A New Ambition

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A New Ambition

Krista Williamson

32 episodes

3 days ago

Why can’t you say no to that conversation, interruption, taking on work that someone else should be doing, adding more projects this quarter? Why does it feel like it’s the hardest thing to do when your plate is already overflowing and why does it seem to happen despite your good intentions? You've tried setting boundaries, being more disciplined about your time, rehearsing what you’ll say the next time someone pops in for a “quick question” and promising yourself that you’ll stay focused o...

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Entrepreneurship

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Why can’t you say no to that conversation, interruption, taking on work that someone else should be doing, adding more projects this quarter? Why does it feel like it’s the hardest thing to do when your plate is already overflowing and why does it seem to happen despite your good intentions? You've tried setting boundaries, being more disciplined about your time, rehearsing what you’ll say the next time someone pops in for a “quick question” and promising yourself that you’ll stay focused o...

Show more...

Entrepreneurship

Episodes (20/32)

A New Ambition

31: Why boundaries aren’t working in your business (and how to fix that)

Why can’t you say no to that conversation, interruption, taking on work that someone else should be doing, adding more projects this quarter? Why does it feel like it’s the hardest thing to do when your plate is already overflowing and why does it seem to happen despite your good intentions? You've tried setting boundaries, being more disciplined about your time, rehearsing what you’ll say the next time someone pops in for a “quick question” and promising yourself that you’ll stay focused o...

4 days ago

16 minutes

A New Ambition

30: How to follow your guardrails (when you keep breaking them)

You told yourself you wouldn't check email first thing in the morning. But there you are, scrolling through your inbox before you've even had coffee. You decided not to work past 6pm this week. But it's 8:30 and you're still at your desk, trying to finish just one more thing. You promised yourself you'd focus on your priorities without interruptions. But every time you sit down to work, you're checking messages, answering questions, and putting out fires. And by the end of the day, y...

1 week ago

17 minutes

A New Ambition

29: How to set guardrails (to protect your time and energy)

You know what's most important in your business and you block the time in your schedule to work on it. But somehow, your day still gets away from you. You keep working past the point where you're effective. New ideas pull you off course mid-project. And you're making the same small decisions over and over again: should I answer this? Should I check that? Do I need to decide now? By the end of the day, you're exhausted, but the priorities you set didn't get done. Here's the thing: knowing what...

2 weeks ago

16 minutes

A New Ambition

28: How to get your priority work done (when your days are busy)

You start your day clear on what you want to get done, you even know what your top priorities are, but by the end of the day, they are still sitting there, untouched. Emails pulled you in, questions came up, something felt urgent, and your attention was pulled in a dozen directions. You were busy all day, but never did get to that decision or that presentation, or those campaign emails. This episode is about that gap. Not the gap between effort and discipline, but the gap between knowing yo...

3 weeks ago

17 minutes

A New Ambition

27: How to figure out what’s most important (when it all feels equally important)

Some days you sit down with a list as long as your arm and by the end of the day, half of it is still there, plus a new pile of things you didn’t see coming. You try to plan, reorganize, color-code, and time-block. You keep trying to “prioritize,” but everything feels important, nothing feels optional, and you can’t tell what should happen first, or what shouldn’t be on your plate at all. Underneath all of that is the pressure that if you choose the wrong thing, you’re going to feel even more...

1 month ago

15 minutes

A New Ambition

26: Why prioritizing feels impossible (even when you know what to do)

When your business is full and every task looks important, prioritizing can feel like an impossible puzzle. Not because you don’t know what to do, but because nothing feels optional. Everything looks like it needs your attention right now. From the outside, it seems like a planning issue. More lists. Better systems. A cleaner calendar. Maybe even more discipline. But in this episode, we look at the real reason prioritizing feels so hard, the part that has nothing to do with tools, time ...

1 month ago

18 minutes

A New Ambition

25: How to stop avoiding what's hard in your business (with Nicole Keleher)

Today, I’m sharing a conversation I had with Nicole Keleher on her podcast Customer Connect. We dig into something almost every business owner struggles with — avoiding the everyday work that actually keeps the business running, and why stepping into small visibility moments feels harder than it should. This isn’t a conversation about discipline or motivation. It’s about how your brain works when you’re overwhelmed, why certain tasks feel harder than they are, and how to make them easier with...

1 month ago

1 hour

A New Ambition

24: Stop making those tough situations even harder

You know those days when someone calls in sick, doesn’t deliver their work, or quits with no notice, and you feel like you might lose it? And sometimes you do? Spilling out anger, frustration, or a complete lack of empathy for a difficult situation? Or maybe you can’t stop complaining in your head, feeling like you can’t catch a break, or that the universe must be conspiring against you, because this just isn’t fair? And then before you know it, what started out as a scheduling issue, turn...

1 month ago

16 minutes

A New Ambition

23: When business gets messy. No freak-outs required

Ever have one of those weeks where nothing seems to work? Your plans fall apart, the numbers look off, and every fix just makes something else break. This episode is for those weeks. It’s a follow-up to last week’s conversation with Susan Bradley from The Ecommerce Roadmap. We recorded it for her audience of product-based business owners, but everything we talk about applies to anyone running a business, service, product, doesn’t matter, because the same kind of chaos shows up everywhere. Yo...

