Management Blueprint | Steve Preda

Steve Preda
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Interviews with CEOs and Entrepreneurs about the frameworks they are using to build and scale their businesses.

  1. 4D AGO

    323: Take 5 Steps to Transitioning Your Business with Laurie Barkman

    https://youtu.be/_A__xfP6HBM Laurie Barkman, strategic growth advisor, former $100M CEO, M&A expert, and author of The Business Transition Handbook, helps construction, architecture, and engineering firms build scalable, sustainable businesses that create time, freedom, and long-term value. Having experienced a major acquisition firsthand and led companies through significant growth and change, Laurie now focuses on helping mature business owners navigate the complex journey of building enterprise value and preparing for future transitions. We explore Laurie’s BUILT Method—Blueprint, Unlock, Integrate, Lead, Transition—a strategic framework designed to help founders of established businesses scale beyond owner dependency and prepare for successful leadership or ownership transitions. Laurie explains how aligning the owner’s personal vision with the company’s future strategy creates clarity, why measuring enterprise value can unlock new growth decisions, and how proactive transition planning helps entrepreneurs avoid the identity crisis that often follows a business exit. — Take 5 Steps to Transitioning Your Business with Laurie Barkman Good day, dear listeners. Steve Preda here, the Founder of the Summit OS Group, and today my guest is Laurie Barkman, a strategic growth advisor, former a hundred-million-dollar CEO and M&A expert who’s helping construction and engineering companies build scalable, sustainable businesses that creates time, freedom, and value. Laurie is also the author of the Business Transition Handbook. Laurie, welcome to the show. Steve, thank you so much. I’m so excited to be with you today. Yeah, it’s great to have you. And you have a really interesting niche with the business transition and helping construction or architecture engineering firms. So what brought you to this point? What is your personal why, and how are you manifesting it in your practice? My personal why has been evolving over the years through my career. I think I was always an entrepreneur at heart. I had orbited entrepreneurial companies, like startups, in a big company. I was always the maverick. I was trying to be an intrapreneur and ultimately found myself in a position of finding a way to help business owners in the back part of their journey. While I love startups, I have found that my niche is in working with mature companies—so companies that are over five to seven years old—and helping entrepreneurs in the tough decisions. Share on X It’s the tough decisions that they really wrestle with, feel alone, and I’ve been in executive shoes, right? I’ve been lived that world. I’m living in the entrepreneurial world right now, but again, in this mature space where we think about life differently, we think about transitions differently, and I’ve just kind of embraced that idea, especially as a Gen Xer, of how to help other Gen Xers in that in-between. So is there like a personal reason why you are attracted to this whole idea of the transition?  I’ve lived a lot of transitions, especially in the corporate world, going through an acquisition about 10 years ago, I was an outside hire at a third-generation company, and they said, “We’re looking to hire you not for the next three years, but for the next 20,” which was really exciting, but it ended up being three. And the reason why is because a little Bluebird, who wasn’t so little, a global company who was very in acquisitive, I was interested in this business, third-generation company. It was over a billion in revenue. My business unit was about 10% of the total. So again, sizable business unit, and myself and the other executives had to work really, really hard to keep our foot on the gas pedal, making sure that the deal, if we were, was going to go through that we helped make it go through—which we did. It was out of the blue. The company was not on the market. But I saw firsthand the innovation, the growth, and the transition over the three generations of the stories of how it went from one to the next was just so fascinating to me. So when I ultimately was part of the integration team, I left the business. The short answer was that I was just there for three years. And so after that I really saw an opportunity to help other entrepreneurs on their journey. So this notion of that we’re going to grow, we’re going to innovate, and then eventually we’re going to transition—maybe it’s a family business, maybe it’s founder-led. Nonetheless, we want to create value, we want to have good handoffs, and I saw things were working well. Share on X As I mentioned, I joined at the point of the third generation. Then it was up to the corporate gods take it from there. And so I thought about ways to add value and work with inspired entrepreneurs who envision a future legacy for themselves, the people they love, the communities they serve Share on X but they’re just stuck. They feel stuck in some way. They’re kind of on their path. They’re not at the end of the path. They’re on it, and they need that support. That’s really what’s been motivating me and driving me for the last seven plus years. Yeah. That’s a wonderful journey, and it’s a very wordy thing because these entrepreneurs, they build a company, and then they don’t know how to allow it to grow up. And you basically are there and help them with the empty nesting and the pre-empty nesting, getting them into good courage. That’s also very important. So one of the ways you, I understand you do this is you call it the BUILT Method, which is kind of neat because you work with construction, engineering, architecture firms. So what is the BUILD Method is about, and how does it help people?  Yeah, the  BUILD Method is definitely an acknowledgement that we are in a physical world, and I appreciate you making that connection. Share on X And it’s not lost on our audience, hopefully. It’s such an important space. We really, in a time of AI and such dramatic change, the built environment of architecture, engineering, design companies that are envisioning their futures. There’s like any industry, there’s a lot of changes. And so this is a blueprint, if you will. That’s the “B,” right? It’s a blueprint for what is your vision and what is the firm model, what should it be in the future? It’s really that roadmap of future growth. The “U” is an unlocked. So many of us feel stuck. Maybe we’re stuck in the day-to-day because we have owner-dependent businesses. Maybe we feel stuck because our revenues are plateaued or declining. And we see ourselves as a bottleneck. Maybe we’re a bottleneck for a variety of reasons, which I’m sure we could talk about. The “I” is all about integration. And so, what do we need to do to document our systems and put things in place so that we don’t have risks in terms of not only owner dependency, but any other employees where there could be gaps should someone leave the organization or have some other untimely departure? The “L” is lead, and lead is not used lightly. Lead is really with clarity and not with chaos. And for owner-dependent businesses, people that have companies that can’t thrive without them, this tends to be a real challenge that they want to lead from the front, but they’re not. And they're so in the weeds in the business, they can't see the forest for the trees. They're not working on the business. So really helping my clients find that clarity is so important. Share on X And then the “T”, last but not least, stands for transition. It’s probably my favorite word at this point. And it’s not just transition or change for any sake. It’s good to have that confidence and to be in control, to be in the driver’s seat, and to be proactive about change. It’s why I wrote the book, The Business Transition Handbook. It’s really encouraging entrepreneurs to not think about an exit as a point in time and a finite point in time. It’s why I do talk about exit and I do talk about exit planning, but my recognition is that this is a finite action, and a transition is a journey. It's a path, and that's why my business is named Business Transition Sherpa, because I am with you on your journey. So the BUILT Method is really all about these different aspects and helping entrepreneurs on their journey. Share on X STEVE PREDA: Yeah. This is very cool. And there is a lifecycle to business, and there’s a lifecycle to an entrepreneur as well. And hopefully the business’s lifecycle is much longer than the entrepreneur’s. So someone is going to take it on, and you want to create a great legacy and a great business. So your way of the blueprint or your version of blueprint is different. Is it like what people call mission, vision, values kind of thing or there’s more to it? I think it does start with that. I mean, those are so fundamental, and my overall approach with strategic transition planning is the acknowledgement that there’s different aspects of the planning that we need to do as business owners, and one of those aspects is a blueprint for the business. And the business fundamentals of where do we want to be in five to seven years or ten years. Another part of that, which is a dovetail, is where does the owner want to be? What’s their personal future vision? And we start to intertwine those things, especially in this age and life stage. I work a lot with, as I mentioned, Gen Xers, and so we are in the mid-fifties of our lives, and statistically speaking, we’re about five to seven years away from a significant life transition. A lot of the Gen Xers, especially business owners I work with, are saying, “I’m looking ahead. I see what the baby boomers have done, and I don’t want to do it their way. I want to do it differently. I’m not going to die at my desk, and I want other things out of my life. My business has provided this and that f

