Some women make you feel like you can do hard things just by listening to them talk.

That’s Liz Garcia.

Liz is the owner of Storage Theory (home organization products that help people declutter and maximize space), co-founder of GW Spice Co. (a Midwest fundraiser alternative that isn’t frozen pizza or butter braids… praise be!), a mom of two, and the kind of entrepreneur who doesn’t just look for opportunities — she creates them.

But what I loved most about our conversation wasn’t the highlight reel. It was the honesty.

Because Liz didn’t wake up one day fearless.
She built courage the same way most of us do: one decision at a time.

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The “before and after” moment

Liz shared a pivotal season that changed everything for her family: while pregnant, her husband was diagnosed with stage one testicular cancer.

Thankfully, he’s now in remission — but that experience shook them awake. It created a “before” and “after” in how they saw life, work, and time.

And after that, Liz said something I haven’t stopped thinking about:

Life is too short to not chase what lights you up.

Not as a cliché. As a lived reality.

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The perfectionism trap (and the freedom on the other side)

Liz calls herself a recovering perfectionist, and if that made you laugh nervously… you’re not alone. 🙋‍♀️

She shared one of her biggest lessons from the last few years:
Start somewhere. Refine later.

Because the truth is… you’re probably going to change your mind anyway.
Your branding, your website, your offer, your strategy.
So perfectionism doesn’t protect you — it delays you.

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The part of entrepreneurship people don’t show you on Instagram

I loved hearing Liz talk about the behind-the-scenes reality of building a product business.

Storage Theory does most of its sales through Amazon, and Liz shared what it’s like to have big goals (like landing a major retailer) while still being in the day-to-day weeds of fulfillment, operations, and the “anchor” tasks that drain your bandwidth.

And then she shared something that made my heart go, yes.
She hired help — high school neighbors — to take work off her plate.

Not because she had endless margin.
Because she needed room to lead.

It was a reminder that sometimes the story we tell ourselves (“we can’t afford help”) isn’t fully true.
Sometimes it’s fear wearing a practical costume.

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Go to worst case scenario

One of Liz’s strongest coaching-style moments was this:

Go to worst case scenario.
Name it. Say it out loud.
And ask yourself: Would I survive it?

Most of the time, the answer is yes.

And if you’d survive it… maybe it’s time to stop letting fear make your decisions.

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The question that keeps her honest

When Liz is facing a big leap, she asks:

“Will I regret not trying?”

If the answer is yes, she tries.

And listen — that doesn’t mean everything is easy or smooth or guaranteed.
It means she’s choosing courage over comfort.

Which is something so many of us are being invited to do in this stage of life.

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Create what you wish existed

Liz also talked about building community — and how, living in the Midwest, you sometimes have to create the room you wish you could walk into.

She’s hosted networking events, built spaces for entrepreneurs to connect, and is dreaming up more co-ed community gatherings — not just for business owners, but for adults who want to make friends and feel less alone.

And honestly? That’s leadership.

Not just building a business — building a place.

At the end of our conversation, I asked Liz what she’s found out about herself through all her ages and stages.

Her answer was simple:

“I’m capable of more than I believe.”

And I hope you hear that as an invitation, too.

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This one is full of courage, practical wisdom, and the kind of honesty that makes you feel less alone.

🎧 Listen now to the Liz’s episode of The Found Podcast with Molly Knuth, now streaming on Spotify and Apple Podcasts.

And friend… if you needed the reminder today:
You’re capable of more than you believe.