Reed Between the Lines

In this episode, you’re getting FOUR power-house content creators all in one episode. 

For the season 1 finale, we’re bringing it back to Chicago with  Eddie Schleyner, DemandJen (Jen Allen-Knuth), and RajNationr. Each are crushing it in their own way in the B2B consulting, coaching, and content creation space. They’ve created thousands of followers and raving fans while balancing their lives outside of work. 

We're diving into betting on yourself, content creation,  the power of unique personal branding, and the courage it takes to stand out in the digital era. Here are a few of my favorite takeaways:

• Authenticity Over Perfection— why dropping the corporate façade in favor of a more genuine, personal touch transformed these folks’ digital presences.
• Handling the Naysayers— why maintaining positivity and authenticity online is key to success and also key to maintaining a healthy relationship with social media and content creation (aka not paying attention to the trolls).
• Courage to be Different— how experience builds confidence and why staying true to your unique voice is crucial for long-term success.

This episode is for you if you want to elevate your personal brand, engage more authentically with your audience, and gain the courage to be different in a crowded space. Let’s get into it.

Jump into the conversation:
(02:46) Building Digital Reputations
(25:54) Transitioning to Entrepreneurship
(34:32) Balancing Side Hustles and Full-Time Jobs
(42:51) The Creative Process

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Erica Schneider spent over 7 years in content, has over 70,000 followers across Twitter and LinkedIn, and transitioned from in-house roles to a successful entrepreneur of a coaching and content business, Cut The Fluff. 

She’s a successful entrepreneur, creator of impactful writing courses, and a relentless crusader against bro culture on social media. Her journey from a full-time job to self-employment—while raising twin toddlers—has given her a unique perspective on building a rewarding career and multiple income streams.

Erica opens up about financial challenges, the importance of building a supportive community of entrepreneurs, and her successful ventures into online courses. We'll also hear about the lighter moments, like her viral tweet satirizing hustle culture and the joys of growing your business and family at the same time. It's a deep dive into the balance of work and family, and creativity and authenticity. A few of the key takeaways from our conversation are as follows:

• Start with a side hustle to build an audience and validate your business idea before taking the full leap into entrepreneurship.
• Authenticity is essential; care genuinely about the content you create to sustain long-term success (and avoid the hustle-culture vibes). 
• Avoid the feast or famine cycle of entrepreneurship by focusing on recurring revenue streams like courses and subscription services.

Jump into the conversation: 

(01:01) Meet Erica Schneider
(09:52) The Viral Tweet
(12:28) Anti-Hustle Culture
(30:22) The Leap to Entrepreneurship
(34:23) Balancing Parenthood & Career
(46:28) Coping with Guilt and Finding Balance

⬛ Follow Erica on LinkedIn: https://www.linkedin.com/in/erica-schneider66/
⬛ Sign up for Erica’s newsletter, Cut the Fluff: https://cut-the-fluff.ck.page
⬛ Check out our sponsor, ClickUp: https://clickup.com

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

2x CMO. 2 acquisitions. 3 books. 1 llama merch line.

Meet Kyle Lacy, current CMO of Jellyfish. Not only is he a renowned CMO and thought leader in marketing, but he’s also a family man who's managed to strike an enviable balance between his professional and personal life. He’s authored a couple of successful books and has over 45,000 LinkedIn followers, and Kyle stands out not just for his marketing brilliance but also for his down-to-earth insights on work-life balance. And his creativity for marketing (specifically merch drops) is one of the most memorable and impactful things he has brought to companies he has worked for.
In this episode, we’re diving into how to create swag that people actually want to wear (and buy), his “surprise and delight” brand philosophy, and the nitty-gritty of managing work-life balance (and/or guilt, to be honest). Here are a few of my favorite takeaways:

• Incorporating merch stores as a part of the sales cycle can surprise and delight prospects. It's more than just a revenue stream; it’s a differentiator. 
• Unique and creative experiences resonate more than generic gifts. (Cue Kyle’s story on Lessonly’s golden llama.) 
• Balancing work and family life is an evolving art. Kyle shares how he’s learned to shut off on weekends after experiencing burnout, including how to communicate with your kids about your work life to prevent guilt, build connection, and share teaching moments. 

