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