Meet Latrice Knuckolls

We were lucky to catch up with Latrice Knuckolls recently and have shared our conversation below.

Latrice, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

I didn’t find my purpose in a perfectly planned-out moment—it found me in the middle of my mess. I was a young mother, trying to figure life out while navigating the weight of responsibility, unspoken expectations, and very limited support. I knew I wanted more, but I didn’t know what “more” looked like—I just knew settling wasn’t an option.

My purpose revealed itself over time. It was in every late night I spent googling how to write a business plan. It was in every job I worked where I gave 110%, learned everything I could, and still felt called to build something of my own. It was in the quiet moments where I realized that every challenge I overcame wasn’t just for me—it was preparing me to help others rise too.

EvolveWorks is the embodiment of that purpose. I help entrepreneurs—especially women and underestimated founders—build bold, scalable businesses that reflect their brilliance. I don’t offer cookie-cutter advice. I bring strategy, structure, and soul to the table, because that’s what I needed when I was building with nothing but grit and a vision.

My purpose is to remind people that they don’t have to do it alone—and that their story, just like mine, is fuel for their future.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the Founder and Principal Consultant of EvolveWorks Consulting Firm, where we help entrepreneurs and organizations build bold, scale smart, and evolve on purpose. My work is rooted in strategy, systems, and sustainability—because I know firsthand how chaotic and unclear business can feel when you’re trying to figure it all out alone.

At EvolveWorks, we take a holistic, custom approach to every client. There’s no one-size-fits-all blueprint here. Whether you’re launching your first offer, trying to streamline your operations, or struggling to clarify your messaging—we build a strategy that works for you. What sets us apart is that we don’t just advise, we help implement. From business systems to branding, strategic planning to marketing, I help clients move from ideas to impact with confidence.

What’s most exciting right now is the momentum we’re building around my book, “24 Systems for a Thriving Business.” It’s become a go-to resource for entrepreneurs looking to structure their business properly and scale sustainably. I’ve poured nearly two decades of experience into this book, and I’m proud of the impact it’s already having.

We’ve also launched the Roadmap to Success strategic session—a personalized business audit and growth plan that’s helped dozens of founders gain immediate clarity and take action. And this May, we’re hosting a Free Masterclass: “Build Before You Burn Out” to teach entrepreneurs how to launch and structure their business in a way that actually works for their life—not against it.

Ultimately, I’m on a mission to show business owners that structure doesn’t stifle creativity—it supports it. Systems don’t make your business robotic—they give you the freedom to grow. And when you lead with clarity and confidence, your impact multiplies.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that have had the biggest impact on my journey are:

1. Strategic Thinking
Strategy changed everything for me. When I stopped winging it and started mapping things out—from business structure to client acquisition—my confidence, clarity, and results all shifted. My advice to new entrepreneurs: Don’t just hustle—plan. Take time to learn how strategy works for you, not against you. It’s not just for big corporations—it’s how you grow smart and sustainably.

2. Resilience
There were so many moments I could’ve given up—personally and professionally. But I learned how to get back up, pivot when needed, and keep showing up for myself and my vision. For anyone just starting: The road is never linear. Don’t let the detours shake your purpose. Build a mindset that can carry you even when momentum feels slow.

3. Systems & Structure
Understanding how to create repeatable processes has been a game changer—not only for scaling my business but for regaining my time. Systems allow you to stop being the bottleneck in your business. My advice? Start small. Whether it’s how you onboard clients or how you manage your calendar—build structure early. That’s how you stop burning out and start growing with ease.

If you can lead with clarity, bounce back from setbacks, and build with structure—you’re already ahead of the game.

Who is your ideal client or what sort of characteristics would make someone an ideal client for you?

My ideal client is a purpose-driven entrepreneur or small business owner who knows they’re sitting on something powerful—but feels stuck when it comes to clarity, structure, or scale. They’ve got the passion and vision, but need the strategy, systems, and support to turn their ideas into income and momentum.

They’re ready to do the work—but they want a trusted partner who can guide them through the chaos and help them execute with intention. They value real talk, no fluff, and need someone who will meet them where they are while still challenging them to think and build bigger.

What makes someone ideal for EvolveWorks isn’t just the stage they’re in—it’s their mindset. I work best with those who are open to change, ready to get out of survival mode, and serious about building a business that works for them, not the other way around.

Whether they’re launching for the first time, repositioning, or trying to finally create systems that let them scale without burning out—those are my people. And helping them evolve with purpose is what I do best.

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