10 Lessons from 10 Years of Running Hummingbird Marketing Services

By Andi Lucas, Founder & CEO

Lesson 1: Year One Is an Emotional Rollercoaster

The year I started Hummingbird Marketing Services was a wild one. After serving eight years at Amazon, I was ready to strike out on my own. I slept for the first 30 days — but then I was ready. I worked with a designer on Fiverr (no lie!) to create my logo, built the website, and ordered business cards.

And then I panicked. Who the hell did I think I was, starting my own business?

I come from a long line of working breeds — Dobermanns, Boxers, Great Danes, and the Lucas family. You get a job and go to work for someone. It was May 2015, and anxiety won: I took a job marketing smart whiteboards.

By October, the company realized that the “pain” of regular whiteboards wasn’t enough for businesses to spend thousands on new “smart” whiteboards. They shut down the product line and laid off the entire marketing team.

I took it as a sign from the universe. On November 3, 2015, I filed for my business license. I was officially a business owner! I was doing my own thing! Now what?

I soon understood that as a business owner, I was in charge of, well, everything: finding clients, selling to clients, doing the work, invoicing, and chasing down late payments. I was a one-woman show. But I also could wear pajamas all day, take an afternoon off for a Mariners game, and work until 2 am if I wanted. Still, I was my own motivator and my own source of income.

I had traded security for freedom. I cried often that first year —it was overwhelming. I was stressed yet excited, anxious yet thrilled, terrified yet fearless. And if given the choice, I’d hop back on that emotional rollercoaster every time.

Lesson 2: Hire the Right People

A business mentor once shared this invaluable advice: Build a successful team by getting the right people on the bus, letting the wrong people off, and making sure everyone is in the right seat. Simple. Powerful. True.

After 10 years in business — the past five with employees — I now have a literal dream team. I could not imagine a Charm more creative, proactive, collaborative, dedicated, and brilliant! I am grateful every day for my team, and I make it a point to ensure that each of these fabulous women knows how truly appreciated she is.

Thanks to my outstanding team, I have:

• Learned how to delegate and let go — tough for an Aries control freak;
• Fully unplugged and enjoyed vacation time — a rare treat for business owners;
• Elevated my leadership, listening, and communication skills — and, I hope, inspired my team in the process.

Thanks to Julia, Elizabeth, and Sarah, especially over the past year, I’ve been able to focus more on running and growing the business. They’ve been encouraging, supportive, and — most importantly — proven that I don’t need to worry. They are incredibly capable, which is exactly why I hired them in the first place.

Lesson 3: Own Your Brilliance

I recognize how fortunate I am to be married to another business owner. My husband, Zach, understands when I need to work late, spend a Sunday catching up, or take a client call during dinner. He gets it — because he’s in the same boat.

Zach works in financial services. In our first year of dating (my second year in business), any time we were out — at a restaurant, a bar, anywhere — if the conversation naturally opened the door, he’d hand over his card and give a quick explanation of how he helps people.

I would literally cringe and look the other way. It wasn’t that I didn’t believe in him — I just couldn’t imagine telling a random person about my services.

After “the cringe” happened about ten times, Zach and I had a conversation about it. He explained that many of his clients came from people he met out in the world — or referrals from those people. Talking about what he does is one of his most powerful marketing channels.

As the owner of a marketing agency, I felt like a heel. Why was I so afraid to talk about how I help business owners? I should’ve been telling people about what I do — how else would they know?

I had to laugh at the picture in my mind: we’re dining at a bistro, and the owner walks out of the kitchen to ask, “Hey, I’ve been struggling with my social media — know anyone who can help?” Not exactly a likely scenario.

A more likely scenario: I was dealing with imposter syndrome (see Lesson 1, paragraph 2). I didn’t shake it overnight, but I worked on it steadily over the next few years. Today, I’m not afraid to politely — and charmingly — brag about Hummingbird Marketing Services, how we’re different, and the incredible work we do for our clients.

Hearing those sentiments echoed back is powerful reinforcement. Potential clients and long-term partners alike have told me we’re a breath of fresh air, that we’re a special company, and that they love working with us. Those words fuel my confidence and push me to keep showing up, keep sharing, and keep stepping outside my comfort zone.

Lesson 4: Expect the Unexpected

Part 1 of this lesson is pretty straightforward: clients will cancel, projects will derail, technology will fail at the worst possible moment, and deadlines will suddenly shift. As a business owner, you must stay flexible, stay kind, and stay ready to pivot. Period.