    27 min

  2. MAR 2

    322: 3 Ways to Forge an Identity for Your Business with Josh Block

    https://youtu.be/UgAJ4-221HA Josh Block, President of Block Imaging, Founder of Cube Mobile Imaging, and author of People Matter at Work, is on a mission to restore work as a positive force in people’s lives. After unexpectedly stepping into the presidency of his family business at just 29 years old, Josh began asking a bold question: What if we could create a place where people love to work — and become someone they never dreamed of because of it? We explore Josh’s “Me Cycle” to “We Cycle” Framework (3Ts) — Work Together, Make Thoughtful Decisions, and Be Transparent — a leadership model designed to build trust, ownership, and thriving team cultures. Josh explains how slowing down sharpens decisions, why empathy must shape executive choices, and how radical transparency strengthens accountability. He also shares how defining a clear organizational identity — including mission, values, and thriving mindsets — creates a culture that attracts the right people and repels the wrong ones. — 3 Ways to Forge an Identity for Your Business with Josh Block Good day, dear listeners. Steve Preda here, the Founder of the Summit OS Group, and my guest today is Josh Block, who’s been President of Block Imaging for the last 15 years. He is also the Founder of Cube Mobile Imaging and the author of People Matter at Work. Josh, welcome to the show.  Thank you so much for having me, Steve. It’s good to be with you.  I’m excited to have you because you’ve taken over a company as president and CEO, then changed the culture, and written a book about it. So we’re going to dive into all this. But before we go there, I’m curious: what is your personal “Why,” and how are you manifesting it in Block Imaging, Cube Mobile Imaging, and your new company? Yeah, I grew up in a home that work was a positive thing. I never heard my dad complain about work. And yet as I went to college and then moved into my twenties, I recognized that work had become kind of a four-letter word in our day—more of a “have to” than a “get to.” So at 29, when I became president of our family business, the collision of my own experience and the world’s experience led me to ask the question: What if we could create a place where people love to work? Culture often gets labeled as soft stuff, but not just love to work, but become someone they never dreamed of because they’re challenged, they’re connected to a mission, they respect their leader, and go home as better people? And so, over the last 15 years, we’ve sought to create that kind of place—where kids would grow up in homes and say, “I want to work at a place like Mommy and Daddy work.” And they’d actually experienced what I experienced as a young person.  That’s great that you had such a positive experience, and I agree. I mean, that’s what we want as entrepreneurs. We want to create this experience for our people as well. So how do you actually do that? How do you create this experience? Do you have a framework that will help people? Perhaps you write about it in your book to get that. I think you call it going from the “me cycle” to the “we cycle.” What does that mean, and how do you get there?  Yeah. In most organizations, “me” is the driver. Bosses are extracting from people. They’re focused on themselves, or maybe they’re focused exclusively on performance. But in the “me cycle”, bosses look out for themselves, and then employees return the favor. And really nobody wins because it’s more of a cannibalistic approach. And so 322: 3 Ways to Forge an Identity for Your Business with Josh Block Share on X Leaders set the tone. They’re the ones who go first, and they create a culture where people are cared for. In the book, I talk about the “three Ts.” I didn’t have them at the beginning — I kind of stumbled upon upon them over the last 15 years. And really, these three Ts allow us to create a culture where people feel safe, seen, and successful. And when they do that, they feel safe, seen, and successful, they give back in incredible ways. They take ownership of the business, and ultimately, trust builds. And when that happens, it shares the burden across the leaders and the team. Everything gets easier. Everyone wins. Performance blossoms. And so that’s really what I highlight along with sharing my story into becoming president is the shift from “me” to “we”. I loved it. So when did you recognize that this was something that needed to happen, and how did you create the vision of what it would look like if you wanted to create it? So when you came into the business, was it more of a “me” culture, and did you change it, or did you pick it up, recognize it, and articulate it even though it was already there? Yeah, I think there were positives and negatives, and maybe I’d classify it as neutral. I wouldn’t say it was a thriving team culture, but I wouldn’t say it was toxic either. My care for people, my love for work, and my belief in the power of business—that really was what we were looking to embody. Share on X And so it started out just trying to be the answer to that “what if” question I shared. Little by little, because of my really quick transition from sales rep to president, the three Ts emerged. The first was together—we have to work together. It was born out of humility to sharpen decisions. Then it serendipitously became the second T: thoughtful decisions, which is careful consideration of the needs of others. And then the last piece was really a T as well that was leading how I would like to be led, which is just with lots of transparency. So many leaders are keeping so much close to the vest, and it reduces trust. Yet, when we share openly and transparently with people, trust builds, and all sorts of really cool things start to happen. Those three Ts, I kind of stumbled across, and they’ve become the framework for embodying—not manipulating—people, but really embodying the care that we already have for people.  Share on X Yeah, I love it. So working together, making thoughtful decisions, and being transparent. So let’s peel the onion here. What do you mean working together? How is it different from what most companies do?  Yeah, so in lots of companies, leaders are overwhelmed. They have too much on their plate. They’re moving so fast, and it might be a big decision or a small decision that they make, and they think, “Oh, this isn’t that big a deal. In fact, this is like eight on my list of 20 priorities.” And then they spend a lot of time clarifying, cleaning up, and fixing because they’ve moved too fast and they’ve moved thoughtlessly. And so this working together to sharpen decisions, whether it’s something that’s big or really, again, something that’s small. Sometimes the smaller decisions have an inordinate impact on people. So yeah, when I think about working together, I just think of using people in our organization—and even outside of our organization—to sharpen any decision of consequence.  Yeah. Many leaders don’t recognize that just because they can come up with a decision themselves, if there is no buy-in, people can’t weigh in. And then they don’t realize that people don’t feel ownership of this decision. And they might not get the complete context of it, and they might have some concerns that they feel like it hasn’t been seen and heard, and that can create friction in an organization. And a lot of leaders are thinking to themselves, “Well, I don’t have time to slow down. I have too much to do.” And I would say, you actually have so much to do sometimes because of moving too fast and having to clean up, fix, and address issues. I think “slow is smooth, smooth is fast.” If we actually took a bit more time in the decision, we would save time in the long run. Yeah. What about being thoughtful? If you do that—if you work together and take input from other people—isn’t that going to create thoughtful decisions? Or is there another dimension that needs to be considered?  It certainly is helpful. The more people you bring in, the broader our paradigm is in making a decision. Share on X But you have to stop and think: what is it like to be on the other side of this decision? And one of the story that comes to mind is Office Space. Right now, I’m in a corner office, and I’ve had an office for a long time. It can be easy to forget what it’s like to be in a cubicle, to work closely with 12 other people, or to deal with different lighting or temperature—whatever it is. Stopping and recognizing that there was a time when some things were important to me, but are not important anymore, and yet they’re still important to the people I lead—that’s thoughtful. This careful consideration of the needs of others asks: how does my decision impact them? And that requires knowing people and knowing what’s important to them. I also share in my book, People Matter at Work, that compensation and workspaces are two topics that are really sensitive when it comes to making thoughtful decisions.  Can you give an example where you used this principle and you made a different decision because you wanted to be thoughtful and the outcome was positive? Yeah, it is. It’s a daily endeavor. For me, oftentimes in my role today, it’s working with our leaders and asking them: how would you feel if the decision that we’ve just talked about that you’re getting to ready to roll out? How would you feel if you were 24 years old, or you were new in your role, or you were concerned about your next house payment, or your spouse was having health issues? It’s very interesting to see people stop and say, “Yeah, I think my 25-year-old self would not have been happy with the 40-year-old decision I’m about to make.” That’s really important. There’s a danger in seeing everything thro

