Stop drowning in business chaos - your SOPs are the life raft you need. In this game-changing episode, Susan Finch and Lany Sullivan expose why your team's knowledge hoarding is sabotaging growth and share their proven system for creating procedures that actually get used. They reveal why writing at a 5th-grade level isn't dumbing down - it's smartening up your business operations. From horror stories of employees creating secret binders to success stories of businesses transformed through proper documentation, this episode delivers the blueprint for organizing years of scattered procedures into one powerful system. Learn the exact folder structure, naming conventions, and review processes that turn procedural chaos into operational clarity. Whether you're a solopreneur ready to scale or managing a team that's reinventing the wheel daily, this episode provides the roadmap to document, delegate, and finally find joy in your work again. As always, we try to give you an action list you can do on your own: Immediate Actions (This Week): Create Your Hub • Set up a main folder called "SOPs," "Procedures," or your preferred name • Ensure it's in a shared drive accessible to your team • Remove individual access permissions temporarily if needed Assess Current State • List all the procedures you currently have documented • Identify which team members have created their own "personal" procedures • Note any critical processes that exist only in someone's head Choose Your Categories • Divide your business into main operational areas (e.g., Admin, Sales, Production) • Create main folders for each category • Keep it simple - aim for 4-7 main categories maximum Short-Term Actions (Next 2-4 Weeks): The Great Document Dump • Move ALL documents from subfolders into main category folders • Review for duplicates and conflicting versions • Don't panic - this temporary chaos leads to clarity Establish Naming Conventions • Agree on a team-wide naming system • Include dates, version numbers, or status (TBD, Complete, Archive) • Rename all documents consistently Create Missing SOPs List • For each category, list procedures that need documentation • Create placeholder documents titled "[Process Name] - TO BE COMPLETED" • Assign ownership and deadlines Medium-Term Actions (Next 1-3 Months): Develop Your SOP Template • Include: Purpose, Tools Needed, Step-by-Step Instructions, Screenshots • Add revision dates at the top • Create a video component for complex procedures Write Priority SOPs • Start with your "hit by a bus" procedures - the critical ones only you know • Use simple language (5th grade level) • Include where to find things, which buttons to click, what fields to complete Implement Approval Process • Create a procedure for creating procedures • Establish who approves new SOPs • Set review cycles for existing procedures Long-Term Actions (Ongoing): Build the Habit • Schedule weekly SOP time • Update procedures as processes change • Archive outdated versions rather than deleting Create Onboarding Materials • Develop a "Start Here" folder for new team members • Include how to navigate the SOP system • Add role-specific procedure lists Regular Maintenance • Quarterly reviews of high-use procedures • Annual audit of all SOPs • Celebrate when team members create or update procedures
You earned that certification. Now what? If you're like most professionals, you invested time and money into leveling up your expertise... only to let that shiny new credential sit quietly in your inbox, in your bank statement, rather than on your LinkedIn profile. Sound familiar? In this episode of Rooted in Revenue, I'm sharing the exact 14-day launch plan I use with clients to transform professional certifications into credibility, conversations, and clients. What you'll learn: Why the first 48 hours after certification are critical (and what to update first) The "badge reality check" that could be killing your credibility How one announcement postcard generated 10 quality conversations The LinkedIn "position hack" that notifies your entire network A complete checklist to implement in just 2 hours Whether you just completed training, earned a designation, or achieved any professional milestone, this episode gives you the roadmap to maximize your ROI. Episode highlights: [2:00] The trust signal you're not using effectively [5:00] Why print marketing still works in 2025 [8:00] Your 14-day certification launch plan [10:00] The part-time position trick for LinkedIn visibility Stop letting your credentials collect dust. It's time to make them work as hard as you did to earn them.
