31. Design a Business You Can Sell: The 10x Shift for Service‑Based CEOs
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Why This Conversation Matters
When business strategist Stephanie Hayes lost nearly everything in her divorce, she had to face a sobering question: What am I really building? It wasn’t just about clients, contracts, or cash flow anymore. It was about creating wealth, assets, and options for her future.
That moment shifted everything—not just for her own work, but for the women founders she now guides. In this episode, Stephanie reveals why chasing the next client or revenue milestone won’t give you the freedom you’re craving, and how thinking 10x bigger (not 2x harder) changes the game completely.
Burnout Isn’t What You Think
Most of us assume burnout is about too many hours and too much hustle. Stephanie flips the script: burnout often comes from drifting without a clear destination. If you don’t know where your business is headed, no amount of “working harder” will make it feel fulfilling. Instead, clarity of vision creates energy and momentum.
From Clients to Assets
What if instead of constantly marketing for the next client, you focused on building assets inside your business? Stephanie shares stories of founders who turned internal processes into sellable products, or repeat client work into software. The shift from revenue goals to value creation can make your business not only more profitable—but also more enjoyable to run.
Why 10x Is Easier Than 2x
It sounds impossible, but thinking about how to 10x your business often opens up simpler, more creative paths than trying to just double it. Incremental growth keeps you stuck in the weeds; expansive 10x thinking pushes you toward disruptive, visionary strategies that actually feel lighter to implement.
Designing a Business That Serves Your Life
At the end of the day, your business isn’t the end goal—it’s the vehicle. Stephanie encourages every founder to align business decisions with a “30-year life plan,” ensuring your company funds and supports the life you want, rather than draining it.
What You’ll Learn in This Episode
(00:08:24) Why burnout often comes from lack of direction, not overwork
(00:10:11) How to shift focus from revenue to building valuable assets
(00:14:44) Real examples of clients turning systems into sellable products
(00:17:55) The surprising power of “10x is easier than 2x” thinking
(00:21:21) How fear of failure keeps founders stuck—and what to do instead
(00:26:57) Why every decision should connect back to your long-term life vision
Meet Stephanie Hayes
Stephanie Hayes is a business strategist for established entrepreneurs who are ready to move beyond just making money and start creating wealth, optionality, and a path to exit. With a background in technology consulting and experience building multiple companies—including a $4M consulting firm—Stephanie helps founders design businesses as ecosystems, not just income streams. She is also the host of the How to Founder podcast, a software company owner, and founder of a private equity venture.
Find her at stephaniehayes.biz or connect with her on LinkedIn.
Final Reflection
Too many women are running successful businesses that don’t actually feel fulfilling. This episode is your permission slip to think bigger, bolder, and beyond “just the next client.” Whether you dream of selling your business, stepping into a new role, or simply having more freedom, Stephanie’s insights will spark ideas you didn’t know were possible.
Tune in and start imagining: What if 10x really is easier?
