Podcast
The Branding Laboratory
Hosted by Deevo Tindall · EN
Are you a CEO, entrepreneur, or solopreneur with a drive to build a distinctive brand that resonates with your audience? Are you an industry influencer who understands the importance of authenticity and compelling storytelling in shaping your digital footprint? The Business Branding Laboratory is the podcast for you!
Every episode of The Branding Laboratory offers a blend of theory and practice, making complex branding strategies accessible and actionable. We delve into the essence of innovative leadership—unpacking how successful leaders integrate their personal values with their professional objectives to create compelling, authentic brands. Our discussions center around the vital role of creativity in leadership and the transformative power of genuine human connections.
Think you'd be a great guest on the show? Apply at https://thebrandstoryteller.com/podcast-applyhere/
32episodes
Episodes
Newest firstAll episodes
The Self-Limiting Beliefs Quietly Killing Your Leadership (And Your Revenue)
4d ago00:57:48Tap to summarizeMost leaders hired JM Ryerson to double their revenue. He started by asking them what they did for themselves that morning. The answers told him everything he needed to know about why the revenue problem existed in the first place. JM is the founder of Let's Go Win, a performance and mindset ecosystem that works with growth-oriented companies on leadership alignment, sales execution, and culture. In this conversation on The Brand Lab, he goes deep on the identity work that sits underneath every organizational problem people mislabel as a strategy or messaging issue. If you have ever hired for culture fit and gotten it wrong, lost a client you should have kept, or found yourself making good money while quietly dreading your own life, this episode lands in a specific and useful place. What You'll Learn: 1: The three questions JM uses to dismantle any self-limiting belief, including the money belief that held him back even after his first seven-figure year. 2: Why culture is motor oil and not gasoline, and what that distinction means for how you build a team that doesn't grind itself apart. 3: How to give feedback that people can actually receive, and the one question you must ask before you open your mouth. 4: What JM learned about alignment by almost losing his family while financially succeeding at everything around him. 5: Why leadership development and revenue growth are the same conversation, and why separating them is where most coaching engagements quietly fail. About JM Ryerson: JM Ryerson is a performance coach, author, and founder of Let's Go Win, a holistic performance platform built around leadership alignment, mindset, and culture. His clients' lowest revenue increase on record last year was 47%. He is based in Boca Raton, Florida, and hosts his own podcast. He ran two and a half miles every day in college before he found out his coach was running five. He has been chasing that standard ever since. TIMESTAMPS: 00:00 — Introduction and five years of The Brand Lab 02:00 — What people miss when they Google JM Ryerson 05:30 — Authenticity, the Midwest, and the cost of curation 10:00 — How JM defines leadership and the coach who ran twice as far 14:00 — Diagnosing leadership gaps: how JM assesses an organization 17:00 — Core values, three per company, and why alignment starts there 19:00 — How to give feedback without blowing up the relationship 23:00 — Ego, meditation, and the practice of responding instead of reacting 26:00 — JM's four daily non-negotiables and why they are not optional 31:00 — The identity work behind the revenue: what happens when you're not aligned 38:00 — Rejection, ICP clarity, and learning from the proposals that said no 42:00 — Three questions that break self-limiting beliefs and generational patterns 48:00 — The Win Performance Platform: philanthropy, business, and winning from within 52:00 — How JM decides who he works with and why fixed mindsets are a hard stop 55:00 — Where to find JM and how to connect Connect with JM Ryerson: Linkedin: https://www.linkedin.com/in/jm-ryerson/ Instagram: @letsgowinofficial About The Brand Lab: The Brand Lab is a thinking room for founders and leaders who are building something real. Host Deevo explores the intersection of identity, positioning, and strategy with people who have already done the work and are still doing it. New episodes every week. Subscribe so you never miss a conversation worth having.
