The Flywheel Effect

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.

Nick Berry, CEO of Origin Acoustics, joins Brent Sonnek-Schmelz and Matt Bernath to unpack the real-world impact of tariffs on manufacturing, pricing, and the entire CI channel. From raw materials to tooling logistics, Nick explains why moving away from China isn’t as simple—or as cost-effective—as many believe.

The conversation explores the complex web of contract manufacturing, the myth of identical off-the-shelf products, and the financial strain tariffs place on vendors who must absorb rising costs before products ever reach a shelf. Nick outlines how inventory strategy, cash flow management, and pricing shifts are now boardroom-level priorities.

For integrators and resellers, the episode delivers a clear message: manufacturers are absorbing more risk than it appears. As costs climb and timelines tighten, the entire industry is under pressure. Staying informed and responsive isn’t optional—it’s the only way forward.

In this episode of The Flywheel Effect, Brent Sonnek-Schmelz and Matt Bernath explore the power of coaching and reflective inquiry. Brent and Matt discuss Marcia Reynolds' book, Coach the Person, Not the Problem, diving into the art of reflective inquiry and its impact on leadership. The conversation highlights the importance of understanding individual limitations and embracing discomfort for growth.

The hosts delve into practical applications of coaching, emphasizing the need for psychological safety and breaking through mental blocks. Matt shares personal experiences with improv and coaching, revealing strategies for aligning teams and fostering self-awareness. He also highlights the benefits of shifting from offering advice to asking questions.

Ultimately, the episode underscores the significance of defining achievable next steps and creating a supportive environment where team members can thrive. Matt and Brent explore how effective coaching can unlock potential, improve team dynamics, and drive better results by moving individuals out of their comfort zones.

Books mentioned in the episode:
Coach the Person, Not the Problem by Marcia Reynolds 
How to Make a Few Billion Dollars by Brad Jacobs 
The Innovator’s Dilemma by Clay Christensen
The Long Way by Bernard Moitessier 

Host-at-a-Glance
💡 Name: Brent Sonnek-Schmelz and Matt Bernath

Key Insights

Defining Achievable Next Steps Is Crucial

All too often, leaders have great conversations with their teams, but fail to see real change happen. This is because the conversation doesn't lead to action. Ensuring coaching sessions are truly valuable means defining achievable next steps the individual can action. This allows team members to see the work that's available to them, in the near term, and not to be overwhelmed. More importantly, it’s the manager's responsibility to facilitate conversations with their team members and allow them to explain what they’ve learned in their own words. When team members or employees use their own words, it’s much easier to see if there’s alignment between the leaders and team members. Lastly, managers should avoid trying to boil the ocean and instead focus on one thing at a time.

Reflective Inquiry Unlocks Potential

Traditional coaching methods often rely on asking questions, but reflective inquiry goes deeper. The key difference is instead of simply asking questions, reflective inquiry focuses on reflecting the client’s words and emotions back to them, which prompts critical self-reflection and allows the individual to come to their own conclusions and overcome barriers. The approach helps the individual come to a place of understanding. It avoids telling them what to do or how to think, and instead allows them to find their own solutions, which are more likely to stick. By mastering this skill, leaders can empower their teams to navigate challenges and achieve greater success.

Embrace Discomfort for Growth

Personal and professional growth rarely happens within one's comfort zone. Many people walk through life in a fog of thoughts, but leaders can create real progress and breakthroughs by helping their team members lean into uncomfortable situations. Whether it's the member of a CEO peer group recognizing that they need the pressure of being held accountable to succeed, or it's getting better at managing a team member who is underperforming, it all starts by accepting the initial discomfort and leaning into it.

In this episode of The Flywheel Effect, hosts Brent Sonnek-Schmelz and Matt Bernath dive into the importance of mindset and systems in business growth. Matt shares his transformative experience climbing Mount Whitney, pushing through physical and mental barriers, and discovering new personal limits. His journey becomes a fitting analogy for business owners looking to scale—highlighting the value of preparation, persistence, and adaptability.

The discussion then shifts to the differences between being a dreamer and a doer. Matt challenges the common misconception that business owners who keep their heads down and work tirelessly are true doers. Instead, he argues that real progress comes from investing in systems, leadership, and accountability—ensuring the business can function without constant personal involvement. Brent adds that many entrepreneurs struggle with delegation, often abdicating responsibility instead of creating sustainable processes.

The episode concludes with a conversation on the power of challenging perspectives. Brent and Matt emphasize the importance of surrounding yourself with people who push you to think critically and avoid confirmation bias. They explore how self-awareness, feedback, and open conversations shape strong leaders. Whether in business or personal growth, the key takeaway is clear: success is about intentional action, not just ambition.


Host-at-a-Glance
💡 Name: Brent Sonnek-Schmelz and Matt Bernath


Key Insights

The Difference Between Dreamers and Doers

Many business owners dream of building a company that runs without them, but few take the necessary steps to make it happen. Matt Bernath and Brent Sonnek-Schmelz break down the critical distinction between those who simply have a vision and those who actively work toward it. They discuss how success isn’t just about putting in hours—it’s about setting up systems, developing leadership skills, and making strategic decisions that enable long-term growth. Many entrepreneurs get caught up in daily tasks, mistaking busyness for progress, when in reality, they need to step back and build repeatable processes that allow them to scale. Matt explains that real progress happens when leaders invest in personal development, track key performance indicators (KPIs), and focus on making their business independent of them. By shifting from a task-oriented mindset to a strategic one, business owners can create sustainable growth and freedom.


