Shift & Thrive: CEO Insights on Driving Change

Natalie Nathanson
  • 5.0 (13)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

In today’s business world change is the only constant, and mastering transformation is the ultimate key to success. Welcome to Shift & Thrive! Each week, Host Natalie Nathanson will bring you conversations with CEOs, who delve into how they successfully drove critical change in their organization. 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.

  1. Radical Transparency & Resilience - Vaughn Thurman - Shift & Thrive - Episode # 090

    3D AGO

    Radical Transparency & Resilience - Vaughn Thurman - Shift & Thrive - Episode # 090

    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

    49 min
  2. Reinventing the Business - Sam Ziman - Shift & Thrive - Episode # 089

    MAR 25

    Reinventing the Business - Sam Ziman - Shift & Thrive - Episode # 089

    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: sam.ziman@globalci.com 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

    34 min
  3. Funding National Tech - Derek Willis - Shift & Thrive - Investor Spotlight - Episode # 088

    MAR 18

    Funding National Tech - Derek Willis - Shift & Thrive - Investor Spotlight - Episode # 088

    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: dwillis@etowahcapital.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

    41 min
  4. Voices That Lead: Shift & Thrive - International Women's Day Special - Episode # 087

    MAR 8

    Voices That Lead: Shift & Thrive - International Women's Day Special - Episode # 087

    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

    32 min
  5. Selling Into the Federal Government - Harvey Morrison - Shift & Thrive - Episode # 086

    MAR 4

    Selling Into the Federal Government - Harvey Morrison - Shift & Thrive - Episode # 086

    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

    47 min
  6. Rethinking B2B Buying - Kerry Cunningham - Shift & Thrive- Go-to-Market Deep Dive - Episode # 085

    FEB 25

    Rethinking B2B Buying - Kerry Cunningham - Shift & Thrive- Go-to-Market Deep Dive - Episode # 085

    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

    56 min
  7. What Investors Really Look For - Elena Gantvarg - Shift & Thrive - Investor Spotlight - # 084

    FEB 18

    What Investors Really Look For - Elena Gantvarg - Shift & Thrive - Investor Spotlight - # 084

    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: eg@flintcap.com 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

    49 min
  8. Transform in the Age of AI - Kristina McMillan - Shift & Thrive - Go-to-Market Deep Dive - Ep # 083

    FEB 11

    Transform in the Age of AI - Kristina McMillan - Shift & Thrive - Go-to-Market Deep Dive - Ep # 083

    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

    54 min
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In today’s business world change is the only constant, and mastering transformation is the ultimate key to success. Welcome to Shift & Thrive! Each week, Host Natalie Nathanson will bring you conversations with CEOs, who delve into how they successfully drove critical change in their organization. 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.

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