Rebel With A Cause! Marketing On My Terms, Success On Yours
I Was Never Meant to Be an Employee
Let’s start there.
For years, I helped large and mid-sized companies grow using marketing and sales strategies that delivered real results. And I was damn good at it—until I wasn’t. Or rather, until I realized I was no longer willing to play by corporate America’s outdated, bureaucratic rules.t there.
As I became a wife and mother, my priorities shifted—but corporate didn’t care. Worse, when I spoke up about broken sales and marketing processes, pointing out inefficiencies, outdated tactics, and unnecessary red tape, no one wanted to hear it.
So, I walked away.
From Corporate Cage to Entrepreneurial Freedom
At a women’s retreat, searching for my next move, I found myself walking a labyrinth during a reflection exercise. My initial question: Should I stay in the for-profit world or return to nonprofit work?
But a I traced the maze, a bigger question hit me: Should I work for someone else—or finally bet on myself?
WHAT?! Entrepreneurship was never on my radar. Ever.
Thinking this was pure lunacy, I called up some successful entrepreneur friends, fully expecting them to talk me out of it. Instead, they told me to go for it.
No safety net. No corporate nonsense. Just me, my skills, and a business designed to help small business owners discover their uniqueness and start thinking like a marketer.
Rebel Girl Marketing Is Born
My approach was simple:
No long-term contracts.
Full transparency on ideas and execution.
Leaving clients with the tools to market themselves long after I was gone.
The problem? Small business owners often feel trapped by marketing agencies, paying hefty fees without knowing what’s happening behind the scenes. I refused to play that game. Instead, I taught them how to market their businesses in a way that made sense—stripping away the confusion and fluff.
Within weeks, two of the five entrepreneurs I met with hired me on the spot—before I even had a business name! That’s when I knew I was onto something. Rebel Girl Marketing, LLC was born from the belief that marketing doesn’t have to be complicated or feel like pulling teeth. It’s about knowing what makes you unique and communicating it in a way that connects with your audience.
Marketing with a Rebel Edge
How did I build a reputation? With humor, humility, and honesty.
Humor: I make marketing fun, helping businesses see their messaging through their customers’ eyes—with a twist of sarcasm and a beaming smile.
Humility: I don’t act like a consultant. I become part of my clients’ teams, making marketing feel more like a team sport than a random set of tactics.
Honesty: I tell clients when their ideas won’t work—and, more importantly, why. The customer isn’t always right. If they were, they wouldn’t need me.
The Rebel Mindset
Today, I run a business on my own terms. I work when I want, with who I want. I get to be myself, speak my mind, and do what’s right—not just what’s expected.
And that, my friends, is real freedom.
I’m here to help small businesses stay in business. Because when you embrace a Rebel Mindset, you don’t just survive—you thrive.
Who or what inspired you to take the first step toward your goals?
Owning my own company was never part of the plan. Neither was becoming a public speaker or writing books. Yet, somehow, here I am—running my own business, speaking on stages, and sharing my marketing expertise in ways I never imagined.
I was a Marketing Director at a recruiting company, and let’s just say… it wasn’t going well. I knew I needed to leave, but I wasn’t sure what was next. Should I work for another for-profit company? Or should I return to the nonprofit world, where my heart had always been? Still searching for answers, I attended a women’s retreat in central Wisconsin. One of the activities was walking a tile labyrinth—a beautiful, intricate path that took about 20 minutes to complete. The facilitator gave us one instruction: enter the labyrinth with ONE question in mind.
So I did. My question was simple: for-profit or nonprofit? As I walked, I repeated it over and over— for-profit? Nonprofit? But somewhere in the middle of the labyrinth, something shifted. The question changed. I don’t know when. I don’t know how. But suddenly, I wasn’t asking whether I should work for a for-profit or nonprofit company anymore. Instead, I was asking: work for someone else… or work for myself? That was not the question I entered with. And yet, by the time I reached the end of the labyrinth, the answer was crystal clear. I needed to work for myself.
Here’s the funny part—I stood at the edge of the labyrinth, not wanting to step out. Not because I didn’t like the answer, but because I was scared of it. Entrepreneurship? That was never part of my plan. No one in my family had ever run their own business. It wasn’t something I had ever considered. The facilitator noticed me standing there, frozen. She walked up and asked, “Why aren’t you stepping out?” I told her, “I don’t like the answer.” Without missing a beat, she said, “Too bad. Get out here and start exploring.” So I did.
Even though I knew the answer, I wasn’t convinced. So I did what any reasonable person would do—I went to successful entrepreneurs in my network, hoping they’d talk me out of it. I explained my business idea, fully expecting them to say, “Nah, just go get a job.” Not one of them did. Instead, every single one of them said, “That’s a great idea! I think you could do well.” Two of them even said, “When you’re up and running, call me—I have someone who needs your services.” That was all I needed.
I never set out to be an entrepreneur, but once I stepped out of that labyrinth, I never looked back. And here’s what I learned: sometimes, the next step isn’t what you expected, but it’s exactly what you need. Fear doesn’t mean you’re on the wrong path—it just means you’re stepping into something bigger. Surround yourself with the right people—those who will challenge, encourage, and push you forward when you hesitate at the finish line.
