Engineering Calmer Agencies & Consulting Firms: Calm is the New KPI

Tired of hitting a wall with your client-based business? You don’t have to build a course or start a membership to scale. In this episode of Calm is the New KPI, host Susan Boles talks with Janet Alexandersson—an international licensing lawyer and founder of Piggy Bank Legal—about how licensing can become a powerful, margin-creating revenue stream for service-based business owners.If you've ever wondered how to productize your existing client work without burning out or shifting your entire business model, this episode is your permission slip. Janet walks us through the practical, strategic, and protective aspects of licensing, and shares how this often-overlooked business lever can change how you earn, design, and rest.What You’ll LearnWhat licensing actually is—and why it's not just for tech or big corporationsThe step-by-step process to start licensing your existing IPCommon pitfalls to avoid in licensing deals (and how to protect yourself)Why pricing should reflect their value, not yoursHow licensing can support a hybrid model with clients and passive incomeLearn More About JanetPiggy Bank LegalLinkedInLearn More About SusanBeyond MarginsLinkedIn (00:00) - Introduction: The Struggles of High-Touch Client Work (01:21) - Exploring a New Revenue Stream: Licensing (02:16) - Understanding Licensing with Janet Alexander (05:35) - The Licensing Process: Step-by-Step (09:32) - Protecting Your Intellectual Property (19:12) - Real-World Licensing Examples (38:03) - Final Thoughts on Licensing and Business Design Grab the Calm Service Design + Delivery Swipe File here

Eliminate Sales Calls? Yes, Really.What if your entire sales process could feel human, high-touch, and not require a single call?This week on Calm is the New KPI, I’m joined by Becky Pierson Davidson, founder of Affinity Collective, a product strategy agency for community-driven businesses. Becky shares how she’s turned the traditional, time-consuming sales process on its head—closing $15K+ client engagements with zero sales calls.Instead of long proposal timelines, back-to-back Zooms, and ghosted bookings, Becky uses a thoughtful, asynchronous process: pitch decks, Loom videos, and warm DMs. The result? A system that respects her time, delights clients, and converts beautifully.We talk about:Why she ditched the “book a call” CTA after one too many no-showsHow to build a sales process that mirrors your service deliveryCreating personalized-but-repeatable Loom videos that sell for youBuilding referral relationships that actually workThe key role productized services play in making async sales possibleWhether you're an introvert, hitting a capacity ceiling, or just curious about doing sales differently, this episode is a must-listen.Learn More about Becky Pierson DavidsonAffinity Collective WebsiteConnect on Instagram or LinkedInSubscribe to her newsletter for community-driven strategy insightsLearn More about Susan BolesBeyondMargins.comCheck out the Services GuideFollow Susan on LinkedIn✨ Want a sales process that works while you sleep? We can design and implement your asynchronous sales system in a single-day intensive. Learn more at beyondmargins.com/services. (00:00) - Introduction: The Sales Call Dilemma (01:39) - Scaling a Client-Based Business (02:04) - Eliminating Sales Calls: Is It Possible? (03:16) - Guest Introduction: Becky Pearson Davidson (04:26) - Becky's Asynchronous Sales Process (11:11) - Building Trust and Customization (36:57) - Final Thoughts and Takeaways Grab the Calm Service Design + Delivery Swipe File here

We all want our work to resonate—but how do we know if it actually does? In this episode, I sit down with storytelling and speaking expert Jay Acunzo to explore the concept of resonance over reach and how we can track something that feels inherently unmeasurable. Jay shares his Unsolicited Response Rate (URR) framework, a KPI designed to measure whether your ideas truly connect with your audience. If you're tired of vanity metrics and want to focus on making an impact, this conversation is for you.What You’ll Learn in This Episode:What a KPI actually is—and why anything (even calm or resonance) can be oneHow to measure audience engagement beyond likes and followsJay’s URR (Unsolicited Response Rate) framework for tracking meaningful interactionsThe importance of putting in the reps before expecting resultsConnect with Jay: jayacunzo.comHow Stories HappenLinkedInBlueskyConnect with Susan: Beyond MarginsLinkedInBluesky (00:00) - Introduction to KPIs and Calm as a KPI (01:07) - Understanding Resonance with Jay Acunzo (04:18) - Measuring Resonance: The URR System (08:18) - Applying the URR System in Practice (25:59) - Becoming Your Own Data Repository (29:07) - Developing Resonance in Business (33:27) - Embracing the Creative Process Grab the Calm Service Design + Delivery Swipe File here

