In this episode of Behind the Brand Podcast, hosts Adam Hayes and Bob Payden sit down with Daniel Crichlow, who is leading the next chapter of Indianapolis Badge and Nameplate, a company founded in 1948 that got its start stamping dog tags for three states. Daniel shares the fascinating history of the business, from its origins on Mass Ave to his father's purchase of the company in 1977, and now his own journey transitioning the business from a badge and nameplate operation into a full-service sign company.

Daniel opens up about what it's really like navigating a family business transition, why he considers himself an outlier, and how his relationship with his father has made the process remarkably smooth. He dives into the strategy behind the company's impressive 46% revenue growth, explaining why he walked away from the bid-work model and instead chose to build deep relationships with niche developers in senior living, religious institutions, and beyond.

The conversation also explores the threats and opportunities facing the signage industry, from AI's impact on design to the rise of digital signage and the technology race that Indiana companies can't afford to lose. Daniel gets real about why saying "yes" to everything nearly hurt the business and how becoming less industry-agnostic has been a game changer.

Whether you're a business owner navigating growth, considering a family transition, or just curious about what goes into the signs you see every day, this episode is packed with insight.

When technology makes it easier than ever to hide behind a screen, what does it really take to stand out, build trust, and win business? In this episode of Behind the Brand, Adam and Bob sit down with Jason Sullivan, founder of Shade Chaser, to explore why soft skills and genuine human connection might be the most valuable "hard" advantage in today's marketplace.​

Jason shares the deeply personal story behind the Shade Chaser name, inspired by his late father's sailboat and a promise to build something meaningful that honors his legacy. He walks us through his journey from law enforcement to a 22–year career in sales, getting laid off in his early 50s, and the moment he decided to bet on himself by launching Shade Chaser and writing his book, "Feather Sharpens Iron."​

Together, we dig into why interpersonal skills are eroding, how that's showing up in customer service, leadership, and family life, and what business owners can practically do about it, from role-play, driven training to simple habits like eye contact, a firm handshake, and authentic vulnerability. Jason also explains why Gen Z and younger Millennials are both at risk and full of potential, and how leaders can bridge the generational gap in the workplace.​

If you're a business owner, sales leader, or parent who worries we're losing the art of conversation, this conversation will challenge you, encourage you, and equip you with real-world ideas to start sharpening the "soft" skills that truly move the needle.

Journeyman entrepreneur. Community builder. Resilient risk-taker. In this episode of Behind the Brand, Adam and Bob sit down with Grant Sherfick, an entrepreneurial business leader and experienced solution-based problem solver whose career has taken him from congressional campaigns to defense contracting, logistics, and local main street revitalization.​

Grant shares how a childhood shaped by his mother's constant hustle and creativity instilled an entrepreneurial mindset early on, leading to his first paycheck at 13 and eventually to becoming one of the youngest campaign managers in a top 10 congressional race in the country. He unpacks the lessons learned from launching an insurance agency right before the recession, building a defense-industry career around NSWC Crane, and helping grow a "small" distributor from 1.5 to almost 4 billion dollars in annual sales, all while trying to stay grounded as a husband and dad.​

Grant also opens up about starting and ultimately closing a brick-and-mortar hardware store in rural Martin County, Indiana, what he'd do differently, what he doesn't regret, and why going "slower" might be one of the most important pieces of advice he has for new founders. From economic development projects and repurposing an underutilized 160,000-square-foot industrial building, to launching a high school entrepreneurship program and creating momentum in a small town with less than 1,000 people, Grant offers a candid look at building something meaningful where you live.​

If you're a small business owner, community leader, or just someone wrestling with what's next, this conversation will challenge how you think about risk, impact, and the power of simply taking action.

