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Author and Journalist Rick Martin

March 9, 2026 by angishields

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Cherokee Business Radio
Author and Journalist Rick Martin
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Rick-Martin-hsRick Martin is a trusted voice in journalism, public relations, and crisis communications, bringing decades of expertise and an unwavering passion for storytelling.

A three-time Peabody Award-winning journalist, Rick’s career spans pivotal roles at CNN & top-tier local newsrooms in Washington, D.C., Baltimore, Philadelphia and Atlanta.

From covering history-making events like the September 11 terror attacks and the Beltway sniper case along with Hurricane Katrina to navigating the uncharted waters of a global pandemic, Rick’s experience is as vast as it is impactful. Rick-Martin-Book

But Rick’s story doesn’t stop with headlines—he’s lived through one himself. During the COVID-19 pandemic, Rick not only guided a local government’s communications strategy but also fought his own battle with the virus, spending 17 days hospitalized, including five on a ventilator.

That life-altering experience deepened his resolve to inspire others to rise above life’s challenges.

Connect with Rick on LinkedIn.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from the Business RadioX Studios in Woodstock, Georgia. This is fearless formula with Sharon Cline.

Sharon Cline: Well, it has been quite a few minutes since I’ve done an episode of Fearless Formula, but I’m so excited to be back in the studio for actually kind of a very special interview. This is a gentleman that is a three time Peabody Award winning journalist here in the Fearless Formula Studio. Thank you so much for coming. This is Rick Martin.

Rick Martin: Ah, you’re too kind. No, you’re too kind.

Sharon Cline: It’s true. I’m very impressed to be able to say that. I was, um, very lucky to be, um, in touch with you through a mutual friend of ours who just believes in your story so strongly that he’s like, you got to get back in the studio to meet this gentleman, and his story needs to be told. So I’m so grateful that you came to the studio this afternoon.

Rick Martin: Thank you Sharon, thank you again. Honestly, thank you for having me.

Sharon Cline: You’re welcome. Rick wrote a book called Unmasked Overcoming Death. It’s a story of family, faith and forgiveness. And everybody’s got their journey. Everybody’s got their story. But this one has to do with Covid and how much it changed things for your life. But before we get into the Covid story, why don’t you let me know? How long have you been here in Georgia? What kind of led up to this moment of being an author?

Rick Martin: Sure, sure. So I had been working in television news for almost 30 years. I worked 14 years in local news and 12 years at CNN. I worked in local news departments in the cities of Philadelphia, Baltimore, Washington, DC and relocated from DC to Atlanta to join CNN in 2003, where I worked on a political desk. I worked at CNN from 2003 to 2015, then became the assignment manager for the local CBS station. And then from there in 2017, joined Douglas County government, worked for the Douglas County, Georgia Board of Commissioners, became their director of communications and community relations department.

Sharon Cline: When you were growing up, did you always want to be a journalist?

Rick Martin: You know, I will tell you, I had some influence, heavy influence. I actually my father, my father was a radio broadcaster.

Sharon Cline: You have a radio broadcast voice.

Rick Martin: And my dad still is broadcasting. He’s broadcasting from home? Yeah, from Washington, D.C..

Sharon Cline: Oh, my goodness. That’s amazing.

Rick Martin: So he’s in his 80s and.

Sharon Cline: And still out there kicking.

Rick Martin: Still doing his show.

Sharon Cline: That’s wonderful.

Rick Martin: I’m proud of him. Yeah. I grew up and he gave me a little small segment of his show, you know, which was just as a young kid. Calendar of events, telling people what events are happening in the community.

Sharon Cline: And like a little kid, you were like your little voice on the radio.

Rick Martin: Exactly. Oh, yeah. So it was a lot of fun. And, you know, but I still remember the day I decided, no more radio TV, is it? It’s when. Hey, dad. How much do you get paid? Yeah. And dad is like, ah, I don’t. It’s, uh, listener sponsored radio. I’m like, oh, you don’t get paid. I was like, yeah, TV’s.

Sharon Cline: Tv’s it. And that’s what made you you go to school for journalism and all of that?

Rick Martin: Yep. Yep. Went to the University of Maryland, got a journalism degree from the College of Journalism at the University of Maryland, College Park. And I loved my experience there. And, you know, actually, I had difficulty getting into the College of Journalism because I wasn’t testing well. And, you know, you had to pass the test of standard written English. If I remember that correctly, um, you have to get a required score. And I just, you know, test anxiety, I just didn’t test very well and I didn’t get the score needed. And I took this exam multiple times, you know, trying to pass it. And it wasn’t until I, um, decided to, you know, I need to appeal or something look into whether, you know, I want to get in. I don’t, I don’t want to just go out and give up like that. So I did, I appealed and got recommendation letters. I was doing internships that I had completed working for the campus newspaper and on the basis of appeal, and the chair of one of the departments there at the College of Journalism had written a recommendation letter for me, doctor McAdams, Catherine McAdams, uh, God rest her soul. She recently passed. But, um. Yeah, that’s how I got in. And in getting in, that really was, um, a change in life. Um, because I loved it. I loved, you know, writing, I loved news, I loved getting the information first. You know, I got, I did an internship at CNN in the Washington, D.C. bureau there I met, you know, Bernie Shaw. Um, Frank Sesno. Um, you know, I loved it.

Sharon Cline: You’re part of something so much bigger, but but I, I want to go back just a second. You fought for yourself. You fought for your. And I also think how interesting it is that you’re clearly very intelligent, but not everybody. It’s not a measure of intelligence test taking. And I just love that you didn’t let that keep you down. You were like, I’ve got to work around this. You know, it’ll even get in your head. I’ve got to take this test. And if you take it more than once, it’s like a thing. And you shouldn’t let it take you down.

Rick Martin: Right? Right. And I think that, you know, now I could see that it was a work ethic. I think what separates me from anybody else is, um, work ethic, you know, not giving up, um, resiliency. And, you know, it’s that came out, I wrote about it in my book actually, um, because I was born with a birth defect that a lot of people don’t know, I’m actually really coming out more or less. Yeah. I was born with a birth defect. It was called a pectus excavatum and a pectus excavatum is when your sternum, your breastbone grows inward instead of outward. And when it grows inward, you know, organs are pushed aside or what have you. I had my first surgery at 18 months old. 18 months.

Sharon Cline: Old baby.

Rick Martin: And, uh, yeah, and, um, you know, so it was a fight, you know, from the get go from the beginning. And I had multiple surgeries, a total of five with the last one, I was in my 20s, you know, to try to correct the problem because they couldn’t fix it. And, um, so I was always a fighter medically and always felt that, you know, things were stacked against me. You know, why me? You know, you had to deal with that. I dealt with that. And, um, so I think, you know, as a, as a kid, you know, that was on my mind. So when I got into to college, you know, I had it in me to fight. Yeah. Oh, yeah.

Sharon Cline: It makes me wonder how many times people give up if they had just asked, you know, just tried to work around it or proven in whatever way they could that just because this test doesn’t show. I still do know this. And the fact that when you got there, you thrived.

Rick Martin: Yeah.

Sharon Cline: You know, that says everything.

Rick Martin: Oh, yeah. And I yeah, in college, you know, it was. I made it fun. You know the experience. I mean, it was a lot of work. You know, it was hard, but, um, I took a great, um, honor in, you know, arriving, you know, a lot of people, you know, didn’t get the chance that I did, you know, to at least have a chance to get a degree. And, um, I was really excited and hopeful, you know, that my career was going to go someplace.

Sharon Cline: I love that you got just a little taste of national news rather than local news. And then you’re just like, this is where I want to go. This is what I want to do.

Rick Martin: Yeah, yeah. Oh, yeah. And, and, you know, College Park was really strategically positioned in a great place right outside of Washington, D.C.. So things that happened locally for local news when they happened in the district usually became national news as well, right?

Sharon Cline: So yeah, that yeah, yeah, you’re right. I didn’t think about that. Oh yeah.

Rick Martin: It was it was a big deal. It was a big deal.

Sharon Cline: So then you came down to Atlanta. Oh, you started working at CNN. Um, and then now it’s official.

Rick Martin: So. So, you know, the irony is, um, I worked in Philadelphia and after Philadelphia, I came back, worked in Washington DC and in Washington DC, I was working for the local ABC station and working for the local ABC station. That was, I was the chief assignment editor and I could never forget working there, because that’s where we covered September 11th terror attacks in 2001 and also covered the. I don’t know if you’re familiar with the Beltway sniper case.

Sharon Cline: Oh, yes. So all around D.C..

Rick Martin: Yeah, we covered that as well. So there, I covered that two story. So between those two stories and life was challenging. Um, experienced a divorce. So through all of, all of that in one one year, it seemed, or within that period, I said, oh, I think it’s time to go. If I could, I need a break. Basically, I need a break. And, uh, I went to a convention, the National Association of Black Journalists Convention, uh, was in Dallas, Texas that summer. And Turner was there broadcasting and we were putting together, uh, their political desk, and they asked me if they were, you know, if I had anybody to recruit. So I said, yeah, I think I have somebody in mind.

Sharon Cline: You are looking at him.

Rick Martin: Yeah, basically I got somebody.

Sharon Cline: Well, you fought for yourself again.

Rick Martin: I did, I did, I said, I think I’m the best candidate you’d want.

Sharon Cline: And they said yes.

Rick Martin: They said.

Sharon Cline: Yes. Come on down.

Rick Martin: Oh yeah.

Sharon Cline: So move to Atlanta.

Rick Martin: Mhm.

Sharon Cline: Um, how different was it for you? How much of a change was it for you? Did you know anybody down here or was it like.

Rick Martin: Yeah, I had one friend who was in, uh, in broadcasting. Um, and, uh, I did know, you know, a couple people.

Sharon Cline: Yeah. So you start to build your little tribe or life.

Rick Martin: Yeah. Like your.

Sharon Cline: People. Yeah. Even though obviously it was a surprise and a change.

Rick Martin: Yeah.

Sharon Cline: But it’s nice when you know, you’ve got at least one person there that can kind of show you around, especially in the industry. Yeah. In the news industry.

Rick Martin: Absolutely, absolutely. And you know, it’s, you know, and actually it, I ended up meeting my, my wife.

Sharon Cline: Oh, and I love the love story.

Rick Martin: So yeah, yeah.

Sharon Cline: Sorry, I’m a very romantic person, but I also, I love seeing like, you know, happy people, but knowing that, um, if you had never moved down here, that wouldn’t have happened. There’s just something so amazing when you know, the right person comes along and the right circumstances almost, almost feels like meant to be.

Rick Martin: And yeah, especially when you don’t see it coming, you know, you don’t see things coming like that because, you know, once that came, you know, once I met her and then, you know, we had two children and, you know, I mean, fast forward, they’re both in college now thriving, you know. Um, I think we did pretty good.

Sharon Cline: Yeah. I’m very happy for you. What a switch to go from news as well to working for a county. Yes. That must have been like a mean, it’s probably it’s it’s got similar themes.

Rick Martin: I imagine it does because not only did I, you know, leave, you know, CNN to work for a county, but I was working in a capacity of communications, right? Communications for government. And the way I pitched it and I pitched how I could make an impact. And yeah, they loved it. Um, I could be a storyteller, help government agencies, departments tell their story, right? Tax paying dollars at work, you know, and that’s what I was good at. Um, I could break the complicated muckety muck of words into singsongy type and.

Sharon Cline: Yeah, get people to understand music. Beginning, middle, end. This is the point. Yeah, yeah, I can see that.

Rick Martin: And stick and get right to it, you know, not not this long word. Awkward sentence.

Sharon Cline: And budgets. I don’t know, just reasons why this is important.

Rick Martin: Exactly.

Sharon Cline: Yeah. You honed your skills that in journalism that way, it’s very smart.

Rick Martin: Yeah. Yeah. So and that just, you know, it was it it won people. I mean, really, you know, it garnered a lot of attention.

Sharon Cline: Oh, good for you.

Rick Martin: Success of that. Thank you, thank you.

Sharon Cline: You’re welcome.

Rick Martin: You know, but really, I mean, often I didn’t know what I was doing. I mean, government, you know, I mean, I was the watchdog for society as a journalist. Right? And then now I’m working for the government. Whoa. You know, so I was.

Sharon Cline: So scary and intimidating and. Yeah, and maybe not not the way that you ever thought you would present yourself to the world as, like, associated with the government.

Rick Martin: Yeah. I mean, yeah, you know, it was funny because when I was working at CNN, I served on a couple boards. Um, actually one board in particular, um, children’s voices, uh, incorporated, uh, Casa stands for court appointed special advocates. And, you know, I served on the board to help raise funds for Casa and, and they would, um, Casa individuals would, you know, represent children during, you know, juvenile court proceeding cases and stuff. And, you know, there’s some real hardcore stuff that kids, you know, deal with. And, you know, sometimes it’s, it’s, it’s difficult to for them to go through the process.

Sharon Cline: I mean, even to know about these things, you know, it takes a special person to have the right temperament and disposition to hear those things too.

Rick Martin: Absolutely.

Sharon Cline: You were an advocate for them.

Rick Martin: Yeah. Yeah. Huge advocate. And, and, you know, it still places a part of my heart, especially now that I have kids, you know?

Sharon Cline: Oh. Of course.

Rick Martin: So yeah.

Sharon Cline: So you get to March 2020 where, you know, ground zero moment people. It obviously had to start working from home. Um. Everything stopped.

Rick Martin: Yep.

Sharon Cline: And you got terribly sick.

Rick Martin: Yeah. So March 2020. Um, I remember that because I was the director of communications and community relations for Douglas County, and I was just pretty much coming back. You know, I was, I was weary of Covid because I had gotten sick in 2019, November 2019. I had gotten sick with the flu and pneumonia. They were looking at me. Oh, I was in ICU unit. Um, and I’m just like, man, did I have Covid? They said I had the flu in pneumonia, but was this really Covid early?

Sharon Cline: Early Covid before they knew.

Rick Martin: Right before they knew what it was. So, uh, keep in mind, um, I had all these surgeries. And what happens when you have surgeries throughout my life, it weakens your immune system. So that’s why I would get sick. I’d have to keep, you know, get eating vitamin C, getting a lot of vitamin C and what have you. Um, but yeah, March 2020, we’re like, you know, starting to shut down separate. I get to, um, you know, my team is, is at home, you know, and we’re still broadcasting and recording meetings and stuff and stuff running, you know, the government, you know, you’re able.

Sharon Cline: To figure it out to be able to isolate enough, but keep things running.

Rick Martin: Yeah, exactly.

Sharon Cline: Got you.

Rick Martin: Um, but at the same time, a lot of stress, a lot of stress. And so that being said, ah, man, it wasn’t until December. Um, my wife developed symptoms from work. She was an educator. So, um, she, we all went and got tested and my wife and one of our kids, they tested positive and I, my test had not tested positive yet, hadn’t come back yet. And it wasn’t until, uh, went to sleep. Woke up December 23rd, sore throat, took my temperature fever. And I told my wife, wife said, let’s go. And so we’re on our way to the hospital. And as we’re on the way to the hospital, I didn’t have a good feeling, especially after what I went through in 2019.

Sharon Cline: You had like a dread feeling.

Rick Martin: Yeah, yeah, yeah, I, I, I, yeah, I wasn’t, I, I literally, you know, my mindset was not positive and I almost felt defeated, like, because you have all this information. You have, you know, the corner in your office phone rings. She’s going to pick up a body. You’ve got fire and rescue dealing with transporting.

Sharon Cline: You saw it in a different way than even the public saw it, right? So you saw every day.

Rick Martin: Every day.

Sharon Cline: Oh, Lord.

Rick Martin: I mean, literally, my job was part I was a spokesman for the fire and EMS department. I was dealing with the news media. You know, I was a spokesman for the board of commissioners, the chairwoman and the board of Commissioners. So, you know, as the chief spokesperson, I knew all the information I was coming in. And so, yeah, now that I’m feeling weak, lethargic, um, chills and and the memories of what 2019 was like, I mentally was not prepared, but, um, I took it, you know, on the chin, I was strong and just, I called HR director and said, look, uh, we’re on the way to the hospital. Uh, I may have Covid. Here’s my wife. I’m introducing you to her. Um, take her number. She’s going to be the point of contact. And when my wife dropped me to the hospital, you know, I thought I was entering a Mash unit at the hospital. It was just like, wow.

Sharon Cline: I’m sure I know they tried to isolate people, you know, who had it. Um, but they’re just the numbers that were on TV every day. Just thousands and hundreds of thousands, tens of thousands, hundreds of thousands of people. And then seeing it firsthand, there must have been like a, a toll on your spirit to, you know, to, to actually feel and see the effects of what this is having on the people that are right in front of you, in your community.

Rick Martin: Eloquently said, yeah, you’re right. You’re absolutely right. Um, Um, it was, it was really, really. It was tough. Um, you you knew people were dying. There was no secret. Um, there was also conflicting information. And when I say conflicting information, people were, you know, saying one thing, believing another. So you had conflicting information. Um, it was chaos. Like we’ve never.

Sharon Cline: Never would.

Rick Martin: Have experienced.

Sharon Cline: Yeah. Never could, never could have known. It’s like a movie.

Rick Martin: Yeah. Yeah. As a matter of fact, I talked about that, you know, in my book on masks. I thought I talked about how it reminded me of outbreak with Dustin Hoffman. Right. And, and, uh, Morgan Freeman and I’m like, man, I was getting chills and I’m like, what is this? You know? And, um.

Sharon Cline: They admitted you obviously they admitted you to.

Rick Martin: Yeah. And, and that was chaotic because when they checked me, you know, took my vitals. Um, I still had a fever and they took my vitals and, um, my health was depleting and they were talking about, um, I remember at one point you were talking about, you know, intubating me and I was like, I don’t want to die. And I kept saying, no, no, no, like, no, no, no, I don’t want to die. That type of no. And they were saying, no, no, they were interpreting me as saying, no, no, no, I don’t want to be intubated. So there was confusion. So they called my wife, and then my wife gets on FaceTime and, you know, she’s trying to, you know, mitigate, deal with the situation. And it was like, so it was just really, really chaotic. And my wife finally called, she thought to call a dear friend of ours, Charles, my friend Charles, he’s in the emergency room physician. And she talked to Charles and she said, you know, look, you know, they’re talking about wanting to intubate, but Rick is saying, no, there’s confusion and chaos. Can you anything you can do? He said, well, tell Rick, go on the ventilator.

