In this episode of The Flywheel Effect, host Brent Sonnek-Schmelz welcomes Gordon van Zuiden, Ed Gilmore, Eric Crawford, and Matt Bernath for a candid look at what it takes to build, sell, and step away from a custom integration business. Brent and his guests dig into what drives business owners to consider an exit and why timing—both personal and financial—matters when planning for that transition.

Gordon shares how building a strong reputation and brand over decades became key to his successful sale, but also opens up about the challenges of stepping away. Ed reflects on waiting too long to plan and the pressures that come from carrying a business forward without the right systems or support. Eric and Matt stress the value of intentional decision-making, from setting boundaries on a sale to defining what comes next after an exit.

Together, they offer clear lessons for other integrators: start planning early, focus on process and profit, and never underestimate the importance of being intentional about your goals—even when business is running smoothly. Their stories show that a healthy business makes for a healthier exit, and that clarity on the end goal can turn risk into opportunity.

In this episode of The Flywheel Effect, host Brent Sonnek-Schmelz sits down with Andy Seeley, CEO and co-owner at Creatively Disruptive. They explore the real work of building and scaling a small business, focusing on what business owners miss when it comes to agency partnerships, systems, and growth.

Andy shares how many owners underestimate the responsibility and constant demands that come with running a business. He explains why most failures come from a lack of preparation, not from the market itself. Andy also describes common traps he sees when owners hire agencies—mistaking activity for results, ignoring process gaps, or treating marketing as a cost instead of an investment. He emphasizes the need for agencies to act as true partners, focused on profit, clarity, and long-term goals.

The conversation turns to practical ways business owners can adapt. Andy breaks down how better systems, strong follow-up, and new tools like AI can improve lead conversion and reduce stress. He urges owners to choose partners who understand their goals and are willing to solve problems side-by-side.

In this episode of The Flywheel Effect, host Brent Sonnek-Schmelz welcomes Matt Bernath from VITAL for a candid conversation that starts with Brad Jacobs’ business book and unfolds into something deeper. What begins as a book club discussion turns into a reflection on entrepreneurship, education, and what it really means to build a successful business—and a meaningful life.

Matt shares why traditional education often fails to prepare people for entrepreneurial thinking. He and Brent explore how curiosity, risk-taking, and confidence are built—or stifled—early in life. They also discuss the pressures of parenting and how to raise independent, resilient kids in a culture that over-prioritizes structure.

The episode ends with practical lessons for business leaders. From the benefits of running lean teams to hiring for mindset over industry experience, Brent and Matt break down the hidden drivers of growth. It’s a grounded, insightful look at leadership from the inside out.

In this episode of The Flywheel Effect, host Matt Bernath from VITAL talks with photographer and director Stewart Cohen about the business power of storytelling. Stewart shares how visual content shapes brand perception and why authenticity matters more than ever.

From high-end home services to major hotel brands, Stewart has seen how investing in quality photography and video impacts sales, trust, and long-term growth. He explains why documenting projects—before, during, and after completion—creates a lasting portfolio that builds credibility and attracts higher-value clients.

Stewart also offers practical tips for business owners who feel too busy to market. He outlines how to find the right creative partner, why consistency is key, and how storytelling uncovers the details that make brands stand out. Whether you’re in luxury home services or another industry, this conversation reveals why your story might be your strongest sales tool.

In this episode of The Flywheel Effect, hosts Brent Sonnek-Schmelz and Matt Bernath talk with Carlos Samaniego, a tax expert and founder of Tax Debt Consultants, LLC. They discuss the realities of unfiled taxes and the consequences business owners face when they ignore the IRS. Carlos shares his personal story of not filing for eight years and the fear that comes with it.

The conversation explores common mistakes that trigger audits and collections. For contractors, the IRS can levy 100% of their income. For S-Corp owners, failing to pay a reasonable salary is a major red flag. Carlos also explains how co-mingling personal and business funds can "pierce the corporate veil," which removes the liability protections that business structures provide.

Ultimately, Carlos shows there is light at the end of the tunnel. He explains the IRS's 6-year lookback rule for those who come forward voluntarily and offers practical steps to get compliant. This episode provides a clear, direct look at why you should face tax problems head-on.

In this episode of The Flywheel Effect, hosts Brent Sonnek-Schmelz and Matt Bernath talk with Ron Callis, founder and CEO of One Firefly, about building a resilient business. He details the early days of his engineering services company and the hard lessons learned from launching a business without proper market research, which led to a near-total failure in 2015.

