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by Beatrice Gutknecht
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- 1 weeks ago43 min
The $3M Wall | Dave Marciniak
Laid off in the middle of the 2008 crash with a day’s notice and no savings cushion, Dave Marciniak did the one thing he could not afford to do: he started again.That decision led him into landscaping, where he built a reputation for unusual work, the kind of projects that don’t just fill a garden, they change what people think is possible. But after 20 years, he hit the part of business no one likes to talk about: the point where being good at everything starts to work against you.So he shut Revolutionary Gardens down completely and started fresh with Landscape Design Lab, a fractional design advisory for landscapers who are tired of carrying the whole business on their backs.In this episode, Dave explains:How he shifted his messaging toward clients who actually value designWhy so many landscape firms hit the same brutal wall around $3 million to $4 millionHow one client grew from $20K–$40K jobs to $200K–$400K projects after repositioning higherThis one is for the owners who know they’ve outgrown the business they built, but haven’t figured out how to stop being trapped inside it.-Audit your brand performance: https://www.badasserybyb.com/brand-health-audit-02:43 Laid Off to Launch04:42 Design Rules and Weird Projects07:07 Evolving Positioning and Ideal Clients09:36 Scaling Past the Wall19:15 Client Growth Case Study22:14 Letting Go to Scale28:53 Positioning Mistakes and Pipeline33:39 Three Upmarket Moves-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerRepositioning to $10M with Nicole DownerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelRepositioning Without Losing Customers with Amy Heidersbach & Melissa Eaton-Reach out to guest speaker Dave Marciniak: LinkedIn | Instagram | WebsiteFollow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- 3 weeks ago1h 16m
Acquisitions Without Chaos | Wendy Murphy
Wendy Murphy, CEO of second‑generation Timber Tech Truss (started by her parents in 1980), shares what growth really looks like when you go from family-run to private equity-backed, and then acquire two businesses in 18 months.She shares why Timber Tech sold to align on a new direction, how the bolt‑on strategy led to buying a stair company and a prefab wall/framing company, and why “alignment” beats spreadsheets when picking acquisition targets.You’ll hear the unsexy stuff that makes or breaks integration: a 90‑day pause to build trust, audits (HR, safety, engagement), change management as an emotional process, ERP assumptions that don’t scale, and why messaging/brand continuity can lag behind ops—without confusing customers.-Audit your brand performance: https://www.badasserybyb.com/brand-health-audit-04:18 Selling to Private Equity08:09 Surprises in Due Diligence17:28 Guiding Principles That Scale22:37 90 Day Integration Playbook34:17 Systems and Org Chart Lessons41:05 Shiny Object Discipline52:30 Conduct Versus Performance56:12 KPIs and Development Hours01:00:06 M&A Advice for Sellers01:05:30 Earnouts And Deal Reality-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerRepositioning to $10M with Nicole DownerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelRepositioning Without Losing Customers with Amy Heidersbach & Melissa Eaton-Reach out to guest speaker Wendy Murphy: Wendy on LinkedIn | Timber Tech Group on LinkedIn | Timber Tech TrussFollow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Dec 9, 202559 min
The Anti-Traditional Agency Pivot | Taylor Wilson
Taylor Wilson ran a traditional agency. Hourly rates. Custom proposals. It wasn't scalable.She could only sell so much of herself. Leadership buy-in took forever. Budgets got cut. The model was breaking.So she repositioned Creative Shizzle to work like Netflix. Monthly subscription. Get what you need. No massive proposals. No six-figure commitments required.The transition wasn't smooth. Revenue forecasting was a nightmare. She invested in marketing way too late. She had to learn to say no to business that didn't fit.But now? She's scaling faster, landing clients easier, and serving lean marketing teams who need full creative support without the agency overhead.This one is perfect for business owners who are thinking about their operational models in a rapidly changing market.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-04:05 Launching Creative Shizzle and Initial Challenges06:32 Scaling and Rebranding to Creative Shizzle15:56 Communicating the Change to Clients21:42 Aligning Sales Processes with New Positioning26:05 Market Response and Unexpected Challenges32:55 Inbound vs. Outbound Sales Strategies40:06 Launching a Creative Platform51:25 The Future of Design Services-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerRepositioning to $10M with Nicole DownerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelRepositioning Without Losing Customers with Amy Heidersbach & Melissa Eaton-Reach out to guest speaker | Taylor Wilson: Taylor on LinkedIn | Taylor on Instagram | Creative Shizzle on Instagram | Creative Shizzle on LinkedIn Follow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Nov 25, 20251h 15m
