Meet Laurie Foster

We recently connected with Laurie Foster and have shared our conversation below.

Hi Laurie, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

As one of the only women owning both a comic book publishing and third-party logistics fulfillment company – I’ve definitely been the “only one in the room” more times than I can count, especially within such a male-dominated industry like comics. I’ve learned that it’s not about blending in, but about standing out in a meaningful way.

First and foremost, I try to view being the “only one” as a strength, not a weakness. When everyone else looks and thinks alike, your unique perspective becomes incredibly valuable. You’re able to see things others might miss, challenge assumptions, and bring fresh ideas to the table. I make it a point to voice those different perspectives, even if it feels uncomfortable at first. Often, it sparks a discussion (or argument), but generally leads to better outcomes.

It’s easy to feel isolated when you’re the only one. My approach has always been to build bridges and actively seeking to understand others’ viewpoints, finding common ground, and demonstrating that while we might look different, we often share similar goals. I focus on shared objectives and collaborate effectively. When you show up as a team player and treat people as you would like to be treated, people are much more likely to listen to what you have to say, regardless of their preconceived notions of you.

Ultimately, success speaks for itself. I’ve found that by consistently delivering high-quality work and making a tangible impact, my contributions become undeniable. When you are effective and successful, your presence becomes less about how you look and more about the value you bring. That excellence creates a track record that builds respect and opens doors. That’s not to say I still don’t constantly fight off rumors that I only made it this far because I’m a woman and get special privileges within the space somehow, but it’s becoming more difficult to claim that when people work with me for a while and see what I bring to the table.

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

I am the owner of Laguna Studios, a comic book publishing and third-party logistics fulfillment company! My professional journey has taken a unique, yet incredibly fulfilling path, one that intertwines my deep-seated passion for storytelling with a dedication to operational excellence. At Laguna Studios, we’re not just a company; we’re a hybrid enterprise that operates in two distinct, yet surprisingly complementary, spheres: independent comic book publishing and specialized third-party logistics (3PL).

What truly excites me about our work is the synergy between these two seemingly disparate worlds. On one hand, we’re giving life to original narratives, creating vibrant characters, representing underrepresented voices, and bringing captivating stories to readers through our publishing arm. This is where my creative spirit truly thrives – the conceptualization, the collaboration with artists and writers, and the sheer joy of holding a finished comic book in my hands. I love it and couldn’t live without it.

On the other hand, our 3PL division provides the backbone, the practical know-how, and the efficient systems that ensure products – including our own comics and publications of other businesses – reach their destinations seamlessly. The satisfaction here comes from optimizing supply chains, solving complex logistical challenges, and knowing that we’re a reliable partner for businesses who started out small like we did and just need some help getting their stuff to fans and backers! This dual focus allows us to not only nurture creative endeavors but also to understand and address the practicalities of bringing products to market.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, three distinct areas stand out as being most impactful in my journey with Laguna Studios.

Adaptability and Resourcefulness: In the independent comic book world, and for any growing 3PL, things rarely go exactly as planned. Print runs have unexpected delays, shipping routes change, and creative projects evolve. Being able to pivot quickly, find alternative solutions with limited resources, and maintain a calm demeanor when faced with challenges has been absolutely crucial. This isn’t just about problem-solving; it’s about seeing unexpected turns as opportunities rather than roadblocks. This is part of how we have expanded so quickly!

Strategic Networking and Collaboration: The success of both our publishing and logistics arms heavily relies on strong relationships. On the creative side, it’s about connecting with talented artists, writers, letterers, and colorists, and fostering a collaborative environment. For 3PL, it’s building trust with clients and other authors and creators, understanding their unique needs, and developing reliable partnerships with carriers and suppliers. I’ve learned that truly successful ventures aren’t built in a vacuum; they’re built on a foundation of mutual respect and shared goals with a wide network of individuals.

A Deep Understanding of Niche Markets (and the broader e-commerce landscape): Knowing our target audience for comics – what genres they love, what art styles resonate – is paramount. Similarly, understanding the specific fulfillment challenges and expectations of small to medium-sized e-commerce businesses, which are often overlooked by larger 3PLs, has allowed us to carve out our niche. This isn’t just about market research; it’s about genuine empathy for our customers’ pain points and passions, and staying current with the rapidly evolving e-commerce and direct-to-consumer trends that impact both our comic sales and our clients’ businesses.

