Whitney Baker, Founder of Electric Ideas
Names: Whitney Baker
Founders: Electric Ideas
What's your elevator pitch? (Ie. In one sentence, what do you do?)
I help growth-minded women shed stress, reconnect with their joy, and see fresh possibility so they can show up as their most vibrant selves in everyday life.
What's your story? Share how you got to where you are and WHY it is you do what you do.
I have always been a deeply spiritual and creative soul with a profound pull to serve the world meaningfully. Early in my career, I worked in non-profit organizations, determined to save the world, only to feel constrained by a lack of creativity and inspiration. After earning a master’s degree in journalism, the recession hit, and the realities of life—and a tough job market—steered me toward corporate work. I ended up building a stable career in a marketing agency, learning from incredible brands and people. Yet, I could never shake the whisper in my heart that I was meant for something more.
Motherhood cracked me open in ways I never expected. I had two daughters just 14 months apart and became consumed by the demands of being both a high performer at work and a present, loving parent. I tried every possible work setup—full-time, part-time, freelancing—but always felt stretched thin and on the verge of burnout. Anxiety and stress began showing up in my body, demanding I pay attention.
When I finally left agency life, I began a slow and profound journey of rediscovering myself. I started meditating, journaling, taking creative risks like voice lessons, and leaning into what lit me up. Slowly, the noise quieted, and clarity emerged. The pandemic added new challenges—my daughters were e-learning at home, and I was navigating a messy in-between phase of personal and professional growth. But through it all, I couldn’t deny the call in my heart to use my voice and help women like me—women who felt lost in the shuffle of caregiving and career, women who were longing for deeper joy, connection and purpose. Letting go of what no longer served me was both terrifying and liberating.
One night, I dreamed of the name Electric Ideas, and I knew it was a gift—a reflection of the breakthrough moments that light us up and create space for transformation. I launched my podcast first because I knew I had to start using my voice, even before all the pieces were in place. My journalism background gave me a unique skill set to bring people into meaningful conversations, and I trusted that my journey would resonate with others.
From there, I created Season to Shift, a six-week program to help women, specifically mothers, to reconnect with their joy and purpose. I built a newsletter, facilitated workshops and nurtured my growing community—all while prioritizing my family and designing my business for long-term sustainability.
MY WHY:
I know firsthand what it’s like to feel lost in your roles, to put everyone else’s needs first, and to forget who you are outside of caregiving and obligations. I also know the power of reclaiming yourself—your joy, your voice, your dreams. When women prioritize themselves, they light up not just their own lives but the world around them. I’m here because I believe the world needs women to show up as their fullest, brightest selves. I’ve seen how small, intentional shifts can transform lives, and I am deeply passionate about helping women tap into their soul’s wisdom, live with more intention and step boldly into their power.
Now, I feel called to leap—to write, speak, and partner on a bigger scale, to stand fully in my expertise and share my energy with the world. This is no longer a “come along while I figure this out” phase. It’s a declaration: I’m here to help women transform their lives because I know it’s possible—and I know it’s worth it.
What does BEING a FoundHer mean to you?
I deeply believe we're in a new paradigm of women's empowerment where women are linking arms and lifting each other up. I am established enough in my business that I am ready to share and support other women, as well as lean on other women for wisdom, growth and collaboration.
How do you support other female founders and women in business?
While not exclusively focused on women in business, my podcast is by women for women. I only interview women and the topics help women see possibilities for their lives instead of settling, living on autopilot, etc. I routinely support women who are part of my community by sharing out their books, programs, etc. I also am a increasingly being asked to be a retreat/workshop partner in new and interesting ways, so I'm excited to see where that goes in 2025.
What is ONE BOOK that you would recommend every female business owner read?
BE by Jessica Zweig.
Who is a female entrepreneur you look up to and why?
A female entrepreneur I look up to is Camille Styles. Her brand strikes a beautiful balance between creativity, intentional living and authentic connection. What I admire most is how she integrates mindfulness and beauty into the everyday, crafting a tone that feels both approachable and aspirational. Her work reflects modernity and sophistication without ever losing its down-to-earth charm. It inspires me to create with a similar ethos—one that’s fresh and values-driven while offering a sense of connection and possibility. For me, she embodies how creativity and intentionality can translate into a life and brand that feels deeply meaningful and magnetic.
What are the first five things that you did when you were starting your business?
Launched a podcast, beta-tested a workshop, built out and sold a core offer, chose one initial social media site to lean into, developed initial positioning, messaging and branding.
At what point did you make your company a full time gig? How did you know the time was right?
I had a full-body yes when I was freelancing in my past-life career and DIDN'T get a big opportunity I had tried really hard to pin down. I'd been concurrently beta-testing my concept and decided then and there to give myself six months to simply focus on Electric Ideas. I've never looked back.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Writing, interviewing people, creative direction, branding, public speaking, workshop/group training and facilitation, getting people to think outside the box, valuing connection/being a great collaborative partner and someone who knows how to build on people's ideas, deep understanding of PR (although I haven't applied it to my own business yet).
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
When I started out, I decided to simply lean into Instagram because I didn't want to overextend myself. My podcast producer creates a small amount of content that corresponds to my weekly episodes. Other than that, I create my own content with the exception of adhoc support from a VA.
How did you land your first client?
By advertising my six-week program via my Electric Ideas podcast.
What is something you do differently from the industry standard?
Patiently grow my business from a resourced place knowing that I might be missing some opportunities, but that I get to be mom at 3pm, lean back a lot during holidays and summers, and still do meaningful work that shares of my gifts and is of service in the world. That said, I do feel like I have been playing a bit small and that 2025 is going to be a year where I step into my next level of business. This is one of the reasons I joined this group.
What would you do differently if you were starting your business today?
I probably would have gotten more clear on the business pillars before I started the podcast, but, on the other hand, it was nice to start the podcast and build genuine rapport without selling anything.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Advertise my own offerings via my own podcast, promote via Instagram, promote offers via newsletter.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
One obstacle I overcame was coming out of the spiritual closet, getting over imposter syndrome and realizing that the more authentic I can be the more likely I am to authentically support the women I am supposed to meet. At first I had a hard time showing my face on social media, etc., but I've really shifted my perspective to believe that I genuinely want to be of service and people can't find me if they don't know who I am/what I'm up to.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
Set clear work/life boundaries, clarify one big project at a time (i.e., developing your branding, creating a new offer, etc.), trust your instincts and look to others for inspiration but not comparison. Also, pilot and test-drive as early as possible in the smallest ways possible!
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