From graphic designer to multi-passionate CEO, Liz Garcia shows us what it looks like to build a life and business rooted in courage, clarity, and bold reinvention.

During our conversation, I sit down with Liz, the dynamic CEO of Storage Theory and co-founder of G.W. Spice Co., whose journey into entrepreneurship began not with a business plan, but with a life-altering wake-up call. Known for her contagious energy, heartfelt storytelling, and practical approach to product-based growth, Liz also hosts The Liz Garcia Show, where she champions purpose-driven action for busy go-getters.

Liz opens up about the pivotal moment in 2021 when her husband’s cancer diagnosis forced them to re-evaluate everything. That season became the catalyst for pursuing the dreams they had long postponed. After his remission in early 2022, they moved quickly to launching their first company, starting her podcast, and embracing entrepreneurship with a renewed sense of urgency. Liz also shares the unconventional, creatively structured deal that allowed them to acquire Storage Theory in 2024, proving that resourcefulness can open doors even without deep capital.

Throughout our conversation, Liz breaks down the practical systems that keep her thriving while running multiple ventures, from activity stacking and time blocking, to ditching multitasking in favor of focused energy. She shares grounded wisdom on conquering perfectionism, building momentum through “messy consistency,” and understanding the real complexities of scaling on Amazon. Her insights on delegation, SEO, branding, and leveraging PR firms like Chic Execs offer a roadmap for product founders ready to level up.

At its heart, Liz’s story is a reminder that reinvention is possible at any moment, especially when we lead with courage, creativity, and intention. This episode is packed with mindset shifts, tactical gems, and permission to start before you feel ready.

Tune in to hear Liz’s inspiring journey and the strategies she uses to help women build the million-dollar businesses they dream of.

Chapters

👋 00:55 Meet Liz Garcia and Her Entrepreneurial Rise

💫 02:31 Liz’s Journey from Health Crisis to Purposeful Entrepreneurship

🎨 05:23 How Liz Shifted from Graphic Design to People-Centered Sales

🏠 08:18 How Storage Theory Entered Liz’s Life

🤝 10:06 Navigating the Storage Theory Acquisition with Creativity

🛍️ 16:38 New Product Innovations at Storage Theory

⚡ 19:19 How Liz Balances Multiple Ventures with Intention

✨ 36:28 Final Reflections and Closing Inspiration

Links
Website: Storage Theory
Instagram: @lizgarcia.me
Instagram: @storagetheory
Check out Liz’s website and connect with her on Instagram to follow her journey, explore her products, and dive deeper into the bold, simplified approach to entrepreneurship she champions.

Sponsor
Go From Expert to Thought Leader with the Genius Discovery Program.
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Reach out to Adrienne: [email protected]

Visit our website: www.sheleadsmedia.com

Join us at the upcoming She Leads LIVE 2025 conference in NYC on November 6th & 7th. Learn more at sheleadsmedia.com

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