Becoming Preferred

SEASON: 7 EPISODE: 15

Episode Overview:

Welcome back to Becoming Preferred, the podcast to help you level up your game and become the best version of you. If you’ve ever felt like your business priorities are getting diluted by the sheer noise of the day-to-day, today’s episode is your ultimate reset.

Our guest today is James Laughlin. A 7-time World Champion musician, global keynote speaker, elite mental skills coach, and host of the Habits of High Performers podcast. James has spent his career in the high-stakes world of elite achievement, working side-by-side with world champions, CEOs, and political leaders to turn raw ambition into radical, repeatable victory.

In this conversation, James pulls back the curtain on what actually separates the top 1% from everyone else. We dive into how to gain radical clarity, why long-game thinking beats short-term hustle every time, and the simple framework for turning static corporate values into real-time decision filters.

If you’re ready to cut the non-essentials, align your daily habits with your highest vision, and lead with compounding brilliance then please join me for my conversation with James Laughlin.

Guest Bio:

James Laughlin is a 7-Time World Champion musician, #1 best-selling author of Habits of High Performers, and global keynote speaker.

As a renowned strategist in High Performance Leadership, James helps businesses and teams make high performance their new normal. From boardrooms in London to missions in Antarctica, he equips leaders to unlock elite results. A history-making team captain and trusted mental skills coach to professional athletes, James brings proven tools to the world’s top performers.

James also hosts the #1-ranked Habits of High Performers podcast, where he interviews prime ministers, Formula 1 teams, and best-selling authors to explore the habits behind world-class performance.

Resource Links:

• Website: www.jjlaughlin.com
• Product Link: www.thehabitbook.com

Insight Gold Timestamps:

01:27 Your number one best selling book, Habits of High Performers

02:41 So, I actually wanted to be a rock star

04:29 I'd kind of achieved what I want to achieve, I was very fortunate to win 7 world titles

07:57 Your choice is what do I want to be world class at?

08:53 You emphasize that vision precedes victory

11:25 If they have a plan from point A to point B, what's gonna get me there and what are the habits that are gonna get me there?

15:14 Common sense isn't always common practice

17:06 Why is scoring yourself on non-career pillars so vital for sustainable business performance?

17:39 I call those WMI, What's Most Important

19:23 You said it well, I think it's our personas, our public personas, are constructions

21:02 Hard choices...easy life, easy choices...hard life

23:46 Think of one or two people in your life that you really admire, you love, and you respect. What do they do that makes you love and respect them? What are the values?

27:39 What are my priorities? Family, fitness, finance, learning, business at the bottom

29:42 How can an executive transform static corporate values into real time operational behavior?

32:41 I think your book Habits of High Performers provides that...

33:37 What's the vital few? What's the one or two things that if you screw those up, we are in hot water

34:47 Another sign of great leaders, they get curious before they actually need to be curious

37:38 When you think of an Altair...It should be something that really is borderline unachievable in your lifetime

39:18 One thing I would suggest for everyone is to meditate every single day

41:16 It's called The Sleepy Monk and it's Zen Master, so it doesn't get into religion at all

44:11 This one thing is giving them a significant advantage on the rest of the world, and that one thing is journaling, simple journaling

44:50 I ask everyone to define their MVP for the day. What's your Most Valued Priority? Just the one thing

46:39 Kobe would be a good example, you go back and look what he was doing...

47:22 Have the goal to be world class at a small set of habits

49:36 Habits of High Performers: Essential Principles to Thrive in Life and Work

4946 It's JJLaughlin.com.

Connect Socially:

LinkedIn: https://www.linkedin.com/in/jameslaughlincoaching/

YouTube: https://www.youtube.com/channel/UC6GETJbxpgulYcYc6QAKLHA

Instagram: https://www.instagram.com/jameslaughlinofficial/

TikTok: https://www.tiktok.com/@therealjameslaughlin

Habits of High Performers PODCAST: https://go.pddr.app/LOP

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 14

Episode Overview:

Welcome back to Becoming Preferred, the podcast to level up your game and become the best version of you. Today, we’re exploring what it takes to turn scientific expertise into a market-disrupting consumer brand. And scale it all the way to a major acquisition.

Our guest today is Aja Horsley, an environmental scientist turned founder, who took a passion for pollinators and natural foods and built Drizzle Honey into an award-winning Consumer Packaged Goods brand across North America before being acquired by Wisdom Natural Brands.

