Welcome to the VERY FIRST episode of It Shouldn’t Be This Hard, where we discuss all things sustainability… because the world ALWAYS needs more of it!

We’re excited to kick things off with a real conversation about career pivots, personal growth, the importance of ethical journalism, and why sometimes the best thing that can happen to you is also the most unexpected.

Meet Kathy Baird Westfall, our amazing guest for this inaugural episode, who's been through the ringer in her career and is now taking a step back to focus on what’s next. And by the way, she’s LOVING being unemployed for the first time since she was fourteen. Yep, you heard that right!

Kathy takes us through her journey, from the whirlwind of agency life to transitioning into corporate at Nike, and how all of that shaped her views on leadership and the changing dynamics in the workplace.

She also gives us her thoughts on why DEI is still such a hot, polarizing topic today. (Spoiler alert: She’s got some strong opinions, and we’re here for it).

Along the way, Kathy talks about her love for lifelong learning and staying grounded in your values.

Finally, Kathy also discusses the importance of local journalism, why it’s under more threat than ever right now, and why news deserts are one of the greatest threats to our democracy right now.

We’re not saying she’s got the secret sauce to life… but we’re kind of saying she does.

Tune in now to learn more about Kathy’s journey, where she’s going, and how she sees the future of journalism.

Key Takeaways:

Introduction (00:00)

On being unemployed for the first time since age 14 (02:45)

How getting recruited by Nike changed Kathy’s life (05:31)

Kathy’s lifelong passion for learning and teaching (06:57)

Transitioning from agency life to corporate culture (08:14)

The challenges facing the press today (13:24)

Helping people understand the information they need (18:19)

What continues to frustrate Kathy (19:37)

Why DEI remains a contentious and polarizing issue (20:48)

What skills will leaders need in the age of AI? (27:33)

Additional Resources:

✨ Get Grounded: https://grounded.world/

🔥 Meet Gaia, our sustainability AI: https://grounded.world/gaia/

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It Shouldn’t Be This Hard is a podcast for businesses striving to grow sustainably while navigating the complexities of doing good.

With expert insights, real-world strategies, and Gaia AI to answer your burning questions, we make building a successful, ethical business feel a little less daunting (and a lot more fun).

Don’t forget to follow/subscribe so you never miss a new episode!

It feels like doing the right thing (and doing things right) has never been harder.

Whether you're trying to build a mission-driven business, drive change inside a legacy company, or just stay true to your values while navigating messy realities… it shouldn’t be this hard.

But it is.

We are Phil and Heidi, and we’re the co-founders behind Grounded. We work with brands, retailers, nonprofits, and entrepreneurs around the world, and the same themes keep surfacing…

- fatigue

- disconnect

- frustration

- and the growing gap between purpose and practice

It Shouldn’t Be This Hard is our attempt to name it, explore it, and help make it just a little easier.

This podcast is for anyone who’s been in the trenches. Social entrepreneurs, corporate insiders, impact leaders, and anyone trying (and often failing) to move the needle.

Each episode brings real stories, candid conversations, and a healthy dose of humor. You’ll hear from guests doing the work, wrestling with the same questions you are, and occasionally put them on the spot with some provocative questions from Gaia, our AI sidekick.

We’re not here to lecture. We’re here to listen, learn, and laugh through the hard stuff.

Subscribe today so you never miss a new episode!