Podcast
Her Success Story
Hosted by Ivy Slater, Slater Success Coaching · EN
Ivy Slater interviews gutsy business women as they share their success journey.
26episodes
Episodes
Newest firstAll episodes
Embracing Opportunity: How Vivienne Wagner Turned a Side Hustle into a Thriving Agency
6d ago00:26:25Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Vivienne Wagner. The two talk about navigating the journey from side hustle to scaling Houndstooth Media Group, the evolution of digital marketing from SEO to AI-driven search, and the importance of building a values-driven team. In this episode, we discuss: How Vivienne Wagner started Houndstooth Media Group at her dining room table, transforming a personal blog into a full-scale digital marketing agency. What the arrival of AI-driven search (AEO, AIO) means for digital marketing, SEO, and how businesses are found online today. When Vivienne Wagner realized she needed to bring in help and start building a virtual team to handle growing client demand. Why recognizing the value of your skills is crucial for pricing and business growth, plus the importance of having mentors or external voices to help see your worth. How clarity on core values like integrity, kindness, thankfulness, loyalty, and humor helps Houndstooth hire the right people, choose the right clients, and build a strong company culture. Vivienne Wagner is the founder and CEO of Houndstooth Media Group, a digital marketing agency based in Southern California. With a team of 16 specialists, she helps mid-sized businesses transform their websites into revenue-driving hubs by combining SEO expertise with the latest in AI-driven optimization. Known for her ability to make complex marketing concepts accessible, Vivienne speaks on how businesses can position themselves to be found by both human audiences and AI platforms like ChatGPT and Perplexity. Her agency's approach not only boosts visibility and organic traffic but also reduces dependence on paid ads, giving business owners the freedom to scale more sustainably. Vivienne frequently works with decision-makers who need trusted marketing leadership—either because they don't have in-house expertise or want a sharper second opinion on their current strategy. She offers a structured starting point through her SEO & AI Optimization Audit, which helps companies uncover hidden opportunities, identify weak points, and gain clarity on the steps needed to compete in today's search-driven landscape. Outside of work, Vivienne enjoys life with her husband and extended family of four grown sons. Known for her mix of humor, candor, and genuine care for the people she works with, she brings the same energy into her professional world that she does into her personal one. As a guest, she is direct, insightful, and engaging—ready to share practical strategies for AI-optimized marketing, building strong website foundations, and scaling digital strategies for long-term success. Back-story Vivienne Wagner never set out to start a marketing agency. With a degree in Public Administration, she began her career in city and state legislation, then moved into public affairs—essentially marketing for political movements. After stepping away from that world to be a stay-at-home mom, she found an unexpected new path. In the late 2000s, a friend introduced her to blogging. What started as a personal online journal—funny stories about her four boys, commentary on societal events, and the occasional DIY project—became Vivienne's crash course in the power of search and inbound marketing. A "private rant" she posted about a controversial radio contest unexpectedly drew strangers to her blog, teaching her firsthand how traffic finds content online. From there, she dove into the early "mommy blogging" community, grew an audience, and began monetizing through SEO, social media, and partnerships—long before influencer marketing became mainstream. In 2013, a friend in luxury real estate asked her to ghostwrite blogs and manage social media. Vivienne quickly saw that the brokerage's marketing efforts were missing the mark, pitched a proposal to overhaul their strategy, and spent six months rebuilding their entire department. Word spread, and soon individual agents wanted her help too. By January 2014, what started at her dining room table had grown into Houndstooth Media Group. Today, Houndstooth is a team of 16 specialists serving mid-sized businesses across industries. The agency is known for helping clients build solid digital foundations—prioritizing organic growth, SEO, and quality content before chasing shiny new trends. Vivienne's philosophy is simple: SEO will always matter, even as it evolves, and valuable content will always win, whether it's created by human hands or generated by AI. As a podcast guest, Vivienne brings humor, candor, and clear-eyed expertise. She speaks on the evolution of digital marketing, what AI means for business owners, and how companies can stop "flying blind" and finally feel confident in their marketing strategy. HMG bio Houndstooth Media Group is a boutique digital marketing