Episode Summary
Lyndsi shares how she transitioned from the cruise line industry to running a boutique marketing agency focused on online storytelling. Ten years in, she’s created a business that delivers Fortune 500-level branding to small and mid-sized companies, without burning herself out.
Episode Highlights:
- The “light bulb moment” that led to the name eLuminate Marketing
- Why she walked away from startups and only works with established businesses
- How early discipline and processes helped her build a sustainable lifestyle business
- The turning point when she hired account managers and got her time back
- How a business coach helped shift her mindset, especially around AI and growth
Agency Info
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Company: eLuminate Marketing
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Guest: Lyndsi Edgar
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Year Started: 2014
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Employees: 1-10
Saying no gave me the freedom to build the business I actually wanted—one that doesn’t steal time from my family or my life.
Lyndsi Edgar
Key Takeaways
Discipline Over Hustle: How Structure Built Freedom
Lyndsi’s early success wasn’t fueled by luck, it was the result of rigorous planning. From day one, she scheduled her time like a corporate strategist.
“Every morning from 9 to 11 is eLuminate time,” she shares. That’s when she works on, not in, her business. This routine helped her transition from chaotic founder to intentional leader.
Know Who You’re For, And Who You’re Not
Startups might be exciting, but Lyndsi learned the hard way that they weren’t right for her agency’s structure or goals. Like many agency owners, Lyndsi once said “yes” to everyone. Now, she uses a checklist to vet potential clients. If they’re not the right fit, it’s a polite but firm “no.”
“Established businesses give us the time and space to build strategic content that works. Startups just weren’t a fit.” This clarity has saved her from sleepless nights and allowed her team to do their best work.
The Power of a Coach
Even after 10 years in business, Lyndsi credits her growth to hiring a coach.
“You don’t know what you don’t know,” she says. From developing an AI strategy to rethinking priorities, the outside perspective has been pivotal.
End the Day Right to Start the Next One Strong
Lyndsi wraps up each workday by planning the next. “I prioritize 1-3 big tasks, so I’m not starting my day lost in emails and Slack.” This simple discipline helps her stay focused on what matters most.
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