The CEO Sisters' Road Trip

Liz Szporn and Sarah Trueman
  • 5.0 (2)
  • Entrepreneurship

Sisters and founders, Liz Szporn and Sarah Trueman are on a business road trip. They talk about the ups and downs of business, family, sisterhood, friendship and how to keep going through every mile. Join them as they share, strategize, celebrate, laugh, and sometimes cry, about the joy, challenges, hiccups, and drama that come with this journey.    Liz is a business coach and consultant who loves supporting small business owners as they grow their business to get the freedom and flexibility they want out of it. Sarah is an amazing artist and creator who started her pottery business to bring functional beauty into the homes of others. This show will provide strategic business insights to grow your business, profitably and consistently and will share relatable stories of being mothers, wives, sisters and bad ass business ladies.   They've been through it all together, so why wouldn't they share this CEO journey too?

  1. Jun 8

    Ep. 29 Carrie Norin: From Science to Ceramics

    Summary What happens when a high-achieving evolutionary biologist leaves a prestigious academic career, handles the chaotic logistics of a three-boy household, and unexpectedly finds her true creative voice in raw clay? In this episode of the CEO Sisters Road Trip, sisters Liz Szporn and Sarah Trueman sit down with Carrie Norin, the brilliant founder of Matte Porcelain Design—a luxury line of unglazed, matte porcelain wearable art. Carrie takes us on her journey through a profound identity shift, detailing how she traded her "Type A" academic grind for an intentional, family-focused creative lifestyle. Together, they break down the beauty of Wabi-Sabi (the intersection of perfection and imperfection), the subtle guilt women face when shifting gears, and why we need to reclaim the term "lifestyle business" with pride. Carrie also drops invaluable wisdom on running a one-woman show, choosing high-vibe wholesale accounts over grueling craft shows, and leveraging AI to balance the workload. Key Topics The Identity Shift: Transitioning from "Dr. Norin" running an intensive science program to find therapeutic refuge working with raw clay.Reclaiming the "Lifestyle Business": Shaking off the ego-driven narrative of infinite scaling and celebrating a business intentionally designed to prioritize your family and well-being.The Aesthetic of Wabi-Sabi: Embracing organic, imperfect forms while honoring the raw, tactile porcelain material through precision hand-sanding.Intentional Wholesaling Over Consignment: Moving away from direct-to-consumer craft shows and high-stress consignment agreements to form deep, high-buy-in boutique partnerships.Yoga as a Creative Catalyst: Quietening the analytical "Type A" mind on the mat to unlock genuine bursts of personal and professional clarity.The AI "Colleague": How Carrie effectively balances a solo business by treating AI platforms (Claude and ChatGPT) as critical debating partners.Action Items & Takeaways Audit Your Business Ecosystem: Evaluate your current client and retail channels. Don't be afraid to whittle down accounts (just as Carrie dropped from 20 down to 5 vital stores) to protect your peace and energy.Demand Retail Buy-In: Avoid the pitfalls of consignment where vendors have zero skin in the game. Prioritize wholesale partners who are financially invested in your brand story.Train AI to Debate You: Don't settle for a digital "yes-man." When prompting tools like ChatGPT or Claude, intentionally ask them to poke holes in your logic or offer critical counterarguments.Schedule Distraction-Free Mind Time: Step away from the screens and create a meditative boundary (like a yoga practice) to let your subconscious mind work through complex entrepreneurial bottlenecks.Chapters 00:00 – Sisterly Banter: Backyard landscaping, "smoker's laughs," and Liz’s legendary Madonna theater audition.03:31 – Welcoming Carrie Norin and introducing the luxury brand, Matte Porcelain Design.10:46 – The Pandemic Pivot: Deciding to step away from the multi-city commute to anchor into family life.14:20 – Overcoming the "Just a Jewelry Maker" Mindset: Ego, women's liberation, and career guilt.19:08 – Redefining Success: Embracing a lifestyle business that honors the season you are in.22:13 – Discovering the raw, earthy feel of unglazed porcelain and the philosophy of Wabi-Sabi.27:42 – Ruthless Boundaries: Transitioning out of public art shows and shifting strictly to high-end wholesale.35:34 – From Lab Coats to Yoga Mats: Accessing vulnerability and professional breakthroughs on the mat.39:01 – Solo Entrepreneurship: Streamlining operational logistics with the help of AI.42:42 – Supporting Small Businesses: Where to find Matte Porcelain Designs locally and how to stay connected.Resources & Links Mentioned Featured Sponsor: The Canton Cultural Center for the ArtsBooks Reference: Lingo and The Self-Employed Life by Jeffrey ShawGuest Website:https://carrienorin.com/, https://matteporcelaindesign.com/Guest Instagram: https://www.instagram.com/matte.porcelainGuest Facebook: https://www.facebook.com/matte.porcelainStores mentioned: Maison 53 Merzatta Maker and Muse Urban Muse Keywords Female Entrepreneurs, Small Business Scaling, Lifestyle Business, Ceramic Art, Jewelry Design, Pandemic Pivot, Intentional Living, Wabi-Sabi, Business Boundaries, AI for Entrepreneurs, Yoga and Creativity, CEO Sisters. Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    45 min