Join Susan Finch in this solo episode of Rooted in Revenue as she shares actionable strategies for maximizing your conference investment through smart pre-event marketing. Instead of relying on generic conference-provided graphics, Susan explains how to create your own branded announcements that showcase your attendance and build anticipation. Learn how to develop a comprehensive branding package, prepare custom graphics, update your digital presence, and create specialized landing pages that convert conference connections into lasting business relationships. From perfecting your business cards to optimizing your Google Business Profile, this episode covers everything you need to stand out at your next conference. Plus, get Susan's recommended tools for accessibility checking, scheduling, and analytics to ensure your marketing efforts deliver real ROI. Episode Highlights: Creating custom pre-conference announcement graphics Building a complete branding package for consistency Updating your digital footprint before events Designing conference-specific landing pages Essential free tools for marketing effectiveness Connect with Susan at susan@susanfinch.com or find her on LinkedIn.
Are you losing your best people and don't know why? In this final episode of our four-part series with Frederic Lucas-Conwell, founder of GRI.co, we tackle the most expensive problem in business: top talent walking out the door. Most companies think they understand why high performers leave. They're wrong. From boardroom battles to manager missteps, Frederic reveals the behavioral mismatches that drive your best people away—and the surprisingly simple changes that can keep them engaged. We discuss why CEOs and boards clash despite shared goals, what "engagement" really means (hint: it's not what most tools measure), and the one overlooked factor that matters more than perks, ping pong tables, or pizza Fridays. If you're tired of expensive turnover, bland exit interviews, and watching talent walk to your competitors, this episode delivers actionable insights you can use this week. No fluff, no corporate speak—just honest conversation about what actually works. All episodes from this series are here.
Moving your business email from one system to another sounds straightforward until it isn't. Susan learned this the hard way during a weekend-long migration that revealed every hidden complexity you never think to ask about upfront. In this episode, she breaks down the five critical questions every business owner must answer before switching email systems - questions that could save you from your own technical nightmare and budget explosion. The 5 Questions That Prevent Email Migration Disasters How big are your mailboxes, and where is your old mail stored? Large mailboxes with years of Sent/Deleted items cause export failures. You need to know mailbox sizes and whether users keep local PST files before you can estimate the timeline. Who will be available during the actual migration for testing and approvals? Migrations require live client participation for password resets, login approvals, and testing. Without committed availability, projects stall. How do your users actually access their email today? Classic Outlook, new Outlook, web-only, mobile apps - each requires different configuration steps. Mixed environments multiply complexity. What domains and aliases are tied to your current email system? Hidden alias domains and Microsoft's "ownership" of domains can prevent a clean cutover to Google. You need the complete domain picture upfront. Do you need to keep Microsoft Office apps or other integrations? Many businesses use Microsoft 365 for more than email. Licensing decisions affect migration approach and ongoing costs. Subscribe to Susan's blog for a series on this topic. Blog series on the topic of tech stacks and email migration.
