Level Up Business

There’s a simple phrase entrepreneurs repeat every day—often without realizing the power it holds. In this episode, JR shares a real story from a recent studio session that exposed how the identities we carry can influence the stories we tell, the wisdom we share, and the impact we make. What unfolded during that conversation revealed something surprising about how entrepreneurs view themselves and their experiences. This episode will challenge you to rethink the narrative you’ve been operating from and consider how it might be shaping your path forward.

Is your past an anchor, an apex, or an asset?

How you answer that question determines whether your past holds you back—or helps you level up. JR invites you to pause, reflect on your journey, and begin looking at your past through a completely different lens—one that could transform how you see your story, your experiences, and the impact you’re capable of creating moving forward.

No matter how refined your marketing is, how optimized your funnel is, or how disciplined you try to be, your business will always rise — or shrink — to match who you believe you are. If growth feels heavier than it should… if visibility feels uncomfortable… if you keep saying you’re ready for the next level but somehow stay where you are… the real constraint may not be external. It may be internal. And until that shifts, nothing else will.

Drawing from the philosophy of Memento Mori, JR challenges visionary founders to rethink what they’re building and why. In a world where AI can generate endless content and “expertise” is everywhere, JR makes the case that wisdom — earned through lived experience — is becoming the rarest and most valuable asset of all.

You’re a visionary entrepreneur who has gained wisdom.

You’ve built—or are building—a meaningful business while creating space for faith, fitness, and family. Life is good. And yet... you feel called to something higher. Not from ego or pride, but from your commitment to create an even bigger impact.

We believe unique wisdom is within you.

Wisdom you’ve earned through lived experience. Wisdom no AI model can replicate. Wisdom that can guide people who are standing where you once stood.

However, for many entrepreneurs, their wisdom stays locked ins...

Most entrepreneurs say they want to write a book. Most never do. In this episode, JR and Audrey unpack the real reason why — and it’s not lack of time, talent, or opportunity.

JR shares his own seven-year journey from “Who am I to write a book?” to becoming a two-time bestselling author, revealing how internal narratives silently slow progress and shrink impact.

If you’ve ever questioned whether your story matters or wondered if the world really needs your book, this conversation will challenge you to upgrade your identity, unlock your wisdom, and finally step into...

JR sits down with Dr. Bobby Low, performance psychologist, BYU mental performance coach, and author of Wiring Intelligence: From Reactive to Proactive, to unpack what it really means to become a business athlete.

After one year of building Level Up Business, JR Lay sits down with Operations Lead Audrey Cannata to reflect on what it really takes to turn vision into reality. They unpack the lessons learned from launching a podcast, serving entrepreneurs, building systems, and staying committed through uncertainty and growth. This conversation goes beyond metrics and milestones, exploring identity shifts, self-limiting beliefs, and why so many entrepreneurs underestimate the value of their own wisdom. JR and Audrey share how conversations—not hustle—became the foundation for impact, clarity, and momentum. They also look ahead to what’s possible in year two as...

Kyle McGee—entrepreneur, podcast host, and now bestselling author of Built to Lead—opens up about the moment he knew “someday” was a lie and why the loss of family member lit a fire in him to finally write the book he’d been putting off for years. He shares the story of his rock bottom and why that moment almost didn’t make it into the book. But what followed was a journey of deep personal growth, painful loss, and a commitment to become the leader he was called to be.

Kyle and JR dive into what it mean...

From posture and facial expression to the internal identity shifts that power lasting transformation, Chris Gillett breaks down what he calls the “confidence stack”—a layered approach to building unshakable presence from the inside out.

JR shares his own journey of physical, emotional, and professional growth, and the two get real about insecurity, identity, and how most people are sending the wrong signals without even knowing it. You’ll learn why confidence isn’t just a feeling—it’s a signal, and it can be trained.

What happens when the business you built becomes the thing that breaks you?

