Retained Trust

Karl Hughes
  • 5.0 (1)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY
Retained Trust

Want to know what it takes to build, scale, and sell your agency? Retained Trust is a weekly podcast where host Karl Hughes goes deep with digital service business owners to uncover the habits, tactics, and strategies they’ve learned to grow successful companies. Along the way, you’ll hear about Karl’s journey running and acquiring niche digital agencies as he learns from guests with a variety of backgrounds and experience levels.

Episodes

  1. From Intern to Industry Leader: George Zlatin’s SEO Story

    2 DAYS AGO

    From Intern to Industry Leader: George Zlatin’s SEO Story

    In this episode of Retained Trust, host Karl Hughes sits down with George Zlatin, co-founder of Digital Third Coast, a Chicago-based SEO and digital marketing agency. George shares his unconventional entry into the digital marketing world, starting from launching an online dog boutique to becoming a respected SEO expert and business leader. They explore the evolution of SEO, including how Digital Third Coast has adapted to changing algorithms and AI-driven content strategies. George also reflects on building a business, hiring the right people, and stepping back from leadership roles to pursue what he loves most — marketing and product development. Key Points From This Episode:[00:00:00] George’s career beginnings: from online dog boutique to SEO agency founder. [00:02:02] The founding story of Digital Third Coast in Chicago. [00:05:03] Early SEO tactics and how the industry has evolved. [00:08:10] Hiring challenges and the impact of a great sales hire. [00:13:25] Adapting to remote work and expanding client reach beyond Chicago. [00:17:08] Delegating work and trusting team members for business growth. [00:23:10] SEO’s future: The rise of AI and shifts in Google search results. [00:29:17] Effective content marketing strategies in a changing SEO landscape. [00:34:12] Using AI as a productivity tool in marketing and content creation. [00:40:05] Educating the next generation about AI and technology. [00:42:15] Recommended reads: Who Not How and Top Five Regrets of the Dying. [00:46:20] George’s personal passion: rediscovering music through guitar lessons. Links:George Zlatin on LinkedIn: https://www.linkedin.com/in/georgezlatin/Digital Third Coast: https://www.digitalthirdcoast.com/Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughesProduction and editing by The Podcast Consultant: https://thepodcastconsultant.com

    48 min
  2. Building Trust Through Authentic Content: David Flanagan's Story

    DEC 17

    Building Trust Through Authentic Content: David Flanagan's Story

    In this episode of Retained Trust, host Karl Hughes sits down with David Flanagan, founder of The Rawkode Academy and a veteran in developer advocacy. David shares his entrepreneurial journey, from building a niche YouTube channel to launching a unique business model centered on authentic, developer-focused content. They discuss the risks of leaving a stable job, how to monetize a passion project, and the complexities of balancing creativity with business strategy. David opens up about the struggles of pricing services, managing client expectations, and even recovering after a devastating office fire. Tune in for a candid look at how to build a business with authenticity at its core.  Key Points From This Episode:  [00:00:00] Karl Hughes introduces the episode and David Flanagan's background.  [00:01:00] David shares his early career in developer relations at InfluxDB and Equinix.  [00:02:14] Launching The Rawkode Academy after leaving full-time employment.  [00:04:03] Balancing career risks with family responsibilities while starting a business.  [00:07:15] Signing the first client contract and turning leads into partnerships.  [00:10:08] Experimenting with early business models and adjusting pricing strategies.  [00:16:20] Establishing core business values: authenticity, organic content, and embracing failure.  [00:22:45] Challenges of developer marketing and the importance of educational content.  [00:28:07] Managing the complexities of a one-person business and scaling production.  [00:34:12] Explaining The Rawkode Academy’s partnership model and its unique structure.  [00:42:36] Comparing traditional marketing tactics like trade shows to a value-driven partnership approach.  [00:48:27] Lessons learned about pricing and securing clients through tailored offers.  [00:54:05] Reflecting on rebuilding after a major office fire and finding a renewed business focus.  [00:57:25] Looking ahead: David’s future goals for scaling his platform and community.  Links:  David Flanagan on LinkedIn: https://www.linkedin.com/in/rawkode/ Rawkode Academy: https://rawkode.academy/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

