Business Strategy

Stop drowning in business chaos - your SOPs are the life raft you need. In this game-changing episode, Susan Finch and Lany Sullivan expose why your team's knowledge hoarding is sabotaging growth and share their proven system for creating procedures that actually get used. They reveal why writing at a 5th-grade level isn't dumbing down - it's smartening up your business operations.
From horror stories of employees creating secret binders to success stories of businesses transformed through proper documentation, this episode delivers the blueprint for organizing years of scattered procedures into one powerful system. Learn the exact folder structure, naming conventions, and review processes that turn procedural chaos into operational clarity. Whether you're a solopreneur ready to scale or managing a team that's reinventing the wheel daily, this episode provides the roadmap to document, delegate, and finally find joy in your work again.
As always, we try to give you an action list you can do on your own:
Immediate Actions (This Week):
Create Your Hub • Set up a main folder called "SOPs," "Procedures," or your preferred name • Ensure it's in a shared drive accessible to your team • Remove individual access permissions temporarily if needed
Assess Current State • List all the procedures you currently have documented • Identify which team members have created their own "personal" procedures • Note any critical processes that exist only in someone's head
Choose Your Categories • Divide your business into main operational areas (e.g., Admin, Sales, Production) • Create main folders for each category • Keep it simple - aim for 4-7 main categories maximum
Short-Term Actions (Next 2-4 Weeks):
The Great Document Dump • Move ALL documents from subfolders into main category folders • Review for duplicates and conflicting versions • Don't panic - this temporary chaos leads to clarity
Establish Naming Conventions • Agree on a team-wide naming system • Include dates, version numbers, or status (TBD, Complete, Archive) • Rename all documents consistently
Create Missing SOPs List • For each category, list procedures that need documentation • Create placeholder documents titled "[Process Name] - TO BE COMPLETED" • Assign ownership and deadlines
Medium-Term Actions (Next 1-3 Months):
Develop Your SOP Template • Include: Purpose, Tools Needed, Step-by-Step Instructions, Screenshots • Add revision dates at the top • Create a video component for complex procedures
Write Priority SOPs • Start with your "hit by a bus" procedures - the critical ones only you know • Use simple language (5th grade level) • Include where to find things, which buttons to click, what fields to complete
Implement Approval Process • Create a procedure for creating procedures • Establish who approves new SOPs • Set review cycles for existing procedures
Long-Term Actions (Ongoing):
Build the Habit • Schedule weekly SOP time • Update procedures as processes change • Archive outdated versions rather than deleting
Create Onboarding Materials • Develop a "Start Here" folder for new team members • Include how to navigate the SOP system • Add role-specific procedure lists
Regular Maintenance • Quarterly reviews of high-use procedures • Annual audit of all SOPs • Celebrate when team members create or update procedures

Today's episode could save you 20% or more on overhead costs while boosting employee retention by up to 45%.
My guest is Alane Boyd, Co-CEO of BiggestGoal.ai and workflow automation expert with nearly two decades in tech. But here's what sets her apart: instead of forcing you into complicated project management tools you'll hate, she works with what you already use and love.
Alane's built her philosophy around "retention not replacement" - using automation to free your team for strategic work, not eliminate their jobs. She's a serial entrepreneur, three-time published author, and her tools were voted Best for Remote Work in 2022.
In this conversation, we dive into real client examples, including a 70% time reduction in podcast production workflows, why most automation fails, and the one simple automation you can implement this week. Plus, Alane gets refreshingly honest about why being the "hero consultant" doesn't work.
 
