The Beacon Way

Beacon Media + Marketing
  • 5.0 (10)
  • Marketing

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

  1. 6d ago

    How to Sell Without Feeling Salesy with Joe Rockey

    Sales shouldn’t feel like convincing someone to buy something they don’t need. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with entrepreneur and sales expert Joe Rockey to rethink what good sales actually looks like and why a people-first approach can create better outcomes for both the business and the customer. Joe shares why relationship-based sales starts with understanding the problem someone is trying to solve, communicating it in language they actually use, and creating a genuine win-win instead of relying on pressure or traditional sales tactics.  Adrienne and Joe also dig into the relationship between marketing and sales, why impressions and lead volume don't tell the whole story, and why marketing teams need feedback from sales to understand whether they're attracting the right people.  For mental and behavioral health leaders especially, the conversation challenges the idea that marketing or selling your services has to feel uncomfortable. Your audience may not understand your credentials, methodology, or industry terminology. They understand the problem they're living with and want to know whether you can help solve it. The conversation also covers employee motivation, building accountability into company culture, hiring with clearer expectations, and why understanding what actually motivates people can change the way you lead a team. In this episode: - How to sell without feeling salesy Relationship-based sales and creating a win-win - Aligning your marketing and sales teams - Why qualified leads matter more than vanity metrics - How to communicate in your customer's language - Why credentials shouldn't lead your marketing - Creating accountability without micromanaging - Motivating and retaining the right employees - Turning marketing leads into actual customers 🎧 Subscribe to The Beacon Way Podcast for more conversations about marketing, leadership, entrepreneurship, and building stronger businesses. Chapters: 00:00 Welcome to The Beacon Way Podcast 01:00 Meet Joe Rockey: A Lifetime in Sales 02:30 Why Sales Has Always Had a Trust Problem 05:00 How to Sell Without Feeling Salesy 07:30 Creating a Win-Win Through Sales 08:30 Aligning Marketing and Sales 11:00 Stop Measuring the Wrong Marketing Metrics 13:00 Quality Leads vs. More Leads 15:00 Market the Problem, Not the Process 18:00 Why Your Credentials Aren't Your Marketing Message 22:00 Speak the Language Your Customers Actually Use 25:00 Sell the Outcome, Not the Process 27:00 A Different Approach to Employee Motivation 30:00 Building Team Accountability Without Micromanaging 33:00 What Today's Employees Actually Want 36:00 Why Businesses Get Hiring Wrong 39:00 Where Marketing and Sales Break Down 40:00 Turning Form Fills Into Clients 42:00 Connect With Joe Rockey Keep the convo going with Joe Rockey: https://calendly.com/joseph_rockey/confidential-conversation?month=2026-10 ____________________________________________________________________ Beacon Media + Marketing is an Alaska-based digital marketing agency with a proven track record of success, harnessing the power of data and award-winning creative to deliver outstanding results for our clients.  It all starts with data, because data drives results! We are a data-driven agency because we know that in the business world, success is measured by the numbers. We pride ourselves in award-winning work that marries the best of data analytics with stunning creative to deliver the right message, at the right time, to the right demographic. Our power lies in the clicks, leads, engagement, and conversions we produce for our clients! Learn more about us at BeaconMM.com

