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BRX Pro Tip: Turning Content into Clients

November 18, 2025 by angishields

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BRX Pro Tip: Turning Content into Clients

Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, today’s topic, turning content into clients.

Lee Kantor: Yeah, this is something that everybody, you know, hears about and talks about, and there’s so much content out there, and we’re just kind of buried in content. But the reason why so much of it’s out there is because you have to be doing some of this to keep your brand ubiquitous in the minds of your potential clients, because ultimately, you want to create a business where you’re attracting people towards you instead of chasing them individually. So, you want to be attracting, not chasing.

Lee Kantor: So, in order to do that, you’ve got to create content that speaks directly to your ideal client. They have to believe that you understand their challenges, their goals, and understand what’s stopping them from hiring you. So, you have to address these things head-on in whatever content form you’re using: blogs, videos, social posts, podcasting. Whatever it is you’re doing, you have to be creating some content that’s going to build trust and credibility before they call you.

Lee Kantor: Number two, use storytelling. That kind of demonstrates the impact that you can have on somebody. Showcase client success stories. Use case studies that let prospects kind of envision their own results through the solutions that you provided to other people. People buy outcomes. They are not buying a service or a product. They want the result. They do not care, really, how it gets there.

Lee Kantor: And number three, you want to have in each piece of content some clear call to action that encourages engagement. You have to invite a conversation that has to be a dialogue. It can’t be a monologue all the time. So, you know, have things that are some call to action, whether it’s a free consultation, a webinar, some resource they can download, because you want to slowly move that prospect towards some sort of a discovery call. Attract clients by becoming their go-to resource, so they come seeking you rather than you chasing them.

Mastering Sales: A Comprehensive Guide to Hiring, Training, and Managing Top Talent

November 17, 2025 by angishields

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Brought to you by Diesel David and Main Street Warriors

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In this episode of Cherokee Business Radio, Joshua Kornitsky explores sales training and development with experts Dean Nolley and Lou Melancon. They discuss building effective sales teams through continuous learning, tailored coaching, and strategic hiring using assessments. Lou and Dean share practical advice for aligning sales roles with individual strengths and company goals, emphasizing a holistic, scalable approach for businesses of all sizes.

Dean-Nolley-headshotDean Nolley, Founder of Sales Growth Imagination, is a senior sales leader with more than 30 years of experience driving business growth and profitability. He has an impressive record of scaling up sales teams and improving revenue for organizations of all sizes.

With his collaborative approach, Dean structures partnerships for mutual success and a shared sense of accomplishment. His experience includes corporate leadership, a Silicon Valley start-up, and multiple VC/PE-backed portfolio companies, while starting and successfully selling his own company, Digital Imagination.

Thus, Dean is walking down memory lane with supporting small businesses, as he has successfully walked the walk as a small business founder and owner. Dean has certifications in OMG (Objective Management Group), CSL (Certified Sales Leader), and AI Certified (Business Transformation, AI in the Sales Process, and AI Sales Tools).

Connect with Dean on LinkedIn.

Lou-Melancon-headshotLou Melancon is a Sales Leader, Individual Contributor, Sales and Product trainer for 50 plus years. After a short retirement he decided to share with others what he has learned through years of successful selling and coaching.

Your sales force will be more effective, new clients and client retention will increase and your revenues will increase as Lou moves your sales team to their next level.

Connect with Lou on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Joshua Kornitsky: Welcome back to Cherokee Business Radio. I’m your host, Joshua Kornitsky professional EOS implementer, and I’ve got two really interesting guests here in the studio with me. But before I get started talking to Dean and Lou, I want to remind you that today’s episode is brought to you in part by our community partner program, the Business RadioX Main Street Warriors Defending Capitalism, promoting small business, and supporting our local community. For more information, please go to Mainstreet Warriors. And a special note of thanks to our title sponsor for the Cherokee chapter of Mainstreet Warriors. Diesel. David Inc. Please go check them out at diesel. David. So as I said, I have two guests here in the studio with me today that I’m really excited to talk to both of them. But unlike normal interviews where it’s one than the other, we’re going to do this all together. So here in the studio, I’ve got with me, Dean Nolley and Lou Melancon.

Lou Melancon: Excellent.

Joshua Kornitsky: Doing my best.

Lou Melancon: Excellent.

Joshua Kornitsky: And they’re here to talk a whole lot of sales with us. So before we get started, Lou, let me start with you. Give us a little bit of your background so we understand why you’re an expert at what you do. Sure.

Lou Melancon: I’m glad to. And thank you for asking. In the Sales Imagination organization, what I do is training. Training of salespeople, sales managers, business development people, telemarketers. My background is in 1973, I was a fair but not very successful disc jockey, and I married the receptionist at the radio station and decided it needed a real job. Well, it didn’t have a college education. I liked college, but I didn’t finish. And I got a job as a commissioned salesman. Didn’t pay me anything. Only when I sold something did I get paid. And let me tell you, that was quite a learning experience. In the third year, I was the top salesman in the nation. And I’m very proud of that. I migrated from that into sales management. That led to marketing and market development. And that led to training. I spent a lot of time training salespeople on how to sell our products and how to market our products. And that led to working with very large accounts. So at the end of my career, I was working with two accounts nationally across many hundreds of locations, and we were very successful with that client, did a good job. They liked us. We liked them. Very rewarding. So in a nutshell, that’s how I spent the last 50 years. I retired in March, and in April I said, I don’t like this. I want to do something.

Joshua Kornitsky: You don’t seem retired as long as you want to say.

Lou Melancon: So Dean and I were talking because we had worked together, and he said, hey, listen, I want to add training into my portfolio. And I said, Dean, I’ve done that for years and done it very well, so I’d like to be part of it. So that got me to working with Dean.

Joshua Kornitsky: That’s fantastic.

Lou Melancon: I think it’ll work.

Joshua Kornitsky: Well, I think you said you worked together previously. How long did you work together?

Lou Melancon: I guess about ten years.

Joshua Kornitsky: Okay. So good. Solid working relationship.

Lou Melancon: Yeah.

Dean Nolley: And then the one thing with Lou that he’s not saying I saw him as a high end services specialist, very successful, overachieving, uh, put him in a leadership. Needed some help running Georgia. Unbelievable leader. Um, and so he’s not telling the whole story.

Joshua Kornitsky: Well, the best leaders are usually the the least boisterous about their own abilities. But, Dean, tell us a little bit about your your background and tell us about your working relationship before and since with Lou.

Dean Nolley: No, I appreciate that. Um. My background. I started out at Eastman Kodak. Successful career, a lot of number of different sales, sales, leadership. Um, we were sitting in our starter home, me and Heidi, um, I would normally say we were pregnant with Alex, but you both have met Heidi. Heidi would cut me off publicly and say I was pregnant with Alex. And as we were evaluating another promotion to go back to beautiful, cold, snowy 186in a year at Rochester, New York, and I watched my wife profusely crying. I knew that it was time to leave corporate America and go out. So I went out and my background at that point was start up in Menlo Park did not have to move there. I was such a good employee of Kodak. My job was to put film out of business. Saw the digital cameras, thermal desktop printers and the 1996 Olympics in Atlanta, Georgia was a catalyst in the foundation to do that. Um, so that taught me. I worked for people from Apple, Logitech, Sun Micro, SGI, Microage on the channel, and John Sculley of Apple was none other than the consultant for the company. Wow. Um, I saw entrepreneurial set Joshua like I’d never seen. I loved it. Well, it was all good. Things come to an end that PE groups were able to sell within two years. At that point, me and another gentleman went out and started Digital Imagination. So that’s what kind of brings me to where I am now, because we started a company. What we saw is on the services side, all the service providers were avoiding digital.

Joshua Kornitsky: So well, it was new and scary, right?

Dean Nolley: Yeah. It was. So our claim to fame was mastering the Santa Clause and the Easter Bunnies in the mall. So we found a way to partner with them because it didn’t feel right competing with Santa Claus or Easter Bunny. Right?

Joshua Kornitsky: I have to know the story.

Dean Nolley: Yeah. So plus plus, we saw how good a relationship these mall providers had with the mall developers, right? So we found a way to educate them, train them, support them. And all of a sudden, instead of you getting that Polaroid from Santa Claus and Easter Bunny, you notice you started getting the digital files and the thermal print. That was us. Wow. Um, so we sold that successfully applied graphics technology in New York. Uh, at that point, I kind of hung out in the PE world not running the companies, but running sales. So startups three, four, 5 million trying to go to 30, 40, 50 million. So when you look at where I am now with sales, growth, imagination, it’s like deja vu. I’m walking down memory lane is the best way to say it. So hopefully I can help business owners be smarter than I was. We learned a lot the hard way. We won a lot of business, but we outgrew our structure. Joshua. So, um, on the on the loose side, what makes this fun is at the end of the day, I should have been focused on Raine Group and training, but there’s so many different things that we do with sales. Go ahead.

Joshua Kornitsky: Well, so back up. What is Raine Group?

Dean Nolley: Well, if you go to Raine Group and we’re going to let you walk through. But as you know with what I do, I help companies build out sales infrastructure, get their sales sustainable, then build out the framework roadmap to help them strategic sales playbook to help them scale.

Joshua Kornitsky: Right.

Dean Nolley: Um, the there are people that do what I do nationally. There’s so many things I’ll do. If I tried to tell people, I’ll lose them in about five seconds. So rank Group is one of those. And but what’s really cool about rank Group. It’s individual based training. So what it does for our sales growth imagination. I’ve not been B2C as you know I’m B2B right? But guess what? I go into a UPS store. Now husband, wife. They bought a franchise they’ve never sold before. Rank Group applies. You have one. Two salespeople is all. You now have an affordable way. And Lou’s going to go through that. But what I love about it is it really broadens what we do because anyone I touch, we now have a solution, because my higher end services of infrastructure management framework that doesn’t apply other than generally B2B, right? Probably 5 to $50 million or plus companies.

Joshua Kornitsky: Certainly not going to help on a small scale. So so Lou is is rain group sales training.

Lou Melancon: It is exactly what it is. Let me tell you how we got to it, Joshua. Thank you. When we sat down and talked about doing training, we said, okay, we’ve got to train new hires. We’ve got to train those who are early on in their career. Then we’ve got to train the old pros, the ones that teach old dog new tricks. And then there’s a lot of people now that sell or develop leads through the internet, through social media.

Joshua Kornitsky: We all know that.

Lou Melancon: Through the telephone. God, God bless them. So we said we’re going to have to train all of those people. So we looked around at the possible training programs we could offer, and we looked at writing our own. And that’s how we arrived at the Raine Group. They’re an organization based out of Boston, and they do two things extremely well. They analyze why people buy what caused them to buy something, what caused them to buy from that sales rep from that company. So they analyze that and they’ve developed training programs. They’ve got training that starts with the very basic of how do you hire the right person?

Joshua Kornitsky: Okay.

Lou Melancon: And then once you hire the right person, how do you set them on a path for the next month, the next three months, the next six months, the next year? In other words, they teach managers how to manage salespeople effectively.

Joshua Kornitsky: So it’s not just end user sales training, it’s it’s sales management training as well.

Lou Melancon: Yes. Okay. And it can rain group offers 70 modules. And and I guess I should have talked about the modules so you could visualize this. Most people when they train will call you to a room and 12 or 15 or 20 of you will sit down and and you’ll go through a training session. And it might be one day, it might be three days, it could even be a week. And the people in that room might not all be in the same business. They one might be in construction, one might be in engineering, one might be in services sale. So there’s not a lot of synergy in that type of group. And incidentally, for the most part, those trainings are very expensive.

Joshua Kornitsky: Well, I didn’t want to ask about costs, but I will when when you finish the explanation, because I do want to understand it. And for anybody listening to to have a grasp of what they’re talking, what you’re talking about financially.

Lou Melancon: That is one of the greatest things about the Raine Group. Now you’ve got these 70 individual modules, 70 aimed at sales management and sales reps at prospect, people doing prospecting. Right. And the modules are packaged together in a 14 week course. And that covers your midrange salesperson. Then we’ve got to focus on prospecting for your newbie. It’s just come in. We’ve got a process for the experienced sales manager. How do you do better? And for the new sales manager, what should you be focusing on so you can take these modules in sequence or In any way you want. You have access to 70 modules, each an hour long, with text in them, with reviews in them, with supporting materials. Okay, for $985 a year, a year for 70 modules for one person that’s per person.

Joshua Kornitsky: That’s incredibly, uh, compared to what I know sales training can cost. That’s an incredible value.

Lou Melancon: It is an incredible sales training program. It’s phenomenal.

Joshua Kornitsky: Is there, um, performance metrics that’s that are reported upstream so that anybody can see because anybody can sit down in front of a computer and click through and say, okay, I’m done.

Dean Nolley: You’re making this easy for us.

Joshua Kornitsky: Well, I want to understand.

Lou Melancon: So yeah, in the rain group, you can’t do that. You can’t just click through okay. You’ve got to watch the module to get to the validation quiz that follows each section of the module. Each module is divided into about six sections okay. And the scores are recorded and they come back to me. And I can share that with Dean, and we can share that with the business owner. Tell him how his sales force is doing. It’s all part of the evaluating your sales force and helping you figure out how to get them on the track you want them to run on.

Joshua Kornitsky: It sounds like it’s a really, really incredible kind of start to to end system. And one of the questions, and I don’t want to make it sound silly, but I know that when it comes to any type of sales is a skill, right? And when it comes to any type of skill training, there’s no such thing as one and done anywhere in the universe. So if I’m a mid-career sales rep and let’s be honest, I know everything when I’m when I’m a mid-career sales rep, there’s nothing new. I’m being sarcastic, but typically they have a a perception of the universe that they got this down. Are there courses and and tests to help them continue to perfect their art.

Dean Nolley: I’m going to hand it over to Lou in a second on this one, but yes. Okay. You get into consultative selling and we were on with a very, very large prospect yesterday. And while they have a lot of new reps coming in mid-level, they have some reps that they are now focusing on larger accounts. So consultative selling comes in. But that also ties in to what we’re doing with business coaching or sales coaching around these classes, because that’s aligning to a scorecard and a metric so that that owner can see the improvement and they can actually see the results aligning with the training that’s taking place. So okay, I know Lou is going to go into a lot of detail around that part.

Lou Melancon: Well, on the old pros.

Joshua Kornitsky: Um, dogs, you don’t want to learn the new tricks.

Lou Melancon: If you really look at the trajectory of a successful salesman for the first two, three, four, five years, he’s out there prospecting a lot, building his client base, and trying to build repeatable business so that by his fifth year onwards, he tends not to do any prospecting and he just holds on or tries to hold on to those clients. And that’s maybe good for them, but it’s not good for the company. Sure, you want the company to grow.

Joshua Kornitsky: Built right into it.

Lou Melancon: So there’s a couple of really challenging courses that I use to start working with the old pro, the seasoned old pro, the you can’t teach an old dog new tricks type of guy, right? One of them is using is having a prospecting plan using, uh, social media, using the internet, using email the right way, not just bombing somebody with 300 emails, but how to make it effective and what to say, and then how to sell on the computer. There’s a lot of selling today that’s not done face to face. It’s done over the over the internet using Google or teams or something like that. And what we’re finding is that when people buy, they start the buying process. They’ve already done a lot of research online. You couldn’t do that years ago. There wasn’t a Google there for you to search with. There is now. So they come to you with a perspective and thinking of where your company is in the industry. Are you number one, number two, number five. So we teach the the guys who can’t get into the accounts, new accounts, how to do it. Also, one of the things I find with experienced salesmen is they won’t call on competitive accounts. You must call them competitive accounts. They’ve already decided to use your product. They’re just buying it from somebody else, right? What you want to do is talk to them about, let’s say something goes wrong. God, I hope it doesn’t go wrong, but something goes wrong with your current supplier. Yeah, and you’re going to need to switch over fast. You need to have a backup strategy. So we talked to them about backup strategies. We talked to them about prospecting. We talked to them about the six personality types that you get in a committee sale.

Joshua Kornitsky: And I’m laughing because committee sale is more accurate than not. In some cases.

Lou Melancon: There’s some people that want to make the decision all on their own. There’s other people that don’t want to do anything without consensus. So we teach them the six personality types and how to deal with each one. And those are just some examples. There’s also modules on keeping and retaining accounts. Joshua, the range Group has a tremendous training program and I love it. I’ve taken the modules, I’ve studied them. But if you don’t reinforce it it doesn’t stick. It goes in one ear and out the other. People learn something this week and they forget it by next week.

Joshua Kornitsky: So how do you reinforce?

Lou Melancon: That’s the key. That’s what we at Sales Imagination Add. That’s the that’s the secret sauce if you will.

Joshua Kornitsky: Okay.

Lou Melancon: What we do is once a week after that training session and say there’s four people in the session, and they do it on four different days at four different times. But once a week we all get together on a day and time, say Tuesday at 10:00 in the morning and we spend an hour together. I go over. I’ve already looked at the module and their test scores, so I know where they’re strong and where they’re weak, and it allows me to sit there and talk to them individually about situations they’ve got, how they handled it, how they would have applied this new learning, what they thought of it, what they’re going to do to reinforce it. Now, the rain group training reinforces last week’s lesson in the new week’s lesson. It’s a reinforcement process and it’s a great one. So we do a lot of role plays in the coaching. We help them deal with real world situations, and we make sure they’re paying attention to the materials and they’re getting the most out of it. And maybe the most important thing you do as with salesman is show what’s in it for them. Okay. Show them how to make more money.

Joshua Kornitsky: I’m laughing because I spent 20 years in sales and everything you’re saying I know to be true.

Lou Melancon: Yeah. We want to show them how to make more money. We want to show them how it’s easy to prospect if you do it the right way. And it’s not always fun, but it’s something you do 100%.

Joshua Kornitsky: And to be fair to the great salespeople of the world, the best salespeople I have known, men or women, never stop learning, never stop refining their craft. Um, truthfully, it is. It is the anomaly to have that old stick in the mud. Who who doesn’t want to continue to learn because most of those people self-select out before it becomes their career. Because if you’re going to sell for a living, you have to be serious about it. And just like any professional athlete, you have to have coaching and training in an ongoing way.

Lou Melancon: What what I find is you get a lot of pushback from the experience because his attitude is, I don’t want to do this. I’m doing it because I have to. Right. And I recognize that because I’ve been a sales manager for so long. But I try to do with that type of person with the reign group is is put them into the situation where we can involve them or willing get their willing buy in. And I use that as using them as a partial coach in the class. You know, I would say you’ve done this before. Tell them about one of your most successful sales and we’ll talk about it. So you get them involved by sharing. And once they start feeling important, they’re committed.

Joshua Kornitsky: The tide goes out. You bet comes in. And, uh, that that makes great sense. And that’s a fantastic, uh, clearly hard learned strategy for for breaking down those more seasoned folks who, well, breaking downs the wrong term for including those more seasoned folks who are more resistant.

Dean Nolley: Well, and yesterday, you know, we were on a call. And the other part think of this as a simulated version. It was with a decision maker, but Lou would have seen the same thing if he had tenured salespeople. We were talking about consultative selling, getting to larger accounts. It was very obvious when we asked, what kind of tools will your people have to get into these accounts? They didn’t have any tools. So that led into a strategic conversation around sales, Riccio, Avner, and Knowledge Net. So the owner said, well, can you give us an example? Well, we had already done one where we showed how we made a connection path to one of their area. Franchisers. Right. And but at the same time, the guy put us on the spot and he said, okay, I want to do one live right now and see how it works. We pulled it up. He’s like, how quickly can you get me a recap? Recap? Because we need to look at this very seriously. It was amazing. The connection path. And he’s like, man, where has this been? But. That’s the thing that Lou’s going to pick up on. And one other thing to touch on, because when I first thinking of rain, you know, I started thinking about my college days of listening to Eddie Rabbitt, you know, rain on the windowpane. But in this world, rain stands for something quite different. And I wanted to allude to kind of walk through that as well. Um, because he taught me a lesson that I should have probably known this answer two years ago, and I didn’t.

Lou Melancon: Now Rain is an acronym. Acronym, excuse me.

Joshua Kornitsky: An an acronym. Would, you know, be a digital watch on a dinosaur?

Lou Melancon: That’s exactly right. Good comparison. Joshua. Um, rain stands for rapport. That’s the very first thing you’ve got to do is establish a conversational relationship. Not. I’m not talking about being a suck up to somebody. I’m talking about a valid business relationship that has value for both of you have a rapport. And as you’re doing that, you learn what their aspirations are. Where do they want to take the company? Where do they want to take their career? And you think about how you could help them as a sales rep do that. Then you ask them, what are their afflictions? What’s holding you back? And if you don’t achieve it, what happens if you do achieve it? What happens? And then you talk to them with ideas. New ideas are as rapport, a is affliction and um, is aspiration as I as ideas.

Joshua Kornitsky: Okay.

Lou Melancon: And it’s new ideas. The number one thing people say why they bought from somebody is a person brought to them a new perspective, new ideas, a new way of doing things and, and really showed them it would work. It didn’t have a downside. And the final thing, the N is the new normal. What’s it look like when you get there. And if you do all four of those things, you will stand head and shoulders above the other salespeople you’re competing with. Wow. Yeah, it’s a strong program. It really is. And then our coaching reinforces it. And then the training is just one of a continuum that Dean’s company Sales Imagination offers. We help with hiring people. We help with prospecting. We help with with getting your first call on key to select clients. And we train you on what to do when you get in that position.

Joshua Kornitsky: And it sounds like you train and coach salespeople as well, so that they’re able to continue on when it’s not at the enterprise level. Mhm. Because, Dean, you had said and I want to switch back to what we were talking about. Initially you had said that often some of your engagements are at a higher level. And when you’re, when you’re dealing at a higher level, what is it that you do. How do you help those organizations.

Dean Nolley: Well, you know when you say higher level, you’re talking about larger companies.

Joshua Kornitsky: I’m presuming larger companies.

Dean Nolley: Yeah. When you’re in that world, think of someone. And it’s interesting because these are the folks that I try to find. They’re 15, 20, 25 million. They’re doing okay. They’re making money.

Joshua Kornitsky: Right.

Dean Nolley: But they’re winging it. They don’t care.

Joshua Kornitsky: That seems crazy at that scale.

Dean Nolley: Well, it does, but they don’t care because it’s working. But now someone says, I really want to grow this. And then what you look at is they’ve got 18 salespeople. There’s no documented process. Every rep is doing something different. They report into three managers. So any rep that comes in new to the company, depending on which manager they report to, is going to be how they’re trained and onboarded differently than the other teams.

Joshua Kornitsky: That it doesn’t seems absurd.