In this powerful episode of the Level Up Business Podcast, JR sits down with Travis Bell — The Bucket List Guy — to unpack the identity collapse, burnout, and deep personal work that led to one of the most recognizable personal brands in the world. Trav shares how success without alignment nearly destroyed him, why depression became the doorway to purpose, and how writing one list changed everything.

They explore identity death, brand reinvention, the loneliness epidemic, and why entrepreneurs must remember they are the...

In a world driven by fast answers and automated solutions, what if the real edge in business is asking better questions?

In this heart-centered and deeply practical episode of the Level Up Business Podcast, JR welcomes Colleen Bowler—entrepreneur, advisor, and creator of The Passport Package—to explore why the human side always wins. Together, they unpack what makes a question powerful, why curiosity is a capability (not a trait), and how entrepreneurs can shift from being the “hero” to being the guide their clients truly need.

You’ll learn how assessments, empathy, and silence can build...

What happens when the identity that made you successful starts costing you the life you actually want?

In this episode of the Level Up Business Podcast, JR sits down with entrepreneur, developer, and innovator Lance Cox for a raw conversation about identity, fatherhood, and the difficult transitions most entrepreneurs never talk about. Lance shares what it really took to stop winning only at work and start showing up fully at home — including giving himself permission to let old identities die.

They explore how hustle can quietly turn into addiction, why control is often mistaken for le...

In this episode of the Level Up Business Podcast, JR sits down with Chris Jarvis—mathematician, financial fixer, and trusted advisor to hundreds of millionaire families and multiple billionaire families—for a conversation that goes far beyond money, math, or strategy. Instead of focusing on accomplishments and credentials, this episode explores the deeper source of influence: perspective, pain, and purpose. Chris shares how the most difficult experiences of his life—divorce, failure, identity loss, depression, and starting over—became the very training ground for the wisdom he now brings to others.

Together, JR and Chris unpack what it reall...

Most entrepreneurs don’t think about legal… until it’s too late. In this episode of the Level Up Business Podcast, I’m joined by Eric Jeppson, founder of Jeppson Law and the creator of the Clean Legal Bill of Health. Eric shares real stories—including a painful $1.9 million legal battle—that highlight the high cost of not being legally prepared. We dive into the biggest legal blind spots business owners face, especially when starting out with friends or family, and how a lack of clarity and documentation can slowly (or suddenly) sink everything you’ve built.

Most people try to change their lives by changing their actions. But what if the real transformation starts before you ever make a move?

In this episode of the Level Up Business Podcast, JR sits down with Chris Walker to unpack the Science of Frequency Training — a revolutionary method for rewiring your internal operating system so you can finally achieve lasting transformation.

Chris explains why traditional mindset hacks and motivational tactics don’t create lasting change — and how upgrading your identity, beliefs, emotions, and intentions creates a powerful ripple effect across your business, relationships, and life.<...

What if the next chapter of your life wasn’t just a continuation… but a complete reinvention?

In this episode of the Level Up Business Podcast, JR sits down with Toni Haber — a powerhouse in luxury real estate with over $2B in transactions — who’s not slowing down anytime soon. Toni opens up about what it really takes to grow after you’ve already achieved success, why she’s setting an “impossible” $300M goal, and how rewriting your internal story might just be the boldest move you can make.

They talk about the mindset required to level up, the p...

What happens when a high-achieving leader decides not to chase the next opportunity—but to pause, fast, and be still? In this powerful and deeply personal conversation, JR sits down with Kelly Price—entrepreneur, philanthropist, and founder of the Changing Lives Foundation—to explore what it truly means to slow down in a world addicted to speed.

Kelly shares her decision to embark on a 14-day medically guided water fast, not just for physical healing, but as a spiritual act of obedience and clarity. After decades of leading fast-growing businesses and making quick, high-stakes decisions, she opens up abo...

What happens when decades of striving for traditional success leave you feeling empty? In this powerful conversation, JR Lay sits down with Dave Hime, creator of the Gentle Mastery Method and Consciousness Signature™, to explore what it really means to shift from external success to authentic freedom. After 45 years following the rules of the game, Dave chose to rewrite the script—starting over in his 60s to align with who he was truly meant to be.

