Make the Adjustment Podcast

Chris Mader speaks with Alisha Esmail, founder and CEO of Latch, about why the bottom of the funnel matters as much as lead generation. They dig into client retention, AI-native operations, and the personal systems Alisha uses to stay grounded as a founder.Alisha brings a rare mix of international development experience, coffee-business operator lessons, and AI-forward product thinking. If you care about reducing churn, improving customer lifetime value, and building a business that does not run on constant new-logo pressure, this conversation is for you.Key topics

• In this episode, Chris and Alisha unpack why retention is often cheaper and more powerful than acquisition, especially when a business is stuck on the “revenue treadmill.”
• Alisha shares the origin story behind Latch, which was shaped by a painful client loss in her coffee business and the realization that she needed to become a retention expert.
• We discuss the idea that most clients do not leave because of one dramatic failure, but because they quietly drift away without a strong retention system in place.
• Alisha breaks down her retention ladder:
  • Detect drift through signals like slower response times and weaker engagement
  • Score accounts red, yellow, green, or purple
  • Use save plays to respond in a specific, timely way
  • Turn current clients into expansion, referral, and renewal opportunities
• Chris and Alisha compare retention thinking to EOS and other simple frameworks that make execution easier across teams.
• Alisha explains how she built her Five Tanks Framework after a season of grief and burnout, using daily check-ins across mental, emotional, physical, relational, and spiritual energy.
• We discuss how Saturdays have become sacred deep-work time for Alisha, where she does strategic thinking, solves problems, and keeps learning.
• Alisha shares how Latch uses AI on both the front end and back end to surface revenue at risk, identify expansion opportunities, and draft client-specific messages.
• She also explains why AI works best when the business already has strong systems, rather than being used as a fix-all for broken processes.
• The conversation closes with practical advice for business owners who are curious about AI but hesitant to adopt it, plus Alisha’s ideal client profile for Latch.

Timestamps

(00:00) Why the bottom of the funnel matters more than most founders think
(01:26) Why retention is seven times cheaper than acquisition
(02:21) Alisha’s background in international development and coffee
(03:21) The client loss that changed everything
(04:21) How she tripled retention through focused learning
(05:27) Sales as service, not pressure
(07:26) The exhaustion of the revenue treadmill
(08:42) Why clients quietly drift away
(09:38) Introducing the retention ladder
(10:27) Detecting drift through engagement and depth signals
(11:26) Red, yellow, green, and purple account scoring
(12:19) Save plays that make clients feel seen
(12:47) Turning current clients into a revenue engine
(14:20) Building the ladder from 15 years of business lessons
(15:30) The Five Tanks Framework
(16:30) Grief, burnout, and the origin of the framework
(17:29) The five tanks: mental, emotional, physical, relational, spiritual
(18:27) A simple daily way to refill what is low
(20:33) Latch’s ideal clients and recurring revenue businesses
(22:38) Why founder knowledge still matters in the system
(23:37) How AI powers Latch on the front and back end
(26:11) What to say to founders who are afraid of AI
(28:59) Why Saturday mornings are sacred
(31:33) Learning as a leadership habit
(34:06) Why now is the time to implement AI meaningfully
(35:14) From using AI to automating it to building agents
(37:24) Where to find Alisha Esmail

Summary

In this insightful interview, Morgan Martin shares her expertise on building resilient businesses that don't depend on the founder, the importance of psychological safety, and strategies for growth above market standards. Discover practical tips on delegation, trust-building, and pricing to elevate your leadership and business success.

Building Resilient, scalable Businesses with Morgan Martin

Discover how to create a business that thrives independently of its founder, exploring strategies for growth, trust, and psychological safety.

Takeaways

• Morgan Martin shares her journey from corporate roles to founding CoApt Projects, emphasizing the importance of infrastructure and operational excellence.
• Practical insights on delegation, building trust, and fostering psychological safety in teams.
• How to aim above market growth and set ambitious, yet achievable, targets.
• The emotional aspects of leadership transitions and managing fears about stepping away.
• Specific frameworks for communication, trust-building, and resilience in small to medium-sized businesses.
• The significance of emotional intelligence and individualized communication styles.
• Actionable tips like conducting a self-assessment of readiness for operating without direct involvement.

Resources

Free Gift: https://mtachange-lyfufnhj.manus.space/

Summary

In this insightful interview, JP Forno, CEO of Meteor, shares his journey from Guatemala to Arizona, his entrepreneurial mindset, and practical strategies for hiring virtual assistants, building trust, and scaling businesses. Discover how to leverage international talent, implement effective change management, and make strategic adjustments to grow your company.

Takeaways

• The importance of building a solid hiring process based on skills display and cultural fit
• How to implement transition management and build trust with remote team members
• The concept of “burn the boats” and tactical steps for entrepreneurs to take the leap
• Strategies for effective onboarding, training, and onboarding processes for virtual assistants
• The buyback principle: maximizing your time value by delegating low-impact tasks
• Overcoming resistance to change and understanding the psychology of letting go
• The role of trust, integrity, and micro-adjustments in remote team success
• Practical tools, frameworks, and resources for hiring and scaling teams
  

Resources

• Meteor - Virtual Staffing Solutions - https://meteorvas.com/
• LinkedIn - https://linkedin.com/in/jpforno

Free Gift: https://mtachange-lyfufnhj.manus.space/

Summary

Unlock practical insights from Clive Moore, Chief Creative Officer of Agency in a Box, on how businesses can overcome fears, leverage AI tools, and streamline operations to scale efficiently. This episode is packed with expert advice on AI integration, leadership mindset shifts, and building resilient infrastructure.