    19 min

  3. FEB 23

    321: 7-Steps to Winning Products with Anya Cheng

    https://youtu.be/6yCIm3guPPo Anya Cheng, Founder and CEO of Taelor, is making personal styling accessible to everyday professionals with an AI-powered clothing-on-demand service built for busy men and influencers. After 15 years leading product teams at companies like Meta, eBay, McDonald’s, and Target, Anya turned her own frustration with shopping and laundry into a mission-driven business that helps people look great, feel confident, and save time—while also supporting sustainability by keeping more clothing out of landfills. We explore Anya’s Product Management Framework, the structured approach she uses to build and scale products. Instead of starting with technology, she begins by Identifying the Right Problem, then Looking at the Persona, Validating the Buying Journey, and Identifying Pain Points. From there, she Selects Decision Criteria to prioritize what matters most, Brainstorms Solutions, and finally Identifies the Right Solution based on impact, feasibility, and business value. She explains how this framework guides everything from launching Taelor to deciding which AI features to build next. — 7-Steps to Winning Products with Anya Cheng Good day, dear listeners. Steve Preda here, Founder of the Summit OS Group. And my guest today is Anya Cheng, the Founder and CEO of Taelor, an AI-powered clothing on-demand service for men and social media influencers. Anya, welcome to the show.  Hello, this is Anya from San Francisco. I’m the founder of Taelor. We use AI to pick clothes for busy men. In the old days, only celebrities had their own human stylists. Now everyone can have their own AI stylist, and we send people real clothes to rent. Before starting the company, I spent 15 years in big tech companies. Most recently at Meta, where I helped build Facebook and Instagram Shopping. I was Head of Product at eBay and helped them launch new businesses in the US, Latin America, Africa, and Asia. I was also a Senior Director at McDonald’s, where I helped build their food delivery business globally when Uber Eats just started, and I helped Target build a tech office here in Silicon Valley. I’m excited to share more.  Okay, well we already got a lot out of you, so thank you for giving this quick bio. What I’m very interested in is what drives you. So you worked for Target. I think you worked for Amazon, at least with Amazon. You worked for other big tech.  EBay, McDonald’s, and Facebook.  Yes, so big tech companies like Meta. What makes someone who is a successful leader in big tech break out start as an entrepreneur? What is your personal “Why” that drives you and that you want to manifest in your business?  Yeah, it actually start with my personal problems that I had. When I was working for Meta, I was a few female leaders there leading large technology team. So I felt a little bit of imposter syndrome. I wanted to look great, but I don’t want people to find out that I’m freaking out every day. So I tried some subscription boxes like Stitch Fix, which is similar to the old Trunk Club. It’s good that someone styles you. But once you receive those boxes, you have to decide right away: how many times am I going to wear these clothes? And you have to buy before you can wear them. So can I find something even cheaper somewhere else? How do I pair these items? And once I buy them, I have to do laundry, ironing, and folding. It’s just a lot of work. So I started using rental companies. I rented from companies like Nuuly, which is a $500 million revenue company, or companies like Rent the Runway, which is a public company. They are all great—you can rent, you don’t have to buy. But they require people to pick from hundreds of thousands of garments. You spend two hours picking, picking, picking, browsing, browsing, browsing. And I’m not into fashion. I don’t like fashion. I don’t have time to do shopping. I’m not fashion-forward, so I don’t even know how to pick. That was the “aha” moment for me— I realized most fashion companies are designed for people who are into fashion, not for people like me who just want to get ready for the day and be successful. Share on X So I started doing research. Are there other people like me—who hate shopping and laundry but need to look good, be socially active, go to meetings, close deals, get jobs? It turns out there are a lot of people like me: busy men, single guys, salespeople, consultants, pastors, recruiters, professors. There are 15 million single men, 14 million sales professionals in the U.S., and it turns out we started Taelor to help people like me look great without having to think about fashion.  Well, I don’t know—if you look at my shirt, I probably could also use some Taelor treatment, an AI telling me how to dress better. So what drives you? I understand this is a great idea and definitely necessary, but what makes you excited about it?  I think I’ve personally always been passionate about helping people achieve their goals. I started as a blue-collar kid—my mom is a housewife, my dad is a factory worker, originally from Taiwan, and they’ve been in the U.S. for 20 years. As an immigrant, I came to the U.S. and was very lucky to have a lot of people help me. I got a student long ago, went to Northwestern University, got my MBA from the University of Chicago. I came to the U.S. without knowing anyone here, but many people helped me achieve the American dream. So it has always been in my heart to help more people achieve their dreams. What I realized was that dressing well really helped me—almost like a student who buys a textbook and feels ready for the exam even though they haven’t read it yet. Share on X People using amazing software or tools will buy books or start learning and already feel smarter than before. It’s really a peace of mind that helped me. So I’ve always been passionate about how I can help more people achieve their goals, their dreams, and their full potential. I realized this business helps me do that. I’ve tried to do that in other ways before: I’ve published books, created online courses, and taught at Northwestern University. But this business is an additional way to help people achieve their goals. At the same time, my co-founder, Phoebe, who is originally from Malaysia, she has been in the U.S. for 20 years. Growing up, she wanted to be a fashion designer, but in an Asian family, she became an accountant and finance professional, eventually a CFO. She always had a little spark in her heart to do something related to fashion, and she is very passionate about sustainability. She constantly talks about how today, 30% of clothes go directly from factories to landfills, generating 10% of carbon emissions and polluting 20% of the world’s water. Sustainability is really close to her heart. By the time she had worked for 15 years, she felt ready for a change, and we both shared the same vision. That’s how we started the business together.  Love it. It’s really a mission-driven company. I didn’t realize this when we first talked, but a lot of people are held back by not being well-dressed. Again, I don’t want to be the example here. I also like the idea because my daughter talks a lot about throwing away clothes and how much damage it does to the environment. I really like that you help people wear and buy only the clothes they actually need and send back the ones they don’t. This is awesome. So let’s switch gears here. I’m really curious about how you develop your products because this is a very creative business. You have to develop a new, revolutionary concept and product. Do you have a framework for developing these products?  Yeah, absolutely. We always start with the problem we are solving. I teach product management at Northwestern University, and most people, when they think about building a product, their first thought is, “Hey, what product am I building? How do I build it? What technology should I use?” We use AI to build this—we build AI agents—but in fact, you should take a step back. There are two equally important questions you need to ask: what problem should I solve, and what solution should I pick?  Most people spend 95% of their time thinking about what solution to pick. But first, you need to figure out what problem you should solve. The problem you solve is actually the most important thing, because if you’re solving the wrong problem—one that people don’t care about, or one that won’t help your business, or one that you can’t actually solve—then no matter how great your solution is, it’s going to be a waste of time. For example, what we found is that we are totally different from women’s rental companies. The problem we are solving is for guys who are busy but socially active. They have dreams. As a realtor, I want to sell one more house. As a small business owner, I want to grow my business to open a second restaurant. So they have a dream. Dressing well and looking good is something that helps increase their chances of success—getting a job, closing a deal, showing up confidently. Share on X What we are really selling is a concierge service, an executive assistant, a fairy godmother, a gadget guy behind the superhero—it’s peace of mind. If you look at women’s counterparts, like Nuuly or Rent the Runway, they have hundreds of millions in revenue each, but they are solving a problem for women like me. So we want to look great every single day and want to wear different things. So wearing different thing versus, I don’t want to think about it, is actually totally different problem. So if you think of our business model financially is different. For example, in women’s rental businesses, margins are very low because people rent clothes and don’t buy. On top of typical e-commerce costs like shipping, there are additional costs like laundry, so margins remain low. But in ou

