Designer-turned-entrepreneur Phil Franks (Nucleus Creative; Owl & Key) joins Rodric to unpack what he learned building for brands like Hilton, Panda Express, and Victoria’s Secret—and why the real unlock in any business is people, process, and presence.

Phil shares how becoming a dad pushed him to leave agency life, the SOP mindset he now “lives and dies by,” and why modular construction has him excited to build tighter, faster, and smarter.

They trade notes on coaching, niche focus, CAC-thinking for builders, and the difference between hiring as an expense vs. an investment.

If you’re stuck doing $600/hour tasks for $0/hour outcomes, this one is a breath of fresh air—and a nudge to get out of your own way.

• 00:00 – 02:15 Meet Phil: agency roots, early web, learning under the hood of big brands.
• 03:05 – 07:30 Fatherhood reframe → leaving the agency; building a family “office” with two companies.
• 09:04 – 12:30 What big brands taught him: SOPs, repeatability, and “people architecture.”
• 13:50 – 16:00 Rodric’s $600/hr test and the shift from building houses to building people.
• 18:22 – 21:10 Why modular/panelized is compelling; finding the right GC to protect margin.
• 21:46 – 24:25 Listener Q: “What are you chasing?” Phil on alignment through seasons.
• 25:05 – 29:50 Coaching, circles, and picking clients (and when to walk away).
• 30:57 – 37:45 Ground zero → $65k MRR: brand, offers, and niche clarity for builders.
• 36:47 – 40:40 Niche > noise; using CAC to think like a modern builder.

• SOPs aren’t paperwork—they’re profit protection and peace of mind.
• Build “people architecture” before you scale product or projects.
• Delegate anything below your target hourly value; stay in your $600/hr lane.
• Modular/panelized can compress timelines—if your on-site team truly understands the system.
• Niche wins: speak to one bleeding-neck problem for one person.
• Think CAC, not “free referrals”—paying great partners can be your best deal flow.

• “Things have to flow. People have to know how they work, and they have to be repeatable.” —Phil
• “You’ve got to go from building houses to building people.” —Rodric
• “Niche feels counterintuitive—until it works.” —Phil & Rodric
• “What are you chasing? For me, it’s alignment in this season.” —Phil

Phil Franks — Co-founder, Nucleus Creative (brand/digital) & Owl & Key (leadership & life design). Find him at nucleuscreative.co and owlandkey.co.

📱Instagram: https://www.instagram.com/phil_franks/?hl=en

LinkedIn: https://www.linkedin.com/in/philfranks/

https://www.linkedin.com/company/nucleuscreativeco/

📘Rodric’s book:

Overview

Grant Bowen, Founder & CEO of Peak Projects, breaks down what an Owner’s Rep actually does, why “durable decisions” de-risk high-end residential builds, and how true collaboration saves time, money, and sanity for clients and builders alike. We get into fixed-price vs. cost-plus mindsets, boots-on-the-ground networking, and the role of tech vs. human trust in ultra-premium projects.

Timestamps

• 00:00 – Cold open + welcome
• 02:20 – What an Owner’s Rep does (budget, schedule, quality, team)
• 04:49 – How a great Owner’s Rep “pays for themselves” via fewer mistakes
• 06:40 – Fixed price vs. cost-plus, and making “durable decisions”
• 10:23 – Why Peak doesn’t market like everyone else (relationships > ads)
• 11:08 – Regional footprint: CA, PNW, Mountain West, East Coast, Hawaii + Caribbean
• 14:26 – Tech is useful—but trust still wins
• 15:13 – Grant’s question for the next guest
• 15:50 – The question Grant asks to know the real you
• 16:52 – Final takeaways & how to connect with Peak Projects

Episode Highlights

• Owner’s Reps reduce risk and friction by guiding 1,000s of decisions from day one.
• “Durable decisions” + coordinated plans let great builders do their best work.
• Expect some changes on multi-year builds—design a process that absorbs them.
• Relationship-driven work (handshakes > hype) still wins at the ultra-high end.
• Technology accelerates collaboration, but trust and empathy tie it all together.