Links from this episode:
Alane Boyd on LinkedIn
BiggestGoal.ai
Alane Boyd on LeaderGeneration
Susan Finch on LinkedIn
Rooted in Revenue with Patty Parobek from Mod Op
Binky Patrol
SusanFinch.com

Google First, AI Second: The Smart Agent Strategy
Your prospects aren't abandoning Google - they're using it PLUS asking ChatGPT, Perplexity, and Claude for deeper research.
Here's the reality: Google still processes 373 times more searches than ChatGPT. But the 1% of prospects using AI answer engines? They're your highest-intent leads spending 23+ minutes researching before they ever call an agent.
Most real estate professionals are asking the wrong question. Instead of "Should I optimize for AI or Google?" the question is "How do I dominate both?"
Maurice White, SEO lead at Mod Op and former real estate professional, reveals why your SEO foundation determines your AI visibility. You'll discover why 80% of getting found by ChatGPT, Claude, and Perplexity depends on fundamental SEO - and what that crucial 20% difference is that separates agents who get cited from those who remain invisible.
This isn't about replacing your Google strategy. It's about extending your reach to capture the early adopters who are doing deeper research and making more informed decisions before they contact agents.
If you serve local clients - real estate, HVAC, restaurants, professional services - this matters now, not later.
About Maurice White:
Maurice White is a Senior SEO Strategist at Mod Op with a unique background that bridges real estate and digital marketing. After spending over 10 years in the real estate industry as a broker's assistant, agent, and licensed broker, Maurice transitioned to leading SEO strategy for one of the industry's top agencies.
His hands-on real estate experience, combined with his technical expertise in data analysis and SEO strategy, gives him rare insight into how local businesses can leverage both traditional search optimization and emerging AI engine visibility. Maurice specializes in helping companies organize complex digital strategies, make data-driven decisions, and implement scalable SEO solutions.
 
BONUS ACTION LIST:
Here's the action list for this episode based on Maurice's insights:
Immediate Actions (This Week)
Test Your Current AI Visibility:
Go to ChatGPT, Claude, or Perplexity and ask questions about your market that you should be the expert on
Search: "Who are the most knowledgeable agents in [your area]?"
Ask: "What's the market like in [your specific neighborhoods]?"
Note if your name or business appears in the answers
Audit Your Current Content:
Review your last 20 social media posts
Count how many mention your specific market by name
Identify which posts could be used by any agent in any city
Calculate what you're actually paying per valuable, market-specific post
Foundation Check:
Verify your Google Business Profile is complete and optimized
Ensure your service areas are properly defined
Check that your website has basic contact information and location details
Review if your site loads quickly on mobile
This Month Actions
SEO Foundation Audit:
Conduct a technical SEO audit of your website (or hire someone to do it)
Review your site's information architecture and navigation to ensure a logical progression to the next step, which should lead to a conversation.
Verify that schema markup is in place with all of your content. ASK the hosting company or developer. They may not know.
Assess your heading structure (H1, H2, H3 tags)
Content Strategy Development:
Create 5 pieces of content that answer specific questions about your market areas
Create a summary for key landing pages from your top-level navigation, ideally accompanied by a short video featuring you.
Add FAQ sections to key pages on your website - these become part of your content bank.
Write market-specific summaries for each neighborhood you serve - and revisit/edit a couple of times a year.
Include current data, statistics, and local insights in your content as stand-out boxes with H1, H2, H3 tags.
Then, create regular market update blog posts. 
Local Authority Building:
Set up a plan to post weekly to your Google Business Profile - something HELPFUL without having to click to get the info - but they can click and go to your site to the page with the details.
Join relevant local Reddit communities (professionally and helpfully)
Reach out to local publications for market commentary opportunities
Ask satisfied clients to leave detailed, specific reviews
How about you pick 2 industry businesses per month to review positively? Login on Google as your brand and do it.
Ongoing Strategy
Content Creation System:
Develop templates that require local market data
Create a process for adding your unique insights to any AI-generated content
Plan quarterly updates to keep information fresh
Build relationships with other local business owners for cross-promotion
Measurement and Tracking:
Set up Google Search Console to monitor AI Overview performance
Use tools like SEMRush to track your visibility in the answer engines
Monitor which market-specific content gets the most engagement
Track leads that mention finding you through AI research
Provider Evaluation: If you're currently paying for automated content, ask these questions:
Do the automated posts I'm paying for reference my actual market area by name?
Can I customize the post content with my local insights?
Are these exact posts, or pretty similar posts and images, being used for other agents?
How much control do I have over the messaging and tone?
What's my cost per truly valuable post, if there are any?

