Cutting Through the Clutter

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 Hosted by Cyndee Woolley, president and founder of C2 Communications, Cutting Through the Clutter delivers powerful insights into crafting messages that truly connect. Drawing on her 25+ years in marketing and public relations, Cyndee shares strategies for engaging target audiences, building impactful campaigns, and driving action—whether it's boosting sales, inspiring votes, or fostering community pride. 

  1. 1D AGO

    Building Wealth from the Ground Up: From Carpenter to Multifamily Investment Expert

    In this powerful episode of Cutting Through the Clutter, host Cyndee Woolley sits down with Danny Flores, principal of Prime Capital Investments, for an inspiring conversation about transformation, tenacity, and the realities of building wealth through multifamily real estate investing.  Danny's journey is nothing short of remarkable—from teenage carpenter to general contractor at 21, through heavy construction building tunnels and bridges, to banking executive managing loans up to a billion dollars, and ultimately to founding his own multifamily investment firm. His path wasn't linear, but every twist prepared him for where he is today.  After witnessing accidents on construction sites, Danny made the difficult decision to return to school while working full-time—one of the toughest challenges he's ever faced. That determination paid off when he transitioned into banking, working with major clients like Jack in the Box and Metro Golden Mayer, learning financial modeling and business analysis that would prove invaluable.  But Danny never lost sight of his real passion: multifamily investing. Starting with a fourplex in 2000, he methodically built his portfolio through strategic 1031 exchanges, eventually opening a property management company in 2006. In 2018, he discovered the syndication model—pooling investor capital to acquire larger properties—and transformed his business, focusing on value-add opportunities across Arizona, Texas, Florida, and North Carolina.  The conversation dives deep into what drives entrepreneurial success, the methodical approach needed for multifamily investments, how to evaluate markets across different states, and the realities of property management that HGTV doesn't show you. Danny's candid advice? If you're serious about scaling, skip the small stuff and think bigger. And remember: this business isn't glamorous—it requires expertise, strong teams, and unwavering commitment.  About Danny Flores Danny Flores is the Principal of Prime Capital Investments, a Newport Beach-based firm specializing in value-add multifamily acquisitions across Arizona, Texas, Florida, and North Carolina. His firm focuses on identifying undervalued properties---those that haven't been upgraded, are mismanaged, or have below-market rents---and repositioning them as performing assets.    In 2018, he founded Prime Capital Investments, bringing together expertise in construction, banking, and financial structuring to pursue 100+ unit multifamily acquisitions.    Danny also hosts the Orange County Power Players Podcast, where he interviews business leaders and entrepreneurs---a platform he uses to share investment insights and build authority in the multifamily space. To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    31 min

