Burst Medical Billing

𝗪𝗵𝘆 𝗬𝗼𝘂𝗿 '𝗙𝗿𝗲𝗲' 𝗣𝗮𝗿𝘁 𝗕 𝗦𝘂𝗽𝗽𝗹𝗶𝗲𝘀
𝗔𝗿𝗲 𝗖𝗼𝘀𝘁𝗶𝗻𝗴 𝗬𝗼𝘂 𝗧𝗵𝗼𝘂𝘀𝗮𝗻𝗱𝘀

Your Part B Savings Are
Costing You Profits.

Big B Supply is counting on you
not doing the math.

Let me show you why:
Just 10 residents using
ostomy supplies twice a month.
That's 20 supplies.
At $30 per supply.
$600 per month.
$7,200 per year.

Going straight to your
Part B supplier's pocket.

Now add:
Every wound dressing × $20
Every catheter × $20
Every trache supply × $20

All billable.
All reimbursable.
All padding Big Supply's profits.

Think about yesterday.
How many wound changes?
How many catheter changes?
How many supplies used?

Multiply that by 365.

That's not your supply cost.
That's your revenue they're
banking every month.

Every single:
Wound pad
Catheter kit
Ostomy supply
Trache kit
Enteral kit
Bladder scan

Should be your profit.

Instead, the Big B Supply Giants
are cashing your checks.

You might have heard:
"We get our supplies for free"
"It's too much paperwork"
"Our Part B supplier handles this"

Translation:
"They pocket your profits"
"They want you confused"
"They prefer you in the dark"

Three simple questions:
Do you have long-term care residents?
Are they covered by Medicare B?
Do they use basic supplies?

Yes?

Then the Big B Supply Giants are turning
YOUR care into THEIR cash.

The fix is simple:
- If you don't get paid, neither do we
- No all-staff training required
- Keep your current suppliers
- No upfront costs

Want to know how much of your
revenue they banked today?

Schedule a 10-minute call today

PS. My name is Eric Hansen, 
I've been a LTC operator and vendor for 15 years. 
I plan to help usher LTC into the Intelligence Era but 
first i want every nursing home in the country to 
profit from their Part B supplies. 

Follow for LTC-exclusive content.

OWNER

Chart Star LLC

After an overwhelming outpouring of support, we elected to keep ChartStar alive to help salespeople in the long term care space close more deals. 

This is a unique industry and sales is complex at best.

The first call is free. 

Want to join one of our weekly Masterclass in LTC sales, looking for one-on-one training, DM MASTERCLASS to contact a rep

FOUNDER | BOARD OF DIRECTORS

FakeTie

1 out of every 3 websites designed by freelancers fails. Costing you thousands of dollars up front plus months of wasted resources and lost opportunities!

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Website success hinges on planning. User-centric design requires a detailed, research-based approach.

A successful website plan involves uniting the planning with action. Every project starts with an Onboarding Workshop to share expertise and reach consensus.

Then the focus shifts and we create an amazing customer experience using study paired with strategy.

Our UX design is meticulously prototyped, iterated, and tried with real users. This ensures we stay on pace and meet goals by keeping the project user-centric.

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Fake Tie’s creative talent married to a scientific approach and strategy will transform your underperforming website, win industry-leading awards, and make you the hero!

HEAD COACH | FOUNDER

Quality Medical Imaging

Key Accountabilities:
• Responsible for providing leadership and coaching for 1st & 2nd line managers.
• Relied upon to thoroughly train sales personnel by marrying innovative ideas with data-driven best practices 
• Increase Revenue deploying innovative sales techniques throughout the sales process, including prospecting, discovery, negotiations, & closing.

Key Achievements:
• Building new sales infrastructure from the ground up including hiring, training, pipeline dev and full cycle sales
- Created/launched the organization’s first Sales Training/Enablement program
• Expanded into 4 new states

NATIONAL DIRECTOR OF SALES & MARKETING

TridentCare

Key Accountabilities:
• Responsible for providing leadership to 12 direct report personnel throughout the Wester US Region
• Relied upon to facilitate training/development across subject matter including Sales Theory and Sales Process(es)

Key Achievements:
• Built/launched an inbound sales enablement program that resulted in the team outperforming the next 3 teams combined and was then replicated/implemented by TridentCare to sales teams nationwide
• Leader of the Year Runner-Up (2020); Top CSAT (2020); Best Win/Loss Percentage (2020); Top Sales KPIs (2020); Top Salesperson (2021); Top CSAT (2020); Top 5 Win/Loss Percentage (2020, 2021)

REGIONAL MANAGER OF SALES & MARKETING

Key Achievements:
• Increased market share from 30% to 57% (2015-2017); Top 2 Win/Loss percentage (2015/2016)
• Sales performance and ability to uplift the capabilities of peers resulted in earning a promotion to NW Team Lead
• Implemented updated marketing strategies to earn top division ratings and increase customer base by 25%

KEY ACCOUNTS AND SALES DEVELOPMENT

Senior Sales Manager

Grand Villa Assisted Living

In-house manager of staff and operations
• Scheduling, Personnel Development, Staff Training
• Supply Inventory & Accountability (DMEPOS, Medication, Pharmaceutical)

Qualifed Medical Administration Person (QMAP)

𝗪𝗵𝘆 𝗬𝗼𝘂𝗿 '𝗙𝗿𝗲𝗲' 𝗣𝗮𝗿𝘁 𝗕 𝗦𝘂𝗽𝗽𝗹𝗶𝗲𝘀
𝗔𝗿𝗲 𝗖𝗼𝘀𝘁𝗶𝗻𝗴 𝗬𝗼𝘂 𝗧𝗵𝗼𝘂𝘀𝗮𝗻𝗱𝘀

Your Part B Savings Are
Costing You Profits.

Big B Supply is counting on you
not doing the math.

Let me show you why:
Just 10 residents using
ostomy supplies twice a month.
That's 20 supplies.
At $30 per supply.
$600 per month.
$7,200 per year.

Going straight to your
Part B supplier's pocket.

Now add:
Every wound dressing × $20
Every catheter × $20
Every trache supply × $20

All billable.
All reimbursable.
All padding Big B Supply's profits.

Think about yesterday.
How many wound changes?
How many catheter changes?
How many supplies used?

Multiply that by 365.

That's not your supply cost.
That's your revenue they're
banking every month.

Every single:
-,Wound pad
- Catheter kit
- Ostomy supply
- Trache kit
- Enteral kit
- Bladder scan

Should be your profit.

Instead, the Big B Supply Giants
are cashing your checks.

