You know that little orange light on your dashboard? The one you’ve been ignoring since August because the car still drives fine? Most of us treat our stress the same way. As long as we’re still getting things done, we assume everything under the hood is working.
On this episode of Behind the Brand, Taylor and Kelly sat down with Nate Van Heuveln, licensed professional counselor and owner of Criterion Counseling in St. Cloud. Nate works with adults navigating anxiety, chronic stress and burnout, and many of them look like they have it all together from the outside. (Business owners, we’re looking at you. And at ourselves.) Here’s what he wants you to know about catching high-functioning burnout before it leaves you stranded.
From Paper Routes to Private Practice
Nate knew he wanted to help people by age five or six. He grew up surrounded by social workers and therapists during a childhood full of transition, and he saw firsthand what that support could do.
He took what he calls “the scenic route” to get here. Paper boy. Picking rock and detasseling corn around Willmar (the most Minnesotan résumé possible). Roles in education and industrial-organizational psychology. Then a clinical mental health counseling degree from St. Cloud State, making him a three-time Husky alum. He opened Criterion Counseling in January 2026 and now sees clients in person in St. Cloud and through telehealth across Minnesota.
Why High-Functioning Stress Is So Easy to Miss
Nate’s clients are the people everyone else leans on: caregivers, first responders, the “sandwich generation” caring for kids and aging parents, and plenty of business owners. They’re conscientious and capable. They’re also the last people to ask for help.
That’s the paradox. Overapply competence, Nate says, and it can mask whatever is actually causing the distress. We get really good at convincing everyone, including ourselves, that we’re fine.
Most clients come to Nate using the language of stress and burnout. “I’m overwhelmed.” “My life feels scattered.” He starts there, then looks at the story under the story: your systems, your thinking patterns and sometimes deeper issues like anxiety or unresolved trauma. That depth is what sets counseling apart from coaching or consulting.
Not All Stress Is Bad
Our hosts asked the question a lot of us are thinking: is everyone really burnt out, or is this just life? Nate’s answer is a little of both.
Some stress is adaptive. It gets the proposal finished. Nate even reframes it as “creative tension,” a discomfort you can point toward something useful. The goal is flexibility. If you’re running at an eight or nine out of 10 when the moment calls for a two, it’s time to find the volume knob. There’s a good coasting speed between on and off.
The Yardstick You're Holding Up to Yourself
Then Nate pulled out a tape measure. Remember the “you must be this tall to ride” sign at the fair? Most of us, he says, carry one around for ourselves. To feel valuable or productive, we have to hit the top of the yardstick every day. When we don’t, the spiral starts: I’m not good enough. My business is going to fail.
The catch? We’re the ones holding the yardstick, which means we can move it. “I didn’t get 100% done today, but you know what? I got 45% done today, and I got to enjoy the blue sky,” Nate said. “And there’s always tomorrow.”
Our hosts had their own versions. You have 100% to give in a day, not 200, and the split can change daily. And watch for “false truths,” the rules we invent and then obey. “I can’t do that.” Says who? Often, nobody.
Signs Your Stress Has Become Something More
So when does normal stress cross the line? Nate says it’s when “the observables” in your life start taking a hit. Watch for:
- Arguments with a partner that come more often, last longer or get more intense
- Avoidance creeping in, like unopened mail or missed bills even with money in the bank
- Dropping the routines that keep you steady, like the gym
- Less connection with the people around you, or work that’s starting to slip
You’re still competent, but your functioning takes a hit. If none of this sounds like you, great. Just keep paying attention.
Treat Yourself Like Your Car
Nate’s favorite piece of advice: don’t treat your car better than you treat yourself. When the check engine light comes on, most of us call our mechanic. (Everyone has an Eddie.) It’s not making a noise. It’s not making a smell. But it’s on for a reason.
Nate calls showing up at the mechanic a sign of strength. Better than waiting until you’re broken down on I-94.
Know Who You Are (Yes, Even in Marketing)
So how do you market something as personal as therapy? Nate’s answer could have come straight out of a Moxie strategy session. Start with alignment. Know who you are, know your business’s identity and don’t be afraid to say it out loud. Once that’s clear, your tone, colors and content get a lot easier to choose. (We call it brand positioning.)
He traced it back to a classmate in undergrad who asked him, “Well, you know who you are, right?” It hit him like a brick. Knowing who you are, he says, “is such a gift and a goal and a process,” and that process feeds everything else, your business included.
Mics and networking events don’t come easy for him. He shows up anyway, and he says the relationships he’s built through the St. Cloud Area Chamber are the best part of owning a business.
One Number to Remember: 988
Before we wrapped, Nate held up a sign: “You matter. Call, text, chat 988.” The 988 Suicide and Crisis Lifeline is there for anyone in crisis, anyone who’s confused or not feeling right, and anyone who needs help finding a therapist. You don’t have to be at your worst to reach out. If something feels heavy, call or text 988.
Connect With Criterion Counseling
Head to criterioncounseling.com to learn more about Nate’s background and approach. You’ll find everything you need in one place:
- Virtual and in-person therapy options, with an office in St. Cloud
- Insurance accepted and payment options
- Nate’s blog posts on stress, burnout and more
- His phone number and email
And if your check engine light has been on for a while, this is your nudge to go see a mechanic. Criterion offers a free 15-minute consultation, and if Nate isn’t the right fit, he’ll help you find who is.
Tune In and Get Inspired
Want the tape measure demo and a few more laughs? Listen to the full episode of Behind the Brand. And send it to the friend who’s been running on empty. They’ll thank you later.
