Smashing the Plateau

Kevin Perlmutter is the Chief Strategist and Founder of Limbic Brand Evolution, a brand strategy and neuromarketing consultancy that puts emotional insight at the center of how brands attract and retain customers. He’s also the author of BRAND DESIRE: Spark Customer Interest Using Emotional Insights. 

Kevin works with business and brand leaders to create stronger connections between their brand and the people they want to reach, serving as a behavioral science-rooted brand consultant and customer-centricity work session facilitator. He guides the development of more effective methods for brand evolution and customer engagement.

In today’s episode of Smashing the Plateau, you will learn how emotional insight can transform your brand and why understanding what motivates your customers leads to authentic, lasting success.

Kevin and I discuss:

• What led Kevin to start his own consultancy [02:25]
• The bold steps and challenges of launching with no clients [03:52]
• Aligning values in business and choosing the right clients [06:26]
• Why persuasion-based brand strategy is outdated [08:03]
• The concept of shared emotional motivation [12:00]
• How customer feedback shaped a client’s unique brand identity [11:05]
• Why emotional benefits drive brand loyalty [14:00]
• The impact of current global challenges on brand decision-making [15:00]
• How leading brands like Ben & Jerry’s maintain values and spark loyalty [18:12]
• The value of community in business growth [19:42]
• Advice for corporate refugees on leveraging their network and feedback [21:03]
• The importance of listening to others to define your value [21:58]

Learn more about Kevin at:

https://www.BrandDesireBook.com/

https://www.linkedin.com/in/kevinperlmutter/

https://www.LimbicBrandEvolution.com/

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After more than 20 years in the corporate world, Suzanne Mau-Asam has seen it all—the good, the bad, and the “we’re not sure what’s happening here.” But here’s the thing: she doesn’t stop at quick fixes or standard solutions. As a sociologist, certified somatic coach, learning and development specialist, and embodied leadership expert, Suzanne brings a level of depth that most programs don’t even touch.

In today’s episode of Smashing the Plateau, you will learn how to navigate the leap from corporate professional to thriving entrepreneur and community builder.

Suzanne and I discuss:

• How Suzanne’s career evolved from hospitality to sociology and beyond [01:59]
• Why she started her business and a community simultaneously [03:41]
• The importance of “going all in” as an entrepreneur [07:36]
• The challenges and rewards of building a business from scratch [08:31]
• How to pivot your strategy and offerings as your business grows [09:36]
• Creating ecosystems and multiple revenue streams for business health [18:21]
• The power of collective intelligence and learning in community [20:00]
• Why you should “move before you’re ready” and seek out supportive communities [21:46]

Learn more about Suzanne at https://www.doors-open.nl/corporate-sociology/ and https://www.doors-open.nl/embodied-leadership/

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Liisa Reimann, the founder of Two i Copy, helps business owners stand out with personality-packed words that sell. She’s been featured in Women’s Journal and uses the DiSC and StoryBrand frameworks to craft copy that truly connects. Whether it’s done-for-you, DIY, or something in between, Liisa helps brands finally sound like themselves!

In today’s episode of Smashing the Plateau, you will learn how to use authenticity and community to build a successful, fulfilling business—especially if you’re transitioning from corporate life.

Liisa and I discuss:

• How Liisa’s cover letter launched her copywriting career [00:02:46]
• What inspired her to become an entrepreneur [00:05:00]
• The challenges women executives face when marketing themselves [00:09:00]
• Why social media and marketing language feel uncomfortable for many [00:11:42]
• Navigating mindset hurdles like imposter syndrome and self-promotion [00:14:31]
• How Liisa supports clients with tough love and accountability [00:15:16]
• Building trust and community as a solopreneur [00:17:33]
• The critical role of mentorship and learning from others [00:20:28]
• What Liisa would (and wouldn’t) change about her journey [00:21:29]

Learn more about Liisa at twoeyecopy.com, linkedin.com/in/liisareimann, and facebook.com/groups/writewordsthatsell

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Tim Ash is a recognized authority on evolutionary psychology, persuasion, and digital marketing. He is a sought-after international keynote speaker, executive advisor, and the bestselling author of several books, including Primal Dating, Unleash Your Primal Brain, and Landing Page Optimization.

As the CEO and co-founder of a digital optimization agency, Tim helped create over $1.2 billion in value for leading companies.

He has been cited by Forbes as a Top 10 Online Marketing Expert and by Entrepreneur Magazine as an Online Marketing Influencer to Watch.

In today’s episode of Smashing the Plateau, you will learn how your closest relationships impact your business success and actionable strategies to build a strong support system as an entrepreneur.

