Episode Description Alex Johnston joins Eric Josovitz to unpack his journey from investment banking in Madrid to leading operations and finance at Glorify, a Christian devotional and worship app. They talk about burnout, career pivots, why "profits-first" training can still be a powerful foundation, and what it really takes to scale a mission-driven subscription business through shifting investor expectations and economic cycles. Show Notes Alex Johnston is the Global Head of Operations and VP of Finance & Operations at Glorify. In this conversation, Alex shares how his early career in investment banking shaped his work ethic, standards, and decision-making—while also pushing him toward a more fulfilling, mission-driven path. He explains the operational realities of scaling from "zero to one to one hundred," why hiring (and firing) is unavoidable for operators, and how startups can avoid the trap of chasing growth at the expense of unit economics. Alex also offers candid advice on fundraising: reading the fine print, working with lawyers, and remembering that investor incentives can change overnight. Finally, he shares a Growth Under Pressure moment stepping in during a CEO burnout period, navigating board dynamics, and stabilizing the company through uncertainty. — 🌟 Highlights From UK → US college → investment banking in Madrid: the "best experience I'd never want to do again" Burnout, self-reflection, and the pivot question: what work is actually fulfilling? Book recommendation that helped shape the transition: The Second Mountain Why Glorify stood out: massive market + meaningful impact on daily lives The real operator lesson: nothing prepares you for the day-to-day of scaling (0 → 1 → 100) Hiring and firing as core operational responsibilities (hire slow, fire fast) Empathy in transitions: supporting people when it's not a fit and helping them land well The startup trap in boom times: raising big money, hiring too fast, buying "nice-to-haves" The shift from growth metrics to what matters long-term: unit economics + path to profitability Leaky bucket theory: growth spend doesn't work if retention and monetization lag behind Balancing mission and economics: scholarships + sustainability (you didn't start a nonprofit) Investor reality check: incentives and "goalposts" can change at the drop of a hat Fundraising advice: read the small print, work with lawyers, and remember investors are selling too Growth Under Pressure: stepping in when the CEO burned out, managing board/shareholders, and navigating internal power dynamics Culture builders: celebrating failure, modeling vulnerability, and building pattern recognition early Rapid fire: KPI (CAC for paid users), disconnecting routines, and a founder principle—know your weaknesses and ask for help — ⏱️ Timestamps / Chapters 00:00 — Intro: Eric welcomes Alex Johnston (Glorify) 00:00:24 — Alex's background: UK → US → investment banking 00:01:16 — "The best experience I'd never want to do again": banking lessons + burnout 00:01:40 — The Second Mountain + life coach: the pivot toward fulfillment 00:02:07 — The coffee that changed everything: joining Glorify 00:03:17 — Profits-first → people-first: why the mission mattered 00:04:06 — Long hours and burnout in Madrid 00:05:28 — Should you still "push hard" in your 20s? Alex's take 00:07:52 — Why nothing prepares you for scaling a company day-to-day 00:09:15 — Hiring and firing: the operator realities 00:10:04 — "Hire slow, fire fast" + empathy in tough conversations 00:12:15 — Banking vs advisory: decks, valuation, and strategy support for SMEs 00:14:40 — Life today: family + remote work realities 00:18:19 — Early-stage mistakes: flashy software, offices, and scaling too fast 00:19:35 — Series B boom times: "money was growing on trees" (Nov 2021) 00:20:14 — Goalposts move: growth metrics vs profitability + monetization 00:22:08 — Unit economics foundation: CAC, LTV, payback period 00:23:50 — Leaky bucket theory + Duolingo analogy 00:25:10 — Scholarships + balancing mission with economics 00:26:08 — Investor warning: think for yourself, prioritize long-term viability 00:26:57 — Stakeholder vs shareholder theory 00:28:51 — Read the small print: lawyers, incentives, and investor dynamics 00:31:24 — Build for sustainability: fundraising won't always be available 00:34:03 — Growth Under Pressure: CEO burnout → stepping in during Series B 00:37:38 — Shareholder reactions, transparency, and communication 00:39:40 — Internal power dynamics + protecting the team from board-level turbulence 00:46:44 — Culture: celebrating failure + modeling vulnerability 00:50:55 — Childhood influence: empathy, "class clown," and the fire to prove people wrong 00:55:09 — Rapid fire: KPI (CAC), book/podcast recs, and leader principle 00:58:14 — Close — 🙌 Want more from AdaptCFO? Free CFO consultation → adaptcfo.com Financial fitness scorecard → adaptcfofinancialfitness.scoreapp.com Other episodes → adaptcfo.com/blog AdaptCFO case studies → adaptcfo.com/results If you're scaling and want to avoid the financial and operational pitfalls discussed in this episode, AdaptCFO's bookkeeping → controller → fractional CFO model is built for this stage.
