Episode Summary
Dry ice is bigger than Halloween, and Stephanie Vaughan explains why it matters. Stephanie shares how she went from a communications degree and a COVID-era job search into sales at CMC, a dry ice manufacturing startup. She breaks down where dry ice shows up in the real economy, from cold shipping to essential manufacturing steps like dry ice blasting that keeps production lines moving. She also explains why customer service and reliability can outweigh price when a missed delivery can shut down a plant, plus what makes the industry hard to enter, including sourcing liquid CO2 and facility requirements. The conversation closes with what CMC is building next and how Stephanie approaches learning and staying motivated.

Key Takeaways
Dry ice is used across far more industries than most people realize, and many applications are invisible to end consumers.

In manufacturing, dry ice blasting functions like power washing with dry ice pellets, cleaning molds and equipment in ways that can be critical to keeping production running.

In a niche market, customer service and delivery reliability can be a real differentiator, especially when downtime costs customers far more than the price difference.

Entering dry ice manufacturing is constrained by access to dependable liquid CO2 supply, along with infrastructure and permitting requirements.

Speaking at industry conferences can create credibility fast and generate inbound opportunities, especially in specialized B2B markets.

Building relationships through referrals, multi-site customers, and face-to-face meetings can reduce reliance on cold outreach over time.

Timeline
Early
00:00:00 Brian introduces Stephanie Vaughan and CMC, and sets up the dry ice theme
00:01:00 Stephanie shares how she found the industry after graduating during COVID
00:03:00 What “used everywhere but seen nowhere” means, and where dry ice shows up
00:04:00 Dry ice blasting explained through a power washing analogy
00:06:00 Working in a family business and separating personal from business communication

Middle
00:07:00 How Stephanie built confidence selling in a technical, specialized market
00:10:00 How CMC grew from an existing network and cold calling into referrals
00:12:00 Why availability matters when customers lose money during shutdowns
00:13:00 Standing out with in-person meetings and product knowledge in male-dominated facilities
00:14:00 Why more companies do not easily enter the space, including CO2 supply constraints

Late
00:17:00 How CMC thinks about expansion and replicating service in new regions
00:18:00 The second facility in Wilmington, Delaware and what the footprint looks like
00:21:00 Sales motion today, mostly referrals plus conferences and speaking
00:23:00 Why speaking roles create authority and accelerate relationship building
00:25:00 What Stephanie is focused on in 2026, including expansion and the CO2 summit
00:27:00 How she learns and stays motivated, including an active lifestyle
00:28:00 How to contact Stephanie and closing remarks

Links and Resources

LinkedIn:

Company:

Episode Summary
How strong branding proves you care, even in crowded markets. Brian talks with Jash Tracey of GNT Branding about learning design on the job, leaving a long-term role to start his own studio, and building a US client base while living in Spain. Jash breaks down when branding matters most, what it communicates beyond a logo, and why big rebrands can fail when they ignore loyal customers. They close on how AI is speeding up workflows while raising questions about quality and originality, and what that means for designers next.

Key Takeaways
Branding matters most when your offering is not uniquely uncopyable, because differentiation is how buyers decide who feels credible.

Good branding is an ongoing conversation with customers across every touchpoint, not a single logo or color palette.

Visual consistency signals intentionality, which influences whether people trust you with something risky like a new business or purchase.

Rebrands fail when they solve for a new audience by breaking the emotional connection that existing customers already have with the brand.

AI can remove the most tedious parts of creative work and speed up delivery, but widespread template-driven output can lower expectations of what “good” looks like.

Timeline
Early
00:00:00 Welcome and introduction to Jash Tracey and GNT Branding
00:01:00 Early career, learning design tools on the job after college
00:03:00 Growing into art director responsibilities and managing clients
00:04:20 Leaving the job, traveling, and the decision to start his own shop
00:05:10 Moving to Spain while continuing to serve US-based clients

Middle
00:11:40 Why some businesses can succeed with minimal branding
00:12:50 Branding as proof of intentionality in competitive markets
00:15:50 Authenticity and why audiences detect “fake” fast
00:17:10 When to refresh branding, and when it is less urgent

Late
00:19:00 The Cracker Barrel redesign as a lesson in misreading the room
00:24:30 What AI changes for designers, faster builds and fewer technical roadblocks
00:28:10 Concerns about originality, mediocrity, and lowered standards at scale
00:31:10 How to contact Jash and closing remarks

Links and Resources

LinkedIn: https://www.linkedin.com/in/jtracey1/

Company: https://gntbranding.com/

Episode Summary
How a marketer built a career in process safety and learned what actually drives action in compliance-heavy industries. Janet Benaquisto shares her path from a pre-med start to CT scanners, sales and marketing, multiple layoffs, and finally into OSHA process safety management work. She and Brian dig into marketing where urgency is episodic, why consistency beats perfection, and how newsletters and LinkedIn can keep you top of mind until the exact moment timing clicks. Janet also talks about preparing to retire, documenting what she has learned, and what she wants to create next.