You might have heard:
"We get our supplies for free"
"It's too much paperwork"
"Our Part B supplier handles this"

Translation:
"They pocket your profits"
"They want you confused"
"They prefer you in the dark"

Three simple questions:
Do you have long-term care residents?
Are they covered by Medicare B?
Do they use basic supplies?

Yes?

Then the Big B Supply Giants are turning
YOUR care into THEIR cash.

The fix is simple:
- If you don't get paid, neither do we
- No all-staff training required
- Keep your current suppliers
- No upfront costs

Want to know how much of your
revenue they banked today?

Schedule a 10-minute call today

PS. My name is Eric Hansen, 
I've been a LTC operator and vendor for 15 years. 
I plan to help usher LTC into the Intelligence Era but 
first i want every nursing home in the country to 
profit from their Part B supplies. 

Follow for LTC-exclusive content.

ERIC HANSEN

If Lawmakers Had to Spend One Night in a Nursing Home, We’d Have Reform by Morning

I don’t know who still believes this system works.

But whoever they are, they’ve never seen a 
caregiver cry in a supply closet because 
the supplies ran out.

they’ve never watched a nurse sprint down a 
hallway because nurses were 
cut to “save costs.”

They’ve never watched an administrator try 
to explain to a family why staffing 
ratios are a “budget issue.”

Everyone talks about innovation. 
About reform. About “rethinking healthcare.”

But nothing changes, because the people making
the rules never have to live under them.

We built a machine that measures everything 
except the people keeping it running.

We buried common sense under policy.
And somehow we convinced 
ourselves this is progress.

I’ll tell you what the problem is… It’s cowardice.
We’ve got a bunch of *beeping* cowards 
running things at the top.

Nobody in power wants to tell the truth out loud
Because they can’t risk losing the next election.

So, they’ll just keep bleeding the system dry 
and then blame the other side when 
there’s no one left to tow the line.

— Eric 🐼

P.S. are you worried about senior care?

——
If you like your health and senior care news equal parts sarcasm and solvency, you’re in the right feed. Follow for heaps of it 🔔

Eric Hansen (“e.h.”) converts Part B supplies into rent money for nursing homes.

Master healthcare before it masters you | CEO & Founder | Speaker | I help nursing homes pay the rent | #1 Senior Care Super Fan

CDC Advises Americans To Limit ER 
Visits To Ones They Can Afford

New campaign slogan
“Dont get sick if you’re poor”

In a bold new public-health directive, 
the Centers for Disease Control and Prevention 
(CDC) is reportedly advising Americans to first 
check their bank balance before dialing 911. 

One senior exec said, “It would sure make things 
easier on us if they just didn’t go to 
the ER in the first place.”

Another commented “it’s really hard to pay for them. Really hard.”

-
Let’s take a second to unpack the 
real world backdrop shall we?

In 2021 there were 107 million treat-and-release 
emergency-department (ED) visits in the U.S., 
racking up $80.3 billion in costs.  

Meanwhile, individuals with lower incomes make 
2.5 times as many preventable ER visits 
than higher‐income patients.  

And if you’re uninsured, one ED visit may push 
you past the threshold of “catastrophic health 
expenditure”. Out-of-pocket costs that 
exceed 40% of a person’s income.  

In other words, the system still 
sucks after 100 years.

If you can’t afford the visit, 
maybe the diagnosis is you’re too poor. 

Ironically, the very thing a good healthcare 
system is supposed to treat.

-
If you like your health and senior care news equal
parts sarcasm and solvency, you’re in the right 
feed. Follow for heaps of it 🔔

Eric Hansen (“e.h.”) converts Part B supplies 
into walking-around-money for nursing homes.

𝗛𝗼𝘄 𝗜 𝘄𝗼𝘂𝗹𝗱 𝘂𝘀𝗲 𝗖𝗵𝗮𝘁𝗚𝗣𝗧 𝘁𝗼 𝘁𝗿𝗮𝗻𝘀𝗹𝗮𝘁𝗲 𝗺𝗲𝗱𝗶𝗰𝗮𝗹 𝗷𝗮𝗿𝗴𝗼𝗻 𝗶𝗻𝘁𝗼 𝗽𝗹𝗮𝗶𝗻 𝗘𝗻𝗴𝗹𝗶𝘀𝗵 𝗳𝗼𝗿 𝗳𝗮𝗺𝗶𝗹𝗶𝗲𝘀

I don’t talk with families anymore. But I used to.
Back then, I’d sit across from a daughter holding a notepad full of words she couldn’t pronounce. She’d point to one and ask, “What does non-healing stage 3 pressure ulcer with necrotic tissue actually mean?”

The nurse had explained it twice. The doctor had charted it perfectly. But no one had truly 𝘴𝘢𝘪𝘥 it.

Today, I drop that same note into ChatGPT. 
Then I write:

“Explain this to a worried daughter with no medical background who has barely slept in two days.”

What comes back isn’t cold. It’s kind.
“Your mom has a deep sore that isn’t closing yet. The outer part has some dead tissue, but the care team is cleaning it and helping her heal.”

It’s nice to simplify language.
We lose trust when we speak in code. 
AI gives us a second language.

It's a tool for brainstorming a different approach.

-Eric 🐼

P.S. AI won’t replace compassion. 
But it could help us translate it.

𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝘁𝗵𝗿𝗲𝗮𝘁 𝘁𝗼 𝗲𝗹𝗱𝗲𝗿 𝗰𝗮𝗿𝗲 𝗶𝘀𝗻’𝘁 𝗮𝗴𝗶𝗻𝗴... 
𝗶𝘁’𝘀 𝗼𝗹𝗱 𝘀𝗵**!

We talk a lot about innovation. 
But we still fax. 
Every. 
Single. 
Day. 

(Does Gen Z even know what a fax machine is?)

We have AI that can write clinical summaries, 
but we chase signatures on paper 
that jam in the tray.

We’re short on time but we cling to
keeping broken systems alive.

Because we’re to afraid to be the first.
The risk is too high.

No one wants to say it out loud, 
but healthcare runs on the 
good ‘ol days mentality.

Forms that haven’t changed since the 90s. 
Policies written for a world before Wi-Fi. 

We talk about caring for the future, 
but half our workflow is trapped in the past.

If we want to help the next generation of seniors, 
Maybe need to stop worshiping the crappy old 
machines that built it all.

— eh

P.S. agree or disagree?

No alternative text description for this image

The question every great client asks
and the one that worries me.

It sounds harmless. And usually comes near the end of a meeting. Right after the handshake, before the goodbye.

“𝘞𝘩𝘢𝘵 𝘦𝘭𝘴𝘦 𝘤𝘢𝘯 𝘸𝘦 𝘣𝘦 𝘥𝘰𝘪𝘯𝘨?”