Today's episode could save you 20% or more on overhead costs while boosting employee retention by up to 45%. My guest is Alane Boyd, Co-CEO of BiggestGoal.ai and workflow automation expert with nearly two decades in tech. But here's what sets her apart: instead of forcing you into complicated project management tools you'll hate, she works with what you already use and love. Alane's built her philosophy around "retention not replacement" - using automation to free your team for strategic work, not eliminate their jobs. She's a serial entrepreneur, three-time published author, and her tools were voted Best for Remote Work in 2022. In this conversation, we dive into real client examples, including a 70% time reduction in podcast production workflows, why most automation fails, and the one simple automation you can implement this week. Plus, Alane gets refreshingly honest about why being the "hero consultant" doesn't work. Links from this episode: Alane Boyd on LinkedIn BiggestGoal.ai Alane Boyd on LeaderGeneration Susan Finch on LinkedIn Rooted in Revenue with Patty Parobek from Mod Op Binky Patrol SusanFinch.com
Google First, AI Second: The Smart Agent Strategy Your prospects aren't abandoning Google - they're using it PLUS asking ChatGPT, Perplexity, and Claude for deeper research. Here's the reality: Google still processes 373 times more searches than ChatGPT. But the 1% of prospects using AI answer engines? They're your highest-intent leads spending 23+ minutes researching before they ever call an agent. Most real estate professionals are asking the wrong question. Instead of "Should I optimize for AI or Google?" the question is "How do I dominate both?" Maurice White, SEO lead at Mod Op and former real estate professional, reveals why your SEO foundation determines your AI visibility. You'll discover why 80% of getting found by ChatGPT, Claude, and Perplexity depends on fundamental SEO - and what that crucial 20% difference is that separates agents who get cited from those who remain invisible. This isn't about replacing your Google strategy. It's about extending your reach to capture the early adopters who are doing deeper research and making more informed decisions before they contact agents. If you serve local clients - real estate, HVAC, restaurants, professional services - this matters now, not later. About Maurice White: Maurice White is a Senior SEO Strategist at Mod Op with a unique background that bridges real estate and digital marketing. After spending over 10 years in the real estate industry as a broker's assistant, agent, and licensed broker, Maurice transitioned to leading SEO strategy for one of the industry's top agencies. His hands-on real estate experience, combined with his technical expertise in data analysis and SEO strategy, gives him rare insight into how local businesses can leverage both traditional search optimization and emerging AI engine visibility. Maurice specializes in helping companies organize complex digital strategies, make data-driven decisions, and implement scalable SEO solutions. BONUS ACTION LIST: Here's the action list for this episode based on Maurice's insights: Immediate Actions (This Week) Test Your Current AI Visibility: Go to ChatGPT, Claude, or Perplexity and ask questions about your market that you should be the expert on Search: "Who are the most knowledgeable agents in [your area]?" Ask: "What's the market like in [your specific neighborhoods]?" Note if your name or business appears in the answers Audit Your Current Content: Review your last 20 social media posts Count how many mention your specific market by name Identify which posts could be used by any agent in any city Calculate what you're actually paying per valuable, market-specific post Foundation Check: Verify your Google Business Profile is complete and optimized Ensure your service areas are properly defined Check that your website has basic contact information and location details Review if your site loads quickly on mobile This Month Actions SEO Foundation Audit: Conduct a technical SEO audit of your website (or hire someone to do it) Review your site's information architecture and navigation to ensure a logical progression to the next step, which should lead to a conversation. Verify that schema markup is in place with all of your content. ASK the hosting company or developer. They may not know. Assess your heading structure (H1, H2, H3 tags) Content Strategy Development: Create 5 pieces of content that answer specific questions about your market areas Create a summary for key landing pages from your top-level navigation, ideally accompanied by a short video featuring you. Add FAQ sections to key pages on your website - these become part of your content bank. Write market-specific summaries for each neighborhood you serve - and revisit/edit a couple of times a year. Include current data, statistics, and local insights in your content as stand-out boxes with H1, H2, H3 tags. Then, create regular market update blog posts. Local Authority Building: Set up a plan to post weekly to your Google Business Profile - something HELPFUL without having to click to get the info - but they can click and go to your site to the page with the details. Join relevant local Reddit communities (professionally and helpfully) Reach out to local publications for market commentary opportunities Ask satisfied clients to leave detailed, specific reviews How about you pick 2 industry businesses per month to review positively? Login on Google as your brand and do it. Ongoing Strategy Content Creation System: Develop templates that require local market data Create a process for adding your unique insights to any AI-generated content Plan quarterly updates to keep information fresh Build relationships with other local business owners for cross-promotion Measurement and Tracking: Set up Google Search Console to monitor AI Overview performance Use tools like SEMRush to track your visibility in the answer engines Monitor which market-specific content gets the most engagement Track leads that mention finding you through AI research Provider Evaluation: If you're currently paying for automated content, ask these questions: Do the automated posts I'm paying for reference my actual market area by name? Can I customize the post content with my local insights? Are these exact posts, or pretty similar posts and images, being used for other agents? How much control do I have over the messaging and tone? What's my cost per truly valuable post, if there are any?