Part 2, however, took me years to learn — and honestly, it’s a lesson I keep learning. Managing your clients’ expectations is critical, especially in marketing.

I’ll never forget the first time I didn’t clearly (or at all) explain what my client should expect. It was year three in my business, and my client — who had rented her properties on Airbnb and VRBO for years — wanted a direct-booking website. I created a logo and built her a beautiful, functional site she absolutely loved. #ExpectationsExceeded

But after launch, she was shocked when no bookings came in during the first week. Oops. I hadn’t explained that the website was step one; she still needed to drive traffic to the site — emailing her contacts, reaching out to past guests, posting on social media, running ads. (It’s like releasing a new product in a store packed with thousands of others; people won’t buy it unless they know it’s there.)

She was disappointed — understandably so. And although she felt better after I explained the next steps, the experience still left a bad taste in her mouth.

Today, I start every project by asking what success looks like at 1 month, 3 months, 6 months, and a year. I walk clients through our process, our timeline, why we do what we do, and what they can expect. I don’t have full ESP (yet!), so I can’t predict every expectation — but when the unexpected surfaces, I return to Part 1 and pivot.

Finally, Part 3 of this lesson is my favorite: give your clients permission to expect the unexpected — in the best way possible. Delight them. Surprise them. Send handwritten thank-you cards, remember their birthdays, and take care of thoughtful extras that might fall slightly outside the scope but sit perfectly inside doing the right thing. And honestly? My upbeat, optimistic personality tends to catch people off guard, too. But showing up with positivity and determination — every single time — is one of the most meaningful expectations I can set.

Lesson 5: Processes & Organization Matter

For the first five years, Hummingbird Marketing Services was just me. As a solopreneur, I could organize things however I wanted and knew every detail of every project.

When I added my first team member, I quickly realized the importance of having a central place for storing files. Enter Google Drive, shared folders, and other Google tools. Not gonna lie — I fought hard to stay loyal to Microsoft Word and Excel, but Kassidy (bless her patience!) finally convinced me of the brilliantly collaborative power of Google Docs and Sheets. Now I can’t even remember why I resisted so much.

The two of us managed just fine with a Google Sheet of tasks and notes, especially since she was part-time and our client base was smaller. But when I added a second team member, that humble spreadsheet quickly became unmanageable. Enter Asana — our project management hero. Today, everything we do runs through Asana, and I can’t imagine working without it. 

Now, with four of us on the team (plus occasional interns), it’s not just project organization that matters — it’s the process itself. Early on, I used to design and write website content directly in WordPress. But when Elizabeth joined and started helping finish a project, I realized she couldn’t read my mind to know what I envisioned for the pages, images, and words.

Together, we’ve built an incredible website development process — complete with content outlines, wireframes, mock-ups, and multiple client check-ins — so no one’s surprised when we unveil the finished site. Our clients love it, and everyone on the team knows their role, responsibilities, and deadlines — and how they impact the project as a whole.

Even though our system works well, we can’t stop reviewing, optimizing, and innovating — especially as new tools come along. I recently started using an AI notetaker for Zoom calls with clients. #Godsend. It’s made me more efficient with follow-up notes and allowed me to be more present during meetings. I can actually focus on listening instead of typing at the same time. Full disclosure: as a journalist, I don’t think I’ll ever stop taking notes altogether (what if the recording fails or the AI gets it wrong?), but it’s been a huge help.

All of this is to say: to help our clients do their best, we have to operate at our best — which means staying open to new ideas, technologies, and process tweaks. Our willingness to try, test, and refine helps us keep improving — and makes us better strategists for our clients.

Lesson 6: Laughter is Leadership

I’ve heard that, strange as it sounds, laughter is a massage for your organs. If that’s true, my organs get a daily treatment! Laughing at ourselves isn’t just a way to lighten the mood — it’s a crucial part of team building and running a business.

We’re human, and we’re going to make mistakes. Getting angry or yelling doesn’t help anyone learn; it only breeds fear and resentment. I’ve found that when we can look at a situation and figure out how to improve next time, that’s when real learning happens.

Of course, we take our work seriously. We are 100% invested in our clients’ success, and we bend over backward for them. Our work is important — we help business owners grow and thrive. But our work is also fun, and humor keeps us grounded and connected as a team.

