Becoming Preferred

Michael Vickers
  • 5.0 (8)
  • Entrepreneurship
  • Weekly

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve. The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

  1. 5d ago

    Aja Horsley — Scaling, Storytelling, and Selling Up: A Founder's Story

    SEASON: 7 EPISODE: 14 Episode Overview: Welcome back to Becoming Preferred, the podcast to level up your game and become the best version of you. Today, we’re exploring what it takes to turn scientific expertise into a market-disrupting consumer brand. And scale it all the way to a major acquisition. Our guest today is Aja Horsley, an environmental scientist turned founder, who took a passion for pollinators and natural foods and built Drizzle Honey into an award-winning Consumer Packaged Goods brand across North America before being acquired by Wisdom Natural Brands. Aja transformed a sleepy, commodity category into an innovative, functional, and purpose-driven brand. Today, she continues to lead Drizzle’s North American expansion, specializing in brand strategy, retail expansion, and Consumer Packaged Goods innovation. Whether you’re looking to disrupt a traditional market, navigate national retail growth, or build a company with an exit in mind, Aja’s story offers an incredible playbook for building a brand customers truly love. Join me for my conversation with Aja Horsley. Guest Bio: Aja Horsley is the Founder of Drizzle Honey, a Canadian premium honey brand launched in 2016 with a mission to make raw honey more accessible, innovative, and sustainable. An Environmental Scientist by training, she transformed a passion for pollinators and natural foods into an award-winning consumer brand that expanded across Canada before being acquired by US based Wisdom Natural Brands. Today, Aja leads the continued North American growth of the Drizzle brand, specializing in brand strategy, retail sales expansion, product innovation, and scaling purpose-driven consumer packaged goods. Resource Links: Website: www.drizzlehoney.comProduct Link: https://drizzlehoney.com/products/drizzle-turmeric-gold-honey?_pos=1&_sid=6176170cf&_ss=r Insight Gold Timestamps: 02:43 I got my environmental science degree and just really fell in love with protecting the environment 06:09 There's a reason why they're called worker bees, is they work from sunup to sundown 07:59 I'm gonna tell you a story about why you should pay more for this 09:24 It has to be authentic 11:45 Building a cohort of other people, I think that's something that everybody needs to have 15:04 We really looked at who's our consumer 21:17 Build the business with the exit in mind 27:11 I do think there's a really beautiful place at the end of the acquisition where you can enjoy all that you've worked for 32:45 What role does social proof and digital storytelling play in driving velocity for a brand that is ultimately purchased at a physical level? 33:27 They say when you see a brand, you need to see it 7 times before you're going to purchase it 35:43 Become the preferred person yourself as much as the brand Connect Socially: LinkedIn: https://www.linkedin.com/in/aja-horsley-0044791a/ Facebook: https://www.facebook.com/drizzlehoneyproducts Instagram: https://www.instagram.com/drizzle_honey TikTok: https://www.tiktok.com/@drizzle_honey_ Email: ahorsley@wisdomnaturalbrands.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Aja Horsley — Scaling, Storytelling, and Selling Up: A Founder's Story

