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Most brands are trying to persuade people instead of understanding what actually makes them care. Kevin Perlmutter shows why the real competitive advantage is emotional insight—and how the brands that win are designed around how people want to feel. Carol Schultz sits down with Kevin, founder and chief brand strategist at Limbic Brand Evolution and author of Brand Desire, to unpack why traditional brand strategy often misses the mark. Kevin explains how his work in neuroscience and behavioral science reshaped the way he thinks about customer motivation, loyalty, and messaging—and why survey-based research and old-school “proof points” can keep companies stuck in their own assumptions. You’ll discover: Why emotion, not logic, is the biggest driver of brand loyaltyHow implicit association testing reveals subconscious responses that traditional surveys missThe difference between smart emotional marketing and manipulationWhy brand strategy must be built from customer insight, not internal opinionHow to create a brand idea that acts as a benefit and invitation, not an “about us” statement Kevin shares the story of helping the ATT Performing Arts Center shift from “staging the amazing” to “yours to discover,” a simple change that opened the door to a broader audience and still guides the organization today. He also breaks down how B2B brands can shorten the sales cycle by speaking to human motivations, not just business features. This conversation also tackles the bigger picture: why brand strategy and business strategy need to work together, why product quality still matters, and why the best positioning comes from what your customers already feel, say, and return for. If you’re an entrepreneur, marketer, or leader trying to attract the right customers without sounding generic, manipulative, or forgettable, this episode gives you a sharper way to think about brand strategy—and a better way to build something people actually want. Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Connect With Guest Kevin Perlmutter Find out more about Kevin at Limbic Brand Evolution and LinkedIn, and find his book Brand Desire Want to be our next guest? Email [email protected] with your information. And of course, click "follow" to stay up to date on new episodes and leave an honest review/rating to let us know what you thought!

What if the fastest way to grow your business was to build tools for your own team first? Carol Schultz sits down with Socrates Bueno, founder and CEO of CVG Construction Management, to reveal how he turned an internal operational need into a lean, scalable business model that serves clients across the U.S. and Latin America. Socrates shares how CVG evolved from a traditional construction management firm into a company that also develops industry-specific software and AI tools, including IPM and MediaLounge. Those tools were born inside the business to solve real problems, then refined over years of live projects until they became a differentiator for other firms and developers. You'll discover:Why CVG pre-qualifies contractors before bidding, and how that protects quality as well as costThe real reason 95% of their business comes from referralsHow his team uses transparency, accountability, and real-time communication to build client trustWhy he believes companies should create leaders, not just manage employeesHow a remote-first, results-based culture survived COVID and became a competitive advantage Carol and Socrates also unpack the difference between wanting growth and being committed to it, the risks of finger-pointing in complex projects, and why the best client relationships are built when the owner feels like a true partner, not just a customer. This conversation is especially valuable if you're leading a service business, managing complex projects, or trying to scale without losing trust, culture, or control. If you want a practical look at how operational discipline, honest communication, and leadership development drive long-term growth, this one is worth your time. Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Connect with Guest Socrates Bueno Find out more about our guest Socrates Bueno and his company at CVG Construction Management and LinkedIn Want to be our next guest? Email [email protected] with your information. And of course, click "follow" to stay up to date on new episodes and leave an honest review/rating, letting us know what you thought!

