Voices of Leadership – The AIM/R Series

Chris Atwell
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Voices of Leadership – The AIM/R Series is a special 18-episode collection featuring candid, powerful conversations with the leaders who are shaping the future of the manufacturers’ rep industry. Recorded live at the AIM/R Conference, each interview dives into the real stories behind leadership: the defining moments, the challenges, the habits, and the visions that drive this industry forward.   Hosted by Chris Atwell, Founder of Mindset-Conquest and a leadership & mindset coach to agencies across North America, this series brings you unscripted insights directly from the people on the front lines of growth, change, and innovation.   Across these short, high-impact episodes, you’ll hear leaders share: The pivotal moments that shaped who they areThe toughest challenges they’ve overcomeThe habits and mindset shifts that elevated their leadershipTheir advice for the next generation of leadersTheir vision for the future of the rep industryWhether you’re an agency principal, a sales leader, or simply someone committed to becoming a stronger leader, this series offers wisdom, perspective, and inspiration from voices that rarely get spotlighted.   🎙️ New episodes released weekly 📍 Recorded live at AIM/R 🎧 Watch on YouTube or listen on your favourite podcast platform   Brought to you by Mindset-Conquest.   Accelerating leadership, clarity, and growth for manufacturers’ rep agencies.

  1. Ryan Wilkinson, President at Southwest Sales, Inc.

    MAR 19

    Ryan Wilkinson, President at Southwest Sales, Inc.

    In this episode of Voices of Leadership, Chris Atwell sits down with Ryan Wilkinson for a grounded, insightful conversation about the experiences that shape real leadership. Ryan reflects on how his leadership wasn’t defined by a single moment, but by a collection of experiences over time, from childhood sports to his professional career, that helped him understand the difference between leaders people want to follow and those they don’t. Those experiences shaped his commitment to a servant leadership approach, where team members are treated with the same care and respect as customers.  Ryan and Chris dive into one of the most challenging leadership transitions: moving from peer to leader. After working his way up from the warehouse to becoming a principal, Ryan shares how stepping into leadership over former peers required authenticity, trust, and a focus on earning the respect of the team rather than demanding it.  Throughout the episode, Ryan emphasizes the importance of consistency, visibility, and organization in leadership. From maintaining structure in his day to intentionally connecting with team members, even through simple actions like regular check-ins and walking the floor, he highlights how culture is built through consistent, personal interactions.  Looking ahead, Ryan shares his excitement about the evolving role of manufacturers’ reps in a changing industry. With consolidation, e-commerce, and shifting market dynamics, he sees a significant opportunity for reps to demonstrate their value through data, relationships, and expanded services. He also discusses the importance of collaboration across agencies and adapting to better serve customers as the landscape continues to change.  Chris and Ryan explore:  How early life experiences shape leadership styleThe transition from peer to leader and earning team trustLeading with authenticity and a servant leadership mindsetThe importance of visibility, organization, and consistent communicationBuilding culture through daily interactions and connectionDemonstrating value through data, relationships, and serviceAdapting to industry change and increasing collaboration across agencies This episode offers practical insight into authentic leadership, culture-building, and navigating change within the manufacturers’ rep industry.   Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    11 min
  2. Richard Bishop, President at BRS Sales & Marketing

    MAR 12

    Richard Bishop, President at BRS Sales & Marketing

    In this episode of Voices of Leadership, Chris Atwell sits down with Richard Bishop to discuss the experiences and mindset shifts that have shaped his leadership journey as a second-generation manufacturers’ rep agency owner.  Richard reflects on how his leadership has evolved from trying to manage everything himself to recognizing the importance of trusting his team and delegating responsibility. As rep agencies grow and the complexity of the business increases, Richard shares how learning to prioritize the most important tasks,  while empowering others to take ownership, has helped him operate with greater clarity and less stress.  Richard and Chris also discuss one of the most difficult leadership moments he has faced: making the tough decision to part ways with a long-tenured employee. In a small organization where team members are closely connected, the decision had a major impact on the company dynamic. Richard shares how stepping back into the territory temporarily, mentoring a younger salesperson, and rebuilding the business ultimately led to that territory becoming the company’s top performer.  Throughout the episode, Richard emphasizes the importance of routines and intentional time for reflection. From exercise and personal health to carving out quiet time each week to focus on priorities, he explains how reducing distractions and being deliberate with his time helps him lead more effectively.  Looking ahead, Richard is focused on evolving the way his agency goes to market. With greater use of CRM and data, expanded marketing efforts, and stronger engagement with contractors alongside distributors, he is helping guide the company through industry changes such as consolidation, shifting sales channels, and new customer expectations.  Chris and Richard explore:  Transitioning from doing everything yourself to trusting and empowering your teamMaking difficult personnel decisions and rebuilding stronger afterwardThe value of intentional routines and focused planning timeUsing CRM and data to manage and grow the businessExpanding relationships with contractors while supporting distributorsAdapting to industry shifts and evolving the traditional rep agency model This episode offers practical leadership insight into navigating change, building trust within a team, and evolving a rep agency to stay competitive in a rapidly changing industry.   Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    15 min
  3. Darren Belajac, President at Pinnacle Sales

