10Fold Founders

10Fold Founders
  • 5.0 (2)
  • Entrepreneurship

Strategy, systems, and community for Christian founders who refuse to trade their values for revenue. This is where faith-driven builders connect, grow, and compound for their businesses, their families, and the kingdom.

  1. 5d ago

    Landing page or home page? Where your traffic should go

    You can win the search, the click, and the scroll, and still lose the job if the page they land on doesn't convert. Your website is the last mile. In the finale of our five-part marketing series, Arthur Tew and Josh Staab break down what a website is actually for today. They cover when to send traffic to a landing page instead of your home page, and how to earn a stranger's trust in the first few seconds. They walk through the StoryBrand framework (your customer is the hero, not you). They also explain why a quick AI-built site tends to look just like the competitor down the street, and give a simple rhythm for reviewing your site over time. Key Takeaways Every channel ends at your website. Search, ads, social and email all hand people off to a page you own. If that page doesn't convert, the rest of the spend is wasted.Ad traffic belongs on a landing page, not your home page. Build one page for one problem and one action, and match the exact promise the ad made. A bait and switch at the click loses the lead.Your customer is the hero; you're the guide. Josh compares it to a salesman's office covered in his own trophies: nobody feels served walking into that. Talk about their problem before you talk about yourself.Pass the above-the-fold test. Before they scroll, a visitor should know where they are, whether you can solve their problem, whether you're trustworthy, and what to do next.Reviews are the fastest trust builder. Write out a few strong reviews and also show the total count. Quality and quantity do different jobs.Treat your site as a living thing. Review your numbers every three to six months and change one thing at a time so you can measure it. Landing pages change with each campaign.Timestamps 00:30 Why your website is the last mile 06:04 What a website is actually for today 12:18 Conversions, and why a quick AI site isn't enough 19:42 Where your ad traffic should land 26:47 Landing page vs. full website 30:51 The above-the-fold test 31:48 StoryBrand: your customer is the hero 39:07 Building trust fast with reviews 43:35 How often to review your site 48:38 Series wrap-up and closing prayer Join the free 10Fold Founders community on Skool: skool.com/10foldfounders

  2. Sep 17

    The Business of Aspiration: Clayton Greene on Building Advent Blocks

    In the first interview of the 10Fold Founders Framework's Phase One: Aspiration series, Arthur Tew sits down with his friend Clayton Greene, CEO and co-founder of Good Kind and creator of Advent Blocks. Clayton shares the origin story of Advent Blocks, sparked by his young daughter's comment that Christmas felt more about presents than Jesus, and traces how a five-family experiment grew into a business serving thousands of families. The conversation moves into Clayton's work as Director of Summit Collaborative, supporting the planting of roughly 80 independent churches, and dives deep into his "perfect Tuesday" framework for aligning a business with personal priorities of faith, family, fitness, work, and fun. Timestamps: 00:00 — Introduction to Clayton Greene and Advent Blocks03:47 — The origin moment: Clayton's daughter and the "presents vs. Jesus" problem09:15 — How Advent Blocks actually works, day by day14:28 — When Clayton knew Advent Blocks was a real business (the RAD framework)21:18 — Aligning business decisions with personal aspiration24:27 — Summit Collaborative, the five nonprofit models, and choosing true multiplication28:51 — Clayton's "perfect Tuesday" walked through in detail37:01 — When Good Kind started competing with the perfect Tuesday41:39 — What makes a church planter an entrepreneur45:11 — Closing reflections and prayer Show notes Clayton Greene joins the podcast to open Phase One of the 10Fold Founders Framework: Aspiration. He walks through the founding story of Advent Blocks, the tangible 25-day advent calendar he built with his wife Kristen and business partner Chris Papilardo, and how the product's growth mirrored their journey of discovering whether they had a real business (using the "RAD" framework: real, access, demonstrable). The conversation shifts to his role leading Summit Collaborative, where he applies a hard-won lesson about choosing a nonprofit growth model with intention. The back half centers on his "perfect Tuesday" exercise, a way of designing daily life around faith, family, fitness, work, and fun so that a business serves a life rather than consuming it. Key Takeaways Businesses often start from a felt gap between what you believe and how you're actually living — Clayton's daughter naming that gap was the spark for Advent Blocks.The "RAD" test (Real, Access, Demonstrable) is a simple way to know if an idea has become a business.Nonprofits and mission-driven organizations have to choose intentionally between five growth models (perpetual scale, sell to government, sell to a larger org, open-source the content, or true multiplication) — not choosing one by default matters as much as picking the right one.The "perfect Tuesday" exercise — mapping an ideal ordinary day against your five life priorities — is a tool for testing whether a thriving business would actually deliver the life you want.Growth can quietly move a founder away from the parts of the work they love (creating, building) toward parts they don't (repetitive sales), and noticing that shift is itself a signal to pivot.Church planting works the same way as founding a business: a leader's personal story and "burden" is what generates lasting momentum, more than tactics or persuasion.

