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Todd Howard: The Power of Knowing What Makes You Different

November 17, 2025 by angishields

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

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

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

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

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

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

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

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

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

November 17, 2025 by angishields

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

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

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

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

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

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

November 16, 2025 by angishields

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

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

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

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

Connect with Matt on LinkedIn.

Episode Highlights

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

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

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

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

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

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

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

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

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

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

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

Lee Kantor: And you started that from scratch?

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

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

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

Lee Kantor: They trust him.

Matt Harvey: Exactly.

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

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

Lee Kantor: Oh, so it was regional?

Matt Harvey: Yeah. Yeah.

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

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

Lee Kantor: And then your responsibilities are similar.

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

Lee Kantor: The whole.

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

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

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

Lee Kantor: That’s to keep you busy.

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

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

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

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

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

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

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

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

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

Lee Kantor: The blue shirt.

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

Lee Kantor: After it happened. Right?

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

Lee Kantor: The time.

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

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

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

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

Matt Harvey: Exactly.

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

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

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

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

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

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

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

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

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

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

Lee Kantor: Getting your copper wire back is.

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

Lee Kantor: The wall.

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

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

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

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

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

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

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

Lee Kantor: Say.

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

Lee Kantor: Use your phone.

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

Lee Kantor: Instead of clicks, it.

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

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

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

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

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

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

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

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

Matt Harvey: Exactly.

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

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

Lee Kantor: Car happening.

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

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

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

Lee Kantor: Uh, click, click.

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

Lee Kantor: So everything else stays the same.

Matt Harvey: Everything else stays the same.

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

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

Lee Kantor: Right.

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

Lee Kantor: Right.

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

Lee Kantor: This makes.

Matt Harvey: Sense. This is worth that investment.

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

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

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

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

Lee Kantor: Right now you’re vulnerable.

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

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

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

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

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

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

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

Lee Kantor: Like mom and pop retail.

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

Lee Kantor: But they couldn’t afford.

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

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

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

Lee Kantor: That’s electricity you’re.

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

Lee Kantor: Like, calling them out.

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

Lee Kantor: Wow. That’s amazing.

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

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

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

Lee Kantor: Right?

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

Lee Kantor: So how could they have?

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

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

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

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

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

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

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

Lee Kantor: Especially with kids.

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

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

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

Lee Kantor: Or a solar.

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

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

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

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

Matt Harvey: Awesome. Thank you very much.

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

 

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

November 16, 2025 by angishields

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

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

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

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

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

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

Episode Highlights

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

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Robert Capovilla: Absolutely. Without question.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

Embracing Vulnerability: How Veterans Can Find Connection After Service

November 16, 2025 by angishields

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

Strengthen-the-Positive-logo

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

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

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

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

Connect with Jeff on LinkedIn and Facebook.

Episode Highlights

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

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

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

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

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

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

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

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

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

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

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

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

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

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

Lee Kantor: I’m out. Right?

Jeff Rogers: Yeah.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jeff Rogers: Yes.

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

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

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

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

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

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

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

 

Connecting Skills to Careers: How NAWDP Empowers Job Seekers and Employers Alike

November 16, 2025 by angishields

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Connecting Skills to Careers: How NAWDP Empowers Job Seekers and Employers Alike
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In this episode of Association Leadership Radio, Lee Kantor interviews Alexis Franks, Director of Membership at the National Association of Workforce Development Professionals (NAWDP). Alexis discusses NAWDP’s mission to connect workforce professionals, bridge the gap between job seekers and employers, and develop talent pipelines through partnerships with businesses, schools, and vocational programs. She highlights innovative youth apprenticeship initiatives, the importance of employer engagement, and the need to raise awareness about workforce development services available nationwide.

NAWDP-logo

Alexis-FranksAlexis Franks, Director of Membership with National Association of Workforce Development Professionals (NAWDP), has over a decade of experience in workforce development. Alexis has designed and implemented innovative programs for both youth and adult populations.

She has also played a key role in growing dynamic Business Services programs and strengthening connections between employers and the workforce. In her role at NAWDP, Alexis supports the needs of workforce professionals nationwide, enhancing membership engagement and ensuring that the organization continues to meet the evolving demands of the field.

