Stories With Traction
The Stories With Traction Podcast was created to empower leaders to elevate their businesses through the art of strategic storytelling. By engaging clients and inspiring team members, leaders can significantly impact the world around them. Each episode offers insights into storytelling, marketing, sales, company culture, and leadership, providing practical tools to drive growth and influence positive change. Tune in to transform your approach and lead with purpose.
Stories With Traction
#153: From CEO to Coach: The Leadership Lessons That Matter Most
5-Day Storytelling Challenge
Whether you're looking to boost sales, enhance marketing, or captivate audiences in meetings, this challenge is for you.
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SHOW NOTES:
In this episode, Matt Zaun sits down with David Frederiksen, Petra Coach and founder of PatientFocus, to discuss the often-overlooked struggles business leaders face when transitioning from doing the work to leading the team. David shares lessons from launching a company that changed how healthcare organizations collect payments—and how humility, systems thinking, and a mindset shift helped him scale both his impact and influence.
In addition, they explore:
✅ Why strategic systems scale a business
✅ What most leaders get wrong about delegating
✅ How to turn humbling moments into powerful growth catalysts
…and much more!
BIOS:
David Frederiksen is a Petra Coach based in Nashville and the founder of PatientFocus, where he served as CEO from 2008–2023. He now works with teams across the U.S. to align strategy, execution, and leadership for real growth.
Matt Zaun is an award-winning speaker and storyteller who shows business leaders how to inspire action and drive results through the power of strategic storytelling. With a track record of catalyzing significant sales growth for over 300 organizations across industries—from financial services to health and wellness—Matt’s approach has been proven to deliver measurable impact.