Tim and I discuss:

• Why your partner is the most significant influence in your entrepreneurial journey [00:00:00]
• The evolutionary psychology behind modern relationships [00:03:35]
• The myth of lifelong monogamy and its business implications [00:06:34]
• Why relationship challenges are often the biggest hurdles for entrepreneurs [00:05:09]
• How to structure your personal and business life for long-term success [00:09:41]
• The importance of explicit exit planning in both business and relationships [00:11:26]
• How division of labor at home mirrors successful business partnerships [00:14:00]
• What to do when your personal relationship is tenuous [00:14:44]
• Mindset adjustments for men and women to improve connections [00:16:23]
• Why community involvement matters and how gender differences play out in business groups [00:21:03]
• Key advice for women entrepreneurs and executives [00:23:32]
• Why reality-based relationship strategies lead to more happiness [00:25:17]

Learn more about Tim at PrimalBrain.com and TimAsh.com.

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Shandra is the CEO of The Transit Lounge, working with women who want to grow their service-based side businesses into profitable, thriving ventures in part-time hours.

She’s an award-winning marketing director, professional results coach, Money Breakthrough coach, podcast host, and co-author of the international bestselling book, Elevate Your Success.

Following a diagnosis of severe adrenal fatigue in 2014, Shandra became passionate about supporting women to be their own boss—so they can earn great money doing work they love, without burning out.

She helps them achieve this through private coaching and her 30-day online course called Marketing Mojo.

In today’s episode of Smashing the Plateau, you will learn how to transition from corporate life to entrepreneurship, build confidence, and find the right community to support your business journey.

Shandra and I discuss:

• Shandra’s journey from radio and corporate roles to entrepreneurship [02:19]
• How burnout led her to realign her work with her values [03:21]
• Why she chose to focus on service-based side businesses for women [04:42]
• The advantages of solo businesses versus partnerships [07:12]
• The most common challenges women face in building a business [10:07]
• Strategies to overcome client acquisition, time management, and self-doubt [12:17]
• The power of community and peer support for entrepreneurs [14:19]
• Trends in flexible work, side businesses, and multiple income streams [18:43]
• How Shandra invests in her own growth and support network [24:02]
• Where to connect with Shandra and access her resources [25:50]

Learn more about Shandra at https://thetransitlounge.com/.

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David is the founder of Strategy Shift. He’s worked with more than 50 CEOs and hundreds of other C-suite executives to design bold strategies, supercharge their leadership, and transform their cultures in 20 countries. He’s a contributor to Harvard Business Review, MIT Sloan Management Review, and Strategy+Business, and a guest lecturer at London Business School. He is a former senior partner at Strategy&, PwC.

In today’s episode of Smashing the Plateau, you will learn actionable strategies for navigating major career transitions and aligning your work with your values and aspirations.

David and I discuss:

• What prompted David to leave his senior partner role and start something new [01:48]
• The role of personal needs and values in career decisions [04:13]
• How to adopt a strategic approach to career pivots [04:56]
• The importance of building a supportive, challenging network [06:24]
• Why making small decisions can energize bigger changes [07:21]
• The value of not rushing your transition [08:15]
• How to navigate career strategy in times of chaos and complexity [10:38]
• Advice for consultants facing indecision and radio silence from clients [14:21]
• What CEOs and leaders really need from consultants today [16:24]
• How to tap into and nurture a community of thinking partners [20:19]
• Where to find David’s resources and get in touch [22:57]

Learn more about David at:

• Strategy Shift: https://strategyshift.co.uk/

• Profile: https://strategyshift.co.uk/founder/

• Newsletter: https://davidlancefield.com/newsletter/

• Courses: https://strategyshift.co.uk/courses/

• Writing: https://davidlancefield.com/writing/

• Lancefield on the Line Podcast: https://davidlancefield.com/lancefield-on-the-line/

• https://strategyshift.co.uk/media/

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Jeffrey Hayzlett is a global business celebrity, primetime TV and podcast host, keynote speaker, and best-selling author. As Chairman and Founder of the C-Suite Network, he connects executives and entrepreneurs to foster business growth. A former Fortune 100 CMO, he is known for his bold, no-nonsense approach to leadership, marketing, and innovation. Hayzlett has appeared on major media outlets, sharing insights on scaling businesses and driving change. With decades of experience, he inspires leaders to think big, act bigger, and make a lasting impact.

In today's episode of Smashing the Plateau, you will learn how to thrive as an entrepreneur during times of chaos and rapid change.

Jeffrey and I discuss:

• Why resilience matters for business success [00:02:41]
• How to adapt and move forward during uncertainty [00:04:28]
• What causes indecision and how to overcome it [00:04:47]
• The importance of human connection and community [00:09:13]
• How technology and AI are changing communication [00:11:05]
• Ways to stay visible and deepen relationships [00:13:25]
• Why engagement is a top challenge for companies [00:16:00]
• Key ingredients for building a successful community [00:18:26]
• The path to becoming a recognized thought leader [00:20:04]
• The value of standing out—even if it means having haters [00:21:37]

Learn more about Jeffrey at https://c-suitenetwork.com/.