Key Takeaways
Career reinvention becomes easier when you keep saying yes to learning, even when the job is unfamiliar.

In compliance-driven markets, many buyers do not feel daily pain, so staying present matters more than a single perfect message.

Consistency creates “right time” moments, where a simple email or call lands exactly when a shutdown, audit, or deadline makes help urgent.

Content works better when each piece can stand alone, because people will not consume posts in a neat series order.

Testing content in public, then tracking what gets reactions, can reveal what your audience truly needs and what to double down on.

One-to-one thinking still applies at scale, because the “market” is a person with a specific context and personality.

Timeline
Early
00:00:00 Brian welcomes Janet and introduces her company, Risk Integrity Safety Knowledge.
00:01:00 Janet shares her start in a CT scanner startup and learning marketing from the ground up.
00:02:00 Multiple layoffs shape her resilience and lead her toward process safety work.
00:03:00 Janet describes being handed the OSHA process safety management regulation on day one.
00:05:00 She explains why she honored a non-compete and what brought her back into the industry.

Middle
00:06:00 Brian and Janet discuss the marketing challenge of problems people ignore until they are urgent.
00:07:00 Janet explains targeting “eagles,” organizations that want to do safety well, not just check boxes.
00:08:00 The role of a newsletter in surfacing pain points and staying connected month to month.
00:10:00 Janet talks about starting before it is perfect and improving through repetition and observation.
00:12:00 Using LinkedIn signals, incident summaries, and simple analysis to earn engagement and trust.

Late
00:15:00 Why posts need to be standalone, and how newsletters or a website can structure a true series.
00:17:00 Building relationships by treating each customer as a person, not a segment.
00:18:00 Timing stories from calls and emails, and why marketing fundamentals have not changed.
00:22:00 Janet shares her retirement plans, potential books, and returning to painting.
00:25:00 Recommendations and how to connect with Janet on LinkedIn.

Links and Resources

LinkedIn: https://www.linkedin.com/in/janet-benaquisto/

Company: https://psmrisk.com/

Episode Summary

Reggie Johnson shares how he built a resilient communications career through purpose-driven work and strong relationships. Reggie walks through his early days in digital media and web standards, the shift from hands-on execution to strategy, and how earning a master’s degree helped him grow into leadership. After losing a job in 2020, he joined PRSA and reframed career security around “trusting your own wings,” not the branch. He and Brian discuss giving versus taking, why reputation compounds over time, and how AI and technology are changing human connection. Reggie closes with what he is focused on at UNT Health and how he thinks professionals can prepare for what comes next.

Key Takeaways
Early lessons in web standards and accessibility shaped Reggie’s long-term approach to managing content and communication strategy.

A professional network can be the difference between feeling stuck on one “branch” and having the confidence to move forward on your own.

Giving to others builds durable trust and learning opportunities that often create mutually beneficial relationships over time.

Small interactions and everyday respect matter because reputation travels, and the world can be smaller than it feels.

Technology can reduce awkward moments but also remove the openings that lead to new conversations, friendships, and opportunities.

Instead of obsessing over specific AI tools, Reggie emphasizes broader expertise, stronger thinking skills, and staying curious as the foundation.

Timeline
Early
00:00 Introduction and Reggie’s role at UNT Health
01:05 Early career in digital media, web standards, and accessibility
03:30 Shifting from hand-coding to content strategy, and returning for a master’s degree

Middle
04:55 Job loss in 2020 and realizing the cost of having no professional network
06:10 Joining PRSA, the “own wings” quote, and building reputation through service
08:00 Brian on selling his agency and how losing a network changes everything
09:05 Give and Take, why giving creates long-run advantages, and learning from anyone
12:05 Treating people well, not burning bridges, and how it pays back over time

