Walking in Purpose: Crystal Allen Dallas Shares the Vision Behind Excel Business Concepts on the Leading In the Dark Podcast

In a recent episode of the Leading In the Dark podcast, Crystal Allen Dallas—Founder and Chief Engagement Officer of Excel Business Concepts—joined host Nick to share the inspiring journey behind her firm and the purpose that fuels her work.

Based in the St. Louis region, Excel Business Concepts is a full-service public relations and marketing agency with a unique focus: bridging the gap between complex infrastructure projects and the communities they affect. From highways to sewer systems—areas the public often overlooks until there's a disruption—Crystal and her team ensure clear, compassionate communication that connects stakeholders and fosters trust.

During the conversation, Crystal opened up about what led her to start the company over a decade ago. Driven by the desire for three core freedoms—freedom to choose impactful projects, flexibility to support her growing family, and the autonomy to create change on her own terms—she launched Excel on faith. With a background in urban and regional planning and communications, Crystal described Excel as “one of the greatest gifts” in her life, allowing her to blend her academic roots with her passion for community service and impact.

Her story isn’t just about business—it’s about living out a vision, staying grounded in purpose, and creating space for others to be seen and heard.

A Vision Too Bold to Fail

When asked about how she managed to break through and build a successful business, Crystal Allen Dallas responded without hesitation: failure was never an option.

“If I had the vision to start this firm,” she shared on Leading In the Dark, “then I’d have the fortitude and the ability to see it through.”

That bold mindset wasn’t just talk—it was foundational. Reflecting on Excel’s early days, Crystal revealed that she didn’t launch with an anchor client or guaranteed safety net. What she did have was faith, a plan, and a strong network built through years as a regional chamber executive. Though people had often told her, “If you ever start your own firm, I’d work with you,” she hadn’t expected them to follow through.

But when word got out that she’d launched Excel, the calls started coming in—without her even sending that planned first email to her list of 50 contacts. It was validation not only of her reputation but also of the need for the kind of community-centered communication work she envisioned.

Rooted in Relationships, Anchored by Faith

For Crystal Allen Dallas, relationships aren’t just a nice-to-have—they’re the cornerstone of everything Excel Business Concepts stands for. As she shared during the Leading in the Dark podcast, meaningful connections have shaped the company’s growth from day one. In fact, Excel’s very first client was a small nonprofit Crystal had previously volunteered with—volunteering being a core value that continues to guide her both personally and professionally. That initial leap led to a domino effect: former colleagues and acquaintances, even ones she hadn’t seen in years, reconnected and opened doors to signature opportunities, all because of the trust she’d built over time.

The early years of Excel weren’t about explosive growth, but intentional, value-driven scaling. Crystal, a mother growing her family, chose to grow the business slowly and strategically. She remained committed to her plan even when advice and outside opinions pulled her in different directions. At the heart of her persistence was a firm belief: if a vision is put within you, there is a way forward. Her foundation in faith became her compass—one she returned to in times of doubt.

“I’m a church girl,” she said with a smile, proudly crediting her upbringing in the South, her village of supporters, and a mindset instilled from an early age: “Reach for the stars, and at the minimum, you’ll touch the moon.”

That foundation was deeply personal. Crystal grew up surrounded by entrepreneurial role models who embodied both business acumen and community leadership. Her late father, a multi-skilled tradesman and business owner, instilled in her the ethic of hard work and resourcefulness. Her godfather, a dentist and civil rights advocate, showed her what it looked like to lead with both excellence and purpose. These figures didn’t just build businesses—they became pillars in their communities, modeling the kind of legacy Crystal herself aspired to build.

Today, that legacy is reflected not just in Excel’s client work, but in Crystal’s ongoing commitment to volunteerism. Her leadership in organizations like the Junior League of St. Louis and partnerships with Girls Inc. and Operation Food Search underscore her belief that lasting change is made through service. Internally, she’s built a culture at Excel that values purpose, intergenerational perspectives, and shared community impact. Whether her team is fluent in TikTok trends or seasoned in traditional communications, one thing unites them: a collective drive to unlock potential—in each other, in their clients, and in the communities they serve.

A Culture That Celebrates People and Possibility

At Excel Business Concepts, work doesn’t just get done—it comes to life through the energy and individuality of the team. Founder Crystal Allen Dallas has created a workplace that thrives on empowerment, fun, and mutual respect. Whether it's a team member known for their bold fashion choices giving style tips on job sites, or others bringing fresh perspectives from different generations, Crystal encourages everyone to lean into their unique strengths. “If we’re not having fun, then what are we doing?” she shared—underscoring her belief that joy and purpose can, and should, coexist in the workplace.

That commitment to growth shows up in more than just a good time. Excel actively invests in the professional development of its people, blending internal training with opportunities from partner organizations and industry associations. Crystal believes in staying ahead of change, especially in communication, a field constantly evolving. From sharpening public relations skills to exploring new technologies, the company ensures its team is well-equipped to meet the shifting needs of clients—all while embracing a people-first approach.

