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Mary McCorvey: Moonshots, Media, and the Art of Building What Matters

January 23, 2026 by angishields

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Mary-McCorveyMary McCorvey is a seven-time founder, U.S. military veteran, and creative powerhouse whose ventures span media, technology, and social impact. Her work lives at the intersection of innovation and storytelling, where she elevates bold ideas and brings them to life with purpose and heart.

Most recently, Mary collaborated with Intuitive Machines, the pioneering Houston-based aerospace company that helped the United States return to the Moon. Through this historic partnership, she helped shape narratives that captured not just a technological feat, but a national moment—showcasing how courage, vision, and collaboration can turn moonshots into reality.

As the founder of a production company, Mary brings a unique voice to storytelling—one that blends creativity with conviction. Whether in business, leadership, or life, she inspires others to define and pursue their own moonshot, while embracing the lessons that come from the journey, even when the outcome isn’t what was expected. Mary’s work reminds us that dreaming big isn’t just about where we land—but who we become along the way.

LinkedIn: https://www.linkedin.com/in/marylmccorvey/

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

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

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio is my pleasure to introduce you to my amazing guest today, Mary McCorvey, a seven time founder, Gulf War veteran, host of the podcast, and the book Experience over expectation and creative force behind multiple ventures spanning media, technology and social impact. She recently collaborated with Intuitive Machines. We’re going to talk about that some more. The Houston based aerospace company that made history by helping America return to the moon. Through her production company and storytelling work, Mary explores how courage, vision and collaboration turn ambitious dreams into reality. Today, we’ll talk about what it really means to take your moonshot in business, leadership and in life, and how success often comes from the lessons learned when you don’t quite reach the moon. Mary, welcome to the show.

Mary McCorvey: Thank you, Trish, very much. Appreciate it.

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

Mary McCorvey: Well, it’s it’s, uh, that that introduction that you just gave me is a is a tough follow up. I think for our conversation today, I’m extremely excited about talking about my passion around business and especially around founding businesses and creating and executing those businesses in a very successful way, and that that success can can take on many forms. We have the traditional success of the hockey stick growth of a company. We also have the the other kinds of success in founding companies and achieving the dreams that the founder has from the beginning and and growing throughout. So I’m delighted to be here and talk with you about that.

Trisha Stetzel: Fantastic. So, Mary, you founded seven companies. What is it that keeps you coming back to build again and again?

Mary McCorvey: Trisha, that’s a great question. And I and as I started down the path of, uh, repeatedly founding companies, I started asking myself the question, my gosh, Mary, or are you not do you not have, uh, a commitment? Uh, but the but the answer evolved into. I came to understand that that my sweet spot, my passion, my skill set is really in the founding space. It’s in the ideation. It’s in the creation. It’s in the acknowledgment of an idea that that can be brought to fruition and find its way in the business, uh, and, and also impacting people’s lives in a positive way, which is that’s, um, an aspiration I think, of most businesses is that we want to impact our, our clients and the people that we interact with in a very positive way. So when I accepted that founding is really what my passion is, that became an evolution for me over, like you said, seven companies and some of those companies went on to achieve their own measure of success, and other companies went on to become, you know, to work their cycle and work their way out of business. And both of those, those ultimate destinations are, you know, the a part of the adventure of being a founder.

Trisha Stetzel: Yeah, absolutely. Have you found a common thread that connects all of these businesses together? I know you described a few things that you’re really interested in and things that you’re really good at, but what is the common thread that connects all of these things that you engage in?

Mary McCorvey: Well, as a founder there, what I’ve really discovered is the through line for each founder and be different. So for me, for example, the ability to impact the greatest number of people is very, very important. And and it completely influences the the means by which I’ve found companies and the, the creation of, um, our, our product or our services. And so for other people, it can be, um, I want to influence a small group of people within my community or for a particular purpose. And, and that is a very different journey than the, the journey that I choose. But, you know, when you were talking earlier about my literal moonshot, right? That was an aspiration of reaching as many young people as possible on the face of the globe, and influencing them to be able to take their own moonshot. So that’s that through line of what is it that you’re really trying to do? And as you’re going through the journey, going back to does this hit? My goal is the decision that I’m making at any given time. Is it is it true to the purpose of what we’re trying to do? And that helps really in decision making processes and and outcomes.

Trisha Stetzel: Yeah, absolutely. Can you talk a little bit about how your military service and the things that you’ve learned there have translated into business for you.

Mary McCorvey: Absolutely. Um, Trisha, my my military service. And I believe that that most people I haven’t run across another military service person that hasn’t said that the the influence of their experience lasted them a lifetime and profoundly impacted their professional and personal lives. And so for for me, I’m sitting here today talking with you because of the choices that that I made in the military and the support and leadership that I received in the military. So my experience was and my job was with the American Forces Radio and Television Network. And it’s that is an example of being able to reach a large number of people at one time. And and that is an underscoring of my through line, for example, and that I went on to continue in communications and public affairs and, and broadcasting and journalism and all of that came from my military experience. Why in the world would the military, you might ask us, have a, a, a radio and television network, why invest in, in that kind of an endeavor? And the purpose is it takes me back to when I was serving in Kuwait toward the end of the Gulf War, and troops had moved up from Saudi Arabia and were there in the the thick of the the oil fires and the desert storms and the the sand blowing. It was a really miserable conditions. And in the middle of all of those thousands of troops, there was a truck. And in that truck was a broadcast booth. And in that broadcast booth, they were sending out, um, information to the troops that were there. News from home. Sports scores. Familiar music. Information that made the troops feel like they had some sense of reality within a very, very difficult environment. And that, to me, is a pretty laudable goal.

Trisha Stetzel: Yeah. That’s huge. I remember Mary being in a foreign country. I was not in the desert. It was not a war zone. It was completely different. But being in a foreign country and only having the military network to watch TV and listen to music, and it was a blessing because there was nothing else that we could watch or understand being in a foreign country. Wonderful story. So, Mary, how do you balance this vision with execution? So as a founder, you have a big idea worth pursuing. And so there’s a vision. How do you balance that with the actual execution of getting that business moving in the right direction?

Mary McCorvey: That is a great question, Trisha. The the process that that I use is really pretty simple. I come up with an idea and I do the due diligence on it within myself, upon reflection and within the marketplace to understand whether it is viable. And then I make a decision. I’m going to dedicate my time, talent and heartbeats. To make this happen. And then I gather around me the right resources, the right people. I’m. I am blessed by the knowledge that I don’t know everything. Right. But what I do know, and what I can do very well, is I can surround myself with people that are great at what they do. And then we can come together with a plan for execution, and then we execute on that plan. That’s the process that we go through.

Trisha Stetzel: I love that. So, Mary, you know that a lot of my audience are, um, military veterans, some of them even active duty, but most of them veterans. What advice would you give to someone who’s transitioning from the military into the civilian world and wants to do work like you did? Be a founder, start a business. What would you tell them? Where should they start?

Mary McCorvey: That’s a big of a big leap. Mhm. It’s um, moving from the directly from the military into the entrepreneurial world. Sounds like it’s something that, you know it’s very appealing to a lot of military people. Um, I would say that an understanding of moving from a large system with a great deal of structure and support and into an environment that has no structure and very little support, is a big leap. Now, should they not do it? I’m not suggesting that I think that someone who has a passion and knows what they want to do and has the ability to do it, meaning to gather the the resources around them and execute. We’re very as military people, we’re very, very good at execution. But we also know that the training that we have received to go on to the mission, when you get out into the mission, you know that it’s very different. And you you adapt and you adjust. And those are very great skills to have in the entrepreneurial space. Going directly into that, um, is, again, something that requires a lot of thought, especially if you have a family, because you need to be able to support them and have a roof over their head and food on the table. Um, so what I would recommend is there is often within the military transition.

Mary McCorvey: Most often members that come out and go into the business world go into a job that that is helps them understand where they fit into the civilian society and what what the differences are between, um, being in the military and being in a civilian job. That often takes, you know, a year. Sometimes it can be two. Um, but during that period of time, what I recommend is that you learn what it’s like to be in the civilian world. You think about your idea, you gather your resources, and then you can execute with some additional measure of reassurance. Whereas if you go directly it’s it’s it’s a big it’s a big risk. In any case risk uh around entrepreneurism is very, very high. Um but it and what I do is every time I’m a very I have a very high tolerance for risk. But risk mitigation is extremely important to me. Um, and in the, the military world, we call it safety. Let’s let’s be sure to save lives. Right? Uh, in entrepreneurism, it’s like, okay, how do we mitigate risk associated with the success of this company and, and success of the people within it? So it’s a whole different ball of wax than a military experience?

Trisha Stetzel: Yeah, absolutely. Okay, so, Mary, I am sure that people have questions for you. I would love to be able to connect them to you. What is the best way for my audience to connect with you?

Mary McCorvey: The best place to find me is at Mary McCorvey. Com and I’m also on LinkedIn, and I welcome connections with anyone that wants to talk about business, especially veterans. Uh, I have, um, a long time commitment to helping military members who are transitioning and also veterans who want to start their own businesses. So I’m glad to help anyone.

Trisha Stetzel: Thank you so much, Mary. Her last name is spelled m c o r v e y. If you’re looking for. Of course I will have that in the show notes. So you guys can just point and click and get in to contact with Mary. Okay, so I’ve heard some really great things. One, so much passion for the things that you do and having a vision and being able to execute. And the most important thing that I heard was you have to have the resources. And you talked about the humans that you surround yourself with. And I think that is so important, the people that we choose to have in our room, or the people that we choose to go forward with, that plan is so important. So can we talk about something kind of fun since I’m in Houston?

Mary McCorvey: Absolutely.

Trisha Stetzel: I would love to talk about your collaboration with Intuitive Machines. So how did how did that partnership come about, and what was it like helping a Houston based team land on the moon?

Mary McCorvey: Well, I don’t know that I helped them land on the moon. They were trying very hard to help me land on the moon. I came up with this idea that I really wanted. I found out that that the evolution of commercial space had reached a point where, um, Intuitive Machines is is one of several companies that received NASA contracts to land on the moon again after so many years. And I said, well, if somebody’s going to the moon, I would really like for young people to have an opportunity to go with them. Not personally. Um, and because people say to me, Mary, they know me well. Mary, don’t send young people to the moon. Don’t. And I said, alright, I won’t do that, but I’ll, I’ll do everything possible to send their work to the moon. Mhm. So we came up with an idea uh, for a company called moon, Mark and moon. Mark’s mission was to create opportunities for young people to develop a design and build lunar rovers that would go on Intuitive Machines, landers, on a rocket, on a space rocket that would land on the moon. And when they got up there, they had a fun mission of racing each other. And then they had a scientific mission that had a 30 year longevity to help with geospatial, uh, work on the moon.

Mary McCorvey: After the race was completed. So we had a very fun element to that. Um, and people will will ask me, well, because I was asked when I came up with this idea, Mary, uh, you know, are you an astrophysicist? No. Are you a rocket scientist? No. Are you an engineer? No. I’m not. I’m not any of those things. But I know how to find those people and going through the process. Um, well, first of all, I had to understand. I had to know how I could fund this business. How what was the business model around it? And the business model was that I and I had successfully used this business model before. It was very comfortable with it. Have corporations do marketing sponsorship for, uh, for young people to be able to so that we would document their journeys on their competitions to get their work on the moon. And then we would, uh, distribute those those, um, those those videos and films so that the, the sponsors would have the marketing value that they invested in. So that’s how we got money in the door to do what we were trying to do. Then we needed some rocket scientists and physicists and some engineers, and we turned to Intuitive Machines in Houston.

Mary McCorvey: And I cannot say enough about that company and the work that they have done it. It truly is an extraordinary company in and of itself. What they’ve been able to do in the commercial space range is, um, is absolutely fascinating from a business perspective. And they also have a culture that one wants to emulate in the business world. And so we got together and we aligned our our two missions, and we were on the path to get these young people’s work on the moon. What happened? The pandemic happened. We were supposed to land on the moon, um, in October of 2021. Well, we know what happened. And when the pandemic happened, the space world essentially slowed down to a crawl, as did many, uh, industries across the world. And so by the time Intuitive Machines was ready to go to the moon in March of 2024, we had lost our window of doing what we wanted to do. And so it was a very, very painful thing to do to wrap up moon Mark, because that was my founder’s moonshot about what we were able to do is a global competition for young people to design, um, rovers that could operate on the moon. And they did.

Trisha Stetzel: Wow. So moon Mark was essentially a success, even after all of the things that you had been through. Congratulations.

Mary McCorvey: Well, thank you very much.

Trisha Stetzel: I want to talk about moonshot. And you you say you miss your moonshot because we didn’t actually get there, but you created something really amazing. So what is moonshot mean to you now? And how do you translate that mindset into leadership here on earth?

Mary McCorvey: Well, uh, you know, there there are many people who would like to bring Mary back down to earth. That’s that’s always a that’s always a great aspiration to have. Now, when it when I would like to share that that the moonshot mine was a literal moonshot. Right. But the but the moonshot for the individual founder doesn’t have to be that extraordinary. It can be something that you you desire to have the impact that you want to have. If you want to have a a dry cleaning business and you want to grow that dry cleaning business to franchises across the region or across the country. Okay. That’s a moonshot. And there are things that are associated with that that you have to understand and be willing to go after. And those and and those are things that I call, um, you know, the 4:00 wake up call, the 4 a.m. wake up call where you lay in bed and you go, what in the world am I doing? Is this possible? What is the impact that I’m having? What is the realistic aspects of what I’m doing, what I’m facing and what I’m achieving or not achieving, and the decisions that are that come around that. And that’s where the leadership comes in. Sometimes you have to make really tough decisions. Sometimes the, the, the, the scalability of the business is regional and not national. Sometimes you’re, you’re you’re saying, well, I took a shot to to open five dry cleaning companies and I opened two. Okay, but you took that moonshot. What are the elements in place that that require you to be able to take that moonshot and and that I will go back to risk management, right. You have to be willing to take a big risk to take your moonshot, but you also have to do everything within your power to mitigate those risks, to manage those risks, to enable the ability, uh, for you and your company to achieve the potential that you want.

Trisha Stetzel: Absolutely. So I think, Mary, this is a good time for us to chat a little bit about the book and the podcast of the same name. Experience over expectation. What would you like the listeners to know about that book and then tell us where to find it.

