By Design Advisors: The Way To Value Podcast

Parker Baxter: Grants, EV Funding & Real Cost Savings

After 15 years at Michelin, Parker Baxter jumped from corporate innovation to launching Greener Fleets, where he helps trucking and delivery fleets become more profitable and sustainable! We talk why fleets adopt EV, CNG/RNG, hydrogen (hint: long-term cost + shipper demand), how California programs can cover ~$200k per EV to close the TCO gap, and why razor-thin margins make fuel savings a multi-million-dollar lever. Parker also shows how he uses AI/ChatGPT to build tools fast (like a diesel tax credit calculator in a day) and turn messy fleet data into useful decisions. If you run a fleet—or sell to them—this is a tactical playbook: pick the right customers, use funding to bridge tech costs, and build a simple 90-day execution rhythm you can actually keep. Links: Parker / Greener Fleets: https://www.linkedin.com/in/parker-baxter-pmp-09915666/Book A Call: https://www.bydesignadvisors.com/contact-usLearn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/cont...Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/Take the DISC Assessment – https://profiles.innermetrix.com/VO/b...Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/dalethrushMarty's LinkedIn: https://www.linkedin.com/marty-osborn-78ba9b5 Tom's LinkedIn: https://www.linkedin.com/thomasrjohnson

Kamber Parker Bowden: The Generational Advantage

Leaders keep saying “communication is our biggest problem.” Kamber Parker Bowen says: it’s fixable—and it can become your advantage.In this episode of The Way to Value, Kamber (author of The Generational Advantage) shares a practical playbook for multigenerational leadership: how to reduce “us vs. them,” set clear expectations, and match communication to how people actually work. We dig into today’s workforce mix (Boomers, Gen X, Millennials, Gen Z) and what’s coming next (Gen Alpha), why hybrid = trust, and how a simple “Fresh Eyes” onboarding tactic can boost productivity fast. Links: - Kamber Parker Bowden LinkedIn: https://www.linkedin.com/in/kamberparker/- Generational Performance Solutions: -https://genperformance.com/- Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us- Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn - Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en #KamberParkerBowen #TheGenerationalAdvantage #MultigenerationalLeadership #GenZ #GenAlpha #HybridWork #CommunicationAtWork #Motivation #Onboarding #TheWayToValue #ByDesignAdvisors

Kamber Parker: The Generational Advantage

Leaders keep saying “communication is our biggest problem.” Kamber Parker Bowen says: it’s fixable—and it can become your advantage.In this episode of The Way to Value, Kamber (author of The Generational Advantage) shares a practical playbook for multigenerational leadership: how to reduce “us vs. them,” set clear expectations, and match communication to how people actually work. We dig into today’s workforce mix (Boomers, Gen X, Millennials, Gen Z) and what’s coming next (Gen Alpha), why hybrid = trust, and how a simple “Fresh Eyes” onboarding tactic can boost productivity fast. Links: - Kamber Parker Bowden LinkedIn: https://www.linkedin.com/in/kamberparker/- Generational Performance Solutions: -https://genperformance.com/- Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us- Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn - Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en #KamberParkerBowen #TheGenerationalAdvantage #MultigenerationalLeadership #GenZ #GenAlpha #HybridWork #CommunicationAtWork #Motivation #Onboarding #TheWayToValue #ByDesignAdvisors

Overtime: Tom Johnson’s Playbook for Winning in Business - Why Execution Beats Ideas

Tom Johnson didn’t take the safe route. In this Overtime sit-down, Marty & Dale go way back with their longtime friend—and BDA partner, Tom Johnson—about failure, execution, and why opposites build better teams. You’ll hear how Dale, Tom (High-C on DISC) and Marty balance each other, how getting comfortable with failure shaped Tom’s career, and why execution is more important than intention when it comes to building companies. Links: Book A Call: https://www.bydesignadvisors.com/contact-usLearn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/cont...Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/... Take the DISC Assessment – https://profiles.innermetrix.com/VO/b... Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/dalethrushMarty's LinkedIn: https://www.linkedin.com/marty-osborn-78ba9b5 Tom's LinkedIn: https://www.linkedin.com/thomasrjohnsonQuestion: What small process could you improve this week to process more efficiently?#Overtime #ByDesignAdvisors #TomJohnson #MartyOsborne #DaleThrush #Leadership #Execution #Entrepreneurship #DISCAssessment #WorkingGenius #BusinessPodcast

Tom Johnson: From $25M to $165M— Tom’s Playbook for Winning in Business!