Maybe you’re already an entrepreneur, but you’re hesitating on something new. Maybe you’re holding onto a service or product that’s no longer working. Or maybe you’re at the starting line, trying to figure out if this whole business thing is right for you. My advice? Trust your gut. Talk to people you trust. Ask for advice—but don’t let fear make the decision for you. Figure it out… and go for it. You’ve got this.
What values and passions have shaped the work you do today?
My work is deeply rooted in the values of transparency, honesty, humor, a family-first mindset, and faith. I channel these values not only in my professional pursuits but also in my personal life. Being married for over 30 years and raising a wonderful family has taught me that living authentically is the key to nurturing both business and personal relationships.
Professionally, I have a passion for working with business owners; helping them discover that transformative “aha” moment when they recognize their unique strengths. I love to craft tailored content and strategies that amplify their distinct identity.
On a personal level, these values have been my anchor through life’s challenges. When my son was diagnosed with MS at 17 years old and later became legally blind, it was our unwavering faith and belief in God’s plan that saw us through those difficult times. Raising children to be confident, caring, and self-sufficient is never without its challenges. Yet every sacrifice, every difficult moment, and every triumph becomes profoundly rewarding when you see them flourish on their own.
My commitment to creativity, curiosity, and continuous learning means that every day is an opportunity to improve; I believe the only person I truly compete with is who I was yesterday. For me, these are the cornerstones of meaningful success.
What leadership qualities do you believe are essential for success?
I believe the most essential leadership qualities have little to do with wielding power and everything to do with nurturing growth in others. Leadership is earned through empathy, humility, and a genuine commitment to understanding rather than simply giving orders. It starts with active listening, truly hearing others so they feel valued and recognize that their work contributes to a meaningful, larger purpose.
Moreover, effective leadership means having the courage to make the hard decisions, choosing what is right over what is easy. It’s about prioritizing the collective good, ensuring that decisions benefit the whole rather than just individual interests. When people feel heard and see that their leader consistently acts for the greater good, they are naturally inspired to follow. This approach of developing others and embracing a more worldly, selfless perspective is, in my view, the foundation of true, lasting leadership.
How has resilience played a role in your journey?
Resilience, for me, isn’t about a single monumental victory, it’s the quiet strength that comes from choosing, day in and day out, to be the best version of myself. Every morning, I wake up with the determination to improve, even though some days I celebrate small wins and other days I stumble face-deep disappointment. It’s in those vulnerable moments of failure that I discover my true strength.
I’ve learned that resilience is about summoning the courage to try again tomorrow; whether that means tackling a challenging project at work, mending and nurturing relationships, deepening my faith walk, or simply taking care of my personal well-being. That unwavering commitment to keep moving forward, even when the path is uncertain, is what fills my heart with hope and fuels my journey every single day.
If you could go back and give your younger self one piece of entrepreneurial wisdom, what would it be?
If I could go back and give my younger self one piece of entrepreneurial wisdom, it would be to trust your gut. In the whirlwind of advice from mentors, peers, and industry experts, there's a quiet inner voice that often knows the right path for you. I've learned that if a decision doesn't feel right deep down, it's perfectly okay to pause, reflect, and sometimes walk away. Research into decision-making shows that our instincts, when aligned with our values, can be incredibly powerful guides. While it's important to gather insights from others, ultimately, no one understands your journey like you do.
Listening to that inner voice isn't about disregarding external advice; it's about filtering that advice through your unique perspective and experience. Every decision you make builds your intuition, and every setback teaches you more about what truly matters. Embracing this mindset not only keeps you authentic but also ensures that you're consistently moving toward a future that resonates with who you are and what you believe in.
What’s one lesson you’ve learned the hard way but wouldn’t trade?
One lesson I've learned the hard way and one I wouldn’t trade for anything is the transformative shift from trading time for money to embracing a value-based pricing model. I used to charge by the hour, tying my income to the clock rather than the impact of my work. Transitioning to a retainer-based model means clients invest in my knowledge and experience, not just the time I spend. This change has allowed me to focus on delivering meaningful, results-driven strategies without the tedious task of constant time tracking.
Not only has this approach enabled me to better serve my clients, but it has also significantly increased my profit margins and opened the door to bigger, long-term projects. Most importantly, it has helped me maintain clear boundaries, ensuring I never compromise the valuable family time and time for myself.
Have you encountered industry-related barriers, and how did you navigate them?
When I launched my corporate sales career in the 1990s, I quickly encountered industry challenges rooted in an established 'good ol' boys' network. As a woman, I faced biases stereotypes that underestimated my abilities and misplaced assumptions about my role. Additionally, I experienced unprofessional behavior from some business owners. Rather than letting these obstacles define my path, I chose to view them as opportunities to prove my worth. By staying focused on excellence, going above and beyond, and refusing to settle for 'good enough,' I not only met but exceeded my quotas - achieving a 220% increase over two years and an impressive 440% in one year. This journey has reinforced that true leadership and success are built on resilience, determination, and the unwavering commitment to your own potential.
