Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode!

She questioned every rule she was given. Then she built a business around breaking them.

For most founders the problem is not that they are bad at what they do. It is that they look and sound exactly like everyone else in their space. And when buyers can only sort you by size or price, all the marketing in the world will not fix it.

Beatrice Gutknecht is the founder of Badassery by B, a brand differentiation consultancy helping businesses escape the commodity trap. She spent over a decade across brand, marketing, and operations in real estate, hotels, and e-commerce before building a practice around one belief: the rules at the top of your industry were written by the people who benefited from them. Not necessarily by the people following them.

In this conversation Ashley and Beatrice talk about what it actually means to be trapped as a commodity and why it always shows up as a revenue problem before it shows up as a brand problem, why best practices might be the single biggest thing standing between you and standing out, and what it looks like to help a 40 year old business move seven to ten months earlier in the buyer cycle just by questioning one assumption nobody had ever challenged.

In this episode:

• Why revenue coming only through the founder is a red flag and what it is actually telling you about your positioning
• What the commodity trap is and why being another accountant or another builder is a positioning problem not a sales problem
• Why best practices keep businesses invisible and how to stop following rules nobody voted on
• The BAD framework: Badassery, Audacity, Differentiation and why your values should be this clear and this few
• How Beatrice helped a 40 year architectural hardware company enter the buyer cycle seven to ten months earlier than every competitor
• The sign your differentiation is actually working: everyone on your team can say it without you
• What Beatrice would tell herself on day one: who am I setting my compass by and who decided they were right

Whether you are a founder whose business runs entirely on your relationships, a consultant trying to carve out a lane in a crowded market, or someone who has been following the industry playbook and wondering why it is not working, this conversation is for you.

Connect with Beatrice and learn more at:

LinkedIn: www.linkedin.com/in/beatricegutknecht

Website: www.badasserybyb.com

The Art of Positioning Podcast: podcasters.spotify.com/pod/show/the-art-of-branding Instagram: @badasserybyb

YouTube: @badasserybyb

TikTok: @badasserybyb

Ready to build trust into your sales and marketing strategy? Visit ponderthisconsulting.com to learn more or book a discovery call with Ashley.

About Ponder With Ashley: Ponder With Ashley is a business growth podcast and YouTube channel for founders, consultants, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now. No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

New episodes every week. Subscribe so you never miss one.

Connect with Ashley:

Website: ponderthisconsulting.com

YouTube: youtube.com/@ponderwithashley

LinkedIn: linkedin.com/in/ashley-waddington

Instagram: @ponderthisconsulting

TikTok: @ponderwithashley

Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode!

If you are struggling to book sales calls consistently the answer might not be your outreach strategy your content or your pricing.

It might be your offer.

Most founders build their first offer around the value they want to bring and the problems they think their ideal client has. The challenge is that perception is not reality. Until you validate in the market whether the problem you are solving is actually the problem your buyer is experiencing you are building on an assumption.

And if you are your own ideal client your pain points are a great starting point but they are not universal. The variety of buyers within your niche will feel the problem differently.

Here is what most founders miss. The problem you identified might not be wrong. It might just be upstream or downstream from where the actual pain lives for your buyer. And that small misalignment can be the difference between a calendar full of sales calls and one that never seems to fill up.

This week’s Pondering Prompt is the question every founder needs to sit with honestly.

Who is your offer actually built for? 💭

Take two minutes this week. Ask yourself whether your offer was crafted for the actual buyer or whether it was crafted to make you feel confident about what you are building. The answer to that question will probably tell you exactly why sales are or are not happening right now.

In this episode:

• Why your offer might be the real reason you are not getting consistent sales calls
• The difference between building an offer for yourself versus building one for your buyer
• Why even founders who are their own ideal client need to validate their offer in the market
• How to identify whether your problem is upstream or downstream from where your buyer actually feels pain
• Why talking to as many ideal buyers as possible is the most important thing you can do right now
• What product market fit actually means for a service based business

Want to dive into your offer and figure out if it has real product market fit? Book a pondering session here: https://calendly.com/ponderthis/consulting-session

About Ponder With Ashley: Ponder With Ashley is a business growth podcast and YouTube channel for founders, consultants, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now. No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

New episodes every week. Subscribe so you never miss one.

