Return on Reputation

Reputation Raised This $10.5M Fund: The Visible Hands Fund Model | Justin Kang | Ep.7

What does it actually take to raise a venture fund when no one would have hired you to run one? And how do you build the kind of reputation that convinces 80 people to bet their money on you before you have ever written a single check?
 
I sat down with Justin Kang, Co-Founder and Managing Partner of Visible Hands, a pre-seed venture capital fund investing in underrepresented founders across Boston, New York, and the American South.I wanted to get him on the show because his story is one of the clearest examples I have ever seen of reputation functioning as actual currency.
 
Justin did not come up through Goldman Sachs or get recruited out of Stanford. He spent his twenties moving between politics, nonprofits, and civic organizations, building relationships without a master plan. Then in 2020, he and two co-founders launched a pre-seed fund from scratch with no institutional track record and no traditional pedigree. Just 15 years of trust, built one relationship at a time. Today, Visible Hands has made more than 100 investments, closed a first fund at 10.5 million dollars with 80 limited partners, and generates 3 million dollars annually through partnerships with cities, family offices, and foundations.
 
This conversation changed how I think about deal flow, founder evaluation, and what it really means to build authority before you need it.
 
What you will learn in this episode:
Why micro venture capital funds statistically outperform large funds, and the business model problem that stops almost everyone from running one
How Visible Hands generates 3 million dollars a year through city and foundation partnerships, giving a micro fund the resources of a much larger operation
The three-part founder evaluation framework Justin uses before there is a product to judge: inspired insights, meaningful skill sets, and resource magnetism
Why nine out of ten pre-seed companies pivot from their original idea, and what Justin actually bets on instead
The three capital gaps blocking underrepresented founders: financial capital, social capital, and inspiration capital
Why the best founders build businesses so that investors chase them, and how that changes everything about how you should approach a raise
How Justin raised 10.5 million dollars without a traditional VC background, and what that proves about reputation as a substitutable form of credentialing
What founders should be doing right now, a full year before they are ready to raise, to build the authority capital that makes investors pay attention
 
If you are a founder who thinks you do not fit the profile, or you are sitting on an idea waiting until everything is perfect before putting yourself out there, this episode is a direct answer to that hesitation. Reputation is not built on where you went to school. It is built on who showed up for you when you asked, and that only happens if you spent years showing up for them first.
 
About Justin Kang Co-Founder and Managing Partner, Visible Hands. Former VP of Economic Growth at the Greater Boston Chamber of Commerce and early employee at MassChallenge. https://www.linkedin.com/in/justinjkang/ 
 
Timestamps:
0:00 — Justin Kang's non-traditional path to venture capital
4:30 — Why Visible Hands started in Summer 2020
8:00 — The "Visible Hands" name: a riff on Adam Smith's invisible hand
10:45 — How ecosystem-building generates deal flow AND $3M in annual revenue
15:30 — Pre-seed diligence: what Visible Hands looks for in a founder
21:00 — Resource magnetism, inspired insights, and why management consultants get a flag
26:00 — The danger of raising too much money too fast
31:00 — AI's impact on founder team size and check size
34:00 — How founder reputation plays into follow-on rounds from seed to Series A
38:30 — Financial capital, social capital, and inspiration capital: the three barriers to underrepresented founders
44:00 — How to build authority capital before you're ready to raise
49:00 — Rapid fire: warm vs. cold outreach, best book, and why LinkedIn wins
52:00 — Closing thoughts on entrepreneurship as privilege
Connect with Justin Kang: Website:https://www.visiblehands.vc/  LinkedIn: https://www.linkedin.com/in/justinkang
 
Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey YouTube: https://www.youtube.com/@JustinObey Website: https://obeycreative.com

The Laws of Brand Storytelling: How to Build a Personal Brand That Compounds | Jessica Gioglio