Facing a critical moment, Ron made the courageous decision to eliminate 95% of his company. He pivoted to focus on a small but successful marketing division. This radical shift required a complete cultural overhaul, built on the principles of trust, healthy conflict, and a shared vision. He explains how this process helped him create a truly aligned team.

Ron believes that business challenges are a reflection of the leader. He discusses his own journey of self-awareness, the importance of personal health, and his commitment to continuous learning. This conversation offers a powerful lesson on how a leader's personal growth directly fuels a business's success.

In this episode of The Flywheel Effect, Brent Sonnek-Schmelz sits down with Joe Crisara, founder of Service MVP, to unpack how service-based thinking can unlock hidden revenue in home service businesses. Drawing from decades of experience across plumbing, HVAC, and beyond, Joe makes a compelling case for building recurring revenue models—even in traditionally project-based industries.

Joe explains how companies often overlook ongoing service opportunities that customers are already asking for. Whether it’s garage floor maintenance or upgraded dog boarding, the key is anticipating needs and packaging those services with intention. According to Joe, offering “good, better, best” pricing—with service baked in—isn’t just about customer care. It’s a way to boost profit margins and business valuation.

Brent and Joe also touch on how recurring revenue helps stabilize hiring, supports long-term growth, and adds significant value at exit. For any business owner thinking beyond the next job, this conversation is a must-listen.

On this episode of The Flywheel Effect, Brent Sonnek-Schmelz and Matt Bernath dissect the challenges preventing home service businesses from achieving sustainable growth. They pinpoint three core problems: inconsistent sales, people problems, and inefficient operations. Matt, drawing from his work with VITAL clients, explains how these issues manifest at different stages of business development.

Matt highlights the crucial role of sales certainty, achieved through a reliable lead engine, a robust sales system, and a consistent closing framework. He emphasizes building a trusted team by utilizing a clear hiring formula, strategic recruitment, and continuous leadership development. Matt and Brent also discuss aligning team members' goals with business objectives and moving away from searching for the unrealistic "perfect" employee.

Finally, they address inefficient operations, urging listeners to build financial confidence, establish clear processes, and eliminate bottlenecks. Matt uses a relatable analogy of a malfunctioning Volkswagen bus to illustrate the importance of concentrating resources on the biggest constraints. Brent and Matt offer practical advice, recommending listeners begin by self-assessing and prioritizing one key area for improvement to pave the way for a thriving, resilient business.

On this episode of The Flywheel Effect, Brent Sonnek-Schmelz and Matt Bernath discuss the concept of the "perfect exit" for business owners, particularly those in home services. They explore various exit strategies, including selling to family, employees, or external buyers. Matt emphasizes the importance of building a business that can function independently of the owner. This allows for more flexibility and options when the time comes to transition.

Matt shares examples of successful exits, highlighting one business owner who leveraged real estate investments to secure his financial future, creating options for his integration company. He contrasts this with an owner forced to sell due to health issues, underscoring the need for proactive planning. Brent and Matt agree that regardless of the chosen exit strategy, the key is to build a profitable, sustainable business with a strong team and consistent sales.

They also touch upon the psychological aspects of exiting a business, acknowledging the emotional attachment owners often have. They advise listeners to start planning early, build a trusted team and focus on creating a business that offers value to potential buyers. Brent and Matt stress the importance of having experienced advisors, such as attorneys and brokers, during the exit process.

In this episode of The Flywheel Effect, Brent Sonnek-Schmelz and Matt Bernath welcome Jason Sayen, Owner of I Am Sayen. They delve into the critical role of process in business growth, especially for custom integrators and home service providers. Jason explains his use of process visualization to pinpoint and rectify flawed systems within companies, ultimately boosting efficiency and profits.

He emphasizes how businesses often mistakenly purchase software to solve process problems without addressing the root behavioral issues. Jason stresses the importance of dedicating time to essential processes, such as proposal reviews and kickoff meetings, regardless of how busy things get. He illustrates these points with real-world examples from his client work, demonstrating the substantial impact of even small process improvements.

The conversation then shifts to the challenges of scaling a solo business and the importance of defining products or services. The group explores the misaligned incentives in the custom integration industry, where selling equipment often takes priority over building a healthy, profitable business. Finally, they touch upon the need for improved training and onboarding to attract and retain valuable talent.