In this episode of Scale Without Chaos, we sit down with Greg Dorban, CEO of Comfy Workers, a B2B accommodation platform purpose-built for project-based businesses like construction, infrastructure, and heavy industry.

We talk about:

• The overlooked operational headaches that come with workforce accommodation—and why fixing these "ignored" problems creates massive business value

• What caused a £250,000 lost booking—and the hard-earned lesson in enterprise customer experience, compliance, and standardization

• Why scaling isn’t about making everything simple—it’s about understanding complexity deeply enough to make it manageable

• A refreshing take on startup iteration: how Greg’s team uses short feedback loops and manual tracking (yes, spreadsheets, but only for analysis) to prioritize what gets built and when

• The underrated importance of trust in B2B—and why that might be the most valuable “brand” asset you can’t fake

These insights are especially relevant for founders, product leaders, and operations execs trying to balance growth with chaos. We're reminded that fires aren’t a badge of honor—they’re a sign that it’s time to slow down and fix the system.

🧠 Soundbites worth remembering:

“You can’t optimize what you haven’t measured, even if your gut is screaming.”
“Complexity isn’t the enemy. It’s the starting point.”
“Sometimes scaling means saying no to a £250,000 deal, because saying yes breaks your business.”

If you’re building or running a growing B2B company, you’ll walk away from this episode with a new appreciation for nuance, process, and the power of listening before solving.

In this mini episode of Scale Without Chaos, Samantha Riel reflects on the power of starting small when chasing big goals, both personal and professional.

She opens with a personal story. Back in 2018, she set a big, bold goal to visit all 63 U.S. National Parks. But for seven years, she made no progress, stuck on the idea that she needed to start with something iconic like Yellowstone and save her local park, Acadia, for last.

That changed this past weekend. For her birthday, Samantha spontaneously booked a campsite, packed up her husband, son, and dogs, and visited Acadia. It was a short weekend trip, but it ended with something magical: watching the sunrise on the summer solstice from Mount Cadillac, the first place in the U.S. to see the sun. Rain or shine, the trip became one of their favorite family memories.

She ties this back to business by introducing the concept of BHAGs—Big, Hairy, Audacious Goals—a term coined by Jim Collins. These are the kinds of ambitious goals we often set in business, but rarely start, because we overthink the beginning or wait for the perfect conditions.

Samantha encourages listeners to revisit the goals they’ve been avoiding and ask:
Am I the one getting in my own way?

Her advice: Start with what’s close, easy, and accessible. Because sometimes the best progress comes from simply starting, even when it isn’t perfect.

In this episode, Samantha Riel sits down with Lindsey Williams, VP of Marketing and Communications at Shoals Technologies Group, to talk about what happens when marketing is ahead of the rest of the business and the friction that can follow.

Together, they explore:

• How marketing often sits at the intersection of product, sales, customer success, and executive strategy, giving it a unique, forward-looking position.

• The challenges of internal alignment, and how change management and empathy are essential when other teams aren’t ready to move at marketing’s pace.

• Real-life examples of marketing leading major initiatives before the rest of the company is ready (like consolidating brands or introducing Drift).

• A powerful reminder: “Marketing can’t win if the business isn’t winning.”

• Tactical advice for marketing (or any function) that feels ahead of the curve: drop the deck, have real conversations, manage up, and enable others instead of pointing fingers.

They also reflect on the lack of marketing experience in executive leadership. Only 7% of CEOs come from marketing, and that often leads to a gap in cross-functional understanding.

This episode is a must-listen for any marketer (or team) that’s out in front and feeling the tension that comes with being “too early.” It’s about staying strategic, staying human, and helping the rest of the business catch up without losing momentum.

In this debut episode, host Samantha Riel lays out the real reason your business feels chaotic and why it doesn’t have to be that way. From the myth of hustle culture to the burnout leaders normalize, Sam breaks down how sustainable growth starts with clarity, not chaos.

Learn how to fix your people, process, and system problems, and why firefighting every day is a sign of broken strategy, not urgency. It’s time to redefine what healthy growth really looks like.