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Return on Reputation episodes
- Ep. 3 | How to Use AI to Build Your Personal Brand (Without Losing Your Voice)
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Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint
How do you move from being an invisible founder to the definitive face of an industry? And more importantly, how do you use AI to scale that presence without ending up with a feed full of "AI slop"? This episode is all about the art of solid communication.
I’m Justin Obey, and on Return on Reputation, we talk to leaders who understand that in business, there is no gray area: you either protect your reputation or you lose your leverage.
My guest today is Jason Erkes. Jason has one of the most fascinating career pivots I’ve seen. Moving from running massive sports leagues to becoming the national spokesperson for the cannabis industry at Cresco Labs. He’s lived the challenge of professionalizing a "taboo" industry and is now teaching agencies how to master the next big shift: the intersection of PR and Generative AI.
Jason breaks down why the "Sell me this pen" mentality is still the foundation of business, and how he’s helping firms train the AI on the agency, not just training the staff on the tools.
What we unpack in this conversation:
- The Human-AI Sandwich: Why the best content starts with a human, uses AI for the 80% of heavy lifting, and always finishes with a human touch for total accuracy.
- From Volleyball to Weed: The reputation blueprint Jason used to take cannabis from "garage grows" to sterile, white-lab-coat medical facilities through radical transparency.
- Don't Be a Stranger to your AI: Why asking a generic GPT to write for you is like handing your laptop to a stranger on the street—and how to fix it by hooking AI into your own client files.
- The Power of Three Points: Jason’s "no-script" secret for coming off natural on camera and building an authoritative personal brand without the fluff.
- Breaking the Noise: How to use "Newsjacking" and custom GPT roles—like the PR Writer and Creative Analyst—to give a 5-person team the bandwidth of a 50-person agency.
If you’re a founder who feels like you don't have the time to be "visible," or if you're worried that AI will make your brand feel "feral" and robotic, Jason is here to show you a better way.
Because at the end of the day, building a brand isn't an extra task, it is the business. And the loudest microphone only wins if the message is authentic.
About Jason Erkes:Jason Erkes is a seasoned PR strategist, Emmy-winning journalist, and the former Chief Communications Officer at Cresco Labs, where he played a pivotal role in professionalizing and normalizing the cannabis industry on a national stage.
With a career spanning from sports and social clubs to highly regulated industries, Jason has mastered the art of "Strategic Reputation"—turning transparency and clear messaging into massive business growth. Today, he is the founder of Prompted Comms, a consultancy at the intersection of PR and technology, where he helps agencies and leaders integrate custom AI frameworks to amplify their brand authority without losing their human essence.About Return on Reputation:Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue.
Connect with Jason Erkes:- Prompted Comms: https://www.promptedcomms.ai/
- LinkedIn: https://www.linkedin.com/in/jasonerkes/
- Instagram: @jasonerkes
Connect with Justin Obey:- LinkedIn: https://www.linkedin.com/in/justinobey/
- YouTube: https://www.youtube.com/@JustinObey
Chapters:
00:48 Communication as a Business Skill02:40 AI Writing Slop vs Strategy
03:51 Custom GPTs for PR Workflows
06:30 From Sports to Cannabis PR
08:15 Rebranding Cannabis Through Transparency
09:42 Becoming the Industry Spokesperson
12:25 Personal Brand in the Media Era
15:25 Authenticity on Social Media
17:13 On-Camera Tips and Documenting
20:38 Launching Prompted Comms
21:45 Masterclass to Productized AI Training
23:23 AI Services Overview
24:00 PR Agency Accelerator Suite
24:26 Customizing Tools and Data Connectors
25:26 Privacy and Enterprise Safeguards
26:48 Safe Use and Anonymizing Clients
28:02 Small Agencies Scaling with AI
29:39 AI vs Humans in PR Work
31:27 Breaking Through Marketing Noise
32:35 Brand Strategy for Founders
34:26 Newsjacking for Relevance
36:01 Personal Brand Consistency
38:32 Reputation and Crisis Lessons
40:29 Rapid Fire and Wrap Up
45 min - Ep. 2 | How Founders Lead Through Growth, Change & Imposter Syndrome | Return on Reputation
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Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint
How do founders lead through rapid growth without losing themselves - or their team? That's exactly what we unpack in this episode.