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Katie Wilson is the founder of Serious Moonlight Consulting, a sales and marketing leader helping tech and retail companies achieve sustainable growth. After leaving Big Tech—following 15 years at Google as Head of Sales—she has helped a variety of startups, companies, and individuals untangle and demystify their sales and marketing processes.

She has been a featured speaker for @Google Talks, Wonder Women Tech, the Business Narrative Podcast, and Innovation Women. Her writing and expertise have been featured by THE BOARD and Fortune. She serves on the advisory boards of Wonder Women Tech and UCSB’s Women in Leadership. Katie is known for her unique blend of creative and analytical thinking, and she loves to teach people that sales is not a dirty word.

In today's episode of Smashing the Plateau, you will learn how to clarify your consulting niche, leverage your experience, and make your business development both manageable and effective.

Katie and I discuss:

• What prompted Katie to leave corporate and start her own consulting business [01:58]
• The surprises and challenges of managing time and business logistics [03:00]
• Why focusing on a single channel is critical at the start [03:55]
• How Katie leveraged her experience at Google for consulting success [06:18]
• The importance of narrowing your niche and developing clear offerings [08:00]
• Standardized vs. bespoke client work [10:00]
• How to educate clients on what they really need [11:00]
• Portraying your expertise and building trust in the sales process [13:00]
• Katie’s unique blend of creative and analytical skills [14:00]
• Essential elements for long-term client success [16:00]
• How Katie uses content and community for visibility and growth [19:00]
• The value and structure of consulting communities [22:00]
• One actionable step for corporate refugees considering entrepreneurship [24:00]

Learn more about Katie at:

https://www.linkedin.com/in/katiemotzwilson

https://www.seriousmoonlightconsulting.co

https://www.instagram.com/seriousmoonlightconsulting

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Chuck Cooper is the President of WhiteWater Consulting, an HR advisory firm that helps small and midsize businesses maximize their people potential. A Certified Exit Planning Advisor (CEPA) and author of the best-selling book The Family Business Blueprint, Chuck guides owners through succession planning, leadership transitions, and legacy building. With a passion for aligning people strategies with business goals, Chuck brings a unique blend of insight, empathy, and practical experience to every conversation—making complex transitions feel both possible and purposeful.

In today's episode of Smashing the Plateau, you will learn about succession planning, legacy building, and the emotional transitions that come with running and eventually letting go of a business.

Chuck and I discuss:

• The backstory to WhiteWater Consulting [01:58]
• Lessons from real-life experience and its impact on consulting [04:48]
• The importance of being coachable and agile [05:58]
• Navigating client relationships and defining your ideal prospect [06:36]
• The power of saying no to non-ideal clients [08:17]
• Why succession planning is often avoided and why it matters [09:00]
• How identity and daily activity can delay necessary business transitions [10:41]
• Getting clear on goals for business transition [12:35]
• Critical steps in succession planning [14:20]
• The role of peer groups in navigating succession [15:08]
• Major career mistakes and recovery through community and mentorship [16:29]
• The value of a personal board of directors and going deep with community [20:11]
• Advice for corporate refugees starting their own business [22:00]
• Why self-awareness and emotional intelligence are crucial for entrepreneurship [22:17]

Learn more about Chuck at:

https://whitewaterconsulting.net

https://chuckcooper.info

https://www.linkedin.com/in/chuck-cooper1

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David Shriner-Cahn’s weekly advice program has been named by Forbes as a Podcast To Power Up Your Ultra-Lean Business. David has also been recognized as an Entrepreneur That Will Change The Way You Communicate by Inc. Magazine. 

He is the podcast host and community builder behind Smashing the Plateau, an online platform offering resources, accountability, and camaraderie to high-performing professionals who are making the leap from the corporate career track to entrepreneurial business ownership.

Starting your own business is hard enough without having to go it alone. Smashing The Plateau is David’s solution to the problems that keep entrepreneurs up at night. As he likes to say, “With the help of people just like you in our community, you’ll be able to do more of what you love and get paid what you’re worth.”

In today’s milestone episode of Smashing the Plateau, David celebrates 800 episodes by sharing the most powerful insights, memorable stories, and actionable advice from inspiring entrepreneurs who have transitioned from corporate careers to building businesses they love.

David discusses:

• Overcoming fear and uncertainty when leaving a secure job [01:00]
• Rebuilding your professional network and leveraging old connections [02:00]
• Specializing and finding your niche for business growth [03:08]
• Pricing your services and charging what you’re worth [04:00]
• Maintaining self-accountability to stay focused and motivated [05:02]
• Avoiding burnout and integrating work and life for creativity [06:00]
• Building authentic sales and marketing relationships [07:00]
• Leveraging community for support and solutions [08:00]
• Embracing continuous learning and asking for help to break through plateaus [09:00]
• Taking imperfect action and starting before you’re ready [09:59]
• A heartfelt thank you and inspiration for the future [10:23]

Learn more about David and Smashing the Plateau at https://smashingtheplateau.com/ and connect with him on LinkedIn at https://www.linkedin.com/in/davidshrinercahn/.

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