SEASON: 5 EPISODE: 22

Episode Overview:

Welcome back to the Becoming Preferred Podcast! Today, we have a true titan in the world of digital marketing and growth—a master architect of scale renowned for transforming data into undeniable results. If you're a business professional or entrepreneur seeking your next breakthrough, looking to optimize customer acquisition, or aiming to understand the mechanics of sustainable scaling, you're in for a treat.

Our guest is the visionary founder of Round Barn Labs, a growth marketing agency that has been instrumental in scaling some truly impressive businesses. He is also the brilliant mind behind the "Always Be Testing" podcast and the insightful "Flywheel" blog on Beehiiv. He lives and breathes experimentation, data-driven decisions, and building lasting momentum. Join me now for my conversation with Tye DeGrange.

Guest Bio:

Tye DeGrange is the Founder and CEO of Round Barn Labs, a leading growth marketing agency specializing in affiliate and influencer marketing for top tech brands, including Grammarly, Nextdoor, Meta Quest, and Atlassian. With 20 years of experience in performance marketing, Tye has driven growth for startups and Fortune 500 companies across e-commerce, B2B SaaS, and Consumer Tech. A graduate of UC Santa Barbara with a degree in History, Tye began his career at Sequoia-backed AdBrite, one of the first ad networks. Under his leadership, Round Barn Labs has earned accolades such as Boutique Agency of the Year and recognition as a Top 30 Global Affiliate Marketing Agency.

Based in Austin, TX, Tye is passionate about building growth-focused teams and identifying innovative revenue opportunities. Outside of work, he enjoys playing tennis, exploring Austin with his wife Blaine, and spending time with their two young children, Hayward and Gray.

Resource Links:

• Website: https://www.roundbarnlabs.com/
• Product Link: https://www.roundbarnlabs.com/services-2/affiliate-marketing-agency

Insight Gold Timestamps:

01:28 Your motto line, Elevate Trust and Embrace Influence

03:46 What's the evolution that you've seen and where do you see it moving to?

07:00 Are you monetizing effectively in a competitive way?

07:43 Is this juice worth the squeeze for you, all in, not just media costs

11:09 Your podcast is called Always Be Testing

14:08 First and foremost, you want to have kind of a solid tracking platform

14:18 Trust is really essential to everything we do

17:37 If it was taken away, would you have gotten that customer anyway?

18:06 Priced right is half sold

22:05 On paid search, is that still relevant

24:20 I also read Jim Collins' book, Good To Great

29:23 You might have a bigger impact than you realize

32:30 Affiliate tends to be a lot of cat herding, a lot of moving parts

34:28 You talk about embracing a culture of relentless experimentation and learning

36:10 The website is

SEASON: 5 EPISODE: 21

Episode Overview:

Welcome back to the Becoming Preferred podcast, where we look into the strategies and mindsets that drive success for business professionals and entrepreneurs. Today, we have an extraordinary guest who embodies justice, advocacy, empathy, and results: Tad Nelson.

Tad is a legal luminary with over 33 years of experience in criminal and family law. What sets Tad apart is his unique blend of sharp legal acumen and forensic science expertise, allowing him to transform daunting legal crises into pathways of empowerment. He’s not just about conventional representation; he’s about genuine advocacy with precision and profound understanding of the human experience.

In this episode, we're going to extract invaluable lessons from his astounding 400 trials – a treasure trove of wisdom applicable far beyond the courtroom, to every high-stakes decision and challenge you face in your business and entrepreneurial journey. Get ready for some powerful insights!

Guest Bio:

Step into the world of Tad Nelson, a renowned legal mind with a flair for turning daunting legal crises into pathways of empowerment and transformation.

Distinguished by his unique blend of legal acumen and forensic science, Tad's approach goes beyond conventional representation—it's about genuine advocacy with empathy and precision.

Whether unraveling complex divorce cases or high-stakes criminal defenses, Tad believes in empowering his clients through compassion, relentless dedication, and a profound understanding of the human experience.

Discover Tad Nelson's unique perspective on law, life, and the quest for justice in a way that promises to captivate and engage every listener.

