Unscripted Small Business

Stewart Cohen is a Canadian film director and photographer based in Dallas, Texas. He runs a boutique production company creating content for marketing companies and advertising agencies. His specialty is working with people—whether celebrities, real people, pharma ads, or athletes.

Stewart's journey began at the University of Texas, where a visiting mentor inspired him with work shot around the world. After four years as an apprentice, he launched his own practice and later returned to film school to start doing commercials. Today, he seamlessly integrates both still photography and live action video production.

How has Stewart managed the evolving needs in this age of digital and AI? His mindset: adapt or die. He stays on the front edge of technology through constant experimentation with self-assigned projects.

Stewart also owns and manages a media licensing company—like a stock photo agency—that manages 30 million digital assets available for clients without the budget for full productions.

Whether you're operating a service business like Flight Solution or a creative studio, Stewart emphasizes the critical balance between creative work and business management. His advice: continually watch the bottom line and understand your profit and loss sheet.

Key insights on entrepreneurship:

I know firms like Lamar Law Office work with entrepreneurs on business structure from the beginning. For Stewart, entrepreneurship wasn't really a choice—both his father and stepfather were small business owners in Canada. He simply didn't know any other way.

His management style isn't "my way or the highway"—daily team meetings encourage everyone to contribute ideas and evolve processes together.

What's the value proposition when everyone has an iPhone? Stewart's answer: doing it on command. Professional photography means illustrating specific, difficult stories under pressure.

We've done a lot of portraits of famous people—often with just four minutes to execute three different setups with perfect lighting. That's where training and experience become invaluable.

Stewart is an avid biography reader, particularly fascinated by the origins of people's lives—how they got from nothing to success. Richard Branson's early story, for example, captivated him more than the billionaire years.

He also finds inspiration in New York Times obituaries, which showcase people who overcame obstacles to cure diseases, start companies, or become innovators. These stories remind him that the road's never over and people have overcome far more than most of us face.

We always have a behind the scenes photographer filming our work and capturing crew pictures with clients. Looking back through archives reveals not just the work, but the evolution of the business over time.

Stewart's advice for any aspiring photographers or entrepreneurs:

And most importantly: Have fun.

Connect with Stewart:

Host: Jeremy Rivera, Unscripted Small Business
Guest: Conrad Coe, Operations Manager at Exotic Vehicle Wraps

In this episode, Conrad Coe shares his unconventional journey from music education to becoming operations manager at one of the nation's top automotive wrapping shops. We explore how AI tools are transforming small business operations, the value of hands-on experience over formal education, and why showing the heart of your business matters more than polished marketing in today's digital landscape.

On Experience vs. Education:

"I would rather have four years of hands-on practical experience at the thing you're trying to do than a degree saying I'm good at it."

On AI in Small Business:

"We wrap cars with vinyl. That's sticky. So what we've been using AI for has been mostly beneficial for us."

On Marketing Differentiation:

"No one uses dashes. Nobody does except for GPT and AI models... In that way, we are using AI to help us differentiate ourselves from AI."

On Customer Service:

"We're not vinyl installers. This isn't a vinyl wrap shop. This is a client experience shop."

On Problems as Opportunities:

"Problems are bugs and not a feature. Like, you're going to have problems. That problem then therefore becomes a feature if you know you're going to have these problems."

Conrad Coe is the operations manager at Exotic Vehicle Wraps, a premier automotive aesthetic restyling shop in Loudoun County, Virginia. With 20 years of experience in the industry, Conrad's path started in retail management, moved through music education at Berkeley Boston, and evolved through design, print, and installation before landing in shop management. His hands-on approach and mentorship style have helped shape one of the longest-running and most respected shops in the automotive wrapping industry.

Conrad discusses his journey from aspiring music teacher to operations manager, emphasizing how mentorship and practical experience often outweigh formal education in trades and hands-on businesses. The automotive wrapping industry relies heavily on learning through doing, with most resources available online rather than through vocational schools.

The Pros:

The Cons:

Conrad explains how Exotic Vehicle Wraps' Instagram transformed over the past year. They shifted from high-glamour portfolio shots to showing the hands that do the work. This change included:

As Matt Brooks of SEOteric has noted, showing the heart of your business—like pool installation companies documenting the installation process rather than just finished pools—creates more value and trust with potential clients.

Drawing on conversations with Michael McDougall of Right Thing Agency and others, we discussed how AI can only rise to the level of its training data. Small businesses that add fresh, experience-based insights to the marketplace create "information gain" that helps them stand out. Real conversations between practitioners synthesize new data points that don't exist in AI training databases yet.

