AJ Sue on Coaching Small Business Owners Out of Their Own Way

In this episode of Founders Future, with host Milan Kohut, we’re joined by AJ Sue, a small business coach who helps founders cut through mental clutter, rediscover joy in their work, and make better decisions with less effort. AJ shares his unconventional path from a long corporate career into entrepreneurship after being laid off during the Great Recession—a moment that pushed him into a calling he might never have chosen on his own.The conversation dives into AJ’s people-first coaching philosophy, where long-term relationships, powerful questions, and perspective shifts matter more than rigid frameworks or scale-at-all-costs models. He explains why he focuses on small business owners in the “sapling stage,” how monthly conversations can meaningfully improve decision-making, and why sustainable growth, clarity, and personal fulfillment outweigh chasing size or complexity. AJ also reflects on relationship-driven marketing, the value of taking imperfect action, and defining what “enough” really means in business and life.