About Us

She missed the date by eleven months.

In 2022, Deanna told her family she'd leave her corporate position by her 10-year anniversary, in June 2025, to run Life Design Project full time. She said it out loud, so she'd have to keep her word.

She'd never run her own business, only pieces of someone else's. She'd never gone a year without a paycheck. But underneath that was something harder to admit: after years of being the expert, the idea of starting over as a beginner, of not knowing what she was doing, felt unbearable. What if, after everything she'd built, she wasn't enough without the title behind her name?

She stayed instead.

In May 2026, she walked out of her corporate role: VP of Global Sales, a position she'd built over a decade without a degree, through work and a refusal to quit. What met her on the other side wasn't triumph. It was relief, the kind that shows up when you realize the thing you were afraid of was smaller than the story she'd been telling herself about it.

If any of that sounds like your week, you're not reading her story anymore. You're reading the start of yours.

You know what you want. You just haven't moved yet. Maybe that means leaving something. For most of the women we work with, it doesn't. It means staying exactly where you are and finally building the version of it you actually want, instead of the one you defaulted into.

The shape is different for everyone. The gap is the same one Deanna stood in for three years: knowing and not yet doing. She didn't close that gap alone.

Rochelle Lierz, Co-Founder of Life Design Project
Where it began

A conversation she never forgot.

A decade earlier, in 2016, Deanna sat across from a coach named Rochelle Lierz and had a conversation about her values that she never forgot.

That conversation is part of why, in 2021, the two of them built Life Design Project: structured, honest coaching that doesn't wait for you to stumble into the right person at the right moment. It's built for people doing the real work of figuring out what they actually want and then doing it.

Rochelle Lierz · Chief Strategy Officer & Co-Founder

The decision that changed things for her started with saying it out loud. Yours can start the same way. We've been exactly where you are, and we know how hard it is to make a move you can already see but haven't taken yet. For the first time in longer than you can remember, the future can feel like something you're in charge of.

That's what we are here to help you build.

The people behind the work

Built and run by people who have done the work.

Deanna Webb, CEO and Co-Founder

Deanna Webb

CEO & Co-Founder

She lived the gap this company was built to close. Deanna leads Life Design Project, and now and then it is her across the table on your Clarity Call.

Rochelle Lierz, Chief Strategy Officer and Co-Founder

Rochelle Lierz

Chief Strategy Officer & Co-Founder

The coach whose 2016 conversation started it all. Rochelle shapes the strategy and the methodology behind every engagement.

Charles Brignall, Chief Operations Officer

Charles Brignall

Chief Operations Officer

Two decades of sales and operations leadership across healthcare and multi-site businesses, and founder of a nonprofit for mental-health access. Charles helps make sure the company that holds your transition is built to last.

Select, don't settle.

You do not have to be in crisis to deserve clarity.

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