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Why Your Fridge Is Full But You Don't Know What to Cook — Jay Lee, Spring House
2w ago00:50:40Tap to summarizeThirty percent of the food you buy this week will end up in the trash. Not because you're careless — because your home is the only place in the entire food supply chain with zero inventory system. Jay Lee, founder of Spring House, is fixing that with an AI-powered food intelligence platform that tracks what you have, reduces waste, and tells you exactly what to cook tonight based on what's already in your fridge. This conversation goes deep on the behavioral design challenge behind building a consumer habit product, how Jay went from a career in defense technology to founding a company in food tech, and what it actually takes to solve a problem that every household on the planet deals with every single day. What You'll Learn: 1: Why 30% of household food gets thrown away — and the behavioral gap Jay identified at the root of the problem 2: How Spring House tracks pantry and fridge inventory through photos, voice, and receipt capture to create a real-time food intelligence layer for your home 3: The difference between static recipes (which create more stress) and adaptive recipes (which cook with what you actually have) 4: Why Jay says building a startup is more about stamina than speed, and how that mindset changed from his first company to his second 5: How culture functions in a startup — and why Jay describes it as the motor oil of a company rather than the gasoline About Jay Lee: Jay Lee is a second-time founder and entrepreneur with a background spanning defense technology and consumer product development. He is the founder of Spring House, an AI-powered food intelligence system designed to help households understand what food they have, reduce waste, and cook smarter. Spring House is currently in development with a beta waitlist open at springhouse.co. TIMESTAMPS: 00:00 — Introduction: Jay Lee and the Spring House concept 03:00 — The behavior Spring House is trying to change: awareness as the foundation 06:20 — The sour cream moment: the eureka origin story 09:00 — Why recipe apps make food waste worse, not better 11:00 — How Spring House tracks inventory: photos, voice, and receipt capture 14:30 — Why Spring House is focused on consumers, not restaurants 17:30 — Stamina over speed: lessons from building two companies 22:00 — Adaptive recipes and the food science taxonomy behind them 26:00 — Where Spring House is right now and how to join the beta waitlist 28:00 — What building companies has taught Jay about himself 33:00 — Culture as motor oil: Jay's philosophy on building great teams 36:00 — Getting the Spring House story aligned: perception vs. intent 40:00 — Technology vs. psychology: what this product is really about 44:00 — What Jay hopes people say about Spring House in three years 47:00 — Building in public and the power of transparent storytelling Connect with Jay Lee:Guest LinkedIn: https://www.linkedin.com/in/jaylee00/ Spring House: https://springhouse.co/ About the Show: The Brand Laboratory is a thinking room, not a traditional interview show. Host Devo explores the intersection of identity, strategy, and psychology behind what founders and entrepreneurs are actually building — and the friction they navigate to build it. Subscribe so you never miss a conversation.
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Why Every Successful Entrepreneur Feels Lonely — And the Community That Actually Fixes It
3w ago01:01:44Tap to summarizeWhat happens when you stop going to conferences for the content, and start going for the conversations in the lobby? That question became the foundation for one of the most exclusive entrepreneur networks in the world. Hollis Carter, Founder of Baby in the Bathwater, built a sold-out, decade-old community of seven- and eight-figure founders by scratching his own itch. What You'll Learn: 1: Why curating the room matters more than curating the content — and how Hollis's "current is strong" philosophy keeps the culture intact at scale 2: How to identify the three levels of community participation and why the third level is where the real business breakthroughs happen 3: The hard lesson Hollis learned about "bettering vs. biggering" and how it applies to your business decisions right now 4: Why early entrepreneurial success without the process often leads to self-sabotage — and how to build the experience base that makes success stick 5: How to develop personal core values before your business demands them from you (most founders learn this far too late) 6: The leadership move that transformed Hollis's team meetings: speaking last, and why it creates better outcomes every time About the Guest: Hollis Carter is the founder and CEO of Baby in the Bathwater, a private membership community and event series for founders in the grow-and-scale phase of their business. He began his entrepreneurial journey at 12, growing a lawn business before he had a driver's license, and has since bootstrapped multiple companies to seven figures across industries including publishing, software, and real estate. Baby in the Bathwater has been running for over a decade with a waitlisted, referral-only membership. TIMESTAMPS: 00:00 — Introduction & Welcome to The Branding Laboratory 02:30 — Devo on finding Baby in the Bathwater and why it blew him away 04:00 — Hollis's origin story: from dyslexic kid with a lawnmower to serial entrepreneur 08:00 — The accidental birth of Baby in the Bathwater 10:30 — The lobby theory: why conversations beat content at every conference 13:00 — How Hollis decided to manufacture serendipity 15:30 — Defining the community: who Baby in the Bathwater actually serves 19:00 — New app launch, membership model, and the decade-long journey 21:00 — Attention span vs. passion: why Hollis is in year 10 and still fired up 23:00 — The three levels of community participation and competitive giving 28:00 — What collaborative leadership actually looks like in practice 31:00 — How Hollis defines leadership (and why it's not a canned answer) 36:00 — Hollis's single superpower: curating and connecting 39:00 — Nature vs. nurture: how Baby in the Bathwater built its culture 43:30 — Working on yourself before working on your business (Jim Rohn principles) 47:00 — Personal values as a leadership foundation 53:00 — Core values Hollis lives by: bettering, saying nice things, and doing what you say 58:00 — Final gift: why experience is the only thing that matters Connect with Hollis Carter: https://babybathwater.com/ About The Branding Laboratory: A podcast hosted by Deevo that brings together entrepreneurs, leaders, and brand builders to explore what it takes to break free from uninspiring systems, build a genuine personal brand, and lead with purpose. Visit thebrandstoryteller.com to learn more. Subscribe so you never miss a conversation. New episodes drop regularly.
