Forged For Growth

Mitch Eckler shares how he built a media and marketing career after leaving rock and roll. He explains how COVID accelerated his transition into YouTube, writing, commercial photography, and content creation for firearms manufacturers. The conversation explores building credibility in a niche market, planning content ahead, measuring success through meaningful engagement, and using education to help audiences understand specialized products. Mitch also discusses his growing commercial photography operation and the importance of becoming deeply integrated with the manufacturers and brands he supports.

Key Takeaways
A content channel can serve as a resume builder, especially when entering an industry without an established track record.

Planning a year of content can make publishing more efficient and reduce the pressure of constantly creating the next piece of content.

Smaller audiences can produce meaningful results when engagement, conversions, and audience fit align with the creator’s goals.

Educational content can remain useful over time by helping audiences understand specialized products, features, and emerging technology.

Effective niche-market marketing requires awareness of brand relationships, complementary products, and the details surrounding how products are presented.

Strong client relationships develop when service providers become integrated with the businesses they support and treat the work as a shared effort.

Timeline

Early

00:00:00 Mitch’s path from rock and roll and music industry studies into firearms and media

00:02:00 Teaching firearms skills while working in theater and the arts

00:03:00 COVID ends the touring path and accelerates a career transition

00:04:00 Starting YouTube as a resume builder and industry introduction

00:05:00 Moving deeper into photography and commercial content creation

Middle

00:06:00 The challenges of building content in a restricted niche

00:07:00 Why credibility, relationships, and audience development take time

00:09:00 Planning a year of content and setting realistic expectations

00:10:00 Measuring content success through engagement and conversions

00:12:00 Writing for industry publications and expanding into commercial photography

00:13:00 Building a dedicated studio and commercial production capabilities

Late

00:14:00 Navigating brand relationships and complementary products

00:15:00 How product presentation and aftermarket support shape effective marketing

00:16:00 Using education as evergreen content in a specialized market

00:18:00 Helping audiences understand emerging products and technology

00:20:00 Working closely with Kings River Custom and continuing professional education

00:21:00 Why client relationships become collaborative partnerships

00:22:00 Curiosity, product knowledge, and improving quality through hands-on involvement

00:23:00 Where to find Mitch’s work and content

Links and Resources

LinkedIn: https://www.linkedin.com/in/mitch-eckler-20776a42/

Youtube: https://www.youtube.com/channel/UCT6JEDh_TQeoqM15Ri3tcFg

Company: https://www.nysrpa.org/

Episode Summary
How Exceptional Admins helps executives hire, retain, and onboard exceptional administrative talent with more clarity and less chaos. Brian talks with Hilani Ellis about her early career in executive operations, including her work alongside Dr. Laura Schlessinger’s radio, publishing, and TV operations. Hilani explains why busy and productive are not the same, how she launched Exceptional Admins, and why great hiring requires more than matching resumes to job descriptions. They also discuss executive assistants, knowledge transfer, realistic onboarding, curiosity, human judgment, and why investing time upfront prevents expensive hiring failures later.

Key Takeaways
Hilani’s executive operations background gave her firsthand insight into how leaders make decisions, where they get overwhelmed, and what support actually helps.

Exceptional Admins helps founders, executives, and enterprise-level businesses hire and retain exceptional administrative talent.

Specialized hiring support creates trust quickly because the strategist understands the leader’s pain points and the real work behind the role.

Great onboarding is knowledge transfer, not just training. New hires need context, patterns, people, and decision-making insight to succeed.

Executives should expect to invest meaningful time in the first 90 days instead of assuming a new hire can absorb everything in a few days.

Curiosity and human judgment are increasingly important traits as AI becomes more common in the workplace.

Time will be invested either upfront through intentional onboarding or later through frustration, failure, resignation, or replacement.

