Shift & Thrive Podcast:
CEO Insights on Driving Change

When sales and marketing investment is higher than ever, but growth still lags, is the real problem a shortage of leads, or something deeper in how the business goes to market? In this solo episode of Shift & Thrive, host Natalie Nathanson works through four questions every CEO should ask before approving another hire or launching another campaign. Drawing on her work with B2B technology companies at Magnetude Consulting, Natalie explains how to separate a strategy problem from an execution problem, why the right go-to-market motion should shape every hiring decision, and when fractional leaders, agencies, or in-house teams make the most sense. She closes with the five areas of go-to-market where a CEO should stay personally involved, and where leaders can step back.

What changes when a COO becomes CEO? In this special re-air episode of Shift & Thrive, Natalie Nathanson sits down with Monique McDonough, CEO of WorkTango, to explore the unexpected lessons of stepping into the top seat, the emotional realities of leadership, and what it really takes to guide organizations through change. With more than two decades of experience across consulting, technology, and employee engagement, Monique shares candid reflections on how the weight of leadership evolves, why curiosity is a CEO’s most underrated skill, and how leaders can stay grounded while navigating AI disruption, M&A transitions, and shifting workforce expectations.

How do leaders drive real transformation when "the way it has always been done" feels impossible to change, and why does behavior so often lag behind technology? In this episode of Shift & Thrive, host Natalie Nathanson talks with Floris Chaumat, Founder and CEO of Tradora, an AI-powered platform built to improve the vehicle ownership experience for consumers and dealerships. After becoming general manager of a $100 million dealership at 27, Floris shares why leaders must understand how a system behaves before trying to fix it, how a dealer-first distribution model lowers customer acquisition costs, and why alignment matters more than anything else when hiring. He also discusses the shift from hands-on operator to delegating founder, why AI should connect silos instead of automating each one separately, and the advice that still shapes how he leads.

What does it take to keep leading when the technology, the market, and your own role keep changing? In this episode of Shift & Thrive, host Natalie Nathanson talks with Don Berchoff, Founder and CEO of TruWeather Solutions, a pioneer in hyperlocal weather intelligence for drones and air taxis. Don spent 24 years in the US Air Force and led science and technology initiatives at the National Weather Service before building his own company. He explains why he would rather lead technology adoption than have it done to him, how he hires for aptitude over resume, and why trusted data matters more than shiny AI. He also shares how he built a go-to-market case around a 4-to-1 return on investment for a product many buyers see as a nice-to-have.

What does it take to rebuild trust in an organization where most employees are disengaged? In this episode of Shift & Thrive, host Natalie Nathanson talks with Bree Katulak, President and CFO of RenoSys and host of the Unstoppable You podcast, about leading transformation in manufacturing and industrial businesses. A CPA by training, Bree shares how quarterly town halls, fireside chats, and a constant presence on the plant floor lifted employee engagement by 800 basis points and cut turnover from 65% to 15% at Polygon. She also covers reorganizing engineering into sales after pressure-testing the plan with her YPO forum, leading with curiosity instead of alarm when KPIs dip, walking away from unprofitable customers, and setting priorities across people, go-to-market strategy, and technology in her current role.