You've hired great people individually, but your team still isn't performing at its potential. Sound familiar? Most companies focus on individual talent while completely missing the multiplier effect of understanding how team members naturally function together. In Part 3 of our series with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), we dive into "The Team Performance Multiplier"—how behavioral dynamics can accelerate revenue growth through better collaboration and decision-making. Unlike generic team-building exercises, this approach focuses on understanding the specific behavioral requirements of different types of teams and how individual dynamics create group performance. Frederic reveals why it takes just one person to derail team performance and shares insights from working with diverse teams—from Silicon Valley startups to government agencies, accounting departments to sales teams. We explore the critical difference between adapting people to jobs versus adapting jobs to people, and why most companies wait too long to address team dysfunction. Susan shares real-world examples from her work with startup founders who each want to hire someone to handle "the stuff they don't like to do"—revealing how misaligned expectations create hiring disasters. This conversation moves beyond surface-level team building to practical strategies for creating team alignment, building trust, and leveraging each member's behavioral strengths for maximum revenue impact. Key Points Team-Specific Performance Models - Different team types (sales, accounting, startups, executive) require different behavioral dynamics and performance approaches Individual vs. Group Dynamics - Analyze both personal behavioral patterns and how they interact within the team environment Job-Person Fit Analysis - Determine whether to adapt the person to the job or restructure the role to match behavioral strengths Energy Cost Assessment - Understand the energy required for behavioral adaptation and provide appropriate support systems Alignment Before Team Building - Establish shared goals and expectations before implementing any team development initiatives
The Crisis Killing Service Organizations - And How to Save Them Rotary clubs, Lions International, Chambers of Commerce, and countless other service organizations are dying. Membership is aging out, younger generations aren't joining, and traditional models that worked for decades are failing spectacularly. In this eye-opening episode of Rooted in Revenue, host Susan Finch and guest Miguel de Jesus tackle this crisis head-on. Miguel, a seasoned executive who went from East Harlem public housing to building $2B in revenue at Paychex, brings decades of organizational leadership experience. Susan, running a nonprofit in Oregon while watching service organizations struggle, offers frontline perspective on what's not working. Together, they dissect why Monday noon meetings don't attract busy professionals anymore, how ego-driven leadership kills organizations just like it kills companies, and why value propositions matter more than tradition. But this isn't just about problems - it's about solutions. Discover how to reach students before they graduate, why "actionists beat activists" with younger generations, and how organizations can adapt their models without losing their mission. Whether you're leading a Rotary club, Chamber of Commerce, or any community organization, this conversation offers a roadmap for survival and growth. The future of community service depends on leaders willing to evolve. Are you ready to adapt? 6 Key Points Traditional Models Failing - Monday noon meetings and old networking styles are driving away modern professionals and younger generations Value Proposition Crisis - Service organizations can't answer "what's in it for me?" beyond giving opportunities that don't resonate with everyone Student Engagement Opportunity - Reaching college and high school students creates future members but requires new approaches and connections Actionists Over Activists - Younger generations want hands-on, tangible impact projects rather than traditional meeting-heavy service models Leadership Adaptation Required - Organizations need strategic thinking, not just tactical fixes, to survive the membership crisis Community Connection Missing - Modern mobility and lack of traditional community structures require intentional relationship-building approaches Miguel de Jesús: Miguel de Jesús transformed from growing up in East Harlem public housing to becoming a powerhouse business executive. His strong family foundation and early discipline through music and sports provided the launching pad for extraordinary career success. After attending Long Island University and Columbia's MBA program, Miguel joined Xerox and rapidly advanced through executive roles. At Paychex, he helped grow the company from $40 million to over $2 billion in revenue while leading 1,500+ team members. Today, Miguel is a sought-after business coach, keynote speaker, and trainer specializing in emotional intelligence and AI-influenced business practices. He serves military special operations personnel transitioning to civilian careers through the Honor Foundation and recently completed five years as Director of Business Development at Cal State University San Marcos. His core values—compassion, competence, achievement, and helping others—drive everything he does as he teaches leaders how to lead with both humility and results.