  2. May 22

    Ep. 26 - Unlocking Business Growth with AI: Practical Strategies for Small Businesses

    Summary In this episode, Liz and Sarah explore how small businesses can leverage AI to boost efficiency, creativity, and growth. They discuss practical strategies, ethical considerations, and future trends in AI integration, making complex concepts accessible and actionable. Key  topics AI integration strategies for small businessBuilding a digital mind and digital assetsBalancing human touch with AI automationAction  items Start building your digital mind today by gathering your key assets and creating a framework.Practice writing clear prompts to get the best AI outputs.Stay curious and keep learning about AI to stay competitive.Identify tasks that can be automated to free up your time for strategic work.Sound bites "AI isn't just about speed, it's about value" "Your most precious resource is time" "Your business matters, and AI can help you grow" Chapters 00:00 Introduction and Setting the Stage 03:27 The Impact of AI on Business 08:12 AI as a Tool for Efficiency 12:25 Understanding AI's Role in Society 14:52 Keeping Humanity in AI 19:10 The Value of Human Touch in Art 22:25 AI's Role in Business Efficiency 26:20 Boundaries of AI in Customer Interaction 29:36 The Future of Digital Minds in Business 37:18 CEO Sister’s Road Trip Video Outro - 60 seconds v2.mp4  Resources Jeff Woods, The AI Driven Leader - https://www.amazon.com/dp/B0C7F4XK7XSandy Waggett, MSW Interactive Designs - https://mswinteractivedesigns.comRadio Shack (Tandy 500) - https://www.radioshack.comSpeak and Spell - https://en.wikipedia.org/wiki/Speak_%26_SpellKeywords AI in business, small business growth, automation, digital transformation, AI strategies, efficiency, digital mind, future of AI, entrepreneurship, technology trends Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    38 min

  3. May 11

    Ep. 24 - The IDGA...S%&* Advantage of Starting a Business After 40

    Summary In this episode, sisters Liz and Sarah explore the empowering reasons why launching or restarting a business after 40+ can be a game-changing move, fueled by confidence, life experience, and authenticity. They share personal insights, challenges, and practical advice for women embracing their second act with boldness and purpose. Key Topics: The shift in mindset from career start to second act: less fear, more authenticityThe advantages of age and life experience in entrepreneurship and leadershipThe importance of saying no: setting boundaries to protect your time and energyLessons from decades of experience that streamline decision-makingEmbracing seasons in business and life: when to pause, pivot, or press playBreaking the myth that entrepreneurship is only for the youngThe power of transparency and vulnerability with technology and team membersPractical strategies for thriving as a late starter, including leveraging confidence and avoiding burnoutChapters: 00:00 Nostalgia and Sassy Magazine 05:58 Life Skills and Confidence in Entrepreneurship 09:22 Transitioning Careers After 40 13:19 Selling Transformation vs. Services 21:15 The Power of Saying No 26:52 Embracing Technology and Transparency 31:54 Caring Less About Others' Opinions 35:15 CEO Sister’s Road Trip Video Outro  Resources: The Transformation Economy by Joe Pine Your Business Matters Sarah Jane Pottery To hear more stories of women over 40 transforming their lives, subscribe to the CEO Sisters Podcast and join our community of confident, experienced entrepreneurs embracing their second act! Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    36 min