How do you build a personal brand that compounds over time? What does it actually take to go from invisible to authoritative, and what are the laws of brand storytelling that make it all work?
Justin Obey sits down with Jessica Gioglio — bestselling author, keynote speaker, and founder of With Savvy Media & Marketing — to answer exactly that. Jess co-authored The Laws of Brand Storytelling and The Power of Visual Storytelling, has led award-winning marketing and PR programs for Dunkin' Donuts, TripAdvisor, and Sprinklr, and has spent two decades helping companies and founders tell the stories that actually move the needle.
This conversation is personal. Jess helped Justin get his first press hits — including coverage in the Boston Globe — when he was building Social Boston Sports from scratch. Fast forward nearly 20 years, and she's one of the most credible voices in brand storytelling. This episode is about what compounded.
They cover the Macro/Micro storytelling framework, why neutral brands are invisible brands, the CTFD Index Jess created at Dunkin', why AI is exposing weak strategy rather than replacing storytellers, and the exact playbook for founders who want to start building their personal brand today.
What you'll learn in this episode:
Why reputation compounds — and why most founders start too late
The Macro vs. Micro stories framework from The Laws of Brand Storytelling
Why brand pages are losing to personal brands on LinkedIn
How to build an authenticity playbook so your brand never crosses the wrong line
The CTFD Index — a crisis communications framework from inside Dunkin' Donuts
Why AI is exposing weak strategy, not replacing great storytellers
The human-AI-human sandwich approach to content creation
The one platform, one format, and one habit every founder needs to start today
Chapters:
00:00 — Introduction & Welcome 01:14 — The Comcast Sleeping Tech Story That Started It All 03:10 — The Savvy Bostonian Blog & Building a Personal Brand Before It Had a Name 05:14 — Was It Hard to Walk Away from Corporate? The Leap to With Savvy 07:00 — Using Side Projects as a Test Bed for Your Marketing Skillset 09:40 — Personal Brand as the New Career Security 12:00 — When Should a Founder Build a Personal Brand vs. Go Faceless? 13:05 — The Macro vs. Micro Stories Framework Explained 15:07 — The Dunkin' Pay-It-Forward Story (and What It Teaches About Brand Storytelling) 18:25 — Employee Advocacy: Why Employees Outperform Brand Pages 21:10 — Are Brand Pages Dead? The Shift to Founder and Executive Voices 23:00 — The Rise of B2B Influencers and Why It's Harder Than B2C 25:00 — The Laws of Brand Storytelling: Core Thesis Breakdown 28:48 — Why Neutral Brands Are Invisible Brands (The Switzerland Problem) 31:50 — The Neuroscience of Storytelling and Why Stories Beat Data 33:05 — How to Take a Brand Stand Without Crossing the Line 36:00 — The CTFD Index: Jess's Crisis Communications Framework from Dunkin' 37:50 — AI and Brand Storytelling: What Founders Need to Know Right Now 38:30 — What the CEO of Google DeepMind Told Jess About AI and Storytellers 42:25 — The Human-AI-Human Sandwich (Justin's Framework, Jess Approves) 43:45 — Why Companies Confuse a Growth Problem with a Branding Problem 46:35 — Rapid Fire Round 
Connect with Jessica Gioglio: Website: https://jessicagioglio.com LinkedIn: https://www.linkedin.com/in/jessicagioglio Newsletter (The Marketer's Storybook): Available on LinkedIn and Substack The Laws of Brand Storytelling — available on Amazon The Power of Visual Storytelling — available on Amazon
Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey YouTube: https://www.youtube.com/@JustinObey Website: https://obeycreative.com
About Return on Reputation: Return on Reputation is the show for founder-led brands done flying under the radar. Host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. New episodes every week.
#PersonalBranding #BrandStorytelling #FounderBrand #ReturnOnReputation #JessicaGioglio #ContentMarketing #B2BMarketing #TheLawsOfBrandStorytelling #FounderVisibility #LinkedInMarketing #PodcastMarketing #OBEYCreative

What Investors Actually Look For in Founders - Andrew Nash on Reputation, Risk & Building Again | Ep. 5