When Frank Scavo sent me his latest article about consulting skills, I knew we had to dig deeper. After 20 years of working together—first as his client, then as colleagues—we've lived the collaborative consulting model he champions. In this conversation, we explore why seasoned executives often struggle to transition into consulting, the critical difference between having authority and wielding influence, and why the best consulting relationships blur traditional boundaries. Frank shares hard-won insights from his 50-year career, including the fascinating failure of his "retread model" and what it really takes to move from telling people what to do to helping them discover solutions together.
Links from this episode:
Frank Scavo on LinkedIn
The Enterprise Spectator on Substack
Arabella Penrose Books
"Flawless Consulting" by Peter Block 
Previous episode we refer to.
Growth Resources Institute
Binky Patrol
 
 
 

Local SEO just got a reality check. Darren Shaw, founder of Whitespark, joins Rooted in Revenue to debunk some widely held myths while sharing what actually drives results for small businesses trying to dominate local search. If you're a real estate agent sharing office space with ten competitors, a service provider working from home, or any brick-and-mortar business wondering why your Google rankings aren't improving despite "doing everything right," this conversation will change how you approach local SEO forever.
Shaw breaks down the local filter that's silently crushing businesses sharing addresses, reveals why citation consistency isn't the ranking factor everyone thinks it is, and explains why your Google Business Profile needs constant attention, not a "set it and forget it" approach. Plus, he tackles the age-old question about Yelp's practices and shares the one ranking factor that trumps almost everything else.
About Darren Shaw
Darren founded Whitespark in 2005 as a web design and development company; however, his passion and curiosity for all things local search led to a shift in focus in 2010, and ultimately to what the company is today. These days, Whitespark specializes in local search software and services and is one of the most respected and cited in the industry.
Darren has been working on the web for over 19 years and loves everything about local SEO. He leads research initiatives such as the Local Search Ranking Factors survey and the Local Search Ecosystem. He is a regular contributor to search marketing publications, and speaks at conferences around the globe.
When Darren isn’t speaking at conferences, researching the latest in local search or designing the next best local SEO tool, he is spending time with his wife and daughter in their hometown of Edmonton, Alberta. In his spare time he’s traveling, sporting fancy socks, and drinking too much coffee.
Social Links:
https://whitespark.ca/ 
https://www.linkedin.com/in/darrenshawwhitespark/
https://www.instagram.com/darrenshawseo/ 
https://www.facebook.com/darrenshawseo  

I heard Aaron Grando drop the term "pretotypes" on Leader Generation this morning and had to hit pause. Three minutes in, I realized I'd been vibe coding for months without knowing there was a name for it.
But pretotypes? That's when I knew I had to get him on the show immediately.
We're talking about taking your stream-of-consciousness ideas and building working drafts before you've even figured out what you want. For business owners doing $0.5 to 10 million a year, this isn't just another tech trend—it's the shift that stops you from waiting weeks for simple prototypes.
Aaron's VP of Creative Innovation at Mod Op, and in this spontaneous follow-up to his Leader Generation episode, we dig into what vibe coding actually means for your bottom line and why small teams are suddenly punching way above their weight class.
Action items to consider that tie to this episode:
Immediate (This Week)
Identify your development bottlenecks - Where are you currently waiting on programmers or outsourced developers?
Try a simple test - Pick one small coding need and experiment with ChatGPT or Claude
Map your current process - Document how long it takes to go from idea to working prototype
Set prompt boundaries - Practice asking AI for logical, non-emotional responses
Short-term (Next 30 Days)
Assess team capabilities - Identify who on your team has enough coding background to effectively prompt AI tools
Start with pretotypes - Use AI to visualize one business idea before investing in full development
Test platform limitations - Use AI to check if your ideas are feasible within your current tech stack
Calculate current costs - Figure out what you're spending on development delays and outsourcing
Medium-term (Next 90 Days)
Build AI into your process - Make vibe coding part of your standard ideation workflow
Train your team - Get key team members comfortable with AI coding tools
Measure time savings - Track how much faster you can go from idea to testable concept
Expand use cases - Beyond coding, use AI for project planning, gap analysis, and cross-industry perspectives
Strategic (Next 6-12 Months)
Evaluate in-house vs. outsourcing - Determine if AI tools change your staffing strategy
Invest in the right tools - Move beyond free ChatGPT to specialized coding tools if volume justifies it
Create AI-enabled processes - Build systems that let AI agents handle routine business tasks
Develop competitive advantage - Use speed-to-market improvements to outmaneuver slower competitors
Key Questions to Ask Yourself
Before listening:
How long does it currently take us to go from business idea to working prototype?
What development tasks are we avoiding because they seem too time-intensive?
After listening:
What's the first idea I've been putting off that I could pretotype this week?
Who on my team could become our "conductor" for AI-assisted development?
What would it mean for our business if we could cut development time by 75%?
Resources Mentioned
Tools: ChatGPT, Claude, Cursor (coding-specific AI)
Concept: Pretotypes (pre-prototype visualization)
Original episode: Leader Generation Podcast - "Vibe Coding" episode with Aaron Grando Here is the episode on Leader Generation.
 
