Homegrown Hustle

Hosted by Matthew Eickman

Business Entrepreneurship

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Episodes

155

Latest episode

Oct 2026

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EN-US

About the show

"Homegrown Hustle" is your window into the journeys of local business leaders, hosted by Matthew Eickman. This podcast goes beyond the surface, exploring the motivations and commitments of entrepreneurs. It bridges the gap between business leaders and their communities through storytelling, offering insights to inspire aspiring entrepreneurs and strengthen local business connections. Join us to uncover the personal stories and passions behind successful businesses.

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October 23, 2026Episode 15428 min

From Hair Loss to Head Spa: Nikki Lund’s Business Journey

What happens when a personal challenge sparks a new passion and a business opportunity? On this episode of Homegrown Hustle, host Matt Eickman sits down with Nikki Lund, Owner and Head Spa Specialist at MN Hair Witch Salon, to explore how her nearly 17 years in the hair industry led her to specialize in scalp care and head spa treatments. After experiencing hair loss herself, Nikki pursued further education and research, transforming a difficult experience into a passion for helping others understand scalp health. She shares her journey from working as a commissioned stylist to becoming an independent business owner, the power of Google Business Profile in attracting clients, and the growing popularity of head spa services. Nikki also discusses her plans to open a brick-and-mortar salon, the challenges of finding the right space, and her vision for building a business that creates opportunities for other stylists. Her story is a reminder that entrepreneurship requires adaptability, continuous learning, and the confidence to trust your vision. KEY TAKEAWAYS: Turn personal challenges into opportunities: Nikki's experience with hair loss inspired her to pursue specialized education in scalp health and head spa treatments. Trust your entrepreneurial instincts: Moving from a business partnership to solo ownership helped Nikki build a business aligned with her vision. Leverage Google for local leads: A well-maintained Google Business Profile can help small businesses connect with customers actively searching for their services. Recognize emerging market opportunities: The growing popularity of head spas creates opportunities for entrepreneurs willing to learn, innovate, and differentiate themselves. Educate your customers: Helping clients understand scalp care and specialized services can build trust while creating opportunities for business growth. Expand revenue through complementary services: Adding head spa treatments helped Nikki triple her income while offering clients a new self-care experience. Plan for sustainable growth: Expanding into a physical storefront requires careful consideration of location, construction, finances, and business operations. Build on your vision: Nikki emphasizes trusting yourself, following your passion, and embracing the many responsibilities that come with entrepreneurship. Understand what hustle means: Wearing multiple hats, continuing to learn, and pushing forward have helped Nikki grow her business and pursue her next big goal. CHAPTERS: 00:00 – Welcome to Homegrown Hustle 00:22 – Meet Nikki Lund of MN Hair Witch Salon 00:52 – Nearly 17 Years in the Hair Industry 01:14 – How Hair Loss Sparked a New Passion 03:05 – Becoming an Independent Business Owner 04:32 – Lessons From a Business Partnership 05:41 – Using Google to Attract New Clients 06:55 – The Growing Head Spa Industry 07:21 – What Is a Head Spa? 09:23 – The History and Culture Behind Head Spa 10:40 – Scalp Health, Products, and Hair-Washing Habits 12:28 – How Water Quality Affects Hair and Scalp 13:55 – Licensing, Education, and Industry Standards 15:14 – Finding Opportunity in an Emerging Market 16:09 – Bringing Head Spa Services Into Salons 16:56 – What to Expect From a Head Spa Experience 17:45 – Turning a Passion Into a Business Vision 19:22 – Planning for a Brick-and-Mortar Salon 20:14 – Finding the Right Space and Building a Business 21:06 – Educating Customers and Growing Revenue 21:24 – Tripling Income Through Head Spa Services 22:28 – Creating a Salon That Supports Other Stylists 24:38 – Real Estate Challenges and Business Expansion 25:51 – Trusting Yourself and Your Vision 27:04 – What Hustle Means to Nikki Lund 27:53 – Where to Find MN Hair Witch Salon 28:04 – Closing Remarks GUEST RESOURCES: Instagram: https://www.instagram.com/nicci_mnhairwitch/ Facebook: https://www.facebook.com/p/MN-Hair-Witch-100054464710365/ Website: https://www.mnhairwitch.com/

