Shift & Thrive: CEO Insights on Driving Change

What if the reason your go-to-market isn't working has nothing to do with your tactics and everything to do with how your leadership team defines, owns, and executes it in the first place? In this Re-air episode of Shift & Thrive, host Natalie Nathanson is joined by Sangram Vajre, Co-Founder and CEO of GTM Partners, bestselling author of Move, and pioneer of account-based marketing, for a candid conversation on what it really means to build go-to-market as a company-wide operating system. Together, they explore why GTM must live at the CEO level, how the eight-question GTM operating system drives clarity across every stage of business growth, and what it looks like when AI is layered on top of strategic foundations versus used as a shortcut around them. Takeaways:GTM is a transformational process, not a one-time plan. Treat every go-to-market decision as ongoing and iterative rather than the output of a single off-site or strategy session.Build clarity, alignment, and trust before deploying tactics. These three leadership fundamentals are what separate executive teams that execute well from those that stay stuck in misalignment, regardless of tools or AI adoption.Use the GTM operating system's eight questions to anchor strategy at every stage. The questions stay the same across problem-market, product-market, and platform-market fit; only the answers change as your business evolves.Focus on what is unchangeable in go-to-market: being better, faster, or cheaper for your customer. In a world drowning in new tools and tactics, anchoring to these constants creates durable competitive positioning.Understand the business of your function, not just the function itself. Whether you are in marketing, sales, or customer success, the leaders who grow fastest are the ones who understand the business economics behind their discipline.Quote of the Show:“ Once you start looking at go-to-market as a transformational process, you recognize that every time you make a go-to-market decision, it will transform your business, one way or the other. It's an ongoing process, and there's no finality in it.”Links:LinkedIn: https://www.linkedin.com/in/sangramvajre/  Website: https://gtmpartners.com/  GTM Monday: https://gtmonday.substack.com/  Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens to a founder's mental performance when the company is winning on paper but quietly unraveling from the inside, and what does neuroscience say about fixing it? In this episode of Shift & Thrive, host Natalie Nathanson sits down with Kevin Bailey, CEO and Co-Founder of Dream Fuel and a three-time Inc. 500 founder, to explore the intersection of leadership, mental performance, and neuroscience. Kevin opens up about hitting a wall as a first-time CEO scaling past 100 employees, and how a chance encounter with a neuroscientist transformed not just his leadership style, but the foundation of his next company. Together, they unpack how the same psychological tools used with elite athletes apply directly to tech founders and executive teams, why the leader's mental state is the ceiling on a company's performance, and what concepts like non-dual awareness actually mean for the way you show up every single day.Key Takeaways:Build a meditation practice before you need it. Psychological stability is a prerequisite for leading at speed, not a recovery tool. Start with transcendental meditation or breathwork to regulate your nervous system before pressure demands it.Learn to distinguish intuition from fear. Intuition typically arrives as a quiet signal, not a loud, urgent voice. Use somatic breathwork to quiet reactive networks in the brain and access clearer, deeper decision-making.Your mental state flows through your organization. Leaders who are dysregulated will see that instability reflected in their teams and, ultimately, in their product. Investing in your own mindset is an investment in company performance.Act on small trust erosions before they become large ones. Awareness-driven leadership means noticing subtle behavioral patterns early and making decisive, values-aligned moves before small problems compound into bigger ones.Use AI as a tool, not a replacement for thinking. Offloading writing and logical reasoning to AI can atrophy core leadership capabilities. Use it with intention and preserve the cognitive muscles that matter most.Bring mental performance work to the leader first. Mindset coaching only cascades effectively when the leader participates directly. Sending a team through the work while opting out yourself limits the impact.Links:LinkedIn: https://www.linkedin.com/in/kevinjamesbailey/ Website: https://www.dreamfuel.com/ Email: [email protected] The Greatest Secret: https://a.co/d/04t3NkhR David Bingham: https://davidbingham.org/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it actually take to build a market category that doesn't yet exist, and how do today's go-to-market leaders use AI to accelerate that process without losing the human edge? In this Go-To-Market Deep Dive episode of Shift & Thrive, host Natalie Nathanson sits down with Kat Wendelstadt, CMO at Electric Twin and a three-time CMO with a track record of scaling venture-backed startups to billion-dollar valuations. Kat unpacks the discipline behind category creation, from naming and seeding language through PR to reading the market signals that tell you it's working. She shares how she approaches ICP discovery in brand-new markets, why she pushes back on the AI-replaces-everything narrative, and how she has structured lean but effective marketing teams in a world where AI handles more of the execution. The conversation also covers her own AI tool stack, a freelancer-first hiring philosophy, and the career pivot from large corporates to high-growth startups that shaped how she thinks about building.Takeaways:Commit to category language. Constantly changing how you describe your product creates confusion; pick your language, and give it at least 18 months to take hold.Start ICP discovery with a pain hypothesis, then find the fastest feedback loop. Combine tools like Reddit and landing page tests with your existing network to validate whether your solution matches real buyer pain before scaling spend.AI accelerates execution but does not replace human judgment in enterprise GTM. Getting a person on the phone still closes at a meaningfully higher rate than automated outreach.Scale marketing headcount with freelancers first. Specialists who require minimal onboarding let you move fast and test fit before committing to a permanent hire.Adopt AI tools by pruning. Try several, drop what creates friction early, and build an integrated stack so you retain the mental space needed for creative thinking.Tailor AI adoption programs to individual strengths. Not everyone on a team engages with these tools the same way; building around archetypes rather than a one-size-fits-all rollout gets better outcomes.Quote of the Show:“You have to take people with you on a journey of what is going to be. That is the job of a category creator. And then you have to create the language around that and stick with it because category creation is not instant. It's a continuous effort.” - Kat Wendelstadt Links:LinkedIn: https://www.linkedin.com/in/kat-wendelstadt-gtm/ Website: https://www.electrictwin.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it actually take to reach buyers in a world where AI has flooded every inbox, gated white papers have lost their pull, and generic personalization is table stakes? In this special compilation episode of Shift & Thrive, host Natalie Nathanson brings together five of the sharpest go-to-market minds from previous episodes to tackle one of the biggest disruptions in B2B today. Kerry Cunningham dismantles the "blank slate fallacy" and explains how LLMs are reshaping mid-funnel evaluation. Kristina McMillan shares how one portfolio company used deep research AI to deliver CEO-to-CEO custom market reports at scale. Jacki Leahy makes the case that the bar for outreach has been permanently raised and argues for visceral empathy over automation. Sajag Chikarsal walks through how to build custom GPTs that compress days of BDR research into minutes, and Yossi Carmon makes a bold prediction: the next go-to-market frontier is authenticity, and old-school, high-touch tactics are making a comeback.Takeaways:Stop treating buyers as blank slates. In established categories, buyers already know you and your competitors. Ungating content and building genuine preference beats form fills and self-promotion.Use AI to deliver value before you ask for anything. Creating custom, account-specific research reports at scale is now achievable and far more effective than traditional cold outreach.Recognize that generic AI personalization has a short shelf life. The bar for what counts as a "personalized" outreach has risen sharply; go-to-market teams need to match it with real resourcefulness and empathy.Build AI efficiency behind the scenes for your sales teams. Automating meeting prep and account summaries can recover significant rep hours per week without requiring everyone to become a prompt engineer.Develop a focused custom GPT library for ABM at scale. Targeted prompt systems trained on earnings reports, personas, and competitive data can give BDRs actionable intelligence in minutes rather than days.Lean into authenticity as a strategic differentiator. As AI-generated content floods every channel, buyers are craving real, human, and experience-driven engagement. Word-of-mouth and high-touch tactics are regaining ground.Quote of the Show:“The bar has been raised. Our creativity and resourcefulness also needs to be raised." — Jacki Leahy”Links:Kerry Cunningham’s LinkedIn: linkedin.com/in/kerrycunninghamKristina McMillan’s LinkedIn: linkedin.com/in/kristinamcmillan Jacki Leahy’s LinkedIn: linkedin.com/in/jackileahySajag Chikarsal’s LinkedIn: linkedin.com/in/sajagchikarsalYossi Carmon’s LinkedIn: linkedin.com/in/yossicarmonWays to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to transform a venture-backed startup into a profitable, predictable business after acquisition by a public company? In this episode of Shift & Thrive, host Natalie Nathanson sits down with David Axler, CEO of Occupier and seasoned tech executive, to unpack the mechanics of leading high-stakes transformation. David draws on his experience guiding Wave through its post-acquisition evolution under H&R Block, where he orchestrated a simultaneous shift in business model, strategy, and company culture. He and Natalie explore how leaders can build the right diagnostic team, make courageous bets without complete data, and balance consensus with decisive action. They also dig into David's current work at Occupier, a venture-backed proptech company modernizing commercial lease management, and how his team is deploying AI not as a replacement for expertise, but as a force multiplier for a small, high-output team.Takeaways:Start with a rigorous diagnostic before acting. Assemble a small, high-trust strategy team to identify the true trade-off decisions facing the business, then widen stakeholder input to stress-test and validate before narrowing the path forward.Recognize when "what got you here won't get you there." Conduct an honest reassessment of your business model when context changes, including sunsetting products that were once central to your story if they no longer serve long-term viability.Prioritize qualitative customer insight alongside quantitative data. The story behind the numbers is often what unlocks the real strategic truth.Lead AI adoption through behavior, not policy. Build a culture where teams share AI wins and applications openly, reinforcing the norm that AI enhances expertise.Anchor AI investment to outcomes, not activity. Tracking pull requests or artifacts created is not the same as measuring impact; clear performance goals remain the only reliable signal that AI-enabled work is moving the business forward.Quote of the Show:“AI is not 'the thing’. The problem that needs to be solved is ‘the thing’, and AI is a lever with which to help solve it.”Links:LinkedIn: https://www.linkedin.com/in/davidaxler Website: http://www.occupier.com/ X: https://x.com/realax Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to step into the CEO role at the exact moment your industry faces its most turbulent period in history? In this episode of Shift & Thrive, host Natalie Nathanson speaks with Brandon Muniz, CEO of HeiTech Services, a veteran-founded government contracting firm with 26 years of legacy behind it. Brandon shares how he navigated DOGE cuts, a historic government shutdown, and the pressures of a rapidly consolidating market all within his first year of leadership. The conversation covers his military-rooted approach to decentralized decision-making, how he and his team used uncertainty as a catalyst to modernize the company's brand and AI capabilities, and the personal resilience required to lead through compounding change.Takeaways:Resist the urge to overhaul everything when you step into a new leadership role. Empower your team to drive change within their own sphere of influence rather than flooding the organization with top-down ideas. Treat uncertainty as a window for reinvention. When market conditions shift, use the downtime to close the gap between what your company does and how it presents itself. Make the right decisions, not just the popular ones. Leaders who rely too heavily on consensus risk letting avoidable problems compound at the expense of their teams.Know where your leverage is highest as a CEO. Outward-facing priorities like long-term vision and strategic investment typically create more value than being pulled into day-to-day operations.Approach your customers as humans first, especially during disruption. When your clients are facing their own uncertainty, listening and empathizing often builds more trust than immediately presenting solutions. Build for adaptability, not just competency. Whether in AI adoption or career planning, the ability to pivot and evolve is more durable than mastery of any single task or process.Quote of the Show:“ Don't lean too hard on consensus. As the leader, take in the feedback and information, but then do what's right, no matter what's popular at the time. Be resilient enough to continue that even in the face of uncertainty. ” - Brandon MunizLinks:LinkedIn: https://www.linkedin.com/in/muniz-brandon/ Website: http://www.heitechservices.