Life, Values & Legacy: Our Chat with Lindsey Huettner of Dallas

Lindsey Huettner shared their story and experiences with us recently and you can find our conversation below.

Lindsey, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What are you most proud of building — that nobody sees?
A few years ago, I probably would have struggled to answer this. I had two former managers who told me I was a poor communicator and not cut out for leadership. For a while, I believed them. But over time, I realized the issue was not my ability, it was their inability to see the value in how I worked.

What I have built quietly, and what I am most proud of, is my leadership style. I have learned how to communicate clearly, set expectations, and create a culture where people are motivated to do great work. Recently, during a team check-in, a new hire said she had never felt more challenged, inspired, or excited in a role. She described the culture as one of high standards, strong support, and real collaboration.

That kind of feedback has become more common. I push people, but I also back them. I expect a lot, but I make sure they have what they need to grow and succeed. I have built a team culture that drives performance and personal development. It is not flashy, but it works, and I am proud of it.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Lindsey Huettner, and I run an organization called The it Crowd. We are a full-service marketing agency that works with companies in one of two ways. Some clients bring us in to handle their marketing completely. Others already have internal teams but lack the capacity or expertise to execute at the level they need, so they partner with us to fill those gaps.

Over the last few years, especially with the rise of AI platforms like ChatGPT, we have seen a major shift. Many companies are trying to bring marketing back in-house, believing that AI can take care of everything. What they quickly realize is that while AI can be a helpful tool, it cannot replace human strategy, creativity, or experience.

What makes our work unique is that we are no longer just delivering marketing services. More and more, we are stepping into organizations to help them build from the inside out. That includes developing internal teams, creating structure and processes, defining strategy, building roadmaps, and helping them understand what to do, how to do it, and when to do it. In many cases, we have worked directly at the CMO level, helping companies establish their in-house marketing function. Once their teams are in place, we step back and continue to serve as a trusted partner and resource.

This evolution of our work has been one of the most exciting parts of our journey. We are not just delivering marketing anymore. We are helping companies build the foundation to do it well themselves.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What breaks the bonds between people—and what restores them?
The biggest thing that breaks the bond between people is the inability to communicate in a real and honest way. So much gets lost in text messages and emails. You cannot hear someone’s tone. You cannot see their face or feel their intent. Misunderstandings build quickly, and instead of working through them, people pull away or shut down.

For a long time, I avoided hard conversations. I used email or text when I felt uncomfortable or when I thought something might lead to conflict. It felt safer. But over time, I learned that this kind of distance only made things worse. I have spent twenty years building businesses and relationships, and I have learned that avoiding real connection is one of the fastest ways to damage it.

What restores the bond is choosing to be present. It is making the call instead of sending the message. It is sitting down with someone, looking them in the eye, and really listening. It is choosing to be curious about how the other person feels, even if it is hard to hear. It is staying calm, even when emotions are high. It is being willing to show up and work through the discomfort.

That kind of communication takes practice. It takes patience and vulnerability. But it also builds something real. When people feel seen and heard, the bond between them grows stronger. And that is worth the effort every single time.

When did you stop hiding your pain and start using it as power?
Perfectionism. That was the mask I wore for a long time. I wish I could say I woke up one day and decided to stop trying to be perfect, but it was a much slower process. I was first given the book The Gifts of Imperfection by Brené Brown during a divorce. A pastor handed it to me, thinking it might help. I read through it as quickly as I could, desperate for answers, but none of it landed. The words could not break through the pain I was feeling at the time.

Years later, I found myself in another painful place after a different relationship was tearing apart. This time, a counselor gave me the same book, but asked me to write about it as I read. That small change forced me to slow down. I had to sit with the words. I had to really take them in. And that is when something shifted.

I started to realize how much perfectionism had cost me. I had lost friendships and meaningful relationships because I was more focused on appearing put together than being real. I thought people needed me to be strong all the time. I believed that my friends, my employees, and my partners wanted someone who had it all figured out. But what they actually wanted was connection. They wanted to know me, not the polished version of me.

Slowly, I began to open up. I started sharing the things that scared me, the things that made me sad or angry. I shared my hopes, my fears, and the messy parts of my story. It was uncomfortable at first. But over time, I saw how that vulnerability created deeper bonds. I realized that people do not connect with perfection. They connect with honesty.

What once felt like weakness has become one of my greatest strengths. Being able to sit one-on-one with someone and be fully present, fully honest, and fully myself is now one of my superpowers. That shift, from hiding to opening up, is where the real power came from.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
I would say yes!

Okay, so before we go, let’s tackle one more area. What are you doing today that won’t pay off for 7–10 years?
I once read a book called The Second Mountain by David Brooks. At the time, I was still deeply focused on my career and climbing what he calls the first mountain. I was building, pushing, and striving. The book was interesting, but it did not hit me in a life-changing way right then.

Now, as I have gotten older, the message of that book has started to come into focus. I find myself wondering more about what comes next. I am beginning to shift from being solely a builder to becoming more of a mentor. Sometimes that means helping clients, CEOs, and executive teams reach their next level through strategy and structure. Other times, it looks like investing in the next generation, like the kids I teach in Sunday school.

I do not know exactly what the next chapter of my life will look like, but I do know I am making quiet moves toward it. I have always felt a pull toward serving in the church and learning more about Christian theology and apologetics. So recently, I enrolled in seminary classes. I do not have a clear vision yet of where this path will lead, but I know I am passionate about it. I know it matters. And I know it is something I want to build slowly, over time.

There is still more for me to do on my current mountain. But I also feel a new one forming in the distance. If any of you have walked a similar path or have insights to share, I would truly love to hear them.

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