She has also honed skills in managing membership programs, fostering collaboration, and driving organizational growth. Alexis is a Certified Workforce Development Professional (CWDP) with areas of expertise including managing programmatic performance, motivating teams to achieve impactful results, and empowering communities through workforce initiatives.

Connect with Alexis on LinkedIn.

Episode Highlights

  • Mission and objectives of the National Association of Workforce Development Professionals (NAWDP)
  • Role of workforce development professionals in connecting job seekers with employers
  • Partnerships with employers, vocational organizations, and educational institutions
  • Development of training programs and career pathways for youth and adults
  • Importance of understanding employer needs and building talent pipelines
  • Examples of successful workforce development initiatives and programs
  • Engagement strategies for employers of various sizes in workforce development
  • Support services offered to individuals seeking employment and skill development
  • The significance of raising awareness about available workforce programs
  • Collaboration with state and regional associations to share best practices and resources

Transcript-iconThis transcript is machine transcribed by Sonix.

 

TRANSCRIPT

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

Lee Kantor: Lee Kantor here another episode of Association Leadership Radio. And this is going to be a good one. Today on the show, we have Director of Membership with the National Association of Workforce Development Professionals, Alexis Franks. Welcome.

Alexis Franks: Hi. Thank you for having me.

Lee Kantor: Well, I’m so excited to learn what you’re up to. Tell us about your mission.

Alexis Franks: All right. So again, yes, my name is Alexis Franks. I’m with the National Association of Workforce Development Professionals. We call our association NAWDP for short. So you’ll hear me reference it as not up throughout our conversation today. And really what we do as an association is connect workforce development professionals. And what that means is we support the people and organizations that help individuals in their local communities gain skills and find employment to advance their careers. So whether they’re just starting off as youth or adults, that may be changing career fields or learning new skills, we support and workforce development programs support that learning and then connecting to employers after those skills have been gained.

Lee Kantor: So how do you work with employers, like how does that relationship go?

Alexis Franks: Awesome. That’s a great question. So many of our members include what we consider frontline career or workforce development specialists. On one side that work with individuals seeking careers. On the other side, we do have what we call business and industry services, and teams of individuals that connect with employers on a day to day basis to really understand what their needs are, where they looking to create a talent pipeline, whether that’s with human resources departments, with CEOs, with directors of any type of industry. We really try to seek to connect those individuals that have the skills and the employers that need the skills. So our business services teams of those programs that we support connect with employers on a day to day basis to really understand how we can support their growth.

Lee Kantor: So you’re kind of a bridge between the employees and the employers.

Alexis Franks: Absolutely. That’s a great way of putting it. We definitely try to bridge that gap and make sure that employers really have access to qualified workforce and talent.

Lee Kantor: So now how would this work? Kind of in a real life example. So like say there’s a manufacturer in a community and they’re like, you know what we need? You know, 100 more people with this specific skill. Do they let you know? And then maybe you work with some of the vocational organizations or some of the schools to say, hey, we need some people here. Why don’t we put together a curriculum that’s going to help, you know, fill that gap?

Alexis Franks: Well, that is a great example of some of the work that we try to support. Uh, many of our members operate in workforce programs in their local communities. So they’re really the front line and first point of contact for any employer that is looking for talent. Where we come in is we provide support through federal or state or local programing that offers those career services. So, um, many of the members that we have do operate this work in their communities, but they receive training for from us on how to operate those programs. So how are we really working with an individual to develop what their career pathway looks like? How do we assess what their need is, even if it’s not even just including workforce, there may be some other supports or services that they need. How do we prepare that individual to put them in front of an employer? Um, and then on the back end, how do we actually engage with employers to understand what their need is locally? But our members are doing this work on a day to day basis. We support how the program operates, um, and understanding how to meet those federal requirements or state and local requirements that come along with implementing a workforce program.

Lee Kantor: So now, in your role, uh, in membership, um, what is kind of a day in the life look like for you?

