🔍 Inside the Episode:

00:00 Meet Ral West: Serial Entrepreneur with a Mission

Ral opens the episode with a snapshot of her entrepreneurial journey, one that spans over four decades, multiple industries, and a major business exit to Alaska Airlines. Now, through her newest venture, she's helping other entrepreneurs avoid the burnout she once lived through.

“I was the exhausted, overwhelmed, overweight, out-of-shape entrepreneur who barely had time to sleep, much less talk to my husband.”

02:15 Why Business Owners Become Bottlenecks

Ral doesn’t mince words: if you’re making every decision and answering every question, you are the bottleneck in your business. We explore why this not only stunts growth, but wears you down, and how learning to delegate and systemize is the only way out.

“You can’t grow if you’re the one doing everything.”

03:30 The Art of Delegation: Don’t Just Let Go, Lead

Letting go doesn’t mean chaos. Ral introduces a powerful analogy: you’re the orchestra leader. Your job isn’t to play every instrument; it’s to guide the tune. She shares her process for training and empowering team members so they know exactly what’s expected.

“Delegation isn’t about stepping away, it’s about stepping into leadership.”

04:45 SOPs: Your Visibility Begins with Systems

Before you show up publicly, your business needs to run without you. Ral walks us through how documenting standard operating procedures (SOPs) frees you up to lead and grow. Her advice? Start simple, just record a Loom video.

“If your team doesn’t know what success looks like, they can’t deliver it.”

06:30 Start Small: Automation and Time Blocking 101

Feeling overwhelmed? Start by looking at how you spend your day. From batching tasks to checking email only twice a day, Ral offers practical, simple tools that save hours and help you stay focused on visibility.

09:00 Letting Go of Perfectionism and Control

For many women, the struggle isn’t just systems, it’s mindset. Ral shares how to reframe your relationship to control, and how to trust others to take the baton, even if they do things a little differently than you.

“You have to be willing to let your baby walk, even if it stumbles.”

10:00 When Should You Start Documenting?

The answer? As soon as you have clarity. Even if you’re still figuring things out, start capturing your process as soon as you repeat it more than once. Ral even admits she didn’t follow her own advice early enough in her current business!

12:00 Revenue vs. Profit: A Lesson Every Entrepreneur Must Learn

One of the most eye-opening moments in the episode: Ral’s candid story about chasing top-line revenue and ignoring the bottom line. She shares how she shifted her focus and how small businesses can grow smart by hiring contractors instead of employees too early.

“Don’t let grand ideas inflate your overhead and kill your business.”

16:00 Visibility Then vs. Now: What’s Changed and What Hasn’t

From business cards and handshakes to digital newsletters and YouTube, Ral has seen the full evolution of visibility. Her takeaway? Technology may change, but principles don’t. You still need to show up consistently and stay clear on what you stand for.

“Whether it’s 1985 or 2025, people still want to know who you are and what you value.”

19:00 Building a Brand That Sticks

Ral encourages entrepreneurs to get clear on their values and create alignment between their personal brand and business brand. That’s how you build trust and become memorable.

21:00 Inside the Ral West Mastermind

Ral gives us a look inside her 12-month mastermind for growth-focused entrepreneurs. From peer support to high-level strategy, she combines her six foundational principles with personal guidance to help business owners scale smart without losing themselves in the process.