PASSIONATELY CURIOUS with UpSwell Marketing

Dr. Christina Blatchford—former private-practice dentist and founder of Blatchford Solutions—joins the show to share how she’s helping dentists across the country build profitable, patient-centered practices that support their lives instead of consuming them. Drawing on her unique background in fashion merchandising, interior design, and clinical dentistry, Christina brings a rare blend of empathy, systems thinking, and business clarity to an industry under growing pressure.

Christina walks through her unconventional path into dentistry, the realities of private practice versus corporate dentistry, and why so many dentists struggle—not because they’re bad clinicians, but because they were never taught how to run a business. She explains how reframing “sales” as patient education, shifting from needs-based to wants-based care, and creating a clear vision for outcomes can transform both case acceptance and trust.

She also dives into the systems that make sustainable dentistry possible: thoughtful scheduling, disciplined processes, checklists, and a radical rethinking of work-life balance. From practices taking up to 12 weeks off per year to building teams that thrive without burnout, Christina offers a behind-the-scenes look at what it takes to make dentistry both fulfilling and financially sound.

At its core, this conversation is about alignment—between purpose and profit, care and clarity, and building a practice that truly serves both patients and practitioners for the long term.

In this special year-end episode, the Upswell team—Annie Burch, Matt C, and Eric Goodstadt—comes together to reflect on the forces that shaped 2025 for small businesses and to share clear-eyed guidance for navigating what lies ahead in 2026. Drawing on thousands of real-world conversations with business owners across the country, the team unpacks the economic realities behind the headlines—and what they actually meant on the ground.

The conversation explores the outsized impact of tariffs, inflation, labor shortages, and shifting consumer behavior, revealing how uncertainty—not collapse—defined the year. Eric shares firsthand insights from months on the road with customers, explaining why delayed spending, tighter wallets, and cautious optimism created a uniquely challenging environment for operators across industries.

They also dive into the growing importance of customer retention, local loyalty, and value-driven decision-making as consumers become more intentional with their dollars. From marketing strategy and channel mix to the evolving role of AI, the team breaks down what’s real, what’s overhyped, and where businesses should—and shouldn’t—invest their time and money next year.

The episode closes on a deeply personal note, honoring the late executive producer Walker Vreeland and the lasting impact he had on the show and its hosts. Thoughtful, candid, and grounded in lived experience, this conversation offers both perspective and encouragement—reminding business owners that while 2026 may bring challenges, resilience, adaptability, and optimism remain their greatest competitive advantages.

Christa Pitts, co-CEO and founder of The Lumistella Company - home of the iconic Elf on the Shelf - joins the show to share the remarkable story of how a small family tradition became a global holiday phenomenon. Starting with a childhood memory passed down through generations, Krista and her family transformed an idea rooted in imagination into a brand that has reshaped Christmas for millions of families around the world.

Christa walks through the early days of the business, from self-funding the first 5,000 units and facing total industry rejection, to building momentum one Christmas market at a time. She explains how word-of-mouth, disciplined storytelling, and an unwavering belief in the magic of the product helped Elf on the Shelf grow organically, long before social media amplified its reach.

She also dives into the realities of scaling a seasonal, IP-driven business: protecting global intellectual property, hiring ahead of growth, balancing creativity with operations as a co-CEO alongside her twin sister, and thoughtfully expanding the North Pole universe beyond December. From Netflix partnerships and books to games, collectibles, and cultural legacy, Christa offers a rare behind-the-scenes look at how to grow a beloved brand without losing the joy and authenticity that made it special in the first place.

At its core, this conversation is about belief: in family, imagination, simplicity, and the idea that joy, when done right, can become timeless.

Jeff Dauler, longtime Atlanta radio personality and podcast architect at 1022 Podcasts, joins the show to unpack what actually makes a podcast work—and why most people are thinking about it backwards. With 25 years in major-market radio, including two decades helping build The Bert Show from underdog to Atlanta’s #1 morning show, Jeff brings rare insight into audience growth, storytelling, and the discipline behind compelling audio.

Jeff shares how his time in radio taught him to win “one listener at a time,” why hyper-specific content always beats watered-down messaging, and how small, consistent wins ultimately build massive audiences. He explains why most new podcasters overestimate ad revenue, underestimate strategy, and miss the importance of defining a goal before ever turning on a microphone.

He also breaks down the business side of podcasting—how brands can use podcasts as relationship engines, how to monetize through sponsorship rather than downloads, and why shorter, faster, more intentional content will define the next generation of podcasting. From pivots he learned launching his own top-10 show to the storytelling frameworks he uses with clients today, Jeff offers a masterclass in creating audio that actually moves people—and moves businesses forward.

