Making BIG Shifts

Jermaine Ee spent years building companies, exploring new industries, and chasing the traditional definition of entrepreneurial success.

Then that definition stopped feeling meaningful.

In this episode of Making Big Shifts, Jermaine shares the personal and professional shift that led him to create HeirLight, an AI-powered estate planning platform built around clarity, family, and the things people care about most.

We talk about how personal loss changed his perspective, why purpose became more important than recognition, and what it means to build a company around a problem that is deeply personal.

Jermaine also opens up about HeirLight’s positioning, its shift toward new parents, the difficulty of marketing estate planning, and why the best opportunities often come from questioning assumptions an entire industry has accepted.

This is a conversation about what happens when success is no longer the final destination, and how founders can use that realization to build something that truly matters.

AI knows a tremendous amount about copywriting. The real challenge is getting it to produce the right copy for the right audience.

In this episode, I talk with Tyler Cook, founder of Hyper Media Marketing and author of Persuasion by Design, about the psychology behind effective marketing and the guardrails AI needs to create persuasive messages.

Tyler explains how his background in door-to-door sales taught him to establish trust quickly, pay attention to how people interpret language, and focus on the outcome a message creates.

We also discuss audience frames, status signaling, jobs to be done, email marketing, digital advertising, and a practical method for using AI to uncover objections and unanswered questions before publishing your copy.

Whether you are writing emails, ads, landing pages, or sales messages, this conversation will help you create clearer, more persuasive marketing.

Learn more about Tyler at https://hypermediamarketing.net.

Live streaming is moving far beyond concerts, webinars, and basic social broadcasts.

In this episode, I talk with John Petrocelli, founder and CEO of Bulldog DM, about how live video is becoming a powerful tool for audience engagement, brand storytelling, commerce, and customer research.

John shares how working with Prince helped shape his view of direct-to-consumer content, why passive video is no longer enough, and what brands can learn from companies like Netflix, TikTok, Amazon, Coca-Cola, and Apple.

We also talk about the future of live shopping, the growing value of authentic human content, and how even a small business can begin experimenting with live streaming without a massive team or budget.

It is a practical look at where content, commerce, technology, and human connection are heading next.

The harder you chase a sale, the more buyers tend to pull away.

Nancy Kay Coy, author of Stop Selling, Dammit!, joins Making BIG Shifts to explain why pressure, scripts, and aggressive closing tactics are becoming less effective with today’s informed and skeptical buyers.

Nancy breaks down the four emotional drivers behind purchasing decisions, the extra question every seller should ask before closing, and why deals often stall long before a prospect goes silent.

They also discuss how to uncover hidden friction, focus on outcomes instead of proving your expertise, and help buyers confidently explain and defend a decision internally.

The core lesson is simple: selling chases the yes. Solving earns it.

Listen now, follow Making Big Shifts by MKTG Reboot, and share this episode with someone who is tired of chasing deals that never close.

What if your business is actually stealing your freedom?

Josh Anderson sits down with entrepreneur Justin Lund to discuss the lessons he learned through addiction, recovery, entrepreneurship, and building systems that buy back your time.

They cover delegation, eliminating low-value work, the importance of having a North Star, and why your time may already be worth hundreds of dollars per hour.

If you're an entrepreneur feeling overwhelmed, this episode offers a practical roadmap for creating a business that serves your life instead of consuming it.

Most entrepreneurs are chasing more revenue, but Phil Calandra says that may be the trap.

After making his first million dollars, Phil found himself during the 2009 financial crisis with payroll due, his mom’s name at the top of the list, and only eight cents in his checking account.

That moment forced him to learn the difference between income, revenue, and real wealth.

In this episode, Josh talks with Phil Calandra, co-founder and chief wealth officer at True Wealth Advisors and author of The Wealth Creation Method, about how founders can stop betting everything on their business and start building true financial freedom.

