Name: Debbie White
Founder: LifeStormer ADHD and Executive Function Coaching
What do you do?
As an ADHD and executive function coach, I help clients better understand themselves so they can build lives that work - using customized strategies, structure, and accountability to turn potential into sustained success.
What's your story?
After spending 25+ years in corporate marketing and supporting business questions that didn't fill my cup, I was burnt out. I realized I had so many unique skills that were being wasted and I wanted to live out my career doing something that could make a difference in peoples lives that allowed me to connect with others. With my background in marketing and consumer insights, a ton of grit and lots of connections, I knew exactly how to build a coaching business. That's why I launched LifeStormer. We help neurodivergent individuals recognize their strengths and identify their opportunity areas so we can implement strategies to make their lives easier. The business is doing well and I'm acquiring new clients all the time as I continue raise awareness of my offerings. I'd love to share with you how I can help you set and reach your goals.
What does BEING a FoundHer mean to you?
Being a FoundHer means connecting with other women Founders, sharing resources, building others up and both learning from and helping others so we can all succeed and no one ever has to reinvent the wheel again.
How do you support other female founders and women in business?
I network with other founders 3-4 times a month and offer support. I share what's worked for me and I am a natural cheerleader for other entrepreneurs.
What are three podcasts you listen to that have helped you with your business?
Cathy Heller, Additude ADHD podcasts, Mel Robbins,
Unlocking us with Brene Brown (and anything from Brene Brown)
What is ONE BOOK that you would recommend every female business owner read?
Grit
Who is a female entrepreneur you look up to and why?
As a part-time executive coach, I have 2 female entrepreneurs in the health care space that stand out among others. They are driven, open minded, and relentless when it comes to pushing themselves for more. They are young and inspiring and I cannot wait to see how far they go!
What are the first five things that you did when you were starting your business?
1. got my first level coaching certification for credibility
2. asked for advice from other entrepreneurs on one question: If they knew then what they know now, where would they start?
3. networked with any and every coach I could find
4. set financial quarterly goals
5. designed an office that got me excited
Who is someone who has helped change or shape your business for the better and what did they do to help you?
I can't name one person in particular - but I can name a few:
1. My friend Jodi Gorenstein helped me prioritize & organize myself
2. My friend Sarah Coen came over for several hours and helped me organize my content for ADHD clients, allowing me to create different coaching sessions which I can turn to when it comes to educating clients about ADHD.
At what point did you make your company a full time gig? How did you know the time was right?
My company was having layoffs and I knew I did not want another full time job. I went on a career exploration and determined coaching was my next path. When I read a book about business planning - it said that if you are committed there shouldn't be a plan B. That was the impetus to go big in on coaching as a full time gig.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
I learned late in my career the value of soft skills and connecting with people - both of which are standout for me. In addition to needing to connect with clients, I also need to sell my services and myself so learning about how to connect and make people feel seen and heard have definitely helped contributed to my success.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
I don't do social (YET!) I am very grass roots - I send emails, promote myself at events, use my network and ask for calls to educate people about my business.
How did you land your first client?
I landed my first client through a friend who recommended me.
What is something you do differently from the industry standard?
I go beyond coaching - and after having a conversation with the client about their needs and expectations, I will sometimes consult as well and allow them to tap into my network and make intros, for my job seekers.
What would you do differently if you were starting your business today?
I would not rush to try to get up to speed before it was time. My first few months I was all over the place and didn't prioritize. I would be more focused if I had it to do over again.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
To market my business and raise awareness: I tap into health care practitioners as a way to get referrals, I go to networking events and occasionally post on LinkedIn or Facebook. The only successful tool I've leveraged to drive bottom line growth has been increasing my rate as I've gained more confidence and become a better coach.
What was an obstacle you overcame to get your business where it is today?
My biggest obstacle to getting my business to where it is today is learning what levers to prioritize for growth when I am in charge and the boss. After working in corporate roles for over 25 years, I didn't typically act as or play the leader role - rather I took a backseat and shied away from being the decision maker. With no net of having others to play that role, I had no choice. But because I needed to replace a corporate salary, I had no choice but to learn how to play that role - and I have learned how to be good at it!
What are three actionable tips you would give with other women who want to start a business or are just getting started?
1. Don't be afraid to make mistakes, give yourself grace and learn from them.
2. Fake it ‘til you make it - You may feel like you are an imposter but you are not. If you have passion, grit, business sense - you've got this. Dive in!
3. Don't be afraid to charge what you are worth!
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