Tracy Young sits down with Will Allred, co-founder and self-described “not really” COO of Lavender. Will shares the company’s origin story—how a failed startup pivot during the early days of COVID turned into a successful sales email copilot powered by psychology. He discusses the mindset that keeps him pushing forward (“just keep kicking”), the importance of acting with urgency, and why consistent prospecting is the lifeblood of any early-stage startup. Will also opens up about building a lean, high-agency team and the kind of culture that scales well with few resources.
The conversation dives into Will’s approach to growth via social media, including his daily habit of writing LinkedIn posts as a form of journaling. Tracy and Will trade practical advice on closing deals, managing early sales cycles, disqualifying the wrong customers, and optimizing productivity—right down to scheduling tasks directly into a calendar. Along the way, they highlight the value of mentorship, share lessons from the pandemic, and celebrate the creative instincts (like Lavender’s famous claymation wizard) that help small teams stand out.

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