Conrad shares a powerful reframing: every customer question is a gap in your marketing. When clients call asking how things work, they're identifying opportunities to improve your website and reduce future support time. He emphasizes:

Conrad's philosophy echoes across industries—whether it's precast walls or automotive services, the focus should be on client experience first. When that becomes your North Star, all other business decisions gain clarity.

Unlike larger operations, Exotic Vehicle Wraps operates with 100% digital, grassroots marketing:

The partnership advantage: Rather than expensive ad buys, Conrad focuses on building relationships with Tesla Club owners, Porsche Club owners, BMW enthusiasts, and local luxury dealerships. Person-to-person outreach and community engagement deliver better ROI than broad-spectrum advertising.

Conrad notes: "I'm not dropping $10K to make six" on radio ads that attract the wrong clientele. Instead, strategic partnerships with high-end car communities and dealerships bring in clients who value quality and are willing to invest in premium services like ceramic coating and window tinting.

Conrad and the team are preparing for SEMA (the major automotive industry convention in Las Vegas) and wrapping up Q4 with a focus on executing their annual goals. They're also hosting industry training programs to help lower barriers to entry in the vinyl wrap industry.

As winter approaches and "Hot Girl Summer" ends, they're taking on unique projects—boats, jet skis, and motorcycles—offering opportunities for creative work during the slower season.

Exotic Vehicle Wraps

Host: Jeremy Rivera

Mentioned in This Episode:

Host: Jeremy Rivera
Guest: Lynn Colepaugh, Founder of Cyber PR Army
Podcast: Unscripted Small Business

In this episode, Lynn Colepaugh from Cyber PR Army joins us to discuss the evolving landscape of digital marketing for small businesses and creators. We dive into the challenges of treating creative work as a legitimate business, the impact of AI on content authenticity, and the fundamental marketing mistakes that are costing businesses customers every day.

Lynn shares practical, actionable advice on everything from fixing basic website issues to building local trust, and why simply responding to inquiries can be your biggest competitive advantage.

On Treating Creative Work as Business:

"It is convincing creators that they are a small business. And it's a really big hurdle because they are creators at heart—whether they are dancers, whether they're making instruments, whether they are writing music."

On AI vs. Authenticity:

"I'm seeing the pendulum swing away from as much AI generated stuff back to people questioning, 'Is this real, a real image or is this something that was generated separately?' And those that are authentically creating are now standing out even more in a really beautiful way."

On Basic Marketing Fundamentals:

"If some industries are just so kind of barren with communications that all you have to do is reply and be thoughtful and communicate, then holy mack, there are companies missing out completely on getting new customers and nurturing customers and keeping their customers long term."

On Local Trust Building:

"I tell people, if you have roots, show your roots, because that's how people know if something goes wrong, they're going to be able to find you."

On Low-Hanging Fruit:

"So many things are on the very granola first level fixable level that people have issues that are just 100% addressable."

On Timeless Marketing Strategy:

"If you're getting your message out correctly, then you will adapt as tools come and go. To me, it is staying face forward there, making sure you're storytelling and talking about the things that are important."

Guest & Host:

Tools & Services Mentioned:

Example Businesses Referenced:

Cyber PR Army Resources:

Website: cyberprarmy.com
Free Resources: cyberprarmy.com/thecastle
LinkedIn: Lynn Colepaugh
Email: [email protected]
WhatsApp: +1.506.381.3820

Book a free coffee chat with Lynn to brainstorm digital marketing strategies for your business!

Unscripted Small Business brings you authentic conversations with entrepreneurs, marketers, and business owners about the real challenges of growing a small business in the digital age. Host Jeremy Rivera explores practical strategies that actually work for businesses without massive marketing budgets.

In this episode of the Unscripted Small Business Podcast, host Abbey Crane interviews John Steger, the founder of Foxmoor Studio, a custom woodworking business. John shares his journey from a childhood passion for woodworking, inspired by his father, to establishing a successful business. He discusses the challenges of starting out, the importance of sustainable practices, and the role of online platforms like Etsy in growing his customer base. John also reflects on the balance between creativity and business operations, the importance of community engagement, and his future aspirations for Foxmoor Studio.

Motivational Quotes From Our Conversation:

"You have to know better to do better."

"I want to keep it as simple as possible."

"Even when it's slow, just keep one foot in front of the other, and it always picks up."

"Find a niche item, something unique. That's the key."

