Susan Weinschenk has a Ph.D. in Psychology, and is the Chief Behavioral Scientist and CEO at The Team W, Inc, and the author of several books.

Subscribe to EOFire

Apple | Spotify | iHeart

Guest Resources

The Team W – Check out their website and learn more about the experts at user and customer experience research, strategy, and behavioral design.

Susan’s Email – Send Susan an email to connect with her.

3 Value Bombs

1. You don’t need to know everything before you start. Action reveals answers.

2. Defining metrics and plans before tough times strike is the key to survival.

3. Pivoting requires honesty, planning, and small, testable steps not rash decisions.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: How to Survive and Thrive When Things Get Tough with Susan Weinschenk

[1:03] – Susan shares something about becoming successful that most people disagree with.

You don’t have to have all the answers up front. Success often comes through action and adjustment, not perfect preparation.

[2:20] – Susan give the 3 most important things to plan for before tough times hit.

Build at least 6–12 months of savings to avoid panic-driven decisions.
Know your critical metrics. Cash flow, runway, and other indicators of trouble.
Pre-plan 2–3 actionable responses for when those metrics signal trouble.

[6:28] – Susan shares how to know when to keep going or throw in the towel.

Let your pre-established metrics guide you instead of relying on emotion.
Uncertainty is emotionally draining; clarity comes from planning.

[8:20] – Susan talks about the tough times make us tougher and how that shift perspective.

Reflecting on worst-case scenarios can reduce fear.
Affirming self-resourcefulness helps maintain confidence during setbacks.

[11:25] – A timeout to thank our sponsors.

Shopify: If you want to see less carts being abandoned, it’s time for you to head over to Shopify! Sign up for your $1-per-month trial and start selling today at Shopify.com/onfire!
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

[13:45] – Susan talks about when you should stay the course, and when you should pivot.

The biggest danger is being dishonest with yourself about what’s not working.
Use two lenses: scale of the pivot (small/medium/large) and type of pivot (audience, service, marketing, etc.).
Test potential pivots before committing fully.

[17:21] – Susan shares how to decide what to pivot to.

Use simulations to test different pivot outcomes and assess risks vs. potential gains.
Involve someone with complementary skills. Her son and business partner brings financial modeling expertise.
Consider the risk/reward balance carefully and plan accordingly.

[20:57] – Susan talks about what NOT to do when tough times come.

Don’t panic, but know you probably will.
Don’t delay action. Act when your data tells you to.
Don’t isolate. Ask for help; fresh perspectives can reveal simple solutions.

[22:51] – Susan gives her one final takeaway.

You are a resourceful person with resources. You can figure this out.

[23:06] – Call to action.

The Team W – Check out their website and learn more about the experts at user and customer experience research, strategy, and behavioral design.
Susan’s Email – Send Susan an email to connect with her.

[23:43] – Thank you to our Sponsors!

Shopify: If you want to see less carts being abandoned, it’s time for you to head over to Shopify! Sign up for your $1-per-month trial and start selling today at Shopify.com/onfire!
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!