In this episode of Beyond Margins, we explore the concept of calmer KPIs with guest Kendall Cherry, founder of The Candid Collective. Kendall shares her innovative metric, “Fresh Content Inked,” and how it has transformed her content creation process, business systems, and sales cycle—all while doubling her income. We geek out about how to build sustainable systems that create spaciousness in your business, reduce overwhelm, and prioritize what truly matters.What You’ll Learn in This Episode: • What “Fresh Content Inked” is and why Kendall set a goal of writing six or fewer new pieces of content each month. • How building a content library can create a “maintenance mode” for your marketing and free up time for other priorities. • The benefits of an asynchronous sales process and how it aligns with calmer business principles. • Why posting less—and strategically repurposing content—can lead to better results and higher-quality client connections. • Kendall’s personal practices for staying creatively and emotionally balanced as a business owner.Learn more about Kendall CherryCheck out Kendall's NewsletterConnect on LinkedinLearn more about Susan Boles:Beyond MarginsConnect on LinkedInConnect on BlueSky We value your thoughts and feedback. Feel free to share them with Susan here. Your input is not just valuable, it's crucial in shaping future episodes. (00:00) - Introduction to Calmer KPIs (02:04) - Exploring Fresh Content Inked with Kendall Cherry (11:15) - Building a Content Library (17:15) - Impact on Sales and Business Strategy (23:05) - Communicating Your Value Effectively (24:01) - Building a Content Ecosystem (26:12) - Leveraging Email Newsletters (28:36) - Streamlining Sales and Client Management Grab the Calm Service Design + Delivery Swipe File here

How do you reduce urgency in a world where urgency is so deeply embedded? How do you market yourself and your work in a way that is anti-oppressive? We're continuing in our mini-series on my calmer framework for a calmer business. This week, we're focused on reudcing urgency and techniques for anti-oppressive marketing. We're joined by Natalia Sanyal, an anti-oppressive copywriter and brand messaging strategist. She’s worked with billion-dollar businesses like Apple and Lululemon, New York Times bestselling authors like Layla Saad & Deepak Chopra, and award-winning marketing agencies. Now, she teaches high-integrity personal brands to use marketing as a force for good so they can sell better and harm less.On this episode, we learn some techniques to reduce urgency in our work, align actions with values to foster a calmer atmosphere for you, your team, and your business. Listen to the Full Episode to Hear:How can you move away from the default urgency-driven model?How can you reduce client emergencies and create more flexibility?What are the real-world applications of aligning business actions with values?How does embracing vulnerability play into the human aspects of entrepreneurship?Learn more about Natalia SanyalCheck out Natalia's newsletterConnect on LinkedinLearn more about me, Susan Boles:Beyond MarginsConnect on LinkedInConnect on Threads We value your thoughts and feedback. Feel free to share them with Susan here. Your input is not just valuable, it's crucial in shaping future episodes. (00:00) - Introduction to Human-Centered Entrepreneurship (00:55) - The Elements of a Calm Business (01:40) - Reducing Urgency in Business (03:03) - Anti-Oppressive Marketing with Natalia Sanal (24:51) - Embracing Anti-Oppressive Marketing (26:20) - Taking the Leap: Transitioning to Value-Aligned Clients (31:19) - Deconstructing Urgency in Business (37:01) - Building a Calmer, Sustainable Business Grab the Calm Service Design + Delivery Swipe File here