Mary McCorvey: Well, the the I wrote the book experience over expectation because I wanted to share stories of my, uh, professional personal life. And the the journey that I took to write this book. So it’s not, um, a normally written book because I’m not a normal person. So what I did was I took stories from my professional and personal life, and I asked artificial intelligence, five actual platforms of artificial intelligence to analyze those stories. And what what they ended up with the culmination of the of the different work of the different platforms, um, resulted in a massive Literature search of thousands and thousands of like cases of my particular story. So I said, here is my story, here are my choices, here were my decisions, analyze it. And it came back with these are the implications of what you decided. Here are case studies of others who made similar and different decisions. And the reader can align themselves and their own experiences with learnings from. That’s my intent anyway. Learnings from the artificial intelligence analysis.

Trisha Stetzel: Wow. That’s amazing. So, Mary, where can we find your book?

Mary McCorvey: Well, you can find it on Amazon, of course. And also anywhere you you find your books.

Trisha Stetzel: Okay. Fantastic. So you guys, if Mary ever writes another book, we’d want to be a fan of hers on Amazon, so go find her. As an author, Mary McCorvey McCorvey favorite her as an author. So the next book she writes, you’ll get a notification while and go by this one.

Mary McCorvey: Thank you so much.

Trisha Stetzel: Yes of course Mary. Um, we are at the back end of our time, but I do want you to tell us a little bit about your podcast. And then I have one more question for you.

Mary McCorvey: Okay. The podcast experience over expectations is one where I welcome individuals who have very unique stories to tell. And we we focus on what those particular stories are and how they are. And you will find this aligning with my through line, how how they relate to many, many different people on a universal level. Okay. What’s your last question?

Trisha Stetzel: So my last question for you, Mary, is for someone listening right now who’s ready to launch their own moonshot in business leadership or even in life, what’s the first step they should take before a liftoff?

Mary McCorvey: Before liftoff. It’s a long way to Tipperary. When you. When you’re thinking about lifting off.

Trisha Stetzel: I know I’m just playing on words.

Mary McCorvey: If you. If you want. Um. The thing that I have learned is that we have a finite number of heartbeats. And how we choose to spend those heartbeats is essentially, you know, an everyday decision. And so if you find yourself in a moonshot state of mind, you know, taking a real stretch for yourself. Then think about how am I spending my heartbeats? Is it driving it more? Is this a good investment of my heartbeat, my time, my talent? And and answer that question. Do the reflection. Do the internal work necessary. Because, as I mentioned, it’s a long way to Tipperary. And a lot of days and and and nights of questions and answers and decisions, um, that will lead you to reach for that moon mark or that moonshot and and achieve take off. Wow.

Trisha Stetzel: Amazing. I love that. How are you spending your heartbeats, Mary? This has been so amazing. Thank you for spending your time with me today. I have really enjoyed our conversation.

Mary McCorvey: Thank you Trisha.

Trisha Stetzel: All right you guys, if you want to connect with Mary, it’s Mary McCorvey MC c o r v e y. Her contact information will be in the show notes as well. And that’s all the time we have for today. So if you found value in this conversation that Mary and I had, please share it with a fellow entrepreneur, veteran or Houston leader ready to grow. And as always, please follow, rate and review the show. It helps us reach more bold business minds just like yours. 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.

 

Steve Klebe: Life, Leadership, and Lessons from the Payments Pioneer

January 23, 2026 by angishields

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Steve-KlebeSteve Klebe is a payments industry trailblazer whose 35+ year career has helped shape the infrastructure behind today’s global digital commerce. From spearheading enterprise payments performance at Stripe, to leading global partnerships for Google Pay (GPay), to holding executive roles at Verifone and CyberSource, Steve has been at the forefront of innovation in how the world transacts.

Now semi-retired, Steve lends his expertise to the fintech ecosystem as a board member and advisor to emerging companies, where he helps the next generation navigate the complexities of modern payments. A trusted voice in the industry, he brings decades of experience in scaling platforms, driving partnership strategies, and ensuring secure, seamless payment experiences.

More than his milestones, Steve is passionate about mentorship, staying curious, and leading with integrity. He believes true success comes from the impact you make and the joy you find along the way—wisdom he shares in conversations like this one with Trisha on Houston Business Radio.

LinkedIn: https://www.linkedin.com/in/sklebe/

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

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

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. It is my pleasure to introduce you to my guest today, Steve Klebe, a payments industry veteran with over 35 years of experience shaping how the world moves money. Steve recently retired three years ago from full time work, but continues to serve on multiple private company and advisory boards. Most notably, he was the head of enterprise payments Performance at stripe, where he led key partnerships and represented the company in global payment associations. Before stripe, Steve served as head of GE business, developed for PSP partnerships at Google, helping grow the platform’s acceptance to over 150 payment service providers worldwide, supporting hundreds of thousands of merchants and millions of transactions. His career spans leadership roles at Verifone, Cybersource and Google, and he’s spoken at dozens of industry conferences about the future of payments fraud prevention and authentication. But beyond the professional milestones, Steve is passionate about giving back, enjoying life beyond the boardroom, and mentoring the next generation of leaders in tech and finance. Steve, welcome to the show.

Steve Klebe: Oh thank you Trisha. I’m really looking forward to the conversation.

Trisha Stetzel: I’m excited about having you. So tell us just a little bit more about who you are.

Steve Klebe: Ah, well, um, you know, I’d like to say that this whole journey was planned, but it wasn’t. Um. Uh. Oftentimes when I’m engaged with my younger colleagues throughout my career and they would look at my career path, um, they would presume that I had planned it all. Um, and I hated to break it to them that, you know, uh, most of it was fate and spontaneous, you know, combustion. Um, so really, um, uh, I, you know, was blessed, um, with, uh, being around a lot of really smart, hard working people. And, um, um, early on became passionate about, um, you know, being involved with products that, you know, actually had a, you know, pretty significant impact. Um, and so, um, I think, you know, in another life, I’ll probably come back as a product manager, um, rather than a sales and partnerships person. Um, because at core that’s, you know, that’s really, you know, what, uh, motivated me most of the most of the time of the journey. Um, but like, for example, I just came back from a trip to New York and, um, I got together with six of my former Google colleagues, and, you know, they’re all like, roughly mid 30s to late 40s, um, and just extraordinary people. And, uh, they’ve all, all but one have left Google. Um, and so, uh, but all through the years I’ve, I’ve had the pleasure of, um, uh, being approached not only to be a industry expert advisor, but to also just, you know, uh, be a career coach, you know, very unprofessionally trained, you know, career coach, um, and, and the like. And now in my role, um, with these various startup companies where I’m an advisor or a board member, um, you know that that’s also something that I really, you know, enjoy, you know, doing, um, blending the career experience and the domain experience with just meeting, you know, new, interesting people who are passionate about something, um, and having the opportunity to help them, you know, has been, you know, fantastic.

Trisha Stetzel: I love that. And we won’t tell your wife that there’s a third chapter to this life. Okay? I promise I won’t tell her.

Steve Klebe: Fair enough, I appreciate that.

Trisha Stetzel: Okay, so I know you mentioned that you didn’t have a plan, but I’m guessing that you made some decisions. Looking back, what was the most pivotal career decision that you made and what did it teach you about risk and timing.

Steve Klebe: Yeah. So I, I, um, the way I normally would answer that question is the first, you know, 20 years. Uh, first of all, I never planned to be in sales. Um, but it just so happened that the very first job I got out of college was in sales. And luckily, um, this was a very small company, but, um, you know, they had kind of co-opted a, uh, a sales training program and, um, you know, gave it to us. And they put us through a pretty extensive sales training program, which was unusual for such a small, you know, company. So I learned some extraordinary skills, um, that, uh, you come to learn later in life, serve you whether you’re in sales or not. Um, so I went from direct sales with that first company over five years to ending up running the sales team. Um, and, um, I did that at a couple of other companies subsequently. But then about midway through my career, I really decided that I was better at product related things and partnerships. Um, and uh, also, uh, didn’t want to manage people any longer. Uh, I realized that that was not my forte, um, that I was much better at, uh, interacting with clients and partners, um, and, um, um, and focusing on working with the product teams to actually, you know, either come up with new product ideas or enhance the products that we had.

Steve Klebe: So, like when Google, uh, reached out to me 15 years ago to recruit me, um, I made it very clear, um, that, you know, I did not want to manage people, uh, and they were okay with that. Um, but along the way, you know, my manager, you know, multiple times, you know, said to me, well, you know, you’re only going to go this far here if you’re going to refuse to manage people. Uh, he finally insisted that I manage one person for about two years. Um, which was easy because he was a friend and a colleague and totally competent, so I didn’t have to, you know, uh, you know, really manage him. It was just on paper only. Um, but, um, so that was an important career, you know, move. It was a conscious decision on my part to move out of direct sales and sales management into partnerships, and then, you know, not to want to manage people. And I was at a point in my career at that juncture where, you know, I could sort of, you know, I was willing to take the consequences, you know, of what that meant.

Steve Klebe: The other thing, I guess I would say is, um, you know, I worked for ten companies across 44 years, and most of them were early stage companies. I was the third employee, the 15th employee, the 35th employee, etc. when I got to Google, I was the 45,000th employee. Um, and I, you know, during the nine years I was there, the company grew to 145,000, you know, people. And the other realization, um, uh, was that I really preferred working, you know, for smaller companies. Not that the Google, you know, journey was not wildly successful. Both, you know, career wise and economically. Um, but, you know, uh, if I had my choice, you know, I’d much prefer to work for a company that had 50 to 1000 people, um, where everybody was focused on a single mission, um, you know, etc.. Uh, Again. Google wild thyme. You know, uh, met some great people that I’ve maintained friendships with. Um, but, you know, the bureaucracy and, you know, especially towards the end, like, getting anything done, you know, was nearly impossible.

Trisha Stetzel: Mhm. I could imagine in a company that size trying to get through the bureaucracy of just one thing. We just need to check one box and it’s really tough. How important was it during your career to build those relationships? I know you mentioned you were you weren’t the guy who wanted to manage people, but I know you’ve done a lot of mentoring and you just mentioned you’re still in touch with people that you’ve worked with. How important is it to keep those relationships?

Steve Klebe: Well, yeah, I mean, thank God for LinkedIn. Um, I have 7000 contacts on LinkedIn and I use it extensively. Um, and it has sort of become my address book. Um, you know, because when you leave companies, you have to leave all that stuff behind. But the beauty of LinkedIn is that you get to take it with you. And I’ve been very, you know, aggressive using it over the years. Um, and I coach people on using LinkedIn, you know, as, as well. Um, so, um, the way I would answer your question with two different, uh, threads, uh, one is that I decided early on that I wanted to go beyond the bubble of whatever company I was working for and get involved in industry, trade groups. Um, and the interesting thing about that, aside from just how powerful that can be, and I would strongly recommend young people get out of their bubble and get involved in their, in their industry. Um, usually when I asked whoever I was reporting to along the journey. You know, if it was okay to go to a trade association meeting, you know, etc., or to volunteer for a committee on, you know, at one of those organizations, they would normally say, uh, Steve, you know, great idea. But like we have to close the quarter out, you know, blah, blah, blah. So this is where I learned not to bother asking and just to go do it. And this is part of my philosophy, which is asking for forgiveness, not for permission. Um, and but those, um, participating in those industry associations was massively important to me and really ended up being important to the companies that I was working for. They didn’t appreciate it at the time, but that’s what led to a lot of speaking engagements, you know, where I was able.

Steve Klebe: And of course, when you’re introduced, it’s Steve Kleeb, you know, Working for, representing Cybersource representing fill in the blank. Um, and so that’s really important. So the other thing, um, was because I grew up in the payments industry during a pivotal time in the industry, and somehow or another, I got to understand at a level of, um, uh, detail that most people don’t get involved with, actually how the plumbing worked. And so and every company I was at, as we grew, we’d be hiring, you know, tens, hundreds of people. And more often than not, they came to these companies knowing nothing about payments. So I always volunteered, um, to do a class or two, um, you know, for new employees. It was never part of my job description, but I also always volunteered to do that. And that was like magic because, um, you know, these were new folks coming in with lots of new energy, wanting to get involved. And I came to become a, you know, like a really important resource, you know, for them. I love doing it. Um, you know, and, uh, so it was as much for me as it was for them. And so, uh, the outcome of that, um, you know, again, has led to lifelong relationships because people really appreciate when people go out of their way to do things that are not part of their job description, you know, to actually, you know, contribute, you know, more, you know, widely. Um, so those are the two things that pop to mind when you, you know, when you asked that question.

Speaker4: Okay.

Trisha Stetzel: So I want to take it just a little bit further, as you think back to three years ago when you decided to retire, and maybe even before that, as you were stepping out of these operational roles or these leadership roles and moving into more advisory roles or being on a board or volunteering, how how did that really bring your retirement to where it is now?

Steve Klebe: Yeah, that’s a great question. Um, so first of all, I, I was on, um, a variety of advisory boards for these industry trade groups throughout my career. So again, I didn’t just attend conferences. I would put my hand up and volunteer to be on committees and things. And, um, you know, several organizations, um, where I became a member of the advisory board, um, you know, that really, um, you know, also led to some independent advisory board, you know, opportunities. So half a dozen companies, even while I was working, you know, I was, you know, sporadically on advisory boards. And again, you know, because they were all early stage companies, you know, it’s not like we had an official board meeting every, you know, every 12 weeks or whatever. It was usually very spontaneous and, and the like. But it was, it was having done that, having done all this coaching, um, having done some, you know, spot angel investing over the years. Um, it was the combination of all of those things, um, that gave me the comfort that, um, you know, when I retired, um, you know, I was, you know, going to be able to continue to contribute, continue to be mentally stimulated, um, you know, and, um, you know, it just it has been actually when I was at this lunch last week in New York.

Steve Klebe: Um, you know, I was sharing with my, these former colleagues that it’s all been very organic. Um, you know, a lot of people, uh, as you approach retirement, um, you know, you hear all sorts of stories about people falling off the deep end and, you know, not knowing what to do with themselves, you know, etc.. Um, and that, you know, has not been an issue. It’s all been very like, sort of just organic and natural, you know. Et cetera. I do expect the other thing that I do quite a bit of, there are these things called expert networks. Um, there’s companies such as Guidepoint G. Um, alpha sites, and there’s about six of them. And, um, I’m registered with all of them. And I do these spontaneous one hour phone consults with mostly investment bankers who are studying a particular domain, and they want to talk to people who have had operating experience. Um, I had done some of those back in the day, but then when I joined Google, they had a policy that you couldn’t do them. Um, so then when I left Google, I was able to start doing them again.