Rick Martin: Just tell Rick, go on the ventilator. And then my wife says to me, Charles has gone to ventilator. I said, okay, just like that. Okay. That was it. And yeah. And then, you know, the doctors went, oh my God. He said yes. Okay. Then they went into their mode and then put me on two things to that. Me saying, okay, what I took from later, as I analyzed that situation is when you’re at your worst, scariest moment. All you’re looking for is comfort. I didn’t trust anybody at that point. If I’m going to die, I’m dying fighting. And that’s where my mindset was like, I didn’t trust anybody, I didn’t, it was like, okay, God, come on, let’s, let’s take on the world. Let’s what’s going on? And, and my wife wasn’t with me. And that’s, you know, my riding partner. So she, you know, so it was just chaos and, I wouldn’t wish anything on anybody. So when she guy’s as smart as she is, when she got Charles on the phone and she said, Charles, that was just a comforting moment for me. You know, Charles is I mean, he was just. Okay, great.

Sharon Cline: Well, imagine if all of these people all over are going to the hospital everywhere. You are just one of many. Yeah. And they’re just trying to, you know, how do you know that they really are in touch with you. And you’re not just patient in this room that they’re trying to keep alive for this moment when they’re already strapped and already stressed. And you just want that reassurance that you’re not just one of many, that you really are being seen and understood. I mean, it’s a very vulnerable position to be in.

Rick Martin: And that’s, that’s you’re, you’re absolutely right. And that’s one of the things my wife read. She said, you know, whenever she talked to the staff, she was trying to encourage her staff, Look, he’s a husband. He’s a father of two. This man has a family waiting for him, you know. Personalize him. And that’s what it took, because the staff was, like, under so much stress, so much pressure, so much because they had their own families. And keep in mind, I mean, staff was, was, was quitting. I mean, there were nurses not showing up or so from what I heard and gathered. Right. And so it was, it was chaos, you know, and you, you watched and saw so much on the news, but you didn’t know which hospitals affected or impacted and what have you.

Sharon Cline: How sick, how sick did you get? How sick were you?

Rick Martin: I got so sick that I was in a hospital for 17 days. Of those 17 days, I spent five days on a ventilator. I was intubated. I was placed in a medically induced coma, only to wake up on January 1st, 2021 to a respiratory therapist pulling the tube out of me. And that’s when I jarred open, awake and I said, please call my wife. Please call my wife. And the respiratory therapist said to me, Mr. Martin, thank you for talking back to me. Many of these I’ve taken out. They don’t talk back, which indicated that she had a lot of deceased and you know it. I mean that that was what it was like. That was real. That was life. And, uh, we were dealing with it.

Sharon Cline: You slowly got better after that.

Rick Martin: After that, slowly got better. Um, you know, my, um. I was just weak. You know what happens when you’re on a ventilator? Um, you lose all muscle mass, and. I didn’t know that. I didn’t know what happens to you. Right. I’ve never been intubated before. So in losing all muscle mass, I couldn’t move my arms or anything. So I had to go through rehab, but didn’t see rehab for a day or two. Someone didn’t come. So I’m sitting still, lying still. And I did, you know, figure that out. Like, why am I not moving? Why can’t I move? Am I paralyzed? I’m trying to figure that out. Um, so I ended up seeing rehab going through that. And then after a period of time, um, I had to be sent to a rehabilitation center for continued rehabilitation.

Sharon Cline: Could you even believe this? Do you know what I mean? Like you hear about it and it affects some people. They would test positive because they wanted to go somewhere and they wouldn’t have one symptom. And then other people, you know, suffered.

Rick Martin: Yeah, yeah, I, you know, I, I, I couldn’t believe as a matter of fact, you know, when I woke up, I was telling my wife about my dreams. I was telling my wife about, hey, honey, I think I’m going to get the job. She’s like, what are you talking about? I said, yeah, I think I’m going to get the job. Yeah, president Biden was trying to, uh, he’s interviewing me for a us US government today job. He wants to start a new network for the government. And, you know, so I’m auditioning and. Oh, yeah, I mean, the dream was good.

Sharon Cline: You’re famous in your church.

Rick Martin: So I was I was like, man, wow. So she’s and my wife. My wife was like, no, no, you’re really sick. You’re sick.

Sharon Cline: Don’t you wonder why all of those kinds of lucid dreams would come to you like that? It’s crazy. Right?

Rick Martin: Yeah, yeah. And I mean, it’s all the medication they put you on.

Sharon Cline: Yeah. What’s real and what isn’t, though. It’s so crazy.

Rick Martin: Absolutely. You know, I mean, I was on fentanyl, uh, and yeah, I mean, they. Yeah, they gave me some serious stuff.

Sharon Cline: Did you feel like there was a period of your life where it was before Covid? After Covid, because I see this book and how much this has. I mean, it’s it’s stirred your soul so hard enough to, to actually write, which is a daunting task as it is to write a book. But knowing that this was a before and after period for you must have been just the impact of it must have been upending, basically upending the way you were before. So to a new normal.

Rick Martin: So to to tell you the truth, um, I the book wasn’t my idea. I, I was not looking to write a book. Um, you know, I felt, I felt like a victim when I, you know, from the situation, I felt victimized. I wanted to go bury myself in a hole. Um, I wanted to hide. Um, and that’s what traumatic situations tend to do to you. Um, I, I keep in mind when I got sick, I was the spokesman for the county government. So I was one of the most visible people that works for the county. I was a man busy enough that I needed two phones so I could be immediately held. At a moment’s notice I went from being seen to. Not by the snap of a finger, and it was at no fault of my own. Mentally I wasn’t in a good place, and that’s. I’ll tell you now. As a result, that’s why I’m an advocate for mental health, and I’ll elaborate more. But I was not in a good place, and. When I had to figure what happened to me. Yeah, man, I mean, while I was in rehabilitation, my wife and daughters would come visit and they weren’t allowed to come in and I kind of lost it, I lost it, I was trying to throw the chairs. I was threatening the staff. I was, I was angry, I was hostile, I was I need my wife. My wife is my life. I need her. And they wouldn’t let her in, I was angry.

Sharon Cline: You reached your limit. You reached your limit.

Rick Martin: I did, I did. You know, there was a time where my wife, the first time my wife and my daughters came to the outside the building on a glass. And my daughters were 13 and 15 at the time. And as they were there, um, you know, I came to them at my walker and touched the glass and we, we were trying to figure out because I couldn’t hear her, they couldn’t hear me. And I’m like, oh, cell phones. You figured the cell phone. So that’s how we were commuting. Audio. So we met and asked, you know, exchanged pleasantries and the girl’s dad, how are you doing? I said, hey, daddy’s good. Daddy’s good. You know, I’m kind of, you know, not telling the truth. You know, tell your daughters the truth at a time like that, right? So as we’re there, a vehicle drives behind me, behind them in the parking lot. Now they’re in the back of the the building at a rehabilitation center. So it’s not a public parking per se. And this van drove up behind and my wife looks at me, I look at her, she looks at the vehicle and she goes, I think we better go. And I was like, man, really? She said, yeah. And I said, okay, because she has two intuition. She’s pretty good at figuring things out. So she takes the girls. She leaves as she leaves, two men get out the vehicle. I said two men get out the vehicle. They put on PPE, protective personal equipment. They go to the back of the van and pull out a stretcher. They ended up coming into the side building of the hall and they rolled out a body. And as they rolled out the body, I’m looking at this and my instincts began rolling. I had my cell phone, so I began rolling, videotaped it, and I kept thinking, I don’t want that to be me. I don’t want that to be me.

Sharon Cline: It’s so real to see it like that.

Rick Martin: Never be me.

Sharon Cline: Yeah.

Rick Martin: You know, I said nobody’s going to roll me out like that. And then something hit me. I’m like, I’m fighting. I’m like, no, I’m not going to be rolled out like that. And, uh, yeah, and I remember I’m like, you know, it’s just something flipped in me a flipped me. I’m like, nobody’s going to forget I’m here. I’m alive. Um, Um, and I’m thinking now, how am I going to fight? You know, the public has to know what’s going on. You know, they’re not going to sneak in and take bodies out. No that’s not. So I called a friend of mine who’s a at the time, um, senior vice president of CNN, who’s a mentor of mine, uh, Rick Davis. And I explained to Rick, I said, Rick, you know, man, I know what’s going on, but hey, man, I’m, I’m, I’m hemmed up, man. I almost died from Covid. I’m in a rehab center. I’m getting help. And, and, you know, they just rolled the body up from the floor. And this is not a good situation. And I think the story needs to be out, but I don’t want to, um, you know, my, my wife and my kids, they’re, they, they, I need, you know, they need privacy. So I’m trying to think how to do. Help me, help me through this, please. So we went through some scenarios and discussions and talked and, you know, ended up, you know, Georgia Public Broadcasting was the choice. And, um, Wayne Drash wrote a wrote a heck of an article and then we reconnected, um, you know, because we worked at CNN together so nice and wrote the story and it was just a beautiful, accurate story, you know, of what’s going on and what have you. And, um.

Sharon Cline: How did that feel to tell your side?

Rick Martin: You know, it was the beginning of the medicine.

Sharon Cline: Oh, the truth. Yeah. Was like a medicine.

Rick Martin: Yeah, yeah, it was, it was the beginning of, for me, my medicine. It was cathartic. It was someone cared. And that’s what I mean by medicine, right? Sometimes, you know, it’s, it’s, it’s how you’re treated. Right. And, and so, yeah, I’d heard my story.

Sharon Cline: What did you feel like the public wasn’t really getting the truth about what were you able to share with them that only you would have been able to. To tell?

Rick Martin: That. This people were dying.

Sharon Cline: They’re coming to the backs of buildings to take bodies out. So.

Rick Martin: Exactly.

Sharon Cline: So people don’t see.

Rick Martin: Yeah. And, and this is a situation where, you know, you see what the public didn’t know was you don’t know everyone’s health history. People could look at me and I would appear healthy and look healthy. Right? But you don’t know I have five, six surgeries.

Sharon Cline: Or have asthma.

Rick Martin: You don’t know if I have asthma? Yeah. You know. Exactly. And that’s what the problem is. So we know that Covid was attacking people with preexisting conditions and people. So you don’t know people with preexisting conditions. So, you know, and everyone’s trying to protect their privacy. So it just, you know, I don’t know, it was it, it’s.

Sharon Cline: So glad you had that opportunity. First of all, the context to do it, which is just how amazing to be able to get people to rally for you when you were already feeling so physically compromised, you know?

Rick Martin: Exactly, exactly. I think.

Sharon Cline: Yeah, being able to tell people, tell people what you knew. I love that the truth was medicine to you.

Rick Martin: Yeah. And, and you know, what spoke volumes to was the relationships formed. Like, you know, these, these people didn’t have to Hear my story. These people, like I showed up in their lives in a way that they cared about me. And I think that speaks to the story of really, Rick Martin. And. If I showed up enough where they stood up for me. Man, that gives me chills. Um. I’ve lived life. I’ve lived my life, you know, I. So all this was, you know, the article and stuff and people responding on Facebook and stuff like that. You know, when I eventually got home. Um, a buddy of mine was checking in on me. He was a novelist, right? We worked together at NBC way back. Jeffrey Blunt is his name. Uh, Geoffrey. You know, checked on me and what have you. And we talked and I talked more about what it was like, you know, and he’s like, man, have you thought of wanting to write a book? I’m like, I don’t know, man, I don’t know. I don’t know about reliving that trauma. Right? You know, and going through that again, I don’t know. But what I learned. Was that in writing a book and I asked him, I’m like, well, what kind of book would it be? And he said, he said it would be a memoir.

Rick Martin: You’d tell your life story. And I said, my life really? And I didn’t even see myself like that, I really didn’t. I’m like, man, Colin Powell writes memoirs. You know, John Lewis writes memoirs, man. Tiger Woods writes memoirs, man. Rick Martin. Come on now. I didn’t see that. But I’ll tell you, a friend of mine. I don’t know, man. This was all a spiritual journey. A friend of mine named James Taylor. God just placed his name on my heart. James Taylor. James Taylor, James Taylor. James Taylor. James was a buddy who had produced a book before, and he said he only did one book. James is a graphic design artist. And you know, I didn’t have any money, but I’m like, James, you know, do you think you could help me? So I just need to know how much it costs. James. Any, any. And he said, well, yeah, I think I could do this. And I’m like, James built that graphic you see in holding and it it did. And he said, well, you know, tell me your vision. And I said, you know, man, basically it’s just from despair to triumph. And I gave him the pictures and he put it together. And when I saw it, it literally brought tears to my eyes.

Sharon Cline: Yeah, I can only imagine.

Rick Martin: It brought tears to my eyes because I know he saw something that I didn’t and couldn’t. Whatever blinders I just. I didn’t see it.

Sharon Cline: That’s why I love that because so many people, God makes them all different, you know, but to.

Rick Martin: Be.

Sharon Cline: You know, someone could could see something you can’t. But he they’re needed. You’re needed. He’s needed in order to, to help each other.

Rick Martin: And it’s, it’s so funny. Like he, he’s, he, because I know it’s for him. It’s just, you know, his work. Yeah, yeah.

Sharon Cline: For me more than that. Yeah, yeah.

Rick Martin: For me, man, you changed my life, bro. Bro, you made me live, man. I know he’s tired of me, right?

Sharon Cline: He’s seriously talking about me again.

Rick Martin: He helped me, lost my mind. He helped me lose my mind. Like I’m just like, you don’t understand. You don’t.

Sharon Cline: But you know what? The themes I think are so important that you touched on it really is, uh, facing death makes you think about life differently, right? How many of us have rebirths of our lives and stories and chapters of our lives that have the exact same theme of rebuilding or a change? So even if your story can’t be exactly replicated, the themes of them can be understood by anybody.

Rick Martin: It it can. And, you know, people have heard this before, like resilience. We had our word a lot. But resilience can come in different forms and that’s what makes it different. And what made my journey incredibly, incredibly powerful and uplifting. Are the people that got me to where I am today. The people who got me. Now I’m not just talking my wife and my daughters, right? I’m talking people who helped support me, encourage me. You know, um, Wayne Drash wrote the article of Georgia Public Broadcasting. I ended up tracking him down because I needed another editor to go through, and he chipped in.

Sharon Cline: Oh.

Rick Martin: You know, gave me the family discount, but he chipped in and, you know, to, to edit and you know, I’m like, wow.

Sharon Cline: You were loved on. You were, you were loved.

Rick Martin: Yeah. You know. Yeah. Yeah, that’s exactly it. I was loved on where I was loved on at a time where I felt the earth left me. And I was left to be buried.

Sharon Cline: At your lowest, lowest.

Rick Martin: Oh, yeah. Oh, yeah.

Sharon Cline: Most vulnerable. Right.

Rick Martin: It. It. Yeah. Yeah. You know, there’s a quote now for me. I was ten years old when I personally accepted Christ as my savior. And what I learned from this ordeal. That I was committed to my ego. You know, through the job titles I had, through the organizations I worked for. And I was so committed to the brand and the titles that after this ordeal, I’m now committed to my faith and family. So if I had to do it all over again, I would if I could be the person I am today. And I know that’s hard to believe. But I thank God he allowed me to be the person I am today because I interact with so many people. To encourage them to love on them and just get them out of the rut that they’re in.

Sharon Cline: The business of being a human, that can just derail anybody’s thought processes and can take over. And even just an attitude change can make everything good or bad.

Rick Martin: Absolutely. Your attitude is altitude. You know, I just and I just love helping and raising people’s, you know, attitude, especially when they’re down. Oh, totally. Totally.

Sharon Cline: When you look at how you interacted with people and your job and the county before, how do you, how do you approach it now? Like, I know that you said you love on people, but. Do you do you feel a different sense of peace, I guess?

Rick Martin: Yeah. Yeah. Um. What I could tell you now. So I’m no longer working for the county. Um. I need peace in my life. Whatever I do now. I could tell you that whatever I do for a living now, you know, I’m consulting. But if I’m to become employed, there’s got to be a peace. Like I won’t tolerate gaslighting, rudeness, disrespectfulness.

Sharon Cline: No, the, um. The way people can backstab to get ahead like that price is just too high.

Rick Martin: Exactly. Yeah, exactly. Yeah. I’m I’m all about a healthy environment. Yeah. Healthy is it?

Sharon Cline: Who would have ever thought that going through something like this would have landed you here, even in the studio today. It’s it’s kind of, um, amazing, you know? So like, I wonder at things like this. It’s just like, it’s a wondrous thing.

Rick Martin: It is, it is, it really is. Um, you know, I’ll tell you now, you know, I live truly a purpose driven life. Um, I used to be very intense at home with the family and stuff, and now everything’s cool.

Sharon Cline: You don’t like, you don’t sweat the small stuff, so to speak.

Rick Martin: Yeah, yeah. I’m like, we’ll get through this. We’ll get through this, we’ll get through this.

Sharon Cline: Okay?

Rick Martin: It’ll be okay. We’ll get through this. Yeah, definitely. Oh, yeah. Yeah.

Sharon Cline: What do you think? Um. What do you wish that you had known before this happened? That you wish you could tell people now, like the lesson that you learned so that someone doesn’t have to face this kind of moment of death for them to be able to glean, glean, and learn something from your experience and your wisdom. What would you want them to know?

Rick Martin: I’m glad you asked, honestly, and I don’t. And I mean this from the bottom of my heart. And I’m going to say this to men, you know. So I want men to hear me loud and clearly. Get mental health care. Um, we live hard lives, tough lives at the same time. We wear a mask.

Sharon Cline: Everything’s fine.