    22 min

  4. FEB 16

    320: 5 Steps to Heart-Driven Leadership with Hanna Bauer

    https://youtu.be/nZ_4d91QlUk Hannah Bauer, CEO of Heartnomics Enterprises and a leadership strategist grounded in Lean Six Sigma, Zig Ziglar, and Baldrige Excellence, is driven by a personal ‘Why’ of transformation—helping people live with love, excellence, and fulfillment.  We explore Hannah’s remarkable origin story: diagnosed with a serious heart condition as a child, enduring years of unpredictable tachycardia and two heart attacks at age 10, and ultimately receiving a pioneering ablation procedure that saved her life. Out of that journey, she built Heartnomics—the “economy of the heart”—and teaches her HEART Leadership Framework: Hope, Empowerment, Accountability, Results, and Trust, a values-based model that fuses emotional resilience with operational discipline to create ethical, high-performing leaders and cultures. — 5 Steps to Heart-Driven Leadership with Hanna Bauer Good day, dear listener. Steve Reda here with the Management Blueprint Podcast, and my guest today is Hannah Bauer, a leadership strategist who teaches leadership performance, continuous improvement. She’s also the CEO of Heart Enterprises, and she is well-versed in Lean Six Sigma, Zig Ziglar Baldrige Excellence, and many disciplines. So I’m excited to welcome you to the show, Hannah. Thank you Steve. Thanks for having me. Alright, so you have lots of interesting stories and lots of interesting concepts and frameworks, which we are into. I’m also interested in your personal ‘Why,’ and how are you manifesting that in your coaching practice? Well, my personal why is transformation. I believe that as human beings, we have the authority and ability to transform, and I believe the way that we do that is through love and excellence. We've all been created by love and the ability to do good works, excellent works—the ones that are going to leave a positive footprint. Share on X That’s my why. I want to be able to be fulfilled in what I do and help other people be fulfilled in the lives that they live. Wow. So love, access, and fulfillment. That is a very positive vision. I am happy to sign up for that. It’s positive. It’s true. You know, and I think that’s the thing. It’s like we really can attain that in this lifetime. And sometimes we look at it like, “Oh, it’s so far away.” or “One day,” but it’s like—that’s the amazing thing that we have as human beings. We have the ability to live that out regardless of what’s going on. Well, that’s a very significant for you to say that because it’s part of your story that when you were 10 years old—and correct me the details—you were diagnosed with a serious heart condition. So tell me your origin story, and how did you actually beat out of this huge challenge and obstacle that you had, the kind of life that you are teaching others right now? Yeah, absolutely. Well, thanks for asking that. Yeah, I will say probably the ones harder than me. I would think of many points as my parents, because I was the kid, right? I was the kid. I was diagnosed at four, when at the time was considered a terminal diagnosis with heart; a lot of research had not been done yet at that time—we’re talking about like the late seventies, early eighties. So there was not really much information on heart disease.—for women, much less on kids. Kids just don’t get heart disease, right? I mean, if there’s anything, it’s like a structural thing. In mine, it was where my heart would go suddenly really fast into tachycardia, but it would also be arrhythmic, which would be abnormal rhythms. It was unexpected. It could be just—I’m just talking to you—I sneeze, and then it would just go into tachycardia, or I’m in the middle sleeping and I turn the wrong way, it will start going into that tachycardia. And that would be like—think about a resting, normal resting heart rate is between the sixties to eighties. Well, for me, a normal heart rate would be anywhere from 180 to 240. So basically like on—yeah, on like that zone five—what you all are feeling when you are working out. That’s what my heart would be as a kid. But it wouldn’t just be for like, a few minutes. It could last hours, days into the extreme. It lasted weeks, and drugs didn’t work for it. Interventions didn’t work. I’ve had a DH of 10 actually, which was significant at that time. So I went through two heart attacks. That’s really what— really the both a miracle and what opened the door. I think always our greatest opportunities are always surrounded by the greatest of circumstances and obstacles. And as much as painful as that whole experience was, it also opened the door for my parents to courageously uproot our family, come to the US in search of a cure that didn’t yet exist. And it was a journey for about five years. Nothing really inside as far as the, “Hey, if we do this, this will happen. If we do that, again.” It was a lot of the things that happened were research. It was going on hope, and that's where my lessons came in because I got to see very intelligent, dedicated professionals really rely not only on skills but really on hope. Share on X They really believed a lot in me. They believed a lot in what my heart was capable of doing. I want to say my doctor was relentless. Though I was in a heart transplant list, where it would have given me about 10 years more at that time. I would have made it most 22 years old, assuming that everything went well. He was relentless and believing and that my heart as well—the muscle. It was the electrical system that didn’t work. So in 1992, there was an opportunity for an innovative surgery called the heart ablation. And that’s where they basically did a recircuiting. They did the circuits in my heart, burning away parts that were making those fast heartbeats, being able to identify those and having a clear pathway to then energy was able to flow. And ever since then, I’ve been well. So I’m here. I am well in the heart, in a sense. I think with having five kids, they did a really good job because I’m still here. You know, the kids will cause a lot of stress, and being an entrepreneur itself, but that’s where my story started. A lot of things I couldn’t do. My childhood obviously was very different. You know, things like that were simple—going to school, getting up, getting dressed—there were no options for me. Many times I lived tied to a bed. Four weeks, I lived in the CCU, the cardiac care unit, for many weeks, months at a time. And that’s where I learned actually the beat method. That’s where I learned. That’s why I say regardless of the circumstances, as a kid, you don’t understand. I didn’t understand all it meant. I didn’t even understand what I had the surgery until 20 years later, when they called me to do a documentary on it. And that’s when I realized that I was the first of 3,000 children that were impacted by this innovative surgery that saved their lives. Wow, that’s an amazing story. And what’s even more amazing to me is that out of this experience, you built your business. It’s called ‘Heartnomics’.  Yeah. The economy of the heart. And then you have several frameworks, which are all always revolved around the heart. And one of the frameworks I want to ask you about is the Heart framework itself, which is a values-based leadership framework. So can you tell our audience about what it is, and how did you come up with it? Why did you come up with it? Yeah. And what does it look like? Yeah. Well, like I said, as a kid, there were a lot of things I was just felt like were happening to me, right? Like there was just like all this things. I didn’t really have much of an option on stuff, and I didn’t understand all the innuendo. But I did understand how people did things, and that how later on in life I came to understand that those were values—those were values that people dealt with. And that's where the heart, the values-based leadership. It wasn't just something that I learned with me; it was I learned in observing when words weren't there. Share on X Words weren’t even—I wasn’t even able to understand values—led how they did things, the things that they did do. And as I went on in my own leadership journey, I’ve been able to observe with those leaders that have high values are also leaders that are high performers and leaders that really make that impact and influence. And when I came down to really looking at what those values that really impacted me, that's where Heart comes from. The value of hope, the value of empowerment, accountability, result, and trust. Share on X Because I would see that all those five in how we do and the things that we choose to do and how we perform them. If you don’t have results in mind of what I’m doing that I’m doing, you could just be a very busy person and being an effective person. If you don’t have trust, you’re not going to be an ethical leader. And we need ethics and leadership. Accountability is not just about holding really anybody—like a punitive thing—but accountability really talks about community, because you can’t be accountable outside of being in a community. And we’re talking about the empowerment—really not just bringing solutions to the people, but bringing ownership to the people that we lead so that we can come up with those solutions together, which definitely fits back into hope. Share on X The first part, which is the beginning. I believe it is the catalyst for change but also the fuel that helps you keep on going even in light of things not working quite out. And that’s where the values, that’s where the HEART framework really comes from. So I love it. So the HEART is really the acronym. So H for Hope, E – Empowerment, A – Accountability, R – Resource. You also already explained empowerment, accountability, and trust. I’d like to a