Why are efficient systems so essential for building a calmer business? And how do you go about finding the right systems and processes for yourself? We're continuing in our mini-series on my calmer framework for a calmer business. This week, we're focused on my favorite aspect of my CALMER framework -- efficient systems. We dive into the importance of understanding our own processes before building systems, and then explore some of the many ways our individual systems can look. We're joined by Amelia Hruby, a writer, educator, and podcaster with a PhD in philosophy. She is the founder of Softer Sounds, a feminist podcast studio for entrepreneurs and creatives. And sheʼs the host of Off the Grid, a podcast about leaving social media without losing all your clients.On this episode, we learn how to create systems that work fo rus, our teams, and our clients. We also learn what the transition from work without efficient systems to efficient systems can look like, and how it all fits into creating a calmer business for everyone involved. Listen to the Full Episode to Hear:How do you create autonomy through systems?What impact can an efficient system have on business and team members? How can you operate through a lens of care using systems? Why do you need to start with a process before building systems? Learn more about Amelia HrubyCheck out Amelia's WebsiteCheck out Softer SoundsConnect on LinkedinLearn more about me, Susan Boles:Beyond MarginsConnect on LinkedInConnect on Threads We value your thoughts and feedback. Feel free to share them with Susan here. Your input is not just valuable, it's crucial in shaping future episodes. (00:00) - Introduction to Building a Calmer Business (00:51) - The Importance of Efficient Systems (02:40) - Guest Introduction: Amelia Ruby (04:45) - Challenges Before Implementing Systems (16:15) - Developing and Implementing the System (29:27) - Impact and Benefits of the New System (42:12) - Final Thoughts and Encouragement Grab the Calm Service Design + Delivery Swipe File here

Taking care of people in or around your business isn't the default when it comes to business and what we're taught business should be. How is this way of doing business actually hurting us? And, how can we change our systems to be more authentically people-first? We're continuing in our mini-series on my calmer framework for a calmer business. This week, we're diving into lens of care and how operating with a lens of care can decrease panic and urgency in our daily work. We're joined by Heather ONeill, the anti-capitalist business coach for tech and service businesses, and founder of UX consultancy, Pixels for Humans. She puts people over profits and believes that you can make money while doing good.On this episode, we learn how businesses can prioritize people over profits, especially during challenging times; how to find and build community in an authentic way; and the impact of white supremacy on our default way of doing business. Listen to the Full Episode to Hear:How businesses can measure success beyond revenue and longevityHow care-centric practices contribute to a calmer business environment.What an anti-capitalist approach can look like in business Learn more about Heather ONeill:Pixels for HumansConnect on LinkedinLearn more about me, Susan Boles:Beyond MarginsConnect on LinkedInConnect on Threads We value your thoughts and feedback. Feel free to share them with Susan here. Your input is not just valuable, it's crucial in shaping future episodes. (00:00) - Introduction: Building a Supportive Business Community (00:28) - Exploring the Elements of a Calm Business (01:04) - Operating Through a Lens of Care (02:03) - Challenging Traditional Business Norms (11:50) - Building Systems of Care in Business (23:54) - The Power of Community and Relationships (38:28) - Conclusion: Designing a Sustainable and Calmer Business Grab the Calm Service Design + Delivery Swipe File here

How can defining your business values and success more clearly lead to a calmer operation?This episode kicks off our miniseries on deconstructing the common elements that all calm businesses share. We're starting with the most foundational element: clarity. Clarity in business is often summarized by a simple yet powerful term: "freedom from ambiguity." In today’s discussion, Susan Boles explores how achieving clarity in your business's values, goals, and communications can lead to more engaged employees, less turnover, and ultimately, a calmer business environment.Understanding what success looks like and making sure everyone in your organization is on the same page can transform your business operations. Clarity reduces confusion and aligns your team's efforts towards common goals.Listen to the Full Episode to Hear:Why clarity is crucial in defining business success and aligning actions with values.The impact of clear communication on employee engagement and satisfaction.Practical tips for enhancing clarity within your team, from onboarding materials to daily communications.How clarity in roles, expectations, and the bigger company vision can lead to more effective and autonomous decision-making.Steps you can take today to start improving clarity in your business, including sharing your vision of success and refining internal documentation.Grab the Calm Service Design + Delivery Swipe File here (00:00) - E103 - CALMER Solo - Clarity (00:33) - The Importance of Clarity (01:52) - Benefits of Clear Communication (02:59) - Challenges of Achieving Clarity (04:47) - Steps to Build Clarity (06:26) - Gradual Process of Improving Clarity