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it actually take to survive a business crisis and come out the other side a better leader? In this episode of Shift & Thrive, host Natalie Nathanson sits down with Vaughn Thurman, CEO and Founder of HighGear Software, and a seasoned entrepreneur with nearly 30 years of experience building and scaling technology businesses. Vaughn opens up about the moment his company was simultaneously threatened by a bank calling in its loans, the IRS showing up at his door, and the sudden loss of 60% of revenue. What follows is a candid conversation about how radical transparency and hard-earned humility transformed not just his failing business, but his entire philosophy of leadership. From rebuilding broken trust with customers to engineering a values-driven culture at HighGear, Vaughn shares what it really looks like to navigate change from the inside out.Takeaways:Own your role in the crisis before you can solve it. Blaming others is a natural first response, but sustainable recovery starts the moment a leader takes full accountability for the conditions they created.Vulnerability with key clients can unlock unexpected support. Authentic communication with your most important customers builds a loyalty that transactional relationships never produce.A values-driven culture requires operationalizing, not just posting. Core values only matter when they actively drive hiring, firing, and decision-making at every level of the organization.Profitable and sustainable beats fast and hollow. Growing at all costs without protecting margins and cash reserves leaves organizations dangerously exposed when inevitable disruptions hit.Effective change management is about communication, early adopters, and co-ownership. Leaders who communicate change relentlessly and give teams a real stake in the outcome drive far better results than those who plan behind closed doors.Run into the fire. Avoiding difficult conversations or hard decisions never makes them easier. Confronting problems directly is one of the most important habits any leader can build.Links:LinkedIn: https://www.linkedin.com/in/vaughnthurman/ Website: https://www.highgear.com/ The Process of Improvement Book: https://www.highgear.com/the-process-of-improvement/ Office Phone: +1 301-668-2633 Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to reinvent a company not once, but multiple times, while keeping your team aligned, motivated, and moving in the same direction? In this episode of Shift & Thrive, host Natalie Nathanson sits down with Sam Ziman, CEO of Global CI, a data scientist turned operator who has led his organization through a series of deliberate transformations. The business has transformed from federal staffing to managed services and now into commercial SaaS products targeting the healthcare market. Sam shares the mindset shifts, leadership philosophies, and hard-won lessons that have shaped both his company and himself as a leader, including why radical transparency became a cornerstone of how he leads, and why knowing when to stop talking can be just as powerful as anything you say.Takeaways:Resilience should drive transformation. Ask whether your business model is durable. Proactively seeking that answer is what prompts meaningful evolution.Radical transparency accelerates alignment. Sharing the full picture, including where the company is going and why, surfaces knowledge that might otherwise go untapped.You become what you study. Immersing yourself in the language, case studies, and knowledge of whatever your business needs to become next is how leaders make transitions feel less like leaps and more like steps.Great leaders learn when to slow down. Visionary thinking is an asset, but it can create undue stress if leaders sprint too far ahead of the team's capacity to execute. Servant leadership means making yourself invisible. The goal is for your team to reach milestones and feel the success belongs to them. That ownership is what builds lasting culture and performance.Know when your work is done for a client. Delivering true value sometimes means working your way out of an engagement. Clients remember that integrity, and it is what earns lasting trust.Quote of the Show:“ Show up and deliver for your customers. If there's no longer a need, don't create one. Don't just sit there and drain their resources. Get them to where they need to be and move on. ”Links:LinkedIn: https://www.linkedin.com/in/sam-ziman-891b55b6 Email: [email protected] Website: http://www.globalci.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it actually take to move a dual-use technology from a proven prototype to a scalable, fundable business? In this Investor Spotlight episode of Shift & Thrive, host Natalie Nathanson sits down with Derek Willis, Founder and Managing Partner of Etowah Capital Partners, who has spent more than three decades navigating the space between early-stage innovation and full-scale commercialization. Derek shares hard-won lessons from directing over $35 million in early-stage investments, why readiness level six is the critical inflection point for any tech startup, how founders can protect their cap tables while crossing the Valley of Death, what it really means to find product-market fit in a white-hot market versus a hyped one, and what he looks for in founders beyond credentials. From Silicon Valley in the early 90s to investing in national security technologies today, Derek brings a rare mix of operator instinct and investor discipline to one of the most complex corners of the startup world.Takeaways:Build dual-use revenue channels early, or struggle to raise. Smart investors require a credible commercial path before writing a check.Bet on founders with battle scars, not just credentials. Investors like Derek look for leaders who have made payroll under pressure and faced real failure; that resilience cannot be taught, only earned.Go-to-market is a one-strike opportunity. When product-market fit is real and a market is white-hot, the entire organization must be aligned and laser-focused. There is rarely a second chance to launch well.Changing an industry standard takes longer than you think; plan for it. Proving a better technology can take six years, and then proving the market takes another six. Runway and conviction are non-negotiable.Relationships built outside formal business settings move the needle most. The people who can solve your biggest problems are often standing next to you. Never underestimate any conversation.Quote of the Show:“Truly get to know every person you meet. That person could have the answer to one of the problems that you’re working on.”Links:LinkedIn: https://www.linkedin.com/in/derek-willis-3a719212/ Website: https://www.etowahcapital.com/ Email: [email protected] to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens when accomplished leaders stop trying to lead like someone else and finally trust their own voice, instincts, and definition of success? In this special International Women's Day compilation episode of Shift & Thrive, host Natalie Nathanson curates powerful moments from past conversations with extraordinary women founders and CEOs, weaving in her own personal reflections on building Magnetude Consulting while raising a family and learning to fully show up as herself. The throughline across every voice in this episode isn't about gender; it's about the kind of leadership that comes from living through hard things, making deliberate choices, and refusing to measure yourself by someone else's standards. What emerges is a masterclass in resilience, reinvention, and the courage it takes to lead with authenticity at every stage of the journey.Key Takeaways:Use AI as a strategic equalizer, not just a productivity tool. Women leaders in particular can use AI to accelerate the full cycle from idea to execution, leveling the playing field in organizations that reward speed.Human connection remains irreplaceable even in an AI-driven world. As powerful as technology has become, the relationships formed in person provide a kind of energy and accountability that no tool can replicate. Career paths are jungle gyms, not bullet trains. Reinvention, time off, pivots, and unexpected layoffs can all become catalysts for more meaningful work.Risk-taking and resilience are inseparable. Taking risks is how leaders develop the ability to recover, adapt, and build real confidence.Self-care isn't indulgent; it's a performance strategy. Treating yourself like an elite athlete produces more sustained, high-quality leadership than grinding ever will.Personal transformation and professional evolution are the same journey. Life's disruptions have a way of clarifying what kind of leader you're becoming, and what the world actually needs from you.Links:Kristina’s LinkedIn: https://www.linkedin.com/in/kristinamcmillan/ Elizabeth’s LinkedIn: https://www.linkedin.com/in/eharz/ Adi’s LinkedIn: https://www.linkedin.com/in/adiklevit/ Sarah’s LinkedIn: https://www.linkedin.com/in/sarah-greene-lehman-2079aa7/ Kimberly’s LinkedIn: https://www.linkedin.com/in/kimberly-trouville-smith/ Anne’s LinkedIn: https://www.linkedin.com/in/anne-hartslief/ Jenn’s LinkedIn: https://www.linkedin.com/in/jennazar/ Marcia’s LinkedIn: https://www.linkedin.com/in/marciadaszko/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it really take for a tech company to break into the federal government market, and what separates the ones who land contracts from those who waste time and resources running from meeting to meeting with nothing to show for it? In this episode of Shift & Thrive, host Natalie Nathanson sits down with Harvey Morrison, Founder and CEO of Marion Square, a firm dedicated to helping technology companies successfully enter and scale within the federal government market. Harvey brings decades of experience at the intersection of technology, government, and complex enterprise sales, and pulls back the curtain on what it actually takes to go to market in government. He and Natalie also dig into the current administration's push to modernize federal acquisition, the growing threat of AI-powered cyberattacks, and how Harvey's leadership style has evolved from hands-on control to trust-based delegation.Takeaways:Start with budget and mandate, not just market access. Identify which agencies have a funded mandate for your solution before pursuing any opportunity. Match your hire to the agency, not just the market. Hiring a government sales rep without clarity on which agencies you're targeting is a common and costly mistake.Consider whether you need a sales rep or a channel person. Government typically buys through large system integrators, so a business development professional who understands the prime contractor ecosystem may deliver far better returns than a direct sales hire.Speak the government's language, not yours. Frame your solution around mission outcomes, mandate compliance, and cost efficiency. Generic commercial messaging won't land with federal buyers, no matter how strong your product is.Get contracting and content ready before your first meeting. Government buyers will ask how to purchase