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.

Episodes

  1. Joe Herkowski, Owner of Herkowski Stickler & Associates

    2D AGO

    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
  2. 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
  3. Anthony Estrada, Owner of ANT Sales Company

    JAN 22

    Anthony Estrada, Owner of ANT Sales Company

    In this episode of Voices of Leadership, Chris Atwell sits down with Anthony Estrada for a thoughtful, authentic conversation about what truly shapes a leader over time. Anthony reflects on how his leadership foundation was formed long before business ownership, rooted in watching his father serve others with humility, generosity, and consistency. That early example instilled in Anthony a people-first philosophy that continues to guide how he leads his team, supports his customers, and shows up every day. Anthony shares one of the most challenging seasons of his career, losing a key team member while simultaneously closing a warehouse, building a new one, and rebuilding his business from the ground up. Going from a team of three to working alone forced him to dig deep, lead through uncertainty, and project confidence even when he felt internally lost. That experience reshaped how he approaches resilience, responsibility, and leadership during adversity. Chris and Anthony also explore the personal side of leadership, including the habits and routines Anthony relies on to show up as his best self. From carving out quiet morning time to prioritizing family, Anthony explains how protecting his energy allows him to lead with clarity, steadiness, and intention. Looking back, Anthony offers powerful advice to his younger self, ask for more help, be more vulnerable, and don’t carry everything alone. He opens up about the pressure entrepreneurs place on themselves and the importance of community, curiosity, and asking better questions earlier in the journey. Looking ahead, Anthony shares what excites him most about the future: developing the next generation of leaders within his business. His vision centers on building something sustainable, an organization others want to be part of, grow, and eventually carry forward. His leadership focus continues to evolve from day-to-day survival to long-term legacy, investment in people, and creating opportunity beyond himself. Chris and Anthony explore: How early family influence shaped a people-first leadership mindsetLeading through loss, uncertainty, and rebuilding from scratchShowing strength and confidence during challenging seasonsThe importance of morning routines, energy management, and family prioritiesWhy vulnerability, asking for help, and community matter in leadershipBuilding future leaders and creating a business with lasting value This episode delivers honest leadership insight, real-world lessons, and a refreshing reminder that leadership isn’t about having all the answers, it’s about serving others, staying resilient, and continuing to grow. 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.

    16 min
  4. Jason Romano, Vice President of Mid-Continent Marketing

    JAN 15

    Jason Romano, Vice President of Mid-Continent Marketing

    In this episode of Voices of Leadership, Chris Atwell sits down with Jason Romano for a grounded, insightful conversation about the experiences that shape real leadership. Jason reflects on a defining moment early in his career as a young football coach, when his head coach was battling cancer and instilled a powerful standard of “mental toughness” within the team. That season marked by loss, resilience, and unity shaped Jason’s belief that leadership is about team over individual, grit over ego, and winning together rather than seeking the spotlight. Jason and Chris dive into some of the most challenging realities leaders face, including stepping into ownership during the uncertainty of COVID and guiding teams through constant change. Jason shares how he focuses on building confidence, trust, and mental strength in others, encouraging people to take ownership, learn from failure, and grow without fear of being graded every day. He also highlights the ongoing challenge of shifting mindsets from individual contribution to true team alignment. Throughout the episode, Jason emphasizes the importance of process and documentation as leadership tools. From capturing institutional knowledge as experienced team members retire to creating clear, repeatable processes, he explains how structure creates clarity and stability in a growing organization. He also reflects on the value of curiosity, asking better questions, and understanding the bigger picture earlier in one’s leadership journey. Looking ahead, Jason shares his excitement about the future, expanding the team, developing the next generation of leaders and owners, and building a long-term vision that positions the company for decades of growth. His leadership focus continues to evolve from day-to-day execution to visionary thinking, team development, and creating opportunities for others to lead. Chris and Jason explore: How early coaching experiences shaped a team-first leadership mindsetLeading through uncertainty, including stepping into ownership during COVIDBuilding confidence, accountability, and mental toughness within teamsThe importance of process, documentation, and capturing institutional knowledgeWhy curiosity and asking better questions accelerates leadership growthDeveloping future leaders and building a long-term organizational vision This episode offers practical insight, real-world leadership lessons, and a refreshing perspective for anyone navigating growth, change, and team development, especially 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.