  3. Sep 11

    How to Pay Google Without Setting Your Money on Fire

    Arthur Tew and Josh Staab close in on pillar three of the four-pillar marketing framework: paying for your placement on Google. They break down the two main paid channels for local businesses, Local Service Ads and Google Search Ads, and cover how each one charges you, how Google decides whose ad shows first, and why the real number to track isn't cost-per-click but cost-per-booked-job. Josh walks through live search results from real contractor searches, Arthur runs the math on what a $1,000 ad spend actually nets you in profit, and they close with the difference between a landing page and a homepage, and why that difference determines whether your ad spend pays off. Timestamps: 00:04 – Recap: why this is pillar three, paying for placement after earning it for free06:13 – Google Business Profile recap and the 43% local-search stat08:00 – Why LSAs and Google Ads are becoming the new baseline, not just a bonus14:16 – The two ad types explained: LSAs vs. traditional search ads15:49 – How LSAs actually charge you: pay-per-lead, not pay-per-click19:27 – How Google ranks whose ad shows first (reviews, response speed, and a 21x stat on picking up the phone)25:43 – How you pay for search ads vs. LSAs: impressions and clicks vs. leads27:35 – The real numbers: LSA leads average $53, non-branded search leads average $10431:42 – Contractor LSA use jumped from 28% to 70% since 2021, and what that means for you37:38 – When to graduate from LSAs into search ads43:32 – The math: what a $1,000 ad spend really nets you after clicks, conversions, and closed jobs52:41 – Landing pages vs. homepages, and why the difference matters for ad spend Key takeaways: LSAs charge per lead; search ads charge per click, so search ads carry more risk if your landing page and follow-up aren't dialed inGoogle ranks LSA placement partly on responsiveness: answering calls fast and completely matters as much as reviewsCost-per-click and cost-per-lead don't tell the real story. Cost-per-booked-job is the number that determines if you're profitableLSA use among contractors jumped from 28% to 70% since 2021, so waiting is getting more expensive, not lessA landing page and a homepage serve different jobs. Ads should point to a landing page built around a single action, not your homepage

  4. Aug 28

    Own Your Google Business Profile Before Your Competitor Does

    Part three of our five-part marketing series looks at the single biggest conduit for a local business: local search. Arthur and Josh trace how people have found local vendors, from word of mouth to Main Street signage to the Yellow Pages to Google, then break down the four pillars that decide who shows up when someone searches for what you do: your Google Business Profile, the Map Pack, reviews, and local SEO fundamentals. They also cover the rise of AEO (answer engine optimization) and what it means that most searches now end without a click. Timestamps 00:03 - Why there's no prize for second place in search 03:07 - Introducing pillar two: Google Business Profile and local SEO 05:28 - How people actually search for a vendor today 09:02 - From word of mouth to Main Street: a short history of finding local businesses 10:52 - The Yellow Pages started with a paper shortage in 1883 13:15 - 1998: Google changes the game 16:13 - 46% of all Google searches carry local intent 20:43 - The four pillars: Google Business Profile, Map Pack, reviews, local SEO fundamentals 26:52 - The Map Pack and how it's influenced 27:44 - Reviews as ranking fuel, and why velocity matters more than volume 31:19 - Local SEO fundamentals: keywords, blog content, and the 80/20 35:38 - AEO: answer engine optimization and Arthur's "AI engine" mix-up story 38:03 - Zero-click searches now make up 69% of all searches 43:03 - The playbook recap, plus how Go High Level automates review requests 45:26 - This week's call to action: audit your Google Business Profile