What does a great CFO actually do? In this episode of The Way to Value, Tom Johnson (20+ years as a CFO) breaks down the difference between bean counting and building value—from capital structure and cash forecasting to the exit process itself. He’s lived it: Tom helped take a company scale from ~$25M valuation to a $165M exit.If you’re debating fractional vs. full-time CFO, wrestling with “growth at all costs,” or wondering how buyers really value your business, this is your playbook!Links: Book A Call: https://www.bydesignadvisors.com/contact-usLearn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/cont...Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/... Take the DISC Assessment – https://profiles.innermetrix.com/VO/b... Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/dalethrushMarty's LinkedIn: https://www.linkedin.com/marty-osborn-78ba9b5 Tom's LinkedIn: https://www.linkedin.com/thomasrjohnson

Trey Gaskins: How He Built, Scaled, Sold & Rebuilt A Telecom Company (Beating the Giants)

Trey Gaskin didn’t outspend competitors—he out-served them!In this episode of The Way to Value, Trey (Founder & CEO, Advanced Property Tech) breaks down the moves that took his multifamily low-voltage integrator from startup to successful exit. His formula? Be the integrator that actually integrates (access control, cameras, ERRC, Wi-Fi, smart locks/thermostats), lock in long-term contracts, and build an unsexy service moat: answer the phone and show up same-day/next-day.He also shares the leadership playbook behind the scenes—values (I-C-A-R-E) that actually drive behavior, hiring by wiring (DISC/Working Genius), outsourcing payroll/HR/benefits early so diligence is clean, and how he led through a major health scare with transparency and grit.Links- Advanced Property Tech: https://www.advancedproptech.com/- Trey Gaskins LinkedIn: https://www.linkedin.com/in/treygaskins/- Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us- Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn - Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Question: Which part of Trey’s playbook could you implement this week—contracts, service response, or hiring by wiring?#TreyGaskin #AdvancedPropertyTech #FounderStory #ExitStrategy #LowVoltage #MultifamilyTech #AccessControl #SecurityCameras #ERRC #SmartLocks #CustomerService #WorkingGenius #DISC #TheWayToValue #ByDesignAdvisors

Buzz Word Marketing Is Killing Your Brand (Say What You Actually Do)

If your homepage says “innovative solutions for leading stakeholders,” you’ve got a Buzz Word Marketing problemIn this episode of The Way to Value, Marty Osborn and Dale Thrush break down how buzzword-heavy copy and vague mission statements repel buyers, confuse teams, and crush trust. We show you how to spot the jargon, strip it out, and rewrite your message in plain English — so customers know exactly what you do and why it matters.We also expose the gap between permission-to-play statements (“build relationships, be strategic”) and real core values people can remember, use, and reward.What you’ll learn:- The 5 most common Buzz Word Marketing traps (and how to rewrite them)- Permission to Play vs. Core Values (a quick test every team can run)- Why buyers ignore “mission/vision/values” when the copy’s unclear- Simple, specific, emotional: the only three rules your brand lines need- How to align rewards & promotions with your stated values (or stop saying them)- Highlight every buzzword (innovative, strategic, stakeholders, synergy, solutions)- Rewrite each line to answer: Who’s it for? What problem? What result? How fast? -Ask: “Could every competitor say this?” If yes → Rewrite.Links-If you lead people — whether it’s 5 or 500 — this conversation will challenge how you think about trust and leadership-Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us-Subscribe to By Design Podcast for more unfiltered leadership truth bombs -Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn -Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Question: Paste your most buzzwordy line below—we’ll translate it to plain English in the replies.#BuzzWordMarketing #BrandMessaging #MissionStatement #CoreValues #PlainEnglish #Positioning #CopywritingTips #TheWayToValue #MartyOsborn #DaleThrush #BusinessGrowth #CompanyCulture

John Harrison: How Can You Win at Sales in 2025?