Rick Martin: Everything’s a mask. We walk around like we got it handled. We walk around like everything’s fine. Not a big deal. We got this. You know, we got it handled. It’s okay when you know, stuff hits the fan. Um. And there’s chaos, and we don’t have all the answers. We end up carrying the weight of the world on our shoulders, and it’s too much. And I’m here to tell you it’s too much. Um, I needed mental health care coming out from the trauma. Our brains are not able to handle this kind of trauma and normalcy, And I had to seek the treatment necessary. And it’s important, you know, there’s a difference between counseling and therapy and psychiatry. You know, um, psychiatry is when medicine is provided, you know. Um, and what have you. And then some people need that medicine because the trauma is so severe that the brain chemicals have been altered. And when brain chemicals are altered, you need to get the chemicals back in order for you to sustain a reasonable life.

Sharon Cline: Not a failure either, because there’s such a stigma with things like that.

Rick Martin: Exactly. And, and what I want to encourage people to do is look, be the advocate for yourself. Be that. Stop listening to people. Believe in yourself and people you trust. See your physician. Your your primary care physician. Your your health care. You know, and from that point, you know, you see a counselor, see a psychiatrist. Do your homework, read. It’s so important. And, um, really, all of this is what got me, like, here to the studio. I mean, I was on a television show, talk show this week, earlier this week. I did another radio interview. I’ve been doing interviews for a year since the launch of the book. I never imagined like an end. I’ll be honest. I’ll be so honest. There was a part of me that didn’t even want to talk about mental health because I was a journalist and I’m like, no, no, no, no. I don’t need. But you know what? After this experience, I’m telling you, I’ve got nothing to lose. I’m all in, you know, and I. I challenge somebody that would have an issue with discussing mental health, you know? And I remember I used to be one of those like, oh, no, no, I don’t want to. I don’t want to. No, no, no.

Sharon Cline: It’s funny when you resist something so hard, it’s almost like the only way to stop resisting and and actually is, is to embrace it. And then the, the good things come by embracing it. But I have the same thing. I have the big hard no and no, no, no, I got it. I’m gonna do it this way. And yeah. And no, I don’t want to talk about it like that. And but it’s almost like the harder the no is, the more I’m supposed to do it.

Rick Martin: Exactly. And, and it goes and spiritually speaking, let go, let God. And that’s really what I had to do And I am.

Sharon Cline: I bet you’ve heard story after story after story of people who needed someone to normalize that topic.

Rick Martin: Yeah.

Sharon Cline: For men, I think it’s hard for men in so many different ways. Hard for women, but hard for men in so many different ways, too.

Rick Martin: Because we’ve grew up and were trained differently. You know that that’s the bottom line, you know? So it’s from generation to generation to generation. But I’m here to tell, you know, you got to do it differently. Really, you know, um, definitely.

Sharon Cline: I love that you’re a spokesperson, an unintended spokesperson for a topic that, um, feels like it’s time has come.

Rick Martin: Yeah, it really has. Um, and you know Yeah, I, you know, I mean, this is the first podcast that I’m like so comfortable and open, you know, and I think probably because, you know, I, I don’t know, it’s, you know, you’re really good at what you do.

Sharon Cline: Oh.

Rick Martin: So I applaud you.

Sharon Cline: Well, thanks, but wait, we got that recorded, I’m sure, but. Wait. My ego.

Rick Martin: Well, well, you know.

Sharon Cline: I’m just kidding. Hey.

Rick Martin: Listen, you know, I’m a happily married man of two daughters. So women is boss, right?

Sharon Cline: Thank you. This is the best interview I’ve done. Woman is yours.

Rick Martin: Woman’s boss. Man.

Sharon Cline: Hey.

Rick Martin: It took me to be on my deathbed to get that straight. Okay? Woman is boss.

Sharon Cline: Well, I think what’s interesting about it, too, is, like, even though a lot of people look at ego as being, you know, it can be taken too far and can be, you know, your foibles can all come from you. But there is a healthy sense of ego and a healthy sense of self-esteem that that can be used for good. Yes. You know, and, and you seem to be the kind of person that would be very conscious of whether you’re in alignment with yourself or not.

Rick Martin: Yeah, yeah. Oh, yeah. Definitely. You know, I think, I think, you know, feeling sort of proud of, um, the accomplishments of overcoming such great adversity is something you care that ego with and you’re helping any and everyone who’s going through a difficult time get through it, you know? I mean, that’s what I wanted to tell you. So there’s a quote, uh, in my book, you know. Oh, yeah. So, you know, I talk about how far ago I accepted Christ as a kid, but I was suffering so badly in that hospital like I wanted the Lord to either heal me or kill me, like the suffering that I was feeling. Being alone, I couldn’t see. I wear glasses, as you can see. I didn’t have my glasses so I can’t see anything. So talk about being vulnerable. I can’t see and there are no windows. There’s no light. There’s no. And the quote I have. There’s nothing like knocking on death’s door. Only to have your Lord and Savior turn you away. And what I mean by that is I wanted to sit with people. And the way you make it sit is. I wanted to enter the gates of heaven to get away from the suffering. That’s how big my ego was. Let me in, let me in! No. God has more work for me to do. He brought me. He wanted me to go back. So I did. I didn’t want to come back.

Sharon Cline: You had to fight.

Rick Martin: But you know, he didn’t give me a choice, right? So. Okay.

Sharon Cline: You’re doing, do you? Because it sounds like to me that you’re doing what God wants you to do with it. I mean, this is like a vocation now.

Rick Martin: Yeah, that’s what I’m saying. Exactly. You, you. That’s it, that’s it. That’s the context of my life. I mean, I never imagined writing a book. I wrote my memoir. That’s crazy to me.

Sharon Cline: Oh.

Rick Martin: Oh, and let me tell you, when I wrote let me tell you how God is working in my life. I wrote and launched that memoir March 26th, 2025. Two months later, a New York City publishing company, Morgan Jane’s Publishing, signed me to a book deal in June.

Sharon Cline: Wow.

Rick Martin: So we have the latest edition of unmasked, and the titles changed a little bit. Unmasked. How one man overcame death with the power of family, faith and forgiveness. It’s coming out later this year.

Sharon Cline: Oh my goodness. Yeah. You never would have thought that would ever happen. Isn’t that amazing? I don’t know. You’re right. I’m amazed.

Rick Martin: I am, I am too, because I don’t. That’s that’s real. It’s real.

Sharon Cline: It’s funny, I, I talk about this a lot in over the years that I’ve done this podcast that I think we’re here to help each other. Yeah. Um, because I think it’s very hard to be a human on the planet and that when you find something that you believe in and really want and only you know this, really want what’s good for other people. I mean, you know, if it’s a sacred something to you, right? And God is part of it. It’ll go where he wants it to go.

Rick Martin: That’s true.

Sharon Cline: And it’s so neat to actually see it, you know, in real time with your life.

Rick Martin: That’s true. Thank you, thank you.

Sharon Cline: Oh, that was a that was an amen from from God.

Rick Martin: I think so.

Speaker 4: I don’t actually.

Sharon Cline: Know what.

Speaker 4: That was. Wow.

Sharon Cline: Something fell in the studio, which is kind of unusual. Um, well, no, I mean, it sounds it sounds to me like the transformation that you’ve gone through has almost like what I consider a f the phoenix, you know, where everything that wasn’t necessary for you in your life got burned away and you became even a purer version of you.

Rick Martin: Yeah. Yeah, I really think so. And oh, yeah, I’m taking good care of my health. You know, I’m trying to work on doing my walks. I used to walk a lot. Um. And you’re picking up walking. Um, I do, uh, biofeedback treatments, you know, homeopathic care. And, you know, I do a lot to, you know.

Speaker 4: Take care of myself.

Rick Martin: Yeah.

Speaker 4: Yeah.

Sharon Cline: I’m sure. One scary flu, you know, probably be terrifying, you know, given what you’ve been through.

Rick Martin: Oh, yeah.

Sharon Cline: So every day, every day that you’re healthy is like a good day.

Rick Martin: Absolutely. Absolutely.

Sharon Cline: I need to hear that because I can be all grumpy about things. But the truth is, if you don’t have your health, there’s a lot more to be upset about.

Rick Martin: Your health is your wealth really? Yeah.

Sharon Cline: Well, before we wrap up, which I hate to have it end because I’m enjoying this conversation so much. Um, is there something you would like to tell the listeners? Um, about like where they can find your book and, and, um, and find more information about you.

Rick Martin: Sure, sure. Um, my book’s website is Rick Martin media.com. Um, you can find me there. Uh, also, I have a book crowd funding platform on publishing or publicizing.

Speaker 4: I saw it, I thought that was amazing.

Rick Martin: Yeah, I would just Google, you know, Rick Martin en masse and publicize her. You know, I encourage you to preorder the, uh, next edition of unmasked later this year. Um, and I am traveling and speaking and sharing my story. Um, so you can make requests to, on Rick Martin Media.com and I’d be happy to consider coming out. You know what’s cool about this? You know, with me speaking is that, um, at the end after I speak, I turn the tables as a spokesman for county government. I allow people to answer to, um, ask questions. Um, and it’s kind of cool because nothing’s off the table so they can act like a reporter. Great engagement for all those who attend.

Sharon Cline: Well, thank you so much for sharing your story. Something that could have taken you down and turned you to a very bitter and victim kind of mentality person that would have done nothing good for your spirit or the world. You chose the higher ground and you. You believed in your love of your family and love of the people around you so much. And it bolstered you to fight and and now you get to fight for people who don’t have that opportunity and maybe don’t have the voice that you do to affect people, the quality of people’s lives by loving them too, in their own way.

Rick Martin: Well, this has been awesome. Now, thank you so much for having me. Um, it was truly a pleasure. Thank you and honor to be here and, uh. Oh, yeah.

Sharon Cline: Well, come, come back. I would love to hear more about like when your, your next book launches. I would love to hear about, um, sort of your journey and the things that you’re learning along the way because it’s not over. That’s true. There’s more coming.

Rick Martin: The story is continuing. Oh, yeah.

Sharon Cline: Well, thank you all too for listening to Fearless Formula on Business RadioX. And again, this is Sharon Cline reminding you that with knowledge and understanding, we can all have our own fearless formula. Have a great day. Usually I have music playing at that party. I don’t know why it’s not playing, but anyway, it’s over. That was so fun. That was. I wanted to ask you more questions, I wanted. I always forget to ask this, but like the show’s fearless formula, like what is your fearless formula? I like to ask that question.

Rick Martin: Yeah, no.

Sharon Cline: It’s still running. I could splice it in.

Rick Martin: Okay.

Sharon Cline: What is your fearless formula? Rick Martin.

Rick Martin: Help me. I don’t even understand what’s.

Sharon Cline: If there was something that you do that’s a good. That’s actually a good question. Is there something that you do that allows you to face. What is a normal fear for people like public speaking or like fear of death things, things that normally take people down? What is your formula that you put together that fights that?

Rick Martin: It’s called the laser strategy. The laser strategy actually is a specific guiding tool of principles that helps individuals get over stress before stress takes over them. Um, it’s an acronym stands for listen, assess, support, execute and respond. And I work with a team that helps people deal with their stress and difficult situations. My wife and I were able to develop it in 2009 when it was at CNN. No. Yeah. No way.

Sharon Cline: You actually really have a formula. Yeah. It’s not just like an idea. That’s actually like a real. I think you might be the first person I’ve ever asked that question to where you’re like, oh, no, I know.

Rick Martin: You just can’t be focused on managing your stress. You got to be laser focused. And the reason laser works for your brain because when you feel stress, you receive some bad news or anger. You got to listen first. You want to close your mouth shut, listen. So you know, you can begin to process, to engage in the calming effect of your body and the stress that’s compounding on it.

Sharon Cline: You’re taking that the information out of your limbic system fight or flight, and you’re using the higher functioning of your brain.

Rick Martin: Yes. Listen. And then a, you assess, take a diagnostic examination of exactly what’s causing the stress. Right? What is it? Is it, you know, really the words that were said to you, really the feeling, what’s causing that stress, maybe the lack of sleep. You didn’t have s support. Ask for help. Don’t suffer in silence. Ask for help. E execute. Winning coaches will tell you. You don’t just have a plan or a play. You got to execute it. The players have to execute the play. And then our respond and what you’re responding to you’re responding to. The whole guidance of the principals.

Sharon Cline: Not just that response.

Rick Martin: Right? Yes.

Sharon Cline: And really.

Rick Martin: Yeah. Review how things are going. You know, what’s working for you, what’s not working. What can you do to avoid similar situations? Yeah.

Sharon Cline: Well, I’m so glad. I’m so glad that I asked you. Thank you. I’m going to tag this on the end, but thank you so much, Rick, I love that. I hope people listen to that and can take that in, not just in um, I mean, for mental health reasons. Yeah. You know, I mean, just the not just everyday fears, but like there are times where like you said, a bad news, anything even feeling bad about myself, about something, I can still use that absolutely. Uh, tool. I like tools.

Rick Martin: Yeah, yeah. And that’s exactly what it is.

Sharon Cline: Yeah, I like tools.

Rick Martin: So I’m, I’m, I share that. And that’s part of my mantra for, you know, what happens everyone. Everyone doesn’t always like to say the word mental health, right? Mental because of the stigma. So what I do is I talk about stress. I’ll bring up stress.

Sharon Cline: Everybody knows stress.

Rick Martin: Everybody knows stress. Everyone can relate to stress. People will react differently to the word stress rather than mental health. So I just talk about stress, right? Talking about the same thing. But stress makes you feel better. Stressed then. Yeah.

Sharon Cline: Here’s what you do when you’re stressed.

Rick Martin: Exactly.

Sharon Cline: Not having a mental breakdown. Just stress.

Rick Martin: Exactly.

Sharon Cline: Thank you. Rick.

Rick Martin: Ah. My pleasure.

Sharon Cline: Okay, we’re done now.

Rick Martin: Okay.

BRX Pro Tip: The Membership Model

March 9, 2026 by angishields

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BRX Pro Tip: The Membership Model

Stone Payton : And we’re back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I’ve had some success here locally with the Community Partner Program. We’ve had some success more globally with the network, but let’s talk about it a little bit, the idea of the membership business model.

Lee Kantor: Yeah. So, something to think about. And a lot of people who are just in business selling a thing or a service, they’re not looking at their business kind of holistically. And is it possible to create a membership model around your business instead of having your business built on one-off transactions, one at a time?

Lee Kantor: Most people, they sell a project, they deliver the project, and then they have to go on and find another client to sell a project, deliver a project. And that’s tough. It’s hard. It’s unpredictable. But is it possible to take what you’re doing or some of what you’re doing and turn it into some sort of recurring revenue with a membership model?

Lee Kantor: Some things to think about if you’re considering that is what problem do my clients have that doesn’t go away after one transaction? Is there something that you can be doing to help them month after month, just kind of on autopilot, that’s already built into the type of activities you’re already doing?

Lee Kantor: Is it possible to package what you’re doing as ongoing value rather than just solving a specific problem one time? Can you incorporate monthly strategy calls, regular content, accountability, coaching, community access, priority support, any type of ongoing implementation? Is it possible to just kind of layer all of those value propositions into a package that can help somebody on a regular basis, so they know they can just call you and it’s taken care of? It’s kind of like you’re being on retainer for these kinds of activities.

Lee Kantor: And it’s clear to know if you’re considering a membership model, who are my best clients? Who would pay for more consistent access to me? Start with a handful of clients, you know, maybe five of them. Test the model before you kind of dive in full bore. Just see if there’s an interest in a handful of people just willing to pay you just to have access to you.

Lee Kantor: And the key to any type of membership model is thinking about what type of ongoing value you can provide for people that would keep them paying month after month. And that’s something that you always have to kind of keep adjusting and keep adding to. You want to be so valuable and so sticky that they’re not even considering turning off the spigot there.

Lee Kantor: So, if you’re solving a recurring problem or delivering continuous results, then you’ll have the opportunity to kind of leverage a membership model if you play your cards right.

Madeleine Calcote-Garcia: Connecting Community, Culture, and History at the Fort Bend Museum

March 9, 2026 by angishields

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Madeleine Calcote-GarciaGrowing up in Houston, Madeleine Calcote-Garcia had access to some of the finest museums in the world. Visiting those venerable institutions as a child had a lasting impact that influenced her professional choices.

Today, Madeleine stands out for her ability to build and maintain community relationships. She holds a Bachelor’s degree in Art History with a focus in Museum Studies from Millsaps College in Jackson, Mississippi, and a Master’s Degree in Museum Studies from Baylor University in Waco, Texas. Fort-Bend-Museum-logo

Previously, she has worked for the Salado Museum and College Park, the Martin Museum of Art at Baylor University, the Dr. Pepper Museum and Free Enterprise Institute in Waco, the Mississippi Arts Commission, and the Mississippi Museum of Art in Jackson.

She currently serves as the Executive Director of the Fort Bend History Association in Richmond,  Texas.

LinkedIn: https://www.linkedin.com/in/madeleine-calcote-garcia-b38a33346/
Website: http://www.fortbendmuseum.org

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 is my pleasure to introduce you to my guest, Madeleine Calcote-Garcia, executive director for the Fort Bend History Association and the Fort Bend Museum in Richmond, Texas. Growing up in Houston, Madeleine was shaped early by world class museums experiences that sparked a lifelong commitment to preserving and sharing history. She holds a bachelor’s degree in art history with a focus on museum studies from Millsaps College and a master’s degree in museum studies from Baylor University. Her career spans respected institutions across Texas and Mississippi, including the Mississippi Museum of Art, the doctor Pepper Museum and the Martin Museum of Art at Baylor. Today, she leads the Fort Bend History Association, strengthening community connections, preserving local stories, and ensuring that Fort Bend’s history remains accessible, relevant, and alive. Madeleine, welcome to the show.

Madeleine Calcote-Garcia: Wonderful. Well, thank you so much, Trisha, for having me. I am excited to share a little more about the Fort Bend History Association with your listeners.

Trisha Stetzel: I’m so excited to have you on the show. When we talked a few weeks back, I was like, yes, you have to come on and talk about the museum. So Madeleine, I know I talked a whole lot about your history and where you come from, but we’d love to get to know you just a little bit more. So what else can you tell us about Madeleine?