  2. Oct 19

    Kevin Davis — Live a Maxed-Out Life: Resilience, Relationships, and Real Growth

    SEASON: 7 EPISODE: 13 Episode Overview: Welcome back to the Becoming Preferred Podcast. In this episode, we’re exploring what it truly takes to optimize performance without sacrificing the things that matter most. Our guest today is Kevin Davis. Entrepreneur, speaker, and founder of Maxed Out Life. Kevin’s built and scaled businesses across tech, fitness, automotive, and coaching, but his approach isn't about working yourself into burnout. It’s about operational discipline, resilience under fire, and radical clarity. Whether he’s breaking down how to turn personal setbacks into strategic strengths, or how to maintain full presence at home while running high-stakes operations, Kevin brings a practical, zero-BS framework for leading a high-impact life. If you’re looking to scale your business, sharpen your leadership, and maximize your potential across career and life, you’re in the right place. Please join me for my conversation with Kevin Davis. Guest Bio: Kevin is a 53-year-old Christ-follower, lifelong entrepreneur, father of two daughters, and husband to Michelle...his first and only love. Early in their marriage, Kevin nearly lost it all. Chasing career success, he buried himself in work while his wife and newborn daughter waited for a husband and father who wasn't really there. It took a single ultimatum from Michelle to wake him up. "I married the love of my life, Michelle. An incredible woman who’s as strong and beautiful inside as she is out. We had big dreams, young energy, and a life of adventure ahead of us. But like a lot of men, I almost threw it all away." He chose his marriage. He chose his family. Since that day, Kevin has built a marriage stronger than anything he dreamed of... full of passion, partnership, and purpose. Now he helps other men do the same. Resource Links: Website: https://maxedoutlifebook.com/Product Link: www.maxedoutlifebook.com Insight Gold Timestamps: 01:52 You've got an interesting title of the book that I believe came out this summer and is now live: How I Lost My Left Nut and Other Life Lessons: How to Live a Maxed Out Life 02:44 I basically started raising myself at 7 03:57 I couldn't drive yet, and so I hired high school kids that had licenses to work for me 04:55 I actually have two degrees, I have one in business and one in exercise physiology 07:54 You're always looking for opportunities to turn whatever's happening into a positive 09:28 I think work life balance is a myth 10:03 I use this thing called the threshold method for myself 12:07 In the book, I tell this story, and it's it's not a happy story for me to tell, except it's got a happy ending 13:23 My wife, she was like, Hey, I've got my stuff packed, would you like to continue to be married? 15:33 If you can no longer see your feet whenever you stand up to go pee, then that's a problem 17:24 Extending grace rather than keeping score 20:06 My intention is to be a servant to you as a person and see how I can help you do more in what you're doing and have a greater impact 23:09 This is an unpopular opinion... 27:32 Would your wife marry you again if you acted the way that you do 29:41 Fix it, be miserable, or end it 33:24 I say just do something until it becomes a habit and then do more 37:43 Let's look at your calendar for the last two weeks and see if that's true 38:40 I have this thing called the Activated Marriage Toolkit 40:38 You can't be pissed off and be grateful at the same time 43:14 We have a new coaching program called The Husband She Wants 43:56 The website is maxedoutlifebook.com Connect Socially: LinkedIn: https://www.linkedin.com/in/kevinbryandavis/ Facebook: https://www.facebook.com/maxedoutman TikTok: https://www.tiktok.com/@kd_maxedoutman Instagram: https://www.instagram.com/maxedoutkevin/ Maxed Out Man Podcast: www.maxedoutman.com/podcast Email: kevin@maxedoutman.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Kevin Davis — Live a Maxed-Out Life: Resilience, Relationships, and Real Growth

  3. Oct 12

    John Ulsh — Finding The Upside of Down: How to Pivot When Your Playbook is Destroyed