  2. JAN 14

    Honoring First Responders: The Mission Behind Echoes of Valor

    Join host Cyndee Woolley as she sits down with Tony Ottaviani and Brandon Waldorf, co-hosts of Echoes of Valor, a podcast dedicated to honoring fire and EMS personnel through powerful storytelling. In this compelling episode of Cutting Through the Clutter, these frontline responders share their mission to give voice to the often-overlooked heroes of emergency medical services—the "red-headed stepchildren" of first response. Tony and Brandon candidly discuss why EMS professionals deserve the same recognition as firefighters and police officers, revealing the unique challenges faced by those who rush toward people experiencing the worst days of their lives. From handling behavioral health emergencies to de-escalating crisis situations, these professionals navigate intense trauma while maintaining compassion and dignity for every patient. The conversation explores their work with the For Paul Foundation, a nonprofit supporting line-of-duty deaths and orphaned children of fallen first responders. Through Annual Heroes Dinners, scholarships ranging from EMT to paramedic training, and special care packages for grieving families, the foundation embodies their philosophy: leave EMS a little better than you found it. Both hosts share personal coping mechanisms, the importance of leaving work at work, and their hope that their children learn one simple lesson—if you can be anything, just be kind. With nearly a year of podcasting under their belts and ambitious goals for 2026, Tony and Brandon are building a movement that honors the courage, sacrifice, and humanity of EMS professionals across the nation. Links and Resources Echoes of Valor Podcast: https://open.spotify.com/show/7heaDIaEoU5h1zyZfTQ5dM The For Paul Foundation: www.theforpaulfoundation.org Connect with Antonio Tony Ottaviani: https://www.linkedin.com/in/antonio-ottaviani-baas-fp-c-cmte-756193125/  About the Guests Antonio Ottaviani serves as Office of Emergency Management Safety Officer at Global Medical Response, where he coordinates emergency operations across multiple agencies. As a certified Critical Care Paramedic with over seven years of experience, Antonio focuses on communication as a key factor in emergency response.  Joining him is Brandon Waldorff, Florida Panhandle Division Manager for Amerimed EMS and a Critical Care Paramedic with 19 years of service. Brandon is a Coast Guard Veteran who served throughout Florida, Georgia, South Carolina, Virginia, and the Caribbean. His response efforts include hurricanes Michael, Ian, Dorien, Ivan, Rita, Katrina, and Dennis. His recognitions include Coast Guard and Army Achievement Medals, multiple Meritorious Unit Commendations, and the 2015 Florida Panhandle Rotary Club EMT of the Year award.  Together, Antonio and Brandon co-host "Echoes of Valor," a podcast featuring interviews with frontline responders and industry experts about the vital roles of fire and EMS personnel.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    38 min

  3. JAN 7

    Marketing Evolution: Building a Sustainable Service Business with Wendi Hill

    Today I'm excited to welcome Wendi Hill, a marketing strategist who's built a thriving business by doing exactly what she teaches—evolving as the industry evolves.  Wendi is the president and founder of Market Momentum, which she launched in 2005. What started as a marketing virtual assistant service has grown into a full-service marketing firm serving the professional services industry with clients across the United States.  With over 27 years experience and a master's degree in Industrial Management from Clemson University, Wendi brings both strategic thinking and practical execution to everything she touches. She's spent two decades juggling family and business ownership while helping clients with everything from branding campaigns and event planning to web development and podcast production.  She also hosts "Confessions From The Home Office" podcast, where she shares unfiltered insights about the realities of running a marketing business.  In this episode of Cutting Through the Clutter, host Cyndee Woolley sits down with Wendi Hill, president and founder of Market Momentum, for a conversation about building a marketing business that evolves with the industry. Since launching in 2005, Wendi has transformed her company from a virtual assistant service into a full-service marketing firm serving professional services clients across the United States.  With over 27 years of experience and a master's degree in industrial management from Clemson University, Wendi shares hard-won insights about what actually works in modern marketing. She discusses the importance of strategic planning over "shiny object syndrome," why AI tools require human context to be effective, and how consistency beats the constant chase for the next big thing.  Wendi reveals her approach to working with clients across industries—from aerospace to healthcare to construction—emphasizing that success starts with clear planning, regular check-ins, and genuine buy-in from clients. She candidly addresses the challenges of AI-generated content, explaining why "garbage in, garbage out" applies and how marketing professionals must train AI tools rather than simply accepting their output.  The conversation also explores the realities of running a home-based business for nearly two decades, building a remote team through word-of-mouth recruiting, and why communication and follow-up matter more than technical skills. Wendi also hosts Confessions from the Home Office podcast, where she shares unfiltered insights about marketing business realities.  Her advice to aspiring entrepreneurs? Go full force. Don't hold back worrying about taking on too much—you'll figure it out.  Links and Resources: Market Momentum: www.MarketMomentum.biz Confessions from the Home Office Podcast: https://podcasts.apple.com/us/podcast/confessions-from-the-home-office-podcast/id1753089796 Connect with Wendi Hillmon LinkedIn: https://www.linkedin.com/in/wendihill/To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    25 min

  4. 12/17/2025

    From Federal Agent to Leadership Educator: Dr. Steve Morreale on Leading Through Questions

