Running a business is hard enough—throw in family responsibilities, health challenges, and shifting market conditions, and it can feel impossible to keep things moving. But what if your business could run smoothly, even when life throws you curveballs?
In this episode, I’m pulling back the curtain on my past year—navigating my parents’ growing care needs, my own health struggles, and major shifts in my business. I’ll share the systems and strategies that kept my business profitable despite it all, and why I’m making a big shift to a video-first podcast format.
If you’ve ever felt like your business is too dependent on you or you’re struggling to keep up with life’s demands, this episode is for you. Let’s talk about building a resilient, life-first business that works for you—not the other way around.
On this episode of Promote Yourself to CEO:
- The personal challenges that nearly pulled me away from my business—and how I kept things running
- Why building business assets is the key to resilience
- The unexpected business decisions I made that led to more revenue and less stress
- How I scaled back without losing momentum (and how you can too)
- Why I lowered prices on key offers—and the surprising results
- The behind-the-scenes look at launching a brand-new certification program
- The real reason I’m going video-first with this podcast
- How to create a business that adapts to your life—not one that runs you into the ground
- What’s next for Promote Yourself to CEO and how you can be part of it!
Show Links
- Pause on the Play with Erica Courdae and India Jackson
- Hype Ma’am with Gabi Day
- HR TailorMade with Dr. Tiffany Slater
- Rogue Consulting with Melissa LaPointe
- Amber Kinney’s The AK Collective
- Racheal on Instagram and TikTok
- Rate and review on Apple Podcasts
Welcome to the New Chapter
Hey there, CEOs! Welcome to the new update of Promote Yourself to CEO. I’m Rachel Cook, founder of The CEO Collective, where we help women and femme entrepreneurs scale sustainably. If you’ve been following me for a while and wondering what’s been happening with the podcast, today is the day for an update.
In this episode, I’m sharing behind-the-scenes insights into my life and business over the past year, why I’m moving to a video-first podcast, and what you can expect moving forward.
Let’s start with some updates, as a lot has happened that has shaped how I run my business.
A Life-First Business
At Promote Yourself to CEO, we focus on building a life-first business. This philosophy is our number-one value and the reason I started my business in the first place.
Back in 2008-2009, I was coming out of extreme burnout, newly diagnosed with chronic fatigue and chronic pain. At the same time, I wanted to start a family—something that might seem counterintuitive given my health struggles. But, for me, everything seems to happen at once. I launched my business, and six months later, I found out I was pregnant with twins.
Now, those twins are 15 and in high school, while my youngest is in middle school. With each stage of life, I’ve had to tweak and adjust how I run my business. This season of my life is different, requiring a shift in focus and priorities.
When my kids were little, I was in full-contact parenting mode. Now, as they grow, they don’t physically need me as much, but they do require emotional support. At the same time, my parents are aging, and I’ve had to step in to provide more care for them.
Becoming a Caregiver
My mother has required full-time nursing care at home for several years. We built an accessible home for her in 2020, ensuring she could maintain her quality of life. Now, my father also needs support. Last year, he had a fall, leading to a hospitalization where he was diagnosed with a heart condition that affects his blood pressure and balance.
With both parents needing additional care, I’ve had to step up. This means managing their medical needs, overseeing finances, and making long-term plans for their well-being. The cost of this care is substantial—approximately $16,000 per month. Fortunately, my father’s business and financial planning have helped sustain these expenses, but navigating this process has been an eye-opener.
I share this because many of us don’t realize how expensive aging can be. As the oldest daughter, I’ve taken on the responsibility of ensuring everything is in order, from legal documents to financial planning. This shift pulled me away from my business at times, reinforcing the importance of having strong systems in place.
Managing Business During Personal Challenges
In addition to caring for my parents, I faced my own health challenges. Last year, I fractured my foot and was diagnosed with lupus after experiencing severe fatigue and health flare-ups. This was a wake-up call to slow down and prioritize my well-being.
Amidst these personal challenges, my business continued running smoothly. How? Through systems, assets, and a strong foundation. I had built a content library with hundreds of podcast episodes, allowing my team to repurpose existing content while I focused on personal matters.
By leveraging evergreen content, we maintained audience engagement without requiring me to create new material constantly. This proved the strength of the 90-Day CEO Operating System—a framework I teach my clients to ensure their businesses can function even when life throws unexpected challenges their way.
Strategic Business Changes
Despite personal setbacks, I also made significant business advancements:
Created the 90-Day CEO Operating System Training – A comprehensive online training series covering CEO vision, values, leadership, team growth, and client growth.
Launched the 90-Day CEO Certification – Our first cohort of certified professionals is now helping entrepreneurs apply this framework in their industries.
Reevaluated Pricing and Offerings – Lowered the virtual CEO Retreat price to make it more accessible, introduced two levels inside The CEO Collective (Solo CEO and Scaling CEO), and refined our approach to better serve our clients.
Moving Forward with a Video-First Approach
As I reflect on the past year, I realize how important adaptability is in both life and business. That’s why I’m relaunching the podcast with a video-first format.
This shift will allow deeper engagement and connection while keeping our conversations fresh and interactive. I’ll continue sharing insights, strategies, and real-life experiences to help you navigate business ownership with resilience and confidence.
Final Thoughts
Entrepreneurship isn’t linear. It’s a journey filled with highs and lows, personal challenges, and shifting external factors. The key is resilience, strategy, and ensuring your business works for you—not the other way around.
In the next episode, I’ll explore how to stay grounded and move forward in uncertain times, particularly in today’s ever-changing world.
Thank you for tuning in! Let me know what you think of this new format and what topics you’d like me to cover next. I can’t wait to continue this journey with you!