Today we're going to go off the beaten path for a minute and Rich is going to tell a fun little story about the origins of his company, and how he got his first Roofing client–a $50 million company in Fort Worth. That sounds pretty impressive, especially considering he was only 27 years old at the time. Actually, not very impressive at all… just wait until you hear what a complete disaster led up to getting this client.

Today's podcast is a review of a direct mail letter that was written by the owner of an electric company that was being sent out to people who had recently moved into a new home. Smart idea, right? Well, yes… except the letter wasn't executed very well. The letter suffers from "the curse of knowledge," where the person reading the letter knows FAR less about electrical stuff than the guy who wrote the letter… and so they pretty much have no idea what he's talking about--it goes right over their heads.

Everybody loves a good surprise, right? Not the kind where a person jumps out from behind a corner and causes you to pee your pants… I'm talking about the kind where you find a $20 bill in your coat pocket that you forgot about… or when somebody does something nice and unexpected for you. THAT kind. On today's podcast, Rich is going to build a case for creating a "surprise" budget in your business and consistently giving gifts to your customers. What!?! That sounds expensive you might be saying! And you might be right. But you might be wrong.

It's Sunday, and that means that Rich turns his attention to things that are focused on either personal development or Spiritual… and today… It's personal development. The episode is called "the long hard road," and comes from a webinar that Rich did many years ago that… more or less… tells his own story. And the story he's trying to tell is that success is NOT an overnight endeavor. It takes long, hard patience.

Today we steer away from content creation and strategy to focus on the fundamental knowledge for successful marketing, namely: knowing your numbers. Unless you know the numbers behind your business, you're likely to fail at your marketing endeavors, either spending too much money or not spending enough to grow your business into the Level 10 giant you desire.

On today's podcast, Rich shares one of his classic stories that everyone--and I mean everyone--always remembers. WALL DRUG. It's a story about consistency, frequency, and repetition of an advertising message. Even though the story itself is about billboards, the principle applies to all forms of marketing and advertising.

In this Throwback Thursday episode, Rich revisits a webinar exploring how small "Davids" can outmaneuver big "Goliaths" in business. Through a real client story involving wasted media spend and a failing website, Rich unpacks the Level 10 Mindset: radical self-awareness. Know your strengths, surround yourself with experts for your weaknesses, and don't let small distractions cost you major opportunities.

Contractors, why is a $20M business still broke? Gary Cohen, EVP of CCN, breaks down why net profit — not revenue — is the only number that matters. We cover the 3 levers CCN pulls first with struggling contractors, the "Primal Selling System," and why discipline separates profitable owners from the rest. Plus: details on CCN's Elevate 2026 conference.

It's the age-old debate on today's podcast--does size matter? Is bigger better? In advertising, as you're about to hear Rich explain, the answer is almost always YES. He'll cover the benefits of size and give you some tips for going large for print ads, mailings, tv & radio, billboards, and even home shows.

Today's podcast is based on a very simple premise: If you can SHOW your prospects what you're all about… so that it's super easy to understand, then they're going to be more likely to believe whatever it is you're TELLING them about your products and your company. Yep, we're talking about the power of a demonstration. But what should you demonstrate… and how and where? That's what Rich is here to cover.