What happens when a new CEO steps into a decades-old business? Tyler Whitney, CEO of Mid-South Safety Services, shares how he reshaped the company through rebranding, clarifying its value proposition, leveraging market tailwinds, and building a strong people strategy. His insights offer practical takeaways for CEOs looking to scale with clarity and purpose. 

This episode is part of our CEO Interview Series—host Steve Phipps sits down with business leaders to unpack real-world lessons on growth, leadership, and marketing.

Guest Bio:

Tyler Whitney grew up in Memphis, was homeschooled, and graduated from Mississippi State. He's been married 11 years and is raising three boys—with a fourth on the way. Since 2020, he's proudly owned and led Mid-South Safety Services.

Connect with Tyler on LinkedIn.

Quotes & Resources:

• “Look for the tailwind. You want the wind blowing behind you—you don’t want to be fighting against something.”
• “You don’t just decide to be an owner—you’ve got to know how to cast a vision and build a team.”
• “Sometimes we don’t grow because we’re not clear on the value we really provide.”

Related Resources from Wayfind Marketing:

• Wayfind Marketing Learning Center
• 5 Ways a Business Marketing Coach Can Help CEOs Drive Growth
• Why Hiring a Marketing Coach Could Be the Best Investment You Make for Your Business

CTA:

Grab the Free AI Marketing Guide:
👉 https://wayfindmarketing.com/ai-marketing-guide/

Take the Free B2B Marketing Assessment:
👉 https://wayfindmarketing.com/b2b-marketing-assessment/

Timestamps:

00:00 – Why your company’s name might be holding you back
 01:19 – Introducing Tyler Whitney and Mid-South Safety Services
 02:10 – Tyler’s path to business ownership and early influences
 04:00 – Why he chose to buy vs. start a business from scratch
 06:30 – Negotiating the business purchase during a pandemic
 08:00 – Lessons on leadership and knowing your strengths
 09:15 – Rebranding from Mid-South Emergency Lighting to Mid-South Safety Services
 11:00 – How the old brand limited growth opportunities
 13:00 – Executing a successful rebrand and client communication
 14:30 – Expanding services based on market demand
 16:00 – The power of tailwinds: identifying the right opportunities
 18:00 – Developing a strong people strategy to support growth
 20:00 – Letting go: Building a team and hiring for strengths
 22:00 – Why knowing your value prop is critical for scaling
 24:00 – Final thoughts and takeaways

Connect with the Hosts on LinkedIn:
Steve Phipps
AnnieLaurie Walters