advisor + Strategist for Founder-led companies
You already know who you are.
You just haven't heard it yet.
The truth of your company is already there -- in you, your team, and the people you serve. I listen until I hear it, give it words, and hand it back to you so you can build on it.
HOW THE WORK HAPPENS
It usually starts with a sentence like this.
“Help us tell our story better.”
“We’re getting ready to grow, and we need to figure out who we are.”
“I want to sell someday, but not if it means losing who we are.”
Different words, same thing underneath. You can feel who you are. You just can’t say it yet -- and until you can, everyone else is working from a guess.
Why it starts underneath
Your marketing is the surface. It only holds if there's substance underneath.
Websites, messaging, campaigns, offers. You need all of them. But they’re artifacts of something deeper: what you believe, what you value, what you’re called to do, and what’s sacred enough to protect.
When that substance is never named, other people fill in the gaps with their own story. Your team does. Your market does. And one day, a buyer will, too.
Every audience is quietly asking you two questions:
Who are you?
Who will I become when I join you?
SEE HOW WE ANSWER THEM TOGETHER
"How did you know?"
How the work happens
It’s the question founders ask when they see their company put into words for the first time. My answer is always the same: You told me. I listened to all of it.
I listen to you, your leaders, your team, and the clients you serve. Not for what you think you should say, but for what keeps coming up.
I find the pattern underneath everything you’ve said and give it language that’s clear enough for anyone to act on.
It was never mine. You recognize it, you own it, and for the first time, you can say it out loud.
We use the work to discern the way forward: positioning, messaging, culture, hiring, how you grow, and what should never change if you sell.
LISTEN
NAME
hand it back
discern
01
02
03
04
FEATURED ON
Not a new identity. The one you've been living all along.
what we name together
The values you’d actually give something up for in order to stand firm. They decide how you say yes and when you say no.
The role your company plays in the world, and why it’s worth protecting.
The people, stories, and decisions you won’t compromise, through growth, leadership change, or sale.
A way of holding every opportunity up against who you are before you say yes.
your sacrificial values
your calling
what's sacred
what's true
"Lindsay was able to better communicate who we are and want to be than we have been able to over our two decades in business."
We were drawn to Lindsay's work because she is an investigator and a storyteller. From the very beginning, the experience felt uniquely deep, connected, effective, and implementable.
If you’re considering partnering with her, I’d say this: DO NOT WAIT. She will help get you to where you need to be in your understanding of your business and your market at breakneck speed.
"Lindsay is the go-to visionary who's demanding more ."
How do you get the type of clarity and direction you need? You work with one of the top leaders in the industry. Work with Lindsay if you want to stand for something, connect in a deep way, and move through this world like nothing before.
"Your approach is peaceful and deep, and it breeds strategery!"
You are the peace. . . the quiet space needed to truly dig deep and discover whatever it is that needs to be discovered.
"Lindsay is great at helping you unfold your story."
I am doing work today that aligns with my heart. I'm pursuing big dreams, and I'm not held back by feeling like everything has to fit into a neat tidy box of life. If you are looking for someone who truly knows how to listen and can help you elevate your purpose, work with Lindsay. She will not disappoint.
"Lindsay stands out from the rest and won't give a cookie-cutter solution."
She will create work that's unique to you. . . Our questions were answered about how to move forward and what areas to focus on, again, clearly and concisely. We were heard. We were understood. We were amazed, relieved, and excited. If you're thinking about working with Lindsay, our advice is DO IT.
What clients have seen
10%
1 to 11
5X
Year-over-year revenue growth
Locations for one client, with a 150% increase in team size
Growth in a client’s flagship program, reaching $1.2M in annual revenue
Read the stories behind the numbers
Hi, I'm Lindsay
About
For more than 20 years, I’ve helped founders and leaders find and tell the stories underneath their work. Today I partner with founder- and owner-led businesses, typically $500K to $20M in revenue, who see their work as a calling and want to protect it as they grow, hire, or prepare to sell.
I believe business is a profoundly human endeavor: run by humans, created to serve humans. And I believe the people who build these companies deserve a partner who will hear them all the way through, and then tell them the truth.
More about me
Why Culture Sometimes Fails
writing + Meaningful thoughts
The Age of Strategic Discernment
"This is why when culture becomes unstable and disruptive, our first notion to address policy, rewrite incentives, or initiate problem-diagnostic survey feedback often falls short. Their lure is that if we just get enough data, we’ll Sherlock our way to a remedy. But that often doesn’t work — because on their own, none of these strategies inform the underlying logic that tells us why those behaviors exist in the first place — or what they are meant to protect."
"When you say YES to the invitation offered through Strategic Discernment, you discover a resoundingly honest and values-aligned pathway to running your business and building your brand – not because your ears have been filled to the brim with feel-good ideas, but because it excavates what you didn’t even know was there and gives language to the truth you’ve been living all along."
The first conversation is just a conversation.
Tell me what you’re carrying. I’ll listen. And if I’m not the right fit, I’ll tell you.
