Meet Kelly Johnson | Healthcare Growth Marketing Advisor and Career and Business Coach

We had the good fortune of connecting with Kelly Johnson and we’ve shared our conversation below.

Hi Kelly, can you walk us through the thought-process of starting your business?
I come from a long line of entrepreneurs—it’s in my blood.
Eight years ago, I founded Crystal Lake Marketing and Coaching during a pivotal time in my life. I had just moved to a new town, welcomed my third child, and was commuting back to Atlanta. I knew something needed to change. When a former colleague called asking for help in building her business, I jumped at the opportunity.

At first, I didn’t have a clear plan, but I had the work ethic, connections, and drive to make it work. Entrepreneurship runs deep in my family—my maternal great-grandfather, grandfather, father, husband, and sister have all built their own businesses. You could say it’s in my genes. Even as a child, my dad would tell me he could see me starting my own business one day, and that idea always stayed with me.

Eight years later, I know he was right. My business has grown and evolved in ways I never could have imagined, and I’ve discovered a true love for entrepreneurship. This passion has also inspired me to expand my services to include coaching other solopreneurs and entrepreneurs as they navigate the challenges and opportunities of building and growing their businesses.

Entrepreneurship isn’t just what I do—it’s who I am. And helping others succeed on their own entrepreneurial journeys has become one of the most fulfilling parts of my work.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My business is built on a foundation of empathy, relationships, and a genuine desire to see others succeed. Whether it’s through coaching or marketing, what sets me apart is my ability to truly connect with people, understand their unique challenges, and guide them toward solutions that align with their goals. I don’t just focus on the professional aspect—I care deeply about the whole person and the long-term impact of the work we do together.

What excites me most is helping others achieve their goals and define their own version of success. Whether it’s watching a coaching client overcome mental blocks, guiding someone toward their ideal career, or helping a business unlock its growth potential, there’s nothing more fulfilling than seeing those “aha” moments that lead to transformation.

The journey to where I am today hasn’t always been easy. Everything I do well today comes from my own trials and tribulations throughout my career. There were painful moments, times of uncertainty, and challenges I had to overcome, but each step was a necessary part of the process. Those experiences have shaped the business I’ve built and taught me resilience, empathy, and the importance of being intentional in everything I do.

My brand is about living with a selfless mindset—whether it’s helping businesses achieve their growth objectives, guiding entrepreneurs to build something sustainable, or coaching individuals to overcome obstacles and thrive. My story is about growth, persistence, and finding purpose through helping others. I want the world to know that my work is rooted in a passion for unlocking potential—whether that’s in people, businesses, or teams—and I’m incredibly proud of the impact I’ve been able to make by staying true to those values.

What’s one piece of conventional advice that you disagree with?

One piece of conventional advice I disagree with is that you have to say yes to everything. For me personally, this was especially hard to learn because I’m a people pleaser. Saying no often gives me anxiety, so whenever someone would ask for my help, my default response was yes.

Eventually, this led to a point where I started feeling resentful about the commitments I had taken on because it was too much.

I realized I needed to be intentional with my “yeses.” This wasn’t easy, but prioritizing tasks has been a game-changer. I’ve learned to focus on what matters most, particularly from a business perspective. While community work is important, I can’t say yes to everyone. Similarly, I can’t agree to accept every business opportunity.

Over time, I’ve learned to evaluate which opportunities align with my goals and values. In some cases, I’ve even had to resign from business ventures because the culture wasn’t a good fit. Now, I take the time to assess whether a potential client or opportunity is ideal for me whether it’s something that brings fulfillment and joy to my daily life.

Saying no isn’t easy, but it’s okay. It’s essential to focus on what’s most important to you and let go of the rest.

Risk taking: how do you think about risk, what role has taking risks played in your life/career?

I am a risk-taker—a trait I never would have used to describe myself in my 20s. But looking back, I realize some of the most pivotal moments in my life have been defined by choosing the “riskier” path.

One of the biggest risks I took was pivoting my business model to focus on strategic growth advising and adding coaching services. At the time, I was comfortable in the work I was doing and my clients were happy.. I had loyal clients and a thriving business, but I felt a pull to do something more—something that aligned with my vision for my life and the impact I wanted to make.

Getting certified as an ICF coach was no small undertaking. It required a significant investment of time and effort while I was running a business and raising a family. I didn’t have to do it—my business was already successful—but I knew coaching was something that would help so many others and align deeply with my values. So, I made it happen.

This decision, like so many others in my life, was about trusting my instincts and embracing the unknown. One of my first big risks came when I decided to attend the University of Georgia. Coming from North Carolina, I had more substantial swimming scholarship offers from three other schools. Yet, I took a chance on UGA, where I was only offered a partial scholarship. I just knew it was where I belonged—and I was right. Within a year, I earned nearly a full ride, built lasting connections with people I’m still close to today, achieved numerous awards, and developed relationships that helped shape my career and my life.