agency based in Southern California. With a team of 16 specialists across the country, the agency helps mid-sized businesses turn their websites into revenue-driving hubs through SEO, AI-driven optimization, and strategic digital marketing. The majority of Houndstooth's client base comes through referrals and word of mouth, with most partnerships lasting for years. That loyalty stems from the agency's commitment to transparency and education—qualities that set it apart in an industry often clouded by jargon and "smoke and mirrors." Houndstooth eliminates the "flying blind" feeling many business owners experience when working with marketing agencies, instead giving them clarity, confidence, and measurable results. From SEO strategy and AI-optimized content to social media, branding, and revenue development, Houndstooth delivers custom solutions without cookie-cutter tactics. Clients gain not only execution but also a trusted partner who explains the "why" behind the strategy, so leaders can make informed decisions and see the direct impact on their business growth. At its core, Houndstooth Media Group is built for long-term success: results-focused, strategy-driven, and deeply invested in helping businesses grow with confidence. Website: https://houndstoothmediagroup.com Instagram: https://www.instagram.com/houndstoothmediagroup/ LinkedIn: https://www.linkedin.com/in/vivienne-wagner/ Vivienne's free webinar on important AIO strategies. https://houndstooth-media-group.webinargeek.com/aio-webinar-get-your-business-found?cst=her-success-story-podcast
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Lee Powers' Path: Transforming Trauma into Whole-Person Health Advocacy
2w ago00:24:34Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Lee Powers. The two talk about Lee Powers' extraordinary journey from a critical care patient to a wellness entrepreneur, the power of personalized medicine through tools like DNA cheek swabs, and the importance of advocacy and a whole-person approach to navigating today's complex healthcare landscape. In this episode, we discuss: How Lee Powers transformed a traumatic personal experience as a patient into a unique business model focused on personalized medicine and patient advocacy. What it means to approach healthcare using both clinical expertise and human compassion, and why that combination is crucial for better outcomes. When Lee realized the traditional healthcare system often fails to treat patients as unique individuals, she set out to fill that gap herself. Why a simple cheek swab to analyze your DNA can make a dramatic difference in how medications affect you, based on your unique genetic makeup. Who benefits from a health advocate? Anyone navigating a complicated health challenge or supporting a loved one in the medical system should consider working with someone who understands both the human and clinical sides. What actions the average person can take to advocate for themselves in today's healthcare environment, including the importance of having an advocate present during medical decisions. Lee Powers is a nurse, health advocate, and speaker dedicated to helping individuals improve their health, build resilience, and thrive through personalized wellness strategies. Combining clinical expertise with a compassionate, whole-person approach, she empowers people to take an active role in their physical, mental, and emotional well-being. With a background in critical care nursing and advanced healthcare training, Lee brings a practical and relatable perspective to modern wellness. Her mission is to help individuals create sustainable habits, strengthen resilience, and embrace personalized approaches to health that support long-term vitality, performance, and quality of life. Lee Powers RN Speaker • Advocate • Educator • Author ICUiCare™ Founder Post-Intensive Care Syndrome (PICS) & Critical Care Recovery Functional & Integrative Health | Healthcare That's Human Email: Lee@LeePowersRN.com Website: https://LeePowersRN.com Oxford Talk Speaker: Post Intensive Care Syndrome (PICS)
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Summer Reset: Enhancing Life and Business with Strategic Mid-Year Adjustments
3w ago00:05:02Tap to summarizeIn this episode, Ivy Slater chats with us about the importance of taking a mid-year pause to assess our business and personal growth. She explores how reviewing key strategies—like finances, marketing, sales, and people—can help us identify what's working, address what's not, and set the stage for the rest of the year. In this episode, we discuss: How to use the end of the second quarter as an opportunity to reflect on your business performance and make strategic adjustments. What key business areas should be assessed: financial strategy, marketing strategy, sales strategy, and people strategy—the "four wheels" that keep your business moving. When to conduct a review: now, at the close of the second quarter, halfway through the year. Why coming from a place of curiosity and taking a higher-level look at your business enables consistent results and