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Drink Like You Mean It: Building a Category-Defining Brand with Milan Martin
4w ago00:52:26Tap to summarizeWhat does it take to build a brand in a category that barely exists yet? Milan Martin walked away from 20 years in advertising, including work on some of the world's most recognized campaigns, to found Free Spirits, a company making non-alcoholic spirits for people who love cocktails, not people trying to quit drinking.That distinction matters. Free Spirits isn't a sobriety brand, but a choice brand, built for drinkers who want to stay in the room, enjoy the ritual, and skip the regret later on.In this episode, Deevo and Milan dig into what it really takes to introduce something new to a market that doesn't know it wants it yet. Milan shares the brand strategy behind 'Drink Like You Mean It,' how Free Spirits is disrupting a trillion-dollar alcohol industry without wagging a finger at it, and the near-death shipping disaster that almost killed the company in year one.What You'll Learn:Why the biggest misconception about non-alcoholic spirits is who they're actually forHow Milan positions a challenger brand against a deeply entrenched cultural narrative around alcoholThe 'and not or' philosophy that shapes everything from product strategy to marketingWhat actually drives brand loyalty (hint: it's not product, it's community and identity)How baby steps and compounding progress can take you further than a dramatic leap ever couldConnect with Milan: Linkedin: https://www.linkedin.com/in/milanmartin/ Website: https://drinkfreespirits.com/ Instagram: @drinkfreespirits TikTok: @drinkfreespirits
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The Modern Dating Code: Values, Attachment, and the Art of Choosing Right | Chelsko Thompson
May 1301:00:50Tap to summarizeWhat actually makes someone worth choosing in the modern dating landscape? In this episode of The Brand Laboratory, host Deevo sits down with Chelsko Thompson — known to her community as Chelsko — a relationship coach who helps men understand women, attraction, and themselves.Chelsko pulls zero punches.From unpacking attachment theory to explaining why leading with desperation repels the very people you want to attract, she lays out a clear-eyed framework for what it takes to show up grounded, clear on your values, and genuinely ready for a healthy partnership.Topics covered in this episode:1: How Chelsko built her coaching practice from personal heartbreak and abuse recovery2: The difference between anxious and avoidant attachment — and how to stop the cycle3: Why asking the hard questions early isn't scary; it's efficient4: The five values Chelsko looks for before she'll go on a first date5: What men and women each need to do before they're actually ready to date6: How social media is conditioning both sexes to chase the wrong signals7: The masculine-feminine dynamic — what it looks like when it works.Whether you're re-entering the dating world or trying to figure out why the same patterns keep showing up, this conversation will give you language for things you've been feeling but couldn't name.Guest Bio:Chelsko Thompson, known online as Chelsko, is a relationship coach, musician, and actor who built her practice the hard way: through two abusive relationships, years of self-work, and the realization that the best thing she could do with what she'd learned was stop giving it away for free. She specializes in helping men understand attraction, dating, and healthy relationship dynamics, and has built a community known for honest, direct conversation about modern dating. Her upcoming course, Unshakeable, guides men through the inner work of becoming the kind of person a high-quality partner is drawn to.LISTEN / WATCH YouTube + all major podcast platforms.Instagram: @chelskocoachingWebsite: https://chirp.me/chelskonellieHost: thebrandstoryteller.comIf this episode hit you, like it, subscribe, and leave a review. It helps the right people find this show.
