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Jän Simon interviews Liz Ponce, a twin mom and co-owner of Arizona-based LZR Marketing, about building a marketing agency without choosing a niche and balancing creativity, leadership, and family. Liz shares growing up in Jackson, Michigan and Chicago before moving to Buckeye Arizona, her competitive background in basketball and drumline, and how she moved through multiple schools to study graphic design. She describes early work in printing and a fast-paced role at Rapid Recovery where she expanded from design into web, events, and Salesforce. After COVID, Liz and her wife started their agency, landed early clients, and were fired from their education-focused agency job shortly after—pushing them to go all-in despite health insurance concerns. Liz explains the split between LZR’s white-glove retainer model and Early Bird’s packaged services, plus realistic expectations for marketing timelines.

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