Change is disruptive, it breaks comfort and demands courage. That’s why so many avoid it. We resist the unknown, cling to what’s familiar, and hope things will turn around on their own. But in business, there comes a moment when the pain of standing still outweighs the fear of moving forward. And when that moment arrives, transformation isn’t just possible — it’s necessary.
In my journey as an entrepreneur, there have been seasons that tested every part of who I am personally, professionally, and spiritually. Like many founders, I poured everything into building something meaningful, often putting the needs of the business and the people it served ahead of my own. There were months of sacrifice, long hours, and quiet battles that few ever saw.
In the early days of the agency, my husband came home from work one afternoon and said, “I quit my job. If I’m going to sell anything, I’m going to sell something I believe in … YOU!” It was a bold leap of faith. We had three young children under the age of twelve and were suddenly a zero-income household with no guaranteed paycheck. But we were all in, and he stepped into the role of VP of Sales. Together, we grew the business from a dream to a thriving company with nearly twenty employees, surpassing a million in revenue and designing our dream office space.
But as the business soared, life behind the scenes was unraveling. We navigated the complexities of mental health, addiction, and the deep fractures that form when infidelity and personal struggles intersect with professional responsibilities. I did what many leaders instinctively do… I tried to hold it all together. I protected the team, the clients, the business, and my family. But in doing so, I lost touch with my own wellbeing.
After over a decade of trying to piece our marriage back together, I made the difficult decision to leave my husband. Just a few months later, in March 2020, my husband passed away by suicide. The grief was immeasurable — for our children, our team, and every corner of our world. At the same time, we were navigating a financial crisis. His medical coverage had lapsed, leaving us with over $200,000 in bills. The business was burdened with over $400,000 in debt. And then the pandemic hit and many of our clients paused services creating a cash flow crisis that plagued the business.
I had to make the painful decision to lay off several team members. As we transitioned to remote work, our office was broken into, and $40,000 in equipment was stolen. In the midst of all this, I sold our home, ended our lease, and for a short time, lived in a hotel with my kids while rebuilding.
This chapter of my story isn’t about hardship, it’s about transformation. It’s about what it means to lead when everything feels uncertain. To make values-based decisions when every choice is hard. To rise, again and again, because the mission matters and the people behind it matter even more.
At the heart of everything we do is a simple but powerful belief: We either find a way or we make one. It’s more than a core value, it’s a mindset that fuels resilience, innovation, and unwavering determination.
I’ve learned that true leadership doesn’t come from pretending to be unbreakable. It comes from embracing the truth, finding strength in vulnerability, and continuing forward with clarity and conviction.
For many leaders facing a cash flow crisis, that moment may already be here.
Whether caused by economic shifts, lost clients, or unforeseen expenses, financial strain demands tough calls and bold action. Here’s how to meet this moment with courage and make decisions that not only keep your business alive but lay the groundwork for a leaner, stronger future.
Quick Actions to Reduce Overhead in a Cash Flow Crisis
Let Go of Underperformers
Now is the time to evaluate performance with clarity. Underperforming salespeople drain resources and morale. Releasing them allows you to reallocate budget toward high-impact roles or new opportunities.
Reward Your Top Performers
Retain and empower your best people. Offer mid-level raises to top performers and give them more responsibility. When people feel trusted and valued, they rise to the challenge.
Reassess Part-Time and Freelance Support
Adjust hours or pause non-essential contracts. If workloads have decreased, scale staffing to match your new reality.
Slash Non-Essential Spending
Cut fast and deep. Perks, non-critical travel, subscriptions, and low-impact marketing efforts should be the first to go. Focus only on what drives immediate results.
Renegotiate with Vendors
Call every vendor. Push for extended payment terms or temporary discounts. Many are more flexible than you think, especially if it keeps you as a customer.
Consolidate Platforms and Subscriptions
Review all your operating platforms, software, tools and subscriptions. Eliminate redundancy. There are likely more cost-effective all-in-one solutions or free versions that can serve your needs in the short term.
Downsize or Sublease Workspace
If your team is hybrid or remote, consider whether you really need all your office space. Subleasing unused areas or negotiating new lease terms can create significant savings.
Speed Up Cash Collection
Tighten your payment terms. Incentivize early payments with discounts or loyalty perks. Be proactive with new clients by implementing a process to collect payment information up-front and creating recurring invoices and follow-ups to automate collections.
Establish Spending Accountability
Empower leadership to review and approve all discretionary spending. Put temporary freezes in place to control outflows while reviewing your budget line by line.
Negotiate with Lenders
Banks, credit card companies, and lenders may offer lower interest rates or deferments if you ask. Consider consolidating debt or working with a non-profit lender to find state funded programs. These small wins can add up to big savings over time.
Communicate with Your Tea
Don’t hide, be fully transparent. People respond to honesty. Share the challenge, explain your strategy, and invite ideas. Your team’s creativity and commitment can be a powerful asset during hard times.
Every business faces hardship but it’s your response that defines what comes next. A cash flow crisis isn’t a dead end. It’s a turning point. The discomfort you’re feeling right now, might just be the catalyst for the transformation you’ve been avoiding.
I’ve been in the trenches, navigated setbacks, made impossible choices, and rebuilt from rock bottom. And through it all, I discovered a deeper strength and clarity I never knew I had.
Our core team rallied with unwavering determination to stabilize and strengthen the company. In the face of adversity, we retained our top talent and spent the last five years implementing tools that streamlined operations, elevated team morale, and laid the groundwork for long-term resilience. We developed a successful work-from-home program and cut our debt by more than 50%, emerging stronger than ever.
The toughest challenges have often put us directly on the path to our greatest successes. We’ve learned to celebrate every win and grow from each loss, knowing these experiences pave the way for an empowered future.
Let this season refine you. Let it sharpen your vision and fuel your next breakthrough. Because fear keeps us stagnant. But courage sets everything in motion.