How to Scale a Business

Hector sits down with David "Ledge" Ledgerwood, a guy who’s cracked the code on turning content into closed deals. Ledge doesn’t just talk about B2B sales—he’s done it, closing $50M in enterprise deals and landing Fortune 1000 clients using podcasting as his secret weapon. They get into the strategy behind why most agencies and service businesses struggle to scale, and how the right content-to-revenue system changes everything. If you’re tired of spinning your wheels with cold outreach and content that doesn’t convert, this is the episode that’ll show you a smarter way to grow.Chapters:00:00:00 – The Story Begins: Who is Ledge and Why Should You Listen?00:01:37 – The Accidental Podcast Strategy That Closed $150K+ Deals00:04:22 – Scaling B2B Services: Lessons From Add One Zero00:09:11 – The Harsh Truth About Content Marketing (Most Are Doing It Wrong)00:15:39 – The Real ROI of Content: Beyond Vanity Metrics00:22:14 – The Hidden Power of Strategic Content Distribution00:27:42 – Niche Domination: Why the Smallest Markets Yield the Biggest Wins00:31:57 – Wrapping Up: Where to Find Ledge and What’s NextLinks and Resources:Ledge on LinkedInAdd1ZeroAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

James Davis isn’t your typical PR guy—he’s a strategist who tells CEOs the hard truth and helps them win big. As the founder of Touchdown Strategies, he’s worked behind the scenes of some of the most high-stakes political and corporate battles, from shaping Supreme Court confirmations to crisis-managing BP’s Deepwater Horizon response. In this episode, James shares how he built a powerhouse agency, why most PR is just noise, and what it really takes to shift public opinion. If you want to learn how to cut through the BS and drive real impact, this one’s for you.Chapters:00:00:00 – Kicking Off: How James Davis Is More Than Just PR00:00:43 – From Agencies to Touchdowns: Betting on Himself00:01:53 – The Truth About PR: Why Most Firms Get It Wrong00:03:46 – Building Teams That Solve Problems, Not Just Report Them00:05:19 – The Strategy CEOs Don’t Want to Hear (But Need To)00:07:46 – Scaling Without Breaking: Systems Over Superheroes00:12:07 – The Playbook for Messaging That Actually Moves the Needle00:18:10 – AI, Deepfakes & Speed: The New Rules of Crisis Response00:22:27 – How to Connect with James Davis & Take Action TodayLinks and Resources:James on LinkedInTouchdown StrategiesAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector's chatting with Rusty Shields, the big boss at Develefy Consulting, about how awesome game-changing relationships are in business. Rusty's journey is wild - he started in opera, then switched to leadership consulting, always shaking things up! He shares why most people totally miss the mark when it comes to business relationships and how ditching those "you scratch my back, I'll scratch yours" connections for deeper ones can really skyrocket your growth. If you're tired of playing by those old-school leadership rules, Rusty's ideas might just change how you level up!Chapters:00:00:00 – A First Guest, A Big Idea, and a Bold Conversation00:00:54 – From Opera Stages to Boardrooms: Rusty’s Unexpected Path to Leadership00:03:21 – Why Traditional Leadership Training is Broken (And What Works Instead)00:08:02 – The 4-Step Connection Framework That Will Transform Your Business00:12:47 – Step 1: The Power of ‘Why’ and How It Shapes Every Relationship00:16:32 – Step 2: Finding Your Unique Connection Vehicle00:20:21 – How to Apply This Today (Without Overhauling Everything)00:25:09 – Where to Find Rusty and Why 2025 is the Year for Bold MovesLinks and Resources:Rusty on LinkedInDevelefy ConsultingAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Caroline Voaden, founder of Story Copywriting, talks about how impactful storytelling in the B2B world is. Having a background in corporate PR and reputation management, Caroline explains how she flipped the script, turning dry, product-focused messaging into compelling, customer-centered