Steve Klebe: And since I’ve retired, like last year, I did 40 of those calls. Um, and, um, they’re really fun. There’s no prep. It’s an hour. They just grill you with questions, and they’re just so desperate to talk to people who actually, like, lived in the trenches and did real work. Um, and so, again, it’s that combination of all of those things between all of those things and playing tennis and pickleball and a few trips here and there, you know, and walking my dog. Um, you know, that, uh, you know, and reading, you know, the one thing I would say that you didn’t ask about is, Um, you know, I love mystery novels. Um, and, um, you know, over my business career, you know, I was mostly compelled to spend most of my time. Not that I didn’t enjoy it, but, you know, reading trade journals and, you know, going to conferences and all that, you know, doing work, work. Um, but now that I’m retired, you know, I got my equivalent of a Kindle with me all the time. And, you know, anytime I don’t have a meeting scheduled or I’m not playing tennis, um, I’m reading a, you know, just a simple, mindless, you know, um, mystery novel.

Trisha Stetzel: Oh. Very interesting. Okay, so before we move into something, I want to take a deeper dive in. I know folks are already ready to connect with you. They’re very interested in knowing more. What is the best way for folks to connect with you, Steve?

Steve Klebe: I think the most efficient way is for people to just attempt to connect with me over LinkedIn. And, um, you know, my profile is readily available. There’s no other Steve Klebe on LinkedIn. Um, so, you know, you can share my LinkedIn profile, you know, uh, URL, um, out. Um, and this gives me a chance to decide whether or not there’s actually a reason to connect. Um, so that, yeah, that would probably work out the best. And like I said, I’m very active on LinkedIn. And, you know, I lean towards accepting outreach when, you know, when I think there’s going to be any meaningful, you know, connection. Um, so, yeah, that would be the best.

Trisha Stetzel: Okay. Fantastic. Yeah. Steve accepted my request. So I feel important right now. By the way, uh, Steve’s last name is spelled k l e b e if you’re looking for him on LinkedIn. And of course, the link for that will be in the show notes, and you guys can just point and click if you happen to be sitting at your computer. You said something I’d like to dig into just a little bit further. Earlier you said ask for forgiveness, not permission, and you gave one example of that. How has that mindset shaped your success overall?

Steve Klebe: Yeah, so not just in the context of, um, that one example I gave you. The other context is, um, just the, um, uh, various some of the most significant initiatives that I worked on in my career, um, took longer than people around me thought they should, but I, you know, felt, you know, really passionate enough about these things. So, um, I would just basically like, you know, just keep going. Whether they knew I was continuing to pursue these things or not. Um, and, um, again, the probably the most profound, you know, achievements that I made in my career, um, you know, uh, came as a result of, you know, just sort of, you know, not listening to the advice that I was getting or the demands I was getting from leadership above me, uh, and, um, and continued to pursue, you know, uh, several of these initiatives. Um, now, I always add an asterisk, though, when I share that expression with people, there’s a responsibility that goes along, you know, that is not just like dumb luck. And it’s not just, um, you know, bravado. Um, it is actually, it requires you to have, um, a, uh, deep belief after doing like real thought and work and research, to decide which of those things are worthy of continuing to pursue without asking for permission. And if you do it right, you never have to ask for forgiveness. Matter of fact, the people who were trying to tell you not to do these things should be asking you for forgiveness because they made a fuss and and didn’t want me to continue pursuing, you know, these, these opportunities.

Steve Klebe: Um, and I could give you specific examples, but, you know, just to, uh, suffice to say, the most profound things I accomplished in my career almost always involved, you know, just not abiding by, you know, the, uh, the doctrine of the moment and, uh, you know, keeping these things alive to through to conclusion and success, even when there were a lot of pessimists, pessimists around me, um, you know, who would say, like, oh, but, Steve, you know, we have to close the quarter. Well, I would close the quarter, you know, I mean, I’d get my job done. I always got my day job. And that was like, for example, at Google, you know, my day job I could do practically in my sleep. And so I spent my energy working on things that, you know, really inspired me, rather than the, you know, the mundane things that, you know, were part of just getting partnerships done. I could, you know, I could do those things in my sleep. Uh, I knew how to do them. I knew the mechanics of keeping the momentum on those things going. And I didn’t have, you know, that was not where I was going to really, you know, get energized by doing those things.

Trisha Stetzel: Yeah, absolutely. I’ve heard some really important things today around building relationships, building community or having community, giving back, taking calculated risks. How do you find the difference between being in big business? I heard you say that you’re working with some startups or on advisory boards and being there. How what would you say to those younger businesses, the people who are in leadership there about the importance of finding ways to build relationships and community and giving back and taking calculated risks?

Steve Klebe: Yeah. Well, this goes back to a comment that I made earlier about LinkedIn. Um, you know, the way I used to use LinkedIn and still do to this day is if I have a meeting scheduled, no matter how that meeting came about. But presuming it’s somebody I’m meeting for the first time, the first thing I do is go to LinkedIn And, you know, look at their background and look for things that are going to be fun and interesting to talk about. Um, and, uh, it doesn’t really matter what it is. I can, you know, an example would be I’ll notice that somebody went to Penn State University. Um, I didn’t go to Penn State, but my sister has taught there for 35 years. Um, and it was like, you know, what a great conversation starter. Um, and, you know, I don’t think there’s anything wrong with that. Matter of fact, I think it’s just the opposite. I think it’s like people really appreciate that you take the time that you notice, you know, etc.. Um, and so, um, you know, the advice that I, that I do give to some of these early stage companies in this regard, um, and some of the founders need more advice in this front than others. Um, but you know, what I normally, you know, would say is, um, to be sincere, um, use LinkedIn like I use it so that you can you have something meaningful to converse with people about.

Steve Klebe: Um, same sorts of things. Get out of your bubble, you know, um, you know, and, you know, some other really basic things which maybe go back to my early sales training, which is, um, you know, just if you promise somebody something, um, you know, jot it down on a piece of paper and make sure you actually deliver on it. Don’t you know there are. So it’s really sad, but true. I think in the business world, um, I’ve come in contact with tens of thousands of people, and I would say that there’s less than 5% who you actually come to respect because they are diligent, timely, responsive, you know, Etc.. Uh, and I think a lot, a lot more people could be a lot more successful, um, if they just were able to do some of those simple things. And back in the day before everything got computerized, you know, I would have three by five note cards. Um, and I would, you know, make a clear list of things that I had promised to prospects and things. And, um, now, you know, there’s lots of tools that you can use, you know, put it on your calendar. Um, you know, there’s an application that Google provides that works across all platforms called keep k P. And it’s like a, it’s a virtual, searchable, uh, post-it note, you know, and we all know the in the old days, post-it notes at one point were magical.

Steve Klebe: But then you come to realize, you know, you walk into somebody’s office and they have 15 post-it notes, you know, staple, you know, paste it on to the outside of their monitor and they can’t remember, you know, can’t figure out which one. And, you know, the cleaning people come in and one falls off, you know, etc.. But now that it’s all, you know, it’s searchable, you know, I mean, it’s just a magic tool. It’s free. I mean, why wouldn’t you use it, right? Yeah. Um, so those are the kinds of things. Um, so again, it varies, you know, dramatically. And that’s what’s good for me because, um, you know, uh, while most of the companies I’m advising either are in payments or they’re peripherally involved in payments, of course, of course I can help them with that. Um, but it’s the other stuff. Um, it’s the more nuanced stuff that, you know, I’m able to help them with, um, around things like get out of your bubble, get, go, go to the trade shows, don’t just attend a conference, get involved, you know, etc. because then people like really come to appreciate that you’re more than just a talking head. You know that you actually, you know, can can contribute above and beyond.

Trisha Stetzel: Yeah, absolutely. Such great advice today. I’ve really enjoyed our conversation, Steve. I have one last question for you as we wrap up. What’s next for Steve Klebe?

Steve Klebe: Well, um, it’s, you know, again, another great question, uh, which is something I learned, by the way, in sales training. Uh, welcome, welcome questions. Welcome objections. Um, yeah, I would say, you know, I’ve expected, uh, now that it’s three years since I’m not no longer operating. Um, I would I had started to expect that, like, this year, like, these expert network call requests would, like, drop off a cliff. Um, but it hasn’t happened, which is somewhat surprising. Um, and so I’ll keep doing those for as long as that lasts. Um, but, uh, you know, for as long as I’m physically able to both keep, you know, my hand out there in the business world, and there doesn’t seem to be any letup in that. I mean, there is. I met with another founder yesterday who wants me to join, you know, his advisory board. Um, and, uh, it’s, it’s more general fintech and, um, and investing rather than, uh, specifically payments. So, um, I’d like sort of continuing to broaden, um, you know, the scope. Um, but really, as long as my body will allow me to play tennis four times a week and play pickleball once or twice a week, and, um, I’m able to travel, you know, wherever I want to go. Um, and, um, uh, so other than that, it’s it’s pretty, you know, it’s pretty much the same.

Steve Klebe: Um, but I know that it doesn’t last forever. Um, so probably like to do a little bit more, you know, traveling, um, you know, over the next couple of years, um, I did a lot of international travel during, uh, for business. Um, but I haven’t done that much for personal, so I would try to take a day, an extra day when I was in Singapore or Copenhagen or Amsterdam, uh, or London, you know, to go see a couple of things. Um, but. Oh, I did take an Alaska cruise, um, this past, um, summer with my two grown children, um, and had a great time. So that kind of stimulated some, you know, thoughts in my head about what comes next. Um, but anyway, for the, for the, for right now, it’s stay healthy, stay active. Continue, you know, enjoying the time with all these, you know, various founders and things. Hopefully have some of my angel investments pay off. Um, because that’s one thing you learn when you’re doing angel investing is it’s like a 5 to 10 year journey. Um, you know, these things are not quick fixes or quick hits. Um, but yeah, just keep meeting different people, stay active, uh, etc..

Trisha Stetzel: Yeah, I love that. Building relationships and community, making sure that we’re still taking some calculated risks even when it comes to travel. Right? Uh, so it all applies here. Uh, and then, of course, giving back what you do so much of. Steve, thank you so much for this amazing conversation. You’re doing such amazing work, post work, and I appreciate you coming on and talking about it with me today.

Steve Klebe: It’s my pleasure. Trisha, it’s been wonderful to meet you. And, um, you know, Feel free to reach out anytime.

Trisha Stetzel: Great. Thank you so much. And you guys, just a reminder, if you’d like to connect with Steve, please reach out on LinkedIn. His last name is spelled k l e b e, and I will put that in the show notes as well. So you can just point and click if you happen to be sitting at your computer. All right guys, that’s all the time we have for today. If you found value in this conversation that Steve and I had, please share it with a fellow entrepreneur, a veteran or Houston leader ready to grow and of course, follow, rate and review the show. It helps us reach more bold business minds just like yours. 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.

 

Drew Davis: Inside the Chief of Staff Association and the Future of Leadership

January 23, 2026 by angishields

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Houston Business Radio
Drew Davis: Inside the Chief of Staff Association and the Future of Leadership
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Drew-DavisDrew Davis is the Senior Vice President of Commercial at the Chief of Staff Association (CSA), the premier global network for Chiefs of Staff across industries. With 12 years of experience in the U.S. intelligence community, Drew brings deep expertise in organizational strategy, principal support, and enterprise alignment.

Throughout his career, he has supported directors, agency leadership, and White House principals—including the President and Vice President—through roles in the Situation Room, National Counterterrorism Center, and key positions both inside and outside of government.

Drew is widely recognized as a super-connector and enterprise innovator, helping organizations bridge mission and business outcomes with clarity and precision.

His leadership continues to shape the CSA’s mission of developing world-class Chiefs of Staff, drawing on a career grounded in service, strategy, and impact at the highest levels. CSALogoStackedDark-DrewDavis

LinkedIn: https://www.linkedin.com/in/drew-davis-68479320/
Website: https://www.csa.org/

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

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

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. I’m so excited about today’s guest, Drew Davis, senior vice president of commercial at the Chief of Staff Association, global organization dedicated to connecting, developing and empowering chiefs of staff across every industry and sector. Before joining the CSA, drew spent more than a decade serving in the US intelligence community, including tours in the white House, Situation Room, the National Counterterrorism Center, and multiple chief of staff roles supporting senior government leaders. His experience bringing national security, enterprise leadership and executive strategy has made him a powerful connector and champion for the growing chief of staff profession. Today, we’ll talk about what a chief of staff really does, why the role is exploding across industries, and how the CSA is helping shape the next generation of executive leadership. Drew, welcome to the show.

Drew Davis: Trisha, thank you for that very warm and kind introduction. It’s such a pleasure to be with you. Thank you for your service as well. The Navy is no doubt a little less enthused without you and so many of your listeners as public servants do. It’s just an honor to be joining you and them.

Trisha Stetzel: Thank you. I appreciate that very much. And I’m getting I’m practicing saying you are worth it. I think that’s a really nice way to say thank you when people are thanking me for my service. Yeah. All right. Drew, tell us a little bit more about you, and then we’re going to dive into the CSA.

Drew Davis: I appreciate that. I think, like so many of your listeners, I’ve absolutely felt a calling to public service since a very young age. I remember reading a book in second grade outlining the branches of government and, and not being able to put words to it at that age, but absolutely feeling moved and compelled to do something bigger and contribute in a way bigger than myself. And I chased that dream of public service, uh, my entire professional career served a handful of years as a local police officer as well. Uh, nine over 11 happened. Joined the national security community after graduate school and spent 12 years in the intelligence community. And it was a bit of a funny recruitment story. I was, uh, speaking with the agency recruiter, uh, that I joined. And, you know, we said, hey, what do you think about being an analyst? And I said, well, I’m really not your 500 pound brain who can buckle down for 30 years on on one portfolio. Um, might you have something else? And he said, okay, well, how about an operator? And I said, I probably have some good skills for that. Um, but I’m not sure really fully aligned with my personal and family priorities in life. Might you have something else? And he said, you know what? We have this incredibly powerful and new career track where you would be mapped to the suite of the director and you would support our agency in leadership support, business operations strategy, enterprise functions. And I said, yes. Now you’re speaking my language. I had started a few businesses growing up and continued to have an enterprising spirit along the way, and found a great niche in a role that was very similar to, and oftentimes a professional chief of staff, deputy chief of staff, or some of the uniformed and civilian military folks will appreciate an XO, an aide de camp, a flag rider, a mill aide, right that that Corps staff work, that it takes to run a government agency and department like the business that it is ever more complicated when you have to hide the hand of the US government while you do it.