What separates founders who scale from the ones who stall? Andrew Nash has spent 40 years finding out.
Serial founder, investor, and entrepreneur Andrew J. Nash has built and exited companies acquired by Apple, eBay, Deloitte, and Chowly. After selling Targetable in 2024, he moved back to Australia ready to step back - and then AI pulled him right back into the arena.
Now he's building again: launching Austral Impact to strengthen the Australian startup ecosystem, developing Kemu (a vendor-agnostic AI orchestration platform), teaching as an Enterprise Professor at the University of Melbourne, and hosting his own podcast, Big Bets and Bad Calls.
In this conversation, Justin and Andrew get honest about what a 40-year career of exits actually comes down to — and it's not the technology. It's the trust.
What we cover:
Why Andrew left retirement to build again — and what he saw in AI that others missed
What Kemu is and why vendor-agnostic AI orchestration matters
How Austral Impact is filling a critical gap in the Australian startup ecosystem
What Andrew looks for in a founding team before writing a check
Whether personal brand and reputation actually influence investment decisions
The case for founder-led brands in B2B
Big bets he's proud of — and bad calls he'll put on the record
If you're a founder, investor, or operator building something that's meant to last — this one's for you.
Episode Chapters:
00:00 — Introduction & How Justin and Andrew Met
01:00 — Andrew's 60-Second Career Pitch (The Forrest Gump Version)
03:00 — Why AI Pulled Him Out of Retirement
05:15 — Learn, Earn, Return: The Framework Behind Everything Andrew Does
08:00 — Austral Impact: Closing the Gap in the Australian Startup Ecosystem
09:30 — Why He Started Big Bets and Bad Calls (And What the Name Really Means)
20:30 — Kemu Deep Dive: Building the AI Orchestration Platform of the Future
34:00 — We're Only 1-2% Into the AI Revolution
40:30 — Is Reputation the Real Throughline Behind Andrew's Exits?
43:00 — Jockey Over Horse: How Andrew Evaluates Founders Before Investing
47:00 — Founder-Led Brand: Vanity Play or Business Necessity?
49:00 — The #1 Role of a Founder and What to Look for in a Team
52:00 — The Biggest Bet of His Life (Moving to the US in the 90s)
53:00 — Risk, Resilience, and Running Hard at It
Connect with Andrew Nash: 🔗 LinkedIn: linkedin.com/in/andrewjnash 🎙️ Big Bets and Bad Calls: [URL] 🌐 Austral Impact: [URL] 🤖 Kemu: [URL]
Return on Reputation is hosted by Justin Obey, founder of OBEY Creative. New episodes every week at the intersection of reputation, visibility, and business growth.
🔗 LinkedIn: [URL] 🌐 OBEY Creative: [URL] 📩 The Authority Brief: [URL]
#PersonalBrand #FounderStory #Entrepreneurship #ReturnOnReputation #AndrewNash #AIStartups #FounderLedBrand #B2BMarketing #StartupPodcast #Reputation

Ep. 4 | Burned at Age 8, Told He’d Never Compete Again — Now a Top 1% IRONMAN Athlete | Shay Eskew | Return on Reputation

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Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprintHow do you pick yourself up when your life changes forever in just three minutes? And more importantly, how do you transform your scars—both physical and emotional—into the foundation of an unbreakable reputation that inspires thousands? This episode is a deep dive into the heart of true resilience and the "competitor" identity.
 
I’m Justin Obey, and on Return on Reputation, we talk to leaders who understand that character isn’t built when things are easy; it’s forged when you decide not to quit during your darkest hours.
 
My guest today is Shay Eskew. Shay’s story is, quite simply, a miracle of willpower. At eight years old, a horrific accident left him with burns over 65% of his body and a medical prognosis that said he’d never compete in sports again. 
 
Today, Shay is not only a highly successful sales executive and author, but a world-ranked Ironman triathlete in the top 1%. He has turned what many would see as a tragedy into his greatest asset: a personal brand built on radical authenticity and a refusal to be a victim.
Shay breaks down why being "memorable" is far more powerful than being perfect, and how pain, when embraced with gratitude, becomes the fuel for a life without limits.
 
What we unpack in this conversation:
Competitor vs. Finisher: Why Shay refuses to just "get through" a task and how the mentality of going all-in separates exceptional leaders from the average.
The Vulnerability Advantage: How sharing your rawest failures—from grueling surgeries to forgetting your family’s passports—builds a level of trust with clients that traditional marketing can’t touch.
Choose Your Hard: The powerful philosophy of understanding that life will be difficult regardless, so you might as well choose the "hard" that leads to growth and discipline.
Reputation in the Boardroom: Shay’s secret to walking into a room and being the person everyone remembers, using his unique story to break through the noise and close multi-million dollar deals.
The Legacy of Grit: How to balance the ambition of an Ironman with being the father and husband your family deserves, ensuring that success at the top isn't a lonely finish line.
 
If you’re a founder going through a season of loss, or if you feel like your "scars" are holding you back, Shay is here to remind you that you are uniquely adapted to handle adversity.
 