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How Emotional Intelligence Unlocks the Power Corporate Women Already Have
May 600:46:17Tap to summarizeCamilla Calberg flew in from Copenhagen to join Deevo on The Brand Lab — and she did not come to play small. A former BP and IBM executive turned emotional intelligence coach, Camilla helps high-performing women in the C-suite break through the internal glass ceiling that no amount of talent or grinding can dismantle on its own. In this episode, they unpack her origin story (a four-year divorce battle and courtroom nervous breakdown that changed everything), her 3-step Identity-Inspire-Influence framework, and the commercial challenge of packaging personal healing as a measurable business advantage. If you've ever felt like you were doing everything right but still not getting the seat at the table you deserve, this one is for you.Episode SummaryDeevo sits down with Camilla Calberg, a Copenhagen-based emotional intelligence and leadership coach, to explore why so many high-achieving women in the corporate world still feel invisible, overlooked, and stuck — and what to do about it.What You'll LearnHow childhood wounds quietly shape adult behavior in the boardroomWhy playing small is a learned behavior — and how to unlearn itThe real difference between surviving and thriving after traumaHow to position emotional intelligence as a strategic business toolCamilla's Identity → Inspire → Influence framework in actionKey TakeawaysThe glass ceiling is both external (systemic) and internal (self-limiting belief). You have to address both.Most high-performing women Camilla works with are in their mid-50s, have been headhunted, and still wonder why the CEO calls the EA instead of them.The source code of playing small often traces back to childhood — specifically, not receiving enough unconditional love from a parent.Camilla's 3-step program: Identity (limiting beliefs), Inspire (bold leadership behaviors), and Influence/Innovate (leading others from authenticity).Lived experience is a legitimate credential — but it must be translated into client language, not just personal narrative.Guest BioCamilla Calberg is a Copenhagen-based emotional intelligence and leadership development coach who helps high-performing women in the C-suite break through the internal glass ceiling holding them back. Drawing on 20 years in top-tier corporations including BP and IBM, and a deeply personal journey through a high-conflict divorce and court proceedings, Camilla developed a body-based, identity-first coaching approach that helps women leaders stop playing small and start claiming the influence they have already earned. Her clients are typically senior executives in their mid-50s who have achieved everything on paper — but know there's another level waiting.Connect with CamillaWebsite: camillacalberg.com
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He's 3 Years Sober, 21 Years in Alcohol — And He Helps Founders Face What They've Been Avoiding
Apr 2900:32:20Tap to summarizeThis conversation between host and Nate Fochtman cuts straight to the intersection of personal transformation and professional leadership. Nate — a 17-year solopreneur in the adult beverage space, 3 years sober, and the founder of Free Mind Group — shares how his lived experience (rock bottom, sobriety, two divorces) became the operating system for how he coaches founders today.The episode explores why culture problems almost always start at the top, how to actually diagnose them through a qualitative culture audit, and why the era of leadership masks is over. It's raw, honest, and practically useful for anyone leading a team or scaling a business.Key Topics CoveredThe 'onion model' of founder coaching — how deep Nate goes based on client needWhy Nate's 17-year business is still intentionally one-on-one, with no buffers between him and the clientThe culture audit process: 10–15 spontaneous probing questions, employees first, founder lastThe C-suite client who discovered mid-sessions he was only there for the paycheckNate's personal journey: 21 years in alcohol, addictive personality, three years of sobrietyWhy recovery taught him more about leadership than any academic programThe 'founders assume everyone is as passionate as them' problem — and how it dehumanizes teamsThe death of the corporate mask: same person at work, at home, everywhereHow Nate's unfiltered LinkedIn newsletters went from dormant to 40K+ monthly organic viewsThe masculine/feminine energy balance conversation — and why men are confused about how to show upGuest Bio:Nate Fochtman is the founder of Free Mind Group, a one-on-one founder coaching and brand strategy consultancy serving the adult beverage space and beyond. With 17 years as a solopreneur — and a personal journey through addiction, sobriety, and rebuilding — Nate helps founders, operators, and executives face what they've been avoiding: culture gaps, identity drift, and the human cost of growth. No textbooks. No checklists. Just real, situational leadership coaching rooted in lived experience.Find Nate at fmgstrategy.com and @FreeMinNate on social media.