  5. Aug 20

    CRM & Pipeline: How to Stop Losing the Leads You Already Have

    Arthur Tew and Josh Staab dig into pillar one of 10Fold's marketing framework: CRM and pipeline. They break down why most business owners lose more money to poor follow-up than to weak lead generation, walk through the stages every customer moves through — from first contact to brand evangelist — and share a "speed to lead" stat that changes how fast you should respond to new leads. Timestamps: 00:00 – Why the leaky bucket costs more than the next lead03:56 – What a CRM actually is (and why "software" is optional)10:06 – The pipeline stages: from prospect to evangelist15:02 – Speed to lead: the MIT and Harvard stats17:26 – Automations: the CRM's if-then logic21:17 – Making every interaction valuable (or leading with empathy)26:36 – The follow-up gap after a job is done31:56 – Reselling and second purchases34:14 – The 60–70% stat: existing customers vs. new prospects38:01 – Owning your brand narrative (the Delta Landscapes example) Show Notes: This is episode two of a five-part series on 10Fold's marketing framework. Following last episode's focus on Content & Conduits, Arthur and Josh tackle what happens after a lead raises their hand: the CRM and pipeline. Key takeaways: A CRM is a process first, software second — contacts and pipeline are the two things to rememberPipeline stages run from lead → quote sent → follow-up → nurture → repurchase → evangelistResponding to a lead within 5 minutes (vs. 30) makes you ~21x more likely to convert (MIT, 2007); the average business takes 42 hours (Harvard Business Review, 2011)Existing customers convert at 60–70%, versus 5–20% for new prospects — reselling is cheaper than acquisitionEvery follow-up is a branding opportunity; empathy counts as "adding value" even without a tactical tip

  6. Aug 13

    Content & Conduits: The Two Things Your Marketing Actually Needs

    Arthur Tew and Josh Staab kick off a five-part marketing series by breaking marketing down to its two essential building blocks: content (the story you tell) and conduits (the channels you use to tell it). They walk through the PSA framework (Problem, Solution, Aspiration), the RAD framework (Real, Accessible, Demonstrable), and how to define your Ideal Client Profile before you ever pick a channel — plus why "knowing your numbers" should come before any ad spend. Timestamps: 00:00 – Why marketing feels disjointed (and how to simplify it)04:19 – 10Fold Founders community update05:12 – The PSA framework: Problem, Solution, Aspiration09:04 – Josh's iPod example: "a thousand songs in your pocket"14:53 – The agency trap: fitting your story into their channel21:40 – Defining your ICP (Ideal Client Profile)23:12 – The RAD framework: Real, Accessible, Demonstrable27:59 – Seth Godin: marketing is the stories you tell, not the stuff you make31:58 – Know your numbers before you spend on ads36:59 – Closing thoughts + how to join the community Show Notes Marketing feels disjointed because most people get sold tactics before they understand the principles. Arthur and Josh open a new five-episode series by resetting the foundation: marketing is just content (the story) and conduits (the channel). Get those two right, and the details fall into place. They introduce the PSA framework — Problem, Solution, Aspiration — using Josh's favorite example: the original iPod wasn't sold as "a hard drive," it was sold as "a thousand songs in your pocket." That's PSA in one line. Arthur brings in a Peter Drucker quote to reinforce the same idea: the aim of marketing is to know the customer so well the product sells itself. From there, the conversation shifts to conduits — and the trap of picking a channel because an agency specializes in it, not because it's where your customer actually is. Josh shares how to spot when a marketer's advice sounds like "general AI advice" versus advice built for your specific audience. The back half covers building an Ideal Client Profile (ICP), the RAD framework (Real, Accessible, Demonstrable) for testing whether a business idea has legs, and a practical breakdown from Josh on calculating customer lifetime value before setting an ad budget — so founders don't burn through a marketing budget in month one and wrongly conclude "marketing doesn't work." They close with a reminder: start simple — one or two pieces of content, one conduit — then expand from there. Your hosts Arthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdom• Josh Staab, co-founder of 10Fold and co-host