    Today, I'm excited to welcome Dr. Morreale, a leader who's seen it all. Dr. Morreale spent over 17 years with the Drug Enforcement Administration, rising to Supervisory Special Agent, followed by nearly four years as Assistant Special Agent in Charge with the Department of Health and Human Services Inspector General, investigating Medicare and Medicaid fraud.  But here's what makes Dr. Morreale’s story particularly compelling for business leaders: he successfully transitioned from high-stakes law enforcement to academia and consulting, becoming a Criminal Justice Professor and former Department Chair at Wu-sta State University. He's also a Fulbright Specialist who worked with the Irish National Police, a Fellow at the Future Policing Institute, and currently serves on the International Association of Chiefs of Police Education and Training Committee.  Today, Dr. Morreale hosts The CopDoc Podcast and has authored several books on leadership, including "Choosing to Lead," "Leading Police with AI," and his forthcoming "Voices in Blue." His unique perspective on organizational development, ethics, and decision-making under pressure offers invaluable insights for anyone leading teams in complex, fast-changing environments.  Join host Cyndee Woolley on Cutting Through the Clutter for an inspiring conversation with Dr. Steve Morreale, who brings a unique perspective on leadership forged through 17 years with the Drug Enforcement Administration and nearly four years with the Department of Health and Human Services Inspector General. Now a criminal justice professor, Fulbright specialist, and host of the Cop Doc podcast, Dr. Morreale shares powerful insights on organizational development and decision-making under pressure.  Dr. Morreale reveals how a pivotal training experience with 200 business professionals transformed his approach to leadership, teaching him to lead through questions rather than directives. His philosophy centers on asking "What could we do better?" and "What have you learned?" to unlock creative thinking in teams across both public and private sectors.  The conversation explores the critical distinction between managing and leading, with Dr. Morreale emphasizing that leadership is a choice. He discusses embracing AI as a thought partner rather than fearing it, the importance of vulnerability and admitting mistakes, overcoming imposter syndrome, and creating reflective learning environments through debriefing.  Dr. Morreale shares a candid story about owning an administrative mistake that nearly cost a faculty member her sabbatical, demonstrating how authentic accountability builds trust and character. His message resonates clearly: coach your people, lead with questions, watch for leaders who emerge during crises, and never underestimate the power of genuine human connection.  Perfect for business leaders, entrepreneurs, law enforcement professionals, and anyone navigating complex organizational challenges while building high-performing teams.  Links and Resources:  Website: https://www.copdocpodcast.com/  LinkedIn: https://www.linkedin.com/in/dr-steve-morreale/  Facebook: https://www.facebook.com/TheCopDocPodcast/  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    39 min

  5. 12/10/2025

    Building Trust-Based Leadership: Military Insights for Modern Business Success

    In this episode of Cutting Through the Clutter, host Cyndee Woolley welcomes Craig Oglesby, managing member of Outsiders Group LLC and leadership development specialist, whose eight-year journey as a U.S. Army infantry officer—including company commander roles leading over 250 personnel in Afghanistan—has shaped his revolutionary approach to building high-performing teams.  Craig shares his proven framework centered on a deceptively simple yet powerful truth: trust is the invisible force that separates good teams from exceptional ones. Like Wi-Fi, you can't see it, but you definitely know when it's not working. Through candid conversation, Craig reveals how leaders can establish and maintain trust through intentional communication and clear standards, even in today's digitally-driven workplace where remote teams and social media complicate genuine connection.  The discussion moves beyond theory into practical application, exploring how one-on-one conversations build trust over time, why communicating purpose prevents teams from "making up their own stories," and how to set standards that empower rather than control. Craig introduces the concept of "left and right limits"—like navigational buoys that define safe waters while allowing flexibility—giving teams space to maximize their potential within established boundaries.  From addressing the shift in communication styles across different eras to leveraging after-action reviews for continuous improvement, Craig offers actionable strategies for closing out 2025 strong and positioning your organization for growth in 2026. Whether you're managing a small team or leading a geographically diverse organization, this episode delivers the practical wisdom you need to build authentic trust and unlock your team's true potential.  Links and Resources:  Website: www.outsiders-group.com  Command Post Cohort: www.commandpostcohort.com  LinkedIn: https://www.linkedin.com/in/craig-oglesby/  Today, I'm excited to welcome Craig Oglesby, Managing Member of Outsiders Group LLC and a leadership development specialist whose unique journey from military command to entrepreneurial success has given him remarkable insights into what truly drives high-performing teams.  Craig served over eight years as a U.S. Army Infantry Officer, including Company Commander roles where he led over 250 personnel in combat operations in Afghanistan, managing equipment valued at over $150 million.   Today, Craig focuses the belief that trust sets high-performing teams apart, and that communication and standards are two important skills for leaders to establish that trust. He holds an MBA from the University of Georgia, is a Lean Six Sigma Green Belt, and a PROSCI Certified Change Practitioner.  His consulting firm, Outsiders Group LLC, helps organizations solve the leadership challenges that keep executives up at night through his proven framework of trust-building communication and standards.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    33 min

