Unprofessional

In this episode, Hilary explores how artificial intelligence can help you document your business processes up to ten times faster. While many companies are dabbling in AI, few are using it strategically in areas like process documentation, where it can offer a huge advantage. Hilary breaks down how you can implement AI to streamline your workflows, eliminate inefficiencies, and gain a competitive edge in your industry. 

Grab the free Good-Process Checklist (plus templates) at HilaryCorna.com/learning-center

Follow @HilaryCorna on social

TIMESTAMPS

[01:08] Why AI is the game-changer for process documentation

[02:41] How AI can make your process documentation 10x faster

[04:12] Practical tools to implement AI in documenting your workflows

[06:12] The role of AI in increasing efficiency and clarity in processes

[08:00] The real potential of AI for your business

[10:01] How AI can help reduce friction and boost accountability in your business

[12:00] Common myths about AI and why they’re holding you back

[13:15] Real-world examples: Using AI to document processes across industries

[14:00] How to start using AI in your process documentation today

What if building a global team wasn’t just about saving costs, but elevating your business to its next chapter? In this episode, Hillary chats with Borzou Azabdaftari, CEO of NickelBronx, about the deeper purpose behind outsourcing — and why it's time to rethink how we grow.

Borzou shares the hard-won lessons of scaling companies with soul, the role of process in unlocking people’s potential, and how leaders can stay human while going global. From trust to tech to time zones, this conversation hits at the heart of modern leadership.

Visit www.HilaryCorna.com/learning-center for free tools and resources
Follow @HilaryCorna on social


TIMESTAMPS

[04:09] The Origin of NickelBronx.
[07:20] The Power of Outsourcing with Purpose
[10:33] Culture Across Countries and Timezones
[14:48] Remote Work, Post-COVID Trends
[18:55] Trust and Leadership in Global Teams
[22:36] Process Discipline in Scaling
[27:41] Advice for Leaders Building Remote Culture
[32:12] Borzou’s Personal Reflections and Business Legacy


ABOUT BORZOU AZABDAFTARI

Alabama-born, Virginia-raised, and Iranian-made, Borzou isn't just another CEO; he's a college dropout turned serial entrepreneur, speaker, and the brains behind the award-winning digital agency NickelBronx. Known for his prowess in branding and digital marketing, Borzou's work has garnered Hermes Creative, Clutch, and Marcom Awards. Beyond the boardroom, he's a connoisseur of design and anything aesthetically driven, embodying style with substance. Borzou's philosophy? Embrace what makes you unique; that's how you find your tribe. 

When priorities with his family, health, business, and community are satisfied - you can find Borzou chasing once-in-a-lifetime experiences. His favorite things are amazing people and making memories, and he’s always adding to his collection of both.

Is your business running—or tripping—on its own workflows?
In this solo master class, Hilary unpacks the five building blocks of a great business process: clear purpose, customer-centred flow, simple standardized steps, crystal-clear ownership, and baked-in checkpoints. You’ll hear practical stories—from SaaS onboarding to one-hour support SLAs—and leave with a checklist you can apply today to cut friction, boost accountability, and scale with confidence.
Grab the free Good-Process Checklist (plus templates) at HilaryCorna.com/learning-center
Follow @HilaryCorna on social

TIMESTAMPS
[01:08] Why “process” ≠ bureaucracy & the real cost of winging it
[02:41] Building Block #1 — Define a clear purpose and outcome
[04:12] Building Block #2 — Map a truly customer-centred flow
[06:12] Building Block #3 — Keep the steps simple and standardized
[08:00] Building Block #4 — Assign roles, responsibilities & decision points
[10:01] Building Block #5 — Install checkpoints, KPIs & feedback loops
[15:39] Real-world examples: onboarding, invoices, and a one-hour SLA
[19:36] Freedom through structure: key takeaways & next steps

Register for our FREE training www.HilaryCorna.com/webinar

In this episode, Hillary speaks with Seth Spears — digital strategist, entrepreneur, and branding expert — to explore how foundational clarity and values-driven branding create long-term business success.

From building brands that connect on a deeper level to navigating digital shifts with intention, Seth shares how businesses can stand out in a noisy world. They dive into online identity, SEO myths, timeless marketing principles, and what it really takes to build trust in the digital age.

Visit www.HilaryCorna.com/learning-center for free tools and resources
Follow @HilaryCorna on social


TIMESTAMPS

[01:40] Seth’s Background and Business Roots
[05:28] The Power of Clarity in Branding
[09:51] Common Mistakes in Online Marketing
[14:10] Timeless vs. Trendy Strategies
[18:33] Branding in a Post-SEO World
[23:12] Values as a Compass for Business
[27:58] Advice for Founders Looking to Evolve
[32:46] The Future of Digital Trust

ABOUT SETH SPEARS

Seth Spears is the founder and chief visionary officer of Wellnesse, a B Corp certified brand of all-natural oral care products that are safer and perform better than conventional, toxic alternatives. 

Prior to starting Wellnesse, he used his background in digital marketing, web design, SEO, and social media to co-found and serve as CMO/CTO of Wellness Mama, growing it into the largest health & wellness website and podcast for health conscious moms. 

Longer bio can be found here: https://sethspears.com/about/

This special episode brings together top moments from our 2025 interviews — real stories and strategies from founders and experts who scaled their companies through smart processes. Quick wins, big insights, and practical tips to help you grow better, not just bigger. 

