Lara has a single obsession: moving companies from a brand to THE brand in their industry. She built her reputation advising Johnson & Johnson, Kraft, Shell, and Unilever. In 2008, she made a deliberate shift - trading multinational boardrooms for ambitious SMBs in increasingly crowded markets, and has since driven almost a hundred million in additional revenue, helping them become the only option buyers seriously consider. Start Some Shift, her growth agency, is where that work happens. Built for companies selling premium services who want to own their category, it runs on one principle: markets reward those who stand apart from the crowd. Her insights have been featured on CNBC, CBS, and The Chicago Tribune. She's also been recognized as a BizBash Event Industry Innovator, a CEIA Spirit of the Industry Award recipient, and an ILEA Toronto Dedication & Leadership Award recipient. When she's not rewiring how companies compete, she's boarding down an active volcano, spelunking sixteen stories underground, camping beside a glacier in sub-zero temperatures, or jumping from a plane at 15,000 feet. Because for Lara, in business and in life, playing small has never been an option.