Behind Closed Books

Craig Sheets
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Behind Closed Books is where raw business stories meet real financial turning points. It is not about glossy success; it is about the breakdowns, pivots, and gut-punch lessons that came from finally paying attention to the numbers. Each episode delivers unaltered insight from entrepreneurs and advisors who have faced the hard calls and came out sharper.This show brings on bold founders, sharp consultants, and those who have been deep in the trenches of business chaos and clarity. They unpack what actually moved the needle and what nearly broke it. If you think accounting is boring, you have not heard these stories.

Episodes

  1. What Scaling a Company Really Demands | Ray Bazzi | EP 107

    FEB 4

    What Scaling a Company Really Demands | Ray Bazzi | EP 107

    In this episode, Ray Bazzi shares a candid look at leadership, discipline, and what it takes to build a company that can scale without losing focus or integrity. Ray reflects on his entrepreneurial journey, including the pressures that come with growth, the importance of making deliberate decisions, and how leadership responsibilities evolve as organizations become more complex. The conversation explores capital discipline, accountability, and the systems leaders must build to support people as companies grow. Rather than emphasizing speed or hype, this discussion centers on long-term thinking — how founders and executives can create durable organizations through structure, clarity, and consistency. Ray also speaks openly about the trade-offs leaders face and the realities many underestimate when scaling a business. This episode is for leaders who are focused on sustainable growth, strong foundations, and building organizations that last. ⏱️ Timestamps 00:00 – Episode introduction 00:41 – Ray Bazzi’s background and journey 02:32 – Early entrepreneurial decisions 05:06 – Learning through mistakes and pressure 08:14 – Discipline as a leadership requirement 11:03 – Decision-making as complexity increases 14:27 – Building teams and operating structure 17:58 – Capital awareness and risk management 21:36 – Accountability at leadership level 25:12 – What founders underestimate about scale 29:01 – Long-term thinking vs short-term wins 33:04 – Advice for leaders navigating growth 36:42 – Closing reflections 👉 Subscribe for more conversations with leaders building enduring companies. 🔗 Share this episode with a founder or executive preparing for scale.

    1h 3m
  2. Product-Market Fit: Test Before You Build | Dan Brown | EP 106

    JAN 15

    Product-Market Fit: Test Before You Build | Dan Brown | EP 106

    Most businesses waste money on marketing before proving product-market fit. Dan Brown, lifelong entrepreneur and founder of Lead Navigators AI, shares the framework that saved him after losing $30K on a failed social network—and how to identify your ideal customer profile (ICP) before spending a dollar on ads. What You'll Learn: ✅ The Five Whys analysis using ChatGPT to define your ICP ✅ Why "appeal to everyone = appeal to no one" kills marketing ✅ Tripwire offers: Getting customers into your funnel for free ✅ Product-market fit testing for under $200 with ads ✅ B2B vs B2C distribution channels (and when to use each) ✅ The pixel that identifies 80% of anonymous website visitors ✅ Why Dan plans 190 of his 200 employees to be AI agents ✅ How to interview target customers for free product validation Timestamps: 00:00 - Introduction to Dan Brown 01:26 - How Small Businesses Acquire New Clients Through Marketing 03:38 - Step Zero: Define Your ICP Before Marketing 06:46 - Appeal to Everyone = Appeal to No One 08:46 - Starting Specific: Sub-Niche to Broad Market 11:19 - Know Your Customer (KYC): Understanding Buyer Language 12:03 - Tripwire Offers: The "Book for Free, Pay Shipping" Strategy 14:00 - The 4 Ps of Marketing Still Relevant Today 15:26 - Ogilvy's Rolls-Royce Ad: Pattern Interrupt Marketing 17:10 - Everything is a Sale (Even Dinner with Your Wife) 17:50 - How to Obtain Client Lists and Create Interest 22:20 - B2C vs B2B Distribution Channels Explained 24:12 - Price Sensitivity in B2C vs Phone Calls in B2B 26:07 - Small Businesses Have the Advantage Now (Contrarian View) 29:22 - Personalization Beats Big Brand Spending 32:18 - Being Nimble: Small Business Competitive Advantage 33:15 - Beyond the List: Value Proposition Documents 34:06 - The Pixel: 80% Website Visitor Identification 36:54 - $30K Social Network Failure: Product-Market Fit Lesson 39:16 - Test with $200 in Ads Before Building the Product 40:36 - Interview Your Target Market for Free Validation 43:48 - AI as the Hottest Trend: Futureproofing Your Business 44:12 - Goal: 190 of 200 Employees Will Be AI Agents 47:18 - Growing Up in Montreal: Big Family, Upper Middle Class 49:19 - Boarding School in Wilkes-Barre, Pennsylvania 53:29 - Building Lifelong Connections in Small Settings 57:57 - Montreal: The Europe of Canada 1:00:21 - Three Businesses: Virtual Staging, Done-For-You Marketing, Lead Navigators AI 1:03:49 - How to Connect with Dan Brown Connect with Dan Brown: LinkedIn: @whoisDanBrown Email: dan@enterprisegrowth.io Dan's Three Businesses: Virtual Staging SaaS: Realtors upload unstaged images, software adds furniture/décor for listings Enterprise Growth (Done-For-You B2B Marketing): Grow pipeline, prospect actively, book sales calls Lead Navigators AI: Website pixel identifies 80% anonymous visitors, resolves to full contact info Related Topics: #MarketingStrategy #LeadGeneration #ProductMarketFit #ICP #B2BMarketing #B2CMarketing #AIinBusiness #StartupMarketing #CustomerAcquisition #MarketingAutomation #WebsitePixel #ConversionOptimization 🔔 SUBSCRIBE for marketing strategies that actually work! 👍 LIKE if you've struggled with product-market fit! 💬 COMMENT What's your biggest marketing challenge right now? 📤 SHARE with entrepreneurs and business owners!