and request follow-up materials on the spot. Walking in without those two things prepared hands the opportunity for someone else.Hire for culture fit, not just skill. Take the time to get the right people, and don't hesitate to make a hard call when someone consistently isn't pulling their weight.Links:LinkedIn: https://www.linkedin.com/in/harvey-morrison-35a9771/ Website: http://www.marion-square.com Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797 This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How are shifting buyer behaviors and AI reshaping B2B go-to-market strategies? What happens when companies fail to adapt? In this Go-to-Market Spotlight episode of Shift & Thrive, host Natalie Nathanson talks with Kerry Cunningham, Head of Research and Thought Leadership at 6Sense, about the realities of modern B2B buying. With decades of experience, Kerry breaks down how outdated outbound tactics give way to smarter, signal-driven approaches, why "intent data" is often misunderstood as mere interest signals, and how AI is prompting buyers to engage sellers earlier without extending overall cycles. They explore alignment pitfalls, the dangers of "folklore debt" in scaling, and practical ways for CEOs to drive buyer-focused transformations that boost efficiency and trust between teams.Key Takeaways:Shift from cold outbound to signal-based targeting for better results. Identify in-market accounts through interest signals first, then use marketing to drive engagement before involving sales, transforming team productivity and relationships.Treat intent data as interest signals, not guaranteed buying intent. Avoid chasing short-lived spikes by contextualizing signals with sustained activity and engagement history to prevent sales frustration and false positives.Align sales, marketing, and customer success around buyer journeys, not just internal processes. Prioritizing how buyers actually research and decide creates more effective go-to-market motions than inward-focused calibrations.Adapt to AI's impact on buying cycles by engaging earlier. With buyers evaluating unfamiliar AI components, prepare for longer sales interactions while recognizing that overall decision timelines and preferences often remain unchanged.Evolve storytelling as your company scales to avoid folklore debt. Celebrate past successes but actively replace outdated narratives about "how we win" with new ones that support growth, freeing teams from limiting tactics.Quote of the Show:“We acquire debt from the stories that we tell ourselves about how we become successful. The stories about how we won in the past often are not the stories that will help us win in the future.”Links:LinkedIn: https://www.linkedin.com/in/kerrycunningham/ Website: http://www.6sense.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

In this Investor Spotlight episode of Shift & Thrive, Natalie Nathanson sits down with Elena Gantvarg, Principal at Flint Capital, to unpack how early-stage investors evaluate startups in today’s rapidly evolving market. Elena shares firsthand stories of portfolio transformations, explains why product-led growth has become a baseline expectation rather than a differentiator, and offers a candid look at what founders often misunderstand about go-to-market, scaling speed, and U.S. market entry. The conversation explores how culture, leadership decisions, and execution discipline increasingly separate companies that scale from those that stall.Takeaways:Be willing to evolve leadership as the company scales. The founder or CEO who gets a company off the ground may not be the right person to lead it through hypergrowth, and recognizing that early can unlock the next stage of value creation.Focus on execution over ideas at the seed stage. Investors care far more about the team’s ability to sell, adapt, and execute than the originality of the idea itself.Treat product-led growth as a baseline, not a strategy. Buyers expect to experience value immediately, but PLG alone won’t close deals without strong sales execution behind it.Design your go-to-market for your industry, not trends. What works in enterprise software may fail in digital health or regulated markets, so tailor GTM decisions to how buyers actually purchase.Prove U.S. market traction before scaling aggressively. Even small wins in the U.S. signal cultural and sales readiness and reduce the risk of a costly expansion misstep.Pivot for the right reasons, not impatience. Course corrections should be driven by real market signals and constraints, not by the assumption that another market or idea will be easier.Quote of the Show:“ What has changed the most during the last few years with Go-To-Market is that the buyers don't want to be sold to. They want to touch the product and realize the value immediately.”Links:LinkedIn: http://flintcap.com Email: [email protected] Website: https://www.linkedin.com/in/elena-gantvarg-1a9423/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797   This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

In this Go-to-Market Spotlight episode of Shift & Thrive, Natalie Nathanson sits down with Kristina McMillan, a seasoned go-to-market strategist and venture advisor, to unpack how AI is reshaping the way companies grow. Drawing from her experience and hands-on work with early and growth-stage startups, Kristina shares real-world examples of AI-enabled go-to-market transformation. Together, they explore why strong foundations matter more than ever, how AI can unlock productivity without sacrificing humanity, and what leaders must do to evolve their teams, structures, and strategies in today’s noisy, buyer-driven market.Takeaways:Revisit your go-to-market fundamentals before scaling with AI. Strong ICPs, clear positioning, and disciplined execution are what allow AI to amplify results instead of accelerating confusion.Use AI to remove friction, not replace human judgment. Free up time through automation so your team can focus on personalization, strategic thinking, and building real buyer trust.Break down go-to-market silos and orchestrate across roles. The most effective strategies connect executives, marketing, sales, and product around shared thought leadership and coordinated execution.Start small, prove what works, then scale. Nail a “unit of one” go-to-market motion before rolling it out broadly, especially when experimenting with AI-driven tactics.Invest in people alongside AI adoption. Clearly communicate how roles will evolve so your team feels empowered, as productivity and expectations change.Links:LinkedIn: https://www.linkedin.com/in/kristinamcmillan/ Website: https://www.scalevp.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens when the host steps into the hot seat to reflect on leadership, growth, and navigating change in uncertain times? In this special re-aired episode of Shift & Thrive, we flip the mic and turn the spotlight on Natalie. Guided by Magnetude’s VP of Client Strategy & Delivery, Cindy Hunter, Natalie shares her entrepreneurial journey, the evolution of Magnetude Consulting, and the leadership lessons shaped by growth, disruption, and personal resilience. The conversation spans go-to-market transformation, the real impact of AI on modern marketing teams, and what CEOs need to understand as buyer behavior and economic conditions continue to shift. It’s a candid, reflective discussion that remains just as relevant today as when it first aired.Takeaways:Leadership is built through experience and reflection. Natalie explains how observing both effective and ineffective leaders influenced her emphasis on empathy, realism, and transparent decision-making.Go-to-market strategies must evolve with the buyer. Digital noise, better-informed decision makers, and changing expectations mean yesterday’s playbooks no longer deliver the same results.Industry expertise drives faster results. Deep knowledge of target markets allows marketing teams to create more authentic messaging and deliver value more quickly, especially in technical B2B environments.AI requires intention, not panic. Adopting AI successfully means investing in change management, shared learning, and strong foundations.Resilience is a leadership muscle. Balancing personal challenges alongside business growth reinforced the importance of adaptability, perspective, and trusting your instincts.Marketing should be involved earlier than most CEOs think. When marketing is treated as a strategic partner, companies are better positioned for launches, expansion, and transformation.Links:LinkedIn: https://www.linkedin.com/in/natalienathanson/  Website: https://www.magnetudeconsulting.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can today’s CEOs evolve fast enough to lead through AI disruption, generational complexity, and outdated incentive systems? In this episode of Shift & Thrive, Natalie Nathanson sits down with executive coach Maximos Lih to unpack how leadership must fundamentally change as companies scale. Drawing from his experience at Google Ventures and coaching hundreds of founders, Maximos explores why ecosystem thinking now matters more than playbooks, how rising complexity is overwhelming leaders, and why many incentive structures quietly undermine collaboration and trust. Together, they examine the shift from hero leadership to architectural leadership, the importance of deep listening, and how human-first approaches to AI, hiring, and performance can unlock both stronger cultures and sustainable growth.Takeaways:Leadership today requires collapsing complexity by focusing on what only the CEO can do, not everything they can do.Ecosystem-level thinking matters: scaling tools like AI without rethinking systems can create congestion, chaos, and cultural damage.Modern leaders must design clarity, helping teams say “no” more often in an environment obsessed with urgency.Managing across five generations requires abandoning one-size-fits-all definitions of professionalism, engagement, and success.Hero-style leadership undermines accountability and growth; architecting systems empowers teams to solve problems independently.Incentive structures drive behavior, misaligned rewards can unintentionally encourage hoarding, fear, and disengagement.Human-first AI and impact-based incentives can increase both employee purpose and long-term business value.Quote of the Show:“Recognize that the things you're complaining about may actually be your own blind spots. Listening to that instead of feeling frustrated will help unlock the things that can actually get you to the next level.”Links:LinkedIn: https://www.linkedin.com/in/maximoslih/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How do leaders stay calm, compliant, and effective when everything is on the line, and turn crisis into a catalyst for growth? In this episode of Shift & Thrive, Natalie sits down with Joe Campanella, CEO of Complily, to unpack what it truly means to lead through extreme pressure. Joe shares the behind-the-scenes reality of navigating an 18-month FTC investigation, the leadership lessons forged during uncertainty, and how that experience ultimately sparked the creation of an AI-powered compliance platform. The conversation spans leadership under fire, letting go as you scale, building resilient go-to-market strategies, and using AI to reduce risk while improving customer trust.Takeaways:Leading through crisis requires calm, clarity, and communication. When everything feels chaotic, the strongest leaders are the ones who slow the room down, give clear direction, and keep teams aligned around what matters most in the moment.You don’t get out of hard moments by avoiding them. Joe reinforces that the only way out is through. Breaking overwhelming challenges into smaller, manageable steps and focusing on progress one day at a time.Letting go is a prerequisite for scale. As companies grow, leaders must be willing to hand off responsibilities once someone else can do the job well enough, even if it’s not perfect.Go-to-market focus starts with knowing exactly who you serve. Trying to sell to everyone dilutes momentum; defining a clear ICP creates repeatable, scalable growth.AI is a force multiplier when used beyond surface-level tasks. Tools like AI-driven compliance review and knowledge synthesis free leaders to focus on strategy rather than manual oversight.Links:LinkedIn: https://www.linkedin.com/in/joe-campanella-aa33382/  Website: https://www.complily.com/ Email: [email protected]  Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What changes when a COO becomes CEO? In this episode of Shift & Thrive, Natalie Nathanson sits down with Monique McDonough, CEO of WorkTango, to explore the unexpected lessons of stepping into the top seat, the emotional realities of leadership, and what it really takes to guide organizations through change. With more than two decades of experience across consulting, technology, and employee engagement, Monique shares candid reflections on how the weight of leadership evolves, why curiosity is a CEO’s most underrated skill, and how leaders can stay grounded while navigating AI disruption, M&A transitions, and shifting workforce expectations. Takeaways:Leadership carries weight beyond meetings and tasks. CEOs shoulder responsibility even when they’re not actively working, making balance and pressure management essential.Curiosity is a leadership superpower. Asking better questions builds confidence in unfamiliar areas and leads to stronger decision-making.The CEO role changes how words land. Even familiar leaders must become more deliberate as people assign greater meaning to every message.Effective change management is emotional, not just logical. People need empathy, context, and a clear vision of what success looks like.Feedback only works when it’s closed-loop. Listening, acting, and communicating progress builds trust and sustained engagement.Staying close to customers fuels a smarter strategy. Direct conversations uncover insights that no filtered report can replace.AI works best as a thought partner. Used intentionally, it accelerates preparation, insight, and higher-order thinking without replacing human judgment.Links:LinkedIn: https://www.linkedin.com/in/moniquemmcdonough/ Website: https://www.worktango.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