Late
15:55 Phones, missed conversations, and what Reggie is seeing with high schoolers
18:10 Concerns about tech leadership, incentives, and the harms that go unaddressed
20:05 Regulation, China comparisons, and why zero-sum thinking can make outcomes worse
28:05 Three skills more foundational than AI tools: broad expertise, thinking skills, curiosity
33:25 What Reggie is excited about at UNT Health, student stories and authentic connection
35:05 Reggie’s LinkedIn AI Innovation and Ethics chat and a course recommendation
36:00 Closing

Links and Resources

LinkedIn: https://www.linkedin.com/in/reggiejohnson1/

Company: https://www.linkedin.com/school/unthealth/

Episode Summary

Joey Seeman explains how Nova Echo uses conversational voice AI for sales and customer calls. He joins Brian on Forge for Growth to break down what “human-sounding” voice AI actually means, why latency matters, and where these agents perform best today. Joey shares his path from marketing and copywriting into voice AI, including why he left an earlier company to build a more fast-moving and more ethical platform. They dig into real-world use cases like call centers, speed-to-lead follow-up, and high-volume outbound calling, plus why human handoffs still matter for closing. Joey also shares his view on where AI is heading and what that shift could mean for work and entrepreneurship.

Key Takeaways
Conversational voice AI works best when it can handle open-ended questions in real time, instead of forcing callers through preset menus.

Latency is a core product constraint in voice AI because unnatural pauses break the “sounds human” experience even if the model is capable.

Speed-to-lead can outweigh imperfect call quality because contacting a new lead within minutes can change conversion outcomes.

Outbound performance depends heavily on lead quality, and high-volume dialing can still be valuable even when per-call results are modest.

For sales, today’s agents can follow scripts, answer questions, and handle basic objections, while many teams still rely on a human handoff to close.

AI product marketing often outruns reality, so clarity about limits, support, and pricing becomes a competitive advantage.

Timeline
Early
00:00:00 Brian welcomes Joey Seeman and introduces Nova Echo
00:01:00 What Nova Echo does and why “press 1, press 2” systems frustrate callers
00:02:00 Joey’s background in marketing, gaming, and early interest in AI
00:03:00 Why he moved into voice AI and left earlier players in the space

Middle
00:05:00 Call center pain points and why AI can improve speed and consistency
00:06:00 Live demo of a Nova Echo agent and discussion of response latency
00:07:00 Speed-to-lead and why timing matters for closing inbound leads
00:08:00 How LLMs, prompting, and “skills” shape consistent agent behavior

Late
00:09:00 Where human handoffs still matter, especially for closing
00:10:00 Disclosure choices when someone asks if the agent is AI, plus regulation nuance
00:11:00 Why AI hype happens and how Joey positions Nova Echo’s limits honestly
00:18:00 Joey’s view on job displacement, timelines, and why the transition may be rough
00:21:00 What he is excited to build next and how to contact him

Links and Resources

LinkedIn: https://www.linkedin.com/in/joey-seeman/

Company: https://novaecho.ai/

Episode Summary
Soledad Gonzalo explains how she moved from big agency advertising into legal marketing at Sequor Law. She walks through her path from BU to Ogilvy and other automotive and entertainment roles, then shares what changed when she started marketing a boutique firm focused on fraud and asset recovery. The conversation breaks down why relationship building, conferences, thought leadership, and personal LinkedIn presence can outperform paid tactics in niche B2B. She also reflects on mentoring attorneys as the firm grows and what she is focused on next.

Key Takeaways
Career pivots get easier when you carry transferable skills, like branding, client management, and learning new industries fast.

In niche B2B services, staying top of mind can matter more than chasing high lead volume, because timing is unpredictable.

For professional services, relationships built through conferences, networking, and credible content often drive more results than ads or SEO.

Personal brands on LinkedIn can create meaningfully more engagement than company pages, especially when the work is trust-based.

Marketing in billable-hour businesses has a built-in constraint: every low-quality lead or distraction has a real cost.

A firm website and newsletters can function as validators and reminders, even when they are not direct lead engines.

Links and Resources

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

Company: https://www.sequorlaw.com/

Episode summary
How robots learn to “feel,” and why touch is the missing piece in robotics with Vadim Manoilo. Vadim Manoilo of Sensobright Industries joins Brian to explain the company’s tactile sensing approach, including gel-and-fiber optics sensors that help robots detect grip, slippage, and even identify objects by touch. They discuss why factory automation is the near-term proving ground, why home robots are still far from human-level capability, and where tactile data could matter most next, including medical tools like laparoscopes. Vadim also shares how he found the company, what guides their product focus, and what he hopes this technology enables as it matures.

Key Takeaways
Robots can often see and hear well, but lack tactile data, which limits reliable interaction in a physical world.

