Most businesses fight tooth and nail to earn the attention of potential buyers… only to waste it with outdated, boring, and ineffective case studies.

In this episode of the Level Up Business Podcast, JR sits down with James De Roche—founder of Lead Comet and former high school teacher—to unpack the psychology behind attention and how to keep it long enough to move prospects from curiosity to commitment. James shares how his background in education taught him how to earn trust in seconds, and how he now applies that same skill to help companies craft Sales-Ready Case Studies that drive real results.

You’ll learn the four critical elements every case study must include (urgency, risk, cost of inaction, and stakes), why traditional “CSR” formats fall flat, and how to write for the actual buyer—not your marketing team. If your case studies aren’t closing deals, this episode is your wake-up call.

Most entrepreneurs are unknowingly robbing themselves. You work hard, you hustle, and yet something invisible keeps capping your growth. That’s the hidden heist—limiting beliefs and emotional baggage around money that you didn’t even know you were carrying.

In this episode, JR sits down with The Hidden Heist author Bill Cates to uncover what’s really stealing your wealth—and how to take it back. You’ll learn how to spot the patterns, rewrite your money story, and finally feel at peace with earning, keeping, and growing your income. This isn’t just about making more money—it’s about feeling good when you do.

What if the future you’re chasing isn’t somewhere out there—but already inside you, waiting to be tuned into? That’s exactly what today’s guest, Chris Walker, believes. He’s the founder of Encoded, and he’s helping entrepreneurs upgrade their internal operating systems by unlocking the power of their frequency.

In this episode, we dive into why frequency—not more knowledge or harder work—is now your greatest edge in business. We’ll unpack how Chris built the Encoded Frequency Training System (a combination of journal prompts, AI-powered decoding, rewiring routines, and alignment-based actions) to help you read, recalibrate, and amplify your internal signal.

You’ll also get a front-row seat to his six-tier model of frequency, methods to reprogram limiting beliefs, and how to shift from doing by force to creating by resonance.

Whether you’re feeling stuck, overextended, or like your next level is just out of reach—this is the map you need to re-enter the game from the inside out.

Many B2B founders feel the pressure to stand out in an AI-driven world—but often get stuck copying tactics that don’t feel authentic. The result? More noise, higher acquisition costs, and a brand that blends in instead of breaks through.

Ognjen Boskovich, founder of Raven and creator of the Founder Brand Playbook, has spent years helping founders harness their unique perspective and turn it into a brand strategy that attracts the right customers—without falling into the trap of “influencer culture.”

What if the hardest part of selling your company isn’t the deal itself—it’s who you become once the ink is dry?

In this episode, JR sits down with Jerome Myers—entrepreneur, exit advisor, and creator of the Founder’s Exit Paradox framework. Jerome knows the highs of building and selling: he led the growth of a $20M division inside a Fortune 550 company and guided four private equity exits, including one at a 4x multiple. But he also knows the lows: the identity crisis, the loss of purpose, and the scars of success that so many founders face after the big win.

If you’ve ever wondered what happens after you climb your entrepreneurial mountain, this conversation will give you a new lens on wealth, time, and significance.

What if your business isn’t growing—not because you lack ideas, but because no one’s talking about it?

In this episode, JR sits down with Jeremy Macliver, a visionary entrepreneur and founder of the Be Retellable Movement, to unpack what it really takes to build a brand that spreads by word of mouth… naturally. The problem? Most entrepreneurs undervalue the everyday brilliance baked into their story. They don’t share it. They don’t write it down. And because of that, they stay invisible.

Jeremy shares how being “retellable” isn’t about being flashy—it’s about being so aligned with your vision that other people want to talk about you. You’ll walk away with simple practices to capture your own ideas, turn them into IP, and start building a business—and a life—that’s worth talking about.

Feeling invisible on LinkedIn? You're not alone—and in a noisy digital world, the scroll is real, and attention is rare. But there's a smarter way to get seen, trusted, and chosen.

In this episode, JR Lay sits down with Joshua B. Lee, founder of Standout Authority, to explore why human connection—not hacks—are the key to building authority and creating real growth in the age of AI. Josh shares his raw entrepreneurial journey, from losing millions and rebuilding his life to redefining success through authentic relationships and connection.

You’ll learn how to humanize your LinkedIn presence with “authentic intelligence,” why AI tools alone won’t drive results, and how your past pain could be the platform that helps others level up. Josh also breaks down how to turn content into conversations, conversations into community, and community into clients—all without selling. If you’re ready to stop chasing and start attracting, this episode is your catalyst.

What if your intellectual knowledge isn’t enough anymore? As traditional expertise loses value, the real differentiators are wisdom, intuition, and emotional connection.

In this episode, Mike Grinberg, founder and CEO of Proofpoint Marketing, joins JR Lay to explore why thought leadership isn’t something you do—it’s an outcome you earn.