  6. 12/03/2025

    Constitutional Truth: Holding Media and Politicians Accountable with Matt Davis

    Today's guest is Matt Davis, host of The Patriot Party podcast, a weekly show available on Apple and Spotify that covers the full spectrum of news and entertainment. Matt positions his show with the motto "We put Truth, the Constitution and America First”.   Holding the Media and Politicians to a higher standard with Truth & Constitution—because #TruthMatters— Matt describes The Patriot Party not just as a podcast but as a grassroots movement aimed at providing alternative perspectives on current events. His approach combines serious news coverage with entertainment content, creating a diverse platform to serve audiences looking for what he calls unbiased reporting across multiple topics and formats.  In this episode of Cutting Through the Clutter, host Cyndee Woolley sits down with Matt Davis, host of The Patriot Party podcast—a grassroots movement dedicated to holding media and politicians to a higher standard through constitutional principles. With the motto "we put truth, the Constitution, and America first," Matt shares his vision for generational change rooted in constitutional literacy and civic engagement.  What began as a YouTube channel has evolved into a comprehensive movement centered around the "Three Ps"—the Patriot Party principles based on the 27 Constitutional amendments and foundational doctrines. Matt discusses alarming statistics, including the fact that less than one in five adult Americans can name the three branches of government, and reveals his plans to launch a nonprofit focused on educating youth about civics, history, and constitutional principles.  The conversation explores Matt's journey from serial entrepreneur to political commentator, his daughter's influence in launching the podcast, and his commitment to providing unbiased reporting across politics, culture, finance, and entertainment. Matt emphasizes the importance of finding common ground through constitutional principles rather than partisan divisions, advocating for legislation and policies that adhere strictly to constitutional standards.  From discussing America-first businesses like OpenVest—which democratizes hedge fund access for average Americans—to sharing his great-grandmother's immigration story of success, Matt illustrates how constitutional principles create opportunities for all. His message resonates: focus on the foundation that unites us, educate the next generation, and create lasting generational change by holding our institutions accountable to constitutional standards.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    26 min

  7. 11/26/2025

    Community Journalism in the Digital Age: Larry Lannan's Mission to Keep Local News Alive

