10 Minute Masterclass

By Trey ShenemanBusiness Entrepreneurship Marketing

10 Minute Masterclass episodes

September 16, 2025Join The COMPASS Method Book Launch Team
Season one of 10 Minute Masterclass is officially in the books. With over 85,000 downloads and a spot in the Top 50 Entrepreneur podcasts, Trey Sheneman reflects on the journey so far and shares a sneak peek from his upcoming book, The COMPASS Method. In this episode, Trey introduces the Five A Flywheel—awareness, attraction, acquisition, activation, and advocacy—and explains why building flywheels, not funnels, is the key to long term, compounding growth.
Key Takeaways
Funnels leak energy, flywheels create momentum.
The Five A Flywheel framework:
Awareness – Be visible to the right people, not just louder.
Attraction – Spark interest with stories and value propositions.
Acquisition – First commitment is the midpoint, not the finish line.
Activation – Customers must use and experience your value or they churn.
Advocacy – Turn customers into evangelists who fuel awareness.
Flywheels multiply momentum, funnels drain it.
The COMPASS Method book launches in October (hardback), January (paperback).
Join the launch team to get an early copy, behind the scenes updates, and exclusive Q&A sessions with Trey.
Season two launches in Q4 2025 with interviews from top leaders in marketing, sales, operations, and leadership.
Timestamped Highlights
[00:00] Celebrating season one: 85,000 downloads and Top 50 podcast rank.
[01:00] Why Trey stopped building funnels and started spinning flywheels.
[02:00] Breaking down the Five A Flywheel: awareness to advocacy.
[03:00] Funnels leak, flywheels compound.
[04:00] Sneak peek at The COMPASS Method book and how to join the launch team.
[05:00] Season two preview: interviews with world class leaders.
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
6 min
September 09, 2025The Greatest Lessons My Son Bear Has Taught Me
Sometimes the greatest leadership lessons don’t come from boardrooms or business books, they come from home. In this episode of 10 Minute Masterclass, Trey Sheneman shares three powerful lessons he’s learned from raising his son Bear, who has lived with unique medical and developmental challenges. These lessons of patience, celebrating micro wins, and adapting the plan not the goal will reshape the way you lead teams, grow your business, and build culture.
Key Takeaways
Patience isn’t passive, it’s strategic. Slowing down creates space for growth and ownership.
Celebrate micro wins like championships. Small victories compound into culture and momentum.
Adapt the plan, not the goal. Let people thrive by leaning into what they love, not forcing rigid paths.
Good leadership looks less like running a factory and more like tending a garden, planting, watering, and cultivating growth over time.
Timestamped Highlights
[00:00] What raising Bear taught Trey about leadership.
[02:00] Lesson 1: Patience isn’t passive, it’s strategic.
[04:00] Lesson 2: Celebrate micro wins like championships.
[06:00] Lesson 3: Adapt the plan, not the goal.
[08:00] Why leadership is more like gardening than commanding.
[09:30] Final reflections and invitation to connect.
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
10 min
September 02, 2025$5 Changes with 7 Figure Potential
Growth doesn’t always require sweeping transformations. Sometimes the biggest results come from the smallest tweaks. In this episode of 10 Minute Masterclass, Trey Sheneman shares five low cost, high impact ways to improve customer experience and boost revenue. From faster response times to better first impressions, these small hinges can swing very big doors.
Key Takeaways
Small changes compound into big results when applied consistently.
5 ways to improve customer experience with minimal cost:
Speed of Response – Leads go cold fast; respond within minutes to increase conversions.
Remove Friction Points – Simplify steps in forms, checkout, or booking flows to reduce drop-offs.
Upgrade First Impressions – Packaging, onboarding emails, or lobby experience set the tone for trust.
Train for One Thing – Focus onboarding on one skill that drives outsized impact in customer interactions. Repurpose
What Works – Take your top performing content or assets and distribute them across more platforms.
Operational efficiency is often about auditing the basics, not reinventing the wheel.
Momentum builds when you make one improvement at a time.
Timestamped Highlights
[00:00] A $300 restaurant menu redesign that created the best quarter ever.
[02:00] Why small operational tweaks can drive massive ROI.
[03:00] Fix #1: Speed of response—automation and AI cut times from hours to minutes.
[05:00] Fix #2: Remove friction points—simplify booking flows and add call buttons.
[06:00] Fix #3: Upgrade first impressions—trust is set at the first touchpoint.
[07:00] Fix #4: Train for one thing, not 10—improve the skill that matters most.
[08:00] Fix #5: Repurpose what already works—put your best testimonial everywhere.