    1h 1m
  3. EP.07 - Mastering Business Finances with Chris Gwinn

    DEC 10

    EP.07 - Mastering Business Finances with Chris Gwinn

    In this episode of Retained Trust, host Karl Hughes sits down with Chris Gwinn, founder of Midwest CFO, a fractional CFO firm helping small businesses thrive by optimizing financial strategies and preparing for growth or exits. Chris shares his entrepreneurial journey, transitioning from Great Lakes Advisory to Midwest CFO, and the lessons learned along the way. The discussion explores common financial mistakes in small businesses, the importance of understanding gross margins, and the role of financial strategy in scaling operations. Chris also delves into his service model, networking strategies, and future plans for scaling Midwest CFO. Whether you're an entrepreneur seeking financial clarity or looking to scale your business, this episode is packed with actionable insights.  Key Points From This Episode:  [00:00:00] Introduction to Chris Gwinn and Midwest CFO's mission.  [00:02:04] Challenges entrepreneurs face in understanding their financials.  [00:05:07] Common financial oversights in small businesses and their impact.  [00:09:14] The importance of gross margins and proper financial breakout.  [00:13:25] Balancing low-profit service lines with business strategy.  [00:17:32] Transitioning from Great Lakes Advisory to Midwest CFO.  [00:19:41] Identifying market needs for a scalable service offering.  [00:25:14] Networking and referrals as key growth strategies.  [00:33:05] Systematizing networking for sustained referrals.  [00:37:22] Structuring financial strategies to align with business goals.  [00:41:13] Plans for scaling Midwest CFO with fractional CFOs.  [00:49:12] Reflections on the emotional journey of entrepreneurship.  [00:52:10] Recommended reads for entrepreneurs and financial leaders.  [00:56:13] Chris’s vision for Midwest CFO in the next year.  Links:  Chris Gwinn on LinkedIn: https://www.linkedin.com/in/chris-gwinn-cfa-96383b26/ Midwest CFO: https://midwestcfo.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

    59 min
  4. Building Resilience: Kon Kruglyak on Staffing Challenges and Entrepreneurial Growth

    DEC 3

    Building Resilience: Kon Kruglyak on Staffing Challenges and Entrepreneurial Growth

    In this episode of Retained Trust, host Karl Hughes speaks with Kon Kruglyak, founder of Candidate IQ, about the realities of starting a staffing business in challenging economic times. Kon shares his journey from corporate and financial recruiting to launching his own agency. Together, they explore the highs and lows of the recruiting industry, the strategies for building relationships with clients, and the importance of persistence in entrepreneurship. Kon offers insights into navigating tough markets, the value of work-life balance, and what it takes to attract and retain talent. Tune in for an honest discussion about entrepreneurial resilience and the future of staffing.  Key Points From This Episode:  [00:00:00] Introduction to Kon Kruglyak and Candidate IQ.  [00:01:07] Overview of Candidate IQ’s staffing model and services.  [00:02:14] Challenges in recruiting amid economic shifts.  [00:03:04] The impact of economic conditions on recruitment strategies.  [00:06:19] Strategies for business resilience during downturns.  [00:07:12] Persistence and relationship-building in the recruiting industry.  [00:09:43] Key skills learned from corporate recruiting experience.  [00:15:12] Reflections on pursuing an MBA and its entrepreneurial impact.  [00:18:45] Gaining new problem-solving skills and networks through an MBA.  [00:19:27] Early strategies for generating business for Candidate IQ.  [00:21:19] Long-term vision: hiring and scaling the business.  [00:25:32] Balancing prospecting with service delivery.  [00:28:47] Staying resilient through rejection and market challenges.  [00:32:11] Lessons from starting a business in a downturn.  [00:39:04] Work-life balance, transparency, and culture for retaining talent.  [00:45:18] Reflections on productivity, flexibility, and the entrepreneurial journey.  [00:47:33] Kon’s vision for Candidate IQ over the next year.  Links:  Kon Kruglyak on LinkedIn: https://www.linkedin.com/in/konkruglyak/ Candidate IQ: https://thecandidateiq.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes

    49 min
  5. Building Beyond Boundaries: Kurt Schnakenberg's Journey from Chicago Brass to ADBM

    NOV 26

    Building Beyond Boundaries: Kurt Schnakenberg's Journey from Chicago Brass to ADBM

    In this episode of Retained Trust, host Karl Hughes sits down with Kurt Schnakenberg, co-founder of Chicago Brass and ADBM, to discuss his entrepreneurial journey and the innovative approaches he’s using to redefine his industries. From building a niche architectural consulting firm to launching ADBM—a pioneering agency offering ethical offshore staffing solutions—Kurt shares insights into scaling businesses, creating value through specialization, and maintaining authenticity in leadership. He emphasizes the importance of empathy in global workforces and discusses how to navigate challenges like onboarding, customer resistance, and balancing multiple ventures. Tune in for actionable strategies, hard-won lessons, and a candid look at the highs and lows of entrepreneurship.  Key Points From This Episode:  [00:00:00] Karl introduces Kurt Schnakenberg and starts with a light-hearted conversation about hats and personal presentation.  [00:02:45] Kurt discusses his role at Chicago Brass and how appearance has influenced his interactions in the industry.  [00:05:12] Kurt describes the founding of Chicago Brass and its focus on high-end architectural hardware.  [00:06:58] Challenges in the building materials industry spark the creation of ADBM to address inefficiencies.  [00:08:42] Kurt explains the pivot to staffing and the importance of simplicity in the business model.  [00:10:33] Indicators of product-market fit: strong early demand and straightforward sales conversations.  [00:13:17] Ethical offshoring: maintaining fair wages, treating offshore staff with respect, and building long-term relationships.  [00:17:05] Navigating challenges in onboarding remote staff and addressing resistance within client companies.  [00:18:55] Tapping Kurt's network for initial growth and scaling the new business.  [00:24:05] Balancing time and emotional energy between Chicago Brass and ADBM.  [00:30:02] The advantages of niche focus and how it strengthens credibility and client trust.  [00:36:15] Managing the emotional highs and lows of entrepreneurship through metrics and reflection.  [00:40:15] Structured decision-making through assigning roles like optimist, pessimist, and pragmatist.  [00:43:50] Book recommendations for entrepreneurs: Rework by Jason Fried and Boutique by Greg Alexander.  [00:46:15] Kurt shares his one-year goals for ADBM: reaching 150 placements and delegating the sales role.  Links:  Kurt Schnakenberg on LinkedIn: https://www.linkedin.com/in/kurtschnakenberg/ ADBM: https://adbm.agency/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com

    48 min
  6. Building Businesses That Last: Karl and Manny’s Journey

    NOV 19

    Building Businesses That Last: Karl and Manny’s Journey

    In this episode of Retained Trust, host Karl Hughes invites his business partner and close friend, Manuel Weiss, to share their dynamic journey of entrepreneurship, partnership, and building lasting businesses. From Manuel’s early days in Vienna founding a tech startup to Karl’s evolution from software engineer to content marketing entrepreneur, the duo discusses their shared experiences, lessons learned, and the foundational trust they’ve built along the way. They reveal the intricacies of starting and scaling businesses like Draft.dev and The Podcast Consultant, emphasizing the importance of transparency, strategy, and leveraging strengths in a partnership. Tune in to explore their vision for building a portfolio of niche service businesses and hear candid insights on navigating work-life balance, acquisitions, and team building. Key Points From This Episode:[00:00:00] Manuel shares his entrepreneurial background and early career in Austria. [00:02:14] Karl introduces his career trajectory and the foundation of Draft.dev. [00:07:03] How Karl and Manuel reconnected and the origins of their partnership. [00:10:50] Initial experiments, including an online course, and the shift to buying businesses. [00:16:30] The decision to focus on podcast production as a scalable niche service. [00:20:15] Challenges and insights from the acquisition of The Podcast Consultant. [00:27:45] Manuel and Carl discuss the importance of building strong team culture. [00:35:20] Raising prices and refining client portfolios to optimize revenue and margins. [00:41:12] The value of documentation, systems, and async work in a remote partnership. [00:45:48] Balancing entrepreneurial ambitions with the realities of family life. [00:52:30] Their long-term vision for a portfolio of sustainable niche businesses. Links:Manuel Weiss on LinkedIn: https://at.linkedin.com/in/manuelweissKarl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughesProduction and editing by The Podcast Consultant: https://thepodcastconsultant.com