In fact, we lean on humor to kick off every weekly team meeting. We have rotating icebreakers that allow everyone to show up as their true selves, share silly stories, and dream a little. Examples include:

• If you could have one superpower, but it only worked from 2–3 pm on Thursdays, what would it be?
• Show us the best (and worst) picture your significant other has taken of you.
• Bring an item from your home and share why it’s meaningful.
• Would you rather always wear glitter on your face or have a trail of confetti follow you everywhere?
• What is your baseball at-bat song?

We’ve cultivated a supportive space that celebrates honesty — both professionally and personally. It gives us the confidence to encourage each other through moments of doubt and imposter syndrome.

Humor isn’t just a way to pass the time — it’s a way to connect, to learn, and to lead. It reminds us that we’re human, that mistakes are just part of the journey, and that even in high-stakes work, joy can coexist with excellence. By laughing together, we are resilient, open, and unstoppable — a team that thrives not just on results, but on the shared flight we take toward them.

Lesson 7: Flap Your Wings and Celebrate Wins Big and Small

Since my second year in business, every January, I do an exercise called “Looking Forward, Looking Back.” I block a half-day on my calendar and go somewhere new — a coffee shop, hotel lobby, or office atrium — somewhere I won’t be distracted.

I then write and answer the questions on my three-page document. Page 1 focuses on celebration and gratitude, starting with a Victory List from the past year. I include client numbers, websites launched, and revenue growth — but also books I’ve read, trips my husband and I took, visits to my mom, and even trying a new hairstyle. Every win matters.

Taking time to honor every win is crucial. It’s easy to forget to pause and marvel at accomplishments, which is why this exercise is so powerful. (Page 2 focuses on letting go of what you don’t want to carry into the new year; Page 3 is about manifesting and dreaming. If you’d like a copy, let me know; I’m happy to share it!) I encourage my team to do the same, and to share anything interesting they discover.

A smaller, ongoing way we celebrate wins is in my weekly 1:1s with each team member. The first agenda item is “Wins & Challenges.” They don’t need to be work-related — any good news counts, along with the challenges they’re facing. I love cheering them on and offering support wherever I can.

It takes just 10 minutes, but this simple ritual maintains a positive culture and directly impacts the quality of work — each team member feels valued and truly heard.

And, of course, I never miss a chance to celebrate the big wins, too — work anniversaries, Employee Appreciation Day, and major accomplishments.

Celebrating wins — whether monumental or tiny — isn’t just a feel-good exercise; it fuels momentum, strengthens connection, and reminds everyone on your team (and yourself!) of what’s possible. Recognition creates energy, gratitude cultivates growth, and reflection inspires the next flight forward. When you pause to honor every triumph, you not only acknowledge what you’ve accomplished, but you also empower your team — and yourself — to keep soaring higher.

Lesson 8: Work in Your Genius Zone

A few years ago, I discovered a fascinating framework by author and psychologist Gay Hendricks, PhD: the Zone of Genius concept. It describes four zones where our skills, talents, and strengths intersect. At the bottom are the Zones of Incompetence and Competence; at the top are the Zones of Excellence and Genius.

When we operate in these top zones, work stops feeling like work. We’re doing projects we excel at, receiving constant positive feedback, and genuinely loving what we do. The bottom zones? The opposite — lack of confidence, low engagement, and subpar results.

Learning about this framework felt like being hit by a lightning bolt. For years, I’d tried to make Hummingbird Marketing fit every client who came our way. Was it fear? A genuine desire to help everyone? Probably a bit of both. Either way, it wasn’t serving us well.

We weren’t doing poor work, but we were taking on projects that didn’t excite us — projects where we weren’t showing our best. And that’s okay. Another firm might handle them better. Not every client is the right fit for us, and that’s more than okay.

Starting Hummingbird Marketing Services meant breaking free from the cages of corporate life and creating a career defined by creative, fulfilling work. We honor this truth in every client consultation: we focus on what we do best and on clients who will benefit from our expertise. If a client’s needs fall outside our Zone of Excellence, we respond with transparency and do our best to guide them to the experts they need.

When you focus on your genius zone, stay in your lane, and serve the clients who need you most, your work stops feeling like work — and you, your team, and your clients all soar higher.

Lesson 9: The Work Isn’t Just About Work

It’s imperative to hire the right people (see Lesson 2), but it’s even more important to keep them. A strong company culture makes all the difference. I won’t name names, but I am genuinely grateful for the terrible managers and companies I’ve worked for — they showed me exactly what I don’t want Hummingbird to be.