It’s the right question. It means they’re thinking long-term. They want to grow. They trust you.
But it still worries me. Because sometimes that question hides another one:

“𝘊𝘢𝘯 𝘸𝘦 𝘨𝘳𝘰𝘸 𝘧𝘢𝘴𝘵𝘦𝘳 𝘵𝘩𝘢𝘯 𝘳𝘦𝘢𝘭𝘪𝘵𝘺 𝘸𝘰𝘶𝘭𝘥 𝘢𝘭𝘭𝘰𝘸?”

Which is where things break.
I’ve seen companies chase speed instead of clarity. (Heck, I'm guilty of this). 

More tools. More vendors. More noise. They confuse 𝘢𝘤𝘵𝘪𝘷𝘪𝘵𝘺 with 𝘱𝘳𝘰𝘨𝘳𝘦𝘴𝘴.
Every great client eventually asks how to do more. The best ones pause long enough to ask 𝘸𝘩𝘺.

To me, that’s the difference between 
scaling and spinning.

— Eric 🐼

P.S. The best follow-up question I’ve ever heard:
“What could we stop doing if we started X?”

——
If you like your health and senior care news equal parts sarcasm and solvency, you’re in the right feed. Follow for heaps of it 🔔

Eric Hansen (“e.h.”) converts Part B supplies into rent money for nursing homes.

Calling all CPAs.
We’re in the market for a super smart and awesome accounting genius.

DM me if you or someone you know may be interested.

To all my LinkedIn buddies out there. 
Please connect me to people you trust.

We move fast over here, so anyone interested can expect a quick decision.

Thanks a million!

𝗪𝗵𝘆 𝗺𝗼𝘀𝘁 𝗻𝘂𝗿𝘀𝗶𝗻𝗴 𝗵𝗼𝗺𝗲𝘀 𝗻𝗲𝘃𝗲𝗿 𝗺𝗮𝗸𝗲 𝗺𝗼𝗻𝗲𝘆 𝗯𝗶𝗹𝗹𝗶𝗻𝗴 𝗣𝗮𝗿𝘁 𝗕 𝘀𝘂𝗽𝗽𝗹𝗶𝗲𝘀 𝘁𝗵𝗲𝗺𝘀𝗲𝗹𝘃𝗲𝘀.

It isn’t the rules. It isn’t the software.
It’s the math.

You need a full-time employee to chase every code, track every item, fix every denial. $50,000 a year in wages. $65,000 with benefits.

And after twelve months of work, most recover $30,000.

They call it “owning their billing.” But what they own is the labor. The noise. The time.
The ROI doesn’t lie. It just whispers: 𝘰𝘶𝘵𝘴𝘰𝘶𝘳𝘤𝘦 𝘪𝘵.

— Eric 🐼

P.S. In Part B, independence costs more than partnership.
DM me for a free estimate and see how much you can make.

The single biggest cause of death 
isn’t what you think.
It’s not cancer.

Not heart disease.
Not accidents, infections, or genetics.

It’s aging.

Every condition we fear
Alzheimer’s, organ failure, arthritis 

is just a byproduct of aging

We treat aging like it’s inevitable 
instead of treatable.

We pour trillions into managing symptoms
and almost nothing into slowing the clock itself.

If a disease killed 100% of humans,
we’d call it a crisis.

But because it happens slowly,
we call it “life.”

Oddly enough,
Aging is the only condition we’ve normalized.
The only one we’ve stopped trying to cure.

(Except for the fringe)

Maybe it’s time to stop calling it “natural”
and start calling it what it really is

the most widespread, 

untreated disease in human history.

CMS Announces New Initiative: 
“Dying at Home Saves Everyone Money”

Finally, a bipartisan solution 
everyone can agree on.

By expiring in your own home, 
you’ll help reduce healthcare costs,

free up hospital beds,and keep 
Medicare solvent for at least 
another fiscal quarter.

“Patriotism,” officials say, 
“starts with personal responsibility.”

-eh 

PS. Pull yourself up by the bootstraps 
and save taxpayers some money!

𝗧𝗵𝗲 𝘁𝗿𝘂𝘁𝗵 𝗮𝗯𝗼𝘂𝘁 𝗵𝗲𝗮𝗹𝘁𝗵 𝗶𝗻𝘀𝘂𝗿𝗮𝗻𝗰𝗲 𝗻𝗼 𝗼𝗻𝗲 𝗶𝗻 𝗪𝗮𝘀𝗵𝗶𝗻𝗴𝘁𝗼𝗻 𝘀𝗲𝗲𝗺𝘀 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱.

Insurance works because of numbers. Many people pay a little so no one pays everything. When people drop out, the math changes. The pool shrinks. The risk doesn’t.

The same bills still come. Hospitals still treat. The cost doesn’t disappear... it shifts.
So premiums rise. Deductibles stretch. And the ones who stayed in pay for the ones who couldn’t.

That isn’t politics. It’s business. But business doesn’t make good speeches, so the idiots at the Capitol talk about anything else.

You don’t need a hearing to know how this ends. Fewer people paying means everyone pays more. It’s simple arithmetic...

the kind they keep failing.

— Eric 🐼

P.S. You don’t have to listen to the folks in Congress.
The math has been telling the truth longer than they have.

——
I help nursing homes get reimbursed for non-DME part b supplies

DM me for a free estimate and see how much you can make.

2X Exits | Built $MM Businesses over 20 years | CEO Coach | Helping founders grow revenue, profit and valuation

20 years ago, if someone had told me that I would run multiple, multi-million dollar companies, simultaneously, I would have laughed. But here I am.

Over the last 2 decades, I’ve built 2 multi-million-dollar ARR companies and led them to successful exits.

Was it easy? Hell, no.

My transition from an Engineer to an Entrepreneur was hard. 
Being good at our craft and good in business are 2 very different things.

Tejora Technologies was my flagship; I built it to over 200 employees and 30+ clients across the US, UAE, and India, and profitably exited in 2022.

Our systems and strategies enabled me to unlock its value when I was ready to exit. 
I could secure a full buyout and walk away in 3 months because it was built to be cash-rich and founder-free.

In 2007, while growing Tejora, launched Elixir Fitness, diving headfirst into the retail sector. Double the challenges and double the learning. 
 
Successfully exited Elixir Fitness in 2012 to focus fully on Tejora. 
Biggest takeaway? Building and selling a business is an art and a science.

Now, in my 3rd venture —I help founders do the same:

Build businesses that generate profit — and become buyer/investor-ready.

Wealth creation is at the center of everything I do.

Working together, we will: 
- Scale the business in ways that increase enterprise value
- Build a team that can run without you
- Create clarity that successors can trust, and buyers will pay for.