Because at the end of the day, your reputation isn’t about what happened to you—it’s about who you chose to become because of it. Greatness isn't given; it’s earned in the fire.
 
About Shay Eskew: Shay Eskew is a world-ranked Ironman triathlete, a highly successful sales executive, and a burn survivor who has turned unimaginable adversity into a blueprint for peak performance. After an accident at age eight left him with burns over 65% of his body and 40+ surgeries to follow, Shay defied medical odds to become a top 1% Ironman competitor and a sought-after motivational speaker.
With a career built on the mantra that "anything worth doing is worth overdoing," Shay has mastered the art of Authentic Resilience. He leverages his unique story to build deep trust in the boardroom, proving that vulnerability and grit are a leader's most valuable assets. He is the author of the bestseller What the Fire Ignited, where he teaches others how to stop being victims of their circumstances and start being competitors in their lives.
About Return on Reputation: Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue.
Connect with Shay Eskew:
Website: https://www.shayeskew.com/
LinkedIn: https://www.linkedin.com/in/shayeskew/
Instagram: @mr_shay_sq
 
Connect with Justin Obey:
LinkedIn: https://www.linkedin.com/in/justinobey/
YouTube: https://www.youtube.com/@JustinObey
 
CHAPTERS:01:15 Choose Your Hard
03:11 The Burn Accident
05:47 Surgeries And Identity
09:11 Gratitude And Defiance
12:31 Never Quit Mindset
17:23 Triathlon Disaster Day
22:56 Daily Routine And Prayer
24:42 Family First Priorities
27:29 All In Competitor
29:01 All In Training Mindset
30:55 Bear Trapping Adventures
33:00 Athlete Identity In Business
34:20 Be Memorable In Sales
36:26 Authentic LinkedIn Branding
38:52 Vulnerability Builds Trust
41:45 Epic Passport Failure Story
45:02 Book Lessons From Hardship
48:48 Luck Faith And Timing
50:34 Write The Damn Book
53:58 Reputation And Identity
55:42 Seek Discomfort Oggi
57:35 Where To Find Shay
 

Ep. 3 | How to Use AI to Build Your Personal Brand (Without Losing Your Voice)

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Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint
 
How do you move from being an invisible founder to the definitive face of an industry? And more importantly, how do you use AI to scale that presence without ending up with a feed full of "AI slop"? This episode is all about the art of solid communication.
 
I’m Justin Obey, and on Return on Reputation, we talk to leaders who understand that in business, there is no gray area: you either protect your reputation or you lose your leverage.
 
My guest today is Jason Erkes. Jason has one of the most fascinating career pivots I’ve seen. Moving from running massive sports leagues to becoming the national spokesperson for the cannabis industry at Cresco Labs. He’s lived the challenge of professionalizing a "taboo" industry and is now teaching agencies how to master the next big shift: the intersection of PR and Generative AI.
 
Jason breaks down why the "Sell me this pen" mentality is still the foundation of business, and how he’s helping firms train the AI on the agency, not just training the staff on the tools.
 
What we unpack in this conversation:
 
The Human-AI Sandwich: Why the best content starts with a human, uses AI for the 80% of heavy lifting, and always finishes with a human touch for total accuracy.
From Volleyball to Weed: The reputation blueprint Jason used to take cannabis from "garage grows" to sterile, white-lab-coat medical facilities through radical transparency.
Don't Be a Stranger to your AI: Why asking a generic GPT to write for you is like handing your laptop to a stranger on the street—and how to fix it by hooking AI into your own client files.
The Power of Three Points: Jason’s "no-script" secret for coming off natural on camera and building an authoritative personal brand without the fluff.
Breaking the Noise: How to use "Newsjacking" and custom GPT roles—like the PR Writer and Creative Analyst—to give a 5-person team the bandwidth of a 50-person agency.
 
If you’re a founder who feels like you don't have the time to be "visible," or if you're worried that AI will make your brand feel "feral" and robotic, Jason is here to show you a better way.
 
Because at the end of the day, building a brand isn't an extra task, it is the business. And the loudest microphone only wins if the message is authentic.
 