Timeline
Early
00:00:00 Hilani’s background and early career in executive operations
00:01:00 Working with Dr. Laura Schlessinger’s radio, publishing, and TV operations
00:02:00 Launching Exceptional Admins and helping leaders hire exceptional support
00:03:00 Moving from corporate operations into entrepreneurship
00:04:00 Why specialized experience gave Hilani an advantage
00:05:00 Learning from early yeses and building decision-making wisdom

Middle
00:06:00 Why successful executives can still feel overwhelmed
00:07:00 Supporting placements during the first 90 days
00:08:00 Knowledge transfer versus training
00:09:00 Why people need context to do good work
00:10:00 When to give access to email, meetings, and communication
00:11:00 Slowing down during onboarding
00:12:00 Why leaders ask Hilani for help beyond one hire

Late
00:13:00 Why three months of support matters
00:14:00 Workplace traits and scenario-based hiring
00:15:00 Onboarding as a shared responsibility
00:16:00 Using shadowing to learn patterns and people
00:17:00 Curiosity and human judgment in the age of AI
00:18:00 Why companies often hire six months too late
00:19:00 30-, 60-, and 90-day objectives
00:21:00 Why new hires are not instant iPhone transfers
00:22:00 Time economics and investing upfront
00:24:00 Helping new hires become company historians
00:25:00 Why people are a business’s most important investment
00:26:00 Giving new hires room to explore and own the role
00:27:00 Where listeners can connect with Hilani

Links and Resources
LinkedIn: https://www.linkedin.com/in/hilaniellis

Company: https://www.linkedin.com/company/exceptional-admins/

Episode Summary
How Custom Box Agency helps companies use physical products to create memorable customer experiences, improve acquisition, and stand out in a digitally saturated market. Brian talks with Mark Stern about leaving corporate America, moving from virtual events into physical product strategy, and discovering the power of pairing digital experiences with tangible tools. Mark explains why physical products can remove friction, activate more senses, and create stronger engagement than digital-only assets. They also discuss acquisition, onboarding, retention, direct mail, swag versus strategic products, analog marketing in the age of AI, and how companies can use custom boxes, card decks, games, mailers, and other tactile experiences to create a meaningful pattern interrupt.

Key Takeaways
Physical products can make digital programs, courses, and services easier to start by giving customers everything they need upfront.

Custom Box Agency is not focused on swag boxes; Mark defines swag as “stuff without a goal.”

Physical campaigns can support the full customer lifecycle: acquisition, onboarding and delivery, and retention.

A well-designed physical product can turn a business framework, methodology, or onboarding process into an interactive experience.

In a world of AI-generated sameness and digital distrust, analog experiences can help companies stand out and feel more human.

Direct mail and physical products can create a stronger pattern interrupt than another email, text, PDF, or social post.

The best physical product campaigns start with strategy, not with simply asking what should go in the box.

Timeline
Early
00:00:00 Mark’s background, corporate career, and national marketing work with spirits brands
00:01:00 Getting an MBA at Duke, consulting at Deloitte, and realizing corporate life was no longer the right path
00:02:00 Moving into entrepreneurship, virtual events, and the early idea of pairing physical and digital experiences
00:03:00 Why sending customers everything they need removes friction and helps them get started
00:04:00 How COVID pushed Mark to focus fully on physical products and Custom Box Agency

Middle
00:05:00 Why digital convenience can weaken relationship depth
00:06:00 Experience through the senses, and why physical products activate touch, taste, and smell
00:07:00 The three physical campaign categories: acquisition, onboarding and delivery, and retention
00:08:00 Why Custom Box Agency avoids generic swag and focuses on strategic productization
00:09:00 Acquiring carddecks.com and building interactive tools like 57 Hats
00:10:00 Using physical products as sales tools, lead magnets, and business frameworks
00:11:00 Digital distrust, AI sameness, and why analog is becoming more valuable
00:13:00 How physical products can support co-branding, sponsorship, licensing, and direct mail

Late
00:15:00 How Custom Box Agency guides clients through ideation instead of starting with a fixed deliverable
00:16:00 Breaking a business into 10 categories through a current-state and future-state workshop
00:17:00 Reviewing client courses, books, presentations, and materials before building the product
00:19:00 Different strategies for acquisition, onboarding, franchising, employee culture, retention, and referrals
00:21:00 Examples of acquisition campaigns, including flat mailers, interactive experiences, and physical challenges
00:23:00 Why one-sitting experiences can outperform heavier courses or PDFs
00:25:00 Analog marketing as a pattern interrupt in the age of AI
00:26:00 Pricing ranges, quantity breaks, and why physical products do not have to be expensive
00:28:00 Designing products with enough perceived value that people keep them
00:29:00 Where listeners can connect with Mark and Custom Box Agency