Aja transformed a sleepy, commodity category into an innovative, functional, and purpose-driven brand. Today, she continues to lead Drizzle’s North American expansion, specializing in brand strategy, retail expansion, and Consumer Packaged Goods innovation.

Whether you’re looking to disrupt a traditional market, navigate national retail growth, or build a company with an exit in mind, Aja’s story offers an incredible playbook for building a brand customers truly love. Join me for my conversation with Aja Horsley.

Guest Bio:

Aja Horsley is the Founder of Drizzle Honey, a Canadian premium honey brand launched in 2016 with a mission to make raw honey more accessible, innovative, and sustainable. An Environmental Scientist by training, she transformed a passion for pollinators and natural foods into an award-winning consumer brand that expanded across Canada before being acquired by US based Wisdom Natural Brands.

Today, Aja leads the continued North American growth of the Drizzle brand, specializing in brand strategy, retail sales expansion, product innovation, and scaling purpose-driven consumer packaged goods.

Resource Links:

• Website: www.drizzlehoney.com
• Product Link: https://drizzlehoney.com/products/drizzle-turmeric-gold-honey?_pos=1&_sid=6176170cf&_ss=r

Insight Gold Timestamps:

02:43 I got my environmental science degree and just really fell in love with protecting the environment

06:09 There's a reason why they're called worker bees, is they work from sunup to sundown

07:59 I'm gonna tell you a story about why you should pay more for this

09:24 It has to be authentic

11:45 Building a cohort of other people, I think that's something that everybody needs to have

15:04 We really looked at who's our consumer

21:17 Build the business with the exit in mind

27:11 I do think there's a really beautiful place at the end of the acquisition where you can enjoy all that you've worked for

32:45 What role does social proof and digital storytelling play in driving velocity for a brand that is ultimately purchased at a physical level?

33:27 They say when you see a brand, you need to see it 7 times before you're going to purchase it

35:43 Become the preferred person yourself as much as the brand

Connect Socially:

LinkedIn: https://www.linkedin.com/in/aja-horsley-0044791a/

Facebook: https://www.facebook.com/drizzlehoneyproducts

Instagram: https://www.instagram.com/drizzle_honey

TikTok: https://www.tiktok.com/@drizzle_honey_

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 13

Episode Overview:

Welcome back to the Becoming Preferred Podcast. In this episode, we’re exploring what it truly takes to optimize performance without sacrificing the things that matter most.

Our guest today is Kevin Davis. Entrepreneur, speaker, and founder of Maxed Out Life. Kevin’s built and scaled businesses across tech, fitness, automotive, and coaching, but his approach isn't about working yourself into burnout. It’s about operational discipline, resilience under fire, and radical clarity.

Whether he’s breaking down how to turn personal setbacks into strategic strengths, or how to maintain full presence at home while running high-stakes operations, Kevin brings a practical, zero-BS framework for leading a high-impact life.

If you’re looking to scale your business, sharpen your leadership, and maximize your potential across career and life, you’re in the right place. Please join me for my conversation with Kevin Davis.

Guest Bio:

Kevin is a 53-year-old Christ-follower, lifelong entrepreneur, father of two daughters, and husband to Michelle...his first and only love.

Early in their marriage, Kevin nearly lost it all. Chasing career success, he buried himself in work while his wife and newborn daughter waited for a husband and father who wasn't really there. It took a single ultimatum from Michelle to wake him up.

"I married the love of my life, Michelle. An incredible woman who’s as strong and beautiful inside as she is out. We had big dreams, young energy, and a life of adventure ahead of us. But like a lot of men, I almost threw it all away."

He chose his marriage. He chose his family. Since that day, Kevin has built a marriage stronger than anything he dreamed of... full of passion, partnership, and purpose. Now he helps other men do the same.

Resource Links:

• Website: https://maxedoutlifebook.com/
• Product Link: www.maxedoutlifebook.com

Insight Gold Timestamps:

01:52 You've got an interesting title of the book that I believe came out this summer and is now live: How I Lost My Left Nut and Other Life Lessons: How to Live a Maxed Out Life

02:44 I basically started raising myself at 7

03:57 I couldn't drive yet, and so I hired high school kids that had licenses to work for me

04:55 I actually have two degrees, I have one in business and one in exercise physiology

07:54 You're always looking for opportunities to turn whatever's happening into a positive

09:28 I think work life balance is a myth

10:03 I use this thing called the threshold method for myself

12:07 In the book, I tell this story, and it's it's not a happy story for me to tell, except it's got a happy ending

13:23 My wife, she was like, Hey, I've got my stuff packed, would you like to continue to be married?