    37 min

  5. FEB 9

    319: 3 Ways to Exit Your Business with Tim Martinez

    https://youtu.be/ecq40Pnldrw Tim Martinez, Value Creation, Strategic, and Exit & Succession Planning Advisor—also known as “The Inside Man”—is on a mission to empower entrepreneurs and make the world a better place with his philosophy of “No entrepreneur left behind.”  In this episode, Tim shares how he evolved from starting small businesses as a teenager to advising founders on high-stakes growth and exit decisions. We explore Tim’s 3 Exits Framework, which breaks exit planning into three critical phases: Mental Exit (separating identity from the business), Role Exit (building leadership and succession so the business can run without the owner), and Technical Exit (valuation, deal structure, and the formal sale process). Tim also explains why AI is accelerating business disruption, why minimalism is a competitive advantage, and what keeps so many businesses stuck at the $3M revenue ceiling. — 3 Ways to Exit Your Business with Tim Martinez Good day, dear listeners. Steve Preda here, the Founder of the Summit OS Group. And I have as my guest today Tim Martinez, who is a Value Creation, Strategic, and Exit & Succession Planning Advisor, also known as “The Inside Man.” Tim also has a successful Substack with lots of followers, which has a similar title, Inside Man. He’s also built his own ChatGPT API, so he’s running with the times. Tim, welcome to the show.  Thanks, Steve. Great to be here.  Finally, we have someone who is ahead of the curve on AI and the technological evolution that’s part of this new industry revolution. So let’s start with my favorite question. What is your personal ‘Why’ and how are you manifesting it in your practice and in your business?  Yeah. My personal ‘Why’ is to make the world a better place and to empower entrepreneurs. “No entrepreneur left behind” has kind of been my motto. Since I was a kid—I started businesses very young, like 15 or 16—people would ask me, “How are you doing this?” And I would help however I could. And it was just always felt really good to help my fellow entrepreneurs, whether I was helping them in a small way or a big way. And there's nothing better than seeing some of the advice you're able to give someone actually get implemented. Share on X Then you see them go, “Wow, oh my gosh, this is great.” And again, sometimes it’s small, sometimes it’s big. But I believe entrepreneurs rule the world, and I do my part every day—whether it’s writing my Substack, jumping on podcasts, or writing books. I’m always here just to share what I’ve learned, because I think that’s what makes the world go round.  Well, you have a boundless energy, because you are writing books, you are writing your blog, you are doing these podcasts. Then you also have to gather the information, right? You have to work with clients—otherwise there’s no raw material. That is very impressive. So what took you to this point? How did you evolve? I mean, you started at 15, but surely you were not coaching or consulting people at 15.  Yeah, so I probably spent about 10 years just starting small businesses. I had the lemonade stand, then a coffee business and a silk-screen business. I had a DJ business, a retail store, a marketing and advertising agency, a small one, but I was able to sell it. And I got lucky and sold a couple of these small businesses. I built websites, built apps—I mean, anything you can do to make a buck. I was just kind of hustling and figuring it out on my own. And at a certain point in time, maybe like 10 years later, someone asked me to help them write their business plan. It was the first time I thought, “Huh, someone wants to pay me to help them write a business plan. That sounds interesting.” Okay. And I had written all of my own business plans for 10 years. I used to go to SCORE—the Senior Corps of Retired Executives, a division of the SBA—and they would consult for free. They still do, by the way. And I always said my long-term goal was to be an old advisor at SCORE, because they helped me so much when I was a kid. Share on X So I charged money for my first business plan. That person was able to raise money from their uncle. Then they said, “Well, hey, we got this money. What do we do now?” So I said, “Well, I think I can charge you. I think this is called consulting. Maybe I’ll just charge you to help execute your business plan.” It was a small business, and I went to Barnes & Noble and bought a book that was like this big—How to Start a Consulting Business. I just sat there and highlighted the whole thing. It had CD-ROM forms in the back. I knew nothing about consulting. And probably for the next handful of years, I just focused on writing business plans and helping people. That’s kind of what got me into consulting and working with bigger businesses. It really started with business plans and small businesses. Share on X   Yeah. I mean, business plans are great because you are envisioning the future of the business, crunching the numbers—what’s going to happen with your top line, bottom line, costs, overhead, margins—and essentially it helps you visualize the skeleton of the business. Then you can put the meat on the bone, kind of thing.  Yeah. And I had worked on hundreds of business plans, and  pitch decks, financial models, and market research. That documentation aspect of a business, I had spent a good, let’s say, 10 years working very heavily with clients as an analyst in consulting firms. And that’s really what got me into the game and got me into bigger and bigger businesses, because I got very good at doing that with no formal training—and we didn’t really have what the internet is today. I remember going to the downtown library in Los Angeles, finding articles, and taking scanned copies of them. That’s how we did our market research. And business plans used to be like a dictionary. The SBA would require business plans to meet all these requirements, so we ended up with huge business plans. Now people want a one-pager, maybe a 10-slide deck, and call it a day. Where I got my chops was from understanding every imaginable nuance of every business in all verticals. I worked around the world with businesses, and I guess I was in the right place at the right time for it. Share on X   Yeah, that’s very humble. So one of the things that you do is you help people prepare for exit, and you came up with this framework called The 3 Exits Framework. I thought it was fascinating to think about exits from different perspectives and to have different mental models for them. How did you come up with this, and can you explain to the audience what it looks like, how it works, and how it helps entrepreneurs? Yeah. And it’s important to note that I started my career starting businesses, helping people get the start. And as I got older, the businesses I worked with were also getting older. And as I got a little more gray hair and a few more wrinkles, people would take me more seriously at the later stages of the business, when they maybe wouldn’t take me so seriously when I was in my early twenties. So my business had evolved from starting to growing and then eventually to exiting, and that’s where most of my clients are now. What I’ve discovered is most people enter the exit planning conversation at the very end, asking, “What is my business worth? Who wants to buy it?” Needing a business valuation is the most common first question: “Whoa, what’s it worth?” But after working with a handful of companies through this whole exit process, you start to realize that there’s far more than just the numbers. The 3 Exits Framework says there are three exits that need to occur before you’re out and on your yacht, sailing into the sunset. Share on X The first exit is the mental exit, which we can talk about at length. It’s your role—your identity in the business. Who am I if I’m not the CEO? What am I going to do with my time if I’m not running this business? Who am I if people can’t come to me with their every burning question? It’s this piece, it’s so important. And a lot of people don’t want to give up control. They don’t even know they’re control freaks, which I’ll call them for lack of a better term. But they don’t even know that they are that. You have to help them through that.  The second exit is really your role exit, because eventually someone needs to run this business in your absence. The whole tenant of selling a business is that you’re not going to be in it. You might have earnouts or some transitional involvement, but eventually, you will not run this business. So you have to replicate yourself. Most people say, “I’ve tried, but it hasn’t worked.” Well, you know what? Now’s the time for this to work. It’s time to build SOPs, standards of excellence, and get someone who could be better than you ever were in that seat. So that role exit is a big part, and that would be true succession. The other part of that is it’s not just the CEO or the owner. A lot of times it’s them and they’re number one, or they’re number two, or number three, because in many cases those people also have equity and ownership in the companies in some cases. So we need to get succession in line for multiple roles.  And then the third exit is your technical exit. It’s the one piece everyone feels like they start with that is your valuation, getting your documentation together, running a formal auction process, making sure that you’re looking at multiple buyers, whether strategic or financial. And just running a very thorough, formal process that’s going to get you the highest valuation possible. And structuring a deal that there’s going to be a little bit of give and take. Most deals die because of misaligned expectations. And they’re usually misaligned expectations on that final exit. So