After all, businesses aren’t sold. They’re bought.

So —here are 4 ways I can help you build an Exit Ready business.

1) CEO Coaching & Advisory: 
Work with me 1:1 to increase revenue/profit, maximize valuation, and make your business attractive to buyers or successors.

Book a Free Clarity Call: https://topmate.io/surabhishenoy/1314664

2) Subscribe to My Newsletter — CEO Mastery
Every Thursday, I share actionable strategies on scaling and valuation. This is my best content — and it’s free.

Subscribe Now: https://surabhishenoy.com/newsletter-subscribe/

3) Take My Course — Founder’s Freedom Blueprint
The first condition of any exit? Your business must run without you.
FFB helps you get there — with systems, delegation, and founder freedom.

Get it here: learn.surabhishenoy.com

4) Follow me here on LinkedIn for tips throughout the week.

To know more about me and my story, please visit: https://surabhishenoy.com/from-engineer-to-ceo-to-ceo-coach/

Thank you for being here,

Best, 
Surabhi

Surabhi Shenoy

Control felt safe.

Until it didn’t.

For years, I called it “being a hands-on founder.”
First in.
Last out.
Every call.
Every decision.

It looked like commitment.
But it was 𝘧𝘦𝘢𝘳.

Fear of dropping the ball.
Fear of being judged.
Fear that if I let go, everything would fall apart.

My wake-up moment came after yet another 15hr day.
I wasn’t leading. I was gripping.

And gripping is not growth. It’s survival.

So I changed my operating style.
I delegated from clarity, not panic.
I built systems instead of heroics.
I worked from design, not fear.

That shift didn’t just change my companies.
It changed me.

If this hit home, you’ll love my newsletter — 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆.

2300+ ambitious Founders read it every week.

Join here: https://lnkd.in/d5BWB_Cx

Every Thursday, get 1 sharp one sharp, actionable system to help you 𝘴𝘤𝘢𝘭𝘦 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧 𝘢𝘯𝘥 𝘺𝘰𝘶𝘳 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴.

🎁 BONUS: Read To Lead: 30 Books Every Founder Must Read.

And if you’re still reading this…
maybe it’s time to loosen the grip a little.

Your business doesn’t grow because you hold on harder.
It grows because you design it to.

In my Tech company, salaries were our biggest expense.

Every month, I would stare at the P&L and think:
“If we can optimize this one line…our entire bottom line will improve.”

But how do you do that
- when salaries only go up,
- talent is scarce,
- and clients want better outcomes at lower cost?

Here’s what we did...
(Save this if you’re scaling a services business in 2026)

12 levers to optimize your salary costs:

1. 𝗖𝗹𝗮𝘀𝘀𝗶𝗳𝘆 every role as revenue‑producing, revenue‑enabling, or overhead, and review the mix quarterly.

2. 𝗧𝗿𝗮𝗰𝗸 cost per engineer per month, per billable day, and per key output (story point, feature, project).

3. 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 utilization, blended rate, and gross margin for each team and major client, not just at company level.

4. 𝗗𝗲𝗳𝗶𝗻𝗲 clear salary bands and promotion criteria so raises follow level changes, not tenure.

5. 𝗖𝗮𝗽 % of revenue for non-billable roles, and require a business case to exceed it.

6. 𝗣𝗿𝗶𝗰𝗲 every engagement bottom up (fully loaded cost + target margin) and enforce hard floor.

7. 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘇𝗲 delivery processes, templates, and technical patterns to juniorize.

8. 𝗥𝗲𝗾𝘂𝗶𝗿𝗲 a hiring / backfill justification that shows impact on revenue, margin, or a specific constraint being relieved.

9. 𝗖𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗲 the fully loaded cost of attrition (recruiting, ramp, discounts, quality risk) and use it in leadership decisions.

10. 𝗜𝗻𝘃𝗲𝘀𝘁 in a small set of retention levers (growth paths, 1:1s, coaching, sane workload) that are cheaper than constant hiring.

11. 𝗣𝘂𝗯𝗹𝗶𝘀𝗵 a simple monthly cost and margin dashboard to your leadership team and discuss variances and corrective actions.

12. 𝗘𝗱𝘂𝗰𝗮𝘁𝗲 team leads on unit economics and empower them to make local decisions that protect utilization and margins.

Cost control is not frugality.
It’s financial leadership.

The founders who win aren’t the ones who spend less.
They’re the ones who spend deliberately.

If this resonated, then repost. 
Someone in your network needs to start controlling costs today.

And if you want systems like this every week, subscribe to 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿.

2400+ founders already read it. It’s free.

🔗 Click “View my newsletter” above 👆

#CEOMastery #Founders #CostControl

Black-and-white image of Andrew Carnegie sitting with folded hands. Large quote on the left reads: “Control your costs. Control your costs. Control your costs. Gentlemen, control your costs.” The bottom banner shows Surabhi Shenoy’s photo, a call to subscribe to CEO Mastery, and a QR code.

He didn’t say, “5GB MP3 player.”

He said, “1000 songs in your pocket.”

That line was Steve Jobs at his best, turning tech into pure feeling.
Not a slogan.

A masterclass in clarity.

Steve Jobs didn’t describe what it was.
He described what it meant.

You could see it.
You could feel it.
You got it instantly.

That’s the power of sticky ideas.
And that’s what 𝗠𝗮𝗱𝗲 𝘁𝗼 𝗦𝘁𝗶𝗰𝗸 teaches.

A great idea isn’t enough.
It has to spread.
It has to stay.

The Heath brothers found 6 traits behind ideas that stick:
SUCCES (yes, one S)

1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Story-driven

Most founders miss this.
They sound smart... but forget to make it memorable.

They say:
“We optimize digital workflows for operational scalability.”

When they could say:
“We cut delivery time in half, no extra hires.”

Or:
“We build AI-driven marketing automation systems.”

Instead of:
“We help close 30% more leads, without bigger ad spend.”

Or even:
“We provide leadership coaching.”

Instead of:
“We help leaders escape daily firefighting so that they can focus on growing business.”

See the difference?

One sounds impressive.
The other makes an impression.

If people can’t picture it, they won’t remember it.
And if they don’t remember it, it never happened.

I put together a cheatsheet:
𝟲 𝗥𝘂𝗹𝗲𝘀 𝘁𝗼 𝗠𝗮𝗸𝗲 𝗬𝗼𝘂𝗿 𝗜𝗱𝗲𝗮𝘀 𝗦𝘁𝗶𝗰𝗸 👇
Built for founders who want their message to spread... to customers, teams, and investors.

Save it.
Use it to clarify your pitch.
Or get your team’s buy-in without the blank stares.