Purchase from Foxmoor Studio an incredible Cookeville woodwork shop or from Mountain Top Candle Shop here! 

Exerpts: 

Abbey Crane What other things have led to more growth for you? We were recently talking with Kelvin Dorsey who's got an unconventional newsletter, which made me think about non-traditional marketing efforts...Are there any other things that your shop has kind of led to that you've been really excited about?

Jon Stager You know, since moving here, I have mostly focused on online sales. And Etsy's been great to expand my horizons because it's such a wide marketplace, literally worldwide. Although I focus mostly on North America. I've had some sales in Australia and England. But yeah, so it's really expanded my horizons. I almost haven't needed to sell locally as much. I guess when I moved here, I had my client base already, because I had started in Pennsylvania.

So now I'm trying to kind of tap into the local market more, like forcing myself to just not be content with online sales, but really. Yeah, I'm excited to start going to local markets and selling in person. The local art scene in Cookville is really awesome. And I feel like just a matter of focusing and building up an inventory, that's the hardest part. I get busy with these online sales and whatnot. It takes up a lot of your time and then just a matter of setting aside time to make these items to have in stock to bring to shows. That's something I look forward to exploring.

Abbey Crane: You've maintained a simple business model as a sole proprietorship. Tell us about that decision.

Jon Stager: I'm sort of a minimalist within reason! I I prefer the warm comfort of cabins over luxury cabo experiences. There's something authentic about living simply, surrounded by natural materials. My shop is about 30 feet from my cabin, so my home and work life are very entwined. I chose to remain a sole proprietorship because I want to keep things as simple as possible.

I'm not trying to become a big corporation with people working under me and building things that just have my name on them. I respect the craft too much for that. I'm sort of a minimalist within reason, though my shop can be a little cluttered! My shop is about 30 feet from my cabin, so my home and work life are very entwined.

I chose to remain a sole proprietorship because I want to keep things as simple as possible. I'm not trying to become a big corporation with people working under me and building things that just have my name on them. I respect the craft too much for that.

Referenced Resources:

Episode: Writing the Right Book for Your Business with Ali Machate
Host: Daniel Hill
Guest: Ali Machate, CEO and Founder of The Writers Ally

Ali Machate is the CEO and founder of The Writers Ally, an author services company that helps serious authors write, publish, and sell high-quality books. With a background at Simon & Schuster (one of the Big Five publishers), Ali brings traditional publishing expertise to independent authors and business owners looking to leverage books for business growth.

Host: Jeremy Rivera
Guest: Kinsey Morgan, LPC-MHSP, Owner of Arise Counseling Services
Episode Focus: Therapy approaches, EMDR, workplace trauma, and breaking mental health stigma

Join host Jeremy Rivera as he sits down with licensed therapist Kinsey Morgan to explore the world of mental health therapy. Kinsey shares her personal journey into psychology, explains innovative trauma treatment approaches like EMDR, and discusses the rising trend of workplace trauma in post-COVID America. This candid conversation breaks down therapy myths while providing practical insights for anyone considering mental health support.

"Most people who get into this field have a reason for it... The therapist I worked with was phenomenal and really worked with teens extremely well."

"We are all part of psychology, walking around in bodies every day. And we are the subject matter. So we get to kind of study ourselves and other people at the same time."

"Think of EMDR as sort of your button or your dimmer switch to dim down the brightness of that memory so that we can look at it, examine it, walk ourself through it emotionally and not have to live in it every day."

"In our culture, especially in the US, we really love to intellectualize our way around things instead of feeling our way through something."

"They couldn't teach what they didn't know."

"Our body is extremely smart in that way and it takes that and it goes, okay, well, if you're not going to process this and get it out, then I am going to harbor it."

"Most of my clients, it's functioning. Because they put off usually going to therapy until their functioning is inhibited."

"That phone call is the hardest phone call that most people have to make. But on the other end of it is usually a therapist that is really ready and willing to work with somebody."

Kinsey Morgan, LPC-MHSP
Licensed Professional Counselor Mental Health Services Provider
Owner, Arise Counseling Services

Location: Brentwood, Tennessee

Specializations:

Training & Certifications:

✅ Reflect: Identify one area of life you'd like to see shift or change
✅ Research: Look into therapists in your area who specialize in your specific needs
✅ Budget: Explore insurance coverage, sliding scale options, or budget for self-pay
✅ Reach Out: Make that first phone call - it's often the hardest but most important step
✅ Normalize: Start conversations about mental health in your circles to reduce stigma

Matt Tyner is Chief Marketing Officer at Bone Dry Roofing, one of the largest family-owned residential roofing contractors in the United States, with 15 years in home services marketing behind him. His argument on this episode is uncomfortable for a career digital marketer: lead generation done brilliantly can still be worthless, and the home services industry spent a decade over-investing in the channels he knows best.