    1h 6m
  3. Private Lending: Rates, Terms & Real Estate Tips | Dustin Lauer | Behind Closed Books | EP 105

    12/22/2025

    Private Lending: Rates, Terms & Real Estate Tips | Dustin Lauer | Behind Closed Books | EP 105

    Discover how private money lending is revolutionizing real estate investment! In this episode of Behind Closed Books, host Craig Sheets sits down with Dustin Lauer, Chief Production Officer at Landmark Capital, to discuss private lending, hard money alternatives, and investment property financing strategies. What You'll Learn: ✅ Private money lending vs. traditional bank financing ✅ Current interest rates and loan terms (starting at 5.5%!) ✅ How to qualify without income verification ✅ The importance of LLCs for rental property protection ✅ Investment strategies in today's mature market ✅ Fix-and-flip financing options ✅ Rental property cash flow requirements (DCR explained) Timestamps: 00:00 - Introduction to Dustin Lauer 01:26 - Why Choose Private Money Over Banks? 06:08 - DTI vs. DCR: Understanding the Difference 09:43 - Hard Money vs. Private Lending Terms 14:24 - Competitive Interest Rates (5.5% Floor Rate!) 17:20 - Qualification Requirements for Private Loans 24:25 - Partnering Strategies for New Investors 27:39 - Mature Market Investment Opportunities 34:00 - Airbnb Risks and Short-Term Rentals 38:45 - Cost Segregation and Tax Benefits 45:17 - Dustin's Background and Career Journey 55:25 - How to Contact Landmark Capital About Our Guest: Dustin Lauer brings 16+ years of experience in private lending and real estate finance. As Chief Production Officer at Landmark Capital, he specializes in helping investors, builders, and real estate entrepreneurs secure financing for investment properties, renovations, and ground-up construction projects. Key Takeaways: 💰 Private lending rates are now competitive with conventional loans 🏗️ Construction draws are processed in 1-2 days vs. 3-4 weeks with banks 📊 Debt Service Coverage Ratio (DCR) is key for rental financing 🤝 Partnership opportunities exist for combining experience and capital 🏘️ Focus on properties below median home values for better absorption Connect with Dustin Lauer: Website: lendmarq.com LinkedIn: Dustin Lauer Related Topics: #PrivateLending #RealEstateInvesting #HardMoneyLoans #InvestmentProperty #RealEstateFinance #FixAndFlip #RentalProperty #LandmarkCapital #RealEstateInvestor #PropertyFinancing #CommercialRealEstate #RealEstateTips 🔔 SUBSCRIBE for more financial insights and business strategies! 👍 LIKE if you found this valuable! 💬 COMMENT with your real estate investing questions! 📤 SHARE with fellow investors! About Behind Closed Books: Behind Closed Books reveals the financial decisions that shape business success. Host Craig Sheets brings you unscripted conversations with business owners and experts about turning points, hard calls, and the numbers that drive growth. #BehindClosedBooks #RealEstate #Investing #BusinessPodcast #Finance

    1 hr
  4. Comic Books, Community & Creator Income: The Mike Koslik Story | Behind Closed Books | EP 103

    11/19/2025

    Comic Books, Community & Creator Income: The Mike Koslik Story | Behind Closed Books | EP 103

    When you’ve known someone for 15+ years, you get to skip the small talk and get straight into what actually matters. Today, Mike Koslik joins me for a real conversation about what it actually takes to build something on the internet. He is the creator of Comic Book Corner 2.0, a long-time head tennis pro, and someone who has built an online community brick by brick. It’s not a highlight reel—it’s the part most people never talk about: the work, the trade-offs, and the choices that compound over time. Key Discussion Points 00:00 – Mike Koslik joins the show 02:10 – How two friends of 15+ years ended up in totally connected worlds 05:42 – Building a YouTube channel in a niche you think no one cares about 09:30 – Community, live streams, and why people show up 13:55 – The real economics of YouTube: ads, memberships, super chats 21:20 – Short-form vs. long-form: how creators actually get paid 25:08 – Behind the curtain: filming, editing, schedule, burnout 31:44 – The tax + financial side creators ignore 39:12 – Comics as assets, speculation, and the crash after COVID 45:50 – Consistency, imposter syndrome, and starting before you're “ready” 51:30 – How tennis and teaching shaped Mike Koslik’s communication style 57:10 – Growing up, identity, and the experiences that shape who you become 01:05:20 – What Mike would tell anyone who wants to start creating 01:10:48 – Closing thoughts Before you head out, help this conversation reach the people who need it: 👍 Hit Like if this gave you something real to think about 🔔 Subscribe so you don’t miss the stories that happen behind the numbers 💬 Comment with your biggest “aha” moment, I’d love to hear it 🔗 Share this with someone who's on the edge of starting their own thing #BehindClosedBooks #MikeKoslik #ComicBookCorner #YouTubeGrowth #ContentCreatorLife #OnlineBusiness #CreativeEntrepreneur #CommunityBuilding #SmallBusinessOwners #AuthenticConversations #Podcast #CreatorEconomy