About Jason Erkes:
Jason Erkes is a seasoned PR strategist, Emmy-winning journalist, and the former Chief Communications Officer at Cresco Labs, where he played a pivotal role in professionalizing and normalizing the cannabis industry on a national stage. With a career spanning from sports and social clubs to highly regulated industries, Jason has mastered the art of "Strategic Reputation"—turning transparency and clear messaging into massive business growth. Today, he is the founder of Prompted Comms, a consultancy at the intersection of PR and technology, where he helps agencies and leaders integrate custom AI frameworks to amplify their brand authority without losing their human essence.
About Return on Reputation:
Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue.
Connect with Jason Erkes:
Prompted Comms: https://www.promptedcomms.ai/
LinkedIn: https://www.linkedin.com/in/jasonerkes/
Instagram: @jasonerkes
Connect with Justin Obey:
LinkedIn: https://www.linkedin.com/in/justinobey/
YouTube: https://www.youtube.com/@JustinObey
 
Chapters:00:48 Communication as a Business Skill
02:40 AI Writing Slop vs Strategy
03:51 Custom GPTs for PR Workflows
06:30 From Sports to Cannabis PR
08:15 Rebranding Cannabis Through Transparency
09:42 Becoming the Industry Spokesperson
12:25 Personal Brand in the Media Era
15:25 Authenticity on Social Media
17:13 On-Camera Tips and Documenting
20:38 Launching Prompted Comms
21:45 Masterclass to Productized AI Training
23:23 AI Services Overview
24:00 PR Agency Accelerator Suite
24:26 Customizing Tools and Data Connectors
25:26 Privacy and Enterprise Safeguards
26:48 Safe Use and Anonymizing Clients
28:02 Small Agencies Scaling with AI
29:39 AI vs Humans in PR Work
31:27 Breaking Through Marketing Noise
32:35 Brand Strategy for Founders
34:26 Newsjacking for Relevance
36:01 Personal Brand Consistency
38:32 Reputation and Crisis Lessons
40:29 Rapid Fire and Wrap Up

Ep. 2 | How Founders Lead Through Growth, Change & Imposter Syndrome | Return on Reputation

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How do founders lead through rapid growth without losing themselves - or their team? That's exactly what we unpack in this episode.
I'm Justin Obey, founder of Obey Creative, and Return on Reputation is the show for founders who want to turn leadership credibility into real business leverage.
In this episode, I sit down with Linda Coughlin, an executive advisor who has spent decades helping founders and leadership teams navigate growth, organizational change, and the moments when a business starts to outgrow how it's been operating.
Linda introduces what she calls Change at the Core - the kind of deep, identity-level change that goes far beyond new strategies or surface-level fixes.
We cover:
Why so many change initiatives stall and what leaders consistently miss
How loyalty can quietly hold a company back and why the people who built the business aren't always the right people to scale it
Imposter syndrome in leadership and why it hits even the most confident founders
How the fear of being "found out" keeps founders from stepping into bigger opportunities
If you're in a season of growth, feeling the pressure of leadership, and wondering what the next version of you needs to look like - this conversation is for you.
Because at some point, growing the business stops being about better strategy. It's about becoming the leader the next stage actually requires.
CHAPTERS:
0:00 Welcome & Introduction
0:04 What Is "Change at the Core"?
1:40 The Steps of the Change at Core Process
3:00 BHAG vs. Purpose-Driven Future State
4:40 Why Transformative Change Requires a Team
5:47 How to Execute Deep Change Without Disrupting Operations
7:00 What Actually Motivates High-Potential Leaders
8:25 Why Great Leaders Hire People Better Than Themselves
9:19 Professional Humility and Strategic Vulnerability
10:15 Transparency With Your Team — How Much Is Too Much?
12:07 Why "Protecting" Your Team From Bad News Backfires
14:15 Real Case Study: $100M Company Hitting a Growth Ceiling
15:59 When Loyal Leaders Aren't Right for the Next Stage
16:15 How to Assess Whether Your Leaders Can Scale With You
19:16 Imposter Syndrome — Is It Real or Overhyped?
21:39 Three Tactics to Overcome Imposter Syndrome
23:44 Why Personal Branding Triggers the Same Fear as Imposter Syndrome
25:30 What Makes a Great Change Maker
26:40 Why Celebrating Small Wins Is a Leadership Superpower
28:05 Internal Brand vs. External Brand
29:25 What Culture Actually Means (It's Not a Ping Pong Table)
32:42 How Toxic Cultures Form and How to Fight Them
35:19 AI and the Future of Leadership
36:55 AI as Thought Partner, Not Replacement
39:50 Rapid Fire: Best Advice for Founders
40:25 Rapid Fire: Worst Advice Online for Founders
42:15 Rapid Fire: What Would Linda Do If Not This?
44:05 Closing