15:33 If you can no longer see your feet whenever you stand up to go pee, then that's a problem

17:24 Extending grace rather than keeping score

20:06 My intention is to be a servant to you as a person and see how I can help you do more in what you're doing and have a greater impact

23:09 This is an unpopular opinion...

27:32 Would your wife marry you again if you acted the way that you do

29:41 Fix it, be miserable, or end it

33:24 I say just do something until it becomes a habit and then do more

37:43 Let's look at your calendar for the last two weeks and see if that's true

38:40 I have this thing called the Activated Marriage Toolkit

40:38 You can't be pissed off and be grateful at the same time

43:14 We have a new coaching program called The Husband She Wants

43:56 The website is maxedoutlifebook.com

Connect Socially:

LinkedIn: https://www.linkedin.com/in/kevinbryandavis/

Facebook: https://www.facebook.com/maxedoutman

TikTok: https://www.tiktok.com/@kd_maxedoutman

Instagram: https://www.instagram.com/maxedoutkevin/

Maxed Out Man Podcast: www.maxedoutman.com/podcast

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 12

Episode Overview:

Welcome back to Becoming Preferred, the podcast where we equip entrepreneurs and business leaders with the mindsets, strategies, and edge to level up their game and become the best version of you.

Now, when a business or a career hits an unexpected crisis, most leaders talk about 'bouncing back.' But what if the playbook is destroyed and there is no version of 'back' to return to?

My guest today knows what it means to rebuild from total scratch. In 2007, John D. Ulsh survived a catastrophic head-on collision and was given less than a three percent chance of survival. After more than 45 surgeries and years of recovery, he didn't just survive. He transformed his mindset, became a USA Today bestselling author of The Upside of Down, and now leads a top-performing real estate team.

Today, John shares how to lead under pressure, make high-stakes decisions when there is zero clarity, and embrace the process when the only way forward is through. Please join me for my conversation with John Ulsh.

Guest Bio:

John D. Ulsh is a resilience speaker and USA Today bestselling author of The Upside of Down.

In 2007, he survived a catastrophic head-on collision and was given less than a 3% chance of survival. What followed was nothing short of extraordinary. More than 45 surgeries and years of recovery, but the real challenge wasn’t physical. It was learning how to move forward when there was no roadmap, no timeline, and no version of “back.”

That experience reshaped how he approaches adversity, decision-making, and forward progress. Today, it drives his work with leaders and teams operating under pressure, making decisions without certainty, and continuing to move when clarity isn’t there. His philosophy is simple: resilience isn’t about bouncing back. It’s about being in the now and learning to embrace the process.

In parallel, John leads a top-performing real estate team in Central Pennsylvania; a real-time proving ground where mindset, discipline, and execution directly impact results.

Because when everything changes, the only way forward is through.

Resource Links:

• Website: https://johnulsh.com/
• Product Link: https://johnulsh.com/the-upside-of-down/

Insight Gold Timestamps:

05:34 I got accepted to law school and then ended up not going

10:20 My spleen had ruptured, my diaphragm ruptured, my appendix ruptured, my left lung completely had collapsed when my when my diaphragm ruptured, my right lung partially collapsed

11:15 I was given less than a three percent chance to survive

14:45 I got moved into a nursing home at 37 years of age

16:31 One of the decisions I made early on was that if I was goint to be paralyzed from the waist down, that my kids weren't gonna push me around in a wheelchair

20:11 What happened to me was not the airbags or the steering wheel, it was actually the recussive vibration from a hundred and twenty five mile impact speed

23:50 For me, the only thing I could control was showing up every day, trying to work on getting better every single day

25:41 He said, you know, you're allowed to be pissed off and still be positive

30:12 I would rather have somebody be purposeful than perfect every time

31:38 A lot of people say they don't have time, right, but the reality is they're really bad at time blocking

35:20 Most people who take on really big challenges, when they achieve them are anti climatic

39:42 Let's talk about the role of discipline when motivation fades

44:20 It all came out of this decision to want to control things that I could control

46:44 What's the very first step to finding the upside of down?