I'm Justin Obey, founder of Obey Creative, and Return on Reputation is the show for founders who want to turn leadership credibility into real business leverage.
In this episode, I sit down with Linda Coughlin, an executive advisor who has spent decades helping founders and leadership teams navigate growth, organizational change, and the moments when a business starts to outgrow how it's been operating.
Linda introduces what she calls Change at the Core - the kind of deep, identity-level change that goes far beyond new strategies or surface-level fixes.
We cover:
- Why so many change initiatives stall and what leaders consistently miss
- How loyalty can quietly hold a company back and why the people who built the business aren't always the right people to scale it
- Imposter syndrome in leadership and why it hits even the most confident founders
- How the fear of being "found out" keeps founders from stepping into bigger opportunities
If you're in a season of growth, feeling the pressure of leadership, and wondering what the next version of you needs to look like - this conversation is for you.
Because at some point, growing the business stops being about better strategy. It's about becoming the leader the next stage actually requires.
CHAPTERS:
0:00 Welcome & Introduction
0:04 What Is "Change at the Core"?
1:40 The Steps of the Change at Core Process
3:00 BHAG vs. Purpose-Driven Future State
4:40 Why Transformative Change Requires a Team
5:47 How to Execute Deep Change Without Disrupting Operations
7:00 What Actually Motivates High-Potential Leaders
8:25 Why Great Leaders Hire People Better Than Themselves
9:19 Professional Humility and Strategic Vulnerability
10:15 Transparency With Your Team — How Much Is Too Much?
12:07 Why "Protecting" Your Team From Bad News Backfires
14:15 Real Case Study: $100M Company Hitting a Growth Ceiling
15:59 When Loyal Leaders Aren't Right for the Next Stage
16:15 How to Assess Whether Your Leaders Can Scale With You
19:16 Imposter Syndrome — Is It Real or Overhyped?
21:39 Three Tactics to Overcome Imposter Syndrome
23:44 Why Personal Branding Triggers the Same Fear as Imposter Syndrome
25:30 What Makes a Great Change Maker
26:40 Why Celebrating Small Wins Is a Leadership Superpower
28:05 Internal Brand vs. External Brand
29:25 What Culture Actually Means (It's Not a Ping Pong Table)
32:42 How Toxic Cultures Form and How to Fight Them
35:19 AI and the Future of Leadership
36:55 AI as Thought Partner, Not Replacement
39:50 Rapid Fire: Best Advice for Founders
40:25 Rapid Fire: Worst Advice Online for Founders
42:15 Rapid Fire: What Would Linda Do If Not This?
44:05 Closing
47 min - Ep. 1 | Why Visibility Is the Key to Leadership and Career Growth | Laurie Schloff | Return on Reputation
📩 Join the Friday Briefing (free newsletter): https://get.obeycreative.com/newsletter
🎙️ Free Podcast Planner GPT: https://get.obeycreative.com/podcastplannerMost founders are more capable than they are visible. And that gap is costing them.
In the very first episode of Return on Reputation, I sit down with Laurie Schloff - founder of Partners in Communication, author of Smart Speaking, and one of the most respected executive communication coaches in the country - to talk about the one thing holding smart, qualified founders back from growing their authority: the fear of being seen.
Laurie has coached executives at Fidelity Investments, State Street, Allstate, Michelin, and Dana-Farber Cancer Institute. She's appeared on Oprah and The Today Show. And she's spent decades helping leaders close the gap between how good they actually are and how they come across in the room, on camera, and in the market.
This conversation is for every founder who knows they have something valuable to say but hesitates anyway.
What We Cover in This Episode:
- Why being great at your job isn't enough to get ahead — and what actually moves the needle in leadership
- The data behind effective communication: how executive speaking skills impact stock prices, shareholder returns, and promotions
- Laurie's Presence 26 Method — the four pillars of powerful, authentic communication
- The fear of being seen, heard, and judged — and why it silently holds capable people back
- Why perfectionism is one of the biggest visibility killers for founders
- How to run better, more engaging meetings (and when to just send an email)
- The role of listening in leadership — and why great leaders actually want pushback
- Practical tips for founders who are terrified to hit record on their first piece of content
About Laurie Schloff:
Laurie Schloff is the founder of Partners in Communication and the author of Smart Speaking, widely recognized as one of the best books ever written on the subject. She has coached founders, executives, and public figures across some of the world's most respected organizations and has spent her career helping leaders turn communication into a competitive advantage. She also runs a 20-hour Presence 26 Certificate Program for trainers, coaches, and learning & development professionals who want to bring these frameworks into their own organizations.