Your Employees Won't Post for You | T. Tara Turk-Haynes & Cassandra Babilya
Chick-fil-A had a 3M-follower TikTok goldmine. They told her to stop posting.Merriam Webb was showing staff meals, building massive organic reach. Corporate shut it down. She left and got a Shake Shack deal instead.That's what happens when you don't understand the difference between employee advocacy and forcing your team to sound like corporate robots.Internal comms leader Cassandra Babilya (ex-CIA analyst turned culture expert) and T. Tara Turk-Haynes (VP of talent acquisition and DEI) break down why most employee advocacy programs fail. Your team shares mixed messages because you're asking them to post instead of creating conditions where they want to.They cover how to build real advocacy, empower employees to share authentic experiences, and get your team aligned on your message.For anyone who wants their team to actually promote the business without it feeling forced.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-02:41 Genuine Employee Advocacy vs. Corporate Posts03:44 Creating a Culture of Authenticity and Trust17:19 Recognizing and Incentivizing Employee Contributions35:30 Hiring for Creativity and Brand Ambassadorship39:59 New Trends in Workplace Culture42:08 Internal Comms in Business Success45:59 Managing Risks of Employee Advocacy50:49 Measuring the Impact of Employee Advocacy58:09 Challenges and Strategies for Small Businesses-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerRepositioning to $10M with Nicole DownerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelRepositioning Without Losing Customers with Amy Heidersbach & Melissa Eaton-Reach out to guest speaker | T. Tara Turk-Haynes:LinkedIn | Instagram | TikTokCassandra Babilya:Website | LinkedIn | Instagram Follow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Nov 11, 202556 min
Repositioning to $10M | Nicole Downer
At $1.2M, everything stopped working.Landscape company Downer Brothers could add more crews, more equipment, and watch revenue grow. Until they couldn't. Profit tanked. Hours piled up. Same money.Nicole Downer had to reposition her entire business to break through to $10M. Generalists became specialists. Gut-feel decisions became data-driven. And the hardest part? Helping longtime team members let go of roles that defined them so they could become experts at one thing.She calls it "ghost org charting" - imagining what the company looks like at $10M, then working backward to reposition today. It forces hard conversations. Especially with people you care about.This is what repositioning for growth actually costs. Not just new messaging. Your entire operation and your people have to transform alongside the business.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-02:22 Navigating Business Growth05:23 Specialization vs. Generalization10:11 Implementing Systems for Scaling22:43 Avoiding Shiny Object Syndrome28:16 Supporting Teams and Building Relationships34:03 Adapting to Market Trends42:34 Balancing Technology and Human Connection51:03 Valuing Employees and Long-Term Commitment-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelRepositioning Without Losing Customers with Amy Heidersbach & Melissa EatonThe Crisis Management Playbook with Oliver Aust and Gordon Firemark-Reach out to guest speaker | Nicole Downer: Instagram | Facebook | LinkedInFollow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Oct 28, 20251h 23m
Repositioning Without Losing Customers | Amy Heidersbach & Melissa Eaton
Your brand needs to evolve. But what if you lose the customers who got you here?Customer experience leader Melissa Eaton and five-time CMO Amy Heidersbach have both guided businesses through repositioning without alienating loyal customers.Amy led marketing at PayPal and Visa, scaling a business unit to $1.2 billion. Melissa solves complex business problems by seeing patterns others miss.Most companies treat repositioning like a marketing project. New logo, new tagline, done. But your marketing team can't fix what's broken in operations. Your sales team can't sell a story your product team hasn't bought into.This episode covers:When to reposition (and when to ignore the noise)Why product, operations, finance, and HR need to be at the tableBrand continuity vs. consistency (Amy's controversial take)Using employees and customers to carry your messageMeasuring success without optimizing the wrong metricsThis one is perfect for business owners ready to evolve without losing what's working.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-06:06 Repositioning Without Losing Customers10:35 Common Mistakes in Rebranding32:02 Engaging Customers in the Rebranding Process43:25 Understanding Core Customers and Personas46:59 Localized Marketing Strategies Across Borders54:55 Measuring Success in Repositioning Efforts59:26 How Digital Transformation affects Brands01:04:34 Recognizing and Addressing Repositioning Failures01:10:29 The Limits of Branding in Solving Business Issues-5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelAI, Automation and Strategy with Leland Best and Chris TrokaThe Crisis Management Playbook with Oliver Aust and Gordon FiremarkWhat’s your position? with Beatrice and Elijah-Reach out to guest speakers:Amy Heidersbach:LinkedInMelissa Eaton:LinkedIn | We Fixed It You're Welcome PodcastFollow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Oct 14, 202537 min
