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. Ben Firebaugh, Sales Representative at Smith & Stevenson

    5D AGO

    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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
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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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