Links and Resources

LinkedIn: https://www.linkedin.com/in/marusternCompany: www.customboxagency.com

Episode Summary

How 5th Line helps growing companies raise debt capital and understand the lender market. Brian talks with James Turner about his non-traditional career path from starting and selling a small e-commerce business in college to working with early-stage companies and eventually building 5th Line. James explains how the firm helps technology, consumer goods, manufacturing, and professional services companies raise debt, why venture lending is different from traditional cash flow or asset-based lending, and how lenders evaluate enterprise value, downside protection, and repayment risk. They also discuss how AI is affecting software companies, why referrals have become 5th Line’s biggest growth channel, how lender relationships shape the process, and what companies should expect when exploring a debt raise.

Key Takeaways
James started in finance but moved away from the Wall Street path after realizing he preferred helping companies build businesses rather than watching stock tickers.

5th Line’s debt advisory work typically supports companies seeking roughly $2 million to $100 million, with many raises falling between $4 million and $40 million.

Venture debt and private credit lenders often evaluate companies based on enterprise value, investor support, growth, unit economics, and downside scenarios rather than traditional collateral or cash flow.

The lending market shifted after the inflated 2020 and 2021 valuation period, with lenders becoming more careful about whether prior valuations still make sense.

AI risk is now part of lender conversations, especially for software companies whose products could be replicated or replaced by tools like Claude.

5th Line’s growth has shifted from direct outbound marketing to referrals, lender relationships, service provider referrals, and partnerships with boutique investment banks.

A typical first conversation focuses on the company’s revenue, capital needs, reason for raising, and whether the desired amount is realistic for the business profile.

Timeline
Early
00:00:00 James’s background and non-traditional career path
00:01:00 Working with early-stage, post-product, pre-revenue companies
00:02:00 Discovering venture debt and beginning to work with companies raising capital
00:03:00 How 5th Line evolved from its early work into today’s debt advisory model
00:04:00 What a company might look like when raising a $40 million debt facility

Middle
00:05:00 How lenders evaluate enterprise value instead of traditional assets or cash flow
00:06:00 Loan-to-value, downside scenarios, and making sure there is enough value to repay lenders
00:08:00 Why technology lending is less theoretical than it may appear
00:09:00 How lenders are thinking about AI risk and software companies
00:10:00 Why enterprise software may be harder to replace than smaller SMB-focused tools
00:11:00 Replacing parts of HubSpot internally and how AI changes build-versus-buy decisions
00:14:00 Matching companies with the right lenders and navigating market timing

Late
00:15:00 Private credit liquidity, credit committee dynamics, and lender selectivity
00:16:00 Why companies are raising capital more intentionally and efficiently
00:17:00 Companies seeking facilities before they urgently need the money
00:18:00 5th Line’s shift from LinkedIn and email outreach to referrals
00:19:00 Why cold email stopped producing deals and partnerships became more valuable
00:20:00 Building a reputation without starting from an established banking network
00:21:00 Repeat business through CFOs, CEOs, partners, and channel relationships
00:23:00 What the first call with 5th Line usually looks like
00:25:00 Previewing deals with lenders before launching a full process
00:26:00 Typical timeline from initial fit to term sheets, legal documentation, and closing
00:27:00 Where listeners can connect with James

Links and Resources

LinkedIn: https://www.linkedin.com/in/jamesturner-5thlineCompany:

Episode Summary
How Sciata helps larger organizations modernize systems, prepare data, and deploy AI in ways that support real business strategy. Brian talks with Michelle Tinsley about her 26 years at Intel across finance, product, IoT, and sales, her move into startup leadership, and her transition into private equity-backed leadership as CEO of Sciata. Michelle explains how Sciata works with companies in financial services, healthcare, and specialty retail, focusing on AI deployments, data work, and systems implementation. They also discuss AI governance, why companies need guardrails before rolling tools out broadly, how Michelle stepped into an established CEO role, and what founders should think about when preparing their companies for succession or eventual sale.

Key Takeaways
Sciata focuses on digital transformation for larger companies, especially in financial services, healthcare, and specialty retail.