Madeleine Calcote-Garcia: Yeah. So I grew up, uh, in the Houston area. So I was lucky enough to grow up going to some of the Houston museums. And that really inspired my love of history and art. And once I realized that you could pursue a career in museums, I very, uh, you know, quickly realized that that was what I wanted to do. I didn’t know what it would look like. Uh, but I was lucky enough to be able to pursue that as my career. And, um, most of my career has been in history museums. Uh, it’s been a lot of fun so far. And I currently live in Sugarland with my husband and three rescue dogs. And for fun, we go to museums, um, and of course, hang out with the dogs. And we love going to any and all like cultural arts, theater, music stuff. Um, we definitely love the, uh, museum and art scene in the Houston area.

Trisha Stetzel: Oh my gosh. And it’s such an amazing place for those kinds of activities as well.

Madeleine Calcote-Garcia: Absolutely.

Trisha Stetzel: Thank you for being a rescue mom. That’s fun.

Madeleine Calcote-Garcia: Yes.

Trisha Stetzel: We could talk for babies.

Madeleine Calcote-Garcia: Yes, absolutely. That’s a whole other topic.

Speaker 4: The whole other topic.

Trisha Stetzel: I would tell us a little bit more why history was so interesting to you. So what is it about history that really pulled you in and made you want to do this work?

Madeleine Calcote-Garcia: Yeah, that’s a great question. Um, so a lot of people think that history is dates, um, which it is some dates, but really that’s not what interested me. Um, history is just a collection of stories. And I find that the stories centering around the people are what make history interesting. So, uh, I was lucky enough to be homeschooled, so I had a kind of nontraditional education and, uh, my mom was my teacher. And so she allowed me to, uh, pursue some sort of independent studies. So, uh, instead of having a research paper with a prescribed topic that I had to write about, I was able to pick which topic I wanted to write about. And so I had the freedom early on to, uh, get really interested in research and also research what I was interested in. And so that is what really got me into art history. Um, I, one of my favorite artists is Edgar Degas and, uh, I wrote lots of research papers about him and Impressionism. And so, uh, I was lucky that I was able to focus on my interests and that really set me up to, uh, pursue this museum career. Um, you know, I could go to the museums to look at the art, but then I also got really interested in what was going on in, uh, the, so like socially when the artists were creating, like, how did that impact their artwork? What did their lives look like? All these just different things that made them into the artist that they were. And so again, it just goes back to the people and the stories. That’s what is so interesting.

Trisha Stetzel: Oh my gosh, Madeleine, I wish that one of my history teachers would have told me that it’s about the stories. I was not a very good history student when I was growing up. I was not very interested. But as I’ve gotten older, certainly I’m way more interested. And I love that you framed it as stories and not so much about the dates. It’s amazing. Um, you’ve had the opportunity to work in museums across even multiple states and even be a part of other museums as a patron. So what makes local and even regional history so uniquely powerful?

Madeleine Calcote-Garcia: Oh, man, that’s such a good question and such a hard question. Um. So history is important because I think that everyone should know about where they personally come from, but also where they live. So, uh, you know, Houston has a, a huge immigrant population. It’s a really cool place to live because we have people from so many different places who all live in the same area. And so while, uh, you know, we have people from all over the world coming to live in this area, we want to be able to tell them about, about Fort Bend County, about the Houston area, about Texas. And I think that that is where local museums really play. An important part is about providing a community space for people to come in and learn about the area they’re living in. And there’s so many big stories that happened in Fort Bend County, specifically that I think a lot of people don’t know about, and they actually impacted us history as a whole. So there were some really important civil rights activists who started out in Fort Bend County. And they’re a big reason why. Uh, we had the civil rights movement and why African Americans gained the right to vote. Um, during the 1960s. So, um, there are lots of interesting things that you can learn and it makes you look at where you live a little bit differently and maybe makes you appreciate some of the, the things that you see around, around town.

Madeleine Calcote-Garcia: Um, and two, I think comparing local like museums to some bigger museums, the bigger museums are amazing and they do such important work, but it’s a lot of the local museums that save, uh, the smaller stories and the smaller history. So, uh, not all of us can be at the Houston Museum of Natural Science. Um, so we want to work to save the small stories and we want to provide a space for the school kids to come. So not everybody can travel into Houston. So we get a lot of local school kids that come for fourth and seventh grade to learn about Texas history. And, uh, it’s important for them to have that space to come and feel comfortable in a museum so that hopefully they’ll come back again later. Um, but a lot of times we get, uh, grown ups who came to our field trips and they’re coming back with their kids and they talk about how they churned butter when they were there in fourth grade, and now they’re churning butter with their fourth grader. So, um, having that continuity is really important. Um, and sorry, I kind of went off on a tangent. Um, I think it’s great.

Trisha Stetzel: You’re covering all of the things I wanted to ask you, so we’ll just roll with it. It’s just great. Uh, because I really wanted to dive into, you know, what is it about the Fort Bend Museum that makes it special? Why do people want to come back and bring their kids back. So continue what you were saying. It’s great.

Madeleine Calcote-Garcia: So one of the big things that we do is we have a really robust field trip program. Um, Texas, uh, has a lot of really rich history. And, uh, we, uh, the school kids focus on that in fourth and seventh grade. So most of our field trips are from those two, um, grade levels, but we get, uh, we get all different schools in so public, private homeschool groups, all that stuff. And it’s so important for kids to be able to learn in a more informal setting outside of the classroom. That’s something I’m really passionate about because of my nontraditional education of being homeschooled. Um, I think it’s so important for kids to see that and be able to get excited about learning and also realize that you can learn outside of the classroom and you can learn by doing hands on activities, even if they may not think of it that way when they’re doing it. Um, so for example, a couple of the things the kids get to do when they come visit us. They get to churn butter. Um, they get to grind up corn and they get to do old fashioned laundry. Um, that’s our, uh, one of our chores programs, but they, they get to do lots of other things too. So they get to play Victorian games.

Madeleine Calcote-Garcia: Um, so they’re running all over the yard having fun. And so they don’t even realize that they’re learning when they’re, um, playing all these Victorian games, but it makes them, uh, think a little differently about the toys we have now. Like all of the Victorian games are made out of wood. What are your toys made out of? Probably not. Would you know? And so, um, it’s really fun to get to see some of that click with the kids. And I hope that we are building some future museum goers. Um, because, uh, it is, it is something that we see that sometimes grown ups don’t feel comfortable in museums. They feel like they have to be quiet. They feel like they can’t necessarily appreciate, uh, the exhibits because they may not know about stuff. And that’s totally fine. We don’t think that people are going to come in knowing everything, but that feeling of comfort starts when they’re a kid. Um, it’s a space of learning. We’re not expecting you to be a professor and come in and be able to engage a super, super high level on a discussion of academic rigor. And so, uh, I just, I hope that’s what we’re providing for these kids is that entrance into museums and into learning.

Trisha Stetzel: I love that, okay, adults, we’re not judging. There’s no judgment here. Yeah.

Madeleine Calcote-Garcia: Not at all.

Trisha Stetzel: Visit how? Talk to me a little bit about how we’re able to get people to slow down and come to a museum. Everything is so fast and digital and we’ve got our phones, like, how do we get people to set their phones down and actually come and be a part of something so much bigger.

Madeleine Calcote-Garcia: Yeah. So that is a constant battle for us. Um, we hear a lot that people didn’t know we were there. And so one of our goals is to increase our visibility, um, through marketing. Um, whether that is digital or in print, um, I hope that this podcast reaches a new audience who maybe has not heard of us before and comes to visit the Fort Bend Museum. Um, in addition to the gallery space that we have, we have two historic homes which are absolutely beautiful. And so, uh, there’s a lot of different things that you can do on our campus. We also have a beautiful outdoor space. And so I hope that even if a person may not think of themselves as a museum person, that they will come and visit and give us a try and hopefully learn something new. Um, we also have a very cute gift shop if you just need to come and, you know, peruse and do a little retail therapy. Um, but yeah, I think museums are such important spaces. And, um, there has been some, some research in the last couple of years that actually show that museums are, uh, highly respected institution and a highly respected source of information. Um, when we’re in this age where we see so many things on social media and we don’t always know if it’s true, even if it’s coming from a news source. And so, um, it’s really important that museums continue to do their work and continue to do it, um, ethically so that we are sharing, uh, well researched information with the public. We want to be able to keep that trust that we’ve earned. And so, um, that’s something that I think about a lot as we put out any new content is, you know, did we, did we research this? Well, have we double checked it? Um, are we putting out what, we know to be a fact or what we know to be. You know, as truthful as possible.

Trisha Stetzel: Yeah, absolutely. Okay. I know people there are some listeners who are already interested and they don’t know where in the world the Fort Fort Bend Museum is. So can you give us a location and then where can listeners find more information?

Madeleine Calcote-Garcia: Yeah, absolutely. So we’re located at 410 South fifth Street in Richmond, Texas. It is right behind the Old County courthouse. And you can find all of that information at Fort Bend, Museum.org. We’ve got our address on their phone hours. You can also buy tickets online. Um, so you can find all of that information on our website and, um, and more. We have lots of other cool content on there too.

Trisha Stetzel: I love that. And by the way, if you’re listening and you’re interested, share this with someone that you think would be interested in just slowing down for a minute and going and going to see something really cool and enjoying community and family in a space that’s safe and fun. Okay, Madeline, I know in 2025 you’ve got a couple of big events coming up, so can you tell us? The one we’ve got a couple that are coming up in the spring. Uh, yeah, I said 25, 26. Um, I don’t know where I in the world I am today. So in 2026, you’ve got two big events that are coming up in the spring. Tell us about them.

Speaker 4: Yeah.

Madeleine Calcote-Garcia: All right. So, uh, on March 19th for Women’s History Month, we have a gallery gathering that is, uh, going to be about women’s history with voting. So we’re going to have a speaker from the Women’s League of Voters coming out to talk to us a little bit about that, uh, suffrage history. And we’re really excited about that in April. On April 11th, we have our annual Gala fundraiser. It is called A night in the garden and it is at the Fort Bend Museum. So we are a nonprofit, and that means we have to fundraise to be able to exist and to provide these services to the community. And this fundraiser is really important for us. It allows us to continue fulfilling our mission in the Fort Bend County area. And so if you would like to purchase a ticket or a table or maybe donate, uh, an item for our auction, uh, I would definitely appreciate it. And all my contact info is on our website. So you can go to forbidden museum.org. If you want to find more information about either one of those events.

Trisha Stetzel: Fantastic. Fort Bend, Museum.org that’s where you guys need to go if you want to help raise funds, whether it’s in person and showing up for the events or donating even time, I’m sure you would take that as well, donating time or money back to the museum. This is so much fun. Oh my. I feel like I, I need to come to the museum now. You know, not that far away.

Madeleine Calcote-Garcia: Please do.

Speaker 4: I’m not that far away.

Trisha Stetzel: Um, how do we how do we keep young people engaged in something that for them may feel like it’s old or it doesn’t pertain to them? So how do we continue to keep young people engaged?

Madeleine Calcote-Garcia: So that is a great question. And unfortunately, my answer is that it depends for each person. You have to find the hook, like what interests them. Um, it’s different for everybody. Um, for me, it was an artist who painted, uh, ballet dancers that just was. So that was what got me hooked and into it. Um, and it’s going to be different for everybody. Some people may be interested in the history of computers and how, you know, Apple got started and that is history, even if it didn’t happen that long ago. Um, you know, so there’s so much that is included in history. It’s not all old and dusty. Um, it can be stuff that happened, you know, 25 years ago, 50 years ago. Um, and it can be any subject, so it doesn’t have to be a book. It can be any technology. It can be literally anything we want it to be fashion, food, um, you know, interior design. Um, if you’ve ever been to a Frank Lloyd Wright house, you know how interesting architecture and interior design can be. Um, so it just, you have to find what you’re interested in and don’t worry if you’re not interested in something like military history. Not really my thing. Really glad that other people do it, but that’s not going to be something that has me hooked. Um, so, you know, it just, it just depends. And you don’t have to love every single piece of history.

Trisha Stetzel: I love, I love how you break things down. So simply because that really resonated with me. If you like fashion, there’s history. If you like interior design, there’s history. If you like technology, there’s history. Like there’s so many ways to get excited about history. Um, let’s talk about the association. So the Fort Bend History Association and what it offers to its. Can I call them members, people who become.

Speaker 4: Yes, absolutely.

Madeleine Calcote-Garcia: Yeah. So the Fort Bend History Association has been around for a while. We were established in 1967 to preserve the history of Fort Bend County. Um, we didn’t even when we started, we didn’t even have a building. And now we have a whole city block, um, with a museum gallery space and two historic homes. Um, there’s a few different aspects to the work we do. Um, we collect items. So we have a collection of historic items that relate to the history of Fort Bend County. So some of those are on display in the museum and in our historic homes. But then we also have quite a few of them in storage as well. So that is one way you can support us is if you have a piece of Fort Bend County history and you’re interested in sharing that with us, we would love to take a look at that and chat. Um, you can also become a member. So if you become a member, you get free admission to the museum. You also get invited to member only events and member only exhibit openings. Uh, you can also support us by attending our events by following us on social media. Um, sharing our posts, we, uh, share some fun collection spotlight posts. So if you are interested in learning more about the stuff that we have, uh, we highlight items every month on social media. And yeah, we also work with a lot of partnering a partner community. Oh, sorry. We also work with a lot of partner organizations up in the Fort Bend County area. So we’re always looking for projects, looking for ways that we can work with other groups in the community to either, uh, get history out there or to put on events. Uh, we also rent out our space as a site rental. So if you’ve ever wanted to get married in a museum or, um, in front of a historic home, we have a great place. You can do it.

Trisha Stetzel: That’s amazing. I’m thinking about all of my business owners and leaders that are out there. You guys, I am guessing that the Fort Bend Museum is looking for some sponsors for some of these things happening. So what a great opportunity for you to put your business forward in support of the Fort Bend Museum. You’ve we’ve talked a lot about, um, community and parents and kids and the parents came to the museum and churn butter, and they bring their kids and also the schools and the fourth grade and the seventh grade, having outings and coming to the museum. Talk to me more about the importance of the community that a facility like this, or specifically the Fort Bend Museum, really builds inside of its local area.

Speaker 4: Yeah.

Madeleine Calcote-Garcia: So, uh, community is so important. Um, we would not exist without the Fort Bend County community. Um, a group of community members came together to start our organization. And so as we continue to work in this area, everything that we do, we’re thinking about how is it going to benefit the Fort Bend County community? Um, as I mentioned earlier, we are a nonprofit. And so, um, you know, we need donations to continue our work, but we also need volunteers to continue our work and to help us accomplish some of these things. And so we rely on our community to support us, but we also want to support them as much as we can in return. So if you’re looking for a venue space and you are a nonprofit or community organization group, reach out to us and chat. We can, you know, figure out an arrangement so that you can have so that you can use our space at a lower cost. We want to share what we have with the community. And so we have done that before, where we’ve allowed nonprofits to use our space for a discounted rate because we’re like, you’re, you’re doing amazing work. This is a small way that we can support you. Um, we also work with some of our foundations and funders to get, um, to get donations to allow some of the schools to come on field trips for free. Um, you know, sometimes title one schools or schools that don’t have field trip funding, uh, They just can’t come because of the money. And that’s not a that’s that’s not what we want to hear. So we try to work to alleviate that as well, because we think it is so important for us kids to have a museum experience that we spend time brainstorming how to get them there, even if it just means, you know, talking to a foundation to figure that out. Um, so yeah, we’re always thinking about community and everything we do ties back to that.

Trisha Stetzel: Yeah, absolutely. All my nonprofit friends who are listening, you heard that they have a space for you. You should reach out and see what kind of, uh, arrangements you guys can make when, uh, when you need a space. We all need a space, uh, whether we’re profit or not, not for profit. Oftentimes we need a space to have or hold events. Okay. As we come to a close, You gave us a little look see into an interesting story that came from Fort Bend. But I would like to know. Madeleine, what is your favorite story that is told or depicted or presented or represented at the Fort Bend Museum?

Madeleine Calcote-Garcia: That is a tough one. Um, so I think I will describe my favorite object that we have on display in the museum. Um, and it tells a sad story, but it’s really important. Um, we have a recording, um, of some convict labor singing a work song, um, that they would have sung when they were working, um, you know, uh, at the one of the Texas prisons in this area and it’s just very touching. Um, it’s a sad part of Fort Bend County’s history that, you know, we had a convict laborers in this area. But I think it’s so important that we’re we’re talking about that. We’re trying to learn a little bit more about that part of our history so that we can make sure that it doesn’t happen again. You know, we don’t want to we don’t want to repeat history. Um, and so to me, that’s just one of the most touching pieces that we have in our gallery. So it is, it is a sad story, but, um, it’s one of the ones that I always go back to and I’m like, this is why we’re doing this work. It’s important. And, um, you know, it just, it always, it always just, uh, kind of pulls on the heartstrings a little bit.

Speaker 4: Mhm. Absolutely.

Trisha Stetzel: Thank you for sharing that. How many times have you churned butter, Madeleine?

Madeleine Calcote-Garcia: Um, you know, more times than I can count. Um, and it is hard work. Um, it it takes a while to get it to butter. Um, and we actually do that with grown ups too sometimes. So, uh, some of our local chambers do leadership classes, and they usually come to the museum and we have the grown ups churn butter too. So, um, it takes it takes a bit of work.

Trisha Stetzel: The grown ups probably complain more than the kids, right?

Madeleine Calcote-Garcia: Oh, my kids are ready to go. They’re like, let’s keep going.

Trisha Stetzel: Let’s see what happens here. The grown ups are like, this is hard work. Why do I have to keep going? Thank you so much for coming and talking about the museum. It’s, um, a very important one. History is a very important topic. I love how you reframed things so simply today around, you know, being able to, um, hear stories or even tell stories. And that’s what history is really about. And even some of the amazing things that the Fort Bend History Association is doing for the community. So thank you for all of the work that you’re doing. Tell us one more time how folks who are interested that are listening today can get involved. Donate, volunteer or even just buy tickets to come see the museum.

Madeleine Calcote-Garcia: Yes. So all of that information can be found on our website, uh, Fort Fort Bend, Museum.org. And you can also find all that information on our social media channels as well on Facebook and Instagram under the Fort Bend Museum. And that also, of course, has links to our website. So between, uh, all of that, you will find whatever information you need. And I hope, uh, that you come visit us, that you volunteer, that you donate, you attend an event. Um, and, you know, we would love to have you there. We hope to see you soon.