  4. Apr 25

    Ep. 25 - Financial Facts or Feelings? - Road Snack Episode

    Financial Facts or Feelings? How to Use Data to Overcome Overwhelm and Drive Decisions In this solo episode, Liz Szporn of CEO Sisters Road Trip shares a simple but powerful approach to gaining instant clarity on your financial health. Whether you're feeling overwhelmed or unsure about your business’s numbers, learn how to cut through the noise with just a few key data points to make confident decisions. Key Topics: The common "ostrich effect"—avoiding financial data and its impact on decision-makingHow to identify what financial data truly matters during times of overwhelmThe story of a client with a perceived 20% revenue drop that was actually a 5% increaseThe three KPIs to focus on for quick financial clarity: top line income, expenses, and net incomeThe power of looking at year-over-year comparisons for meaningful insightsUsing curiosity and a "what if up" mindset to reframe perceived negativesPractical steps: pulling and comparing financial statements from the past quarter and last yearHow to categorize expenses into necessary, nice-to-have, and negotiableActionable tips for renegotiating vendor contracts and cutting unnecessary costsThe importance of trust, curiosity, and data in business decision-makingResources & Links: Instant Clarity WorksheetConnect with Liz Szporn: LinkedInwww.yourbusinessmatters.devRemember, small steps with data can lead to big clarity. Don't let overwhelm hold you back—your business's health is worth regular check-ins!  Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    11 min

  5. Apr 13

    Ep. 23 - Stop Over-Explaining and Start Leading: Communication Science with Jen Nonn-Murphy

    Summary Have you ever walked away from a high-stakes meeting or a sales call realizing you spent the entire time speaking in circles? In this episode, Liz and Sarah sit down with Jen Nonn-Murphy, a licensed speech-language pathologist and CEO coach who specializes in the brain science of communication.  Jen explains why smart, capable women often fall into the "over-explaining trap" and how cognitive overload—juggling value propositions alongside everyday mental loads like family schedules—can lead to rambling and lost confidence. Jen shares actionable, science-backed formulas to help leaders find their "grit," stop apologizing for their success, and start leading with clarity. Key Topics The Pathology of Over-Explaining: Understanding why our brains hit "working memory" limits during high-pressure conversations.The "What, Why, Next" Framework: A repeatable 3-step formula to organize thoughts in real-time.The Power of the Pause: Why a 2–3 second silence is your most assertive leadership tool.The Goldilocks Dilemma: Navigating the fine line between being seen as "too soft" (a supporter) and "too aggressive" (not collaborative).Creating Supportive Cultures: Lessons from Silicon Valley on supporting other women’s voices and having tough, "clear is kind" conversations.Action Items & Takeaways Practice with Frameworks: Use "What, Why, Next" to structure your business pitch or service descriptions to avoid circular talking.Anchor Your Practice: Link your communication practice to daily habits, like brushing your teeth or your morning commute, to build muscle memory.Utilize the "Power Pause": Give your brain space to process a question before jumping in to avoid "railroading" the conversation.Audit Your Tone: Strip away qualifiers like "I was thinking maybe" and replace them with decisive language paired with a collaborative tone.AI as a Thought Partner: Use AI to help draft communication frameworks, but ensure you maintain your human connection and authenticity.Chapters [00:18] Sisterhood & Spring: College updates and life "life-ing".[02:38] The Over-Explaining Trap: Why we struggle to own our value.[10:06] Meet Jen Nonn-Murphy: From pediatric speech therapy to CEO coaching.[13:10] Brain Science: Working memory and cognitive overload in sales.[17:36] Tool #1: The "What, Why, Next" Framework (Live Practice).[22:42] AI in Communication: Using technology as a thought partner.[27:26] Tool #2: Pause, Then Speak.[31:41] The Goldilocks Dilemma: Assertive vs. Aggressive communication.[36:06] Supporting Women: A story on salary negotiation and first offers.[42:27] Shifting from Selling to Guiding: Advice for creative entrepreneurs.[45:11] The Gritty Journey: Lonesome Dove and prioritizing the "One Thing".Guest Links Website: CCSpeechCoach.com (Take the Communication Self-Rating Scale!).Instagram: @clear_confident_coach.LinkedIn: Jen Nonn-Murphy.Keywords Communication Science, Female Entrepreneurs, Leadership Coaching, Speech Pathology, Cognitive Overload, Creative CEO, Sales Conversations, Women in Business, Assertive Communication, CEO Sisters Road Trip. Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    54 min