After graduation, I took another leap and moved to Saipan in the Mariana Islands. I didn’t know a single person there and barely knew where it was on the map. I just knew I wanted to do something fun and adventurous. That decision turned into one of the most incredible years of my life. I immersed myself in new cultures, worked at a resort for six months, and then spent time traveling the world.

My first job after that was with a startup organization, where I was the second employee. I worked in career coaching and recruiting—ironically, laying the foundation for the coaching work I do today.

Later, I moved to a new town where I didn’t know a single person. There, I started my business while raising a 9-year-old, a 2½-year-old, and a newborn.

Every major step in my life has involved taking risks, trusting my instincts, and embracing the unknown. These choices were often scary, but they have always led me to exactly where I’m meant to be. Each risk has been a stepping stone to growth, adventure, and purpose. And now, I get to use those experiences to help others take their own leaps of faith and build the lives they envision.

What habits do you feel helped you succeed?
The habits that have driven my success are deeply rooted in both my personal and professional life. These principles have shaped the way I approach my work, my relationships, and my journey as a leader:

1. Hard Work:
I’ve never been afraid to put in the effort. Building a business while raising a family requires focus and dedication. Even during stressful times, I’ve learned to stay committed and keep pushing forward.

2. Persistence:
Success doesn’t happen overnight. Along the way, I’ve faced challenges and setbacks, but I’ve always pushed through. This persistence has allowed me to adapt, grow, and continue moving toward my goals, no matter the obstacles.

3. Building and Nurturing Relationships:
I believe that strong, authentic relationships are the foundation of any successful business. That’s why I prioritize connecting with people, understanding their needs, and supporting them—whether they’re clients, partners, or peers. These relationships are the cornerstone of everything I do.

4. Desire to Succeed:
My drive to succeed goes beyond achieving goals—it’s about making a meaningful impact. I’m passionate about helping my clients achieve their own success while also setting an example of resilience and ambition for my family.

These habits have not only helped Crystal Lake Marketing & Coaching thrive but have also allowed me to grow as a leader, an entrepreneur, and, most importantly, a mom and wife. Balancing these roles is not always easy, but it’s incredibly rewarding, and I wouldn’t have it any other way.

Each day, I’m reminded that success is built on consistency, relationships, and the desire to make a difference in the lives of others. That’s what keeps me going.

What is the most important factor behind your success / the success of your brand?

The most important factor behind my success has been my ability to pivot my business model and discover what truly works for me. Flexibility is crucial for every entrepreneur because what works for one person or business may not work for another.

When I first started my business, I worked as a freelance marketing generalist, doing everything from developing strategic marketing plans to executing them and even building websites. However, I quickly realized that being a generalist wasn’t fulfilling.

Recognizing this, I pivoted my business to focus on the services where I truly excel: fractional growth marketing in the B2B and health system space, training healthcare marketers, and providing career and business coaching.

By staying open to change, I’ve been able to build a business that aligns with my lifestyle while adapting to meet the unique needs of each client. Striking this balance between personal fulfillment and client satisfaction has been the key to creating a sustainable and successful business.

What’s the most important lesson your business/career has taught you?

The most important lesson my business has taught me is the value of investing in relationships. I genuinely love people and thrive on building authentic connections. I’m not interested in superficial or transactional interactions; instead, I focus on creating deep, meaningful bonds with those I engage with, both personally and professionally. While I may not have as many connections as someone who prioritizes quantity, I’ve found that quality always matters more.

This approach has been instrumental in my career. In every job I’ve held, I’ve developed friendships with coworkers, and those relationships have proven invaluable. When I started my business, my first three clients were people I had previously worked with. By staying in touch, nurturing those relationships, and continuing to network, those connections naturally evolved into opportunities.

Nearly every client I’ve gained in my business has come through networking and referrals. I love meeting new people and deepening relationships, not with a transactional mindset, but as a long-term commitment. When people understand who I am and what I stand for, they feel confident referring others to me.

If I don’t connect with someone, that’s okay—it simply means the relationship isn’t meant to grow into something long-term. But I’ve found tremendous success by leveraging the power of genuine connections. These relationships have become the cornerstone of my business.
Because of this, I haven’t had to rely heavily on external marketing. People know me, trust me, and refer others to me. That trust, built through authentic relationships, has been the foundation of my success. It’s proof that investing in people always pays off.

Work life balance: how has your balance changed over time? What do you think about the balance?

I’m the type of person who tries to fit as much as possible into a day. That’s why work-life balance is so crucial for me—it helps me prioritize what truly matters and ensures that low-priority tasks don’t overshadow my top priorities.
Over the years, I’ve had to take deliberate steps to prevent work and even volunteering, which I love, from overwhelming what matters most: my faith, my mental health, my family, and building my business.
As I look ahead to 2025, my focus is on reevaluating and staying true to my top priorities. In the past, I often put myself last, which wasn’t healthy. Now, I understand that taking care of myself is essential because it allows me to care for others—both personally and professionally.