"AI isn't replacing human connection — it's making it more valuable than ever.", Morana Mizrahi In this episode, Morana Mizrahi, co-founder and COO of Rebillia Platform, shares insights on how AI is transforming business operations, strengthening leadership authenticity, and fostering better client relationships. This conversation explores why the most successful leaders in the AI era won't be the ones who automate everything, but the ones who lead with authenticity, build real relationships, and use AI to create more time for what matters most. Discover practical tips for leveraging AI to boost productivity and maintain genuine connections. We discussed: ◼ Why AI should free people to build stronger relationships — not replace them ◼ How authentic leadership is becoming the biggest competitive advantage in business ◼ Why the future belongs to leaders who manage AI instead of letting AI manage them ◼ How automation helped a startup grow without laying off a single employee ◼ Why being more human—not more corporate—is the key to thriving in the AI era 🎧 Find us Spotify: https://open.spotify.com/show/72jbAC9Hk4P0EH9wxW1vy4?si=b0eab40cecc343e3 Apple Podcasts: https://podcasts.apple.com/us/podcast/evolving-your-workplace/id1562180951 Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up to date on new episodes and leave an honest review/rating, letting us know what you thought! Connect with Morana Mizrahi Find out more information about Morana and her company on LinkedIn and Rebillia Platform

In this week's episode of Throwback Thursday we revisit my conversations with Jimmy Rayford. The episode got so much great feedback that we thought it was necessary to revisit it. "People don't check their personal lives at the door—and pretending they do just makes it show up somewhere else." – Jimmy Rayford In this week's episode, Carol Schultz sits down with Jimmy Rayford, CEO of Dealers Wholesale, to challenge the old-school belief that "work is work, personal is personal"—and to share the tried-and-true technique leaders can use to build real connection with their teams. Jimmy explains why suppressing what's happening in people's lives doesn't make it disappear—it just resurfaces in the work—and why the single most powerful move a leader can make is to model the openness they want to see. They dig into how simple rituals like "share something good" check-ins and Personal Growth Mondays turn ordinary meetings into genuine connection, why Jimmy embraced the role of "Chief Reassurance Officer" during COVID, and how a leader can build a culture of care without forcing anyone to overshare. The episode closes with candid talk on empowering your team, avoiding the founder-CEO bottleneck, and knowing when to give someone "enough rope"—plus Jimmy's parting advice on finding the environment that brings out your best work. Takeaways 1. "Work is work, personal is personal" is outdated—people bring their whole selves to work whether leaders acknowledge it or not. 2. You can't ask employees to be open and transparent while everything about you stays closed—modeling comes first. 3. The most effective connection technique is simple: model the behavior you want to drive. 4. Small, consistent rituals (like weekly "good news" shares) build deep familiarity over time. 5. Personal Growth Mondays and deep-question prompts create space for real vulnerability—voluntarily. 6. Timing matters: expect early adopters, late adopters, and never-adopters, and focus on whoever shows up. 7. Vulnerability from a leader creates a "permission structure" for the whole organization. 8. Smaller companies offer outsized impact—your decisions actually matter and you can see the results. 9. Founder and CEO leaders risk becoming the bottleneck by involving themselves where they're not needed. 10. Give people "enough rope"—but calibrate how much based on their track record and the stakes of the decision. Chapters 00:00 Intro: Why "work is work, personal is personal" couldn't be further from the truth 00:51 What Dealers Wholesale does & Jimmy's role as CEO 02:38 Why the smallest company he's worked for became the best chapter of his career 04:11 The hidden cost of bureaucracy and office politics in large organizations 05:30 The former CEO who stayed on—and a 38-year lesson in humility and loyalty 07:48 The death of the "company guy" and why companies aren't loyal anymore 09:58 How getting older changed Jimmy's view on bringing your whole self to work 11:24 Becoming "Chief Reassurance Officer" during COVID 13:53 The tried-and-true technique: model the behavior you want to see 14:53 Vulnerability in action: why leading through emotion builds trust 21:19 "Share something good": how small check-ins build connection over time 21:47 Personal Growth Mondays & the 365-question ritual 22:46 Timing, adopters, and focusing on who shows up 24:40 Why shared vulnerability makes leaders more open and sensitive 30:58 Building a leadership team empowered to call you out 31:27 Avoiding the founder-CEO bottleneck 32:47 Giving people "enough rope" and situational leadership 33:56 The one thing Jimmy would solve to unlock business growth 35:58 Final thoughts: take a true inventory of what really matters to you Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

