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. Breaking Through the Noise - Compilation - Shift & Thrive - Episode # 093

    1D AGO

    Breaking Through the Noise - Compilation - Shift & Thrive - Episode # 093

    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

    26 min
  2. Decisive Leadership in Uncertain Moments - David Axler - Shift & Thrive - Episode # 092

    APR 15

    Decisive Leadership in Uncertain Moments - David Axler - Shift & Thrive - Episode # 092

    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

    58 min
  3. Leading Government Contracts through Chaos - Brandon Muniz - Shift & Thrive - Episode # 091

    APR 8

    Leading Government Contracts through Chaos - Brandon Muniz - Shift & Thrive - Episode # 091

    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 Muniz Links: 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

    38 min
  4. Radical Transparency & Resilience - Vaughn Thurman - Shift & Thrive - Episode # 090

    APR 1

    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
  5. 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
  6. 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
  7. 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
  8. 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
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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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