The Level Up Podcast w/ Paul Alex

Episode: "How a Former Police Officer Cracked the CODE to Making MILLIONS – Shawn Greene’s Story" (November 1, 2025)

Episode Overview

In this episode, Paul Alex Espinoza sits down with Shawn Greene, a former police officer from Philly who became a self-made, multi-seven-figure entrepreneur through owning and scaling tax businesses. The conversation dives deep into Shawn's journey from public service and a six-figure corporate career into entrepreneurship, breaking limiting beliefs, and building generational wealth—all while serving his community.

Listeners get insider tips on marketing a niche tax business, practical steps for beginners, and the crucial mindset shifts necessary for success. Greene’s candid storytelling about his setbacks, internal doubts, and decision to leave comfort for growth provides both actionable advice and inspiring motivation.

Key Discussion Points & Insights

1. Shawn’s Backstory: From Cop to Entrepreneur

• Early Law Enforcement Days:
  • Began as a Philadelphia police officer at age 21, hoping to serve the community.
  • Became dissatisfied with "living paycheck to paycheck" despite holding a college degree.
  • "I was a cop, but I was living paycheck to paycheck, dude. ... There's got to be another way." – Shawn Greene (03:20)
• Corporate and Sales Career:
  • After 3-4 years in law enforcement, transitioned to head of casino security, then pivoted to door-to-door cable and pharmaceutical sales.
  • Quickly became the top sales rep, but still felt unfulfilled financially and personally.

2. The Spark to Change: Overcoming Limiting Beliefs

• Internal Drive & Family Influence:
  • Lacked entrepreneurial mentors but felt a persistent internal voice: "There’s more to you."
  • Father pushed discipline but modeled imperfectly; this created an internal drive for more (09:04).
• Analysis Paralysis & Fear:
  • Hid from action for nearly a year out of fear and skepticism.
  • "The fear of never owning a business... and the fear of, does this really work?" – Shawn Greene (13:39)

3. Breaking Into Entrepreneurship

• Franchise Opportunity:

  • Discovered tax franchise after attending expos and meeting a genuine business owner.
  • Launched first store in 2019, focusing on tax prep for low-income communities.

• Early Growth Steps:

  • Took operations training seriously; asked the most questions.
  • "They said, you are going to probably be one of the most successful." – Shawn Greene (14:06)

4. Business Model: Serving the Underserved

• Niche Focus:

  • "We do taxes in the low income... for the, for the, that's what we primarily spend." (15:16)
  • Competes with big names but offers better pricing and stronger community presence.

• Growth Trajectory:

  • First store in 2019, second by year three, third after another three years.
  • Now serves 3,000 customers.

5. Secrets to Scaling: Marketing & Culture

• Hyper-Targeted Marketing:

  • Transitioned from guerrilla (door-to-door, flyers) to geotargeted social media ads, focusing on specific zip codes with lower average adjusted gross income (AGI).
  • Allowed for virtual tax prep, expanding reach nationally while serving original niche.
  • "Once we added the virtual piece, that's when things went crazy... I could service anyone in America." (19:10)

• Hiring & Culture:

  • Hires mainly via referrals and from his own customer base.
  • Recruits employees who personally experienced the business’s service.
  • Emphasizes calling customers by name, personal relations, and respect.
  • "There's nothing that I ask you to do that I won't do myself." (20:41)

Notable Quote:

“People will forget names, they forget a lot of stuff, but they never forget how you make them feel. So respect goes a long way with me.” – Shawn Greene (24:30)

6. Blueprint for Beginners: How to Get Started

• Setup Steps:

  • Register business structure.
  • Get certified for low-income tax prep via IRS PTIN number (~$25) and complete a due diligence training.
  • Use virtual tax software; start from home with minimal overhead.

• Effective Marketing:

  • "Go on social media. ... Boost ads and ... these are the zip codes I want to market to. ... Within 30 days, it's going to be, I don't know—30,000 touches." (29:14–31:30)
  • Choose zip codes based on AGI research to find your ideal customer.

Business In Three Months:

“You can do this in 90 days.” – Shawn Greene on the potential of tax business seasonality (34:12)

7. Mindset for Leveling Up

• Advice for Aspiring Entrepreneurs:

  • Surround yourself with positive, driven people.
  • Engage in self-development and physical fitness: “If you’re around five multimillionaires, guess what... sooner or later, you’re going to be the sixth.” (37:05)

• Breaking from Negative Environments:

  • Recognized at age 29 the need to leave behind comfort and friends who were content with mediocrity.

Memorable Reflection:

“You don’t have to have it figured out. All you have to do is start. Once you start, that’s when your legacy begins.” – Shawn Greene, advice to his younger self (43:36)

Important Segment Timestamps

• Meet Shawn & Backstory – 02:49
• Leaving Law Enforcement, Corporate to Sales – 05:21
• The Internal Drive, Upbringing, and Mentors – 07:46–12:15
• First Franchise Opportunity, Analysis Paralysis – 13:35–14:45
• Business Model Explained – 15:16–16:07
• Growth Timeline – 16:17–16:45
• Secret to Scaling, Niche Marketing – 16:58–18:12, 19:10
• Marketing Tactics (Ads, Targeting, Results) – 29:04–32:41
• Cultural Approach & Hiring – 20:26–22:34
• Blueprint for Starting (Education & Process) – 25:59–28:16
• Mindset, Environment, and Leveling Up – 36:47–39:30
• Career Reflection & "Would You Go Back?" – 41:12–42:33
• Advice to Younger Self – 43:36

Notable Quotes & Memorable Moments

• “I had a six figure salary... but once the bills were paid, I was like, dude, I didn't have much to live on. ... There's more to you.” – Shawn Greene (06:24, 06:41)
• “You’ve got to follow instructions, got to follow the blueprint. ... Market your business to your customers.” – Shawn Greene on scaling (16:58–17:14)
• “Would you rather be working all those hours and making someone else rich or making yourself rich?” – Shawn Greene (42:03)
• “You don’t have to have it figured out. All you have to do is start.” – Shawn Greene (43:36)
• “There's nothing that I ask you to do that I won't do myself.” – Shawn Greene (20:41)

Takeaways & Actionable Strategies

• Follow proven processes but tailor your marketing to a specific, underserved niche.
• Start small, even from your own home, by leveraging digital tools.
• Build a strong team culture: Hire from among clients and treat everyone with respect.
• Invest in self-development and your environment—you become who you surround yourself with.
• Don’t wait for perfect conditions. Begin, learn, adapt, and build as you go.

Connect with Shawn Greene

• Instagram: @official_shawn63

This episode delivers a compelling blueprint—from first steps to scaling and sustaining—while unpacking what it truly takes, mentally and tactically, to level up.