Drew Davis: But it was certainly an extraordinary pleasure and a privilege to serve our country and its people in the national security arena. And after I got halfway into that career, I realized I needed some more training on how to be an effective chief of staff. And I found the Chief of Staff association and joined myself. The association’s only about a handful of years old, and it’s had extraordinary impact in that time already, and I’m a great example of it. Nothing accelerated my career further or faster than joining the Chief of Staff association, and part of the reason I felt so fulfilled as I was leaving the federal service was the hard skills and soft skills I was able to import had an amazing and innovative impact on our agency and the mission work that we did. And I did. I got to walk away feeling as though I’d had an incredible impact on on my mission. And I owe so much of that to the Chief of Staff Association, our incredible community that I’m excited to share more about with you. Um, but it was it was a really powerful chapter in my life where I got to marry my service to country, uh, with the chief of staff. Role and leadership support, enterprise management.

Trisha Stetzel: I love that so much. There’s so much passion coming through. And when you and I spoke even before the show, you and I had this, like immediate connection when it came to the passion for the work that we do in the community. Let’s talk a little bit more about the chief. Chief of staff Association or CSA. How did it start and what does it offer to its members?

Drew Davis: Absolutely. The Chief of Staff Association is the global premier body for chiefs of staff, as you said, across all industries and sectors worldwide. We have members from the fortune five on up to the smallest of startups, if you will, and everything in between. Our members come from over 1300 different organizations in over 70 countries, and it is a vibrant community. I hope a lot of you will log in and start to follow us on LinkedIn as well. And you’ll see just under 80,000 online followers in our community. I think a lot of us have been a part of professional development and C-suite organizations along the way. I know I certainly have a nerd for leadership and culture, but I’ve never seen anything like the Chief of Staff Association. Its members are wildly supportive of each other, advancing the work that we have to do day to day, being that shoulder to lean on, that ear to bend, the laughing, the joking with people who get it. Because as we’ll talk about, not everyone knows what a chief of staff is or does, or how we do it, or how long it takes to do it, and how difficult it is to do. Uh, and so when we find our flock, our community of people who get it, which we’ve created, this extraordinary community in the CSA, there’s a real resonance, and we’re drawn to it, and we stick with each other, and we support each other through career transitions and job changes, through professional growth and even through personal challenges. Um, I thought you captured it really well.

Drew Davis: The Chief of Staff Association has three core mission fronts. We connect, we develop, and we empower chiefs of staff. We connect our chiefs of staff through 20 regional directors worldwide. This is where we activate our learning and our mission at a very local and regional level. Our members pull together for appetizers, coffees, substantive meetings, executive roundtables, and really delve into what it takes to do this job at the highest level. Certainly at the level the world demands. We have a vibrant WhatsApp community in all of the ways globally, and we also have an amazing member portal that our members have access to incredible resource banks, the ability to find each other in GPS form all over the world in case we’re traveling for work or pleasure, and then certainly our global events. So the connection side of what we do is I think, uh, no surprise then, what we see with the vibrant community and how connected it is. Um, the developing side, this is where the rubber meets the road. Uh, we have several levels of our certified chief of staff program. It is an absolutely impactful program that we developed in collaboration with our faculty, advisors and friends over at the Harvard and Oxford Business Schools. What we did was an analysis of over 2000 chiefs of staff worldwide, and we aggregated that data and looked at those baselines of excellence. Right. What is it? Cross-cutting all industries and sectors that is necessary for a chief of staff to do their job really, really well? And we were pleasantly surprised to see so many enduring commonalities, consistencies across the industries and sectors.

Drew Davis: Everybody uses the role a little differently as we’ll talk about, but there are definitely standards of excellence, and we were able to capture that in our certified Chief of Staff program. We were able to capture it in our two in residence programs with the Harvard and Oxford executive education programs. We’ve captured it this year in a new offering, the Advanced Core Competency Program. And I think probably one of my favorite newest offerings is our enterprise certification program or our membership for teams where a company with several chiefs of staff can bring everybody along and get everyone flying in formation by enrolling folks in that certified program. It’s just an incredibly force multiplying way. Uh, the empowerment side of it is, I think, where we help others appreciate what a chief of staff is and how we do our work and the impact that it can have because it’s coalition building, it’s deep relational work. We have to bring everybody along, whether that’s on the leadership team, uh, in the entire organization or beyond, uh, all of the stakeholder engagement that we do. So educating folks about what the role is, helping professionalize it. And then certainly the good advocacy work in general, uh, about hiring, training, employing advancing chiefs of staff, really, uh, firming up this profession and the impact that it has. So I threw a lot at you and all of the listeners, but, uh, hopefully that makes some sense. Uh, and brings some clarity to this role and what we’re doing to advance it.

Speaker4: It does.

Trisha Stetzel: And you broke it down in simple areas, right, in these three pillars that you really support these folks. And I love how active your membership is and that these people, these amazing leaders, are able to connect with each other and learn from each other, but also learn from the resources that you’re putting out there for them and then advocating. Right. Uh, this position. So for those who aren’t familiar exactly with Chief of staff, although I’m hearing it more and more, I hear a lot more people talking about it. And I also heard you say that it’s not just one size fits all. There are a few differences when we talk about chief of staff. So what exactly is it and why is this role really becoming so important in today’s organizations?

Drew Davis: Yeah, that is a the crux of the question. And that’s, I think, what makes our work at the CSA a little more fun? Uh, we interview our prospective members all of the time across the world. We judiciously curate our community. Right. We want to make sure that it provides enough depth and in-reach for folks joining us across the public, private, nonprofit Profit sectors, but also that we keep a really high bar and caliber, make sure that people are going to be really engaged and active and not just flies on the wall, because we want people who can help drive the discourse that is actively shaping this role. Right. And so how is it being shaped? Every industry, every sector, and even the companies within them are using this position a little differently. Um, and I know we’ll get to talk about some of those core competencies of the role as we go. Uh, but there are definitely a handful of ways uncommon that we see, uh, agencies, departments, startups, uh, across all industries using the role. We see them using the chief of staff as a chief integrator. This is absolutely, uh, the professional who connects the people in the organization from the highest to the lowest levels helps, uh, activate those priorities of the leadership team and or the external board and governance structures, and then the processes that it takes to do that work week to week, month to month, quarter to quarter across the The organization, the CEOs force multiplier.

Drew Davis: Oftentimes, a proxy is another empowering way that we see this role get used. It’s an extension of the leader. It could be the CEO, the president, the executive director or any of the principals that the chief of staff is serving. Uh, EVP, SVP level managing. What’s most critical for them, right, is the way they’re using the time on their calendar and absolute alignment with the company’s priorities and strategic goals. And if not, let us help bring some some rebalance, some recalibration, uh, to the way that we’re protecting and using that time or representationally. Right. Being in a meeting that the boss can’t attend, uh, or an event to which the boss cannot make. And so it’s a really empowered, force multiplying role increasingly across industries. Uh, the strategic operator is probably another way I would put it. This is that balance of long term vision with the day to day. It encompasses a bit of special projects, right? Someone has to put out all of the fires. Uh, the chief of staff, uh, is oftentimes what we hear colloquially use, uh, it’s a coaching staff to right everyone in the leadership team across the organization coming for that information, that insight. And when we talk about the chief of staff role, we say we move very, very quickly in this position. Of course, everyone at the C-suite level moves very, very quickly.

Drew Davis: Um, but at the end of the day, we can only move at the speed of trust. Uh, Steven Covey put it so well in his book. And as a strategic friend of the chief of staff associations, Mr. Covey helps our members all of the time understand how to build trust very quickly. Uh, because at the end of the day, you need to go knock on someone’s door and ask something of them. Uh, that’s going to be in addition to their their very full plate already. Uh, and oftentimes very challenging. Right. Because if it’s landed on the desk of the chief of staff or the boss, it’s a tough problem. Uh, or someone else would have solved it along the way. Uh, so it’s a bit of a distressing role in that respect, and you have to be really good at those skills. Um, and those core competencies. Just a couple more, I think jump out at me. Uh, the trusted advisor is one we are seeing increasingly, uh, rise as a priority for organizations. In fact, the Financial Times just this week wrote a really excellent piece. I hope folks look it up, uh, that talk about the invisible side of the chief of staff role that behind the scenes, right, that humility that we bring. But in doing so, right in closing that door and drawing those curtains and being that strategic thought partner for the boss, we keep our finger on the pulse of the organization’s processes and culture, and we can have very honest and very effective conversations, because we’ve built that trust and because then we can help, uh, the leadership team effect that strategy, uh, more effectively.

Drew Davis: Uh, so the trusted advisor role, that strategic thought partner really rising in popularity. Uh, and then I’ll close probably with that, the culture conductor, uh, to be alliterative about it. There’s so many reasons for a leader or a leadership team to put culture on the side burner when the workload and the pressures are crushing. Uh, you have to be responsive to the board, the investors, the shareholders, to your own leadership team, to the stakeholders to press the media regulators. Right. The list goes on and on. And what we find is the chief of staff has become wildly, uh, effective at helping leaders and leadership teams continue to prioritize company culture and make sure that everyone remains active and engaged. People feel like they, and indeed, they do have mechanisms to contribute their voice, uh, to to have that buy in, uh, to be a part of the idea making. I think it’s long past the days where the leadership team sat in, in a conclave and came out and ruled by fiat. And today, the chief of staff helps bring everybody along and build those coalitions for ultimate success.

Trisha Stetzel: Oh my goodness, such an important role. Chief of staff, you said I was thinking chief of everything. That’s what it made me think of, right? The person who’s really driving so many parts of the business. Drew, I know people are already interested in either connecting with you or learning more about the CSA. So where is the best place for people to connect with you or the CSA?

Drew Davis: Thank you Trisha. I personally love to support folks who are interested in this role, or their organizations that are interested in certifying their chiefs and learning more about how we do what we do, and how to be better Chiefs of staff. So I hope folks personally connect with me on LinkedIn. You can search out Drew Davis, chief of staff, and I should pop right up. I’m certainly open to direct emails to my email is Drew Davis at CSA. And of course, I hope that you will start to follow us if you’re not already in our global LinkedIn community, the Chief of Staff association. So these are easy touch points. We want to bring everyone along on this because increasingly, as you noted, we’re all interfacing with the Chief of Staff more and more every day.

Trisha Stetzel: Yeah, yeah we are. And we’re seeing it more across the public and private sectors. Uh, drew and I mentioned earlier I’m hearing the word or the title chief of staff more often. And with this explosion, uh, of this role popping up, what do you think is really driving that surge and demand for that role?

Drew Davis: At the end of the day, business decisions are often very shrewd. There needs to be a pretty quantifiable, um, metric of success. And the chief of staff has increasingly proven an ROI, whether that is on organizational culture and the ability to engage and retain talent, or whether it’s through driving efficiencies in work hours saved importing of new technologies which are more efficient and cut operational costs. Um, or even on increasing revenue generation and how that’s enhancing margins and profits. Uh, when the CEO or the president, the senior leader, recognizes the opportunity cost of sharing their workload with the chief of staff. They don’t have to be in all the meetings. They don’t have to be responsive to all the emails. Right. That’s a cost to them and a cost to the business. If they can empower this force multiplying role, even better. Or maybe for the first time, hire one and unleash the incredible impact it can have. The ROI quickly quantifies itself, and it certainly qualifies itself. So I think at the end of the day, the business case is compelling and virtually irrefutable.

Trisha Stetzel: Absolutely. Which leads me back to something you said earlier, which is core competencies. I can see just based on all of the descriptors of this particular role or even the names that we’re giving right internally to what the chief of staff is actually doing, that there are soft skills and hard skills that this particular role needs. So can we talk about the core competencies that make a great chief of staff, and how do they differ from other senior leadership roles?

Drew Davis: It’s a great point and I want to address the second part first. How do they differ? I think we would make a case that they don’t differ very much at all, which is another really powerful testament to why the chief of staff role is so important to have in the C-suite and or brought up as a protégé to one of the C-suite leaders, or even the CEO, president, executive director themselves, because the amount of expertise that you develop in this position and or come in with through certainly our certification programs is so cross-cutting at the C-suite level that it’s easy to take a chief of staff, certainly following their tenure as chief of staff, and plug and play them into other C-suite roles, or to have them help lead at the highest levels. At the Chief of Staff Association, we have a core competency framework that we think about. All of the certification programs that we have, all of the events and programing that we do, so that it all strategically maps very well in place together. Certainly the chief of staff is an individual contributor, right. And the hard and soft skills that it takes to do that, uh, are very, um, unique compared to other roles, uh, because most of the time in an organization you have explicit authority, right? Portfolio ownership. Uh, and it’s very clear what you’re charged with doing. Well, when you’re charged with doing so much, you have to influence others to do a lot.

Drew Davis: Uh, we and we call that leadership through influence or leading without authority. And that is a conversation that we are actively having day to day, week to week with all of our members and perspectives because it’s how are you doing it? What are you finding works well in your organization, in your sector, right. What is that language? Unspoken or spoken, that is effective to inspiring people to action? Um, because again, when we come knocking, we have to inspire people to action. The root underneath a lot of that is negotiation, right? You have to go with an understanding of what people’s priorities are, their best intended outcome. And as chief of staff, we absolutely want to help them reach that outcome. Right. And look like the hero to the boss and their fellow leaders. And so having a really good idea about the landscape of people’s priorities that takes emotional intelligence. Uh, that certainly takes strong written and spoken communication skills and an ability to be ambidextrous in our thinking. Uh, so that’s the individual contributor. Um, we work across the entire leadership team, right? Creating those workflows, those rhythms of business, the synchronizing, making sure the right hand knows what the left hand is doing, making sure that everyone on the team really does understand the vision and the strategy and the sort of skills that it takes to do that.