-- 

If you enjoyed this post, 
You’ll love my newsletter: 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 

2300+ ambitious Founders read it every week.

Want in?

🔗 Click "𝗩𝗶𝗲𝘄 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" above 👆
📲 Or scan the QR code in the cheatsheet 👇

Surabhi Shenoy, CEO Coach, shares ‘6 Rules to Make Your Ideas Stick,’ inspired by Made to Stick by Chip and Dan Heath. The visual breaks down the SUCCES framework — Simple, Unexpected, Concrete, Credible, Emotional, and Story-driven — with examples for founders on how to make their message memorable. Designed for entrepreneurs who want to communicate clearly with customers, teams, and investors. Promotes the CEO Mastery newsletter.

Everyone’s chasing speed. 
Very few chase clarity.

But that’s what separates the frantic from the focused.

Charlie Munger knew this decades ago. 

Speed without clarity creates rework.
Decisiveness without reflection creates waste.

He built a billion-dollar clarity by thinking 𝘴𝘭𝘰𝘸𝘦𝘳 than everyone else— and acting 𝘧𝘢𝘴𝘵𝘦𝘳 once he knew what mattered.

Last week’s 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 was the concluding part.
I unpacked the final 5 filters from Charlie's playbook:

- How to stay independent when the noise rises.
- How to stay humble when you’re winning.
- How to stay adaptive when everything shifts.

Read it all here: https://lnkd.in/d68wNYVQ

If your decisions feel heavy, or your team keeps “almost” aligning, this edition will hit home.

And if you haven’t yet, 
Subscribe to CEO Mastery now.

2300+ founders read it every week. 

Every Thursday, get 1 sharp, actionable system to increase your revenue, profit, and valuation.

🔗 Click “View my newsletter” above 👆

Surabhi Shenoy, CEO Coach, shares ‘Charlie Munger’s 10 Mental Filters for Founders,’ a framework on decision-making clarity for business leaders. The visual outlines ten principles — Risk, Preparation, Allocation, Patience, Focus, Independence, Intellectual Humility, Analytic Rigor, Decisiveness, and Change — to help founders think slowly, act wisely, and scale sustainably. Designed for entrepreneurs who value clarity over speed and want systems that compound results. Promotes the CEO Mastery newsletter by Surabhi Shenoy.

A $1 million contract.

I knew I had just one shot.

Win it, we leapfrog.
Lose it, we slow down. 

Being an engineer, I was strong technically.
But I wasn’t trained in negotiation.
Or persuasion.
Or high-stakes selling.

I had one week to prepare.
So I turned to the place I always turn when I’m under pressure.

A book.

I picked up 𝘕𝘦𝘷𝘦𝘳 𝘚𝘱𝘭𝘪𝘵 𝘵𝘩𝘦 𝘋𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘤𝘦.
One lesson hit me hard: people decide with emotion first.

So I rebuilt my entire pitch.
I focused less on features.
More on the 𝘧𝘦𝘢𝘳 𝘰𝘧 𝘥𝘦𝘭𝘢𝘺.
The 𝘤𝘰𝘴𝘵 𝘰𝘧 𝘪𝘯𝘢𝘤𝘵𝘪𝘰𝘯.
The 𝘦𝘮𝘰𝘵𝘪𝘰𝘯𝘢𝘭 𝘴𝘵𝘢𝘬𝘦𝘴 behind their decision.

That shift changed the whole room.
And I walked out with the $1 million deal — giving away a few things in kind. 𝘏𝘢𝘱𝘱𝘪𝘭𝘺.

That $1M deal was just one moment. 
But moments like that stack. 

And almost all of them were shaped by ideas I learned from books.

Books built me. 
They guided me through tough decisions, stressful leadership calls, and every major transition in my career and life.

So I put together my top 30 books...
and the exact business takeaways I’ve applied from each one.

A curated list.
Clear insights.
Real-world applications a founder can use today.

And if you want to build this kind of thinking into your 𝘸𝘦𝘦𝘬𝘭𝘺 𝘳𝘩𝘺𝘵𝘩𝘮, 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆. 

It’s the newsletter I wish existed when I was scaling my first company — one practical mental model, system, or strategy every Thursday.

Subscribe now: https://lnkd.in/d5BWB_Cx

I will send the "𝘙𝘦𝘢𝘥 𝘵𝘰 𝘓𝘦𝘢𝘥" guide along with the next edition of CEO Mastery.

The kind of founder you become depends on the ideas you feed your mind. 

Start today 🚀

♻️ Repost this to help a fellow founder.
🔔 Follow Surabhi Shenoy for daily CEO insights

“Surabhi Shenoy, CEO Coach, introduces Read to Lead — a curated guide of 30 books every founder must read. The animated GIF shows a phone screen and bold text ‘READ TO LEAD,’ inviting founders to sign up for the free guide via QR code. The resource highlights 30 books and 30 business lessons with real-world takeaways that helped Surabhi scale multiple companies. Promotes the CEO Mastery newsletter and founder learning resources.

65% of all startups fail for one reason.

Not because the idea was weak.
Because the founders fight.

Most founders don’t see it early.
The warning signs are quiet.
The damage shows up years later.

I’ve studied partnerships that lasted decades and partnerships that collapsed under pressure.

The gap is clear.

Strong co-founders pass five simple filters long before they build together.

Here are the five that matter:

1/ 𝗠𝗶𝗻𝗱𝘀𝗲𝘁 𝗳𝗶𝘁 – steady under stress
2/ 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝘀𝘁𝗲𝗮𝗱𝗶𝗻𝗲𝘀𝘀 – calm when things break
3/ 𝗘𝗴𝗼 𝗰𝗼𝗻𝘁𝗿𝗼𝗹 – low drama, high clarity
4/ 𝗗𝗶𝗿𝗲𝗰𝘁𝗶𝗼𝗻 𝗺𝗮𝘁𝗰𝗵 – same pace, same ambition
5/ 𝗦𝗸𝗶𝗻 𝗶𝗻 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲 – real commitment, real stakes

Founders who pass these filters save years of conflict.
They protect trust, decisions, and momentum.

And these filters show you who someone really is before equity ties you together.

If you’re choosing a co-founder, this week’s newsletter breaks each filter down so you can build safer and scale smoothly.

Read it here > https://lnkd.in/dMX5QUZh

To get more such in-depth insights, subscribe to CEO Mastery now.

2400+ founders read it every week. 

Every Thursday, get 1 sharp, actionable system to increase your revenue, profit, and valuation.

🔗 Click “View my newsletter” above 👆

In last week's CEO Mastery Newsletter, I shared how to choose a co-founder.