    31 min

  6. FEB 2

    318: Take 5 Steps to Satisfy Customers with Josh McMahon

    https://youtu.be/knpxJ7KATsU Joshua McMahon, President of McMahon Custom Homes and a business coach, is driven by a purpose he discovered the hard way: money wasn’t his ‘Why.’ His real ‘Why’ is lifting others—helping people find clarity around their purpose, unlock their potential, and gain traction toward it. We explore Josh’s journey from C-suite construction leadership and integrator roles to building his own company as an “evolved visionary.” Josh shares his Satisfaction Pyramid, explaining how customer experience is created upstream through brand awareness, team support, trade partner support, and training, which together produce the outcome every builder (and business) is chasing: customer satisfaction. Along the way, he breaks down why the construction industry struggles with talent, how coaching becomes a competitive advantage, and why McMahon Custom Homes wins through transparency, collaboration, and guiding clients to align budget with what truly matters. — Take 5 Steps to Satisfy Customers with Josh McMahon Good day, dear listeners. Steve Preda here, the Founder of the Summit OS group and the host of Management Blueprint. And my guest today is Joshua McMahon, the president of McMahon Custom Homes and a business coach. Although I don’t know how much time you have for that these days, josh. Welcome to the show.  Yeah, thanks for having me, Steve. We go a long way back, so it’s an honor to be a business owner and now be on your show.  Well, yeah, you are a business owner. In your previous, recent life, you was an integrator, a COO of a business. So you’ve been running construction businesses and have been C-level in other construction businesses, where we also collaborated. So we have been tracking each other’s journey, for sure. So, Josh, let’s start with my favorite question. What is your personal ‘Why’, and how are you manifesting it in your business?  Yeah. I think this is always a great question. And the real truth of this question, Steve, is that I didn’t know what it was for so long. I thought my personal ‘Why’ was just to make more money. And every time I made more money, I was just more miserable. I was never happy. So my ‘Why’ was never money. I really think my ‘Why’ is all about lifting others. And what I mean by that is I have this ability to extract other people's 'Why' and their purpose from them, help them better see that, get clarity around it and then help them get traction to go attack that 'Why'. Share on X And that’s really my ‘Why’, is to help other, lift other people to really achieve their greatness. So I get a lot of energy and joy from boosting others, and watching that untapped potential really take off.  That is fabulous. And I can see that, as a business coach, that’s really very appealing to people when you can do that. How does it manifest in your construction business? You have these Custom Homes construction business, how does that help you there?  And this is where it was really born. So in the C-suite and as I grew in my business, the one part that you have to do is you have to know how to recruit. At least, I had to know how to recruit. And in order to recruit, you have to find the right talent at the right price. And what I was really looking for was that potential. I was looking for the right attitude—the right hunger. I was looking for those right pieces that I could make you a construction individual. I could make you a great construction manager, but I couldn’t fix those other things. And so when I could tap into that and take and help somebody see the vision of what I could do and what our company could help you do in your career, that’s where I was able to really take and 10X my recruiting ability, but also to really tap into that untapped talent that’s out there. Because, Steve, we have a hard time finding talent in the construction industry. Well, the talent’s out there. What’s making it hard is that we don’t recognize that talent, and we’re saying, you’ve got to be this perfect candidate. You’ve got to fit all these marks. You’ve got to check all the boxes.And I’m saying, no. I just need you to check a few boxes. I’m going to help you see how you can really fit into this organization and how we can help you thrive. So that's where my ability to see that in them, help them see that in themselves, and then help them tie it to our vision as a company. That's where it really gets a lot of fun. Share on X Yeah. It’s so interesting that it’s not just about doing the job, but it’s about being emotionally invested in doing the job. And how do you get your people emotionally invested? You have to find the motivation that they have inherently that you can tap into, and then you have to make your business attractive so that it inspires them, so that they feel excited to work with you there. That’s exactly what you’re trying to do. It’s like you’re not trying to fool anybody on anything, but to think people just get excited to come do work, or just do the job, or just collect the paycheck. If that’s your motivation, that’s the type of candidate you’re going to get. Then what type of culture do you have? So if you flip that and you say, “Hey, we want to help you  transform who you are, transform your career for the better, and it’s going to help us get to our vision. Well, Steve, that sounds like a win-win scenario to me. And that’s a really appealing piece. And that’s a thriving culture.  Yeah, culture eats strategy for breakfast, as Peter Drucker said. And especially in the age of AI, it’s probably even more important, isn’t it, that you have a great culture, because AI can copy everything, but it won’t be able to copy your culture.  No, that’s exactly right. I think AI is a great tool. It’s really going to help us magnify and improve our businesses. But if your culture is broken, AI is just going to magnify the brokenness of your culture, and then AI’s going to tell your people how to go find another job. That is probably true. I haven’t thought about that. So you developed this framework, we are a podcast of frameworks. I’m always looking for the framework and and you talked about this Satisfaction Pyramid framework. Yeah. Is this also something that helps create that culture? Tell me a little bit about this pyramid and how did you come up with it and what does it do?  Yeah, it’s an interesting thing, right? So you understand Maslow’s hierarchy of needs. These are the things you need for survival and for happiness. And I’ve said, look, in home building, we’ve always talked about customer experience and customer satisfaction. We want people to be happy. And I’m saying, well, I don’t know what that means. I don’t know—if I hit my schedule, if I hit my budget, if I do everything on time, but they’re still not happy—so what exactly am I missing? What’s the missing link?  And kind of tying the hierarchy of needs to this triangle of customer satisfaction or happiness, I found that there are some really key fundamental pieces that we’ve got to lock into place to really get to the customer satisfaction and customer experience that we’re seeking. For me, I think brand awareness is first. If your brand awareness is out there and it's really strong, people are going to gravitate towards it organically. Share on X That’s going to decrease your SEO spend, you decrease your marketing, decrease your turnover for people, because people want to be part of that. The interesting story on brands — and I don’t know how true it is, I meant to look it up before this — but I saw something on social media about Tommy Hilfiger. And before he launched his clothing brand, he didn’t have anything, but his brand was so far out in front of himself that people thought this was this great designer, and he hadn’t designed anything. And it was all tied to that piece of brand. So if your brand is strong enough, you can do incredible things. So I think brand is super important.  Yeah. Let me just interject here. So probably 20 years ago, I was working with a company, and it was actually in the construction space. It was in the environmental construction space. And this company had an amazing brand. So the founder was a great thought leader, and he was blogging and talking in forums. And I really thought that this company’s got to be a $50 million company. I mean, they’re so powerful. And then they invited me to their board as a board member. I said, “Wow, this is such an honor.” This big company. And it turned out it was just a $5 million company. But the brand was so powerful that they looked much bigger.  Yeah. And that statement, that’s an appealing thing. So if you think of yourself as a high level achiever, an A-player, and you are gravitating to that brand, that’s what it’s going to do. You're going to bring in the right people, and then if you've got the right culture and the right other pieces, you're going to stick around with that company. Share on X So a $5 million company can look like a $50 million company and be really attractive to people that are interested in that type of world. Yeah. Super important. Love that story. The second thing for me is team support. This is where I really saw in my career as I grew. I can tell you, my first construction job at the construction management level, my VP of construction told me, and this is 20 plus years ago, I haven’t forgotten it — he said, “My leadership style is to give you just enough rope to hang yourself.” And to this day, I have no idea what the heck that means. But what he did show me was he wasn’t going to support me. He wasn’t going to encourage me. He wasn’t going to help me grow. He was basically going to let me swim in the deep end. And if I made it, great. And if I didn’t, no problem — there’s an