Notable Quotes

• “We remove the noise so architects can design and builders can build.”
• “Our investment prevents costly mistakes—and saves priceless client time.”
• “There’s no substitute for the human element when you’re earning real trust.”

Resources & Guest Links

• Website: https://www.peakprojects.com/
• Instagram:https://www.instagram.com/peakprojectsllc/?hl=en
• LinkedIn: https://www.linkedin.com/company/peak-projects/
• Facebook: https://www.facebook.com/peakprojectsllc/

Guest-to-Guest

• Grant’s question for the next guest: “What’s your five-year plan for your business—and for your life and family?”

Question to Grant (from Blake Stratton): “What question—when you ask it—helps you be more you?”

Resources:

Million Dollar Flip Flops

Follow Us on Insta

Ready to transform your business and your life while making a difference? Grab your copy of *Million Dollar Flip Flops*—the ultimate guide to creating a life and business that feels just as good as it looks. And here’s the best part: 100% of the proceeds go directly to our foundation, Send a Student Leader Abroad, with a goal of sending 1,000,000 deserving kids on life-changing trips around the world.

As a thank you for your support, we’re offering exclusive bonuses available only for our podcast listeners. These bonuses are packed with extra tools and resources to help you implement the principles from the book faster and more effectively.

Don’t miss this opportunity to gain invaluable...

In this energizing episode of Million Dollar Flip Flops, Rodric welcomes Dr. Ryan Williamson — neurologist, former Navy physician, and author of The Incredible Brain.

With his book launch just days away, Ryan shares how small, intentional lifestyle changes can radically improve brain health, prevent chronic disease, and help you live with more vitality.

From “exercise snacks” that take just six minutes a day to the power of habit stacking, Ryan explains why health isn’t just about living longer—it’s about performing better right now.

The conversation dives deep into overcoming resistance, designing your environment for success, and finding your “why” so you can make the right decisions automatically.

Whether you’re an overworked business owner or just tired of feeling tired, this episode is packed with actionable takeaways you can implement today.

What You’ll Learn in This Episode:

• Why up to 90% of health outcomes are determined by lifestyle—not genetics.
• The “Core Four” pillars of health and which one is the easiest place to start.
• How to reframe exercise from a time cost to a productivity multiplier.
• The neuroscience behind resistance and how to overcome it.
• Simple habit-stacking strategies that make healthy choices automatic.
• Why clarity on your “why” changes everything about how you live.

Memorable Quotes:

“A healthy man has a thousand wishes, but a sick man has one.” – Dr. Ryan Williamson

“You can’t afford not to exercise—because without it, you’re literally cutting years off your life.” – Dr. Ryan Williamson

“Your habits compound in one direction or the other. Make sure they’re taking you where you actually want to go.” – Dr. Ryan Williamson

Resources & Links:

🌍Ryan’s Website: transcendhealthgroup.com

📱Follow Ryan on Instagram: https://www.instagram.com/dr.ryanwilliamson/?hl=en

📱Linked In: https://www.linkedin.com/in/ryan-williamson-70089a276/

📚Pre-order: The Incredible Brain: https://transcendhealthgroup.com/book/

Resources:

Million Dollar Flip Flops

Follow Us on Insta

Ready to transform your business and your life while making a difference? Grab your copy of *Million Dollar Flip Flops*—the ultimate guide to creating a life and business that feels just as good as it looks. And here’s the best part: 100% of the proceeds go directly to our foundation, Send a Student Leader Abroad, with a goal of sending 1,000,000 deserving kids on life-changing trips around the world.

As a thank you for your support, we’re offering exclusive bonuses available only for our podcast listeners. These bonuses are packed with extra tools and resources to help you implement the principles from the book faster and more effectively.

Don’t miss this opportunity to gain invaluable insights, impact a young leader’s life, and be a part of something bigger....