If you have been in Veronica's world for any length of time, you have heard her use the term "load-bearing issue." It shows up in her content, her client work, her offer descriptions, her conversations. But this is the first time she has dedicated an entire episode to explaining exactly what it means -- where the concept came from, how to recognize one in your own business, and why the most capable founders are often the last ones to find it.

This is the episode to send someone when they ask what Veronica actually does.

In this episode:

• The origin of the term and why a construction metaphor applies to business
• The difference between a load-bearing issue and a surface-level problem
• Three real examples of load-bearing issues in different types of businesses
• Why intelligence and  ...