    59 min
  7. EP.03 - From Sales to Startup: Jared Gibson’s Insights on Building a LinkedIn-Focused Agency

    NOV 12

    EP.03 - From Sales to Startup: Jared Gibson’s Insights on Building a LinkedIn-Focused Agency

    In this episode of Retained Trust, host Karl Hughes is joined by Jared Gibson, co-founder of Outworks, a marketing agency helping founders and executives build influence on LinkedIn. Jared shares his transition from a traditional sales role to entrepreneurship and discusses the journey of launching Outworks, from initial networking strategies to developing scalable, targeted content. They explore Jared’s approach to personal branding, tactics for leveraging LinkedIn’s algorithms, and the importance of building a consistent presence. Jared also dives into the role of partnerships and the mental resilience required for early-stage founders, giving listeners a behind-the-scenes look at the Outworks strategy and growth model. Whether you're a founder looking to grow your LinkedIn audience or curious about agency life, this episode offers key insights on navigating the modern digital landscape. Key Points From This Episode: [00:01:03] Jared’s video strategy for LinkedIn: creating short-form, conversational content. [00:06:10] Insights on LinkedIn’s algorithm and how engagement drives reach. [00:07:11] The mission of Outworks: helping founders build networks and consistent content on LinkedIn. [00:12:19] Jared’s journey from VP of Sales to marketing strategist and entrepreneur. [00:16:17] The role of adaptability and learning in starting Outworks. [00:19:26] How partners influence Jared’s approach to business and Outworks’ service expansion. [00:22:11] The importance of maintaining a consistent pipeline for growth. [00:24:27] Diversifying lead generation through referrals and partner networks. [00:31:13] Outworks’ client strategy: creating LinkedIn content through interviews and ghostwriting. [00:34:09] Building repeatable systems for LinkedIn optimization and content management. [00:40:35] Reflections on the mental resilience needed for entrepreneurship. [00:42:08] Benefits and challenges of having business partners in a startup. [00:49:34] Book recommendations and resources for founders focused on growth and resilience. Links: Jared Gibson on LinkedIn: https://www.linkedin.com/in/jaredoutworks/Outworks: https://outworks.io/Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughesProduction and editing by The Podcast Consultant: https://thepodcastconsultant.com

    52 min
  8. EP.02 - Building Strong Roots: Shannon Beasley on Local SEO and Growth Strategies

    NOV 5

    EP.02 - Building Strong Roots: Shannon Beasley on Local SEO and Growth Strategies