When work throws you into the deep end, what happens next? In this episode of the Behind the Brand Podcast, Adam Hayes and Bob Paden sit down with Shawna Lake, Founder & Principal Consultant of Deep End Talent Strategies, to explore how one defining career moment led her to build a people-first HR consultancy that helps leaders navigate their biggest talent challenges.​

Shawna shares the powerful story behind the "deep end" name, from a suffocating corporate relocation ultimatum to a 20‑minute car ride that changed her life and launched her business. She unpacks what it really looks like to support organizations through growth, tough decisions, and everything in between, from workforce planning and recruiting to learning and development and complex employee relations issues.​

You'll hear Shawna's candid take on today's HR landscape: flooded job markets, shifting salary expectations, rising benefits costs, and why understanding how a business makes money is non‑negotiable for modern HR leaders. She also dives into exempt vs. non‑exempt confusion, outdated job descriptions, remote vs. onsite tensions, and the mindset shift from "butts in seats" to true productivity.​

Beyond the business, Shawna opens up about family, travel, and her goal to reach all 50 states and nearly 20 countries, and how seeing the world shapes the way she leads and serves clients. If you're a business owner or leader trying to build a healthy, compliant, and human workplace in a changing world, this conversation is for you.

Youth mental health is in crisis, and Nicole Beeman-Cadwallader is determined to change how communities respond. In this episode of the Behind the Brand Podcast, Adam and Bob sit down with Nicole, Founder and CEO of One in Five, a nonprofit that helps teens design peer-based mental health supports that actually fit their world.​

Nicole shares her own high school mental health story and how that lived experience, combined with years of professional work, led her to ask a simple but powerful question: "What if youth designed the supports they need?" The answer became One in Five, a flexible mentoring and curriculum model implemented through schools, camps, and youth-serving organizations for teens roughly ages 12–20.​

You'll hear how One in Five:

• Catalyzes safe spaces where youth mentors build skills like listening, emotion naming, and conflict avoidance.​

• Lowers disciplinary issues and time out of class by empowering mentors to positively influence their peers in real time.​

• Helps adults release control while keeping clear guardrails around safety and confidentiality.​

Nicole and the hosts also dig into the impact of smartphones, social media, and post-COVID isolation, why teens still crave "analog" connection like role plays and board games, and how social health is foundational to mental and emotional wellness. She highlights the sobering reality that one in five youth have considered suicide in the last year, and why finding "your others" can be life-changing.​

Finally, Nicole previews what's next: growing from two to eleven districts, launching an online curriculum portal, and opening up new mental health career pathways for youth. If you care about the next generation, this is an episode you won't want to miss.

In this episode of Behind the Brand, Adam and Bob sit down with Chris Lucas, CEO & CoFounder of Shaker, a modern real estate transaction management platform built to simplify the chaotic world behind buying and selling a home. Chris breaks down how Shaker acts like "Monday or Trello for real estate," helping residential real estate teams streamline deal flow, automate communication, centralize documents, and give clients a clear timeline and portal for every step of the process.​

Chris shares how Shaker was born out of a frustrated realtor duct-taping multiple tools together, then reshaped and launched out of High Alpha, right in the middle of COVID. He talks candidly about building a startup through wild market swings: from the frenzy of multiple offers over asking, to today's low-transaction environment and legacy competitors just now moving to the cloud.​

Listeners get a front-row seat to Chris's entrepreneurial journey, from agency life at Blast Media and a decade at Formstack to shutting down one venture days into the pandemic and spinning up Shaker from scratch. He also opens up about his personal story, being adopted from Colombia, growing up in Wisconsin, finding his way to Purdue, and building a blended family and life in Indiana.​

Chris and the hosts dig into where real estate is headed amid commission lawsuits, high interest rates, and shrinking inventory, and why the most client-focused, process-driven agents will come out ahead. If you care about proptech, SaaS, or just the real story behind a founder who keeps moving forward through uncertainty, this conversation is for you.

On this episode of Behind the Brand, Adam and Bob sit down with Mark McFatridge, Founder and CEO of Quade, an executive peer group designed for business owners and CEOs who are tired of leading alone. Mark shares how Quade was born from his own life-changing experience in a CEO peer group and why he built a model that puts the whole person, mind, body, and soul, at the center of every conversation.​

Mark takes listeners inside a Quade "circle," where 8–10 CEOs meet monthly for half-day sessions to check in on life, tackle real challenges, and hold each other accountable for meaningful progress. He explains why every Circle Director must have sat in the CEO seat, how diversity of company size and industry leads to richer conversations, and why Quade intentionally mixes solopreneurs with leaders of multi-million-dollar organizations.​

You'll also hear Mark's journey from Butler accounting major to banking executive, to retired CEO, to founder of a fast-growing national peer group with circles in Indianapolis, a virtual group, and new markets like Tampa, New York, and beyond. He opens up about what keeps him up at night, the importance of building authentic community, and the family and life experiences that shape how he leads today.​

If you're a business owner or CEO craving candid conversations, diverse perspectives, and real accountability from people who truly get it, this episode will give you a front-row seat to how Quade works, and why it might be exactly what you've been missing.

