Business As UnUsual

Practical Founder and CEO leadership guidance for a world where the UnUsual is no longer unusual.

For Founders and CEOs navigating growth, people, execution, and change, BAUU gives you practical leadership guidance you can use when decisions get messy, plans drift, pressure rises, and clarity gets harder to maintain.

Access newsletters, playbooks, quotes, book reviews, leadership questions, and practical tools built to help you lead with more clarity, discipline, purpose, and momentum.

Compare Free & Paid

BAUU Newsletters Published

Book reviews shared

Years of business experience

0 +

Years as Founder and CEO of TRG International

0 +

Leadership quotes curated

Countries served through TRG International

0 +

WHY YOU’RE HERE

As the business grows, clarity gets harder to maintain.

The business does not pause while you catch up.

Decisions get messier.
People need more direction.
Plans drift faster.
Pressure reaches you sooner.
Change becomes constant.
The CEO bottleneck gets heavier.

Business As UnUsual gives Founders and CEOs practical guidance for the leadership moments that shape real work: unclear decisions, drifting plans, difficult conversations, repeated mistakes, hidden trade-offs, and work that becomes harder than it needed to be.

You do not need more leadership noise.
You need practical guidance you can use when leadership gets messy.

So what do you actually get when leadership starts to feel messy?

WHAT IS BUSINESS AS UNUSUAL?

6 practical resources inside Business As UnUsual

Business As UnUsual is Rick Yvanovich’s growing leadership ecosystem for Founders and CEOs navigating growth, people, execution, and change.

It is for Founders and CEOs who want to keep building better judgement, stronger habits, and more deliberate leadership as the moving parts of the business keep multiplying.

It brings together:

1. BAUU newsletters

2. Book reviews

3. Curated quotes

4. Playbook-based guidance

5. Leadership questions

6. Practical tools

All grounded in real-world experience from business, execution, change, ethics,
purpose, and pressure.

It helps you:

Business As UnUsual does not pretend that leadership is simple.

It helps make complex leadership challenges easier to see, discuss, and act on.

WHAT YOU WILL LEARN THROUGH BAUU

8 leadership areas Founders and CEOs need to strengthen as the business grows.

Business As UnUsual is not random content. It‘s connected to a practical leadership playbook system designed to help you lead through growth, people, execution, and change.

1. Decision Ownership & Escalation

Clarify who owns decisions, when to escalate, and how decisions move forward.

2. Leadership Under Pressure

Maintain clarity, judgement, and direction when pressure increases.

3. Execution, Learning & Closure

Turn intent into action, action into learning, and learning into closure.

4. Cadence, Access & Firefighting

Create operating rhythm so teams avoid reactive chaos.

5. Influence & Narrative Leadership

Communicate decisions, priorities, and direction so people understand and act.

6. Purpose & Leadership Identity

Anchor leadership in purpose, values, identity, and meaning.

7. Change Momentum

Keep people aligned and moving when change becomes difficult.

8. Ethics & Responsible Leadership

Make decisions that are effective, responsible, fair, and aligned with integrity.

If these challenges feel familiar, BAUU was built with you in mind.

WHO THIS IS FOR

For Founders and CEOs navigating growth, people, execution, and change.

Business As UnUsual is for Founders and CEOs who carry the weight of direction, decisions, people, execution, and change.

You are not looking for generic leadership theory.

You are trying to lead a real business while the moving parts keep multiplying.

This subscription is especially useful if:

1. Your business is growing, but clarity is harder to maintain

More people, more priorities, more decisions, and more complexity make leadership feel less straightforward than it used to.

2. You are tired of being the final answer to every unclear decision

You need better ways to think, decide, delegate, escalate, and keep momentum moving without becoming the bottleneck.

3. Your people need more direction, alignment, and ownership

You want teams to take more responsibility, communicate more clearly, and follow through without everything needing your constant intervention.

4. Execution keeps getting messy once reality hits the plan

You need practical guidance on rhythm, accountability, learning, closure, and leadership moments when work starts to drift.

5. Change is no longer occasional.

You are leading through shifting markets, changing expectations from your people, and a world where Business As UnUsual is already the reality.

6. You want practical leadership guidance you can actually use

Not more noise. Not more theory. Not more content to collect.

You want clearer thinking, sharper questions, better language, and practical tools you can return to when leadership gets messy.

Business As UnUsual is for Founders and CEOs who believe leadership should be practical, human, ethical, and a little UnUsual.

Start free, or unlock the full BAUU ecosystem when you want deeper access.

COMPARE FREE AND PAID

Choose how deep you want to go.

Both subscriptions keep you connected to Business As UnUsual through weekly practical guidance for Founders and CEOs navigating growth, people, execution, and change.

The free subscription gives you a strong starting point.

The paid subscription gives you full access to the growing Business As UnUsual ecosystem for CHF 10/month or CHF 100/year.

Selected archive or selected access means a curated subset of past resources, not the full archive. Paid subscribers receive full access to the paid BAUU ecosystem.

Free Subscription

CHF 0

Paid Subscription

CHF 10/Month
or CHF 100/year

*Interactive BAUU tools include resources such as Tower of Self, Core Values Navigator, selected Custom GPTs, and other practical leadership tools as they are released.

Public events, podcasts, and selected polls/surveys are also available through the wider Business As UnUsual ecosystem.