  7. Aug 3

    Real, Accessible, Demonstrable: The 3-Word Test for Every Business

    Is your business RAD? Arthur Tew and Josh Staab break down the RAD framework, real, accessible, demonstrable, as a simpler, sharper alternative to product-market fit. They walk through why some of the most well-funded startups in recent memory (Quibi, Juicero, Theranos) failed one of the three tests, and how branding can carry a business for a while but never forever. Timestamps: 00:07 What does it mean for a business to be RAD?05:17 Real: is this a problem people actually feel?07:19 Quibi raised $2 billion to solve a problem nobody had10:59 Competing in a commoditized market? Find the real differentiator14:05 Accessible: do you actually have a path to the customer?19:52 The hub and spoke method for borrowing someone else's audience22:42 Why 3 to 5 networking meetings a week changes everything26:04 Juicero: $120 million for a juicer you could squeeze by hand29:27 Demonstrable, and how branding can buy you time (but not forever)35:22 Liquid Death, Yeti, and the power of brand as identity39:16 Closing challenge: score your business honestly on all threeShow notesThis week, Arthur and Josh dig into the RAD framework: real, accessible, demonstrable. It's their answer to product-market fit and the desirability-feasibility-viability model, simpler to remember and, they'd argue, more complete. They open with the "real" test: does your business solve a problem people actually feel, not just one that exists on paper? That leads into Quibi, the $2 billion short-form streaming platform that assumed people wanted 10-minute shows in their pocket moments. They didn't. From there, the conversation moves to "accessible": do you have a real path to your customer, not just a list, but a relationship? Arthur breaks down the hub and spoke method and why guerrilla networking (3 to 5 meetings a week, even with people who aren't your ideal client) builds accessibility faster than most owners expect. The "demonstrable" section brings out Juicero and Theranos, two companies that raised huge money on promises they couldn't back up with proof. Arthur and Josh close with a conversation on branding: when it's the exception that buys a business time (Liquid Death, Yeti), and when it becomes the excuse people use to avoid fixing what's actually broken. The episode ends with a challenge: score your own business against all three letters, honestly, and go work on whichever one is weakest. Your hosts Arthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdomSydney Andress, co-founder of 10Fold and co-hostJosh Staab, co-founder of 10Fold and co-host

  8. Jul 27

    The "Do What You Love" Myth: Why Mastery Comes First

    We're pushing back on the most repeated career advice out there: "do what you love and you'll never work a day in your life." Arthur, Sydney, and Josh make the case that it actually runs backwards — you don't start with love, you start with reps, mastery, and value creation, and the love follows. Sydney unpacks why she excelled at volleyball without loving it, Josh breaks down the toolbox-and-specialization idea, and Arthur lays out a concrete framework (set a budget, set a deadline) for knowing when to push through a hard season versus when to actually pivot. Timestamps: 0:00 — The contrarian take: love follows mastery, not the other way around2:02 — Intro: 10Fold Founders' mission3:27 — Sydney on being great at volleyball without loving it5:38 — What Sydney actually did love about the sport7:21 — The welding-and-fishing analogy: skill built well becomes passion10:49 — Josh calls out the "Disney fairy tale" version of passion14:14 — Sydney's talk with her goddaughter about switching majors17:03 — The "what would you do for zero dollars" question — and its limits21:58 — What frameworks do people like Elon Musk actually use?26:46 — How do you know when it's time to actually pivot?29:38 — Arthur's budget-and-deadline framework for entrepreneurs37:16 — Closing takeaway: motivation follows mastery and value Show notesThis week Arthur, Sydney, and Josh take on a piece of advice almost everyone's heard: do what you love and you'll never work a day in your life. Their pushback — love doesn't come first. Competence does. Sydney opens up about her competitive volleyball career: she was good at it, played it collegiately, and didn't really enjoy most of it — until she looks closer and realizes she loved specific pieces (the strategy, the competition, the travel) even while resenting the grind. That sets up the episode's core argument: skill and value-delivery come first, and the passion catches up once the feedback loop kicks in. Arthur draws a line between fishing and welding to make the point that almost any skill, done well enough to build story and connection around it, becomes something people love. Josh names the trap directly — the "Disney fairy tale" idea that if it's meant for you, it won't be hard. The group lands on a more useful question than "what do you love": what are you willing to get good at, even while you're bad at it? The back half gets practical. Arthur shares the framework he gives entrepreneurs who are stuck deciding whether to push through or pivot: set a real budget, set a real deadline, and let the constraint force the decision rather than your feelings. Sydney and Josh add the deadline piece and the need for outside perspective — a "cabinet" of trusted people — before making a big call. They close on the idea that motivation and passion follow mastery and value, not the reverse. Your hosts Arthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdomSydney Andress, co-founder of 10Fold and co-hostJosh Staab, co-founder of 10Fold and co-host

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About

Strategy, systems, and community for Christian founders who refuse to trade their values for revenue. This is where faith-driven builders connect, grow, and compound for their businesses, their families, and the kingdom.

Information

  • Creator
    10Fold Founders
  • Years Active
    2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © 2026 10Fold Founders
  • Show Website
    10Fold Founders