This episode is a goldmine for anyone grappling with the balance of ambition and family or looking to elevate their brand game to new heights. Let’s get into it.

Jump into the conversation: 

(01:33) Meet Kyle Lacy

(03:27) Wins & Losses in Writing 3 Books

(12:43) The Golden Llama: How to Create Great Merch

(27:38) Surprise and Delight in Sales

(29:09) The Role of Great Design in Client Experience

(37:15) Balancing Career and Family Life

(48:43) Communicating with Kids About Work

⬛ Follow Kyle on LinkedIn https://www.linkedin.com/in/kylelacy/

Today’s guest is a first-time SaaS marketing executive who’s building a legacy and reputation for building brand and demand at impressive startups.

Meet Mark Huber, VP of Marketing at UserEvidence. He’s had an impressive career journey from self-teaching to becoming a VP in B2B tech. He’s known for his dynamic and impactful marketing strategies and for maintaining an aspirational work-life balance. Mark’s story is one of relentless dedication, adaptability, and the courage to balance creative passions with executive responsibilities. But he’s not done—he’s had his sights set on becoming a CMO, and he knows how he’s going to get there.

In this episode, we also dive into the nuances of decoupling self-worth from work, handling the pressure of hitting targets, and the importance of work-life balance. Here are a few of my favorite insights from Mark:

• Why it’s important to detach happiness from metrics and stay even-keeled for your own self-worth 
• Why honesty and accountability are the two most important characteristics of any strong marketing or sales team
• The importance of work ethic, trustworthiness, and genuineness when it comes to interviews and climbing the career ladder 
• And Mark’s tips for seeking roles and work environments where you can find joy

Jump into the conversation: 

(02:39) The Journey to Becoming a VP

(34:01) Balancing Passion and Career

(35:41) Work-Life Balance Culture

(48:37) Confidence and Self-Belief

(59:30) Analyzing Failures and Learning

⬛ Follow Mark on LinkedIn https://www.linkedin.com/in/markehuber/
⚫ Check out JB Sales https://bit.ly/4b6Jbeh

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Melissa Rosenthal is a legendary creative leader, brand builder, and keynote speaker. 

She’s been named to Forbes’ 30 Under 30 Business Insider’s 30 Most Creative People Under 30, and one of Digiday’s “Changemakers”, to name a few of her many accolades. Not only is she one of the most creative minds in the industry, but she’s also the force behind the innovative content strategies at ClickUp, where she built an internal agency, and that team was comprised of nearly 80% of her former BuzzFeed employees.

In this episode, we’re diving into how to maximize your creativity in content creation, tips for building a killer internal creative team, and insider secrets for leveraging viral opportunities. Here are 3 key takeaways you can expect from our conversation:

• Tips for assembling a team with a shared vision and diverse backgrounds to ignite creativity and rapid content production
• Why you should embrace the power of speed and experimentation to stay relevant and capture viral moments
• How to align your content with emotional resonance, relatability, and shareability to drive engagement and impact

Jump into the conversation: 

(04:02) How did BuzzFeed change the content game?

(28:21) “You can’t force a meme.” - Creativity & Review Process

(32:39) Melissa’s Scroll-Stopping ClickUp Ads

(51:45) Speed + Relevancy = Great Content Marketing

(55:41) The Toughest Parts of Being a Creative

⬛ Follow Melissa on LinkedIn https://www.linkedin.com/in/melissarosenthal5/

RajNATION is one of the most interesting creators and entrepreneurs I know. He’s a B2B marketing and messaging advisor, MMA announcer, and rapper. 