  6. Mar 29

    Ep. 18 - Picture Perfect with Valerie Thomas

    Summary In this episode, Valerie Thomas shares her inspiring journey from a competitive figure skater to a full-service family photographer, highlighting her evolution, business growth, and the importance of creating lasting memories for families. Discover her unique approach to pampering and really serving clients with an exceptional photography and studio experience. Key  topics Valerie's transition from figure skating to photography The evolution of Valerie's business and services Creating a full-service, memorable experience for families The importance of tangible family heirlooms and art Valerie's future goals and vision for growth Action  items & Take aways -Where can you invest in a full-service experience for clients? -Where can you create tangible family heirlooms with your service or art? -Planning future goals for studio expansion and team growth through steady growth and refinement. Chapters 05:37 Welcoming Valerie Thomas 11:06 Valerie's Journey as a Photographer 19:49 Evolving as a Business Owner 20:25 Navigating Motherhood and Business 27:02 The Intersection of Ice Skating and Photography 34:11 Creating a Unique Client Experience 47:14 Future Aspirations and Goals Resources Valerie Maria Photography - https://valeriemaria.com Atomic Habits by James Clear - https://www.amazon.com/Atomic-Habits-James-Clear/dp/0735211299 Guest links Instagram - https://www.instagram.com/valeriemariaphotography/ Website - https://valeriemaria.com Keywords family photography, motherhood, business growth, legacy, service excellence, photography tips, entrepreneur journey Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    38 min

  7. Mar 15

    E. 21 - Ditch the Script - Leading with Authenticity

    Ep. 21 - Ditch the Script: Leading with AuthenticitySummary In a world of polished LinkedIn profiles and AI-generated corporate speak, many female founders feel they have to "act" like a CEO to be one. In this episode, Liz and Sarah dismantle the "Performance of Leadership" and explore why your "you-ness" is actually your greatest competitive advantage. They discuss the exhaustion of wearing a "CEO costume," how unconditional support leads to business fearlessness, and why integrity is the ultimate ROI. Key Topics Fearless Foundations: How the unconditional love of their father, John Stark McCall Jr., fueled their entrepreneurial grit.The "Pottery Apron" Breakthrough: Sarah’s journey from feeling like an imposter to owning her "loud" and colorful brand.The ROI of Being Real: Why authenticity is the shortest path to team loyalty and high-aligned clients.Leading Without a Manual: Navigating the "messy middle" of business with values-driven presence.Takeaways Ditch the Costume: Running a business in a "mask" leads to founder burnout; the seams will eventually rip.Values as a Filter: Authenticity isn't a buzz word—it’s a decision-making matrix that helps you say "no" to the wrong clients and "yes" to your worth.Vulnerability is a Bridge: Sharing your "why" and your struggles creates a deeper connection with your audience than a polished script ever could.The Leadership Audit: Success happens when you stop trying to please everyone and start leading through your own unique voice.Chapters 00:00 - Introduction: Synergy, Blazers, and the CEO Costume01:25 - A Tribute to John Stark McCall Jr.: The Root of Fearlessness03:45 - The Whiskey Toast: Honoring the Past to Fuel the Future08:12 - Why the "Seams Rip": The Physical Toll of Performing Leadership13:45 - Earth Tones vs. Neon: Sarah’s Story of Owning Her Style20:30 - The ROI of Being Real: Attracting Aligned Clients28:15 - Values vs. Habits: How to Identify Your Core Decision Filter33:50 - Owning Your "Superpower": Transitioning from Hobbyist to Empire Builder38:35 - Action Item: Introducing the Leadership Style AuditResources Leadership Style Audit – WorksheetSarah Jane Pottery – Visit the ShopYour Business Matters Coaching – Work with LizConnect with us! Liz Szporn LinkedIn - Connect with LizCEO Sisters Instagram - @ceosistersroadtripSarah Jane Pottery Instagram - @sarahjanepotteryKeywords authentic leadership, female founders, CEO mindset, business values, personal branding, entrepreneurship, leadership audit, women in business, growth mindset Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    41 min