Summer break just won't quit, so here's another edition of Throwback Thursday with one of Carol's favorite Venture Capitalists and a hell of a good guy. If you’re curious about the process of venture capital (VC) funding or looking to get funding, this episode is for you. Host Carol Schultz sits down with Seth Levine of the prestigious VC firm Foundry. Whether you're an eager founder, a startup dreamer, or just VC-curious, Seth cuts through the noise, sharing hard-won insights on when to actually seek funding, why VC money might not be as glamorous as you think, how to successfully pitch investors, and what sets standout founders apart. Carol and Seth also dig into the toughest founder challenges, from when to bootstrap versus raise capital, to smart hiring as you grow. Packed with practical advice, stories from the trenches, and candid wisdom about navigating the funding world, this episode will help you avoid the common pitfalls and make smarter choices for your company’s future. Tune in for a straight-talking look inside the journey to funding a business. Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

It's vacation time for us, so here's another Throwback Thursday. For leaders seeking guidance on building a winning culture, this one is for you. In this conversation Carol Schultz speaks with Jason Andrews, multiple time founder, expert in space travel, and the current Cofounder & CEO of Orbite. Carol and Jason discuss the intricacies of building a company that retains talent and the challenges of entrepreneurship. They also explore the importance of company culture, effective marketing strategies, and the financial aspects of running a startup. Jason shares insights from his journey with Orbite, emphasizing the need for vision, adaptability, and the right team to succeed in a rapidly evolving industry. This is an episode you won't want to miss. Takeaways Creating a company that people don't want to leave is essential for success.Building a strong team and company culture is crucial for retention.Every entrepreneur faces challenges, and adaptability is key.Funding strategies can vary; organic growth is often beneficial.The future of space travel is becoming more accessible to the public.Effective marketing and customer engagement are vital for growth.Understanding your ideal customer profile is essential for targeting.Vision and mission drive the company forward and inspire the team.Entrepreneurship requires a unique mindset and resilience.Learning from failures is part of the entrepreneurial journey. Chapters 00:00 Creating a Company People Don't Want to Leave 01:11 The Vision Behind Orbit and Human Spaceflight 03:18 The Challenges of Building a New Industry 06:21 Employee Retention in Startups 10:14 Qualities of a Successful Entrepreneur 12:47 Funding Strategies for Startups 17:15 Advice for Aspiring Entrepreneurs 19:20 Understanding Space Training Costs 22:08 The Adventure of Space Training 24:58 Overcoming Perceptions of Space Travel 28:07 Marketing Challenges in the Space Industry 30:25 Building a Mission-Driven Team 32:43 Navigating Growth and Resource Limitations 35:47 The Journey of Entrepreneurship 40:41 Navigating Space Experiences and Virtual Operations Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, and Instagram. Find out more about our guest, Jason Andrews, and his company at Orbite Space, LinkedIn, and Instagram Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

We're on a much needed vacation as we typically are in August, so it's time for Throwback Thursday. Curious to learn more about Founder’s syndrome, or working for someone who may have it? This episode is for you. Host Carol Schultz teams up with social impact entrepreneur Sophia Shaw to dive deep into the tricky dynamics of founder syndrome. From understanding why founders struggle to let go, to practical strategies for succession planning and building a culture that supports new leadership, the conversation is packed with real-world stories and actionable advice for both founders and their teams. Whether you’re just starting your business or looking for ways to future-proof your organization, you won’t want to miss these insights on evolving—without losing what makes your company unique. Hit play and start evolving your workplace today. Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