    SEASON: 7 EPISODE: 12 Episode Overview: Welcome back to Becoming Preferred, the podcast where we equip entrepreneurs and business leaders with the mindsets, strategies, and edge to level up their game and become the best version of you. Now, when a business or a career hits an unexpected crisis, most leaders talk about 'bouncing back.' But what if the playbook is destroyed and there is no version of 'back' to return to? My guest today knows what it means to rebuild from total scratch. In 2007, John D. Ulsh survived a catastrophic head-on collision and was given less than a three percent chance of survival. After more than 45 surgeries and years of recovery, he didn't just survive. He transformed his mindset, became a USA Today bestselling author of The Upside of Down, and now leads a top-performing real estate team. Today, John shares how to lead under pressure, make high-stakes decisions when there is zero clarity, and embrace the process when the only way forward is through. Please join me for my conversation with John Ulsh. Guest Bio: John D. Ulsh is a resilience speaker and USA Today bestselling author of The Upside of Down. In 2007, he survived a catastrophic head-on collision and was given less than a 3% chance of survival. What followed was nothing short of extraordinary. More than 45 surgeries and years of recovery, but the real challenge wasn’t physical. It was learning how to move forward when there was no roadmap, no timeline, and no version of “back.” That experience reshaped how he approaches adversity, decision-making, and forward progress. Today, it drives his work with leaders and teams operating under pressure, making decisions without certainty, and continuing to move when clarity isn’t there. His philosophy is simple: resilience isn’t about bouncing back. It’s about being in the now and learning to embrace the process. In parallel, John leads a top-performing real estate team in Central Pennsylvania; a real-time proving ground where mindset, discipline, and execution directly impact results. Because when everything changes, the only way forward is through. Resource Links: Website: https://johnulsh.com/Product Link: https://johnulsh.com/the-upside-of-down/ Insight Gold Timestamps: 05:34 I got accepted to law school and then ended up not going 10:20 My spleen had ruptured, my diaphragm ruptured, my appendix ruptured, my left lung completely had collapsed when my when my diaphragm ruptured, my right lung partially collapsed 11:15 I was given less than a three percent chance to survive 14:45 I got moved into a nursing home at 37 years of age 16:31 One of the decisions I made early on was that if I was goint to be paralyzed from the waist down, that my kids weren't gonna push me around in a wheelchair 20:11 What happened to me was not the airbags or the steering wheel, it was actually the recussive vibration from a hundred and twenty five mile impact speed 23:50 For me, the only thing I could control was showing up every day, trying to work on getting better every single day 25:41 He said, you know, you're allowed to be pissed off and still be positive 30:12 I would rather have somebody be purposeful than perfect every time 31:38 A lot of people say they don't have time, right, but the reality is they're really bad at time blocking 35:20 Most people who take on really big challenges, when they achieve them are anti climatic 39:42 Let's talk about the role of discipline when motivation fades 44:20 It all came out of this decision to want to control things that I could control 46:44 What's the very first step to finding the upside of down? 48:51 Aaron Volpatti episode reference 49:45 The book is called The Upside of Down, available wherever you get books 49:50 JohnUlsh.com Connect Socially: LinkedIn: https://www.linkedin.com/in/johnulsh/ Facebook: https://www.facebook.com/johnulsh/ YouTube: https://www.youtube.com/channel/UCm8nqBx5VWb5kjZSUwARECA Instagram: https://www.instagram.com/johnulsh/?hl=en TikTok: https://www.tiktok.com/@jdulsh Email: john@johnulsh.team Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    John Ulsh — Finding The Upside of Down: How to Pivot When Your Playbook is Destroyed

  4. Oct 5

    Returning Guest, Michelle Gladieux — Communicate with Courage: Evolving Leadership

    SEASON: 7 EPISODE: 11 Episode Overview: Welcome back to Becoming Preferred, the podcast where we dive deep into the mindsets, strategies, and communication habits that help you level up your game and become the best version of you. Back in Season 2, we were joined by executive coach and author Michelle Gladieux for a transformative conversation on what it truly means to 'Communicate with Courage.' She showed us how smart risks, brave feedback, and mastering our internal self-talk can completely elevate our leadership. Now, five seasons later, the business landscape looks drastically different. Between rapid AI integration, distributed teams, and shifting market demands, clear and courageous communication isn't just a nice-to-have skill—it is an absolute necessity for survival and growth. Today, Michelle returns to Season 7 to help us upgrade our self-talk, navigate digital friction, and break through the hidden communication traps holding our businesses back. Please join me for my conversation with Michelle Gladieux. Guest Bio: Michelle Gladieux is a renowned executive coach, instructional designer, and President of Gladieux Consulting, dedicated to helping individuals and organizations raise their game through courageous communication. With over 18 years of collegiate teaching experience across three universities in Indiana—accepting her first adjunct faculty position at just age 23—Michelle blends deep academic insight with real-world executive strategy. Her practice focuses on helping leaders find their voice, navigate difficult conversations, and build high-trust workplace cultures. She is the author of the acclaimed book Communicate with Courage: Taking Risks to Overcome the Four Hidden Challenges, where she shares practical "Pro Moves" to conquer the subconscious barriers that hold professionals back: hiding, blinding, defending, and assuming. Over her career, Michelle has coached thousands of executives, team leaders, and entrepreneurs to overcome self-doubt, master self-talk, and transform conflict into constructive breakthroughs. Whether guiding C-suite leaders through complex organizational shifts or training teams on active listening and feedback, Michelle brings a warm, inquisitive, and highly practical approach to every engagement. Her overarching mission is to give leaders the tools and bravery they need to bridge the gap between intent and impact, ultimately transforming their professional relationships and career trajectories. Resource Links: Website: https://gladieuxconsulting.com/Product Link: https://gladieuxconsulting.com/one-on-one-executive-coaching/ Insight Gold Timestamps: 02:36 The book was called Communicate with Courage, Taking Risk to Overcome Four Hidden Challenges 04:48 You call them the four sneaky obstacles that keep you from becoming the best communicator you could possibly be 09:02 We have to summon courage to test our assumptions rather than relying on them 12:55 Isn't negotiation fun? I mean, there's nothing better than a job search, or a salary negotiation, or really any type of negotiation to really help you to check yourself, know your strengths and weaknesses... 17:47 When somebody takes notes, there's a chance of action 18:18 I'm hitting a lot more homers by imagining the ball going out of the ballpark 21:04 But it's on our website at gladioconsulting.com tons of free tools 26:32 Let's talk about upgrading our internal self talk 30:59 Maybe, just maybe, you're not as great at that as you think you are until you check in with some people in a vulnerable way, which is where real strength lives 35:24 The important thing is if you're talking to 20 or 2000, how can you touch and improve the lives of everybody that you're spending time with? 39:38 I'm finding the answers are in EQ a lot, like that human to human 42:14 They should create the rules of the road, but you still have to learn to drive the car 43:39 As growing communicators, it's always, almost always okay to say, I need time to think about that Connect Socially: LinkedIn: https://www.linkedin.com/in/michellegladieux/ Facebook: https://www.facebook.com/GladieuxConsulting Instagram: https://www.instagram.com/gladieuxconsulting/ Email: Michelle@GladieuxConsulting.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Returning Guest, Michelle Gladieux — Communicate with Courage: Evolving Leadership