Drew Davis: Uh, as you might suspect, we’re talking strategic level problem solving, right? What are the bottlenecks that are really getting in the way on time and talent and resourcing? And how can we help our colleague managers think about solving those? That’s a level of stakeholder engagement that not everyone’s comfortable with. We have to deal with C-suite leaders, sometimes heads of state as we know, or leaders of military services, really high level, powerful folks. It takes a confidence and it takes a real deft ability to speak with folks like that in an effective way. That takes a lot of practice, and perfect practice makes perfect. And so we do that a lot at the chief of Staff Association. Keep it very practical. Um, the culture element oftentimes falls in here. We need all of the leaders understanding that they they have a cascading effect on culture too, right? And so all of us need to be singing from the same sheet of music. So individual contributor across the leadership team, but then across the entire enterprise, uh, You start to deal with skill sets and crisis management in organizational design and structure and org charting. Again, on that alignment, right. The way a chief of staff activates the strategy usually highlights gaps and deficiencies in both leadership and in process. And so this is a very delicate issue to address with your colleagues.

Drew Davis: Right. You don’t want anyone to feel judged. You don’t want to put people on their heels. And being savvy to how you have conversations like that in an empowering way, in a non-defensive way. Executive coach esque, right? Takes a lot of practice, but those conversations often drive innovation. And so we see a lot of growth happen at this stage. I’ll close with the fourth quadrant in the way we think about core competencies. And that’s principle management managing up. This is one of the most difficult jobs of a chief of staff that even most C-suite leaders don’t have to confront themselves because they turn to the chief of staff and they say, I think you should go talk to the boss about this, right? And it’s that trust that you’ve built along the way where you can close the door, draw the blinds, and sit down and say, I know what you’re trying to do here. Let me help you do it better. Right. To have a conversation like that at that level, that will remain productive and strong in the relationship, and then pay exponentially across the enterprise. That’s hard. Uh, and so we interrogate these issues week to week. We interrogate them in our certification programs, and we empower our members with actionable tools and frameworks to have these tough conversations and import these hard and soft skills.

Trisha Stetzel: Yeah, such an important role. And as as you were talking through that, I was thinking about the CSA not only, um, supports people who are already in this role, but also people who would like to be in this role, and I happen to know about a veteran program. Uh, that may be coming up. Would you tell us a little bit about that?

Drew Davis: Absolutely. And you are absolutely right. You don’t have to be a chief of staff in title to be a member of the Chief of Staff Association. You can be a chief of staff and function or an aspiring chief of staff. People have career growth aspirations, and if this is a position that excites you or falls within your own professional development trajectory, we are standing in your corner and we want to help you, and we have found it especially fulfilling to be able to support our uniform and civilian, uh, friends along the way, oftentimes coming into second careers, right, putting down the uniform and ready to translate the extraordinary leadership experience and vision that they have, uh, from their time in service into the nonprofit and private sectors. And so what we’ve done is create a very special military membership offering at the chief of Staff Association, uh, at a very special price, uh, which makes it wholly accessible, uh, as certainly an acknowledgment and an appreciation for the great service that our men and women have offered our country. And we hope that our listeners who have given service in such ways, uh, will take a look at it and will consider joining us, because what we love to do is enroll folks in this membership for teams, this coaching for teams program that we have when folks are, um, of, uh, birds of a feather. Right. They understand, uh, the previous experiences people have had, the strengths, the fortes, that they can bring into roles like this. Uh, and we support our, our uniformed military folks in this way all the time.

Trisha Stetzel: Uh, I’m so excited about this conversation, drew. And I’m tagging people when we put it out on social, because I know some folks who would be very interested in the program that you guys are running, uh, for chiefs of staff, both for those who are aspiring, uh, those who are not titled yet and those who actually carry the title of chief of staff. All right, one last question, and I’m actually coming back to you. I want to talk a little bit about drew. You’ve served in some of the most high stakes environments in government. How would you translate your experience through that into leadership lessons for business today?

Drew Davis: Yeah, it’s an incredibly powerful and important question. We just sat with two white House chiefs of staff themselves, uh, in a session this summer called from the Oval Office to the Corner Office and had an amazing conversation about this transition. Transition. And it is not at all surprising that the commonalities at the highest levels of government in supporting the president, the vice president, the National Security Advisor, National Security Council, uh, which I had the pleasure of doing, as did these white House chiefs of staff, translates so easily into corporate business or into nonprofit business. And some of the themes that we heard, No surprise. You are trafficking in the currency of dependability and reliability, right? Your boss, your leadership team, needs to be absolutely certain that you will perform consistently, consistently, dependably and reliably, and that you will follow through and deliver on your word. Oftentimes, that sort of consistency rightfully involves a lot of honest and tough conversations when things aren’t going as well or as fast as they need to. And that’s a really important characteristic, both in government on foreign policy and national security policy, because of course, nothing goes well or cleanly at that level, but also in business, right? When you’re missing those KPIs, when you’re not quite as well oiled as you know you want to be or ought to be having those conversations early, bringing in the best minds around the table.

Drew Davis: That’s what a chief of staff does very well, brings the right people to the table at the right time, to have the right conversation, to make the right decision to get those programs, those portfolios back on track. That cuts across all of the sectors. And I think at the end of the day, such an important part is character. And that stems from trust, right? The ability to develop and sustain trust with someone comes from how you show up and exhibit your character and your competence. You need to have a great deal of integrity consistently, and you need to be really good at the work you do. And we try and make our chiefs of staff experts at being chiefs of staff through the programs that we have. But it’s a great question because it doesn’t really matter what sector you’re in. We all need to show up this way to have maximum impact.

Trisha Stetzel: I love that, and for those of you who know me, know that trust is one of my favorite topics to bring to a workshop. So drew, thank you for such a fantastic conversation. Can we, uh, one more time tell people how to connect with you and where they can find more information about Chief of Staff.

Drew Davis: Absolutely. Please feel free to drop me an email at Drew Davis. Please find me on LinkedIn as well. Drew Davis, Chief of Staff. And please do follow our community. Uh, we have some amazing content and resources that we’re pushing out every day. And a huge shout out to our education, uh, and our social media and communications teams for making this as accessible as possible and beyond our community. Uh, we are really seeking to empower everyone who wants to be in this position or is in this position. Uh, Trisha. Thank you. Uh, it seems every episode is better than the last. I’m not sure how you do it or sustain it. Uh, but certainly long time listener here. And and just thank you for showing up the way that you do and sharing the expertise, the knowledge, the inspiration of those you have along for the show that has made a world of difference for those of us who tune in.

Speaker4: Thank you so much, drew. I think.

Trisha Stetzel: I’m blushing. That doesn’t happen very often. I appreciate that and this has been a fantastic conversation, you guys. Uh, that’s all we’ve got time for today, drew. Thank you so much for being a part of the show. I really appreciate it. And I know that there are a lot of people listening who are going to connect with you and also go out and do some research on the chief of Staff association.

Drew Davis: We’ll talk to you soon.

Trisha Stetzel: Thank you so much. If you guys found value in this conversation that drew and I had today, please share it with a fellow entrepreneur, veteran or Houston leader ready to grow. And be sure to follow, rate, and review the show. As you know, 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: How to Become a Connector

January 23, 2026 by angishields

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BRX Pro Tip: How to Become a Connector

Stone Payton: And we’re back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I think most everyone understands the intrinsic value, the practical value of becoming a real connector. I mean, how do you do that if you’re not connected?

Lee Kantor: Yeah, this is one of the biggest challenges folks who enter into our world and start working with us come to us with. This is their problem. They want to be a connector. They want to be at the hub of a network of some kind, but they don’t have kind of that social capital, or they don’t have the status that’s necessary for them to kind of be that mega connector.

Lee Kantor: So, what we do at Business RadioX is we help them become the connector by showing them what they have to do to become well-connected, because our platform creates a network with our kind of serve-first model.

Lee Kantor: When our partners go into their community and they start inviting local business leaders onto a show and shine the light on their work and support and celebrate their work, and give them a space to tell their story, that immediately makes our partner a key player in that community. And if they do that relentlessly, it doesn’t take a lot of time to build and deepen relationships with the most important people in their community.

Lee Kantor: So, the way that we do what we do is our hosts have conversations where the guests are the heroes. In Business RadioX Studios all over the country, our people are highlighting the important work that local business leaders are doing in those markets.

Lee Kantor: And then, when you start doing that, you start meeting and knowing lots of different people in lots of different spaces and a lot of different industries. And then once you start kind of building up that network, and you start knowing who’s who and who does what, now you take the next step. Now you start connecting the dots for people.

Lee Kantor: After you host them, you introduce one guest to another guest, and you say, “You two don’t know each other, but you should. You’re both doing kind of a similar thing, but in different markets.” And because our studio partners are the ones that are telling all these stories, they know who’s doing what in different industries, and they can kind of make connections that no one else can do because they’re in the middle of all the conversations.

Lee Kantor: So, over time, our partners become the person in the middle of this growing web of relationships. And it works no matter if they were just kind of dropped there with a parachute in the middle of a community. If they start doing this kind of work, they will build a network that is diverse; it is stronger. It will be very inclusive. It will include all the players and lots of different industries. And they didn’t need to have a formal network to begin with. They just had to start doing this kind of work with the heart of service and being the place where the stories of business are told.

BRX Pro Tip: Less Complaining, More Improving

January 22, 2026 by angishields

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BRX Pro Tip: Less Complaining, More Improving

Stone Payton : Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I’m guilty of it just like anybody else, but I find myself and I’m a little more forgiving of myself than I am of others, but I find others just from time to time just complaining instead of doing.

Lee Kantor: Yeah, I think that right now it seems like we’re in an era where there’s a lot of complaining, whether it’s online, people complaining, or second-guessing, and that’s just not helpful. I mean, pointing out problems is easy. Try to come with some solutions. That’s harder.

Lee Kantor: So, I think that if everybody just spent a little less time complaining and more time improving, I think that in business, especially, you’re going to have a better performance and you’re going to have that continuous improvement that you need in order to grow an organization.

Lee Kantor: I think successful companies treat any type of complaint as just data. This is just raw data that you can then take and move it into some sort of problem-solving and then use it as an opportunity to test some changes that might improve your process, or it might improve your service. And that if you do it right, it will definitely improve your profits over time.

Lee Kantor: So, when something’s not working in your team or your operation, just stop the venting. Stop the complaining. Define the problem and then ask, “What is one improvement we can test that can make this problem go away?”

Lee Kantor: I mean, if you look at a complaint as an opportunity to improve, you’re going to have more solutions, and you’re going to have better systems and better processes and a better end product for your clients.

Lee Kantor: And this level of continuous improvement should be part of your culture. This has to be the mindset that you want your team members to have. It’s okay to make mistakes. It’s not okay to make the same mistakes over and over again, and have people just getting frustrated and resentful.

Lee Kantor: You want them to be able to see a problem, understand, “Hey, this is not great. There has to be a better way. Let’s figure out a better way.” And then, make these kinds of frequent incremental upgrades, instead of just being stuck in that state of frustration.

Lee Kantor: And leaders can really model this if they kind of move the conversations from blame to ownership. What is in our control here? What can we experiment with in order to fix this? This changes the culture from this kind of passive complaining to an active, measurable progress that’s going to compound over time. So less complaining, more improving.

Creating Urgency

January 22, 2026 by angishields

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BRX Pro Tip: Prioritize Later

January 21, 2026 by angishields

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BRX Pro Tip: Prioritize Later

Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you shared a quote with me not long ago that I kind of got tickled with. Prioritize later.

Lee Kantor: Yeah, this is a quote from one of my favorite comedians, Jimmy Carr. He’s British, and he does a lot of crowd work on YouTube. And you can find it there.

Lee Kantor: He does a Q&A with the crowd, and one of the people asked him the secret to success in life, and he thought about it. And he says, “Prioritize later.” And then everybody laughed. And then, because they hear that and they think what he’s saying is just at some future point, start prioritizing.

Lee Kantor: But what he really meant was he wants you to make later the priority. So, the things that you should be putting off later, try to move them to the top of the list. If you prioritize later, then you’re going to be putting the energy into things that are going to pay off over time. And a lot of people don’t prioritize later. They prioritize right now, and they prioritize the distraction or the comfort, and they prioritize other people’s urgencies over their own.

Lee Kantor: And that’s why people laugh, because that’s what they think that he meant. And he didn’t mean that at all. He meant the complete opposite. Instead of prioritizing later, he meant schedule your priorities right now. Schedule your goals right now. Decide the night before what actually matters tomorrow. Block time for it right now. Protect that time right now. Put things in, like meeting with my biggest client, right now.

Lee Kantor: When you choose what matters on purpose, later stops running your life. So, I agree wholeheartedly. And if you want to succeed in life or business, you have to prioritize later.

From Local to National: Unlocking the Secrets of Business Success

January 21, 2026 by angishields

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Scaling in Public
From Local to National: Unlocking the Secrets of Business Success
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In this episode of Scaling in Public, hosts Lee Kantor and Stone Payton, along with guest coach Todd Howard, discuss strategies for scaling their Business RadioX® studio network from Atlanta to a national level. The conversation centers on creating a replicable system, defining their Ideal Client Profile, and emphasizing their unique, relationship-driven approach. Todd offers advice on refining their messaging and infrastructure to attract the right partners, while the Lee and Stone reflect on differentiating their brand.

Todd-HowardTodd Howard is the founder of Grow A Niche Business.

He’s a positioning and product expert that helps founders find their niche and develop an ideal product or service for them.

Connect with Todd on LinkedIn.

Episode Highlights

  • Expansion of a business radio network from a local to a national presence.
  • Development of a replicable system to attract partners aligned with core values.
  • Challenges of scaling beyond the Atlanta metro area and reliance on face-to-face interactions.
  • Importance of defining an Ideal Client Profile (ICP) for effective sales and marketing.
  • Unique value proposition of fostering ongoing relationships rather than one-off interactions.
  • Provision of technical infrastructure and administrative support to ease client engagement.
  • Differentiation in the marketplace through relationship-building and comprehensive support.
  • Targeting professionals who prefer non-salesy approaches to client acquisition.
  • Strategies for enhancing messaging to emphasize ease of entry and relational focus.
  • Assignment of tasks to clarify unique business features and refine the ICP for better outreach.

Transcript-iconThis transcript is machine transcribed by Sonix

 

TRANSCRIPT

Intro: [00:00:08] Broadcasting live from our flagship studio in Atlanta, Georgia. This is scaling in public. The next 100 Business RadioX markets, featuring founders Lee Kantor and Stone Payton, along with some of America’s top coaches, helping them grow the network with real strategy, real lessons, and real accountability all shared in public. To learn more about the proven system that turns podcast interviews into a perpetual prospecting pipeline through generosity, not gimmicks, go to Burks Intercom and download the free Business RadioX playbook. Now here’s your host.

