The Business You Really Want

After two years and 112 episodes, The Business You Really Want is coming to an end—at least for now.

And there probably couldn't be a more fitting reason.

Gwen has accepted an executive role that gives her something she didn't realize she was missing: the opportunity to be deeply challenged and fully engaged inside one business. As a result, she's stepping away from Everyday Effectiveness and turning over Velocity Generator, One Really Good Question, and the podcast to Tonya.

In this final episode, Gwen and Tonya talk candidly about how the transition came together, why a successful business doesn't have to be failing for its owner to choose something different, and what years of strong operations made possible when an unexpected opportunity appeared.

They also explore the financial realities behind the transition, the advantages of building a business that doesn't depend entirely on its owner, and an idea at the heart of this podcast from the beginning: What you want can change.

That doesn't mean what you wanted before was wrong. It may simply mean you're ready for what comes next.

After two years and more than 100 episodes of The Business You Really Want, Gwen and Tonya have enough data to answer a question every business owner should eventually ask: Was it worth it?

In this episode, they look back at what actually made the podcast sustainable, what surprised them, and what the numbers revealed about the people who listen. They talk about the importance of building a buffer before you need one, setting realistic expectations before starting something new, and why good content mattered far more than aggressive promotion.

They also unpack one of the biggest surprises of the past two years: The podcast didn’t just help new people get to know Gwen’s perspective. Existing clients became some of its most devoted listeners.

This is a behind-the-scenes look at what happens when you give an idea enough time to generate meaningful data—and why Gwen and Tonya agree that the investment of time, money, conversation, and even reputational risk was worth it.

Some of the most valuable things you do in your business won’t produce an obvious result this week—or even this month. That makes it dangerously easy to decide they aren’t working and move on too soon.

In this episode of The Business You Really Want, Gwen Bortner and Tonya Kubo explore how to tell the difference between something that genuinely isn’t working and something that simply hasn’t had enough time to produce useful data.

They dig into real examples from marketing, hiring, financial analysis, and business operations to show why a single data point rarely tells the whole story. You’ll hear how to determine a reasonable evaluation period, why changing too many variables can make your data meaningless, and how inaccurate expectations can make perfectly good results look like failure.

Running a business means you always have fifty different things demanding your attention at once. Tonya Kubo and Gwen Bortner share how smart leaders set their Business Focus Priorities to stop reacting to every minor distraction. You'll learn how to separate temporary noise from real trends that impact your bottom line. They break down a clear framework to help you decide when to act immediately, when to watch closely, and when to ignore problems entirely. Discover why tracking your own company data matters far more than obsessing over generic economic headlines. It's time to protect your daily focus and build an operation that serves your long-term vision.

AI tools generate quick spreadsheets and answer basic operational queries, but relying on software for AI Business Advice leaves major strategic gaps. In this conversation, Gwen Bortner and Tonya Kubo explore why hiring experienced human experts remains vital in an era of automated information. While algorithms process vast amounts of data, they lack the specific context and practical intuition required to guide high-stakes business decisions. Tonya and Gwen unpack how software often surfaces textbook solutions rather than tailored action plans for unique operational challenges. They also discuss why relying heavily on automated tools risks weakening a founder's strategic executive judgment over time. Discover how to leverage technology while protecting the human connection and critical thinking that fuel real business growth.

Effective Business Decision Making requires looking past generic advice to evaluate your unique operational context. Tonya Kubo and Gwen Bortner examine why standard business best practices often fail when applied without considering your business stage, resources, and specific goals. You'll learn how to distinguish between valid information and genuinely useful strategies for your enterprise. They also discuss why choosing what not to do is a critical leadership skill as your company scales. Discover how to stop reactive firefighting and start making high-impact choices that align with your long-term vision.

Effective entrepreneurial goal setting requires stepping back to celebrate wins before chasing the next objective. In this episode, host Tonya Kubo and strategic business consultant Gwen Bortner explore why high-achieving founders constantly move their finish lines. They discuss the psychological differences between business owners and true entrepreneurs, revealing how unmanaged ambition can turn growth into an exhausting cycle. Learn how reflecting on your progress fosters satisfaction and keeps your business healthy. Plus, they break down a practical tool called WRAP (Weekly Review and Action Plan) to help you acknowledge your achievements while scaling effectively.

Are you fighting the same retail fires over and over? Most independent retailers know exactly where the pain is—whether it’s inventory bloat, payroll headaches, or customer service friction—but they often struggle to move beyond these visible symptoms to address true operational challenges. While opening a shop demands product passion, sustaining it requires shifting from a consumer mindset to one of financial mastery and executive decision-making. In this episode, Gwen Bortner and Tonya Kubo wrap up this series on retail mastery by tackling the root causes of the biggest challenges facing independent business owners today. Learn how adopting a true owner mindset can rescue and revitalize your business.

When Gwen was speaking at h+h Americas, she evaluated common retail customer service tactics and noticed how much independent retailers care about their customers. These shop owners aren't just selling products; they're teaching skills, solving problems, and building community. However, many common practices that feel like great service aren't actually helping shop bottom lines. Hosts Gwen Bortner and Tonya Kubo discuss sacred cows in the craft industry that are giving spoiled milk, like free help tables, open crafting groups, and unlimited support. You'll learn why things customers love most might make it harder to build sustainable businesses. Finally, you'll get actionable steps to audit your shop offers and protect your profit margins.

Payroll is often the largest expense in a business, but the real challenge isn't usually the cost. It's actually a problem of poor labor utilization. In this conversation, Gwen Bortner and Tonya Kubo tackle the common frustrations independent retailers face when staffing their stores. You'll discover how overstaffing for rare high-revenue days quietly drains your profits every single month. Gwen and Tonya share practical ways to keep your team active and productive even when the showroom floor's completely quiet. They'll also explain why you must account for the value of your own time to build a truly sustainable operation.