Cutting Through the Clutter

Mission Matters Network

 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. 22H AGO

    Rethinking Marketing: From Funnels to Mountains with Erik Wolf

    Host Cyndee Woolley welcomes Erik Wolf, founder of Erik Wolf Live and known as a true marketing whisperer. With over 25 years in the industry, he witnessed the rise of Google and Facebook, mass media evolution, the fall of yellow pages, and now AI-driven sales and marketing. Yet the fundamental challenges remain: How do we budget? How do we measure success? And how do we make decisions that move our businesses forward? Erik introduces an approach to marketing budgets by tying expenses directly to customer lifetime value. Instead of arbitrary allocations, he advocates investing a portion of each customer's lifetime value to acquire the next customer—creating a sustainable, measurable growth model. He addresses the toxic nature of attribution models that pit marketing and sales teams against each other, proposing instead "marketing influence" that measures how marketing touches the entire pipeline without fighting over individual leads. Perhaps most provocatively, Erik dismantles the ubiquitous funnel metaphor. Unlike a physical funnel where everything that goes in must come out, sales processes have no such gravity. He reframes the customer journey as climbing a mountain—acknowledging that most abandon the climb. This shift emphasizes removing friction and meeting customers where they are rather than forcing everyone through a single narrow funnel. Erik introduces his "See-Get-Know" exercise and the "Rule of Four" framework, practical tools for creating marketing strategies that align with business goals, customer behavior, budget constraints, and specific stages of the customer journey. He champions integrated marketing communications and warns against silver-bullet thinking, emphasizing that PR, social media, SEO, and paid advertising must work together strategically—and that businesses need experienced strategists, not just tacticians. Links and Resources:  Erik Wolf Live: https://ewolf.live/  LinkedIn: https://www.linkedin.com/in/erikwolf/  Our guest today is Erik Wolf, founder of Erik Wolf Live and known as a true “Marketing Whisperer.” Erik’s passion goes beyond helping business leaders make breakthroughs in their marketing—he helps them improve their understanding of and relationship with their entire revenue cycle. His clients enjoy long-term growth through a systematic approach that adapts easily to change.  With over 25 years in the industry, Erik has seen it all—the rise of Google and Facebook, the evolution of mass media, the fall of the Yellow Pages, and now the dawn of AI-driven sales and marketing. Yet through all this transformation, the real challenges remain the same: how we budget, how we measure success, and how we make decisions that move our businesses forward.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    28 min

  2. FEB 4

    Planning Your Exit: Building Business Value for the Future

    In this episode of Cutting Through the Clutter, host Cyndee Woolley welcomes Joseph Curry, owner and financial planner at Matthews + Associates in Peterborough, Ontario. As a certified financial planner and certified exit planning advisor, Joe specializes in guiding business owners through one of their most critical transitions: planning their exit while maximizing the value they've built. The conversation reveals a common problem—many business owners approach retirement with no clear understanding of their business's worth, transition strategy, or post-tax proceeds. Joe explains his holistic three-part approach: business planning to maximize value, personal financial planning to ensure financial independence, and identity planning to help owners navigate life beyond work. Using the Value Builder System, Joe helps clients identify gaps and strengths in their businesses while addressing two critical metrics: the profit gap (comparing current margins to industry best-in-class) and the value gap (measuring current business value against potential). He emphasizes that normalizing financial statements and removing personal expenses can immediately impact business valuation—saving $10,000 in taxes today might cost $60,000 in sale value at a 6x multiple. Joe's key advice: focus on your core business rather than chasing "shiny things," and work toward separating yourself from daily operations. Investors don't want to buy a job—they want a business that runs without the owner. While most clients arrive ready to sell immediately, Joe recommends a three-year runway for maximum value optimization. Links and Resources: LinkedIn: https://www.linkedin.com/in/curryjoe/ Matthews + Associates: https://matthewsandassociates.ca/ Retirement Planning Simplified: https://www.retirementplanningsimplified.ca/ Business & Exit Planning Simplified Podcast: https://podcasts.apple.com/us/podcast/business-exit-planning-simplified/id1818815030 Today's guest is Joseph Curry, owner and financial planner at Matthews + Associates in Peterborough, Ontario. As a Certified Financial Planner and Certified Exit Planning Advisor, Joe specializes in helping business owners navigate one of the most critical transitions they'll ever face—planning their exit while maximizing the value they've built.  Joe hosts the podcast Business & Exit Planning Simplified, where he addresses succession planning, maximizing business value, and exit strategies for entrepreneurs.   To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    25 min

  3. JAN 28

    Inside OpenAI: AI Innovation, Security, and the Future of Technology with Josephus Visser

    In this fascinating episode of Cutting Through the Clutter, host Cyndee Woolley sits down with Josephus Visser, a member of the technical staff at OpenAI, where he works on the supercomputing platform that trains models like ChatGPT. With approximately 35 years of experience at tech giants Google, Amazon, Meta, and now OpenAI, Yas brings a unique perspective on technology leadership. Yas has managed global technical teams, designed highly reliable distributed systems, conducted over 500 technical interviews, and shares practical wisdom through his Wednesday Wisdom newsletter and podcast. Key Insights: Yas reveals OpenAI's vision-driven leadership culture where exceptionally smart people are empowered to forge ahead with minimal management. The conversation explores infrastructure security threats from nation-state actors, challenges of remote work culture, and how to effectively prompt AI tools for better results—treating interactions like conversations with multiple follow-ups rather than single questions. Yas shares his philosophy of "intentionality" and "quality is fitness for use," explaining why choosing the right tool matters. He offers practical wisdom on using AI as part of your process rather than an endpoint, warning that if your job only consists of synthesizing existing information, AI will replace you. His advice for entrepreneurs? We're in a time of experimentation. Start learning and dabbling with AI to discover what it can do for your specific use case. Don't wait—the not-so-obvious applications are still being discovered. Perfect for tech leaders, entrepreneurs curious about AI implementation, and anyone interested in preparing for technology's future. Links and Resources:  Website: www.Josvisser.substack.com LinkedIn: https://www.linkedin.com/in/josvisser1/ About the Guest: Today's guest is Jos Visser, a technical leader whose career reads like a tour of the tech industry's most influential companies. Currently a Member of Technical Staff at OpenAI working on the supercomputing platform that trains models like ChatGPT, Jos brings approximately 35 years of experience, with the last 20 years at Google, Amazon, Meta, and now OpenAI.  What makes Jos's perspective particularly valuable is his focus on the human side of technology. He's managed and led global technical teams providing 24/7 support, designed highly reliable distributed systems, and conducted over 500 technical interviews. But perhaps most notably, he's become known for translating these experiences into practical wisdom through his weekly "Wednesday Wisdom" newsletter and podcast, where he shares lessons learned throughout his career.  To learn more, visit: http://www.c2-com.com Listen to more episodes on Mission Matters: http://missionmatters.com/author/Cyndee-Woolley/

    28 min

  4. JAN 21

    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

  5. 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

  6. 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

  7. 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

  8. 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
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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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