Trisha Stetzel: Thank you, Madeleine, and I’m thrilled to be a part of you getting it out there as part of the Fort Bend Museum and marketing and talking more about it. There are so many people, I guarantee you, that are listening today that didn’t know it existed. And now they do.

Madeleine Calcote-Garcia: Well, thank you, Trisha. I’m so glad that I could be on the show today.

Trisha Stetzel: Yeah, it was fun. Thank you for the conversation. Okay, guys, that’s all the time we have for today. If you found value in the conversation that Madeleine and I had today, please share it with a fellow entrepreneur, museum goer, or someone who hasn’t yet been to a museum and they’re curious. Of course, you can share it with veterans and even Houston leaders 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.

Dan Ward: How Detroit Labs Solves Complex Problems with Human-Centered Tech

March 9, 2026 by angishields

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Houston Business Radio
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Dan-WardDan Ward is Co-Founder and President of Detroit Labs, a digital innovation studio in downtown Detroit.

Through the years, Detroit Labs has partnered with clients like GM, Ford, Volkswagen, Jimmy John’s, Domino’s Pizza, Driveway.com, and many others to drive growth through design and technology.

Dan has mentored students at Central Michigan University in the New Venture Competition since 2018, was the recipient of the CMU College of Business Entrepreneur of the Year Award in 2019 and was a Crain’s 40 under 40 honoree in 2019.

Dan currently resides in Grosse Pointe Farms with his wife and 2 young children.

LinkedIn:https://www.linkedin.com/in/dward313/
Website: https://www.detroitlabs.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. It is my pleasure to introduce you to my guest today, Dan Ward, co-founder and president of Detroit Labs, a digital innovation studio based in downtown, you guessed it, Detroit. Dan has spent his career building and leading teams that help organizations grow through software development, product design, and user centered technology. Under his leadership, Detroit Labs has partnered with brands like GM, Ford, Volkswagen, Domino’s, Jimmy John’s, and Driveway Comm to solve complex problems at the intersection of design, engineering and business strategy beyond client work. Dan is deeply invested in entrepreneurship, entrepreneurship and education, mentoring student founders at Central Michigan University and earning recognition as Cmu’s entrepreneur of the Year and Crain’s 40 under 40 honoree. Dan, welcome to the show.

Dan Ward: Thank you for having me. It’s wonderful. Intro. I appreciate it.

Trisha Stetzel: Yes. You know, I pride myself on doing that because it’s a gift. We don’t always say these things about ourselves. Right. So my gift to you, Dan, um, let’s start with who you are. Tell us more about Dan.

Dan Ward: Yeah. Uh, well, very good point. Uh, everyone struggles talking about themselves. So now I get to talk about myself. But, um, you know, as you mentioned, I’m a proud graduate of Central Michigan University, uh, learned a ton there. I actually have a history degree of all things. So I think I’m qualified to curate a museum. And that’s literally it. A non-teaching one. Uh, great choice on my part. There’s a there’s a lot of great things that come with it. Uh, to be clear, um, and then, uh, I, I’ve spent since then my entire life, uh, in technology. So I had an opportunity to go work at quicken Loans, which is now, uh, rocket. Uh, I had an opportunity there to work directly for Dan Gilbert, uh, who is, uh, our local, um, success story here in Detroit owns the Cleveland Cavaliers as well. And I learned a ton from him. I got to go on all kinds of trips with him, sit in the corner of every meeting you can think of, uh, work on technology for him, presentations. It was just, it was a very interesting about three and a half, almost four years. And from there, we started Detroit Labs and, and we’ve been going ever since 2011. We’re going to be, I think in May, we’ll be celebrating 15 years, uh, a lot of, uh, tremendous growth. And then, um, uh, some ups and downs and then, uh, we’re back on the other side of that, I believe right now. So it’s an exciting time. Um, and, uh, I think, I think starting a business anyways is a bit of a roller coaster. So, uh, it’s, it’s been fun. And then, uh, I can’t ignore the fact that I got an amazing family, two kids, a wife, and I coach pretty much every sport at this point. Um, so I get an opportunity to hang out with my, my oldest, all of his friends. And then now starting with my youngest, uh, in basketball. So it’s fun.

Trisha Stetzel: Oh, that’s fun basketball, indoor sport, baseball. We were teasing about that. So, you know, part of the year it’s a little cold outside and that’s okay. Um, cool. Let’s I’d love to to talk more about Detroit labs, but you mentioned something that really stuck with me, which is the life cycle of your business. And we all go through that. It’s very cyclical, right in the way our businesses come together. So give us just a little bit of the, um, startup pains and kind of where you’re at now with, um, Detroit Labs.

Dan Ward: Sure. Start up pains is an interesting way of putting it. I feel like it doesn’t fully change. Uh, slightly modified. Uh, but we, we started, I mentioned in 2011 with, uh, four co-founders, uh, about a year in one of the other co-founders wanted to go start something else. Uh, he did that, but, uh, the other three co-founders were still in the business. We still run the business together. Amazing partners. We have, uh, really great overlap. Uh, we have different skill sets that complement each other. Uh, we’ve been pretty fortunate enough to have that. And, and I always tell people you’re fortunate if you can find a good co-founder, find a, find a co-founder, doing it yourself is challenging. Um, and then we had a, we had a good string of a lot of great successful years, uh, probably anywhere between 15 to upper 20% growth year over year. It was really great. And then on the other side of Covid, so we made it through that. And then on the other side of that, several of the industries that we were working in, um, they dried up a little bit or they had to change priorities.

Dan Ward: And so several of the clients that we had great relationships with, uh, they just, they, they slowed down and, and specifically they slowed their, their spend in what we have to offer. And so we had a couple lean years that were challenging. So we went through this tremendous, you know, almost ten years of, of growth and then had to go through the unfortunate, uh, a couple rounds of layoffs, which is still painful scars. You, you feel terrible. But, uh, I do feel confident that we’re on the, the other other side of that. And, and, you know, what’s been interesting is making sure, you know, you talk about, um, startup pains, it’s important to learn from those pains. And so really kind of analyzing what took place over the last couple years and not just saying it was the market’s fault. And so we’ve had a lot of that time to process and adjust and change. And so the organization today looks quite a bit different than the organization looked back in probably 2021. So it’s been an interesting path.

Trisha Stetzel: Yeah, absolutely. And you know, somewhere on that sigmoid curve when we’re talking about the lifecycle of a business is something called reinvention. And it’s so important so that we don’t go into the decline phase and let things just fall apart, right? We do. We’ve got to pay attention to those kinds of things. Congratulations on the 15 years, particularly because you do have co-founders. It, it, it’s, um, sometimes can make it a little more complicated.

Dan Ward: Yeah. You know, I always tell people, um, with, with, especially with a startup. Misery loves company startups can be fun, but a lot of times it can be a pain. And, and to be able to go through that with somebody is, is comforting. Honestly, it sounds cheesy, but it’s just nice because when things get really bad, we can look at each other and be like, we’re both miserable right now, or all three of us are miserable right now, and that’s okay. How do we get how do we get out of that? How do we help each other? You know, pull each other out of that. So that part’s actually been really helpful and great.

Trisha Stetzel: Yeah. As long as you can remember to get back above the line. Right. Okay, let’s. Misery loves company. Let’s get it out of the way.

Dan Ward: Let’s move.

Trisha Stetzel: Forward.

Dan Ward: We’re also really great at having big drag out arguments and then going and grabbing lunch. So. And no one feels like they’re slighted or anything like that. So we’ve been we’ve been pretty lucky when it comes to that.

Trisha Stetzel: I love that. That’s fantastic. Um, before we get into more questions, tell me a little more. Give me some lay terms, layman’s terms on what is it that you’re providing to your customers through Detroit Labs?

Dan Ward: Great question. So we work with large brands. Uh, we, uh, we’re 100% onshore, uh, development design company. And so the best fit we have is with larger brands, and we work with them to unpack some of their either challenges or opportunities. And when I look at challenges, I both speaking internally amongst their different organizations and groups, how maybe they run their business, but then externally with their with their customers, with their clients, what type of friction are they having with them or what type of opportunity can they provide them with? At that point, we start to work through the strategy of that, making sure that whatever we propose has business value, that users are going to actually use the experience. Nothing frustrates me more than seeing companies invest millions of dollars into something that their users don’t actually want, or invest millions of dollars into. Maybe it’s an internal tool that doesn’t feel good and provide value. And you know, people are people. They use apps at home, like, you know, build them something that they want to use. Um, and so anyways, we, we work with them on the strategy side of it. And from there we design the solution for them. Uh, and then we can also build the solution. That’s what’s really great about Detroit labs. So we can own that entire product lifecycle from the earliest conversations to the design of it, to the testing of it, to the development of it and the deployment of it and ongoing support with, uh, staffing as well. So, uh, it’s, it’s fun to be able to go to a client, you know, share an idea, share something really, you hope, hope it’s profound, but then being able to back that up with the ability to actually design and build something with, I mean, the talented folks that we have, it’s really kind of, I’m not one of those. So I get to sit back and say, hey, client, we can build you this really great thing and then look across from me and say, right, we can, right? So that part’s really exciting.

Trisha Stetzel: I, I love that. So can we talk a little bit about technology? You talked about, you know, investing in these things and spending a lot of money and trying to sell something to their clients that they don’t actually need. And I think, you know, when we talk about technology and I’m, I’m not talking about AI will go there in a minute, but what really separates organizations that use technology? Well, right. We’re offering it to them. They’re using technology well from those that are just investing in it.

Dan Ward: Yeah, I think I’ve always kind of told this story to clients. And then also internally at Detroit Labs, I think, you know, you can approach technology through through two lenses or two directions. You can say, I have this piece of technology. How can I make this work? Oftentimes you find that in big group purchases with some of the big technology companies. Oh, as part of that purchase, I got this really great QA software. How do I make that work? Uh, or you can go talk to the end user. That might be internal, that might be external, and try to figure out what it is that they actually need. And then you build the solution. Now, I happen to be a proponent of the talking to the users and figuring out what they need. Now you’re not asking them, uh, you know, a laundry list of all the features they want. You’re saying, what problems are you trying to solve? How are you solving it? What technology do you use today? What technology do you use at home that you really like? You do like the Delta Airlines app, right? Do you like the gmail app? You know, and insert any other app, insert any other website because now you’re starting to kind of get an idea of what they value in their, in their experience outside of work. And then design a solution for that. So, so you start with the, the use case, your understanding how they’re going to use software. You understand that if you built this thing, their life would be better. It would take some version of pain of frustration away from their life. And then you build that solution rather than, I have a piece of technology. How do I find, uh, you know, a place for it. So the best organizations will prioritize the user first, whether that be customer or internal user.

Trisha Stetzel: So this applies to not just technology. I’m thinking about the business owners and leaders that are out there right now saying, I have this product or service and I gotta find somebody to buy it, right?

Dan Ward: It is the exact same thing when I’m working with the students at at CMU. They’ll come up with a really great idea. And I’m like, that’s wonderful. And that is very interesting. Who wants to buy it? And they’re like, well, it’s just a really great product fair. Who wants to buy it? And oftentimes what happens is you’re like, well, you know, my mom wants it or my friend wants it, okay? And that might be valid. You need to go out and start talking to people. And that is one of the things that I’m always pushing the entrepreneurial students to say, to go out and like, speak with people and ask if they, you know, what problems do they have? Not even hey, I have this. Will this solve a thing? Ask them what problem they have and then figure out if your thing will solve it. It’s just a kind of a slightly different way of thinking about it.

Trisha Stetzel: Absolutely. It’s like writing your jokes and never telling them to an audience, right? And, and then you go out on stage and you bomb because you had no idea that your jokes were not funny.

Dan Ward: Yeah, yeah. In your head, they’re the greatest things ever, right?

Trisha Stetzel: Yeah, exactly. Made me laugh. Uh, okay. So let’s since we’re here in this space, why don’t we. I know there’s some people who already want to connect with you. Dan, why don’t we give them some contact information? What’s the best way for folks to reach out to you?

Dan Ward: Absolutely. So I think if you want to connect with us through Detroit Labs, we’ll use that Detroit Labs proper. It’s hello at Detroit labs.com. Very simple way to get to us. It’s an inbox that multiple people monitor and we do pay attention to that. Uh, as far as me Finding me on LinkedIn is a is a good location. I will admit I am not the fastest, uh, social media responder in history. Um, it is, uh, I think it’s because I don’t use many social medias, uh, for a lot of reasons, but I do check it and I will, uh, respond. But yeah, hello at Detroit Labs is, is a great place. I’m also down at Detroit Labs. It’s actually pretty easy to figure out emails, uh, with us. So, um, and I do pay attention to that.

Trisha Stetzel: Fantastic. Thanks, Stan. Um, I did mention AI a minute ago and I know you have some thoughts around that. So just thinking about that, um, from your perspective, where is AI genuinely adding value and where is it really just noise?

Dan Ward: Yeah, that’s, uh, that’s a great question because I honestly, I struggle with it. One day I’m like, this is the greatest piece of technology in the history of the world. The other day, I’m like, this is hallucinating and giving me the wrong answers. Can I trust this? And I think I’m constantly existing in a space of, uh, that blend of curiosity and like wondering if I should actually trust and take the time to use this. So we use it in a couple different areas. One, if we’re trying to qualify a client or validate, maybe, you know, a pain in the, in the, you know, industry or vertical jumping into Gemini, ChatGPT, you know, pick whichever one you want to use and asking it to do some of the research on your behalf, I think is very helpful. I think that is really where AI works. I think you still have to double check almost everything, which is the bummer part. Um, but I do think that that can speed up that process of really prospecting and understanding verticals and challenges that companies might face on the, on the code side, we. We try to find areas where we can use it to handle some of the repetitive tasks. For us, it’s a little different because we, um, we produce code for a client. So the client actually owns that code. So there has to be a conversation at the very early stages of can we use AI with your code? Are you okay with that? Um, that leads to an interesting conversation. Sometimes, sometimes it’s easy and sometimes it’s not. Um, on the, on the design side, what’s really interesting is kind of rapid validation of, of, uh, personas.

Dan Ward: Um, you know, okay, I’m looking for a person that’s in the Midwest that, um, is freezing right now, but, uh, a person in the Midwest that likes to, um, buy sandwiches and they have a family. You can use AI to try to kind of build some of those personas. That’s really helpful use case. Um, but we have found, we’re often asked like, hey, are you building AI solutions for clients? And I always feel like we’re just close. We’re, it always feels like we’re in this like stage of rapid prototyping rather than full scale development and deployment. And I think largely it’s because AI can do so much but can be so unpredictable at the same time. I was told by an individual at happens to be at one of the bigger technology companies that, um, AI is the solution in search of a problem. And when they’re looking at deploying AI technologies and they’re going and talking to their big clients, the demo is great. Look what it can do. Oh my goodness, isn’t this amazing? It can talk to me. It can find me answers. Well, how do I use this in my business? And there are some really logical areas customer service, HR, things like that, where you have people just asking a lot of questions and having a self-service AI bot could be really great. But those are also the areas where bad information can be really bad. So it’s kind of this interesting area that we’re in right now. And I would always say, I will say it’s constantly proof of concept land.

Trisha Stetzel: Yeah. So I’m seeing this very interesting thread through our conversation, which is, uh, you just said a solution looking for a client. So we’ve been talking about that right? All the way through, uh, threaded through our conversation today. And as we think about all of these things, how you in 15 years have built such a successful business, how your, um, helping startups or entrepreneurs that are coming up and helping them think more about what it is that they’re doing or thinking into the future, really having a strategy for where you’re going. I’d love to talk a little bit more about strategic thinking. So first give us your definition of strategic thinking and let’s roll this into the conversation.

Dan Ward: I use a very old term when it comes to strategic thinking, is seeing the forest through the trees and just allowing yourself to kind of back up a little bit and see the bigger picture. And honestly, this is something I joke around about my history degree, but this is something that history taught me because it is the, I don’t know, there’s, there’s very few subjects where you can look at an entire multi generation decade, uh, situation, you know, a war, an event, right? And, and really analyze cause and effect in like a 30 minute time frame. Like what other, what other subject can you do that? And so I really think that, you know, studying history Really kind of promotes the strategic thinking of, okay, I’m going to do this thing in front of me. What are the three, four, five possible consequences for that? And, and, and that is it’s well, it’s something that I always talk to history students about because that, again, a thing I’m really passionate about when it comes to that, but I really think that strategic thinking is being able to step back, understand that whatever it is you’re about to do is going to have consequences. Are they good? Are they bad? How does that kind of cascade and create a web? Um, and so it’s not always easy and it’s not always possible to see that next step out. Uh, but it is a fun challenge.

Trisha Stetzel: Yeah. The forest through the trees. And I think oftentimes the forest gets in the way of seeing or excuse me, the trees get in the way of actually seeing the bigger picture. So thinking back on your experiences and even working with your students and entrepreneurs that are in startups. How do you get them to shift their mindset and their thinking from the things that I have to do today to get to the end of the month so that I can pay the bills to what is the big picture? What is 90 days, 180 days, three years down the road? What does that look like? So how do you help shift the way these younger, uh, not younger in age, but those who are maybe just starting a business or are still in, uh, you know, neck deep trying to get it going.

Dan Ward: Um, I’m probably always considered the more negative or mean one when it comes to assessing, uh, startups over at Central Michigan. But, um, one of the things I like to try to challenge the students to do is take a step back. You’re in too deep and then get out of your dorm, get out of your apartment and try to really understand if there’s a market for what you’re trying to do. Is there pain or frustration? You know, humans buy in pain and frustration. Pain is such a tough word, but it’s true. And and so really trying to understand and empathize with potential customers. So you know what it is that you’re trying to sell to them or if your product has, has value. I think, um, I think all too often folks like to dream big, but dream big that stays in their head. And to your point of creating jokes and never saying them out loud and you have no idea if it’s if it’s funny or not. A lot of entrepreneurs do that and, and, and really challenging folks to, to get out, expand, get out of your, like I said, get out of your dorm, get out of your classroom, get away from your computer screen. Go out and talk to somebody at a bar, at a restaurant, at an event, uh, do some networking. That’s, that’s always been my feedback. Uh, and I think in all fairness, it’s something that I didn’t learn until later. So I didn’t learn until probably 3 or 4 years into Detroit Labs. The value of going to a networking event, the value of talking to somebody face to face, right? I didn’t learn that until a little bit later. And so it’s one of the things I’m, I’m pretty passionate with telling the students, you know, go to events, meet people and get outside of your, what you see in front of you.

