Yvonne Heimann [00:00:00]:
In today's episode, I want to share some patterns I have seen, some experience I have had when working with my coaching clients when they're getting ready to scale their business and the limiting beliefs, the behavioral patterns that I have seen holding them back from making that next revenue jump from going from founder to CEO. Now let's define founder and CEO for a moment and that's already going to start explaining where the issues are. When I say founder, you started your business as a side hustle, might be full time, but you have one or two employees or 1099s and you are still fully in your business. Now founders, you can be a founder for 10 years and never make that step into CEO and you don't have to. If you however, want to build a business that supports you, that works for you, where you don't work 24 7, where you are not doing all the things where you get to enjoy your life, you need, you have to stop being a founder and, and become a CEO. Now what does that mean? The downfalls of "founders" is the business relies on you. It relies on you. You leave the business for longer than five days, sometimes not even being able to make five days and the business is going to crumble.
Yvonne Heimann [00:02:09]:
And I see a lot on both sides, right? We do ClickUp implementation and offer fractional COO services and I also work as a coach for entrepreneurs. And often enough on both sides, right? On the coaching side of things, where my, my clients have realized that they have hit that ceiling and they can't get past it. Or me working with companies with agencies on process optimization and ClickUp implementation, I see it on both sides and specifically with marketing agencies where somebody calls themselves a CEO and they are still a founder, where they are micromanaging everything. Where often enough what happens is do as I say, not as I do. Where the team is required to do certain things to show their face on camera, but the founder doesn't need to. Where the team is doing their job and the founder still has to approve everything. So now it's stuck because founder gets busy with whatever they're doing and they just don't get to it. Where deadlines are set but the founder doesn't hold up to it, where the communication is bad and it's just, it's often, it's often a shit show.
Yvonne Heimann [00:03:47]:
Some of the things that I have experienced coming in as a 1099 into situations like that is I'm being hired as an expert and the founder then tells me how to do my job. They can't let go of their business. They have to approve everything. They are in the admin process, they're in the sales process, they're in the delivery process, they're in all departments, they're in all jobs, they're in all things. And if they're not there or if they don't do what they are supposed to be doing in the process, everything falls apart. And that's fine. If you don't want to scale your business, if you don't want to keep team members around, go for it. Really go for it.
Yvonne Heimann [00:04:38]:
You gonna scare away with that micromanaging, with having to touch everything, you're gonna scare away your best people. Because the best people you can hire are not great at the hard skills. You can teach canva, you can teach ClickUp, you can teach all of this, you can't teach personal drive. They're going to take accountability for their work. They are going to be productive, they are going to work on deadlines, they are going to make the thing happen. Now if you are a founder and you're micromanaging them and you have to approve everything and you are not around because your schedule is way too full with all kinds of shit, they are going to leave because somebody that allows them to work in their best possible way and take ownership of their work, that's where they're going to go. Because you as the CEO would be there. If you are a CEO, not a founder, you are there to support your team, to give them the guidelines, to give them the boundaries and give them the framework.
Yvonne Heimann [00:05:53]:
And if you don't do that, you can't scale your business. So especially with process optimization, we in that transition from founder to CEO, we often run into the issue of I don't know what to do, meaning standard operating procedures are not in place, meaning team onboarding has not been happening, meaning your communication is a shit show. You don't need a weekly two hour meeting for what? I work a lot with marketing and content agencies, right? There is a lot going on. They have clients for short form video, long form video, graphic design, thumbnails, all kinds of things, right? There's so much happening, There's a lot of communication happening. There needs to be a lot of communication happening. But when that communication isn't clear and you're just chatting forward and back in slack channels and can you test this, this and can you do this? It's going to be a mess. And yeah, then you need weekly two hour meetings because you as the founder are not clearly communicating, you are not clearly setting those boundaries. And setting those expectations.
Yvonne Heimann [00:07:13]:
So how do you change from being a founder to. To being a CEO? Number one. And one of the most important things, get the information out of your head. I love every single discovery call that I have and they are like, oh, we love mind mapping. Here's our company structure, here's our processes. Oh, my God. I. I don't have to get my tentacles in your head to suck the information out.
Yvonne Heimann [00:07:45]:
No, you already planned for that, that CEO level right there. You have built this business. You founded this business. You solved a problem. You gotten to a point where you have clients, where you have a team, where you are growing. Yes, you fucking did that. Now it's time to let go. Now it is time to pull all of that information and all of those lessons that you accumulated throughout the years and get it onto paper so that you can hand it forward.
Yvonne Heimann [00:08:19]:
Be clear of expectations and boundaries and what each position is supposed to be doing with that. What I often see is in agency, specifically, somebody is being brought on, right when. When you work with an agency, one piece of content has multiple different things. So let's just use video. You need to script it and it needs to be recorded. It needs to be edited. It needs a social media post with it and it needs to be published. There's a lot of things happening.
Yvonne Heimann [00:08:50]:
Scripts needs to be approved. Who is approving it? You as the founder. We are back to founder. You're not CEO. Script is approved. Who is recording it? You as the founder. You are not supposed to be the founder. You're supposed to be CEO.