Your son just graduated college with excellent grades, but can't get past the "AI robot" screening resumes. Meanwhile, companies like Nike are using AI filters as their first hiring step, eliminating potentially brilliant candidates before any human ever sees them. What's going wrong with this approach? In Part 2 of our series with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), we dive beyond traditional resume screening into the world of AI-enhanced behavioral profiling. While most companies use AI to filter OUT candidates based on keywords and credentials, GRI uses AI to understand HOW people actually function in roles. Frederic reveals the fundamental flaw in asking for "perfect" candidates and shares how behavioral intelligence helps you spot the hidden characteristics that drive revenue performance—especially in candidates who might not have the perfect resume. We explore why recent college graduates with stellar academics are being eliminated by systems that can't see their potential, and how companies can identify candidates who are ready to quit their current jobs (and how to attract them). Susan shares a real-world example of interviewing two best friends using GRI's approach, demonstrating how behavioral insights create instant trust and reveal traits that would never appear on a resume. This isn't just about hiring—it's about seeing what your eyes cannot see. Connect with Frederic Lucas-Conwell: https://www.linkedin.com/in/flucasconwell/ https://gri.co https://x.com/griplatform https://www.linkedin.com/company/griplatform
Most hiring managers are drowning in resumes, conducting endless interviews, and still ending up with costly mis-hires that drain productivity and morale. What if the problem isn't finding good candidates—it's understanding what you actually need before you start looking? In this episode of Rooted in Revenue, host Susan Finch sits down with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), to explore how behavioral intelligence is revolutionizing the hiring process. Unlike traditional personality tests or gut-feeling interviews, GRI's approach uses objective, nuanced assessments to help organizations understand not just who people are, but how they actually function in specific roles. Frederic reveals why so many job descriptions ask for "Mr. or Mrs. Perfect" and how this backwards approach leads to expensive hiring mistakes. We dive into the true financial impact of poor hiring decisions—from wasted interview time to costly three-month turnovers—and how behavioral intelligence can help you identify mismatches in weeks instead of months. Whether you're a CEO struggling with team performance, an HR professional tired of hiring misses, or a manager trying to get the best out of your existing team, this conversation offers practical insights into building high-performing organizations through a better understanding of people. Connect with Frederic Lucas-Conwell: https://www.linkedin.com/in/flucasconwell/ https://gri.co https://x.com/griplatform https://www.linkedin.com/company/griplatform
When Frank Scavo sent me his latest article about consulting skills, I knew we had to dig deeper. After 20 years of working together—first as his client, then as colleagues—we've lived the collaborative consulting model he champions. In this conversation, we explore why seasoned executives often struggle to transition into consulting, the critical difference between having authority and wielding influence, and why the best consulting relationships blur traditional boundaries. Frank shares hard-won insights from his 50-year career, including the fascinating failure of his "retread model" and what it really takes to move from telling people what to do to helping them discover solutions together. Links from this episode: Frank Scavo on LinkedIn The Enterprise Spectator on Substack Arabella Penrose Books "Flawless Consulting" by Peter Block Previous episode we refer to. Growth Resources Institute Binky Patrol
Local SEO just got a reality check. Darren Shaw, founder of Whitespark, joins Rooted in Revenue to debunk some widely held myths while sharing what actually drives results for small businesses trying to dominate local search. If you're a real estate agent sharing office space with ten competitors, a service provider working from home, or any brick-and-mortar business wondering why your Google rankings aren't improving despite "doing everything right," this conversation will change how you approach local SEO forever. Shaw breaks down the local filter that's silently crushing businesses sharing addresses, reveals why citation consistency isn't the ranking factor everyone thinks it is, and explains why your Google Business Profile needs constant attention, not a "set it and forget it" approach. Plus, he tackles the age-old question about Yelp's practices and shares the one ranking factor that trumps almost everything else. About Darren Shaw Darren founded Whitespark in 2005 as a web design and development company; however, his