[09:30] Compounding effect: one small change a month builds momentum.
10MIN Takeaways Newsletter: 10MIN Takeaways
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
10 min
August 26, 2025The 5 Laws of Launching Like Apple
Nobody builds hype and delivers launches like Apple. But you don’t have to be a trillion dollar brand to launch like they do. In this episode of 10 Minute Masterclass, Trey Sheneman breaks down the five laws of launching like Apple, from creating anticipation to closing with a bang. Packed with real world stories from launches Trey has led, you’ll learn how to apply Apple’s playbook to your own products, services, or offers.
Key Takeaways
The 5 Laws of Launching Like Apple:
Build a Runway – Start teasing early with case studies, behind the scenes content, and value driven problem solving.
Use the Four C’s – Every message should communicate Clarity, Credibility, Contrast, or Commitment.
Stack Scarcity and Urgency – Combine time limits with quantity limits for maximum momentum.
Engineer the Middle Push – Plan a surprise bonus, Q and A, or case study drop to avoid the mid launch slump.
Close with a Bang – Up to 50 percent of sales come in the final 24 hours; push hard with countdowns, multiple emails, and even live streams.
Real world examples:
A 28 day coaching program launch that drove 12,000 Facebook group members and 1,000 sales in week one.
A SaaS client who doubled conversions by using a simple contrast graphic.
An event launch that sold out 70 percent of tickets in 48 hours with early bird scarcity.
A high ticket mastermind launch that added $280k in sales in the final day with last minute pushes.
Big lesson: You don’t need Apple’s budget, just their discipline.
Timestamped Highlights
[00:00] Apple’s secret to anticipation, momentum, and loyalty.
[02:00] Law #1: Build a runway with pre launch content and seeding.
[03:00] Law #2: The Four C’s of effective launch messaging.
[05:00] Law #3: How to stack scarcity and urgency for maximum impact.
[07:00] Law #4: Planning a mid launch push to avoid the slump.
[08:00] Law #5: Closing with a bang, final 24 hour strategies.
[09:30] Why these principles work for small brands too.
10MIN Takeaways Newsletter: 10MIN Takeaways
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
August 19, 2025How To Build A 90-Day Strategic Plan
A vision without a plan is just a dream. In this episode of 10 Minute Masterclass, Trey Sheneman walks through the final step of the COMPASS Method: turning research and insights into a strategic 90-day plan. With lessons from startups, coaching clients, and even Spotify’s “bets,” Trey shows why 90-day plans create urgency, build momentum, and keep your team focused on what matters most.
Key Takeaways
A 12-month plan is a vision, a 90-day plan is a mission.
Focus is the secret power of a 90-day plan, it limits distractions and clarifies priorities.
Plans that are too long or too complex die in execution. Keep it actionable.
Spotify calls their 90-day objectives “bets” you either win or learn, but you always move forward.
Use Trey’s 3-question filter to shape your plan:
Does it drive Revenue, Retention, or Reach?
Can we measure impact inside 90 days?
Does it create momentum for the next quarter?
A strong plan has five parts:
3 big objectives (not 5, not 2)
Key results for each
One clear owner per result
30-day milestones Weekly reviews
Momentum compounds, small wins stack into breakthroughs.
Timestamped Highlights
[00:00] NASA countdown and why plans create lift-off.
[02:00] The COMPASS Method’s final step: turning insights into action.
[03:00] Why 90 days is the sweet spot for urgency and momentum.
[04:00] A client’s 60-page plan reduced to 3 clear objectives.
[05:00] Spotify’s 90-day “bets” and lessons for every business.
[06:00] The 3-question filter: Revenue, Retention, or Reach?
[07:00] Domino effect: how small wins stack into momentum.
[08:00] How to structure a strategic plan that works.
[09:00] A cautionary tale: when teams try to do too much.
[10:00] Final reminder: momentum is your greatest multiplier.
Previous Episodes Mentioned:
Episode #6: The Comp Set is The Key to Game, Set, Match
Episode #10: The 5 Parts of an Ironclad Offer
Episode #14: Speak Their Language Or Lose Their Business
Episode #22: How to Build An Ideal Customer Profile that Converts
Episode #26: SWOT for Synthesis – The Step Where The COMPASS Comes Together

10MIN Takeaways Newsletter: 10MIN Takeaways
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
August 12, 2025The Greatest Leadership Lesson Patrick Lencioni Ever Taught me
You can have the best marketing, the best sales process, and the best strategy but if your organization is unhealthy, it will all fall apart. In this episode of 10 Minute Masterclass, Trey Sheneman shares leadership insights from Patrick Lencioni’s book The Advantage, revealing why organizational health is the ultimate competitive edge. You’ll learn the four steps to build a healthy team, how to keep clarity alive, and why trust is your growth multiplier.