  5. Sep 28

    Dale Dupree — Inside The Sales Rebellion: Bold Creativity, Curiosity, and People Over Products

    SEASON: 7 EPISODE: 10 Episode Overview: Welcome back to Becoming Preferred, the podcast where we share with entrepreneurs and business professionals the mindset, strategies, tactics and frameworks to help you level up your game and become the best version of you. When was the last time you were genuinely excited to talk to a salesperson? Probably never, right? Most sales processes are boring, transactional, and full of tired scripts like 'just checking in.' My guest today turned that entire industry on its head. Dale Dupree spent 13 years in the brutally competitive world of copier sales. A space known for cold calls and quick hang-ups. But instead of playing by the old rules, he created a movement called The Sales Rebellion. He broke industry records by putting people over products, community over commission checks, and replacing generic pitches with unforgettable experiences. Whether you're a founder trying to break through digital noise, a team leader looking to inspire your reps, or an entrepreneur ready to stand out, today’s episode is packed with practical strategies to help you disrupt the status quo and 'choose legendary.' Please join me for my conversation with Dale Dupree. Guest Bio: Dale Dupree was once known as The Copier Warrior as he spent 13 years making a boring copier sales process, the most fun anyone in the buying world has ever had. While also breaking company and industry wide records, gaining recognition globally. In 2019 he left the corporate world to become a much louder voice in the sales world and pursue a different kind of life. Dale is born and raised in Orlando, Florida. A 3rd generation Orlandoian, but don’t get it twisted, this does not mean he lives at Disney. Dale has a sales background that dates back to his childhood, as he was raised wandering the halls of his father's business but has been a full-time sales professional since 2007. Dale now provides selling services, sales training and personal development through The Sales Rebellion, a movement that challenges the status quo and gives Hope back to the sales profession. He is audacious with his outreach, intentional in his sales walk, and driven to create a community of sales professionals that cause undeniable curiosity and true impact in their daily life with prospects and clients alike by teaching the masses how to choose legendary in their sales career. The Rebellion believes in people over products, community over commission checks, fellowship over negotiations and giving an experience over performing a pitch. Resource Links: Website: www.thesalesrebellion.comProduct Link: www.crumpledletter.com Insight Gold Timestamps: 04:33 I had toner coursing through my bloodstream when I came out of the womb and was just destined to sell copy machines 07:18 What I learned from my father was I learned a whole different methodology of selling 09:47 I still sucked in the early stages trying to find my voice, my authenticity, my knack 11:31 You're famous for your audacious outreach for sure 15:57 So, to your point, it's about getting attention 17:00 LinkedIn is to some people still kind of like a a placeholder for their resume or a mini website 19:45 I am so old school around the idea of human connection and the human experience, that I usually tend to just lean into that more so than the digital side 22:27 When you're not working 60 hours a week, what do you do for fun? 26:49 Even when you're a preferred provider you have to still remember that the people that you seek to serve they operate their business through profit and on a budget 30:53 So, I always like to use their currency 31:27 An abundance mindset I think is the most important thing 33:58 If you have a prospect that's not responding to you... 40:56 How do we overcome the fear of audacity? 45:50 Let's talk about the experience over the pitch 49:32 There's a lot of different ways that the front desk person, reception, greeter, whatever we're calling them these days, can really benefit us 52:00 I believe there's more power in delighting a person than there is in making them feel like they're a tool or they're part of your sales process 52:56 The website is the salesrebellion.com 54:20 The more that you can tap into this idea of being brilliantly yourself, the further you'll get on those platforms Connect Socially: LinkedIn: linkedin.com/in/copierwarrior Email: dale@thesalesrebellion.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Dale Dupree — Inside The Sales Rebellion: Bold Creativity, Curiosity, and People Over Products

