# Founders Are Working
on the Wrong Things

Page: https://stenobird.com/podcast/the-expert-method-7602465/founders-are-working-on-the-wrong-things
Text version: https://stenobird.com/podcast/the-expert-method-7602465/founders-are-working-on-the-wrong-things.md
Podcast: [The Expert Method](https://stenobird.com/podcast/the-expert-method-7602465)
Published: 2026-04-21T15:00:00+00:00
Episode link: https://api.riverside.com/hosting-analytics/media/20399d6f5637cc5bf201225fc7e7d2b2a998bb379648ddac568d2883e99eb3b8/eyJlcGlzb2RlSWQiOiJlNmI1ZTNhZS1hNWM4LTQ1OWQtYjZmYi1lYTg3NzhiOGQ2ZWIiLCJwb2RjYXN0SWQiOiIyYjliZmMzNS00MGExLTQ1OGYtYWE5Yi0wODM5MTdlYzIxY2EiLCJhY2NvdW50SWQiOiI2OTBkMmM4Mjg4NDBjYjZjZTY4YzJkZjQiLCJwYXRoIjoibWVkaWEvY2xpcHMvNjllMzA2NjdjNzM3NzY2ZTExNjE4MmZjL2lhbnMtc3R1ZGlvLU80a25BLWNvbXBvc2VyLTIwMjYtNC0xOF9fNi0xOS01MS5tcDMifQ==.mp3
Audio file: https://api.riverside.com/hosting-analytics/media/20399d6f5637cc5bf201225fc7e7d2b2a998bb379648ddac568d2883e99eb3b8/eyJlcGlzb2RlSWQiOiJlNmI1ZTNhZS1hNWM4LTQ1OWQtYjZmYi1lYTg3NzhiOGQ2ZWIiLCJwb2RjYXN0SWQiOiIyYjliZmMzNS00MGExLTQ1OGYtYWE5Yi0wODM5MTdlYzIxY2EiLCJhY2NvdW50SWQiOiI2OTBkMmM4Mjg4NDBjYjZjZTY4YzJkZjQiLCJwYXRoIjoibWVkaWEvY2xpcHMvNjllMzA2NjdjNzM3NzY2ZTExNjE4MmZjL2lhbnMtc3R1ZGlvLU80a25BLWNvbXBvc2VyLTIwMjYtNC0xOF9fNi0xOS01MS5tcDMifQ==.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-expert-method-7602465/episodes/founders-are-working-on-the-wrong-things
Duration seconds: 2570

## Resource

Download the Program Execution System Toolkit: https://implementgpts.com/pestoolkit =============== In this episode, I sat down with Kelly Roach to unpack what actually drives business growth when a company starts to plateau. Kelly explains why so many founders get stuck by focusing inward instead of staying market facing, and why the most effective CEOs keep returning to the basic fundamentals rather than chasing more tactics. We also explored Kelly’s concept of conviction marketing, how category leadership is built by solving the gaps others ignore, and why trust has become one of the most important forces shaping buying behavior today. Our conversation also covers activation over activity, the role of feedback loops in building useful offers, and why simplicity matters when trying to improve client execution. This is a practical episode for founders who want clearer growth decisions, stronger positioning, and more consistent business momentum. =============== Kelly’s Links: - Website: https://kellyroachinternational.com/ - Website: https://www.thebusinessadvisory.com/ - LinkedIn: https://www.linkedin.com/in/kellyroachint/ - Facebook: https://www.facebook.com/kelly.roach.520 - YouTube Channel: https://www.youtube.com/@KellyRoach The Miracle Hour Book: https://www.themiraclehourbook.com/ =============== - My LinkedIn: https://www.linkedin.com/in/ian-gatzke/ - Schedule Free Blueprinting Call: https://api.leadconnectorhq.com/widget/bookings/implement-ai-blueprinting =============== Highlights: 00:00 Intro Setup 00:35 Revenue Drivers 03:50 Strategy Hopping 08:23 Market Facing 11:25 Highest Best 16:14 Conviction Marketing 21:33 Category Creation 23:55 Coaching Gap 25:20 Trust Recession 29:21 AI Hype 35:19 Execution Gap 37:18 Miracle Hour 40:27 Outreach Simplicity 42:25 Fe…

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## Transcript

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