Resource Links:

• Website: https://tadlaw.com/
• Free Consultation: https://tadlaw.com/contact/

Insight Gold Timestamps:

02:40 I've always wanted to be a lawyer

03:28 The three most important things of being lawyer

04:06 You know, the biggest complaint with lawyers in the world, is communication

05:30 The reality of today's world, you can't make everybody happy

07:02 First thing, never make any assumptions

08:08 It takes 50% of the time to do 90% of the work

10:53 So many people don't realize that you can give too much information

13:53 People are good, by and large people are

16:36 The number one place that you find consensus

22:06 Whatever's going on in your business, can't affect your product

23:57 You need to establish boundaries

24:46 I don't live to work, I work to live

28:30 From our initial conversation, we lay out a path that we're gonna follow

28:40 The way you build up trust is, you do what you say you're going to do

29:36 Once they start trusting me for doing what I'm gonna do, then they'll start trusting my opinion

31:43 If there's something that you think that needs to be addressed, get it addressed

32:30 We use Otter AI, every conversation I have is recorded, summarized, and put in their digital file

35:59 The domain is tadlaw.com

Connect Socially:

LinkedIn: https://www.linkedin.com/in/tad-nelson-437b63b/

Blog: https://tadlaw.com/blog/

Email: chaos@tadlaw.com

Sponsors:

Rainmaker LeadGen Platform Demo:

SEASON: 5 EPISODE: 20

Episode Overview:

Welcome back to the Becoming Preferred Podcast. In this episode, we have a true financial powerhouse in the studio, ready to illuminate the often-murky waters of cash flow and profitability

Stephanie is not just a CFO; she's a business owner herself, giving her a unique, boots-on-the-ground perspective on the challenges you face every day. Through her company, New Light Financial Solutions, Stephanie has a knack for seeing right through the surface-level issues and identifying the core reasons why your business might be struggling with profitability and cash flow.

Stephanie doesn't just diagnose the problem; she provides a clear path to fixing it. If you've ever felt like you're working harder but not seeing the financial results you deserve, get ready to unlock the secrets to a healthier, more profitable business. Join me for my conversation with Stephanie Smith.

Guest Bio:

Stephanie Smith is a CFO and a business owner. She uses her financial background to help business owners take the one clear path to generating more cash in their business. Being in the financial world, she can look at a business and spot the underlying reasons why it is not profitable and has poor cash flow. And... more importantly, she knows how to fix it.

Resource Links:

• Website: www.newlightfs.com
• Product Link: https://newlightfs.com/resources/

Insight Gold Timestamps:

02:28 My favorite subject was calculus

02:44 If you feel like you need a "just in case thing", then maybe that's not the right path

06:01 We don't always take the time to evaluate how the cash is supposed to be moving through our business

07:30 Where to begin is really following the money

09:27 We actually do Profit First in our business for ourselves

10:48 Why a business can be profitable but still struggle with cash flow

13:26 It's cheaper to get a customer who already knows, trusts and has bought from you, to buy from you again

16:32 H ow much is it actually costing you to sell something?

20:47 I've heard people say, you know, set a a financial date with yourself, with your business

22:26 What every CFO does should be similar regardless of the size

24:33 It's a good idea to start talking with a financial planner about other things that you can do with the business' money

25:56 You should definitely not base all your decisions off of your bank account, or based on the profit number that you have on your financial statements

27:56 I have a podcast that I run called Getting to the Bottom Line

31:53 If they want to reach you, it's newlightfs.com

32:03 We also offer a

SEASON: 5 EPISODE: 19

Episode Overview:

Welcome back to the Becoming Preferred Podcast. In this episode, we have not one, but two incredible minds joining us. A dynamic duo who have dedicated their careers to empowering business professionals and entrepreneurs like you to achieve remarkable success through the world of franchising

Jack and Jill Johnson are the powerhouse co-founders of The Franchise Insiders! Together, they bring a wealth of experience and a proven track record in guiding individuals to build generational wealth and gain genuine professional freedom through strategic franchise ownership.

So, if you have ever dreamed of owning your own business, or want to explore the potential of franchise ownership and learn how to build wealth and freedom on your own terms, join me for my conversation with Jack & Jill Johnson.

Guest Bio:

Jack Johnson, Founder of The Franchise Insiders, has empowered over 600 executives to achieve franchise success, build generational wealth, and gain professional freedom. With a proven track record in franchising, Jack played a key role in building and selling Home Care Assistance for $130M, where he helped grow the brand into a global powerhouse with 200+ high-earning franchisees. As the owner of Pink's Window Services, he brings both franchisor and franchisee perspectives to his mentorship. His earlier leadership roles at MGM Resorts International, Brand Ltd., and ConnectedBrands have shaped his expertise in business development, marketing, and strategic growth. Alongside his wife, Jill, Jack provides personalized, data-driven franchise consulting backed by years of industry success and deep professional relationships.

