10 Minute Masterclass

The difference between a chaotic business and a smooth-running machine? Reducing drag. 

In this episode of 10-Minute Masterclass, Trey Sheneman shares a real-world lesson from Chick-fil-A on how project management can make or break a business. Whether you're a solopreneur or scaling past $5M, optimizing workflow, efficiency, and team bandwidth is the key to unlocking growth. Trey breaks down the two T’s of project management—Technology and Team—and why hiring the right project manager can be a game-changer.

If your business constantly feels behind, it’s time to eliminate the bottlenecks.

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Key Takeaways
- Why drag is the hidden killer of business efficiency—and how to spot it.
- What Chick-fil-A’s operational systems teach us about project management.
- The two T’s of project management: Technology (tools) and Team (people).
- The best project management tools (ClickUp, Asana, Basecamp) and how to use them.
- When and why to hire a project manager—and how it can unlock scalable growth.

Timestamped Highlights
- [00:00] – What separates a chaotic business from a smooth-running machine? Reducing drag.
- [01:30] – How Trey ended up working inside Chick-fil-A stores—and what he learned.
- [03:00] – The hidden system behind Chick-fil-A’s speed and efficiency.
- [05:45] – Why every business needs structured project management—no matter the size.
- [06:30] – The best tools for project management and how to choose the right one.
- [07:15] – Why the right project manager can transform your business operations.
- [08:30] – How tracking workflow and reducing inefficiencies creates sustainable growth.
- [09:00] – The big takeaway: Efficiency isn’t accidental—build the right systems.

Call to Action
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/

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

Marketing to everyone is marketing to no one. Growth-focused businesses market to an audience of one. 

In this episode of 10-Minute Masterclass, Trey Sheneman breaks down how to create your Ideal Customer Profile (ICP)—the key to higher conversion rates, better retention, and scalable sales growth. Using real-world case studies, Trey walks through a four-step process for identifying, refining, and testing your ICP so your sales team can close more deals with less effort. If you’re serious about increasing sales efficiency and customer loyalty, this episode is a must-listen.

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Key Takeaways:
- Why most businesses get ICPs wrong—and how that leads to wasted time and money.
- The four-step framework for defining your ICP: demographics, psychographics, triggers, and validation.
- Why customer pain points and decision-making processes matter more than surface-level data.
- The power of refining and testing your ICP over time—it’s not a one-and-done process.
- How a company scaled 250x in one year by focusing only on its best-fit customers.

Timestamped Highlights
- [00:00] – Why marketing to everyone is marketing to no one.
- [01:30] – Defining an Ideal Customer Profile (ICP)—and why it’s essential for scaling.
- [03:00] – The four steps to building an ICP that actually works.
- [04:15] – Step 1: Demographics—why this is the starting point but not the finish line.
- [05:45] – Step 2: Psychographics—understanding customer pain points and emotional drivers.
- [06:30] – Step 3: Triggers—what makes someone ready to buy right now.
- [07:15] – Step 4: Validation—testing, refining, and iterating your ICP over time.
- [08:30] – Why nailing your ICP turns transactional businesses into relationship-driven flywheels.
- [09:00] – Final takeaway: Your ICP isn’t static—your business grows when your ICP evolves.

Call to Action
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/

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

If you don’t know where you’re going in business, any road will take you there. But what if you had a framework to guide you?

In this episode of 10-Minute Masterclass, Trey Sheneman introduces The COMPASS Method, a proven seven-step process for diagnosing and improving your marketing strategy. Built from real-world experience across startups and nine-figure brands, this method helps business owners create a clear, strategic path to predictable growth.

If you want to eliminate wasted marketing spend, tighten your positioning, and drive better business results, this episode is for you.

Found value in this show? Don't forget to leave a review.

Key Takeaways
- Why most businesses operate without a clear marketing roadmap—and why that’s a mistake.
- The COMPASS Method: a seven-step audit framework that reveals blind spots and opportunities.
- How to identify weaknesses in your messaging, targeting, and customer journey.
- The power of quarterly strategic planning to focus resources on what moves the needle.
- Why the biggest marketing breakthroughs come from refining strategy—not just execution.

Timestamped Highlights
- [00:00] – Why growth requires clarity, alignment, and direction in marketing.
- [01:30] – The origin of The COMPASS Method and how it transformed businesses.
- [03:00] – The seven steps of The COMPASS Method and how they build on each other.
- [04:15] – How to conduct a competitive set analysis to see where you stand.
- [05:00] – The importance of mapping your customer experience to eliminate friction.
- [05:45] – Promo: Ready for predictable growth? Learn more about The COMPASS Method—email Trey at [email protected].
- [06:00] – Why messaging and positioning should come from your market, not your mind.
- [07:15] – How to use a SWOT analysis to refine marketing execution.
- [08:30] – The quarterly strategic plan—turning insights into focused action.
- [09:00] – Why The COMPASS Method is the most valuable marketing exercise you can do.

Call to Action
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/

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

Every business growth challenge comes down to solving problems in marketing, sales, operations, or leadership—the four core drivers of predictable business growth.

10-Minute Masterclass exists to deliver real-world, no-fluff business strategies that founders and business leaders can apply immediately. In this pilot episode, host Trey Sheneman shares his personal journey—from scaling marketing agencies to leading inside nine-figure brands—and why this podcast is built to serve entrepreneurs, operators, and business leaders looking to grow. If you’re building, this show is for you.

Found value in this show? Don't forget to leave a review.

Key Takeaways
- The four core drivers of business growth and why every problem ties back to them.
- How real-world experience, not theory, shaped this podcast.
- The goal of the show—quick, actionable lessons designed for busy founders and executives.
- Why business success is about learning, executing, and refining at every stage.
- The MC influence behind the show—expect direct, no-fluff insights (with the occasional hip-hop reference).

Timestamped Highlights
- [00:00] – Why business growth always comes from solving problems in marketing, sales, operations, or leadership.
- [01:30] – Trey's background—from scaling agencies to leading inside major brands.
- [03:00] – The inspiration behind 10-Minute Masterclass—real-world lessons, not theories.
- [04:15] – Who this podcast is for—builders at every stage, from early entrepreneurs to executives.
- [05:45] – What to expect: one weekly, high-density, 10-minute episode with actionable takeaways.
- [06:30] – The influence of Trey’s hip-hop background—expect an MC-style delivery.
- [07:15] – How to get involved—subscribe, share, and send in topic requests.

Call to Action
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/

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 Minute Masterclass = Timeless business principles.

This is Trey Sheneman giving everything of himself to this community.  

As Host and Lead Emcee here’s what he'll deliver: 
- Bite-sized lessons. 
- No Fluff.  
- Bold Strategies. 
- Solutions to Today’s Business Problems.  

If you’re a business builder – this show was built for you.

|Call to Action
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/

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