  2. Sep 24

    Why Niching Down Can Actually Grow Your Business with Jessica Rhodes

    Trying to serve everyone might be exactly what’s keeping your business stuck. Jessica Rhodes, founder of Interview Connections, joins Adrienne Wilkerson to talk about building a multiple seven-figure agency, navigating the realities of entrepreneurship, and why one of her biggest growth decisions was finally getting specific about who her business serves best.  They dig into why niching down can strengthen your marketing and attract better-fit clients, why adaptability matters more than having the perfect business plan, and what Jessica learned after transitioning out of an eight-year business partnership and rebuilding as a solo owner. Adrienne and Jessica also get into the more personal side of entrepreneurship: managing pressure, balancing business and relationships, learning to receive support, and accepting that sometimes the plan is going to go completely off the rails. In this episode: - Why niching down can strengthen your business - Finding and attracting your ideal clients - Adapting when your business plan changes - Rebuilding after a business partnership - The reality of entrepreneurship behind the scenes - Balancing leadership, relationships, and support Learn more about Jessica and Interview Connections at interviewconnections.com.  Chapters 00:00 Welcome & Meet Jessica Rhodes 01:00 Building Interview Connections 05:00 Why Entrepreneurs Have to Adapt 09:00 The Reality of Running a Business 14:00 Why Jessica Finally Niched Down 17:00 What Changed After Choosing a Niche 20:00 Why Customers Want Specialists 22:00 Ending an Eight-Year Business Partnership 25:00 Rebuilding as a Solo Owner 27:00 Entrepreneurship, Marriage & Support 31:00 Stepping Out of CEO Mode 39:00 Doing, Receiving & Business Growth 41:00 Connect With Jessica ____________________________________________________________________ Beacon Media + Marketing is an Alaska-based digital marketing agency with a proven track record of success, harnessing the power of data and award-winning creative to deliver outstanding results for our clients.  It all starts with data, because data drives results! We are a data-driven agency because we know that in the business world, success is measured by the numbers. We pride ourselves in award-winning work that marries the best of data analytics with stunning creative to deliver the right message, at the right time, to the right demographic. Our power lies in the clicks, leads, engagement, and conversions we produce for our clients! Learn more about us at BeaconMM.com

  3. Sep 10

    The Psychological Patient Journey in Behavioral Health + The Delta System with Bob Poznanovich

    In this episode of The Beacon Way Podcast, host Adrienne Wilkerson talks with Bob Poznanovich about why the “hardest yes” in healthcare is accepting behavioral health or substance use care, where shame, stigma, brief moments of clarity, and system friction (missed calls, jargon, records, payer criteria, fragmented care) derail people. Bob shares his five-stage “psychological patient journey”—problem, solution, place, commit, show up—and explains how aligning motivation and change science with scalable AI tools can help intake teams engage callers, reduce barriers, and capture insights from conversations. He describes Anonymous Health’s work, including the Heads Up product that gives live feedback to agents, and highlights how call data can improve messaging and operations. Bob also previews his upcoming book, The Delta System, a triangle model for margin focused on admissions, length of stay, and dollars per day, and the governance needed to manage tradeoffs. Chapters: 00:00 Welcome and Introductions 00:58 Why Margin Matters 01:33 Hardest Yes in Care 02:53 Friction and Clarity Window 04:13 Psychological Journey Model 05:51 Five Yeses Framework 08:08 Motivation Science Meets Ops 09:33 Scaling with AI Tools 12:41 Patient First Not Systems 15:22 Marketing Insights from Calls 18:00 Phone Call Metrics 18:49 Patient Journey Story 20:26 Margins And Delta 21:52 Triangle Equation 23:39 System Blindness 27:53 Governance And KPIs 29:50 Strategic Equilibrium 32:07 AI And Dashboards 32:57 Book And Contact 34:16 Final Thanks Outro Connect with Bob on LinkedIn:   / poznanovich  Website: https://poznanovich.health/ Grab a copy of his book The Delta System here: https://poznanovich.health/book/

  4. Aug 13

    Marketing Mental Health with Empathy: Denali Taylor on Grief, Trust, and Niching Down

    In this episode of The Beacon Way Podcast, Adrienne Wilkerson is joined by our own Denali Taylor, Director of Client Strategy, who shares how she entered mental health marketing after joining Beacon in 2022 and how her brother’s death by suicide in 2023 reshaped her approach by “becoming the customer.”  Denali discusses why marketing in mental health must prioritize trust, specificity, and connection—especially for audiences experiencing traumatic grief—and how niching down (e.g., suicide loss, sibling grief) can resonate more than generic messaging.  She highlights the impact of language nuances (such as avoiding “commit suicide”), the challenges of navigating therapy when overwhelmed, misconceptions about what suicidality looks like, and the importance of clear, supportive intake processes and relatable online presence. Chapters: 00:00 Welcome Denali Taylor 00:48 Denali’s Beacon Journey 04:10 Becoming the Customer 07:11 Creators Who Nailed It 12:18 Why Generic Content Fails 19:41 Marketing Imagery Lessons 23:30 Language That Triggers 34:06 Connection in a Digital World 38:00 Monday Morning Priorities 39:29 Closing Thanks and Next Steps Connect with Denali on Linkedin: https://www.linkedin.com/in/denali-taylor-864445170/