Trisha Stetzel: Yeah. We gotta go talk to humans. Dan.

Dan Ward: What you know, what’s interesting is we’ve gone through. So I started working with the university before Covid and then worked with them through that. And then now obviously on the other side of that, and I, and I hate to always talk about that time, but it really impacted college kids, uh, college students, I should say. And so you went from a, a hungry get in front of everybody to everyone’s behind their computer and you’re like, wait, you’re telling me I got to go to an event to now there’s just this past year or so, uh, we’ve seen more students that are excited to go to these happy hours we put on that are excited to go talk to a mentor, excited to go talk to a client. It’s, it’s, it’s refreshing and it’s great. And not that the other ones were bad by any means. They just had to live through a different time.

Trisha Stetzel: They did great that cycle. Everything is cyclical. And here we are back again. And as we’re getting to the back end of our conversation, I want to circle back around to something we started with, and I’ve heard you say it a few times through our conversation, which is mentorship. It was a very important to you as you were coming into your business and learning from a mentor, and you now are mentoring others. Can you talk about the importance of both ways?

Dan Ward: Sure. Um, you know, for me, my, my mentor was Dan Gilbert, right? I was incredibly fortunate to be able to, uh, for, you know, almost four years to work directly with him. And that started off as, you know, just tech support. Build a presentation. Right. Um, and then eventually I had an opportunity to, to travel with him, uh, which was, which was interesting, right? Like, you know, you go from, you know, a normal Delta flight to now I’m flying in a, in a small private plane to go to these events. Right. And then I found myself in the room during some MBA meetings. So growing up a big sports fan, that was really neat. Uh, but to Dan’s credit, what he saw was that I started asking more questions. I had a good friend that said, hey, I know this is challenging. Flying everywhere with all these things. It’s tough. It’s hard work, right? And you’re dedicating a lot of your life. He goes, but be a sponge. Really start. You have no idea. Like, look at who you’re traveling with. Look at the meetings you’re in. Be a sponge. And and so I started to ask Dan a lot of questions. And to Dan’s credit, I remember we were in Cleveland and we’d just gotten off the elevator going up to the fifth floor at the Q where the Cavs play.

Dan Ward: And he goes, you seemed really interested in that meeting. And I said, actually I was I was curious, how did it go. You know, because I was I was running a presentation and he goes, do you want to start coming into all my meetings or most of my meetings? And I was like, yeah, sure. That sounds really interesting. And, and he goes, and if you have questions after, I’m happy to answer them. And so Dan gave me the time of day, right? Like he, he saw that I was, I was interested, inquisitive. There’s nothing special or unique about what I was bringing to the table, but he just saw that I was interested and he said, you know what? Why don’t you come in and start sitting in these rooms? And Dan and I, we just happened to get along really great. And and still to this day, keep in touch, which is which is awesome. He was one of the early investors in Detroit labs, but I took that and the value that that gave me, which I will be honest, I don’t think you fully appreciate it until you get a little bit older and you start doing these things that you’re like, oh, I learned that from Dan Or right, good or bad.

Dan Ward: To be fair, but I. Oh, I learned that from Dan and, uh. Um, so then, you know, I’ve always, after experiencing that and after fully understanding that a couple of years into Detroit labs, I’ve wanted to be able to be that for others and in whatever capacity that they feel is necessary. Right. And I, I find that when I go to central, I’m seeing you when I go to CMU, sitting down and talking to students, giving them feedback, helping them along the way. It’s really excited. I’m really excited, I should say. When I see the same students over and over and I see their ideas continue to progress, or I’m even more excited when I see them pivot. Um, it is really, really nice when you see an entrepreneur say, hmm, that wasn’t it. I’m going to pivot and, and so that’s really great. And then honestly, I’m kind of an open book at this point. Whoever wants to talk about things, I have opinions. They may not always be right, but I’m happy to share them.

Trisha Stetzel: I love that and it is so important to pay it forward. That might sound corny, but I believe that that sums it up right?

Dan Ward: I agree.

Trisha Stetzel: And then we give and I think that’s so important in this space that we’re all working and living in right now. Dan, this has been fantastic. I really appreciate you joining me today. Would you one more time, just give us your contact information for those who want to reach out. Of course, I’ll have that in the show notes as well. For those of you who are sitting in front of your computer. So, Dan, how can folks connect with you?

Dan Ward: Let’s see if I remember what I said earlier, but hello at Detroit Labs is a great way to get Ahold of Detroit Labs. Uh, Dan at Detroit Labs is my email address. I do the very best to keep up on that. Bear with me. If you end up sending me a note and I don’t get back to you right away. I have a lot of people that like to send me things I’m maybe not as interested in. And then, um, uh, LinkedIn, I’m on LinkedIn. I do pay attention to it. Not as fast of a responder, but I promise I do pay attention to it. Um, but yeah, hello at Detroit Labs is probably the safest one because then you kind of cast a wider net, if you will. Yeah.

Trisha Stetzel: Fantastic. Dan, thank you again for your time today. This has been awesome.

Dan Ward: Thank you. I really appreciate it.

Trisha Stetzel: All right, you guys, that’s all the time we have for today. If you found value in this conversation that Dan and I had, 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: The Role of Framing in Sales

March 6, 2026 by angishields

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BRX Pro Tips
BRX Pro Tip: The Role of Framing in Sales
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BRX Pro Tip: The Role of Framing in Sales

Stone Payton : Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, talk a little bit about your perspective on the role of framing in the sales process.

Lee Kantor: Yeah, I think framing is critical when it comes to any type of mental model or thinking. And in sales, it’s really important to frame the problem your client or prospective client is having properly.

Lee Kantor: If you don’t frame the problem correctly, your solution isn’t going to land, no matter how good it is. So, when you frame the problem well, the sale becomes obvious. When you frame it poorly, you end up competing on price because they don’t understand what you’re solving this for.

Lee Kantor: So, here are some ways to frame the problem. Number one, show your prospect what the problem is really costing them. And it’s not just money. It’s also time. It’s also opportunities. It’s also stress. There’s other things that have a cost that is not just money. And it’s important for the prospect to understand that, because a lot of times they’re just trying to make this a money issue, and it’s usually not just a money issue.

Lee Kantor: Number two, you want to connect the problem that you’re solving to a bigger goal. How is this problem keeping them from where they want to be in six months or a year? How is neglecting this issue going to cost them down the road? They may not be thinking of it in that manner. It’s important to kind of bring that up.

Lee Kantor: And number three, you want to reframe surface problems into root problems. They tell you what they think they need, but you have to show them what’s actually driving that need. Get the problem frame right and the sale becomes easier. If you skip this step, you’re going to be fighting uphill the whole way. So make sure that you frame your solution to the problem, not just the surface problem, the superficial problem, but the root problem that your prospect is struggling with.

BRX Pro Tip: What Are You an Expert In?

March 5, 2026 by angishields

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BRX Pro Tips
BRX Pro Tip: What Are You an Expert In?
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Stone Payton : Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I got to confess, from time to time, when someone refers to me as an expert, you know, sometimes I cringe a little bit, or I feel like maybe imposter syndrome or whatever, but dadburnit, I do have some expertise. I am an expert in something. Say more about that.

Lee Kantor: Yeah, I think it’s important for people to think you’re an expert or a go-to person in a certain thing, because there’s just too much noise out there. People have to be able to put you in a place that they know that, okay, if I need this, I go to this person.

Lee Kantor: So, you have to be seen as an expert in something in order to kind of build the practice you’re trying to build. So you don’t have to be an authority, a world-leading authority, to be an expert. And I think that’s a misnomer. You just have to know more about something than most people. And if you’ve been doing something long enough, you probably have already achieved that. I think people put too high of a bar of what an expert means, because there’s lots of experts and lots of things. But if you’ve solved the problem 10 times, you’re more of an expert than someone who’s never solved it. And that’s really all it takes, I think, in today’s world, to be seen as an expert, at least to certain types of clients. And that becomes, you know, who the people you want to get to know more are.

Lee Kantor: If you’ve done it 10 times and they’ve done it one time, that becomes your target. You don’t have to go – if somebody – if you need to find a client that’s already done it 20 times and you’ve only done it 10 times, you’re probably not an expert for them. And that’s probably not the right fit client.

Lee Kantor: So, three ways to kind of come up with what type of expertise you have, or to start thinking about how to become an expert is just think about what, right now, do people consistently come to you for to ask for help with? What kind of questions do you get asked over and over? If people are coming to you for a certain reason, you’re probably good at whatever it is that thing is because they wouldn’t be asking you for help if they didn’t think you already knew something about that.

Lee Kantor: And then, what have you done enough times that you can teach somebody else? Where have you gotten kind of real results that are repeatable? If you’ve done something like that and you can teach somebody something, then you’re obviously an expert in that.

Lee Kantor: And what are some of the things that you read about, you think about, you kind of nerd out on when you’re not getting paid? That obviously is something that you’re attracted to and that you’re interested in. And then when you have that kind of depth of knowledge, that kind of leads to you being an expert.

Lee Kantor: And once you can kind of name your expertise clearly, everything else is going to get easier. Your marketing becomes clearer, your positioning gets sharper, and you stop being everything to everyone. So claim your expertise, own it, and then build your business around it.

BRX Pro Tip: A Buyer Needs a Comparison

March 4, 2026 by angishields

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BRX Pro Tip: A Buyer Needs a Comparison
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BRX Pro Tip: A Buyer Needs a Comparison

Stone Payton: Welcome back to Business RadioX Pro Tips, Lee Kantor and Stone Payton here with you. You know, you would think after 30 plus years in the sales arena, I would have learned this lesson, not forgotten it, but I have to be reminded. But it is so true that buyers really do need a comparison, don’t they?

Lee Kantor: Yeah. It’s really hard for someone to buy something when there’s nothing to compare it to, or they don’t understand kind of the contrast in between buying your thing or buying another thing, or what happens more often is buying nothing. And that’s why when you’re explaining what you’re selling to somebody and you’re the only option that they feel exists, the person typically doesn’t make a move. They freeze. They’re not comparing you to your competitor. They’re comparing you to doing nothing. And doing nothing always feels safer without a clear contrast.

Lee Kantor: So if you know that, then it’s important that you show them options. And those options could be something as simple as giving them a basic package versus a premium package. So, they’re comparing yourself to you in a variety of ways, not you to nothing. And then, another thing to create comparison around or contrast around is a before and after. Paint the picture of where they are now versus where they’ll be with your solution, and explain how that would benefit them.

Lee Kantor: And then, explain what you’re not. It’s important to give them a contrast between who you are, who you serve with who you’re not and who you don’t serve. You know, tell them up front we’re not the cheapest option, but this is what you get for the investment. Defining what you’re not helps define who you are. And then, ultimately, you want to describe the cost of not making a choice.

Lee Kantor: It’s so important to paint a picture where they understand that by doing nothing, there is a cost to that, because doing nothing for a buyer always seems safer if there isn’t a clear contrast. But when you make and you give people a clear contrast, decision making gets easier for them. So, make it simple for them to choose and more of them will.

Local Stories, Global Screens: Using Video to Scale the Business RadioX® Network

March 4, 2026 by angishields

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Local Stories, Global Screens: Using Video to Scale the Business RadioX® Network
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This episode of Scaling in Public dives into how video can help Business RadioX® reach its goal of 100 markets while still honoring its core of intimate, relationship-driven, local storytelling. Lee and Stone, along with Adam Walker and Sanjay Parekh, explore how to thoughtfully add video to the Business RadioX® model without losing the “magic” of in‑studio intimacy. They unpack the tension between in‑person audio, virtual video, and hybrid options, discuss video’s power for relationship-building and virality, and sketch out tiered offerings and on-ramps for future studio partners.

Adam-WalkerAdam Walker is a husband, father of five, and wearer of fedoras. He is a marketing strategist, nonprofit leader, and entrepreneur passionate about using technology and storytelling to create meaningful impact.

He serves as the leader of 48in48, helping nonprofits by building 48 free nonprofit websites in 48 hours and is the co-founder of TogetherLetters, a platform designed to keep people connected without social media.

Adam also co-founded Edgewise Media, where he helps organizations turn ideas into powerful podcasts and short-form content. He’s committed to lifelong learning, daily reading, and helping organizations do good work, better.

Connect with Adam on LinkedIn.

sanjay-parekhSanjay Parekh is a serial technology entrepreneur. Currently he is the founder of Mirage Data, a startup focused on protecting data while maintaining usability. He is also the co-host of Tech Talk Y’all, a podcast covering technology with a southern flair, and also co-founded Edgewise Media.

Sanjay previously co-founded Prototype Prime, a hardware and software startup incubator based in the northern Atlanta metro. Previously Sanjay launched Startup Riot, a conference for startups which pioneered the three minute, four slide presentation format. He also ran Founder Fables, an off-the-record conference for founders.

Prior to founding Startup Riot and Founder Fables, Sanjay was the founding CEO of Digital Envoy and the inventor of the company’s patented NetAcuity IP intelligence technology. At Digital Envoy, Sanjay led the company to raise $12 million in angel and venture funding. Digital Envoy was acquired by Landmark Communications in June 2007.

Sanjay holds an electrical engineering degree from the Georgia Institute of Technology and an MBA from Emory University’s Goizueta Business School.

Connect with Sanjay on LinkedIn.

Episode Highlights

  • Why Lee built Business RadioX® as an introvert’s alternative to traditional networking—and why video is now on the table to help reach 100 markets.
  • The debate: does in‑person audio create deeper relationships than Zoom-style video, and how can intentional pre‑calls and “off‑record” chit chat make virtual interviews feel just as intimate?
  • Adam and Sanjay outline simple, repeatable video setups (multi‑camera, lights, lav mics) and a single post‑production workflow that yields both audio and video assets.
  • A tiered path for studio partners: starting with virtual-only video, graduating to in‑studio audio, and then layering on pro video as they grow.
  • How short‑form clips and YouTube segments can 10x exposure for local businesses, turning one conversation into discoverable assets on TikTok, Reels, Shorts, and search.

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

Intro: Broadcasting live from our flagship studio in Atlanta, Georgia. This is scaling in public. The next 100 Business RadioX markets, featuring founders Lee Kantor and Stone Payton, along with some of America’s top coaches, helping them grow the network with real strategy, real lessons, and real accountability all shared in public. To learn more about the proven system that turns podcast interviews into a perpetual prospecting pipeline through generosity, not gimmicks, go to brxhq.com And download the free Business RadioX playbook. Now here’s your host.

Adam Walker: That was a great intro, I love that. All right, so, uh, I think maybe we should start by talking about why why we’re talking about video. And so I know why Sanjay and I are very pro videos, so. So Lee and Stone, like, I’m wondering, like, if you could explore, like, why why are we even having this conversation? Is it because you think there might that might be an avenue to growth or what are your thoughts on that?

Stone Payton: So I absolutely think it might be an avenue for growth. One of the challenges, and I don’t think we’ve just created this as a perceived challenge for ourselves. I think it’s genuine. It’s one thing to be in a local market where you have people come into your studio and you get to meet them face to face. You see the body language, you create that relationship and that model is very well baked. It works. It always works. It never doesn’t work. If you run a local studio, you’re going to help people and make money. Now Lee and I have taken on the, the, the challenge of trying to get other people to do what we’re doing here in metro Atlanta and a few other communities across the country. You know, to get someone in a market where we’re not like a Memphis or Pittsburgh or San Diego, and I feel like. And I think Lee’s beginning to feel the same way. It’s almost we can use all of our tools and strategy to get to meet those people, begin to build a relationship. We can invite them on a show, but we’ve been audio only for so many years, and it’s it’s not the same experience. So as they begin their experience with Business RadioX, it’s not really the thing that I want them to do, right? It’s a zoom audio recording, and I’ve used this analogy before, but I’ll share it here again. I almost feel sometimes that I’m jumping in a rowboat, rolling out to the middle of the bay, and then trying to sell somebody an outboard motor. And so you know what I mean. So yeah, I do think there is very likely a place for video, maybe even at the local community studio level, but certainly in this scaling effort. Lee. Mm.

Lee Kantor: Yeah. That’s I mean that’s been our experience. We’ve had we’ve been doing audio. We’ve been doing in-studio work for so long. Um, and that’s worked for us since the pandemic and we transitioned to more video. Um, we just haven’t leaned into the video aspect of, of doing what we’re doing. And obviously you can execute this through technology in a variety of ways. Um, but in our work in a studio, having headphones in a place where we’re all there, intimately connected, it creates this bubble of intimacy. That is, we just haven’t been able to replicate using video.

Adam Walker: Mm.

Sanjay Parekh: You know, one of the things that kind of strikes me, um, in terms of the business that you’re in is I think you’ve said it a couple of times now is building relationships, right? It’s all about building relationships. And to me, and I think to Adam as well, uh, one of the things that video does is allow you to build those relationships, because one of the challenges when you’re listening to somebody’s audio only. And I have this challenge all the time. You know, you’re listening to, you know, NPR or whatever it is, and then you actually see the person and you’re like, the picture of the person doesn’t match up with what the image is in your head. And because of that, if you’re seeing them outside in the real world, you wouldn’t think that this person is the person that you’ve been listening to. But when you’re being able to see video of them all the time, like this happens to me, I think, Adam, it’s happened to you as well. People will come up to us because they know us from the things that we’ve done. They’ve seen us. Um, and then they compare the things that we’ve said and then what we look like, and then know when we’re out in public and be able to talk to us.

Sanjay Parekh: And really that helps build those relationships. And so the thing that you said there, Lee, about, you know, these, these communities and, and building those relationships, I think video is actually one of the, the strongest tools that you have in terms of helping that happen. And so I think one of the things that both of you have said before, uh, to us is that there’s like this hesitancy, uh, in terms of doing video like what’s like the core of that. Why the hesitancy? Well, it’s a bias. And it goes to what you said, the you’re focused on how the audience sees you and strangers come up to you because they’ve seen your video and they think they know you or whatever. In our world, the guest is the most important person. So the person that I’m interacting with in person, I am seeing face to face across the table as opposed to like we’re doing now, uh, across a video screen. So that relationship, I believe, um, becomes deeper, faster in person than it does, uh, via Zoom or Riverside or whatever platform you’re using.

