When business slows, many owners instinctively blame their offer or marketing. But often, the real bottleneck is in fulfillment, delivery, or the systems supporting the work. In this episode of The Business You Really Want, Gwen Bortner and Tonya Kubo take you inside a behind-the-scenes review of Gwen’s own offers—a process that uncovered not a failing product, but one that had quietly become clunky, confusing, and harder to explain than it needed to be. Using their accountability and quarterly planning process, they reveal how to spot friction points, highlight what’s working, and restructure strategically—without scrapping what already succeeds. If you’ve ever felt the urge to tweak your offer, overhaul pricing, or rebuild your systems without really knowing what’s broken, this episode shows you how to slow down, ask smarter questions, and make changes that actually move your business forward.

It's time to learn how to pivot without starting over when your initial, beautiful plan meets reality. Tonya Kubo and Gwen Bortner explore the classic trap of the sunk cost fallacy, which often causes leaders to resist necessary changes and dig in their heels. They also tackle the opposite extreme: the modern temptation to pivot too easily because of accessible technology, often leading to confusion and a lack of real plan. Drawing on uncomfortable, tactical examples—from addressing poor employee performance to navigating business model shifts—they clearly distinguish a minor adjustment from a major pivot. Listen for their best advice on how to stay grounded, keep your team aligned, and inform customers during any level of change.

How do you know if your business strategy is still working for your benefit, or it is time to do something new and different? Gwen Bortner and Tonya Kubo discuss how to evaluate your strategies in real time to avoid sticking with something that does not actually serve your goals. They explain how to determine the best course of action by paying attention not just to your data but also to your intuition. Gwen and Tonya also talk about the differences between qualitative and quantitative data, as well as panicked and proactive reactions. Find out how to refine your strategies by being wary of your numbers and what your gut is telling you.