  6. Sep 21

    Bill Gallagher — Busy Is Broken: How to Scale Your Business by Doing Less

    SEASON: 7 EPISODE: 9 Episode Overview: Welcome back to Becoming Preferred, the podcast designed to help you level up your game and become the best version of you. If you are an entrepreneur or business leader, you’ve probably been told that scaling your company requires endless hustle, 80-hour workweeks, and wearing every single hat yourself. But what if the very thing driving your early success is the exact habit holding your company back from its next big breakthrough? Our guest today has built $500M+ businesses, flown planes, and surfed waves around the world, yet his most radical advice for CEOs wanting to scale is remarkably simple: stop working so hard and do less. Bill Gallagher is a world-class executive coach who has led four companies as CEO, helped build multi-million dollar enterprises, and trained leaders across 13 countries and over 28 cities. As host of the Scaling Up Podcast and author of Busy Is Broken, Bill is on a mission to help leaders restore order, regain their sanity, and build high-growth businesses that don't depend on them being in the room 24/7. Please join me for my conversation with Bill Gallagher. Guest Bio: Bill Gallagher is a highly rated business coach whose passion is helping CEOs and entrepreneurs manage growth better; restore time, order and sanity to their lives—and get growing again or growing faster. With more than 36 years of entrepreneurial and executive experience and 18 years coaching and training leaders who want to improve their leadership and performance, he now works with leaders and teams in over 28 cities and 13 countries. He has led four companies as CEO/owner and was a partner/executive in two others as they grew from startup to more than $500 million in annual revenue. A former DJ and radio executive, Bill hosts the Scaling Up Podcast. In his free time, he is an avid surfer, sailor, skateboarder, pilot, scuba enthusiast and recovering triathlete. Happily married for more than 20 years, he and his wife Lori live in the Oakland Hills and are parents to two grown children. Resource Links: Website: https://scalingcoach.com/Q20/Product Link: https://busyisbroken.com/ Insight Gold Timestamps: 03:05 I went to fifteen different schools before I finished and I finished two years early 06:41 Your book actually makes that bold statement: busy is broken 11:44 We've got to work on our business and not in our business 14:29 The next one is perfectionism 16:39 Typically I have the home schedule and then I have the road schedule 19:38 If you like Dan Sullivan, you will get something different but related from my work 21:37 My podcast today, we're over 700 episodes now 23:39 You want actual partners who are fully engaged in the enterprise, who are leaders accountable for things 26:05 If you go to busyisbroken.com, there's a link to their study 29:13 A $200 million sale, if you start from nothing, it's fantastic, but a 200 million dollar sale if you were at 2 billion is really tragic 31:30 In a period of high growth for the company, my team leveled up 35:16 We'll worry about strategy if we're not growing 38:25 You deal with whatever it is in real time 45:30 The richness is not just the quality of life and what I do, but also the impact 47:50 The book is Busy is Broken by Bill Gallagher 47:53 The website is scalingcoach.com 49:33 Thinking I'm smarter than I am gets me in trouble every time Connect Socially: LinkedIn: https://www.linkedin.com/in/billgall/ Facebook: https://www.facebook.com/scalingupbizcoach/ Podcast (Scaling Up Business): https://podcasts.apple.com/us/podcast/scaling-up-business-with-bill-gallagher/id1106735103 YouTube: https://www.youtube.com/@BillGallagherScalingCoach Email: bill@gallaghertraining.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Bill Gallagher — Busy Is Broken: How to Scale Your Business by Doing Less

