Aspen Peggs Testimonial
In this testimonial, Aspen Peggs, founder of Northern Primrose Consulting—a Canadian fractional virtual assistance firm— recounts her experience working with business coach and consultant Lindsay McMurray. Initially overwhelmed and operating "in the business," Aspen describes how Lindsay repeatedly challenged her with the question, "Are you working on the business or in the business?" Over the course of a year, Lindsay guided her to step out of day‑to‑day tasks and develop the essential systems and processes that keep the operation running without her direct involvement. These foundational, non‑sexy but critical structures (payroll, performance reviews, client onboarding) proved vital when Aspen suffered a severe heart failure episode and was hospitalized for nearly two months. Despite her absence, the business not only survived but grew—payroll continued, reviews were conducted, and new clients were signed. Aspen credits Lindsay for moving her from being run over by the business to being able to run the business, emphasizing that his hands‑on coaching made the difference.