    MAR 5

    Darren Belajac, President at Pinnacle Sales

    In this episode of Voices of Leadership, Chris Atwell sits down with Darren Belajac for a thoughtful conversation about the mindset shifts that shape authentic leadership. Darren shares how his leadership journey wasn’t defined by a single moment, but by a process of realizing that leaders can only give their best when they take care of themselves first. After years of pushing through a “grind” mentality and trying to earn trust through constant effort, Darren began to recognize the importance of self-worth, authenticity, and showing up as his true self in business relationships.  Darren and Chris explore how leadership often requires personal transformation. Darren discusses how growth frequently comes through challenging moments that force leaders to confront their habits, take responsibility, and evolve into the next version of themselves. For Darren, integrity, understanding who you truly are and operating from that place, has become a guiding principle in how he leads his company and supports his team.  Throughout the episode, Darren emphasizes the role of mental clarity and stillness in leadership. He shares how practices such as meditation, journaling, and writing help him slow down, sharpen his thinking, and stay present. By cultivating stillness and awareness, Darren believes leaders can connect more deeply with themselves and others, which ultimately leads to stronger relationships and better decisions.  Looking ahead, Darren is focused on narrowing his attention to the highest-value activities within his business. By stepping back from overfunctioning and creating space for others in the organization to step up, he is building a team capable of growing alongside the company. He also shares his perspective on the evolving role of manufacturers’ reps, emphasizing the continued importance of deep product knowledge, technical expertise, and trusted relationships within the supply chain.  Chris and Darren explore:  Why leaders must “pour from a full cup” to serve others effectivelyThe shift from grind mentality to authentic leadershipPersonal responsibility and growth through challengeMeditation, journaling, and writing as tools for mental claritySlowing down to strengthen connection and decision-makingFocusing leadership on high-value activities and team developmentThe evolving role of manufacturers’ reps in a changing industry This episode offers a reflective and philosophical perspective on leadership, highlighting the importance of self-awareness, presence, and authenticity for leaders navigating growth and change in the manufacturers’ rep industry.   Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    22 min
  4. Ben Firebaugh, Sales Representative at Smith & Stevenson

    FEB 26

    Ben Firebaugh, Sales Representative at Smith & Stevenson

    In this episode of Voices of Leadership, Chris Atwell sits down with Ben Firebaugh to discuss his journey into leadership within the manufacturers’ rep industry and the lessons shaping his growth. Ben shares how stepping into leadership has required him to find his voice,  especially while working alongside colleagues with significantly more years of experience. Despite not holding an official leadership title, he has embraced the responsibility to lead, building confidence in his knowledge and ability to guide others. One of the defining challenges Ben highlights is shifting from being the person who always provides answers to becoming a leader who develops problem solvers. After implementing the 1-3-1 model, he began pushing challenges back to his team members, encouraging them to think through options and propose solutions. That shift helped build independent thinking and reduced reliance on him for every decision. Ben also discusses the importance of leading himself first. He reflects on the impact of developing consistent morning and evening routines, protecting time with family, limiting distractions like “doom scrolling,” and being intentional with rest and energy management. For Ben, discipline, consistency, and character,  especially doing the right thing when no one is watching, are foundational to leadership. Looking ahead, Ben is excited about creating a ripple effect within his company by investing in coworkers, setting goals together, and helping others grow. He recognizes that this requires stepping out of reactive daily tasks and being proactive about mentoring and connecting with others. Chris and Ben explore: Finding your voice as a young leaderMoving from giving answers to developing problem solversThe power of the 1-3-1 frameworkMorning and evening routines as leadership foundationsLeading yourself before leading othersBuilding discipline without external pressureCreating a positive ripple effect within a teamThis episode offers a practical and honest look at leadership growth, personal discipline, and stepping into influence, even without a formal title, within the manufacturers’ rep industry. Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    12 min
  5. Brian Morgan, Principal at The Morgan Group

