Jordan Mendoza sits down with Lee Walker, founder of Daily Driver Consulting, to unpack how psychology, sports, international experience, and hands-on accounting work shaped his approach to helping small businesses improve profit. Lee shares how he went from Maryland to Maastricht, learned to see business through a people first lens, and built a model centered on finding leaks, improving systems, and turning teams into profit drivers.In this episode, Lee explains why business is really psychology at scale, how his sports background shaped discipline and mindset, and why his time in the Netherlands changed the way he thinks about work, culture, and business relationships. He also breaks down his approach to small business profit acceleration, plus the assessments he uses for both accountants and other business owners.Key topics Lee shares how his background in business psychology and industrial organizational psychology shaped the way he sees management, marketing, accounting, and financial marketsHe explains the lessons he took from football and other sports, especially the idea that discomfort does not mean something is wrongHe talks about growing up in Elkridge near Baltimore, trying multiple sports, loving video games, and eventually taking school seriously in high schoolLee describes how he chose experience over credentials in many parts of life, including Boy Scouts, school, and career decisionsHe explains why he studied psychology and business, then added an English minor through classes like poetry, satire, and literatureHe breaks down why he believes every part of business is rooted in psychology, from team management to client behavior to accounting policyLee discusses moving to the Netherlands for his master’s, becoming president of a snowboard and board sports club, and building friendships through international leadershipHe compares Dutch and U.S. culture around dining, drinking, work hours, education cost, and the slower pace of lifeHe shares how COVID, visa timing, and travel disruptions forced him to return to Maryland and reset his prioritiesLee explains how that reset led to better health habits, more certifications, teaching English, and a sharper focus on helping small businessesHe details how he helped transform an accounting firm from a small startup into a much larger operation while improving internal processesHe introduces his assessments for accountants and small business owners, designed to identify opportunities, bottlenecks, and profit potentialTimestamps (00:00) Lee Walker’s background in psychology and profit acceleration(01:43) Why Jordan starts with childhood context and origin story(02:08) Growing up near Baltimore and early interests in sports and games(03:01) From wanting to be a lawyer to wanting to invent something(04:13) What sports teach about discipline and success in business(05:01) Two major lessons from football and training mindset(06:56) High school focus, Boy Scouts, and choosing experience over badges(07:56) College, fraternity life, and the psychology plus business path(08:54) Why Lee says every part of business is psychology(10:19) Moving to the Netherlands for a master’s and building a network(11:12) Becoming president of a snowboard club and learning leadership(12:34) Running nonprofit clubs like real businesses(13:59) Dutch versus U.S. culture and the pace of life(15:11) Age differences, drinking culture, and social norms in Europe(18:10) Slower meals, longer conversations, and relationship first business(19:07) Work hours in Europe versus U.S. consulting and banking(21:33) Why studying in the Netherlands was such a better value(26:38) Working in Amsterdam, visa pressure, and the start of COVID(28:28) Border closures, Switzerland, and the decision to return home(30:15) Resetting health, habits, and learning after moving back(31:42) Watching small businesses struggle during COVID relief rollout(32:40) Starting Lee’s Cool Friends to support entrepreneurs(33:08) Getting pulled into accounting and people advisory work(34:32) Improving internal processes while handling client work(35:27) Getting 150 clients early and cleaning up tax season chaos(36:53) Choosing small business support over big consulting firms(37:53) Three and a half years of experience before launching his own firm(39:12) Assessments for accountants and small businesses(41:09) Daily Driver Consulting, the new book, and what comes next(42:40) Lee’s closing advice about community and using available resources Work with Lee: https://dailydriverconsulting.biz/book-a-call Connect with Lee on LinkedIn: https://www.linkedin.com/in/lee-walker-ms-shrm-cp-66a3b8b0/ Are you an entrepreneur? 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