long-term fulfillment. What personal habits and activities can bring joy and balance to the work/life equation—like gardening, visiting farmers markets, or enjoying the outdoors. Ivy Slater is a professionally certified business coach, speaker, best-selling author, and podcast host. After owning and operating a 7-figure printing business, having been in the industry for 20 years, she started Slater Success, which focuses on developing great leaders and facilitating business growth and expansion. Ivy holds masterminds and retreats with her private client base and corporate training on communication and strategic planning. She speaks nationwide on the topics of leadership, sustainable growth, relationships and sales. Best Selling Author of From the Barre to the Boardroom Website: https://slatersuccess.com/ LinkedIn: https://www.linkedin.com/in/ivyslater/ Facebook: https://www.facebook.com/slatersuccesscoaching Instagram: https://www.instagram.com/ivyslaterssc/ Pinterest: https://www.pinterest.com/slatersuccess/ Twitter: https://twitter.com/SlaterSuccessCC YouTube: https://www.youtube.com/channel/UCJ8b1sGnADlpFE2NrqUfToQ?view_as=subscribe
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The Power of Intentional Networking: Sarah Hubbard's Success Journey
4w ago00:26:03Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Sarah Hubbard. The two talk about the challenges and surprises of building a successful career in the mortgage industry, the power of authentic relationship-building in a sales-driven, male-dominated field, and how Sarah's work, including her book The Intentional Networker, empowers professionals to find networking strategies that align with their strengths and values. In this episode, we discuss: How Sarah transitioned from a planned career in physical therapy to joining the mortgage industry after facing unexpected setbacks in her original path. What pivotal advice from an experienced mentor inspired Sarah to align her business approach with her personal strengths and values, leading to greater satisfaction and results. When Sarah realized that the quality, not quantity, of relationships yields deeper success and business joy, focusing on a smaller, trusted network rather than chasing numbers. Why mindset is crucial in overcoming setbacks and avoiding a "desperate" approach in business, with Sarah sharing personal stories of financial and emotional struggles early in her career. How relationship-building became Sarah's core strategy for success and growth in her industry, rather than relying on traditional sales tactics like direct mailers. S a r a h H u b b a r d T h e R e l a t i o n s h i p S t r a t e g i s t Sarah built a $2M+ business where 85% of revenue comes from referral partnerships-no cold calling, no paid advertising, just strategic relationship building. Now she teaches the exact system she used to build this referral-based empire. Her methodology has been tested by 500+ professionals across industries, generating millions in documented referral revenue. Website: https://sarah-hubbard.com/ Social Media Links: https://www.linkedin.com/in/sarah-hubbard-flannery/
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Building Better Women's Health: Adrianne Nickerson and the Oula Revolution
Jun 100:26:17Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Adrianne Nickerson. The two talk about the challenges women founders face in raising capital, the strategic formation of partnerships with major health systems, and how Oula is addressing both the medical and emotional needs of women before, during, and after pregnancy—all with the goal of transforming women's healthcare in the U.S. In this episode, we discuss: How Adrianne Nickerson identified the problems with traditional maternity care and designed Oula's innovative, team-based care model combining midwives, OB-GYNs, and care navigators to create a more personalized, supportive experience for women. What it took to develop partnerships with major institutions like Mount Sinai, Stanford, and a soon-to-be-announced Charlotte, NC location, and what shifting market trends made big institutions willing to consider new care models. When market conditions, such as changing consumer sentiment about over-medicalization and health workforce shortages, accelerated Oula's traction with health systems. Why the U.S. maternity care system was overdue for change, with poor outcomes, high costs, and a one-size-fits-all approach that left many women dissatisfied or even traumatized by their experiences. How constraints, obstacles, and even pandemic-era disruptions created unexpected opportunities to refine and scale the Oula business model. Adrianne Nickerson founded Oula in 2019, a collaborative maternity care practice that brings together midwives, OBGYNs, and care navigators to provide comprehensive care before, during, and after pregnancy. The practice delivers a full range of clinical services — preconception counseling, pregnancy care, hospital birth, postpartum support, and ongoing gynecology care — complemented by 24/7 care navigation, virtual support, educational resources, and expert-led workshops. Oula's team-based model emphasizes shared decision-making and personalized,whole-person care, consistently achieving outcomes that exceed national benchmarks: fewer cesarean births, lower preterm birth rates, higher VBAC success, and an average NPS of 90+. Oula accepts most major insurances, including Medicaid, and serves patients across New York and Connecticut, with continued expansion underway. Interested in learning more? Reach out to partners@oulahealth.com. Website: https://oulahealth.com/ Social Media Links: https://www.linkedin.com/in/adriannenickerson/