Team culture at Excel is also shaped by thoughtful engagement. Upon joining the company, each employee participates in a personalized onboarding process, led by an experienced HR professional who helps identify their aspirations and strengths. This insight feeds into team retreats, community outings, and ongoing conversations that prioritize emotional well-being. Even in remote setups, Crystal makes time for human check-ins during team meetings, emphasizing that if her people aren’t personally okay, the work won’t be either. "I’m more concerned about the person than the project," she explained—an ethos rooted in servant leadership and shared values.

As for the business itself, Excel balances creativity and structure with ease. Services range from social media management and press releases to crisis communications and website design. Crystal and her team manage both the tactical and strategic, often calling on a trusted network of niche experts—“Excel collaborators”—to execute specialized tasks. These partners contribute top-tier results without burdening clients with extra coordination. Excel’s creatives, too, are given the freedom they need to do their best work—whether that means brainstorming outdoors, working unconventional hours, or simply being trusted to meet goals in their own way. For Crystal, the sweet spot lies in being the bridge between structure and imagination—a space she and her team occupy with purpose and pride.

Leading with Trust, Flexibility, and Growth

At Excel Business Concepts, flexibility isn’t just a buzzword—it’s a core operating principle. Crystal Allen Dallas has built a work culture that respects how differently people work best. For her contractors and collaborators, that might mean working at 9 PM instead of 9 AM. As long as there’s clarity around deadlines and deliverables, she gives her team the space to create and contribute on their own terms. Over the years, she’s developed deep relationships with trusted creative professionals and adjusted her communication style to meet each one where they are, understanding that everyone brings a unique rhythm and way of processing information.

That personalized leadership style came into sharp focus during one project, when a promising creative partner didn’t quite meet the detail-oriented expectations Crystal holds dear. Instead of walking away, she leaned in. Recognizing their technical strengths but a gap in execution, she introduced structured check-ins, alignment meetings, and step-by-step walkthroughs to bridge the divide. It was an exercise not just in mentoring someone else—but in stretching her own leadership to meet the moment. The experience reminded her that part of the entrepreneurial journey is helping others rise into their potential, even when it requires slowing down her own pace.

Crystal is candid about the tension between her high-capacity, visionary mindset and the more typical “nine-to-five” work model. Fueled by passion and purpose, she’s the type of leader who’ll sprint toward the finish line—but she knows not everyone is built that way. With help from her husband and a seasoned HR partner, she’s learned to scale expectations and build team capacity thoughtfully. Her insight into people—how they communicate, what motivates them, and what support they need—has helped Excel grow steadily without compromising its core values.

Outside of Excel, Crystal brings that same vision and heart into her board work and volunteer commitments. From leading the Junior League of St. Louis to serving on boards for the Opera Theatre and Symphony, she’s deeply engaged in building cultural and civic infrastructure. Whether it’s helping young people access driver’s licenses for construction jobs or making opera more inclusive and approachable, Crystal sees volunteerism as a channel for meaningful change. For her, nonprofits are where true community transformation happens—and her marketing background helps amplify the missions of organizations doing essential work.

As someone with a bird’s-eye view of St. Louis—from business to arts, infrastructure to education—Crystal is deeply optimistic about the region’s future. She sees downtown revitalization, transportation upgrades, and community-led innovation as key drivers of progress. And though she hints at needing some rest and reflection after years of nonstop involvement, it’s clear that she’s not stepping away—just shifting into a role of quiet support and guidance. With her heart rooted in service and her eyes on the horizon, Crystal remains a force for good in a city poised for transformation.

Walking in Purpose, One Step at a Time

For Crystal Allen Dallas, making an impact has never been about accolades—it’s about action. Her mantra is simple but profound: Be the change. Whether she’s leading a team, raising her children, or speaking with clients, she’s constantly reinforcing the idea that ownership and accountability are the first steps toward transformation. “No one’s coming to save you,” she says, not as a warning, but as a call to empowerment. Her belief is that we all have the power—and responsibility—to shape our stories, reclaim our narratives, and move with purpose.

Crystal's approach blends realism with hope. She recognizes that not every great idea belongs in the now, that timing matters, and that staying grounded in purpose is more valuable than chasing every trend. Yet even with this level-headedness, she’s not afraid to reach further. “There’s no traffic on the extra mile,” she shares—a line that encapsulates her quiet determination and relentless drive. To her, going above and beyond isn’t about hustle culture—it’s about alignment. When your work matches your purpose, the path opens, and the effort feels right.

As the conversation with Nick wraps up, Crystal offers one final reminder:

“You are the only you on the planet.” It’s a message about embracing uniqueness, owning your story, and showing up as your fullest self. And she doesn’t just preach it—she lives it.

Whether she's mentoring her team, serving on community boards, or simply starting the day with intention, Crystal moves through the world with conviction, compassion, and contagious energy.

In the end, Crystal Allen Dallas leaves us not just with words, but with a challenge: to walk our own extra miles, to find purpose in what we do, and to lead—not just with strategy, but with heart. And if we do that, like Crystal, we won’t just build successful businesses or thriving communities. We’ll build legacies.

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