I know what it's like to be close to the work.

Founder & Market Clarity Advisor

I'm Liz Edwards.

I've spent years building and operating founder-led ventures, turning ideas into companies, programs, partnerships, systems, and real-world execution. I understand the founder mindset because I have lived it: carrying the vision, making decisions with incomplete information, solving problems across every part of the business, and sometimes having no obvious person with whom to process the hardest questions.

As co-founder and Chief Impact & Growth Officer at Glow and COO at If You're Breathing, I have worked across growth, partnerships, impact, operations, communications, and execution. Those roles taught me that the visible problem is not always the real constraint—and that good intentions and good ideas still need ownership, evidence, and follow-through.

I've often been the person people talk to when they need to say the thing they cannot say in the room. I listen closely, ask questions that get beneath rehearsed answers, and tell the truth when agreement would be easier.

I created Groundwork to give founders a confidential place to think clearly, challenge what they believe, and turn difficult decisions into accountable action. My work is personal, but it is not unstructured. Every engagement turns conversation into evidence, decisions, ownership, deadlines, success measures, and a practical plan.

When purpose or impact belongs in that direction, I can also help build it into the business credibly and practically.

I'm based in Tennessee, where I live with my husband and two sons.