Got a reply, “I already got one… it’s not working.”

This is the part most founders never prepare for.

In the early years, urgency holds everything together.
You move fast.
You skip hard talks.
You assume alignment because nothing feels broken.

Then the business grows.
Life grows.
And the cracks you ignored start widening.
Decisions feel heavier.
Small tensions linger longer.
You sense the drift before you can name it.

Here’s the part we rarely admit:
Strong partnerships don’t stay strong by luck.
Something underneath keeps them steady as things get more complex.

in tomorrow's CEO Mastery edition,
I'll share the secret I learned from working with a co-founder for over 20 years.

If you build with a co-founder or want to get one, 
you don’t want to miss this one.

𝗝𝗼𝗶𝗻 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁 𝗱𝗿𝗼𝗽𝘀 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄 𝟰 𝗣𝗠 𝗗𝘂𝗯𝗮𝗶 𝘁𝗶𝗺𝗲.

2400+ ambitious Founders read it every week.

Every Thursday, you will get 1 sharp, actionable system to:
✔️ Grow revenue
✔️ Maximize profit
✔️ Increase valuation
✔️ Reduce founder dependency

Want in?

🔗 Click "𝗩𝗶𝗲𝘄 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" above 👆
📲 Or scan the QR code in the cheatsheet 👇

#CEOMastery #FounderWisdom  #CoFounderDynamics

Graphic teaser for CEO Mastery newsletter by Surabhi Shenoy. Text reads: ‘How to REALLY work with a co-founder to achieve long-term success. I’ll unpack it in tomorrow’s CEO Mastery.’ Includes QR code to subscribe. Light beige background with bold blue and red text.

You don’t need to do more.

You need to be 𝘭𝘦𝘴𝘴 𝘯𝘦𝘦𝘥𝘦𝘥.

A founder I coached had it all.
Strong pipeline. Smart team. Big goals.

But his leadership team?
They got fragments of his attention while he drowned in busywork.

We worked through the 𝗙𝗼𝘂𝗻𝗱𝗲𝗿’𝘀 𝗙𝗿𝗲𝗲𝗱𝗼𝗺 𝗕𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 together. 

Here’s what changed in just 6 weeks:
→ Cut 12 hours/week from his calendar 
→ Delegated 3 major workflows 
→ Built a 90-day plan that team could execute confidently

The results were transformational.

The company finally had a 𝘱𝘳𝘦𝘴𝘦𝘯𝘵 𝘊𝘌𝘖 again.
Decisions moved swifter.
Momentum returned.

Freedom isn’t about doing less. 
It’s about being fully available for the work 𝘰𝘯𝘭𝘺 𝘺𝘰𝘶 can do.

🔥 𝗕𝗹𝗮𝗰𝗸 𝗙𝗿𝗶𝗱𝗮𝘆 𝗦𝗽𝗲𝗰𝗶𝗮𝗹:
𝗙𝗼𝘂𝗻𝗱𝗲𝗿’𝘀 𝗙𝗿𝗲𝗲𝗱𝗼𝗺 𝗕𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝗶𝘀 𝟱𝟬% 𝗼𝗳𝗳. 

Get it here: https://lnkd.in/duAd48XD

This is a 5-module, 60-minute video course that you can apply instantly.

It's time to take the first step toward a calmer, more focused way of leading. 

And if this resonated, please repost ♻️
Some leader in your network needs this reminder today. 

Question for you: 
If you got 10 hours back this week, where would you put them — clients, strategy, sales, hiring, or your team? ⏱️

Black Friday Sale visual promoting Surabhi Shenoy’s Founder’s Freedom Blueprint online course. The text reads: ‘Founder’s Freedom Blueprint — Step out of firefighting, into focused leadership. 50% OFF.’ The image includes a QR code linking to learn.surabhishenoy.com. The program teaches founders how to delegate, build leadership systems, and regain focus using Surabhi Shenoy’s 5-module, 60-minute framework for freedom and growth.

Ever replayed a conversation in your head… 
wishing you’d said what you really meant?

Most people don’t avoid difficult conversations because they’re weak. 

They avoid them because no one taught them 𝘩𝘰𝘸 to have them.

A managing partner I coached kept clashing with her co-founder. 

Every big discussion ended the same way: she went silent. 
Not from agreement… 
but from fear of saying it wrong.

Turns out she didn’t need courage. 
She needed tools.

When she learned how to structure the conversation,
separate facts from stories,
and make it safe to speak,
she finally said what she’d held in for years.

Founder conflicts rarely explode overnight. 
They build—one unsaid thing at a time.

That’s why 𝘊𝘳𝘶𝘤𝘪𝘢𝘭 𝘊𝘰𝘯𝘷𝘦𝘳𝘴𝘢𝘵𝘪𝘰𝘯𝘴 is powerful.

When stakes rise and emotions spike, people default to silence or aggression. 
Both break trust. Both slow growth.

The solution isn’t bravery. It’s skill.

Here are eight steps to speak the truth without drama.

1. Start with Heart: know what you want.
2. Learn to Look: spot silence or pressure.
3. Make It Safe: use contrast and purpose.
4. Master Your Stories: separate facts from your tale.
5. STATE Your Path: facts → view → invite.
6. Explore Their Path: use AMPP to draw them out.
7. Move to Action: agree on next steps.
8. End with Alignment: leave with shared clarity.

Simple when you read them.
Transformative when you apply them.

📌 𝗜’𝘃𝗲 𝗽𝘂𝘁 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿 𝗮 𝗰𝗵𝗲𝗮𝘁𝘀𝗵𝗲𝗲𝘁: 𝟴 𝗦𝘁𝗲𝗽𝘀 𝘁𝗼 𝗠𝗮𝘀𝘁𝗲𝗿 𝗗𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀.

Save it and share it with your team.

Use it to prevent small issues from becoming big problems.

Found this valuable? 
♻️ Repost to your network 
🔔 Follow Surabhi Shenoy for daily CEO insights 

-- 

Want to become the CEO your growing business deserves? 

📥 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 —
My weekly newsletter, trusted by 2400+ founders. 

Every Thursday, get 1 sharp, actionable system to help you move from Stuck to Scaling. 

I write from my personal experience of building, scaling, and exiting 2 MM$ businesses and now coaching founders 1:1.

🔗 Click “View my newsletter” above 👆

Surabhi Shenoy, CEO Coach and 2X founder, shares ‘8 Steps to Master Difficult Conversations’ — a framework inspired by the book Crucial Conversations. The visual outlines how leaders can communicate with clarity and safety: 1) Start with Heart, 2) Learn to Look, 3) Make It Safe, 4) Master Your Stories, 5) STATE Your Path, 6) Explore Their Path, 7) Move to Action, 8) End with Alignment. Designed for founders, executives, and teams to resolve conflict, rebuild trust, and lead with calm authority.

