"The more you push back, the more respect you get." Aggie Meroni built White Bee Digital on a counterintuitive truth: boundaries don't lose clients, they earn trust. Why she caps clients at ten, fires anyone who touches the ad account without permission, and refuses to perform success when the reality is crying business owners and cash flow anxiety.

Sarah White spent 25 years in recruitment building a reputation on honesty that costs placements. Her biggest eureka moment? Realising she'd been driving other people's businesses like her own long enough to actually own one. Smile Digital Talent operates on relationships, not transactions.

Boundaries aren't rigid rules, they're conscious choices. Stef Lait reveals how she protects creative space at OST while managing relentless client demands, why "can this meeting be an email?" respects time rather than avoiding work, and how prioritising people over projects paradoxically delivers better outcomes.

Operations managers are translators—speaking both the language of creative teams and business metrics. Noémie El-Maawiy reveals how she's transforming Minty Digital from operational chaos to sustainable growth, why structure doesn't kill creativity (it protects it), and what happens when founders escape firefighting mode.

"You can control your reactions" — Brant McNaughton's approach to walking away from toxic clients while never burning bridges. After 26 years building Ecce, he's learned that protecting team morale matters more than portfolio prestige. Why the best business decision might be the client you refuse.

When Hiyield prepared for Employee Ownership Trust transition, they discovered an uncomfortable truth: you can't ask 25 people to think like owners when only three people see the numbers. Matt Ville and Laura Hudspeth share the messy reality of implementing data visibility while developers just wanted to "crack on with the work"—and why they wish they'd started sooner.

In this game-changing second episode of That Moment, host Helga Saraiva from Supo tackles the brutal reality every business leader faces: doubling revenue while profit barely moves. Meet Jeremy Williams, founder of Stratus Coach and exited agency owner, as he reveals his revolutionary Five Levers model that delivers 50% greater profitability without hiring anyone new.