Most CEOs don’t have a motivation problem — they have an alignment problem. And nothing derails alignment faster than sparkly tactics that feel productive but don’t actually move the business forward.

In this episode, Gwen Bortner and Tonya Kubo dig into the real difference between strategy and tactics, why entrepreneurs so often confuse the two, and how to avoid being seduced by the “new, shiny thing” everyone else seems to be doing. Learn how to focus on real strategy, define your constraints, and spot the signs of a non-productive, "sparkly tactic."

Every CEO knows the sting of doing everything right – following the plan, staying consistent, putting in the work – only to watch the results fall painfully flat. When that happens, most leaders spiral into self-blame, questioning their strategy, their work ethic, and sometimes even their calling. In this episode, Gwen and Tonya unpack what’s really happening in that uncomfortable gap between effort and results. Together, they break down the three places you must examine when diagnosing a disappointing outcome:

• Your plan – Was it strategic or just a bundle of tactics? Were your assumptions sound?
• The environment – What shifted around you that you couldn’t have predicted or controlled?
• Your execution – Did the work actually get done the way you believe it did?

Everything referenced inside this episode:

Thinking in Bets by Annie Duke

Strategic Email Series – Sign up for Gwen’s weekly “one really good question” email

Operations strategist Ashlee Berghoff, founder of Smooth Operator, joins Gwen Bortner to talk about the evolution from independent consultant to agency owner—and what it took to make her business sustainable as her life and family grew.

Ashlee shares how she shifted from doing everything herself to building a team of fractional COOs and operations managers, and how becoming a parent forced her to rethink her time, energy, and definition of success. Together, she and Gwen dig into the emotional side of operations, from accountability without shame to learning how to work with your own motivations (including gold-star brains!).

In this episode, you’ll discover:

• How Ashlee recognized the business she built wasn’t aligned with the life she wanted
• The mindset shifts required to stop overworking and design a calmer rhythm
• Why constraining her time actually helped her do better deep work
• How she uses idea lists, capacity triggers, and clear constraints to stay on track
• What it looks like to grow sustainably—even when opportunities abound

If you’re a consultant, strategist, or service provider looking to grow without drowning, this conversation is filled with wisdom, practical systems, and honest reflection on what sustainable success requires.

Links and Mentions

Connect with Ashlee (https://www.linkedin.com/in/ashleeberghoff/)