Stats Mentioned in This Episode:
- A Stanford study found that effective executive communication can increase stock prices by 2.5%
- Organizations with highly effective communication practices generate 47% higher total shareholder returns
- Executives who excel in presentation skills are 50% more likely to be promoted
About Return on Reputation:
Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue.
Connect with Laurie Schloff:
- Partners in Communication: https://www.partnersincommunicationinc.com/
- Smart Speaking on Amazon: https://a.co/d/0f99qvCr
Connect with Justin Obey:
- LinkedIn: https://www.linkedin.com/in/justinobey/
- YouTube: https://www.youtube.com/@JustinObey
Chapters:
00:00 – Introduction & Welcome
01:37 – How Laurie Got Into Executive Communication02:10 – The Speech Improvement Company & Partners in Communication03:00 – Why Communication Is a Competitive Advantage for Founders04:08 – The Data Behind Effective Communication (Stanford Study & Key Stats)05:06 – Being Good at Your Job Isn't Enough — What Separates Leaders06:40 – The 4 Pillars of Presence: Messaging, Oral Image, Nonverbal & Interaction07:55 – Style Words: Defining How You Want to Come Across11:25 – The Real Cost of Staying Silent as a Founder13:53 – Why Great Leaders Want Pushback (Not Yes Men)14:20 – How to Run Better, More Engaging Meetings16:00 – Is It Ego or Lack of Training? What's Really Holding Leaders Back17:25 – Listening vs. Speaking: What Leadership Actually Requires19:11 – Perfectionism Is the Enemy of Visibility20:00 – The Mindset Shift That Separates Visible Founders From Those Who Stay Hidden 22:15 – The Fear of Being Judged by Peers (and Why It's Overblown)24:35 – First Impressions & Making Virtual Meetings Count26:31 – The Presence 26 Method Explained28:50 – Vocal Variety: The Secret to Keeping Your Audience Engaged29:25 – Practical Tips for Founders Terrified to Hit Record30:48 – Rapid Fire Q&A32:17 – Where to Find Laurie & Final ThoughtsKeywords: personal brand for founders, executive communication, visibility strategy, leadership presence, fear of public speaking, founder brand building, how to show up on camera, communication coaching, Laurie Schloff, Presence 26 Method, Return on Reputation podcast, Obey Creative, business authority, executive presence
36 min - Building Brands with Purpose: Steve Myers on Ilegal Mezcal & Dynamic Beverage Consultants
In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry.
He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry.
If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights.
🔹 How Ilegal Mezcal started and expanded globally
🔹 Lessons learned from building a category-defining brand🔹 The evolving landscape of the beverage industry🔹 Why brand consistency and strategic patience are crucial for growthTune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand!
Timestamps:
00:20 Steve Myers' Journey to Illegal Mezcal01:40 Building a Brand: Challenges and Successes
02:35 Entrepreneurship Realities
04:00 Brand Consistency and Sales Strategy
06:46 Expanding Markets and Common Pitfalls
10:28 Consulting and Dynamic Beverage Consultants
15:24 Community Building and Events
22:41 Navigating Brand Success
23:24 Cash Flow and Investment Strategies
24:46 Trends in Consumer Drinking Habits
26:09 The Rise of Non-Alcoholic Beverages
30:41 Learning from Failures
36:56 Maintaining Balance and Health
40:16 Final Thoughts and Recommendations
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
45 min - How Booz Box Hustled Its Way Onto Store Shelves with Ryan Provost
In this episode of Proof University, we sit down with Ryan Provost, co-founder of Booz Box Cocktails, to talk about how he turned a simple idea into a disruptive ready-to-drink cocktail brand.
What started as a casual dinner conversation led to the creation of Booz Box, a unique take on premium cocktails—served in a bag-in-box format. With no prior experience in the alcohol industry, Ryan and his business partner, Norman, took a leap of faith and built something truly different.
