Chief Change Officer
#74 Ral West: From Airborne Ambitions to Guiding Entrepreneurs Toward Freedom
Wed, 20 Nov 2024
Ral West is the kind of person you meet and immediately think, “Wow, she’s lived a life.” Over 40 years as an entrepreneur, her story is full of twists and turns. In her mid-twenties, she took a leap and started her first business. That was just the beginning. For 25 years, she and her husband ran a charter air service between Alaska and Hawaii, flying wide-body jets. Eventually, they sold it to Alaska Airlines—a huge milestone, but not the end of her journey. She’s owned small cruise ships, invested in real estate, and kept building. And now? She’s helping other entrepreneurs figure out the same thing she did: how to run a business and have a life. Her story is inspiring, real, and packed with lessons for anyone chasing big dreams. Key Highlights of Our Interview: Challenging Generational Norms “Early in my career, working for my father, I hit the glass ceiling. He came from a different generation, and his views were, let’s say, a bit old-fashioned. But I decided, ‘Thanks, Dad—I’ll take it from here.’ And I broke away to chart my own path.” Juggling Act: The Exhausting Middle Years “Between 35 and 55, I was stretched thin—running a business, raising young kids, volunteering. Sleep felt like a luxury. My health suffered, my marriage struggled, and I couldn’t do it all.” The Breakthrough: Building Systems and Letting Go “I learned the hard way that trying to do everything myself wasn’t sustainable. I created systems, implemented processes, and built a team I could trust. Using metrics and data-driven management, I structured my business so it could run smoothly—whether I was there or not.” The Slow Burn of Transformation “Building systems, processes, and a reliable team didn’t happen overnight. It was years in the making. I started small—reading books like The E-Myth by Michael Gerber, going back to college, and studying with mentors like Robert Kiyosaki. Each step added a piece to the puzzle.” Bite-Sized Delegation: Starting Small “You don’t need massive financial success to start delegating. It starts with breaking down your daily tasks into bite-sized pieces and identifying what you can transfer to someone else.” Turning Intuition Into Systems “One of my toughest challenges was documenting decision-making processes—like when to increase advertising spend. It took weeks of introspection and trial and error before I realized I was relying on sales trends over a three-day period. Once I had clarity, I turned it into a system my team could follow, even when I wasn’t there.” Creating Culture: Embodying Values and Principles “It wasn’t just about systems and metrics; it was about building a team that shared my values. From customer service to feedback collection, we worked hard to create a culture that prioritized our principles.” _________________________ Connect with us: Host: Vince Chan | Guest: Ral West Chief Change Officer: Make Change Ambitiously. Experiential Human Intelligence for Growth Progressives Global Top 3% Podcast on Listen Notes World's #1 Career Podcast on Apple Top 1: US, CA, MX, IE, HU, AT, CH, FI, JP 2 Millions+ Downloads 50+ Countries --Chief Change Officer--Change Ambitiously. Outgrow Yourself.Open a World of Expansive Human Intelligencefor Transformation Gurus, Black Sheep,Unsung Visionaries & Bold Hearts.EdTech Leadership Awards 2025 Finalist.18 Million+ All-Time Downloads.80+ Countries Reached Daily.Global Top 1.5% Podcast.Top 10 US Business.Top 1 US Careers.>>>170,000+ are outgrowing. Act Today.<<<
Chapter 1: What inspired Ral West to become an entrepreneur?
Walk us through your career journey, your history, the major transitions, and the key moments of evolution. Then we'll explore different elements in our conversation.
Okay, Vince, in a capsule, 40 years plus, I've been an entrepreneur. And before that, I grew up in an entrepreneurial family. So I think it ran in my blood. So in my mid 20s, I opened my first business and went on to have a serial entrepreneur, if you will, had many different businesses. And the primary business was one that I ran with my husband, and we ran the business for 25 years.
Chapter 2: How did Ral West's background influence her business journey?
It was a business that operated charter air service between Alaska and Hawaii with wide-body jets. And after 25 years, we were able to exit the business by selling it to Alaska Airlines. And in other career pivots since then, we have owned small cruise ships. We have invested in multifamily real estate syndications, and we are still doing that. So a varied career for, as I say, over 40 years.
And that brings me to today where I have yet another business that I've started where I was teaching entrepreneurs business. how to accomplish what I have and that you can run your business and have the life that you want at the same time.
You mentioned you grew up in an entrepreneurial family. So that vibe, the mindset of building and creating was part of your education from an early age. Then in your 20s, you stepped into the game yourself, starting your own ventures. You've been involved in various businesses since. I'm curious, how do you decide which area to focus on?
Is it a lot of strategic calculation, following trends, gut feeling, or just going where the money is? What's your thought process when choosing a business to start or invest in? And what lessons have you learned along the way?
Chapter 3: What lessons did Ral learn from running a charter air service?