48:51 Aaron Volpatti episode reference

49:45 The book is called The Upside of Down, available wherever you get books

49:50 JohnUlsh.com

Connect Socially:

LinkedIn: https://www.linkedin.com/in/johnulsh/

Facebook: https://www.facebook.com/johnulsh/

YouTube: https://www.youtube.com/channel/UCm8nqBx5VWb5kjZSUwARECA

Instagram: https://www.instagram.com/johnulsh/?hl=en

TikTok: https://www.tiktok.com/@jdulsh

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 11

Episode Overview:

Welcome back to Becoming Preferred, the podcast where we dive deep into the mindsets, strategies, and communication habits that help you level up your game and become the best version of you.

Back in Season 2, we were joined by executive coach and author Michelle Gladieux for a transformative conversation on what it truly means to 'Communicate with Courage.' She showed us how smart risks, brave feedback, and mastering our internal self-talk can completely elevate our leadership.

Now, five seasons later, the business landscape looks drastically different. Between rapid AI integration, distributed teams, and shifting market demands, clear and courageous communication isn't just a nice-to-have skill—it is an absolute necessity for survival and growth.

Today, Michelle returns to Season 7 to help us upgrade our self-talk, navigate digital friction, and break through the hidden communication traps holding our businesses back. Please join me for my conversation with Michelle Gladieux.

Guest Bio:

Michelle Gladieux is a renowned executive coach, instructional designer, and President of Gladieux Consulting, dedicated to helping individuals and organizations raise their game through courageous communication. With over 18 years of collegiate teaching experience across three universities in Indiana—accepting her first adjunct faculty position at just age 23—Michelle blends deep academic insight with real-world executive strategy. Her practice focuses on helping leaders find their voice, navigate difficult conversations, and build high-trust workplace cultures.

She is the author of the acclaimed book Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges, where she shares practical "Pro Moves" to conquer the subconscious barriers that hold professionals back: hiding, blinding, defending, and assuming. Over her career, Michelle has coached thousands of executives, team leaders, and entrepreneurs to overcome self-doubt, master self-talk, and transform conflict into constructive breakthroughs.

Whether guiding C-suite leaders through complex organizational shifts or training teams on active listening and feedback, Michelle brings a warm, inquisitive, and highly practical approach to every engagement. Her overarching mission is to give leaders the tools and bravery they need to bridge the gap between intent and impact, ultimately transforming their professional relationships and career trajectories.

Resource Links:

• Website: https://gladieuxconsulting.com/
• Product Link: https://gladieuxconsulting.com/one-on-one-executive-coaching/

Insight Gold Timestamps:

02:36 The book was called Communicate with Courage, Taking Risk to Overcome Four Hidden Challenges

04:48 You call them the four sneaky obstacles that keep you from becoming the best communicator you could possibly be

09:02 We have to summon courage to test our assumptions rather than relying on them

12:55 Isn't negotiation fun? I mean, there's nothing better than a job search, or a salary negotiation, or really any type of negotiation to really help you to check yourself, know your strengths and weaknesses...

17:47 When somebody takes notes, there's a chance of action

18:18 I'm hitting a lot more homers by imagining the ball going out of the ballpark

21:04 But it's on our website at gladioconsulting.com tons of free tools

26:32 Let's talk about upgrading our internal self talk

30:59 Maybe, just maybe, you're not as great at that as you think you are until you check in with some people in a vulnerable way, which is where real strength lives

35:24 The important thing is if you're talking to 20 or 2000, how can you touch and improve the lives of everybody that you're spending time with?

39:38 I'm finding the answers are in EQ a lot, like that human to human

42:14 They should create the rules of the road, but you still have to learn to drive the car

43:39 As growing communicators, it's always, almost always okay to say, I need time to think about that

Connect Socially:

LinkedIn: https://www.linkedin.com/in/michellegladieux/

Facebook: https://www.facebook.com/GladieuxConsulting

Instagram: https://www.instagram.com/gladieuxconsulting/

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 10

Episode Overview:

Welcome back to Becoming Preferred, the podcast where we share with entrepreneurs and business professionals the mindset, strategies, tactics and frameworks to help you level up your game and become the best version of you.