In this episode of The Way to Value, we sit down with John Harrison—VP of Revenue at KeyMark, Inc, Clemson MBA guest lecturer, and ex–baseball closer—to break down the gates that actually move a deal: real discovery, ROI proof, multi-threading the decision group, and legal review. We also get into the negotiation rules that protect your margin! What you’ll learn: - The step-by-step sales gates that create real momentum- Why a “great demo” ≠ deal (show ROI, map the decision team, get legal involved)- Challenger + Solution Selling: listen, confirm, then challenge- The micro-negotiations you’re skipping on the way to procurement- “Never give without getting” (use yes, if / no, but)- KPIs that matter: unique meetings & new logos (not just busywork)- Why uncapped comp (designed right) drives the behavior you wantLinks:🌐 Learn More About Leadership – https://www.bydesignadvisors.com/contact-us🎧 Subscribe to By Design Podcast for more unfiltered leadership truth bombs 📘 Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn 🧠 Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Question: What’s the “stupid comment” that told you a deal was off? Drop it below.#SalesProcess #ChallengerSale #SolutionSelling #Negotiation #NeverGiveWithoutGetting #SalesLeadership #ClemsonMBA #ByDesignAdvisors #TheWayToValue #B2BSales #Pipeline

Overtime: Inside Furman’s Hill Institute—How They Actually Build Entrepreneurs

This Overtime is all about Furman. Marty and Dale unpack their conversation with Brian & Eric from Furman University’s Hill Institute for Innovation & Entrepreneurship—and why their approach is creating graduates who can actually start, build, and lead in the real world.We highlight the Hill Institute’s three pillars—critical thinking & self-discovery, storytelling, and grit—and talk about how they show up in student ventures, community projects, and early careers. We also share the simple “Fresh Eyes” onboarding practice leaders can steal tomorrow, and how tools like Working Genius help map people to work that gives them energy.If you care about entrepreneurship, culture, and developing leaders, Furman’s model is worth a closer look.What we cover:- What the Hill Institute is building at Furman (mission, mindset, outcomes)- The 3 pillars: critical thinking, storytelling, grit—and why they beat “business as usual”- Fresh Eyes onboarding: the 30-day observation play any leader can use- Connecting pillars to Working Genius for team design and momentum- Why Greenville, SC is an ideal lab for student founders and community impact🌐 Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us🎧 Subscribe to By Design Podcast for more unfiltered leadership truth bombs 📘 Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn 🧠 Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Question: Which pillar would transform your team fastest—critical thinking, storytelling, or grit?#FurmanUniversity #HillInstitute #Innovation #Entrepreneurship #GreenvilleSC #WorkingGenius #StudentFounders #MartyOsborne #DaleThrush #ByDesignAdvisors #Overtime

What is it really like to work with By Design Advisors?

Ever wonder what it’s really like to work with By Design Advisors?In this episode, the mic gets flipped! Dale Thrush takes the hot seat as Marty Osborn interviews him about what actually happens during a 90-day engagement — the same framework that's helped dozens of businesses get unstuck and finally execute.From leadership dysfunction to bloated org charts and unclear comp plans, we break down why most companies are stuck — and how a simple 90-day sprint can turn things around.---💡 **What You'll Hear:**• Why most execution plans fail • What a real By Design engagement looks like • The power of only focusing on 3 things every 90 days • Using DISC & Working Genius to build high-performing teams • Why labeling meetings by genius type changes everything • How org charts get bloated and why no one talks about it • Fixing comp plans without drama or “title-gate” • Why “Simplicity over Complexity” is a leadership superpower • Profitability tips and how most companies fake their numbers ---👤 About By Design Advisors We help companies get crystal clear on *where they are, where they want to go, and how to get there — all in 90 days. No fluff. No wasted time. Just execution.💬 Drop a comment: What’s ONE thing your business could improve in the next 90 days?#BusinessExecution #LeadershipDevelopment #ByDesignAdvisors #90DayPlan #DISCProfile #WorkingGenius #OrgChartFix #BusinessPodcast #MartyOsborne #DaleThrush #CompanyCulture #TeamAlignment #BusinessGrowth🌐 Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us🎧 Subscribe to By Design Podcast for more unfiltered leadership truth bombs 📘 Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn 🧠 Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/in/dalethrush/Marty's LinkedIn: https://www.linkedin.com/in/marty-osborn-78ba9b5/Tom's LinkedIn: https://www.linkedin.com/in/thomasrjoh

Wouldn’t You Like To Know: What Is A Preferred DISC Profile For A CFO?

