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Built On Purpose
For women who want more than one thing.
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My husband bet on my career twice.
The first time, I was pregnant with our first. He stepped back from his law career to stay home with our kids. One year turned into 13. The second time, I’d just been fired. After 25 years climbing to Executive Vice President at Nordstrom, my time there was over. When your title disappears, you find out how much of your identity was attached to it. I was no longer “Loretta from Nordstrom.” No longer the breadwinner. To say I was rudderless is an understatement. Sam could have
Loretta Soffe
Oct 13


One year. That was the deal.
When I was pregnant with our first, Sam offered to stay home for a year. It turned into 13, and it became the best bet we ever made on our family.
Loretta Soffe
Oct 6


I Ran a $2B Business. A Pinterest-Perfect Birthday Party Nearly Broke Me.
The party was for the photos. The swim meet was for my kid. How the discipline behind a $2B business taught me to protect what matters at home.
Loretta Soffe
Oct 1


AI Is Just Another Tool for Building a Life You Love
Most women leaders aren't short on ambition. They're short on hours. AI won't build your life for you — but it can hand you back the time to build it on purpose.
Loretta Soffe
Sep 17


Want to Raise Good Humans? Get a Little Old-Fashioned.
No phones at dinner. Handwritten thank-you notes. Early is on time. The old-fashioned house rules that helped me raise three good humans — and why each one still matters.
Loretta Soffe
Sep 12


The Day I Was Fired Was Day One
Sometimes life's biggest setbacks are actually setups. How getting fired became Day One of a business — and a life — I truly love.
Loretta Soffe
Jun 5


What I Told 700 Women at the Tri Delta National Convention
Nearly 700 women. One message: you are allowed to want more than one thing. Here's what I shared at the Tri Delta National Convention about permission, alignment, and reinvention.
Loretta Soffe
Oct 1, 2025


Burnout Isn't a Wellness Problem. It's an Alignment Problem.
Your best women leaders aren't leaving because they lost their ambition. They're leaving because their lives stopped fitting together — and another wellness app won't fix it.
Loretta Soffe
Sep 30, 2025


The Self Architect Method™: 5 Steps to Stop Your Life From Competing With Itself
Balance assumes everything gets an equal share, all the time. That's not how a life works. Here's the five-step framework I built to make career, family, marriage, and self stop competing.
Loretta Soffe
Sep 27, 2025
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