Dean Nolley: It seems absurd. But now let’s say that manager leaves the company, new manager comes in and they’re going, what are these people doing? So but you can’t knock them because they’ve never dissected and gone into the details of the go to market strategy, the competitive benchmarking, the buyer personas. Have they mapped that out to the individual customer profiles, the ISPs? You know, that part is critical because everyone would be working hard. But what if they’re doing the wrong activities? That’s not moving the deals forward in that funnel? What if there’s been no investment, no investment at all in training or all the training’s kind of been on their company, but nothing around selling skills. So in that world, it’s about mastering the sales process documented. Every activity at each step of the funnel must be repeatable. And at that point, equally as important, you have to know that you’ve got those right activities. What are the predictable Results, outcomes it’s producing for the owner and for the company. And then at that point you’re building that into a framework. Because if you’re going to scale well, it’s very important to master it with the current staff. Sure. It’s equally as important to have an onboarding plan. So how do you onboard without getting the right people, the right hiring, the right onboarding and training? You then have to have that program so that anyone coming in new is going to be trained and going to be mentored and managed the same way as the existing sales professionals. That’s then built into a strategic roadmap. And when I say it’s detailed, Joshua, there’s about 65 elements of sales strategy, sales process, methodology, the analytics and the metrics that you’re measuring. And then the people in the sales organization.

Joshua Kornitsky: So that’s the other side of sales growth imagination.

Dean Nolley: That’s where I live daily.

Joshua Kornitsky: And how do you begin that process when someone says, okay, we’re looking we’re at $15 million and we’re doing just fine. How do you determine whether or not they have all of that truly worked through, or if they are winging it?

Dean Nolley: Well, if they’re a sales lead owner, I pray a little bit because, as you know, I was one of those myself. So in that world, you’re going and touching someone’s baby. That’s their blood, sweat and tears. Their heart and soul. You cannot. You have to be extremely delicate. Um, but here’s the beautiful part about your question. The folks that find me are the ones that you or other trusted advisors have said, hey, these folks need help. They’re struggling, or they know they need help. They reach out, so they’re going backwards. They’ve lost some good people. They’re flat in a good market. The ones we’re talking about here, things are working okay. They’re making money, right? Right. So it all begins with a full fledged sales discovery. And I’m so thankful you asked that question, because it is probably the most important thing that I do. We come in with a discovery where it’s a computerized around strategy, process, metrics, people, again, about 65 elements. Every the leader is taking it or the owner, their leadership team, their sales leader sales team. But also as important and maybe the most critical employees are those other employees touching customers that have nothing to do with leadership or sales. And either they’re giving feedback and it’s been ignored, or maybe they’re not given feedback, but it’s now confidential. So maybe it’s someone in shipping sales support, customer ops, tech support. Maybe it’s someone in marketing.

Joshua Kornitsky: The frontline workers who.

Dean Nolley: See.

Joshua Kornitsky: It.

Dean Nolley: Could be a service technician, an implementation. So what you’re doing there, you’re taking what the owner is saying. Here are my what I believe my issues are or aren’t. You’re matching that up to their leadership. Then the sales organization, you’re building that together and you’re saying, okay, here are the sales gaps that we have. Now I go through one on one interviews and it could be the entire gamut of every employee. If it’s a really big company, they may say you’re going to do all the leadership owners and sales, but we’re going to do a subset of the other groups because at some point you get to too many masses. But once you do that, you now come back and you say, okay, here are all the different issues we have. And if anyone tells you that one, you’re going to nail it upfront. Run and run fast. Sure. Um, but at the same time, there’s not a right or wrong way to start normally. So what happens is you’re now prioritizing with the with the leadership team. Here are all the things we saw. I tried to give them my perspective based on my knowledge. But ultimately, it’s their decision and there’s usually a couple good paths to start. We then build that into a project management statement of work. It goes into 90 I o which I know you’re very familiar with.

Joshua Kornitsky: No. Yeah.

Dean Nolley: And at that point we managed to the deliverables. Now I will give you a perspective. Every one I’ve done to date has almost come back on the sales process. I just went through one a new client, um, over 45 days. It’s a new owner. He just bought the company and said, Dean, I need your help here because I want to reassess this because I’m going to make the right investments, and I want to take this to the next level with the previous owner. Took a lot of costs out of the company, less real estate, less people, and said, we’re going to not do as many products. We’re going to get more focus. But what he really did is he took a lot of costs out that increased his EBITDA to sell the new owner. So in this particular company where everyone is collaborative, right. He wants to know our number one focus is reassessing their go to market strategy, what products they’re going to sell, what verticals they’re going to participate in. That’s where we’re starting. First time I’ve ever seen that, but it’s a good example that each one can be a little different where they need help. Sure.

Joshua Kornitsky: Lou.

Lou Melancon: Yeah, your original question, Joshua was here’s a company successful at $15 million. Why do they talk to you? That’s a question that all salesmen should be asked because it’s very important. My experience with 50 years of selling is when I contact somebody. I’ve done some research on them to begin with. Right. Know what business they’re in, know what status this person has within the company, and if I’m fortunate enough to reach them, either phone, internet, Regular mail just by writing them a handwritten letter, whatever it takes to get their attention. Once I have their attention, I tell them a story. Tell them a story that’s similar to their business, that what we’ve done for someone, I said, that’s what we do. Does that sound like something you’d be interested in? And they’ll generally say, tell me more or they’ll say, no.

Joshua Kornitsky: Okay. So you help them see themselves in those shoes.

Lou Melancon: Well, once you get to, I’m willing to look and listen. Once the client tells you, I’m willing to look and listen. Stop. Don’t sell at that point. What you do is say, well, what are where are you taking the company? What are your plans in your department? What is your group’s goal this year and why aren’t you achieving that? What’s holding you back? And that way you learn their dreams and their self-perceived hold backs. At that point, you start taking some of your products in your mind, saying, I could apply this here. You don’t tell them what the product is. You tell them what the product does for them.

Joshua Kornitsky: Sure.

Lou Melancon: Now, that applies to every salesman and every industry, but. But those are the things that people are generally not taught to do. And it is a process. It is the right way to do things. So if you can get your company, if you can get your salesmen just to do those few things, you’re going to see your sales go up. So we get them to the point where they’re talking to somebody. Then we tell them how to talk to them, what to talk to them about, how to ask questions, how to build rapport, how to introduce new ideas. In other words, whatever your dreams are, Mr. Customer, I’m here to try and make them come true.

Dean Nolley: Well, and back to your your question. And Lou’s point is dead on. As sales, I feel like I’m on double secret probation. Um, I’m sure you both have saw animal House, right? Yes, sir. I feel like I’m John Belushi or flounder or Pinto in the Delta fraternity with Dean Wormer. Because on the sell side, you have to educate. Yes, but even when we’re talking on sales, it sells. Sounds salesy at times, so we have to be extremely careful. But what the discovery process does, it has nothing to do with selling. It’s educational, it’s questions, it’s the customers data. And you can’t even give them an outcome because we don’t know that. And that really speaks to, you know, what Lou saying? I mean, you have to be educational. And that’s the one tool and the one process that’s not immediately saying, oh, here’s how we can help you.

Joshua Kornitsky: Right.

Dean Nolley: Now.

Lou Melancon: You know, the greatest compliment you can give somebody, Joshua, is to listen to him. Nobody ever listens to you. Nobody just gives you 100% of their attention. If you’re talking to somebody and you’re asking questions, if you give them 100% of your attention, and when they say why they’re not doing something or what’s going wrong, and you ask them why and you ask them why again, you ask them why again, and you dig down and you find and but you let them talk. You just guide the conversation. I learned years ago that to make somebody love you and think you’re a great conversationalist, don’t talk. Listen. Why the greatest conversationalist in.

Joshua Kornitsky: The world.

Lou Melancon: Are listeners. So these are the things that some of these things are lost. Some of these things are not understood. Some of these things are not being taught. And with our experience and the quality of our tools and the coaching we do, I think we can help just about anybody out.

Joshua Kornitsky: I mean, it sounds like it’s a holistic system, and it sounds like it works from a small mom and pop all the way up to a company of considerable size.

Lou Melancon: It’s very scalable.

Dean Nolley: Well, it does. And if you think about how we’re going to help master the sales process, build that out, document it, we’re going to automate it to the CRM. The right activities, the right metrics. Now we got the right proactive analytics. So you’re not spreadsheet managing retroactively. You’re proactive with lifetime data. We can do all of that. But you’re still going to be onboarding people and you’re going to need more of your existing people. That’s where this rain group fits so nicely. And, you know, the whole people part makes sense because we already had tools, as you know, like OMG and I know the last time I said that someone went, oh my God. And I’m like, no, no, it’s objective management group. What’s beautiful about there? There’s about 21 characteristics. It’s a people assessment right. Specific to skill sets. It’s not personality. It’s not behavior. It’s not personal. Sets it apart right there. Well you get into tactical right. You get into sales DNA. That’s a heart and soul of it and the will to sell. But the reason I say the DNA DNA’s a heart and soul is. You might be really good at selling high end construction equipment, but you might not be so good selling a SaaS model. Or if you think about Gen Y, Gen Z, they’re going to be a lot more excited selling a SaaS model than going out into a construction site. Right? So the key is making sure we’re not just hiring and helping them develop existing people or hire new people. We’re trying to make sure they have the right people selling the right product or services. And in a lot of accounts, we’re in there dynamically changing their business, so they may add a new product or service that their go to market might be more of a SaaS model, but yet everything else is direct selling. Right? Or it’s.

Joshua Kornitsky: Through change.

Dean Nolley: Yeah. So you got we’re trying to match up that part so we can help you on the hiring. We can help you on the assessment. But what’s beautiful about OMG and there’s a couple others like Pqrst, but OMG is really on that skill set. That helps us with the existing salespeople as well, which now what ran group sales acceleration? One of the tool sets I use is, you know, um, and OMG have done collectively they have matched the characteristics of these 21, um, characteristics of OMG, right? And they’ve matched it to the modules of Raine Group of how to train to those skill sets. So now Lou has a almost a secret sauce. Yes, he has an unfair advantage.

Joshua Kornitsky: Now it’s a blueprint for success for the organization. So do you start with it’s the, uh, objective management group assessment. Is that OMG is do you start with that?

Dean Nolley: You would start with that. Well, let me tell you where you start. You start building up the job description. Right? And the skill sets you need for that role. You then work with OMG to build the assessment around that. So each candidate that you’re interviewing for a new role are taking that assessment. Um, and then for existing people, they’re taking it so that that can then help us then build the curriculum. Your onboarding new employees, uh, with training and other onboarding, um, with existing people, it’s how you’re going to train them, how you’re going to manage them. Um, and each person’s going to be a little different. So the beautiful part is with customizing some of these modules, you may tweak that differently for existing reps. And or if someone’s selling, say, down the street, more tactical, what you’re going to train them versus the person on, say, major or larger companies that may be more consultative selling. But the nice part is it gives us that blueprint, but it kind of ties together the whole element of hiring the right people, making sure you’re onboarding them and when they’re onboarded. Making sure you’re still putting the training and the development. But this is also helping the managers have the right tools to better lead these teams as well. Sure, Lou.

Lou Melancon: Yeah. I wanted to talk about the sequence because I think it’s very important.

Joshua Kornitsky: That’s what I was trying to get to as well, because it while it sounds like it’s a holistic system, I would also want to understand, you know, am I able to go at my own pace with this as the business owner? Because it’s a lot, guys. It’s a lot.

Lou Melancon: Well, let’s say you’re the business owner and you’re the person doing the recruiting and the interviewing and the hiring. I’ve I’ve yet to meet a natural somebody that naturally picks the right candidate every time.

Joshua Kornitsky: They all think they do.

Lou Melancon: Well, a lot of them. Just a lot of them just flip a coin saying, I’ll give this person a shot. I think my gut tells me and what they need to do instead of doing that is they need to have education as to proper interview techniques. They should interview the person at least three times, not just once. Don’t hire on the first interview. Should have multiple people in the company interview them and get their impressions. Um, even other salespeople. Now, once you do that, the next thing you want to do before you extend an offer is you want to have them tested. There are testing packages and programs through OMG that are going to give you a good feeling of whether you should or should not hire this person. He’s a fit or he’s not a fit for your business.

Joshua Kornitsky: That’s a good.

Lou Melancon: Idea. Okay, now what you’re doing is you’re spreading the risk and you’re learning a lot more about the person. Now, once you do bring them on board, you know, their strengths and their weaknesses. If we’re consulting with you, we’ll take that information and say, here’s what you’ve got. Here’s the program we recommend you put them through. Here’s how we recommend you manage them. Here’s the management strategy or training plan or one year plan that you should put this person on it. We’re going to do a very focused on the goal. What’s the end result we’re looking for? And everything we’re going to do from hiring to getting that person. There is the sequence of of what Dean is delivering.

Dean Nolley: And I’ll give you a live example. Um, we were in a recent meeting and there’s existing salespeople, so they just hire everyone the same today.

Joshua Kornitsky: Okay.

Dean Nolley: But what they’ve realized is some of the people they need to be business development. So they’re going to be on the phone or generating others are going to be in the field face to face. Well, this allows us to, as they’re building that model out, reassess their current people and try to get the right people in the right seat, which I know you know a lot about. Um, but we’re really trying to master that. But as important, let’s say everyone today really fits outside sales face to face. Okay? That means we now will be hiring and making sure we’re getting people at the right skill set that fit the business development role. Um, so with existing clients, depending on where they are with their different models, that’s how you can start having a little bit of fun with really helping them and most importantly, leveraging their good people. But they might wind up being a different role than they are today.

Joshua Kornitsky: Well, but you’ve already explained how you’re able to help the clients understand the strong, uh, skill sets rather than just the individual personality profile, so that you can make sure that wherever those individuals end up, is the right place for them. So it’s not just, you know, it’s convenient for me to put this person here. It’s. Pardon me. It’s that this person fits better here than here. Maybe they were born for inside sales versus on the road. Or as the examples you were given of of large technology versus small technology.

Lou Melancon: Give you an example how things have changed years ago. Uh, the doorbell at my house would ring and it was the Fuller Brush man. Or.

Joshua Kornitsky: That was a few years ago.

Speaker5: It was a few years ago, by the way. It was in the 50s.

Lou Melancon: Or an encyclopedia salesman would come to the door, and that was the way they sold. Well, when I started selling, basically, they gave me a territory and said, go get em, tiger. You know, just go make direct sales calls. And I could not everybody would see me, but a lot of people would sit down and talk to me face to face. And they were in their office. Today, there’s a whole bunch of people that are not in their office.

Joshua Kornitsky: As an office for some people.

Speaker5: Yeah.

Joshua Kornitsky: And and that that’s not a criticism. That’s just a fact. Well, that you’ve got to be able to reach people where they are.

Lou Melancon: And this is something that most sales managers who have been doing it for a while don’t have a skill to do. They’re not used to. They weren’t brought up doing virtual selling, or at least your initial appointment virtually. So that’s another thing that we teach. Josh.

Joshua Kornitsky: That’s it sounds like it’s comprehensive and it sounds like it scales from, uh, just getting started out of the garage all the way up to the, the boardroom of of the big company.

Dean Nolley: Well, it’s critical because think about if people didn’t do this and they’re hiring what they think are good people, they might be great salespeople, but now you’re having the wrong role. You probably have the wrong territory. You may be paying them significantly more than you would have paid them in the other role. Both base salary and compensation. So now you’re realizing they’re in the wrong role. So you’re going to go change the world. Ken Blanchard moved my cheese where you’re moving their house, right? You’re probably going to lose that sales professional so we can help you better plan for that. So that from day one, you’re getting the right people for the role. You’re able to affordably pay them for the job they’re doing and align it to what they want to do and where they’re happy.

Joshua Kornitsky: Make sense? Do you have anything you wanted to add.

Lou Melancon: A concluding remark?

Joshua Kornitsky: Fair enough.

Lou Melancon: It is very gratifying to be able to help a company achieve its a company, an owner, achieve his dreams and help get him on the right path. I agree and it’s just a wonderful feeling.

Joshua Kornitsky: It’s so in us. We teach people about vision and being aligned to the founder or founders vision. And you know, it’s not just the vision of where they want the organization to go. You also have to take into consideration the vision of the individuals who work for you and what they want out of it. And it sounds like the training that that you offer through Raine Group, it sounds like the assessments that you offer will help better align the people to the organization to make sure that in their daily life, because no matter how strong a leader you are, if you don’t have people that enjoy doing what they do, you’re not going to achieve anybody’s vision or goal. And it sounds like it’s a very it yes, it’s it’s a by the numbers to a degree approach, but it’s also a very thoughtful approach that considers the humans that are involved to make sure that there’s a destination for them to arrive at.

Dean Nolley: Well, and from an overall perspective, for sales growth, imagination. I know we already have the secret sauce on the full sales discovery, right? That is the right approach now with the training and having, as I call him, Sweet Lou that way there, I don’t have to worry about spelling or pronouncing his last name. Uh, as I’ve done that incorrectly many times, we now have a way to help everyone. I couldn’t help that. Ups store owner and his wife or owner and her husband, uh, we couldn’t help companies with one sales rep affordably. We could help them. So this really rounds it out. So I kind of think, look at this as akin to the full sales discovery. This training is the two areas that we are really focused on.

Joshua Kornitsky: So two last questions for both of you. Question number one, for both of you, anybody who who has spent the time to listen and understand, uh, what we’ve discussed today, what’s something you want them to take away from this conversation to know what’s possible?

Dean Nolley: I’ll take that one. I want them to be comfortable and trusting the call to have a conversation. It’ll be just that there won’t be any selling. It’ll be a conversation.

Joshua Kornitsky: Well, and I think you’ve both gone a long way to proving that, because you’ve educated me and the listeners today. And at no point did anybody try to close on anything. It was just sharing information and sharing the approach, because I think that being fair and objective, you have to, as you both have said, you have to educate first. Um, second question, how do people get in touch with you guys sales growth?

Dean Nolley: Um, imagination at gmail.com. Okay. Um, and (404) 307-1841 is my cell okay.

Joshua Kornitsky: I will have that information published when we get the show, uh, pushed out to the platforms. Uh, I can’t thank you both enough. Uh, Lou Melancon.

Lou Melancon: Yes.

Joshua Kornitsky: Tried to get it right. And, Dean, both of sales growth imagination here in Georgia, but with far reaching, uh, opportunities to help. So please don’t hesitate to reach out. We’ll have that information available for anybody that wants to reach you guys. Thank you both for joining me.

Dean Nolley: Hey, thanks so much for having us.

Joshua Kornitsky: Uh, and I just do want to remind everybody that today’s episode was brought to you in part by the Community Partner program, the Business RadioX Main Street Warriors defending capitalism, promoting small business and supporting our local community. For more information, please go to Mainstreet Warriors. And a special note of thanks to our title sponsor for the Cherokee chapter of Main Street Warriors. Diesel. David. Ink. Please check them out at diesel. David. Com. I am Joshua Kornitsky professional implementer of the Entrepreneurial Operating System and your host here on Cherokee Business Radio. Thank you for joining us. We’ll see you next time.

 

Alese Johnston: Turning Self-Storage into Smart Investing

November 17, 2025 by angishields

Alese Johnston's ProjectAlese Johnston is a visionary entrepreneur, investor, and speaker redefining what it means to age with vitality and purpose.

As the co-founder of StorageTrader, the first platform enabling fractional investments in self-storage facilities, Alese brings over a decade of experience in the self-storage industry.

She shares her insights in her book Beyond the Locks and captivates audiences at events like the ISS World Expo in Las Vegas and the Exit Planners National Conference with her unique blend of expertise and authenticity.

Beyond her work in real estate and investing, Alese is on a mission to challenge outdated narratives around aging. She founded the Fabulous70 Challenge, a movement empowering individuals to embrace life with renewed energy, curiosity, and ambition—especially in their 60s, 70s, and beyond. MarketingBlue-Stacked-AleseJohnston

Through her leadership, Alese shows that reinvention is always possible, blending her interests in longevity, healthspan, and entrepreneurship into a powerful message of resilience and growth.

An accomplished mentor and community leader, Alese is the Board Chair Emeritus of the Arkansas Angel Alliance and a graduate of both Leadership Greater Little Rock and Leadership Arkansas.

She supports early-stage companies through mentorship at The Forge and The Venture Center and has represented Arkansas investors at the Angel Capital Association National Conference.

When not mentoring, speaking, or building businesses, Alese is hiking, playing Beat Saber, watching sci-fi, and most importantly, spending time with her children and grandchildren—all while proving that the best is yet to come.

LinkedIn: https://www.linkedin.com/in/alese/
Website: https://storagetrader.com/

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. I’m so excited about my guest today, Alese Johnston, visionary entrepreneur, investor, and co-founder of Storage Trader, the first platform for fractional self storage investing. With over a decade in the industry and author of Beyond the Locks, Alese helps everyday investors access a resilient asset class while building real community around it. She’s also the creator of the Fabulous 70 challenge. We’ll talk a little bit about that in a few minutes. A movement redefining aging through adventure and vitality. From entrepreneurship and investing strategy to personal reinvention, Alese brings an energized, future focused perspective that I can’t wait to dig into. Alese, welcome to the show.

Alese Johnston: Thank you. I love that introduction. My ego might be, you know, blown out a little bit. My goodness, this woman.

Trisha Stetzel: It excites me to do that because often we don’t do it for ourselves. So I love to be able to give that gift to people. Uh. So glad. I’m glad that you liked it. Alese, welcome to the show. We need to learn a little bit more about who Alese is. So tell us, um.

Alese Johnston: Um, I am a long time serial entrepreneur. I am a I took a human design test last weekend, and it said I was a manifestor. And I thought, well, that fits, because I’m always starting something.

Speaker4: I Love it, but I.

Alese Johnston: Am very enthusiastic about self storage. It’s my favorite investment class. Um, although I am on the board of the Arkansas Angel Alliance, so I have to evangelize angel investing, but they’re a good balance for each other. You know, having some real estate that’s real recession proof and some angel investments to, you know, support startups. And so I like that as a mix.

Trisha Stetzel: I love that okay. So I’m very curious about self storage. How how in the world did you get into that space in the first place?

Alese Johnston: Um, I was at the time, uh, like 15 years ago, uh, doing a lot of consulting work for banks on the East Coast and putting a fair amount of change in the bank, as one might imagine. Um, Um, and I was telling my daughter, I have to have something to invest this in. It can’t just be sitting in the bank. And I was not a huge fan of having all of it in the stock market. So at the time, she was a real estate agent, and she ran across this listing in the MLS for a little storage facility. And she called and said, you’ve got to come home and take a look at this. It’s right up your alley. So I did. And, um, it took us a little while to buy it because we couldn’t agree on the price. You know how sellers always want more money than buyers think an asset is worth?

Speaker4: Of course.

Alese Johnston: How it is. So it took us a hot minute, but we finally ended up buying it. And I loved the business. It’s easy. And. But you. It’s not like apartments or single family homes where you always have somebody calling you with a stopped up toilet or a broken air conditioner. Um, none of none of that kind of stuff goes on in the storage industry. It was just. It was fun.

Trisha Stetzel: That’s awesome. So for people who are new to this concept of investing in self-storage, what makes it such an attractive investment opportunity?