One in four employees is seriously mentally distressed — and it's rarely about the person; it's about the workplace itself! This conversation dives into why workplace mental health is quietly collapsing, the hidden cost of untrained managers, and the simple systems — from tracked airtime to two-minute check-ins — that can turn a toxic culture around. We discussed: ◼ Why depression rates tripled during the pandemic and never came back down ◼ How one Gallup number predicts 70% of your team's engagement ◼ The two simple questions that instantly rebuild trust with your team ◼ Why fixing individuals is solving for the completely wrong problem ◼ How one CEO's 30,000 handwritten notes turned a failing company around 🎙️ Host: Carol Schultz LinkedIn: https://www.linkedin.com/in/carolbschultz/ Vertical Elevation: https://www.linkedin.com/company/vertical-elevation/ 🎤 Guest: Laura Putnam LinkedIn: https://www.linkedin.com/in/lauraputnam/ Motion Infusion: https://www.linkedin.com/company/various-schools-and-organizations/ 🎧 Find us YouTube: https://www.youtube.com/@EvolvingYourWorkplace Spotify: https://open.spotify.com/show/72jbAC9Hk4P0EH9wxW1vy4?si=b0eab40cecc343e3 Apple Podcasts: https://podcasts.apple.com/us/podcast/evolving-your-workplace/id1562180951 Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

A company with no staff, no payroll, and no traditional org chart — just AI models, subscriptions, and 300 hand-picked consultants! How a business scales with zero employees: AI-powered prospecting, brutal consultant vetting, deliberately thin 33% margins, virtual CIOs delivering 400% ROI, and why vendors are keeping the AI savings their clients deserve. We discussed: ◼ Why a firm deliberately keeps just 33% margin while competitors keep 60% ◼ How interviewing 800 consultants during COVID built a 300-person network ◼ The single interview question that exposes technologists who can't think like executives ◼ Why fractional leadership commonly delivers 400% ROI in the mid-market ◼ The "AI dividend" your suppliers are banking as margin instead of passing to you 🎙️ Host: Carol Schultz LinkedIn: https://www.linkedin.com/in/carolbschultz/ Vertical Elevation: https://www.linkedin.com/company/vertical-elevation/ 🎤 Guest: Jeff Roberts LinkedIn: https://www.linkedin.com/in/robertsjeff/ Innovation Vista: https://www.linkedin.com/company/innovationvista/ 🎧 Find us YouTube: https://www.youtube.com/@EvolvingYourWorkplace Spotify: https://open.spotify.com/show/72jbAC9Hk4P0EH9wxW1vy4?si=b0eab40cecc343e3 Apple Podcasts: https://podcasts.apple.com/us/podcast/evolving-your-workplace/id1562180951 Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

"Businesses don't fail because of what they do. They fail because of everything else." – Michael Sakata In this week’s episode, Carol Schultz sits down with Michael Sakata, President & CEO of the Maryland Transportation Builders and Materials Association (MTBMA), to discuss how federal policy decisions are impacting small businesses, contractors, and transportation firms across the country. The conversation centers on recent changes to disadvantaged business enterprise (DBE) programs, the uncertainty created by shifting regulations, and what business owners can do when the rules suddenly change. Michael explains how the removal of race-based criteria from DBE certification has created new questions for businesses that have relied on these programs for decades. Rather than focusing on politics, the discussion explores the practical realities facing contractors, engineers, and small business owners as they navigate evolving requirements, funding concerns, and changing government priorities. Carol and Michael also dive into the role of relationships in business success, why networking matters more than ever, and how organizations can remain resilient during periods of uncertainty. The episode closes with lessons on leadership, communication, membership growth, and the importance of staying engaged with industry associations and policymakers. Michael shares how MTBMA has more than doubled its membership under his leadership and why consistent communication remains one of the most important drivers of retention and long-term success. TakeawaysFederal policy changes can create significant uncertainty for small businesses.Changes to DBE certification programs are forcing many companies to reassess their strategy.Business owners should focus on impact rather than politics when evaluating policy decisions.Strong relationships often matter more than formal programs or certifications.Companies that stay engaged with industry groups are better positioned to adapt to change.Infrastructure remains one of the few areas that continues to receive bipartisan support.Consistency and predictability are critical for business growth and planning.Communication is one of the strongest drivers of member, customer, and employee retention.Successful organizations create value through networking, advocacy, and education.Leaders must focus on what they can control rather than reacting to every external change.Trade associations can give businesses a stronger collective voice with policymakers.Growth often comes from listening closely to members, customers, and stakeholders. Chapters00:00 Intro: How federal decisions impact everyday businesses 01:05 Michael Sakata's role and the mission of MTBMA 02:19 Changes to disadvantaged business enterprise (DBE) programs 03:40 What the new certification landscape means for small businesses 05:10 Why uncertainty creates challenges for business owners 06:22 