On Trailblazing as a Leader with CEO Ellen Wood - Episode 338

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On this episode of Dominate Your Day, Ellen Wood, CEO of VCFO, talks about what it means to be a trailblazer. Nearly 30 years ago, Ellen pioneered the fractional CFO model—long before “virtual” became part of everyday business language. What started as a bold, unconventional idea has now served more than 6,000 clients and helped define an entire industry.   

We discuss culture, accountability, and leadership. Over the years, Ellen has learned that culture isn’t a “soft” concept—it’s the heart of the business. By involving employees in defining core values and ultimately elevating “people first” to the top priority, she has intentionally shaped an organization rooted in integrity and service. Her perspective reinforces the truth that authentic leadership is about walking the talk—building strong systems, empowering people, and staying true to your values while you grow.  

Top 3 Takeaways: 

1. Great leadership starts with culture.  

Ellen reminds us that intentionally defining values—and truly putting people first—creates the foundation for long-term success. 

2. Strong leaders build accountability into their organizations.  

They do this by clearly defining roles, setting expectations, and ensuring that ownership sits with one person, not many. 

3. Leadership is about walking the talk.  

Leaders should model integrity, give back to the community, mentor the next generation, and continuously grow so your team can grow alongside you. 

Episode Minutes: 

• Minute 5:00 - Building a strong organizational culture and defining core values 
• Minute 9:00 - Industry trends: consolidation and the future vision for VCFO 
• Minute 12:00 - Leadership influences and mentoring practices 
• Minute 16:00 - The significance of accountability and systems like EOS 

Links + Resources from This Episode: 

• Connect with Ellen on LinkedIn 

• Learn more about Ellen's company at vcfo 

• Take the free 3-minute Authentic Imprint™ Assessment 

• Get a copy of Dana’s book, The Internal Revolution: Lead Authentically and Build Your Personal Brand from Within  
• Learn more about The Strengths Journal 

About Ellen Wood 

Ellen Wood is the CEO of vcfo, an Austin-based professional services firm renowned for its innovative “Virtual CFO” concept.  Ellen has been a trailblazer in providing fractional CFO and CHRO solutions, catering to the needs of small and medium-sized businesses. Under her leadership, vcfo has supported over 6,000 clients, offering an integrated suite of finance, HR, and transaction advisory support across its offices in Austin, Denver, Dallas and Houston. 

Ellen led the development and release of v360®, an innovative business assessment and strategic roadmap to enhance business value beyond revenue growth or EBITDA. This new offering evaluates critical areas – leadership, policies, infrastructure, sales, governance and employee programs. The goal is to provide businesses with 15-20 actionable recommendations to boost shareholder value, leveraging over 28 years of expertise from vcfo’s seasoned professionals. The v360 process requires minimal client time investment it a practical and impactful tool for businesses preparing for growth opportunities, funding events, mergers or sales. 

With v360, Ellen emphasizes the importance of proactively understanding and enhancing a company's value. v360 is designed to shift the focus from day-to-day operations to strategic growth initiatives, ensuring businesses are well-prepared for future transitions. By offering a detailed picture of a company's current market position and robust recommendations for value enhancement, v360 helps businesses capitalize on rising CEO confidence and the positive economic outlook, ultimately driving significant long-term value. 

Ellen's commitment to excellence and strategic support for businesses has been recognized with the 2024 Lifetime Achievement Award by Vistage, the world’s largest CEO coaching and peer advisory organization. This prestigious award honors long-standing members who demonstrate bold decision-making and inspire their peers. Ellen's nomination and recognition by her fellow Vistage members highlight her significant impact on the industry and her community. She was also inducted into the Austin Technology Council’s Hall of Fame for her contributions to the growth and innovation of Austin’s tech ecosystem, and earned a Stevie Award for Company of the Year – Business and Professional Services in the 2025 American Business Awards®. In 2025, Inc. named Ellen to its 2025 Female Founders 500 List. 

Beyond her professional achievements, Ellen is deeply involved in community service. She has held leadership roles as Chairman of the Board for the University Federal Credit Union (UFCU) and the Austin Chamber of Commerce. Ellen also contributes her expertise to Opportunity Austin and the Central Texas Quality of Life Foundation boards, among other committee positions in various organizations. 

Ellen's approach to leadership is marked by vision, resilience, and an unwavering commitment to excellence. Through her initiatives, she has been instrumental in expanding international capital relationships and supporting the local technology community. Ellen's peers and colleagues admire her generosity, authenticity, and dedication to improving and helping those around her. 

Under Ellen's guidance, vcfo continues to evolve, ensuring that clients receive flexible, game-changing finance, HR, and transaction advisory support services tailored to their business needs. Her legacy of leadership and community involvement sets a benchmark for excellence in the industry. For more information, please visit www.vcfo.com. 

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