Alese Johnston: The fact that people always need storage here in the US and increasingly worldwide. People don’t know what to do with all their stuff. And we have so much stuff. Uh, so you gotta have some place to put it. I mean, your Christmas decorations. Nobody has room for their Christmas decorations in their house, or they put them in their garage, and then they have no place for their boat or their car. So we, you know, or somebody’s These parents pass away and leave them all the stuff in their house. And where are you going to put it? You got or are you moving to a nursing home and you’re not ready to give up all your stuff? Yeah, we have many reasons why we’re so attached to our stuff. So storage, providing people with space to put all that stuff where they can get to it when they want it, but they don’t have to look at it when they don’t want to. It’s perfect business.

Trisha Stetzel: Huh? Absolutely. Well, and you and I teased when we were on the phone about you can’t swing a you can’t swing a stick without hitting a storage unit in Texas. I guess that means that we have a lot of stuff. I’m just saying Texans have a lot of stuff, and I didn’t share with you. We have six storage units. I know it’s crazy. We do. We have six storage units. That’s awesome. We moved. We moved in 2020 and we just put stuff in storage. And yeah, so it is a great investment when you’re on the other side of it. Alese. Yes it is. Yes. Oh my goodness.

Alese Johnston: Pay you because they don’t want to lose their stuff.

Trisha Stetzel: Yeah that’s right. Absolutely. So talk to me about storage trader. Uh, I know it’s a platform. Can you tell us a little more details about it? So if people are interested in playing around in this space, how can they use Storage Trader to do that?

Alese Johnston: We make investing in self storage super easy for the average person. Uh, if I mean if you want to own one and run it yourself, you can go see your real estate agent and buy one and go through all the process of learning how the industry works. And it’s pretty easy, but it is business. It does require attention. But if you just want to park some money in an asset class that really does generate good returns, then you can try it over to Storage Trader. And just like shopping on Amazon, you can take a look at the offerings that are available on our platform. And well, if you see one you like, we connect you up with a deal sponsor and they’ll happily take your investment in their storage facility. So that’s half of what storage trader does. The flip side of that is it’s a lot of trouble to raise money when you, uh, are looking to buy a new storage facility. And the way the banks are behaving lately, they want a lot of cash to go along with the debt that they’re willing to give you. So one way to get that cash is to take in investors. And if you don’t happen to have enough golf buddies who are willing to write you a check to fill out your deal. Then, you know, we can put you in touch with people who understand the asset class and are ready, willing and able and accredited, which is important to the SEC to write you those checks. We make that super easy to get those introductions.

Trisha Stetzel: Wow. I, I knew I loved you from the moment we met you. I you’re you have such, such a forward thinking mind about something that’s so simple and a way to make it simple for others. And I just love that. I think that’s fantastic. So let’s talk a little bit about the book that you wrote. What a great name beyond the locks. So tell me a little bit more about the book.

Alese Johnston: So the book is a primer on everything you need to know when you buy a storage facility. How do you run it there? There’s a ton of material on the market that you can read about how to do diligence and, uh, what everything you need to know before you buy it, like, how to how to underwrite them, all that kind of stuff. But I didn’t see anything on the market that said, what do I do now that I own it? And, you know, like, oh, it’s mine. Oops. Um, anyhow, I, I actually sold one to someone who made a mess out of it in under a month. It’s like we sold them a business that had a fabulous revenue stream. It was very well run. We had customers who loved us and, uh, very high occupancy. And the people that we sold it to paid us a lot of money for that revenue stream and then turned around in under a month, they had dropped occupancy by about 15%, had customers complaining to the Better Business Bureau writing complaints on social media. It was awful to watch and it broke my heart like I didn’t mean to do that to my customers, you know?

Trisha Stetzel: Right. Yeah.

Alese Johnston: So I sat down and wrote a book on how to not do that, how to communicate effectively, and how to transfer all the tech that’s involved. Like there are actual software conversions involved in acquiring a storage facility. And so I’ve talked about all that. So it’s a checklist.

Trisha Stetzel: I love that it’s a how to guide. It’s perfect to go along with Storage Trader. So if you guys are interested go to Storage Trader Comm I’m sure there’s more information there about the platform that Alese talked about. Where can they find beyond the locks.

Alese Johnston: They can find beyond the locks, either by going to beyond the locks? Com obviously. Or you can go to Amazon and just search for the book name or my name. Either one will get you there. Um, can I brag just a little bit?

Trisha Stetzel: Oh my goodness, yes, please.

Alese Johnston: I found out this week that we earned a bronze with the Global Book Awards. People in the Education and Reference section. So.

Trisha Stetzel: Wow. Congratulations, Alese. That’s fantastic. All right, you guys go to Amazon. You can find beyond the locks. If you’re looking up Alese’s name, it’s spelled a l e e. And it’s Johnston with a t j o h and s t o n. And Alese, if people just want to reach out to you, what’s the best way for them to connect?

Alese Johnston: The best way is Alese at Storage Trader. Com.

Trisha Stetzel: Everything’s so simple.

Alese Johnston: I like it’s.

Trisha Stetzel: Simple and straightforward I love this. Okay I’m going to go a little bit off the beaten path because I love this fabulous 70 challenge. Alese. So one you have to tell us what it is and why you created it.

Alese Johnston: Ah. Um, I don’t do boring as you might have figured out from talking to me. Um, I always have six different things going on. Um, and so when I was 69, a few years ago, I read this article in the Wall Street Journal written by this man who said that he had realized in talking to his friends that he had become boring, that he was telling the same stories over and over again. And I thought, oh, horrors. I don’t want to go there. Um, and I realized I had been doing that. So I said, I challenged myself for my upcoming 70th birthday to do 70 new things that year. And this was no small undertaking because I have not led a boring life up to now. So finding seven things, 70 things I had never actually done before, uh, took a little thought. Um, and I also have learned about myself that I need a little bit of accountability or I will sometimes skew off the trail. As you know, it’s an important thing to know about yourself. So I told several friends and invited them to hold me accountable for getting this done. And then I thought, I’ll be even more public about this. I will start a blog and write about every one of my 70 new adventures. And that is like the ultimate accountability when you have to do it. And two, then you have to write about it. Um, and then it kind of took on a life of its own. I realized that not only was I holding myself accountable, but I was somehow holding a mirror up to my friends who were of similar age going, you got to do this, too. And that the challenge that became like the conversation people would run into me at, you know, coffee shops, the bar, wherever and go, hey, I did this new thing. And what have you done lately. And I love that.

Trisha Stetzel: Mhm. That’s fantastic. And you know turning 70 for you is not about slowing down but speeding up and doing more cool things. So do you have to be 70 to take the challenge. Alese.

Alese Johnston: No not really. I mean no.

Trisha Stetzel: You don’t you don’t look 70. And I know that you don’t feel 70. You guys, if you’re listening and not watching on YouTube, you need to skip over to the YouTube channel so you can see this beautiful, amazing, vibrant woman that you would never know was 70 years old. Alese. Oh my goodness, this is so much fun to talk about and getting people involved. So are you running this challenge, this fab, this fabulous 70 challenge somewhere where people can participate with you?

Alese Johnston: Absolutely. Yes. There is a place on the website where people can drop me an email and tell me their story, and I will happily share it with their permission. The more the merrier. And I have continued even though I accomplished my challenge and I’m now 71, I have continued to do new things and write about them. The the big takeaway for me and what I hope to. Make other people adopt somehow, or the other I guess make is the wrong word. But encourage us is I learned to quit telling myself, I’ll do this later. I’ll do this when I have more money. I’ll do this when I have somebody to go do it with. Like there’s always some lame excuse for why you don’t do things. And setting a challenge like that forces you to step past all that and figure out how to get it done. And I’ve become a different person By virtue of setting this challenge for myself, I’m much more likely to say yes to things than I was before. And I think that’s super important for somebody in their seventh decade. It’s like, learn to say yes and just go have some fun.

Trisha Stetzel: Yeah, absolutely. That reminds me, we had a conversation around community and how important it is to surround yourself with other people, people that are going to help you grow. So tell me what your thoughts are around the people that you bring into. I’ll call it your room who you allow to be in your space.

Alese Johnston: Uh, well, you know that old saying that your mama always told you not to hang out with the bad kids at school because you turn into the five people you spend the most time with. And I have found over the course of my life that that is incredibly true. If you’re if you’re five people are energetic and alive and have a growth mindset, then they will encourage that in you. If they’re all eating bad food and don’t know what the purpose is and can’t get off the couch, that’s it’s contagious. Um, but I’ve been reading a lot lately because longevity is a interest of mine. I mean, as it would be at this age. Um, but I’ve been going to some longevity conferences, and I keep hearing these speakers talk about how important community is and how important the people you hang out with are to your life. And I found some research that shows that people who are lonely, uh, suffer from that. It’s like it is. There’s a the surgeon General published this paper that said that being lonely was as detrimental to your health as smoking 15 cigarettes a day. 15. Can you imagine?

Speaker5: Wow. No.

Alese Johnston: Hmm. So don’t be lonely.

Speaker5: Like don’t be.

Alese Johnston: Figure it out. Invite a friend.

Speaker5: Absolutely.

Trisha Stetzel: Love that. So there are a lot of lonely people out there right now. Alese, I think that 2020 sent us into this space where being home alone or being just at home became okay and not getting out and being a part of something bigger than just you and your house and maybe your dogs, uh, in your house. So if there are people out there who do feel lonely, they’ve gotten comfortable and just being in their own space with themselves, and they find themselves not like they don’t even like other human beings. I’ve heard people say that. What would you say to them?

Alese Johnston: Uh. Call me. Uh, no.

Speaker5: Just just kidding.

Alese Johnston: Um, I would encourage them to, like, dig deep on why it is they’ve gotten comfortable with being lonely and find some way to bust out. Uh, take a friend to coffee or out to drinks, or call someone up and have a real conversation. Something that’s not about anything divisive. No politics. Don’t talk about the weather. Don’t you know, don’t talk about how much you hate AI. Find something that you can go deep on and have some fun with it. Or, you know, the restaurants need your business. Go out and have dinner.

Speaker5: Yeah, I love that. Or join the fabulous 70 challenge. There’s a whole community out there. Oh.

Alese Johnston: Yes. Go to the gym, play pickleball. Go do something that involves other people and not a video game and a computer screen.

Trisha Stetzel: Yeah, absolutely. And we’ve got to learn how to turn that stuff off and enjoy human beings again. Right. It’s it’s. Yeah, I know we’re we’re now naming our AI chat bot, and it’s our best friend now. And I don’t know.

Alese Johnston: I haven’t done that because I have totally.

Trisha Stetzel: Yeah. Absolutely. Absolutely. We all need one. But we also have to have humans in our lives. Right?

Alese Johnston: To your humans are very important. You know, I was bragging to the to the girls I went to happy hour with last night. Don’t think I’m an alcoholic, but, um, last weekend was the best weekend because I had dinner with a couple that I recently met, and they were delightful. Then I got up on Saturday morning and had coffee with another couple friend. I had a friend come over and spend part of the afternoon watching football with me, and then, um, I got up Sunday morning and went to a different coffee shop and spent four hours talking about entrepreneurship with another friend. And then my kids came over and watched the Chiefs with me. So I was like peopled up all weekend. Wow.

Trisha Stetzel: That is amazing and I love how active you are. You mentioned I want to circle back around to angel investing because you mentioned it a little bit earlier, and how it really plays a role in all of the things that you’re doing right now. So you talk a little bit about angel investing. I would love.

Alese Johnston: To. Entrepreneurship is obviously fueled on capital. It’s like people cannot take all these magic ideas that they have and bring them to market if they don’t have some fuel, and there have to be people who are willing to write those early stage checks, they’re very high risk, and you might just think of them as philanthropy. It’s like you got to assume you’re just giving your money away because you might be, but you also might hit a unicorn that 10 or 20 X’s. But in the meanwhile, you’ve helped a business start. You’ve made jobs for people, and that’s how things happen. You know, we hear so much conversation around all the tech bros and the unicorns and stuff, but but angel investing is about bringing that home to your own community and taking a look at who’s starting a business in your hometown and how can you help them. And if you can’t write them a check, then volunteer to be on their board or volunteer to help them get their books done, or find some way to be an angel to them.

Trisha Stetzel: Yeah, absolutely.

Alese Johnston: Especially if it’s a woman led company, because they only get 2% of the investment dollars that go into angel investing every year. And yet these women will consistently outperform the returns of any company that’s run by guys. Not that I don’t like guys. I love them, but the numbers will prove the point. Invest in women. Yeah.

Trisha Stetzel: Wow. Because they go get stuff done.

Alese Johnston: Right? Yes. Yes, we do make it happen.

Speaker6: Oh my goodness.

Trisha Stetzel: I love this. So, Alese, I know you won’t believe it, but we’re already getting to the back end of our time together. I knew this was going to happen. I know we’ve covered so much ground. You have been so much fun. I’ve got one last question for you. So you’ve built your entire career. At least the part that I know about from our short conversation today around investing, reinventing community. If you could leave our listeners with one message today about embracing curiosity and vitality at any stage of life, what would it be?

Alese Johnston: Oh, you just said it. Embrace curiosity and vitality. Um, really, my outstanding bit of advice to people is show up. Follow your curiosity and show up and see where it leads you, and you will meet the most interesting people along your journey. You never know where it’s going to take you, but curiosity. Intuition. Just do it.

Speaker6: That’s how we met each other, right? Right. Curiosity. Yeah, yeah. Just on LinkedIn.

Trisha Stetzel: Knock knock knock. Hey, Alese. Want to talk?

Alese Johnston: Yes. Just say.

Speaker6: Yes.

Trisha Stetzel: Mhm. I love this so much. Well thank you. I appreciate your time today. This has been wonderful. You’re going to have to come back next year because I happen to know you’ve got a project that you’re working on that I want to hear more about. So looking forward to having that conversation with you in a few months.

Alese Johnston: Yes, ma’am.

Speaker6: All right.

Trisha Stetzel: One last time, Alese. What’s the best way for people to connect with you?

Alese Johnston: Alese, at Etrailer.com. Or there’s always LinkedIn. I’ve been on LinkedIn so long that my first name is the LinkedIn handle. So easy to find.

Trisha Stetzel: I love that you guys. It’s a l e s e Johnston with a t j o and s t o n. And of course I will have all of the links in the show notes. You guys can point and click if you’re sitting at your computer. If you’re driving, please wait until you get home before you point and click. Just be safe. Thank you again, Alese. This has been wonderful.

Speaker6: Thank you. That’s all.

Trisha Stetzel: That’s all the time we have for today. If you found value in this conversation I had with Alese today, please share it with a fellow entrepreneur, a veteran, or a Houston business leader. Ready to grow. Be sure to follow, rate and review the show. It helps us reach more bold business minds just like yours and your business. Your leadership and your legacy are built one intentional step at a time. So stay inspired, stay focused, and keep building the business and the life you deserve.

 

Darrin Glover – Developing Leaders and Building Systems That Last

November 17, 2025 by angishields

Darrin-GloverDarrin Glover is a seasoned human resources executive and U.S. Navy veteran with over 20 years of experience leading personnel, building systems, and driving organizational success.

Throughout his decorated military career, Darrin specialized as a Yeoman, serving on four ships, completing seven combat deployments, and excelling in leadership roles, including military recruiting and joint assignments overseas.

His deep-rooted expertise in policy development, mentorship, and training positioned him as a respected leader committed to accountability, team development, and service excellence.

Following his military retirement in 2023, Darrin transitioned into the oil and gas logistics industry, bringing his strategic leadership and operational insight to Rig Runner Terminal 306 as a Business Development leader.

Despite being new to the industry, Darrin quickly applied his military-honed skills in organizational development and cross-functional collaboration to grow opportunities in transportation and logistics. His passion for learning and mentorship continues to drive his success in this dynamic and evolving sector. RigRunnerTerminal306logo

Beyond his professional roles, Darrin remains deeply committed to mentorship and community service. As an active member of Omega Psi Phi Fraternity, Inc., he leads youth mentorship programs like Omega Lamplighters and Dr. JAM, supporting young men from grades 5 through 12.

Darrin is also a strong advocate for veterans’ transition support and continues to be a mentor to both active-duty personnel and fellow veterans navigating life beyond the uniform. His leadership, resilience, and service-oriented mindset make him a standout figure in every space he enters.

LinkedIn: https://www.linkedin.com/in/darrin-glover-ba-m-s-s-l-1a1bb265/

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. Beyond the Uniform series, I’m stoked about this guest that I have on with me today, Darrin Glover. He is a seasoned human resource executive and program manager with more than 20 years of experience leading people, building systems, and driving organizational success. With a strong background in personnel management, policy development and leadership training. Darrin has created HR procedures, orientation programs, and mentorship systems that increase accountability, efficiency, and employee engagement. Darrin, welcome to the show.

Darrin Glover: Trisha, I tell you, it’s truly my honor and my pleasure to be here. Thank you so much for having me today.

Trisha Stetzel: So yes, absolutely. Before we started recording, you were telling me so many things I didn’t already know about you. I’m like, we have to get started because I want to know more about Darrin. So number one, thank you for your service. Fellow Navy veteran, uh, would love to learn a little bit more about you, Darrin. So share a few things about yourself.

Darrin Glover: Thank you so much. Uh, again, uh, it’s an honor and a pleasure to be here. Uh, want to give all praises due to God for allowing us to wake up and be here today. Uh, but a little bit about me, uh, just right there. I’m God’s child. Uh, AJ and Faith Glover, oldest son, uh, small town, Porterville, Louisiana. I graduated class of oh two. I joined the Navy a couple months after that as an undesignated seaman, uh, and went off to the the war on terrorism turned 19 on the way to the war, uh, spent 21 years, uh, as an HR. Ended up becoming an HR professional as a yeoman. For those that are in the Navy, you know, uh, yeoman made chief and 2013 retired in 2023. Uh, four ships, uh, special forces recruiting joint overseas, uh engineering assessment Pacific. And just a host of things are bouncing all over with seven combat deployments. Uh, wonderful career. And I couldn’t have done it without my family behind me.

Trisha Stetzel: Absolutely. And now you’re the business development guru for for Rig Runner terminal 3306. Right? Yeah.

Darrin Glover: Yes, ma’am. Uh, you know, you talked all the HR things and a lot of I get a lot of pings for HR jobs, but I’m excited about this new venture. Uh, people that know me know I go across a lot of things. I have several things that I. I dibble and dabble in. Uh, but right now, I’m mostly excited about this business development here at Rig Runner. Uh, man, I it’s hard to really talk about it. Uh, only because of the excitement and the opportunity. Uh, most people don’t know about oil and gas. People don’t know about how oil and gas and transportation go together. Most people don’t even know what business development is. Uh, however, I’ll be honest with you, until April 9th, I didn’t know what business development was. I didn’t know what Rig Warner was. I didn’t know none of this world existed of Ong or LNG, and I am thankful for it being in business development, I’ll tell you. Um, although the industry is new, the the tactics, the drive, the understanding is very, very similar. And that’s a lot of what I can tell you, that the Navy prepared me for this position.

Trisha Stetzel: Um, yes it did. And by the way, if you guys are not watching the video on YouTube and you’re only listening, I’m going to encourage you to go jump on the YouTube channel and take a look at the background behind Darrin, because it is absolutely amazing, all of the things that you’ve prepared to be behind you on the show today. Thank you for that.

Darrin Glover: I had to, uh, it’s my office, and, uh, I wanted to make sure that not only did I have something to represent me, but represent your show. Uh, we’re representing for veterans. We’re representing for the families we represent, for the industries past and present. And, um, as you say, beyond the uniform. And a lot of people get hung up on titles, uh, rank, uh, but a lot of times it’s the things behind again, behind the uniform that makes that uniform so bright.

Trisha Stetzel: Yeah, absolutely. And many of us continue to serve after we’ve served, and that is very important. So I want to circle back in a few minutes around the business development and rig runner. But I want to also, um, dive into this mentorship since we’re talking about the, uh, what we learned in the military and how we’re giving back or continue to serve others. You have been very involved in mentorship programs for decades, so let’s talk about that. What mentorship looked like for you in the military and what it looks like for you now beyond the military.

Darrin Glover: I’ll tell you from day one, mentorship has been vital. I’ll start when I say day one, I mean even my Navy recruiter, uh, Frank Evans. He, uh. It’s funny, we actually see each other often. He is a he’s retired. P.s. one he works at the my old middle school as a teacher. Uh, we still talk pretty often, and we still talk to this day. After all these years of after meeting at his mentorship really gotten me through my recruiting process. He stayed active throughout my naval career, um, and running into other people like Trisha Henderson, uh, on my first ship and Teddy Miles, uh, a host of other, you know, great, uh, servicemen like Scotty Scruggs, Derek Cox, you know, that’s just on my first ship to really introduce a 18 year old kid that’s from a small country town to the big city, to the world, preparing to go defend the country. And that was important to me. And I will really tell you that that helped my career. Uh, my first command was amazing. Uh, getting, you know, several accommodation, medals, 2004 Junior Sailor of the year and a lot of that and majority of that contested to two people, one my wife and two people like Taylor Miles and Trisha Henderson. And because of that, and it set the trajectory for a very successful career.

Darrin Glover: So I maintained in it, and it was poised to me that these are the things that we have to do, because you never know where someone where someone may be. On top of that, I followed up and then became a Navy recruiter 37 months, uh Navy Recruiting District, Nashville, Tennessee. I started out in Pine Bluff, Arkansas in 2009. If anyone knows about Pine Bluff, Arkansas at the time, it’s one of the poorest areas. Crime was high. Delta was the delta of Mississippi from Pine Bluff all the way down to the Louisiana state line. One of the poorest areas in the nation, but one of the richest and resources. And we found ways to be successful. Not only did I win. Fy ten Medium Station recruiter of the year across five states. Our zone in Arkansas was the number one zone across five states, and it allowed us to dive into those resources and look past the screen of poverty and not resources, and find the best and brightest, uh, in our area to serve our country. So those things, really, and some of those gentlemen, men and women that I even recruited, I had one guy text me last night. I’m calling you tomorrow. I need to talk to you about something. And he’s a senior chief in Hawaii right now.

Trisha Stetzel: Wow. Wow. So, bringing you up in the military, you named off so many mentors that you had, and then you eventually became a recruiter, which automatically puts you in this mentor state to other young people who want to be a part of serving our country. In your new role as, um, the business development, I’m going to call you the business development officer, because that sounds really important to me. Uh, for Rig Runner, how do you.

Darrin Glover: Find that to my email?

Trisha Stetzel: Uh, right. Yeah, I think it sounds pretty official. Um, how does the mentorship play out in this new role that you’re in now with Rig Runner?

