Why Saying No as a Mom-CEO Is Your Secret to Success (And How to Do It Gracefully) with Erin Bury CEO of Willful

In this episode, Laura sits down with Erin Bury, co-founder and CEO of Willful, for a conversation about entrepreneurship, motherhood, boundaries, and building a business that supports the life you actually want.

They talk about how Erin and her husband built Willful together, what changed when she became a mom, and why having kids sharpened her focus instead of limiting her ambition. Erin also shares her perspective on saying no, building a business around your strengths, and redefining success in a way that includes family, freedom, and real life. It’s an honest conversation about what it looks like to grow something meaningful without making your business your entire identity.

If you’ve ever wondered how motherhood changes you as a founder, or what it really looks like to build with intention, this one will land.

In this episode you will hear:

00:03 — Meet Erin Bury

01:12 — Erin’s career path and the story behind Willful

03:52 — Why Laura became an early Willful customer

04:39 — The personal experience that sparked the business

06:33 — Why wills matter so much for parents of young children

08:04 — Starting a business before kids and what shifted after motherhood

09:52 — How becoming a mom sharpened Erin’s focus

11:02 — The logistics of building a business while raising young kids

12:41 — How moving to Prince Edward County changed Erin’s perspective

14:00 — Planning ahead for mat leave as a founder

16:28 — The flexibility entrepreneurship can offer mothers

17:30 — Why saying no became essential

20:07 — Boundaries, self-worth, and not needing to be available to everyone

22:52 — How to say no without making it a hard no

26:42 — Can women in early-stage business still create space?

29:46 — Why founders should double down on their strengths

31:37 — Erin’s advice on focus, delegation, and working in your zone of genius

35:17 — Taking six weeks in Colombia while running a remote company

36:57 — The example founders set for their teams

38:24 — What Erin would tell herself as a newer mom and entrepreneur

40:00 — Laura’s reflection on how motherhood changes in each season

41:37 — Where to learn more about Willful

Special offer for TMMB listeners: Erin has generously shared promo code TMMB, which gives you 15% off any Willful plan when you sign up at 

https://www.willful.co/

Erin's Links:

Website: https://www.willful.co/

Instagram: https://www.instagram.com/erinbury/

Join This Mother Means Business : www.thismothermeansbusiness.com

Laura's Links:
• Website
• Laura's Instagram
• LJSocial Instagram 
• LinkedIn
• Facebook
• Pinterest
• TikTok