Alexis Franks: So that can be very busy from day to day. It really depends on where we are in our stream of program services. So we operate, um, three national conferences or our signature events each year. Um, we’re actually getting prepared to go to our youth symposium, that is a conference that we host each year that focuses on individuals that provide career services to the age range, typically between 16 and 24 year olds. So we know with that working with youth that may present a number of different challenges and barriers. Um, so we work with those professionals that provide services to youth to make sure that they understand how to approach a youth that may need some trauma informed care, um, that may need some mental health first aid services. And how do we provide those, even though our focus is getting an individual skills to become employed. How do we make sure that all of those things are offered? Those services are offered so that we can help an individual to be successful. Um, so in any day of the week, we are always preparing for our conferences. We have another a number of other virtual social sessions that we provide, um, as well, that typically just connect individuals to share best practices across the country. So those are some of the things that we look at as far as our programs on a day to day basis. And then our other membership benefits really happen authentically and organically on our online community as well. So we always have a number of different conversations of how are you providing this service to these individuals? Uh, and I like to see myself as that connector of resources. Um, we also offer our Certified Workforce Development Professional certificate. So at any time during the week, we’re also fielding questions and answering different, um, inquiries on how you can become a certified professional in this type of work as well. So again, very busy, but in a great way. Of course.

Lee Kantor: Now, you mentioned youth being one of the constituents that you’re serving it when you’re preparing, like I think you said, 16 to 20 4 or 26 somewhere in the, I guess, high school and a little older range. Are you, uh, helping them kind of find a path for themselves? And that might be college. It might be vocational. It might be maybe apprentice. Like, are there different kind of paths for that young person to go in, uh, based on what’s the best fit for themselves?

Alexis Franks: Yes, absolutely. And workforce programs try to seek to find what works best for each individual. So you typically come in to or receive services that start out with an assessment. Where are they now? What do they enjoy about school? Maybe some individuals enjoy math or history instead of science. And so, um, so we try to look at each individual based on what they feel their strengths are, and then try to seek to match skills that they already enjoy with what may be a career option. Um, many workforce programs already offer career exploration opportunities, so that may look like paid or unpaid internships or job shadowing. And as you mentioned, apprenticeship programs or pre-apprenticeship programs as well. Those are all opportunities that youth may need. Um, just to understand what career options are really out there for them. Uh, some youth may not be ready or prepared to enter a college or university and commit to four years worth of learning. So we try to make sure that we’re there exposed to all of the options. Maybe there’s a certificate program that can really open up their eyes to a career pathway. Um, so sometimes it takes having the conversation with that student or that youth to say, here’s what your options are. How can we choose what best works for you? And our conferences really focus around workshops and best practices on how you’re having those conversations, and really introducing youth to all of the options that may be presented to them.

Lee Kantor: Now, is your organization, um, kind of national, or do you have chapters in local markets or regional markets like, like how do you do like where are your boots on the ground?

Alexis Franks: So yes, we do. We do operate nationally, although our, um, home office and our headquarters is based out of Missouri. Uh, we have members from across the country and ten, uh, outside U.S. territories and other countries as well. So we do try to operate and pull in as many best practices from other workforce professionals across the country. Um, we do not offer currently chapters, but what we do is partner with state and regional associations in different parts of the country, um, that also offer these boots on the ground, um, outreach and programs to connect with individuals in their areas. Uh, so we have a number of partners that are, uh, all spread out, uh, really honestly, um, and associations of workforce boards, um, and other workforce development professionals, and we all stay connected. We are a very tight knit group of workforce professionals in general, but we want to share best practices as much as we can to make sure that individuals are really building for themselves a career pathway that works for them.

Lee Kantor: So would that work? Like if somebody in a state or a city is doing something that, uh, starts getting traction or they get good results, then that kind of program is, is then bubbled up to somebody in leadership, and then you try to kind of make other areas aware of how it’s working. So everybody can kind of quickly, uh, adjust and adapt based on kind of the new learning.

Alexis Franks: Yes, absolutely, absolutely. And there are some best practices that we find are shared successes, that we find that we definitely want to encourage other programs and communities to make scalable or to make work for them. One thing that we found with all workforce programs is they may look a little bit different, but at the foundation, our goal is to make sure that individuals can become employed and self-sufficient. So we try to seek new and innovative ways of offering those services all the time. Um, uh, and typically those best practices are not hard to implement. We just have to make sure that they’re done in a way that works locally, that meets the state or local community’s workforce needs. Um, but there’s so many things that are happening. It’s it’s almost like that, uh, quote that there’s really nothing new under the sun, but it’s really how we can implement those things in a way that works for the people that we serve every single day.