Adam Walker: Yeah, I think that’s a good argument, but this kind of like it’s kind of the similar argument of like, we can only have good company culture if we’re all in the same building in an open workspace. And so I think, I think it’s a similar kind of argument. And so I think my response to that would just be that I think you can still build high quality relationships via video, and I think you can do it via video like interview like this. But it has to be there has to be like a lot of intentionality baked into it, because otherwise you miss out on the chit chat or you miss out on the follow up, or you miss out on the, you know, whatever. Um, so yeah, I think I think you can create a formula that would make that work. It just takes a lot of intentionality.

Lee Kantor: But I think I think you’re exactly right, Adam. I think that that’s a perfect analogy is that a lot of businesses want to go back to office because they want to create that serendipity and all those kind of watercooler moments that are difficult to replicate, you know, virtually. So what would be your recommendation if we were to go into video on how to create kind of those deeper relationships without it seeming like every other podcast video, podcast interview where the person jumps into a waiting room in one of these platforms and then, you know, you go five, four, three, two, one, and now you’re off, and then it ends and you go, thank you. Bye. So how would you recommend building that intentionality in those meaningful moments using video?

Adam Walker: Well, I mean, what I’ve done before and some of you may have a different opinion on this from from some of your experience in hosting. Um, so what I’ve done before is I’ve done like a pre-interview call, like just a, just to get to know you call and use that as an opportunity to better understand their story, better understand sort of what they’re about, and then create and craft questions around that for the interview.

Lee Kantor: When you say call are you saying call like a video call or.

Adam Walker: Yeah, like a zoom call. Yeah. Just yeah. Just to get to know you like, oh, tell me your story. Let’s talk about that sort of zoom call and then that can sort of pre inform the actual interview itself. But then suddenly, I mean, I know you do a lot of like pre chit chat on one of our podcasts. Like maybe you could talk about that too, because I think that that’s a slightly different approach but has the same effect. Yeah, I so.

Sanjay Parekh: I tend to do it uh during the, the recording. So before we actually hit record, um, I’ll start talking to them, you know, just to understand a little bit about their story, but really, uh, it’s kind of a multiple purpose one, uh, for some of the folks that don’t come on these shows often, it’s to get them comfortable, uh, and kind of loose and just, you know, chit chat and laugh about stuff or whatever. I just recently had somebody on, uh, who was originally from New Hampshire and I mentioned, you know, like, I remember the New Hampshire quarter, uh, and the old man in the, in the, uh, the Stone or something. I don’t know exactly what it was, but basically the New Hampshire quarter had that. So I started asking him questions about that. Um, and so he went into this long kind of conversation about this, and it kind of loosened him up. Um, but it also gave us this kind of common connection, um, that, hey, you know, like we’re friendly or whatever before we leaped into it. One of the things I did want to kind of mention and kind of talk about and dig into, is that the way we’re kind of framing this is that it’s an either or right, in-person or online video, and it doesn’t necessarily have to be right.

Sanjay Parekh: The in-person can still have video. You can still develop that that that content, that relationship and everything else in person. And then kind of the second order of this, I think the place that this adds a lot of value, not just for y’all, but also for the other people that are running Business RadioX, um, affiliates, is that the guests that are coming on will find value in this, because they’ll have the opportunity to kind of share this video and kind of spread it around. Like there’s there’s added value for them as well. And so I think for some of your folks that are affiliates to be able to, to attract these guests that they want on the show, um, this becomes another kind of quiver, uh, in the, uh, what is that thing called? Arrow in the quiver? Arrow in the quiver? The thing is the quiver. The arrows inside. Arrow in the quiver. Yeah. Thoughts on that?

Lee Kantor: Well, I, I agree that it’s an and not an Or, and we just have to figure out the best way to kind of leverage, um, video to achieve our objectives.

Adam Walker: Yeah. So what. So so so the objective is 100 Business RadioX by the end of the year. Right. So I wonder if you can take just a moment and explain, like why Business RadioX like why like like why would someone start a Business RadioX in their location?

Lee Kantor: Um, Stone you want to take that?

Stone Payton: I do, but I wonder if it wouldn’t even be more powerful for why you started the first one. And then I’m happy to share why I think someone in San Diego ought to get one tomorrow.

Lee Kantor: Yeah. So the reason Business Radio X exists is because I didn’t like doing networking. That was really at the heart of it. Um, Business RadioX exists because I did not want to go to another networking meeting and stand up and tell them why they should hire me to be a copywriter at the time. And so, um, I’m like, there has to be a better way to do this. I’m an introvert. I don’t like to go. I’m uncomfortable in that situation to begin with. And now I have to go every week, and I have to stand up there and say the same thing to the same folks. So what I did was I, um, I had been doing podcasting, um, for a show called Doctor Fitness and the fat Guy and, uh, I’m like, I wonder if I can use the same platform as a way to meet the people I want to meet. So instead of having a show called Doctor Fitness and the Fat Guy, I had a show called Atlanta Business Radio, and on that show I was interviewing business people, and it worked the same way as Doctor Fitness worked, because I could invite people and they would say yes, and they would come on the show and they’d come in the studio. And at the time we were this was at the beginning of podcasting. So there wasn’t. You had explained that you didn’t need an iPod to do, you know, to come on the show. And, you know, we’re having kind of different types of explanations that you’re having now, but they would come on the show and we’d have several guests at a time, and there was just this energy in the room that became a mini networking meeting.

Lee Kantor: Everybody got to learn about each other, and we did it in a manner that was very conversational and it was very intimate. And everybody had headphones were in a room all together. They couldn’t multitask, they couldn’t go on their phone, they had to listen. So everybody was forced to kind of learn about each other. And in that environment, a lot of people were like, oh, I didn’t know you did that, or I didn’t know this or that. And they were able to interact. And then a lot of folks kind of said, hey, I want to know more. And they’d go off and learn more about each other, or I would get clients like, how do how do I get a show so I can do the same thing for my, you know, my business? And it became evident, it was obvious because they saw it happen. It was visceral. Um, and that was something that, um, you know, led to one client to another and another. And, you know, all of a sudden I had a studio full of clients, of which Stone became one of them. And then it became, okay, can we take this same thing and move it to other places and do the same activity and help other people do what I’m doing, just in a different markets?

Adam Walker: I love that. All right. So Stone, why would somebody, you know, put one in, I don’t know, Miami or something like that. Give us more on that.

Stone Payton: Sure. Happy to. And I think I’ll start with why I did it. And I was invited as a guest. I was very impressed with the whole experience was very different than the traditional. You know, I’m a smart CPA. Saturday afternoon FM show that I was doing. I self-published a book back then and I had my, you know, I had all my little notes. I had that one joke that always landed. It was all but it was a much more superficial exchange. Those kinds of interviews on cable access and those FM afternoon shows. Man, I walked into this studio and, you know, the the clouds parted, the angels saying that the doves flew. It was it was just a very different experience. We had real, authentic conversation about me and the work and the why behind the work and where I was taking it and what I had learned from it. And I built genuine relationships in the space of, you know, 45 minutes, you know, an hour with I think it was like three other small business people and Lee and Amy, the two people that were hosting the show. So, I mean, I, I just had a marvelous experience and I couldn’t figure out how Lee was making money because he didn’t charge me to be on the show. He didn’t run any commercials? I stayed after he explained that to me. I probably not that day, but within a couple of days I wrote a check and and he helped me build my own show. And then, you know, it wasn’t 90 days before I wrote a bigger check and bought myself a different career and, uh, and became partners with Lee. But the the real motivation behind it all, if you look under the hood a little bit, is I’m anything but an introvert.

Stone Payton: If you’re not picking up on on that already. Uh, but I also, I like very much being the guy who knows the guy, and I absolutely detest and will never be that person that says, please, baby, please. You know, can we please have a cup of coffee? And I explain what I do and, you know, will you please take my call? I always wanted to be positioned, and I was fortunate in an earlier career, uh, that that we already were wasn’t because of what I was doing. Always positioned that people saw us and me out. And so and so here in Woodstock. I run one of the studios here in Woodstock as well. I mean, I’m the social mayor. Everybody knows me. I’m the cool guy in town. You know, I help support and celebrate everybody from the fire chief and and the police chief to the local business leaders and, you know, Stones, the cool guy in town that everybody that everybody likes. And as a business, I can help other people who want to build real relationships real fast with this platform and our methodology. I can help them do do that. I can help them do it, you know, with a great deal less energy and a lot more fun. And so if you’re in the professional services arena, you’re a coach or a consultant, you’re a fractional exec. It’s just a heck of a lot easier and a lot more fun to use this platform as a way to build real relationships than any other strategy or tactic that I’m aware of.

Adam Walker: Yeah, yeah, that makes sense. So so then it strikes me that there’s there’s kind of two, two components to this conversation for you. All right. One is can video build the type of relationships that you’re looking to build? So can you bring in the guests? Can you build that rapport? Can you create those networks. Can you do that through video? And then the second is can video help you in terms of Business RadioX expand your reach to get in front of more audiences in order to hit your goal to get 100 locations by the end of 2026. I mean, is that is that a reasonable way to sort of frame up the conversation?

Lee Kantor: Yeah, I think so. I think what we’re trying to do, we’re trying to get to 100 by any means necessary. And this is a tactic to do that. I mean, yeah, this is one of several tactics that we’re willing to explore. And we there’s a saying, Jimmy Johnson says that you are what your record says you are. So we we we don’t have ten yet. So we’ve been doing this for 20 years and we don’t have ten, so whatever we’re doing is not working. So everything is on the table to, um, to get to 100. So this is definitely one of the things on the table.

Sanjay Parekh: So there’s an interesting kind of point here. And I think in some of this. So we keep talking about locations, right? Locations. It’s a place where people come uh, this you know, going virtual like this opens up the opportunity where it’s not really a location anymore. Right? It’s a person interviewing, um, and they’re developing relationships. Now that I’m, like, thinking about what you’re talking about. I think this does open up a whole new avenue for y’all. Because right now, you’ve been focused on people that want to develop relationships that are local to them. Right? Because that person’s going to come into the studio and all that. Doing something like this, where everything is virtual, potentially now opens up the opportunities for people that want to develop relationships that are not necessarily local, right? They want to develop relationships across an industry, across a vertical, whatever it is. Uh, and I think then this actually breaks you out of this, uh, kind of constraint where you’re probably thinking, we haven’t talked about this yet. You’re probably thinking that these 100 are inside of the US, whereas if it’s all virtual, then it doesn’t necessarily need to be. And the buy in cost I think is a lot less. Right. Any kind of thoughts on that and feedback on that?

Stone Payton: Well, for me personally.

Lee Kantor: Go ahead, Stone.

Stone Payton: For me personally, I haven’t gone as far down that into the continuum as you’re describing, like having this entire virtual model. But I have, through our other coaching sessions, has lent itself to this big begun to broaden my definition of what a studio partner is. And maybe we ought to call them something else to to the extent that I’m even recommending do what I did. When I came to Cherokee, we moved from East Cobb. I went ahead and did a dozen interviews virtually. So by the time I got to to Woodstock and before I became social mayor, I had I had a, you know, I had some traction. And there are some distinct benefits that I’ve experienced in having those local people there and getting those local clients and all that. But I am definitely opening my mind to a broader definition of what a studio partner is, and that there’s very likely a place there for virtual programing. And for all I know, it ought to be the lead place, I don’t know. So yes, I’m leaning in that direction some. Sanjay.

Lee Kantor: I’m not leaning in that direction as far as Stone is or as you described. I think that what makes us unique and different is that there is a local element to this. And, um, and I’m not constrained by the United States as the only place these things can happen. I I think they can happen anywhere in the world, but I think the value of having a third place where people go physically and meet in person, face to face, I think there’s a place for that and those stories to be told in that manner locally that would benefit entrepreneurs that kind of lean into our methodology and our mission of being the place where these stories are told for the business community to support and celebrate local business. I think that that there is a business model that can support that and that we can help them achieve that. Um, you know, if if the target becomes anybody that has access to Riverside or, or any type of internet technology and they want to just build their, um, community, wherever that is, they can do that within that. Like that doesn’t discourage them from doing that. It’s an and not an or in our model, obviously the technology lets you interview anybody anywhere. So they can do that and still serve, you know, Memphis.

Adam Walker: Yeah. I mean I think there can be a local component and a non-local. I think to me, what it opens up is that if your model right now is all studio based, you’re limited to have people purchase locations that are only wanting to network locally. And I think there’s a pretty large number of professionals that want to network locally and beyond that. And so that would be.

Lee Kantor: The the target would be I would want the ideal the avatar for the ideal client would be somebody who wants to make an impact locally if they don’t want to make an impact locally, and they just, you know, the world is their oyster, that probably is not the right fit for our ideal prospect. Got it. Uh, even though obviously there’s more of those people on the planet, I think the person we’re looking for is the person that wants to say, you know what? I live here in town. I want to be the place where these stories are told. I think it’s important for these stories to be told, and I want to be the one who tells those stories.

Adam Walker: Got it.

Sanjay Parekh: Okay, so the I think there’s an interesting path here in terms of, um, business progression, right? So I think that’s an important thing that you highlighted there that it’s about the local. So it’s a good distinction to have to know that, okay, we’re about helping build up local businesses. Yes. There’s a maybe a remote option because hey every now and again we want to build bring in an expert that’s not local and this is how we do it. But Stone, you actually made the comment earlier that before you moved over, uh, you used these virtual opportunities to start building up the case for this. So is this maybe the right way for you to develop these affiliates to say, like, look, your first six months are are virtual so that you don’t have to go all in and buy, you know, all of this equipment and and spend all this with, with the hope and a dream that it’s all going to work out and that there’s a less expensive option. And in those six months, you figure out where that physical location is going to be based on what you see happen in those six months, and then you transition to a in-person and virtual opportunity. Is that something that makes sense in terms of the business?

Stone Payton: I think that’s an idea that has a lot of merit, and I could see doing that. And even the half step being you’re a pop up studio in the middle, you know, now with all these co-working spaces and all that, get the Business RadioX remote kit. That’s your second level of certification. You know, all that stuff. And then you show up, you know, every Friday at the local co-working thing and do your pop up. Uh, not that we’re doing that, but, I mean, it makes sense to me.

Adam Walker: That’s what we used to do with TikTok, y’all. We had a little pop up studio we’d arrange every every Friday. So.

Stone Payton: But I don’t want to While I want to be completely open minded to all of this, I want to make sure I underscore and I don’t want to dismiss the the sheer magic that happened. I’m at the house right now, but a mile down the road, I’m in a coworking space with a ten by 13 studio. That is a magical place, and you can make a very comfortable living a couple afternoons a week, running down there and giving people a chance to share their story and promote their work. So I don’t want to dismiss that at all. But yeah.

Sanjay Parekh: Yeah, but it’s more about the on ramp, right? Like how do you make it easy to people getting to that point? Because maybe they’re not convinced, but this might be an easier way. Lee did you have thoughts as well?

Lee Kantor: Yeah. Well I don’t want to dismiss like the person, the aspiring person that wants to be an authority in their community and they want to be kind of known as I know everybody or I’m this connector and I’m this really important cog in the ecosystem by partnering with us. This is almost a cheat code because like my studio in Atlanta is in the Chamber of Commerce for the Greater Perimeter chamber. So like they invited me to put a studio in their office, literally in their office. So when they have a mixer, I can broadcast from there mixer because I’m down the hall, you know, where I’m in the same room as them. So some of our partners have offices inside of businesses, like one person has an office in a bank, one of them has an office in a coworking space. Um, like multiple people have them in coworking spaces. But chambers of commerce are very interested in having the ability to have storytellers in their building. That’s a that’s a win win. So it’s not like, oh, it’s hard to get space or I’m going to have to pay a fortune for space. A lot of our people don’t pay anything for rent, and a lot of them get super discounted deals because they have partnerships with the businesses that they’re located in.

Sanjay Parekh: So that’s an interesting kind of concept that you’ve hit upon there. I don’t remember if it’s been discussed in previous episodes, but is that actually maybe your sales channel of talking to Chambers of Commerce and convincing them that they need a Business RadioX not hosted by them, but empower them to go out and find the person that would run it there and have them be basically your sales agent. You know, this is not going kind of far afield of what we were starting to talk about, which is doing video. But let’s talk about the business, because video is really just a matter of empowering the business, right? Spreading the word, um, giving a reason for people to come onto the show. But I think you just hit upon something super interesting that maybe should be the kind of point of this whole effort, right? The reason why you’ve only got in ten is maybe you’re not talking to the chambers of commerce, which is who you need to talk to.

Lee Kantor: The Chambers of Commerce historically have been willing partners. They haven’t been willing check writers, um, they’re not. Um, so far, we haven’t been able to convince any to my knowledge of saying, okay, here’s X number of dollars you can be here, but they are willing to, um, kind of co-brand shows they’re willing to distribute content. They’re willing to, um, have us appear, um, and to offer us, uh, like in my chamber that I’m in, in the Greater Perimeter Chamber of Commerce, that is a chamber that focuses on the top end of the perimeter from 75 to 85, along 285 in Atlanta. So they had multiple offices that they were leasing, and they wanted us to be in, in there. Uh, that was they saw that as a value to their members, to themselves, and they wanted access to our platform. So we were able to work something out there. And they’re a big fan of ours. They they like the fact that we’re there. It’s definitely an asset. And, um, those types of opportunities are available. Um, chamber leaders are open to having conversations with people who have a platform that can help tell their member stories. Let’s put it that way.

Adam Walker: Yeah, yeah.

Lee Kantor: That’s not a big ask. That’s not a big lift from a chamber standpoint to to say, oh, I can invite my members onto your show like that. Yeah, that’s no brainer. That’s an easy yes.