Go-to-market is no longer a function, a plan, or a quarterly initiative; it’s a living, evolving operating system. In this episode of Shift & Thrive, Natalie sits down with Sangram Vajre, one of the most influential voices in modern B2B go-to-market strategy, to unpack what GTM really means in today’s market and why CEOs must take ownership of it. Drawing from his experience as a co-founder of Terminus and former CMO of Pardot, Sangram challenges conventional thinking around growth, alignment, and execution. Together, Natalie and Sangram explore why misalignment at the executive level derails even the strongest marketing and sales efforts, how clarity and trust drive better decisions, and why companies must stop treating GTM as a project and start treating it as a transformation.Takeaways:Go-to-market is a transformational process, not a one-time strategy or off-site exercise. Every decision a company makes either strengthens or weakens its GTM motion.The CEO must own go-to-market. When GTM is delegated to marketing or sales alone, organizations lose alignment, clarity, and long-term momentum.Not all pipeline is created equal. Focusing on the wrong ICP can create short-term wins while undermining long-term growth and retention.High-performing executive teams prioritize clarity, alignment, and trust over tactics, tools, and trends.AI and automation won’t fix a broken strategy. Without clear direction, technology only accelerates confusion.The future of GTM is shifting from software-first to outcomes-first, with services and systems wrapping around technology to deliver real value.Links:LinkedIn: https://www.linkedin.com/in/sangramvajre/ Website: https://gtmpartners.com/ GTM Monday: https://gtmonday.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

Are you leading your business like a hero or an architect? We’re re-airing this powerful conversation between Natalie Nathanson and Bill Flynn, a seasoned growth advisor and business strategist with over 30 years of experience leading startups, driving company turnarounds, and coaching executives. Bill shares timeless lessons on what it really takes to lead through complexity, empower teams, and create sustainable growth in an unpredictable world. His insights are just as relevant today as when this episode first aired, offering a masterclass in modern leadership and resilience.Takeaways:Empower your team to solve problems. True leadership isn’t about fixing everything yourself; it’s about creating systems, accountability, and clarity so your team can thrive independently.Adopt the architect mindset. Move from being the “hero” who saves the day to the architect who builds environments where innovation and ownership naturally emerge.Understand why customers buy. Avoid go-to-market pitfalls by deeply researching customer motivations and applying frameworks like “Jobs to be Done” instead of guessing.Lead with adaptability in a complex world. Today’s “BANI” environment demands resilience, building diverse teams, promoting open dialogue, and being ready to pivot as conditions evolve.Focus on team balance, not personal perfection. You don’t have to be great at everything. Identify your strengths and surround yourself with people who complement them.Have the courage to let go. Sustainable growth happens when leaders step back, empower others, and focus on strategy and vision rather than daily firefighting.Links:LinkedIn: https://www.linkedin.com/in/billflynnpublic/ Website: https://catalystgrowthadvisors.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

In this special solo episode of Shift & Thrive, Natalie steps back from the usual interview format to reflect on the year, what it taught leaders, what themes surfaced repeatedly, and what’s ahead. The episode invites listeners to slow down during the holiday season and consider the lessons they want to carry forward into the new year.A Look Back: Lessons That Shaped This YearOpenness is the starting point for transformation. Leaders and teams grow when they stay open to new ideas, new paths, and new challenges, even before the answers are clear.Curiosity is a powerful leadership skill. Whether it involved listening to dissenting voices or asking bolder questions, curiosity proved to be a consistent catalyst for stronger strategies and more connected teams.Real change requires patience and adaptability. Even when leaders know exactly where they want to go, guiding a team through change rarely moves as quickly or cleanly as planned. Links:Natalie’s LinkedIn: https://www.linkedin.com/in/natalienathanson/ Website: https://www.magnetudeconsulting.com/insights/podcast/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does real growth look like when leaders reinvent themselves, rebuild systems, and rediscover purpose? This special Shift & Thrive compilation brings together unforgettable stories and lessons from some of the year’s most thoughtful leaders. Listen to our guests share insights about transforming AI’s evolution into human-like teammates and the profound clarity that comes from surviving a life-threatening disaster. Across technology, mindset, communication, and personal resilience, each guest offers a different lens on what it means to lead with intention. These stories remind us that progress isn’t just about scaling companies or refining strategy; it’s about identity, patience, preparation, and meaningful service.Takeaways:Design for human experience, not just efficiency. As AI becomes more agentic, users need support in shifting from command-based tools to true collaboration with technology.Presence is a leadership skill. Balancing ambition with mindfulness prevents burnout and allows leaders to show up more effectively for their teams and families. A grounded leader makes better long-term decisions.Habits and endurance fuel sustainable growth. Whether training for triathlons or scaling a business, progress comes from consistent behaviors and the willingness to push through discomfort. Identity drives behavior change. Seeing yourself differently, as a CEO, an athlete, or a healthier person, creates the conditions for new choices. When identity shifts, habits follow naturally.Strong systems prevent overwhelm. Like sports teams that rehearse repeatedly, businesses need documentation, practice, and structure so challenges stay manageable.Purpose elevates leadership. When leaders orient their work toward service rather than self-preservation, they build deeper meaning and stronger impact. Links:Matt Darrow, CEO & Co-Founder at Vivun LinkedIn: https://www.linkedin.com/in/matthewdarrow/ Full Episode: https://youtu.be/vcjoj95EriI Pete Martin, Co-Founder & CEO at Realm.SecurityLinkedIn: https://www.linkedin.com/in/pete-martin-b2199334/ Full Episode: https://youtu.be/8RaHrjlEadg Nathan Whittacre, Founder and CEO at Stimulus TechnologiesLinkedIn: https://www.linkedin.com/in/nathanwhittacre/ Full Episode: https://youtu.be/1d22cHtNRGo Rich Walker, CEO at Quik!LinkedIn: https://www.linkedin.com/in/quikformsceo/ Full Episode: https://youtu.be/0w8p9nTWrAk AJ Meyer, CEO at Pickle Robot CompanyLinkedIn: https://www.linkedin.com/in/andrew-meyer-2457594/ Full Episode: https://youtu.be/P6KBLGOUJmQ Pete Jones, CEO & Founder at Grypp Corp LinkedIn: https://www.linkedin.com/in/pete-jones-gryppcorp/ Full Episode: https://youtu.be/cRFUVVTazKE John Graham, Executive Director at The Giraffe Heroes Project LinkedIn: https://www.linkedin.com/in/johnagraham1/ Full Episode: https://youtu.be/1iTda8jrlwA Bill Flynn, CEO/Chief Catalyst at Catalyst Growth AdvisorsLinkedIn: https://www.linkedin.com/in/billflynnpublic/   Full Episode: https://youtu.be/Stfvg2-d5HU  Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens when leaders discover that most barriers to transformation come from within their own systems rather than the people inside them? In this episode of Shift & Thrive, Natalie sits down with transformation strategist Marcia Daszko, whose work with CEOs, boards, and executive teams has shaped transformations across industries from Fortune 50 corporations to school districts and private companies on the brink of collapse. Marcia shares why meaningful transformation always begins with personal change, why leaders must embrace curiosity and courage, and why systems, not individuals, determine performance. She explains how clarity of aim creates alignment and why most companies sabotage themselves by clinging to old management habits. Together, Natalie and Marcia explore the stamina required to lead through uncertainty, the impact of fear on productivity, and the risks of layering new technologies like AI on top of broken processesTakeaways:Curiosity is the entry point to transformation. Leaders must develop a habit of questioning their assumptions, challenging long-held beliefs, and examining the practices they’ve accepted as normal. Courage determines whether learning turns into action. The leaders who succeed push through discomfort, confront outdated systems, and take ownership of the conditions they’ve created, even when it means letting go of familiar habits.Systems drive results, not individual effort. When performance stalls, most leaders look to accountability or evaluation tactics. Marcia urges the opposite: redesign the system.Fear quietly erodes productivity and profits. Naming and removing those fears builds trust, unlocks creativity, and helps people contribute without self-protection getting in the way.Flow is the north star of transformation. When barriers, waste, complexity, and unnecessary practices are removed, work, communication, and innovation move more naturally. Transformation becomes less about force and more about enabling conditions.AI is not a shortcut; it’s an amplifier. Leaders who apply AI to broken systems risk multiplying waste. Links:LinkedIn: https://www.linkedin.com/in/marciadaszko/ Email: [email protected] Number: 408-398-7220 Website: https://mdaszko.com Pivot, Disrupt, and Transform Book: https://a.co/d/gjnqCwF Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