Lee Kantor: Now, is there a program or initiative that you’ve seen work that you were like, wow, this thing is really impactful, and you were able to kind of roll it out into to make a bigger impact. Is there something that you remember that you know, kind of stands out in your mind like, hey, we made this happen, and look at how many more people were able to help.

Alexis Franks: Absolutely, absolutely. And there’s so many different examples that come to mind. Uh, we recently had the opportunity to connect with, some programs in the Midwest and out West in Wisconsin, with a couple of groups out of Colorado. And what they’re really seeking to do is connect youth to a different type of learning that is almost an apprenticeship or pre-apprenticeship style of learning, but they’re really presented with an employer problem. Um, how can they increase their capacity for an employer to create or build new revenue? And a group of youth may be able to come together and they’re led by an adult, um, kind of coordinator of that work. Um, but they will seek to almost in a project based, project based learning, address that employer’s problem and provide solutions. So this isn’t necessarily your typical type of internship or pre-apprenticeship program, but what it does is allow youth the creativity to come together to solve an employer’s problem. And this is done. So providing a youth with incentives. So if he is a paid experience, but they’re actually operating as a junior board of directors on how they are addressing an employer’s problem so that that employer can continue to grow and sustain locally. Um, that type of model for us is really seen as a way of allowing youth not to just participate in a work based learning, but to really be creative in how they show their skills and what they’ve applied. Uh, from learning in, in the classroom for an employer. Um, so we’ve been able to see those examples really get their start, uh, and now working to see how other states can implement that type of learning for youth in their K-12 systems or even in their community college systems as well.

Lee Kantor: So what do you need more of? How can we help? Do you need more employers to kind of raise their hand and say, hey, we’d love to partner with you, or do you need more people in these local areas to, um, get more young people involved? Like what? What do you need more of? How can we help you?

Alexis Franks: So, uh, we would love actually the engagement of employers across the community. Now more than ever, as technology shifts and labor market needs shift, employers want need to be at the forefront of the conversation of what happens in workforce development programs. So we want to engage associations and other employers, large corporations, small businesses, all that have a need for developing a workforce talent pipeline to really engage with us to say, how can we help support you and your business needs? Um, we also need just the support of making sure that the word spreads about these programs. Um, and within our industry workforce is known as a well kept secret. And we don’t want it to be that way anymore. We want to spread the wealth and spread the word that we are here. And our workforce. Programs provide services, uh, that offer career readiness for any individual at all times. And many times, those services come to an individual and an employer at no cost. So we really want to make sure that we spread the word about workforce and what it means in our communities. Why it matters and really get individuals engaged. Um, the best way to do that. Uh, all across the nation, there are either what is called a one stop or career center in local communities. If there’s not one near you, we suggest that you look up the closest one and really and start start to engage with those one stops. America’s job centers or your local workforce development boards. That is the best way to support us as a national organization. We really want you to connect locally so we can share the wealth and build an even larger community of work ready talent.

Lee Kantor: And like you said, this is one of those things where there’s no risk or of any kind to just reach out and have a conversation. Like it may not work out, but there’s no reason to not at least know each other and see if there’s way explore ways to work together, because the upside is so big and the downside so minimal.

Alexis Franks: Absolutely, absolutely. And we try to provide them the best success that we know how. And really having just starting with a conversation, what are your needs? How can we help to support you whether you’re an individual or an organization or employer? We workforce programs are here to support in every way possible. And that conversation. You’re right. It can never hurt. And it helps to build the network, right? We want to continue to grow. Um, so we want to be a part of that network of support.

Lee Kantor: And that’s employers of any size, right? Like, you don’t care if there’s five employees or 500, right?

Alexis Franks: Absolutely, absolutely.

Lee Kantor: And then you work with business associations as well in local markets.