For anyone just starting out:

Embrace Small “Failures”: Don’t be afraid to try things that might not work perfectly. Each misstep is a learning opportunity. The more you encounter minor setbacks, the better you’ll become at finding solutions on the fly.

Practice Problem-Solving Daily: Look for everyday challenges, even outside of your professional life, and actively brainstorm multiple solutions. Think creatively about how to achieve your goals with limited resources.

Learn the Basics of Project Management: Even informal knowledge of how to break down a project, identify potential bottlenecks, and plan contingencies will significantly boost your ability to adapt when things deviate from the plan.

Be Genuinely Curious: When you meet someone new, whether at an industry event or a casual gathering, genuinely try to understand what they do, what challenges they face, and what excites them. People appreciate authentic interest. ASK QUESTIONS. ASK FOR THINGS. DON’T BE AFRAID TO ASK.

Offer Value First: Instead of always asking for something, think about how you can help others in your network. Share useful information, make introductions, or offer your skills where appropriate. Reciprocity builds stronger relationships.

Actively Seek Mentors and Collaborators: Reach out to people you admire and ask for advice. For creative projects, actively look for individuals whose skills complement yours and propose collaborations. The more you work with diverse personalities and skill sets, the better you’ll become at navigating group dynamics.

“Walk a Mile” in Your Customer’s Shoes: If you’re providing a service, try to experience it from the client’s perspective. What are their biggest frustrations? What would make their lives easier? If you’re selling a product, understand not just who buys it, but why they buy it and what their entire purchasing journey looks like.

Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?

Choosing just one book that has played an important role in my development is tough, as I’m an avid reader, but one that truly stands out, especially given the demands of running a dual-focus company like Laguna Studios, is “Burnout: The Secret to Unlocking the Stress Cycle” by Emily and Amelia Nagoski.

This book was a profound revelation, not just personally, but also in how I approach leading a team and structuring our work. In the fast-paced, often unpredictable worlds of both creative production and logistics, stress is an inherent part of the journey. This book didn’t just tell me that I was stressed; it provided a compassionate, science-backed roadmap for how to complete the stress cycle and truly recover. Especially for a woman running a business.

Here are a few of the most valuable and impactful nuggets of wisdom I gained from it:

We can’t always control the stressors, but we can and must complete the stress cycle in our bodies. This shifted my focus from trying to eliminate all sources of stress (an impossible task) to effectively processing and releasing the physical tension that accumulated. This means intentionally engaging in activities like physical activity, creative expression (which, thankfully, I get through the comic side of Laguna Studios!), crying, deep breathing, or even just social connection.

As an entrepreneur and leader, there’s a strong pull to constantly provide, serve, and solve problems for clients, team members, and even readers. The book highlights how this syndrome often leads to chronic burnout because it teaches us to ignore our own needs and emotional signals. Recognizing this helped me set healthier boundaries, delegate more effectively, and understand that taking care of myself isn’t selfish; it’s essential for sustained performance and leadership.

Before reading this book, I often confused resting with recovering from stress. I would sit on the couch and feel like I was resting, but still feel that internal buzz of unaddressed stress. The book emphasizes that rest is part of recovery, but true recovery from stress requires specific actions to complete the stress response cycle. This insight led me to incorporate deliberate stress-releasing activities into my routine – whether it’s a quick walk, a dedicated drawing session, or simply a few minutes of deep breathing. This active approach to stress management has been revolutionary for my energy levels and overall well-being, allowing me to show up more fully for both the creative demands of publishing and the operational rigor of 3PL.

“Burnout” fundamentally changed how I view self-care and resilience, transforming it from a luxury into a non-negotiable component of effective leadership and sustainable professional life. It’s a book I highly recommend to anyone navigating the pressures of a demanding career, especially in entrepreneurial ventures.

Contact Info:

• Website: https://lagunastudios.net/
• Instagram: https://www.instagram.com/lagunastudioscomics/
• Facebook: https://www.facebook.com/lagunastudioscomics