They dive deep into the rise of conscious leadership, the spiritual mountain of entrepreneurship, and why high-achieving seekers are being called to l...

In this episode of the Level Up Business Podcast, JR Lay sits down with Jonathan Cotten, entrepreneur, marathoner, and author of The Business of Character. From dropping out of high school to building a mission-driven company that now spans 40+ locations, Jonathan’s journey is a testament to what happens when you lead with integrity and live by faith. JR and Jonathan go deep on integrating faith and business, cultivating integrity as a cultural standard, and how to build a legacy that echoes far beyond profits. You’ll also hear how character-first leadership is shaping the future of college athletes, entr...

Work-life balance? It’s a lie. In this episode, JR Lay sits down with Chad Willardson—author of Fully Invested—to explore what it really means to go “all in” without losing yourself in the process. You’ll learn how to integrate your values across life and business, why alignment beats balance every time, and how redefining success can unlock greater impact at home and in your company. Whether you're scaling a business or re-evaluating your priorities, this conversation will help you stop chasing and start building with intention.

What if the very thing you’ve been avoiding or undervaluing is actually your superpower? What if you're unknowingly suppressing your authentic intelligence while chasing artificial solutions? Too many entrepreneurs are trapped doing work that drains them, ignoring the signals of their unique ability, and letting tech drive their business instead of amplifying their voice and vision.

In this episode of the Level Up Business Podcast, host JR sits down with Tom Lambotte, founder of AI Simplifier, who shares how identifying and honoring your unique strengths can unlock flow, clarity, and business growth. You'll discover how to us...

In a business world obsessed with artificial intelligence, entrepreneurs are feeling the pressure to automate, scale, and optimize everything—but many are left wondering where the human element fits in.

In this episode, JR sits down with Lior Weinstein—AI veteran, blockchain patent holder, and lifelong technologist—to explore how to integrate AI without abandoning what makes your business uniquely human. You’ll learn how to apply AI through a human-first lens, why proximity and presence are your new superpowers, and how to map experiences to create emotional trust at scale. If you’re overwhelmed by AI or unsure...

What happens when the business you’re building no longer fits the life you want to live? In this episode, JR sits down with Nick Bennett, co-founder of Duo, to talk about what it really means to design a business that aligns with who you’re becoming—not just what you’re selling.

Together, they unpack the myth of work-life balance, the hidden cost of following everyone else’s blueprint, and why so many entrepreneurs drift without direction. Nick shares his insights on offer design, clarity, and why your confidence is the most valuable currency in business.

He al...

Too many entrepreneurs feel stuck—not because they lack drive or talent, but because they’re operating outside of their Unique Ability. They’ve built businesses on what they’re good at, not what truly energizes them. And over time, that disconnect leads to burnout, self-sabotage, and a loss of clarity around who they really are.

In this episode of the Level Up Business Podcast, JR Lay sits down with Julia Waller, Unique Ability® Specialist at Strategic Coach and co-author of the Unique Ability book series. Julia shares how entrepreneurs can identify, own, and operate in their unique ab...

In a world where AI-generated content is rapidly taking over, creatives and entrepreneurs are facing a new challenge—how do you stand out, stay authentic, and keep your work grounded in real human experience?

Brad Swonetz, a commercial photographer, creative director, and brand strategist with nearly 30 years of experience, knows this tension firsthand. From shooting on film in the darkroom to using AI tools in branding and design, Brad has lived through multiple creative revolutions. As the internet becomes increasingly saturated with machine-generated visuals and copy, he’s asking the bigger question: what happens to our sense of i...

What do you do when you seemingly have it all—money, career wins, first-class flights, the “perfect life”—but on the inside, you’re crumbling? For many entrepreneurs, that relentless drive comes at a cost: broken relationships, fading health, and a loss of identity.

