About the Creator of built to flow

Built to Flow was created by Heather Crabtree — a business strategist, strategic advisor, and entrepreneur who developed the framework after her own experience of building a business that looked successful on paper but wasn't aligned with her life. That disconnect led her to completely rethink how strategy should work for business owners who are navigating real, complex lives.

Today, Heather leads the Built to Flow Lab, runs a law firm, is writing the Built to Flow book, and is raising two kids. Her approach is grounded in one belief: business strategy should start with the human, not the numbers.