making his students better, both academically and personally, has left an immense impact in my life. And for that, I am forever grateful.

What is the biggest lesson you gained from studying business? Coming into college, I knew I wanted to follow in my mom’s footsteps as a businesswoman, and I had certain expectations about what I would learn. While my time at Neeley has certainly equipped me with the technical skills of business, the most valuable lesson I’ve learned is that relationships are everything.

Freshman year, in my Business in Society class, Professor Tim Kirchner didn’t just teach us about the importance of relationships, he demonstrated it and continues to do so. Each semester, he emails every student he has ever taught just to check in. This intentionality is a simple act that leaves a lasting impact. That story is always my answer when someone asks me what matters most in business because it proves that making others feel valued is what truly sets leaders apart.

Through the TCU Sales Center and BNSF Neeley Leadership Program, I’ve seen firsthand how trust, connection, and authenticity can shape opportunities far more than numbers on a balance sheet. Of course, understanding business fundamentals is important, but at the heart of it all is how you treat people. Maya Angelou said it best: People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” And that is the lesson I will carry with me long after I leave TCU.

What advice would you give to a student looking to major in a business-related field? Through my involvement with the TCU Sales Center, one of the most valuable opportunities we are given is to network with alumni and other business professionals. The Sales Center has been one of the most impactful and influential parts of my college experience, pushing me to grow both personally and professionally. From live selling opportunities to real-world business interactions, I have gained skills that I will use for the rest of my life. The faculty, mentors, and peers I’ve met through this program have not only shaped my career path, but have also reinforced the importance of relationships in business.

During an alumni panel in my practicum class, one of the guests, Max Muskat, said, “your network is your net worth,” and that has stuck with me ever since. When asked what he meant by that, he shared that building relationships and connecting with people is a superpower and that not many people understand the importance of networking. My biggest piece of advice would be to spend time connecting with other people in your classes, your professors, and industry professionals, because you never know who these people may become one day, and building a genuine relationship goes a long way.

It’s not just about building the relationship but, more importantly, maintaining it. Following up with individuals after connecting, setting aside scheduled meetings to catch up, and sending personalized, handwritten thank-you cards are all small yet intentional efforts that go a long way in strengthening relationships and building trust. Beyond that, networking is more than just your career, it’s about creating meaningful connections that can open doors you never even knew existed. The people you meet today could become your mentors, business partners, or biggest advocates in the future. And sometimes, the most unexpected connections lead to the most life-changing opportunities. Your network isn’t just your net worth, it’s the foundation of the career and life you build.

What is one way that your business school has integrated AI into your programming? What is one insight you gained from using AI? As we all know, AI has already transformed the way we operate and will continue to shape the future. One of the most innovative AI applications I have seen at Neeley is the use of Avarra in the TCU Sales Center.

In the Sales Center, we aren’t just participating in a role-play competition for a participation trophy, we are selling live to real-world professionals with a real $1,000 quota. It’s no small feat. To ensure we are fully prepared to interact with individuals ranging from entry-level representatives to CEOs, our faculty has dedicated countless hours to implementing Avarra, an AI platform that allows us to conduct simulated meetings with an AI avatar using real prompts.

At first, I was skeptical about how accurate Avarra would be, but I was quickly impressed by its realism and effectiveness. This experience has reinforced how powerful new technology can be and the importance of embracing it to enhance our skills and improve our performance in our careers. I am incredibly grateful to the Sales Center for exposing us to cutting-edge technology that not only challenges us but also supports our personal and professional growth.

Which academic, extracurricular or personal achievement are you most proud of? Throughout my academic journey, I have been blessed with incredible opportunities to grow, challenge myself, and refine my skills. Along the way, I’ve realized that one of my greatest struggles is allowing myself to truly celebrate my accomplishments. No matter how significant the achievement—an award, recognition, or milestone—I found myself focusing more on how I could have done better rather than embracing the progress I had made. To this day, I am still working on this, so if anyone has any tips, please let me know.

However, there was one moment when, for the first time, I truly allowed myself to feel proud not just of what I had accomplished, but of the impact I had been part of.

In my BNSF Neeley Leadership Program class, we were tasked with creating an impact project, which is a meaningful initiative designed to make a tangible difference either within the TCU community or beyond. My group and I chose to work with Hope Farm, a local organization that provides mentorship, guidance, and resources for young boys growing up without fathers. When we first arrived, we could sense their skepticism. To them, we were just another group of people who would show up once, play some games, and disappear – which is something they were, unfortunately, very used to seeing. As the weeks passed, we kept coming back, remembering their names, asking about their interests, and showing up consistently, something changed. Their walls came down, they smiled more, and they started to see we genuinely cared for them.

One afternoon, near the end of the semester, I was playing Legos with one of the younger boys. He looked up at me and said, “I really like when you guys come here. We get to have so much fun, and I never want you guys to leave.”

At that moment, I knew we had made an impact.

This project is what I am most proud of, not because of what we created, but because of what we gave. For a semester, and even now when we visit, we show up for these kids in a way that tells them they are seen, valued, and celebrated for who they are. And for me, there is no greater achievement, no higher honor, than witnessing child light up simply because someone showed up and proved they mattered.

