When Akvile DeFazio fled Lithuania during the Cold War with her mother and nothing but a wooden crate built by her great-grandfather in the late 1800s, entrepreneurship wasn't even on her radar. Yet two decades later, she would build AKvertise, Inc., a thriving social media advertising agency that has achieved something almost unheard of in the business world: perfect client retention over an entire decade. Not a single client has ever fired her in ten years of operation. Today, she manages this seven-figure business while being a devoted mother to a kindergartner, often starting her workdays at 4 AM and finishing by the time her daughter returns from school.

In a recent episode of Startups with Stu, DeFazio shared the remarkable strategies behind her success with host Stuart Draper. Her journey from a timid refugee child to a confident agency owner who keynotes major conferences offers invaluable lessons for anyone seeking to build a profitable business without sacrificing work-life balance. Through strategic pivots, genuine relationship-building, and an innovative approach to service delivery, she's created a blueprint that challenges conventional wisdom about scaling agencies and maintaining growth. What makes DeFazio's story particularly compelling isn't just her business success, but how she's redefined what it means to run a lifestyle business in the modern economy. By prioritizing relationships over aggressive sales tactics, consulting over account management, and family time over endless work hours, she's proven that sustainable business growth doesn't require the hustle culture mentality that dominates entrepreneurial discourse.  

The 4 AM Advantage  

The concept of work-life balance often feels like an impossible dream for entrepreneurs, especially those juggling parenthood with business ownership. DeFazio's approach challenges this notion by advocating for work-life integration rather than balance. Her secret lies in understanding her own biorhythms and designing her schedule around them, rather than forcing herself into conventional business hours.

Starting work at 4 AM might sound extreme, but for DeFazio, it represents freedom. Her brain operates most efficiently in those early morning hours, allowing her to accomplish more in two hours of focused work than many achieve in a full day. This isn't about grinding harder; it's about working smarter. By the time her daughter wakes up, she's already made significant progress on client projects, leaving her fully present for morning routines and school drop-offs.

This unconventional schedule transformation didn't happen overnight. In her early years as a founder, DeFazio lacked the luxury of choosing her hours. However, as her business matured and she gained more control over her client relationships, she began experimenting with different schedules. The revelation that her morning productivity could replace traditional office hours became a game-changer, allowing her to be both a dedicated mother and a successful entrepreneur without feeling like she was failing at either role.

The COVID Pivot That Increased Profits  

The pandemic destroyed many business models, but for DeFazio, it revealed an opportunity she hadn't previously considered. Before 2020, account management comprised 90% of her revenue, requiring intensive hands-on work with clients' social media advertising campaigns. When COVID hit, many clients either reduced their advertising spend or paused campaigns entirely, threatening her percentage-based fee structure.

Rather than viewing this crisis as a setback, DeFazio listened to what the market was telling her. Clients began asking not for full account management, but for strategic guidance: "How could you tell us what to do?" This simple question sparked a fundamental business model shift. She discovered that consulting work, which she had never seriously considered, could generate significantly higher hourly rates while requiring less of her time.

The transition wasn't just about financial improvement. Consulting allowed DeFazio to operate at a higher strategic level, sharing her 17 years of paid media expertise in concentrated bursts rather than managing day-to-day campaign operations. This shift to 60% consulting revenue didn't just increase her profitability; it gave her more flexibility to focus on family while still providing immense value to clients. The pandemic had inadvertently pushed her toward a more sustainable and lucrative business model.

Building Unbreakable Client Relationships  

Perhaps the most remarkable aspect of DeFazio's business isn't her financial success, but her perfect client retention record. In an industry where client churn is common and relationships can be transactional, she has maintained long-term partnerships that span years. This achievement stems from her fundamental belief in being a connector rather than just a service provider.

DeFazio views herself as an extension of her clients' teams rather than an external vendor. This perspective shift changes everything about how she approaches client relationships. Instead of focusing solely on campaign performance metrics, she invests in understanding her clients' broader business goals and challenges. She's even connected clients with other service providers when she felt they would be better served elsewhere, prioritizing long-term trust over short-term revenue.

Her success in relationship building also extends to her networks. The same philosophy that keeps clients loyal has helped her build meaningful professional connections that have led to referrals, speaking opportunities, and business growth. In an increasingly digital world, DeFazio's emphasis on genuine human connection sets her apart. She's even facilitated three marriages among her professional network, demonstrating that authentic relationship-building extends far beyond business transactions.

The Mentor Who Changed Everything  

DeFazio's career transformation began with a single email sent after months of hesitation. Knowing she wanted to transition from employee to entrepreneur, she reached out to Pamela Lund, an established professional in paid search with significantly more experience. What started as a nervous request to shadow Lund for a day turned into a mentorship that would shape DeFazio's entire business approach.

The response exceeded all expectations. Rather than simply allowing DeFazio to observe her work, Lund proposed something extraordinary: she would transfer half her clients to DeFazio and teach her everything she knew in exchange for more time to pursue other business interests. This leap of faith provided DeFazio with immediate clients and, more importantly, a comprehensive business education from someone who had already navigated the challenges she was about to face.

The mentorship taught DeFazio that building a service business requires more than technical skills. Lund guided her through practical aspects like setting up invoicing systems, creating client contracts, and managing cash flow. Beyond the operational knowledge, DeFazio learned the importance of confidence in client interactions and the value of positioning herself as a strategic partner rather than a task executor. This relationship demonstrated how asking for help, despite initial anxiety, can dramatically accelerate professional growth and business development.

Your Action Plan for Building a Lifestyle Business  

DeFazio's story offers a roadmap for entrepreneurs who refuse to choose between business success and personal fulfillment. Her approach proves that sustainable growth comes not from working more hours but from working more strategically. The key lies in understanding your own productivity patterns, building genuine relationships, and remaining open to pivoting when opportunities arise.

Consider implementing these strategies in your own business:

Schedule Optimization:

• Identify your peak productivity hours and protect them fiercely

• Experiment with unconventional schedules that align with your energy levels

• Design your workday around your personal priorities, not industry norms

Relationship-First Approach:

• Focus on becoming an extension of your clients' teams rather than just a vendor

• Prioritize long-term trust over short-term profits

• Invest in networking and genuine professional connections

Strategic Pivoting:

• Listen to what your market is actually requesting, not what you think they need

• Consider higher-value services that require less time but more expertise

• Don't be afraid to restructure your business model when opportunities arise

Sustainable Growth:

• Build systems that allow you to take real breaks without business disruption

• Create a team of trusted partners rather than trying to do everything yourself

• Regularly evaluate whether your business serves your life goals, not the other way around

The entrepreneurial journey doesn't have to mean sacrificing everything for business success. DeFazio's example shows that with intentional planning, strategic relationship-building, and willingness to adapt, you can create a business that enhances rather than detracts from your personal life. Whether you're just starting out or looking to restructure an existing business, her approach offers a sustainable path forward that prioritizes both profitability and personal fulfillment.

Start by identifying one small change you can make to your current schedule or client approach. Like DeFazio's early morning experiment or her initial consulting pivot, small adjustments can lead to transformative results. The goal isn't to copy her exact model, but to apply her principles in ways that work for your unique situation and aspirations.

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