AI implementation should start with business strategy, not the technology itself.

Data governance, permissions, tagging, and structure are critical before companies roll out tools like Copilot or agentic AI.

AI can create major risk when it has too much access or unclear guardrails, especially inside larger organizations.

When stepping into an established CEO role, Michelle prioritized trust-building, leadership conversations, shared strategy, and clear ownership.

Private equity-backed leadership often requires matching the company’s next phase with the right CEO skill set.

Founder-led companies become more valuable when leadership, customer relationships, and operations are not dependent on one person.

Timeline
Early
00:00:00 Michelle’s background and 26-year career at Intel
00:01:00 Moving from finance into IoT product work, sales, and startup leadership
00:02:00 Building startup experience as CEO, co-founder, COO, and president
00:03:00 What Sciata does and the industries it serves
00:04:00 Sciata’s work in AI deployment, data transformation, and systems implementation

Middle
00:05:00 Starting AI conversations with business strategy and customer differentiation
00:06:00 AI governance, access controls, and why permissions matter
00:07:00 How Copilot follows SharePoint permissions and why rollout needs planning
00:08:00 Creating reusable prompts, skills, and guardrails for teams
00:09:00 Why even advanced AI testing can reveal unexpected risks
00:10:00 Michelle’s transition into Sciata as CEO and private equity-backed leader

Late
00:11:00 Building trust with the leadership team and setting a new company vision
00:12:00 Using a light EOS-style operating rhythm to track strategy, goals, and indicators
00:13:00 Why ownership creates commitment instead of mere compliance
00:14:00 Matching the CEO role to the company’s next stage of growth
00:16:00 Succession planning and preparing founders to step back over time
00:18:00 Why founder dependence can reduce company value
00:20:00 What private equity buyers look for and why founder readiness matters
00:22:00 Transitioning key relationships thoughtfully instead of dumping accounts on successors
00:24:00 Building multiple relationships inside client organizations
00:26:00 Sciata’s AI blueprint offering and where listeners can connect with Michelle

Links and Resources

LinkedIn: https://www.linkedin.com/in/michelle-tinsley/Company: http://www.sciata.com

Episode Summary
How Geeks for Business helps small and mid-sized organizations get responsive, relationship-driven IT support. Brian talks with Matt Ferguson about building his first computer in high school, starting with residential PC repair, studying computer science, and eventually moving from break-fix work into managed IT for businesses. Matt explains why he rebranded from Geek House Calls to Geeks for Business, how the pandemic shaped the transition, and why recurring business IT work offers more stability than residential repair. They also discuss Microsoft 365 support, testing updates before rollout, why many clients leave large national IT providers, and how internal processes, documentation, automation, and client relationships matter more than constantly changing tech stacks.

Key Takeaways
IT can function like a skilled trade, where certifications, hands-on experience, and constant reskilling often matter more than theory alone.

Residential break-fix work can be unpredictable, with smaller tickets, more income volatility, and less recurring revenue than business-focused managed IT.

Rebranding from Geek House Calls to Geeks for Business helped Matt fully commit to serving businesses instead of splitting focus between residential and commercial work.

Many small organizations reach out after a security or data loss event, or when they become unhappy with a larger outsourced IT provider.

Smaller MSPs can compete by being more responsive, relationship-driven, and familiar with each client’s business.

Face time still matters because clients want to know who is supporting them and trust that their provider understands how their business is changing.

Strong internal documentation, workflows, and automation can be more valuable than chasing every new tool or tech stack trend.

Timeline
Early
00:00:00 Matt’s background, building his first computer in high school, and getting into tech
00:01:00 Starting PC repair after high school while working at TigerDirect and going to school
00:02:00 Studying computer science, struggling with advanced math, and learning where theory fits
00:03:00 How AI has made math more relevant for some areas of computer science
00:04:00 Why IT is more like a skilled trade, and why “turn it off and back on again” still works

Middle
00:05:00 Moving from side work into full-time self-employment
00:06:00 Why residential break-fix work was unstable as a primary business model
00:08:00 Going full-time in 2019 and navigating the disruption of 2020
00:09:00 Transitioning away from residential clients and rebranding to Geeks for Business
00:10:00 Letting go of legacy residential work and focusing on better-fit business clients
00:12:00 Supporting Microsoft 365 and dealing with breaking changes from major platforms