About Guest Aaron Grando:
Aaron Grando, VP, Creative Innovation on Mod Op's Innovation team, is a seasoned technologist with over 15 years of experience at creative agencies. With a background in strategy, design, engineering, and marketing, Aaron has worked extensively in industries like media, entertainment, gaming, food & beverage, fashion, and technology. At Mod Op, Aaron leads efforts to integrate AI into creative processes, creating tools that connect creatives and clients with insights, spark ideas, and enable new brand experiences. Projects include collaborations with companies like NBCUniversal, Bethesda Softworks, Under Armour, Planet Fitness, Dietz & Watson, and more, focusing on infusing creative strategies with innovative technology to create cutting-edge brand experiences. 

Lany and Susan dive into the sometimes murky waters of consultant-client relationships. Drawing from years of experience sitting on every side of the boardroom table, they tackle the age-old question: "Who is responsible for doing the tasks at hand?"
Let's face it—consultants don't come with magic wands, and CEOs don't get to toss the keys and walk away. Whether you've ever wondered "Why isn't this working?" or "I paid a consultant, so why isn't everything fixed?" this episode cuts through the confusion with practical advice on setting boundaries, managing expectations, and creating successful partnerships.
Susan and Lany share real-world stories about scope creep, communication breakdowns, and the emotional rollercoaster that can derail even the best-intentioned business relationships. They also offer straightforward tips for both sides to keep things running smoothly, from clear contracts to honest conversations about decision-making authority.
Tune in for a no-nonsense discussion about what makes consultant-CEO partnerships work, and what doesn't!
 
Key Points from the Episode
Clear Roles and Responsibilities: CEOs and consultants must understand who owns what in the relationship. Consultants provide expertise and guidance, but CEOs remain the ultimate decision-makers.
Communication is Critical: Most problems in consultant-client relationships stem from poor communication or unclear expectations.
Consultants' Role: Consultants bring fresh perspectives, specialized expertise, and assessment capabilities but aren't responsible for the final decisions or outcomes.
CEO Authority: Business owners need to maintain their decision-making power and not abdicate responsibility to consultants.
Documentation and Contracts: Clear contracts and documentation help prevent scope creep and establish expectations for both parties.
Implementation Shared Effort: Even after a consultant provides recommendations, implementation requires effort from both parties.
Knowing When to Part Ways: Sometimes the relationship isn't a good fit, and both parties should know how to amicably end the engagement.

In this episode, Susan Finch and Lany Sullivan revisit a topic we can’t stress enough: branded email addresses. Using Gmail, Yahoo, or even AOL for business? You’re losing trust before the conversation starts. We dig into real examples, onboarding requirements, offboarding protocols, and the risk of letting your team operate with inconsistent or unprotected emails. Your email isn’t just a communication tool—it’s your brand's handshake.
Related Reading:
Domain, Email & Website Evaluation for Your Brand
Why Branded Email Matters – Quick Reminder
Listen, nod, then take action.