stories that drive growth. Caroline and Hector explore the common mistakes businesses make with their storytelling—or lack of it—and reveal why "storyselling" is the ultimate strategy for B2B success. If you’ve ever wondered how to make your brand unforgettable, this episode is for you!Chapters:00:00:00 - A Warm Welcome and the Storyteller’s Arrival00:00:29 - From Corporate Suit to Storytelling Savant00:01:36 - The Storytelling Secret B2B Keeps Ignoring00:02:06 - Fatal Storytelling Missteps You Might Be Making00:03:34 - Transforming Customers into Brand Heroes00:05:41 - Villains in Marketing? Yes, and You Need One00:06:44 - Executive Personas: Building Brands with Personality00:08:02 - The Triple Threat of Stories Every Brand Needs00:09:59 - Spreading Your Story Like Wildfire00:12:42 - Your Toolkit for Becoming a Master Storyteller00:18:28 - When to Outsource: Hiring the Right Storyteller00:19:35 - The Final Act: Caroline’s Parting WisdomLinks and Resources:Caroline on LinkedInStory CopywritingAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector and Aaron Hageman, a business whiz who's aced scaling companies and leading teams, have a chat. Aaron shares his journey, from selling his company to Walmart to realizing personal growth is key to success. He drops actionable advice on emotional intelligence, building systems, and investing in people to grow. It's a real and honest look at what it takes to scale a business and yourself, all while staying grounded.Chapters:00:00:00 - Aaron’s Take on Entrepreneurship00:00:32 - From Startups to Walmart: Aaron’s Bold Journey00:02:15 - Mentors, Coaches, and the Magic of Standing on Giants' Shoulders00:05:08 - The Unexpected Link Between Personal Growth and Business Success00:07:54 - Mindset Shifts That Make or Break Entrepreneurs00:12:04 - Learn, Apply, Teach: Aaron’s Framework for Winning00:16:09 - The Hidden Superpower: How Assistants Transform Success00:24:20 - Scaling with Servant Leadership: Aaron’s Game-ChangerLinks and Resources:Aaron on LinkedInAaron on InstagramHageman EnterprisesFrom Dropout to Delivery Kingpin by Aaron HagemanAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector sits down with Logan Speights, co-founder of Proxxy, to discuss the world of scaling service-based businesses. Logan, a self-proclaimed ops and automation enthusiast, shares how his journey from the dot-com boom to agency ownership shaped his obsession with creating seamless systems. They talk about the biggest pitfalls agency owners face, the secret sauce to scaling successfully, and why having an operating system in place is a non-negotiable for growth. Logan also offers you the tools to rethink how you approach business growth. Chapters:00:00:00 – Who is Logan Speights? A Mastermind in Automation and Scaling00:01:05 – From Dot-Com Dreams to Agency Excellence00:02:57 – Why Agencies Struggle: The Hidden Challenges00:05:21 – The Operating System: A Non-Negotiable for Business Growth00:08:35 – The Six Stages of Scaling: Where Are You Now?00:18:53 – Cracking the Growth Code: 8 Factors You Can’t Ignore00:24:15 – The Secret Sauce to Scaling Your Business RevealedLinks and Resources:Logan on LinkedInProxxyTripleEightsDigital Fight ClubAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector sits down with Erik Huberman, CEO of Hawke Media, to peek into the mindset, strategies, and lessons behind building one of the most recognized marketing agencies today. Erik shares how discipline, clarity of vision, and a willingness to adapt have been central to Hawke Media’s growth. From internal crises to identifying market trends and leveraging data, Erik offers a look at what it takes to scale a business while staying focused on the mission. Tune in for a conversation about big-picture thinking with takeaways for any entrepreneur aiming to grow their company.Chapters:00:00:00 – The First Question That Sets the Stage00:00:22 – A Trophy Shelf That Tells a Bigger Story00:01:50 – Why "Easy to Work With" Became Non-Negotiable00:02:34 – The Awkward Phase