Embracing Legacy: An Entrepreneur’s Triumph Over Adversity with Deanna Cotten

Welcome to a very special episode. You have my guarantee that you will find this conversation inspiring and impactful for your business and your life. Please take the time to listen.

I’m joined by Deanna Cotten, the owner of Jumpstart Business Builders. She helps business owners acquire the tools, resources, and coaching to grow six-figure businesses. Deanna and I were introduced by a mutual client and hit it off immediately because of our shared passions and goals in helping business owners. You’ll hear Deanna’s story of the challenges she faces as an entrepreneur, wife, mother, and friend. Her perspective will inspire you to connect with what matters most and make impactful changes to align your work with a thriving life. Hearing Deanna’s account of her legacy mindset as she faces down a terminal diagnosis with strength, unwavering faith, and grace, will inspire you to be better in every area of life. Join us to learn more!

Profit by Design is a Tap the Potential Production.

Show Highlights:

  • Deanna’s story of health issues, leaving the corporate world, and becoming a determined business owner
  • Hustle culture only leads to burnout!
  • The slippery slope: hiring the wrong people and paying yourself less
  • Discovering the value in rest and being unplugged and fully present with family
  • Why do so many business owners believe “the lie”?
  • Building resilience as an entrepreneur, even through a journey of heartaches, challenges, and significant trauma that began in February 2022
  • Deanna’s crossroad of decision as a business owner, and how having an executive assistant and mental health therapist have gotten her through
  • What it’s like to face a terminal ALS diagnosis as a wife, mom, and business owner
  • Deanna’s biggest learnings about herself, her faith, joy, and determination
  • From growth mindset to legacy mindset
  • Deanna’s focus on living right now: what she’s doing and what she has let go
  • Deanna’s book (in process), Staying the Course: Becoming a Resilient Entrepreneur in the Face of Adversity
  • Living in purpose and with no regrets, despite a terminal diagnosis

Links and Resources:

Connect with Deanna Cotten and Jumpstart Business Builders: Website, Deanna's Go Fund Me, and LinkedIn

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Connect with Deanna Cotten and Jumpstart Business Builders


Deanna's Go Fund Me



About The Author

Dr. Sabrina Starling, The Business Psychologist and international best-selling author of the How to Hire the Best series and The 4 Week Vacation™, is the founder of Tap the Potential and host of the Profit by Design podcast. At Tap the Potential, we work to free business owners from the constant demands of a growing business.

We believe work supports life, not the other way around. Clients in our Better Business, Better Life coaching program have more time for what matters most and more money in their bank account than they’ve ever had. Next, we send them off on a 4 Week Vacation™ to celebrate their hard-earned journey to take their life back!

Dr. Sabrina and her team at Tap the Potential are on a mission to change the story of entrepreneurship from one of long hours, grinding it out, to one of sustainably profitable businesses that support and enhance life. The Tap the Potential Solution™ and our Tap the Potential Family of Business Owners are disrupting small business as usual. We are on our way to making the Tap the Potential Solution™ the mainstream model for growing business.

By 2023, 150 Tap the Potential clients will have taken 4 Week Vacations. These are the trailblazers, role modeling what’s possible for entrepreneurs. In many entrepreneurial circles, it is becoming more and more common for one entrepreneur to ask another, “Have you taken a 4 Week Vacation™?” (as opposed to asking “How many employees do you have?” or “What is your annual revenue?”). Taking a fully unplugged 4 Week Vacation is rapidly becoming the recognized symbol of entrepreneurial success.

Never one to accept the status quo or back down from a challenge, Dr. Sabrina’s How to Hire the Best series grew from her desire to solve the toughest hiring challenges interfering with her clients’ growth and profitability. What sprang from her experience working with entrepreneurs in rural areas catapulted her into becoming the world’s leading expert in attracting top talent in small businesses—no matter what hiring challenges those businesses are facing—and earned Tap the Potential’s reputation as the go-to resource for entrepreneurs committed to creating Great Places to Work with thriving coaching cultures and highly engaged team members working from strengths.

As The Business Psychologist, and with her years of driving profit in small businesses, Dr. Sabrina knows what it takes to find, keep, and motivate exceptional performance out of your biggest investment—team members.