As a leader, I empower everyone on my team to share their ideas, voice their opinions, and be honest about their struggles. Listening, leading by example, and encouraging ownership are all crucial to our success. And showing appreciation — especially by simply saying “thank you” — is nonnegotiable.

Another value I stress is having fun while helping our clients succeed. When people find purpose and joy at work, they’re more productive, loyal, and invested in the company’s growth.

I’ve focused on building and nurturing a work environment that includes:

• Happiness/Fulfillment Check-ins — Every 60 to 90 days, during one of our weekly 1:1s, I ask each team member directly how she is feeling. If someone’s unhappy, I want to know why so that I can understand, support, and make changes where possible.
• Monthly Team Bonding Events — We’re fully remote, so “water cooler chats” and team lunches have turned into terrarium building, pumpkin carving, and Jackbox game playing.
• Psychological Safety — We’re all human, and I encourage self-care above all else. That means taking a mental health day when needed and knowing that my (virtual) door is always open for honest, judgment-free conversations.

I’m also deeply passionate about flexible working hours. We are in a creative field — and creativity doesn’t clock in at 8 and clock out at 5. Let’s be real: sometimes ideas hit at 9:30 pm or 7 am, and I empower my team to lean into that.

My philosophy is simple: if you’re getting your work done (and doing it well) and you’re present for meetings, I don’t care when you’re working. I don’t need butts in seats just to have butts in seats. To that end, I also offer my team unlimited paid time off. I’ve hired adults, and I trust them to use good judgment.

Of course, flexibility only works when it’s supported by structure (see Lesson 5). We have clear systems so everyone knows what deadlines mean (e.g., end of the day or beginning of the day?), stays informed about projects, and understands their impact on each other. Open communication is key.

Lesson 10: Listen and Learn from Others

To put this lesson bluntly: shut up and listen — to clients, mentors, other business owners, and team members. I’m an expert in quite a few things, but I don’t know everything. Every conversation (well, almost every conversation) is a learning opportunity … but only if you’re not too busy preparing your own response to hear what someone else is trying to tell you.

One of the very first things I did after filing my business license in 2015 was sign up for Business Boot Camp, a six-week class that came with a full year of business coaching. I soaked up everything my coach could share about running a business.

I cannot stress enough the importance of investing in a business coach. Some of the most impactful concepts I’ve learned and incorporated into Hummingbird have come from my current coach, Dave Erland. (Check out his branding and website — they’re a Hummingbird creation!) Dave is the third coach I’ve worked with since founding the company, and each one has been invaluable. A few of Dave’s greatest hits:

• Establish a morning routine and stick to it. (Here’s a copy of mine.)
• Read. (Coach Dave sends his clients a fantastic professional development book every month.)
• Give yourself time to think — every day.
• As the business owner, you are the best person to sell your services. (No one knows them like you do.)
• As a service-based business, we’re selling outcomes — not hours of work.

But Coach Dave isn’t the only sage in my circle. Over the years, I’ve collected brilliant advice from peers, mentors, teammates, and other entrepreneurs — and I call on those lessons whenever the moment feels right. And if you’ve made it this far, I hope you’ve picked up a few gems from me, too. Here are a few more that have shaped my journey:

• Join a networking group and stick with it for at least a couple of years. (I was a BNI member for the first three years of Hummingbird.) It surrounds you with like-minded professionals and gives you a safe space to practice your messaging and clarify who you really want to serve.
• Give back whenever possible. I’m an active mentor for Business Impact NW, supporting small business owners — especially women, BIPOC, veterans, and other minorities — with guidance on websites, social media, and marketing strategy. These entrepreneurs inspire me, and serving them gives my work deeper meaning.
• Be responsive. Today, I strive for a two-business-day response time, but it wasn’t always that way. After the third client told me, “I can’t seem to get a hold of you,” I realized something had to change. I’m grateful they trusted me enough to be honest — and I’m better because I listened.

The most successful business owners I know are lifelong students — curious, humble, open, and willing to evolve. When you listen with intention, you don’t just gather information. You build trust, strengthen relationships, and grow into the leader your business deserves.

The Tail Feathers

And that’s a wrap! In about 4,300 words, I’ve distilled a decade of lessons into one little guide from the Hummingbird nest. The next chapter is already fluttering to life, and I can’t wait to see where it takes us.

My hope is that something here resonated — whether you’re just beginning or reflecting on a long career. And if it did, I would genuinely love to hear from you. Share with me one or two of the most meaningful lessons you’ve learned as a business owner. I’d love to learn from you, too!