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Spicing Up Change: Emily Roe's Mission with Female Rage Hot Sauce
May 2500:13:53Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Emily Roe. The two talk about the origins of Female Rage Hot Sauce, the challenges and rewards of building a mission-driven food business while balancing a full-time job, and how channeling female anger into action can spark both social change and entrepreneurial success. In this episode, we discuss: How Emily turned her love of hot sauce into the bold brand Female Rage Hot Sauce, experimenting at home during 2020 when she had extra time. What inspired the name "Female Rage Hot Sauce". When Emily realized she could transition her hobby into a business, especially after the success of fundraising events like "Hot Dogs for Abortions" in 2022. Why community matters so much to Emily's business model: from sourcing produce locally from women-owned farms to donating regularly to abortion funds and building trusted relationships at farmers' markets. Where listeners can find Female Rage Hot Sauce, including online ordering and locations in over 30 stores stretching from Los Angeles to Bordeaux, France. Emily Roe is the founder of Female Rage Hot Sauce, a bold, small-batch sauce company built on the belief that women's anger can be a force for change. With a background in media and storytelling, Emily has spent her career crafting narratives that capture attention and spark conversation. In addition to Female Rage, Emily also works full-time in press and media at the National Partnership for Women & Families. Emily has a B.S in Communication from Boston University and resides in Washington, D.C. When she's not developing new flavors or growing the business, Emily can usually be found planning her next solo travel adventure, baking challahs, or spending time with her cats, Ivy and Morty. Website:https://femaleragehotsauce.com/ Social Media Links: https://www.linkedin.com/in/emilymroe/
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The Healing Bridge: Dr. Sherri Greene's Transformative Blend of Eastern and Western Practices
May 1800:21:15Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Dr. Sherri Greene. The two talk about the evolution of Dr. Sherri Greene's career from traditional podiatric surgery to pioneering a practice that fuses Eastern and Western medicine, the unique challenges women leaders face in maintaining energy and health, and practical steps anyone can take for true restorative wellness. In this episode, we discuss: How confusing and overwhelming the current health and nutrition landscape can be, especially given conflicting information from both experts and social media. What practical steps women can take to maintain energy and wellness as leaders, including the importance of hydration, balanced nutrition (especially fruit and leafy greens), and listening to one's own body. When Dr. Sherri Greene made her significant career pivot, from a gradual early shift to a major transformation around 2016. Why many women leaders struggle with constant fatigue, health shifts due to menopause, and the challenge of balancing personal well-being with multiple responsibilities. How following your inner calling, even if it's different from the norm, can be essential for fulfillment and making an impact, especially for women leaders. Dr. Sherri Joy Greene is a podiatric physician, surgeon, and restorative medicine specialist who has spent over 33 years helping people find answers that conventional medicine couldn't provide. What began as a classically trained surgical career evolved into something far more expansive — a practice built on uncovering the root causes behind chronic pain, mystery illness, autoimmune conditions, and the kind of exhaustion that high-achieving people learn to hide. Her journey hasn't been only clinical. Like many of the patients she now serves, Dr. Greene faced her own health challenges — and those years of searching, discovering, and ultimately healing became the foundation of everything she does today. She understands what it means to keep showing up professionally while quietly struggling, and that lived experience infuses her work with a depth of compassion that goes far beyond the medical. Drawing on training in functional nutrition, functional medicine, craniosacral therapy, Reiki, herbal medicine, homeopathy, and energy medicine — woven together with decades of clinical science — she helps people navigate the overwhelming, often conflicting landscape of health information to find a path that actually works for them. Dr. Greene is the co-founder of Ask the Docs, an educational platform supporting both practitioners and patients in bridging conventional and integrative approaches to healing. She is passionate about empowering people — especially driven, accomplished women — to stop white-knuckling their way through their days and start building a life rooted in genuine, sustainable health. Her message is simple: you are not broken, you are not alone, and healing is possible. Social Media Links: https://www.linkedin.com/in/dr-sherri-greene-9114381ab/
