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Life Design Project

About

Life Design Project

She knew she needed to leave. She just couldn’t make herself do it.

In 2022, Deanna Webb told her family and close friends she was leaving her corporate career on her ten-year anniversary in June 2025 to run Life Design Project full time. She said it out loud to hold herself accountable. To put it in the universe. To make it real.  She missed the deadline by seven months.

The closer she got to the date, the louder the fear became. Where would the money come from? She had never run her own business, only run pieces of someone else’s. She had always had a paycheck. What if she failed? What if she couldn’t make it work? What if, after everything, she just wasn’t enough without the title behind her name?

She stayed. And stayed. And stayed.

On January 23rd, 2026, Deanna walked out of her last corporate role. VP of Global Sales. Ten years. A career she had built from nothing, without a degree, through sheer will and a relentless refusal to quit.

The relief was so total she didn’t care about looking stupid, running out of money, or any of it. She just thought: you figured it out before. You’ll figure it out again.

What she felt on that day is what she wants every LDP client to feel as fast as possible. Not someday. Now.

The fear wasn’t real. None of it was actually real. She was stronger than the story she had been telling herself for years. And she had been hiding, when hiding in plain sight had never actually been her style.

Deanna’s relationship with coaching started a decade earlier, in 2016, when she sat across from a coach named Rochelle Lierz and had a conversation about her values that she has never forgotten.

That conversation planted something. In 2021, Deanna and Rochelle co-founded Life Design Project with a single belief: the kind of structured, honest executive coaching that had changed both of their lives should not be reserved for the lucky few who happened to find the right person at the right moment. It should be accessible, rigorous, and built for real people doing the hard work of figuring out what they actually want.

Deanna knows her clients from the inside. She has been the high-performing professional who looked successful from every angle and felt quietly suffocated. She has been the person who knew exactly what she needed to do and couldn’t make herself do it. She has told herself every version of the story that keeps smart, capable people stuck.

She also knows what it feels like when it breaks open. When the fear turns out to be smaller than you thought. When you realize you were never actually trapped. When relief hits and you wonder, genuinely, what took you so long.

That is what Life Design Project is built to help you find. Not someday. Not after one more year of waiting. Now.

Thank you for visiting, and please reach out with any questions to [email protected]

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Deanna Webb

Founder

When I was younger, I never knew what I wanted to do to earn money.
I felt like everyone else had been given a manual on how to live and go after what they wanted. I had no idea what I even liked, much less where to focus my energy.
I felt there were endless possibilities, yet plotting a course forward was puzzling and terrifying. I knew I wanted to be successful and do things that I could be proud of, I just didn’t know which direction to go.
I floundered in the jobs and the opportunities I did get as I didn’t have the confidence to make them successful. I always felt like I was missing something meaningful.
There were aspects of each job that I did well and that made me feel good or excited, I just couldn’t find anything that kept me engaged consistently.
Looking around and seeing my friends excel in school and jobs only added to my feelings of inadequacy and being lost. I wanted what they had.
At 29 years old, I fell into a sales role with a company that had solid structure and a way to be promoted from within (they were willing to train me to lead). It felt manageable, so I focused on working my way up learning key competencies and gaining confidence along the way.
I was very fortunate to have leaders that were true mentors. They shared their knowledge and key insights with me freely. If it wasn’t for their focused efforts and the good timing of promotions into elevated positions, I don’t think I would have gotten as far as I did.
Many people and factors contributed to my overall success. I often wondered if I had known how to harness my own unique potential, it could have made a positive difference for me years earlier.
I now understand there are many people that struggle with understanding their potential and choosing a fulfilling path to earn money. I would like to support a better future in this area.