Yvonne Heimann [00:09:02]:
Edited. Who's editing it? Your team better has the guidelines on how to edit a viral piece of content. Who's publishing it? Who is approving all of it? Who is talking with the client? There's a lot happening all at the same time. And if you have your fingers and all of the things, there's a problem, because you are the bottleneck. You are the bottleneck in multiple stages of the process, and you are the bottleneck for multiple clients. And then what often happens is you have one amazing talent on your team, one that keeps the process going, one that says, I need this, I need that. This is missing. That is missing.
Yvonne Heimann [00:09:43]:
And they are actually becoming so much more than just a content creator. They're becoming a project manager. They are becoming the driving force in your business. And they're not getting paid for it because they just do what needs to get done so they can get their work done. Guess what's going to happen? That person is going to be so frustrated because they've asked multiple times for you to approve something but you got busy as the founder couldn't do what you said, you have to approve. Guess what? You don't and the whole process stops. And that specific person that you want on your team because they are driven, they are self sufficient, they are self driven, they are doing, they are not asking you every five minute of what they need to do. You do not need to micromanage them.
Yvonne Heimann [00:10:35]:
They manage themselves and they bring so much value to your business. They are going to leave because you are slowing them down because you are the bottleneck. And that is where that biggest differentiation is between founder and CEO. The ability to communicate and transfer your knowledge and then letting go. Again there is nothing bad about you saying, you know what, I just want to stay founder. I just want to stay solopreneur. I'm just going to bring in a 1099 once in a. To take some, take some marketing off my back or some social media publishing.
Yvonne Heimann [00:11:17]:
There's nothing bad about it. But if you want to scale your business and if you want to build a business that is self sufficient, that increases your impact and your income, you need to stop being a founder and start becoming a CEO and bring people in that support you. Stop micromanaging, stop hiring people and then tell them what to do. Especially when you're bringing in an expert, when you're bringing somebody in to help you structure and build your business. Oh God no. We're going to go on a range. I don't work with a lot of agencies anymore. I'm a big content creator.
Yvonne Heimann [00:12:06]:
I know, I know the agency model front to back. I know how to automate it. I know how to make it run so smooth between clients and projects and teams. I got this thing down. 75% if not even more of agencies, they come to me. The shopping, the price shopping ones, we already. Fine, go, you get, you get the simple pitch, it's fine. I know you're not coming back because I'm not the cheapest. The secondary layer of me checking agencies and deciding if I'm going to work with that agency is testing how much they're going to tell me how to do my job because oh my God, 75% of agencies are a shit show.
Yvonne Heimann [00:12:51]:
There is no common process, there is no common data asset management. There is not even a common naming structure. They are just reactive and they are not wanting to do the work. So yeah, in the beginning I've worked with a couple of agencies that I still had to learn this lesson. I came in and often enough the CEO at this point still. So it's not even a manager position, it is the CEO. That's what they call themselves, the one hiring me. And I tell them, because it always happens, they come to me, they want to use ClickUp and do the things.
Yvonne Heimann [00:13:33]:
And I start digging into the processes and figuring out that they have no processes in place. It's all just fly by the seat of your pants. And I start digging into process mapping and building out repeatable processes and automating them, connecting them to Microsoft Office or Drive for asset management for clients, for really systemizing their business so that we can efficiently run it in ClickUp. There's so much happening before we can build it out in ClickUp. They are having a meltdown. A month in, they're telling me what I'm supposed to be doing and how I'm supposed to be doing it. And I'm like, you might know your marketing, you might know your clients, but you don't know processes. I've seen the shit you are doing.
Yvonne Heimann [00:14:27]:
It's not scalable. Because what happens in that situation is you can, you can scale a show, you just double up on the you're creating. You are not going to be able to keep around good talent because they are not doing that crap. You are not consistently going to keep clients, the good well paying clients, because they're not going to deal with that shit either. And you are going to waste so much money that after you pay extra for these additional hours your team has to use because your processes and systems aren't clear and because you are not automating what you could be automating. And you are losing out on so much resources and possibilities because you have to micromanage it. So I invite you, even if, even if you say, you know what, I want to stay a solopreneur, I'm good.
Yvonne Heimann [00:15:21]:
Your life becomes so much easier when you step away, when you stop micromanaging, when you take initiative and you focus on the big implementations on your business. What are the values, what are the business goals and pull in these people that I. There's always one. No matter how bad your business wants, there's always one in your company already that has that drive, that wants to be there, that wants to support you, that is self driven, that has the soft skill to do so. Hard skills can always be taught. Not a problem. Pull that person in, make use of them. Even if you don't want to scale your business, you are going to have such an easier life with the business that supports you with a business that still can run even if life hits you over the head or you want to take a vacation.
Yvonne Heimann [00:16:15]:
You need to get over yourself. You built this baby, you've grown it. Fuck yes. Now let the little birdie fly. Don't have kids myself, but I assume that's that's similar, right? My business is my baby. Where at some point you need to decide, I taught you enough, now go live your life. It's like having children 16, 17, 18 based on where you live, sometimes 21, where it's like, yeah, I'm freaking out. I'm freaking out letting go of you.
Yvonne Heimann [00:16:48]:
But I've taught you well, now live your life. And that is where the big difference happens between founder and CEO. Not saying it's easy. It's our baby, but I know you can do that. Jump in the comment section. I want to hear from you. What are your struggles when letting go of your business, being your baby and stepping into that CEO role and building a business that is self sustainable, that can function without you and support you? What's your biggest struggle with that? I'll see you in the next episode. Bye.