    31 min

  7. JAN 26

    317–Turn Your Expertise Into Software with Jason W. Johnson

    https://www.youtube.com/watch?v=-Bhn1i4PK3o Jason William Johnson, PhD, Founder of SoundStrategies, is driven by two lifelong passions: creating and teaching. Through SoundStrategies, Jason designs AI-powered learning experiences and intelligent coaching systems that blend music, gamification, and experiential learning to drive real skill development and engagement for enterprises and entrepreneur support organizations. We explore Jason’s journey as a musician, educator, and business coach, and how he fused those disciplines into an AI-first company. Jason shares his AI for Deep Experts Framework, showing how subject-matter experts can identify an industry pain point, envision a solution, brainstorm with AI, leverage AI tools to build it, and go after high-value impact—turning deep expertise into scalable products and platforms without needing to be technical. He also explains how AI accelerates research and product design, how “vibe coding” enables rapid MVP development, and why focusing on high-value B2B impact creates faster traction with less complexity. — Turn Your Expertise Into Software with Jason W. Johnson Good day, dear listeners. Steve Preda here, the Founder of the Summit OS Group, developing the Summit OS Business Operating System. And my guest today is Jason William Johnson, PhD, the Founder of SoundStrategies. His team designs AI-powered learning experiences and deploys intelligent coaching systems for enterprises and entrepreneur support organizations blending music, gamification, and experiential learning to drive real skill development and engagement. Jason, welcome to the show.  Thanks for having me, Steve.  I’m excited to have you and to learn about how you blend music and learning and all that together. But to start with, I’d like to ask you my favorite question. What is your personal ‘Why’ and how are you manifesting it in your business?  I would say my personal ‘Why’ is creating and teaching. Those are my two passions. So when I was younger, I was always a creative. I did music, writing, and a variety of other things. So I was always been passionate about creating, but I’ve also been passionate about teaching. I’ve been informally a teacher for my entire adult life—coaching, training. I’ve also been an actual professor. So through  SoundStrategist, I’m kind of combining those two passions: the passion for teaching and imparting wisdom, along with the passion for creating through music, AI-powered experiences, gamification, and all of those different things. So I'm really in my happy place. Share on X   Yeah, sounds like it. It sounds like you’re very excited talking about this. So this is quite an unusual type of business, and I wonder how do you stumbled upon this kind of combination, this portfolio of activities and put them all into a business. How did that come about? So Liam Neeson says, “I have a unique combination of skills,” like in Taken. I guess that’s kind of how I came up with SoundStrategist. I’ve pretty much been in music forever. I’ve been a musician, songwriter, producer, and rapper since I was a child. My father was a musician, so it was kind of like a genetic skill that I kind of adopted and was cultivated at an early age. So I was always passionate about music. Then got older, grew up, got into business, and really became passionate about training and educating. So I pretty much started off running entrepreneurship centers. My whole career has been in small business and economic development. SoundStrategist was a happy marriage of the two when I realized, oh, I can actually use rap to teach entrepreneurship, to teach leadership skills, and now to teach AI and a variety of other things. Share on X So pretty much it was just that fusion of things. And then when we launched the company, it was around the time ChatGPT came out. So we really wanted to make sure we were building it to be AI-first. At first, we were just using AI in our business operations, but then we started experimenting  with it for client work—like integrating AI-powered coaches in some of the training programs we were running and things like that. And that really proved to be really valuable, because one of the things I learned when I was running programs throughout my career was you always wanted to have the learning side and the coaching side. Because the learning side generalizes the knowledge for everybody and kind of level-sets everybody. Share on X But everybody’s business, or everybody’s situation, is extremely unique, so you need to have that personalized support and assistance. And when we were running programs in the entrepreneurship centers I were running and things like that, we would always have human coaches. AI enabled us to kind of scale coaching for some of the programs we’re building at SoundStrategist through AI. So with me having been a business coach for over 15 years, I knew how to train the AI chatbots. It started off as simple chatbots, and now it’s evolved into full agents that use voice and all those other capabilities. But it really started as, let’s put some chatbots into some of our courses and some of our programs to kind of reinforce the learning, personalize it, and then it just developed from there. Okay, so there’s a lot in there, and I’d like to unpack some of it. When you say use rap to teach, I’m thinking about rap is kind of a form of poetry. So how do you use poetry, or how do you use rap to teach people? Is it more catchy if it is delivered in the form of a rap song? How does it work? So you kind of want to make it catchy. Our philosophy is this: when you listen to it, it should sound like a good song. Share on X Because there’s this real risk of it sounding corny if it’s done wrong, right? So we always focus on creating good music first and foremost when we’re creating a music-based lesson. So it should be a good song. It should be something you hear and think, oh, between the chorus and the music, this actually sounds good. But then, the value of music is that once you learn the song, you learn the concept, right? Because once you memorize the song, you memorize the lyrics, which means you memorize the concept. One of the things we also make sure to do is introduce concepts. The best way I could describe this is this, and this might be funny, but I grew up in the nineties, and a lot of rappers talked about selling dr*gs and things like that. I never sold dr*gs in my life. But just by listening to rap music and hearing them introduce those concepts, if I ever decided to go bad, I would have a working theory, right? So the same thing with entrepreneurship, and the same thing with business principles. You can create songs that introduce the concepts in a way where if a person's never done it, they’re introduced to the vocabulary. Share on X They’re introduced to the lived experiences. They’re introduced to the core principles. And then they can take that, and then they can go apply it and have a working theory on how to execute in their business. So that’s kind of the philosophy that we took, let’s make it memorable music, but also introduce key vocabulary. Let’s introduce lived experiences. Let’s introduce key concepts so that when people are done listening to the song, they memorize it, they embody it, and they connect with it. Now they have a working theory for whatever the song is about.  And are you using AI to actually write the song?  No, we’re not. That’s one of the things we haven’t really integrated on the AI front, because the AI is not good enough to take what’s exactly in my head and turn it into a song. It’s good for somebody who doesn’t have any songwriting capability or musical capability to create something that’s cool. But as a musician, as somebody who writes, you have a vision in your head on how something should sound sonically, and the AI is not good enough to take what’s in my head and put it into a song. Now, what we are using are some of the AI tools like Suno for background music. So at first, we used that to create all our background music for our courses from scratch. We are using some of the AI to help with some of the background music and everything and all of that so that we can have original stuff Share on X as opposed to having to use licensed music from places like Epidemic Sound. So we are using it for like the background music. But for the actual music-based lessons, we’re still doing those old school.  Okay, that’s pretty good. We are going to dive in a little bit deeper here, but before we go there, I’d like to talk about the framework that you’re bringing to the show. I think we called it the AI for Deep Experts Framework. That’s the working title right now, but yeah, we’re still finalizing it. But that’s the working title. Yeah.  But the idea—at least the way I’m understanding it—is that if someone has deep domain expertise, AI can be a real accelerator and amplifier of that expertise. Yep.  So people who are listening to this and they have domain expertise and they want to do AI so that they can deliver it to more people, reach more people, create more value, what is the framework? What is the five-step framework to get them there?  Number one: provided that you have deep expertise, you should be able to identify a core pain point in your respective industry that needs solving. Share on X Maybe it’s something that, throughout your career, you wanted to solve, but you weren’t able to get the resources allocated to get it done in your job. Or maybe it required some technical talent and you weren’t a developer, or whatever, right? But you should be able to identify what’s the pain point, a sticking pain point that needs to be solved—and if it’s solved, it could really create value for customers. That’s just old-school opportunity recognition. Number