Why do some leaders thrive in ambiguity, and how can you build that same capability across your organization? In this episode, Natalie sits down with Elizabeth Harz, CEO of Veriato, to explore what it really takes to lead through continuous transformation. Elizabeth’s career has spanned enterprise technology, digital media, gaming, edtech, and now insider-risk management and behavioral intelligence. Throughout each chapter, she’s built a repeatable yet flexible approach to change, grounded in curiosity, structured communication, and deep respect for leadership as a discipline. Together, Natalie and Elizabeth unpack the realities of guiding organizations through fast-moving environments, especially in a world where change no longer has a clear endpoint. They also discuss Veriato’s evolution, the shifting landscape of security, and the growing need for proactive, behavior-driven insight inside modern companies.Takeaways:Treat leadership as a discipline, not an instinct. Elizabeth emphasizes that strong leadership requires intentional skill-building, just like product development or finance.Normalize change and get comfortable with ambiguity. The real work is creating clarity of vision, psychological safety, and an honest acknowledgment that some team members will opt in at different speeds. Use your network as a strategic asset. Elizabeth highlights the value of both formal and informal networks for navigating complex decisions. When challenges arise, trusted peers can accelerate clarity.Involve the organization early and often. Listening tours surfaced the insights, skepticism, and creativity needed to shape the path ahead.Create early wins to build belief. Skeptics often become the strongest champions once they see progress. Links:LinkedIn: https://www.linkedin.com/in/eharz/ Website: https://veriato.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it really take to build and evolve a go-to-market engine that drives sustainable growth in today’s environment? This week, we’re re-airing one of our most popular conversations from the Shift & Thrive Go-To-Market Miniseries: a deep dive with Scott Brown, Partner and Head of Platform & Go-To-Market at Cervin Ventures. It’s packed with practical insights for leaders rethinking how their teams generate and retain revenue in a changing market.Takeaways:Use data to challenge assumptions. Inbound signals often reveal overlooked opportunities; the right metrics can prove where to shift focus and resources.Test, learn, then commit. Approach go-to-market changes with a hypothesis mindset. Controlled experiments reduce risk and build confidence in new strategies.Align your teams early. Sales, marketing, and customer success should share language, systems, and goals to drive retention and expansion, not just acquisition.Balance human and AI strengths. AI can amplify strategy, but only when teams have the right foundations and oversight to guide automation effectively.Keep the human in the loop. AI tools are powerful accelerators, but without human judgment and oversight, they can magnify errors or inefficiencies.Lay strong operational foundations. Even the most advanced tools can’t fix a flawed setup. Double-check your systems before scaling.Invest in customer success before it’s a problem. Retention planning should be part of your first go-to-market blueprint, not a late-stage fix.Links:LinkedIn: https://www.linkedin.com/in/rsbrown7/ Website: https://www.cervinventures.com Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to balance innovation with reality when AI moves faster than your market? In this episode of Shift & Thrive, Natalie Nathanson sits down with Yossi Carmon, CEO of Accelario, to unpack what it really means to lead through transformation in the age of AI. Drawing on his early startup lessons and his experience leading tech companies, Yossi explores how founders and CEOs can stay rooted in customer needs while effectively harnessing cutting-edge technology. He also shares how authenticity is redefining go-to-market strategies and reflects on the personal side of leadership.Takeaways:Don’t fall in love with your technology. Yossi reminds leaders that ideas only matter when they deliver real value. Falling for the tech instead of the problem leads to missed opportunities.Let technology be part of the journey, not the destination. Founders who treat AI as a partner rather than a replacement for judgment will build stronger, more relevant products.Listen before you build. Asking customers what they truly need may reveal that only a fraction of your original idea is necessary to succeed.Stay on your toes. The business landscape, especially with AI, is shifting daily. Leaders must constantly reassess strategy, pricing, and messaging to stay relevant.Lead with clarity and heart. Yossi’s approach to leadership emphasizes honesty, fast decision-making, and transparency as keys to building trust and culture.Be authentic in your marketing. With AI flooding channels with content, customers crave human connection and genuine experiences more than ever.Know when to step aside, or level up. Strong founders bring in people who are smarter than they are in key areas. Growth requires courage and humility.Quote of the Show:“Your startup cannot be just about your technology. It has to be about searching for and understanding the true value for your customer. Otherwise, you end up building something that’s irrelevant for customers.”Links:LinkedIn: https://www.linkedin.com/in/yossicarmon/ Website: https://accelario.com/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can marketing leaders build go-to-market engines that evolve with today’s fast-changing buyer behaviors, while using AI intentionally, not accidentally, to drive meaningful transformation? In this episode of Shift & Thrive, Natalie sits down with Sajag Chikarsal, GTM Leader, advisor, and ex-Celona, Google, and Zscaler. His career spans every stage of company growth, from being the first marketing hire at Zscaler to leading global campaigns at Google Cloud. Sajag shares hard-won lessons on transforming go-to-market strategy, the role of AI as the new GTM operating system, and why foundational clarity still matters more than ever. He unpacks the frameworks that helped Google Cloud scale from $1B to $5B per quarter, explains how startups can practically implement AI, and reveals how marketing leaders can build teams ready for the next wave of transformation.Takeaways:One message doesn’t fit all. Craft different layers of communication for CXOs, directors, and practitioners while keeping a unified campaign thread.AI is your new operating system. When governed and integrated correctly, it can turn fragmented GTM efforts into a cohesive, data-driven engine.Foundations before ROI. Data hygiene, clear ownership, and structured enablement are prerequisites before expecting measurable AI returns.Start small with AI. Create an internal AI council and a library, and empower teams to experiment with tools they already use.Personalize at scale. Custom GPTs can turn complex ABM research into minutes-long workflows, amplifying insight and speed across teams.Marketing owns the customer journey. Its role is to orchestrate, not just communicate, connecting every touchpoint from brand to demand.Quote of the Show:“There is only one function in the company that has full visibility of the customer lifecycle or the customer journey, marketing. And that's the reason I love marketing, because yoy understand the overall journey and know how the pieces of the puzzle fit together.”Links:LinkedIn: https://www.linkedin.com/in/sajagchikarsal/ Website: https://celona.io/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to build a go-to-market motion that actually works today? In this special compilation of Shift & Thrive, host Natalie Nathanson brings together insights from CEOs, founders, and marketing leaders who’ve learned that growth starts and ends with one thing: the customer. As markets evolve and AI-generated content floods every channel, connecting with buyers requires a deeper, more dynamic understanding of what really drives their decisions. You’ll hear how leaders are redefining customer-centric growth as they avoid tech-first messaging traps, strengthen alignment across teams, and rally their organizations around a shared view of the customer.Takeaways:Start with customer truths, not assumptions. Most teams can’t clearly explain why their best customers buy. Without that clarity, go-to-market strategies rely on luck instead of insight.Stay close to your market. Long-term success comes from being genuinely curious and consistently showing up for your customers, even when your product isn’t a perfect fit yet.Build trust before the sale. Transparency and honest conversations about fit create lasting client relationships and save time for both sides.Use process insights to innovate. Mapping customer processes, not just needs, can uncover automation opportunities and help scale efficiency.Listen for what isn’t being said. Uncovering the unspoken drivers behind customer behavior can transform how you position and message your product.Align incentives around customer success. Simplifying compensation and focusing on client satisfaction over net-new sales strengthens loyalty and drives long-term value.Links:Bill Flynn’s LinkedIn: https://www.linkedin.com/in/billflynnpublic/ Matt McCrann’s LinkedIn: https://www.linkedin.com/in/mattmccrann/ Pete Jones’ LinkedIn: https://www.linkedin.com/in/pete-jones-gryppcorp/ Phil Duffy’s LinkedIn: https://www.linkedin.com/in/philipfduffy/ Konstantin Vilk’s LinkedIn: https://www.linkedin.com/in/konstantin-vilk/ Brad McGinity’s LinkedIn: https://www.linkedin.com/in/mcginity/ Matt Farry’s LinkedIn: https://www.linkedin.com/in/mfarry87/ James Loffler’s LinkedIn: https://www.linkedin.com/in/jamesloffler/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to lead a company through transformation while keeping people motivated, curious, and focused on the future? In this episode of Shift & Thrive, Natalie sits down with Matt Waxman, Chief Product Officer at Arctera, a data management company reimagining how enterprises handle compliance, resilience, and lifecycle governance. From making people “comfortably uncomfortable” to creating a culture that embraces experimentation, Matt explores how leaders can align teams around a shared strategy, harness AI as an accelerator (not a replacement), and keep transformation human-centered.Takeaways:Culture drives transformation. Change only sticks when people feel safe to take risks and fail forward, creating an environment where learning and experimentation are rewarded.Make people uncomfortably comfortable. Growth requires disruption; leaders must push teams to think differently while maintaining psychological safety and trust.Lead with clarity, not chaos. Aligning on strategy first, why and what success looks like, sets the foundation before diving into structure, goals, or execution.Focus is your growth engine. Narrowing your go-to-market efforts, customer touchpoints, and messaging allows for deeper impact and more meaningful relationships.AI should eliminate “soul-crushing work.” Use AI to remove repetitive tasks, accelerate creativity, and empower teams to focus on strategic thinking.Adapt your leadership to the moment. Situational leadership, balancing consistency in values with flexibility in approach, is key to thriving through any transformation.Links:LinkedIn: https://www.linkedin.com/in/matt-waxman-9a2411/ Website: https://www.arctera.io/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What can entrepreneurs learn from bootstrapping a startup, leading with empathy, and embracing the mindset of “Why not?” even when the odds are slim? In this episode, Natalie Nathanson sits down with serial entrepreneur Sanjay Manandhar, whose journey from Nepal to Massachusetts is filled with resilience, creativity, and servant leadership. Sanjay shares how bootstrapping shaped his approach to business, why every founder should learn sales, and how embracing the philosophy of “Why Not” can unlock opportunities that seem out of reach. From running Nepal’s first ISPs to founding AI-driven cybersecurity startup Zifino, his story is a masterclass in perseverance, empathy, and innovation.Takeaways:Bootstrapping builds discipline. Running lean forces founders to focus on cost control, deliberate hiring, and creative solutions for sustaining both business and personal life.Founders must learn to sell. Sanjay’s success started with direct outreach, proving that understanding your customers firsthand is a non-negotiable skill.Channel partners create scale. Moving from direct sales to partner-first strategies can expand reach, leverage existing networks, and accelerate growth.Servant leadership pays dividends. Prioritizing employee well-being through fair compensation, full health coverage, and stock options builds loyalty and innovation.AI should be embraced, not feared. Leaders who support retraining and reallocation of talent can help teams thrive in times of disruption.Adopt a ‘Why Not’ mindset. Pursuing low-probability opportunities often leads to surprising success; commitment greatly increases your odds.Balance sustains entrepreneurship. Building relationships, prioritizing health, and making time for passions outside of work prevent burnout and keep leaders grounded.Quote of the Show:“Always take care of your people—not only for the loyalty, but for the motivation and innovation that comes from a relaxed and appreciative workforce. It enables you to come up with all sorts of new products and ideas”.Links:LinkedIn: https://www.linkedin.com/in/sanjaymanandhar/ Website: https://zifino.com/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com