Tactile sensing can improve factory robotics by detecting whether an object is grasped, slipping, or needs grip repositioning.

Sensobright’s approach uses soft silicone gel with fiber optics so the sensing point can avoid common issues like liquids and electromagnetic interference.

Even “one task” robotics is hard to perfect, which helps explain why general-purpose humanoid robots for homes still have major gaps.

Technology direction is a resource allocation problem, so choosing near-term impact use cases reduces the risk of chasing expensive distractions.

Tactile sensing is positioned as a next frontier in robotics, especially as AI and robotics partnerships accelerate.

Medical applications like laparoscopy are a compelling long-term target because touch feedback can change how tools perform and how outcomes improve.

Timeline
Early
00:00:00 Vadim Manoilo introduces his path into tech and how he connected with Sensobright
00:02:00 Why Vadim believes technology should have a purpose and improve lives
00:05:00 A detour into sci-fi and how alternate tech timelines shape expectations

Middle
00:07:00 Why “robots that can feel” matters, and what tactile sensing solves in factories
00:11:00 Responding to skepticism about current robots and why home robotics is still far off
00:15:00 Sensobright products and the practical focus on manufacturing use cases

Late
00:18:00 How the gel-and-fiber optics sensor design works and why it differs from electronics-first sensors
00:21:00 Avoiding distraction, prioritizing impact, and the push toward med tech applications
00:25:00 Why touch is foundational for learning the world, and what tactile data unlocks next
00:29:00 What Vadim is most excited about, including medical possibilities and object and tissue identification by touch
00:31:00 How to contact Vadim and Sensobright

Links and Resources

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

Company: https://sensobright.com/

Episode Summary
Carter James shares how JAN-PRO scaled fast by treating culture as the operating system. He traces his path from a small-town Justin, Texas upbringing and early work in wealth management at Northwestern Mutual to relocating to Atlanta for JAN-PRO. The conversation breaks down why “working harder” stalls without systems, how acquisitions succeed only with shared values, and how the HEART framework (Honest, Empathetic, Accountable, Results Driven, Team First) becomes a real decision filter through hiring, scorecards, and day-to-day operations. They also explore bottom-up change management, failing fast, and what he is building next with technology and AI.

Key Takeaways
Hard work has a ceiling. Systems and process are what multiply effort when early momentum fades.

A business can look like a service company on the outside, yet run as a people business when the mission is enabling ownership and opportunity.

Growth through acquisition requires alignment. Culture becomes the integration plan when multiple teams bring different norms and expectations.

Core values only matter when they are measurable. Scoring and coaching against values makes “what good looks like” visible.

Change sticks when the why is clear at the front lines. People buy in faster when they can see personal impact and operational benefit.

Failing fast is a strategy. Testing, learning, and iterating becomes the mechanism for scaling without stagnation.

Character over competence reduces hiring risk. Skills can be trained, but values fit determines long-term performance and trust.

Timeline
Early
00:00:00 Carter joins as winter weather hits, quick intro and context
00:01:00 Background in small-town Texas, blue-collar work, and college football in West Texas
00:02:05 Starting a wealth management practice at 22 and learning that effort alone does not scale
00:03:10 Building systems and processes to regain momentum and transform results

Middle
00:03:55 A client relationship leads to a move to Atlanta and joining JAN-PRO in 2022
00:04:25 Seeing JAN-PRO as a people business, enabling franchise owners with support and structure
00:05:00 Rapid growth discussion, expanding markets and leadership role progression
00:09:10 Defining core values through the HEART framework to drive alignment during scale
00:11:05 Making acquisitions work through standards, communication, and careful people investment
00:14:15 Adapting quickly, failing fast, and treating constant change as the price of growth

Late
00:16:05 Bottom-up buy-in, communicating the why, and reducing pushback during change
00:20:20 Moving values from wall art to practice with scorecards and hiring for character
00:24:10 Applying core values and goals beyond work, including family alignment
00:27:15 Looking ahead to new systems, technology, and AI, plus personal excitement about a second child
00:29:30 Where to connect, plus franchise, vendor, and service-network opportunities

Links and Resources

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

Company: https://rbjkmarketing.com/

Episode Summary
How Krista White builds scalable B2B marketing through tracking, prioritization, and automation. Krista White, VP of Marketing at Crow Canyon Software, shares how she moved from broad marketing experience into a role focused on business automation, and why measurement is the first step before adding more channels. She and Brian dig into analytics setup, scorecards, stakeholder-aware messaging in B2B, and why meeting users where they already work drives adoption. Krista also previews an upcoming Nitro Help Desk 3.6 release centered on practical AI features. The conversation ends with a grounded take on when AI helps and where teams get stuck.