Which classmate do you most admire? With all of the opportunities I have been given, I have crossed paths with such incredible individuals that I will forever be impacted by, so the list goes on of all the people I could write about. Each of them has left a page in my life story and I am immensely grateful for that. With that being said, one student I deeply admire is Lawson Ewing who is in my cohort for the BNSF Neeley Leadership Program (NLP).

When I first met Lawson, I was in awe of his ability to command a room, hold others accountable in a respectable and productive way, and motivate others to accomplish a task. These were all things that I really struggled with so seeing someone do them so naturally was so inspiring to me. After getting to know him more, my respect for him continued to grow. Not only does he have an incredible work ethic and drive, but he genuinely wants everyone around him to succeed. However, it wasn’t until I had the opportunity to serve with him on NLP Cabinet that I truly saw how impactful knowing Lawson would be. Like I mentioned, I struggled with my confidence and sticking up for myself. Being the intuitive leader that he is, Lawson knew this and spent time with me each week finding ways to help me grow my confidence. Whether this was supporting me when challenging ideas or asking what I needed help with in order to feel more confident in my decisions, he showed up for each of the cabinet members every single week. That is the person and leader Lawson is – someone who shows up for others, does whatever he can to help them succeed, and then helps them learn from their success/failure.

Lawson is the type of person who is constantly striving to grow, learn, and be the best version of himself, which is incredibly admirable. In class, he will say the most thought-provoking statements you could ever imagine, then sit back, listen, and genuinely consider different perspectives before refining his own. Being able to adapt without defensiveness is a rare trait, but Lawson embodies it fully. However, the most valuable lesson I have learned from Lawson isn’t just about leadership or confidence, it’s about authenticity. Watching him lead with integrity and conviction has taught me that the most powerful thing you can be is yourself. In a world that often pressures us to behave in certain ways, Lawson has shown me that true impact comes from staying true to who you are, standing firm in your values, and lifting others along the way. That is why I admire him—not just as a classmate, but as the kind of leader and person I aspire to be.

Who would you most want to thank for your success? If I could thank one person for my success, it would be my mom. As a single mother, she sacrificed everything to give me every opportunity to succeed, and I would not be the person I am today without her unwavering love, strength, and resilience.

From an early age, she showed me what it means to work hard, persevere, and show up for the people you love no matter the circumstances. She took on every challenge without hesitation and gave everything 150% effort every day. Whether it was cheering me on at every milestone or teaching me the value of determination and independence, she led by example in every possible way. She is my biggest supporter and the reason I push myself to be the best version of myself every day.

No amount of words could ever fully express my gratitude. If I achieve anything in life, I hope it is a reflection of the sacrifices she made and the values she instilled in me. Everything I accomplish is because of her, and everything I do is to make her proud.

What are the top two items on your professional bucket list? At the core of my professional aspirations is a desire to create meaningful impact by empowering individuals and by sharing ideas that inspire change.

The first item on my professional bucket list is to start a scholarship fund for young women in business, aspiring entrepreneurs, or students with food allergies. Education has played a pivotal role in my journey, and I want to pay it forward by helping remove financial barriers for students seeking to make an impact. Whether supporting women wanting to get into business, entrepreneurs chasing big ideas, or students managing the unique challenges of food allergies, my goal is for this scholarship to provide not just financial aid but also encouragement and long-term support to help recipients thrive in their careers and personal journeys.

This second item on my bucket list would be to give a TED Talk. The power of storytelling and shared experiences has always inspired me, and I hope to one day stand on that stage to share a message that resonates with and impacts others. Whether it’s about leadership, relationships, resilience, or food allergy advocacy, I want to use my voice to spark meaningful conversations and inspire people to take action in their own lives.

Both of these bucket list items align with my passion for mentorship, leadership, and personal growth, which are all values that have shaped my journey and will continue to guide me in the future.

What made Kassidy such an invaluable addition to the Class of 2025?

“Kassidy is a true unicorn—an exceptional blend of intelligence, work ethic, and an unwavering commitment to lifting others up. Her ability to balance personal excellence with a deep sense of responsibility for those around her is a rare and invaluable trait. A defining moment that showcased her grit and leadership was during the finals of a competitive Case Competition. While every other finalist had a team, Kassidy faced an unexpected challenge—she had to tackle the project and present solo in front of C-level executives and VPs. The outcome? A guest judge from another university described her presentation as “the best I have ever seen” and assumed she was a senior or even an MBA. She wasn’t. She was a junior.

Beyond her natural talent, Kassidy is a leader in every sense. As a Consultative Selling Coach, she dedicates nearly 200 hours mentoring and leading a team of students managing sales relationships with nearly 60 firms (each semester). Her leadership has not gone unnoticed—she was named Best Individual Presenter (1st out of 100 students) in the Case Competition and earned the Account Manager Award (1st out of 47 students). Additionally, as a member of the inaugural Spring 2025 Amplify Women in Sales Cohort, Kassidy is paving the way for the next generation of women in sales leadership.

I have mentored over 1,000 students in my career, and Kassidy stands alone. She is 1-of-1—the kind of leader who will shape whatever company or community she chooses to impact.”

Zachary Hall
Director of the TCU Sales Center and Associate Professor of Marketing

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