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/)

In this episode, Gwen Bortner talks with paper artist Abigail McMurray of YEIOU Paper Objects about what it really looks like to achieve sustainable success in running a business without burning out. Abigail shares how she went from making flat-pack craft kits to designing intricate 3D house portraits, map art, and collage-based pieces that honor the idea of “home” – and why she’s intentionally kept her business small and deeply personal.

You’ll hear how Abigail:

• Recovered from the burnout of years spent making labor-intensive commissions
• Identified what she didn’t want her business to become – and used that to find clarity
• Protects her creative well through play, community classes, and intentional scheduling
• Uses the Weekly Course of Action to build structure without sacrificing freedom
• Navigates selling across multiple channels, from local markets to custom commissions

This is an honest look at crafting a business that supports your creativity rather than consuming it. If you’re a maker or artist trying to balance demand, creative energy, and real-life context, this conversation offers grounded insight into sustainable success.

Check out Abigail’s work

Consultant-turned-agency-owner Nicole Serena joins Gwen Bortner to talk about her journey from a one-woman consulting practice to leading a thriving healthcare operations agency. Nicole pulls back the curtain on the early days—juggling every client, deadline, and inbox herself—and how she knew she needed to make a change before something important broke.

She and Gwen walk through the pivotal decisions that allowed her to scale sustainably, including hiring her first consultant instead of a VA, shifting from doing everything herself to leading a team, and learning the art of transferring trust (even when it’s uncomfortable).

In this episode, you’ll learn:

• Why Nicole’s first hire wasn’t admin support—and how that changed everything
• How she manages rapid growth without burning out her team
• What “stability quarters” are and why they matter during fast scaling
• How quarterly planning and weekly accountability transformed her business
• The difference between being the expert and becoming the CEO

If you’re a consultant or service provider dreaming of building an agency—or even just wanting more breathing room—Nicole’s story offers a clear, honest look at what it really takes to scale sustainably.

If you want support creating your own version of sustainable success, let’s chat. (http://everydayeffectiveness.com/clarity)

Links and Mentions

Connect with Nicole (https://www.linkedin.com/in/nicole-serena-876a1913/)

In this special episode, Gwen Bortner and co-host Tonya Kubo turn the lens on themselves to share the real story behind The Business You Really Want podcast – how they have secured sustainable success in producing it for a full year without burning out.

This behind-the-scenes conversation covers everything from planning and pacing to choosing a show format that actually supports sustainability. Gwen and Tonya talk candidly about the benefits of being several episodes ahead, why they intentionally avoided a guest model, how their decades-long dynamic shapes the show, and what surprised them most during year one.

You’ll hear about:

• The systems and contingencies that keep the show consistent during travel, illness, and tech failures
• Why a co-hosted conversation – even without guests – makes the show easier to sustain
• What changed between episodes 1 and 52
• How they avoid “podfade” by choosing topics that never run dry
• Why alignment and relationship are the real engines behind their momentum

If you’re curious about podcasting, sustainable content creation, or what it looks like to build something that genuinely supports your business instead of draining it, this candid conversation will pull back the curtain.

If you want support creating your own version of sustainable success, let’s chat.

Tonya’s other shows: Find Your Freaks and Clutter Free Academy

Every small business decision has the potential to create ripple effects that either accelerate growth or drain energy and resources. Gwen Bortner and Tonya Kubo dive into how business owners can recognize high-leverage choices, avoid decision fatigue, and focus on what truly moves the needle. From delegating with confidence to setting clear boundaries for your team, they break down practical strategies for prioritizing the decisions that matter most. Whether it’s discerning a ten-dollar choice from a ten-thousand-dollar one or knowing when to act versus wait, Gwen and Tonya provide actionable insights to help owners sharpen their decision-making and protect their most valuable asset: their time.

Are you tired of launching new team processes only to see them completely fall apart? As leaders, we often mistake true accountability for simple reliability (did they do the thing?). Tonya Kubo and Gwen Bortner dive deep into this common pitfall, explaining that real accountability is a powerful two-way process built on reflection, communication, and partnership, which ultimately reduces the need to micromanage. Discover the real reasons accountability initiatives fail—it’s not a lazy team, but often the leader’s own inconsistency, prioritizing the "urgent" over the necessary rhythm of check-ins, or fear of being "held to constraints"—and learn the essential secret to a successful, micromanage-free system: The leader must first establish their own accountability with an outside coach, consultant, or advisor who can help you solve problems before they escalate, ensuring your team stays clear, aligned, and productive for the long haul.