Late
00:13:00 Testing Microsoft updates before rolling them out to clients
00:14:00 Why clients contact Geeks for Business: security events, data loss, and dissatisfaction with current IT providers
00:15:00 How large national IT providers can leave smaller clients feeling invisible
00:16:00 Competing through responsiveness, local attention, and stronger relationships
00:17:00 Why every account deserves a high-touch relationship
00:18:00 Growing from one person to a five-person team and needing additional hires
00:19:00 Why internal processes, documentation, workflows, and automation matter more than tool-chasing
00:20:00 Where listeners can connect with Matt and learn more about Geeks for Business

Links and Resources

LinkedIn: https://www.linkedin.com/in/mattferguson3/

Company: http://www.geeksforbusiness.net/

Episode Summary
How Echo Cyber helps growing companies connect business goals with practical cybersecurity leadership. Brian talks with Michael Faas about his path from studying computer programming, pivoting away from computer science after calculus, and turning a part-time IT job into a 25-year cybersecurity career. Michael explains why his work often centers on translating between technical teams and executives, how businesses can balance security with convenience, and why even small companies are big enough to be targeted. They also discuss SOC 2, cyber insurance, project prioritization, vulnerability risk, AI security concerns, and why founder-led companies often need CTO-level thinking before they need a full-time CTO.

Key Takeaways
Cybersecurity leadership often depends on translation: helping executives and technical teams understand each other and align security work with business goals.

Security and convenience exist in tension, and the goal is to reduce risk without preventing the business from operating.

Small and mid-sized companies are still targets because attackers often use automated tools to find easy opportunities rather than hand-selecting every victim.

Vulnerability prioritization should consider both severity and likelihood, not just the scariest score on a scanner report.

Many companies reach out for help when customers ask for SOC 2 compliance, cyber insurance costs rise, or leadership realizes they need security guidance but does not know where to start.

A fractional CTO or cybersecurity advisor can help founder-led companies prioritize projects, unclog stalled initiatives, and decide what to start, pause, or kill.

AI can be powerful, but companies need to understand what AI systems can access, how they are governed, and whether the output actually improves the business process.

Timeline
Early
00:00:00 Michael’s introduction, name pronunciation, and early path into IT
00:01:00 Starting in computer programming, switching to sports management, and turning IT into a career
00:02:00 College, career paths, and why practical ability matters as much as formal education
00:03:00 Calculus as a roadblock and the difference between theoretical and practical learning
00:05:00 Michael’s 25-year career in IT, enterprise security, and translating between technical teams and executives

Middle
00:07:00 Bridging the gap between IT teams, leadership, and day-to-day business needs
00:08:00 Balancing security with convenience so the business can still operate
00:09:00 How excessive controls can push people to work around security
00:10:00 Why small businesses are still big enough to be hacked
00:11:00 Moving companies away from being the lowest-hanging fruit
00:12:00 Prioritizing vulnerabilities by likelihood as well as severity

Late
00:14:00 Why companies usually call Michael: SOC 2, cyber insurance, and unclear security needs
00:15:00 Finding stalled projects and prioritizing the work that reduces the most risk
00:17:00 Providing CTO-level guidance without requiring a full-time CTO hire
00:18:00 When AI projects should be delayed, refined, or stopped
00:19:00 AI access, data governance, secure permissions, and prompt injection risks
00:22:00 Learning from failed AI experiments and evaluating whether automation is worth it
00:23:00 Michael’s sweet spot with founder-led companies from roughly $2.5 million to $25 million in revenue, and 15 to 200 employees.
00:24:00 Helping companies decide when they actually need a full-time CTO
00:25:00 Where listeners can connect with Michael and take the Echo Cyber assessment

Links and Resources

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

Company: https://echocyber.io

Echo Cyber Assessment: https://echocyber.io/assessment

Episode Summary
How Sproket Logic helps companies improve Salesforce architecture, performance, data storage, and long-term usability. Brian talks with Sean Fielding about his path from joining a Salesforce practice in 2010 as employee number two, helping grow it to more than 100 employees, building products, exiting in 2022, and then launching Sproket Logic in earnest. Sean explains why Salesforce is “easy until it’s hard,” how implementations drift over time, and why architecture, adoption, and guardrails matter before systems become messy. They also discuss Email Scrubber, the cost of unused Salesforce storage, why user adoption has to start early, and how consultants can offer honest recommendations without shaming internal teams.