Darrin Glover: In two parts, uh, personal And professional, uh, professional as coming with a wealth of knowledge of not only how to mentor, but organizational development, HR resources and training and development period. Getting into with a industry and group of professionals that have already been doing and adding to the success, uh, being able to expand, uh, organizational norms, uh, shrink down distractions and add value to where we’re at and also learn. Remember, I’m new. I just started this job in April of 2025, and what I thought I was going to be doing, what I said I was going to be doing, and what I’m doing today is absolutely and completely different. And also what I get to do. The second part of this on personal is, uh, for those that know me, uh, and those that don’t know me, I am very active in my fraternity, uh, from college. Uh, Omega Psi Phi Fraternity, incorporated, where we host a mentorship program of Omega Lamplighters, uh, in San Diego, my home chapter. We host, uh, the Doctor Jam program, where we host, uh, a series of informational mentoring for young men from the, you know, age from fifth grade, all the way up to 12th grade. Uh, because sometimes, in most cases, we need that mentorship in a world that everything is here, there. And being in the military, I was gone. So having that mentor when I was away, uh, understanding that having a place for, you know, not troubled kids, it’s always seemed that mentorship is for troubled kids. And it’s not that it you know, the 4.0 student, uh, the 4.0 athlete, student athlete, he or she needs a mentor as well, too. So having those spaces where people can not only have Receive and continue mentorship from professionals and people with high regards that they can look up to or help guide them to where they need to be.

Trisha Stetzel: Yeah, it’s so important. So, Darrin, anybody who’s interested in learning more about that program or even just connecting with you, what is the best way for them to reach out?

Darrin Glover: Best way to reach out LinkedIn. On my LinkedIn bio you can email me directly. Uh, Darrin Glover at gmail.com. Uh, I have a host of things that, you know, on my LinkedIn that will allow us to get to those opportunities and to really show. And when people connect with me directly on any of the other social media outlets, you will see a different host of opportunities, things that we’re hosting, things that we’re doing, uh, not only for us, but for the community and our mentor mentees. We find it important that, uh, if we can go out in the community, uh, as adults, how do we show the younger generation? So that’s why we partner, uh, with the breast cancer walks, blood drives and all the communities to really show to exercise that muscle of not only community service, mentorship and just understanding. Because I can honestly, honestly say I had no clue. Uh, ONJ existed in my hometown, in my area. I’ve learned more in the last five months about ONJ, LNG, uh, economics for Northwest Louisiana than I did the whole entire time, even from living here and being in the Navy. So I’m very thankful for the mentorship that I’m getting right now. Uh, and being a mentee, because it’s rewarding.

Trisha Stetzel: Yeah. Fantastic. And you guys, if you’re looking for Darrin on LinkedIn, it’s d a r r I n g o v e r. Of course I will put the links in the show notes so you guys can just point and click. If you’re sitting in front of your computer, please do not do that. If you are driving. Wait till you get home and then you can point and click and connect with Darrin. I want to circle back around to something that you said when you were talking about mentoring, and that mentoring isn’t just for those who are troubled or need help. We also need to be mentoring our high success or high achievers. Can you talk more about the importance of being there for our high achievers as well?

Darrin Glover: Vital. And the reason why it’s vital? Because when you are flying high, as we know, oxygen gets low and when oxygen gets low, things don’t click all the time. And we need that. And I’ll tell you it was the the simplest this question. Who does the doctor go to? Who does the dentist go to? Right. In the military. Who does the chief go to? Who does the XO go to? Who does the commanding officer go to? Who does the admiral go to? And having mentors at all those levels, uh, at the, you know, enlisted level, officer level, senior enlisted and senior officer levels. And all of them can attest to one thing mentorship and and their success was driven by that because it allows them to do that. And when you take on that, when you say that, okay, I need mentorship and I need that breath of fresh air, I need that boot, I need that redirection, I need that senior leadership or and even sometimes junior leadership Because my 19 year old son, who’s a college student pre-med major at LSU, we talked and there’s been some things here lately that he’s learning in his journey as a young adult that he’s saying, hey, dad, have you thought about this? And I was like, I don’t like this, but okay. Right. But at the end of the day, it’s warm welcome and it’s needed. And we need to make sure that we take a, you know, for those that are privileged enough to have mentors in our life that pour into us, um, make sure that we’re thankful for that mentorship and, and show that gratitude as well.

Trisha Stetzel: Yeah, absolutely. I love the saying, uh, that the five people you spend the most time with, you become the average of. So who do you want to become the average of? And I always say the people who are bigger, better, faster, stronger than me. And those are the people I’m looking for. People like you, Darrin. People like you. I want to hang out with you. Hey, congratulations on having an amazing, successful son and can’t wait to hear the rest of that story. All right, I want to circle back around. We talked a little bit about your military service earlier, and I want to circle back to that conversation. You recently transitioned just within the last couple of years out of the military and into this new space that you’re in. How was that? Was it challenging? Was it easy? Tell me more.

Darrin Glover: Well, I have I’m a glass over full type guy, and I would tell every veteran it is a ride. It doesn’t matter how much you prepare, there is a shift. Shift, understanding shift a space ship, a belonging shift of need, shift of Sister, won’t I tell you? For me, it was a very unique ride. Um, being the fact that, you know, a lot of moving pieces happen, uh, at the end, moving from California to Louisiana, uh, to going from not only two different states, two different mindsets, two different cultures. Um, that was easy. A lot of people like, man, I know you miss San Diego. I do miss San Diego. That’s why I go often. However, I will tell you that being back here has allowed me to see just different things. Being in the Navy and across my diverse landscape of, uh, commands. I can live anywhere. It doesn’t bother me. Uh, so that was easy. Uh, really understanding where you want to be, how you want to be. That was more challenging than moving. Um, I’m an HR guy. I was looking for HR jobs and landed a tech job for for a major tech company, and did that for a year and eight months and woke up on the first day of vacation and said that, hey, we lost the contract and you are no longer needed. Okay. Cool. What’s next? Uh, that’s where mentorship comes into play. How do you deal with that? How do you pull that? And I add to that my wife lost her job the same day, too, because we worked together.

Trisha Stetzel: Wow.

Darrin Glover: You know what we did? We went on vacation. I said, pack a bag. Let’s go. We went to see our son in Baton Rouge for a weekend. Right. And? And I don’t say that to be cocky or anything. I just said we have to redirect the focus. And a mentor told me, hey, man, you need to get away. Just take a deep breath like your glove. You’re going to be okay. And I thank him for that. And you move forward. Then I landed this job here at Ridge Runner. Um, and I’m just so thankful for that and the mentorship that I’m getting here, uh, from people that I don’t even know. So I really appreciate the mentorship, and it allows us to really be diverse. And I’ll tell you that that’s another characteristic from the military to help me. How do I go from being in the military to a tech job to working in logistics and oil and gas? This is no different than transferring from the USS Nashville to going to Expeditionary Strike Group, to the USS Gunston Hall, to Camp Lemonnier, Djibouti, Africa. You know, uh, and we use those skills to, to, uh, make things where they need to be.

Trisha Stetzel: Mhm. So I love that your glass is always overflowing. Somebody told me this and I’m going to let you steal it from me. It’s refillable. Isn’t that amazing? The glass is refillable. It’s never empty. It’s never too full. We just refill it. And I love that you have such a great attitude. And, um, veterans and even those in active duty are very resilient. And we are, most of us, very used to shift and change and going with the flow because we’re changing duty stations all the time. I know there are a lot of veterans listening today. Um, Darrin, particularly to your story, because you are so fresh coming out of the military and transitioning into this new position. What advice would you give to those who are close to their retirement or close to leaving the military and thinking about, what am I going to do next? I don’t even know what to wear when I wake up the day after I get out of the military, right? What advice would you give them to those people who are listening that are close to getting out of the military?

Darrin Glover: Well, lean in a little bit and I’m gonna say this directly. First and foremost, make sure that you have a great relationship with God. Number one. Have a great relationship with your family, uh, and have a great relationship with yourself. Uh, don’t stop working out whether it’s running calisthenics, even, you know, even if it’s just jumping jacks. Right? Uh, get some sun. I also tell you to relax a little bit because it’s scary. But I also the main thing, the main point that I tell any veteran right now is this. Go back. To maps. No, go back to the hotel.

Trisha Stetzel: Um.

Darrin Glover: Go back to the hotel. Go pick up Darrin. See what Darrin wanted.

Trisha Stetzel: Mhm.

Darrin Glover: See. Do you still love that with Darrin. Wanted to do at 18, 19, 20 or whatever year you joined the Navy. And see that those dreams still have fuel. And if they got fuel put a flame to it and try it out. If you’re not in a position to try it out, if you’re in a position where I know so many service members, get out in survival mode. Focus on getting out of survival mode. You do that and you will get out of survival mode quick. But number one, take a deep breath. Allow yourself to breathe, and don’t be scared to put the backpack down. As a guy that led at a high level for many years, uh, starting from, you know, being junior in the Navy and making rank fast all the way until the day that I retired and and still now to this day, we have to make sure that we’re good and we look at what we like to do. Take a deep breath. It has been a fun ride. People say, oh, thank you for your service. I tell them, hey, it was 21 years of being a rock star. It was my pleasure. And that’s not nothing from chick fil A. It’s truly an honor, you know, to do the things that we’ve done and experience the thing. And and some veterans don’t even realize you have written history. We study history. Well, guess what? Someone’s going to study what we’ve done. We’ve done some amazing things in the last two decades, what, 3 to 4 decades that will forever be etched into the history books and be proud of that work. Some of it is not the best, but be proud of what you’ve done. Because we do live in a country that’s different, that’s better, that allow us to do things to not only go from being in the military to oil and gas.

Trisha Stetzel: So profound there. I have so many things, Darrin. You’re going to have to come back on the show because we’re almost out of time, and I have so many more questions for you. Um, okay. I thank you for saying that. There are a lot of veterans out there that don’t talk about being veterans, that it’s not because they’re not proud. They just don’t run in the same circles. They don’t have people in their life that they have this type of conversation with. So, um, what would you say about that? Like, how do I, as newly out of the military, I’m not telling anyone that I’m a veteran. I’m kind of hiding in the background doing my own thing because I’m resilient. I know how to go GSD get stuff done. Yeah. How do I open up and find a mentor Get the right people in the room and really embrace my brothers and sisters that were also in the military because they understand the story. So where where do I go from here? Darrin.

Darrin Glover: When you pick your mentor, most of us picked a mentor in the early in our career and we stayed with him or her. Right? Yeah, and that’s Leo Gordon. You pick up the phone, you call Leo Gordon, you say Leo. Hey, I’m not having a good day today. How can I, you know, and he might pick up the phone and say, hey, man, you do XYZ or hey, go, go, go call the admiral. Go call Dino. Okay, cool. Or depending on what we got going. Hey, you go call this friend because we all have that mentor or friend that retired before us. 12 2436 months before us. And we we get that mentorship. It was good for the goose. It gotta be good for the retirement, you know?

Trisha Stetzel: Yeah.

Darrin Glover: So that’s the biggest thing. Get that veteran retiree, uh, and let him or her show you, uh, where to go, how to go, how to feel. Um, and I know that wholeheartedly because I’m Navy and I move right next to the largest B-52 air force base, uh, Barksdale Air Force Base. So it’s air force country and army country here. So when I see a sailor, oh, it’s shipmate. All day we hugging and everything.

Trisha Stetzel: Even virtually hugging. Darrin.

Darrin Glover: Yes.

Trisha Stetzel: Yes. Oh my gosh. Yes. This has been such a fantastic conversation. I really appreciate your time today. This has been a long time coming and we’re going to do this again okay.

Darrin Glover: We will.

Trisha Stetzel: All right.

Darrin Glover: Thank you so much. Again. The honor and pleasure is all mine. And I cannot wait, uh, to do this again. Again. If you need to reach me, Darrin Glover at gmail or see me on LinkedIn, or you see me around, give you a high five and let’s go.

Trisha Stetzel: I love it. Darrin, thank you so much for being with me today. And that’s all the that’s all the time we have for this show. If you found value in this conversation I had with Darrin today, please share it with a fellow entrepreneur, a veteran or a Houston leader ready to grow. And be sure to follow, rate and review the show. It helps us reach more bold business minds just like yours and your business. Your leadership and your legacy are built one intentional step at a time. So stay inspired, stay focused, and keep building the business and the life you deserve.

 

Todd Howard: The Power of Knowing What Makes You Different

November 17, 2025 by angishields

ToddHowardheadshotmedres-ToddHowardTodd Howard, founder of Grow A Niche Business, is a seasoned product strategist and go-to-market expert with over 25 years of experience.

He has launched and scaled a diverse range of niche ventures, each focused on delivering distinct, high-impact value.

Today, Todd helps experienced coaches and advisors uncover their unique methodologies and transform their expertise into clearly positioned, sellable services.

Using his proven niche discovery framework, Todd guides clients through a process of identifying their unique approach, building signature services, and attracting ideal clients.

His work has helped over 100 professionals shift from generalists to in-demand specialists—turning invisible offers into irresistible ones.

Through Grow A Niche Business, Todd empowers thought leaders to stand out, scale up, and serve with clarity and confidence. GrowANicheBusinesslogo

LinkedIn: https://www.linkedin.com/in/stoddhoward/
Website: https://growanichebusiness.com

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. Today’s guest, Todd Howard. Oh, and by the way, he’s a friend of mine. We’ll talk about that founder of Grow a Niche Business. Todd has spent his career as a product and go to market strategist, launching a wide range of businesses, each built on finding something unique. Now, through growing niche business, he helps entrepreneurs and leaders cut through the noise, define their niche, and build companies that stand out and succeed. Todd’s work is all about showing why Niching isn’t just smart strategy, it’s the future of business. Todd, welcome to the show.

Todd Howard: Thank you very much, Trisha. This is going to be fun.

Trisha Stetzel: I’m so excited to have you on today. So tell us a little bit more about Todd.

Todd Howard: Yeah. I, um, uh, the intro that you read was great. I have spent most of my career trying to figure out what makes a business unique. Um, I’ve owned a construction company. I started coworking before coworking existed. I don’t mean to claim that I’m the only one that did it, obviously. Um. Uh, I retooled, uh, a format for men’s groups to try and get that up and running. I’ve always done these kind of quirky businesses on the margins, and the the work that I’ve done has either been successful or not based on one thing. Could I figure out what made my service unique, and could I find the specific market that that worked for? And to the extent that I could figure that out, sort of solve that puzzle, the business went really well to the extent that I couldn’t. The business didn’t do well. And so that has steered me in the direction of helping clients figure that thing out. What is unique about you? How do we harness that and then let that direct us to the market you need to be working with? Because in my opinion, that’s most of the battle. So anyway, that’s what brings me to, uh, what I’m doing right now with growth niche.

Trisha Stetzel: I love it. Okay, I want to ask you a silly question. Okay. Some people say niche. Some people say niche. What is it?

Todd Howard: That is not a silly question. I get asked that so often. The short answer is both are appropriate. In English, niche is preferred. So the original word comes from is French, so it is niche. However, the word originally originated in the 1700s. Okay. Well, English speakers who use the word did not say niche because there wasn’t a globalization of language yet people didn’t in the US, didn’t know the way people pronounced it in, uh, France. So the earliest English dictionary says you pronounce it niche. And it wasn’t until decades later that they said you can also pronounce it niche. So if you want to be a purist, say niche. But if you want to say what? No. What has the English language revolved around is niche. So there’s not a wrong answer. Is the is the sum of all that?

Trisha Stetzel: I’m so glad because you said niche. I said niche. I’m from Texas, so I used to say niche all the time. And it sounds really Texan. Yeah.

Todd Howard: So I sometimes I say niche if I just am feeling fancy and I kind of want to, you know, it just naturally happens. Both are fine.

Trisha Stetzel: Okay, good. Well, I feel better about that. Thank goodness I haven’t been saying it wrong. I can choose whichever one. Pecan. Pecans. Tomato. Tomato. We’ll move on. Perfect. All right. Um, one of the reasons why I asked you to come on the show is because I agree with you. It’s not just your opinion that that we struggle with finding who it is that we serve. Uh, and you take it even a step further, and we’ll talk about that in a few minutes. Why do you think so many businesses struggle to figure out who it is that they serve, or figure out their niche?

Todd Howard: It is really hard. It’s I think that it’s stumped most everyone, and collectively we’ve let ourselves in the wrong direction. Uh, people are the. To answer your question really specifically, the reason it’s hard is because people are looking in the wrong place, and so they’re never going to find it. People believe that a niche is a market, and the reason they believe that is because when they wander up to a group of people that are talking about their niche, they’re describing a market. Someone will say, I work with manufacturing companies that make $5 million or more. I work with teachers. And when you hear people name a market as their answer for what is their niche, you begin to believe, well, they’ve chosen a market. And so I need to choose a market. And so people go about looking for a market that in their mind already exists and is the right fit for them. They will never achieve niche status with their business by doing that. And the reason comes back to what a niche really is. So I’m going to pivot for just a minute and answer the next question I know you would ask. What is a niche? If we’re going about it the wrong way. It means that we think it’s something it’s not. So what is it? Is a word that translated means to nest. It is the act of finding a safe place for your business.

Todd Howard: Literally think of the way a bird builds a nest, and that will give you the starting point of how you need to think about a niche. Now, in business terms, building a nest, what we would say is you find a defensible position in a market, right? We’re going for safety. That’s the whole point. So the way that you find a safe place for your business is you find a defensible position in a market. So you can’t find a defensible position in a market simply by choosing that market, because someone else can choose that same market. For example, I know you work with veterans, and so if you were to say my niche is veterans, I work with veterans. I’m a I’m a coach, I do this, that and the other work with veterans. That doesn’t prevent me from coming along and saying, well, I work with veterans, I do this, that, and the other. I have a product for veterans. And now veterans are confused. Well, okay, I got two people now saying they’re right for me. The point is, choosing a market does not give you a defensible position in that market. That’s what makes this whole thing so difficult, is that people are trying to achieve a defensible position in a market by choosing a market. And when other people choose the same market, they go, huh? I’m left with nothing.

Trisha Stetzel: Hmm. All right. So I’d like to take this just a little bit deeper. So I, I serve veterans who serve veterans. What is it, then that I would ask myself, or how do I take this just a little bit deeper so that I actually find my or get closer to my niche versus just the market.

Todd Howard: Right. That’s the right next question. So if you’re trying to achieve a defensible position, then the first thing I do with my clients is I say, okay, let’s switch out the word niche for defensible position. We’re going to find our niche. But for right now, the target that you’re looking for is a defensible position in a market. You want to give a market a reason to choose you over everyone else so that you can say, ha ha, everybody else that serves veterans, I have a defensible position in this market. So what is that thing that gives you that? And the answer to that question is a unique approach. That’s how you find your niche. Once you develop a unique approach, you let your unique approach lead you to a market, and it will give you a defensible position once you get there. So let’s take the example of veterans. Let’s say that I were to analyze your business and my business. And I figured out and we put veterans aside, say, yeah, let’s let’s come to market at the end. And I said, Trisha, what are the things that you do? What are the unique abilities that you bring, the unique approach or the unique route that you take and working with someone, the unique experience that they have? How is it different from the competition? Once I understand that, then I say, everybody else is going this way. But Trisha kind of goes this way, and I understand your approach and how it’s different from everyone else.

Todd Howard: Once I understand that, or in my case with my clients, once I help you develop that, then I go, okay, now that we know your unique approach, who gets the biggest benefit from your unique approach? It might be veterans, but it might be somebody else. It might be a larger market that includes veterans and others as well. So when you go looking for the market, when you try and leapfrog over figuring out your own unique approach and just land on a market and grab it like it’s a land grab, you miss because anybody else could claim that market. But when you back up and go, okay, I’m willing to work with whomever gets the biggest benefit. Let me figure out my unique approach and get a real crystal clear idea of that. Once you have that, you go, huh? I’m perfect for them. My approach fits their situation perfectly. So what I need to do is I need to go talk to that market, explain my approach. And they’re going to go, oh my God. Everybody else I’ve been I’ve been changing the way I do business to to, you know, fit the frameworks that people are bringing me. You, Trisha, have the you have an approach that perfectly fits where I am and they’re going to choose you. That’s when you accomplish a niche, when you find your unique approach.

Trisha Stetzel: Okay. So, uh, a few things that are bubbling up for me. One, we have land crabs here and you’re not allowed to get rid of them. So I’m just saying and they keep digging holes in my yard. Um, I’m kidding about that. Not really. Um, as people are going through this process with you, Todd, I know that there are some listeners right now saying, well, I don’t even know what my own unique approach is. Is that something that you help your clients with?

Todd Howard: That is exclusively what I do. I help people develop their unique approach. I built a framework that they I walk through with them and we develop their unique approach. Once we have their unique approach, at the end of the process, we choose their market and it’s exciting to watch the light bulb go on when they realize they’re perfect for a subset of market. Absolutely perfect. But they never knew it because they were so busy looking for the most profitable market. They weren’t looking at the unique approach they brought to the table.

Trisha Stetzel: So I’m also thinking about people who want to serve everyone because they’re so afraid that they’re going to lose business if they niche down right, if they really focus in this one area. So how do you help your clients get past that fear of what about everyone else? I serve everyone, anyone? Someone.

Todd Howard: Yeah. There’s a there’s a couple of of logical questions I ask on the front end, and then I show them how they’re ideally suited for a different market on the back end. The questions on the front end I asked them, how many clients do you think you need to be successful? And if you are an advisor or consultant? Most advisors and consultants that I’ve spoken with aim for 1 to 3 times their highest annual annual salary in corporate. Depending on their price point, they can accomplish that with 5 to 20 clients per year. So you do the math. You may say, well, I need a little more than that. That’s okay. The point is, you need a small number of clients. The way that you’re profitable is you need to stop wasting time talking to the wrong clients, looking through the pile to find the ones that will say yes. So if your goal is profitability and you want to lower the cost associated with sales and marketing, it benefits you to figure out your unique approach and talk to the subset of the market that’s already looking for you. Once people do that math in their head, they realize, I don’t want to chase everybody. That’s exhausting. That’s a highly competitive, expensive approach to trying to find the people that are right for me. Then as we work together and I take them through my process, they begin to discover I have a lot of really great stuff to bring to the table. I am a specialist in areas that I did not realize. And as they build their approach and they see it, they can hold it in their hand and just look at it for a minute. They realize, man, this is really good for them or them. And they lean into that subset of the market that’s perfect for them. Once they see their unique approach and once they understand how this works, I never have to convince somebody to ignore everyone else and go talk to them.

Trisha Stetzel: Mhm. All right. You guys know why I like Todd right. This is why we’re friends. Because yeah we’re on the same page here. So I know that there are listeners who already want to reach out and connect with you. Todd what is the best way for folks to do that?

Todd Howard: The best way is to go to grow a niche.com. And there’s only one button on my website. Schedule a call. Schedule a call with me. It’s a free call. Uh, one of the things that I am willing to do for everyone is if you feel like you have a niche, and most people do, this isn’t a new concept. People have tried to think about their ICP and lean that direction. I’m perfectly fine having a conversation. You can describe your niche to me, and I’ll tell you honestly whether or not I think you’re there. And if you’re not, I’ll help you see what you can do to make some adjustments. Some people have a pretty unique way of doing things, but they’ve never thought about the competition the way they should. Some people have spent a lot of time thinking about the competition, but they’ve not created a unique approach for a subset of the market. So people are missing the mark. You know, one way or the other. And in a 30 minute call, I’m happy to help. Just shine a light on it and say, here’s where you are close or far from your niche. And here’s what I would recommend as a next step if they want to work with me after that, great. But at the very least they can get off the call and go, got it? I see the missing piece that was preventing me from landing on the answer that I wanted.

