Ral West is the kind of person you meet and immediately think, “Wow, she’s lived a life.” Over 40 years as an entrepreneur, her story is full of twists and turns.

In her mid-twenties, she took a leap and started her first business. That was just the beginning. For 25 years, she and her husband ran a charter air service between Alaska and Hawaii, flying wide-body jets. Eventually, they sold it to Alaska Airlines—a huge milestone, but not the end of her journey.

She’s owned small cruise ships, invested in real estate, and kept building.

And now? She’s helping other entrepreneurs figure out the same thing she did: how to run a business and have a life. Her story is inspiring, real, and packed with lessons for anyone chasing big dreams.

Challenging Generational Norms

“Early in my career, working for my father, I hit the glass ceiling. He came from a different generation, and his views were, let’s say, a bit old-fashioned. But I decided, ‘Thanks, Dad—I’ll take it from here.’ And I broke away to chart my own path.”

Juggling Act: The Exhausting Middle Years

“Between 35 and 55, I was stretched thin—running a business, raising young kids, volunteering. Sleep felt like a luxury. My health suffered, my marriage struggled, and I couldn’t do it all.”

The Breakthrough: Building Systems and Letting Go

“I learned the hard way that trying to do everything myself wasn’t sustainable. I created systems, implemented processes, and built a team I could trust. Using metrics and data-driven management, I structured my business so it could run smoothly—whether I was there or not.”

“Building systems, processes, and a reliable team didn’t happen overnight. It was years in the making. I started small—reading books like The E-Myth by Michael Gerber, going back to college, and studying with mentors like Robert Kiyosaki. Each step added a piece to the puzzle.”

Bite-Sized Delegation: Starting Small

“You don’t need massive financial success to start delegating. It starts with breaking down your daily tasks into bite-sized pieces and identifying what you can transfer to someone else.”

Turning Intuition Into Systems

“One of my toughest challenges was documenting decision-making processes—like when to increase advertising spend. It took weeks of introspection and trial and error before I realized I was relying on sales trends over a three-day period. Once I had clarity, I turned it into a system my team could follow, even when I wasn’t there.”

Creating Culture: Embodying Values and Principles

“It wasn’t just about systems and metrics; it was about building a team that shared my values. From customer service to feedback collection, we worked hard to create a culture that prioritized our principles.” 

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