Delegation vs. Abdication: The Leadership Trap

One of the biggest challenges for business owners is learning how to delegate effectively. Brent and Matt discuss the difference between true delegation and abdication—handing off responsibility without accountability. Many entrepreneurs attempt to step back but fail to establish clear expectations, leading to confusion, inefficiency, and frustration. Delegation isn’t just about assigning tasks; it requires setting up the right processes, defining measurable goals, and tracking progress through KPIs. Without these elements, business owners risk losing control rather than gaining freedom. The conversation also highlights a common misconception among leaders: expecting employees to operate at the same level of efficiency and expertise as the owner. Instead, Matt emphasizes that if employees can execute at 80% of an owner’s capability, that’s a major win. By putting accountability structures in place, leaders can ensure tasks get done without micromanaging—allowing them to truly work on their business rather than being stuck in it.


The Power of Feedback and Constructive Challenge

Growth doesn’t happen in an echo chamber. Brent and Matt discuss why many business owners struggle to accept feedback and how surrounding yourself with people who challenge your ideas is key to leveling up. They highlight the human tendency to seek validation rather than pushback, which can keep leaders from re

Join Brent Sonnek-Schmelz and Matt Bernath in this episode of The Flywheel Effect as they examine how recent policy changes affect home service businesses. The hosts explore tariffs on imported goods, supply chain disruptions, and their impact on pricing across the industry.

A key focus of their discussion centers on workforce challenges in the trades. Brent and Matt address how immigration policies create labor shortages, particularly in states like New Jersey and California where many skilled workers have gone into hiding or left job sites. They analyze how these changes could increase labor costs and slow project completions.

The conversation shifts to broader economic impacts, including the temporary suspension of SBA loan programs and its effect on business transactions. The hosts share insights on market adaptations, noting how previous challenges like COVID-related supply chain issues led to industry resilience. They emphasize the importance of business owners focusing on fundamentals during policy change and market uncertainty periods.

Guest-at-a-Glance

💡 Hosts: Brent Sonnek-Schmelz and Matt Bernath

Key Insights

Tariff Effects Less Dramatic Than Headlines Suggest 

Supply chain price increases from new tariffs may not hit consumers as hard as feared. The 60% tariff applies only to factory costs, not retail prices, creating multiple points for cost absorption throughout the supply chain. Manufacturers can renegotiate prices, distributors can adjust margins, and retailers can strategically time inventory purchases. Smart businesses can minimize impact through efficiency improvements and strategic purchasing, particularly in high-end markets where demand remains more stable. Past experience with tariffs shows the industry adapts through price adjustments and operational changes.

Immigration Policies Create Deeper Labor Crisis Than Tariffs

Labor shortages pose a more significant threat to home services than supply chain disruptions. The industry relies heavily on immigrant workers, and increased enforcement has led skilled workers to leave job sites or go into hiding. This workforce reduction compounds existing challenges in finding skilled trade workers, particularly as younger generations enter the workforce in smaller numbers. The situation forces wage increases and project delays, potentially creating longer-term structural changes in how home service businesses operate and price their services.

Market Intervention Often Creates Unintended Consequences 

Government price controls and market interventions typically produce adverse long-term effects despite short-term benefits. Examples like California's contractor pricing limits during wildfire rebuilding show how price caps can reduce available labor and slow recovery. When prices can't adjust naturally to demand, supply often becomes restricted - whether in construction services, gasoline during disasters, or other markets. While intervention aims to protect consumers, it often results in reduced availability of goods and services, creating inefficiencies that hurt the very people the policies intended to help.

This episode of The Flywheel Effect explores the crucial role of advocacy in the custom integration industry. Brent Sonnek-Schmelz hosts Will Breaux, Director at Casa Houston and CEDIA Government Affairs Committee Chair, for a look into the importance of engaging with local and national government. Will shares his experience successfully fighting against regulations that would have required permits for low-voltage work in Houston.

Will's story highlights the impact integrators can have by speaking up and educating lawmakers. He emphasizes the need for proactive involvement, especially since regulations often return. Will also discusses the importance of mentorship and inspiring the next generation of integrators. He spearheaded an initiative to bring high school students to CEDIA Expo, giving them a firsthand look at the industry.

This episode underscores the power of grassroots advocacy and how every integrator can contribute to shaping the future of the trade. 

Guest-at-a-Glance

💡 Name: Will Breaux 

Key Insights

The Power of Grassroots Advocacy

Many small business owners avoid getting involved in advocacy, seeing it as irrelevant to their daily work. However, as Will explains, it's often local regulations that significantly impact a business. In his experience with the Houston City Council, he showed how a strong grassroots effort could sway decisions. Engaging with local officials directly makes a greater impact than organizational representation. Integrators, like other tradespeople, need to be proactive and participate in these conversations. If they don't, someone else will shape their industry's future, potentially for the worse.

Mentoring the Next Generation

The custom integration industry needs a clear path for newcomers, unlike established trades with apprenticeship programs. Will saw this gap and took the initiative. He organized a program to bring high school students to CEDIA Expo, exposing them to career possibilities and technologies. This type of mentorship not only benefits students but strengthens the entire industry. By investing in the future workforce, integrators ensure a steady stream of skilled professionals. The enthusiastic support Will's program received from manufacturers like Savant and Sonance demonstrates the industry's recognition of its importance.

Proactive vs. Reactive Governance

Waiting for regulations to appear before reacting puts integrators at a disadvantage. As Will points out, local governments often revisit code updates, providing multiple opportunities for unfavorable regulations to slip through. By engaging proactively, integrators can shape these discussions, educate officials, and ensure fair and reasonable outcomes. Joining organizations like CEDIA and participating in government affairs committees allows integrators to stay informed, anticipate potential issues, and contribute to a unified industry voice. This proactive approach protects businesses and establishes the industry as a responsible and engaged stakeholder.