In this episode, Keanu Trujillo and Chris Elmore tackle one of the biggest hidden obstacles in sales: the curse of knowledge. They break down how entrepreneurs unintentionally sabotage their own product by using technical language, over-explaining, or assuming customers understand more than they do.

They explore how simplifying your message isn’t “dumbing it down” — it’s respecting your customer’s time, attention, and perspective. Because talking about why your product matters to you won’t land… but talking about why it should matter to them changes everything.

The conversation wraps with a powerful truth: at its core, selling is really just teaching — guiding people from confusion to clarity so they can make confident decisions.

The second Alchemy Session, Positioning and Messaging that Sticks, an in-person workshop on December 4th, where attendees will learn how to apply the framework directly to their own businesses.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

In this episode, Keanu Trujillo and Chris Elmore challenge a long-standing assumption: Should entrepreneurship really live in the school of business? They make the case that entrepreneurship belongs in the school of arts — not because it isn’t serious, but because the heart of entrepreneurship is creativity, experimentation, and building something from nothing.

Chris brings his perspective as a former entrepreneurship professor inside a traditional business school, where theory often overshadowed application. Together, they unpack how education prepares students to think about business rather than actually build one — and why creative thinking may be the missing ingredient.

The second Alchemy Session, Positioning and Messaging that Sticks, an in-person workshop on December 4th, where attendees will learn how to apply the framework directly to their own businesses.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

Keanu Trujillo and Chris Elmore dive into the myth of perfection in business — and why waiting until your product is “done” can hold you back. They unpack the idea of the Minimum Viable Product (MVP) and explore how better beats perfect every time.

From learning to launch early, to letting customers shape your evolution, this episode challenges how entrepreneurs think about readiness, feedback, and growth. Because the market — not you — decides when your product is ready.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

The second Alchemy Session, Positioning and Messaging that Sticks, an in-person workshop on December 4th, where attendees will learn how to apply the framework directly to their own businesses.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

Chris Elmore breaks down the Convergence Theory — the seven-part framework that helps entrepreneurs move beyond the idea and into action. In this short clip, we visualize how it all connects on paper and how you can use it to map out your business growth.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

The first Alchemy Session, an in-person Convergence Theory workshop on November 6th, where attendees will learn how to apply the framework directly to their own businesses.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

Following up on Episode 5, Keanu and Chris continue the conversation on selling, leadership, and entrepreneurship—this time diving into the deeper connection between vision and value.

They talk about why you make the most when you need the least, the tension between short-term sales and long-term vision, and how great entrepreneurs balance the tangible product with the bigger purpose behind it. The discussion covers how to paint a picture that sells not just what you offer, but why it matters—your mission, purpose, and the outcomes you create.

They also explore why your opinion of your product doesn’t matter nearly as much as your customer’s and how pricing should reflect the value you deliver, not just the cost.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

The first Alchemy Session, an in-person Convergence Theory workshop on November 6th, where attendees will learn how to apply the framework directly to their own businesses.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

In this episode, Keanu Trujillo and Chris Elmore shift gears to talk about what happens when you stop chasing clients—and start attracting the right ones. Chris shares the story of his first client who came to him, and how that experience shaped his view on business development and authenticity.

They dive into the difference between your product and the problem it solves, how your personality shapes your business, and the importance of being intentional with your time and your clients. The conversation also explores the “gathering vs. hunting” mindset on social media—are you bringing in the kind of business you actually want?

Keanu and Chris break down why every sales conversation sells not just a product, but also you and your company. They wrap by connecting these ideas to leadership—how great leaders take ownership, learn from mistakes, and make the final call.

Get your ticket to Alchemy Sessions here: https://www.alchemycowork.com/sessions

The first Alchemy Session, an in-person Convergence Theory workshop on November 6th, where attendees will learn how to apply the framework directly to their own businesses.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

In this episode, Keanu Trujillo and Chris Elmore introduce The Convergence Theory—a framework for understanding that there’s more to business success than just having a good idea. They break down, at a high level, the seven elements that must come together for a business to truly grow: idea, customer interaction, feedback, lessons learned, innovation, the innovator’s burden, and value-based pricing.

Keanu and Chris also discuss how these forces converge in real-world entrepreneurship and announce the first Alchemy Session, an in-person Convergence Theory workshop on November 6th, where attendees will learn how to apply the framework directly to their own businesses.

Get your ticket here: https://www.alchemycowork.com/sessions

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

Keanu Trujillo and Chris Elmore are back with part two of their Convergence Theory conversation—this time diving deeper into positioning and marketing that sticks. They explore how the way you frame your message, understand your audience, and communicate your “why” can make or break how your business connects and grows.

Your innovative qualities are rooted in your wisdom and experience—but are you teaching your audience what makes you unique? How can you highlight the value you bring so they buy based on your expertise, not price? What are you making better, and how are you sharing that? If you can’t answer that, you risk being seen as a commodity.

Plus, don’t miss the next Alchemy Session on December 4th, where you’ll get hands-on with these concepts and apply them directly to your own business.

Get your ticket here: https://www.alchemycowork.com/sessions

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

Why do we so often lead with how something works instead of why it matters? Keanu Trujillo and Chris Elmore are back, diving into the power of storytelling in business and why the best sales pitches start with real experiences. From the perspective of both employee and employer, they unpack what it means to work from home versus within a community—and how each shapes the stories we tell.

This episode comes full circle on the idea that business isn’t just about profit—it’s about people. The moments, conversations, and connections you create become the stories that drive impact, influence, and ultimately, sales.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected] 

We’re kicking off Season 2 with big changes! Keanu Trujillo welcomes his new co-host, Chris Elmore—first employee and “chief evangelist” of AvidXchange—for an honest, energetic conversation about the ups and downs of entrepreneurship.

In this episode, Keanu and Chris dive into:

• How rejection, sales calls, and elevator pitches shaped them as business owners
• Chris’s background with AvidXchange and his path to Alchemy
• Business owners being/not being big risk-takers (and what that really means)
• Why Chris chose to partner with Alchemy and their vision for the future

Start Season 2 with us for a new era of conversation, powered by the combined insights of Keanu and Chris, showing how small shifts in mindset can lead to extraordinary results.

Learn more about Alchemy: https://www.alchemycowork.com/

To learn more about Alchemy Sessions, ask a question, or tell us a funny joke, email us at [email protected]