Stone Payton: [00:00:55] Welcome to another exciting and informative edition of scaling in public. Stone Payton Lee Kantor here with you and today’s coach, please join me in welcoming to the broadcast Todd Howard. How are you, man?

Todd Howard: [00:01:10] I’m good. Stone. Good to see you again.

Stone Payton: [00:01:12] Well, it’s a delight to have you joining us. We’re looking forward to great things. I’m going to turn it over to you and let you do your thing, man.

Todd Howard: [00:01:20] Okay. Well, good. Well, in preparation for this, I’ve, got I got caught up on all your documentation. Stone, you and I had half an hour to, uh, talk through things. Lee, I’d love to start with you, because I’m just now meeting you on this show. And I’d love to hear from your perspective what you’re trying to accomplish this coming year and and growing your business. And then kind of as a bonus question, what you think your biggest challenge is going to be in pulling that off?

Lee Kantor: [00:01:56] Well, uh, to answer your first question first, what we’re trying to accomplish this year is to grow the network and put in place a replicatable system that, puts the right people in front of us that want to partner with us, that kind of believe what we believe, that it’s important to serve local communities that might be struggling with prospecting as their issue in whatever their day job business is. And we’d like to get more people to be aware of how our service, uh, not only helps them with grow their day job business, but also serves and makes them an important component of the business community that they live in.

Todd Howard: [00:02:39] Got it. So what I took from that, check me on this, is I heard a couple things. One is you want a system that will attract the right people to you, a replicatable system, and then similarly to that idea, but a separate point. You want them to be aware of how you can help them.

Lee Kantor: [00:03:02] Right. So it’s we believe we have a business that helps people position themselves as a leader in their community. And the activity that they’re doing to demonstrate that is by being kind of the pro-business media outlet in their community. So if you do that work relentlessly, you get to have you get to become the media. And being the media has some benefits, and we like to show our partners how they can leverage the benefit of being a Business RadioX in their local market to help them individually grow whatever it is their day job business is. And on top of that, unlock some revenue streams. That being the media allows.

Todd Howard: [00:03:59] Gotcha. Okay, that’s a great answer. Thanks for that. So, Lee, what keeps you up at night when you think about trying to climb that mountain, what do you think is going to be the biggest obstacle or or challenge here for you?

Lee Kantor: [00:04:12] Well, the challenge, the challenge is that our our business organically grows locally and it’s organically grown locally by us doing the work pre-pandemic. We’ve been doing this for 20 years. So pre-pandemic we had studios in. We had we started with a studio in Atlanta, Georgia, where our guests would physically come into the studio and sit around a table and we would interview them about their business, and then just doing that activity face to face in person, looking each other in the eye. We were able to kind of generate, uh, other business people were saying, how do I get one of these for myself, and we get to show them how they can have their own show and how that would benefit them. And then by doing that over and over again, we got some folks that lived far, far enough away from Atlanta. As you know, you live here. You can get anywhere probably in 30, 45 minutes, but you’d probably rather not a lot of times. And you’d rather stick around your own, uh, suburb. And what we found is there’s some folks that live kind of far away, uh, just far enough away that they could do what we were doing in Atlanta in their own kind of exurb or suburb. And then we started having entrepreneurs partner with us and set up studios in and around kind of the outer perimeter of Atlanta. And and that was working great. And then Stone and I said, how about, you know, trying to get people all over the country to do this and replicate it and scale it. And that has been a challenge. We haven’t figured out how to do that efficiently or effectively. And that is really the thing that keeps me up at night, because I feel like we have a great service and we deliver great value, but we’re just not able to attract folks from outside the metro Atlanta area to understand the value that we deliver.

Todd Howard: [00:06:15] Got it. Okay, excellent. That’s going to be a nice segue into what we’re going to talk about today. So, the challenge that. So first off, just for the sake of, well, us and then listeners who may be following along to understand the context of where we are, uh, I believe I’m the second coach that you’ve worked with, Tricia being the first to kind of get you guys started. And what you identified in the first conversation is that one of the filters that you need to add as you’re talking to prospects is that you want to look for people who are part of a larger organization, because when you do that, you potentially tap into a larger pool of like minded people. That makes logical sense that that would bring you more candidates faster. So if you have an opportunity to talk to two people, one of them is in the middle of nowhere, Idaho, with no friends, or you’ve got somebody else as part of a large, thriving network. It’s an easy choice to say, let’s opt for guy number two, because there’s opportunity within his network to reach more people. So starting out, that sounds from what I’ve seen, from what Trish wrote up the starting point on how you guys can go from I believe it’s nine studio partners right now to the goal of 100.

Todd Howard: [00:07:47] So what I’m going to do is I’m going to help you think about your ideal client profile. And I may say ideal client profile. I may say ICP for anybody listening. That’s just the acronym I’m using. But I want to help you think about who these people are, because if you understand who these people are, you can find them more easily. And I realized that sounds so simple and so logical, but I can’t tell you how many times people miss this step of really identifying their ICP. And instead what they do is they spend a lot of money on sales and marketing to try and be very sexy and appealing to a bunch of people, hoping that if they can cast a wide net and look really attractive, that just by the sheer numbers game, they’re going to reach their goal and and bring all these clients to them. So to to boil that down even further, they they think it’s a sales and marketing effort. If we can just get sales and marketing right, we’re going to get the people we want. We have a quality product. The people are out there. We need good sales and marketing. That is a recipe for disaster in my mind. This is why people don’t like sales. People distrust marketing is because they believe that sales and marketing will solve this problem for them.

Todd Howard: [00:09:12] They invest all this time and money and it doesn’t produce results and they get frustrated. Now, the reason they get frustrated is because they’ve missed a step and that’s defining their ICP. So we’re going to spend our entire call today talking about how you can identify your ICP. If you do this successfully. Sales and marketing is relatively easier because it allows you to go to a marketer and a sales team and say, I work with that guy or that woman. This is where they’re at. This is the situation they’re in. This is their need. The more information you can give them on your ICP, the better chance they’re going to find it. But of course, if you don’t have your ICP and you walk in to a sales and marketing team, you can pay them all the money in the world. They’re going to have a hard time finding your ICP. So what we’re going to do is talk about how you can find your ICP. And if we can accomplish that, or at least get started in that, and you can really define that you will be successful as you go into sales and marketing. So let me take a breath right quick and make sure that all came across well. Does that make sense or do you have any questions about that before we get started?

Stone Payton: [00:10:32] I don’t have any questions. It works. That sounds good to me.

Lee Kantor: [00:10:35] Yeah. I mean boldly forward.

Todd Howard: [00:10:37] Okay. Let’s roll. So, first off, let me tell you what a little bit about what an ICP is. So one moment I’m getting my notes up here because I’ve been, uh, thinking through a couple ideas as we, as we get together. So your ICP, your ideal client profile is not just someone that you find attractive. Your ICP is someone that finds you attractive. Specifically, that means three things. They will buy from you. They’ll be able to use your product without difficulty, and they will quickly get the benefits that they were promised. So those are the three things I want you to have in mind. They buy from you. They can use what you have without difficulty, and they quickly get the benefits that they were promised. Now let’s talk about why these three things are important. If all you do is find people that want to buy from you, but six months later, they have difficulty working with your process, then here’s what’s going to happen. As you march towards 100 studio partners, you’re going to get about 20, and then about the time you’re selling the 21st, the first one you sold is starting to complain about something.

Todd Howard: [00:12:04] And after a while they may drop off because in the process of using your service, they’ve run into difficulty. And so now for every person you add because you’re very sellable, people are buying what you have. You’re losing somebody on the back end. And so in the march to get 100 people, you get to about 20 and you stay there and you’re turning over 20 people every few months. They buy, they come in, they can’t use it, they bail. And that’s where a lot of companies find, uh, find themselves. And the reason is because they thought about their ICP as just a buyer. We don’t want a buyer. We want a buyer who can use what you have without difficulty and quickly see the benefits they were promised. If they buy what you have. They use it with ease and in a short amount of time they see the benefits they were promised. They stick. And as a result, you’re able to line up 100 people and hopefully keep most of those 100 people. Make sense?

Lee Kantor: [00:13:11] Yeah, and I feel pretty confident that we have something that’s going to deliver in the manner you described.

Todd Howard: [00:13:17] Yeah. Yeah, I do too. I think that you guys have been doing this long enough. You’ve worked out the kinks. I think that that part is, is probably pretty solid. Okay. So let’s talk about how we define your ICP. There is one. Well, let me back up and say most people really struggle with this because there’s never been a methodology to find your ICP. Most of it is anecdotal. Most times people will say, you find your ICP by looking back and figuring out who has purchased from you in the past, whoever purchased from you in the past and stayed. They must be your ICP. That’s kind of a weak logical argument that we could dismantle if we had enough time. The past is not a good indicator of future success when it comes to ICP. There is one thing that I have found that allows you to find your right ICP, and that is a unique approach. If you have a unique approach at solving a problem or creating an opportunity, and that unique approach matches the situation of a certain subset of the market, that subset of the market will buy from you. The reason that they will buy from you, that they will easily implement what you have and see the benefits, is because the approach you have developed fits their situation. So it all comes down to this. In order to find your ICP, we need to understand what your unique approach is. Once we have your unique approach in hand, we will easily be able to figure out who your ICP is because it’s the people who get the biggest benefit from your unique approach.

Todd Howard: [00:15:23] Now, I’m going to give you two examples of this so that we can really solidify this idea. And then we’re going to move into figuring out what your unique approach is. The first person is somebody I’m sure that you’re aware of. And I told Stone about this when we met earlier. Simon Sinek. Simon Sinek is wildly successful. We all know who he is, and the reason we know who he is is because we know his unique approach. Simon Sinek is the leadership and development coach. There are millions of leadership and development coaches over the past several decades, but Simon stands out because he’s taken the approach. He believes that inspiration is what moves people. It’s not the carrot, it’s not the stick, it’s inspiration. And if you can find out what’s inspirational about you and tell others about it, they will follow you. They will buy from you. And that’s what makes good leaders is the ability to inspire others. So Simon Sinek doesn’t come out and say, I’ve been doing leadership and development coaching for 25 years, or I really believe that people could be good leaders. He doesn’t waste his time saying any of that. He spends all his time telling us about his unique approach and as a result, anyone who believes there’s something inspirational about what they do says, I want to work with Simon.

Todd Howard: [00:16:50] I will pay five times the amount of money to work with Simon because his unique approach fits me. Non-profits do this. They believe there’s something inspirational about them. Non-profits are in Simon’s ICP. Interestingly enough, so is the US military. Us military, especially certain branches of the US military believe there’s something very inspirational about what they do. And so Simon works with them. So what I want you to notice there is that Simon has made a decision not to get out and talk about how he feels about US leaders, or his years of experience or anything like that. He talks about one thing his unique approach and people whose situation fits his unique approach are his ICP. They present themselves. Once he knows his ice. Once he knows his unique approach. I’ll give you another example. There’s a financial planner. I’m sure you’ve heard of Dave Ramsey. Dave Ramsey is again a financial provider in a world full of planner, financial planner, in a world full of financial planners. But Dave Ramsey has put together a unique approach which has made him quite famous. He put together his baby steps. Step one you do this, step two, you do this, and so on. You’re probably familiar with some of them. Now, the reason that that approach is so impressive is because when he did that, he removed conflict. From people trying to figure out what to do with their finances. Financial conversations are conflict oriented by nature. You get two people in a room and you say, we got to clean up our finances.

Todd Howard: [00:18:41] What do we do? You got two different answers. So what Dave Ramsey does is he comes in and he says, I don’t care who you are or what you do. I want you to put $1,000 aside for an emergency fund. That is step one. And then step two and step three and so on. And when he does this, he removes conflict from the conversation. Now, who are Dave Ramsey’s ideal clients? Young married couples. That’s why it is very typical for a church or an organization full of young couples to run a Dave Ramsey course, and that session to be full, because young couples are prone to conflict when they talk about finances. And so Dave Ramsey’s approach removes conflict and gets him on the same page and moving forward. As a result, everyone knows who Dave Ramsey is, but you’d be hard pressed to name two other financial planners. So that’s how a unique approach works. Dave Ramsey and Simon Sinek didn’t sit around and say, well, I’d like to work with these people or I’d like to work with those people. They put that out of their mind because that’s a wish list. We don’t want to deal with that. And instead they worked on developing their own unique approach. Once they had their unique approach, they were able to see who their ICP was. And when they went to talk to that ICP, they were able to convey what they needed to to get that ICP to buy from them.

Todd Howard: [00:20:20] So, Lee, I asked you at the beginning of this call, what do you believe are your, your biggest challenges? And one of the ones that you, uh, that you told me about is reach. You’ve grown locally, virally to some extent, because people saw you do what you did and they liked you. They liked it. And so you went from Atlanta to outside Atlanta and you’ve kind of gotten that far. But what you need is something more portable so that you can talk to somebody in San Diego who’s never been on Business RadioX, never seen it. How do you get that person to buy? The way you get them to buy is that you develop a unique approach. Once you explain your unique approach to them, they’re able to say, that fits the situation I’m in, I want to buy. So again, let me take a breather for a minute because I want you guys to be able to ask questions. But the main point that I wanted to bring this to so far is that the unique approach is what you need to develop in order to figure out who your ICP is. If you don’t have a unique approach, then no one has any reason to choose you and therefore you do not have an ICP. So ask me any questions before we start taking a look at some of the information you guys have sent over.

Lee Kantor: [00:22:01] Would it be useful if we told you what our approach is? And then you tell us if that’s unique?

Todd Howard: [00:22:09] Absolutely. So I have you guys have sent over a few bullet points in email. Is that what you would tell me about, or is there something else that you’d describe as your unique approach.

Lee Kantor: [00:22:25] Well, I mean, let’s define unique approach a unique approach to what?

Todd Howard: [00:22:31] Okay. Unique approach to creating the value proposition that you were offering. So you have a value proposition that at the end of working with you or as a result of working with you, someone is a studio partner. They’re developing relationships. They have multiple income streams. Those are fantastic. People are really going to enjoy that. However, it could be argued that many of those bullet points you sent me on email could also be accomplished through podcasting or potentially something else entirely. So tell me about the unique approach that you take in accomplishing those goals that would make someone say, oh, that approach fits me really well.