1 month ago

53 minutes

A New Ambition

22: Your mindset is a powerful business tool: a conversation with Susan Bradley

If the word mindset makes you roll your eyes a little, you’re not alone. Most business owners I know want data, strategy, and proof — not pep talks or wishful thinking. But mindset isn’t woo. It’s brain science, and it shapes how you think, feel, and act in your business every day. This week, I’m sharing a conversation I had with Susan Bradley on The Ecommerce Roadmap, her podcast for e-commerce store owners. We talked about what mindset really is, why it matters so much more than you think...

2 months ago

34 minutes

A New Ambition

21: How to make a decision when everything feels urgent

This episode wraps up my three-part mini-series on decisions. You know that feeling when decisions in your business starts to feel urgent, like they need to be made right now? You start searching, comparing, asking, deciding, because waiting feels impossible. And in that moment, it feels like clarity. But later, you realize it wasn’t clarity at all. It was just the pressure talking. That constant urgency steals your focus and drains your energy. It makes every problem feel bigger than it is, ...

2 months ago

17 minutes

A New Ambition

20: Simplify your decision making process (with a simple filter)

You make decisions all day long — what to focus on, who to hire, what to say yes or no to. Some come easily. Others… not so much. You review your notes, compare options, maybe even start drafting a plan — only to put it aside again. The more you revisit it, the less clear it seems. The truth is, it’s not just the weight of one big decision that wears you down — it’s the sheer volume of them. Your time, energy, and brain bandwidth only stretch so far. That’s why you don’t need more time to ...

2 months ago

19 minutes

A New Ambition

19: When the fear of making a wrong decision keeps you stuck

You know that foggy space between knowing you need to decide — and actually deciding? Where the more you think about it, the heavier it feels. Every option has a trade-off. Every path feels like pressure. This week, we’re talking about that kind of stuck. The kind that drains your energy, steals your focus, and makes even small choices feel high-stakes. In the first of three episodes of The Decision Framework Series, I'll share a mindset that can ease that pressure, and help you move forward ...

2 months ago

14 minutes

A New Ambition

18: How to work toward your goals without all the pressure

You set goals because you want direction. But instead of feeling like a compass, they often feel like a measuring stick. Am I doing enough? Am I keeping up? That pressure follows you into planning, into your day-to-day choices, and even into how you show up with the people around you. In this episode, I’m talking about why goals feel so loaded — and what’s really underneath that pressure. Because it’s not just about the number you’re chasing. It’s about the story you’ve attached to it. I’l...

3 months ago

14 minutes

A New Ambition

17: The moving target (why your results never feel like enough)

You finally hit that coveted revenue number; the launch worked, the sales came in, the client said yes. And instead of the relief you imagined, your brain skips right past it. Straight into, “How can I top this next time?” That moment you thought would feel good? It barely registers. And before you know it, the pressure’s back. The win you worked so hard for has already turned into the new baseline. This episode digs into why goals so often turn into moving targets, how that const...

3 months ago

16 minutes

A New Ambition

16: The busy trap (working hard without getting the results you want)

You can spend the whole day working non-stop; answering every email, jumping from call to call, and checking things off your list and still not feel any closer to accomplishing your goals. That’s the trap of busy. It looks and feels like progress, but it actually keeps you running in circles, drained, stretched thin, and no further ahead. In this episode, I’m talking about why busy and effective aren’t the same thing, what it takes to break free from the illusion of productivity, and three ...

3 months ago

17 minutes

A New Ambition

15: Why delegation is so hard (and how to change that)

You hand work off. You feel that wave of relief. Like a ton of weight has finally been lifted. And you imagine all the time and mental space you’re about to get back. But then—pretty quickly—you’re frustrated. Because the work that comes back isn’t what you expected. And suddenly you’re questioning their ability… or your own. Here’s the truth: most of us were never taught how to delegate. So when our plates are too full, we don’t really delegate at all—we abdicate. We hand things off withou...

3 months ago

16 minutes

A New Ambition

14: The real value of coaching (a conversation with Susan Bradley)

Sometimes, managing a business feels harder than it should. Even when things are working, you’re still stretched too thin. And it leaves you wondering: is this just how it has to be? That’s where Susan Bradley found herself. Susan is the founder of The Social Sales Girls and The Inner Circle, and the host of The E-Commerce Roadmap podcast. Through her business, she helps e-commerce store owners build companies that pay them well—offering training, group support, and coaching from a team of ex...

4 months ago

40 minutes

A New Ambition

13: How to create a team that will get the job done right

You thought hiring help would give you breathing room. Instead, you’re working longer hours, fixing mistakes, and wondering if you’re just not cut out to manage people. It’s not that you don’t want a team you can rely on—you do. But between training, redoing work, and managing your own frustration, it can feel like more stress than relief. In this episode, we’ll look at why hiring doesn’t automatically solve your problems, how unclear expectations and lack of process create even more work, an...

4 months ago

21 minutes

A New Ambition

12: Why you can't stop checking everything (and what to do about It)

You tell yourself you’re just “keeping an eye on things.” But every time you check your email, your sales numbers, your ads, or your messages, you’re pulled back into scan mode. It feels like control. Like you’re staying on top of your business. But in reality, that habit is eating away at your time, energy, and focus — and keeping you in a constant state of alert. In this episode, we’ll talk about why you can’t stop checking (and why it’s not your fault), the hidden costs of constant monitor...

4 months ago

12 minutes