    In this episode of Retained Trust, host Karl Hughes sits down with Shannon Beasley, founder of Acorn to Oak Strategies, to discuss her path from a biomedical engineering student to a local SEO agency owner. Shannon shares how her experiences in project management and sales eventually led her to build a business that focuses on empowering small and medium-sized enterprises (SMEs). Together, they delve into the nuances of local SEO, client acquisition, and the importance of personal growth as an entrepreneur. With insights into managing client expectations, balancing family life, and setting impactful goals, Shannon’s journey offers inspiration for anyone considering their entrepreneurial leap. Join the conversation to learn actionable strategies for digital growth and the mindset shifts that fuel long-term success. Key Points From This Episode: [00:02:01] Shannon explains the meaning behind “Acorn to Oak” and her company’s mission. [00:03:45] Diving into local SEO and its importance for small businesses. [00:04:55] Challenges and educational aspects of working with local clients. [00:06:23] Balancing technical knowledge and client expectations in digital marketing. [00:07:30] Shannon’s unexpected path from engineering to local SEO. [00:08:55] Gaining experience in marketing through an early role at a global retailer. [00:12:05] Shannon’s transition from corporate project management to starting her own business. [00:15:22] Key strategies Shannon used to acquire her first clients, including networking. [00:17:00] Testing cold-calling approaches and client-specific outreach techniques. [00:20:01] The role of business networking groups like BNI in early client acquisition. [00:22:07] Karl and Shannon discuss SEO as a long-term strategy for agency growth. [00:23:00] Setting and checking quarterly goals for business progress. [00:24:55] Managing time and prioritizing tasks to balance client work and business growth. [00:27:10] Navigating challenges with partnerships and maintaining high standards. [00:30:55] Client relationships and challenges of scaling service delivery. [00:33:05] Hiring specialists and setting up a supportive team structure. [00:35:40] Shannon's approach to finding talent and balancing cost and quality. [00:38:47] Potential and challenges in hiring sales and delivery roles overseas. [00:41:15] Reflections on entrepreneurship, family, and balancing roles. [00:43:45] The mindset shift from employee to business owner. [00:46:16] The importance of continuous learning and seeking mentors. [00:47:54] Karl and Shannon discuss influential books and ongoing learning as entrepreneurs. [00:51:15] Shannon’s one-year vision for Acorn to Oak, focusing on growth and client relationships. Links: Shannon Beasley on LinkedIn: https://www.linkedin.com/in/shannonpbeasley/Acorn to Oak: https://www.acorntooakstrategies.com/Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughesProduction and editing by The Podcast Consultant: https://thepodcastconsultant.com

    54 min
  9. EP.01 - Navigating Personal Branding with Sunny Shah: Community, Creativity, and Entrepreneurship

    OCT 28

    EP.01 - Navigating Personal Branding with Sunny Shah: Community, Creativity, and Entrepreneurship

    In this episode of Retained Trust, host Karl Hughes sits down with Sunny Shah, founder of SunnyCreators, a digital marketing and personal branding agency. At just 28, Sunny has built his name in Chicago’s entrepreneurship and creator space through authentic community-building efforts like his Chicago Dinner Club. The conversation explores Sunny’s path from academia and entrepreneurship education to leading a personal branding agency, highlighting his passion for social media, psychology, and marketing. Sunny shares practical insights on scaling personal brands on LinkedIn, the power of organic networking, and the challenges and joys of entrepreneurship. Listen in as they delve into the emotional side of building a business, scaling efforts, and finding a balance between passion and profitability. Key Points From This Episode: [00:00:57] Introduction of Sunny Shah and SunnyCreators [00:02:04] Sunny’s early attraction to entrepreneurship and community building [00:03:52] Journey into starting a digital marketing agency and building SunnyCreators [00:04:58] Sunny’s approach to social media marketing, short-form videos, and personal branding [00:08:00] Building community through Chicago Dinner Club and networking [00:09:56] Transition from teaching entrepreneurship to starting an agency [00:12:04] Lessons from landing clients and developing personal branding strategies [00:22:58] Viral success on TikTok and Instagram and what it takes to replicate it [00:36:01] Why personal branding on LinkedIn is key for business leaders [00:42:00] Sunny’s leap into Full-time Entrepreneurship and handling uncertainty Links: Sunny Shah on LinkenIn: https://www.linkedin.com/in/sunnyshahflow  Sunny Creators: https://sunnyteams.com/Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughesProduction and editing by The Podcast Consultant: https://thepodcastconsultant.com

    53 min
  • 9 Episodes

About

Want to know what it takes to build, scale, and sell your agency? Retained Trust is a weekly podcast where host Karl Hughes goes deep with digital service business owners to uncover the habits, tactics, and strategies they’ve learned to grow successful companies. Along the way, you’ll hear about Karl’s journey running and acquiring niche digital agencies as he learns from guests with a variety of backgrounds and experience levels.

Information

  • Creator
    Karl Hughes
  • Years Active
    2K
  • Episodes
    9
  • Rating
    Clean
  • Copyright
    © Copyright 2024 Karl Hughes
  • Show Website
    Retained Trust

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