    29 min

  8. JAN 12

    316: Improve Traffic Quality by 25% Overnight with Rich Kahn

    https://youtu.be/FC5v2Z3-Lx8 Rich Kahn, CEO and Co-Founder of Anura, is driven by a mission to help businesses grow by eliminating digital ad fraud that silently siphons marketing budgets. A lifelong entrepreneur and developer, Rich is passionate about ensuring that advertising dollars reach real users—not bots, malware, or human fraud. We explore Rich’s journey from launching an early digital advertising platform to uncovering widespread fraud that threatened his own business—and how building an internal solution eventually led to Anura. Rich breaks down his Ad Optimization Framework—Minimize Fraud, Optimize Conversion, Refresh Content—and explains why fraud must be addressed before any meaningful optimization can occur. He also shares how ad fraud impacts ROI, why lifetime value matters more than cost-per-click, and the conviction required to build and scale a SaaS company in a crowded market. — Improve Traffic Quality by 25% Overnight with Rich Kahn Good day, dear listeners. My name is Steve Preda, the Founder of the Summit OS Group, and the creator of the Summit OS Business Operating System. And today, my guest isa Rich Kahn, the CEO and Co-founder of Anura, an ad fraud solution that monitors traffic to identify real users versus bots, malware, and human fraud. Rich, welcome to the show.  Thanks for having me today.   Well, it’s super interesting business you have and the entrepreneurial journey. So let’s start with my favorite question. What is your personal ‘Why’, and how are you manifesting it in Anura?  My personal ‘Why’ has always been to help people. Fraud is a huge problem. And it’s no longer a question of if you have fraud, it’s a question of how much fraud you have. And I’m watching people spend millions and millions of dollars on digital marketing and getting it siphoned out by fraudsters with bogus traffic. So the ‘Why’ is that, in all the businesses that I’ve done, I’ve wanted to help people grow their business. I want to help people grow their staff. I wanted to help people grow, just in general. Share on X And in this case, with the Anura, I’m able to help them identify, wasted spend, eliminate that so they can grow their marketing campaigns and grow their company. And if they grow their company, then they have to grow their staff, and it’s a good thing for everybody. Yeah, definitely. And until we talked, I was not aware that fraud is rampant, especially in ad spend. It didn’t occur to me. And I kind of wonder why this is happening. But tell me how you found this problem, and why do you want to solve this, and how did you get to this point to launch a company about it?  Well, in 2003, my wife and I launched a digital marketing firm. Think of Google, but really small. So it’s text-based ads you can target by keyword, bid price, geography, audience, like it had all these targeting criteria. We launched it in 2003. By 2004, we had a nice, stable list of clients, but we started getting some complaints about the traffic quality. Something wasn’t right. And I’m a developer, so I started looking at the code and realizing, looking at all the analytics and the data, and realized that it was bad traffic, it was fraudulent traffic. So I figured, you know what? I don't want to solve fraud. I want to go out, buy a fraud solution, bolt it onto my platform, and just continue doing my business. Share on X Kind of like buying McAfee for your laptop. You just buy and let it scan and do its thing. But in 2004, it didn’t exist any fraud solutions. In fact, the first commercial available fraud solution didn’t start selling until 2008 or ’09. So I was a developer, and I said, we’re going to lose our business if I don’t do something. So I figured it out I’d build it myself, and we did. I wrote the software. It worked great. We had to continue evolving it as fraud evolved. And it got to the point where we started having clients ask—if not beg—to use our software outside of our network. And that’s when we kind of got the idea that this might be a good tool to sell by itself, as opposed to baked into our platform. And that’s where we launched it, in 2017. We ended up launching a Anura as a standalone solution.  Wow. I mean, it’s definitely, if this is a big problem, it’s going to affect everyone who advertises. So it could be hundreds of millions of people. How can someone even make money with fraudulent traffic? How does it help them to make money?   Well, what happens is internet advertising fraud is not illegal. There’s no law that says you can’t do it. So if you do find somebody that’s doing it, it’s really difficult to prosecute them in the U.S. But a lot of it happens overseas, so it’s even worse. There’s a lot of countries that allow all kinds of stuff. So basically, what we focus on is that their job is to try to make money. And I read an article one time from another company that was doing stats on fraud detection. They said the average fraudster—and this is why they do it—makes $5 million a year. But how?  There’s a lot of different ways. It depends if they’re buying from Google, Facebook, DSPs, or affiliate marketing. But I’ll give you a simple example. One example, which is affiliate marketing. A lot of companies use affiliate marketing. I think it’s a $20 or $30 billion industry at this point. It’s a big market. So what happens is, right now, you or I can go to Amazon and sign up for their affiliate program, and every time we send them a new client, they’ll give us 5% of what they spend. So I’m getting paid on the spend, right? So what if I sent fake users there? I’m not going to get paid for anything because they’re not spending money. But what if I’m the fraudster? I use stolen credit cards to make those purchases. So if the purchase gets made and shipped, I get 5%. Affiliates usually get paid net 7. So I get paid net 7, somewhere across that month, maybe the next month, the person whose credit card was stolen says, “Hey, wait a second, I recognize charges that don’t belong to me.” And then the investigation starts and takes months before it comes back to Amazon and says, “Oh, you shipped out a product to a fraudulent credit card. You’re not getting paid for this. We’re taking the money back.” But by then, they’ve already shipped the product, so they’re out the hard cost of the product. They’ve already paid out the affiliate. The affiliate has already been paid. The affiliate can continue to do that for weeks, knowing that it’s going to take months for them to get caught. Once they get caught, they just set up another account. And what they’re doing is making those affiliate margins. So if they spend a hundred dollars, they make five. If they create dozens and dozens of accounts, you can quickly see how they can make a lot of money in a short period of time. That’s just one example.  Yeah. That’s very interesting. Very interesting. So, okay, that’s really cool. So you basically help people not have the fake traffic. So whatever traffic they have, it’s real. So they pay real prices for real value. That’s got to be a significant improvement in advertising efficiency. What is the kind of improvement that you see on average happening for people?  On average, it’s 25% improvement. So 25% of the marketing dollars that they’re spending is fraudulent. Now, if they buy from like Google and Facebook, it’s probably around 10%—they’re on the lower side. If you buy from the programmatic space, like The Trade Desk and things like that, it’s upwards of 50%, and then everything else falls in between. All the digital types of marketing. If you’re doing influencer advertising, if you’re doing affiliate advertising, each one has different levels of fraud that we’ve found. But on the high side is programmatic, and on the low side is probably search and social.   Okay, so this seems like a big part of optimizing an ad, and making it perform better. So what I’d like you to share with us—and we’d talked about this in the pre-call is that you have a framework for generally optimizing digital ads. So what would that look like? And one element is fraud, but what are the other elements, and how do you go about optimizing your advertisement?  Sure. Like the heaviest hitter, in my opinion, is fraud. So you start with fraud, you look at where fraud is, and you minimize that, right? The next thing you want to focus on is conversion value. Every campaign has some level of conversion. It could be as simple as a click. It could be as simple as watching a video. It could be purchasing a product. It could be generating a lead for, let’s say, Hey, save money on my car insurance, and you fill out a lead. So what you want to do is look at where that conversion takes place. First off, you want to analyze the conversions because not all conversions are real conversions. You’ll get conversions like credit cards, fake credit cards being used, or fake information being used in fill in forms, and that’s where the fraud comes in. Once you eliminate that, now you can rely on the data that you see in your conversion value, and you start optimizing your campaigns around that conversion value. So as long as hey, this source is generating me a 20% conversion, this source is generating me 10%. Guess what? I want to stop spending on the 10%, spend more than the 20% just optimizing for the conversion value. And that's what's going to get your campaign to perform at its highest level. Share on X   So what are ways to optimize conversion beyond the fraud piece? Yeah, so once fraud’s out of the game, we’ve eliminated fraud, it’s really focusing on the data. What source you buy the traffic from, what sources they get the traffic from. Because sometimes you might buy a source of traffic like Google, and it may not come from Google. It may

    26 min
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Interviews with CEOs and Entrepreneurs about the frameworks they are using to build and scale their businesses.

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