    16 min
  5. Beau Jolly, South East Texas Territory Manager of Tipton Company

    JAN 8

    Beau Jolly, South East Texas Territory Manager of Tipton Company

    In this episode of Voices of Leadership, Chris Atwell sits down with Beau Jolly for a grounded, deeply personal conversation about the experiences that shape real leadership. Beau reflects on a defining, life-altering moment, being diagnosed with diabetes, and how that challenge fundamentally changed the way he approached not only his health, but discipline, mindset, and leadership. What began as a personal battle became the foundation for how he shows up every day: leadership starts with self-mastery. Beau and Chris dive into one of the toughest challenges leaders in the rep industry face: losing a major line. Beau shares how applying the same discipline and resilience he developed through his health journey allowed him to respond with consistency instead of panic. Rather than giving up, he embraced the challenge as a refining process, a “purifying fire”, and committed to steady, daily action to rebuild and grow stronger. Throughout the episode, Beau emphasizes the importance of structure, routine, and doing hard things daily. From preparing the night before to early morning workouts, quiet time, and faith-based reflection, he explains how creating order before the day begins allows him to lead with clarity, energy, and presence. He also underscores the responsibility leaders have to invest in themselves so they can better serve their teams, customers, and families. Looking ahead, Beau shares his excitement around new partnerships, growth opportunities, and the chance to pour into others, not just professionally, but personally. He also discusses the importance of vision, mission, and helping team members align their personal growth with the broader purpose of the organization. Chris and Beau explore: How a personal health challenge reshaped leadership mindset and disciplineResponding to major business setbacks with consistency and resilienceThe role of daily routines, faith, and self-mastery in effective leadershipWhy doing hard things builds the capacity to lead through adversityThe importance of vision, mission, and creating buy-in within teamsLeading with purpose by investing in people, not just performance This episode offers practical wisdom, raw honesty, and a powerful reminder that leadership starts from within, making it especially impactful for leaders navigating pressure, change, and growth in 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.

    17 min
  6. Graham Walker, VP Sales & Marketing of Allied Technical Solutions

    JAN 1

    Graham Walker, VP Sales & Marketing of Allied Technical Solutions

    In this episode of Voices of Leadership, Chris Atwell sits down with Graham Walker for a grounded, insightful conversation about the experiences that shape real leadership. Graham reflects on a defining contrast early in his career, experiencing leadership inside a large, highly structured organization and then within a smaller, trust-driven environment. That contrast shaped his belief that while process matters, real leadership is built through personal connection, trust, and genuine commitment to a shared vision. Graham and Chris dive into one of the most critical leadership challenges: navigating what you don’t know. Graham shares a pivotal experience where he witnessed the consequences of leaders failing to understand the details behind complex initiatives. Determined not to repeat that mistake, he committed himself to learning deeply, even outside his formal expertise, so he could ask better questions, earn credibility, and lead technical teams with confidence and respect. Throughout the episode, Graham challenges the idea that leaders should remain hands-off or purely outcome-focused. Instead, he emphasizes curiosity, continuous learning, and staying involved in the details as essential leadership traits, especially in fast-moving areas like technology and AI. He also shares how he structures his time to exhaust his strategic thinking through focused idea generation and research, allowing him to lead with clarity and execute effectively. Looking ahead, Graham shares his vision for leadership that is both strategic and engaged, one where leaders are active participants in building solutions, not just holding teams accountable for results. Chris and Graham explore: How contrasting leadership environments shape leadership philosophyThe danger of not knowing what you don’t knowWhy curiosity and continuous learning are non-negotiable for leadersThe importance of staying involved in the details to earn trust and credibilityStructuring time to balance strategic thinking and tactical executionLeading effectively through rapid technological change, including AIThis episode offers practical wisdom, thoughtful perspective, and a refreshing approach to leadership for anyone seeking to grow, stay curious, and lead with purpose in an increasingly complex business environment, especially 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.

    12 min
  7. Patrick McCarthy, Vice President of Walter Morris Company

    12/25/2025

    Patrick McCarthy, Vice President of Walter Morris Company

    In this episode of Voices of Leadership, Chris Atwell sits down with Patrick McCarthy for a grounded, insightful conversation about the experiences that shape real leadership within a multigenerational, family-run rep agency. Patrick reflects on a defining chapter in his journey: navigating a formal succession planning process that forced him to confront his leadership style, personality, and role within both the business and his family. That experience brought a new level of self-awareness and clarity that continues to guide how he leads today. Patrick and Chris dive into one of the most challenging aspects of leadership in a growing organization: people management. As the business evolved and long-tenured team members retired, Patrick shares how stepping outside his comfort zone to build hiring, retention, and communication processes became essential to scaling the company and protecting its culture. He emphasizes the importance of transparency, clearly defined roles, and treating the business like a competitive team, even when family dynamics are involved. Throughout the episode, Patrick underscores the value of presence and visibility as a leader. From starting mornings with customer service to staying engaged with his family and children’s activities, he shares how leadership doesn’t stop at the office door. Looking ahead, Patrick discusses his excitement around technology and AI, the opportunity hidden within data management, and what it will require of him to lead the company thoughtfully through rapid change while enhancing the customer experience. Chris and Patrick explore: How succession planning builds self-awareness and leadership clarityLeading within a multigenerational, family-run businessNavigating people management, hiring, and retention challengesThe importance of transparency, role clarity, and open communicationStaying visible, present, and engaged as a leaderEmbracing technology, data, and AI to drive future growthWhat leadership requires in times of rapid industry changeThis episode offers practical insight, relatable challenges, and an honest perspective on leadership for anyone navigating growth, family dynamics, and the future of 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.