That’s the exact storm Tom Fedro found himself in. After years of chasing the dream of a company IPO that ultimately fell through, Tom found himself reevaluating his life. The fast pace and big deals had come at a cost—personally and professionally. Like many leaders, he realized that achievement without alignment wasn’t sustain...

Every visionary entrepreneur faces an invisible enemy, the self-limiting beliefs that keep:

→ Their boldest ideas locked inside their head.

→ Their most powerful stories untold.

→ And their transformative wisdom from the people who need to hear it most.

As a result, they find themselves:

→ Struggling to differentiate and elevate their brand.

→ Unable to amplify their voice to expand their influence.

→ Frustrated that their impact never matches their potential.

🚀 This is why we’re on a mission to amplify the voices of visionary entrepreneurs by unlocking their w...

What if your greatest entrepreneurial strength isn’t hustle or strategy—but your ability to turn pain into purpose?

In this episode of the Level Up Business Podcast, JR sits down with Kim Snyder, founder and CEO of KlariVis, to unpack how personal loss, professional challenge, and authentic relationships shaped her path as a purpose-driven entrepreneur. After closing a meaningful chapter in banking, Kim launched her business just before the pandemic hit—proving that clarity and connection can create opportunity even in seasons of uncertainty.

What if the real reason your bold ideas aren’t gaining traction isn’t strategy—but misalignment?

In this episode, JR sits down with Eleonora Cino, founder of Tranquilo Solutions, to explore why visionary entrepreneurs often feel stuck—and how creating true alignment between you and your team is the key to unlocking momentum.

You’ll learn how to reduce friction, communicate your vision clearly, and use tools like Kolbe A Index to turn your next big idea into real, lasting impact.

What if the biggest threat to your business isn’t cash flow or competition—but conflict at home?

James and Rebecca Lockwood, founders of Thrive Together, unpack how entrepreneurial couples can move from surviving to thriving—both in their relationship and in business. After nearly drifting apart themselves, James and Rebecca created a framework that helped them rebuild alignment around vision, values, and rhythms that support both family and growth.

You’ll hear how they went from tension and misalignment to intentional systems that now support their mobile lifestyle, their kids, and the couples they coach. T...

What if the breakthrough you’ve been chasing only takes one second?

JR sits down with Tanner Clark, founder of One Second of Strength, to explore how a single moment of courage can help you break free from fear, distraction, and self-doubt. They unpack why the biggest mountains holding you back aren’t real—they’re self-made. And more importantly, how to tear them down, one board, one nail, and one decision at a time.

Tanner opens up about his own battles with imposter syndrome and fear of success, and how digital distraction—yes, that phone in y...

Is AI a threat to your business—or the greatest opportunity you’re ignoring?

That’s the question JR Lay explores with today’s guest, Mike Koenigs — creator of the AI Accelerator, advisor to organizations like NASA, and a true pioneer in the AI and digital entrepreneurship space. Mike’s been on the front lines of innovation since the CD-ROM days, and he’s not slowing down. In fact, he’s helping entrepreneurs collapse the speed of trust, unlock their unique wisdom, and win faster in a world where the rules have changed.

Here’s the problem: 95% o...

What does it mean to build a business that’s rooted in purpose—not just profit? In this episode of the Level Up Business Podcast, JR welcomes Rob Robinson, CEO of Taylor White, for a deep and powerful conversation on leading from a foundation of faith, family, and self-awareness. Rob opens up about what drives his leadership philosophy, why identity matters more than job titles, and how he’s guiding the next generation of leaders to build lives around what matters most.

They discuss the importance of knowing yourself as a strategic advantage, why some of the best b...

What does it really take to scale your business without burning out or blowing it up? In this episode, JR sits down with Peter Caputa—former HubSpot exec and current CEO of Databox—to unpack the mindset shifts and strategy moves that help founders go from early traction to predictable scale. They dig into why most entrepreneurs stall once the initial momentum fades, and how you might be subconsciously sabotaging your own success.

From documenting your ambition to getting clear on who you’re really serving (and how you’re different), Pete breaks down a proven framework that’s g...

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 S...

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’...

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...

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 found...