passion and curiosity for all things local search led to a shift in focus in 2010, and ultimately to what the company is today. These days, Whitespark specializes in local search software and services and is one of the most respected and cited in the industry. Darren has been working on the web for over 19 years and loves everything about local SEO. He leads research initiatives such as the Local Search Ranking Factors survey and the Local Search Ecosystem. He is a regular contributor to search marketing publications, and speaks at conferences around the globe. When Darren isn’t speaking at conferences, researching the latest in local search or designing the next best local SEO tool, he is spending time with his wife and daughter in their hometown of Edmonton, Alberta. In his spare time he’s traveling, sporting fancy socks, and drinking too much coffee. Social Links: https://whitespark.ca/ https://www.linkedin.com/in/darrenshawwhitespark/ https://www.instagram.com/darrenshawseo/ https://www.facebook.com/darrenshawseo
I heard Aaron Grando drop the term "pretotypes" on Leader Generation this morning and had to hit pause. Three minutes in, I realized I'd been vibe coding for months without knowing there was a name for it. But pretotypes? That's when I knew I had to get him on the show immediately. We're talking about taking your stream-of-consciousness ideas and building working drafts before you've even figured out what you want. For business owners doing $0.5 to 10 million a year, this isn't just another tech trend—it's the shift that stops you from waiting weeks for simple prototypes. Aaron's VP of Creative Innovation at Mod Op, and in this spontaneous follow-up to his Leader Generation episode, we dig into what vibe coding actually means for your bottom line and why small teams are suddenly punching way above their weight class. Action items to consider that tie to this episode: Immediate (This Week) Identify your development bottlenecks - Where are you currently waiting on programmers or outsourced developers? Try a simple test - Pick one small coding need and experiment with ChatGPT or Claude Map your current process - Document how long it takes to go from idea to working prototype Set prompt boundaries - Practice asking AI for logical, non-emotional responses Short-term (Next 30 Days) Assess team capabilities - Identify who on your team has enough coding background to effectively prompt AI tools Start with pretotypes - Use AI to visualize one business idea before investing in full development Test platform limitations - Use AI to check if your ideas are feasible within your current tech stack Calculate current costs - Figure out what you're spending on development delays and outsourcing Medium-term (Next 90 Days) Build AI into your process - Make vibe coding part of your standard ideation workflow Train your team - Get key team members comfortable with AI coding tools Measure time savings - Track how much faster you can go from idea to testable concept Expand use cases - Beyond coding, use AI for project planning, gap analysis, and cross-industry perspectives Strategic (Next 6-12 Months) Evaluate in-house vs. outsourcing - Determine if AI tools change your staffing strategy Invest in the right tools - Move beyond free ChatGPT to specialized coding tools if volume justifies it Create AI-enabled processes - Build systems that let AI agents handle routine business tasks Develop competitive advantage - Use speed-to-market improvements to outmaneuver slower competitors Key Questions to Ask Yourself Before listening: How long does it currently take us to go from business idea to working prototype? What development tasks are we avoiding because they seem too time-intensive? After listening: What's the first idea I've been putting off that I could pretotype this week? Who on my team could become our "conductor" for AI-assisted development? What would it mean for our business if we could cut development time by 75%? Resources Mentioned Tools: ChatGPT, Claude, Cursor (coding-specific AI) Concept: Pretotypes (pre-prototype visualization) Original episode: Leader Generation Podcast - "Vibe Coding" episode with Aaron Grando Here is the episode on Leader Generation. About Guest Aaron Grando: Aaron Grando, VP, Creative Innovation on Mod Op's Innovation team, is a seasoned technologist with over 15 years of experience at creative agencies. With a background in strategy, design, engineering, and marketing, Aaron has worked extensively in industries like media, entertainment, gaming, food & beverage, fashion, and technology. At Mod Op, Aaron leads efforts to integrate AI into creative processes, creating tools that connect creatives and clients with insights, spark ideas, and enable new brand experiences. Projects include collaborations with companies like NBCUniversal, Bethesda Softworks, Under Armour, Planet Fitness, Dietz & Watson, and more, focusing on infusing creative strategies with innovative technology to create cutting-edge brand experiences.