When was the last time you were genuinely excited to talk to a salesperson? Probably never, right? Most sales processes are boring, transactional, and full of tired scripts like 'just checking in.'

My guest today turned that entire industry on its head. Dale Dupree spent 13 years in the brutally competitive world of copier sales. A space known for cold calls and quick hang-ups. But instead of playing by the old rules, he created a movement called The Sales Rebellion. He broke industry records by putting people over products, community over commission checks, and replacing generic pitches with unforgettable experiences.

Whether you're a founder trying to break through digital noise, a team leader looking to inspire your reps, or an entrepreneur ready to stand out, today’s episode is packed with practical strategies to help you disrupt the status quo and 'choose legendary.' Please join me for my conversation with Dale Dupree.

Guest Bio:

Dale Dupree was once known as The Copier Warrior as he spent 13 years making a boring copier sales process, the most fun anyone in the buying world has ever had. While also breaking company and industry wide records, gaining recognition globally. In 2019 he left the corporate world to become a much louder voice in the sales world and pursue a different kind of life. Dale is born and raised in Orlando, Florida. A 3rd generation Orlandoian, but don’t get it twisted, this does not mean he lives at Disney.

Dale has a sales background that dates back to his childhood, as he was raised wandering the halls of his father's business but has been a full-time sales professional since 2007. Dale now provides selling services, sales training and personal development through The Sales Rebellion, a movement that challenges the status quo and gives Hope back to the sales profession. He is audacious with his outreach, intentional in his sales walk, and driven to create a community of sales professionals that cause undeniable curiosity and true impact in their daily life with prospects and clients alike by teaching the masses how to choose legendary in their sales career. The Rebellion believes in people over products, community over commission checks, fellowship over negotiations and giving an experience over performing a pitch.

Resource Links:

• Website: www.thesalesrebellion.com
• Product Link: www.crumpledletter.com

Insight Gold Timestamps:

04:33 I had toner coursing through my bloodstream when I came out of the womb and was just destined to sell copy machines

07:18 What I learned from my father was I learned a whole different methodology of selling

09:47 I still sucked in the early stages trying to find my voice, my authenticity, my knack

11:31 You're famous for your audacious outreach for sure

15:57 So, to your point, it's about getting attention

17:00 LinkedIn is to some people still kind of like a a placeholder for their resume or a mini website

19:45 I am so old school around the idea of human connection and the human experience, that I usually tend to just lean into that more so than the digital side

22:27 When you're not working 60 hours a week, what do you do for fun?

26:49 Even when you're a preferred provider you have to still remember that the people that you seek to serve they operate their business through profit and on a budget

30:53 So, I always like to use their currency

31:27 An abundance mindset I think is the most important thing

33:58 If you have a prospect that's not responding to you...

40:56 How do we overcome the fear of audacity?

45:50 Let's talk about the experience over the pitch

49:32 There's a lot of different ways that the front desk person, reception, greeter, whatever we're calling them these days, can really benefit us

52:00 I believe there's more power in delighting a person than there is in making them feel like they're a tool or they're part of your sales process

52:56 The website is the salesrebellion.com

54:20 The more that you can tap into this idea of being brilliantly yourself, the further you'll get on those platforms

Connect Socially:

LinkedIn: linkedin.com/in/copierwarrior

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 9

Episode Overview:

Welcome back to Becoming Preferred, the podcast designed to help you level up your game and become the best version of you. If you are an entrepreneur or business leader, you’ve probably been told that scaling your company requires endless hustle, 80-hour workweeks, and wearing every single hat yourself. But what if the very thing driving your early success is the exact habit holding your company back from its next big breakthrough?

Our guest today has built $500M+ businesses, flown planes, and surfed waves around the world, yet his most radical advice for CEOs wanting to scale is remarkably simple: stop working so hard and do less.

Bill Gallagher is a world-class executive coach who has led four companies as CEO, helped build multi-million dollar enterprises, and trained leaders across 13 countries and over 28 cities. As host of the Scaling Up Podcast and author of Busy Is Broken, Bill is on a mission to help leaders restore order, regain their sanity, and build high-growth businesses that don't depend on them being in the room 24/7. Please join me for my conversation with Bill Gallagher.

