By Nadine Nicholson, Time Architect, Founder of Ascend Leadership Co., and a proud Member Sponsor of the 2025 WPO Entrepreneurial Excellence Forum.
You didn’t start your business to be trapped by it. But if you’re like many $1MM+ founders and CEOs, the more success you create, the harder it feels to step away.
You’ve built something incredible. But your time? Completely maxed out. When your business still depends on you too much, when your calendar feels out of your control, and when real time off seems impossible—it’s time for a new way of leading yourself, your time, and your team.
This business stage—where growth demands more of you but gives you less freedom—is what we call the Middle Zone of Success.
When your success is demanding more of your time, more of your energy, and more of YOU just to sustain it—you’re not truly free.
The bad news? The strategies that got you here won’t take you further or higher.
The good news? You’re closer to freedom than you think—you just can’t see the path yet.
Staying stuck in the Middle Zone leads to stress, exhaustion, and resentment.
But what if you could achieve next-level business growth without sacrificing your own well-being?
It’s not just a dream—it’s entirely within your reach. But you’ve got to stop playing by the old rules where you allow your business to consume and drain you.
This isn't about just setting unrealistic goals, it’s about practical and achievable steps to take back your time, energy, and joy—so you can step into a business that fuels your freedom—not one that drains it.
I’m Nadine Nicholson, Time Architect, founder of Ascend Leadership Co., and member of WPO Calgary III. Along with my husband and Team Architect Derek Nicholson, we guide powerhouse $1MM+ founders and CEOs out of the Middle Zone of time stress, guilt, and overworking—while climbing to never-before-seen levels of success.
Real Success: How Susie Quesada Escaped the Middle Zone
You might be saying something like, “Sure, Nadine, that's all good and I want all that. But, HOW? How do I get there? I have no idea.”
That was exactly where one powerhouse entrepreneur found herself before she cracked the code. Let’s look at how Susie Quesada, President of Ramar Foods and WPO Platinum member, made the shift from the Middle Zone to never-before-seen success in her business and life.
At the helm of a multi-generational, 300-employee company, Susie felt the constant pressure to lead—at work and at home. But instead of freedom, her success brought exhaustion.
Susie was trapped in the Middle Zone. Her business had grown, but instead of feeling liberated, she was overwhelmed, with little room to focus on next-level, strategic leadership of business.
Despite emphasizing a servant leadership approach in her business, Susie realized that she wasn’t modeling the balance and well-being she encouraged in her team. She was constantly pushing herself to be strong for everyone else and felt guilty about investing in her own leadership growth.
"Before working with Nadine and Derek Nicholson at Ascend Leadership, I was modeling the same burnout behaviors I saw in my team. I had my go-to strategies for handling challenges, but this time, they weren’t working. I knew I needed to do something different—I just wasn’t sure what.” — Susie Quesada
Watch Susie Quesada talk about her leadership journey:
The 5 Leadership Skills That Changed Everything
We guided Susie to step into her own definition of Impossible Freedom—the bold act of living her best life AND driving next-level business growth—at the same time and without having to sacrifice one for the other.
Susie had three core outcomes for her executive leadership coaching with us:
- To create a sustainable leadership approach that fosters both accountability and well-being.
- To navigate family business dynamics with clarity and confidence.
- To implement a strategic framework for hiring, team development, and long-term succession planning.
In order to successfully achieve these outcomes, Susie learned and mastered our five essential leadership skills—so she could free up her time, align her team, and ensure her business could thrive without it consuming her. In months, Susie experienced remarkable shifts in both her business and her life. Here are a few key areas of her growth:
1. Time Mastery: Susie reclaimed control of her time by redefining priorities and setting intentional boundaries, creating space for both strategic leadership and personal well-being. She now leads with more intention, navigates business complexities with confidence, and ensures both business and personal success.
“Nadine and Derek helped me step back, realign my leadership, and create a healthier, more sustainable path for my business and my life. I no longer feel guilty about investing in my leadership. I see now that taking care of myself isn’t indulgent—it’s necessary.”
2. United Team: Susie reshaped how she led her executive team. Instead of hesitating on tough personnel decisions, she grew her confidence to assess, realign, and elevate the right leaders—ensuring her team was positioned for long-term success. By trusting her team and leading more strategically, she shifted her focus to high-level growth.
“Nadine and Derek helped me make strategic hires, refine our approach, and build a path forward with confidence. I’ve been able to make difficult team changes with clarity and confidence—while still honoring my relationships and values. That’s something I never thought possible.”
3. Wild Wisdom: Susie shifted from survival mode and reactive problem-solving to proactive decision-making rooted in her inner wisdom, creating a sustainable and confident leadership approach that allowed her to guide her company with confidence and strategic clarity.
“Before working with Nadine and Derek, I felt stuck in survival mode. Now, I make strategic decisions with more confidence, knowing I have the clarity, tools, and support to intentionally build the future I envision—for myself, my team, and my family.”
4. Brave Decisions: One of Susie’s biggest challenges was making tough decisions—especially when it came to restructuring her executive team. With Nadine and Derek’s guidance, she navigated these changes strategically, ensuring that every decision aligned with her inner truth and the company’s long-term vision. In one particularly challenging case, she was able to transition a key team member into a new role rather than parting ways entirely—something she hadn’t thought was possible.
“If you’re thinking about coaching but unsure if it’s the right investment—trust me, it is. I never thought I needed a coach, but working with Nadine and Derek has changed the way I lead, the way I make decisions, and the way I show up in my business and life. Their support has been invaluable.”
5. Courageous Conversations: Running a family business adds unique layers of complexity to leadership. Susie faced ongoing challenges in balancing professional decisions with family dynamics. With our support, she learned to separate personal emotions from business strategy, leading with clarity while preserving family relationships.
“Nadine and Derek understand the nuances of a family business. Their insight and support have helped me navigate tough conversations with confidence and compassion. My team follows my lead, and I’m modeling the balance I want for them too.”
Ready to Break Free?
If you're feeling stuck between your success and the freedom you know you deserve, the path forward is more accessible and achievable than you think. Like Susie, you can reclaim your time, energy, and joy while climbing to never-before-seen success.
Want an easy, low-commitment, and powerful step forward?
Option 1: Take the Impossible Freedom Quiz to see what stage of the Middle Zone you’re in. Go here to take the quiz.
Option 2: Or join us for one of our 60-minute Powerhouse Roundtables. We curate a small group discussion every month for $1MM+ founders and CEOs who want to drive next-level business growth and create a deeply rewarding life at the same time.
These aren’t surface-level discussions. We tackle the real challenges of scaling a business that fuels your freedom instead of consuming it.
Seats are limited. Go here to join an upcoming Powerhouse Roundtable.
Nadine Nicholson, MCC
Member, WPO Calgary III
Time Architect & Founder
Ascend Leadership Co.
ascendleadership.com
nadine@ascendleadership.com
About the Author
Nadine & Derek Nicholson, founders of Ascend Leadership Co., guide powerhouse $1MM+ founders and CEOs out of the Middle Zone of time stress, guilt, and overworking—while climbing to never-before-seen levels of success. Ascend clients refuse to settle for business success at the cost of their personal freedom—and are ready to embrace a new way of leading themselves, their time, and their team. NOW, not someday. Ascend’s signature Impossible Freedom Equation is a proven path to live your best life and drive next-level business growth. No trade-offs required. Learn more at: ascendleadership.com.