Trisha Stetzel: Did you guys hear that? Todd’s willing to have a 30 minute conversation with you about where you’re at in this process? It’s amazing. So grow a niche. Business.com is where it’s grown.

Todd Howard: Business.com I am currently changing that because it’s too long even for me. So by the time this airs, it’s growing. Niche.com I got that domain. I’m tired of saying the long sentence. Perfect.

Trisha Stetzel: I thought that’s what you said. Yes. Okay.

Todd Howard: Schedule a call. We’ll talk about it, and I’ll help you see where you may be missing it.

Trisha Stetzel: All right, so we’ve tackled all of the logical listeners. We’ve told them what it is that they need to go do. Now, I’ve got some other, uh, shiny object listeners, and they need stories. So can you give a couple of examples of businesses that have really nailed their niche so the listeners can get a picture of what it looks like in practice?

Todd Howard: Yes. I’m going to give you, uh, I can give you a dozen. I’ll try and limit it to three, I promise. Your listeners have heard of these people too. The first one is Simon Sinek. Everyone’s heard of Simon Sinek. Simon Sinek is a fantastic case study on what it is to have a unique approach. Simon Sinek is a leadership and development coach. If you go to his website, you will see somewhere on that page the words leadership and development, because that’s what he does. That’s the industry that he has has grabbed Ahold of. However, Simon doesn’t spend any time telling you about the industry he serves. He spends 100% of the time telling you about the unique approach he takes to serve the industry. Simon Sinek says that in his opinion, the way that you move people is through inspiration. It’s not carrot, it’s not stick, it’s inspiration. If you want people to follow your company, buy your products, follow you within your organization, inspire them. He’s been very open about that. As a result, companies that believe that there’s something inspirational about what they do want to work with Simon. They walk right past every leadership and development coach on the planet. They’re willing to pay ten times the price to work with Simon, because Simon has developed a unique approach that figures out what’s inspirational about you, brings it into the forefront of your strategy, and uses it as the guiding light for your company.

Todd Howard: I’ll give you another example. Uh, not quite as popular, but pretty popular. Jocko Willink. Jocko is a Navy Seal commander turned business coach. He’s written children’s books. He’s got a long list of businesses. But originally, after the military, he was also a leadership and development coach. Which is interesting because on the surface, you wouldn’t think Simon Sinek and Jocko are in the same category, but they exactly are. Leadership development coach. Same story. Jocko doesn’t spend any time talking about the industry he serves. He spends 100% of the time talking about the unique approach he takes to serve that industry. Jocko believes that to be a good leader, you have to have battlefield awareness, and he’s very articulate with his idea. He can explain what happens in a, in a, in a commander’s mind in the field. What’s lacking in the in the business world? And there are certain people that will line up and pay ten times the going rate to work with Jocko, because they believe in his approach. They believe his approach uniquely fits them. And so as a result, Jocko has a niche market.

Todd Howard: People that fit his approach. Simon has a niche market, people that fit his approach. And so if I were to take us back in time 30 years ago and say, do you think it’s possible as many leadership and development coaches that have come out of the 70s and 80s. Do you think it’s possible that two people could think up a niche in leadership and development right now, in the 2000? You’d say forget it. There’s thousands of leadership and development coaches. How is that possible? All the markets are taken. Simon creates a unique approach. Jocko creates a unique approach to this day. They are known by their unique approach, more than they’re known by their product. And I can go on and on. Criss Angel. Fantastic. In the in the world of magic Dave Ramsey. His ability to take financial advisory and go right into the conversations needed between partners to talk about their personal finances, be honest with each other. The baby steps, all of that. That’s an approach. And once you see it, you can’t unsee it. And you realize this is what you need to do to build a niche. You have to develop your own unique approach. And when you do, your market is obvious and the sales will come.

Trisha Stetzel: So we only have so much time and I could just sit here and listen to your stories all day. I’m like, yes, yes, yes, of course this all makes sense, but instead of telling more stories, I’d like to circle back around Todd to the service that you provide. So very clear that you help people identify this niche and then you help them with something else. So I would love to talk about the full service that you offer, even beyond helping people identify their niche. Can you talk a little bit about that?

Todd Howard: Yeah. Thank you. The first step is to find your niche. You need to understand your unique approach, the market that you serve. That’s a huge aha moment. And in the big scheme of things. That’s step one in working with me. The next step, and it’s a critical step, is that we need to build a product that delivers your unique approach to that market. It’s not enough to take let’s take somebody who’s a business coach. You can’t be a generic business coach with generic templates and generic, um, arguments and logics and all logic and all of that, and walk up to veterans and say, hey, veterans, I’m perfect for you. I’m the I’m the business coach you should hire. They’re going to say why your product looks like everybody else. Your marketing is niched, but your product is not. Hasn’t been adjusted for me. So what we have to do, the second part of my service is that we’re going to take your unique approach, and we’re going to build a product. And what I mean when I say product, I literally mean a service. Step one we do this. Step two we do this. Step three we do this. Here’s the outcome of step three. Here’s how long step three takes. All of those details can be built out prior to working with a client, so that when you meet a client, instead of saying, hire me, I’m going to make you money. We’re going to, you know, you’re going to like me.

Todd Howard: Instead, you say to the client, let me tell you what I’m going to do. I have designed a service specifically for people in this situation, and here’s the service I’ve built. First, we do this for this reason. Second, we do this for this reason. And and so on. When you get done with explaining your product, the customer has the evidence they need to say you’re the right fit for me. You’re hired. And I’ve seen it happen over and over again. When I work with my clients, I say, okay, finding your niche, that was for you, building the product. That’s for them. So those are the two steps we take. We’re going to find your niche. Then we’re going to build a product specifically for them. And when you get up and talk about what you do, which, by the way, is exactly what Simon does when he says find your why, that’s actually the first step in his service. When you talk about what you do and how you do it, and you describe the steps, people go, I want to take that journey, you’re hired. So to sum it up, those are the two things I do. I will help you find your niche by helping you develop a unique approach. And then together we will build your product. So you know exactly what you bring to the table and can explain it to people who are looking for a service like yours.

Trisha Stetzel: I love that, and to be clear, for those of you out there who have been in your business for quite a long time and have a lot of products and services, Todd is really good at helping you hone in on what parts of those products and services that you already have that you can put together Other for putting your unique approach out there, right? For specifically for your niche so you don’t have to go build something brand new. Don’t let that scare you. If you have a lot of content, uh, Todd can help you put that together in such a way that it speaks to your niche.

Todd Howard: Yeah, that’s exactly right. As many of my clients as not work with me to hone what they have. It’s not a dump. Everything and rewrite. It’s a. You’ve got something. Can we hone it down? Make the adjustments. We need to find the ICP you’re looking for. We go through the same process. But yes, we can tweak what you have if what you have is already built around your unique approach.

Trisha Stetzel: I love that. Okay, so we’re at the end of our time. Todd, I’ve got one last thing that I would love for you to leave the audience with, and it’s really just bringing everything back full circle. So you’ve built and studied niche businesses, you’ve learned your lessons. Now you teach those lessons or you help others get there faster than you did on your own. If you can leave our listeners with one piece of advice about why Niching matters in their business not just for today, but for the future of their business. What would it be?

Todd Howard: The days of the coach as a collaborator are over and it’s because of AI. I have heard lots of stories about AI. I’ve did a deep dive to understand all of this. There are a lot of coaches and advisors that are fundamentally setting themselves up as an advisor. They have templates and frameworks and formats and advice and industry knowledge, and they want to come alongside a business and say, let me be a partner with you to help you think through things. If you want a really big reality check that I did for myself as well, go to cloud AI or any other AI tool. I’m not affiliated with that, it’s just one that I found Sound and have a collaborative conversation with AI and see how good AI is at bringing frameworks and formulas and advice to the table. So if you have been banking on a successful coaching or advisory business based on the idea that I’m going to collaborate and be a best practices vehicle or vessel to my clients, please hear that AI will replace that. The way that you get out of that trap is you develop a unique approach that takes someone from point A to point B, and when you go to a client and say, I’m not here to collaborate with you, although we’ll collaborate, I’m not just going to be a voice in your ear. I’m going to take you to this destination. We are going to get here together, and here are the steps we’re going to take to get there. When you do that, AI becomes a tool, not a threat. So I highly recommend if you are in the services industry, fundamentally advising clients, get out of the collaboration space. Develop a unique approach where you can take someone to a destination. That’s how you survive the future. Um, as it relates to AI.

Trisha Stetzel: Love this. Todd, it’s been such a pleasure to have you on today. Thank you for coming on and sharing such wisdom with me and the folks who are listening today.

Todd Howard: You’re welcome. Thank you very much for this chance. It was fun.

Trisha Stetzel: Absolutely. You guys, Todd Howard, grow a niche business and where you can find him is grow a niche. It’s d g o w a n I c h com. As of when you’re listening to this. And you can also find him on LinkedIn, which is probably where I found him in the first place. Oh no. We were referred to each other through someone we know, which was even better, right? Uh, so you guys reach out to Todd with your questions, and again, he has offered to do a 30 minute session with you guys free of charge. So take advantage of that. Todd, again, thank you so much for being with me.

Todd Howard: You’re welcome. Thank you. Trisha, this was fun.

Trisha Stetzel: This is all the time we have for today. If you found value in the conversation that I had with Todd today, please share it with a fellow entrepreneur, veteran or Houston business leader ready to grow. Be sure to follow, rate, and review the show. It helps us reach more bold business minds just like yours and your business. Your leadership and your legacy are built one intentional step at a time. So stay inspired, stay focused, and keep building the business and the life you deserve.

 

BRX Pro Tip: You Don’t Have to be a Lone Wolf

November 17, 2025 by angishields

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BRX Pro Tip: You Don’t Have to be a Lone Wolf

Stone Payton: And we’re back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, like so many of these pro tips, here’s something I need to continue to remind myself of and it made such a huge difference at a couple of points in my business career. But you really don’t, and you probably shouldn’t in most cases, be a lone wolf.

Lee Kantor: Yeah. It’s so important to find your people. Finding your people is going to accelerate your growth, your learning, and it’s going to amplify your success, whether it’s a partner, a mentor, a community like Business RadioX, even surrounding yourself with like-minded, complementary collaborators is going to create win win opportunities for yourself.

Lee Kantor: Think about looking for partners who align with your vision and can add unique value. And that might be co-marketing. It might be just sharing knowledge, or it might even become a joint venture, you know, find partners that are doing a similar thing to believe what you believe, that you can figure out ways to work together, lean into and find and identify and engage in industry groups, some mastermind circles, or a platform like Business RadioX where you can learn, you can share, you can find alliance opportunities, open doors in areas that may be tangential to what you’re doing, but it may be it’s going to build a better, broader business for yourself.

Lee Kantor: Find people to collaborate on projects with a podcast or an event that expands your reach and credibility without having the burden of doing everything by yourself. You know, when you build your tribe, you’re going to create momentum a lot faster than any solo effort. This is going to open doors to new ideas, new thinking. It’s going to provide that emotional support during tough times. Finding your people is not just smart. It’s essential for sustainable growth, especially as the world is kind of fragmenting and more and more people are forced to kind of go out on their own. You got to find folks that are aligned with you so you can all work together. Humans are social creatures, you know, don’t try to fight that. Lean into it.

Alert 360: Leading the Charge in Innovative Security Solutions for Every Sector

November 16, 2025 by angishields

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In this episode of Greater Perimeter Business Radio, Lee Kantor interviews Matt Harvey, General Manager of Alert 360 Security. Matt shares his journey in the security industry and discusses Alert 360’s evolution from traditional alarm systems to advanced, proactive solutions like live video monitoring and cloud-based access control. The conversation covers the changing needs of residential and commercial clients, the importance of upgrading outdated systems, and real-world examples of preventing theft and improving safety. Matt also highlights how modern technology makes security more accessible and effective for businesses of all sizes.

Matt-HarveyMatt Harvey is a Dunwoody, GA resident and a native Georgian. He’s a 30 year Atlanta security industry veteran.

Matt has worked on all sides of the industry from owning my own company, operations management, top producing consultant, Former Director of Sales. Current General manager at Alert 360 Security.

He’s now focused on leadership of my team and growing the Alert 360 brand in Atlanta.

Connect with Matt on LinkedIn.

Episode Highlights

  • Overview of Alert 360 Security and its services, including alarm systems, video surveillance, and access control.
  • Matt’s personal journey in the security industry, starting from childhood and evolving through various roles.
  • The importance of proactive video monitoring technology, such as Alert 360’s Video Shield.
  • The impact of DIY security solutions on the residential market and the preference for professional installation among older homeowners.
  • The growing demand for advanced technology in commercial security, particularly in video surveillance and access control systems.
  • The challenges faced by property management companies with outdated security infrastructure and the need for modernization.
  • The role of monitored video surveillance in protecting vulnerable sites, including construction sites and small businesses.
  • Future marketing strategies for Alert 360, focusing on educating various industries about modern security technologies.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Greater Perimeter. It’s time for Greater Perimeter Business Radio. Now here’s your host.

Lee Kantor: Lee Kantor here another episode of Greater Perimeter Business Radio, and this is going to be a good one. So excited to be talking to my guest today. General Manager with Alert 360 Security, Matt Harvey. Welcome.

Matt Harvey: Thank you. Thank you very much. It’s great to be here.

Lee Kantor: Well, I am so excited to learn what you’re up to. For those folks out there who aren’t familiar, can you share a little bit about Alert 360? How you serving folks?

Matt Harvey: Absolutely. Alert 360 has been in business for over 50 years. Uh, we service over 14,000 customers here in metro Atlanta and nationally, about 475,000 customers. Uh, it makes us the fourth largest security provider in the country. And here in Atlanta we are about the third or fourth largest provider.

Lee Kantor: So what’s your backstory? How’d you get involved in security biz?

Matt Harvey: Well, I’m second generation. My dad started dragging me along, uh, wiring houses when I was, uh, 7 or 8 years old. It, uh, when you’re 7 or 8, climbing around in attics and crawl spaces. And the most amazing thing ever, it turns out, as an adult, not so much. No, not so much fun at all. So. So I’d been in the security industry pretty much my entire life. And, uh, when I got into college, I started my own contracting company. So I had installers that were going in doing installations for other companies. So I would line up the jobs from larger companies for my guys to go do the installs, and they would go out to install and I would go to class. And that was and then in the summer I would run service calls. And at that point I’d started building my own company up 90, 94 to 98, uh, had my own security company.

Lee Kantor: Oh. Your own? That was not affiliated with one of the.

Matt Harvey: No, that was my. It was my own company. Wow.

Lee Kantor: And you started that from scratch?

Matt Harvey: From scratch. And I was a college. College kid. College kid?

Lee Kantor: Uh, you figured I knew everything I could figure. This isn’t that hard, right?

Matt Harvey: Well, you know, realistically, I installed my first alarm system completely by myself when I was 16. And, you know, once you figure out what you’re doing from there, it’s it’s really meeting people and making contacts, uh, getting with the people, you know, that are going to be able to put you in a place to, uh, build your business. And I was fortunate that I had connected with, uh, a few attorneys and property managers that had, uh, a lot of businesses in the area. And when they found out, hey, this guy’s doing the same thing as the others, and he’s cheaper because he’s a college kid living in his parents basement. Uh.

Lee Kantor: They trust him.

Matt Harvey: Exactly.

Lee Kantor: And then at some point you started working for a larger firm, or you got bought by a larger firm.

Matt Harvey: Yeah. I sold off my accounts and went to work for a for a larger company. And, uh, in, in, uh, an operations capacity and, uh, was there for 20 some odd years, uh, transitioned over into sales and then, uh, sales management, uh, director of sales. So at the time, the company I was with previously, but the time they were sold, I was managing, uh, three branches, seven states. So.

Lee Kantor: Oh, so it was regional?

Matt Harvey: Yeah. Yeah.

Lee Kantor: And then. So how did alert 360 come into play?

Matt Harvey: When? When my previous company was bought out? Uh, they, uh, they didn’t. They wanted the accounts. Not so much the guys. So. So, uh, I came over to alert 360, and, uh, it’s, uh, it’s been a great move. It’s a really great, great company, great bunch of folks.

Lee Kantor: And then your responsibilities are similar.

Matt Harvey: Well, What they are. They’re a little more. Here I’m with is the general manager. I’m in charge of sales over operations, admin over the entire branch. So rather than just having, having to, to, to deal with the sales side, I’ve, you know, got.

Lee Kantor: The whole.

Matt Harvey: Show, I’ve got the whole.

Lee Kantor: Show and that’s for the whole Atlanta area or.

Matt Harvey: Metro Atlanta, metro Atlanta. We’ve got, we’ve got like I said, about 14,000 customers in metro Atlanta. Uh, and.

Lee Kantor: That’s to keep you busy.

Matt Harvey: Enough to keep us busy. Yeah. But we but you know what? We can always be busier because I’ve got a great team and things are really streamlined in the branch to the point that we definitely have the bandwidth to take on a lot more customers.

Lee Kantor: Atlanta now, has the strategy shifted or is it still the similar in the terms of I’m going to build relationships with these kind of key people that might get me into, uh, more opportunities?

Matt Harvey: That’s still the same, but the opportunities we’re trying to get into are different. They’re different where, you know, the, uh, traditionally people have, you know, kind of looked at it as the residential model. The residential has been the, the focus because there’s obviously more homeowners homes. Right? Yeah, there’s more homeowners than business owners. So it was a bigger pool. But as the market has evolved, really the DIY section has, has, has grown in the residential side. And, you know, commercial has really been where the focus of the industry is going.

Lee Kantor: So then, uh, just regular consumers are probably more apt to do a DIY.

Matt Harvey: Some of them are. It’s, uh, you know, and it’s a certain segment of the population that, you know, they’re uh, that for them, they have the time, they have the ability, you know, where, you know, if you look at our, uh, consumer, residential consumer, their, their demographics, they’re probably late 40s or older there. They either don’t have the time or the initiative, or they don’t. They don’t want to mess with it.

Lee Kantor: They’d rather just have somebody, an expert do it. Why am I going to mess with it myself and screw it up when I can get an expert? And it’ll be done right?

Matt Harvey: Exactly. And that’s that’s our that’s that is the residential market that we exist in now is the people who, uh, who want an expert to do it, who don’t mind paying for an expert to do it, don’t don’t have the time or the initiative to do it. That’s that’s really the residential customer now, uh, where commercially, uh, the industry has really started evolving with a lot of the video technology and a lot of the things that we can do now that were, weren’t, weren’t really on the table even even 3 or 4 years ago.

Lee Kantor: Right. So now you can go into a business and offer them a whole suite of things that they couldn’t even imagine, probably when you started.

Matt Harvey: Absolutely true. And we because we do, you know, full suite of security services. We can handle the security. But video surveillance is really where things are going. Because people people love cameras. They want cameras. There’s cameras everywhere. We know there’s cameras everywhere. And now we have a technology which is proactive video monitoring. So, uh, everybody has a CCTV system. It’s great because, you know, depending on the age of the quality, if there was a break in or an incident, you know, they would be able to kind of see an image of something that happened. I mean, we’ve all seen the news where you get the blurry picture of somebody jumping over a fence that doesn’t do the authorities any good. Uh, so traditional traditionally CCTV systems, uh, they’re reactive. They’re showing you something that happened in the past. Now we have what we call our video shield. It video shield is monitored video surveillance. So our video shield operators are actually monitoring the camera cameras at the facility so we can see a potential intruder, a potential someone coming to put graffiti, someone coming to, uh, you know, steal things off a job site. We can see the intruders before they ever come into, uh, they ever come in to do any damage or, you know, create a loss on the property. So our operators are in a position where they can, you know, they can yell at, you know, yell at the person and say, hey, this is a restricted area. Get out of here. And, you know, because they are an actual person, they can say, yes. You two guys went in.

Lee Kantor: The blue shirt.

Matt Harvey: In the blue shirt, you in the blue shirt. I’m talking to you. Yes. Turn around. Go the other way. So, uh, or, uh, you know, a lot of, a lot of people don’t want, you know, they want us. You know, when we see somebody coming in, you know, we’re dispatching the police immediately. So we’re not waiting until they actually.

Lee Kantor: After it happened. Right?

Matt Harvey: Exactly. It’s after it happens. You’re dealing with insurance at that point. Yeah. So a perfect example. We’ve got a client here off of off of Spalding, that, uh, construction site. Uh, some folks came in and cut all the copper out of the construction site. And, you know, you have the loss of the materials. Now, you have.

Lee Kantor: The time.

Matt Harvey: And the time, the labor expense. The labor expense, the time and again, it pushes back the construction timeline. So it pushes back, you know. So now the electrician has to come back in. So it pushes back HVAC. It pushes everything back on the construction project. So we’ve installed we installed, uh, a mobile surveillance unit there on the site, uh, big pole cameras, flashing lights, you know, and, uh, nobody’s coming near the place anymore, so.

Lee Kantor: Right when it when it seems vulnerable, that attracts a certain type of person that’s like, hey, there’s an opportunity here, but if it looks kind of like, hey, they got some stuff here that I’ll just pick somebody else.

Matt Harvey: Yeah. And that’s, that’s kind of the oldest thing in security is, you know, it’s it’s that’s why you put a yard sign out in front of the house. Because if if there’s a yard sign in front of your house and there’s no yard sign in front of your neighbor’s house, I’m going to break in somewhere. I’m going to go over there. So, you know, if you’re looking at a construction site or a parking lot or, you know, a facility that it’s dark, you don’t see much going on there. Uh, you know, they’re going to choose that over, you know, a place where you visibly see cameras and signage, right?

Lee Kantor: That these people obviously care enough to invest in that type of security, that why mess with it?

Matt Harvey: Exactly.

Lee Kantor: Now, um, when you’re kind of explaining this to your clients, uh, I would imagine because Atlanta is such a booming city, there’s job sites everywhere. And if they don’t have security, are they just leaving stuff out, like, without anybody watching? Like, is that really happening?

Matt Harvey: It does happen. As crazy as it sounds, um, and, you know, for years it was okay. Somebody would, you know, come to the job site and they might, you know, they might steal a little something or they might, you know, you had kids that would break in and break things, you know, just for vandalism. Uh, and, you know, so you had that, uh, but now it’s more that, you know, people want to protect their site. You know, they don’t they don’t want to deal with the hassle of, again, being reactive rather than proactive. Uh, so it’s, you know, they’re investing in, you know, monitored video technology and security so that, you know, we’re deterring you’re deterring the issues before they even happen.

Lee Kantor: Right. So now are you having to explain that to a prospective client, or are they coming to you saying, hey, we want to be proactive or do you have to kind of explain, hey, you, you might want to be proactive here.

Matt Harvey: Usually we’re explaining it because people they have the idea of cameras when you’re talking to them about cameras. It’s oh, oh I’ve got cameras. Okay. You have cameras and that’s great. Um, but the cameras again are going to tell you what happened in the past.

Lee Kantor: So they think they might have enough, but they in reality they have old technology and there’s better solutions nowadays.