    FEB 19

    Brian Morgan, Principal at The Morgan Group

    In this episode of Voices of Leadership, Chris Atwell sits down with Brian Morgan to explore the moments and decisions that have shaped his leadership journey in a multigenerational manufacturers’ rep business. Brian reflects on an early defining experience prior to entering the rep industry, when he was empowered to lead and train between 750 and 1,000 people in a short period of time while working in the marketing world. That opportunity to take ownership, build a plan, and execute at scale left a lasting impact on how he approaches leadership, laying the cards on the table, empowering others, and working collaboratively to win together. He also shares one of the most pivotal and challenging transitions of his career: leaving his role in marketing to join his father in the family business. Navigating the father-son dynamic inside a professional setting required clear boundaries, resilience, and a commitment to proving himself. Over time, separating “Gary at work” from “Dad at home” strengthened both the business and their relationship, helping transform the company into what it is today. Throughout the episode, Brian discusses the importance of structured morning routines, energy management, and identifying less productive parts of the day to improve performance. He emphasizes the value of planning, setting clear short-, mid-, and long-term goals, and being willing to take calculated risks rather than waiting for perfection. Looking ahead, Brian is focused on long-term sustainability and succession planning. His goal is to build a company that thrives for decades to come, with or without him, through shared vision, leadership alignment, and a clearly communicated plan. He also reflects on operating in the competitive Toronto market, stressing that success comes from focusing on what you can control, staying consistent, and adapting the plan as market conditions change. Chris and Brian explore: Leadership through empowerment and ownershipTransitioning into a multigenerational family businessEstablishing boundaries between family and businessThe power of morning routines and energy managementTaking risks without waiting for perfectionSuccession planning and building long-term sustainabilityStaying focused amid market noise and competitionThis episode offers practical insight into leadership growth, family business dynamics, and building a durable rep agency in an evolving and competitive marketplace. Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    17 min
  6. Nate Wolfe, President of Sales at Manufacturers Marketing

    FEB 12

    Nate Wolfe, President of Sales at Manufacturers Marketing

    In this episode of Voices of Leadership, Chris Atwell sits down with Nate Wolfe to explore the experiences that have shaped his leadership journey. Nate reflects on a defining early moment in his rise into leadership when he made a significant mistake and brought it forward to his company’s CEO, expecting a harsh response. Instead, the focus shifted to everything he had done right that day. That moment changed Nate’s perspective on leadership, reinforcing the importance of not letting mistakes derail progress and of recognizing the wins alongside the setbacks. Nate and Chris also discuss one of the most difficult challenges Nate has faced: recently losing the agency’s number one line after choosing not to join a larger multi-state organization. Faced with the decision between financial security and staying aligned with their values, Nate and his team chose to protect their integrity, culture, and long-term vision, even at the cost of short-term revenue. He shares how that decision, while difficult, allows them to stay true to who they are and maintain control of their direction. Throughout the conversation, Nate emphasizes daily habits that support his leadership, including starting each morning in the gym, separating work from family time in the evenings, and maintaining a mindset of assuming positive intent in others. He also shares advice he would give his younger self: “slow down to speed up,” stay focused on the vision, and avoid getting distracted by shiny opportunities that pull attention away from long-term goals. Looking ahead, Nate expresses excitement about what he sees as a growing trend in the industry, a return to personal relationships and smaller, more relationship-driven partnerships. He believes staying close to people, maintaining a “legendary service” mindset, and protecting company values will continue to guide his leadership. Chris and Nate explore: Learning from mistakes without losing momentumChoosing values and integrity over short-term revenueMaintaining discipline through daily routinesSlowing down to stay focused and accelerate growthThe importance of personal relationships in the industryThe power of saying no to opportunities that don’t align This episode offers an honest look at leadership, decision-making, and staying aligned with values in the face of pressure within the manufacturers’ rep community. Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    18 min
  7. Joe Herkowski, Owner of Herkowski Stickler & Associates