Raj is also a speaker, podcast host, yogi, and founder. The through-line in all of his passions and experiences? Storytelling. He started Startup Hypeman in 2016 to help founders and revenue leaders create pitches that go from confused looks to cashed checks. Raj is a storyteller at his core, a professional who is known for his creativity and genuine authenticity. He has mastered combining passions with business. For example, he released an album (GOAT to Market) that resonated with more than his immediate tech community, blending music, tech, and storytelling, resulting in starting a movement for incorporating this creative content into the services he offers. In our conversation, you’ll hear:

• How to be known for your authenticity and creativity
• Strategies for combining and monetizing your passions
• And how to maintain your creativity and confidence when betting on yourself

Jump into the conversation: 

(04:05) How to Live into Your Passions
(24:24) Finding Your Niche (And Raj’s Hip Hop Idea)
(35:40) Raj’s Album Release Story
(49:00) The RBTL Tiny Desk Performance: RajNATION

(54:44) Raj’s Messaging Advice: Clarity, Emotion, and Creativity

⬛ Follow Raj on LinkedIn: https://www.linkedin.com/in/rajivnathan/
⬛ Listen to GOAT to Market: https://rb.gy/rvmj5q
⬛ Check out Raj’s website for his podcast, services, and more: https://www.therajnation.com/

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Jen Allen Knuth is one of the most respected and compelling voices in B2B sales and marketing. 

She’s a keynote speaker, podcast host, advisor, and founder of DemandJen where she helps sales teams defeat the status quo. On the stage or online, she’s a pro at creating highly engaging content that turns readers into raving fans. Before founding DemandJen in September 2023, she was a successful enterprise seller and chief evangelist at Challenger where she created thought leadership content that generated real pipeline. It is safe to say that she knows what it takes to create a winning (and enjoyable) sales process and how to craft content that compels people to action. (She’s 52,000 LinkedIn followers to boast for it.) In our conversation, we get into:

• How to create polarizing content that attracts the right customers
• How to be more confident and provocative in your sales and marketing efforts
• And her advice for starting, scaling, or going all in on your side hustle

Jump into the conversation: 

(02:03) Why Focus on Demand Creation?
(10:09) How Jen Creates Resonant Content
(26:05) Lessons From Jen’s Biggest Deal
(58:59) From Self-Doubt to Successful Solopreneur
(1:17:27) Side Hustle & Entrepreneurship Tips from Jen

⬛ Follow DemandJen on LinkedIn https://www.linkedin.com/in/demandjen1/
⬛ Check out DemandJen.com: https://demandjen.com/

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Eddie Shleyner is a prolific writer and marketer. 

As the founder of VeryGoodCopy.com, Eddie is the craftsman who has captured the attention of creators and marketers worldwide with his timeless style and content that evokes emotion.  After winning awards as Copy Chief at G2, he left his stable9-to-5 during the pandemic to grow his side hustle into a full-fledged business, a leap backed by consistent growth and acclaim within the content marketing industry. 

But what makes Eddie a fascinating guest isn’t just his career path, but his thoughtful approach to the common adversities that creators face — from creative burnout to plagiarism. Eddie's commitment to quality over quantity and his dedication to maintaining his unique voice despite the rise and fall of trends and the AI “takeover” is inspiring. And the results speak for themselves. 

In this episode Eddie shares:

• How to address plagiarism in an impactful yet tactful way (plus how to protect your work)
• How to craft compelling narratives that fuels growth, creates raving fans, and leaves readers wanting more
• The importance of balancing the creative process with personal growth
• And advice growing your business without reaching creative burnout 

Jump into the conversation:
(01:36) Meet Eddie Shleyner
(04:05) When Eddie’s Work Was Plagiarized
(20:31) “Can you even prevent your work from being plagiarized?”
(46:30) Break Down Eddie’s Writing Style
(50:07) Techniques for Better Writing
(57:16) Eddie’s Leap from G2 to Very Good Copy
(01:03:45) Advice to Start or Scale Your Side Hustle

Prefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featured

⬛ Follow Eddie on LinkedIn: https://www.linkedin.com/in/eshleyner/
⬛ Check out VeryGoodCopy.com: https://www.verygoodcopy.com/

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

What does it mean to “make it”? What does it take? And how does your reputation play a role? 