Matt Harvey: There is better solutions because it’s it’s it’s, you know, stopping the incident before it happens. Right. And that’s really, you know, again, it’s, it’s and even and not just what they steal, but going through insurance claims and the hassle and having to replace, you know, had a site where they stole a, you know, a side by side, you know, so, uh, you know, replacing equipment and filing the insurance claims. And it’s just, it’s the hassle of it that, you know, just spending, you know, spending a little more, you know, for monitored video is going to really create a lot of that hassle down the road should something happen.

Lee Kantor: Right. I would imagine if you can equate it to if this saves you a day of being down, then this pays for this whole thing for the year, probably. Or like it’s probably from a long length of time. The savings if you’re down for a day.

Matt Harvey: Right. Depending on I mean depending on what what you lose. Right.

Lee Kantor: Well, if you’re waiting for a supply chain issue to get back the thing that you lost, if you’re waiting for now the delay, I got to wait another day or two or a week before my team can get back in here. And and now the deadline of the thing. There might be some bonuses if I get done earlier. Like all that gets thrown out the window. Like the cost could be extreme. If if they don’t aren’t proactive, I would imagine.

Matt Harvey: It’s absolutely true. And you know, we would like to and we we love law enforcement. Law enforcement is wonderful. But realistically on the list of priorities that they have going on.

Lee Kantor: Getting your copper wire back is.

Matt Harvey: Looking, looking, looking, looking at your somewhat blurry, outdated video, uh, video images to try to determine.

Lee Kantor: The wall.

Matt Harvey: Yeah, exactly. To try to determine who that guy is. Yeah, that’s probably not going anywhere.

Lee Kantor: So now in this market that you’re serving, what are kind of the top couple or two, three, five, um, you know, commercial opportunities for you?

Matt Harvey: Sure. Right now, uh, obviously video, uh, surveillance is huge and access control is something that has also really, uh, become much more affordable, uh, to.

Lee Kantor: That’s like coming in and out of the place of work.

Matt Harvey: Exactly. And it’s not it’s not super exciting. You know, the card, you put it next to the reader and it opens the door. Uh, so it’s something we kind of take for granted. But there’s new technology now where we’re using cloud based solutions. People think about access control as, oh, there’s this computer sitting in an IT closet somewhere, and somebody has to go in and type card numbers, right?

Lee Kantor: And then it’s like, thumbs up, you’re in and it’s red light, green light.

Matt Harvey: And then you. Yeah. Okay then. Okay. We’re getting you know Dave’s getting the ax, so we gotta take Dave’s car away. So the guys got to go back and sit at the computer and take Dave off, you know? So now everything, uh, the systems were installing their cloud based, and we can now the administrator can now add, delete, change access to codes, everything from any smart device. So you know, when when HR says, hey, we had to let Dave go. Uh, you know, they pull up their smartphone, they’re sitting at dinner, pull up the smartphone, just.

Lee Kantor: Say.

Matt Harvey: Dave, Dave no longer can get in the building. The other thing that, uh, we have now is mobile credentials. So instead of having to have a physical card to badge in, you have to.

Lee Kantor: Use your phone.

Matt Harvey: Use your phone. So you and it’s an app with hours, it’s not even pulling up an app. It’s running in the background all the time. So you just walk up to the door, hold your phone to the reader.

Lee Kantor: Instead of clicks, it.

Matt Harvey: Clicks right open. You don’t have to scroll in and look for, you know. So, uh, and that is, it’s it’s convenient. It saves money.

Lee Kantor: Because you don’t need a car to.

Matt Harvey: Buy the cards anymore. But think about the applications in homeowners associations or, uh, condo associations where they have a pool. One of the biggest, uh, one of the biggest complaints we always hear from HOA residents is people give out their cards to the pool in the summer, and their cousin and their sister and everybody gone. Yeah. Everybody comes to use the pool. So now think about you don’t have a car.

Lee Kantor: So they’re all sharing the same card, right?

Matt Harvey: So that’s what happens is you go to work, but you give your your cousin the card and her and all of her friends go and hang out at the pool.

Lee Kantor: And then they give it to a friend because the so all of a sudden there’s 50 people on one card.

Matt Harvey: Well, there’s there’s 50 people in the pool and none of them live on the property, right? Exactly. That or, you know, you’re you’re you know, you’re constantly trying to, you know, get a card back from somebody when you know, when when they when they move out. Okay, you can delete it. But you again, you’ve lost the card there so it won’t work. But you still spent the money on that. But now think about that scenario with mobile credentials. So the HOA president, he is giving access to the homeowners and just to that homeowner directly to their phone. So he’s sending them an.

Lee Kantor: At least they’d have to give up their phone.

Matt Harvey: Exactly.

Lee Kantor: And nobody’s nobody’s doing that.

Matt Harvey: Exactly. So now you know. So now instead of hey, you decide to share your card with your cousin while you’re at work and there’s no.

Lee Kantor: Car happening.

Matt Harvey: Because your cousin’s not going to leave their phone, you’re not gonna leave.

Lee Kantor: You’re not giving your phone to five different people.

Matt Harvey: Exactly. So, and the other thing is, you know, hey, it’s. You didn’t pay your HOA dues.

Lee Kantor: Uh, click, click.

Matt Harvey: Exactly. So, uh, so it’s it’s it’s really streamlined the process. It’s made it easier. And the great thing about it is in most situations, the readers themselves can be reused. So we’re going into a lot of older commercial buildings that have existing access control, that it’s an outdated system and they want newer technology. In a lot of cases we can just swap out the head end and they don’t even have to they don’t have to replace the locks. They don’t have to replace.

Lee Kantor: So everything else stays the same.

Matt Harvey: Everything else stays the same.

Lee Kantor: It’s much cheaper, probably exactly, or cheaper than they probably anticipated.

Matt Harvey: It is because traditionally people have thought about access control being, you know, $3,000 a door. And, you know, we do an access control for $400 a door. It’s really we have, you know, we have some systems now with, you know, with our cloud based product that gives us a lot of flexibility that we didn’t have previously. And it’s really opening access control up to a lot of new, uh, a new a lot of new users. Uh, we had a client over here off Peachtree Parkway that, you know, they were sitting in their office and a guy was kind of walking around and after 3 or 4 people, they, you know, they were like, do you know who that guy is?

Lee Kantor: Right.

Matt Harvey: So, so finally somebody walks up and says, can I help you? And the guy just mumbles something and runs out the door. He was just some random person that had walked and was walking around their office. And the more I started talking with people that are attorneys offices or architects or things that you’re not going to have really walk in traffic, right? They’re telling me, oh, yeah, at least a couple times a month, we’ll have a random person walk in and ask to use the bathroom or that kind of thing. If you think about most office layouts, you’ve got a receptionist, someone at the front that’s by themselves quite frequently. It’s kind of unnerving that you have just random people walking in. Well, in the past, that’s not something a business owner was going to drop, you know, 3 or $4000 on. Well, now when we can do it for $400.

Lee Kantor: Right.

Matt Harvey: Now, this is something that business owners, small businesses are going, oh yeah, this this this is.

Lee Kantor: This makes.

Matt Harvey: Sense. This is worth that investment.

Lee Kantor: Now for you, when you’re going to market, uh, you know, here we’re at the tail end of this year and going into next year, what are kind of some of the target industries or niches that you’re looking to educate about, uh, the company and how they might benefit from partnering with you? Like, are there some, you know, kind of areas, you know, you mentioned HOAs. That’s probably not. People wouldn’t maybe think of that as a as a good area. But that sounds like it is. But are there other ones that you’re going after right now?

Matt Harvey: Uh, property management is great. Uh, because property management, uh, you typically have, uh, a lot of scenarios where they have outdated video surveillance systems, they have outdated access control systems. Uh, they have, you know, it’s amazing how many locations we go into that, you know, we look at there, we look at their camera system and okay, well, there’s nothing showing on camera number four. Yeah, that one doesn’t work. Okay. What about camera number eight? It looks like. Yeah, it got water in it. And it’s so that they.

Lee Kantor: Just accept it over time that they just periodically don’t work. And we’re okay with that.

Matt Harvey: They do. And but the problem is they get you know, that’s when that complacency.

Lee Kantor: Right now you’re vulnerable.

Matt Harvey: Exactly. So now you’re in that place where, you know, you don’t think about it until it’s too late. So property management is always.

Lee Kantor: Then property management is apartments and uh, like homes developments and things like that.

Matt Harvey: So, uh, office buildings, office buildings are fantastic. We just finished a project over over here, uh, near Cumberland. We did, uh, a 16 story office building. We had, uh, 20 something doors of access, and there were three of the floors that only you had to have a key when you got in the elevator to.

Lee Kantor: So it’s for the actual building operators or management company, not necessarily a company within the building?

Matt Harvey: Uh, both. I, you know, we have because you do have, uh, specific you have offices inside an office building that they have their own security, which we, we, you know, certainly take care of that. And then the entire building so it, you know, it’s set to lock down at 6 p.m., the doors lock at six, and, uh, you know it. Fire alarm. They have their, uh, video, you know, they’ve got camera systems that a lot of these, uh, buildings, especially in this area, you know, a lot of this stuff grew up in the 90s, you know, the buildings and, you know, these they grew up in the 90s, and they’re a lot of them are still running on the original old technology. They’re still running on the systems that were put in, uh, you know, 30 years ago, 20 years ago.

Lee Kantor: So, so property management, that’s kind of the, the major focus. You think.

Matt Harvey: Property management, small business really is, uh.

Lee Kantor: Like mom and pop retail.

Matt Harvey: Mom and pop retail, uh, offices because that’s those are the those are the people that in the past may have They wanted these solutions.

Lee Kantor: But they couldn’t afford.

Matt Harvey: It. They couldn’t afford it. They couldn’t afford it. And now the technology has evolved to the point that it’s easier and it’s become less expensive. And, you know, so, so small businesses, there’s so much that they can take advantage of now that they couldn’t previously. And then also, you know, again, the monitored video, the monitored video is, is really where I believe the industry’s going because.

Lee Kantor: And that’s primarily job sites or like um, uh, parking lots, things like that.

Matt Harvey: Parking lots. So if you think about if you go to a lot of these parking lots, you see, uh, you see the, the trailer with the big solar panels on it and the cameras, that’s, that’s, that’s what we do. And, uh, we have those we actually protecting a, uh, a large solar farm, uh, out, uh, out way out east of Atlanta. Uh, it’s, uh, middle of nowhere. You would never know the place was there, but they’ve got 1500 acres of solar panels out there. It’s it’s so it’s it’s part of the energy infrastructure. And we have our mobile surveillance units out there because there’s nobody manning 1500 acres of solar panels. And and again, you think about, you know, the vandalism, uh, of that it’s not you know, now you’re not talking about just some, some vandalism and some loss of property. You’re talking about, you know, you know.

Lee Kantor: That’s electricity you’re.

Matt Harvey: Affecting. You’re affecting the infrastructure there. So, um, you know, any of any of those type sites, construction sites, parking lots, shopping centers, uh, you know, there’s a lot of liability. You see the commercials, you know, if you have your crime in a parking lot, you know, those are those are big issues now. So, uh, those the monitored video and and also your industrial sites where, you know, people that have park, they park 18 wheelers, they park construction equipment, they have their, you know, those are things that people hop the fence, you know. Okay. You’ve got a fence with with barbed wire on it. They don’t care. They’re going through the fence if they want to go through the fence, and they’re stealing the catalytic converters off of vehicles, they’re going through the trucks and stealing, you know, stealing stuff, you know, out of the out of the 18 wheelers and out of the equipment where with the monitored video surveillance, you know, we’re we can watch them, we see them. And, you know, we’ve got some great videos on our, uh, on our YouTube channel, uh, alert 360. Our YouTube is great. Uh, we’ve got a lot of great videos of our, uh, video shield operators catching people.

Lee Kantor: Like, calling them out.

Matt Harvey: Oh, well. And even, uh, my favorite one is, uh, where, you know, there’s they’re doing no talk down, but they’re communicating with the officers. So they’re actually, you know, as, as the police are arriving on site, they’re going, okay, one of them is under the yellow truck. He just crawled under there. The other one is behind the green dumpster. So, you know, they’re actually talking the police into where the people were.

Lee Kantor: Wow. That’s amazing.

Matt Harvey: Yeah, it’s it’s it’s really it’s really great technology.

Lee Kantor: Now, is there a story you can share that maybe illustrates the impact this could make? Is there a favorite one where you were able to help somebody either prevent something from happening or else get a good outcome?

Matt Harvey: You know, there’s there’s a lot that we’ve there’s a lot that we’ve had. And one of my, one of my and this one’s a kind of a small story, but um, but it is one of my favorite because it was something that that happened, you know, uh, somewhat early on, um, is, you know, now everybody’s somewhat takes it for granted that, you know, when you arm and disarm your alarm system, you’re doing it from your phone and you receive text notifications. That’s just kind of par for the course. You know, your, you know, your, um, you know, that that’s kind of part of the deal now. Uh, but back, you know, 20 years ago, that was that was really new technology was, you know, wait, I can get a notification when my. Yeah. So, um, we had, uh, it’s actually a personal story. My wife and I had had gone out of town, and we had a dog sitter, uh, coming to stay with the dogs and, um, and, you know, so we left and said, okay, we’re leaving. And, um, it was probably, you know, 6:00, we get down to the beach, you know, it’s all right. Well, the sitter get to the house. Yet to let the dogs out. No. Not yet. Okay, well, then it’s 8:00. Sitter. No, no, no, but she’s, you know, she’s a high school girl. No, she’s she’s out a little late. It’s Friday. It’s, you know, so, uh, we get up the next morning and the system was never disarmed, so she never showed up to let the dog out. So I had to call my friend, and. Hey, can you come let the dog out? It’s probably not going to be very pretty, but, uh, you know, who knows when she would have shown up.

Lee Kantor: Right?

Matt Harvey: To let the dog out if I didn’t have the security system telling me when it was armed or disarmed. We had, uh, had another another lady who, um, another pet story, another lady who had had this pet sitter for, uh, for 2 or 3 years. And, you know, every day the lady came and took the dog out for a walk and, uh, came, took a walk, play all of that. And, um, we had installed a security system, and, uh, she actually wrote a letter to myself and the president of the prior company I was with thanking us because she receives the text notification system disarmed for the dog sitter to take the dog out at 12:00 and receive the signal that the alarm was re-armed at 1203.

Lee Kantor: So how could they have?

Matt Harvey: So she calls everything okay? And the dog sitter says, oh yeah, it’s great. We went for a walk. Belly rubs, scratches. No, she was in the house for three minutes. And how would you know? It’s one of those things you would have never known what was going on. You know, now you would have video that would that would show you that same thing is really showing you, you know, what’s going on around your home. So it’s, um, you know, it it really is being connected with your home or your business when you’re away.

Lee Kantor: Now is the part of home a residential security? Does that include, like, cameras in the home? So, like, you could see things within the home, like for pet owners? I would think that would be an important component to have access to be able to say, okay, the dog’s okay or the cats are okay.

Matt Harvey: Some people do, some people don’t. Um, you know, there’s there’s some people that, um, you know, kind of freaks them out. The idea of having cameras inside their house. I have one in my living room for exactly what you said. I want to just see what my dog’s doing. Right. Because, you know, he’s going to be sleeping on that couch or that couch is basically what happens. But, uh, you know, I, you know, I like to I have, especially.

Lee Kantor: If you travel, I would think. And if you’re hiring a doctor so you can see what they’re doing and interacting.

Matt Harvey: Sure, sure. And we have, uh, and you would have people, uh, with elderly parents is another one where they do they do a lot.

Lee Kantor: Of tests to see if they fell down because they a parent could lie and say, oh, everything’s fine. And then they’re like laying on the ground for an hour and no one even knows they could.

Matt Harvey: And, and you know that that and also, you know, being able to, you know, if we actually have the ability to program the system so that by a certain time, if there’s no detection of movement inside the house, that we can notify and say, hey, yeah, it’s 9:00 and nobody’s moved inside the house, and mom always gets up at 730 in the morning. So we have the ability to do a lot of cool stuff like that. Um, but you know, video again, you can, you know, look in and just make sure everything’s okay. Um, commercially, obviously cameras are everywhere. Uh, we did, um, uh, sure, I would be mentioning the school of Rock over here, and they’re great folks. And, um, they have to have cameras in every single, uh, in every instructional room in all the common areas because you have, you know, adults and kids, you know, in an instructional situation. So, uh, you know, we have, you know, full camera system, uh, there, um, you know, that’s just kind of expected in a lot of, you know, in a lot of.

Lee Kantor: Especially with kids.

Matt Harvey: Absolutely. And, uh, and then, you know, we also have, you know, large industrial sites. We just finished a job down by the airports, 60 some odd cameras. Uh, so, uh, and then, but again, at the same time, we did a little hair salon over here that had two doors and a motion detector. So we really, we really, uh, can take care of anybody residentially or commercially.

Lee Kantor: And at any size. It sounds like.

Matt Harvey: Of any size. Yeah. I mean, we, uh, we go into little, little condo with, you know, little condo with a couple of doors or, you know, a 16 story office building, right?

Lee Kantor: Or a solar.

Matt Harvey: Or a solar farm? Yes. Everything. Everything from, you know, two, two door contacts on a hair salon to a solar farm. Yes, that’s.

Lee Kantor: So if somebody wants to learn more, have more substantive conversation with you or somebody on the team, what’s the website? What’s the best way to connect?

Matt Harvey: Uh w-w-w-what. I360. Com. Uh, you can catch us. Uh, check out our YouTube channel. We’ve got some great videos of our video shield, uh, product. Uh, they’re, uh, they can, uh, you know, always, uh, hit us up, uh, on the web.

Lee Kantor: All right, well, Matt, thank you so much for sharing your story today. You’re doing such important work, and we appreciate you.

Matt Harvey: Awesome. Thank you very much.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Greater Perimeter radio.

 

From Combat to Courtroom: Winning the Battle for Veteran Disability Claims

November 16, 2025 by angishields

In this episode of Veterans Business Radio, Lee Kantor welcomes Robert Capovilla, co-founder of the veteran-owned law firm Capovilla and Williams. Robert discusses the firm’s mission to help veterans navigate complex VA disability claims and appeals, emphasizing the importance of proper medical documentation and timely legal support. The conversation covers challenges veterans face, opposition to Georgia’s SAVE Act, and advice for transitioning to civilian life. Robert shares personal stories, success cases, and resources for veterans seeking help, highlighting the firm’s commitment to ensuring veterans receive the benefits and care they deserve.

Robert-CapovillaRobert Capovilla is a nationally recognized military defense attorney with an established reputation for providing exceptional legal representation to service members of all ranks and branches.

A true trial lawyer, Rob started his legal career in the U.S. Army JAG Corps where he served as both a prosecutor and defense counsel in hundreds of high-level felony cases involving sexual assault, domestic violence, murder and homicide, and drug-related offenses.

Today, Rob is routinely hired by U.S. military personnel worldwide to represent them in complex legal matters – many of which involve allegations of sexual assault – that threaten their freedom, careers, family life, and reputations.

In addition to his direct work on behalf of clients, Rob is often called upon as an expert on military law issues by leading media organizations such as CNN, The Military Times, Stars and Stripes, The Washington Times, WAVY and Politico.

Rob is also a co-host of the popular Military Justice Today Podcast where he tackles the most important topics in military law along with his law partner and friend, Mickey Williams.

Episode Highlights

  • Legal services for veterans, focusing on disability claims and appeals.
  • Challenges faced by veterans in navigating the VA disability claims process.
  • Importance of proper medical documentation for service-related injuries.
  • Cultural mindset in the military regarding seeking medical treatment.
  • Broader issues of veteran care, including mental health services.
  • Discussion of Georgia House Bill 108 (SAVE Act) and its potential negative impact on veterans.
  • Importance of accreditation and training for representatives assisting veterans.
  • Personal experiences of the guest related to the disability claims process.
  • Advice for veterans transitioning to civilian life, including maintaining physical fitness and finding new purpose.
  • Resources available for veterans seeking legal assistance and support.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Veterans Business Radio, brought to you by ATL vets, providing the tools and support that help veteran owned businesses thrive. For more information, go to ATL vetsource. Now here’s your host.

Lee Kantor: Lee Kantor here another episode of Veterans Business Radio and this is going to be a good one. But before we get started, it’s important to recognize our sponsor ATL vets. Without them, we wouldn’t be sharing these important stories. Atl vets, inspiring veterans to build their foundation of success and empowering them to become the backbone of society after the uniform. For more information, go to Atlanta Vets. To this show we have Robert Capovilla. He is with Capovilla and Williams. Welcome.

Robert Capovilla: Hey, Lee. Thank you for having me.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about Capovilla and Williams. How are you serving folks?

Robert Capovilla: Yeah. So, uh, Capovilla. Williams, uh, is a law firm. Uh, our headquarters is in Woodstock, Georgia, and my law partner and I, uh, Mickey Williams started it after active duty days. Uh, had come to a close. And, um, quite frankly, we exist to help veterans and service members and federal employees all over the world with their legal problems. So a veteran owned, veteran operated business, I think, got about 35 employees now. And I think about, uh, 30 or so of them are veterans.

Lee Kantor: And so what was kind of the genesis of the idea? Were you both working in other firms and then decided to kind of team up like, well, how did this come about?

Robert Capovilla: Yeah. So Mickey and I were both JAG officers. You know, Mickey’s career was different than mine. He had started his army career after nine over 11, went to Ranger School, was an airborne Ranger, did several deployments to Iraq and Afghanistan, and then he became a JAG officer after he left the infantry. I graduated law school, applied for the JAG Corps, so I went the more traditional route. Commissioned in 2012. And so when we were both defense attorneys in the United States Army, so we would represent service members who were accused of crimes. Mickey and I were in the same region, so we had some trainings together. A friendship struck up. And then quite frankly, we had a similar heart and similar passion for our service members, and we weren’t exactly pleased with how they were being treated throughout the legal process. And we made the decision at that point to resign our commissions together and start Capdeville and Williams.

Lee Kantor: So you went right from the service to starting the firm and then focusing on kind of a similar work, except for civilian officers in the civilian world.

Robert Capovilla: Yeah, that’s exactly right. We had a couple stops along the way before we formed Capovilla Williams. We worked, um, uh, with another attorney and then another law firm, and then, um, went in on our own around 2020, right around the time of Covid. Um, and we’ve been pedal to the metal ever since then.

Lee Kantor: So what type of work are you doing right now? Like, so a veteran comes to you for any type of situation or is it something related to their service?

Robert Capovilla: Yeah. So we’ve got, uh, as it relates to veterans, uh, we handle veteran disability cases, uh, from all over the country. So, um, regarding veterans, if, if a veteran, um, has injuries during service, like a lot of us veterans have, uh, and they get out and they apply for VA disability and they get denied, um, they hire us to handle their appeals. And so, um, we’ve got a wonderful team on the disability side. Um, like I said, all of them are are either veterans or spouses of veterans. Um, and we work with our vets to try to get the rating up to 100% and make sure that they’re compensated, uh, really for those injuries that are service connected, um, that stay with them, uh, a long time after their service.