Key Takeaways
Salesforce implementations often start simple, but without architecture, guardrails, and periodic audits, they can drift as companies grow and change.

Sproket Logic focuses heavily on Salesforce consulting, including architecture, audits, performance improvement, development, and product work.

Email Scrubber helps companies identify Salesforce data storage issues and reclaim storage that may otherwise become expensive over time.

Adoption problems often begin before launch when end users are not included in the planning and implementation process.

Bad data can come from well-intentioned forms, defaults, shortcuts, and workflows that do not match how people actually work.

Consultants are most effective when they present risks and options clearly instead of attacking prior decisions or embarrassing internal teams.

Long-term Salesforce work depends on trust, relationships, and understanding why a system became the way it is before recommending changes.

Timeline
Early
00:00:00 Sean’s background and introduction to Salesforce around 2010
00:01:00 Growing a Salesforce practice to 100-plus employees and exiting in 2022
00:02:00 Starting Sproket Logic after realizing a larger company environment was not the right fit
00:03:00 How sales and client needs shifted before, during, and after the pandemic
00:04:00 Sproket Logic’s consulting focus and Salesforce product development

Middle
00:05:00 Why Salesforce can become messy when implementations lack architecture and guardrails
00:06:00 How software systems drift as businesses grow, change, and add users
00:07:00 Why companies should invest in structure after spending heavily on software
00:08:00 The importance of involving actual users before implementation decisions are finalized
00:09:00 Why adoption has to begin early instead of being forced after launch
00:10:00 Finding hidden user workflows that leadership may not know exist
00:12:00 How small process decisions can turn into unreliable data

Late
00:15:00 What Sean typically finds during Salesforce audits and architecture reviews
00:16:00 Salesforce data storage limits and why storage overages can become expensive
00:17:00 Cleaning up outdated records, old emails, unused files, and unnecessary clutter
00:18:00 How Salesforce storage costs can add up and why runway matters
00:20:00 Breaking through business apathy around systems that are expensive but tolerated
00:21:00 Presenting recommendations without damaging pride or internal relationships
00:23:00 Why context matters before judging old systems or prior implementation decisions
00:25:00 Where listeners can connect with Sean and learn more about Sproket Logic

Links and Resources

LinkedIn: https://www.linkedin.com/in/sean-fielding-500818b/

Company: https://sproketlogic.com/

Episode Summary
How RocketPrint Software grew from a business failure into a long-running storefront and quoting platform for the commercial printing industry. Brian talks with Gil Newsom about launching the company in the early days of online selling, building software around real customer needs, and staying focused on ease of use for printers who need practical tools rather than programmer-oriented complexity. Gil explains how RocketPrint evolved through customer requests, why not every feature idea should be accepted, and how strong support and reliability have helped the company retain customers for years. They also discuss entrepreneurship, perseverance, AI-driven competition, making software sticky, and why building a product is only half the challenge.

Key Takeaways
A past business failure can become the stepping stone to a stronger opportunity when entrepreneurs stay open to what comes next.

RocketPrint Software grew by listening to printers, adding useful features, and keeping the product simple enough for non-programmers to use.

Customer feature requests can reveal valuable market needs, but software companies still need discipline to avoid bloating the product.

Long-term success in software depends on more than building a good tool; it also requires support, reliability, relationships, and perseverance.

AI may make it easier for people to build new software quickly, but selling, supporting, and maintaining that software is still a major challenge.

Making software sticky means helping customers use it to grow their own businesses and deepen their dependence on the platform.

