How to Build a Business, Team & Personal Brand in Alignment

Some of the biggest lessons in business come from the messiest, most human moments — not the polished ones.

Willa sits down with her colleague and Senior Client Advisor Allison Friedman for a behind-the-scenes conversation about how Firestarter actually got built — from a cold Instagram DM to two decades of freelancing, outsourcing, and team building, including the very first thing Willa ever delegated and the mindset shift that turned a one-woman operation into an agency.

Willa also opens up about a season when she felt like two different people — one on the inside, another on the outside — and how building Firestarter from a place of real alignment became the thing that brought her back to herself. She and Allison dig into risk, why she ignored her own financial advisor, and the Authority Map — the self-reflection tool built from the Enneagram, the BANK Code, and Human Design — that Allison says made her feel truly understood.