In this episode, we cover:
🍹 Why they launched with three flavors instead of starting small📦 How they navigated branding, marketing, and legal hurdles🏪 The grind of self-distribution—going door-to-door to land in stores📲 The role of social media, influencer marketing, and tastings in their success💰 What they’d do differently if they had unlimited resourcesRyan opens up about the challenges of breaking into the alcohol industry, the lessons he’s learned along the way, and what’s next for Booz Box. If you’re into entrepreneurship, branding, or just love a good founder story, this episode is for you.
🔊 Listen now on Spotify, YouTube, and Apple Podcasts.
Timestamps:00:00 - Welcome & Intro to Booz Box Cocktails
02:15 - The Dinner Table Idea That Started It All06:42 - Launching with Three Flavors: Smart Move or Risky Bet?12:30 - The Hustle of Self-Distribution & Getting on Shelves22:45 - What’s Driving Booz Box’s Growth: Tastings vs. Social Media35:10 - The Reality of the Alcohol Industry & Biggest Lessons Learned48:25 - What’s Next for Booz Box? Expansion, New Flavors & More-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
40 min - From Big Brands to Boutique Spirits: The Untold Story of Blacklisted Brandy with Draga Culic
In this episode of Proof University we’re joined by Draga Culic, the founder of Blacklisted Brandy, to uncover her inspiring journey from corporate powerhouse to boutique spirits innovator.
With a career spanning industry giants like Diageo, Bacardi, and Jim Beam, Draga reflects on how her extensive experience laid the foundation for her leap into entrepreneurship. But it was a personal trip to Serbia in 2018 that truly ignited her passion for bringing “Rakia”—a traditional Serbian fruit brandy—into the modern craft spirits world.
Draga talks about:
- The process of crafting four distinct fruit brandies—apricot, pear, quince, and aged plum—and why she decided to launch them all at once.
- Challenges of starting small in a competitive industry and staying true to her brand’s values of authenticity and transparency.
- The bold meaning behind the name "Blacklisted" and how it reflects her journey of doing things differently.
If you love stories of risk-taking, cultural connection, and innovation, this episode is for you. Draga’s passion for celebrating her heritage while creating something fresh and modern is a powerful reminder of how tradition and creativity can come together to shape something extraordinary.
Tune in to hear how she’s redefining the spirits industry with vision, heart, and a taste of Serbia in every bottle.
Available now on: Spotify, Youtube and Apple podcast.Timestamps:
00:00 Welcome & Origins of Blacklisted Brandy01:30 Discovering Serbian Brandy
03:41 Launching & Challenges of Entrepreneurship
08:15 The Meaning Behind the Name
18:06 Expanding Distribution & Market Growth
26:39 Consumer Response & Transparency
35:56 Future Vision & Closing Thoughts
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
44 min - Everything You Need to Know About THC Drinks with Shea Coakley
In this episode of the Proof University Show, we’re joined by Shea Coakley, a visionary entrepreneur and co-founder of Green Street Beverage, a company leading the charge in the THC-infused beverage industry.
Shea’s journey is a testament to innovation and resilience, starting with Leanbox, a smart refrigerator business, and evolving into the creation of High Tide, a groundbreaking THC beverage brand. Now, with Green Street Beverage, Shea is at the forefront of a rapidly growing market, blending wellness and fun with products like High F and Boundary Waters.
In this episode, Shea dives into the exciting world of THC beverages, sharing insights on how these products are reshaping social drinking and wellness trends. From navigating the evolving regulatory landscape to building authentic brands that resonate with consumers, Shea offers practical advice for entrepreneurs looking to make their mark in emerging industries. The conversation also explores Minnesota’s leadership in THC regulation, the rise of health-conscious consumer habits, and the challenges and opportunities unique to this space.
Tune in now to learn from Shea’s expertise, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show!