They cover the revenue trap, the wealth ratio, work optionality, founder dependency, exit planning, and why extracting wealth from the business may be just as important as growing the business.

If you are an entrepreneur reinvesting everything and hoping a future exit saves you, this one is worth hearing.

Are you building a valuable company, or have you simply created a demanding job for yourself?

Muriel Touati, founder of Exit 3D Studio, joins me to explain the structural problems that can make a business difficult or impossible to sell.

We dig into founder dependency, customer concentration, recurring revenue, customer churn, acquisition systems, and the marketing infrastructure buyers want to see.

Muriel also shares why she walked away from an acquisition after discovering that the company’s “recurring revenue” was actually being replaced by a constant stream of new customers as existing customers left.

Even when selling is years away, these lessons can help you build a stronger business that is less dependent on you.

Wade Foster, CEO and co-founder of Zapier, walks through the real origin story of how a hackathon project in Missouri became a $200M+ automation platform powering thousands of integrations and hundreds of employees.

This episode covers the unfiltered startup journey:
• Building Zapier from a real personal frustration with software integration

• Why YC rejected them the first time, and what changed

• The second application that unlocked everything

• How a rough $100 beta validated product market fit instantly

• Why imperfect products often reveal truth faster than polished ones

• The evolution from early founder execution to large-scale leadership

• How AI is fundamentally changing automation and software creation

If you’re a founder, operator, or builder, this episode is about one thing: execution beats planning.

Listen through for Wade’s perspective on shipping early, avoiding analysis paralysis, and learning directly from reality instead of assumptions.

#Zapier #WadeFoster #StartupStories #AI #Automation #Founders #Entrepreneurship #ProductMarketFit #YC #BusinessPodcast

What if your book was not just something you sold, but one of the most powerful marketing tools your business could ever have?

In this episode of Making BIG Shifts, Josh Anderson sits down with Henry DeVries, publisher of Indie Books International, host of Agency Rainmaker TV, and ghostwriter/editor of more than 200 business books.

Henry breaks down why business leaders, consultants, agency owners, and entrepreneurs should stop thinking about “marketing a book” and start thinking about marketing with a book.

Henry also shares a special offer for Making BIG Shifts listeners. Mention Josh Anderson when reaching out to Henry, and you can get access to his two-hour book kickoff class at no cost - a $365

Connect with Henry:
https://indiebooksintl.com

Listen now if you are an entrepreneur, consultant, agency owner, or expert who knows there is a bigger story inside your business.

#MakingBigShifts #MarketingReboot #BusinessBooks #AuthorityMarketing #Entrepreneurship #Storytelling #PersonalBranding #ThoughtLeadership

Most high performers don’t burn out because they fail. They burn out because they succeed at the wrong game.

In this episode of Making BIG Shifts, Josh Anderson sits down with Monica McKitterick, nurse practitioner, CEO of Impact Family Wellness, and founder in the Direct Primary Care space.

After years inside a system driven by insurance, paperwork, and volume over care, she made a $20,000 bet on a different model. One focused on access, relationships, prevention, and real patient care.

What started as a leap into the unknown turned into three clinics, a growing team, and eventually a harder decision. Stop optimizing for more, and start optimizing for life.

In this episode, we break down:

• The hidden career trap most high performers fall into• Why more growth often quietly reduces freedom• What Direct Primary Care actually changes in healthcare• How most founders misread success signals early on• Why marketing and sales matter even in medicine• The turning point between scaling and sustainability• How to know when “more” is no longer the right answer

If you are a founder, healthcare provider, operator, or high performer building something meaningful, this conversation will challenge how you define success.

Listen to the full episode, like, subscribe to Making BIG Shifts, and share this with someone who is building fast but starting to question what it is costing them.

#MakingBigShifts #Leadership #Burnout #Entrepreneurship #HighPerformance #CareerGrowth #Healthcare #DirectPrimaryCare #BusinessStrategy