  5. Aug 6

    How People-First Leadership Drives Better Business Results with Josh Block

    What if building a successful business started with one simple belief: people matter? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Josh Block, author of People Matter at Work, to discuss what it truly means to build a people-first culture without sacrificing accountability, growth, or business performance. Josh shares his remarkable leadership journey—from moving from sales representative to company president almost overnight after his father stepped down, to helping grow a family business into a thriving organization that was ultimately acquired by Siemens Healthineers and CommonSpirit Health. Along the way, he learned that sustainable business growth isn't just about systems or strategy—it's about creating an environment where people feel safe, seen, and successful. Together, Adrienne and Josh explore how leaders can hold people accountable with empathy, why thoughtful leadership creates stronger organizations, and how intentional cultures outperform accidental ones. Whether you're an entrepreneur, executive, healthcare leader, or accidental business owner, this conversation offers practical leadership lessons you can apply immediately. In This Episode: • Josh's unexpected journey from sales rep to company president • Leading a family business at just 29 years old • Balancing empathy with accountability • Why clear expectations create stronger teams • The difference between "me" cultures and "we" cultures • Josh's Three T's of Leadership • Creating workplaces where people feel safe, seen, and successful • Why words shape organizational culture • Leading through business acquisitions with transparency • Building businesses people actually want to work for Key Takeaways: Leadership starts with serving others. Great leaders don't simply focus on business performance. They invest in helping people become the best version of themselves while creating accountability that benefits both the individual and the organization. Accountability and empathy can coexist. Holding people accountable isn't about punishment. When expectations are clear and leaders genuinely care about their people, accountability becomes an investment in growth rather than a source of fear. Culture is built intentionally. Organizations don't accidentally create healthy workplaces. Shared language, clear values, transparency, and thoughtful leadership shape the environment employees experience every day. The strongest teams feel safe, seen, and successful. When people know they matter, they're more likely to contribute ideas, take ownership, remain engaged, and stay with the organization long term. Chapters: 00:00 Welcome to The Beacon Way Podcast 00:47 Meet Josh Block 01:10 From Sales Representative to President Overnight 03:05 Leading Older Employees at Age 29 05:05 Leadership Lessons From Early Mistakes 06:45 Holding People Accountable with Empathy 09:50 Why Clear Expectations Matter 11:05 Helping Employees Feel Safe, Seen & Successful 12:40 The Three T's of Leadership 15:05 Why Shared Language Builds Culture 18:20 Growing a Business Through Acquisition 22:30 Transitioning from President to Advisor 24:05 Building Trust Through Transparency 26:00 Josh's Current Work and Mission 27:15 Where to Find People Matter at Work 28:20 Closing Thoughts Connect with Josh Block 🌐 People Matter at Work https://peoplematteratwork.com 📧 Email josh@peoplematteratwork.com 📖 Book: People Matter at Work Fostering a Culture Where Team Members Thrive and Everyone Wins: https://www.amazon.com/People-Matter-...    Available on: • Amazon  • Barnes & Noble  • Books-A-Million  • Audible (Audiobook)

