Growing a business
after a long career in tech

I recently caught up with a friend via social media. We had worked together in video game marketing oh, twenty years ago, and “stayed in touch” via seeing each other’s adventures on Facebook.

Lately I’d seen Lisa pull off a super-interesting pivot–starting a business focused on gardening. I gave my opinions on favorite business names and logos and feel invested in its success. I wanted to know more.

We both worked in video games, first at Sierra and then Xbox. You got married and moved to LA and had a family. Did you continue to work in tech?

Oh yes! That was back in the early 2000s. I remember daily lunches with you and Orlena and evening game sessions in the Microsoft hallways—it was a great time. After moving back to LA, I worked at Activision, a few startups focused on innovative marketing, and then at Alienware, Herman Miller Gaming, and Intel Gaming. It was a long and wildly fun ride.

Have you always been into gardening, or is this a newfound pursuit?

I’ve always loved nature and the outdoors. As my corporate career went on, stress and anxiety became constant companions, so I made sure my space always included a living sanctuary, outdoors if possible or inside if not. A place to breathe, feel the wind, smell herbs, and hear birdsong. It’s my living meditation. I’ve even grown basil in bathroom windows or orchids over a kitchen sink. Wherever the sun could reach, I put something green.

Was there a Eureka moment for you about starting this business? How did you land on the idea of garden design and coaching?

Moving in this direction happened for two main reasons. First, tech careers in the post-COVID world were never the same. I still see people being hired only to be laid off months later because of poor planning and timing. These are highly qualified professionals, like myself, often over 40 or 50, facing repeated job insecurity. It’s a very tough experience.

Then there was menopause, and you may be able to relate a little here, Christa. Imagine a creative, organized, passionate brain that had worked 40–60 hours a week for decades suddenly forgetting words, struggling to sleep, drenched in sweat at random, drained of energy, and diagnosed with ADHD, which is surprisingly common for women at this stage of life. The combination of corporate insecurity and my changing brain eventually forced me to step back. I just knew I could never go back to that world.

In the gaps between layoffs, I spent more time in my garden. After years of impulse-buying plants (and sometimes killing them), I started approaching it with intention and strategy. Slowly, my garden transformed. Plants thrived, spaces found their focal points, and I truly began to enjoy the sanctuary I had created. Sitting among the greenery, listening to the wind and birds, I realized this wasn’t just therapy for me—it was something I wanted to bring to others.

Through social media, I kept seeing ads for Gardenary, a course that teaches gardeners how to turn their passion into a business, focused on building edible and pollinator gardens. Three months later, Flourish & Feast Gardens was born. Managing a business while navigating a hyper-focused or wildly disorganized ADHD brain has its challenges, but I’ve never felt happier, knowing I can help others create beautiful, productive gardens right outside their doors.

I remember voting on business names and logos on Facebook, but you’ve also had years of experience with designers and branding. Was the crowdsourcing opinions a way of market testing, or more for fun? And did you go with crowd favorites, or override them?

In today’s world of AI, starting out as a solo-preneur with no budget, I used what was at my disposal. I played with AI name generators like Perplexity, Claude, and ChatGPT, then market-tested the options across my personal social pages and coaching group. In the end, there was a tie, and I went with the name I felt would resonate most, even though it wasn’t my first choice!

How are you getting the word out about the services you offer?

HA! This is the never-ending question, right? Since my business is brand new, I’m still figuring out the best ways to get the word out. Because I’m very local—Southern California—networking has been key. I’ve started with Facebook groups, from hyperlocal communities where I can share my services, to broader gardening groups where I offer tips (and occasionally mention I do coaching). I also attend local networking events and contribute to silent auctions for schools and charities.

The Gardenary coaching program suggested a tiered approach to building a client base. First, offer free consultations, then heavily discounted sessions (around 75% off), followed by smaller discounts (around 50%) to gradually build experience and reach about 100 consultations. I’m not quite there yet—I’m currently offering sessions at roughly 50–75% off—but it’s been a great way to connect with people, gain experience, and grow my local presence.

What is the challenge to hyperlocal marketing?

You really have to network! It feels slow to me at times. First, I need to find the right business groups, which are often small or private, so showing up consistently is key. This isn’t a natural space for me, but I’m getting more comfortable each week.

I also think branding will play a huge role in my local market, and that will take time too. I purposely designed the big, bold butterfly in my logo so that networking posts or marketing materials will help build recognition. The South Bay beach cities each have their own pockets of schools, restaurants, and “center town” areas, so I’m hoping regular exposure—through networking, donations to auctions, or even just being spotted at the grocery store in my Flourish & Feast sweatshirt—will help establish trust and a “local business” feel. Whatever works! 😊

Do you have a plan for if Flourish and Feast gets hugely popular in the near future? Will you stay a solopreneur and be exclusive regarding who you choose as clients or will you hire and grow and scale up the operation?

This is a great question and one I’ve thought about a lot. Right now, my plan is to enjoy the solo-preneur life. I need to fully dive into this new world—get out of the sedentary, desk-bound routine of staring at a computer all day, meet my local communities, and get my hands dirty (literally!).

Although I don’t have a formal growth plan yet, I’m starting to build the business through strategic partnerships for the heavier work—leveling, laying gravel, moving soil—so I can continue getting my hands dirty on the parts I love.

Over the next 2 years, I plan to figure out which aspects of the business I enjoy most and focus on those, while bringing in a small but mighty team of experts to handle the rest. This way, I can scale thoughtfully, leaning on people who love the work I don’t, while keeping the hands-on, personal touch that makes Flourish & Feast Gardens special.

Do you have any tips or hacks for how to manage family and business and self-care?

Hmmm, it’s ongoing. After five months in business, I’m still learning how to let go of the Mon–Fri, 9–5 mindset. I actually really enjoy the freedom, but it comes with its challenges. My previous routine of coffee and calm morning prep is now often filled with social media scrolling to find opportunities to promote my business, listening to business podcasts on a walk (instead of actually taking a break), or hyper-focusing in Canva creating social posts—only to realize it’s 7 p.m. and I haven’t made dinner.

Last week, after a few days of pure exhaustion, it finally hit me: not all work is physical. My brain has been constantly working on the business, and it needed a break. So one day I stopped at 3 p.m. and took a nap. Going forward, I’m consciously setting aside time to enjoy my garden, my family, and my friends—and to turn off the business, at least when I can. ;P