Connect with Ashley:

Website: ponderthisconsulting.com

YouTube: youtube.com/@ponderwithashley

LinkedIn: https://www.linkedin.com/in/ashley-waddington/

Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode!

You hired people to help you grow. So why does your business feel more chaotic than ever?

For most growing business owners the answer is not the people. It is the missing structure and leadership clarity underneath them. That is exactly what Edwyn helps fix.

Edwyn Kumar is the founder of Ultra Team Development, an executive coaching and business consulting firm helping growing businesses create structure and clarity to scale without the chaos. He spent years in hospitality operations running complex businesses with full authority but always for other people. When he took the leap into entrepreneurship he applied everything he learned about building systems that just work to helping owners build businesses that do not need them for every decision.

In this conversation Ashley and Edwyn talk about spotting the constraint in your corporate career and building a business around removing it, why most people problems are actually systems problems in disguise, and what it takes to go from an owner who is in everything to a leader who works on the business instead of just in it.

In this episode:

• Why Edwyn left hospitality operations to start Ultra Team Development and what constraint finally pushed him out
• Why most people problems in a growing business are actually systems and process problems in disguise
• What organizational fidelity means and why great ideas at the top rarely reach the edges of a business
• Why business owners who finally get a great team often start meddling and how to stop
• The difference between businesses that are stable growing and retracting and why each needs a completely different strategy
• How Edwyn helped a company go from eight million to twenty million in revenue by working the leadership process
• Why frameworks are not buzzwords and how one good framework applies across every part of your business
• What Edwyn would tell himself on day one of entrepreneurship
• Why every solopreneur needs a solopreneur gang

Whether you are a founder whose business is getting noisier instead of clearer as it grows, a consultant building your own practice, or someone considering the entrepreneurship leap, this conversation has something for you.

Connect with Edwyn and learn more about Ultra Team Development at:

Website: ultrateamdev.ca

Instagram: instagram.com/ultrateamdev

Ready to build trust into your sales and marketing strategy? Visit ponderthisconsulting.com to learn more or book a discovery call with Ashley.

About Ponder With Ashley: Ponder With Ashley is a business growth podcast and YouTube channel for founders, consultants, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now. No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

New episodes every week. Subscribe so you never miss one.

Connect with Ashley:

Website: ponderthisconsulting.com

YouTube: youtube.com/@ponderwithashley

LinkedIn: https://www.linkedin.com/in/ashley-waddington/

Hey! I'd love to hear your thoughts, send me a voice note.

Your clients know how to market your business better than you do. Most founders never ask them.

When you write your own messaging you are speaking from the perspective of an expert who solves a problem every day. Your clients are coming to you as someone who needs that problem solved. Those are two completely different vocabularies. And the gap between them is quietly costing you leads.

Your clients may describe themselves differently than you think. They may call the problem something completely different than how you would word it. And they are almost certainly seeing value in what you do that you have never once thought to put in your marketing.

That is free market research sitting right in front of you that most founders are completely ignoring.

This week’s Pondering Prompt is a simple but powerful one.

When is the last time you asked your clients for real feedback? 💭

Not just for a testimonial. For feedback. The words they use. How they describe themselves. What they actually value about working with you. Because those words are your best marketing message and they are already out there waiting for you to use them.

In this episode:

• Why your clients describe your business better than you do and what to do about it
• How the gap between your language and your clients’ language is costing you leads
• Why client feedback is the most underused free market research tool available to founders
• How to use client language to sharpen your messaging, strengthen your offers, and grow faster
• What most founders miss when they ask for feedback and how to get the real insights

About Ponder With Ashley: Ponder With Ashley is a business growth podcast and YouTube channel for founders, consultants, fractionals, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now.

No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

New episodes every week. Subscribe so you never miss one.

Connect with Ashley:

Website: ponderthisconsulting.com

YouTube: youtube.com/@ponderwithashley

Book a session: https://calendly.com/ponderthis/consulting-session

Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode!

What happens when you achieve everything you were supposed to achieve and still feel completely empty?

For Hema, it took being taken to the ER by ambulance and asking if she would make her 1pm meeting, trekking to Everest base camp, sitting in an IVF transfer room and realizing she did not want kids, and walking away from a thriving company with 90 consultants worldwide before she finally asked herself the one question she had never once asked.