Relationship-building vs. government-supported opportunities 08:19 The original purpose of DBE programs and ongoing debates 10:30 Advice for businesses navigating regulatory changes 11:44 How disadvantaged business status has changed 13:38 Political perspectives and the impact on transportation businesses 15:04 Why businesses need consistency to thrive 17:35 What business owners can do when policies change 18:04 Infrastructure as a rare bipartisan issue 19:45 Michael's career journey into transportation advocacy 20:36 Legislative wins and improving transportation safety 22:14 Why trade associations can influence policy effectively 23:54 The secret behind a 96%+ membership retention rate 26:38 Creating value for members through networking and advocacy 30:28 Collaboration between transportation organizations across states 32:21 Managing change instead of being controlled by it 34:02 How MTBMA more than doubled its membership 36:10 Final thoughts and closing remarks Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

In this week's episode, Carol Schultz sits down with Beth Goff- McMillan, CEO of SKG and founder/CEO of FOLIO, to dig into how office design has completely transformed since COVID—and why most companies are stuck in what Beth calls a "vortex of confusion" about what their workspace should even be. Beth shares 30 years of industry insight on the shift from rigid cubicle layouts to fully open offices to today's hybrid chaos, and explains why the real question leaders need to ask isn't "what furniture do we buy" but "why do we even need an office." They get into what makes employees actually want to come back in (hint: it's not ping pong tables), the most expensive and most overlooked design mistakes companies make, and how a simple employee survey can save a business tens of thousands of dollars. The episode wraps with a look at FOLIO, the tech platform Beth built to drag a notoriously slow-moving industry into the SaaS era. Takeaways Most leaders are stuck on "what" to put in their office instead of asking "why" they need an office at all.Return-to-office policies alone don't drive engagement or productivity—you need clear KPIs tied to purpose.Employee surveys (before AND after a redesign) can prevent massively expensive, unused investments.Noise and acoustics should be the #1 design priority post-COVID—people need more visual/sound barriers, not fewer.Gimmicks like ping pong and shuffleboard tables rarely get used and often signal a lack of real design intent.Storage and file cabinets are some of the most expensive—and most unnecessary—line items in office design."Resi-mercial" design (home-like textures, plants, varied seating) makes employees feel more connected and productive.Large conference rooms often go underused—flexible lounge spaces can replace them entirely.Workplace design decisions involve far more stakeholders than people expect: C-suite, facilities, HR, IT, and legal.The furniture/design industry is still behind on technology—and AI-driven tools are starting to close that gap. Chapters 00:00 Intro: How office spaces have transformed since COVID 01:49 What SKG actually does (workplace strategy, design, furniture procurement) 03:10 30 years of office evolution: from Dilbert cubicles to fully open floors 05:33 The "vortex of confusion"—why nobody has a playbook anymore 07:07 Shifting the conversation from "what" to "why" 09:24 Three things every workspace needs to succeed post-COVID 11:29 "I wanted to earn their commute"—how design changed employee behavior 12:48 Why noise and acoustics should be priority #1 14:21 Dress codes, client expectations, and reading the room 16:17 Two things to leave out of your office (gimmicks & excess storage) 18:41 Bringing "resi-mercial" design into the workplace 23:11 Who SKG actually meets with—from CEOs to facilities to legal 25:19 The survey that saved a client from a costly coffee bar mistake 28:21 Redesigning SKG's own HQ: what worked and what didn't 33:04 The privacy/acoustics fail—and how they fixed it 36:47 Why Beth joined SKG and what keeps her there 11 years later 39:03 Folio: building the first SaaS tool for the furniture dealership industry 43:11 Current bottlenecks: training talent in a fast-changing industry 45:00 Final thoughts Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