To start with, I was raised in a tourism family, so that was my initial business was related to tourism, and I was helping businesses with their marketing and advertising, businesses that were involved in tourism in Alaska. I wasn't born in Alaska. I was born in Seattle, but I moved to Alaska in my 20s, and that's where I decided, to launch out onto my own because I saw an opportunity.
And I think that's the main criteria is that there was an opportunity because there were many small tourism businesses that didn't know how to get their product out to market. And I had the experience doing that in the work that I had already done in tourism. So I thought, I can offer them this service and I can provide them with what they need to get their product to market.
So I did that to begin with. Then the business that my husband started was a spinoff of that. He was in real estate and he decided that he wanted to make these free trips to Hawaii like I was doing because some of my clients were in Hawaii. And she said, okay, I'm going to represent Alaskans who own condos in Hawaii and I will work at the condos for them.
Then I added to that with, okay, but you need to also add the rental cars and the air and make a whole package out of it because that was my experience in tourism. So you need a whole vacation package. So together we built that company and it was basically a merger of his expertise with my expertise and we ran with it. Along the way, we started investing in some real estate just on the side.
And later on, when the time came to sell the business, that opportunity arose because we knew that Alaska Airlines was planning to enter the Hawaii market. And we knew that their pockets were deeper than ours, and it just made sense for them to buy our company there. rather than for us to duke it out in the marketplace and we'd both lose a lot of money.
So we convinced them that buying our business was a lot cheaper than winning the market from us. So the pivot that came next was again a spinoff because my family's business that I had not been involved in personally for several years was involved in small cruise ships in Alaska. And we had a different idea as to how to present cruises to people visiting Alaska.
Instead of just going from port to port, we felt that they would have a better experience of Alaska by leaving from a port and going out into the wilderness, getting onto a skiff and playing with the whales, going kayaking, going ashore and taking hikes in the forest or even walking on a glacier.
And these things were things that we were enjoying on our own boat in Alaska, because by that time, my husband's a boataholic, so we had to have boats up here. And so we found a couple of cruise ships that were bank owned. They had been owned by a company that went bankrupt. And so the bank held them and they were sitting at a dock rotting. So again, it was an opportunity.
And we seized that opportunity and bought those ships out of rather low price point and fixed them up and found somebody to operate them for us. And then later there was another company that went bankrupt and we bought some more cruise ships.
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Chapter 4: How did Ral West pivot from cruise ships to real estate?
So it's a combination of seizing opportunities, but also just keeping your eyes on what's going on around you. The world is changing all the time. And if you're not... Staying aware and keep your eyes open to what's going on around you, you can miss some of these opportunities. So that's the main key.
I see you as a fairly successful self-made business person. Someone who has steadily built wealth over time with discipline while spotting opportunities along the way. How would you describe your approach? In your own words, what kind of business person are you?
I think that I definitely am a risk taker, and that comes from my family culture as well, coming from the entrepreneurial background that I have. But I do take calculated risks and I do the homework and I run the numbers and I do some research and investigate the market. And I've learned along the way because sometimes I didn't do my research and my homework as well as I should have.
And that was a big learning experience that was painful. So I don't want to do that again. And then now in this particular, my newest business, it's more of, as you said, making a contribution and giving back.
and sharing my years of experience and knowledge with entrepreneurs so that I can offer them the guidance and the wisdom and help them cut out a lot of the pain and learning experiences that I had, make it easier for them.
In your entrepreneurial journey as a woman, Have you faced challenges that might differ from those faced by men in similar positions? I ask because even today, in a tech-driven world, it is well known that women, regardless of age, still face unique hurdles. For instance, female tech founders struggle with raising money as easily or in the same amount as their male counterparts.
Reflecting on your experience across the different businesses you've built and run, what were some of the key challenges you've encountered as a woman business leader and now as a coach How do you guide younger women to navigate and overcome similar challenges? Learning from what you faced and learned?
I think that early in my career, actually, when I was working for my father, I experienced more of the glass ceiling and the prejudice against women. And once I went out on my own and said, yeah, thanks, Dad, I'm going to do this myself.
then i was able to break away from that because he was a bit chauvinistic he came from another generation and so i said not not going there i'm not dealing with that i didn't really experience too much in the way of discrimination or any obstacles because i was a woman i think i maybe i just had a lot of confidence and i just didn't let it stop me i was just bearing to go and
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Chapter 5: What challenges did Ral face as a woman in business?
use leverage and get out of that that stress and overwhelm by building a real system and structure around me so that i could operate the business whether i was there or not and i developed metrics and data based management and it all allowed me to have more freedom to do what i wanted to do
So by the time I was about the end of that time period, by the time I was 55 and the kids were, you know, grown, I was able to kick off and do whatever I wanted to do because I had a team in place. I had managers in place. I was free. And that's what I would like to share with other women that they can do that too. Doesn't matter if you're male or female. So don't let that stop you.