James Hatfield, CRO of LiveSwitch, shares how his company is revolutionizing home services through instant video connectivity. After running a painting and power washing company while earning his MBA, Hatfield transitioned to technology, eventually buying LiveSwitch five years ago. The platform allows businesses to instantly video connect with customers via text—no app required—enabling remote estimates, AI-powered diagnostics, and faster closing rates. Originally developed to reinvent 911 calls for Washington DC police, the technology now serves thousands of home service businesses, moving companies, and auto repair shops. Hatfield discusses using QR codes on appliances for instant service access, AI co-pilots that diagnose issues and create proposals, and the future of wearable technology for hands-free operations. Beyond business, he runs Inmates to Entrepreneurs, a nonprofit featured on ABC's "Free Enterprise," and emphasizes that giving back doesn't require wealth—just commitment to serving your community.

Jake Goates, founder of Goat CMO, shares his journey from sales manager to fractional Chief Marketing Officer for dental practices nationwide. After earning a degree in professional sales and managing a large call center, Goates discovered that better marketing directly improved sales performance. He entered the dental industry 13 years ago teaching phone etiquette and patient conversion, eventually recognizing that practices had become too data-driven and transactional at the expense of genuine patient relationships. Goates developed a proprietary algorithm that analyzes patient data against credit bureau spending behaviors to create actionable personas, helping practices understand their patients' values and preferences. He emphasizes the importance of rebranding when necessary, scripted office tours for new patients, and cleaning up online presence before investing in advertising. His fractional CMO services provide strategic marketing expertise at a fraction of traditional CMO costs, with packages starting at $1,000 monthly.

In this episode, Carrie-Lynn Rodenberg, founder of Turnkey Marketing, shares her journey from selling flowers at age eight to building a marketing company dedicated to serving auto repair shops. After starting her business at 24 and working with various small businesses, she pivoted exclusively to the automotive repair industry over a decade ago. Carrie Lynn explains her philosophy of the "three M's of marketing"—Market, Media, and Message—and emphasizes the importance of direct mail marketing, though she's candid that it typically takes three months to see results. She highlights how auto repair shop owners are often more focused on supporting their teams and communities than just revenue.

Recording this episode nine months pregnant with her third child, Carrie Lynn discusses balancing motherhood with business ownership, crediting her supportive husband and strong team. Looking ahead, she's launching a comprehensive white-glove branding service in January to help shops define their identity and ensure their physical locations match the promises made in their marketing materials.

David and Crystal Spang, founders of Nine Dot Cannabis Beverages, share their eight-year journey in the heavily regulated cannabis industry. Starting with Coastal Green Wellness brick-and-mortar stores in 2017, they faced banking restrictions, social media censorship, and market skepticism in the Southeast. Their retail experience revealed that most hemp beverages missed the mark with five-milligram dosing—too strong for beginners, too weak for experienced users. Nine Dot addresses this with 3mg and 10mg options plus concentrated elixirs for cocktail mixing, using proprietary nanoemulsification technology for faster onset and more consistent effects regardless of genetic enzyme variations that affect traditional edibles.

Ondar Tarlow, a marketing veteran with over 20 years of experience, joins us to explore the psychology behind successful branding and how bold storytelling, data, and AI are reshaping the marketing world. From leading $1.7 billion in product volume campaigns to working with brands like Porsche and the LA Chargers, Ondar shares real-world insights on navigating compliance-heavy industries, discovering untapped audiences, and leveraging motorsports for luxury brand positioning.

We discuss how AI and business intelligence are changing the creative process, why challenger brands can (and should) take more risks, and how small businesses can compete by embracing frequency, testing, and authentic local storytelling. Whether you're marketing financial services or fast cars, this episode is packed with practical advice and high-performance thinking.

Nick Tapp, founder of Taptico AI marketing solutions, discusses how artificial intelligence can level the playing field for small businesses. With 20+ years of marketing experience at brands like Coca-Cola and Harley Davidson, Nick explains practical AI applications from training ChatGPT as a business assistant to using predictive analytics for market simulations. He covers emerging trends like Answer Engine Optimization (AEO) replacing traditional SEO, addresses privacy concerns, and emphasizes the importance of understanding KPIs before implementing AI solutions. The conversation explores both opportunities and concerns around AI, particularly maintaining human creativity and authentic brand connections while leveraging AI for efficiency and competitive advantage.