“Lead yourself before you lead others.” – Jane Monroe In this week’s episode, Carol Schultz sits down with Jane Monroe, founder of Embrace the Grape Beverage Catering, to explore one of the most overlooked leadership skills: self-awareness. What started as a conversation about leadership quickly became a masterclass on blind spots, delegation, personal growth, and building teams that can lead themselves. Jane shares the unexpected story of how a bride’s wedding problem led her to launch a completely new business during the 2008 financial crisis. From there, she introduces her framework for leadership cohesion, breaking down the four versions of ourselves—the known self, blind self, hidden self, and mystery self—and explains how understanding each one can transform the way we lead. Carol and Jane discuss why many leaders struggle with control, how delegation creates stronger organizations, and why hiring people who compensate for your weaknesses is a competitive advantage. They also dive into trust, employee empowerment, succession planning, and the importance of balancing logic with intuition to become a more whole-brained leader. The episode closes with practical lessons for leaders looking to build high-performing teams, uncover their blind spots, and create workplaces where accountability starts from within. Takeaways • Self-awareness is the foundation of effective leadership. • Blind spots can limit growth until someone helps uncover them. • Great leaders learn to lead themselves before leading others. • Growth happens when you step outside your comfort zone. • Delegation allows leaders to focus on their strengths. • Hiring for your weaknesses creates stronger teams. • Employees perform better when given ownership instead of micromanagement. • Different perspectives often produce better outcomes than one leader working alone. • Strong cultures are built on trust, communication, and accountability. • Encouraging employees to “manage up” creates healthier organizations. • Leadership exists at every level—not just in management positions. • Balancing emotional intelligence with logical thinking leads to better decisions. Chapters 00:00 Intro: Why self-awareness separates great leaders from everyone else 01:11 Meet Jane Monroe & the story behind Embrace the Grape 02:19 The bride who accidentally created a business opportunity 04:29 Turning blind spots into entrepreneurial breakthroughs 07:01 The four selves: known, blind, hidden, and mystery 09:37 Why growth requires getting comfortable being uncomfortable 11:54 Leading yourself before leading others 13:51 A powerful framework for humility and leadership 15:58 Learning to let go: delegation and control 17:03 Hiring for your weaknesses instead of your strengths 18:13 Diversity of thought and avoiding groupthink 19:15 How delegation unlocks team growth 20:05 Empowering employees through trust and ownership 21:41 Giving people opportunities to exceed expectations 22:41 When employees redesign your plans for the better 23:09 Managing up: why leaders need feedback too 24:05 Building a culture of accountability with part-time teams 25:38 Hiring experienced professionals and maintaining low turnover 26:39 Supporting employees through major life transitions 27:35 Succession planning when family doesn't want the business 29:12 Whole-brain leadership: balancing emotion and logic 31:38 Final thoughts & closing remarks Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

"Don't ask what I would do. Ask what's best for the patient." – Amit Gir, MD In this week's episode, Carol Schultz sits down with Amit Gir — physician, entrepreneur, and CEO of Phox Health — to dig into one of the most underrated leadership challenges: creating a culture where employees take real ownership, instead of waiting to be told what to do. Amit shares how he built a remote-first healthcare logistics company across 12 states and two continents, almost entirely by learning when to let go — and who to let run. Amit explains why the best leaders learn every inch of the business before delegating it, how to tell the difference between micro-feedback and micromanagement, and why he has a strict rule of never taking credit for a good idea. They also get into the messier side of leadership — what happens when someone doesn't show ownership, how fear-based cultures quietly kill companies, and why giving employees "the rope" is the only way to find out who will climb and who won't. The episode closes with Amit's core belief: when the mission is bigger than the manager, ownership stops being a personality trait and starts becoming company culture. Takeaways Learn the business deeply before you hand it off — you can't manage what you don't understand.Hire people who can teach you something, not just execute your ideas.The best hires are the ones who eventually do the job better than you could.Passing ownership means giving a rough playbook — then getting out of the way.Never own a good idea. Only own the bad outcomes.Micro-feedback is about speed, not control — the faster the feedback, the faster the growth.Fear-based leadership creates silence, not performance.When the mission drives decisions — not the founder — ownership becomes instinct.A culture of feedback has to be modeled by the CEO first, every single day.Remote teams can scale — but only when built with intention, not just cost savings. Chapters 00:01 Intro: The real cost of employees who wait for permission 01:27 What Fox Health does and why it exists 02:22 From medical school to startup — Amit's founder origin story 05:20 What ownership actually looks like on Amit's team 08:35 The Atlanta hire — no resume, no healthcare background, full ownership 10:31 Giving employees the rope — risk, trust, and letting go 11:13 Why you should hire people who can replace you 12:24 The one instruction Amit gives every new hire 13:02 When ownership doesn't show up — and how to act fast 14:26 The credit rule: he never owns a good idea 15:06 Micro-feedback vs. micromanagement — where the line is 17:40 Leading by example when no one's watching 18:12 How to build a culture of feedback from the top down 19:21 Love vs. fear — which one actually builds better teams 22:08 Running a global remote team across the US, India, and Scotland 24:52 Gender dynamics in a global workforce 25:10 Why Fox Health ended up 50%+ female — by accident 28:46 Turning time zone gaps into a competitive advantage 32:35 Final thoughts: hire with purpose, not just for price Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

