Why Saying No as a Mom-CEO Is Your Secret to Success (And How to Do It Gracefully) with Erin Bury CEO of Willful

In this episode, Laura sits down with Erin Bury, co-founder and CEO of Willful, for a conversation about entrepreneurship, motherhood, boundaries, and building a business that supports the life you actually want. They talk about how Erin and her husband built Willful together, what changed when she became a mom, and why having kids sharpened her focus instead of limiting her ambition. Erin also shares her perspective on saying no, building a business around your strengths, and redefining success in a way that includes family, freedom, and real life. It’s an honest conversation about what it looks like to grow something meaningful without making your business your entire identity. If you’ve ever wondered how motherhood changes you as a founder, or what it really looks like to build with intention, this one will land. In this episode you will hear:00:03 — Meet Erin Bury01:12 — Erin’s career path and the story behind Willful03:52 — Why Laura became an early Willful customer04:39 — The personal experience that sparked the business06:33 — Why wills matter so much for parents of young children08:04 — Starting a business before kids and what shifted after motherhood09:52 — How becoming a mom sharpened Erin’s focus11:02 — The logistics of building a business while raising young kids12:41 — How moving to Prince Edward County changed Erin’s perspective14:00 — Planning ahead for mat leave as a founder16:28 — The flexibility entrepreneurship can offer mothers17:30 — Why saying no became essential20:07 — Boundaries, self-worth, and not needing to be available to everyone22:52 — How to say no without making it a hard no26:42 — Can women in early-stage business still create space?29:46 — Why founders should double down on their strengths31:37 — Erin’s advice on focus, delegation, and working in your zone of genius35:17 — Taking six weeks in Colombia while running a remote company36:57 — The example founders set for their teams38:24 — What Erin would tell herself as a newer mom and entrepreneur40:00 — Laura’s reflection on how motherhood changes in each season41:37 — Where to learn more about Willful Special offer for TMMB listeners: Erin has generously shared promo code TMMB, which gives you 15% off any Willful plan when you sign up at https://www.willful.co/ Erin's Links:Website: https://www.willful.co/Instagram: https://www.instagram.com/erinbury/Join This Mother Means Business Community : www.thismothermeansbusiness.com/community Laura's Links:• Website • Laura's Instagram • LinkedIn • Facebook • Pinterest • TikTok