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Planting Seeds of Success: Nurturing Your Business for Growth
May 1100:04:39Tap to summarizeIn this episode, Ivy Slater chats with us about how gardening can inspire our approach to business. Ivy Slater shares her love for planting season and draws meaningful parallels between nurturing a garden and building a successful organization. In this episode, we discuss: How Ivy Slater uses gardening as a metaphor for nurturing and growing a successful business, emphasizing the importance of continuous care and attention. What systems and efficiencies business owners should evaluate and improve to support sustained growth, including financial, marketing, sales, and people strategies. When to pull out ineffective processes (weeds) and replace them with strategies that are producing positive results in your business. Why experimenting with new approaches, like Ivy's attempt at planting lotus blossoms, is important for both personal growth and business innovation. Who benefits from focusing on small, incremental improvements—the little seeds that can eventually lead to widespread positive impact. Ivy Slater is a professionally certified business coach, speaker, best-selling author and podcast host. After owning and operating a 7-figure printing business, having been in the industry for 20 years, she started Slater Success which focuses on developing great leaders and facilitating business growth and expansion. Ivy holds masterminds and retreats with her private client base and corporate training on communication and strategic planning. She speaks nationwide on the topics of leadership, sustainable growth, relationships and sales. Best Selling Author of From the Barre to the Boardroom Website: https://slatersuccess.com/ LinkedIn: https://www.linkedin.com/in/ivyslater/ Facebook: https://www.facebook.com/slatersuccesscoaching
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Supporting Women in Law: Sue Pellegrino on Culture, Teams, and Resilience
May 400:18:26Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Sue Pellegrino. The two talk about the bold journey of acquiring and leading Everest Discovery, the critical importance of compassionate leadership in the high-stress world of eDiscovery and litigation support, and how building a strong, values-driven team has helped grow and sustain the business. In this episode, we discuss: How Sue Pellegrino transitioned from restoring classic cars and a background in accounting/business administration to leading a company in the eDiscovery field. What she changed as a leader: creating a company that values work-life balance, cross-training, and multiple people who can do the same task so the team can support one another and step away when needed. When Sue Pellegrino took over Everest Discovery, the initial challenges of entering a new, technology-driven industry. Why compassion, open-door leadership, and work-life balance are essential values Sue Pellegrino wanted to instill in her company's culture. How she leads with an open-door mindset in a fully remote environment, making herself accessible by Teams, text, phone, and calendar, and building a culture where people feel safe bringing both work and personal concerns to the table. Sue Pellegrino, Owner, President, and CFO, Everest Discovery From restoring classic cars to serving as an accounting executive and entrepreneur in eDiscovery, Sue Pellegrino has challenged the status quo around what a woman leader can be her whole life. Sue has spent her career managing organizations' finances, ranging from publicly traded companies to regional enterprises and small businesses. Now, she runs Everest Discovery, taking the business to new heights. The humble beginnings in the mailroom at Wyeth Pharmaceuticals, began Sue Pellegrino's journey to the top, which is a testament to her determination and work ethic. She steadily climbed the corporate ladder, eventually becoming an Accounts Payable Supervisor overseeing all vendors' accounts. Her career then led her to the role of CFO at Copy Secure, a regional paper and eDiscovery solutions company. Here, she led the accounting, human resources, investor relations, and tax departments, playing a pivotal role in growing the company to seven-figure revenues before its acquisition by KLDiscovery. With over 25 years of experience in accounting and business administration, and a decade in eDiscovery, Sue Pellegrino is a