This has been a journey. I’ve evolved from being a workaholic, constantly trying to do everything (and ending up stressed out), to someone who prioritizes and feels empowered to say no. I’ve learned that saying no doesn’t mean I’ll never do those things—it simply means I’m choosing not to do them right now. And most importantly, I’ve let go of the guilt that used to come with it.

I still have an eight-year-old, a ten-year-old, and a high school senior. Being present for them is absolutely crucial. If I say yes to too many outside commitments, I won’t have the capacity to be there for them or for the business opportunities that are also important to me.

This evolution has been a work in progress, but I finally feel like I’m getting things in order. A big part of this growth is thanks to the work I’ve done alongside my coach, who has helped me stay grounded and focused on what truly matters.
2025 is all about keeping that momentum and continuing to show up where it counts most.

How did you come up with the idea for your business?

Initially, I started with what I knew best.
I often tell people I “grew up” at Emory. I spent 9 years at Emory Healthcare learning how to be a strategic marketer. Then I spent 3 years at Emory University School of Medicine, where I learned how to build programs from scratch and gained experience in implementing digital strategies and developing websites.
When I started my business, I was a marketing generalist—I could handle just about everything under the marketing umbrella. Having worked in healthcare, I saw a clear need for someone like me who was easy to work with, delivered results on time and on budget, and could make a tangible impact. So, when the opportunity came to start my business, I took the leap.
As I gained more experience, I took a step back to evaluate what I truly loved about my work and what caused me the most stress. That self-reflection led me to pivot my business model to focus on what I’m most passionate about: helping organizations grow and coaching others to reach their potential.
Now, I feel like I’m in my sweet spot, combining strategic growth advising with coaching. It’s the perfect blend of what I enjoy and what I’m great at, and it allows me to make a real impact in both areas.

Why did you pursue an artistic or creative career?
I pursued a creative career because it aligns with my values and passions. I love helping others, finding innovative solutions, and authentically expressing myself while developing meaningful relationships.

Creativity is woven into everything I do, from crafting unique marketing strategies to designing impactful coaching programs.

For me, creativity isn’t about being an artist or graphic designer. It’s about problem-solving, inspiring others to achieve greatness, and building something meaningful.

Watching my clients and their businesses grow as a result of our work together is incredibly powerful and deeply fulfilling.

My creativity allows me to make a difference in many ways. It enables me to blend structure with innovation, approach challenges with flexibility, and stay true to my purpose of empowering others and watching them flourish. For me, it’s not just a career, it’s a way of life.

Even outside of work, I’m passionate about building others up and seeing them thrive from positive and meaningful interactions.

What are you inspired by?

I draw inspiration from others, especially when I see them succeed. My father was a highly successful entrepreneur, and my father-in-law was an accomplished business leader. My two sisters have also achieved remarkable success in their careers.

One is a Chief Marketing Officer and a recognized thought leader in the fiber industry, while the other made an incredible career pivot after 25 years of working with children with autism to owning a thriving mold and water damage restoration business.

Watching them—and the individuals I mentor and work alongside—fills me with immense joy and motivation. Their achievements inspire me to grow every day. It’s not about comparison; it’s about adopting a mindset of, “If they can do it, so can I.” Their accomplishments remind me that goals I once thought were out of reach are entirely possible.

Their journeys push me to strive for the next level—not out of competition, but as a commitment to my own growth.
I see the workforce as a collaborative space where we can all learn and grow together. I take pride in helping others succeed while drawing inspiration from those ahead of me to reach my own goals. There’s nothing more fulfilling than lifting others up, celebrating their wins, and letting their success fuel my drive to keep moving forward.

The stories of those around me remind me of just how much we’re capable of achieving. With the right mindset, determination, and support, the possibilities are endless.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I love exploring Atlanta’s intown neighborhoods—Oakhurst, East Lake, Decatur, Inman Park, Old Fourth Ward, and Reynoldstown are some of my favorites. Each has its own charm, from historic architecture to vibrant community vibes.

Running is a big part of how I connect with the city. I enjoy weaving through Atlanta’s beautiful historic neighborhoods, with their tree-lined streets and hidden gems. When I want a more scenic challenge, Kennesaw Mountain and Sweetwater Creek are my go-to spots for incredible trails and views that make every mile worth it.

Whether it’s discovering a new restaurant, relaxing at a park, or exploring a weekend festival, there’s always something that makes me fall in love with Atlanta again and again.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Teresa Caro has been my Executive Coach for the past two years, and working with her has been transformational. From the beginning, she helped me clarify my vision and build a comprehensive plan to create my ideal business—a business that not only aligns with my professional passions but also supports the kind of life I’ve always envisioned for myself.

Her guidance has been instrumental in shaping every aspect of my journey, from setting clear goals and overcoming mental blocks to developing actionable strategies for long-term success. Teresa’s coaching goes beyond professional development; it’s about creating a sustainable, fulfilling, and balanced approach to both work and life.

Thanks to her expertise and unwavering support, I’ve been able to turn my aspirations into reality, and I couldn’t be more grateful for her role in helping me build both my dream business and my ideal life.

Linkedin: https://www.linkedin.com/in/kelly-johnson-coaching/