Timeline
Early
00:00:00 Gil’s background in software for commercial printing and multi-location print collateral management
00:01:00 How a previous business failure led to the opportunity that became RocketPrint Software
00:02:00 Launching the software, gaining early customers, and growing through real printer needs
00:03:00 Gil’s role as the idea person and entrepreneur behind the product
00:04:00 Why ideas are easy, but implementation and perseverance create real value

Middle
00:05:00 Moving from failure into a new opportunity with the printing industry
00:06:00 Avoiding software bloat while still adding features customers need
00:08:00 Using a strategy to implement new features without overwhelming users
00:09:00 How to say no to bad feature ideas while still encouraging useful feedback
00:11:00 Thinking beyond your own assumptions and learning from competitors without copying everything
00:13:00 Rocket Quotes, quoting complex print jobs, and building flexible plug-and-play functionality

Late
00:14:00 Growing in the early internet era through calls, email outreach, and website traffic
00:15:00 Knowing early that the software had traction because it helped generate real revenue
00:16:00 Maintaining growth as competitors phase out or stop supporting customers well
00:17:00 Why support, reliability, and direct customer access still matter
00:18:00 AI, new software competition, and why building the tool is only part of the challenge
00:20:00 Making software sticky by helping printers expand customer storefronts
00:21:00 Gil’s future education-focused project in North Carolina
00:22:00 Where listeners can connect with Gil and learn more about RocketPrint Software

Links and Resources

LinkedIn: https://www.linkedin.com/in/gilnewsom/Company: https://www.linkedin.com/company/rocketprint-software/

Episode Summary
How Vantage Point Collective helps teams improve delivery, reduce process drift, and use agile tools with more intention. Brian talks with Liza Gonzalez about her career path from radio sales administration to graphic design, internal communications, Scrum mastery, agile coaching, and becoming a certified ProKanban trainer. Liza explains what Scrum Masters actually do, why the role matters even for high-performing teams, and how agile coaches can help organizations identify blockers, protect focus, and improve collaboration. They also discuss why leaders can unintentionally disrupt delivery, how to gather input from the people doing the work, and how Kanban flow metrics can make timelines more predictable.

Key Takeaways
Scrum Masters serve as facilitators, protectors, and information radiators for teams, helping them stay focused on goals and remove blockers.

Agile frameworks work best when supported by guardrails, coaching, and consistent reinforcement; without that, old habits can creep back in.

Combining a Scrum Master role with coding, product ownership, or other responsibilities can reduce focus and weaken the return on investment.

Effective agile coaching starts by listening to leadership, product owners, and the people doing the work so the full picture is understood.

Leaders may support agile in theory but still disrupt the process when urgent new priorities are inserted without considering the impact.

Product owners need support and empowerment to balance stakeholder requests against what the product and end users actually need.

Kanban flow metrics such as cycle time, throughput, work in progress, and aging work in progress can help teams forecast delivery using real historical data.

Timeline
Early
00:00:00 Liza’s background and early career in radio sales administration
00:01:00 Moving into graphic design, marketing, and internal communications at Nielsen
00:02:00 Working with technology teams and entering agile transformation
00:03:00 Discovering Scrum mastery and the servant-leader mindset
00:05:00 Starting Vantage Point Collective to train, coach, guide, and mentor teams

Middle
00:06:00 What Scrum is and how it fits under the broader agile mindset
00:07:00 How Scrum Masters facilitate teams, remove blockers, and communicate with stakeholders
00:08:00 Why Scrum Masters remain valuable even for mature or high-performing teams
00:09:00 Comparing agile support to business operating systems and process guardrails
00:11:00 Why assigning Scrum Masters too many technical or product responsibilities can backfire
00:12:00 Supporting clients through Scrum mastery, training, coaching, and Jira workflow design

Late
00:13:00 Liza’s process for assessing teams without immediately overturning everything
00:15:00 Helping leaders understand how their involvement can affect team focus and delivery
00:17:00 Building buy-in by listening to the people closest to the work
00:18:00 Improving failed production releases through team input and end-to-end testing conversations
00:20:00 Empowering product owners to evaluate stakeholder requests and protect the product
00:22:00 Using Kanban flow metrics and Monte Carlo forecasting to make timelines less ambiguous
00:24:00 What Liza is excited about next and where listeners can connect with her

Links and Resources

LinkedIn: https://www.linkedin.com/in/liza-gonzalez-708b706b

Company: https://www.linkedin.com/company/vantage-point-collective/about/