seasoned leader. She now leads a dedicated team of litigation support specialists at Everest Discovery, ensuring the company provides the highest quality and most cost-effective solutions to its clients. Under her guidance, Everest's revenue has soared by 42%, and its reach has expanded across the country and even South America. As a female business owner, Sue is a diversity, equity, and inclusion champion, proud to devote her time and resources to organizations that advocate for marginalized and underrepresented groups. She is the Director of the Philadelphia Chapter of Women in eDiscovery, serves on the Philadelphia Regional Steering Committee of Women Owned Law as well as Chairing the Membership and Marketing Committees and VP of the Executive Board, and is an active member of the National Association of Women Business Owners' Philadelphia Chapter. In addition, for 10+ years, Sue has been a vocal fundraiser and volunteer for Camp Achieve, a summer camp for youth with epilepsy. Sue is also a classic car enthusiast who learned to work on cars with her dad from a young age. She recently rebuilt a custom 1966 Fastback Mustang, an accomplishment that resulted in first-place trophies at car shows and was featured in MotorTrend magazine. In recognition of her outstanding achievements, Sue was honored as a 2024 Enterprising Women of the Year, Corporate Counsel Business Journal (CCBJ) 2024 50 Women to Watch, 2025 Class of Top 100 Women to KNOW in America and Philadelphia Business Journal's 2025 Corporate Leadership Award Honoree. She recently was recognized with the Charley and Peggy Roach Founders' Award by the Epilepsy Foundation Eastern Pennsylvania and received the Distinguished Member Service Award from Women Owned Law. And, of course, her bulldog Louie is never far from her side. Website: https://everestdiscovery.com/ Social Media Links: https://www.linkedin.com/in/suepellegrino/
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Forging Success and Community in Law with Shefali Lakhani
Apr 2700:15:19Tap to summarizeThis week, Ivy Slater, host of Her Success Story, chats with her guest, Shefali Lakhani. The two talk about the challenges and rewards of starting a law firm from scratch, the importance of building genuine relationships in business, and how Shefali is growing Lakhani Legal, a Brooklyn-based practice focused on business and IP law, by offering a comprehensive suite of services for small businesses and startups. In this episode, we discuss: How Shefali's path into firm ownership started with a traditional law firm career, but shifted after time in fintech and legal tech made it clear she wanted entrepreneurship, flexibility, and ownership of her work. What it looked like to start from scratch in New York with no clients, rebuild a network, and grow a firm by putting herself out there and talking to as many people as possible. Why adding IP to her business law practice felt like a natural fit, especially for the small businesses and startups she serves that eventually need help protecting their brand assets and intellectual property. How relationship-based business has fueled her growth—meeting attorneys, service providers, women founders, and clients without expecting anything in return, just building trust and value over time. Why Women Owned Law stands out to her because the events are more than just coffee or drinks—they include art galleries, volunteer work, and shared experiences that make networking feel genuinely fun and meaningful. Shefali Lakhani is the Founder and Managing Attorney of Lakhani Legal PLLC, a boutique business and intellectual property law firm dedicated to helping small and mid-sized businesses grow, scale, and prepare for successful exits. With a strong background in corporate, transactional, and IP law, Shefali partners with her clients to build and strengthen the legal foundation they need to thrive in competitive industries. At Lakhani Legal, Shefali advises businesses through key phases of growth and transition. As companies evolve, she provides guidance on contract drafting and negotiation, protecting intellectual property through trademark and copyright registration, and ensuring compliance in day-to-day operations. She also counsels business owners through critical milestones such as strategic partnerships, operational scaling, corporate structuring, and preparing for investment or expansion. When the time comes to transition, Shefali has experience guiding clients through mergers, acquisitions, and business sales, ensuring that their hard work translates into successful outcomes. Shefali brings not only legal expertise but also an entrepreneurial mindset. Coming from a family of business owners herself, she understands firsthand the challenges and opportunities entrepreneurs face. Her approach is practical, strategic, and tailored to each client's goals, whether they are growing a brand, scaling a company, or positioning for exit. Website: https://lakhanilegal.com/ Social Media Links: https://www.linkedin.com/in/shefali-lakhani/
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