Care too little and people leave.

Care too much and performance drops.

Every founder I know walks this tightrope.

You want to be kind.
But you also want to be clear.
You want to support your team.
But you also expect high standards.

And most days, it feels like you’re choosing between being the “nice boss” or the “tough boss.”
But 𝘙𝘢𝘥𝘪𝘤𝘢𝘭 𝘊𝘢𝘯𝘥𝘰𝘳 teaches something different.

You don’t have to choose.
You have to combine.

𝗖𝗮𝗿𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗹𝘆.
𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗱𝗶𝗿𝗲𝗰𝘁𝗹𝘆.
That’s the whole game.

When you 𝘤𝘢𝘳𝘦 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦, 
you protect feelings but kill growth.

When you 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘤𝘢𝘳𝘦, 
you get results but lose trust.

And when 𝘺𝘰𝘶 𝘥𝘰 𝘯𝘦𝘪𝘵𝘩𝘦𝘳, 
you build a team of silence and second-guessing.

But when you do both?
People feel safe.
People feel supported.
People know exactly how to win.

Because clarity is care.
And candor is love in leadership form.

If you want a team that grows with you, not around you start with conversations you’ve been delaying.

Save the cheatsheet: 7 Rules of Radical Candor 👇
Share it with your team.

--
If you enjoy this kind of depth,
You’ll love my 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 newsletter.

It's Free and trusted by 2400+ growth-focused Founders.

🎁 Get instant access to my guide: 30 books every founder must read.

Want in?

🔗 Click "𝗩𝗶𝗲𝘄 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" above 👆
📲 Or scan the QR code in the cheatsheet 👇

Found this valuable? 
♻️ Repost to your network 
🔔 Follow Surabhi Shenoy for daily CEO insights

Radical Candor summary for founders — 7 rules to lead with care and direct challenge, inspired by Kim Scott’s book Radical Candor. Includes principles like caring personally, challenging directly, praising clearly, correcting behavior, giving real-time feedback, asking for criticism, and making expectations visible.

One change moves revenue fast.

But you must pick right.

Early in my career, I worked as a software test engineer.

The job was simple:
Change one input.
Watch the output.
Trace the real cause of failure.

A controlled test never changes 5 variables at once.

But founders do it every time growth stalls.

New hire.
New offer.
New funnel.
New pricing.
New strategy.

𝘈𝘭𝘭 𝘢𝘵 𝘰𝘯𝘤𝘦.

Then wonder why months of effort don’t translate into movement.

The problem usually isn’t ambition.
It’s misdiagnosis.

After years of working with founders, I’ve learned that revenue gets stuck in only a few places.

Seven, to be precise.

The 7 Revenue Levers:

𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 𝗹𝗲𝘃𝗲𝗿𝘀 (create demand + conversion):
1/ Positioning
2/ Offer
3/ Pricing
4/ Lead flow

𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝗹𝗲𝘃𝗲𝗿𝘀 (multiply scale + consistency):
5/ Sales engine
6/ Customer lifetime value
7/ Growth assets

And here’s the part most founders miss:
In almost every business, 𝘰𝘯𝘭𝘺 𝘰𝘯𝘦 𝘰𝘳 𝘵𝘸𝘰 𝘭𝘦𝘷𝘦𝘳𝘴 𝘢𝘳𝘦 𝘵𝘳𝘶𝘭𝘺 𝘣𝘳𝘰𝘬𝘦𝘯.

Fix the wrong lever → no change.
Fix the right one → everything starts to move.

Want to know how to choose and fix that 1 revenue lever?

Read this detailed newsletter: https://lnkd.in/diKEY-jr

--

If you enjoy this kind of depth,
You’ll love my 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 newsletter.

It's Free and trusted by 2400+ ambitious Founders.

Every Thursday, get 1 sharp, actionable system to:
✔️ Grow revenue
✔️ Maximize profit
✔️ Increase valuation
✔️ Reduce founder dependency

Want in?

🔗 Click "𝗩𝗶𝗲𝘄 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" above 👆
📲 Or scan the QR code in the cheatsheet 👇

#CEOMastery #FounderWisdom #RevenueGrowth

Cheatsheet titled ‘7 Revenue Levers – Diagnose Before You Scale’ by Surabhi Shenoy. Visual framework showing why growth stalls, the tester’s mindset, and where revenue breaks. Highlights seven revenue levers in two groups: Positioning, Offer, Pricing, Lead Flow, Sales Engine, CLTV, and Growth Assets. Includes diagnostic questions, icons for each lever, and a QR code to subscribe to CEO Mastery.

Growth needs depth.

Depth needs reading. 

People say they want to grow.
But very few sharpen that one skill:
𝗥𝗲𝗮𝗱𝗶𝗻𝗴.

Not doom-scrolling.
Not information snacking.
Not shallow content that vanishes in minutes.

I’ve always been a voracious reader.
And I realize many aren’t.
They like the speed.
They move fast.
And reading feels “slow.”

But slow 𝘪𝘴 the point.

Reading gives depth.
It builds clearer thinking.
You retain far more information.
You understand concepts better.
You can recall ideas later in seconds.
And you, not algorithm, decide what to read.

What if you don’t have time for books?

Read things you 𝘤𝘢𝘯 finish.
Read some long-form articles.
Read a thought-provoking newsletter.
Read anything that stretches your thinking...
(instead of just entertaining your mind.)

𝗧𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝘆 𝗜 𝗰𝗿𝗲𝗮𝘁𝗲𝗱 𝘾𝙀𝙊 𝙈𝙖𝙨𝙩𝙚𝙧𝙮. 
For founders who want to grow fast but don’t have time for books.

Each week, I send one deep insight you can apply the same day.
Revenue. 
Profit. 
Valuation. 
People. 
Systems. 
Leadership.

The real levers that move a business.

Who is this for?

- Founders who're pressed for time.
- Leaders who want sharper decisions.
- Executives who want depth without overwhelm.
- Anyone who wants to think better, and build better.

When you subscribe, I’ll send you my guide “𝟯𝟬 𝗕𝗼𝗼𝗸𝘀 𝗘𝘃𝗲𝗿𝘆 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗠𝘂𝘀𝘁 𝗥𝗲𝗮𝗱.”

And here’s the real value:
Each book comes with an article. 
I break down the idea, the takeaway, and how it shaped my decisions... so you get the wisdom in minutes, not hours.

If this speaks to you, read one long-form piece this weekend.
A book.
A newsletter.
A well-written article.
Give your brain the upgrade it has been asking for.