Lany and Susan dive into the sometimes murky waters of consultant-client relationships. Drawing from years of experience sitting on every side of the boardroom table, they tackle the age-old question: "Who is responsible for doing the tasks at hand?" Let's face it—consultants don't come with magic wands, and CEOs don't get to toss the keys and walk away. Whether you've ever wondered "Why isn't this working?" or "I paid a consultant, so why isn't everything fixed?" this episode cuts through the confusion with practical advice on setting boundaries, managing expectations, and creating successful partnerships. Susan and Lany share real-world stories about scope creep, communication breakdowns, and the emotional rollercoaster that can derail even the best-intentioned business relationships. They also offer straightforward tips for both sides to keep things running smoothly, from clear contracts to honest conversations about decision-making authority. Tune in for a no-nonsense discussion about what makes consultant-CEO partnerships work, and what doesn't! Key Points from the Episode Clear Roles and Responsibilities: CEOs and consultants must understand who owns what in the relationship. Consultants provide expertise and guidance, but CEOs remain the ultimate decision-makers. Communication is Critical: Most problems in consultant-client relationships stem from poor communication or unclear expectations. Consultants' Role: Consultants bring fresh perspectives, specialized expertise, and assessment capabilities but aren't responsible for the final decisions or outcomes. CEO Authority: Business owners need to maintain their decision-making power and not abdicate responsibility to consultants. Documentation and Contracts: Clear contracts and documentation help prevent scope creep and establish expectations for both parties. Implementation Shared Effort: Even after a consultant provides recommendations, implementation requires effort from both parties. Knowing When to Part Ways: Sometimes the relationship isn't a good fit, and both parties should know how to amicably end the engagement.
In this episode, Susan Finch and Lany Sullivan revisit a topic we can’t stress enough: branded email addresses. Using Gmail, Yahoo, or even AOL for business? You’re losing trust before the conversation starts. We dig into real examples, onboarding requirements, offboarding protocols, and the risk of letting your team operate with inconsistent or unprotected emails. Your email isn’t just a communication tool—it’s your brand's handshake. Related Reading: Domain, Email & Website Evaluation for Your Brand Why Branded Email Matters – Quick Reminder Listen, nod, then take action.
Struggling to make your real estate data stand out in a sea of generic market reports? In this episode of Rooted in Revenue, I share practical insights from my recent workshop with NRBA professionals Kelley Kesterson and Angelica Suarez, who are looking to elevate their marketing with meaningful data visualization. Discover how to transform complex market statistics into compelling visual stories that build trust and position you as the go-to expert in your local market—all using tools you already have access to, like Google Sheets. Stop wasting time on generic industry charts that mean nothing to your audience and start creating content that genuinely connects. Key Points Data with context builds trust - Generic industry charts without local relevance or explanation provide no value to your audience. Simplify your data storytelling - Focus on communicating one clear message rather than overwhelming with multiple data points. Use accessible tools - Google Sheets offers easy chart creation and customization without needing advanced design skills. Brand your visuals - Customize colors to match your brand and include your logo so graphics remain attributed if shared. Create master templates - Develop Google Slides masters with different layouts for different content types to maintain consistency. Prioritize readability - Use high contrast between text and background, and consider accessibility for all viewers. Post with purpose - Better to post quality content weekly than generic, contextless daily updates. Establish visual consistency - Different content types should have recognizable, consistent layouts. Consider format versatility - Create both square (Instagram) and rectangular (website/LinkedIn) versions of your template. Show local expertise - Position yourself as the authority by translating national trends to your specific market conditions.