How do you measure success in your life or career?
Success, for me, is a holistic journey that blends personal growth, meaningful impact, and continuous improvement. I measure it in several ways. Firstly, it's about the happiness of the people in my life and the positive influence I can make, whether through mentorship, support, or simply uplifting those around me. Knowing that I contribute to others' well-being is a profound indicator of success.
In my career, I also see success in the steady progress of making a little more money each year. This financial growth represents not only tangible results of my efforts but also the reinvestment in my future and my ability to provide for those I care about.
Equally important is the way I handle negativity by consciously letting go of toxic thoughts and people. I choose to do what is right over what is easy, even when the path is challenging. Each day, I strive to end on a note of gratitude, focusing on the blessings I have rather than fixating on what I haven't yet achieved. This balanced approach fuels my drive and keeps me grounded, reminding me that success is not a destination, but an ongoing commitment to living my values.
Many women struggle with confidently selling themselves. How can female entrepreneurs master the art of self-promotion without feeling ‘salesy’?
Self-promotion feels more natural when the focus shifts from yourself to the value you bring to your audience. Instead of trying to sell everything in the first 30 seconds – which never works - it's more effective to use your pitch time as an opportunity to inform, entertain, and spark a genuine conversation. Nobody likes to be sold to, but people love to buy… after all, purchasing decisions are driven by emotion and trust. Ask yourself: What do you want someone to know about you, and how do you want them to feel after interacting with you? Your pitch should always be about them, not about you. When you take the focus off yourself and clearly demonstrate how you solve problems and provide meaningful solutions, pitching becomes second nature and an authentic way to build trust and lasting connections.
What daily or weekly habits help you stay focused and energized?
I believe that a well-rounded routine is essential for maintaining focus and energy. Each week, I integrate a blend of practices that nurture my body, mind, and spirit. I start my week with Pilates classes, which energize me physically, and on Monday mornings, I perform a brain dump to clear my mind and set clear intentions for the days ahead. In the evenings, I journal with a gratitude list to reflect on my day and cultivate a positive mindset. On Wednesdays, I dedicate time through time blocking for personal errands, housework, and even fun activities—a midweek mind-shift reset that keeps me balanced. Additionally, my weekly Bible study and morning meditation ground me spiritually, providing the clarity and calm needed to navigate life’s challenges. These habits, woven together, empower me to stay focused and energized every day.
What legacy do you want to leave behind?
I don't really think about leaving a legacy. What matters more to me is the lasting impact I can make on others. I want people to feel more confident, more capable, and better about themselves after every interaction. If there's a legacy, it’s about how I show up each day - with integrity, faith, positivity, and a sense of joy. Through my consulting and the strategies, I’ve created, I’ve had the privilege of helping small businesses not just stay afloat but truly thrive. Watching them succeed and knowing I played a role in their journey is everything to me. At the heart of my work is a simple, yet powerful truth: when we uplift others, we make the world a better place. I hope my impact is felt long after I’ve moved on, and that my example encourages others to lead with heart; no gimmicks, just honest, results-driven support.
What’s one non-traditional strategy that helped you build your brand and business that more women should be using?
First, I am not going to “should” on anyone… advice is just that… advice. You need to do what is right for you. To answer the questions though, one non-traditional strategy that has truly transformed my approach is embracing the power to pivot even in the midst of building your business. I've learned that it's not only okay, but often necessary, to change strategies when the current path isn't yielding results. Even when you've invested significant time and money into a particular approach, trusting your instincts to adjust or reinvent the process can lead to breakthroughs.
Rather than clinging to methods just because "that's how it's always been done," I've found strength in the courage to delay launches, retool strategies, and explore uncharted territory. Just because something is new or unconventional doesn't mean it's wrong, it simply means you have the opportunity to create a unique solution that truly resonates with your vision. It can be scary to deviate from the norm, but that very fear is often a signal that you're on the brink of something innovative. Embracing this mindset not only builds a more resilient brand but also encourages you to continuously evolve and stay ahead of the curve.
How do you spend most of your time?
Within my business: I spend most of my time working with business owners to help them better understand marketing and how to think like a marketer. Outside of work: I spend my time with my husband, Paul, of 30 years trying new restaurants and hiking in the many parks here in SE Wisconsin.
As you reflect on your journey, what are you most proud of and why?
I am most proud of the fact that I stuck with it. And, that each year I grow as a professional speaker and author... two things I never knew I could do or how much I would love it!
Tell us a little about your family and what you do for fun?
My husband, Paul, and I have been married for over 30 years. We have two great kids, Alec who is 27 working in the fitness industry, and Erin who is 23 studying interior architecture at the University of Cincinnati. We love to try new foods, watch movies, and find new places to explore.
Photo Credit: Abbie Miller at Stories Framed Photography
To connect with Lisa, visit:
https://www.linkedin.com/in/lisaraebel/
https://www.facebook.com/lisabarden.raebel
https://rebelgirlmarketing.com/
Well-behaved women seldom make history ~ Laurel Thatcher Ulrich