If you're already in the habit, what's your favorite book?

🔁 Repost if you believe reading still matters.
🔗 Join CEO Mastery by clicking “View my newsletter” above 👆

Founders want to read more.

They know books sharpen judgment.
Improve decisions.
Strengthen instincts.

But they don’t have time to sit with a 300-page book.

Ironically, the moment you need books the most… 
is the moment they stop reading.

I lived this.

Growing up, I read constantly.
But once I started building and scaling companies, reading disappeared.

Hiring. Delivery Clients. Fires.
There was always something more urgent than picking up a book.

Yet every time I felt lost as a founder…
I knew the answer was sitting in a book I hadn’t opened.

After my second exit, as I began building CEO Mastery…
I made myself a promise:

To carve time for 𝗱𝗲𝗲𝗽 𝗿𝗲𝗮𝗱𝗶𝗻𝗴 again.
To study founders, operators, mental models.
To pull patterns from the people who built iconic companies.

That’s what I do now.

I read deeply.
I take obsessive notes.
I combine them with my own experience scaling (and exiting) two companies.
And I turn them into systems founders can apply instantly.

If you want access to this level of thinking, 
📩 Subscribe to 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 here: https://lnkd.in/didm2-bY

Every Thursday:
One sharp, actionable system to scale yourself and your business.
And because I want you to start strong,
I’ll send you a gift I’ve built over the last 12 months:

“𝗥𝗲𝗮𝗱 𝘁𝗼 𝗟𝗲𝗮𝗱” — 𝟯𝟬 𝗕𝗼𝗼𝗸𝘀 𝗘𝘃𝗲𝗿𝘆 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗠𝘂𝘀𝘁 𝗥𝗲𝗮𝗱

This isn’t a book list.
Not summaries.

Each book comes with:
 → A deeper article
 → A strategic framework
 → The exact lessons I applied while building my companies
This weekend, don’t start a new book.

Don’t add more to your “to read” list.
Instead, make 20 minutes for Read to Lead.

Because founders who win aren’t the ones who read the most books.
They are the ones who absorb the right ideas at the right time.

 Found this valuable?
♻️ Repost to your network 
🔔 Follow Surabhi Shenoy for daily founder insights

#CEOMastery #FounderWisdom #ReadToLead

Animated graphic showing a smartphone preview of the “Read to Lead — 30 Books Every Founder Must Read” guide. The right side highlights the title in large blue text, with a message explaining that the guide includes 30 books, 30 lessons, and zero guesswork. A QR code invites viewers to subscribe to the CEO Mastery newsletter to receive the full guide.

We talk a lot about “psychological safety” these days.  

Somewhere along the way, we lowered the bar for excellence.

My leaders pushed me, were hard on me.  
I am a product of their “unrealistic” demands.
 
Today, safety has became the goal,
instead of the starting point.
 
And I’ll be honest — 
I miss cultures that expected greatness.
A culture of performance and excellence.
 
The kind where you’re proud of your work,  
where you stretch your abilities,  
where the demand lifts you higher.
 
I don’t believe psychological safety makes people weak.
I believe staying only in psychological safety does.
 
People don’t unlock their potential in comfort. 

They unlock it when they’re challenged. 

When they are seen and stretched.  
When they are supported and pushed.

And that goes both ways.

We should expect our leaders to push us.
 
And we should expect performance from our teams downward.

As Jeff Bezos says, 
High performance and professional pride is a necessity.

Learning to balance these two forces —  
support + standards —  is the real work of leadership.
 
This prefer the culture:
Where team does the best work of their careers.
 
Psychological safety is where we begin.  
Excellence is where we must aim.
 
Found this valuable? 
♻️Repost it to your network and 
🔔 Follow 𝗦𝘂𝗿𝗮𝗯𝗵𝗶 𝗦𝗵𝗲𝗻𝗼𝘆 for daily CEO insights

-- 

Want to become the CEO your growing business deserves? 

📥𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 —
My weekly newsletter, trusted by 2400+ founders. 

Every Thursday, get 1 sharp, actionable system 
to grow in revenue, profit and valuation. 

🔗 Click “View my newsletter” above 👆

Every founder building something new hits the same wall:

“This isn’t how we do things.”
“Our manual process works fine.”
“We don’t want to change what already works.”

It’s rarely a product problem.
It’s a 𝗳𝗿𝗮𝗺𝗶𝗻𝗴 problem.

People don’t resist new tools because they’re ineffective.

They resist because the familiar feels safer.

Even when the familiar is painfully inefficient.

And this is where many founders lose the pitch:
They start defending what they built.
They compare features.
They try to prove superiority.

The moment you enter comparison mode, you’ve already lost.

Jeff Bezos understood this early.

When critics attacked Amazon(.)com for what it couldn’t do compared to bookstores, he didn’t defend the gaps.

He reframed the conversation to what the new medium made possible.

That’s the mental model founders need when pitching today:
Not “Here’s how we replace your process,”
But “Here’s what becomes possible with a new way.”

If you’re building something new — 
AI, automation, internal tools, workflow upgrades — resistance is guaranteed.

How you frame your pitch determines whether they lean in or walk away.

Ask yourself: 
What can my product unlock that the old way never could?

That’s where decisions move.
That’s where adoption begins.

I wrote about this in depth in Edition 74, including:

- The mental model Bezos used
- Why comparison kills adoption
- A real example from a company I advise
- One question that transforms a pitch instantly

Read it here > https://lnkd.in/dF5d69WA

--
If you enjoy this kind of depth,
You’ll love my 𝗖𝗘𝗢 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 newsletter.

It's Free and trusted by 2400+ ambitious Founders.

Every Thursday, get 1 sharp, actionable system to:
✔️ Grow revenue
✔️ Maximize profit
✔️ Increase valuation
✔️ Reduce founder dependency

Want in?

🔗 Click "𝗩𝗶𝗲𝘄 𝗺𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿" above 👆
📲 Or scan the QR code in the cheatsheet 👇

#CEOMastery #FounderWisdom #MentalModel

A visual cheatsheet titled “Bezos’s Mental Model — Turn Objection Into Adoption,” showing old-world benchmarking, familiarity bias, feature-defense, and proof-over-possibility traps. The image presents the B.E.Z.O.S. Framework: Break the Comparison Lens, Expand What’s Possible, Zero-Friction Experience, Own a New Dimension, and Sell the Superpower. Includes real-world examples and a call to subscribe to the CEO Mastery newsletter.

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The Battle

ERIC HANSEN

Surabhi Shenoy

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}ERIC HANSEN's LinkedIn Performance

Performance ScoreSurabhi Shenoy's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreERIC HANSEN's LinkedIn Performance