Outside Eyes See Inside Truths: The Power of Perspective in Business
Redefining Success: Why Money Isn’t the Goal.
In this episode of The Amanda Kaufman Show, Amanda welcomes Gwen Bortner — operational strategist, systems expert, and co-host of The Business You Really Want podcast. With over four decades of experience across 47 industries, Gwen brings a refreshingly honest and holistic perspective to entrepreneurship and sustainable success.
If you’ve ever felt like you’re constantly chasing revenue goals without really feeling successful… this episode is for you.
💡 Why Money Isn’t the Real Goal
One of the most powerful insights from the episode is Gwen’s take on what she calls a misalignment of goals. Entrepreneurs often chase six-, seven-, or even eight-figure income goals because that’s what they’ve been told success looks like. But as Gwen puts it:
“That doesn’t actually mean success to anybody in any way. Not really.”
Money, she explains, is a tool, not the destination. Yet so many business owners use it as a primary metric, only to find themselves stressed, misaligned, or stuck. Gwen urges us to shift our focus toward what she calls “soul goals” — goals that align with your personal values, lifestyle vision, and internal motivators.
When you operate from this kind of alignment, business becomes more than just profitable — it becomes fulfilling and sustainable.
🔍 Treating Symptoms vs. Solving the Root Problem
Another standout moment in the conversation is when Gwen breaks down what often happens behind the scenes in a business.
She defines business operations as everything that’s not customer-facing — the systems, processes, and workflows that keep things running. According to Gwen, many entrepreneurs are trying to solve surface-level “symptoms” instead of digging deep into the real causes of dysfunction.
“Most of the time, we think it’s a money issue. But it’s actually a people issue. Or it’s a system issue. And if you aren’t looking at the whole picture, it’s hard to see that.”
This insight is crucial. Without stepping back and assessing your operations holistically, you risk pouring time and energy into the wrong things — putting out fires instead of preventing them altogether.
🧭 The Power of Outside Perspective
Gwen also shared a vulnerable truth: even with all her experience, she still can’t see her own business clearly without outside help. None of us can.
Whether it’s a coach, a consultant, a peer, or a professional community, we all need someone with the clarity and distance to hold up a mirror. Gwen points out that the people closest to us — like family or friends — often aren’t the best sources for this kind of feedback. Their emotional investment can cloud their judgment.
That’s why Gwen believes in paid expertise. It’s not just about information — it’s about priority, perspective, and accountability. When someone’s job is to help you solve problems objectively, the results are exponentially more powerful.
💬 Creating Boundaries in Your Expertise
As a seasoned consultant, Gwen also discussed her approach to giving vs. paid advising. While she’s generous with her insights and willing to support people through a few early conversations, she knows where her internal “line” is — the moment where free support ends and professional engagement begins.
Amanda added a beautiful analogy: paying for coaching or consulting is like buying a priority boarding pass. It’s not that others don’t get support — it’s that clients get dedicated, prioritized attention and energy.
This is an important mindset shift for any coach, consultant, or service provider listening: you’re not “withholding” help by charging — you’re creating a sustainable structure that allows you to help more people, more deeply.
🧩 Aligning Your Business With Your Values
Toward the end of the episode, Amanda and Gwen explore how much easier business becomes when your values lead the way. Gwen shares that many of the entrepreneurs she supports are trying to force-fit themselves into business models or strategies that don’t suit them — and it’s exhausting.
That’s why Gwen emphasizes the importance of values-based strategy:
“Most of the time, when we focus on goals that align with our soul… the money follows.”
This isn’t just a feel-good philosophy — it’s a proven framework for long-term success. When your business reflects what truly matters to you, it becomes easier to build, lead, and sustain — even during hard seasons.
🎙️ About Gwen Bortner
Gwen Bortner is the co-host of The Business You Really Want, a podcast focused on helping visionary entrepreneurs create systems that support a values-aligned, sustainable business. She combines her background in computer programming, corporate consulting, and strategic operations to help women-owned businesses clear bottlenecks and build smarter.
Gwen’s unique gift? Spotting what others overlook — and designing solutions that make business both simpler and more enjoyable.
👉 Connect with Gwen and explore her work at: thebusinessyoureallywant.com
✨ Final Thoughts: What Is Your Soul Goal?
This episode is a powerful reminder to slow down and check in with yourself:
Are you chasing someone else’s definition of success?
Are you solving the real root causes in your business?
Are your current goals aligned with your values?
As Gwen shared, sustainable success doesn’t come from hustling harder or scaling faster — it comes from clarity, boundaries, systems, and alignment.
Whether you’re just starting out or deep in the trenches, take a moment to reflect:
What kind of business do you really want to build?
Chapters List
00:00 Introduction to Gwen Bortner's Expertise
02:36 The Journey to Business Operations
05:34 The Importance of Outside Perspective
10:19 Setting Boundaries in Consulting
13:37 Understanding Goals Beyond Money
19:15 Promoting the Podcast and Closing Thoughts
Top Takeaways
Gwen Bortner has over 40 years of experience in business consulting.
Designing with intention is crucial for sustainable success.
Money is often a symptom, not the root cause of business issues.
An outside perspective is essential for holistic understanding.
Setting boundaries is important for consultants and clients alike.
Chemistry between consultant and client can enhance effectiveness.
Goals should align with personal values, not just financial metrics.
Many entrepreneurs struggle to see their own business holistically.
Consultants can provide clarity that friends and family cannot.
Effective collaboration requires trust and open communication.
