What if the only thing standing between you and your next big goal… is you?
In this episode of The Counter Offer, Susanna Gray is joined by entrepreneur, coach, and branding expert Allison Walsh for a power-packed conversation on what really makes goals stick, why most people give up too soon, and how to build a personal brand that evolves with you.
From practical frameworks to real-life examples, this episode is your wake-up call to stop playing small, face your excuses, and commit to the future version of you.
Must-Hear Insights and Key Moments
The WIN Formula – Allison shares her three-step WIN framework (Why, Intention, No Excuses) that helps break big goals into manageable steps and eliminate self-sabotage.
Why Most People Quit in February – Susanna and Allison dive into the psychology of goal fatigue and why 80% of people abandon resolutions early—and how to not be one of them.
Branding Is More Than Aesthetics – They unpack why building a personal brand isn’t about logos or colors, but about alignment, authenticity, and clarity.
Stretch Goals vs. Unrealistic Expectations – Allison explains how to push your limits without setting yourself up to fail, using SMART goals combined with emotional awareness.
Recession-Proof Mindset – Allison opens up about how she and her husband lost everything in 2009 and how that hardship built her drive for multiple income streams and long-term resilience.
Words of Wisdom: Standout Quotes from This Episode
“Consistency compounds. Persistency pays off.” – Allison Walsh
“You can’t cancel on yourself.” – Susanna Gray
“Don’t co-sign on your inner critic’s narrative.” – Allison Walsh
“Your goal isn’t too big. Your strategy is too vague.” – Susanna Gray
“If you’re scared to show up, think of the person who needs you.” – Allison Walsh
“Break the elephant down. One bite at a time.” – Allison Walsh
“Stretching a goal is good—but pulling a muscle isn’t.” – Susanna Gray
“Your brand should evolve as you evolve.” – Allison Walsh
“The people who win aren’t the most talented. They’re the most consistent.” – Allison Walsh
“A bad day doesn’t mean a bad goal. Keep going.” – Susanna Gray
About Allison
Allison Walsh, JD, is a renowned business and brand strategist, bestselling author, and international speaker. By age 30, she became Vice President of Advanced Recovery Systems, helping grow it from the ground up and co-creating Nobu, a mental wellness app expanding access to care nationwide. She’s also known for scaling Charlie Health’s national sales team 5x in under two years.
A proud member of the Forbes Business Development Council and Entrepreneur Leadership Network, Allison has been featured in Forbes, Fortune, Harvard Business Review, Nasdaq, and more. She is the founder of the She Believed She Could brand, which includes a top 1% global podcast, a best-selling book, and a nonprofit foundation supporting women’s personal and professional growth.
Named one of Orlando Business Journal’s Top 40 Under 40 and Women Who Mean Business, Allison has raised over $2 million for eating disorder awareness and serves on multiple nonprofit boards. Drawing from her background in positive psychology and branding, she has coached hundreds of high-performing women to build confidence, elevate their presence, and achieve bold goals on their terms.
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