This episode of Behind the Brand Podcast features Michael Hall, Owner of Trustworthy Financial Agency, joining hosts Bob Paden and Adam Hayes for an authentic and revealing conversation. Michael opens up about his journey into entrepreneurship, the mission behind his agency, and the life experiences that shaped his approach to helping clients secure their financial futures.

Listeners are treated to Michael's warm, down-to-earth storytelling as he describes lessons learned from both personal setbacks and professional wins. He shares why trust and transparency are at the core of every client relationship, and how his team makes complex financial topics accessible for families and business owners. Michael discusses the early challenges of launching Trustworthy Financial Agency, the values that set his firm apart, and the importance of giving back to the community.

Bob and Adam dive into Michael's leadership style, exploring how he builds a company culture rooted in integrity, service, and genuine care for others. Michael reflects on the moments that tested his resolve as a business owner, and offers uplifting advice for anyone considering a leap into entrepreneurship. Whether you're just starting your business journey or looking to deepen your leadership skills, Michael's transparency and actionable insights in this episode are sure to inspire and equip you. Tune in for a relaxed, heartfelt conversation that highlights the people-first side of business success.

Join hosts Bob Paden and Adam Hayes as they sit down with Tony Reffeitt, President & Owner of Integrity Real Estate, in this engaging episode of Behind the Brand. Tony shares his inspirational journey from traveling the country as a gospel musician to building a respected real estate business rooted in central Indiana. Having started Integrity Real Estate in 2002, after years with larger brokerages, Tony opens up about the defining moments that motivated him to strike out on his own, prioritizing genuine client relationships and eliminating corporate overhead to serve his clients better.​

Listeners will hear Tony's insights on the evolving real estate market, including industry changes brought by new regulations and the rise of investment trusts. He reflects on the impact these trends have on homeownership and shares why he believes building generational wealth through real estate is more challenging, yet important, than ever. Tony's approach is shaped by a commitment to fiduciary duty, he strives for lifelong client relationships, always putting clients' best interests above short-term gains. His expansion story is equally personal, with his own family now a growing part of the business, and his passion for mentoring good clients shines through.

Whether you're an aspiring entrepreneur, a real estate professional, or simply love a good underdog story, Tony's warm, transparent conversation is filled with practical advice, industry wisdom, and a heart for service. Find out what makes Integrity Real Estate unique, why Tony hates pickleball but loves tennis, and how he's building a legacy, one relationship at a time.

In this episode of Behind the Brand, hosts Bob Paden and Adam Hayes sit down with Lauren Taylor, owner and president of Holder Mattress Company, a 77-year-old Indiana business known for its craftsmanship, integrity, and commitment to American manufacturing. As a third-generation leader, Lauren shares the remarkable story of a family-built brand that began after World War II and continues to handcraft mattresses in Kokomo, Indiana, with every stitch rooted in quality and care for their community.

Lauren opens up about the challenges and triumphs of running a small manufacturing company in an industry increasingly dominated by foreign imports and mass production. From navigating burdensome flame-retardant regulations to competing with "bed-in-a-box" giants, she talks candidly about innovation, values, and what it means to stay true to local craftsmanship in a global market.

Listeners also get a personal glimpse into Lauren's journey, from an aspiring novelist to an unexpected business owner discovering creativity in leadership. She reflects on lessons learned, balancing entrepreneurship with family life, and her deep passion for sustainability, community involvement, and supporting American-made goods.

Whether you're a small business owner, an entrepreneur at heart, or someone who appreciates products built with purpose, Lauren's story offers inspiration, humor, and a reminder that legacy and local pride never go out of style. Tune in to learn how Holder Mattress continues to thrive, one handcrafted bed at a time.