How can CEOs adapt their go-to-market strategy when the old playbooks no longer deliver results? In this episode of Shift & Thrive, Natalie Nathanson sits down with Stephen Ochs, Head of Marketing at Selector, to explore how startups can build smarter go-to-market engines in today’s market. Stephen shares his experience leading marketing and biz dev teams in SaaS companies from Series A through Series C, and why he believes influencer-driven community marketing and AI-powered operations are changing the game.Takeaways:Rethink traditional channels. Paid search, PPC, and even SEO are more costly and less effective than before. CEOs need to support their teams in testing new paths for growth.Invest in influencer-driven trust. Technical buyers want to hear from peers, not marketers. Empowering credible voices builds authenticity and lowers cost per lead.Balance brand and data. Influencer and community plays may not show immediate ROI, but revenue impact becomes clear if your team consistently tracks first-party data.AI is a tool, not a shortcut. CEOs should ensure data foundations are in place before expecting AI to deliver value. Good data hygiene is the prerequisite for effective AI adoption.Promote sales–marketing unity. When biz dev and marketing are aligned, sellers can focus on closing while BDRs and marketers drive pipeline health, shortening cycles and improving quality.Think long-term. Don’t sacrifice sustainable growth for short-term fixes. CEOs must encourage patience while still pushing for wins along the way.Overcommunicate with your team. Leaders need consistent, transparent updates. Even when things are going well, clear reporting builds trust and resilience.Quote of the Show:“ I think it's important to take off the rose-colored glasses with AI. AI doesn't work without good data. If you stumble into AI and expect value on day one, but you don't have the good foundations to feed it, it's not going to be impactful.”Links:LinkedIn: https://www.linkedin.com/in/stephen-ochs-mba-1681ba19/  Company Website: https://www.selector.ai/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can executives harness AI without losing sight of strong business foundations? In this episode of Shift & Thrive, Natalie welcomes back Adi Klevit, Founder and CEO of Business Success Consulting Group. With more than 25 years of experience, Adi has been at the forefront of helping organizations build scalable systems and adapt to transformative technologies. She shares how process documentation lays the groundwork for effective AI adoption, what leaders must prioritize as they navigate change, and how she uses AI herself as a strategic thought partner.Takeaways:Clear processes are essential before layering on AI; without them, automation creates inefficiency instead of solving it.Start with simple, high-impact use cases for AI to build momentum and demonstrate value before tackling complex workflows.Document both stable and evolving processes; even shorthand notes or recordings prevent lost knowledge during change.Encourage team adoption by providing resources, training, and reassurance that AI complements rather than replaces their roles.Free up leadership capacity by delegating day-to-day execution so you can focus on strategy, foresight, and innovation.Treat AI as a thought partner. It can challenge assumptions, surface blind spots, and accelerate decision-making.Never underestimate the importance of human connection; technology is powerful, but relationships drive trust and collaboration.Quote of the Show:“ You have to understand why you want to  improve your processes and then find the resources within your team or ecosystem to free up or bring in to get to the next level.”Links:LinkedIn: https://www.linkedin.com/in/adiklevit/ Website: http://www.bizsuccesscg.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to disrupt an industry dominated by giants like Salesforce and HubSpot? In this episode of Shift & Thrive, Natalie sits down with Adam Honig, founder and CEO of Spiro, to talk about his journey from building one of the largest Salesforce consulting firms to launching an AI-powered CRM that redefines how companies engage with customers. Adam shares how focusing on the manufacturing vertical transformed Spiro’s trajectory, why provocative positioning (“the anti-CRM”) works, and what leadership lessons he’s carried from scaling services businesses to SaaS.Takeaways:Industry focus unlocks traction. Narrowing your ICP can feel risky, but it drives clarity in both product and marketing.Positioning matters. A bold stance, like “the anti-CRM,” creates differentiation even in crowded markets.Meet users where they are. Reducing behavior change and automating processes helps adoption stick.Transitioning from services to SaaS requires a complete mindset shift. Recurring revenue and lean teams demand new approaches.Leadership is shaped by empathy. Having done the work yourself helps you guide teams with understanding, not micromanagement.Don’t take it personally. Early leadership often feels high-stakes, but learning to step back makes you more effective.Risk is everywhere; building your own company can be as secure, if not more, than working for someone else.Quote of the Show:“ We really leaned into the needs of our ICP, and that made us much richer in terms of the value we were able to provide. Of course, that meant for other sectors, we were less valuable, so it naturally pushed us down that path of being very industry-focused—and it served us well.”Links:LinkedIn: https://www.linkedin.com/in/adamhonig/ Website: https://spiro.ai/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to lead massive business transformations in automation and robotics? On this episode of Shift & Thrive, Natalie sits down with Craig Ulrich, CEO of Acieta and a veteran leader in industrial automation with more than 30 years of experience. From scaling warehouse automation from a few million to $80M in revenue to guiding major transformations at companies like Amazon and General Motors, Craig has seen firsthand what it takes to succeed in high-stakes industries.Key Takeaways:When expanding into a new market, rely on data over gut instinct. Research trends and customer needs to build credibility and position your business for growth.Don’t be afraid to enter industries where you lack direct experience. Hire the right people and prove yourself through small wins that build trust over time.Embrace servant leadership by putting your team’s success before your own. When your people thrive, the organization thrives.Face challenges head-on rather than avoiding them. Tackling the hardest problems early creates momentum and builds confidence.Use AI to eliminate repetitive work and accelerate innovation. Even small steps in adoption can improve efficiency and free your team to focus on higher-value tasks.Focus on doing your best work every day instead of chasing titles. Promotions and opportunities will naturally follow consistent excellence.Quote of the Show:“As a leader, you can experience fear, but that doesn't mean you can avoid it–you’ll still need to go and fix whatever “it” is. You certainly want to understand all the pitfalls and then go and build plans for all the different scenarios that could happen.”Links:LinkedIn: https://www.linkedin.com/in/craig-ulrich-212a2687/ Website: https://www.acieta.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

How can leaders drive company transformation without losing their team’s trust and energy? In this episode of Shift & Thrive, Natalie Nathanson talks with Leslie Poston, a seasoned go-to-market strategist and leadership advisor. Leslie shares how she led Austin Data Labs’ transformation from a small, multi-industry SaaS company into a high-growth leader in food and agriculture, culminating in a successful acquisition. Leslie shares how she prioritized psychological safety, built a customer-first strategy, and kept teams agile while navigating rapid change. The conversation also dives into her current work helping leaders create high-performing, psychologically safe teams, and her perspectives on AI, burnout prevention, and building adaptability for the future.Takeaways:Prioritize psychological safety so team members feel safe to share ideas, admit mistakes, and give honest feedback.Keep the customer at the center by building relationships with all customers, large or small, and using feedback to guide strategy.Communicate inclusively with a mix of group meetings, open office hours, and written feedback channels to suit all personality types.Build a diverse advisory network with complementary skills to avoid echo chambers and strengthen decision-making.Use AI thoughtfully, leveraging it for efficiency while protecting creativity, critical thinking, and data security.Model healthy work habits by encouraging boundaries, physical activity, and community engagement to prevent burnout.Stay flexible and growth-minded, adapting strategies as circumstances evolve and fostering the same mindset in your team.Quote of the Show:“We’re entering an era where there is always constant change. The stable 2019 times are not coming back, even if we want them to. Being flexible is how each of us will survive– and it's how your company will survive, too.”Links:LinkedIn: https://www.linkedin.com/in/leslieposton/  Website: https://mindmedia.tech Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can leaders balance automation and AI with the irreplaceable human elements of sales, culture, and leadership? In this episode, Natalie Nathanson sits down with Tameem Hourani, founder and CEO of RapDev, to explore his journey from a technologist to leading a rapidly growing tech services firm. Tameem opens up about the challenges of shifting from an engineering mindset to scaling a sales-driven organization, and why investing in people, not just automation, is critical for growth. Throughout the conversation, Tameem reflects on the personal growth required to lead boldly, the lessons learned from taking risks, and the importance of building a culture where transparency, accountability, and challenge fuel success.Key Takeaways:Automate where it makes sense, but don’t overlook the areas that demand human connection. Sales, leadership, and culture thrive when people are at the center.Hire ahead of your comfort zone if the right talent can help scale your business. Waiting until it feels “safe” can slow down growth and prevent you from seizing opportunities.Be transparent about compensation, strategy, and decision-making. Openness builds trust and ensures accountability across the organization.Give employees a real stake in the company’s success. When people feel true ownership, they take responsibility and push harder for results.Move quickly, take risks, and accept that mistakes will happen. Speed and experimentation are often more valuable than over-optimization.Always start with the business problem before implementing AI or new technology. Tools are most effective when they directly solve the challenges at hand.Encourage your team to challenge decisions and offer new perspectives. A culture of debate leads to stronger ideas and better long-term outcomes.Quote of the Show:“Transparency is such a game changer. I know there's some hesitation sometimes and some ambiguity, but it will never, ever fail you. As long as you're transparent on both sides, there will always be a solution to everything you're trying to solve.”Links:LinkedIn: https://www.linkedin.com/in/tameem-hourani/ Website: https://www.rapdev.io/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to turn a market gap into a thriving business? In this episode of Shift & Thrive, Natalie Nathanson sits down with Haseeb Budhani, co-founder and CEO of Rafay Systems, to explore how he’s navigated multiple startups, scaled innovative technology, and adapted to the evolving demands of AI and Kubernetes infrastructure. From his early entrepreneurial lessons to building high-impact partnerships with NVIDIA, Accenture, and Dell, Haseeb shares actionable strategies for founder-led sales, shrinking sales cycles, and enabling customers to succeed faster. Whether you’re a tech founder, sales leader, or business strategist, you’ll come away with insights you can apply immediately to accelerate growth and strengthen your go-to-market approach.Takeaways:Start with a clear market gap. Continue refining your approach as market conditions shift, ensuring you stay aligned with evolving customer needs.Invest in ecosystem partnerships. Strong alliances with trusted brands can accelerate credibility and shorten your sales cycles.Bottle your founder-led sales approach. Train your team in the storytelling and relationship-building skills that made your early sales successful.Build layered technical-to-consultative teams. Provide customers with both the deep technical expertise and strategic guidance they need to effectively adopt your solution.Make small, educated bets on new opportunities. Validate them quickly and be ready to scale the ones that work or walk away from those that don’t.Stay close to your team. Use skip-level conversations to surface blind spots and gain unfiltered insights from across the organization.Keep learning from peers and mentors. Seek out leaders who are years ahead of you to challenge your thinking and refine your leadership