Key Takeaways
Great marketing and sales can’t fix a dysfunctional organization.
Healthy teams multiply results; unhealthy teams multiply dysfunction.
Lessons from Patrick Lencioni’s The Advantage:
Build a cohesive leadership team – Centered on vulnerability-based trust, not just predictive trust.
Create clarity – Answer the six key questions about purpose, behavior, success, priorities, and roles.
Over-communicate clarity – Repetition cements alignment; leaders get tired of saying things before teams get tired of hearing them.
Reinforce clarity with systems – Hiring, meetings, and rewards should reflect values and priorities.
Growth ceilings are usually health problems, not strategy problems.
Clarity builds trust, and trust accelerates growth.
Timestamped Highlights
[00:00] The greatest competitive advantage: organizational health.
[02:00] Why Trey loves Patrick Lencioni’s The Advantage.
[05:00] Step 1: Build a cohesive leadership team based on vulnerability-based trust.
[06:00] Step 2: Create clarity using six critical leadership questions.
[07:00] Step 3: Over-communicate clarity—leaders repeat until teams align.
[08:00] Step 4: Reinforce clarity with systems that reflect your values.
[10:00] Organizational health as the key to breaking growth ceilings.
Grab Patrick Lencioni’s Book, The Advantage here: The Advantage: Why Organizational Health Trumps Everything Else In Business
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
August 05, 2025The Bottleneck Is You - How Founders Accidentally Break Their Own Businesses
Most businesses don’t stall because of bad strategy, they stall because the founder becomes the bottleneck. In this episode of 10 Minute Masterclass, Trey Sheneman uncovers the four common ways founders accidentally slow down their own growth and shares simple frameworks to help you delegate, prioritize, and free your team to scale beyond you.
Key Takeaways
Founders often become the lid on their own business – the good news? You can fix it.
The 4 founder bottlenecks:
Decision Bottleneck – Nothing moves without your approval. Solve with decision rights and a RACI chart (Responsible, Accountable, Consulted, Informed).
Communication Bottleneck – You’re the go between for every conversation. Solve with meeting rhythms, scorecards, and project management tools like Asana or ClickUp.
Task Bottleneck – You say, “They won’t do it like I will.” Solve with buyback rate thinking (focus on $1,000/hr tasks only) and strategic delegation.
Priority Bottleneck – You’re the only one who knows what’s important. Solve by teaching your team to prioritize using OKRs, Rocks, and non-fatal decision making opportunities.
Growth past $2–3M requires shifting from founder-led to systems-led leadership.
The founder’s real job? Vision, strategy, and building leaders – not doing all the work.
Timestamped Highlights
[00:00] – Most businesses stall because of founder bottlenecks, not bad strategy.
[01:30] – The silent killer of scale: being a founder-led business past $3M.
[03:00] – Bottleneck #1: Decision overload. Install decision rights.
[04:00] – Bottleneck #2: Communication traffic jams. Fix your rhythms and tools.
[06:00] – Bottleneck #3: Founder as task martyr. Calculate your buyback rate.
[08:00] – Bottleneck #4: Priority hoarding. Teach your team to decide and own goals.
[10:00] – Weekly challenge: Audit yourself – where are you the bottleneck?
Sponsor: Live Well Vacation Club LiveWellMembership.com
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
July 29, 2025Fix Your Sales Assembly - The 3 Places Line Revenue Gets Stuck
Sales is not an art it’s a machine. And like any machine, if one part breaks, the whole system suffers. In this episode of 10 Minute Masterclass, Trey Sheneman walks you through how to diagnose breakdowns in your sales process by looking for three common failure points. If your revenue feels stuck, this is how to find the leaks, fix the friction, and restart the flow.
Key Takeaways
Sales is an assembly line: lead → conversation → proposal → pitch → close.
Revenue often stalls because something breaks at one of three points:
Input Problem – You're not generating enough qualified leads. Bad traffic creates unqualified leads. Fix by:
Identifying your ICP (Ideal Customer Profile)
Choosing the right channels based on where your customer spends time
Repositioning your offer if needed
2. Process Problem – Leads go cold, proposals stall, or demos drag on. Fix by:
Auditing your follow-up cadence
Training your team on objections and urgency
Building time-sensitive offers or capacity limits
3. Output Problem – Verbal yes, but no signature. Fix by:
Adding risk-reversal (e.g., 30-day guarantee)
Improving close technique with next steps and deadlines
Clarifying objections early and often
Sales doesn’t have to feel mysterious—it can be mapped, measured, and optimized.