  6. Jul 30

    A Hands-On Approach to Better Team Communication with Shannon Russell

    In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Shannon Russell, founder of Build Better Teams Consulting, to explore how LEGO Serious Play can help organizations strengthen communication, uncover new ideas, and create more connected teams. Shannon began her career as a television producer before leaving the industry to build a STEM education business while raising two young children. After spending more than eight years teaching LEGO and robotics, she discovered LEGO Serious Play, a hands-on methodology that helps adults think, communicate, and solve problems in a more visual and collaborative way.  During the conversation, Shannon explains how building with LEGO can create a more level playing field during meetings. Instead of hearing only from the most vocal people in the room, every team member has an opportunity to build, explain, and contribute their perspective. Adrienne and Shannon also discuss the challenges of managing remote and growing teams, the importance of regular check-ins, and why leaders need to create more opportunities for genuine human connection in an increasingly digital workplace. Whether you are leading a small business, navigating rapid growth, managing a remote team, or trying to improve collaboration across your organization, this conversation offers practical ways to help people feel heard, valued, and connected. In This Episode • Shannon’s transition from television producer to entrepreneur  • Starting a business while raising young children  • How Shannon’s STEM education company evolved  • What LEGO Serious Play is and how it works  • Why hands-on learning can improve understanding and retention  • Creating space for quieter team members to contribute  • How LEGO can reveal team roles, gaps, and opportunities  • Supporting accidental business owners who suddenly have a team  • Using LEGO Serious Play with remote and in-person teams  • How regular check-ins strengthen team cohesion  • Building stronger relationships in remote workplaces  • Why celebrating wins can create a healthier team culture  Key Takeaways Hands-on learning creates deeper understanding: LEGO Serious Play encourages people to think with their hands. Team members build their answers, explain their ideas, and create a visual representation that others can better understand and remember. Every team member deserves an opportunity to contribute: Traditional meetings often favor the most vocal people in the room. A structured building exercise gives quieter or more introverted team members an equal opportunity to share their ideas. Strong teams require consistent connection: Remote work can leave employees feeling isolated or disconnected from the larger organization. Regular team check-ins and intentional one-on-one conversations can help people understand their priorities, ask for support, and feel valued. Leaders need to know their people: Team cohesion is not only about productivity. Asking about an employee’s family, challenges, goals, and life outside of work can build the trust needed for stronger communication and long-term retention. Celebrating progress strengthens culture: Ending the week by recognizing personal and professional wins can help teams focus on what is going well instead of only discussing problems and unfinished tasks. Chapters 00:00 Introduction and Shannon’s Career Journey 01:14 Transitioning from Television to STEM Education 03:14 Starting a Business with Young Children 08:41 Discovering LEGO Serious Play 10:50 How LEGO Serious Play Improves Team Collaboration 13:24 Tactile Learning and Human Connection 16:26 Building Team Roles and Organizational Plans 17:46 Supporting Accidental Business Owners 19:16 Helping Team Members Understand Their Roles 21:38 Virtual vs. In-Person LEGO Sessions 23:28 Keeping Growing Teams Connected 24:22 Weekly and Individual Team Check-Ins 26:17 Celebrating Wins and Strengthening Culture 28:55 Building Deeper Workplace Relationships 30:23 How to Connect with Shannon Russell Connect with Shannon Russell: Build Better Teams Consulting https://buildbetterteamsconsulting.com Build Better Teams Podcast https://buildbetterteamsconsulting.com/podcast

  7. Jul 23

    A Proven Roadmap for Business Growth with Hugo van den Biggelaar

    Business growth should not depend on luck, assumptions, or the latest trend.  In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Hugo van den Biggelaar, CEO of The Bitsing Company USA, to explore a proven methodology for making clearer, more intentional growth decisions.  Hugo spent more than eight years at Nike, working across finance, insights, loyalty, digital marketing, and brand strategy before moving into entrepreneurship. Today, he is helping bring the Bitsing methodology from Europe to the United States.   Bitsing is a business growth framework developed over more than 30 years and used by more than 1,000 organizations. It brings finance, strategy, positioning, marketing, and sales together in one structured plan designed to help leaders focus on the actions most likely to produce measurable growth.   In this conversation, Hugo explains why business owners should stop relying solely on gut feeling, how to identify where growth is already proven, and why the strongest brands give people an emotional reason to choose them.  Adrienne and Hugo also discuss the challenges that businesses face at every size, from small entrepreneurial teams to global organizations, and how leaders can turn scattered ideas into a practical roadmap.  In This Episode  -Hugo’s journey from Nike to entrepreneurship   -How the Bitsing methodology was developed   -Why every business needs a clear growth roadmap   -The difference between a financial goal and a strategy   -How to use revenue data to decide where to invest   -Why businesses often overlook what is already working   -How to balance current revenue with new growth opportunities   -Preparing a business to scale, sell, or exit   -Why rational selling points are easy for competitors to copy   -How emotional positioning creates brand preference   -Three practical steps toward more intentional growth   Key Takeaways  -Set financial goals first.  Brand awareness, website traffic, and sales conversions can support growth, but they are strategies rather than the final business goal.  -Follow the evidence.  Your existing revenue data can help show which services, products, audiences, and markets deserve more of your time and budget.  -Create preference, not just a reason to buy.  Price, speed, and features can all be copied. A strong brand gives people an emotional and distinctive reason to choose you.  Chapters: 00:00 Introduction  00:36 Hugo’s Journey from Amsterdam to Nike and New York  02:48 Leaving Nike and Taking the Leap into Entrepreneurship  05:59 Bringing the Bitsing Methodology to the United States  06:54 How the Bitsing Growth Method Was Developed  09:34 The Seven Principles Behind the Framework  10:19 Building a Business Growth Roadmap  11:47 Why There Is No Secret Shortcut to Growth  12:36 Knowing When to Hire, Expand, or Stay Focused  15:18 Replacing Gut Feeling with Business Data  15:47 The Pencil Methodology Explained  16:46 Deciding Where to Invest Time and Marketing Budget  18:14 Growth Strategies for Scaling, Turnarounds, and Exits  19:48 Why Businesses of Every Size Face Similar Problems  22:32 Three Steps Toward Intentional Growth  23:06 Set Financial Goals Before Choosing Strategies  24:37 Let the Data Guide Your Decisions  25:03 The Three Brand Challenges Businesses Must Solve  26:24 Why Creating Preference Matters Most  26:51 Finding an Emotional Advantage Competitors Cannot Copy  28:03 Why B2B Marketing Is Still Human  28:51 How to Connect with Hugo  30:06 Closing    Connect with Hugo van den Biggelaar: Bitsing Website  https://bitsing.com  Email  hugo@bitsing.com  LinkedIn  https://www.linkedin.com/in/hugovandenbiggelaar/   Learn More About Bitsing  The Bitsing Company  https://bitsing.com  About the Bitsing method  https://bitsing.com/about  Books  https://www.amazon.com/Seven-Laws-Guaranteed-Growth-Management/dp/906369413X