The difference is not just what you get. It is how the content helps you think, decide, and lead.

WHAT MAKES THIS DIFFERENT?

6 ways Business As UnUsual helps Founders and CEOs use leadership guidance when work gets messy

Most leadership content gives you something to read, watch, or think about.

Business As UnUsual helps you do more than consume ideas. It gives you a place to return to when decisions get unclear, people need direction, priorities shift, execution drifts, or change creates pressure.

It helps you:

01. See leadership challenges more clearly

02. Find better language for difficult conversations

03. Ask sharper questions before, during, and after the work

04. Make better decisions when things are unclear

05. Build stronger habits around execution, learning, and follow-through

06. Keep adding to your own leadership toolbox

Business As UnUsual is not about collecting more content.

It is about building practical Founder and CEO leadership judgement in a BAUU world.

Behind BAUU is a simple belief: leaders do not need more noise. They need practical guidance they can return to.

A NOTE FROM RICK

Why I created Business As UnUsual

I have spent more than 40 years in business and more than 30 years building and leading TRG International.

Over that time, I have learned that leadership rarely fails because people lack intelligence.

It fails because things become unclear.

Business As UnUsual is my way of turning decades of business experience, leadership mistakes, useful frameworks, hard-won lessons, and lifelong learning into something practical.

Something that helps you think.

Something that helps you act.

Something that helps you build better judgement, strengthen your own leadership, and become a better Architect of Change.

Cheers

Rick

A few practical questions before you choose your subscription.

FAQ

11 answers before you subscribe

1 - Who is Business As UnUsual for?

Business As UnUsual is for Founders and CEOs navigating growth, people, execution, and change.

It is especially useful if people look to you for direction, decisions, alignment, momentum, and improvement as the business becomes more complex.

You do not need more generic leadership theory.

You need practical guidance you can return to when decisions are unclear, plans drift, people need direction, and leadership gets messy.

2 - What is Business As UnUsual?

Business As UnUsual is Rick Yvanovich’s growing leadership ecosystem for Founders and CEOs.

It brings together BAUU newsletters, book reviews, curated quotes, playbook-based guidance, leadership questions, practical tools, masterclasses, interactive BAUU tools, events, polls, surveys, and reports.

The aim is simple: to help you make complex leadership challenges easier to see, discuss, and act on.

3 - What is the difference between the Free and Paid subscriptions?

Both subscriptions give you access to current weekly BAUU resources, including BAUU newsletters, book reviews, and quotes.

The main difference is depth of access.

The Free Subscription gives you access to current weekly resources plus selected archive access. Selected archive access means a curated subset of past resources, not the full archive.

The Paid Subscription gives you full access to the paid BAUU ecosystem, including full archives, daily quotes, masterclasses, interactive BAUU tools, leadership playbooks, playbook resources, poll and survey insight reports, and subscriber events.

4 - Is this just another newsletter?

No.

The weekly BAUU newsletter is part of the subscription, but Business As UnUsual is bigger than a newsletter.

It is a practical leadership ecosystem built around newsletters, book reviews, quotes, playbooks, questions, tools, resources, events, and real-world leadership experience.

5 - How much does the paid subscription cost?

The Paid Subscription is CHF10 per month or CHF 100 per year.

The Free Subscription is free.

6 - How much time does it take?

That depends on how deeply you want to engage.

You can read a weekly BAUU newsletter or book review in a few minutes. You can also go deeper into the archives/libraries, playbooks, tools, masterclasses, and resources when a topic becomes relevant to something you are facing.

You can use the subscription lightly, deeply, or in specific situations.

7 - What do I get every week?

Both Free and Paid subscribers receive access to:

Weekly BAUU newsletters
Weekly book reviews
Weekly quotes

Each resource helps Founders and CEOs keep learning, thinking, deciding, and improving as they navigate growth, people, execution, and change.

Paid subscribers also receive full access to the paid BAUU ecosystem.

8 - Can I expense this?

In many cases, yes.

If your role involves leadership, management, people development, execution, decision-making, change, communication, governance, or professional development, the Paid Subscription may fit naturally as a learning or development expense.

9 - Can I cancel the paid subscription?

Yes. You can cancel your subscription at any time.

Paid subscriptions include a 14-day full refund guarantee.

Explore the paid BAUU resources properly. If Business As UnUsual does not feel like a practical leadership resource you will actually use, cancel within 14 days for a full refund.

We may ask for feedback so we can keep improving, but your refund will not depend on the reason you give.

After the 14-day refund period

Monthly subscriptions stop renewing at the next billing date.
Annual subscriptions remain active until the end of the paid subscription period and do not renew.

10 - Will I receive lots of emails?

Business As UnUsual includes different resources published on different days, so you may receive more than one email a week.

We are working to keep the email experience useful rather than overwhelming. Where possible, you will be able to manage which updates you receive.

Rick may also send occasional updates when he releases a relevant new resource, event, masterclass, app, report, or offer connected to the Business As UnUsual ecosystem.

11 - What happens after I subscribe?

You will receive a confirmation email and then start receiving access based on the subscription option you selected.

Free subscribers receive selected access to the BAUU ecosystem.

Paid subscribers receive full access to the paid BAUU ecosystem.

Build your Founder and CEO leadership toolbox in a BAUU world.

Business As UnUsual helps you keep learning, thinking, deciding, and improving while you navigate growth, people, execution, and change.