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What if facing cancer could teach you how to run your business more effectively? Could navigating a health crisis provide the clearest roadmap for better communication and leadership?
Today on The M Word, Jennifer Mulchandani talks with Joelle Kaufman, the CEO of GTMFlow and author of Crushing the Cancer Curveball. Joelle shares powerful insights drawn from her personal battle with cancer, as well as her extensive experience in marketing and executive leadership. The conversation unfolds into a compelling discussion about navigating uncertainty, advocating effectively, and identifying the signals that truly matter, whether in a hospital or a boardroom.
“And the question is not, ‘Why did you buy this?’ The question is actually, ‘Why did you buy now?’”
This episode is a must-listen for small business leaders, marketing professionals, entrepreneurs, and nonprofit executives seeking to become more strategic, human-centered, and effective.
5 Key Takeaways:
- Urgency isn’t created; it’s revealed: Look for real-world signals rather than relying solely on wishful marketing timelines.
- Clear communication starts with a charged battery: You can’t advocate effectively when you’re depleted, whether dealing with doctors or in a boardroom.
- Be specific in your support: “Let me know if you need anything” is unhelpful. Instead, offer concrete assistance at home, at work, or in leadership.
- Listen deeply to understand timing: Don’t just ask, “Why did they buy?” Instead, ask, “Why now?” That’s where your strategy begins.
- Prepare as if it matters: Whether for a pitch or a medical consultation, bring questions, take notes, and have someone present who is fully engaged with you.
About Our Guest
Joelle Kaufman is the bestselling author of Crushing the Cancer Curveball and a seasoned executive strategist. She specializes in transforming revenue-focused leaders from tactical responders into strategic powerhouses. With over 25 years in technology leadership and more than 40 years of personal experience facing cancer, Joelle developed the Curveball Framework. This framework helps executives build resilient teams and achieve predictable growth while navigating life’s inevitable challenges with confidence, rather than resorting to constant firefighting. Keep up with Joelle on LinkedIn, Instagram, and X. You can also check out Joelle’s favorite book, Stolen Focus by Johann Hari.
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