Guest Bio:

Bill Gallagher is a highly rated business coach whose passion is helping CEOs and entrepreneurs manage growth better; restore time, order and sanity to their lives—and get growing again or growing faster. With more than 36 years of entrepreneurial and executive experience and 18 years coaching and training leaders who want to improve their leadership and performance, he now works with leaders and teams in over 28 cities and 13 countries. He has led four companies as CEO/owner and was a partner/executive in two others as they grew from startup to more than $500 million in annual revenue.

A former DJ and radio executive, Bill hosts the Scaling Up Podcast. In his free time, he is an avid surfer, sailor, skateboarder, pilot, scuba enthusiast and recovering triathlete. Happily married for more than 20 years, he and his wife Lori live in the Oakland Hills and are parents to two grown children.

Resource Links:

• Website: https://scalingcoach.com/Q20/
• Product Link: https://busyisbroken.com/

Insight Gold Timestamps:

03:05 I went to fifteen different schools before I finished and I finished two years early

06:41 Your book actually makes that bold statement: busy is broken

11:44 We've got to work on our business and not in our business

14:29 The next one is perfectionism

16:39 Typically I have the home schedule and then I have the road schedule

19:38 If you like Dan Sullivan, you will get something different but related from my work

21:37 My podcast today, we're over 700 episodes now

23:39 You want actual partners who are fully engaged in the enterprise, who are leaders accountable for things

26:05 If you go to busyisbroken.com, there's a link to their study

29:13 A $200 million sale, if you start from nothing, it's fantastic, but a 200 million dollar sale if you were at 2 billion is really tragic

31:30 In a period of high growth for the company, my team leveled up

35:16 We'll worry about strategy if we're not growing

38:25 You deal with whatever it is in real time

45:30 The richness is not just the quality of life and what I do, but also the impact

47:50 The book is Busy is Broken by Bill Gallagher

47:53 The website is scalingcoach.com

49:33 Thinking I'm smarter than I am gets me in trouble every time

Connect Socially:

LinkedIn: https://www.linkedin.com/in/billgall/

Facebook: https://www.facebook.com/scalingupbizcoach/

Podcast (Scaling Up Business): https://podcasts.apple.com/us/podcast/scaling-up-business-with-bill-gallagher/id1106735103

YouTube: https://www.youtube.com/@BillGallagherScalingCoach

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 8

Episode Overview:

Welcome back to Becoming Preferred, the podcast where we equip entrepreneurs and business professionals with the mindsets and strategies to level up their game and become the best version of themselves.

Back in Season 1, we were joined by executive leadership coach Shawna Schuh for a conversation that left a lasting mark on our audience. She reminded us that "teams are tired of being told and sold" and that the quality of our answers depends entirely on the mastery of our questions.

Fast forward to today: leadership, team dynamics, and workplace expectations have evolved dramatically. But Shawna’s core message, that investing in human connection, emotional intelligence, and master-level questioning is the ultimate competitive advantage, and it's more critical now than ever before.

Today, Shawna returns to help us navigate the modern leadership landscape, build resilient hybrid cultures, and step out of our own way so we can "choose legendary." Please join me for my conversation with Shawna Schuh.

Guest Bio:

Shawna Schuh is an executive leadership coach, Certified Speaking Professional (CSP), and master communicator dedicated to helping business leaders unlock their team's full potential. With over three decades of experience, two TEDx talks, and a Master’s Certificate in Neuro-Linguistic Programming (NLP), Shawna specializes in guiding executives and entrepreneurs out of operational weeds and into transformative team leadership. Her work focuses on uncovering critical leadership blind spots, elevating emotional intelligence, and building high-trust workplace cultures through intentional communication.

As an author and the founder of Schuh Biz Productions, Shawna has presented to and coached teams at organizations ranging from Nike and Columbia Sportswear to major national trade associations. She is renowned for her high-energy, humorous, and deeply practical approach—teaching leaders how to move away from rigid management tactics and embrace powerful questioning strategies that drive genuine engagement and long-term business results.

Whether coaching senior executives, guiding cross-generational teams, or speaking on international platforms, Shawna’s mission remains constant: equipping leaders to invest in themselves and their people so they can navigate change, cultivate resilience, and become the preferred choice in their industry.

Resource Links:

• Website: https://shawnaschuh.com/
• Product Link: https://shawnaschuh.com/individual-leaders/

Insight Gold Timestamps:

02:48 Fear is something we're going to talk about quite a bit.

