Success storyAnne Staines - President & CEO of Sagent Marketing
From running a thriving marketing agency but feeling trapped in 60-80 hour workweeks (considering a full exit just to regain her freedom)—to restructuring her role, reducing her workload to 25%, and securing her company’s biggest contract ever.
Anne Staines is the CEO and Founder of Sagent, a social impact marketing firm that partners with public agencies and purpose-driven organizations to create meaningful change.
“I used to believe that working less meant sacrificing business growth. After working with Nadine and Derek, I now see that stepping back has actually propelled my company forward. I have more freedom, more energy, and Sagent is thriving in ways I never imagined. The shift happened faster than I expected, and the results speak for themselves.”
Initially, Anne planned to fully exit the business within a year. Now, she’s rethinking that timeline.
“I love what I do again. I have the flexibility to take eight days off for a speaking engagement in Italy, ski on Mondays and Tuesdays, and truly be present with my family. The company is thriving—why would I want to give this up?”
With Nadine and Derek’s guidance, Anne has stepped into a whole new version of leadership—one where success and freedom go hand in hand.
Client Goals
To step back from
day-to-day operations and trust
her leadership team.
To create a lighter, more flexible schedule without business suffering.
To scale the company while working less and enjoying life more.
Before Ascend to Impossible Freedom
For nearly two decades, Anne Staines built Sagent, a social impact marketing firm that helps public agencies, nonprofits, and purpose-driven companies amplify their message. Despite her company’s success, Anne found herself trapped in a cycle of long hours, endless responsibilities, and a business that depended on her too much.
“I was trying to cut my work hours in half, but was still being bombarded by the unexpected. I had a long backlog of things I never had time to do, and full-time for me had been 60, 70, even 80-hour weeks."
The Shift: Discovering a New Approach to
Leadership & Freedom
With the Impossible Freedom Equation, Anne was able to restructure her schedule, set clear leadership boundaries, and delegate effectively—all without sacrificing her company’s success. In fact, she soon realized that by stepping back, she was actually setting the business up for its biggest year yet.
We used our proprietary Impossible Freedom Equation with Anne Staines and can do this with you, too:
Time Mastery
Anne was caught in long hours and constant firefighting. By setting boundaries and prioritizing strategic leadership, she significantly reduced her workload—freeing time for high-level decisions and personal fulfillment.
United Team
Instead of being the go-to problem solver, Anne built a team that truly owned their roles. Clear decision-making structures and leadership development ensured the business thrived without her daily involvement.
The 3 Leadership Amplifiers That Changed Everything
01. Wild Wisdom: Gaining clarity on what truly matters
Anne knew she wanted more freedom, but she wasn’t clear on what that looked like in practice. We guided her in developing deep self-trust and clarity, ensuring that every decision aligned with her long-term goals instead of short-term pressures.
02. Brave Decisions: Restructuring leadership & operations
To break free from the cycle of overwork, Anne had to make bold decisions about her team and business operations. With our support, she filled gaps in her leadership structure, empowered her key players, and confidently stepped back from day-to-day problem-solving.
03. Courageous Conversations:
Creating alignment & accountability
The shift to Impossible Freedom required difficult but necessary conversations. Anne learned how to confidently communicate expectations with her team, set clear boundaries, let go of obligations, and foster an environment where everyone took more ownership of their roles.
Client Results
To have more confidence in her team and company leadership.
“I used to feel like the business couldn’t function without me constantly managing every detail. Now, I trust my leadership team completely, and they’ve stepped up in ways I never imagined.
By creating space for them to lead, I’ve seen stronger collaboration, greater efficiency, and a company that thrives—whether I’m there or not.”
To create a lighter, more flexible schedule without business suffering.
“I was constantly running at full speed, believing that if I didn’t, things would fall apart. But Nadine and Derek helped me see that less can actually create more.
Now, I take Mondays and Tuesdays off for skiing or personal time, I travel for speaking engagements without stress, and I’m fully present with my family. And the best part? My business hasn’t just maintained—it’s grown.”
To scale the company while working less and enjoying life more.
“I thought scaling meant more work, more stress, and more hours at my desk. Instead, I’ve been able to step back, work less, and still land our biggest contract ever.
I no longer feel guilt when I’m not working because I know my team is fully capable and aligned. Now, I focus on what truly matters—building a legacy and living the life I always envisioned.”
Advice to Others Considering Ascend to Impossible Freedom
“I would advise them to take a deep, strategic look at their business and personal goals. Be honest with yourself about what you want—and then have a conversation with Nadine and Derek.
You might think you know how to make it happen. You might think you don’t need help. But if you’re feeling stuck, overwhelmed, or unsure how to truly step into the next level of leadership and freedom, just have the conversation. I thought I didn’t need another coach. I was wrong.”
What if you didn’t have to choose
between success and freedom?
Let’s map out a path to your next level—one that doesn’t require more of you, but actually gives you more back.
Nadine & Derek’s Superpowers
Precision, Strategy & Deep Understanding
Nadine has an incredible ability to cut through the noise and help leaders see exactly what needs to shift. She brings a strategic lens that helps clarify the right next steps, even in complex situations. Her ability to deeply understand unique challenges—without offering cookie-cutter solutions—gave me the clarity and confidence to move forward in ways I hadn’t considered before. She doesn’t just provide answers—she helps you uncover your own, ensuring they truly fit your leadership style and goals.
Operational Clarity &
Empowered Team Leadership
Derek brings a calm, structured approach that makes even the biggest leadership challenges feel solvable. His ability to simplify operations, align teams, and eliminate leadership bottlenecks helped me make major shifts in my business. With his support, I was able to make tough hiring decisions with confidence, build a leadership team that could truly run the business, and create a structure where my company operates at a high level without constant oversight from me.
“I’m still getting a full-time paycheck, bonuses, and profit sharing, but now I have time for my family, my health, and the things I love. If I saw this job description somewhere, I’d want to apply for it!”
- Anne Staines
We’re Nadine & Derek Nicholson, founders of Ascend Leadership Co. We guide powerhouse $1MM+ founders and CEOs out of the Middle Zone of time stress, guilt, and overworking—while climbing to never-before-seen levels of success.
Our clients refuse to settle for business success at the cost of their personal freedom—and are ready to embrace a new way of leading themselves, their time, and their team. NOW, not someday.
Our signature Impossible Freedom Equation is a proven path to live your best life and drive next-level business growth. No trade-offs required.
The sooner you identify your biggest leadership gaps, the faster you step into a business that fuels your freedom—not one that drains it. In less than 5 minutes, the Impossible Freedom Quiz will reveal your best next step.