What do you do when your business idea feels too big? When the vision is massive, the moving pieces are complicated, and there are already a handful of established players in the space? If you're Lindsay Friedman, you get curious — and then you get to work.

Lindsay is the founder of LT Care Nav and Care Bloom, two companies serving the long-term care space with something it's been desperately missing: a clear, personalized plan. With 70% of Americans expected to need long-term care at some point, the system for navigating that reality is broken — overwhelming for families, frustrating for providers, and dominated by lead-generation giants more interested in selling data than actually helping people.

Lindsay saw the gap, validated it by talking to the very providers she hoped to partner with, and built her platform around what the market actually said it needed — not just what she assumed.

In this conversation, Lindsay and host Lindsay Sutherland break down the real steps behind launching a big, complex idea: starting with vision, moving into market research, and finally, building something people already told you they wanted. They also dig into the mindset piece — because when you're up against five established competitors and your most ambitious feature feels years away, doubt is real. What keeps you going is curiosity, persistence, and the willingness to ask questions before you try to sell anything.

If you've ever had a business idea that felt bigger than you, this episode is your permission slip to take the first step anyway.

🎧 Visit ltcarenav.com to explore Lindsay's platform and connect with her on LinkedIn.

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