Timestamped Highlights
[00:00] – Sales is an assembly line; traffic jams cost revenue
[01:30] – Is sales an art or a science? (Trey votes science.)
[03:00] – Leads → Conversations → Proposals → Pitches → Close
[04:30] – Breakdown 1: Not enough qualified leads
[06:30] – Bad traffic? You're probably on the wrong channel
[07:00] – Breakdown 2: Leads not converting smoothly
[08:00] – Audit your follow-up, add urgency, train objection handling
[09:00] – Breakdown 3: Output problems—verbal yes, no action
[10:00] – Add risk reversal, tighten next steps, map your machine
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
July 22, 2025SWOT for Synthesis – The Step Where The COMPASS Comes Together
Most teams treat SWOTs as box checking exercises or forget them entirely. In this episode of 10 Minute Masterclass, Trey Sheneman walks through a smarter, strategic SWOT one that helps you synthesize everything you’ve learned from your brand, your avatar, your messaging, and your funnel. If you're running a growth audit or using the COMPASS Method, this is the step you can’t afford to skip.
Key Takeaways
Research without reflection is just noise. SWOT is where reflection creates insight.
The Compass Method’s “S” stands for SWOT for synthesis, not a generic SWOT.
Focus your SWOT specifically on:
Competitive position
Offer and funnel
Messaging
Team and tech stack
Customer profile
The four SWOT zones:
Strengths – What’s your unfair advantage? What can competitors not easily replicate?
Weaknesses – What’s holding you back or creating drag? Where do leads get stuck?
Opportunities – What gaps can you exploit? Where is there growth headroom?
Threats – What could derail your progress? Think market shifts, key person risk, or tech disruptors.
Translate your SWOT into three priorities using the Keep, Kill, Create filter.
Use this analysis to build your next 90-day growth plan.
Timestamped Highlights
[00:00] – Research without reflection is noise. SWOT helps clarify.
[02:00] – Recap of COMPASS framework and why SWOT comes last.
[04:00] – Strengths: Where are you winning consistently and why?
[05:00] – Weaknesses: What’s clunky, outdated, or losing momentum?
[06:00] – Opportunities: Avatar expansion, market gaps, product evolution.
[07:00] – Threats: What could derail your current growth?
[08:00] – Turn SWOT into a 90-day plan using Keep, Kill, Create.
[09:00] – Real example: SaaS company with low awareness and high retention.
[10:00] – Final encouragement: Don’t skip the synthesis.
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min
July 15, 2025The Greatest Leadership Lesson Randy Gravitt Ever Taught me
Most leaders obsess over the scoreboard in the boardroom. But the one that really matters is at your dinner table. In this episode of 10 Minute Masterclass, Trey Sheneman shares one of the most personal and important leadership lessons he's learned: if you win at work but lose at home, you still lose. This episode is a call to redefine success beyond business growth and invest in the people who matter most.
Key Takeaways
If you win at work but lose at home, you still lose.
Inspired by Randy Gravitt's book Winning Begins at Home.
Don't trade significance for success.
Four core principles for leading at home:
You can't outwork a broken home life – Business wins won't mask the guilt of neglect.
Be a leader, not just a provider – Provision is more than financial; it's emotional and spiritual.
Have rhythms and plans at home – Just like work has one-on-ones, budgets, and planning meetings.
Redefine your success story – Make sure your legacy is about your family, not just your business.
Prioritize connection time: even 30-minute blocks can change how your family feels.
Your work team is important, but your home team is the first team.
Timestamped Highlights
[00:00] – The real scoreboard isn't in the boardroom; it's at home.
[01:30] – Trey's personal challenge: balancing a startup with family life.
[03:00] – Randy Gravitt’s advice: “If you win at work and lose at home, you lose.”
[04:00] – You can’t outwork a broken home life.
[05:00] – Being a leader, not just a provider.
[06:00] – Building rhythms and plans for family life.
[08:00] – Redefining success: legacy over accolades.
[09:00] – Personal stories of making family the first team.
[10:00] – Final encouragement: lead yourself well.
Grab Randy Gravitt’s Book Winning Begins at Home here: Winning Begins at Home by Randy Gravitt
Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/ Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse

Connect with 10-Minute Masterclass Instagram: https://www.instagram.com/10minmc/
Trey’s Instagram: https://www.instagram.com/trey_sheneman
Herald’s Instagram: https://www.instagram.com/herald_co
11 min