Lee Kantor: And then, uh, about what percentage of veterans need kind of help in this area? Uh, is this something that is, uh, you know, really a pressing need where there’s more and more veterans that just aren’t getting their benefits and they need to go to a third party in order to get them.

Robert Capovilla: Absolutely. Um, it’s, uh, veterans all over the world meaning, quite frankly, um, and that’s because of a couple reasons, right? First, um, while the VA, uh, does their best to be efficient, uh, when it comes to, to the disability claims, and they do their best to help the veteran. Um, the bottom line is the process can be very convoluted. It’s very paperwork heavy. Uh, it can be complicated at different points. Uh, and so a lot of times when a veteran submits his claim for disability, he doesn’t fully understand the complexity of the process. Uh, certain documents aren’t submitted that should be submitted. Um, and that leads to denial. Or the VA can just summarily look at a case and say, well, look, um, we don’t think this is service connected. Um, and they get denied. And so, uh, for the infantrymen out there, uh, for our Marines or sailors, our airmen, um, uh, those folks that have had any injuries, really, during the course of their service, um, that it’s still impacting them. They come to us after their case is denied. Um, and we work really hard to, uh, try to make sure they get the benefits they deserve. So, uh, nearly every I encourage every veteran who has ever served to apply for disability because, quite frankly, um, you might not even know something is is anything more than than, uh, saw um, when you’re a little younger and then all of a sudden the years go on and you realize you can’t stand up straight, your feet hurt, your ankles hurt. Um, and you don’t quite recognize the impact, that the service has had on me with some of the things that our service members are called to do.

Lee Kantor: Now, is this one of those situations where service members are like, you know, kind of rub some dirt on it and I’ll tough it out. I’m not I don’t want to ask for help, and they’re just missing out on a bunch of services and care that they could be getting that could really improve the quality of their life.

Robert Capovilla: Yeah. So there’s there’s a few parts to that question, right. So first, when you’re when you’re still serving the advice I give everybody is for every ache and pain that you have, go and get medical treatment for it. Um, because you don’t know what is. You don’t know how your body’s going to react and respond five years from now, ten years from now. So a lot of our guys walked around with heavy rucksacks, jumped out of airplanes, spent a long time overseas, and they’ve got a document that while they’re in that that’s going to make their lives a lot easier when they get out and they get that veteran status. Um, but to your point, you know, there is a culture, certainly in combat arms where, hey, you know, if you’re in pain, you don’t want to. You don’t tell anybody about it because you don’t want to be the guy that’s sitting out during PT when when the rest of your battle buddies are training. And we see that a lot, you know, really across across all the branches. Um, uh, heck, I was like that. Um, there were a lot of times when I had, uh, pain during my service. And you don’t want to be the guy that’s not training. And so you just, you know, grit through it. Not to mention, um, I think that, uh, the, uh, the active duty military medical facilities and the services provided have certainly come a long way. But for anybody who served, you know, that, um, a lot of times the prescription is just take some ibuprofen and ice it, and that might help the pain, but it doesn’t always treat the underlying issues. So, um, yeah, a lot of these guys and gals, man, they, um, they want to serve. They want to they want to do their part, and they don’t want to be hindered by injuries. And that can cause them problems when they get out, when that back doesn’t heal up. And if they didn’t get the treatment that they needed while they were on the active side. You know, um, that’s where we can come in and, and, uh, help build the case.

Lee Kantor: Now, do you think that, uh, some of this lack of care or lack of sufficient care contributes to the high suicide rates among veterans?

Robert Capovilla: I do, I do. Um, you know, I as I said, I think that, um, military medicine has come a long way. I think the, um, the medical care provided by the VA, in particular the mental health services, have come a long way over the years. Um, that being said, I think it’s well short of, uh, of where it should be. Um, a lot of our veterans, uh, leave service with the, uh, scars of their service, and that can be physical and mental. Um, and, uh, that’s particularly one of the reasons why you see a high suicide rate with our veterans, I think, is because, um, there’s not the care that they need both when they’re on the active duty side. Because, again, you don’t want to be the guy that’s causing you unit problems. Um, and the care that they need when they become, uh, when they get a veteran status. Uh, a lot of folks that listen to this show can relate that if you call in with a problem to the V.A., sometimes you’re waiting two, three, four, five, six, eight, ten weeks before you’re seen. And I do think that’s a contributing factor.

Lee Kantor: Now, what do you think of the the G HB 108 bill, the save act. Um, it what just share your thoughts on that because, um, I think that’s important uh, issue that maybe veterans aren’t aware of. Yeah.

Robert Capovilla: So, um, here at Capella Williams, we’re in direct opposition to that bill being passed. Um, we think it’s very, very, very important to make sure that the, um, the folks that are going to be helping our service members through the disability process are accredited, uh, that they’re trained, um, and that they’re seeking the best interests of the veteran themselves. Um. What? That bill. Uh. What? I’m afraid that Bill will do if it’s passed is, um. I’m afraid that the veterans going to be taken advantage of. I’m afraid that we’re going to see folks that are not trained in this, that are not accredited, uh, that don’t have the necessary qualifications helping our veterans. Um, and quite frankly, what we’ve seen is that veterans are spending money up front, not getting the services they need, when in reality, um, what should be happening is, uh, the attorneys like myself or the law firms, uh, like I own, should not be getting paid, uh, unless the claim is won. Um, and so what I’m afraid of is that our veterans, um, are going to be taken advantage of, uh, because, quite frankly, a lot of them are in vulnerable positions, and they can be taken advantage of. And so, uh, I think the bill is a very bad piece of legislation. I think the people in Georgia need to be, uh, tuned in to the dangers that it can cause our veterans if of his past.

Lee Kantor: Now, do you mind kind of giving folks an overview of what it’s supposed to do? I mean, this thing is called the Safeguarding American Veteran Empowerment Act, and it’s one of those names where you’re like, well, of course we’d want to safeguard American veterans like and empower them. So can you share maybe what the spirit of it is and why you feel that kind of when you dig a few layers deep, you can see that there’s some flaws to what they’re trying to do.

Robert Capovilla: Yeah. So from my perspective, to help a veteran with a claim, you’ve got to be accredited. You know, you’ve got to go through the process of being verified. You’ve got to have the right credentials. And I also believe passionately that when it comes to disability work, um, veterans should not be paying out of pocket for legal help. And what I’m afraid the effects of the bill are going to do is it’s going to really dilute some of those areas. Um, that I think are important. Um, I, I’m concerned that our veterans are going to be out of pocket, uh, paying money for services from folks who are not qualified. Um, and my concern about that is, is and we’ve seen some of this where veterans will call us and say, I’ve dropped thousands of dollars and I haven’t seen any action. Um, that’s my concern. We’ve got to have these protections for the service members and more, more specifically, the veterans in place to make sure that they’re not being taken advantage of. And what the bill, from my perspective, uh, what I think it’s going to do is I think it’s going to lead to a number of veterans having to come out of pocket for expenses that they should not have to come out of pocket for. And while it’s got a nice and fancy name that makes it sound like, hey, this isn’t the best interest of our veterans, um, I think it’s I think it’s got some real dangers to it.

Robert Capovilla: Um, the bottom line is veterans should only be represented by people who, number one, are credentialed and qualified, and number two, who are only accepting payment if the case is one. And that’s the way that it works 20% of the back pay from the disability claim. That’s all that we ever take. And that’s all that should ever be taken. Um, outside of that, uh, I get concerned that our veterans are going to be taken advantage of. And quite frankly, I’ve seen that, um, and some folks listening to this might say, well, you know, uh, Rob, you run a business. Isn’t it nice to be paid up front? Sure. This is a little bit in opposition to what would potentially be good for my business. But the fact of the matter is, I don’t like the bill. Um, I think that we need to keep this a very clean process. I think it needs to be run. I think these veterans should be helped by only accredited people. Um, and quite frankly, I think law firms like mine should only be compensated, uh, in the VA disability realm if we win.

Lee Kantor: And then the accreditation is, uh, the people that are accredited aren’t only lawyers, right? Aren’t there other, uh, groups that are accredited to help veterans in this area?

Robert Capovilla: Yeah, that’s exactly right. Um, there’s, uh, you don’t have to be a lawyer, uh, to do it. Um, you, you know, there’s folks out there that are veterans themselves that do it. Some of them are very good at doing it. Um, and so it’s not specifically it’s not doesn’t have to be lawyer specific, but we do have to make sure we have standards in place. Right. Um, and we’ve got to make sure that the people that are doing this work are, are there to help the, the veteran themselves, um, and not just there to line their pockets. Of course, you know, we’re a little different because every, every disability claim we take is handled not only by somebody accredited to do it, but is also a lawyer, uh, because, quite frankly, um, lawyers know how to build cases. We understand the value of evidence. We understand how to look at a case, how to build a case, how to develop a theme and theory of a case. Um, and look, if sometimes these disability cases have to go before hearing, you know, before administrative judges and in hearings, um, and, you know, lawyers are lawyers at least should be pretty good at handling themselves in a quasi judicial environment. But to your point, no, there’s plenty of good advocates out there that are not attorneys. Um, but this bill doesn’t really impact that too much. Um, the issue with the bill is, uh, my concerns are we got to make sure whoever’s doing this is properly vetted and that there’s there’s no money being exchanged out front.

Lee Kantor: Right, because otherwise it’s the Wild West. And you’re going to find these people that are just taking advantage of all the stuff you were saying earlier about, oh, it takes weeks to be seen and, and all this stuff, and they’re going to make these promises that just aren’t realistic to take advantage of a vulnerable group.

Robert Capovilla: That’s right. You know, give me here’s how it goes. Oh, sure. I’ll handle your your disability claim. Give me 5500 bucks up front. Well, that’s not really how we do things. And, um, I don’t think it should be done that way. Um, again, um, if you if a veteran hires us and we lose the case, right, we don’t get them. One more percentage of disability. We should not be compensated for that. It’s just that simple. Um, if we win the case, well, then. Hey, listen. Yeah, the VA says we’re entitled to 20%. Uh. That’s fair. That compensates us for our time, because a lot of these folks are our clients for, you know, eight, ten, 12, 15, 24 months and sometimes longer. But the idea that there’s not going to be the necessary protections in place for the veteran that is, you know, should be concerning to not just the veteran community in Georgia, uh, but quite frankly, to, um, everybody in Georgia.

Lee Kantor: So, uh, the bottom line for you is to, uh, is it to vote no on GA HB 108?

Robert Capovilla: Absolutely. Without question.

Lee Kantor: Um, now, what’s it like when, uh, a veteran like, they’re done with their service. They have issues. Um, how quickly should they come to you or somebody on your team? Like, is this something that the day after they’re knocking on your door and saying, hey, uh, or should they take a stab at trying to get the benefits themselves? Like what? How what’s the best way to onboard a new client for you?

Robert Capovilla: Yeah, that’s a good question. Um, and so we only take the cases where the veteran’s already been denied, right. Um, and that’s really, from my perspective, what the rules allow now, um, if, if somebody, every veteran now who, uh, gets out before they get out, they get a class, um, they get a class that talks about VA and how to do it and how to how to apply. Uh, and those classes are pretty good. That being said, um, we routinely routinely help veterans, uh, free of charge, uh, who call in who are in the application process. So they’ve not been denied yet. Right? They’re still in the process of applying. Uh, and, uh, free of charge. We sit down and we’ll go through the case, uh, with the veteran. Um, really talk to them about what they’re experiencing, what the issues are. Uh, and we’ll provide guidance, um, because, quite frankly, um, we don’t want a veteran to have to appeal, uh, a disability case. Um, if they don’t have to, um, if they can win on the first time around and get the compensation they deserve, then that’s, uh, fantastic. And, um, we’re routinely, uh, helping folks do that, and we don’t take any fees for that, um, because it’s not the right thing to do. Um, you know, part of our mission is to help veterans. And, uh, that doesn’t mean, um, that, um, you know, we we have to take compensation for every case. We’re happy to help and guide through the process. Uh, and then, of course, if they’re denied, um, we’re able to, um, we’re able to sign them up as clients.

Lee Kantor: And that’s, um, that’s so important for veterans to understand. Like, like you were saying earlier, this process might seem simple, but there are some things that you just don’t know, what you don’t know. And when your people have seen lots and lots of these things, they know where kind of the danger is. And if you screw this sentence up or you don’t check this box, it could make the difference. And to have somebody that’s an expert on this to get it right the first time, at least get a good swing at it, then you’re increasing your chances of a successful outcome. And then to have you kind of as a backstop in case it doesn’t work out, then you have a way to kind of, uh, you know, take a second swing at it. I mean, that’s very generous on your part. Yeah.

Robert Capovilla: I mean, listen, it’s part of what we do. Um, I, uh, Mickey and I got into disability work, uh, because, quite frankly, um, after my service, I was starting to, um, experience some different things, and, um, my, uh, claimant got denied. And here I was, a JAG officer, uh, trained to practice law by the United States Army. Uh, I had litigated by this point some of the biggest court martials in America. Um. And I’m getting denied. Um, I, I had made some mistakes on my own, uh, claim, and I ended up, uh, I ended up, uh, hiring, um, a young woman who who now is one of our attorneys here to help guide me through it. Um, and I thought to myself, you know, if I can’t figure this out. And I grew up in the ranks, you know, I read more regs than you could possibly imagine. Um, during my time in the Army as both a litigator and administrative law attorney. And I had a hard time figuring out, I thought to myself, my goodness, our veterans are not going to have a chance of of getting this done right. And that was really kind of the motivating factor for why we created the disability division, um, and why we work so hard to, uh, to support our veterans through that process because it is complicated.

Robert Capovilla: Uh, it can be difficult and it can be incredibly frustrating. A veteran knows they’re in pain and they know what caused the pain. And then to be told, well, you know, it’s not service connected or it’s not. It’s not significant enough for disability or whatever the case may be. Um, that could be a really frustrating process. We we recently helped a Vietnam veteran who had been going through this process for years. Uh, and he’s a combat veteran, did some very, very difficult things while in uniform. Um, and finally, after, you know, when he first, you know, when when he first approached us, you know, it was clear to me that he was at the end of his rope in terms of this process. And, um, nine months later, we got him to 100%. And, um, you know, he came into the office with tears in his eyes. Him and his wife, both. And that’s why you do it, right? Um, but that’s a very, uh, very normal, typical pathway to follow. The frustration can just be extreme.

Lee Kantor: So there’s no kind of statute of limitations when it comes to this. Like if you were denied at any point, there’s still time to kind of make it right.

Robert Capovilla: Well, without getting into the weeds of the disability process. There are certain ways to appeal. There’s things called supplemental appeals and higher level reviews and all this kind of thing. Uh, and there are deadlines for that and certain limits for that. Um, that probably kind of go beyond the the scope of this particular show, but no statute of limitations per se, that that’s more of a term that’s applicable to criminal law. Um, and, and we do a pretty good job of, of being able to make sure that we’re able to maneuver ourselves around the rules to, um, get a disability appeal filed.

Lee Kantor: But if somebody was denied, like maybe five years ago, then they move to Georgia and kind of run into your firm, like you might be able to take another look at it.

Robert Capovilla: We might be able to we might not be able to, um, that, that that’d be purely case specific because the VA does have some deadlines in there when you’ve got to submit your, your, your claims or your supplemental claims. So it’s really a case by case basis. But again, you know, um, my team’s got a lot of experience. And our job is to to find a way to file a successful appeal.

Lee Kantor: So is there a window? Like if you’ve just been denied, you know, two weeks ago or 30 days, like, is there a window where that’s kind of the optimal time to then take action?

Robert Capovilla: Yeah. Uh, anything within a year and you’re probably going to be just fine. Um, and and when they deny you, you’re going to get paperwork that’s going to lay out that timeline. Right? And it’s going to say in here, you’ve got to have your, your, your appeal submitted by this time frame. Uh, but the sooner the better, right. That and that’s what we tell everybody. The sooner you jump on this stuff, the sooner you get the help. The sooner that we can work the claim, the better off you’re going to be.

Lee Kantor: Now, do you have any advice or guidance for veterans that are transitioning from military to civilian life? Any kind of life lessons you are willing to share?

Robert Capovilla: Yeah. You know, I think, um, as I look back at, um, at my own life, I think the first couple of years leaving the United States Army, um, were two of the most difficult years of my life. Um, because you go from an environment where, you know, you stand for something, you’re part of a team, you’re surrounded by really good people each and every day. Um, your your life is sort of taken care of in certain ways. You don’t have to worry about taxes. You don’t have to worry about a lot of these things. And then all of a sudden you find yourself on the outside and you’re not surrounded by these people anymore. You’re not surrounded by your friends and your battle buddies. And that mission that is so central to us doesn’t exist anymore in a lot of ways. And I struggle with that a lot. Um, I struggle with that a lot. And I come across a lot of veterans, um, who are recently out and they are struggling as well. That can be a very, very tough adaption, period. And so, um, what I tell folks all the time is there’s, there’s three things that you need to focus on when you get out of the service. Number one is your physical fitness. Um, a lot of us service members, um, we’re in really good shape. We’re used to pt we’re used to, um, having kind of the physical aspect of our lives.

Robert Capovilla: And one of the mistakes I made was I got away from that. And it took me a while to get back into it. And I tell everybody, when you get out, maintain the same level of physical fitness. Do not let that fall off because, um, you know, it’s going to help your mindset. It’s going to help your, your it’s going to help, uh, not only your health, but it’s going to help you with that, with that process of, you know, hey, I’m out of the Army. I’m not wearing the uniform anymore. Hey, I’m out of the Navy. I’m not wearing the uniform anymore. Um, but it is still that that that fitness aspect is still a part of your identity. And don’t lose that. Um, number two, uh, if you’re a person of faith, um, you know, it’s really a time to lean into your faith. Uh, I got involved in a wonderful church that had a outstanding veterans ministry. I’m still involved in that. Um, that gave me a lot of the same feel, uh, like I was still in the service. Um, you know, every every Wednesday, I think it is. There’s meetings and you go and you spend some time with other veterans. And so if you’re a person of faith, um, getting involved in a church, getting involved in the veterans ministry was something that helped me a lot.

Robert Capovilla: Um, and then number three, you know, do your best to, to try to, to, to, to to try to find out what your mission is for your next phase of life. Uh, for me, that was a relatively easy transition. Uh, that part of it, um, because I knew I wanted to help service members. I knew I wanted to build a law firm. Um, but for a lot of folks that get out, they they’re just lost, you know, they they don’t know what their mission is. Now, um, and I tell folks, you know, um, go to different career workshops, um, try to take the skills you learn and, and, um, you know, work that into, uh, something that can get you gainful employment on the civilian side. Find out what your mission is now that you’re not wearing the uniform anymore. Because for those that wore the uniform, um, it really is not just a job. It’s. It’s an identity. Um, it’s part of who you are. And when that becomes something that’s now in the past. Um, yeah. I mean, it can be a very, uh, a very tough transition, especially for the guys that, you know, that that are combat arms that, uh, did some things that were, uh, that most of us wouldn’t do. Right. Um, it can be very difficult.

Lee Kantor: Yeah. You got to really find your. Why. You have to have that reason that’s getting you out of bed every day, or it’s very difficult. So if somebody wants to learn more, have a more substantive conversation with you or somebody on the team, what is the website? What’s the best way to connect?

Robert Capovilla: Yeah. So, um, you you type in Capovilla Williams. Um, you’ll see us there. We’re easy to find. Um, uh, I like to think we’ve got great visibility. Um, military defense attorney comm is is, uh, another way to find us. Uh, and, of course, you can reach out directly to us. Um, you know, we welcome veterans into this office, uh, just about every single day and met with a couple yesterday. So, uh, we try to make ourselves as easy as possible to find. I’m also the host of the Military Justice Podcast, which is a podcast that covers, um, not just, um, you know, veteran related issues, but also, you know, uh, legal issues that are important to our service members, our active duty service members nationwide. And we have a we’ve had some great guests on there. Um, you know, Matt Lohmeier, the assistant secretary of the Air Force, uh, was on our podcast. We’ve had some best selling authors on on faith, on our podcast. Uh, we’ve had some fitness gurus like Stu Smith on our podcast. Um, so I’d like to think it’s a good place for, uh, both active duty service members and veterans to come to, um, to, uh, have a little community and to to to learn a little bit more about what’s going on, um, with our veterans across the country.

Lee Kantor: Well, Robert, thank you so much for sharing your story. You’re doing such important work, and we appreciate you.

Robert Capovilla: Uh, my pleasure. And thanks for having me.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Veterans Business Radio.

 

Embracing Vulnerability: How Veterans Can Find Connection After Service

November 16, 2025 by angishields

In this episode of Veterans Business Radio, Lee Kantor interviews Jeff Rogers, founder of Strengthen the Positive and retired Air Force NCO. Jeff discusses the challenges veterans face transitioning to civilian life, especially the difficult “messy middle” period. He shares how his book “After the Uniform” and guided journals help veterans rediscover purpose and identity. Jeff also highlights the importance of supportive workplace environments and community for veteran retention. The episode emphasizes the need for structure, connection, and understanding to empower veterans in building fulfilling post-military lives.

Strengthen-the-Positive-logo

Jeff-RogersJeff Rogers, TSgt, USAF (Ret.), is an author, speaker, and founder of Strengthen the Positive™ and GillyBell Legacy Works, LLC.

Through his programs, workshops, and book After the Uniform: Navigating Life, Love, and Purpose, Jeff helps Veterans, families, and organizations strengthen resilience and lead with purpose through times of transition.

A Prosci-certified change management practitioner and former Air Force Master Instructor, Jeff brings over two decades of leadership and training experience from both military and corporate worlds.

His work bridges service and civilian life with a mission to remind others that life after uniform isn’t the end of the mission – it’s the next one.

Connect with Jeff on LinkedIn and Facebook.

Episode Highlights

  • Challenges faced by veterans during the transition from military to civilian life.
  • The concept of the “messy middle” period in veteran transitions.
  • Importance of identity and purpose after leaving the military.
  • Emotional and psychological adjustments required for veterans post-service.
  • Tools and resources for veterans, including the book “After the Uniform” and journaling prompts.
  • The significance of community and finding a new support network after military service.
  • Strategies for organizations to retain veterans beyond initial hiring.
  • Best practices for onboarding veterans in civilian workplaces.
  • The role of mentorship and support systems in helping veterans acclimate to civilian life.
  • The importance of reconnecting with a sense of mission and community for veterans’ well-being.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Veterans Business Radio, brought to you by ATL vets, providing the tools and support that help veteran owned businesses thrive. For more information, go to ATL vetsource. Now here’s your host.

Lee Kantor: Lee Kantor here another episode of Veterans Business Radio and this is going to be a good one. But before we get started, it’s important to recognize our sponsor, ATL Vets, inspiring veterans to build their foundation of success and empowering them to become the backbone of society after the uniform. For more information, go to ATL vets. Today on the show, we have Jeff Rogers, who is the founder and CEO with Strengthen the Positive. Welcome, Jeff.

Jeff Rogers: Lee. Thanks so much for having me. I sure do appreciate it.

