Drawing from the philosophy of Memento Mori, JR challenges visionary founders to rethink what they’re building and why. In a world where AI can generate endless content and “expertise” is everywhere, JR makes the case that wisdom — earned through lived experience — is becoming the rarest and most valuable asset of all.

You’re a visionary entrepreneur who has gained wisdom.

You’ve built—or are building—a meaningful business while creating space for faith, fitness, and family. Life is good. And yet... you feel called to something higher. Not from ego or pride, but from your commitment to create an even bigger impact.

We believe unique wisdom is within you.

Wisdom you’ve earned through lived experience. Wisdom no AI model can replicate. Wisdom that can guide people who are standing where you once stood.

However, for many entrepreneurs, their wisdom stays locked inside them. Not because it is not there, but because they’ve never been given the space or have been asked the right questions to unlock and share it.

This is why Level Up Business exists.

We help visionary entrepreneurs elevate their brand by publishing their books through podcast conversations. You never have to stare at a blank page or worry about what to write. That’s because your voice writes your book with the Level Up Business OS.

You already carry wisdom that someone else needs right now.

We help you unlock it one question at a time.

Most entrepreneurs say they want to write a book. Most never do. In this episode, JR and Audrey unpack the real reason why — and it’s not lack of time, talent, or opportunity.

JR shares his own seven-year journey from “Who am I to write a book?” to becoming a two-time bestselling author, revealing how internal narratives silently slow progress and shrink impact.

If you’ve ever questioned whether your story matters or wondered if the world really needs your book, this conversation will challenge you to upgrade your identity, unlock your wisdom, and finally step into the voice only you can claim.

JR sits down with Dr. Bobby Low, performance psychologist, BYU mental performance coach, and author of Wiring Intelligence: From Reactive to Proactive, to unpack what it really means to become a business athlete.

After one year of building Level Up Business, JR Lay sits down with Operations Lead Audrey Cannata to reflect on what it really takes to turn vision into reality. They unpack the lessons learned from launching a podcast, serving entrepreneurs, building systems, and staying committed through uncertainty and growth. This conversation goes beyond metrics and milestones, exploring identity shifts, self-limiting beliefs, and why so many entrepreneurs underestimate the value of their own wisdom. JR and Audrey share how conversations—not hustle—became the foundation for impact, clarity, and momentum. They also look ahead to what’s possible in year two as Level Up Business helps more entrepreneurs turn their stories into books through podcast conversations. If you’ve ever wondered whether your journey, your voice, or your experience truly matters, this episode will challenge you to see your wisdom as your greatest asset.

Kyle McGee—entrepreneur, podcast host, and now bestselling author of Built to Lead—opens up about the moment he knew “someday” was a lie and why the loss of family member lit a fire in him to finally write the book he’d been putting off for years. He shares the story of his rock bottom and why that moment almost didn’t make it into the book. But what followed was a journey of deep personal growth, painful loss, and a commitment to become the leader he was called to be.

Kyle and JR dive into what it means to lead from identity, why vulnerability is a superpower in leadership, and how faith, discipline, and purpose anchor everything he does. They explore why so many people never write their book—or step into their calling—and what it takes to break through the fear of critics, the pressure of perfection, and the lie of waiting for “the right time.” If you’ve ever felt the whisper that you’re meant for more, this conversation is your wake-up call.

From posture and facial expression to the internal identity shifts that power lasting transformation, Chris Gillett breaks down what he calls the “confidence stack”—a layered approach to building unshakable presence from the inside out.

JR shares his own journey of physical, emotional, and professional growth, and the two get real about insecurity, identity, and how most people are sending the wrong signals without even knowing it. You’ll learn why confidence isn’t just a feeling—it’s a signal, and it can be trained.

What happens when the business you built becomes the thing that breaks you?

In this powerful episode of the Level Up Business Podcast, JR sits down with Travis Bell — The Bucket List Guy — to unpack the identity collapse, burnout, and deep personal work that led to one of the most recognizable personal brands in the world. Trav shares how success without alignment nearly destroyed him, why depression became the doorway to purpose, and how writing one list changed everything.

They explore identity death, brand reinvention, the loneliness epidemic, and why entrepreneurs must remember they are the authors of their own lives. If you’ve ever felt trapped by the very success you created, this conversation will remind you that the doors aren’t locked — and the pen is still in your hand.

In a world driven by fast answers and automated solutions, what if the real edge in business is asking better questions?

In this heart-centered and deeply practical episode of the Level Up Business Podcast, JR welcomes Colleen Bowler—entrepreneur, advisor, and creator of The Passport Package—to explore why the human side always wins. Together, they unpack what makes a question powerful, why curiosity is a capability (not a trait), and how entrepreneurs can shift from being the “hero” to being the guide their clients truly need.

You’ll learn how assessments, empathy, and silence can build deeper trust, grow impact, and unlock unseen opportunities. Whether you’re leading a team, serving clients, or navigating identity shifts, this conversation will challenge how you show up and how you listen.

Because you’re only ever one question away from your next breakthrough.

What happens when the identity that made you successful starts costing you the life you actually want?

In this episode of the Level Up Business Podcast, JR sits down with entrepreneur, developer, and innovator Lance Cox for a raw conversation about identity, fatherhood, and the difficult transitions most entrepreneurs never talk about. Lance shares what it really took to stop winning only at work and start showing up fully at home — including giving himself permission to let old identities die.

They explore how hustle can quietly turn into addiction, why control is often mistaken for leadership, and how investing in yourself becomes the catalyst for sustainable growth in business and life. If you’ve ever felt torn between success and presence, this episode will challenge you to ask a deeper question: Who are you being called to become now?