Unclench Your Business Butt Cheeks | Gloria Chou
When your team tells different stories about your business, customers notice.PR strategist Gloria Chou had a team of seven plus a CMO who couldn't grow her account because everyone was following marketing templates instead of sharing what the business actually stood for.After letting go of the CMO and taking back control, Gloria discovered the difference between values-based messaging and template marketing. Her assistant went from wanting to quit to being fully engaged. Her business became three times more profitable.This episode covers:- Aligning teams around mission instead of just metrics- Why your team needs to know what you reject, not just what you value- Building psychological safety that attracts ideal customers- Moving from "clenched butt cheeks" marketing to authentic positioning- Creating content that stands for something beyond industry best practicesHosted by Beatrice Gutknecht with PR strategist Gloria Chou, founder of Gloria Chou PR and host of Small Business PR podcast.For business owners whose teams are telling different versions of their story.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-02:21 Business Evolution and the Impact of AI04:21 Personalized Solutions and Changing Consumer Behavior04:55 Values and Psychological Resonance in Marketing15:48 Navigating Business Challenges and Personal Growth20:12 Simplifying PR for Accessibility22:08 Values-Driven Hiring24:13 Personal Growth and Business Evolution5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerYour Business Might Be Unsellable with Allie Beckmann and Alexandria SeydelAI, Automation and Strategy with Leland Best and Chris TrokaThe Crisis Management Playbook with Oliver Aust and Gordon FiremarkWhat’s your position? with Beatrice and ElijahReach out to guest speaker:Gloria Chou:Instagram | Gloria Chou PR - MasterclassFollow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
- Sep 30, 20251h 15m
Why Your Business Might Be Unsellable | Alexandria Seydel & Allie Beckmann
Most business owners think they'll just clean things up when they're ready to sell.Well, as great as that would be, it doesn’t work that way.In this episode of The Art of Positioning, M&A attorney Alexandria Seydel and financial advisor Allie Beckmann join Beatrice to break down why 75% of businesses that go to market never actually sell.And it's not market conditions, it's deal killers hiding in plain sight.We cover:Reducing owner dependence.Building a cohesive exit strategyThe deal killer categories making buyers walk away.How business owners can increase their market value.The gaps you can't see that cost millions in future value.Tune in to get a grip on positioning your business as the apple in the eyes of investors and customers alike.-Find gaps in your brand health and performance in 5 minutes with The Brand Health Audit.-04:52 Increasing Market Value: Key Considerations06:48 Brand Valuation and Rebranding Pitfalls08:03 Exit Readiness and Strategic Planning14:17 Customer Concentration and Operational Systems15:19 Personal and Business Financial Planning18:06 Mindset and Emotional Preparation for Exit31:33 Nitty-Gritty Actions for a Successful Exit39:51 Optimizing Business Operations43:12 Legal and Financial Deal Killers45:38 Owner Dependence and Succession Planning50:23 Incentivizing Key Employees53:53 Brand Strength and Reputation01:03:32 Attracting Investors and Buyers5 episodes to binge on:The no bullshit strategy with Alex SmithBrand strategy in action with Cam VarnerAI, Automation and Strategy with Leland Best and Chris TrokaUnmasking strategy with Beatrice and Elijah What’s your position? with Beatrice and ElijahReach out to guest speakers:Alexandria Seydel: LinkedIn Allie Beckmann:LinkedIn | Get Liberated FinancialDisclaimer: All content is for education and information purposes only. It is not intended to provide any tax or legal advice or provide the basis for any financial decisions. Nor is it intended to be a projection of current or future performance or indication of future results. Advisory services are offered by Liberated Financial, an Investment Advisor in the State of Colorado and other jurisdictions in which it may conduct business.Follow Beatrice Gutknecht:LinkedIn | YouTube | Instagram | WebsiteProduced by Your Podcast Sidekick
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About The Art of Positioning
What if you could take your business and shake up how it's seen, inside-out to go from plateau to pop star?Beatrice Gutknecht (Brand Positioning Badass - Badassery by B), is on a mission to help you do that while avoiding dropping big bucks on harmful rebrands.The Art of Positioning podcast teaches you how to rewire operations around new positioning.The goal? Ready to implement tips, aka actionable ideas, shared by Beatrice and expert guests.Rebrands, fluffy words, and pictures can take a walk.Check your brand health today: www.badasserybyb.com/brand-health-auditLet’s freakin’ go!
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