Susan sits down with former team member Karen Mares, Content Creator at Event Builder, who serves as her company's "marketing anchor" as she navigates the evolving landscape of AI tools. Karen shares her journey from initial concerns about AI replacing her writing role to developing a strategic workflow where she remains firmly in control. You'll discover how she has combined multiple AI platforms—each serving distinct purposes in her content creation process—while ensuring that her human expertise, voice, and judgment remain the guiding force. For marketing leaders seeking practical ways to integrate AI without compromising authenticity, Karen offers invaluable insights: training AI tools in your company's voice, identifying and eliminating phrases that give away AI, and creating approval processes that maintain compliance standards. Her approach has significantly accelerated content production while preserving the quality and distinctiveness that only a skilled human writer can deliver. Whether you're just beginning to explore AI tools or looking to refine your existing processes, this conversation provides a blueprint for keeping the human element central while leveraging AI's capabilities to expand your content reach and impact. Join us to learn how to stay firmly at the helm while letting AI help power your content journey forward. Karen Mares on LinkedIn EventBuilder Love, Hate, Delegate: Transforming Your Business Through Delegation LEADER GENERATION EP109: AI, Data & Marketing: How To Manage Risks
Terry Hopkins | President & CEO, Grants Pass Chamber of Commerce: Grants Pass native Terry Hopkins has returned to his roots after a diverse hospitality career across five states. With over 25 years of business ownership and management experience in Southern Oregon, Terry recently spent 5 years as a business advocate with the Oregon Restaurant & Lodging Association. Married for 20+ years with two sons, Terry is passionate about community service, having served on numerous Chamber and city committees. He's excited to join the Grants Pass & Josephine County Chamber of Commerce team to advocate for local businesses and enhance community development. thopkins@grantspasschamber.org | 541-956-4100
Lany Sullivan sits down with Mark Cleve, who shares his remarkable 32-year journey with Tom James, the premium custom clothing company that's grown from $119 million to over $600 million during his tenure. Mark reveals the business philosophy that has guided his success: "You don't build a business, you build people and people build a business." From his early door-to-door book-selling experiences to becoming a trusted name in custom clothing, Mark offers powerful insights on why clothing matters, how to build systems that scale, and why the ultimate business legacy is reliability. Discover why Mark has only lost clients for three reasons: how the right clothing creates both confidence and respect, and why he believes that dressing appropriately for occasions shows respect for others. Whether you're in fashion, sales, or any client-facing business, Mark's practical wisdom on creating "consciously competent" customers who trust you completely offers a blueprint for building your lasting business legacy. Connect with Mark: mark.cleve@tomjames.com | 503-819-7001 LinkedIn | Instagram | Website About Mark Cleve Mark Cleve is a Division Vice President, Image Consultant, and Executive Clothier at Tom James Company, the world's largest manufacturer and retailer of custom clothing. Based in Portland, Oregon, Mark has dedicated over 32 years to helping professionals elevate their presence through tailored wardrobe solutions. With a client-centric approach, he meets individuals at their homes or offices, crafting bespoke garments that reflect their unique style and career aspirations. His career began at Southwestern Company, selling educational books door-to-door—an experience he calls the hardest and best job he ever had. A graduate of Indiana University Bloomington (B.A. in Religious Studies and English), Mark brings analytical insight and interpersonal skill to his work. Beyond his professional life, Mark enjoys music, food, wine, travel, and the outdoors. He takes pride in delivering concierge-level service that empowers clients to make lasting first impressions across all aspects of their professional and social lives.