Timestamps:
00:22 Shay Coakley's Entrepreneurial Journey
02:04 First Steps into Entrepreneurship
03:55 The Leanbox Story
05:56 Diversifying Business Ventures
08:03 Reflections on Entrepreneurship
09:23 Family Influence and Early Inspirations
18:22 High Tide and THC Beverages
27:33 Discovering Phony Negroni
28:02 Moderation and Alcohol Alternatives
28:59 The Rise of THC Beverages
31:09 Founding High Tide and Green Street
32:28 Navigating Regulations and Market Challenges
34:04 Health and Wellness in THC Beverages
38:42 Branding and Market Strategy
41:12 Future of THC Beverages and Industry Insights
47:01 Balancing Life and Entrepreneurship
50:28 Book Recommendations and Final Thoughts
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
53 min - Understanding the Legal Side of Spirits with Ryan Malkin
In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries.
Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.
In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.
Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.
Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show
Timestamps:
00:54 Ryan Malkin's Background and Career Journey
02:02 Transition to Alcohol Beverage and Cannabis Law
07:37 Starting Malkin Law and Craft Spirits Movement
10:05 Challenges and Insights in the Spirits Industry
11:03 Legal Services for Startups and Common Pitfalls
18:15 Specialized Legal Advice and Industry Regulations
20:23 Key Agreements in Beverage Industry
20:47 Marketing Challenges and Regulations
23:35 Trends in Cannabis and Non-Alcoholic Beverages
25:46 Legal Nuances in Beverage Marketing
30:36 Advice for New Alcohol Beverage Brands
34:44 Innovative Beverage Stories
36:45 Balancing Professional and Personal Life
38:33 Conclusion and Contact Information
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
40 min - Understanding the Legal Side of Spirits with Ryan Malkin
In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries.
Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry.
In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states.
Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail.
Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show
Timestamps:
00:54 Ryan Malkin's Background and Career Journey
02:02 Transition to Alcohol Beverage and Cannabis Law
07:37 Starting Malkin Law and Craft Spirits Movement
10:05 Challenges and Insights in the Spirits Industry
11:03 Legal Services for Startups and Common Pitfalls
18:15 Specialized Legal Advice and Industry Regulations
20:23 Key Agreements in Beverage Industry
20:47 Marketing Challenges and Regulations
23:35 Trends in Cannabis and Non-Alcoholic Beverages
25:46 Legal Nuances in Beverage Marketing
30:36 Advice for New Alcohol Beverage Brands
34:44 Innovative Beverage Stories
36:45 Balancing Professional and Personal Life
38:33 Conclusion and Contact Information
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube https://www.youtube.com/justinobey
40 min - Kyle Pool on Crafting Unique Beverages and Strong Communities with New Motion Beverages and Embolden Beer
In this episode of the Proof University Show, we dive into the unique journey of Kyle Poole, CEO and co-founder of New Motion Beverages and Emboldened Beer Company.
Kyle explains how his passion for San Diego’s craft beer scene led him to create New Motion Beverages—a company that offers a range of artisan drinks, from hard kombucha to sparkling tea.
Key points from the episode:
- Kyle’s Leap of Faith: Leaving his engineering career to follow his passion for craft beverages
- The “Fifth Friend Philosophy”: A unique approach to making New Motion’s tasting room a welcoming space for everyone, regardless of their drink preference
- Innovative Products: From matcha hazy IPAs to hojicha lagers, Kyle’s East-meets-West approach to flavor innovation
- Collaborative Community: How the San Diego brewing scene thrives on collaboration over competition
- Entrepreneurial Wisdom: Kyle’s reflections on staying the course, enjoying the journey, and building a brand with heart and purpose
00:00 Introduction
00:53 Kyle Poole's Background and Journey into Beverages
02:55 Starting New Motion Beverages
05:48 Navigating COVID-19 and Business Expansion
08:37 Brand Strategy and Product Innovation
12:29 Community Engagement and Events
14:32 Distribution and Retail Footprint
21:13 Future Plans and Industry Insights
28:39 Final Thoughts and Closing Remarks
29 min
About Return on Reputation
From the publisher's feed
I'm Justin Obey, and this is Return on Reputation.
Here's what I've learned building companies and helping founders scale: The game has changed. You don't need a bigger ad budget - you need a better media strategy.
This show is about how founders are building authority and leverage in 2026:
I've built a 7-figure company, I run marketing for multiple 7 and 8-figure brands, and now I help B2B founders build the media engines that let them stop chasing and start attracting.
If you're ready to play a different game, let's go.