What do I actually want?

Hema is the founder of Recalibrate, a coaching practice built around helping high achieving women get off autopilot and start building lives that are actually aligned with who they are. Not who they were told to be.

In this conversation Ashley and Hema talk about what it looks like to spend 18 years in corporate achieving everything you were supposed to and still feel completely disconnected, what it takes to walk away from a successful business, and what finally happens when you build something that is truly yours.

In this episode:

• Why high achieving women are most likely to end up living a life they never actually chose
• The ambulance moment that should have changed everything and why it did not right away
• How trekking to Everest base camp was the first time Hema truly slowed down
• Why she walked away from a thriving company with 90 consultants worldwide
• The 2021 moment that became the foundation for her entire business
• Why being good at something does not mean you should build a business around it
• How to redefine success on your own terms instead of society's
• What having a 28 day hormonal clock means for how you build
• What Hema would tell herself on day one of entrepreneurship

Whether you are a high achieving woman staring down burnout, considering the leap out of corporate, or a founder who built something successful and is not sure it is the right thing, this conversation was made for you.

About Hema: Hema is the founder of Recalibrate, a coaching and consulting practice helping high achieving women get off autopilot and build lives aligned with who they truly are. With 18 years in corporate HR across tech, biotech, and fintech startups and the experience of building and selling her own company, Hema brings a deeply personal and practical approach to helping women redefine success on their own terms.

Connect With Hema:

Website: www.hemacrockett.com

Substack: www.hemacrockett.substack.com

Email: hema@hemacrockett.com

Intro Call: www.intro.co/hemacrockett

About Ponder With Ashley: Ponder With Ashley is a business growth podcast and YouTube channel for founders, consultants, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now. No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

New episodes every week. Subscribe so you never miss one.

Connect with Ashley:

YouTube: youtube.com/@ponderwithashley

Website: ponderthisconsulting.com

LinkedIn: www.linkedin.com/in/ashley-waddington

Got something to say to this podcast? Send a voicemail, and you might hear yourself on the next episode!

If you have been listening to Ponder With Ashley for the founder interviews, welcome to something new.

This is the first Pondering Prompt on the podcast. Every week Ashley drops a short focused question designed to help you move your business forward. These prompts are inspired by questions she is asking herself as she builds and they are the same prompts that have been running on the YouTube channel every week. Now they are here too so you can take them with you wherever you listen.

This week's prompt is an uncomfortable one.

Are you actively growing your network or are you secretly hoping that people will find you?

Content alone is not a network growth strategy (at least not in the beginning). Most founders post once or twice, go to a few networking events, send a handful of emails, and then wonder why business is not showing up on their doorstep. Building an inbound engine takes time, consistency, and a lot of reps. In the meantime you need to be actively adding new people to your network and nurturing those connections with intention.

Going viral will not save you either. There are founders who have had viral moments that generated zero business because the people who saw that content were not their buyers. The right audience is built intentionally not accidentally.

This week take two minutes and get honest. Are you actively adding new people into your sphere of influence? If not, what is one thing you can do this week to change that?

In this episode:

• Why hoping people will find you is not a growth strategy
• Why most founders underestimate how long it takes to build a real inbound engine
• Why going viral does not always translate into business
• What one action this week could immediately expand your sphere of influence

New Pondering Prompts drop every week alongside founder interviews and Pondering Lessons. Subscribe so you never miss one.

Connect with Ashley:

Website: ponderthisconsulting.com

YouTube: youtube.com/@ponderwithashley

LinkedIn: www.linkedin.com/in/ashley-waddington

TikTok: @ponderwithashley

Instagram: @ponderthisconsulting

X: @ponderwithash

Hey! I'd love to hear your thoughts, send me a voice note.

What do you do when you spend 8 months building something and nobody pays for it?

For Kyle, the answer was to listen more carefully to what his market was actually asking for and start over. In this honest and practical conversation, Ashley sits down with Kyle Bowen, the founder of a leadership development consulting firm, to talk about what it actually looks like to pivot your entire business model, price your services in a way that communicates real value, and keep going through the emotional roller coaster of the first few years of entrepreneurship.