approach.Links:LinkedIn: https://www.linkedin.com/in/budhani/ Website: http://rafay.co Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can leaders shift from being the hero who fixes problems to the architect who builds teams that thrive on their own? In this episode of Shift & Thrive, growth advisor and business strategist Bill Flynn joins host Natalie Nathanson to share hard-won lessons from decades of leadership experience. From embracing frameworks like EOS to turning around struggling companies and guiding CEOs through complex change, Bill offers a powerful case for mindset over skillset and explains why curiosity, humility, and strategic patience are the real keys to sustainable growth.Takeaways:In times of crisis, don’t fake confidence. Rather, admit what you don’t know and invite your team into the problem-solving process. Using tools like collaborative “roadmapping” helps to build ownership, accountability, and stronger long-term results.Great leaders don’t solve every problem; they design systems where others can thrive. Shift your role from being the answer-giver to the environment-builder by focusing on vision, culture, and strategic clarity. Let go of control to allow others to grow.Rushing into a go-to-market plan without deep customer insight leads to wasted time and misalignment. Don’t guess, talk to your customers directly to guide strategy, messaging, and hiring.Today’s business environment is Brittle, Anxious, Nonlinear, and Incomprehensible (BANI), so your organization must be flexible and responsive. Push decision-making down, listen to signals from the front lines, and build systems that can pivot quickly.Success starts with the right people. Hire for diverse thinking, not just skillsets, and create a culture where disagreement and questioning are welcome. Ensure your entire team is aligned on strategy, but allow space for bold ideas and healthy friction.Your leadership mindset, curiosity, humility, and openness to change are more important than your skillset. Make space for reflection, seek honest feedback, and grow alongside your team. Links:LinkedIn: https://www.linkedin.com/in/billflynnpublic/ Website: https://catalystgrowthadvisors.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can businesses stay competitive in an AI-driven world? In this episode of Shift & Thrive, Cheryl Jordan-Aguilera joins host Natalie Nathanson to share lessons from her 25-year career in sales and strategy, highlighting the power of collaboration, cultural fit, and consultative selling. She reflects on building scalable growth at GutCheck, navigating M&A challenges, and leading at Official AI, where ethical AI use and internal alignment drive success.Takeaways:It’s not enough to hire people with the right technical skills; you also need individuals who align with your team’s values and mission. Cultural fit drives engagement, collaboration, and long-term success. Clear roles, shared playbooks, and consistent communication between sales, marketing, and account management help eliminate friction. When teams understand how their work connects and supports one another, they deliver a better customer experience.Whether launching a product or navigating an acquisition, involving marketing and GTM leaders from the start avoids costly misalignment. Early inclusion leads to stronger internal advocacy and smoother execution.High-pressure, transactional sales tactics are outdated and often ineffective. Instead, train teams to be consultative and focused on listening, understanding client challenges, and solving problems. This approach builds trust and long-term relationships over short-term wins.Platforms like Slack and Notion that utilize aspects of AI help teams collaborate quickly and transparently, replacing outdated email chains and meetings. AI isn’t just a tech tool; it’s becoming essential for efficiency and staying competitive.As AI use grows, so do risks around consent, transparency, and digital identity management. Respect for users and their data must be non-negotiable.Links:LinkedIn: https://www.linkedin.com/in/cheryljordanaguilera/ Official AI’s Website: https://www.theofficial.ai/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What’s the real reason most companies invest in cybersecurity, and why is it too late? In this episode of Shift & Thrive, host Natalie Nathanson sits down with Corey White, veteran cybersecurity leader and CEO of Cyvatar.ai. With nearly 30 years of experience, including time spent on the front lines of major breaches, Corey shares what leaders get wrong about cybersecurity, why compliance isn’t enough, and how AI is both a threat and a tool. From servant leadership practices to go-to-market strategy, Corey gives a masterclass in building trust, scaling a business, and staying one step ahead in an evolving threat landscape.Key takeaways for CEOs and growth-stage leaders:Don’t wait for disaster. Most companies only invest in cybersecurity after a breach. Be the one who builds protection before it’s needed.Not all MSPs are created equal. Many providers market cybersecurity expertise without real depth, leaving clients exposed.AI is a double-edged sword. Use it to streamline operations (like automating RFPs), but don’t trust it blindly; foundational knowledge matters.Think like a strategist. Conduct quarterly market analysis to adjust your go-to-market approach and respond to shifting customer needs.Advocate for system-wide change. SMBs face unique vulnerabilities. Solving them may require incentives or intervention at the government level.Whether you’re building a tech startup or leading a growing enterprise, this conversation offers a practical lens on cybersecurity, leadership, and sustainable growth.Quote of the Show:“ You have to figure out who you are and then be that person. You can't win at life by being someone else. So be you.”Links:LinkedIn: https://www.linkedin.com/in/coreydwhite/  Website: https://cyvatar.ai/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

In this episode of Shift & Thrive, Natalie Nathanson interviews Pete Jones, founder and CEO of Grypp, about the unexpected moment that led to a complete business pivot, from in-person sales tech to a visual-first platform transforming the contact center industry. Pete shares the story behind Grypp’s evolution, including how a single conversation exposed the inefficiencies in traditional call centers and inspired a new way to approach customer experience. He unpacks the challenges of building a highly configurable, no-code platform, and highlights how Grypp enables partners to drive measurable ROI in their own markets.Key Takeaways for Leaders:Be open to unexpected insights. A casual conversation can unlock a major business shift if you're paying attention.Visual communication drives clarity. Empowering agents and customers to “see” the issue reduces confusion and improves resolution times.Focus on ROI and partnerships. Grypp enables partners to succeed in their own markets by prioritizing measurable impact and operational ease.Hire for cultural alignment. Be transparent about your expectations and act quickly when the fit isn’t right.Blend AI with human expertise. Use AI to handle routine tasks, but rely on human skills and visual tools for complex interactions.Lead with high expectations and empathy. Create a team culture built on accountability, care, and mutual respect.Enjoy the process, not just the results. Celebrate the journey of building, learning, and growing with a great team.Quote of the Show:“As leaders, we have to be looking for that next wave of opportunity and getting as informed as we can be. Each of us needs to raise the bar in terms of our levels of understanding and adoption of AI and enhancement capabilities relevant to our field.”Links:LinkedIn: https://www.linkedin.com/in/pete-jones-gryppcorp/  Website: https://grypp.io/ Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

Is your go-to-market strategy built for today’s challenges? In this episode of Shift & Thrive, Natalie sits down with Jacki Leahy, founder of Activate the Magic, for a deep dive into all things Revenue Operations (RevOps). We explore how RevOps can serve as the backbone of a modern go-to-market strategy, especially as traditional outbound tactics lose effectiveness and AI raises the bar for personalization. Jacki shares her expertise on diagnosing GTM bottlenecks, aligning cross-functional teams, and using systems thinking to scale smarter. Takeaways:Traditional outbound isn’t working like it used to; use creativity and real personalization to cut through the noise. AI-generated content has raised the bar, so thoughtful, human-centered messaging is now essential.Diagnose before you prescribe: apply a scientific, iterative approach to find and fix GTM problems. Start by identifying bottlenecks in metrics like bounce or reply rates, then test improvements in 12-week sprints.Break down silos across sales, marketing, and operations to build a unified revenue engine. Alignment across departments ensures your GTM strategy is cohesive, scalable, and measurable.Fractional RevOps is a smart move for scaling teams. Early-stage companies can benefit from flexible expertise without the cost of a full-time hire.Avoid tool overload. Lean on your network and communities to vet what’s actually working. Not every shiny new tool is worth the time or investment, so be strategic with your stack.Clear metrics and shared definitions are non-negotiables for effective RevOps. When everyone speaks the same language, it’s easier to align goals and drive progress.Quote of the Show:“Go to market touches everything and everyone in an org. Revenue is the lifeblood of your company, so how you're sourcing your leads and managing your RevOps is vital, and it's certainly not something to be hacked.”Links:LinkedIn: https://www.linkedin.com/in/jackileahy/ Website: https://www.activatethemagic.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens when a robotics CEO ditches Agile and embraces long-term commitments? AJ Meyer shares how bold moves and clarity of vision drive real innovation. On this episode of Shift & Thrive, AJ Meyer, co-founder and CEO of Pickle Robot Company, pulls back the curtain on building a robotics company that’s tackling one of logistics’ biggest challenges: autonomously unloading trucks. From his MIT roots to raising a $50M Series B, AJ’s journey is one of rethinking not just the tech, but how a company operates.Takeaways:Don’t be afraid to move away from Agile if it’s no longer serving your team. Sometimes, a long-term, commitment-based approach brings the clarity and momentum you need.Treat recruiting as a core leadership responsibility, not just a task to delegate. The right hires shape your culture and drive long-term performance.Make sales and marketing integral to your strategy, even in deep tech. Without them, great products never find their market.Don’t go it alone; build partnerships with others in your space. Strong ecosystems accelerate innovation and customer value.Approach leadership as a craft you continually refine. Invest in your growth as intentionally as you invest in your company.View customer feedback as a strategic asset, not just a metric. Let it guide your product decisions and shape your roadmap.A bold vision is only as good as your ability to execute on it. Build operating systems that turn intent into consistent action.Links:LinkedIn: https://www.linkedin.com/in/andrew-meyer-2457594/ Website: https://picklerobot.com/ Email: [email protected] to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797 This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can leaders evolve their management style, leverage AI, and navigate rapid market changes to build resilient, forward-thinking organizations in tech? In this episode of Shift & Thrive, Dimitri Sirota, Co-founder and CEO of BigID, shares insights from his journey as a data privacy leader, including how he guided his company through the uncertainties of COVID-19, transitioned to a remote-first culture, and embraced AI across operations and products. He reflects on shifting from autocratic leadership to empowering autonomy, navigating go-to-market changes, and preparing for the evolving future of work. Dimitri also opens up about his immigrant upbringing, the value of learning from failure, and how character is shaped by challenge.Takeaways:Adaptability and resilience are essential for overcoming business disruptions. Leaders must be willing to pivot quickly and support flexibility within their teams.Shifting from top-down leadership to a collaborative model empowers teams. Autonomy encourages innovation and fosters trust.AI can enhance both internal efficiency and customer experiences. Companies should actively integrate AI into their operations and offerings.Go-to-market strategies are evolving beyond traditional analyst