Diana Cruz Solash

Kutkutin is senior-led executive coaching. Founder Diana Cruz Solash brings over 30 years of enterprise talent, leadership, and inclusion experience across senior roles at EY, Vertex Pharmaceuticals, and Infor. Diana designed and ran the talent and leadership processes that define success at the executive level, accountable for the outcomes they produced.

That depth is what clients feel from the first conversation. You work with a senior practitioner who already knows your context, not a coach trained only on theory. The work digs beneath habit and assumption to the thought that drives how you lead, then turns insight into the behavior that changes what you, and your organization, can do. Coaching that offers the healthy challenge, not the comfortable affirmation.

A note on the name, for those who speak Tagalog: no, this is not a snack food business. Kutkutin refers to small finger foods you graze on. The verb at its root, kutkot, means to scratch, scrape, or dig. As a child, Diana’s mother gave her the nickname “Kutch.” She was forever scratching at peeling paint, digging in the dirt, scraping at old wallpaper, not to make a mess, but because she wanted to see what was underneath. Her mother bypassed the food meaning and used it for what she saw: a child who refused to accept the surface of things. Decades later, that instinct is the practice.