Thinking about hiring a CFO? Watch this first.In this episode of Wouldn’t You Like to Know, we’re back with Tom, diving deep into what really makes a great CFO — and spoiler: it’s not just about crunching numbers.We unpack how tools like DISC and Working Genius help predict if someone is actually wired for the CFO role — and how getting it wrong can cost you big time. From high C’s and low D’s, to discernment over invention, this convo breaks down what you *should* be looking for when you build out your executive team.---💡 **What You'll Learn:**• Why most finance hires miss the mark • The DISC profile that actually works for CFOs • What “high C, low D” really means in the boardroom • Why discernment (not salesmanship) is key in finance • How to avoid hiring someone who “sells you” the numbers • What Working Genius reveals about team fit and communication • Real stories from the trenches (yes, Enron gets a shoutout)---🎯 Ideal for:– Founders making their first finance hire – CEOs scaling their leadership team – Anyone obsessed with DISC / Working Genius – Leaders tired of winging it and hoping for the best📘 Tools Mentioned:– DISC Profile – Working Genius Assessment – *Traction* by Gino Wickman (for accountability charts)🌐 Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us🎧 Subscribe to By Design Podcast for more unfiltered leadership truth bombs 📘 Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn 🧠 Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/in/dalethrush/Marty's LinkedIn: https://www.linkedin.com/in/marty-osborn-78ba9b5/Tom's LinkedIn: https://www.linkedin.com/in/thomasrjoh#CFOHiring #DISCProfile #WorkingGenius #ExecutiveHiring #LeadershipTeam #WouldntYouLikeToKnow #ByDesignPodcast #TomInterview #FinanceLeadership #BadHireMistakes #PersonalityAssessments #GinoWickman #Star

Lauren O’Connell: Behind the Scenes with the Mavs - Culture, Cuban & Chaos

Ever wonder what it’s actually like working behind the scenes in the NBA?In this surprise episode of The Way To Value, we sit down with Lauren O’Connell, former Marketing Manager for the Dallas Mavericks, to talk about everything from Mark Cuban’s courtside antics to running full-blown digital campaigns on the fly during the playoffs.Lauren shares what it was really like being part of the Mavs team, how they prepped for every single game, and how culture, kindness, and a little chaos made it one of the best experiences of her life.Plus, we hear some great stories — like spotting Mark Cuban walking alone through the streets of OKC after a playoff win 😂---💡 What You’ll Hear:• What it’s like inside an NBA marketing team • How they prepped game-day emails & live content • The culture of the Mavs — top-down leadership from Mark Cuban & Cynt Marshall • Why “you’re part of the Mavs” wasn’t just a saying • Lessons in kindness, leadership, and teamwork that translate beyond basketball • The moment everything changed after the Luka trade ---👤 About Lauren O’Connell:Lauren started as a marketing intern with the Mavericks and quickly became a leader on the digital team — working on game-day content, community events, and organization-wide campaigns. Now she’s pursuing her MBA at Clemson and sharing what she’s learned along the way.🌐 Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/contact-us🎧 Subscribe to By Design Podcast for more unfiltered leadership truth bombs 📘 Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/?bestFormat=true&k=finding%20significance%20marty%20osborn&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k1_1_12&crid=37ZRISVQPV8P3&sprefix=marty%20osborn 🧠 Take the DISC Assessment – https://profiles.innermetrix.com/VO/b2a2eb33/en Website: https://www.bydesignadvisors.com/Dale's LinkedIn: https://www.linkedin.com/in/dalethrush/Marty's LinkedIn: https://www.linkedin.com/in/marty-osborn-78ba9b5/Tom's LinkedIn: https://www.linkedin.com/in/thomasrjoh🎙️ Hit that **Subscribe** button for more behind-the-scenes convos with amazing guests — from sports, business, and everywhere in between.💬 Drop a comment: If you could ask Mark Cuban *one question*, what would it be?#DallasMavericks #LaurenOConnell #WouldntYouLikeToKnow #MartyOsborn #MarkCuban #NBAFinals #SportsMarketing #BehindTheScenesNBA #CompanyCulture #LeadershipStories #NBAContent #DigitalMarketing