  7. Sep 14

    Returning Guest, Shawna Schuh — Beyond Command and Control: Why the Best Leaders Stop Parenting Their Teams

    SEASON: 7 EPISODE: 8 Episode Overview: Welcome back to Becoming Preferred, the podcast where we equip entrepreneurs and business professionals with the mindsets and strategies to level up their game and become the best version of themselves. Back in Season 1, we were joined by executive leadership coach Shawna Schuh for a conversation that left a lasting mark on our audience. She reminded us that "teams are tired of being told and sold" and that the quality of our answers depends entirely on the mastery of our questions. Fast forward to today: leadership, team dynamics, and workplace expectations have evolved dramatically. But Shawna’s core message, that investing in human connection, emotional intelligence, and master-level questioning is the ultimate competitive advantage, and it's more critical now than ever before. Today, Shawna returns to help us navigate the modern leadership landscape, build resilient hybrid cultures, and step out of our own way so we can "choose legendary." Please join me for my conversation with Shawna Schuh. Guest Bio: Shawna Schuh is an executive leadership coach, Certified Speaking Professional (CSP), and master communicator dedicated to helping business leaders unlock their team's full potential. With over three decades of experience, two TEDx talks, and a Master’s Certificate in Neuro-Linguistic Programming (NLP), Shawna specializes in guiding executives and entrepreneurs out of operational weeds and into transformative team leadership. Her work focuses on uncovering critical leadership blind spots, elevating emotional intelligence, and building high-trust workplace cultures through intentional communication. As an author and the founder of Schuh Biz Productions, Shawna has presented to and coached teams at organizations ranging from Nike and Columbia Sportswear to major national trade associations. She is renowned for her high-energy, humorous, and deeply practical approach—teaching leaders how to move away from rigid management tactics and embrace powerful questioning strategies that drive genuine engagement and long-term business results. Whether coaching senior executives, guiding cross-generational teams, or speaking on international platforms, Shawna’s mission remains constant: equipping leaders to invest in themselves and their people so they can navigate change, cultivate resilience, and become the preferred choice in their industry. Resource Links: Website: https://shawnaschuh.com/Product Link: https://shawnaschuh.com/individual-leaders/ Insight Gold Timestamps: 02:48 Fear is something we're going to talk about quite a bit. 04:18 You highlighted that teams are tired of being told and sold 06:58 We're constantly serving our children. It feels good because we're needed 10:10 Somewhere along the line, this has got to be in our programming 13:03 One of the reasons that people go and get coached is because they're smart enough to understand they need help 14:50 In our Season 1, you shared a brilliant takeaway: The quality of your answers is in direct proportion to how masterful your questions are 18:47 Four years ago you introduced our audience to Win Wednesdays, asking teams what they got done and what they were most proud of 22:31 Let's talk about intent versus impact, particularly in today's world 23:28 At the end of the day, they would say, What was a rose? What was a thorn, and what's a bud? 25:22 We're so driven to productivity that we lose the humanity of what we do 27:25 You have to look and say what team, what culture inside my own do I really want to create here? 30:55 You said that the ones that are the most hurtful humans are probably the ones hurting the most 31:29 And empathy is an interesting word; I can feel for you and I'm still going to demand a certain standard 33:11 The question you have to ask is: do I care enough or do I love enough? 35:24 We have to become relevant, we have to be able to say that I add value 37:34 Ask your clients what value they get from you 43:55 Benjamin Franklin asked himself every morning, what good can I do today? 45:04 Shawnaschuh.com is the website 45:58 If each day we can live where we're actually smelling and seeing and touching and experiencing all that the gifts that we're given, then we're living all the way to the edges Connect Socially: YouTube: https://www.youtube.com/results?search_query=shawna+schuh Instagram: https://www.instagram.com/shawnaschuh/ Email: Shawna@ShawnaSchuh.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Returning Guest, Shawna Schuh — Beyond Command and Control: Why the Best Leaders Stop Parenting Their Teams