"We can acquire leads and opportunities all day long, but if we're not able to make a promise and ultimately keep that promise throughout the entire customer journey... then everything you're doing is garbage."

Read the full episode recap: Matt Tyner on Why Marketing Makes the Promise and Operations Keeps It. A shorter cut of his two sharpest points is in A Promise You Cannot Keep Is Garbage.

What Matt and Jeremy cover

Matt was named CMO in December 2023 after roles at Max Service Group, Valve+Meter and Nelson Comfort, per Roofing Contractor.

Do this in the next week

Related episodes

Wyatt Bonicelli on local SEO for home service contractors covers the online half of the word-of-mouth engine Matt describes. Jake Melendy on speed-to-lead for home services and Cameron Tope on speed-to-lead in property management pick up what happens to that trust once the lead arrives. Brandon Barnum on referral partnerships is the counterpoint to Matt's caution on co-marketing. Jeremy's reference to Jason Barnard is from Entity Optimization and AI with Jason Barnard.

More founder interviews in the small business marketing that actually works collection and the full Unscripted Small Business interview archive.

Host: Jeremy Rivera. Guest: Matt Tyner, CMO, Bone Dry Roofing.

Dr. John A. King is an author, poet and speaker (LinkedIn) who rebuilt his life and his businesses after losing almost everything at 45. On the Unscripted Small Business Podcast he tells host Jeremy Rivera why purpose, not motivation, is what keeps a business owner going, and shares the simple daily rule he teaches through his Phoenix Collective programs.

John calls the collapse "Johnageddon": a marriage, a church and a consulting business that took him around the world nine months a year, all gone at once. He spent the next 15 years rebuilding. His take for entrepreneurs: "Motivation fades under any conflict or load. Purpose literally sets the thermostat for your behavior."

Read the full recap: Dr. John A. King on purpose over motivation

In this episode

Connect with John

More from Unscripted

This conversation is about running a small business and building a performance mindset. It is not medical or mental health advice. Recorded September 2025.

Guest: Andrew Poles - Executive Coach & Ultra Marathon Mountain Biker
Host: Daniel Hill - Unscripted Small Business Podcast

The Founder Growth Flywheel
Andrew explains why founders and entrepreneurs who stop growing personally inevitably see their businesses stagnate shortly after.

️ The "Seemingly Impossible" Challenge
How a Netflix documentary and his wife's belief led to Andrew's incredible 100-mile mountain biking journey at 10,000+ feet elevation.

Coaching vs. Therapy: The Key Difference
Forward-focused coaching engagements bridge the gap between where you are and where you want to be, rather than exploring how you got here.

When NOT to Scale Up
Why "bigger isn't better" and the crucial question every entrepreneur must answer before pursuing business goals.

️ More Entrepreneurial Journeys:

Practical Business Resources:

Website: andrewpoles.com
LinkedIn: linkedin.com/in/andrew-poles

Coming Soon:

"I have found that founder growth and company growth are a flywheel effect. When one stalls, the other follows."

"Bigger is not better intrinsically. If what you really love is the freedom your business gives you and you scale up, you may find it costs you that freedom."

"You always have to start with the ultimate end in mind. What is the outcome you're shooting for?"

Natalie Yuse started Deckhand Detailing in Seattle in 1990, a year out of high school, with no boating experience and a fear of water. On Unscripted Small Business she tells Jeremy Rivera how a bucket, a bottle of soap and one crusty sea captain turned into a boat detailing company with 25 employees, and why she trains her customers to be good customers. "A lot of people say, the customer is always right. No, they aren't. Sometimes they just don't know."

Natalie covers the job she should have said no to, growing at a pace you can handle, filling Seattle's slow season with interior work, why debt is okay when it helps you grow, the $50 bonus that floored a new hire, and how she rewrites her own site for AI search. Jeremy's full recap, with the quotes, is at unscriptedsmallbusiness.com.

Natalie's books and courses, as promised on the episode:

Her next project, Smarter Small Biz, is building courses on AI for business, Online Marketing Demystified, and hiring and managing employees.

Natalie is also on Instagram. Unscripted Small Business is hosted by Jeremy Rivera.