    18 min
  8. Jamie Hill, President of W.R. Bristow Manufacturers' Agents, Inc.

    12/18/2025

    Jamie Hill, President of W.R. Bristow Manufacturers' Agents, Inc.

    In this episode of Voices of Leadership, Chris Atwell sits down with Jamie for a grounded conversation about how real leadership is built over time. Rather than pointing to a single defining moment, Jamie reflects on how consistency, responsibility, and simply refusing to let the ball drop shaped his leadership journey. For him, leadership wasn’t claimed, it was earned by showing up and caring deeply about making people better. A central theme of the conversation is the connection between leadership and fatherhood. Jamie shares how becoming a parent forced him to step fully into responsibility, a mindset that naturally carried into his professional life and continues to guide how he leads others. Chris and Jamie also explore one of the toughest moments in Jamie’s leadership: navigating an employee’s substance abuse issue. Jamie discusses the difficult balance between grace and accountability, offering support while maintaining clear standards, and the reality that leaders can create opportunity, but individuals must choose growth. Throughout the episode, Jamie emphasizes the importance of daily habits and self-discipline. From early mornings and exercise to faith, gratitude, and journaling, he explains how reflection creates clarity and presence. Looking back, journaling and goal setting are the habits he wishes he had embraced earlier, and now encourages in both his team and his family. Looking ahead, Jamie shares his excitement about the future of the industry, particularly the opportunity to educate and develop the next generation. As technology evolves, he believes the role of reps is shifting from selling products to becoming trusted educators and problem solvers. Chris and Jamie explore: Why leadership is built through consistency, not single momentsHow fatherhood shapes responsibility and leadership mindsetBalancing grace and accountability in difficult people decisionsThe role of journaling, reflection, and intentional routinesResistance to change and adopting new technologyShifting from a sales mindset to an education-driven approachThis episode offers an honest, relatable perspective for leaders seeking to grow themselves, their people, and their impact 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.

    12 min
  9. Justin Elis, Chief Executive Officer of Southwest Sales, Inc.

    12/11/2025

    Justin Elis, Chief Executive Officer of Southwest Sales, Inc.

    In this episode of Voices of Leadership, Chris Atwell sits down with Justin Elis for a grounded, insightful conversation about the experiences that shape real leadership. Justin reflects on a defining moment early in his career, being thrust into a failing property integration and tasked with “fixing it.” What he learned through that challenge continues to influence his leadership today: growth often comes from being thrown into the fire, and effective leaders understand the motivations, strengths, and perspectives of every person involved.  Justin and Chris dive into one of the most common leadership hurdles: gaining buy-in. Justin shares how his organization’s approach to CRM adoption shifted dramatically once they focused on communicating the why, proving that people naturally want to add value when they understand the purpose behind the work.  Throughout the episode, Justin challenges the myth that leaders must be the best at everything. Instead, he underscores the importance of humility, self-awareness, and recognizing and elevating the strengths of others. Looking ahead, he shares his vision for becoming an even stronger strategic partner to manufacturers and developing the next generation of leaders within his organization.  Chris and Justin explore: The value of being “thrown into the fire” and learning through pressureWhy explaining the why drives buy-in and organizational alignmentThe importance of time management, presence, and starting the day with intentionHow self-awareness and humility elevate a leader’s impactThe shift toward becoming a true strategic partner to manufacturersThe responsibility and opportunity of developing future leaders within the organization   This episode offers practical wisdom, relatable challenges, and a refreshing perspective for anyone on their leadership journey, especially those in 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.

    13 min
  10. Scott Cooper, President of New England Sales Inc.

    12/04/2025

    Scott Cooper, President of New England Sales Inc.

    In this first episode of the Voices of Leadership – AIM/R Series, Chris Atwell sits down with Scott Cooper, President of New England Sales Inc. and a second-generation leader with nearly 40 years of experience in the manufacturers’ rep industry. Scott offers a grounded, humble, and deeply seasoned perspective on what it truly takes to lead with purpose over the long term. Scott shares why leadership isn’t shaped by a single “aha” moment, but by a lifetime of experiences; watching his father lead, learning from other business owners, and being exposed to the realities of people, relationships, and decision-making. He opens up about navigating economic cycles, sticking to a plan under pressure, and balancing decisiveness with flexibility. One theme that comes through clearly is Scott’s commitment to servant leadership. From simple daily habits like greeting every employee to the deeper belief that “if you take care of your people, they’ll take care of everything else,” Scott reveals the mindset that has guided his company forward for decades. Chris and Scott also explore: The challenges and opportunities facing reps todayHow to maintain composure when the pressure is onWhy asking for help is a superpower, not a weaknessThe importance of humility, presence, and staying in the momentScott’s vision for the future as his agency enters its third generationThis conversation offers a rare behind-the-scenes look at the evolution of a leader who has grown through decades of change — and continues to grow today. If you’re a leader in the manufacturers’ rep world (or on your own leadership journey), this episode delivers wisdom, clarity, and practical truth from someone who has lived it. 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
  • 10 Episodes

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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