  8. Sep 7

    Ethan Giffin — The Death of the Free Proposal: How to Monetize Your Strategic Expertise

    SEASON: 7 EPISODE: 7 Episode Overview: Welcome back to Becoming Preferred, the podcast dedicated to helping you level up your game and become the best version of you. Every business professional or owner reaches a critical crossroad: Do you keep chasing every revenue dollar by trying to be everything to everyone? Or do you have the courage to go narrow, dominate a specific niche, and build a truly scalable revenue engine? Our guest today spent fifteen years running a broad, generalist agency before he finally made the hard call most founders avoid. He went narrow. Today, he is the Founder and CEO of The B2B eCommerce Agency, author of the definitive guide Closing the Digital Revenue Gap, and an elite event producer who has commanded high-stakes stages since age sixteen. He’s here to share the blueprints on how to turn deep expertise into a powerful book, stop giving away your strategy for free, and discover the highly profitable niche that is likely already hiding inside your current client roster. Join me for my conversation with Ethan Giffin. Guest Bio: Ethan Giffin founded his agency in 2007 with a broad mandate and a lot of ambition. Two decades later, he has done what most founders only talk about: picked a specific lane, built deep expertise in it, and turned that expertise into a consulting practice, a summit, and a book. As Founder and CEO of The B2B eCommerce Agency, he works with mid-market manufacturers and distributors, and his book Closing the Digital Revenue Gap distills everything he learned the hard way. Ethan has spent two decades making the hard calls most founders avoid: going narrow when the easier path was to stay broad and rebuilding when things stopped working. He also runs a second business most people never see coming. As DJ Opie, he has produced high-end nonprofit galas since the age of 16, with a full production operation that has run alongside his agency career for over thirty years. Resource Links: Website: https://ethangiffin.com/Business Website: https://b2becommerceagency.com/Free Book: https://b2becommerceagency.com/free-consultation/ Insight Gold Timestamps: 02:46 When the internet came in the in the mid-90s I got very involved in that and so it's just been this like constant entrepreneurship 04:16 Let's talk about your book, Closing the Digital Revenue Gap: 10 Revenue Blind Spots That are Costing You More Than You Think 07:22 AI touches every aspect of what we're doing 08:30 I think actually that's the competitive advantage in the future is H to H, human to human 10:08 I wanted to play a bigger role and have a larger voice in the industry 13:01 Especially in a world of AI, people are looking for greater degrees of trust 16:14 I think that you should be evaluating your customers on an annual basis and figuring out are there ones that aren't a fit? 19:26 I was tired of dealing with a**holes 21:09 We're not a quantity business, we're a quality organization 24:57 I think prescription before diagnosis is malpractice 28:15 For entrepreneurs listening who want to write a book to build authority, how do you ensure the book doesn't just sit on a shelf? 31:12 It's glaringly across the board that your customers want to buy from you digitally 33:32 How are you applying AI now to help close that digital revenue gap? 37:06 It's really helping to read the room and understand where people wanna go 38:59 We have to understand that these digital systems are not meant to take commission away from your sales team 39:51 The book's called Closing the Digital Revenue Gap 39:59 The website is EthanGiffin.com Connect Socially: LinkedIn: https://www.linkedin.com/in/EthanGiffin/ LinkedIn Business: https://www.linkedin.com/company/b2becommerceagency/ B2B eCommerce Podcast: https://www.ecommercemaste.rs/ Email: ethan@groovecommerce.com Sponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIx Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/

    Ethan Giffin — The Death of the Free Proposal: How to Monetize Your Strategic Expertise
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8 Ratings

About

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve. The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

Information

  • Creator
    Michael Vickers
  • Years Active
    2022 - 2026
  • Episodes
    200
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Michael Vickers
  • Show Website
    Becoming Preferred