Jill Johnson, Co-Founder of The Franchise Insiders, has guided hundreds of entrepreneurs to achieve business ownership success through personalized, data-driven franchise consulting. With a strategic background in marketing, business development, and account management, Jill’s career spans leadership roles at top companies including IBM, Zeta Global, Power Efficiency Corporation, TakeLessons.com, and Wynn Las Vegas. At The Franchise Insiders, she and her husband, Jack, have built a trusted system to help clients find the perfect franchise match, leveraging extensive industry insights and personalized mentorship. Jill’s diverse experience, including franchise ownership and executive coaching, empowers her clients to make confident, informed investment decisions for long-term success.

Jack & Jill Johnson - Co-Founders of The Franchise Insiders - Together, Jack and Jill provide data-driven, personalized franchise consulting, leveraging deep industry connections to help clients make informed, confident investment decisions. This powerful duo is eager to speak about creating Generational Wealth Creation, having real freedom, and how to live life on your own terms through business ownership.

Resource Links:

• Website: https://www.thefranchiseinsiders.com/
• Product Link: https://www.thefranchiseinsiders.com/howwehelpyou

Insight Gold Timestamps:

04:01 Franchise ownership is not passive, it is not a passive asset

06:11 The right franchisor can teach you so much about business ownership

07:24 Not everyone's cut out to be a business owner, and so franchising helps you be the business owner that you want to be

09:01 When a couple wants to start to get into a franchise

10:55 The

SEASON: 5 EPISODE: 18

Episode Overview:

Welcome back to the Becoming Preferred Podcast. In this episode, I will be speaking with the incredible Brandi Heather. Brandi is an award-winning former college professor who has transformed into a leading voice on the science of play at work. With over two decades of experience across business, education, and healthcare, she now travels the globe, showing professionals how play can unlock mental wellness, genuine connection, and build resilience.

Brandi doesn't just talk the talk; she truly activates play in her engaging keynotes and training sessions, all grounded in fascinating neuroscience and physiology. So, get ready for some insights that might just change the way you work and live! Join me for my conversation with Brandi Heather.

Guest Bio:

Brandi Heather is an award-winning former college professor, turned play scientist and thought leader on the science of play at work. With over 25 years of experience in business, education, and healthcare and making people smile, she speaks globally on how play fuels mental wellness, authentic connection, and resilience. But Brandi doesn’t just talk about play—she activates it. Her keynotes and training experiences, grounded in neuroscience and physiology, give professionals the tools to reset their stress response, restore their energy, and rethink how they lead, serve, and shine.

Brandi's talks are immersive, unforgettable experiences where audiences build personalized and collective solutions for burnout prevention, joy retention and innovation in real time. Side effects have included: spontaneous creativity, uncontrollable laughter, contagious enthusiasm, and unexpected conversations with fascinating humans. It’s the most fun you can have in a day of work. Come out and play.

Resource Links:

• Website: https://www.brandiheather.com
• Product Link: https://www.brandiheather.com/product-page/minicourse-what-is-play

Insight Gold Timestamps:

04:37 W hen students were in play, they were learning more

05:50 T hey would get up at 7:00 AM with hangovers to come to my class

06:34 T he people who are really good at what they do, have an element of play to it

10:05 W hat kinds of things constitute play?

12:08 One of the highest sales activities you can possibly do if you're in professional selling, is to do something playful with a client

14:12 Simply ask, When you're not working 12 hours a day, what do you do for fun?

17:09 When was the last time you did something so good that you lost track of time?

17:38 So those three things for me is....

19:54 How does play facilitate deeper and more meaningful connections among colleagues and within our teams?

20:18 That's what play opens up, it opens up a curiosity

21:57 Play is directly connected to how we cope and how we take care of our mental health

25:12 How does play contribute to fostering creativity and innovative thinking within individuals and organizations?

27:44 Figure out what your play is first

28:05 What's one thing at work you could do all day?

30:42 There's 3 things that we can really do

32:38 You don't have to schedule it, you have to start by noticing it

35:05 You offer a mini course, which I thought was interesting, called What Is Play

36:06 People ask all the time, how do you play in such a serious world?

