The Conversations You're Avoiding Are Costing You Money: A Masterclass in Taking Radical Responsibility

A detailed account of our podcast conversation with Greg Stephens, certified professional behavior analyst and executive coach

There's a conversation you've been putting off. Maybe it's with a client who isn't paying. Maybe it's with a contractor who isn't delivering. Or maybe - and this is the big one - it's with yourself about why you're still working with six $2K clients instead of three $20K ones.

In this episode, we sat down with Greg Stephens, a certified professional behavior analyst, master certified trainer, and author of Build New Bridges: The Art of Restoring Impossible Relationships. With 25 years working across Fortune 500 companies, Greg has made a career out of the conversations most of us would rather avoid. And as he'll tell you, what's on the other side of these conversations isn't just peace of mind - it's often money.

Everything in Your Life You Create, Promote, or Allow

Greg drops this truth bomb early in our conversation, and it's worth sitting with: "Everything in my life I create, promote, or allow."

Read that again. Because if you're struggling to land high-value clients, constantly dealing with scope creep, or feeling like you're always chasing payments, this principle applies to you.

The default human response when things go wrong? Look outside ourselves. Blame the market, the client, the economy, your dog - anything but the person staring back at you in the mirror. But here's the kicker: when you give away responsibility, you give away power.

"If I look at something and think 'I didn't do that,' then I have no power to change it," Greg explains. "But if I own it, I begin to take power to change it."

This doesn't mean beating yourself up. It means recognizing that you chose to take on that nightmare client. You chose not to have that pricing conversation upfront. You chose to let that boundary slide. And because you chose it, you can choose differently next time.

Your Brain Is Working Against You (Here's How to Fight Back)

Let's talk about why these conversations feel so damn hard. When fear hits, your amygdala - the reactive part of your brain - takes over. Your neocortex (the part that thinks rationally) literally goes offline. You're in fight-or-flight mode, which is great if you're being chased by a bear, but terrible if you're trying to negotiate a contract renewal.

The good news? Greg shares a surprisingly simple hack: questions turn your brain back on.

When you notice yourself in reactive mode, take a deep breath and ask yourself a question. Any question. Greg suggests: "What do I really want here?" or "How am I responsible in this moment?"

He shares a story about teaching a woman in Houston who tried his "random math problem" technique when someone cut her off in traffic. She got even madder - because she couldn't do the math. But the point landed: engaging your reflective brain interrupts the emotional spiral.

For fractional executives constantly juggling high-stakes decisions, this isn't just a nice-to-have skill. It's essential. Because when you're operating from fear and reaction, you make bad decisions. You undercharge. You over-deliver. You avoid the very conversations that could transform your business.

Control vs. Influence: The Leadership Shift That Changes Everything

Here's where Greg's expertise really shines for fractional executives trying to build sustainable, high-value client relationships.

"Most leaders want to control things because if I've got control, I know what's going to happen," Greg says. "But you can't control circumstances and you can't control other people."

Think about the fractional CFO who's frustrated because their client won't implement their recommendations. Or the fractional CMO who's annoyed their team isn't executing the strategy. Trying to control the situation creates resistance. It damages relationships. And it's exhausting.

The shift? Control yourself, influence others.

When you manage your own emotions and show up consistently, you naturally influence how others engage with you. If you want your client to take ownership, you first have to model that ownership yourself.

Greg worked with a leader who said about an employee, "It's my way or the highway." After digging deeper, they discovered what they really wanted: someone who could solve problems independently, take responsibility, and actually enjoy their work. That's not a control conversation - that's an influence opportunity.

The Two-Minute Practice That Saves Two Hours

Want a practical tool you can implement immediately? Greg shared his "two-minute clearing exercise" that he does before every coaching call.

Cut the camera. Close your eyes. Clear your head for two minutes.

It sounds almost too simple, but Greg reports that this single practice saves hours on the back end. Meetings become more focused. Decisions happen faster. You show up present instead of scattered.

"I found when I do that, those two minutes save me two hours of jumping around with my brain in different places," Greg explains.

His clients started implementing this with their own teams and reported the same results. In a world where fractional executives are constantly context-switching between clients, this kind of intentional transition practice is gold.

Landing High-Value Clients Requires High-Value Communication

So how does all of this tie back to building a thriving fractional practice with premium clients?

The fractionals who command $15K-$20K monthly retainers aren't just more skilled technically. They're better communicators. They set clear boundaries. They have the difficult conversations early. They take responsibility rather than making excuses.

When you avoid conversations about scope, pricing, or performance, you signal that you're not fully in control. High-value clients want to work with people who are unshakeable, who can handle difficult topics with grace, and who won't become just another problem they have to manage.

"There's typically money on the other side of these conversations," Greg notes. "It brings you peace of mind. It wipes out unnecessary drama. It brings accountability back into place."

The Bottom Line

Your success - or lack thereof - isn't happening to you. You're creating it through the conversations you're having (and avoiding), the boundaries you're setting (or not), and the responsibility you're taking (or deflecting).

The path to premium clients and sustainable growth isn't found in another marketing tactic or sales script. It's found in your willingness to have the conversations that scare you, take radical ownership of your results, and consistently show up as the leader your clients need you to be.

Start small. Pick one conversation you've been avoiding. Take two minutes to clear your head. Ask yourself: "What do I really want here?" Then have the conversation.

Because on the other side of that discomfort? That's where your business transforms.

Ready to take your fractional practice to the next level? Connect with Greg Stephens at alignment-resources.com to learn more about his coaching programs and his book, Build New Bridges: The Art of Restoring Impossible Relationships.

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