Shift & Thrive: CEO Insights on Driving Change

Natalie Nathanson
  • 5.0 (12)
  • 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. The Customer: The Real Key to GTM Success - Shift & Thrive - Episode # 069

    5D AGO

    The Customer: The Real Key to GTM Success - Shift & Thrive - Episode # 069

    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

    29 min
  2. Building Culture, Focus, and AI Readiness - Matt Waxman - Shift & Thrive - Episode # 068

    OCT 29

    Building Culture, Focus, and AI Readiness - Matt Waxman - Shift & Thrive - Episode # 068

    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

    47 min
  3. Servant Leadership, and the Power of “Why Not” with Sanjay Manandhar - Shift & Thrive - Ep # 067

    OCT 22

    Servant Leadership, and the Power of “Why Not” with Sanjay Manandhar - Shift & Thrive - Ep # 067

    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: sanjay@zifino.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

    41 min
  4. Influencer Marketing and AI - Stephen Ochs - Shift & Thrive - Go-To-Market Mini-Series - Ep # 066

    OCT 15

    Influencer Marketing and AI - Stephen Ochs - Shift & Thrive - Go-To-Market Mini-Series - Ep # 066

    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

    48 min
  5. Harnessing AI and Process Documentation for Business Growth - Adi Klevit - Shift & Thrive - Ep # 065

    OCT 8

    Harnessing AI and Process Documentation for Business Growth - Adi Klevit - Shift & Thrive - Ep # 065

    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

    43 min
  6. Niching Down to Scale Up - Adam Honig - Shift & Thrive - Episode # 064

    OCT 1

    Niching Down to Scale Up - Adam Honig - Shift & Thrive - Episode # 064

    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: adam@spiro.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

    33 min
  7. Scaling Automation and Servant Leadership at Acieta - Craig Ulrich - Shift & Thrive - # 063

    SEP 24

    Scaling Automation and Servant Leadership at Acieta - Craig Ulrich - Shift & Thrive - # 063

    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.

    43 min
  8. Building SaaS Teams in the world of AI - Go-To-Market Mini-Series - Leslie Poston - # 62

    SEP 17

    Building SaaS Teams in the world of AI - Go-To-Market Mini-Series - Leslie Poston - # 62

    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

    44 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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