Lee Kantor: Well, I’m excited to learn what you’re up to. Tell us about Strengthen the Positive. How you serving folks?

Jeff Rogers: Well, Strengthen the Positive is a a venture that I started a little while ago. In the interest of helping veterans transfer from their military career into their civilian career, or I should say, civilian life. Actually, you know, the military does an outstanding job of getting us in the military. They say, okay, you are no longer Jeff Rogers. You are, in my case, Airman Rogers, and we’re going to get you in. And now you’re in the military getting out. They do a decent job helping you get out. They have transition assistance programs and a few other things that teach you the tactical stuff the how to fill out a resume, how to do an interview, how to do a how to do some networking, but they don’t get into the internal things. And that’s what strengthened the positive is really all about helping us get from military life through that messy middle into feeling like you’re yourself again and you’re able to proceed in the civilian world.

Lee Kantor: Now, did you come up with kind of a methodology, or is this based on something else that you learned somewhere along the line? Like, how did you come up with this bridge that helps a person transition, you know, from service into, like you said, the rest of their lives?

Jeff Rogers: Well, it came from my personal lived experience. So I am a retired Air Force NCO. I retired back in 2007. So Lee is probably thinking, okay, that 2007, that’s a long time ago. Why did he just write this book now? Well, let me tell you. So when I first got into the military, everything was was great. I had my job, I had my family, In fact, my parents had moved down from my childhood home in Massachusetts, down here to Florida. In fact, they lived right next door to us. So I had plenty of things to keep me busy, whether it was work, family, my parents, and just kind of keeping keeping things going. As time went on, you know, I lost a job or two. I got picked up on another job and so on and so forth. But unfortunately, back in 2020, uh, my mom passed away and then my dad in 2024 passed away. So there was a big part of me that was now missing again. So it took me a while to realize that all this time from 22, excuse me, 2007 until 2024, I was always chasing. I was always running. I was always doing all these things. And now here in 2024, that was all gone. So what I did, I shouldn’t say that was all gone. A major component of my life was gone.

Jeff Rogers: So right during that time period, I actually got involved with the American Legion here in Spring Hill, Florida. And I was talking to some other veterans there, and I found out that many of them were just like me. They were in a spot where they didn’t really they knew. They knew they weren’t in the military anymore, but they didn’t really feel comfortable in the civilian world. Now, this is going from from, you know, I’ll say fresh veterans, people who just got out to folks who had been out for quite a while. And there’s that, again, I like to call it the messy middle, because sometimes you don’t even realize that you’re in it until you start to get out of it, if that makes sense. So to answer your question, how did I come up with this? I came up with this through my my personal lived experience. I spoke with some other veterans and I did some, some really deep conversations to try to figure out ways that I could help. And that’s where after the uniform came out, that’s my that’s my, uh, my, my book is called After the Uniform. I do have a couple other journals under the Strengthen the Positive umbrella, but that’s where after the uniform, uh, came, came to be.

Lee Kantor: Now, the way that you kind of delineated things was you went there was a period in the military. Then there was a period after the military. Do you address the period before the military, like did you have kind of a big Y or a true North Star before the military? Because it sounds like a lot of the thinking begins from the military forward.

Jeff Rogers: Yeah. Well, for for many veterans there there is no real North Star, which which oftentimes brings them to the military. So for me personally, I was going to to college. I wasn’t doing as well as I was as I was hoping I was going to to be doing, and I was looking for something that I could that I could depend on, something that I knew that that once I got established, I was going to be able to have that job security also, with all the benefits that were available back in 1987, uh, for, for a, uh, for a young airman, it was for me personally, it was a no brainer to join the military. So while I had some ideas of what I wanted to do, I was 18, 19 years old at the time. I didn’t know what the heck was going on. I really didn’t know what up and down and the differences of going sideways was. But, uh, when you’re in the military, that structure, the, the, the rigor that is established in your day to day life when you leave the military and that’s gone. It’s it’s a it’s a sobering, uh, a very sobering and, uh, well, uh, humiliating experience because you went from someone who had confidence. You were you were doing all these different things. You were, uh, you know, an important member of your unit. And now as you get out and by the way, you know you’re going to get out. In my case, I, you know, I served my 20 years. I decided to get out. So I knew what was going to happen. But to think that that just a job was going to be all I needed. Uh, I was dead wrong. So, um, it’s very difficult losing that direction once in my in. At least in my experience, the military gives it to you because I didn’t really have it beforehand.

Lee Kantor: And then, like you said, once you leave, you’re kind of untethered. And now it’s one of those things like when you have a blank page, you can do anything. But that’s overwhelming. And a lot of times you do nothing because it’s overwhelming. You don’t have that structure that you were so used to.

Jeff Rogers: Exactly, exactly. It’s kind of like, uh, you know, lots of times when, when I was younger and going through different things, people would say, hey, Jeff, just journal, journal, write things down, write your feelings down. Right? Well, I don’t know what to write. I got a blank page like you said, Lee. I got a blank page. Uh, today’s, uh. Let’s see, today’s Wednesday. Uh, I woke up, okay. I don’t know what to write.

Lee Kantor: I’m out. Right?

Jeff Rogers: Yeah.

Lee Kantor: And and that’s why. I mean, I know you, um, one of your things that you offer our journals and and those kind of prompts and that direction and structure, it’s helpful for a lot of people because the blank page can be scary while the blank page is, you know, has all, uh, everything is possible, but it’s also, you know, overwhelming. Like, there’s not a, a place to start. And it’s hard to have kind of the self-discipline to start every day.

Jeff Rogers: Yes, yes. That is that is entirely too true. Uh, that was and that’s really the reason why I also, along with the after the uniform book, uh, I also put together a Strengthen the Positive for Veterans Journal. And along with that, I have another journal that is, uh. Well, let me just say that the, the, the Veterans Journal is 12 weeks, and it’s a daily, daily reflection, uh, daily prompts, kind of keeping things grounded and keeping you moving forward. Then I have what’s called the Mission Compass Journal, and that’s actually 52 weeks. So a full year of weekly Missions or assignments to again get you through. Keep you grounded. And it also, as you mentioned, it gives you those prompts. So you so you’re not just staring at a blank page. Now do you have to do these in order? No, not necessarily. But they do sort of build upon each other. And then lastly, I built a not built, but I put together a journal that’s just called Strengthen the Positive. The journal. It’s 30 days, sometimes 12 weeks or a whole year is a little overwhelming. So 30 days of of pointed daily prompts is is what the journal is all about. And the reason why I did it was just as you said, that blank page, while it’s blank, can be awfully intimidating.

Lee Kantor: Now, you mentioned when you were in the military, everything was structured. There’s rules, there’s expectations. Everybody knows on Monday we’re doing this, and on Wednesday we’re doing that like it’s very deliberate and structured and and life after the military tends to be more of a free, a free for all. Where hey, go ahead, make it happen. And there’s nobody telling you what to do, and there’s nobody checking your work to make sure you did it right there. And that for a lot of people is difficult. And a lot of and I equate it to like sports teams, like a sports team has a season. And the season, you know, there’s certain things that happen at certain times. There’s training camp and then there’s preseason and then there’s the games, and then there’s the playoffs and then the season’s over. But in life, there is nothing like it’s one long season for the rest of your life. Like there’s no way to kind of put it into chunks. How do you help people kind of, um, get a handle on this? Like, is it the journaling? Is that kind of the foundational start where let’s start just getting some of these thoughts out of your head. Uh, is that kind of a building block to kind of helping rebuild somebody’s identity?

Jeff Rogers: That is certainly part of it, or it can be part of it. You know, one of the things that happens in the military is we are taught, and I’m sure that your listeners are going to be able to really resonate with this, but we’re taught to keep everything inside. You’re hurt. Don’t tell anybody you’re sad. Don’t tell anybody. You’re, you know, upset. Whatever. You get through it. Dig deep and get through it. That once you get out, that mindset is probably the worst mindset to hold on to. Because what that does is that breaks you down both mentally, emotionally and ultimately physically. So getting it out and talking to someone is probably the best thing that you can do. But again, as military folks, we’re taught keep it in. You got this. You know, keep charging. You know, just rub a little dirt on it. You’ll be fine. If you’re not willing to talk to someone. And I know of of plenty of people who feel there’s such a stigma with, with talking to professional counselors and such. Sometimes the journal is the way to go, because in in the case of my journals, you have specific prompts. And what I say, and many of them is like like there’s one prompt in particular that on that week in the mission journal compass. Excuse me, mission compass. Journal. Uh, it’s all about control. And it there’s there are three key words that talk about control. And the prompt question is what are the things that I control today. So reflecting on what I can control, rather than staring at and pointing at all the things I cannot control, gives me a little bit more power to be me, to be myself.

Jeff Rogers: So along with journaling, what I really kind of go through in the After the Uniform book is I talk about building resilience and how resilience is not keeping it all in. But true resilience is having the courage to ask for help, and that is what’s going to build the resilience and kind of build your your force field, if you will, from the negativity that might be around you. Along with that, you have to build connections. You have to rediscover who you are. Now, you mentioned earlier, Lee, you said, well, geez, you know, before you went in the military, did you have a North Star? Well, some folks did, and they had to put that away because they went in the military. Well, maybe in they’re rediscovering of themselves. They’re able to go back to that North Star they had prior to being in the military. From there, going into, you know, there’s another whole book that talks about. I believe the title of it is Find Your Tribe. That is a very, very important thing for military folks when we’re in the military. We have our our unit, we have our squadron, we have our platoon, whatever it may be. We have our set of folks that are our brothers and sisters. When we get out of the military, oftentimes we lose contact with those folks because life happens. So what can you do to build or become a part of a new community or a new tribe to again feel like you’re, uh, you’re bigger than just yourself?

Lee Kantor: Now, when you’re working, um, or talking to other veterans, how do you help them be this the as vulnerable as you’re describing? Um, having come from a place like you said, where you’re not really rewarded for being vulnerable.

Jeff Rogers: Well, vulnerability is, is one of those things that when I’m speaking with other veterans, the first thing that I try to do is I try to to show my vulnerability. So I demonstrate it by by doing it myself. And I’ll talk a little bit about some of the different trying times that I’ve gone through. And by doing that, by showing that example, it unconsciously tells the person that it’s okay to do so. So I may talk about, you know, how it was when my mom passed away. I may talk about when it was when I first, you know, when I, when I got fired from my first job. Post-military and how devastating that was because I didn’t see it coming, because I was doing a great job as far as everyone told me. But I still got cut. Uh, so being able to to demonstrate that And show that it’s okay. And because they’re not judging me as I’m talking about my vulnerability, unconsciously again, they know or they should know that I’m not going to judge them. And that’s how that kind of, that kind of you kind of break the ice, if you will, then once and I will say this, that in many cases I can count them on, on both my hands in quite a few cases, once that ice is broken, it’s almost like a dam opens.

Jeff Rogers: It’s like it’s like the levee breaks and all kinds of things come out. And then after that conversation, you know, the the weight that is lifted off that person’s shoulders and being able to to discuss those things, oftentimes I’ll just bring bring this up real quick. You know, oftentimes family members will say that, you know, dad or mom or whoever it may be. They never talk about their time in the service. They never talk about it. And oftentimes it’s because that was so traumatic that they don’t want to traumatize. The service member does not want to traumatize their family member by discussing how traumatic that experience or those experiences were. But when you’re in a group of of like minded individuals, maybe at a an American Legion, VFW or some other type of military organization, those other folks in the room have done many of the same things. You’ve done many things that that are even more harrowing than what you’ve done. So being able to have that kind of community again is very, very helpful to help people open up and talk about the different trying times that they might have had while they were in the military. And that will help them through the transition of getting into a successful civilian life.

Lee Kantor: Now are you spending? Is this kind of what you’re doing with your life now? Is writing these books? Um, speaking. And, um, I don’t know if you’re coaching, but you’re working with veterans to help them kind of lead with purpose in their civilian life as they move forward.

Jeff Rogers: Yes, yes, that is that is what I’m doing. Uh, I, I actually have my actual business is called Gilly Bell Legacy Works. And, uh, that is my, my LLC, which kind of is encompassing everything and strengthen the positive is a division of that business. So strengthening the positive is really talking about are really focused on helping veterans in their transition. My overall mission with Gilly Bell Legacy Works is training change management, uh, veteran And empowerment and a few other things. So. So yes, not only do I have these books, but I’m also, uh, I’m also a speaker. I do keynote, uh, I guess keynote engagements with different organizations to talk about these things and also to help people and organizations get through whatever transitions they may be going through, because it’s often it’s often a very, very difficult time. For example, I have a program it’s called After the Handshake and this after the handshake program. What it is for is for employers who are looking to hire veterans, not only hire them but retain them. So there are so many organizations out there who are veteran friendly, and some say that they’re veteran ready. And that’s great. They get a veteran in the door. So glad you’re here. This is great. We love having veterans in our organization, the handshake. And then, just like you said earlier, go ahead. Go make it happen. What I want to do is I want to help organizations, employers, retain those veterans by establishing programs within their organizations that that mimic the the camaraderie and the the overall networking that you would have in the military. So whether it’s through, uh, employee forums or, uh, veteran empowerment groups or something like that. Uh, so there’s there’s quite a few different avenues to get there. But yes, to answer your question, I’m kind of, uh, developing a multifaceted approach to make sure that veterans are being taken care of both in and out of the job market.

Lee Kantor: Now, regarding, uh, the employers and when you’re working with them, what are some do’s and don’ts when onboarding a veteran to give them the best opportunity for success.

Jeff Rogers: I would say that the biggest, the biggest thing or the biggest piece of advice is to. Is to communicate with that veteran often. So sometimes one of the companies that I worked for, we set up a buddy system, sort of like when you are in the military and you get to a new a new unit, you will have what we call the sponsor. At least that’s what we called it in the Air Force. You had your sponsor, that person showed you around, they helped you with, you know, making sure that all your paperwork was handled. Make sure that you had all the things that you needed developing something like that, a sponsor system or a buddy system, especially if that other buddy is a veteran who’s in the organization having that person In in some pretty consistent contact with the new employee, making sure that one number one, they get through all the HR stuff, all the the the stuff that everybody hates doing all the paperwork and all the the benefits and all that. Because because by the way, nine times out of ten, a veteran who just came off of military service has no idea what they need to fill out for for a dental plan or a medical plan because the military took care of it. And if they are not keeping their in their, their Tricare coverage, then they’re going to need something. They’re going to need to figure that out. So helping that person get through the HR stuff, show them around, introduce them to all the, you know, the power players in the company if you can, making them feel like they’re part of the organization. And the the total opposite of doing that is. Hey, thanks for being here. Your office is right over there. Your cubicle is right over there. Have fun. Let us know if you need anything. That’s probably the worst sentence you can say to a to a veteran. Let me know if you need anything because they’re not going to let you know anything because as far as they’re concerned, I want to be seen as the person who doesn’t need squat.

Lee Kantor: Right. So the irony is, um, the organizations trying to give them autonomy, and they think that that’s what they want and need, but in reality, they need somebody that’s kind of watching their back so they can get onboarded properly. So they can then be more autonomous over time, but they just are not going to be granted autonomy on day one without any kind of support.

Jeff Rogers: Exactly, exactly. Um, no autonomy will come as you, as you, as you, as you said. But initially, it’s not like it’s not like you’re hiring someone who is just coming from another company. They’re coming from an organization that, uh, didn’t necessarily have all of the different moving parts that a, a corporate organization has. Yeah. You know, we we certainly have paperwork and finance department and all those kind of things, but it’s all handled for you when you’re in the military, at least the vast majority of it is when you get into a civilian job. I know for me, when I had my first job, I had no idea what to put for my benefit packages and what to put for, uh, 401 and all those kind of things. I had no idea. I had to ask a whole lot of questions. I probably looked like an idiot to a lot of people, but I didn’t. I didn’t know, and there was no one there to just to just kind of help me through it. So I had to kind of stumble along.

Lee Kantor: Right. And ironically, from the organization standpoint, they’re probably looking at oh, that’s like not not that important. That’s just paperwork. Administrative stuff. But to a veteran coming in, it feels like this is this is my first test and I’m failing it.

Jeff Rogers: Yes. Yes. Oftentimes civilian employees take for granted all of the things that they do because they do it so often. They, you know, hey, look, I, I on board. Let’s say, you know, 100 people a year. You’re just one of a hundred. Yeah. But to that person, he or she is one of one. They’ve never done this before. And the other 99 are more than likely coming from a different company. So they’re just transferring there. I mentioned 401 earlier. They’re going to transfer their 401 K. They know all the ins and outs of how to get get all those things done. But when it comes to the military person coming to their first civilian role. The best thing to do is to to kind of help them along the way. I’m not saying you want to handhold them. That’s not that’s not necessarily what I’m saying. But you definitely want to have someone there to help them along the way. Once they get their feet on the ground, once they get settled, watch out, because now they’re really going to now the mission is going to kick in and things are going to happen.

Lee Kantor: Right. And but having that again, this bridge is so critical and it seems like a little thing, but it’s a big thing because if you don’t have it the foundation right, you’re going to have a problem when you can just solve it by having someone there as a bridge for a short period of time to onboard them to. Is this something that you help them build, like a veteran playbook to help them make that transition smoother?

Jeff Rogers: Yes. I am in the process of of building that. Uh, there are plenty of people out there who do an awesome job of getting employers to get veterans in the door. And that’s great because getting them in the door is is more than half the battle. Retaining those folks, that’s where I that’s where my program is, is going to that’s where my program is targeted. So it’s after the handshake. Once they’re in, what are we going to do to keep these folks? Uh, there was a stat and I’m trying to look on, uh, look it up here real quick. There is a stat that says that it talks about the, um, the number of folks who leave their first, their first job. And it is, if I remember correctly, it is an astonishing stat. Uh, of course, I can’t find it right here in the moment, because it’s part of all the different things that I’m, I’m working on with, uh, after the handshake. But the, the data tells us that when it comes to veterans in their first role. More times than not, they will leave after the first year because they don’t feel like they’re part of something bigger than themselves. They just feel like a number. So. So that is something that employers, if they want to retain their veterans in their organization, it has to be addressed. So what are some of the things we can do? Uh, you know. Employee groups, uh, you know, different mentoring, uh, possibilities and, and opportunities. Um, and so there’s quite a few different things they can do, but but yeah, it is it is amazing to to see how the, the feeling of belonging is so important after the military.

Lee Kantor: Now, is there a story you can share that, uh, maybe somebody who has gone through one of your trainings or got Ahold of one of your books or journals, uh, that has been able to kind of rebuild their identity and has now kind of leading that life that we’re all shooting for, that, um, kind of got out of the rut, maybe. Is there a success story you can share? Obviously don’t name the person, but maybe share their challenge in how they were able to kind of get to a new level?

Jeff Rogers: Sure. Uh, I, I was, uh, I received a message from someone who who read the book, uh, they read after the uniform. And what he said was through reading the book, he didn’t understand what his friends and family who were military. He was not military, but he didn’t understand what his friends and family who were military. He didn’t understand the trials and tribulations of the transition. So my book after the uniform helped him to understand why, like, for example, why his uncle would not talk about the time when he was in the military and and why why that was such a harrowing subject for him to talk about. So he then took that book and he gave it to I want to say it was his cousin, but I’m not I don’t remember exactly who it was. And he read the book, and according to the person who emailed me, it really opened his eyes to to the, the, the suffering that he was going through without realizing it. And what he has done is he has now gone and started to look for opportunities where he can get involved in the community, where he can be a contributor again. So again, so he feels like he’s he’s doing something that’s bigger than just himself. Uh, he mentioned that there were some volunteer things that he was doing. I believe it was with the Red cross, I believe. But, you know, that’s just one example of of what? I hope to be thousands of examples sooner or later that will show that that number one, veterans, when they get out of the military, you know, oftentimes folks think that they’re broken or folks think that they’re they’re, uh, you know, rude and, and and curt and to the point, neither of those is true. Uh, sure. There are some people who may be a little bit more, uh, a little bit more blunt than others, but but we’re not broken. So oftentimes all we need is a little bit of support to make sure that we’re going in the right direction. And once we’re going in that right direction, you know, we’ll hit the ground running.

Lee Kantor: Right. And to your point is they you have to find that next y and you have to find your people.

Jeff Rogers: Yes.

Lee Kantor: Um, I mean, all of that is so critically important. It’s so easy to be untethered. You just got to, you know, get that help. You need to find your why as quickly as possible. So you’re and you’re. And once you do that, your people will probably appear pretty quickly.

Jeff Rogers: Yes. And the thing is, what a lot of people kind of, uh, uh, they, they, they misjudge who their people are or how many people they need. You don’t need a room full of folks to say to to prove to yourself that you’re you’re of value. It can be one person, two people. It can be just a small handful of folks that you meet, you know, maybe once a week or once a quarter or once a month for a cup of coffee and you just shoot the breeze. It could be anything, but it’s definitely not going to be you sitting at home by yourself, drowning in your sorrows because you don’t feel like you deserve to be happy again because you’re not part of the military anymore. Um, and so many people that I’ve met, they know of people who have become, uh, for lack of a better word, hermits in their own homes. Because they don’t they don’t feel like like they deserve the interaction of other people anymore because of maybe the things that happened while they were in the military, the things that they did while they were in the military. So, uh, it’s all it’s all about, just as you said. Find that why I call it finding your mission again, or finding your next mission and finding your community, finding those people. Once you do that, like you said, those other people, they they just come out of the woodwork and next thing you know, you’ve got a whole bunch of folks that you’re working with or dealing with or just shooting the breeze with. Having fun with. And and you. You feel like you again, if that makes sense. And, uh. And it’s a beautiful thing when you see it in someone’s face that they’re, they’re finally letting their guard down. When you see it in their face that the, the weight of their on their shoulders is finally being lifted. It’s it’s a beautiful, beautiful thing to see.

Lee Kantor: Well, Jeff, thank you so much for sharing your story today. If somebody wants to learn more and connect with you, um, what is the website to get Ahold of the books or get Ahold of you? Um, where should people go?

Jeff Rogers: Okay. Uh, my website is WW. All one word. Strengthen the positive.com. Also, my books are available on Amazon. If you take a if you just do a search for for as a matter of fact, uh, after the uniform Jeff Rogers. My books will come up, uh, and you’ll be able to see all four of them, uh, whether it’s hard copy, uh, I’m sorry, hardcover, softcover or e-book. In the case of, uh, after the uniform. Also, uh, I’m also on LinkedIn as well. So, uh, Jeff G. Rogers on LinkedIn and, uh, and that once you get to my website, you’ll have all the information that you need to if you want to contact me, I’m happy to talk with folks. I’m happy to, to do, uh, speeches. I’m happy to do keynotes. Um, yeah. Well, whatever folks need to, to help veterans get through the transition I’m here for.

Lee Kantor: Well, Jeff, thank you again for sharing your story. You’re doing such important work and we appreciate you.

Jeff Rogers: Please. Thanks a lot. I appreciate your time.

Lee Kantor: All right. This is Lee Kantor. We’ll see you all next time on Veterans Business Radio.

 

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