Building a Business with Ease, Pleasure & Purpose: A Conversation with Trauma-Informed Coach Lee Cordell
Hi, friend! Welcome back to the Passports, Profits and Pixie Dust. I’m Lindsay Dollinger—high school Spanish teacher, dog mom, world traveler, and business mentor helping women run their direct sales and online businesses the right way… so you can earn what you’re worth and live the life you’ve been dreaming of.
Today on the blog, I’m sharing an amazing conversation I had on the podcast with someone you’re going to LOVE: Lee Cordell, a trauma-informed, pleasure-focused business and mindset coach here in Central Ohio.
If you’re a woman in direct sales, network marketing, coaching, or entrepreneurship of any kind… this blog is going to hit home in the best way. 💛
Let’s dive in.
Listen in to the episode of the podcast here:
Meet Lee: The Trauma-Informed, Pleasure-Focused Coach Helping Women Build Better Lives & Businesses
Lee didn’t start out as a business coach. In fact, she spent over a decade in healthcare as a nurse practitioner—mentoring, precepting, advising, and supporting patients and students.
But she noticed a pattern:
👉 She loved the coaching and guiding part of her work far more than the medical system itself.
Around the same time, she joined network marketing (while juggling a full-time job and three kids), and again—she found herself far more passionate about helping her team members identify their goals, strengths, and dreams than the actual selling.
A friend finally told her:
“Lee… you’re a coach. You know that, right?”
Even though she tried to ignore it, she said she could not get the idea out of her head. Her husband confirmed it, and eventually she started leaning into life coaching… which naturally transitioned powerfully into business coaching as more and more entrepreneurs began gravitating toward her.
Now? She has a thriving business supporting women in healing:
✨ Their relationship with themselves
✨ Their bodies
✨ Their brains
✨ Their bank accounts
…so they can flourish in life AND business without burnout, shame, or hustle.
Why Niching Down Changed Everything
One thing I personally love about Lee (and mentioned in the interview!) is how clearly she’s niched down over the past couple of years.
She’s not trying to be for everyone—and she even has a signature shirt that says:
“I’m not for everyone.”
She shared this mindshifting reminder:
“The more clearly you serve your specific people, the more those people will go out and do powerful work—multiplying your impact.”
So many women hesitate to niche down because they think it limits how many people they can help. Lee believes the opposite:
When you niche deeply,
you lead powerfully,
and your impact spreads farther.
Yes. Yes. YES.
Business Built from Pleasure, Not Pressure
Lee is a big believer that your business should feel GOOD—and if it doesn’t, something is misaligned.
A few of her biggest tips for direct sellers and entrepreneurs:
1. YOU are the brand. Not the company.
This is a message I preach constantly too. People buy YOU first.
Your personality.
Your mission.
Your energy.
Your story.
If you want to stand out in a company of thousands, this is how you do it.
2. You get to build your business in ways that feel good.
Hate cold messaging? Then don’t do it.
Hate stock photos? Stop posting them.
Hate doing things that drain you? You don’t have to.
Instead, ask:
👉 What would feel GOOD for me to do consistently?
👉 Where do I shine?
👉 How do I naturally communicate and connect?
Follow that.
3. Decide it’s working.
This is a HUGE point she emphasized:
“Most people quit strategies too early. Decide it’s working—and keep going long enough for it to actually work.”
When something “isn’t working,” most of the time the problem is simply…
We didn’t give it enough TIME.
Lee’s Trauma-Informed Journaling Process (And Why It Works)
If you’re a journaling fan (or want to be), this part is GOLD.
Lee is the creator of The Wright Planner, which integrates planning with mindset work. And she shared her 5-step journaling process that helped her hit her first $50k launch.
Here’s the breakdown:
Step 1: Write your desire.
Your goal.
Your intention.
Your vision.
Be specific.
Step 2: Write your fears.
Every limiting belief.
Every worry.
Every “what if it fails…”
This part matters.
Step 3: Reframe with SAFE affirmations.
This is where Lee differs from most coaches.
Instead of “I am wealthy” or “I am a top leader,” which can feel unbelievable to your nervous system, she encourages:
✨ “It is safe for me to…”
✨ “I am allowed to…”
These help your brain move from fear → safety → belief.
This is trauma-informed mindset work at its finest.
Step 4: Evidence list.
What evidence do you already have that you can reach your goal?
Small wins count.
Tiny progress counts.
One message counts.
One idea counts.
Step 5: Action steps.
3–5 small, aligned actions based on the version of you who already has the result.
And then (she emphasized this lovingly):
👉 You actually have to go do them.
Mindset Isn’t Optional—It’s Your Foundation
Lee said something so powerful:
“Mindset is the one non-negotiable in my business.”
Even if she doesn’t work her business that day, she ALWAYS:
✔️ Journals
✔️ Meditates
✔️ Listens to mindset or business podcasts
✔️ Takes care of her mental, emotional, and physical wellbeing
Because here’s the truth:
👉 When YOU thrive, your business can thrive.
👉 When YOU are overwhelmed, your business feels overwhelming.
👉 When YOU feel safe, aligned, energized, and grounded—your business grows with ease.
Her Approach to Time Management: What’s Good for Me Is Good for My Business
This may be my favorite part of the whole interview.
Lee shared her mantra:
“What’s good for me and my family is good for my business.”
Which meant:
✨ Self-care came first
✨ Family time came second
✨ Business fit around those two
Not the other way around.
And you know what?
