My guest, Steven Lewis, broke one my big rules. It is ok, to make mistakes, you just don't want to make the same mistake twice. And he did.

Yep, Steven started not one, but two businesses that were—how shall I say this?—a bit too far ahead of their time. And in this candid chat, we unpack what he learned, how it shaped the work he does today, and what you, as a business owner, can take away without having to make the same mistakes.

Timing is Everything (But Not Everything) Steven launched a web business in 1994 and a social media agency in 2004—both solid ideas, just way too early. He found himself selling websites before people knew what the internet was, and social media services before anyone knew what a tweet was. The market wasn't ready, and he learned the hard way that even the best ideas need the right audience at the right time.

Sell the Symptom, Not the Cure Like a podiatrist treating knee pain, Steven learned that people don’t buy solutions to problems they don’t know they have. If your audience thinks they have a sore knee, don’t talk about fixing their feet. Speak to the symptoms they’re experiencing, not the root cause you see. Then gently guide them to the solution.

Your Cool Idea Isn’t Enough Steven built those early businesses around what he thought was cool—websites, podcasting, blogging—but he wasn’t solving a problem his audience recognized. Today, he’s flipped the script and focuses first on his audience’s pain points. It’s not about what you can do—it’s about what your audience needs right now.

Use Tools That Think Like You—Or Smarter Now Steven helps clients build their own AI-powered CMO, trained on their business to give them advice they can actually use. Essentially, he created the strategic brain he wished he had back then—and now he shares it with others.

Have you ever had that one brilliant idea—the one you were sure would be a game-changer—only to watch it sputter out despite all your careful planning? Oh, friend, you’re not alone.

I sat down with Whitney Bateson, a passionate entrepreneur who helps wellness professionals build their online credibility. But this time, we weren’t talking about wins, we were unpacking a launch that landed with a thud. Whitney shared the story of her well-intentioned (and very elaborate) launch strategy that missed the mark. And just like that favorite casserole recipe that looked amazing on Pinterest but turned into a burnt mess—there were lessons everywhere.

So pull up a chair and let’s dive into the real, raw, and ridiculously relatable side of launching, failing, and getting back up.

Key Takeaways:

Keep It Simple Whitney’s biggest lesson? Simplicity wins. She over-engineered her launch with a multi-day video series that drained her energy and diluted her message. The complexity confused her audience and fractured their attention.

Don’t Lose Sight of the Goal In trying to “warm up” her audience, Whitney accidentally shifted her focus from conversion to education. The result? A lot of content, but few clients. She learned the hard way not to let interim steps distract from the end game.

Be Present, Not Perfect Whitney was so consumed with building funnels, scripting videos, and creating new assets that she lost the bandwidth to show up authentically during her launch. She wasn’t fully present—and that absence showed.

All Leads Aren’t Equal Offering free value is great—but it doesn’t always lead to paid conversions. A freebie-seeking audience may not convert unless you intentionally cultivate a buying relationship from the beginning.

Failures Are Fertile Ground Whitney’s failed launch wasn’t the end of the story. It was a field trip into what doesn’t work—and a reminder that everything you build (even the flops) can be repurposed or refined.

Whitney is a dietitian first—but also a passionate advocate for design and technology. Throughout her career, she has seen time and again the transformative power of good design. A strong message, service, or training can fall flat if it’s not visually compelling or user-friendly. Whitney believes those details matter deeply—and she’s built her business around helping others bring their work to life through thoughtful, intentional design.

Driven by a belief that the right message, delivered at the right time, in the right way, can empower people to live healthier, fuller lives, Whitney works to bridge the gap between nutrition expertise and effective communication. She sees untapped potential in how nutrition and health professionals engage with their audiences and is passionate about helping them truly connect, demonstrate their value, and create meaningful change.

Her goal is simple: to help health professionals show up in the best light, so they can reach the people who need them most.

“Yes, the world feels like a hot mess right now. But what if the real power lies not in fixing the chaos ‘out there,’ but in finding our footing ‘in here’?”

That was the heart of my recent conversation on More Than a Few Words with the always wise and wonderfully grounded Deborah Sunderland. We didn’t talk strategy or spreadsheets this time—we talked soul. How we, as women business owners, can navigate the storms of our external world by coming back to the steady center within ourselves.

Because let’s be honest: things are weird out there. Between the economy, politics, and everything in between, it’s easy to feel like we’re being tossed around in a storm we didn’t sign up for. But as Deborah gently reminded me—and now, I’ll remind you—we’ve been through a lot, and we’re still standing. That resilience? It’s no small thing.

Key Takeaways for Women Business Owners:

You’ve already weathered storms. Recognize your resilience. The past few years have tested everyone, and you’ve made it through. That alone deserves a moment of appreciation.

Your mindset is your power tool. Our brains are sneaky little things—they’ll default to fear and scarcity unless we redirect them. When you catch yourself spiraling, pause and ask: “What thought is driving this feeling?” and then: “How might this actually be for me?”

Emotions aren’t the enemy—resistance is. Don’t stuff it down. Feel it fully. Most emotions pass in 90 seconds if we stop wrestling with them. Anger, fear, frustration—they're signals, not stop signs.

Shift the conversation with yourself. The most important conversations aren’t in the boardroom—they're in your own mind. Be kinder, more curious, and less judgmental toward yourself. And hey, extend that grace to others too (yes, even the annoying customer service rep).

Your breath is free medicine. Use it. Three deep breaths can shift your entire nervous system. It’s not woo—it’s biology. Take those moments of calm and reclaim your focus.

Try This Today:

• Grab a notebook and write down: “How am I OK right now?” List at least 5 things. (Yes, “I’m breathing” counts!)
• Close your eyes and take 3 slow, deep breaths. Let your body know: “I am safe right now.”
• Before reacting to someone, ask: “How might they be doing their best?” It’ll change the tone—and the outcome—of your conversation.

About Debra

Debra’s genius is creating a clear vision for CEO’s and their teams – making that vision a reality. With decades of C-level executive and team coaching, Debra challenges leaders by inviting them to create a collaborative, vibrant, responsible, and joy-filled culture, which fosters highly desirable results. Her practice is shared in a diverse range of industries: hi-tech, wealth management, engineering, healthcare, marketing and more.

Debra specializes in awakening leaders to transformatively solve their upper limiting beliefs, sabotaging behaviors, and unconscious biases, moving them into sustainable excellence and self-awareness. She coaches through the tough and uncomfortable work of removing the blockages preventing leaders from fully living their genius, equipping them with the thoughts and skills to bring their goals to fruition. She challenges leaders to own their results in all areas of life, to be present in the here and now, stepping out of leading with reactivity and into conscious leadership. The CEO’s chief purpose is to raise up their teams to practice radical responsibility and curiosity. Organizations achieve their optimal outcomes when they shift out of drama and create win-for-all solutions.

Debra graduated from Miami University, holds a degree in Psychology and is certified in The 15 Commitments of Conscious Leadership, the Integrative9 Enneagram, Corporate Goal Coaching, and CTI Co-Active training. Debra’s work has been featured on Fox National/Local News, Crain’s Chicago Business, the Chicago Tribune, Chicago Sun- Times, and 190 N Television. As a continual learner, Debra is a graduate of the Inner MBA – Mindful NYU program. Her base is Nashville and Chicago.