Every Business Faces00:04:45 – When Focus Becomes the Hardest Skill to Master00:13:31 – The Invisible Mistakes Killing Your Marketing Efforts00:18:11 – A Downward Spiral and the Scrappy Comeback00:20:25 – The Next Big Bet and What Comes AfterLinks and Resources:Erik HubermanHawke MediaErik on LinkedInAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector sits down with Robert Manasier, CEO of InFocus Brands, to explore the realities of scaling a business by reading market trends and removing ego from decision-making. Robert shares how failure became his greatest teacher, why execution always outweighs ideas, and how simplifying processes is the key to sustainable growth. They discuss the importance of honest feedback, calculated risks, and building teams that prioritize accountability over ego. Tune in to hear Robert explain the mindset shifts and methodologies that drive long-term success in an ever-changing market.Chapters00:00:00 – Where Market Wisdom Begins00:00:58 – Teenage CEO: Lessons from Robert’s First Failures and Triumphs00:03:11 – The Invisible Skill: How to Read Markets Before They Speak00:04:54 – Adapt or Expire: The Relentless Reality of Market Shifts00:10:30 – Teams Without Ego: Building a Culture That Executes00:11:42 – Predictions vs. Patterns: Spotting What’s Next Before It’s Obvious00:22:01 – Scaling Simplified: Why Complexity is the Silent Killer of GrowthLinks and ResourcesRobert on LinkedInIn Focus Brands on LinkedInIn Focus Brands on YouTubeAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector sits down with Jacob Kelly for a conversation about the intersection of marketing, content creation, and genuine connection with audiences. Jacob shares his experiences from growing one of the top podcasts in the world to building impactful marketing campaigns, breaking down why chasing trends often leads to hollow results. They explore the balance between art and media, the underrated power of newsletters, and how businesses can use podcasts as more than just content—they can be sales tools. Tune in to hear a fresh perspective on how brands can truly resonate with their audience.Chapters00:00:00 – The Unfiltered Opening: Meet Jacob Kelly00:00:30 – From Sports Marketing to Podcast Stardom: Jacob's Origin Story00:02:08 – Why Most Businesses Fail at Online Marketing00:04:08 – The Podcast Hack That Doubles as a Sales Tool00:08:03 – Newsletters Aren’t Dead: Why Jacob Still Bets on Email00:12:21 – Timeless Marketing Strategies That Outlast Trends00:21:56 – Art vs. Media: Why Your Business Needs to Know the Difference00:24:35 – The Wrap-Up: Key Takeaways and Final ThoughtsLinks and ResourcesJacob on LinkedInJacob on InstagramJacob on TikTokArtwell PodcastArtwell SubstackAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Hector sits down with Maresa Friedman to discuss her unique approach to helping businesses thrive. Maresa, known as the "Executive Cat Herder," shares how she handles the messy realities of entrepreneurship, cuts through the noise, and identifies the blind spots holding founders back. She explains why integrating personal and professional lives is critical, pushes back against myths around success, and tells the importance of mindset and authenticity in achieving real growth. It’s an awesome conversation about the tough questions leaders need to face and the hard truths that drive meaningful change.Chapters00:00:00 - A Name You Won’t Forget00:00:25 - Unpacking a Fresh Perspective00:01:29 - Myths That Refuse to Die00:03:15 - What’s Hiding Beneath the Surface?00:04:43 - The Mindset Alchemy00:06:20 - The Tug-of-War We All Face00:08:57 - When Leaders Become Heroes00:17:51 - Breaking Boundaries at Home00:21:26 - Lessons Etched in Gold00:24:09 - The Doorway to Something MoreLinks and ResourcesMaresa on LinkedInThe Executive Cat HerderAmplafy MediaHector Santiesteban on LinkedInHector Santiesteban on TwitterThanks so much for joining us this week. Want to subscribe to How to Scale a Business? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!