SUMMARY

Taylor and Kelly sit down with Nate Van Heuveln, owner of Criterion Counseling in St. Cloud, to talk about the clients most people don’t picture when they think about therapy: high-functioning adults who look like they have it all together while quietly running on empty. Nate walks through his path into counseling, from a childhood surrounded by helping professionals to a “scenic route” through paper routes, rock-picking, and industrial-organizational psychology before landing on his own practice in January 2026.

The conversation digs into what makes high-functioning stress so easy to miss. Nate’s clients are the caregivers, first responders, and business owners everyone else relies on, which makes them the least likely to reach out first. He unpacks the idea of “false truths,” the self-imposed standards that show up as a mental yardstick most of us are holding up to ourselves, and offers a simple reframe: you have 100 percent to give on any given day, not 200, and that’s allowed to look different day to day.

The episode also turns into an unexpected marketing conversation. Nate connects his own approach to building Criterion Counseling back to a concept Taylor and Kelly talk about constantly with clients: knowing who you are before you try to market anything. Before wrapping, Nate shares a visual reminder of the 988 Suicide and Crisis Lifeline and encourages listeners to treat it as a resource for any moment that feels heavy, not just a crisis line of last resort.