Ep. 1 | Why Visibility Is the Key to Leadership and Career Growth | Laurie Schloff | Return on Reputation

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Most founders are more capable than they are visible. And that gap is costing them.
In the very first episode of Return on Reputation, I sit down with Laurie Schloff - founder of Partners in Communication, author of Smart Speaking, and one of the most respected executive communication coaches in the country - to talk about the one thing holding smart, qualified founders back from growing their authority: the fear of being seen.
Laurie has coached executives at Fidelity Investments, State Street, Allstate, Michelin, and Dana-Farber Cancer Institute. She's appeared on Oprah and The Today Show. And she's spent decades helping leaders close the gap between how good they actually are and how they come across in the room, on camera, and in the market.
This conversation is for every founder who knows they have something valuable to say but hesitates anyway.
What We Cover in This Episode:
Why being great at your job isn't enough to get ahead — and what actually moves the needle in leadership
The data behind effective communication: how executive speaking skills impact stock prices, shareholder returns, and promotions
Laurie's Presence 26 Method — the four pillars of powerful, authentic communication
The fear of being seen, heard, and judged — and why it silently holds capable people back
Why perfectionism is one of the biggest visibility killers for founders
How to run better, more engaging meetings (and when to just send an email)
The role of listening in leadership — and why great leaders actually want pushback
Practical tips for founders who are terrified to hit record on their first piece of content
About Laurie Schloff:
Laurie Schloff is the founder of Partners in Communication and the author of Smart Speaking, widely recognized as one of the best books ever written on the subject. She has coached founders, executives, and public figures across some of the world's most respected organizations and has spent her career helping leaders turn communication into a competitive advantage. She also runs a 20-hour Presence 26 Certificate Program for trainers, coaches, and learning & development professionals who want to bring these frameworks into their own organizations.
Stats Mentioned in This Episode:
A Stanford study found that effective executive communication can increase stock prices by 2.5%
Organizations with highly effective communication practices generate 47% higher total shareholder returns
Executives who excel in presentation skills are 50% more likely to be promoted
About Return on Reputation:
Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue.
Connect with Laurie Schloff:
Partners in Communication: https://www.partnersincommunicationinc.com/
Smart Speaking on Amazon: https://a.co/d/0f99qvCr
Connect with Justin Obey:
LinkedIn: https://www.linkedin.com/in/justinobey/
YouTube: https://www.youtube.com/@JustinObey
Chapters:
00:00 – Introduction & Welcome 01:37 – How Laurie Got Into Executive Communication 02:10 – The Speech Improvement Company & Partners in Communication 03:00 – Why Communication Is a Competitive Advantage for Founders 04:08 – The Data Behind Effective Communication (Stanford Study & Key Stats) 05:06 – Being Good at Your Job Isn't Enough — What Separates Leaders 06:40 – The 4 Pillars of Presence: Messaging, Oral Image, Nonverbal & Interaction 07:55 – Style Words: Defining How You Want to Come Across 11:25 – The Real Cost of Staying Silent as a Founder 13:53 – Why Great Leaders Want Pushback (Not Yes Men) 14:20 – How to Run Better, More Engaging Meetings 16:00 – Is It Ego or Lack of Training? What's Really Holding Leaders Back 17:25 – Listening vs. Speaking: What Leadership Actually Requires 19:11 – Perfectionism Is the Enemy of Visibility 20:00 – The Mindset Shift That Separates Visible Founders From Those Who Stay Hidden 22:15 – The Fear of Being Judged by Peers (and Why It's Overblown) 24:35 – First Impressions & Making Virtual Meetings Count 26:31 – The Presence 26 Method Explained 28:50 – Vocal Variety: The Secret to Keeping Your Audience Engaged 29:25 – Practical Tips for Founders Terrified to Hit Record 30:48 – Rapid Fire Q&A 32:17 – Where to Find Laurie & Final Thoughts
Keywords: personal brand for founders, executive communication, visibility strategy, leadership presence, fear of public speaking, founder brand building, how to show up on camera, communication coaching, Laurie Schloff, Presence 26 Method, Return on Reputation podcast, Obey Creative, business authority, executive presence