37:00 So my hope for the future of play and for understanding our playful intelligence is...

37:44 It's

SEASON: 5 EPISODE: 17

Episode Overview:

Welcome back to the Becoming Preferred podcast. Today, we're diving deep into the fascinating world where data meets dynamic creativity, and trust me, you won't want to miss this conversation. Our guest today is Kenny Ridgell, the brilliant mind behind Ridge Media. Kenny isn't your typical marketing guru; he approaches the game with the precision of a scientist, meticulously blending data, innovative strategies, and compelling creative to deliver tangible results.

Kenny has a knack for taking the intimidating world of marketing analytics and making it accessible, showing founders, business professionals, and CEOs how to transform those numbers into real revenue. If you've ever felt lost in the sea of marketing jargon or wondered how to make truly data-driven decisions that impact your bottom line, then you're in the right place. Get ready to gain some serious insights as we explore Kenny's unique approach and uncover actionable strategies to revolutionize your marketing efforts. Join me for my conversation with Kenny Ridgell.

Guest Bio:

Kenny Ridgell is a data-driven marketing entrepreneur who has spent the better part of a decade merging art, science, and innovation into measurable growth strategies for his clients. After beginning his academic career as a biochemistry major, Kenny discovered a passion for business and marketing at the College of Charleston, where he graduated with honors. This distinctive blend of analytical rigor and creative thinking led him to launch Ridge Media in 2014 while still a student, ultimately shaping a unique approach to marketing that prioritizes experimentation, evidence-based decision-making, and tangible returns.

Under Kenny’s leadership, Ridge Media has grown into a firm that stands apart by applying the scientific method to the marketing landscape. Each campaign is viewed as a hypothesis to test, a puzzle to solve. By combining strategic storytelling with systematic experimentation, Kenny and his team have consistently cut through digital noise and driven meaningful, sustainable revenue growth for an array of businesses.

What sets Kenny apart is his ability to translate complex marketing analytics into actionable insights that resonate with founders, CEOs, and business owners alike. He’s dedicated to simplifying the marketing process—focusing on what works, discarding the fluff, and ensuring every decision drives measurable results. His curiosity, adaptability, and relentless pursuit of excellence make him an engaging thought partner for any podcast host looking to uncover the secrets behind successful, data-driven digital marketing.

Resource Links:

• Website: https://ridgemediallc.com/
• Product Link: https://ridgemediallc.com/services

Insight Gold Timestamps:

04:50 I was solving problems for business owners, they actually wanted to be solved

05:20 If you can connect those dots, you can keep customers

07:48 They just weren't tying the dots together, showing them how whatever their campaign was doing and how it was performing was affecting the bottom line

10:17 Some of these different tools we have, one of them is called CallRail

13:15 We call it an ecosystem

14:37 There's another thing called Pearl Diver

16:35 You move them right past that into the programmatic advertising, which would be Stack Adapt

19:41 I think on the front side you've got to figure out what is your conversion rate

20:48 What's the most efficient spend...

SEASON: 5 EPISODE: 16

Episode Overview:

Welcome back to the 'Becoming Preferred' podcast, the show dedicated to empowering business professionals and entrepreneurs to become preferred in the markets they serve. Today we're diving into a topic foundational to sustained success, yet often overlooked in the relentless pursuit of business growth: our health and well-being.

It's no secret that we're living longer, but are we living healthier? Many of us wait for the engine light to come on – that health crisis – before we prioritize our well-being. But what if we could proactively optimize our health, energy, and mental clarity, not just for longevity, but as a strategic advantage in our entrepreneurial journey?

My guest today has dedicated his life to understanding how our bodies and minds can perform at their peak, focusing on natural, sustainable methods that build true vitality. Join me for my conversation with founder and CEO of Strength Geneisis, Dr. Derek Alessi.

Guest Bio:

Dr. Derek Alessi is a health and fitness expert with nearly 30 years of experience helping people lose fat, reduce medications, and optimize their health—especially for adults over 45. After transforming his own health as a teenager, he earned a doctorate in health and physical education and a master’s in nutrition, dedicating his career to sustainable, science-backed wellness.

A frequent media guest with over 2,100 TV and 400 radio appearances, Dr. Derek simplifies fitness and nutrition, helping people take control of their health for life.