    Larry started in radio broadcasting in 1969, spending 14 years hosting talk shows and working as a journalist before transitioning to a 28-year career with the federal government as a tax law specialist and manager.   In 2012, he launched LarryInFishers.com to cover local news in his community, which he continues to maintain today. Since 2016, Larry has also been producing podcasts, and for the past 13 years, he has focused on covering education and local government. His work has appeared in Current in Fishers, the Indianapolis Business Journal, and Fishers Magazine, and he previously had a partnership with the Hamilton County Reporter. Larry brings experience from radio, government service, and independent journalism to share insights on community communication and local news coverage.  Host Cyndee Woolley sits down with Larry Lannan, a veteran communication professional whose decades-spanning career bridges radio broadcasting, federal government service, and independent digital journalism. Since launching LarryInFishers.com in 2012, Larry has become an essential voice for his rapidly growing Indiana community—transforming from a town of 8,000 when he arrived in 1991 to a thriving suburb of 107,000 today. From Radio Booth to Tax Law to Hyperlocal News Larry's journey began in 1969 as a radio broadcaster and journalist before spending 28 years as a federal tax law specialist. This unique combination of storytelling skills and analytical expertise now serves him as he tackles one of journalism's toughest challenges: making government accessible and engaging for busy families. The Power of Presence "I've been told by more than one elected official privately that they act differently when there's a reporter in the room," Larry shares, highlighting why his consistent attendance at city council meetings matters. His podcast gives public officials something rare—30 minutes to explain their work beyond soundbites, from complex tax law changes to ambitious infrastructure projects. Filling the Void With newspapers disappearing nationwide, Larry addresses a critical gap in civic engagement. His parents' hometown paper, publishing since 1866, closed five years ago—surviving economic depressions but not the digital transformation. Larry's work demonstrates how dedicated individuals can preserve community connections when traditional media fails. Why He Can't Quit Despite two attempted retirements, Larry continues because of the profound hunger for local news. "Three people came up to me at a hockey game just to thank me for doing what I'm doing," he reflects. His message resonates: when you lose local news, you lose connection with your community—and informed citizens are essential for democracy.. To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    31 min

  8. 11/19/2025

    Strategic Marketing to Engineers: Research-Driven Insights with Wendy Covey

    In this episode of Cutting Through the Clutter, host Cyndee Woolley welcomes Wendy Covey, CEO and founder of TREW Marketing, a strategic marketing agency with over 16 years of specialized experience serving engineering and technical companies. As author of Content Marketing Engineered and host of the award-winning podcast by the same name, Wendy brings unparalleled expertise to one of marketing's most challenging audiences.  Wendy shares fascinating findings from her annual State of Marketing to Engineers research report, co-authored with GlobalSpec. Despite common assumptions that email is dead, 91% of technical buyers subscribe to newsletters—a powerful testament to the medium's enduring value. However, the rise of AI presents both opportunities and challenges: while 58% of engineers now use generative AI during purchasing processes, they only trust it at a four out of ten level.  The conversation explores what makes engineering audiences unique—their considered buying journeys often lasting 18-24 months, their demand for substantiated claims backed by proof points, and their deep-dive search behaviors that can extend to page 15 of Google results. Wendy emphasizes the critical importance of accuracy in technical marketing, where even selecting the wrong type of bomber in stock imagery can erode trust.  Key takeaways include the power of LinkedIn for nurturing long sales cycles, the essential role of video content (97% of engineers watch video weekly for work), and the effectiveness of authentic field videos over polished corporate productions. Wendy champions the "person over brand" approach, sharing compelling examples of technical spokespeople who successfully blend professional expertise with authentic personality to stay top-of-mind with prospects.  Links and Resources:  Connect with Wendy Covey on LinkedIn: https://www.linkedin.com/in/wendycovey  TREW Marketing Website: www.trewmarketing.com  Today's guest is Wendy Covey, CEO and co-founder of TREW Marketing, a strategic marketing agency that has spent over 16 years specializing exclusively in engineering and technical companies.   Wendy is the author of "Content Marketing, Engineered," host of the award-winning podcast by the same name, and co-founder of the Industrial Marketing Summit, which brings together over 400 marketers annually. She co-authors the "State of Marketing to Engineers" research report with GlobalSpec—the industry's definitive annual study on how technical buyers seek information and make purchasing decisions. With 25+ years of experience helping hundreds of companies in semiconductors, automation, engineering software, and life sciences, Wendy brings research-driven insights and real-world expertise to one of marketing's most complex challenges: reaching engineers.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    29 min
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About

 Hosted by Cyndee Woolley, president and founder of C2 Communications, Cutting Through the Clutter delivers powerful insights into crafting messages that truly connect. Drawing on her 25+ years in marketing and public relations, Cyndee shares strategies for engaging target audiences, building impactful campaigns, and driving action—whether it's boosting sales, inspiring votes, or fostering community pride. 

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