Lee Kantor: [00:23:20] Stone, do you want to take this or what do you want to do?

Stone Payton: [00:23:23] I mean, yeah, I can get this conversation going because I do feel like we do things a great deal differently than most people who are trying to leverage this platform to help people and make money. You know, I’m in Cherokee County, Georgia, a little town called Woodstock. I have a feeling it’s like this all over the place. You can’t swing a dead cat in Cherokee County without running into a podcaster. And so I have conversations with them. Of course, we have a lot of brand equity here. You know, in Georgia, I guess you would say for sure. And as I get to talk, they don’t do anything the way we do it. They really do. Like they try to go out and get a big audience, and they take great pride and continue to strive to get people to download the shows. And they count the the downloads and the views and all that stuff and like, just just right out of the box, you know, Lee and I from day one, it’s certainly what I found inspirational when I jumped on his coattails. What is it? It was all geared toward genuinely serving the person across the desk.

Stone Payton: [00:24:27] We weren’t doing virtual stuff back then at all. Uh, and and building a real relationship with that person. And, uh, even if they weren’t a prospective client. Just when they came in to be interviewed. Just doing everything we could to support and celebrate that person. And then because of that, the people who could benefit from from what Lee had set up, you just had such a you had such a deep, genuine, authentic relationship with someone so fast, like every other way I’d ever seen anybody try to build relationship and serve. Not that it wasn’t valid, it just took a long time. And this, I mean, so much so fast. So everything we’ve built is around that ethos of genuinely trying to help the other person, supporting and celebrating them. And then and then teaching them the mechanics that we employ, which are apparently a great deal different than the mechanics that most people employ. So I mean, just right out of the box, I would say our relentless focus on relationship as the foundation for growing your business and helping your clients grow their business. Would you agree with that, Lee?

Lee Kantor: [00:25:38] Yeah. I mean, the premise of our business is to help our clients get one more client. Like, that’s what the objective is. So what we do is help our clients build the relationships they need with the people most important to them in an elegant, non salesy way that starts with service, that ends with service, that it’s all about helping the client or the person we’re working with get the outcome they desire. And we use podcasting. We use having a studio, we have certain tactics we deploy in order to do that, but it might look to the outside person as, oh, we’re a podcast production company, or we are a podcaster, and that is how we do what we do. But it isn’t the why we do what we do. We the why behind our business is helping our clients become that trusted authority, that go to person, that mega connector in their community to help them get the outcome they desire, whatever that might be.

Todd Howard: [00:26:54] Okay, okay. Those are really good. So you guys are are relationship oriented. Uh, it’s very clear that you’re helping people develop those relationships. I like the one client at a time thing or the next client. However, you said that those are all very valuable. Uh, I’m going to say something that is going to be a little painful and I don’t mean it to, but it’ll help to just kind of cut to the chase, because I want to help you guys get to the other side of this. Those are indefensible value propositions. In other words, a podcaster could say the same thing. Now, you might be able to look at them and say, oh, but we mean it. We know we’re we know we’ve internalized this. We’re good at it. Our clients see it. And other podcasters, they can’t pull it off. But on the surface, from a marketing and sales standpoint, many other companies can say what you just said. So what I’d like to do is I’d like to try and create a defensible position for you by enhancing part of your approach so that you can say something. And others would say, yeah, no, we don’t do that. That is absolutely them. We do not go to that extent or that trouble to do any of that stuff Us. If we can do that, create a defensible position for you. Now we know what is going to attract someone to you versus others who will say the same things you are saying. So, I forget which one of you said it, but I think it was Lee. I think it was. You said mechanics. You guys have certain mechanics in place that allow someone to pull this off. Tell me a little bit about the mechanics that you train them on or introduce them to, or maybe do on their behalf that allow them to build the relationships in the community and all of that.

Lee Kantor: [00:28:53] Well, one of the things I think one of our strong suits is that our brand of Business RadioX. So, like, say you’re that person. I think you use San Diego as the as the kind of, okay, this is a person that’s outside of our network that doesn’t have any ties to us at all. And I can show you how they would benefit from being part of Business RadioX rather than being, you know, Bob’s podcast in San Diego. So if they’re Business RadioX in San Diego, we create a web page for them on our website that when they invite a guest to be part of the San Diego Business RadioX show, they’re going to a page that has just hundreds of thousands of business interviews from people all over the place. So they’re going to have instant credibility when they just turn, flip the switch to be the San Diego Business RadioX studio partner. So they get credibility a go. They don’t have to kind of build any authority. They already have it built in by being affiliated with the brand. We look the part of a business kind of talk network because we are one and we’ve been doing it for 20 years. So they get that at go and they also get kind of our methodology at go to, they don’t have any more learning curve of how to go about and approach a, uh, prospective guest for their show. And they don’t have to convince a prospective guest as much to come on this show because it already looks the part, as opposed to if they are starting from scratch, they are going to have to kind of earn their way up the ladder to get in front of people that they want to get in front of.

Todd Howard: [00:30:50] Got it. So two things I wrote down there is one, it sounds like you have an infrastructure. You listed several things. I just had time to write down. You you have land. What I would consider landing pages built out. So there’s the opportunity to have templates and just technical assets in place from day one. So that is significant. That is something people won’t easily get somewhere else.

Lee Kantor: [00:31:15] And they’ll also get administrative help in executing the show. So they don’t have to have any technical expertise other than, you know, talking to people. Uh, Stone likes to say all we want our partners to do is just make friends and press record, and then we’re going to take the rest of that, uh, technical lift off their plate and also insert them into a platform that already has distribution. It has everything in place in order to execute, uh, the show that they’re trying to execute.

Todd Howard: [00:31:49] Got it. Okay, okay. That’s three. That’s excellent. So I’ve got you have an infrastructure, a ready made infrastructure. A ready made infrastructure. Instructions on how to get a guest. So it sounds like in my mind that means a bulleted list of step one do this. Step two do this so that someone has a script on how to go get a guest. It’s very effective. And then the third one I’m hearing you say is administrative help on the back end. So they hit record. They have a conversation, they go to lunch and ta da! At the end of it, there’s a show. Yeah.

Lee Kantor: [00:32:33] And then we also give them instructions on how to create the bridge from the show to getting the client that they’re trying to get at the end of the day. So it’s kind of A to Z methodology from who do I. Who would I like to meet. What kind of people do I want to meet more of? Here’s a roadmap to meet those people and a system that helps you meet and serve those people, and then also a bridge to help them go from that meeting to a conversation about why they should pick them for whatever it is their business is.

Todd Howard: [00:33:09] Got it? Okay. Okay. That’s effective. There may be some more, but for the sake of time, those are four really good ones. So I’ve got a ready made infrastructure. Instructions on how to get a guest, administrative help on the back end to relieve the technical burden, and then a bridge to take them from being a guest to a client. And that’s where you get that multiple income stream, uh, value prop that you were talking about.

Lee Kantor: [00:33:38] Did I leave anything out, Steph?

Stone Payton: [00:33:39] No, I don’t think so. I think it might be possible if someone were listening to this and trying to figure out, like, hey, what’s so great about Business RadioX it? I mean, there’s a ton of stuff when we say infrastructure, we’re talking about workflow mechanics, hosting, mechanics, sales mechanics, all of that stuff. All of that has been baked extremely well in that recipe has been fine tuned over the last 20 years. This thing works. It always works. It never doesn’t work. If you follow our methodology. I don’t care who you are or where you are. If you will do it our way, it will work, you will build those relationships, and a lot of those folks will write you checks, and a lot of them will tee you up with people who will write you checks. So it’s all A to Z. I mean, it literally is. Every single aspect of it has been thought out, tested in the fires and and we have it.

Todd Howard: [00:34:37] That’s great.

Stone Payton: [00:34:37] I promised Trisha I’d take my sales hat off, but it really is very well baked, Todd. For the local thing. What we don’t what’s part of it is what’s frustrating for us, what we don’t have well baked is our thing to get more people to do it. But in any given community, I can drop us into San Diego and let us work with the guy. We’ll have him set, you know, it’s it’s.

Todd Howard: [00:34:59] Got it. And why is that? What’s missing?

Stone Payton: [00:35:00] The things you’re talking about. Okay. Being able to articulate an inspirational message that’ll have the San Diego guy get on the phone with me.

Todd Howard: [00:35:12] Got it.

Lee Kantor: [00:35:12] Right. So that’s the. I mean, that’s the heart of our frustration. If Stone and I believe if you just dropped us any. If you took either one of us individually and dropped us in any city in the country, he or I could do this. We feel probably 100% confident that in pretty much any market in a short period of time, by us doing the activity, we know it works. We would quickly become a go to business resource in that environment, in that city, in that town, anywhere in the country. If we know what to do, to insert ourselves into that market, to become known, liked and trusted in a short period of time just by doing the activity. We know that works because we’ve done it so many times.

Todd Howard: [00:36:03] Yeah.

Lee Kantor: [00:36:04] Challenge is to get a stranger to believe what we say is true. And I think it goes to your point of that bigger why about what is the thing that is going to kind of connect them to the mission more than the results. And they got to believe what we believe that it’s important to be somebody in a local market should be that evangelist for that local business community and be the one that’s telling the stories. And if you get to wear that hat, then you are going to benefit financially. It’s going to help you grow your day job business. And we haven’t been able to articulate that. Why? Uh, effectively.

Todd Howard: [00:36:44] Got it. Okay. So I’m going to back up a couple steps. I really like what you’re saying here. So what I what I’m hearing is that if you guys could get on a plane and go up in the San Diego market, great. What that tells me is that the magic of your company, your product, and therefore your unique approach is in your heads, and we got to get it out so that it becomes portable. And once someone once you explain to somebody what you do, they go, great, I want to do it. Where do I start? And they can take that step without you guys holding their hands. That is a process of enhancing your product so that it is ready for someone to grab hold of and go. And that is going to be a very important component in you guys growing to your 100 site goal. People will not buy your product because they believe the way you believe. Now, I’m not I’m not gonna I’m not gonn, sit here and argue with Simon Sinek. Finding your why is important. All that stuff is important. What I’m telling you is that’s what everyone else is doing. Everyone else is explaining why something is important, why they should step up and go after it and do it. What you guys need is not a belief, it’s an on ramp. You need a very practical product that allows someone to go from zero to step one to step two on their own, independent from you. I think that’s the thing that’s missing. You guys are high on belief, but low on a tangible product that someone can operate without you. And as a result, it’s going to be very difficult for people to grab hold of what you’ve got and stick with it. If you go back to that definition of what an ICP is, it’s someone that buys your product but can easily implement it on their own and see the benefits in a short amount of time. So I have no doubt that it works and you guys can do it. But can the guy in San Diego? It sounds like that’s the rub.

Stone Payton: [00:38:58] Well, I mean, well, we got nine people in Georgia. Well, we got seven in Georgia and one in Arizona and one in Houston. That can do it using all of our stuff. So is it articulating the one? I wonder if it’s not more articulating or making available more details about the on ramp.

Todd Howard: [00:39:18] Because it’s probably a function of both.

Stone Payton: [00:39:22] Okay.

Todd Howard: [00:39:23] You guys are now forced to do something you haven’t had to do before. You’ve always been in the room with somebody, with the exception of your Houston studio partner. Now you’re trying to roll this on a larger scale. What you guys have to do is enhance your product, enhance your approach with additional details and information so that someone can grasp this, understand, oh, this this works really well for my situation. And then start working with it on their own and make progress. And that is a function of enhancing and developing your unique approach. I think conversationally you have a unique approach, but when it becomes something tangible, then someone can take action. So I’ll go back to the two examples I gave Simon Sinek. He talked about inspiration and we all went, oh wow, that’s great. And then he said, I want you to find your why. And he did a real deep dive. He said this is step one. Find your why. And when he did that people took action. Dave Ramsey same thing he was. He wanted people to get out of debt, get your financial house in order. And everybody went, yay! We like that a lot. What do we do though? And he said, baby steps put $1,000 in an envelope. And everybody went got it.

Stone Payton: [00:40:43] And it was saying a lot. He’s saying a lot of those things. And Simon is saying a lot of those things before they ever write a check. It’s just as a result of making that information available. Then they’re drawn in to writing a check to get the real system and all. Is it? So I’m I’m sensing that some of these things that we’re saying are so great that we put together, we got it all figured out. It sounds like we may need to consider making more of that public available here. Have this. You’re going to be a lot better. You know, we got we have cracked the code on this thing. And here’s our baby steps or here’s our thing. And then that draws them in close enough to have a real conversation about setting up a shop in San Diego, as opposed to having that wall there. Am I hearing that right?

Todd Howard: [00:41:26] That is exactly right. You need to be able to explain your unique approach. That will allow people to go, I can do that. That fits my situation really well. I don’t have much time. The fact that they have a technical team that publishes these things after I get done recording, fantastic podcasters don’t have that. The fact that they have instructions on how I Acquire clients. Well, that’s a big time saver. I’m intimidated. I don’t even want to try and figure that stuff out. The fact that they can bridge people over to a long term, uh, sort of sub client who’s running a show out of my studio, that’s fantastic. All of these are elements of your product, and collectively they describe an approach that allow people to say, I like that approach. Of all the approaches out there that put me on a microphone with a person, I like Business RadioX approach. So yeah, it’s Tony, you’re exactly right. You have to enhance this stuff, clarify it, and then you put it out there for free in your sales and marketing so that your ICP can see your approach and say, they’re the ones for me.

Todd Howard: [00:42:44] Okay. Once you have this unique approach, really well understood, It’s rather simple to back into who your ICP is. And I just gave you a couple of, you know, pieces right there. If you guys have administrative help on the back end. This tells me you are not going after one of the geeks that says, oh, I want to know what kind of mic to buy. No, you want somebody who wants to be told what kind of mic to buy. They want somebody else to publish the show for them, build the templates for them. So this is probably somebody that has thought I’d get into podcasting if I didn’t have to geek out and learn all this crap. And you come in and say, well, let us tell you about our approach. And they realize, oh, you guys have all that figured out. And it’s beyond mikes and lighting. It’s instructions on how to walk into a networking meeting and attract a client, and then roll them into a long term show client. Now you’re speaking my language, and now I’m starting to understand who your ICP is.

Stone Payton: [00:43:50] Okay.

