Interested in starting your own entrepreneurial journey in personal development but unsure what to expect? Then read up on our interview with Lori Wallace, founder of Career Ecology, located in Carlsbad, CA, USA.

What's your business, and who are your customers?

Our mission is to empower endless joy with work. The world is in a state of epic shift. It's moving from an era of power over to one of power with – which is essential to the healing.

At Career Ecology, we're supporting this great shift by empowering people at their entry point of career – where all great collaborations begin.

Feng Shui Resume
Biodynamic Search Method
Mindful Interviewing
Referral Ecosystem
Depth Coaching

We envision a world where people are free to explore, connect and collaborate with full authenticity and joy.

Tell us about yourself

My journey into joy with work began when the twin towers fell on September 11th, 2001. I was eight months pregnant and working as a marketing executive for a financial services company in San Francisco. On that tragic day, I knew one thing – I needed to quit banking and help heal the world through radical kindness.

That burning desire would lead me to the field of executive recruiting and ultimately to start up my own agency in 2005 with the sole purpose of transforming "headhunting" into a human connection.

Fast forward to 2016 and the ensuing cascade of crises from culture and covid to climate change and war – Career Ecology was born to help move people from alienation at work to true purpose and belonging. And as a tenured recruiter, I know that making that shift begins with empowerment at the point of inquiry. I applaud those who follow their curiosity and show up for themselves and for the world. We need the brilliance of every human in their full and rewilded state.

What's your biggest accomplishment as a business owner?

Divining meaning and depth within a chaotic and often painful space of career development and job search. I have met the call to go deep and birth designs for self-expression across resume, search, and interviews – as well as personal initiation into the wild heart – that is essential for a world in a state of destruction and renewal.

What's one of the hardest things that come with being a business owner?

Choosing to solopreneur it without turning towards funding. This means one must take it slow and spend years in development, whereas with funding, it could have been months. But, the interesting thing is that the added time provides space for dreaming big and manifesting a shape that is much bigger and more powerful than originally understood. Moving slowly is in alignment with nature and, in the end, essential.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Determine if the business is aligned with your passion and compassion. If it is, you will have all the determination and patience needed to see it through.
  2. Think twice before inviting a friend in to be a partner. It may feel easier and more fun at the start, but doing this could disrupt the very shape of what you are birthing from deep down.
  3. Learn Wix! Your creativity will soar if you have direct access to your website and can make changes according to your own creative process. Try to make sure you have full access to create!

Is there anything else you'd like to share?

Michael Meade, the mythologist, and founder of the Living Myth podcast, recently said that these times aren't calling us to be agents of change anymore. Instead, we're all being called to be agents of creation. I wholeheartedly agree. Follow your heart. Keep your ego in the passenger seat. Your heart knows the way.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.