ABOUT WHERE TO NEXT

Running a business can sometimes feel overwhelming. You have all the pieces, but uncertainty about what to do next can keep you stuck. Should you push for growth, or is it time to regroup? Can your operations support your ambitions? Is your team aligned with your goals? Questions like these can make it hard to see the way forward.

That’s where I come in. I’m Erin Rice, founder of WHERE TO NEXT, and I specialize in helping businesses and teams move from ambiguity to clarity. My career has taken me through nearly every corner of a business—working with Sales, Operations, Marketing, Technology, Compliance, and Finance—giving me a knack for connecting dots, aligning priorities, and fostering collaboration at every level.

In previous leadership roles, I’ve led high-stakes projects that integrated multiple functions to drive growth and efficiency. Acting as a translator between teams and leadership, I’ve helped break down silos, ensured clear communication, and aligned strategies—all while navigating highly regulated, client-focused industries.

Over the years, I’ve learned one universal truth: ambiguity is often the biggest obstacle holding teams, leaders, and organizations back. The key to overcoming it lies in breaking challenges into clear, actionable steps. Together, let’s cut through the noise, uncover what really matters, and create a plan that’s both ambitious and achievable.

Ready to take your best next step?