influence. Peer reviews, microtargeting, and community engagement are becoming key.Failure provides critical insights that drive future success. Reflecting on mistakes builds stronger leaders and sharper strategies.The future of work requires a broader understanding of technology. Encouraging education that includes AI fluency will better prepare the next generation.Quote of the Show:“You inevitably will get impacted or hit by things that are outside of your control. There will be competitors that you don't foresee, people entering new markets adjacent to you, and unexpected cycles in the economy, so being adaptable is the key. ”Links:LinkedIn: https://www.linkedin.com/in/dimitrisirota/ Website: https://bigid.com/ Email: [email protected] Instagram: https://www.instagram.com/dsirota/?hl=en Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What if the key to solving industrial carbon emissions lay in modular innovation, AI, and a mission sparked by a childhood shaped by disaster? In this episode, Natalie sits down with Aniruddha Sharma, CEO of Carbon Clean, to explore the transformative journey from student startup to global carbon capture leader. Aniruddha shares how a deep personal connection to environmental impact and a passion for innovation propelled Carbon Clean to the forefront of industrial decarbonization. From navigating strategic partnerships with Chevron and Aramco to integrating generative AI in their technology, Aniruddha offers a masterclass in building mission-driven, scalable solutions for one of the world’s biggest challenges.Takeaways:Mission fuels momentum. A personal connection to your mission can power long-term vision and stakeholder alignment.Partnerships are growth multipliers. Aligning with strategic investors and engineering firms enables faster, scalable market entry.Educate to accelerate. In emerging sectors, investing in customer education is key to adoption and long-term success.Lead with tech, not just talk. Use AI not only to improve operations but to transform engineering and innovation cycles.Update values to reflect growth. Evolving company values builds trust and keeps teams aligned with shifting priorities.Take smart risks early. Don’t wait to push boundaries; early experimentation can lead to long-term leadership.Links:LinkedIn: https://www.linkedin.com/in/aniruddhasharma/ Website: https://www.carbonclean.com/ Email: [email protected] to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can leaders transform go-to-market strategies by aligning sales, marketing, and customer experience while fostering a people-first culture and driving sustainable growth? In this episode, Brad McGinity draws on his deep experience as a founder, board member, and revenue leader to explore what it takes to build resilient go-to-market strategies. He shares lessons from transforming sales motions, emphasizing the critical importance of foundational work, cultural alignment, and a sharp focus on your ideal customer profile. From evolving sales dynamics to modern communication tactics, Brad offers actionable advice for CEOs and revenue leaders aiming to drive long-term growth through disciplined execution and authentic relationships.Takeaways:Leaders must invest in strong sales foundations, including clear processes, consistent training, and well-defined CRM stages. These “boring but critical” elements are essential for long-term sales success.A sharp focus on your Ideal Customer Profile (ICP) ensures resources and messaging stay aligned with your target market. Prioritizing ICP helps drive clearer feedback loops and more sustainable growth.Effective go-to-market strategies require cultural alignment across teams. Relationship-building within and between departments smooths transitions during organizational changes.In today’s automated world, personal relationships in sales are more valuable than ever. Encouraging phone calls, texts, and authentic interactions can strengthen connections and improve results.CEOs must develop a deep understanding of the complexity within their go-to-market teams. This insight helps prioritize resources and supports continuous improvement.Ongoing product development and maintaining product-market fit are crucial as markets evolve. Leaders should regularly assess and adapt their offerings to stay competitive.Links:LinkedIn: https://www.linkedin.com/in/mcginity/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to lead a cybersecurity startup with empathy, clarity, and focus, while staying true to your vision and your customers' real needs? In this episode, Pete Martin, co-founder and CEO of Realm Security, shares his journey from leading at top cybersecurity firms to building a company focused on simplifying security data. He opens up about the importance of vulnerability in leadership, the ongoing challenge of achieving product-market fit, and why clear internal communication is essential for startup success. Pete also offers insights on balancing short-term wins with long-term strategy, using AI responsibly in cybersecurity, and leading with empathy, lessons shaped by both his upbringing and becoming a parent. This episode is packed with practical takeaways for leaders navigating fast-paced, high-stakes environments.Takeaways:Lead with vulnerability to build trust. Being honest about what you don’t know creates space for collaborative problem-solving and strengthens team dynamics.Prioritize clear, empathetic communication. Transparent internal dialogue prevents misalignment and shows your team that their personal and professional realities are respected.Stick to your Ideal Customer Profile (ICP). Chasing every potential lead can spread your team thin; focus on customers who align with your core value proposition to grow sustainably.Balance short-term wins with long-term vision. While it’s tempting to chase quick sales, staying grounded in your product roadmap ensures long-term scalability and market relevance.Use AI responsibly and clearly. Be upfront with customers about how AI powers your platform to ease concerns and build credibility in a space where trust is paramount.Invest early in technical sales support. Helping prospects see the immediate value of your product through technical insight builds confidence and accelerates decision-making.Don’t underestimate the power of empathy. Understanding your team’s and customers’ perspectives creates a culture of care, which fuels innovation, resilience, and retention.Links:LinkedIn: https://www.linkedin.com/in/pete-martin-b2199334/ Website: https://realm.security/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

How can leaders adapt, grow, and lead with impact in a rapidly evolving marketing landscape while staying true to their values and vision? In this special “Flip the Mic” episode of Shift & Thrive, Natalie celebrates one year of the podcast and kicks off season 2 by switching seats from host to guest. With colleague Cyndy Hunter stepping in as guest host, Natalie reflects on her journey as a B2B marketing leader, the founding of Magnetude Consulting, and the leadership lessons that have shaped her along the way. From the role of AI in modern marketing to building resilient teams, this candid conversation dives into the mindset and strategy needed to lead through change, build credibility, and drive impact.Takeaways:Involve your audience in milestone celebrations through unique formats and engaging content. Creative celebrations not only mark important moments but also deepen the connection with your audience. Ensure your professional journey and expertise are well-communicated to build credibility and trust with your audience. Clear, confident storytelling establishes authority and helps people understand the value you bring. Practice empathetic leadership and be open to feedback to continuously refine your leadership style. Welcoming feedback enables you to evolve and lead with greater impact.Stay ahead of technological trends like AI to optimize marketing strategies, while maintaining quality. Balancing innovation with human insight ensures your message stays authentic.Today’s buyers expect seamless, value-driven experiences across every touchpoint. Close collaboration between sales and marketing helps deliver on those expectations more effectively.Vulnerability and authenticity build trust and unity during tough times. When leaders share how they’ve navigated adversity, it empowers others to do the same.Regularly celebrate team achievements to maintain morale and foster a positive work environment. Recognition fuels motivation and reminds people that their contributions matter. Links:LinkedIn: https://www.linkedin.com/in/natalienathanson/ Website: https://www.magnetudeconsulting.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What does it take to evolve from a startup into a global leader in a cutting-edge industry? In this re-air of Shift & Thrive, we’re bringing back a powerhouse conversation between Natalie and Matt McCrann, CEO of DroneShield. If you missed it the first time or need a second listen, you’ll hear Matt unpack how he’s guided his team through rapid growth, innovation, and the unique challenges of the counter-drone space. From aligning around a strong company vision to hiring with intention, this episode is packed with valuable leadership lessons for anyone scaling a high-growth organization.Takeaways:Start by understanding your market and customer needs, then reverse-engineer your organization's capabilities to meet them. Ensure the vision is clear and shared across the team to drive alignment and motivation.Hire team members who align with your organization's mission and possess a growth mindset. Build a culture that values innovation, adaptability, and shared purpose.Implement regular cross-functional alignment practices, such as quarterly meetings, to promote autonomy while ensuring team goals are synchronized and decision-making is streamlined.Commit to evolving your leadership style to meet the needs of a growing and changing team. Encourage continuous learning for yourself and your team to maintain relevance and effectiveness.Clearly differentiate your product or service in the marketplace and leverage early adopters to refine offerings and establish credibility.Amplify organizational successes by hiring a marketing leader at the right time to refine customer messaging and scale effectively. Align marketing strategies with organizational growth goals.Quote of the Show:“When we talk about driving change, we have to understand that this includes us as the leader, too. The role of the leader and the focus of the leader will need to evolve as well.”Links:LinkedIn: https://www.linkedin.com/in/mattmccrann/ Website: https://www.droneshield.com/   Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  YouTube: https://youtu.be/1qnGHKlZx4M This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com 

What happens when startups align sales, marketing, and customer success from day one, and what role should AI and leadership play in that equation? In the first episode of our Go-to-Market miniseries, Natalie Nathanson sits down with Scott Brown, partner and head of platform and GTM at Cervin Ventures, to explore how early-stage companies can transform their growth strategies. They dive into Scott’s shift from outbound to product-led inbound strategies, the often-overlooked power of customer success, the promise and pitfalls of AI, and why true alignment requires both data and empathy from leadership.Takeaways:Embrace data-driven decisions. Utilize data to identify trends and opportunities in both inbound and outbound sales efforts. Reallocate resources based on data insights.Consider integrating customer success strategies early in the business lifecycle. Build a comprehensive approach to customer retention and expansion alongside acquisition strategies.Use AI for enhancing content creation, market research, and data enrichment. Maintain human oversight to ensure alignment with business goals and prevent errors.Foster cross-functional collaboration. Break down silos between sales, marketing, and customer success. Encourage regular cross-functional meetings and data sharing to align goals and strategies.Consider appointing a Chief Market Officer or similar role to oversee the integration and alignment of go-to-market functions. This leadership role should focus on the entire customer journey and holistic growth.Implement a hypothesis-driven approach to test new strategies and tactics. Ensure controlled experiments validate changes before full implementation, especially when dealing with team performance and customer interactions.Links:LinkedIn: https://www.linkedin.com/in/rsbrown7/ Website: https://www.cervinventures.com Email: [email protected] Ways to Tune In:Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. Learn more at: https://www.magnetudeconsulting.com