Back to Business Basics With Theo Etzel

Want a business that lasts longer than the latest trend? In this episode, we sit down with seasoned CEO and board chair Theo Etzel to unpack what truly drives sustainable growth: people-first leadership, ethical compensation, living SOPs, and technology that supports—rather than complicates—the work.

Theo shares how prioritizing employees, customers, and partners builds a flywheel of trust, referrals, and retention. We explore culture as your operating system (not just a poster), how to align compensation with service, and why many commission models quietly backfire. You’ll also learn when to stop wearing every hat, where to delegate first, and how strong finance talent multiplies your impact.

We dig into system-building that scales—think SOPs that outlive any one person, process audits that eliminate waste, and tech investments that bring clarity, not chaos. Plus, Theo lays out a practical approach to continuous learning and leadership: mentorship, peer groups, and the humility to fix root causes, not just symptoms.

If this conversation sparked new ideas about culture, compensation, or scaling smart, be sure to follow the show, share it with a founder friend, and leave a review. Your feedback helps more builders find insights like these.

Visit us at jenniferannjohnson.com and learn how Jennifer can help you build the life you dream of with her online academy, blog, one-on-one coaching, and a variety of other resources!