Her business GREW because she was grounded, aligned, and energized instead of burned out and resentful.
For all my moms, teachers, caregivers, or women juggling 500 things—this is your permission slip:
💛 You are allowed to build your business in a way that fits your LIFE.
💛 You are allowed to grow slower if needed.
💛 You are allowed to let 10 minutes of focused work count.
💛 Done is better than perfect.
💛 Consistency matters more than intensity.
YES, yes, yes.
A Few Final Nuggets from Lee
Here are some more mic-drop reminders from our conversation:
✨ People will wait for you.
You don’t have to respond instantly to every message.
✨ You get to decide how much access people have to you.
Boundaries = healthy business = healthy YOU.
✨ Clients are relationships.
You don’t have to take on every sale if it’s not a fit (abundance mindset!).
✨ Your past experiences come with you.
Healing helps business growth.
✨ You don’t need hours. You need intention.
Five focused minutes > two distracted hours.
✨ You don’t have to follow business rules that don’t fit you.
You’re allowed to do it your way.
Where to Connect with Lee
If you love her energy (you will), here’s where to find her:
👉 Her Facebook community: The Pleasure of Business
👉 Her planner/journal: The Wright Planner – thewrightplannerco.com
👉 Instagram + Facebook: @leecordell
👉 Her upcoming podcast: dropping soon in Netflix-style seasons!
She’s absolutely someone you’ll want to learn from.
Final Thoughts
This conversation was such a refreshing reminder that business doesn’t have to feel heavy, overwhelming, or exhausting.
You are allowed to build something beautiful that fits you.
You are allowed to create success from pleasure, not pressure.
From alignment, not hustle.
From safety, not fear.
And you are absolutely capable of building a wildly successful business without losing yourself in the process.
Here’s to showing up with joy, purpose, and power today. 💛
If you enjoyed this blog or want to listen to the full episode, go here:
Passports, Profits and Pixie Dust Podcast Episode 53: Biz Tip Thursday: Stop and Connect
Mar 04, 2021
Here’s your polished, organized, SEO-friendly blog post—cleaned up, structured, and written in your signature Lindsay voice. Enjoy!
The Quickest Biz Tip That Will Transform Your Direct Sales Business (In 2 Minutes or Less!)
The Fastest Way to Boost Your Sales Today: Make REAL Connections
I was literally driving (and watching wild shenanigans unfold in the car next to me—someone threw their headphones at another car 🤯) when this hit me:
👉 The simplest way to grow your business today is to CONNECT with people.
Not tomorrow.
Not when you feel ready.
Not after perfectly planning your feed or making a new Canva graphic.
Right. Now.
While you’re reading this.
Step 1: Pull Up Your Messages—Yes, Right Now
Open whichever app you use the most:
- Facebook Messenger
- Instagram DMs
- Text messages
- WhatsApp
Then choose five people who are:
- current customers
- past customers
- people you WANT to become customers
And send a message like:
- “Hey! Thinking of you—happy Thursday! Doing anything fun this weekend?”
- “Saw your post earlier—loved it! How are things going?”
- “Just wanted to say hi! Your name popped in my head.”
It doesn’t have to be fancy.
It doesn’t need a CTA.
This is NOT a sales pitch.
It’s a connection.
Step 2: Before You Message—Do a Quick Profile Check
If it’s someone you haven’t talked to in a while, take 5 seconds to glance at their profile.
Why?
Because you don’t want to accidentally send a cheerful “Happy Thursday!” message right after they:
- lost a loved one
- lost a pet
- went through something hard
- announced a major life crisis
A quick check keeps your message thoughtful, not tone-deaf.
Step 3: Use Stories to Start Conversations
This is one of my secret weapons. 👇
When I’m:
- waiting in a drive-thru
- sitting in my car
- in line at Target
- (yes) even in bathroom scroll mode 😂
…I open my messenger stories tab and watch people’s stories.
👉 But here’s the key: I don’t just tap “like.”
I COMMENT.
Meaningful, real comments like:
- “Omg that sunset is gorgeous!”
- “Congrats—so excited for you!”
- “Where did you get that? It’s adorable!”
- “Ahh I’ve been wanting to go there—is it worth it?”
Stories are an easy doorway into conversations.
Conversations are the doorway to relationships.
Relationships are the doorway to SALES.
And If You’re Not Posting Stories? You’re Missing Out.
Stories let people see:
- your life
- your personality
- your behind-the-scenes
- your pets
- your realness
But please, friend—hear me:
❌ Stories should NOT be all product pics.
❌ Stories should NOT be 15 slides of stock photos.
That is spammy.
That is boring.
And no one gets to know YOU.
Think of stories as your personal reality show.
Your brand is YOU—not your product.
Step 4: Make This Part of Your Daily DMO
Connection isn’t optional.
It’s not “extra.”
It’s not something you squeeze in “when you have time.”
Sales = relationships. Period.
So add this to your habits:
- When you’re in line → respond to stories
- When you’re waiting in the car → send a message
- When you’re sipping coffee → connect
- When you sit down for your work session → message 5 people
Make connecting a lifestyle, not a task.
These tiny actions compound into big results.
The Bottom Line
You already know what you need to do in your business.
The magic is in DOING it.
So go send those messages.
Respond to those stories.
Reconnect with people.
Build new relationships.
Your business grows at the speed of your conversations. ✨
Loved this tip?
I’d love to hear how you used it! Tag me in your stories or message me on Instagram.
Now go make some connections, friend—you’ve got this. 💛