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Stop Living Against Your Design: Stefanie Carlstedt on Human Design, Burnout, and Building a Business That Feels Like You | EP 87
Apr 2200:42:29Tap to summarizeWhat if your burnout isn't a productivity problem — it's a design problem?In Episode 87 of The Branding Laboratory, we sit down with Stefanie Carlstedt, a human design business coach and manifesting generator who spent years following every marketing tip, guru strategy, and morning routine she could find — only to lose herself completely in the process. She built a big business. Then she burned it down. Not because of failure, but because it was profoundly misaligned with who she is.Now Stefanie helps entrepreneurs infuse their unique Human Design into their business strategy — their marketing, their messaging, their offers, and how they lead. The results? Clients who walk away with a completely different business model than the one they came in with — and one that actually works for them.In this episode, we explore:What Human Design actually is — and how it differs from Enneagram, Myers-Briggs, or strengths findersThe five energy types (generator, manifesting generator, projector, manifester, reflector) and what each means for how you workAuthority: how you're designed to make decisions — and why leading with your mind is costing you clarityHow Human Design acts as a GPS to your highest potential — not a box that limits youWhy the burnout epidemic among entrepreneurs is a sign of design misalignment, not time management failureHow to use your design to shape your marketing voice, business model, and team leadershipThe Chiron return, energy centers, and what makes two people born in the same place at the same time differentWhether you're a skeptic or already obsessed with Human Design, this episode will make you rethink how you're showing up — and why the most productive thing you can do might be to stop working the way everyone else does.About The Guest Stefanie Carlstedt is a human design business coach who helps entrepreneurs align their business strategy with their unique energetic design — so they can stop copying someone else's success and start building one that actually feels like them. Free Report: stefcarlstedt.com/hdreportGet your free Human Design report + 10-part audio: stefcarlstedt.com/hdreport🔗 Connect with Stefanie Carlstedt:Website: stefcarlstedt.comFree Report: stefcarlstedt.com/hdreport
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The Pressure That Broke Me Made Me a Mental Performance Coach | Alex Bolowich
Apr 1500:28:54Tap to summarizeWhat if the pressure you're running from is actually the thing that's supposed to build you? Alex Bolowich — elite mental performance coach and son of a legendary college soccer coach — spent four years at Creighton playing through injuries, online harassment, and a nervous system that shut down under pressure. That experience became his life's work.Key Topics CoveredWhy mental performance isn't therapy — it's a trainable skill with real science behind itThe performance identity trap that breaks athletes and entrepreneurs alikeThe 4 core mental skills: strength, flexibility, agility, and enduranceHow long real mental transformation takes: 90 days to feel it, 1 year to become itThe car-and-driver analogy: why upgrading your team won't fix a broken driverAlex Bolowich is an elite mental performance coach and founder of the Mental Edge program, helping high-performers build the mental foundation that no tactic can replace.Follow the show so you never miss an episode.
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The 4 Questions Every Founder Should Ask Before Spending on Marketing
Apr 1100:36:20Tap to summarizeYou're putting in the work — the content, the social posts, the funnel. So why does marketing still feel like pushing a boulder uphill? In this episode, Deevo sits down with Kelly Schuknecht (Two Mile High Marketing) to get honest about what's really going on when marketing stops feeling light.Topics CoveredThe 4-question framework for annual marketing reflectionWhy messaging confusion is the root cause most founders missThe marketing ≠ sales ≠ branding equation every founder needs to understandPositioning strategy: how to become the go-to expert in your spaceReal founder lessons: cashflow, team building, and hiring carefullyKelly Schuknecht is the founder of Two Mile High Marketing, specializing in helping business owners and thought leaders find their authority X factor and build a marketing strategy that fits.Follow the show so you never miss an episode.
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