Episode Details

You started your business because you were good at the work. Two years in, you are the work.

Every client, every email, every decision runs through you, and the growth you wanted has quietly turned into burnout.

Jennifer Kaplan lived that. She built Evolve PR from a one-woman operation into a team of 28 serving more than 140 clients. In this episode, she walks through how the shift from solopreneur to CEO actually happens.

She gets honest about knowing when to hire your first employee, letting go of control so you can stop micromanaging, and why systems, not hustle, are what let a service business scale.

She breaks down how to attract high-value clients instead of competing on price, how to get clear on your ideal client, and how to build a brand people remember. She shares the turnover that forced her to build over 100 systems, and the moment she stopped trying to serve everyone.

If you are five or more years into your service business and ready to stop doing everything and start leading, this one is for you.

About Jennifer Kaplan

Jennifer Kaplan is the founder and president of Evolve PR & Marketing, Arizona's largest public relations firm. Since launching in 2010, she has grown Evolve into a team of 28 full-time publicists serving more than 140 clients across local and national markets. She has been recognized as one of Arizona's most influential women in business and leads with a relationship-first approach built on visibility, trust, and connection.

Resources & Links

Connect with Jennifer Kaplan

• Website: evolveprandmarketing.com
• Instagram: @evolveprandmarketing
• LinkedIn: @jennifer-kaplan

Connect with Nikisha King

• Website: nikishaking.com
• Instagram: @nikisha.king

Books Mentioned

• The Tipping Point by Malcolm Gladwell
• Who Moved My Cheese? by Spencer Johnson
• Good to Great by Jim Collins