Don’t Wait: Susan Thomas on Scaling Through Setbacks, Systems, and Smarter Leadership
Growing a business isn’t just about winning more clients. It’s about knowing when to let go, when to hire, and when to build systems that allow your business to grow beyond you.
In Episode 71 of The Growth Equation, Tristan Wright sits down with Susan Thomas, founder and CEO of 10fold, to share her remarkable 30-year journey from accidental agency owner to leading a multi-million-dollar marketing firm.
What began with a handful of clients quickly evolved into a thriving business, but not without challenges. Susan navigated raising four children, a contentious divorce, caring for her mother through cancer, overcoming her own breast cancer diagnosis, and leading a growing team—all while continuing to scale her company.
Why Every Business Hits a Plateau
Susan explains that every stage of growth requires a different version of the business owner. The systems, leadership structure, and decision-making that get you to $3 million won’t necessarily get you to $9 million.
Her biggest lesson? Surround yourself with people who are already operating at the level you want to reach. Peer advisory groups, executive coaches, and experienced mentors helped her identify blind spots and build the infrastructure needed to scale.
Smarter Leadership Starts with Better Systems
One of Susan’s biggest mistakes was waiting too long to invest in leadership roles and operational infrastructure. By hiring subject matter experts, defining clear expectations, and relying on industry benchmarks instead of instinct, she reclaimed her time and strengthened the business.
She also shares a practical perspective on AI: it’s not replacing great people—it’s helping teams eliminate repetitive work so they can focus on higher-value activities and better client outcomes.
The One Lesson Every Business Owner Needs
Susan’s advice is simple but powerful:
Don’t wait.
Don’t wait to hire. Don’t wait to replace the wrong person. Don’t wait to gather the data you need. And don’t wait to build systems that allow your business to operate without depending on you every minute of the day.
The sooner you act, the sooner your business can scale.
Connect with Susan Thomas
If you’re looking to elevate your B2B marketing strategy, strengthen your PR efforts, or learn how data-driven communications can accelerate business growth, Tenfold is a team worth exploring.
Visit 10fold.com to learn more about Susan Thomas, her award-winning agency, and the innovative work they’re doing for technology companies. Then, listen to the full episode of The Growth Equation for even more insights on scaling through setbacks, systems, and smarter leadership.