Stone Payton: But but, Lee, and what if we asked them to lift a little more and we framed it up? If what we brought to them was more than what you described? And we do have several examples of that, and we really did in our mind, uh, frame it up as sales agents. I like that terminology. I would love to have the president of the San Diego Chamber of Commerce actively be looking for someone to be our studio partner and be willing to collaborate with them. They would get all those benefits that our chambers have been getting, but they’d also get us our person, or at least help them.

Lee Kantor: Yeah, I mean, we haven’t been able to pull that off, but I mean, the chamber knows a lot of people and a lot of people want more, um, visibility within their membership. And our platform allows that.

Adam Walker: So. So I wonder if I can pivot there back to video for a second and kind of frame it up this way. So we talked about sort of in-person versus virtual. And it was kind of implied that in-person is not video and virtual is video, but that’s not necessarily the case. Right. You can do in-person and video as well. So I don’t want I don’t want to miss that. And I guess I guess what I’d love to pivot to is what video brings to the table in terms of opportunity. And I think, I think I would frame it up in a couple of ways, right? In terms of opportunity to build relationships, because I think video can do that both in-person and virtual. I think it also can help from a networking perspective in terms of if you create video assets that the person you’re interviewing then shares on their networks, you’re now expanding into their network in a meaningful way. And then I think the third thing is it also can create video assets that you can then share and expose yourself on these other networks, like TikTok shorts or reels, where it doesn’t really matter how many followers you have, it matters how good your video is, and you can have ten followers and have a video that hits a million views and that gets a lot of exposure to your brand in general. So. So I wonder if we can sort of, sort of pivot in that direction. Does that sound okay like a good topic?

Stone Payton: It does to me because I have some specific questions about doing video in a studio that may be more.

Adam Walker: Start there. What are your what are your questions about.

Stone Payton: If that’s not too, too tactical? So you guys clearly know what you’re doing with video even even virtually. But I suspect in a in a real environment if we.

Adam Walker: Were we’ve done real setups as well. Yeah.

Stone Payton: So we were if we were at your place or in my studio, I’m sure it would come out looking great. I’m also reasonably sure that if I tried to go to the studio this afternoon and video, uh, you know, the session, it’s not going to look too great. And so how how big and hairy is that to get it where, where it looks good. So that’s one tactical question. And then the other one is Lee and I both have been hesitant, probably for psychological reasons too, but but our, our, uh, our overt reason that we have articulated over the years is it’s so magical in there. I can’t emphasize that enough. The last thing I want to do is add any friction to that, that that set of intimate moments. So I don’t want the lady worried about her makeup or the guy worried about the mustard on his shirt, or the guy making sure he’s sitting up straight. Whereas in the way, I would do an interview this afternoon? Yeah, they’re a little nervous at first, but pretty soon, man, the microphone melts away, and and they can refer to their notes. And, um, so I’m, I would I would love to get to the place where I felt like, yeah, we can do video. Um, we can capture it properly, we can produce it properly, and it’s going to look good when we get done. And it’s not going to add too much friction to the, the, the dynamic that we’ve had so much fun and success with today.

Adam Walker: Yeah. Yeah. Uh, so, uh, were you going to start Sanjay or.

Sanjay Parekh: You know, you go ahead.

Adam Walker: Well, so I would answer in reverse order, right. I think I think the video camera melts away the same way that the microphone melts away. It may take a minute longer. Uh, but it’s been our experience that once you’re going, people get into it and there’s no problem there. Um, the other thing is just, I mean, it’s just gear. I mean, it’s just gear and proper setup. So there’s various levels of gear as, as, you know, there’s expensive and, you know, in cheap, um, we do a three camera setup when we, you know, go out and about. We do a three camera set up in two simple lights kind of coming down.

Sanjay Parekh: Well, that’s for when we have two people, right? Oh, yeah.

Adam Walker: Yeah. If we have two people.

Sanjay Parekh: Okay. Y’all have more usually. So yeah, it might be a little bit more than that.

Adam Walker: Yeah. Um, but I mean, but still, you can do it. You could probably still capture everybody pretty well with the three camera setup. So I mean, it’s just a question of, of a basic setup, kind of, you know, semi-circle cameras facing forward, lights coming in from the top. Everybody’s miked up. Um, we typically use lav mics for that just because it’s easier and cleaner. Um, but there’s a lot of options for that as well. So it’s not a bad.

Lee Kantor: Post-production that that’s like in for us. We record, send the audio off, it gets turned around pretty quickly and it’s pretty, um, economical. What is like a three camera setup, um, require from a post-production standpoint?

Adam Walker: I mean, same, uh, you know, we’ve got an editor that knows what’s coming and we’ve, you know, we’ve arranged a pretty decent rate with him, and, um, and he pulls it all in and, you know, takes a couple days to edit it and it comes back and it’s fantastic. So, I mean.

Lee Kantor: It’s it requires a human to edit it.

Adam Walker: We. Yeah, we I mean, when we do, I mean, for our podcast and for, uh, for, I mean, for in-person or virtual, we have a human. Yeah. An editor.

Sanjay Parekh: Yeah. We we don’t do the AI thing. Um, so, yeah, I mean, there’s AI augmentation and some of it we can use, uh, if we want to. But one of the things I was going to mention there, so the video and the audio editing is done all at the same time. Right. So all of that is pulled in. So it’s not like it’s a somebody doing audio and somebody else is doing video. Everything’s done all at the same time. They’ve got editors that allow you to see all of it. Uh, and so you’re, you’re piecing it all together all at the same time. Uh, so it’s not like you’re doing two different streams of, of production at that point.

Adam Walker: Yeah. Yeah. It’s not too bad I didn’t.

Stone Payton: One other question. We don’t have to address it right now. But what occurs to me is, um, you know, you were describing some of the barriers or perceived barriers for let’s take that person in San Diego like, oh, I got to go get the space. So I’m then I’m thinking, okay, now not only do you got to learn our methodology and our hosting mechanics and all that and our fairly simple method of getting, you know, getting the material to us to produce. But now you got to you got to learn the video thing, you know, is that is that or do we price everything appropriately so that they really don’t have to do much? And then we just take on the video production in-house?

Adam Walker: Probably the second one is what I would do. I mean, so so if it were me, I would create some kind of of simplified video kit for, for whatever price point you think your, your, your typical, uh, client. I’m a franchisee. I don’t know how.

Stone Payton: Studio partner is.

Adam Walker: Studio partner.

Stone Payton: That’s what we’re calling them today. When this publishes, I don’t know, we’ll probably come up with a cooler name. Yeah.

Adam Walker: I mean, so whatever’s tolerable for them and create a kit and send it out and have a have a video showing them how to set it up and, and then, you know, I mean, it’s it’s all, it’s all just following basic instructions and then file delivery. So I mean most most every professional should be able to handle that pretty well if it’s clear.

Sanjay Parekh: I mean I think you’re almost in a situation here where you’ve got three essential tiers that you could do with somebody that’s a studio partner, right? A basic where it’s video only over the internet. Right. That’s they’re getting started the, the regular, which is what you’re doing now where they actually have a space. Um, and maybe you build it so that, hey, the, the basic one where you’re only doing online, you’re only allowed to do that for a certain number of months. That’s, you know, getting your feet wet, figuring out where your space is going to be, whatever. Then that middle section is look audio only in a studio. And then the pro version is, hey, you get video, you do the all this stuff and you kind of pile that on, and that’s for the people that, look, we really want to do something serious. We really want to help out people. We want to give them video assets so that it’s not just people that are listening to the podcast, it’s people that are, uh, you know, just flicking through Instagram or whatever and stumble upon, hey, this really cool business that happens to be in town, right? So I think you might be in a situation where you could set up these multiple tiers and have people graduate from just getting their feet wet to be all in.

Lee Kantor: And then it’s the from a video production standpoint, is it possible that the video element is kind of doesn’t require much of them once it’s set up? Or is it something that, okay, there’s I you know, I have three people, so I gotta move cameras like is it can it all be done in kind of a, a simplified manner or is it something that okay, now I gotta get into the video production business. So I got to learn how to light people. I gotta learn how to capture audio. Like. Like how much of do do I as a, you know. Because remember, this person is an accountant. Yeah. And now yeah this person. So it’s not like they’re a videographers. They’re just they have a day job that they’re using this to help their day job.

Adam Walker: So yeah. Yeah.

Sanjay Parekh: Well I think the great benefit you’ve got here with, uh, the studio partners is that they do have a space, right? That’s their space. That’s this studio all the time. They’re not setting up equipment and tearing it down every single time. So because of that, um, I think you could probably set this up. You know, you’d probably do cameras that are a little bit wider, not fully cropped in with the person. Uh, and then you could set them up that way. So that way if the guest is, you know, shifted a little bit left or right, it’s okay because the video editor can then crop in, uh, and be the right way. So that way, all of that stuff really all then is, is, hey, you gotta turn on all the cameras, uh, and, uh, have them all.

Lee Kantor: There is a way to make it a simplified as possible.

Sanjay Parekh: Yeah. Yeah. I mean, they’re all sitting basically in the same spot. Come, come onto your show before and it’s the setup. You’re not doing.

Lee Kantor: Cartwheels down the right hall. Right. So it’s a different type of content capture. So yeah that is a dream that could come true. We could make a kind of a set where it’s like everybody, this is where you sit. This is how it works. If you want to do video.

Adam Walker: Yeah, I think so. Yeah I think everybody’s studio.

Sanjay Parekh: Yeah. Everybody’s studio might be a little bit different because the orientation might be a little bit different. But once they set it up I think they should be good. Yeah. Right.

Stone Payton: I like the tiered idea to back to that ramp. Right. I like I like that a lot. Right.

Adam Walker: Yeah.

Lee Kantor: Yeah. So this is great.

Adam Walker: Well and then and then so so focusing on the assets side. Right. So so can we do video. Absolutely. Can we make it you know relatively straightforward. Absolutely. But then on the asset side it gives you and it gives the person you interview access to so many more assets that they can then share across so many more different channels. And and to me, that’s probably the most powerful component because, I mean, if if you’re if I’m an accountant, right. And I, I, I don’t know, I bring a lawyer in to, to my new show, for example, and interview the lawyer on basic, I don’t know, copywriting law or something like that. Um, I can then hand that person a ton of assets that then they can about their own profession, their own expertise, and then they can go share on LinkedIn and look like a hero. And now they love me way more than they did before, because they look so good in the content I’ve just given them. Right?

Lee Kantor: Right.

Sanjay Parekh: This to me, is also kind of like what um, Ted has done, right? They’ve got Ted, the main Ted, and then they’ve got Ted. They’ve got all these affiliates everywhere. Right? Yeah, those affiliates really are obviously about, uh, kind of uplifting people that are doing interesting things locally. But the video assets that they get from all of those, right? Some of them end up really, really shining. And I think for for the two of you, what it creates an opportunity for is actually having Business RadioX kind of main social handles, then that uplift some of these video assets that end up really taking off locally. Right. Like you find, hey, you know, in in the middle of nowhere, there’s this really interesting business or they had a really interesting video. And to be able to share that on the main Business RadioX channels, for them to be seen even more and even further. Right. That’s a lot of value, I think, for somebody like that to to then have their kind of story be told much more broadly than just somewhere locally.

Adam Walker: Yeah, I love that.

Lee Kantor: Yeah. No, that sounds good. And you guys have done a great job. I think that your persuasion has has really worked on both Stone and I.

Sanjay Parekh: Have we hammered you into submission now at this point. So, so then based on that, then, um, and I know you’ve done this in other episodes, uh, what are you all committing to in terms of, of this and like, how are we going to move forward?

Lee Kantor: I mean, I think we’re definitely going to test, um, sharing videos. Um, and I think that we’re going to definitely explore how to create a tiered approach and what that would look like kind of financially, because part of what makes our platform attractive to partners is it’s it’s not super expensive. It’s super affordable. So what does this mean? If they add a video tier, you know, what’s how is that going to change the pricing. Um, and what are they going to get for it? And how are we going to be able to execute and deliver on that? Um, so we have to kind of research that a bit. Um, but that’s I mean, that’s all doable. And I don’t think there’s any harm in in creating that tier and seeing, you know, what the market will will do with that.

Stone Payton: So I’m going to throw my hat over the fence, as is my style. And this afternoon I’m going to talk about our tiered system. Not in any great detail, but my part of my safety net is if I feel like we get going down that road and it is just too far outside our lane, then I think we go back to one of our core best practices, and we figure out a way to partner with best in class in that lane to help us execute on the gaps that we cannot or don’t want to try to fill. And I don’t know if you guys know anybody with expertise in that arena, but they if you do, they might be a good, good collaborators in some fashion going forward.

Adam Walker: You can call he likes to wear plaid shirts. He’s, uh.

Sanjay Parekh: I know this guy that always wears hats. I’ve never seen the top of his head before. There’s always a hat on there. I don’t know, doesn’t exist.

Adam Walker: There is no top of the head.

Sanjay Parekh: So.

Stone Payton: Hey, uh, and then there may be more to talk about, but I don’t want to miss this. What is the best way for someone to set up a conversation with you guys? If they’d like to talk with what you guys do at Edgewise Media?

Adam Walker: Yeah, I mean, just Edgewise Media. Edgewise Dot media is the website. And there’s a there’s a form on there to fill out and just, you know, book book it. We’ll book a time and have a chat. We give lots of free advice and sometimes it turns into something else and other times it doesn’t, which is fine.

Stone Payton: So fantastic. Well, don’t let me cut you short, I just, but I wanted to make sure we did that, and I wanted you guys to know how valuable I have have found this time together. Yeah, yeah.

Adam Walker: Well, I guess I guess the last thing that, uh, that might be helpful is to just chat for just a second about, uh, not because we’ve talked about capturing video and we talked about building relationships through video. And we and I think we assumed the power of video in marketing. But I wonder if we should explicitly say, like what all you can do with video and why it’s important. I mean, is that is it worth chatting about that for a second?

Stone Payton: Absolutely.

Adam Walker: Okay. Uh, so I’ll jump in, I’ll dive in and then suddenly interrupt wherever you want. Um, so I think to me, the power of video is that we’ve shifted from a social media connected economy or space into an attention space. And what that means is what I said earlier, where you can jump on TikTok today, have two followers and publish a video. And if that video is good enough quality, it can get a million views. And that’s and I’m not exaggerating. Like that is completely doable today. And that’s true to some degree for reels. And that’s true to some degree for shorts. But TikTok in particular that’s very true for. And so, um, and the way it works is when you publish a new video, it kind of shops it around to like a small group of people. And if that small group of people engage with that video, then it goes, oh, this is pretty good. Let me give it to a bigger group of people, and if that big group of people engaged with it goes, oh, this is pretty good, let me give it to a big group of people. And so a great example of that is our podcast, Tech Talk y’all. You know, we have a limited number of listeners, probably a thousand 2000 listeners somewhere in there. And we’ve got videos on reels and on TikTok.

Adam Walker: I think we’ve got a reels video that’s had over a million views on TikTok videos. Yeah, that have hit, you know, several hundred thousand views. Right. And it just gets more exposure for us and gets more exposure for the podcast in general and expands our audience. And so I think that’s the power of video. The other power of video is YouTube, where you can create longer format videos, maybe not full length, but but longer segments. And then you found on the YouTube search engine, which is, as everybody knows, the second biggest search engine in the world. And so it just gives you, again, more exposure for people that are looking for whatever it is that you do. And I think for hyper local people, it actually becomes even more powerful because if you think about it, there’s not very many accounts. I live in Lilburn, there’s not very many accountants in Lilburn where if I’m on YouTube and I type in like Lilburn accountant, you know, for business. There’s not gonna be any videos on YouTube for that. But if somebody did what you did and put it on you, they’d be there. Um, I don’t know what the search capacity is for that or the the, you know, I’m trying to say, but it’s there. So anything to add to that? Sanjay I miss anything?

Sanjay Parekh: No, I think you covered a lot of it. I think the the opportunity to have something go viral like this is a lot stronger, uh, on some of these platforms, uh, you know, we just obviously we do audio as well. We do, you know, distribute the podcast or Spotify and Apple Podcasts and all that stuff. There’s just not that opportunity to go viral on on a place like that. And so the videos is really where that opportunity lies. Uh, and so a lot of value is created there. And that kind of exposure, the whole thing that we’re talking about, uh, in all of this conversation is exposure for small businesses, right? Exposure for these people so that they can be successful in the things that they’re doing. And so why not leverage one of the best mechanisms that we have right now, uh, to do that?

Adam Walker: Yeah. So that’s that’s the pitch. Yeah.

Lee Kantor: I think I mean, we’re definitely game on trying. So. Yeah. Yeah.

Sanjay Parekh: I got I think we hammered them into submission a while ago. Yeah. Now, now we just bludgeoned to death from this.

Adam Walker: We’ll create some assets for for you all. And you can use them however you however you prefer. But we’ll make sure you’ve got assets in your hands ready to go and, uh, and we’ll see how they perform and we’ll create some for ourselves as well.

Sanjay Parekh: Do we need to do, uh, make Stone and Lee do like a TikTok video right now or something so that you can do that?

Adam Walker: Yeah. I mean, you want to see him up for a couple of a couple of, like, quick TikTok? Yeah, let’s do that. That sounds great. What’s the hook? Hook?

Sanjay Parekh: I think Lee’s about to pretend like his camera’s gonna fail. That’s what I’m saying. Yeah.

Adam Walker: This camera’s flickering. It’s flickering out.

Stone Payton: So.

Sanjay Parekh: Uh. Okay, we should probably wrap this up. Uh, but, uh, Lee Stone, thanks so much for having Adam and myself on. Uh, this has been a lot of fun hanging out with y’all. Um, hopefully it was helpful for y’all. Uh, but as always, we’re always here to help for for anything you all need.

Stone Payton: Well, I know you are, and this has been a tremendous help already. And I know it will be as this effort continues to unfold. Gentlemen, thank you so much. And, uh, sounds like we’ll be talking again soon.

Outro: Thanks for listening to scaling in Public the next Business RadioX 100 markets. Are you ready to enjoy a steady stream of discovery calls? And finally, stop being a best kept secret? It’s time to step out of the shadows and watch your coaching business grow. Let’s fill your calendar ten discovery calls in a month, guaranteed. Go to Birr to download the free Business RadioX playbook.

Selling in the Interest of the Customer

March 4, 2026 by angishields

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