Key Takeaways
Tracking comes first. Without analytics, pixels, and clear metrics, marketing decisions stay stuck in opinions and gut feel.

Scaling is as much about saying no as it is doing more. Prioritization keeps teams focused on what is already proving impact.

Automation becomes a growth lever when it fits existing workflows. User adoption rises when tools stay inside the platforms employees already use.

B2B marketing needs more than the budget holder. Influencers and day-to-day stakeholders can accelerate or block decisions, so their pain points matter.

There is no single channel that wins forever. A durable approach mixes platforms and shows up where conversations already happen, including places like Reddit.

AI creates business value when it removes repetitive work and speeds resolution. Teams lose traction when they deploy AI without a concrete job to replace.

Timeline
Opening
00:00:00 Meet Krista White and her role at Crow Canyon Software
00:01:00 How she got into marketing, and what college actually helped with
00:03:00 The fundamentals that stay true even as platforms change

Building the marketing engine
00:04:00 Why automation became the common thread across her career
00:06:10 Joining Crow Canyon and formalizing marketing for scale
00:08:00 The first moves: GA4, pixels, and making everything trackable
00:10:00 Using a scorecard mindset to avoid distractions and find what works

Automation, adoption, and B2B decision dynamics
00:11:40 Why staying inside Microsoft 365 improves adoption
00:12:30 Competing in a crowded software space by focusing on pain points
00:13:30 Selling internally means addressing influencers and decision makers

Channel mix and practical AI
00:15:00 Meeting buyers where they are, including Reddit and LinkedIn
00:18:00 Preview of Nitro Help Desk 3.6 and AI features aimed at faster resolution
00:20:10 A realistic view of Copilot, Gemini, and using AI where it saves time
00:23:20 Where to learn more and how to reach Crow Canyon

Links and Resources

LinkedIn: https://www.linkedin.com/in/knwhite27/

Company: https://www.linkedin.com/company/crow-canyon-software/

Episode Summary

A sports marketer breaks down how brand and experience drive ticket sales. Miller Yoho shares how the Charlotte Sports Foundation brings major events to the city and what his “CMO under the sun” role really covers, from PR and sponsorship alignment to stadium look and feel. He and Brian dig into why cohesive brand details matter, how to build a creative sandbox that speeds execution, and when it is smarter to skip a platform like TikTok. The conversation closes on leadership lessons around accountability with empathy and creating moments fans remember.

Key Takeaways
Brand is an end-to-end experience, not a logo. The goal is for everything to feel cohesive from the first ad to walking out of the venue.

A clear brand story doubles as a rallying cry. A strong line or theme can connect ads, in-arena elements, merch, and messaging into one idea people can join.

Marketing supports the whole operation. Ticket sales, sponsor activation, PR, broadcast coordination, and fan environment all need to ladder up to the same message.

Capacity matters more than “being everywhere.” If a channel cannot be done consistently at a high standard, it can drag down stronger platforms that already reach the core audience.

Perfection can be expensive and misaligned. The last 10 percent can consume the same effort as the first 90, even when the work only needs to be good enough to do its job.

Accountability works best with empathy and context. Clear expectations, direct feedback, and support conversations make it easier for people to do their best work.

Timeline
Early
00:00:00 Miller Yoho joins, talking Southern “snow apocalypse” reality
00:01:15 Miller’s path from education plans to sports marketing and content work
00:03:25 What Charlotte Sports Foundation does and the events it operates

Middle
00:05:00 Mission in practice, economic impact and quality-of-life moments for a city
00:07:10 What marketing covers in his role, ticket sales, PR, sponsors, broadcast partners
00:09:05 Why cohesive branding matters, and how “feel” becomes the measuring stick
00:11:35 Building a creative sandbox, giving teams constraints that unlock better work

Late
00:14:50 Choosing where not to play, the TikTok example and protecting standards
00:19:10 The creative “last 10 percent” trap, shipping work that matches the need
00:23:10 Leadership focus, delegation and accountability with empathy
00:28:10 What he is excited about next, creating memorable moments that cut through noise
00:29:15 Best way to connect, reaching out on LinkedIn

Links and Resources

LinkedIn: https://www.linkedin.com/in/miller-yoho/

Company: https://www.linkedin.com/company/charlotte-sports-foundation/