What's actually stopping you from scaling? According to Brad Sugars — founder of ActionCoach and one of the world's most recognized business coaches — your goals just aren't big enough. In this episode of What Really Works, Dr. Michelle Rozen sits down with Brad to unpack why most founders stay stuck as operators (not owners), why comfort is the enemy of growth, and what it actually takes to scale from $1M to $10M to $100M.

Brad shares his formula for success, the difference between negative and positive goal setting, and reframes the most important question entrepreneurs ask: not "how do I scale?" — but "who do I need to become?"

In this episode:

• Why most business owners are operators in disguise — and the cost of that confusion

• The "wimpy goals" trap: what playing small really costs you

• Brad's $1M → $10M → $100M scaling framework

• Negative vs. positive goal setting (most founders pick the wrong one)

• The identity shift: from "how do I scale?" to "who do I need to become?"

• How to build a business that runs without you

Quick answers:

Who is Brad Sugars? — Founder of ActionCoach, the world's largest business coaching firm, and the author of 17+ books on entrepreneurship and scaling.

What is ActionCoach? — A global business coaching brand operating in 80+ countries, focused on helping founders scale their companies.

What's the difference between a business owner and an operator? — An operator runs the business day-to-day. An owner builds a business that runs without them.

Subscribe to What Really Works with Dr. Michelle Rozen wherever you listen. Learn more at drmichellerozen.com.

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