"If you don't plan for where your customers are moving, you're not going to have a business." – Melinda Powelson In this week's episode, Carol sits down with Melinda Powelson, CEO of Match Engine, to explore what brand survival really looks like when the industry you built your business on starts disappearing beneath your feet. From a Denver recycling company founded just after the first Earth Day to one of the earliest lead generation platforms on the internet, Match Engine's story is a masterclass in knowing when to pivot — and having the courage to actually do it. Melinda breaks down why so many businesses get left behind when industries shift, why watching trends and data is non-negotiable for long-term survival, and how her company is already preparing for the decline of paper shredding by moving into medical waste, electronic recycling, and AI-powered sales tools. Carol and Melinda also dig into the tension between embracing AI and protecting the human touch in customer relationships, why office paper shipments have dropped 36% since COVID, and what the Yellow Pages and Kodak teach us about ignoring the writing on the wall. The conversation also covers family business succession, founder syndrome, why 70–80% of family-run businesses fail between the first and second generation, the real difference between wanting something and committing to it, and why hiring people with a tolerance for change may be the single most important thing a leader can do right now. Takeaways Businesses that fail to track industry trends risk becoming the next Kodak or Yellow Pages.Office paper shipments in the U.S. have dropped 36% since COVID — document-heavy industries must adapt.Medical waste and electronic recycling are growth verticals as paper shredding declines.AI search is reshaping lead generation, and businesses that ignore it will fall behind.Using AI to enhance your team's performance is fundamentally different from using it to replace people.Customers in certain demographics still strongly prefer speaking to a human over a bot.Family business succession fails 70–80% of the time between the first and second generation.The baton handoff only works when the original founder is willing to fully let go.Commitment — not just wanting — is what separates entrepreneurs who make it from those who don't.Hiring for change tolerance is as important as hiring for skill.Women leaders may have a natural advantage in delegation and trust-based team building.A subscription revenue model offers stability that a pure lead-generation model cannot. Chapters 00:00 Intro: Office paper is down 36% — is your business paying attention? 01:09 Introducing Melinda Powelson and Match Engine 01:58 How it all started: Tri Our Recycling and the first Earth Day 02:34 Building a website in 1995 before Google existed 03:38 The birth of Shred Nations and early lead generation 04:09 Why the internet business was losing $20K a month — and how they fixed it 04:46 The fundamentals of pivoting: platform economics and customer value 06:19 Advice for leaders who know they're falling behind 07:09 "Fish where the fish are" — and the fish have moved 07:32 Why AI search is the next frontier for lead generation 09:37 Defining risk: changing what works today for an uncertain tomorrow 10:26 Match Engine's AI philosophy: enhance people, don't replace them 11:31 Why boomers won't talk to bots — and why that matters 12:28 Salesforce's AI hiring reversal as a cautionary tale 13:12 The value of people and hiring for change tolerance 13:57 How Melinda entered the family business (she was an English major) 15:09 The gradual baton handoff from father to daughter 16:16 Why family business succession fails 70–80% of the time 17:16 The personal commitment that made the difference 18:48 Eight years as CEO — and the three and a half that changed everything 19:23 Why CEOs need peer groups — and how hard they are to find 22:11 Founder syndrome and why women may be better at letting go 24:24 Planning your own exit from day one 26:19 Building a new team and saying hard goodbyes 27:27 Vision first, then team, then adapt 28:26 Industry shift: paper down, medical waste and e-recycling up 30:04 The Yellow Pages and Kodak lesson 30:56 Revenue targets and the move toward a subscription model Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!

