Success storySusie Quesada - President of Ramar Foods
From a burned-out team, tough family business decisions, and unclear next steps to confident leadership, a high-performing team, and a solid succession plan for long-term legacy.
Susie Quesada is the President of Ramar Foods, a third-generation food manufacturing company in Northern California with a mission to nourish our community while celebrating our family
food legacy.
Dedicated to preserving her family’s legacy while leading with servant leadership and balance, Susie strives to foster a company culture where people can thrive without burnout.
"Before Ascend, I was modeling the same burnout behaviors I saw in my team. I knew something had to change, but I wasn’t sure what. Working with Nadine and Derek helped me step back, realign my leadership, and create a healthier, more sustainable path for my business and my life."
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Client Goals
To create a sustainable leadership approach that fosters both accountability and well-being.
To navigate family business dynamics with clarity and confidence.
To implement a strategic framework for hiring, team development, and long-term succession planning.
Before Ascend to Impossible Freedom
Despite leading a long-established, successful company, Susie found herself at a crossroads. The company was navigating a difficult year, her team was on the verge of burnout, and the leadership strategies that had worked in the past no longer felt effective.
She was also carrying the weight of being a leader in a family business, where personal and professional lines often blurred. While she had always emphasized a servant leadership approach, she realized that she was struggling to model the same balance and well-being she encouraged in her team.
"I had my go-to strategies for handling challenges, but this time, they weren’t working. I knew I needed to do something different—I just wasn’t sure what."
A chance meeting with Nadine at a conference led to an immediate connection. As they talked, Susie saw the gap between what she said she valued and how she was actually leading. That realization set her on a transformational leadership journey with Ascend Leadership Co.
The Shift: Applying the Impossible Freedom Equation
With the Impossible Freedom Equation, Susie learned to lead with clarity, make bold decisions without hesitation, and build a team culture rooted in accountability and balance—while staying true to her company’s legacy.
Time Mastery
She also reclaimed control of her time by redefining priorities and setting boundaries, creating space for both strategic leadership and personal well-being. By applying the principles of the Impossible Freedom Equation, she now leads with intention, navigates family business complexities with confidence, and ensures both business and personal success.
United Team
The first major shift was reshaping how she led her executive team. Instead of hesitating on tough personnel decisions, Susie gained the confidence to assess, realign, and elevate the right leaders—ensuring her team was positioned for long-term success.
The 3 Leadership Amplifiers That Changed Everything
01. Wild Wisdom: Leading with Clarity
and Purpose
Susie had always believed in servant leadership but realized that true leadership meant embodying the behaviors she expected from her team. She shifted from reactive problem-solving to proactive decision-making, creating a sustainable leadership model that allowed her to guide her company with confidence and strategic clarity.
"I’ve learned to pause, recognize when I’m being triggered, and respond in a way that’s productive instead of reactive. That small shift has changed how I lead."
02. Brave Decisions: Navigating Change with Confidence
One of Susie’s biggest challenges was making tough decisions—especially when it came to restructuring her executive team. With Nadine and Derek’s guidance, she navigated these changes strategically, ensuring that every decision aligned with the company’s long-term vision. In one particularly challenging case, she was able to transition a key team member into a new role rather than parting ways entirely—something she hadn’t thought was possible.
"I knew a leadership change needed to happen, but I wasn’t sure how to approach it. With Nadine and Derek’s guidance, I made the decision in a way that worked for both the company and the individual. It was a game changer."
03. Courageous Conversations:
Family Business, Leadership, and Legacy
Running a family business adds unique layers of complexity to leadership. Susie faced ongoing challenges in balancing professional decisions with family dynamics. With Nadine and Derek’s support, she learned to separate personal emotions from business strategy, leading with clarity while preserving relationships.
"They understand the nuances of a family business. Their insight and support have helped me navigate tough conversations with confidence and compassion."
Client Results
From burnout culture to
sustainable leadership.
"I no longer feel guilty about investing in my leadership. I see now that taking care of myself isn’t indulgent—it’s necessary. My team follows my lead, and I’m modeling the balance I want for them too."
From reactive problem-solving to strategic clarity.
"We faced one of our most challenging years, and with Nadine and Derek’s guidance, we turned it around. Their coaching helped me make strategic hires, refine our approach, and build a path forward with confidence."
From uncertainty in family business dynamics to empowered decision-making.
"I’ve been able to make difficult family business decisions with clarity and confidence—while still honoring my relationships and values. That’s something I never thought possible."
Advice to Others Considering Ascend to Impossible Freedom
"If you’re thinking about coaching but unsure if it’s the right investment—trust me, it is. I never thought I needed a coach, but working with Nadine and Derek has changed the way I lead, the way I make decisions, and the way I show up in my business and life. Their support has been invaluable."
Clarity. Confidence. Leadership.
Susie is leading her business with confidence, aligning her leadership with her values,
and building a thriving company culture—without burnout.
What’s possible for YOU? Let’s find out.
Nadine & Derek’s Superpowers
Time Mastery & Leadership Strategy
"Nadine has an incredible intuition. She reaches out when I need it most, and her insights help me stay on track with my leadership goals."
Team & Business Growth
"Derek has a unique ability to see the big picture in team dynamics. His perspective helped me navigate difficult leadership decisions in a way that aligned with my values."
"Before working with Nadine and Derek, I felt stuck in survival mode.
Now, I make strategic decisions with confidence, knowing I have the clarity, tools, and support to build the future I envision—for myself, my team, and my family."
- Susie Quesada
We’re Nadine & Derek Nicholson, founders of Ascend Leadership Co. We guide powerhouse $1MM+ founders and CEOs out of the Middle Zone—that space between the success they’ve created and the freedom they crave.
Through our signature Impossible Freedom Equation, we show leaders how to reclaim their time, empower their team, and elevate their leadership to fuel both financial growth and personal freedom.
Our clients don’t just solve time and team challenges; they transform how they lead. The result? More time, energy, and joy—while reaching never-before-seen levels of success. No burnout. No trade-offs. No waiting for someday.
The sooner you identify your biggest leadership gaps, the faster you step into a business that fuels your freedom—not one that consumes it. In less than 5 minutes, the Impossible Freedom Quiz will reveal your best next step.