  8. Mar 6

    Ep. 20 - The Power of the Passenger Seat - Why Every CEO Needs a Co-Pilot

    Summary This episode explores the power of community and accountability in business success. Liz and Sarah discuss how surrounding yourself with the right people can skyrocket your chances of success from 10% to 95%, and share practical tips for building effective support networks. Key  topics The impact of community and accountability on business successDifferent types of community: front porch friends vs. board of advisorsSigns of going it alone for too long in businessHow to transition from surface-level to deep business relationshipsThe importance of intentionality in building support networksTakeaways Having a community increases success chances from 10% to 95%Two types of community: casual friends and strategic advisorsSigns you're isolated: stagnant revenue and surface conversationsBe intentional in building deeper, meaningful business relationshipsReframe accountability as investment in yourself, not punishmentChapters 00:00 Introduction to Community and Accountability 02:40 The Importance of Community in Business 05:22 Identifying Signs of Isolation in Business 08:15 Transitioning from Personal to Professional Relationships 10:00 Intentional Networking and Building Connections 12:55 Overcoming Fear of Accountability 15:50 Reframing Accountability as Support 18:38 Teaching Younger Generations about Accountability 21:26 Encouragement and Support from Others 24:17 Viewing Accountability as a GPS for Success 35:35 CEO Sister’s Road Trip Video Outro - 60 seconds v2.mp4 Resources American Society of Training and Development - https://www.astd.org/Montessori Education Model - https://en.wikipedia.org/wiki/Montessori_methoConnect with us! Liz Szporn LinkedIn - https://www.linkedin.com/in/elizabethszporn/CEO Sisters - Instagram - https://www.instagram.com/ceosistersroadtrip/ Your Business Matters - https://www.yourbusinessmatters.dev/Sarah Jane Pottery - https://www.sarahjanepottery.shop/Keywords business community, accountability, entrepreneurial success, peer groups, mentorship, women entrepreneurs, business growth, networking, support systems Want to learn more about what working with Liz looks like?  Head to Your Business Matters to schedule a Discovery call with her

    37 min
See All (24)

Ratings & Reviews

5
out of 5
2 Ratings

About

Sisters and founders, Liz Szporn and Sarah Trueman are on a business road trip. They talk about the ups and downs of business, family, sisterhood, friendship and how to keep going through every mile. Join them as they share, strategize, celebrate, laugh, and sometimes cry, about the joy, challenges, hiccups, and drama that come with this journey.    Liz is a business coach and consultant who loves supporting small business owners as they grow their business to get the freedom and flexibility they want out of it. Sarah is an amazing artist and creator who started her pottery business to bring functional beauty into the homes of others. This show will provide strategic business insights to grow your business, profitably and consistently and will share relatable stories of being mothers, wives, sisters and bad ass business ladies.   They've been through it all together, so why wouldn't they share this CEO journey too?

Information

  • Creator
    Liz Szporn and Sarah Trueman
  • Years Active
    2025 - 2026
  • Episodes
    24
  • Rating
    Clean
  • Copyright
    © 2026 The CEO Sisters' Road Trip
  • Show Website
    The CEO Sisters' Road Trip

You Might Also Like