    FEB 5

    Joe Herkowski, Owner of Herkowski Stickler & Associates

    In this episode of Voices of Leadership, Chris Atwell sits down with Joe Herkowski to discuss the experiences that have shaped his leadership journey as his family business grew and evolved. Joe reflects on a defining period early in his leadership when the company rapidly expanded from a small team of just a few people to a multi-location organization in a short period of time. That growth created both opportunity and pressure, requiring quick decisions, adaptability, and a willingness to step fully into leadership. Joe and Chris dive into what Joe describes as the toughest leadership challenge he has faced: navigating COVID. With no playbook to follow, Joe explains how he relied on common sense, transparency, and doing the right thing for people. He shares how consistent communication, good or bad, became critical during uncertainty, along with staying positive, supporting customers, and giving associates the opportunity to continue growing through change. Throughout the conversation, Joe emphasizes transparency, empathy, and consistency as the habits that guide how he leads every day. He discusses the importance of communication across associates, manufacturers, and customers, stressing that even difficult messages are better than silence. Joe also highlights the responsibility leaders have to listen, take action, and put themselves out there, even when it’s uncomfortable. Looking ahead, Joe talks about his excitement around the next chapter of the business as ownership transitions and he prepares to step into a more vision-focused role. He shares his focus on empowering team leaders, giving people opportunities to grow, maintaining the entrepreneurial spirit of the rep business, and building a succession plan that supports the long-term future of the organization. Chris and Joe explore: Rapid growth and expansion within a family businessLeading through COVID without a playbookTransparency, empathy, and consistency in communicationSupporting people through change and uncertaintyEmpowering team leaders and creating growth opportunitiesShifting toward vision, leadership development, and succession planningThis episode offers an honest look at leadership through growth, uncertainty, and change, grounded in real experiences from within the manufacturers’ rep industry. Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    14 min
  8. Bo Beard, Principal at Smith and Stevenson

    JAN 29

    Bo Beard, Principal at Smith and Stevenson

    In this episode of Voices of Leadership, Chris Atwell sits down with Bo Beard of Smith & Stevenson for a candid conversation about what leadership really looks like when you grow from peer to leader inside a long-standing manufacturers’ rep agency. Bo shares an honest and relatable perspective on stepping into leadership without feeling fully ready, and how confidence is built gradually through listening, learning, and experience.  Bo reflects on his early days in leadership, when he went from being “one of the guys” on the sales team to leading the very people he once worked alongside. He opens up about the discomfort, self-doubt, and patience required during that transition and how trust from peers, manufacturers, and partners ultimately helped solidify his confidence and role as a leader.  One of the most powerful moments in the conversation centers on making hard decisions. Bo shares the emotional weight of letting go of a long-tenured salesperson and navigating the pain of losing a valued team member to a competitor. These experiences shaped his understanding that leadership often requires doing the right thing, even when it’s deeply uncomfortable, and learning from every outcome.  Chris and Bo also explore: The challenge of leading former peers and redefining relationshipsWhy patience and perspective are essential leadership skillsHow taking care of your mental and physical health impacts decision-makingThe importance of daily connection, presence, and an open-door policyNavigating change while leading a 60-year-old agencyWhy relationships remain the foundation of success in the rep industry  Throughout the episode, Bo emphasizes the importance of slowing down, listening to all sides, and staying grounded when unexpected challenges arise. He also shares his excitement for the future of Smith & Stevenson, driven by new energy, strong relationships, and a continued commitment to nurturing people, customers, and manufacturer partnerships.  This conversation offers a real, behind-the-scenes look at leadership inside a legacy agency, highlighting the patience, humility, and intentional habits required to lead people well while continuing to grow and evolve. Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

    13 min
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About

Voices of Leadership – The AIM/R Series is a special 18-episode collection featuring candid, powerful conversations with the leaders who are shaping the future of the manufacturers’ rep industry. Recorded live at the AIM/R Conference, each interview dives into the real stories behind leadership: the defining moments, the challenges, the habits, and the visions that drive this industry forward.   Hosted by Chris Atwell, Founder of Mindset-Conquest and a leadership & mindset coach to agencies across North America, this series brings you unscripted insights directly from the people on the front lines of growth, change, and innovation.   Across these short, high-impact episodes, you’ll hear leaders share: The pivotal moments that shaped who they areThe toughest challenges they’ve overcomeThe habits and mindset shifts that elevated their leadershipTheir advice for the next generation of leadersTheir vision for the future of the rep industryWhether you’re an agency principal, a sales leader, or simply someone committed to becoming a stronger leader, this series offers wisdom, perspective, and inspiration from voices that rarely get spotlighted.   🎙️ New episodes released weekly 📍 Recorded live at AIM/R 🎧 Watch on YouTube or listen on your favourite podcast platform   Brought to you by Mindset-Conquest.   Accelerating leadership, clarity, and growth for manufacturers’ rep agencies.

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