Terry Hopkins | President & CEO, Grants Pass Chamber of Commerce:
Grants Pass native Terry Hopkins has returned to his roots after a diverse hospitality career across five states. With over 25 years of business ownership and management experience in Southern Oregon, Terry recently spent 5 years as a business advocate with the Oregon Restaurant & Lodging Association. Married for 20+ years with two sons, Terry is passionate about community service, having served on numerous Chamber and city committees. He's excited to join the Grants Pass & Josephine County Chamber of Commerce team to advocate for local businesses and enhance community development.
[email protected]  |  541-956-4100
 

Real estate brokers searching for an edge are discovering what radio professionals have known all along – radio remains 'America's Trusted Companion' even in our digital age. This special segment of Rooted in Revenue brings you face-to-face with iHeartRadio experts Julie Beaulieu and Kevin Cash, who share surprising insights about radio's continued growth and its unique ability to build community trust.
Learn how their advanced geofencing technology lets you precisely target potential clients – from specific neighborhoods to competitors' open houses – creating opportunities traditional digital marketing misses. You'll understand why radio creates deeper connections with listeners and how this translates directly into brand credibility for real estate professionals.
Whether you're running a boutique agency or a larger brokerage, discover practical strategies to incorporate radio into your marketing mix without stretching your budget. This conversation might completely change how you think about connecting with future clients and positioning your brand in the competitive real estate landscape.

What happens after you've found that perfect addition to your team? How do you create an onboarding experience that makes new hires feel confident, valued, and ready to contribute? In the last episode, Susan and Lany walked you through establishing a solid hiring process. The topic is Beyond the Hire: Creating a Welcoming Onboarding Experience That Builds Lasting Teams.
In this second half, they explore the critical role of mentorship in successful onboarding, including how to support first-time mentors and celebrate this growth opportunity for existing team members. From day-one preparations to long-term development strategies, they share practical insights on welcoming new team members in ways that strengthen your company culture and improve retention. Whether you're managing an in-person or virtual team, these actionable steps will help you transform the critical first months of employment into the foundation for lasting success.
Key Points Checklist:
Prepare thoroughly before day one to set new hires up for success
Create comprehensive welcome materials that serve as an ongoing resource
Establish clear points of contact and communication channels
Support and celebrate team members who are becoming mentors for the first time
Assign small projects to build confidence and assess skills
Conduct regular check-ins during the critical first 90 days
Develop appropriate performance metrics for evaluation
Encourage feedback in both directions throughout the process
Refine roles based on demonstrated strengths and company needs
Create opportunities for continuous growth and skill development
 

Are you planning to bring a new team member on board? Before you start interviewing candidates, there's critical groundwork that needs to be laid. In this episode of Rooted in Revenue, hosts Susan Finch and Lany Sullivan walk you through the essential steps to prepare your business for a successful hire. From mapping out processes to setting up the right tech stack, they share practical advice drawn from years of experience working with business owners. Learn how proper preparation not only makes onboarding smoother but also sets your new team member up for success from day one.
Lany's 5 steps:
Assess business needs and identify gaps - Analyze what tasks you dislike or don't bring value, determine inefficiencies, and decide whether you need a fractional, part-time, or full-time person.
Clarify roles and responsibilities - Create a detailed scope of work outlining specific tasks, required skills, and what success looks like in the role.
Map out processes and document workflows - Create comprehensive documentation of all processes so the new hire doesn't have to ask questions, allowing for improvements and innovations constantly.
Set up tech and systems for success - Ensure all tools, access levels, communication channels, and documentation are properly prepared and organized.
Prepare training and onboarding materials - Develop a structured plan for the new hire's first days and weeks, including who they should go to for different questions and establish decision hierarchies.
Links from this episode:
Lany's article on LinkedIn
Our episode about Love, Hate, Delegate