So that's what I would give as advice to any woman.
How do you guide people in building the kind of system from growing up? Specifically, how do you teach them to lay the foundation, develop the structure, and ensure is resilient enough to grow and thrive before they can step back and enjoy the fruit of their labor?
The creation of all of the systems and the processes and building the team happened over a period of years. It was certainly not an overnight transformation. And I had to learn a little bit by a little bit by reading books and actually went back to college and studied with people like Robert Kiyosaki and read books like The E-Myth by Michael Gerber. And I learned a
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Chapter 6: How can entrepreneurs learn from Ral's experiences?
Chapter 7: What strategies did Ral use to build successful teams?
In your entrepreneurial journey as a woman, Have you faced challenges that might differ from those faced by men in similar positions? I ask because even today, in a tech-driven world, it is well known that women, regardless of age, still face unique hurdles. For instance, female tech founders struggle with raising money as easily or in the same amount as their male counterparts.
Reflecting on your experience across the different businesses you've built and run, what were some of the key challenges you've encountered as a woman business leader and now as a coach How do you guide younger women to navigate and overcome similar challenges? Learning from what you faced and learned?
I think that early in my career, actually, when I was working for my father, I experienced more of the glass ceiling and the prejudice against women. And once I went out on my own and said, yeah, thanks, Dad, I'm going to do this myself.
then i was able to break away from that because he was a bit chauvinistic he came from another generation and so i said not not going there i'm not dealing with that i didn't really experience too much in the way of discrimination or any obstacles because i was a woman i think i maybe i just had a lot of confidence and i just didn't let it stop me i was just bearing to go and
I just knew that I could do a better job than most anybody else. Let me at it. So I'd say that for women, all women, whatever age, you have to believe in yourself and you have to have the confidence that you know what you know and you can do the job.
I think that women, when I was between 35 and 55, I was juggling young children and a business and volunteer activities, and I was exhausted and overwhelmed, and I was stretched so thin. Sleep was a luxury, and the relationship with my husband suffered, and My health suffered and I just couldn't do at all.
So I think that I can relate to women who are in that period of their lives where they're trying to juggle so many things. And what I learned the hard way was how to create the systems and the processes and build a team around me.
use leverage and get out of that that stress and overwhelm by building a real system and structure around me so that i could operate the business whether i was there or not and i developed metrics and data based management and it all allowed me to have more freedom to do what i wanted to do
So by the time I was about the end of that time period, by the time I was 55 and the kids were, you know, grown, I was able to kick off and do whatever I wanted to do because I had a team in place. I had managers in place. I was free. And that's what I would like to share with other women that they can do that too. Doesn't matter if you're male or female. So don't let that stop you.
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Chapter 8: What advice does Ral have for aspiring entrepreneurs?
And that was a very complicated thought process to come to that conclusion. And after a few weeks of trying to figure it out, I decided that I was watching the metrics of the sales. And I was able to discern that if the sales were decreasing, like over a period of three days, that meant we needed to beef up the advertising. But you need to be able to document
All of these things, and that takes time to be introspective and figure out how it is that you're running this business and get written policies, procedures, training manuals, build a team, train the team, create a company culture that embodies everything that you feel is important, your values and your principles, and have that carried out throughout the organization.
And there are just so many aspects. We needed to improve our customer service. We needed to make sure that we were collecting feedback from our customers so that we could provide the level of expectation that they wanted. And because we depended on repeat business, if we didn't keep our customers happy, we wouldn't get that repeat business. So there were so many aspects to it. And we had a team of
two or three or four dozen people. So it wasn't a huge business, but it wasn't real tiny either. And I had the ability to delegate and create processes and systems with our teams. Could you share some specific examples where you built a system for yourself? There are many examples. I'm trying to pull the one that would be the most relevant.
And I think one thing that might be relatable is that our business involved taking reservations for our air service over the phone. So we had reservations agents who would answer the phone and take a booking by using our in-house computer reservation system. And no booking was taken without somebody being on the phone to take that booking.
So as time went on, we were realizing that this was not a very efficient system. And we invested a huge amount of money and almost two years to develop an automated reservation system. And that system, once we pulled the trigger on it and it went live, it was able to take the bookings 24-7 without any of our reservation agents talking on the phone at all.
Whether you are a travel agent or a customer, you could go online and book your trip entirely online. That was a huge transition for our company and it made a gigantic difference in our revenue. by being able to automate that reservation system.
So just like with what you're talking about in terms of your podcast, the more you're able to automate some of your processes and so that you can repeat your systems over and over again in less and less time, that enables you to increase your productivity and hopefully your revenue as well.
You've reached a point where traditionally you could retire stop working, travel around the world, dive into hobbies. But the concept of retirement has changed. In today's world, it's not always about stepping away completely. I'm curious, what's your personal take on retirement? Would you consider retiring in the conventional sense? Or do you have a different vision for this stage of life?
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