Register for our FREE training www.HilaryCorna.com/webinar

In this episode, Hillary is joined by Ryan Fortner, Director of Operations for William Valve, for a raw and honest conversation about leading a legacy brand through change. With decades of operational experience and a no-excuses leadership style, Ryan shares what it really takes to level up performance while staying rooted in values.

They talk about what it means to scale a people-first company, the pressures of modern leadership, and why culture eats strategy for breakfast. From shop floors to boardrooms, Ryan brings a grounded perspective on the future of business.

Visit www.HilaryCorna.com/learning-center for free tools and resources
Follow @HilaryCorna on social


TIME STAMPS

[01:51] Ryan’s Background and Family Business Roots
[06:14] Turning Around a 1939 Legacy Brand
[09:43] Operations vs. Culture — Finding the Balance
[13:27] How to Lead Without Burning Out
[17:52] The Power of Owning Mistakes
[22:11] Lessons from Goettl’s Growth Journey
[26:49] Advice for Today’s People-Centric Leaders


ABOUT RYAN FORTNER

Director of Operations for William Valve

Register for our FREE training TODAY www.HilaryCorna.com/webinar

In this episode, Hillary welcomes Jon MacDonald, founder and CEO of The Good, a conversion rate optimization firm helping brands turn more browsers into buyers. With clients like Adobe and The Economist, Jon brings a no-fluff, data-forward mindset to digital growth.

Together, they unpack the myths around CRO, why most companies focus on the wrong metrics, and how to build a culture of testing and learning. Jon shares how his team helps businesses uncover what their customers actually want — and why clarity always beats cleverness.

If you think optimization is just button colors and heatmaps, this episode will flip the script.

Visit www.HilaryCorna.com/learning-center for free tools and resources
Follow @HilaryCorna on social


TIMESTAMPS

[01:18] Jon’s Journey from eCommerce to Optimization
[04:45] The Birth of The Good
[09:02] What CRO Really Means
[13:57] The Problem with Assumptions
[18:26] How Testing Creates Clarity
[22:33] Winning vs. Learning in Business
[28:41] Misconceptions About Conversion
[33:50] Advice for Brands Scaling Online


ABOUT JON MACDONALD

CEO at The Good, optimization for top brands Nike, Xerox, Adobe, The Economist & more for 15+ yrs | Author & Speaker | 6'7" 🏀 | Jr Olympic 🥇🥋 | http://jonmacdonald.com

50% off ebook version of Behind The Click using code BTCPODCAST50 at https://thegood.com/btc

Register for our FREE training www.HilaryCorna.com/webinar

Most people think process improvement is all about tools and systems—but the truth is, your mindset shapes everything. In this short guided meditation, Hilary invites you to slow down, ground yourself, and create the mental space necessary to lead change with clarity and intention.

Whether you’re stepping into a Kaizen, leading a team through a new SOP, or simply wanting to reset before a big day—this episode offers a moment of calm to reconnect with why you do this work in the first place.

💡 In just a few minutes, you'll:

• Center yourself before diving into process challenges
• Release mental clutter and open up creative thinking
• Set a clear, calm intention for improvement work

Put in your headphones, take a breath, and let’s begin.

Visit www.HilaryCorna.com/learning-center for free tools and resources

Follow @HilaryCorna on social

Register for our FREE training www.HilaryCorna.com/webinar

In this episode, Hilary Corna is joined by special guest Jim to unpack the core tools that drive true process excellence—straight from the source: Toyota. They explore the foundational practices that every process improvement effort should begin with, how to maximize ROI in the shortest time possible, and why simplifying your approach can lead to massive results. Whether you're deep into Lean thinking or just starting your journey toward operational excellence, this episode offers a crystal-clear roadmap.

Visit www.HilaryCorna.com/learning-center for free tools and resources
Follow @HilaryCorna on social

TIMESTAMPS:

[03:00] Making industrial work look inspiring
[06:00] Why quality and excellence are still vital in an “efficiency-first” business world.
[09:00] The risks of transactional client relationships and how to shift toward true collaboration.
[12:00] Operational flow
[18:00] Jim’s reflective leadership—“What would 80-year-old Jim say?”
[21:00] How structured playbooks have created process consistency for clients.

ABOUT OUR GUEST:

Jim fell in love with telling memorable stories when he was 5 years old. Since then, Jim grew up to first spend 14 years in the news business winning many awards, including 28 Rocky Mountain Emmy awards and 2 New York Film Festival awards. After that, Jim started Manley Creative and was the sole employee. For almost 2 decades, he’s been proud to watch the company grow into an agency with a global reach. In addition to being a Dad of 3 boys, Jim taught at ASU for 18 years, is an author, is currently the Chairman of the board at The Phoenix Theatre Company, and is an advisory board member for the Phoenix Film Festival Foundation. 

https://www.instagram.com/manleycreativeteam/

In this episode, Hilary Corna dives deep into the customer lifecycle and how it serves as the foundation for creating long-term customer relationships. From post-sales strategies to operationalizing key processes, this discussion provides a roadmap for fostering customer loyalty and driving sustainable business growth. Whether you're refining your operations or rethinking your customer retention strategies, this episode delivers actionable insights to transform your approach.

Visit www.hilarycorna.com/workshop for an example of a Goods & Information Flow

Visit www.HilaryCorna.com/learning-center for free tools and resources

Follow @HilaryCorna on social

TIMESTAMPS
[03:58] Post-Sales Success
[10:01] Finding the Right Fit
[15:01] Operationalizing the Customer Lifecycle