Alexis Franks: Yes, yes we do. And that is one of the areas that our we offer an annual business services academy. Um, so that is really where we try to engage with those business teams that are connecting with employer and industry on a day to day basis. A lot of our members do also include economic development or collaboratives and associations of industry partners. Uh, so we want to continue to grow our engagement there as well, for those employers to be able to understand how workforce programs can support them as well. So definitely engaging if you can’t with us, with your local business services teams through your workforce development boards. Um, and we’ll scale that up to see how we can get involved and support.

Lee Kantor: So that includes, like you said, economic development or chambers of commerce.

Alexis Franks: Absolutely, yes.

Lee Kantor: Well, Alexis, amazing work. You must be so. It must be so rewarding the impact you’re making in communities all over the places. It must be just really, you must sleep good at night.

Alexis Franks: Well, I sleep well, but I know that there’s still a lot of work to be done. Um, we’re we’re connecting in so many different areas, but we still have a number of individuals that are still seeking opportunities in areas to grow in their careers. So we know, yes, there’s great work happening, but we want to continue that that work and really help to see it grow. Um, so anything that we can do to support local employers or programs, and how you all can connect with us is really through our website at Newport. But we offer a lot of services and benefits just to be able to make sure that individuals and employers can grow. Um, so yes, definitely, we want to see that continue to happen.

Lee Kantor: And that’s north.

Alexis Franks: Yes, that is correct.

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

Alexis Franks: All right. Thank you so much for having me. We appreciate being a part of the show and really look forward to continuing to grow. Thank you.

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

 

BRX Pro Tip: 3 Common Goals of a B2B Podcast

November 14, 2025 by angishields

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BRX Pro Tip: 3 Common Goals of a B2B Podcast

Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, in your experience, what are some common goals or what are some common goals that we should have when it comes to setting up and executing a B2B podcast?

Lee Kantor: Well, I think in a B2B podcast, most people go in thinking of one, two, or all three of these things, but one of them is more important to me than the others. But number one is brand awareness, number two is thought leadership, and number three is lead generation. Those are typically the reason somebody wants to do a B2B podcast. You know, they either want to increase their brand awareness, they want to create some thought leadership content, or they want to generate leads.

Lee Kantor: If you care primarily about brand awareness or getting your thought leadership out there, that strategy is totally different than that of a B2B podcast that’s trying to generate leads or revenue. If you’re aiming at brand awareness, then you have to have a super long time frame and lower expectations about generating much revenue from your efforts, and especially the timing on doing that. Lead generation, on the other hand, can start paying off for you much, much quicker if you’re focused in on that as your objective or your goal.

Lee Kantor: So, if you’re interested in a B2B podcast that generates leads and revenue, then you definitely have to check out Business RadioX. We’ve been fixing broken B2B podcasts for almost two decades now, and our focus is on lead generation, generating an ROI, focusing in on the people that matter most to you, and getting you in front of more of them to build relationships, nurture relationships, and grow.

BRX Pro Tip: How Do You Bring People Into Your Community?

November 13, 2025 by angishields

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Stone Payton: And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, today’s topic, how do you bring people into your community?

Lee Kantor: Yeah. We’ve talked a lot lately about being a niche, and I think having a community is another way to talk about your niche. So, if you have a community that you’re serving and you have a free way to bring more and more people into that community to raise their hand to say, “Hey, I’m interested in this. I’d like to learn more about that,” how and what do you do to begin a relationship with somebody new?

Lee Kantor: If you’re not thinking about ways to bring new people in to discover and engage with you, it’s going to be difficult to grow your community. So, the ideal way would be if your current clients or current members of the community tell others about you. So, if that’s the case, do you have a mechanism in place for them to do that? If you don’t, start thinking about it.

Lee Kantor: Now, that’s one way to grow and probably the best way is organically grow with your current users. Another way is to start evangelizing and doing some work to get into adjacent communities and to see if you can pull some of those people into your community. So, these are all things that require you to start thinking about creative ways to help get the word out so that you can bring more people into your community.

Lee Kantor: The easiest and the most efficient way and the best way over time, I think, is to start out with your existing clients and your existing members. What can you be doing to help them help you get the word out and bring more people into your community?

Success is Not Built in a Day

November 13, 2025 by angishields

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