On this week’s episode of Becoming Self Made, I sat down with someone who embodies one of the most powerful traits a founder can have: the courage to question everything.
His name is Yoseph West, the Co-Founder and CEO of Relay Financial, the online banking and money management platform built to help small businesses take control of their cash flow. Before Relay, Yoseph led marketing at Hubdoc (acquired by Xero) and co-founded Vuru (acquired by Wave). In other words: he’s not new to building, scaling, and starting over.
But what makes this conversation so special isn’t his resume (though impressive!) it’s the evolution behind it. Because Yoseph didn’t start out as the thoughtful, long-term, growth-centered leader he is today.He started out with a chip on his shoulder. (And we like rebels around here.)
Yoseph’s path from there to here is packed with lessons every entrepreneur needs to hear.
The Business Grows Only as Much as You Do
If there’s one line from this episode you need to tattoo on the inside of your brain, it’s this:
“The ability for the business to grow is a function of how much you grow as a leader.”
Yoseph learned this while scaling Relay. The early fuel; the push, the hustle, the need-to-prove-something energy; only carries a founder so far.
At some point, your company outpaces who you currently are, and demands a new version of you.
That’s where Yoseph made the shift from grinding harder to growing smarter.
From doing everything to finding leverage.
From reacting to intentionally reinventing himself.
And that reinvention is continuous.
Independent Thinking: Treat Information as Data, Not Instructions
Yoseph’s superpower started early.
He grew up in a household that encouraged independent thinking like questioning doctors as a kid, finishing high school early, even turning away from a legal career after watching a miserable lawyer speak at a job fair.
That same mindset guided his entrepreneurial instincts.
He didn’t accept industry norms at face value.
He didn’t assume problems were “just the way things are.”
He didn’t follow advice blindly,even good advice.
Instead, he asked:
“What problem am I actually solving here?”
He listened to mentors, advisors, peers, customers, but treated all of it as data, not commandments.
It’s that mindset led him to the core problem Relay now solves: entrepreneurs deserve clear, real-time financial visibility.
Independent thinking is what builds great products, and great companies.
Partnerships Work Only When Everybody Wins
Another standout moment from the episode was Yoseph’s honesty about partnerships.
He has co-founded multiple companies.
He has partnered with Profit First. And he’s learned this the hard way:
Great partnerships aren’t built on vision, they’re built on alignment.
Real alignment means conversations that feel like truth, not negotiation.
Yoseph learned that partnerships only thrive when:
- both sides think long-term
- both sides deeply understand the other’s priorities
- and the outcome is a win for everyone (especially the customer)
That’s how Relay’s partnership with Profit First moved from idea → friction → massive alignment and impact.
Partnership is empathy in action.
Scaling Smart: Find the Leverage, Then Reinvent Yourself
Relay didn’t scale because Yoseph added more hours to his day.
It scaled because he kept asking:
“What are the few actions that create outsized results?”
It’s classic 80/20—but practiced with discipline and humility.
And more importantly, Yoseph did the internal work required to lead a company that was doubling, then doubling again. Coaching, leadership development, even unconventional personal work, he embraced all of it.
Because a founder leading six people can’t behave the same way as a founder leading hundreds.
Growth requires reinvention.
Over and over again.
Three Big Lessons for Every Entrepreneur
1. Question Everything (But Decide for Yourself)
Ask “What problem am I actually solving?”
Seek input widely.
Treat it all as data, not gospel.
Then decide.
2. Build Partnerships Around Shared Wins
Look for alignment.
Think long-term.
Create outcomes where everyone, especially your customer, wins.
3. Scale by Growing Yourself First
Your company cannot outgrow your capacity.
Invest in coaching, self-awareness, and strategic leverage.
Become the leader your business needs next.
Final Thought
Talking with Yoseph reminded me of a truth many founders ignore:
You don’t scale a company. You scale yourself, and the company follows.
This episode is a must-listen if you’re building, rebuilding, or reimagining your business, and especially if you feel like you’re outgrowing the person you used to be.
You’re in good company.
And you’re exactly where you need to be.
– Mike
PS – There’s just one more episode for this season! Every download helps us secure Season Two. If the show supports your growth, this is your chance to keep it alive. Download here on Apple or Spotify!