Resource Links:

• Website: https://strengthgenesis.com/
• Product Link: Mac oil - https://strengthgenesis.com/products/macadamia-nut-oil?variant=39585604731072
• Salad Dressing: https://strengthgenesis.com/products/origin-salad-dressing-marinade

Insight Gold Timestamps:

02:30 I hit a high weight of 244 pounds in high school

04:47 I did know that any food that was convenience food, if it came in a can of bag or a box, I probably shouldn't be eating it

06:55 It's so difficult and impossible to change society, especially quickly, but you can change you

09:14 If I don't put this time in for me, I won't have anything for them

11:58 So often people want to jump right into strategy

12:33 Why are you worth saving?

12:55 The average person that starts a Keto diet lasts 11 days

17:06 If you knew you were gonna live to 150, would it change the decisions you're making now?

20:09 You're talking about accountability and tracking progress

23:08 When it comes to exercise, it's like the best antidepressant ever

26:20 I would say, I want you to start listening to podcasts while you're lifting weights

27:56 I want every tomorrow to be easier, and we're gonna make it easier by establishing these patterns

30:48 It's a series of habits

33:36 When you're resilient, you can rebound

34:56 I really can't stand it when I shoot myself in the foot

37:20 The slogan was: Better for the body, better for the planet

38:47 It's taking the practices of other businesses and adopting them for yourself

40:02 Go to strengthgenesis.com

40:32 You want to take care of your health before it's gone, because you want your health to take care of you

Connect Socially:

LinkedIn:

SEASON: 5 EPISODE: 15

Episode Overview:

Welcome back to the Becoming Preferred Podcast, the show dedicated to fueling the drive of business professionals and entrepreneurs like you. Today, we have a guest who is a true architect of achievement, a guiding force for growth, and a master of strategic advancement.

She's the visionary behind Forge Ahead, a company dedicated to empowering businesses and leaders to not just meet their goals, but to shatter them. With a deep understanding of the entrepreneurial journey, she brings a wealth of experience in transforming challenges into triumphs and potential into profit. Whether you're looking to refine your leadership, optimize your team, or strategically scale your operations, her insights are invaluable. Join me for my conversation with Courtney De Ronde.

Guest Bio:

Courtney De Ronde is the CEO of Forge Financial and Management Consulting and the creator of the Simple ScaleUp System™. She helps business and nonprofit leaders use a proven system to take charge of their personal and organizational development so they can fulfill their purpose and lead their organizations to do the same.

With 20+ years as a CPA and 15 years as a business leader, Courtney has firsthand experience running, scaling, advising, and serving small businesses. Today, she shares that knowledge as a speaker and consultant with her team at Forge. Recognized for her expertise in business intelligence, leadership, corporate finance, and productivity, Courtney presents at conferences and events nationwide. When she’s not helping companies grow, she enjoys time with her husband and three children on their latest family road trip or at home in Des Moines, Iowa.

Resource Links:

• Website: https://www.forgeahead.com/
• Product Link: https://www.forgeahead.com/services/business-coaching-and-training/

Insight Gold Timestamps:

01:35 I took an accounting class and it just clicked

02:50 Finances can feel like a foreign language

04:36 You keep thinking, I'll just keep doing what I did to get here

06:55 One of the biggest bottlenecks is that they're trying to do everything themselves

08:48 Empower other people to lead in this organization

10:28 I have to tell them, it's not going to be me to serve you

13:44 We call it the Simple Scale Up system, we really talk about four main areas of a business that you need to focus on when you're scaling

17:43 Anytime that a business is reliant on a certain personality, or their skillset, their connections...

18:35 The size of your business is going to be limited by your capacity

20:20 You need to be able to follow the money through the organization

20:49 We also have a group coaching program called Scaling Leader

21:14 Four Steps to Scalability

22:50 If we look at information that's not accurate or trustworthy, it won't matter

26:34 You need the insights that come from the data

28:50 Their less crucial tasks, like the tedious email monitoring and things like that, for times of day where they have less energy

30:28 The biggest difference between for-profit and nonprofit

30:48 Nonprofit is not a business model, it's a tax status

32:48 A great place to start is to define who you are, and where you want to go

33:20 When you know who you are, and you know where you're going, you can use those two things, your values and your vision, as a filter for decisions

35:02 Whatever happens here is on me

36:36 Most people want to help each other out

37:41 One of the