Lee Kantor: [00:43:52] So we’ve been focusing and maybe this has been the wrong approach on people. We in our minds, the problem our system solves is the prospecting problem. The the the kind of foundational thinking that launched the company was people have a hard time having that first conversation with someone that’s important to them. And we developed a system that allows them to elegantly have that first conversation with the people they most desire to meet in an elegant, non salesy manner. That’s that’s the premise of the entire business. And we do that through, you know, doing our interviews and we created a playbook to that end where we say, hey, do you have a problem reaching the people that are important to you? Do these steps, and then you’re going to see that if you do these steps, this is going to solve that prospecting problem. Not only will it solve it once, it’ll solve it forever. Because as part of our methodology, each of the people that raise their hand to say they want to be interviewed, a good a high percentage of them are going to refer you to the next person. That might be a good person to be interviewed, which all should be somebody that’s a prospect for you in some form or fashion. So we have a playbook that kind of delineates that. But what I’m hearing you say that maybe the prospecting, the person with prospecting challenge isn’t the right person, that it’s more the person that is the aspiring podcaster. Am I hearing you wrong or what’s your thinking there?

Todd Howard: [00:45:43] The based on what you just said, the ideal client that you’re looking for is somebody who needs that easy on ramp to have those initial conversations and then take their client through the phases of being the initial being, uh, showing up for an initial show and then moving them to a long term client where they have their own show within your studio, that playbook, that’s where your magic is. It’s that stuff that I think you guys have sort of committed to memory and internalized, which is why if we could drop you in San Diego, you’d pull it off. But if it’s not portable, if you can’t, if you can’t lay that approach out for somebody very clearly so that they can do that on their own, they’re going to struggle.

Lee Kantor: [00:46:34] So what is the what is the challenge that this person is having before they should hire us Or at least learn more about us.

Todd Howard: [00:46:44] Yep. So let’s take a look at the four mechanics that you laid out a while a while ago, and think about who needs that. So ready made infrastructure. I wrote down landing pages, but you said quite a bit of of things that you guys have ready made. To me, this is someone, uh, your ICP has no technical, technical talent or interest. The fact that you have something ready made is very attractive. They’re probably the opposite of a geek that would enjoy learning all that stuff. They don’t want to learn all that stuff. Okay, let’s do the second one. Instructions on how to get a guest. This is someone who’s not a natural salesperson. Yes, sales is part of it. Sales probably intimidates them. So if you can appeal to the fact if you can, if you can help them understand that the fact that they don’t like sales is actually a strength in this case, because it is relationship oriented. Here are instructions on how to get a guest via relationship, not sales. That’s certainly a one liner that they that will appeal to them. And so now there’s a bunch of people sort of on the platter of potential ICP that we can just wipe off the list and go, nope, we don’t want those guys that are out, you know, wheeling and dealing. It’s the other guys administrative help on the back end. This is another piece of evidence that this is someone that does not want to get involved in the technology.

Todd Howard: [00:48:24] They want the outreach without the pain and effort of figuring out how to do it. This is probably someone who is not involved in social media, but they know they should be. If you were to add a social media element to what you do. They love it. They know they need it. They just don’t want to learn it. Distribution, wider audiences, all of that. These are things that just scare them. And then the bridge from the show to the client turning this into a long term value proposition for their client. That requires a lot of really good instruction. And if you were to enhance that. This is somebody who wants to not be in sales mode. They don’t want to be. They want to feel like they’re they’re doing these cold calls all the time. They want to build one relationship and see that relationship be incredibly fruitful over time. And you can easily delineate that from podcasting. Podcasting is find a guest, do a show, find a guest, do a show. You’re always shopping for guests. What you guys do is you find a guest, you develop a long term relationship and you help them find and keep people forever. I would emphasize the keeping part finding. We help you find people. We help you keep people. And this is somebody that sales makes them tired. They don’t want to do it. Relationships. They love that.

Lee Kantor: [00:49:58] So right now our avatar has been coaches, consultants, people in professional services. You know, the people that are kind of selling the invisible, selling more service than a widget. Do you think they were on the right track with that, or do we have to kind of segment that down even further?

Todd Howard: [00:50:18] I would segment that down even further. We’re getting into a bit of psychographics here, which you guys have given me, leads me to psychographic conclusions. If I had more information about your unique approach, we would probably get into some of the professional demographics. Off hand coaches are certainly primed to want relationships. If it’s somebody that’s coming out of corporate and what they did in corporate was not sales oriented, and now they’re in a place where they have to build those relationships, they will feel uncomfortable selling themselves. So yes, I can see a subset of coaches being a good a good group here. I do not see you as an alternative to podcasting on the surface. And so I would say don’t compare yourself to podcasters. I don’t. I’d rather you not be an alternative to podcasters, because when you do that, you all of a sudden make your ICP podcasters and you say, we’re an alternative to podcasting because we do it this way. I think your ICP never even thought about being a podcast. They probably listened to them. They might be developing a networking meeting, which on its own is a version of developing a community. But networking meetings are exhausting in their own way, and you might be able to say, okay, stop running your free networking meeting. Start doing this instead because it’s good for the people in your network that’s going to appeal to somebody who runs a networking meeting and is tired of it.

Lee Kantor: [00:51:54] Now, what we’ve been thinking lately, that like some of the, like you said earlier, that a point of leverage is maybe a larger person who runs a larger group, whereas access to a larger group, a lot of thes organizations that have larger groups, you know, business organizations, one of the things they recommend members do is kind of join those, uh, BNI type networking groups as part of their way of going to market. And we were trying to position ourselves, like you said, maybe not as an alternative to going to a BNI, but a different way of approaching those BNI where instead of going to the BNI and saying, hey, I’m Bob, I’m a CPA, you’re going and saying, hey, Bob, I’m uh, you’re going to the networking meeting and saying, hey, I run San Diego, Business RadioX, and I’m looking for interesting guests. So now when they go to those meetings, they’re positioned slightly differently in their ask is different. Instead of saying, buy my stuff, it’s more of, hey, I’m here to support and celebrate the ecosystem we’re all in, and I can do that because I, I’m a Business RadioX partner.

Todd Howard: [00:53:15] Okay. So you can you can see this for one of the people that run a BMI, BNI group or go to a BNI group for them to step outside of this and and do what you guys are doing. Is that what you’re saying?

Lee Kantor: [00:53:26] Well, that if you are a BNI, if you run the BNI group, you can use what we’re doing as a way to give voice and help every one of your members be more successful, because now you’re giving them a place, a platform to tell their story in a more public manner rather than in this closed group setting. Number one. Number two, if you are just a member of a BNI, now you can go into that BNI meeting, not just as a member that’s trying to create leads for yourself, but you can go in there wearing the hat of I’m the media so I can tell everybody here their story so I can help everybody here get the word out about the great work that they’re doing. Because a lot of folks, at least the ones that we’ve been interviewing that are in professional services, one of their pain points is they feel like they’re a best kept secret, that they do good work, but nobody knows they exist. So we become a vehicle to help them get the word out, to tell their story, and to tell other people’s story. Uh, at the same time.

Todd Howard: [00:54:41] Okay, I like that. So I think we’re a lot closer than we were an hour ago when we started with this. We’re now thinking in terms of your ICP is someone you find by looking through your unique approach. So now we’re really getting specific about what your unique approach is. And as a result, we’re starting to find potential candidates. That’s the direction that this conversation needs to go. And so I just want to capture that this is the right way to think. Even if we don’t land on the answer on the show, this is the right way to think about it. Lee, I really like what you just said. One of the things that I hear as we walk through all of this is that your product develops relationships. It sets a stage. It allows people to come in and sort of show what they’re. What they do is their best kept secret. But I’d like to take that deeper. And if we had more time, that’s what I would recommend is let’s go deeper into that. If you walk into a meeting and you say, well, I’m the media, join me because I’m the media and people are sort of and, you know, again, I’m, I’m shortening all of this for the purpose of this conversation.

Todd Howard: [00:55:59] But if people are a little starstruck, oh, there’s the media. I want to get involved in this. I like that, but it’s not a defensible position because others can do that through podcasting and and maybe in time, various means. But there’s something that you guys do around investing in people in the long term. And that to me is where the fork in the road happens. Podcasting is a one and done. You guys are investing. You’re investing in your clients and you’re showing your clients how to invest in theirs. And I like that a lot. And I hear that that is thematic throughout everything that we’re talking about. What I would challenge you guys to do is figure out how do we how do we enhance our product to develop? To invest, to show people how to invest in other people, which may even bleed outside publishing a show. It may be helping them create an identity. For example, right now you guys have a Houston, a Houston business radio show. That’s great. Can the Houston Business radio show be known for one thing in particular and attract, uh, clients and speakers that really talk around that one thing.

Todd Howard: [00:57:29] And as a result, the Houston Business radio show isn’t just the Houston version of a larger radio show. It itself has its own identity. And therefore, people who come guest on that Houston business radio show know that they’re talking to a market that’s been cold because of its identity. Now I’m just making this up. We can have a whole process we could go through and figure this out. We’re not trying to do this right now. What I’m doing is I’m probing. I’m listening to what you’re saying. I’m thinking about what’s defensible and what’s not. The fact that you guys have a lot of ready made stuff is defensible. But thematically, one of the things you guys do is you’re investing heavily in your clients. But the real magic is between your client and their client. So that makes me want, since that’s the more defensible position, I want to enhance that further. What can you do? To invest. Between your client and your client’s client to develop those long term relationships where both of them are, are receiving tremendous amounts of value? To me, that feels very unique in a world of one and done conversations.

Lee Kantor: [00:59:00] So what would our homework be for next week?

Todd Howard: [00:59:04] Okay, homework for next week. I would say, uh, go back to the bullets that you guys went through where I asked you what is unique about your business and just take a look through there. A lot of those things you can cross off the list now. They’re valuable, there’s no doubt, but they’re not necessarily unique. I want you to look for the strongest card in your hand to play. In my mind so far with this conversation, I’ve seen two cards that you guys have. One is the fact that you’ve removed so much of the burden off of people with your technical infrastructure, the back end work, and so on, things we talked about. The other area where you’ve got a really unique opportunity is in helping your clients invest in their clients to build long term relationships and create something where your clients clients get tremendous value. So the exercise is look through those things. Pull out the best cards. I just told you what I think the two best cards are, and then figure out how you can enhance those. Once you’ve got those as good as you can get them. Then I want you to go through the exercise that we went through on this call and say, who needs that? For example, now that we know that some that all the technical work is done, we know that we’re looking for somebody that does not want to do any of that technical work at all.

Todd Howard: [01:00:31] They have really no interest in podcasting. If they weren’t going to work with Business RadioX, they weren’t going to be a podcaster, but they might run a networking meeting. So it’s relationships minus technology. We just got closer to understanding your ICP, and the reason we did that is because we started with your unique approach. So Stone and Lee, I would say look to the list you gave me. Think about the notes from this call. Pick the best cards in your hand to play. Then ask yourself, can we enhance this further to find this even better for people so that we can explain it to somebody in San Diego? And then the third step is, once you have that in your hand, Who would benefit the most from this and you will start describing your ICP. Once you have that exercise complete, this is what you carry into sales and marketing and you tell them, listen, we are not a radio show. We’re not going against the podcasters. That’s not what we do. This is what we do. This is what makes us unique. And you lay those two cards on the table and you say, these two cards will appeal strongly to these people. Now go get them. And that’s the rally cry for your sales and marketing team.

Stone Payton: [01:01:56] Fantastic, man. Well, this has been incredibly helpful for me. Lee.

Lee Kantor: [01:02:01] Yeah. Todd, we really appreciate, you working with us here. If somebody wants to learn more about your practice, where should they go?

Todd Howard: [01:02:09] Go to grow a niche comm and you can check out what I do. There’s only one button on the site. Schedule a call with me. Uh, and if you want, I. I offer for free. An opportunity to go through a little version of what we just spent an hour doing. Somebody can describe their business to me, and I’ll help them understand what they need to do to be more unique so that they can find their ICP and go, go take care of them.

Stone Payton: [01:02:34] Thank you so much, Todd.

Todd Howard: [01:02:37] Absolutely welcome. Stone and Lee is very nice to meet both of you.

Speaker1: [01:02:42] Thanks for listening to scaling in Public. The next Business RadioX 100 markets. Are you ready to enjoy a steady stream of discovery calls and finally, stop being a best kept secret? It’s time to step out of the shadows and watch your coaching business grow. Let’s fill your calendar ten discovery calls in a month, guaranteed. Go to Burke’s to download the free Business RadioX playbook.

 

BRX Pro Tip: Tsunamis Get the Headlines, but Rivers do the Work

January 20, 2026 by angishields

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BRX Pro Tips
BRX Pro Tip: Tsunamis Get the Headlines, but Rivers do the Work
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BRX Pro Tip: Tsunamis Get the Headlines, but Rivers do the Work

Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I took this lesson from my uncle/mentor years ago, but the grand gesture is one thing. But just the day-to-day is so much more powerful, typically over time, don’t you think?

Lee Kantor: Yeah. I’m a big believer in the power of compounding. And a lot of people prefer kind of the emotional roller coaster of these big launches or these big initiatives or a big push or a big challenge and then don’t do kind of the day-to-day work.

Lee Kantor: And there’s a saying that says that the tsunamis get the headlines, but the rivers are the things that do the work. And what that means is that consistent daily work is just more productive over time than random sprints, because consistent daily work compounds quietly over time. And over time, that is going to beat the dramatic headline-grabbing one-off pushes. It’s just a fact. Consistent daily work builds the skills, builds the systems, and builds the momentum in a way that random sprints just can’t.

Lee Kantor:Showing up every day to move key projects an inch forward instead of waiting for the big season that we’re going to get all the money and all the profits done. That just is not going to be conducive to a healthy, growth-oriented business. That’s just going to burn everybody out.

Lee Kantor: So, focus more on building repeatable processes, repeatable habits, daily pipeline reviews, small product improvements, regular customer touchpoints instead of these sporadic heroic rescue efforts.

Lee Kantor: Measuring progress by steady metrics, daily outbound, small user tweaks, incremental revenue lifts, rather than only celebrating a big launch or creating these kinds of fire drills.

Lee Kantor: Think about your workday as what is my river? What is the thing that I could be doing every day? What is that small, non-negotiable action that I can do every single day that, if I did that for a year, would change my business? That is going to be more effective than any short-term sprint ever could.

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