On this episode of Adapt or Die, executive coach Andreas Pettersson sits down with Theresa Bassett, CEO of The Diamond Group—a digital marketing and sales strategy firm that’s helped clients generate over $550 million in revenue. Theresa recounts a defining moment in 2015 when a legal settlement demanded she grow revenue by 80% in under 100 days—or risk losing everything. From launching 27 websites in four weeks to winning an international airport contract with no prior experience, she unpacks how grit, clarity, and a proprietary roadmap called Momentum helped her turn chaos into a thriving, scalable agency.
Challenge → A crushing settlement required massive cash payments every six months for four years—more than the business even made in a year. With bankruptcy off the table and legal constraints in place, Theresa had no choice but to transform a project-based model into a sustainable, retainer-driven business—fast.
Adaptation → Theresa leaned into scrappy execution, hiring quickly, saying yes to everything (including airport RFPs she’d never touched), and pivoting The Diamond Group into a full-service agency overnight. With help from her husband—and a growth mindset shaped by Fortune 500 experience—she scaled the team from 3 to 25 in 18 months.
Success → Theresa not only met the cash demands, but eventually scaled back to rebuild systems more intentionally. Her Momentum framework now helps other founders build sustainable marketing systems, and she’s grown a team-managed business that no longer depends on her wearing all the hats.
🔥 60-Second Hot Seat:
Theresa shares why “clarity is king,” how she embraces productive tension with her husband and co-founder, and why scaling a service business is like raising kids—progress isn’t linear. Her favorite leadership mantra? Get specific, get committed, and never rely on referrals alone to grow.
Think a crushing settlement means the end of the road? Theresa proves it can be the rocket fuel that launches your next era.
Visit www.leadersadapt.com/adaptordie for show notes, free resources, and coaching programs.
Listen to more episodes on Mission Matters:
https://missionmatters.com/author/andreas-pettersson
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