Takeaways

• Leaders need to actively master AI tools and processes for successful adoption.
• Building resilient, secure infrastructure is essential for business continuity.
• AI is a productivity enabler; strategic use reduces time spent on repetitive tasks.
• Start with systems and frameworks, then incrementally integrate AI into workflows.
• The future belongs to those who learn to work with AI, not against it.

Summary

Discover insights from David Hori, a seasoned entrepreneur and M&A expert, as he shares practical advice on scaling businesses, preparing for exits, and developing leadership trust. Whether you're contemplating selling or scaling, this episode offers actionable strategies to propel your business forward.

Takeaways

• Build your business as if you're going to sell it, regardless of current plans.
• Avoid common pitfalls in scaling from six to fifty million dollars.
• Identify and eliminate bottlenecks that prevent growth.
• Trust and psychological safety are critical in leadership and team management.
• Manage succession and transition effectively for founders.
• Navigate M&A deals, understanding valuation myths and deal-breaking issues.
• Make immediate improvements in business outcomes.
• Personal brand building and continuous coaching are key for success.
• Create resilient, systems-driven organizations that attract potential buyers.

Summary

In this powerful interview, Robert Paylor shares his extraordinary journey from a life-altering rugby injury to becoming a motivational speaker and author. Discover how his mindset, ability to forgive, and having a greater purpose can transform life's darkest moments into sources of strength.

Takeaways

• Focusing on control shifts the narrative of impossible: Prioritizing mindset and immediate actions over external circumstances changes how challenges are perceived and tackled.
• Purpose emerges from paradox and pain: Transforming suffering into service helps find meaning and growth.
• Having a strong mindset & gaining daily momentum, not motivation, sustains long-term change: Building momentum through small wins and consistent effort leads to enduring progress.
• Forgiveness as a strategic mental tool: Choosing to forgive liberates the mind from negativity, enabling growth.
• Paralysis exists in both body and mind: Addressing invisible blockades like doubt and fear leads to transformation.
• Selfless purpose fuels sustainable perseverance: Pursuing goals that serve others fosters lasting motivation.
• Perspective as a moral and mental compass: Adopting a broader perspective helps reframe adversity and find peace amidst chaos.
  

Resources

• Paralyzed to Powerful (Book)
• Robert Paylor's Website
• Robert Paylor on Instagram
• Robert Paylor on LinkedIn

Summary

In this insightful interview, Whitney Chiu, President of Reliant Talent Solutions, shares her journey from consultant, to operator, to C-Suite leader, emphasizing the importance of clarity, data-driven decisions, and effective change management in scaling businesses.

Discover practical strategies for leadership, scaling, and navigating organizational change.

Takeaways

• Clarity and data are essential for effective leadership and change management.
• External perspectives and pattern recognition are invaluable for organizational growth.
• Scaling should focus on repeatable, scalable systems rather than just revenue growth.
• Leadership involves clear communication, setting non-negotiables, and managing organizational capacity.

Summary

In this episode of the Make the Adjustment podcast, Chris Mader sits down with fitness and entrepreneurial coach Mark Boutin to explore how core principles like discipline, self-identity, and legacy influence personal growth and business success.

Whether you're a founder, parent, or leader, Mark shares actionable insights on simplifying health routines, building sustainable habits, and inspiring legacy through daily choices.

Takeaways

• The role of fitness in restoring and maintaining identity for founders and entrepreneurs
• How chaos in life can serve as a catalyst to double down on healthy habits
• The importance of simplicity and consistency in fitness routines — 1% daily improvements
• Why every high-performer, from Michael Jordan to Tiger Woods, benefits from coaching
• Techniques for overcoming common obstacles: overthinking, information overload, and setbacks
• Building the mindset of accountability, high standards, and self-compassion
• The power of journaling, morning routines, and intentional reflection for sustainable growth
• How legacy is shaped by modeling behaviors for children and the importance of vulnerability
• The transformational value of coaching, objective feedback, and outside perspective
• Practical strategies for maintaining progress beyond New Year’s resolutions

Resources & Links

• Mark Boutin Email – Reach out for coaching inquiries
• Navigating Leadership Friction: https://mtaleadership-ssmzmyjo.manus.space/#friction

Summary

In this inspiring interview, Steve Garraty shares his powerful journey of overcoming cancer, rebuilding his life, and the lessons learned about resilience, empathy, and making the right adjustments. Discover how his experiences shaped his leadership style and personal growth.

Takeaways

• Reflect on your worst experience and identify positive lessons
• Practice empathy in leadership and personal interactions
• Express gratitude regularly to others

As a special gift for our listeners, we are including a free MTA workbook which includes an icebreaker exercise to Build Deeper Team Relationships at your next meeting or kickoff style event: https://mtaworkbook-785fclva.manus.space

Summary

Neil Rogers shares insights from his book 'Bar Tips' and his extensive experience in hospitality, leadership, and human behavior.

Discover practical lessons for entrepreneurs, leaders, and sales professionals on communication, conflict resolution, and building meaningful relationships.

Takeaways

• Understanding the importance of knowing the decision-maker in any group
• The value of humility and active listening in leadership
• Simple acts of kindness build lasting relationships
• The '10-5 rule' for engaging with customers and team members
• The significance of doing what you say you will do

As a special gift for our listeners, we are including a free MTA workbook which includes an icebreaker exercise to Build Deeper Team Relationships at your next meeting or kickoff style event: https://mtaworkbook-785fclva.manus.space