04:18 You highlighted that teams are tired of being told and sold

06:58 We're constantly serving our children. It feels good because we're needed

10:10 Somewhere along the line, this has got to be in our programming

13:03 One of the reasons that people go and get coached is because they're smart enough to understand they need help

14:50 In our Season 1, you shared a brilliant takeaway: The quality of your answers is in direct proportion to how masterful your questions are

18:47 Four years ago you introduced our audience to Win Wednesdays, asking teams what they got done and what they were most proud of

22:31 Let's talk about intent versus impact, particularly in today's world

23:28 At the end of the day, they would say, What was a rose? What was a thorn, and what's a bud?

25:22 We're so driven to productivity that we lose the humanity of what we do

27:25 You have to look and say what team, what culture inside my own do I really want to create here?

30:55 You said that the ones that are the most hurtful humans are probably the ones hurting the most

31:29 And empathy is an interesting word; I can feel for you and I'm still going to demand a certain standard

33:11 The question you have to ask is: do I care enough or do I love enough?

35:24 We have to become relevant, we have to be able to say that I add value

37:34 Ask your clients what value they get from you

43:55 Benjamin Franklin asked himself every morning, what good can I do today?

45:04 Shawnaschuh.com is the website

45:58 If each day we can live where we're actually smelling and seeing and touching and experiencing all that the gifts that we're given, then we're living all the way to the edges

Connect Socially:

YouTube: https://www.youtube.com/results?search_query=shawna+schuh

Instagram: https://www.instagram.com/shawnaschuh/

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 7

Episode Overview:

Welcome back to Becoming Preferred, the podcast dedicated to helping you level up your game and become the best version of you.

Every business professional or owner reaches a critical crossroad: Do you keep chasing every revenue dollar by trying to be everything to everyone? Or do you have the courage to go narrow, dominate a specific niche, and build a truly scalable revenue engine?

Our guest today spent fifteen years running a broad, generalist agency before he finally made the hard call most founders avoid. He went narrow. Today, he is the Founder and CEO of The B2B eCommerce Agency, author of the definitive guide Closing the Digital Revenue Gap, and an elite event producer who has commanded high-stakes stages since age sixteen.

He’s here to share the blueprints on how to turn deep expertise into a powerful book, stop giving away your strategy for free, and discover the highly profitable niche that is likely already hiding inside your current client roster. Join me for my conversation with Ethan Giffin.

Guest Bio:

Ethan Giffin founded his agency in 2007 with a broad mandate and a lot of ambition. Two decades later, he has done what most founders only talk about: picked a specific lane, built deep expertise in it, and turned that expertise into a consulting practice, a summit, and a book.

As Founder and CEO of The B2B eCommerce Agency, he works with mid-market manufacturers and distributors, and his book Closing the Digital Revenue Gap distills everything he learned the hard way. Ethan has spent two decades making the hard calls most founders avoid: going narrow when the easier path was to stay broad and rebuilding when things stopped working. He also runs a second business most people never see coming. As DJ Opie, he has produced high-end nonprofit galas since the age of 16, with a full production operation that has run alongside his agency career for over thirty years.

Resource Links:

• Website: https://ethangiffin.com/
• Business Website: https://b2becommerceagency.com/
• Free Book: https://b2becommerceagency.com/free-consultation/

Insight Gold Timestamps:

02:46 When the internet came in the in the mid-90s I got very involved in that and so it's just been this like constant entrepreneurship

04:16 Let's talk about your book, Closing the Digital Revenue Gap: 10 Revenue Blind Spots That are Costing You More Than You Think

07:22 AI touches every aspect of what we're doing

08:30 I think actually that's the competitive advantage in the future is H to H, human to human

10:08 I wanted to play a bigger role and have a larger voice in the industry

13:01 Especially in a world of AI, people are looking for greater degrees of trust

16:14 I think that you should be evaluating your customers on an annual basis and figuring out are there ones that aren't a fit?

19:26 I was tired of dealing with a**holes

21:09 We're not a quantity business, we're a quality organization

24:57 I think prescription before diagnosis is malpractice

28:15 For entrepreneurs listening who want to write a book to build authority, how do you ensure the book doesn't just sit on a shelf?