“People don’t buy from logos—they buy from people.” – Rachel Gogos In this week’s episode, Carol Schultz sits down with Rachel Gogos, founder and director of strategy at brandiD, to unpack what it really takes to stand out in a world where nearly every business feels interchangeable. From AI-generated websites and generic branding to personal positioning and founder-led marketing, Rachel explains why businesses that feel human are winning trust while “commodity brands” are getting ignored. Rachel breaks down why so many companies fail to connect online despite spending money on websites, SEO, and content. She explains why founders themselves are often the biggest differentiator in a business, why audiences are becoming increasingly skeptical of AI-generated content, and how businesses can build stronger relationships by making customers feel seen instead of constantly talking about themselves. Carol and Rachel also discuss the growing importance of authenticity, messaging clarity, customer psychology, and why businesses must stop relying on shortcuts if they want long-term growth. The conversation also explores personal branding myths, why introverts can still build powerful brands, how LinkedIn differs from other platforms, and why consistency across websites, podcasts, social media, PR, and messaging is essential for modern businesses trying to survive in crowded markets. TakeawaysThe founder is often the strongest differentiator in a business.Customers increasingly want authentic, human brands.AI-generated branding can feel emotionally empty and mechanical.Businesses fail when they focus too much on themselves instead of customer pain points.Personal branding is not just for extroverts or influencers.Strong messaging starts with understanding the customer first.Websites alone don’t generate growth—marketing and positioning matter.Consistency across platforms builds stronger trust and authority.Many businesses abandon marketing strategies too early.SEO, copywriting, and brand positioning all work together as one ecosystem.Founder-led content performs especially well on platforms like LinkedIn.Differentiation comes from understanding what competitors are missing. Chapters00:00 Intro: Standing out in a commodity-driven world 02:35 Why founders are the biggest differentiator 03:37 Rachel Gogos on building brandiD and helping businesses grow online 04:29 Why outdated websites and weak messaging hurt brands 05:19 Budget mistakes businesses make early on 06:29 The problem with AI-generated websites and branding 07:50 Why authentic brands build stronger trust 08:12 Why founders should become the face of the business 10:38 Branding mistakes companies make too early 11:07 Why customer-focused messaging matters 11:28 The danger of constantly changing marketing strategies 12:37 Why audiences are getting tired of AI-generated content 13:39 Rachel’s entrepreneurial journey and starting brandiD 15:36 Personal branding vs. business branding 16:26 Why people buy from people 17:45 Combining founder branding with company branding 19:29 Building a full marketing ecosystem around a website 21:58 Word-of-mouth, Google, and personal branding as growth channels 23:25 Why many industries are becoming commoditized 25:53 Carol’s SEO and AEO growth strategy experience 28:02 Finding the right talent in SEO and marketing 31:38 Separating your business from competitors 32:40 How a cigar brand successfully differentiated itself 35:15 Building brand trust through consistency and community Connect With Host Carol Schultz Find more information about our host Carol Schultz and her company at Vertical Elevation, LinkedIn, YouTube, and Instagram. Want to be our next guest expert? Email [email protected] with your information. And of course, click "follow" to stay up-to-date on new episodes and leave an honest review/rating letting us know what you thought!