    1h 14m
  5. Toolbox & Jenn Rush | Behind Closed Books | EP 102

    11/04/2025

    Toolbox & Jenn Rush | Behind Closed Books | EP 102

    Payroll is more than just cutting checks. Are there more details you should know? In this episode of Behind Closed Books, host Craig Sheets sits down with Jenn Rush from Heartland Payroll Solutions, one of the nation’s top payroll experts. Together, we uncover the real stories and critical insights behind modern payroll—from compliance to credits you probably didn’t know existed. Here’s what we cover: The truth about “No Tax on Tips” and overtime pay How to stay compliant with new immigration & hiring laws Why even small teams need written job descriptions & handbooks How to claim the Work Opportunity Tax Credit (WOTC) and save up to $9,600 per hire Why growing beyond 50 employees is not a risk — it’s an opportunity Real-world payroll mistakes that could cost your business big This episode gives you practical ways to protect your business, maximize savings, and stay one step ahead of compliance. About Our Guest Jennifer Rush Employee Management Solutions Specialist, Heartland Payroll Solutions 📩 jennifer.rush@e-hps.com 🌐 heartland.us About Behind Closed Books: A podcast where business owners and experts reveal the financial decisions that shape success. Real stories. Real lessons. Real business. 📌 Subscribe for more insights that help you run smarter, stay compliant, and build a business that lasts. #PayrollTips #SmallBusiness #BusinessPodcast #Entrepreneurship #HRInsights #TaxCredits #LegalCompliance #PayrollSolutions #WorkOpportunityTaxCredit #BehindClosedBooks

    57 min
  6. Death by a Thousand Receipts: Surviving Fleet Expense Chaos | Behind Closed Books | EP 101

    10/22/2025

    Death by a Thousand Receipts: Surviving Fleet Expense Chaos | Behind Closed Books | EP 101

    Welcome to the first episode of Behind Closed Books — the podcast that reveals the real stories hidden within the numbers. Hosted by Craig Sheets, founder of Crestville Accounting, this series dives deep into the lessons, challenges, and truths that small business owners experience beyond the balance sheet. In this kickoff conversation with Nick, Craig shares the personal story behind his passion for numbers — and why every number tells a story about the life of a business. Discover why accounting isn’t just about debits and credits — it’s about understanding what drives growth, what causes decline, and how smart financial insight can change the trajectory of your business. ⏱ Timestamps: 00:00 – Welcome to Behind Closed Books 01:22 – The meaning behind the show’s title 03:05 – Craig’s journey from family business roots to accounting 06:48 – Why every number tells a story 10:21 – How small businesses can uncover what’s really behind their books 14:37 – Common financial blind spots for growing companies 18:04 – Why storytelling matters in accounting 21:25 – The mission behind Crestville Accounting 24:50 – Closing thoughts: seeing your business beyond the numbers 📢 Call to Action: If you’re ready to understand the story behind your numbers, subscribe to Behind Closed Books and join the conversation. Follow Crestville Accounting for more insights on building financially confident businesses.

    40 min
  7. Behind Closed Books Podcast

    09/25/2025

    Behind Closed Books Podcast

    Behind Closed Books is where raw business stories meet real financial turning points. It is not about glossy success; it is about the breakdowns, pivots, and gut-punch lessons that came from finally paying attention to the numbers. Each episode delivers unfiltered insight from entrepreneurs and advisors who have faced the hard calls and came out sharper. This show brings on bold founders, sharp consultants, and those who have been deep in the trenches of business chaos and clarity. They unpack what actually moved the needle and what nearly broke it. If you think accounting is boring, you have not heard these stories.

    1 min

Trailer

About

Behind Closed Books is where raw business stories meet real financial turning points. It is not about glossy success; it is about the breakdowns, pivots, and gut-punch lessons that came from finally paying attention to the numbers. Each episode delivers unaltered insight from entrepreneurs and advisors who have faced the hard calls and came out sharper.This show brings on bold founders, sharp consultants, and those who have been deep in the trenches of business chaos and clarity. They unpack what actually moved the needle and what nearly broke it. If you think accounting is boring, you have not heard these stories.

Information

  • Creator
    Craig Sheets
  • Years Active
    2025 - 2026
  • Episodes
    7
  • Rating
    Clean
  • Copyright
    © Copyright 2025 | All Rights Reserved
  • Show Website
    Behind Closed Books