  8. Jul 16

    The Secret to Building Trust Through Storytelling with Bridget Cook-Burch

    Every business has a story.  The question is: Are you telling yours? In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Bridget Cook-Burch, bestselling author, publisher, book coach, and founder of Your Inspired Story, to explore why storytelling has become one of the most powerful tools for building trust, establishing thought leadership, and creating lasting business impact.  Bridget shares her remarkable personal journey—from overcoming childhood adversity and a life-changing near-death experience to becoming a bestselling author and helping leaders uncover the stories that shape who they are. Together, Adrienne and Bridget discuss how authentic storytelling helps business owners connect with the right audience, why thought leadership goes far beyond writing a book, and how sharing your story can transform both your leadership and your business. The conversation also explores AI's impact on marketing, why human connection matters more than ever, and practical ways leaders can begin discovering the stories that only they can tell. Whether you're an entrepreneur, executive, therapist, or business owner, this episode offers valuable insights into using your experiences to build credibility, inspire others, and create meaningful connections. In This Episode • Bridget Cook-Burch's personal journey and near-death experience  • Why storytelling creates deeper human connection  • Thought leadership versus simply writing a book  • How your story becomes your competitive advantage  • Building trust through authentic communication  • Storytelling for therapists and behavioral health professionals  • Marketing in the age of AI  • Why connection is becoming more valuable than content  • The timeline exercise for uncovering your story  • Turning life experiences into lasting impact  Chapters 00:00 Welcome to The Beacon Way Podcast 00:50 Meet Bridget Cook-Burch 01:30 Bridget's Incredible Story 05:00 A Life-Changing Near-Death Experience 08:30 Discovering the Power of Story 10:30 Why Every Leader Has a Story to Tell 12:00 Thought Leadership vs. Writing a Book 15:00 Finding Your Unique Message 16:45 Storytelling for Therapists & Behavioral Health 19:45 Why People Connect With Your "Why" 23:15 AI, Marketing & Human Connection 30:20 How to Discover Your Story 34:30 Bridget's Timeline Exercise 35:00 How to Work With Bridget 37:00 Closing Thoughts 🔗 Connect with Bridget Cook-Burch Your Inspired Story https://yourinspiredstory.com Writing Retreats, Coaching & Publishing Visit Your Inspired Story to learn more about Bridget's book coaching, writing retreats, and publishing services.

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5
out of 5
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About

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

Information

  • Creator
    Beacon Media + Marketing
  • Years Active
    2021 - 2026
  • Episodes
    126
  • Rating
    Explicit
  • Copyright
    © 2026 The Beacon Way
  • Show Website
    The Beacon Way