Dr. J.J. Peterson, PhD in communications, explains how business owners can elevate their leadership by stepping into the role of the Guide instead of operating as the hero, villain, or victim. Using proven storytelling frameworks, Peterson outlines four core characters, Victim, Villain, Hero, and Guide, and why self-awareness of these roles is critical to effective leadership.

Victims lack agency and believe outcomes are beyond their control. Villains respond to pain by inflicting it on others, gaining short-term power but long-term resentment. Heroes work to redeem pain but are often overwhelmed and unstable—especially when leaders try to play that role in business. The most powerful role is the Guide: a steady, confident mentor who combines empathy and authority to help others win.

Peterson shows that when leaders stop trying to be the hero and instead guide customers and team members, who are the true heroes of the story, culture improves, trust deepens, recruitment becomes easier, and retention increases. The result is the Badass Softie balance: driven leadership grounded in genuine care for people.

Dr J.J. Peterson, https://www.drjjpeterson.com/

Recorded Live at AAPEX 2025, this episode tackles the classic “chicken or the egg” challenge for auto repair shop owners: should the focus be on marketing to generate work or recruiting technicians to handle it? The answer is simple—both. Sustainable growth requires managing two throttles at once: marketing and recruitment. Neither can be set and forgotten.

Key takeaways include reframing the role as a high tech career with clear advancement paths, adopting an “always be recruiting” mindset, and not judging candidates by resumes alone. Many capable technicians want to move but are emotionally stuck due to fear, loyalty, or past instability. Long-term retention depends on engagement and making employees feel like part of the business, not just workers in it.

Consistency is critical, as marketing and recruiting take time to gain traction and lose momentum quickly when stopped. A shop’s website should double as a recruiting tool, confidently showcasing employees, culture, and benefits.

Ultimately, the challenge lies in the demanding nature of shop ownership. Owners tend to protect what’s working instead of continually investing in the systems—marketing and recruiting—that ensure long-term stability and growth.

Lisa Coyle, Co-Founder, Promotive: https://gopromotive.com/

Becca Zanders, Certified Exit Planning Advisor, explains why most auto repair shop owners are unprepared for an exit—and how to change that. Only 20–30% of businesses that go to market actually sell, and nearly half of those sales are forced by the “Five Ds”: Death, Divorce, Disability, Disagreement, or Distress.

Becca introduces the Value Acceleration Methodology, which reframes exit planning into three stages: Discover the business’s true value and the owner’s readiness, Prepare the leader, finances, and organization to accelerate value, and Decide whether to grow or sell. A key distinction is the difference between a profitable lifestyle business and a business built for value.

The conversation stresses the importance of closing the “wealth gap,” as most owners underestimate retirement needs and have the majority of their net worth trapped in their business. Personal readiness is equally critical, with many sellers regretting the sale because they failed to define their purpose beyond ownership.

Advice to shop owners: build the right advisory team and start advancing your business today, long before a sale is forced.

Becca Zanders, https://www.d6elements.com/