Alejandro   Cardenas   ’03

Alejandro Cardenas ’03

Entrepreneur, Vertigo Graffiti, Doce9

“"Be the producer, director, and actor of your own life!"”
Class Year
Start-up Entrepreneurship


Co-founder of several startups, including Vertigo Graffiti and Doce9. However, I prefer to define my occupation as “having fun.”


Babson changed the way I think (period). Being entrepreneurial is not something that happens from 9–5. I became obsessed with trying to find an opportunity to create value in every situation. The Babson experience taught me to never, never give up ... there is always a solution or a better way to do things ... if you don’t see it, it’s just a matter of time until somebody will. I learned to always question the status quo, even if things are working fine.

Words That Changed My Life

The only purpose of life is to realize who you are.

What the World Needs from Entrepreneurs Today

To understand that there is a big (very big) difference between being a good person and being a successful person. Life is about being happy and making others happy. That’s all.

What You Need to Know about Babson

Babson is the best place to learn entrepreneurship. As a university it provides a superb academic foundation, but mostly it provides entrepreneurs with the ideal inspiration and creativity mindset. You have to experience Babson firsthand to understand what it feels like to undergo 4 years of surgery to have an “entrepreneurship chip” installed in your head.

My Personal Brand

Being able to do good things without having to wear a tie every day!

How I Define Entrepreneurship

Entrepreneurship is not about starting a business and making money. It’s much more than that. Entrepreneurship is the opportunity to be the producer, director, and actor of your own life!