This is what I explore with  Doug Landis, Growth Partner at Emergence Capital and a sales legend. His career journey is impressive and candidly abnormal. He climbed the ranks through sales and then became the Chief Storyteller at Box, which might be the coolest title ever. Now he puts his experience and expertise to good use being an advisor and mentor along with creating GTM strategies for Emergence Capital’s portfolio companies.

But that’s not all I wanted to talk to him about. Beyond his sales and marketing prowess, what has it been like as the person behind the success? What does it take to hit that pinnacle of growth? What sacrifices has he had to make? And the lessons he’s learned? Because Doug’s reputation precedes him as someone who knows his stuff, is a great connector, and is an even better mentor, while being wildly successful. Here are a few highlights we’ll dive into:

• Doug’s lessons on walking the fine line between monetary motivation and the pursuit of success coupled with the sheer joy of doing something impactful.
• Why being positive and intentional can change your outlook and output, at work and beyond.
• And a few tips for driving accountability and better relationships between marketing and sales. (Okay, I had to ask a few practical questions, too.) 

Jump into the conversation: 

(05:00) Level 1 Sommalier

(12:01) Struggle of Your Worth in Sales
(23:40) “If tech was the mafia, he’s a made man.”
(45:10) The Power of Your Words & Self-Talk
(1:08:10) How Can Marketers Be More Valuable?

Prefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featured

⬛ Follow Doug on LinkedIn: https://www.linkedin.com/in/douglandis/
⬛ Follow Doug on Twitter: https://www.twitter.com/douglandis

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/
🟩 Website: https://www.thereeder.co
🟩 Subscribe: https://www.thereeder.co/newsletter
🟩 Partner with The Reeder: [email protected]
🟩 Content Growth Guide: https://www.convert.thereeder.co
🟩 LinkedIn: https://www.linkedin.com/in/devinreed
🟩 TikTok: https://www.tiktok.com/@learntoreed

Lego, Google, Delta. 

Just a few of the brand names Ashleigh Reddy is working with after choosing to bet on herself and chart her own career path instead of going the more typical, corporate route.

How did she do it? Why did she choose to do things differently? What does it really take to succeed as an entrepreneur? Ashleigh reveals how she’s turned her passion into a profitable business, monetized her social media, and how you can land your first influencer deal as a creator.  Even though we’ve been friends for years, I never knew the stories behind how she’s ended up working with big brands like Ray-Ban, Google, and Afro Tech. So press play to learn about these stories and the lessons she’s learned along the way with me, including:

• The value and impact of betting on yourself to build and grow  your career 
• How staying vulnerable allows you to be self-aware and keep self-doubt in check
• Ashleigh’s advice for creating multiple revenue streams and maintaining “freedom of choice”

Jump into the conversation: 

(17:17) Why Choose the Unstable?
(24:08) Event Marketing and Photography for Lego, Google, AfroTech

(41:47) Navigating High Pressure Situations with Big Clients

(49:39) Ashleigh’s Strategy for Multiple Streams of Revenue
(54:37) Her Mini-Documentary/Commercial with Delta Airlines
(58:57) Brand Partnership Breakdown

Prefer to watch? Head to our YouTube channel here: https://www.youtube.com/@TheReederCo/featured

⬛ Follow Ashleigh on IG: https://www.instagram.com/stayreddy/?hl=en
⬛ Follow Ashleigh on LinkedIn: https://www.linkedin.com/in/ashleighreddy/
⬛And more from Ashleigh on her website: https://www.stayreddy.com/

More from The Reeder:
🟩 Get your Reed Between the Lines merch here: https://devin-1-shop.fourthwall.com/

🟩 Website: https://www.thereeder.co

🟩 Subscribe: https://www.thereeder.co/newsletter

🟩 Partner with The Reeder: [email protected]

🟩 Content Growth Guide: https://www.convert.thereeder.co

🟩 LinkedIn: https://www.linkedin.com/in/devinreed

🟩 TikTok: https://www.tiktok.com/@learntoreed