31:12 It's glaringly across the board that your customers want to buy from you digitally

33:32 How are you applying AI now to help close that digital revenue gap?

37:06 It's really helping to read the room and understand where people wanna go

38:59 We have to understand that these digital systems are not meant to take commission away from your sales team

39:51 The book's called Closing the Digital Revenue Gap

39:59 The website is EthanGiffin.com

Connect Socially:

LinkedIn: https://www.linkedin.com/in/EthanGiffin/

LinkedIn Business: https://www.linkedin.com/company/b2becommerceagency/

B2B eCommerce Podcast: https://www.ecommercemaste.rs/

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

SEASON: 7 EPISODE: 2

Episode Overview:

Welcome back to Becoming Preferred, the podcast designed to help you level up your game and become the best version of you.

If your income or revenue personally or professionally looks strong on paper, but your bank account at the end of the month tells a completely different story, you are definitely not alone. Too many brilliant entrepreneurs and professionals, find themselves trapped on a cash-flow roller coaster, driving top-line growth while quietly sacrificing their peace of mind, their sleep, and their freedom outside of work.

Because financial stress doesn't stay at the office. When your finances are reactive and unpredictable, it bleeds into your personal life, robbing you of the energy you should be spending on your family, your health, and the things that truly matter.

Our guest today is a master at turning financial chaos into predictable momentum. With over 30 years of finance experience, she is a powerhouse Fractional CFO, business strategist, and the author of Hidden Profits. She specializes in helping entrepreneurs uncover silent profit leaks, improve cash flow, and finally build the financial stability needed to pay themselves consistently and reclaim their lives. Please join me for my powerful conversation with Debra Angilletta.

Guest Bio:

Debra Angilletta is a former Wall Street trader, Fractional CFO, and Master Certified Profit First Professional with more than 30 years of experience helping business owners turn revenue into real profit. As the author of Hidden Profits: Stop Chasing Cash–Predictable Profit in 90 Days, Debra helps answer the question, "Where did all my money go?"

Debra uncovers the hidden money leaks draining cash, helps owners create predictable profit, and shows them how to build financially healthy businesses that generate more cash without simply working harder or selling more.

Resource Links:

• Website: findmyhiddenprofits.com
• Product Link: https://www.amazon.com/Six-Figure-Schedule-Streamline-Skyrocket-ebook/dp/B00PMKZZSA?ref_=ast_author_mpb
• Product Liink: https://www.amazon.com/Hidden-Profits-Chasing-Predictable-Profit-ebook/dp/B0GRRNXWVY/ref=sr_1_1?crid=2GSPXOX3YE87O&dib=eyJ2IjoiMSJ9.52U2iz0_Uqn5afS6AInqhg.4K6mExhPPZil55I0iyvjk2u72m7gbwEXLy1JImrOY58&dib_tag=se&keywords=hidden+profits+debra+angilletta&qid=1782742975&s=digital-text&sprefix=hidden+profits+debra+angilletta%2Cdigital-text%2C179&sr=1-1

Insight Gold Timestamps:

02:09 When I was a child, my favorite toy was the cash register

03:03 Money equaled freedom

06:10 Are you seeing common mindset issues?

07:51 When it comes to money, it's something that people feel like they're a math person or they're not a math person

10:51 A lot of times they don't have time to work on the business

13:12 Start making money, expenses keep going up

16:48 I like to revisit the SaaS subscriptions, make sure we're using everything in the business to the ability that we can

20:39 That can really increase your revenues just by making that one little tweak

22:38 We call it the Goldilocks pricing

25:34 What is it that you love that your accountant does for you? And what is it that you wish they did more of?

27:47 It all depends on what the business owner is looking for

30:53 She wound up 10X'ing her profits and then reducing her expenses by about half

34:11 CAC is the customer acquisition cost, and LTV, lifetime value of the client, and most people don't go there

36:22 If your revenue resets to zero on the first of every month, you don't have a scalable business, you just have a high-stress job

37:02 I always like to say the money's in your time

39:42 If I was to design things in an ideal manner, what would my life and my business look like?

42:45 Your book, Hidden Profits, is an incredible roadmap

42:54 You can find it at findmyhiddenprofits.com

Connect Socially:

LinkedIn: https://www.linkedin.com/in/debraangilletta/

Email: [email protected]

Sponsors:

Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx

Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/