Kyle spent 6 years doing HR and leadership development at Chick-fil-A where he built a 10 week leadership program from scratch, created a mentorship system for every employee on staff including 16-year-olds in the drive-thru, and watched retention improve by 20% and turnover drop by 33%. Now he helps small businesses build the leadership culture they need to actually grow.

This is the kind of conversation that does not happen enough in entrepreneurship spaces. No highlight reel. No overnight success story. Just a founder who is a year and a half in, figuring it out in real time, and willing to share what it actually looks like.

What You Will Hear in This Episode:

• Why Kyle spent 8 months building a leadership platform that nobody ended up paying for and what he learned from the experience
• How one honest conversation with a client who was leaving completely changed the direction of his entire business
• Why people enthusiastically saying yes to your idea means absolutely nothing until money actually changes hands
• The pricing mistake that almost cost Kyle clients before he even got started and how he fixed it
• What the emotional roller coaster of founder led sales feels like when you have ten people in your pipeline and none of them are moving
• How Kyle built a mentorship program at Chick-fil-A that improved retention by 20% and cut turnover by 33%
• Why getting advice from founders who are one to three years in is sometimes more important than advice from someone 20 years in who has forgotten what the hard part actually felt like
• What Kyle would tell himself on day one if he could go back

About Kyle: Kyle is the founder of Hourglass Leadership, a leadership development consulting firm that helps small business leadership teams develop the clarity, accountability, and skills they need to actually lead. With a background in HR and leadership development at Chick-fil-A, Kyle brings a practical, people-first approach to building leadership cultures that drive real business results.

Connect With Kyle: www.hourglass-leadership.com

About Ponder With Ashley: Ponder With Ashley is a business growth channel and podcast for founders, consultants, and small business owners who are building from the ground up. Every week Ashley drops Pondering Prompts to help you move your business forward, Pondering Lessons from real experience, and honest founder interviews from people who are in the fight right now. No highlight reels. No guru tactics. Just real conversations and practical lessons worth pondering.

Subscribe and Connect:

YouTube: youtube.com/@ponderwithashley

Website: ponderthisconsulting.com

LinkedIn: www.linkedin.com/in/ashley-waddington

Hey! I'd love to hear your thoughts, send me a voice note.

Have you ever considered leaving corporate America but stayed because of health insurance?

For consultants, freelancers, fractional executives, gig workers, and other self-employed professionals, figuring out healthcare can be one of the biggest barriers to leaving a traditional job.

Brian Znamirowski experienced that problem firsthand.

Brian is the founder of Fractional Healthcare, a platform created to help independent professionals find health insurance solutions outside of traditional employer-sponsored coverage. He’s also an HR consultant and former VP of HR who left corporate America in 2023 and decided to build something of his own rather than go back.

In this episode of Ponder With Ashley, Ashley Waddington and Brian talk about health insurance for consultants and self-employed professionals, leaving corporate to start a business, and the realities of building two companies from scratch.

They also get into something many new founders discover quickly: your corporate title, network, and resources don’t necessarily come with you into entrepreneurship.

In this conversation:

💭 Why health insurance can be one of the biggest barriers to becoming a consultant, fractional executive, freelancer, or business owner

💭 Brian’s experience navigating healthcare after leaving corporate America

💭 How his own frustration helped inspire Fractional Healthcare

💭 What Brian learned about sales and rejection after years of leading HR teams inside large companies

💭 Why your corporate network doesn’t always translate into clients when you become an entrepreneur

💭 What it really looks like to bootstrap a business from scratch

💭 Why Brian launched Fractional Healthcare before he even had a website

💭 Why he believes founders should spend less time conceptualizing and more time executing 💭 What the growing fractional and independent workforce could mean for the future of work and healthcare

Whether you’re considering leaving corporate, building a consulting or fractional business, already self-employed, or trying to figure out healthcare outside of a traditional employer, this conversation offers plenty to ponder.

Connect with Brian Znamirowski:

LinkedIn: www.linkedin.com/in/brianznamirowski/

HR by BZ: www.hrbybz.com

Connect with Ashley:

Ponder This Consulting: www.ponderthisconsulting.com

LinkedIn: www.linkedin.com/in/ashley-waddington

Follow Ponder With Ashley for founder interviews, Pondering Prompts, Pondering Lessons, and practical business growth ideas worth pondering. 💭