Building Brands with Purpose: Steve Myers on Ilegal Mezcal & Dynamic Beverage Consultants

In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry.
He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry.
If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights.
🔹 How Ilegal Mezcal started and expanded globally🔹 Lessons learned from building a category-defining brand🔹 The evolving landscape of the beverage industry🔹 Why brand consistency and strategic patience are crucial for growth
Tune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand!
Timestamps:00:20 Steve Myers' Journey to Illegal Mezcal
01:40 Building a Brand: Challenges and Successes
02:35 Entrepreneurship Realities
04:00 Brand Consistency and Sales Strategy
06:46 Expanding Markets and Common Pitfalls
10:28 Consulting and Dynamic Beverage Consultants
15:24 Community Building and Events
22:41 Navigating Brand Success
23:24 Cash Flow and Investment Strategies
24:46 Trends in Consumer Drinking Habits
26:09 The Rise of Non-Alcoholic Beverages
30:41 Learning from Failures
36:56 Maintaining Balance and Health
40:16 Final Thoughts and Recommendations
-----------------------------------
👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

How Booz Box Hustled Its Way Onto Store Shelves with Ryan Provost

In this episode of Proof University, we sit down with Ryan Provost, co-founder of Booz Box Cocktails, to talk about how he turned a simple idea into a disruptive ready-to-drink cocktail brand.
What started as a casual dinner conversation led to the creation of Booz Box, a unique take on premium cocktails—served in a bag-in-box format. With no prior experience in the alcohol industry, Ryan and his business partner, Norman, took a leap of faith and built something truly different.
In this episode, we cover:🍹 Why they launched with three flavors instead of starting small📦 How they navigated branding, marketing, and legal hurdles🏪 The grind of self-distribution—going door-to-door to land in stores📲 The role of social media, influencer marketing, and tastings in their success💰 What they’d do differently if they had unlimited resources
Ryan opens up about the challenges of breaking into the alcohol industry, the lessons he’s learned along the way, and what’s next for Booz Box. If you’re into entrepreneurship, branding, or just love a good founder story, this episode is for you.
🔊 Listen now on Spotify, YouTube, and Apple Podcasts.
Timestamps:
00:00 - Welcome & Intro to Booz Box Cocktails02:15 - The Dinner Table Idea That Started It All06:42 - Launching with Three Flavors: Smart Move or Risky Bet?12:30 - The Hustle of Self-Distribution & Getting on Shelves22:45 - What’s Driving Booz Box’s Growth: Tastings vs. Social Media35:10 - The Reality of the Alcohol Industry & Biggest Lessons Learned48:25 - What’s Next for Booz Box? Expansion, New Flavors & More
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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

From Big Brands to Boutique Spirits: The Untold Story of Blacklisted Brandy with Draga Culic

In this episode of Proof University we’re joined by Draga Culic, the founder of Blacklisted Brandy, to uncover her inspiring journey from corporate powerhouse to boutique spirits innovator. 
With a career spanning industry giants like Diageo, Bacardi, and Jim Beam, Draga reflects on how her extensive experience laid the foundation for her leap into entrepreneurship. But it was a personal trip to Serbia in 2018 that truly ignited her passion for bringing “Rakia”—a traditional Serbian fruit brandy—into the modern craft spirits world.
Draga talks about:
The process of crafting four distinct fruit brandies—apricot, pear, quince, and aged plum—and why she decided to launch them all at once.
Challenges of starting small in a competitive industry and staying true to her brand’s values of authenticity and transparency.
The bold meaning behind the name "Blacklisted" and how it reflects her journey of doing things differently.
If you love stories of risk-taking, cultural connection, and innovation, this episode is for you. Draga’s passion for celebrating her heritage while creating something fresh and modern is a powerful reminder of how tradition and creativity can come together to shape something extraordinary.
 Tune in to hear how she’s redefining the spirits industry with vision, heart, and a taste of Serbia in every bottle. Available now on: Spotify, Youtube and Apple podcast.
 
Timestamps:
00:00 Welcome & Origins of Blacklisted Brandy
01:30 Discovering Serbian Brandy
03:41 Launching & Challenges of Entrepreneurship
08:15 The Meaning Behind the Name
18:06 Expanding Distribution & Market Growth
26:39 Consumer Response & Transparency
35:56 Future Vision & Closing Thoughts
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👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.
If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy.
👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey
👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey
👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey