B2B On Air

Host: Joseph Lewin — sellthroughsocial.com

Guest: Stephen Black — Founder/CEO, abrighterday.life • Author, The Five Rules

This show was originally aired live on Jul 29, 2024 on LinkedIn.

Joseph and Stephen distill 40 years of team leadership into a practical framework—The Five Rules—that strengthens culture, improves performance, and carries over into family life.

This show is produced by Sell Through Social

• Lead, don’t just manage: KPIs matter, but behaviors drive results.
• People > process: How leaders treat the team becomes how the team treats customers.
• Home/work harmony: Better humans → better leaders → better businesses.

• From manager to leader: Early career = coaching numbers; seasoned leader = coaching behaviors.
• Service chain: Leader cares for the team → team serves customers → customers reward the business.
• Intentional growth: Commit to ongoing study (e.g., four leadership books/year).
• The three questions every team member asks: Do you care about me? Can you help me? Can I trust you? Turn these into daily proof through actions.
• Listen before you launch: Vision without team input creates surprises, burnout, and failed rollouts.
• You shape the dinner-table story: Give people something good to say when asked, “How was your day?”

1. Do Your Job — Own your agreements, model standards, remove blockers.
2. Be Kind — Especially to the people you lead and live with; praise publicly, correct with dignity.
3. No Surprises — Over-communicate early; share drafts, clarify impact and timelines, invite feedback.
4. No Drama — Address facts; separate home/work stress so you can be present in each.
5. Protect the Brand — You are the brand; refuse toxicity, don’t undermine, defend culture in small moments.

• 1:1s for behavior coaching: “What behavior would make next week easier?”
• “Walk the dog” test for ideas: float it quietly—if no interest, park it.
• Weekly rhythm: team huddle (wins → risks → asks).
• “Blessings” habit: end meetings by naming specific things people did right.
• Law of the harvest: good ideas often require seasonal timelines—plant, tend, harvest.

• “Your team will never treat customers better than leadership treats the team.”
• “If you make spur-of-the-moment decisions, expect spur-of-the-moment results.”
• “Turn Do you care? Can you help? Can I trust you? into daily proof—not slogans.”

• Stephen’s book: The Five Rules — available via abrighterday.life and major booksellers.
• Mentors referenced: John Maxwell (inner circle), Andy Reid on family-first leadership, Steve Jobs on hiring smart people.

This episode originally aired live on Jul 24, 2024 on LinkedIn.

Joseph and Ari break down a practical, low-budget playbook for launching small, high-impact in-person events that create trust, conversations, and real pipeline—without panels, pitches, or pricey venues.

This show is produced by Sell Through Social

• Being the host flips you from attention-seeker to opportunity-giver.
• Curated rooms of like-minded pros produce warmer intros, referrals, and deals than big, noisy mixers.
• You can start with $200 and a free space, then scale with sponsors.

• Host > Attend: As host, you choose the room, set the tone, and have more meaningful conversations.
• Give > Get: Design the event as a gift to your niche (no panels, no pitching, no promotion).
• Audience First: Define an IGP (Ideal Guest Profile)—narrow, shared goals/energy beat broad “SMB.”
• Start Scrappy: Free/low-cost venues (coworking, coffee shops off-hours, community spaces); barter your audience for space.
• Sponsors the Smart Way: Sell access + conversations, not stage time. Make sponsors group leaders in icebreakers.
• Repeatable Flow (2 hours):

1. Open mingle
2. Guided icebreaker #1 (small groups)
3. Mingle (now with context)
4. Group photo
5. Guided icebreaker #2 (new groups)
6. Final mingle

• Food & Bev: Simple, tested menu beats fancy spreads (skip pricey charcuterie).
• Outreach Works: Inner circle → curated cold email/DM → plus-ones (approved). Invite for their benefit, not your sale.
• Relationships > “Talks”: People remember how you made them feel—safe, seen, and connected.

1. Define the room: e.g., “Cincinnati consultants & boutique agencies (1–10 ppl), relationship-driven, family-first builders.”
2. Pick the slot: Weeknight, 6–8pm or 7–9pm.
3. Secure venue: Pitch a coworking space on “30 ideal prospects visiting your space.” Ask for a private area for 2 hours.
4. Capacity & target RSVPs: Want 30 attending? Aim for 50–80 RSVPs.
5. Name & promise: “The Cincinnati Consultant Circle — curated connections, zero pitching.”
6. Invite stack: Warm list (friends/clients/guests from your show), Handpicked LinkedIn DMs + targeted cold email, and Approved plus-ones (must fit the room)
7. Run of show: Print a simple agenda; prep two 5-minute icebreakers with 1–2 questions each.
8. Roles: Host/MC (you), Door greeter, Timer, Photographer, Sponsor as icebreaker lead.
9. Menu: Light, clean, easy to eat one-handed; water & a couple of crowd-pleasers.
10. Follow-ups (next morning): Send group photo, attendee list (opt-in), and “3 warm-intro templates” to encourage connections.

• “What’s one client win you’re proud of this quarter—and what unlocked it?”
• “What’s a service you don’t offer but your clients keep asking for?”
• “If someone introduced you to one perfect partner, who would it be—and why?”

• Guests leave with specific next steps (intros, partner calls).
• Sponsors report quality conversations, not just badge scans.
• You receive inbound asks (“Can I help sponsor the next one?”).

• The 2-Hour Cocktail Party by Nick Gray (framework for small, high-trust gatherings)

• “When you host, you’re the go-giver, not the go-getter.
• “People don’t want to be pitched—they want to be heard.”

This episode originally aired live on Jul 23, 2024, on LinkedIn.

In this heartfelt and practical conversation, Joseph Lewin sits down with leadership coach Cory Carlson to explore what it truly means to win at home first. Cory has coached over 175 leaders to build meaningful impact both at work and at home, and he shares lessons from his own journey of rediscovering balance, purpose, and presence.

Together, they unpack why so many entrepreneurs feel they must choose between career success and family life—and why that’s a false choice. Cory believes you can win in both the boardroom and the living room, but only if you lead with intention, purpose, and boundaries.

This show is produced by Sell Through Social.

Check out Cory's group coaching cohort, Rise.

1. It’s Not Either/Or—It’s Both/And

Cory challenges the myth that you must sacrifice family to succeed at work. Through personal experience, he’s learned that winning at home fuels success at work, not the other way around.

2. The Four Pillars of “Win at Home First”

Cory’s book breaks success into four key areas:

• You: Self-care, rest, exercise, and meaningful friendships.
• Marriage: Pursuing your spouse like you did when you were dating—marriage is 100/100, not 50/50.
• Parenting: Being present, playing and connecting, while also challenging your kids to grow.
• Work: Setting healthy boundaries, time blocking, and staying focused during work hours so you can truly unplug at home.

3. Boundaries That Create Freedom

Cory shares practical tips:

• Use an alarm clock and leave your phone out of the bedroom.
• Time block your priorities at work so you can finish strong and disengage.
• Schedule intentional family time and even celebrate work milestones together.

4. The Power of Intentional Planning

From taking PTO to scheduling date nights, Cory emphasizes that success starts with a plan. He challenges listeners to decide how they want to spend their time before others decide for them.

5. Coaching and Growth

Cory explains why everyone—at every stage—needs outside perspective and accountability. A good coach doesn’t give answers; they draw out potential and help destroy self-limiting beliefs.

“When home is going well, the wins at work feel amazing. When home isn’t going well, even the biggest wins fall flat.” – Cory Carlson

“Your family wants your presence more than your provision.” – Cory Carlson

“If you don’t define your priorities, others will define them for you.” – Cory Carlson

“You can have success in the boardroom and the family room.” – Cory Carlson

• Joseph Lewin – Sell Through Social
• Cory Carlson – Rise and Go / Win at Home First
• Cory’s books: Win at Home First and Rise and Go (available on Amazon)
• Learn more about Joseph’s “Launch Your Show in 30 Days”

You don’t have to sacrifice what matters most to succeed. The same intentionality that drives business success can help you build a thriving home life—one that fuels, not competes with, your work.

This episode originally aired live on Jul 22, 2024.

In this episode of Sell Through Social Live, host Joseph Lewin, founder of Sell Through Social, is joined by Jeff Winter, a global thought leader in Industry 4.0 and LinkedIn powerhouse with over 110,000 followers. Jeff has mastered the art of personal branding—positioning himself as a trusted voice in a complex industry while driving massive visibility and influence online.

Joseph and Jeff dive into the big question: Should professionals and business leaders build a personal brand? Together, they unpack why personal branding is no longer optional, how to stand out without feeling fake, and what it really takes to grow influence on LinkedIn.

You’ll hear insights on why managing your personal brand is now part of managing your career, how to create content that establishes thought leadership and credibility, the balance between authenticity, expertise, and visibility, and practical steps anyone can take to start building influence today.

If you’ve ever wondered whether personal branding is worth the time—or how to do it effectively—this episode will give you the clarity and direction you need.

This episode of Sell Through Social Live originally aired live on Jul 22, 2024.

In this episode of Sell Through Social Live, host Joseph Lewin, Founder of Sell Through Social, welcomes back Drew Sutton, founder of Drew Sutton Leadership and former chief engineer at Lockheed Martin. Drew has taken decades of corporate leadership experience and transformed it into a coaching and consulting practice designed to help small business owners grow their income while reclaiming joy in their work.

Joseph and Drew dig into what it really means to lead with excellence—why so many leaders unintentionally slip into management instead of true leadership, and how to make the shift that creates healthier teams, stronger businesses, and lasting impact.

You’ll learn why excellence in leadership isn’t about titles or authority, but about influence, clarity, and intentional decision-making. Drew also shares practical takeaways for entrepreneurs and business owners looking to double their results without sacrificing their personal life.

If you’ve ever wondered whether you’re leading well—or just going through the motions—this conversation will challenge your perspective and give you tools to elevate your leadership game.

This episode originally aired live on Jul 16, 2024.

In this episode of Sell Through Social Live, host Joseph Lewin, founder of Sell Through Social, sits down with Dave Moravec, President of the Colerain Chamber of Commerce and author of Echoes Across the Tracks. Together, they dig into the art of attracting, delighting, and engaging customers in ways that go beyond surface-level marketing tactics.

Dave shares why it’s not about chasing everyone, but about focusing on the right-fit customers who align with your products and services. They explore the flywheel concept, the role of authentic relationships in sales, and how chambers of commerce and community organizations can be powerful connectors for business growth.

Listeners will walk away with insights on how to refine their approach to customer engagement, create experiences that build trust, and design strategies that keep people coming back.

Whether you’re in sales, marketing, or leadership, this conversation highlights practical steps for turning prospects into loyal advocates—and why community matters more than ever in business today.

This episode originally aired live on July 11th, 2024.

In this episode of Sell Through Social Live, host Joseph Lewin sits down with Kim Umbstead, Social Media Manager at Clark Schaefer Hackett, to talk about what it really takes to create and grow a B2B audience in today’s digital landscape.

This episode is produced by Sell Through Social.

While B2C marketers often have the playbook filled with tactics, B2B firms face a different challenge: relationships drive business, but how do you scale relationships through content and social media?

Joseph and Kim explore why B2B audience-building is more than just brand messaging, the role of relationships and trust in professional services marketing, practical ways to make social media content engaging for B2B audiences, how to adapt creative tactics like skits and storytelling to a professional setting, and the evolving expectations of audiences when it comes to authenticity in B2B.

Whether you’re part of a consulting firm, accounting practice, or B2B services company, this episode is packed with practical insights for creating content that resonates and builds long-term business relationships.

This episode originally aired live on July 8th, 2024.

Entrepreneur and family coach Jeremy Pryor joins host Joseph Lewin to challenge the default script of modern work and identity. Instead of optimizing life around career or “hustle culture,” Jeremy makes the case for a family-centered model—ordering our identities (father/mother first, worker/entrepreneur second), designing businesses that integrate home life, and building assets that create time freedom across generations. They unpack why Western individualism often strains marriages and children, how to recalibrate using “identity dials,” and a practical three-business path (freedom, scale, legacy) to support a multi-generational family team.

• Why “life isn’t a single-player game” and how that reorders work, marriage, and parenting
• The difference between vocation and career—and why father/mother should be your primary identity
• How to design a business that supports family rhythms (think: dinner together, shared work)
• A practical framework for moving from a paycheck to family-owned assets
• How to avoid the cultural pendulum swings (hustle culture vs. gender “warfare”) and build unity around children’s flourishing

• Order of identities matters: father/mother > worker/entrepreneur. The order changes decisions—even when you choose to work long hours.
• Integration over isolation: accept a little “inefficiency” (e.g., 5%) in the business to keep family integrated.
• Think in decades: design today’s business for the lifestyle you want in your 50s and for adult children/grandchildren.

The 3-business stool:

1. Freedom Business (service; pays bills now)
2. Scale Business (decouples income from hours)
3. Legacy Business (capital assets the family can steward together)

• “Life isn’t a single-player game—it’s designed to be family-centered.”
• “Order your identities. If fatherhood is first, your work decisions will look different.”
• “As an owner, you can choose a little inefficiency to gain family integration.”
• “Don’t chase unicorns—build a stable stool: freedom, scale, and legacy.”

• Jeremy Pryor’s coaching: Family Inc (join the waitlist): https://familyteams.com → click “Family Inc”
• Follow Family Teams: @familyteams on major platforms
• Check out the Family Teams podcast

• Host: Joseph Lewin - Sell Through Social
• Guest: Jeremy Pryor - Family Teams

If this episode helped you rethink work and family, share it with a friend building a business—or a parent struggling with trade-offs. Then, write down where your identities are ordered today and one practical change you’ll make this week to bring your business into better alignment with your family.

This podcast originally aired live on 7/03/25. Produced by Sell Through Social.

In this episode, host Joseph Lewin welcomes Hosanna Hanson, founder of Hosanna Noelle Consulting, for an insightful conversation about creating a workplace culture that no one wants to leave. Drawing from her years of experience in corporate leadership and consulting, Hosanna shares how true culture goes far beyond beanbags, ping pong tables, or flashy perks. Instead, it begins at the team level with leaders who make people feel known, valued, and connected to a mission larger than themselves.

Together, Joseph and Hosanna explore the common challenges leaders face when balancing performance expectations from above with the responsibility of caring for their teams. Hosanna emphasizes the importance of regular one-on-one check-ins, not just to track progress, but to build meaningful relationships where people feel seen beyond their job titles. She illustrates this with stories from her own leadership journey, including building trust with customer service teams in a startup environment through intentional connections, small acts of appreciation, and even moments of lighthearted fun.

The conversation also highlights how personal connection and authenticity make leaders more effective in both team management and sales. Joseph relates these lessons to his own experience, showing how simply taking a few minutes to ask about someone’s life can build trust, deepen rapport, and strengthen collaboration. Hosanna adds that while not every team member opens up right away, consistency and authenticity from the leader eventually break down barriers, especially for high achievers or those who have been burned by toxic cultures in the past.

At the executive level, Hosanna points out the tangible business case for investing in culture. Retaining engaged employees is far less costly than the turnover and hiring cycle, and even small gestures can have a profound impact on morale and performance. She recommends practical tools like Patrick Lencioni’s Working Genius assessment, which helps leaders and teams understand their natural strengths and improve collaboration.

To close, Hosanna offers practical advice for leaders who want to take action immediately: start with a simple point of connection in your next one-on-one. Whether it’s about a hobby, a project, or a personal interest, that first step toward building trust can set the foundation for a team that is engaged, resilient, and excited to stay.

Listeners interested in learning more about Hosanna’s work can connect with her on LinkedIn or visit hosannanoel.com, where she provides coaching, team workshops, and culture development support for leaders and organizations.

Takeaways:

• Creating a workplace culture that retains talent starts at the leadership level, focusing on genuine connections.
• Employees are more likely to stay when they feel valued and see a clear growth path.
• Regular one-on-one check-ins between leaders and team members enhance engagement and productivity significantly.
• Understanding individual team members' needs and interests fosters a sense of belonging and loyalty in the workplace.
• Investing in team culture can lead to reduced turnover costs and increased operational efficiency over time.
• Authentic leadership and open communication build trust, which is crucial for high-performing teams.

This episode originally aired live on 6/27/24

Leading like a coach is a transformative approach to leadership that emphasizes the importance of building strong relationships and fostering engagement among team members. In this discussion, I sit down with Roy Heintz, a senior executive and former college basketball coach, who shares valuable insights drawn from his extensive experience in both coaching and corporate leadership. Roy highlights the alarming statistics from Gallup indicating that a significant percentage of employees feel disengaged at work, which underscores the urgency for leaders to adopt a more empathetic and relational approach. He introduces the acronym LEAD, which stands for Look ahead, Equip, Accountability, and Develop, detailing how these principles can create a thriving workplace culture that prioritizes growth and collaboration. By investing in relationships and genuinely caring for team members, leaders can inspire motivation and improve overall performance, ultimately leading to a more engaged and productive workforce.

Takeaways:

• Effective leadership begins with a clear vision, guiding both personal and organizational goals.
• Building strong relationships with team members fosters trust and significantly boosts engagement.
• Transformational leadership, as opposed to transactional, is essential for creating a thriving workplace culture.
• Investing in employee development leads to higher productivity and better retention rates for organizations.
• Understanding individual aspirations allows leaders to tailor their coaching and support effectively.
• Creating a supportive environment encourages employees to contribute actively, enhancing overall company performance.