October 16, 2026Episode 15343 min

Stop Guessing. Start Growing: How to Align Sales, Marketing, and Team Culture

SUMMARY: What does it take to turn marketing efforts into real business growth? On this episode of Homegrown Hustle , host Matt Eickman sits down with Michelle Redberg, Chief Growth Officer at Tessara Consulting , to discuss how small and midsize businesses can strengthen their sales strategies, improve marketing performance, and build teams that drive results. Drawing on more than 20 years of experience in media, market research, marketing, and sales, Michelle shares why sales is really about solving problems, why marketing and sales must work together, and how understanding personality differences can improve customer relationships and team performance. From measuring marketing effectiveness to hiring the right people and scaling responsibly, this conversation offers practical insights for business owners ready to move beyond guesswork and build a stronger foundation for growth. KEY TAKEAWAYS: Sales is problem-solving: Focus on understanding customer needs and providing solutions rather than simply closing deals. Connect marketing and sales: Both should work together to create a consistent customer experience and drive business growth. Measure what matters: Evaluate marketing performance objectively instead of relying on assumptions, habits, or personal preferences. Understand your numbers: Track leads, closing rates, average sale values, and revenue goals to build a more effective sales strategy. Adapt to different personalities: Adjust your communication style to meet customers and team members where they are. Build a strong team culture: Consistent communication, team development, and shared values help employees stay engaged and motivated. Hire for both character and capability: Look beyond interview performance to understand a candidate’s values, strengths, personality, and fit for the role. CHAPTERS: 00:00 – Introduction to Michelle Redberg 00:46 – From Corporate Media to Consulting 02:34 – Rethinking Sales as Problem-Solving 03:48 – Helping Small Businesses Grow 05:28 – Auditing Your Marketing Strategy 07:10 – Sales Metrics Every Business Should Track 08:54 – Connecting Marketing, Sales, and Customer Experience 10:05 – Building a Brand That Cares 11:40 – Managing and Developing Sales Teams 13:07 – Adapting to Different Personalities 14:27 – Making Customers Want to Buy 15:35 – Building Passion Through Team Culture 19:04 – Hiring for Values, Skills, and Personality 22:22 – Developing Sales Confidence 24:30 – Scaling Responsibly 27:50 – Where the Customer Journey Breaks Down 28:18 – Brand Awareness vs. Immediate Results 30:37 – Common Sales and Marketing Challenges 33:09 – Moving Beyond the Marketing Checkbox 34:11 – Training Teams to Deliver Consistently 35:20 – Understanding Marketing's Cumulative Impact 36:39 – Follow-Up, Trust, and Long-Term Sales 37:35 – Investing in Marketing Strategically 40:33 – Prioritizing Time and Delegating Effectively 42:19 – What Hustle Means to Michelle GUEST RESOURCES: Linkedin: https://www.linkedin.com/in/michelleredberg/ Website: https://www.tessaraconsulting.com/

October 2, 2026Episode 15244 min

Beyond the Sale: From first impression to lifetime value, every touchpoint matters.

What does the customer journey really look like? On this episode of Homegrown Hustle , host Matt Eickman sits down with Dr. Mike Porter, Clinical Professor of Marketing at the University of St. Thomas , to unpack what happens before, during, and long after a customer makes a purchase. They explore why businesses shouldn't rely solely on word of mouth, how every employee can influence the customer experience, why trust can be more valuable than price, and how companies can turn individual interactions into a consistent, systematized customer journey. The conversation also dives into lifetime customer value, educating customers, adapting to change, and creating meaningful reasons to stay connected. KEY TAKEAWAYS: The customer journey begins long before someone contacts your business. Every interaction can become a meaningful customer touchpoint. Word of mouth is valuable, but it shouldn't be your entire marketing strategy. Businesses can build trust by educating customers and providing value—not just selling. Lifetime customer value goes beyond the revenue from a single transaction. Employees at every level can influence the customer experience. Consistent systems help businesses deliver a better experience as they grow. Pricing should reflect the value and solution being delivered, not simply compete on being the cheapest. Sometimes telling a customer that you aren't the right solution can actually strengthen long-term trust. Customer experience systems should be living processes that evolve as markets, customers, and businesses change. Leadership plays a critical role in making sure the entire organization understands the same customer-focused objective. CHAPTERS: 00:00 – Welcome to Homegrown Hustle 00:43 – Exploring New Focus Group Research 02:48 – What Is the Customer Journey? 03:53 – The Journey Starts Before the Purchase 06:44 – The Role of Word of Mouth 09:31 – Customer Lifetime Value 11:17 – Creating Meaningful Customer Touchpoints 13:11 – Systematizing the Customer Experience 14:03 – The Importance of Service Interactions 16:15 – Building Trust Through Relationships 17:21 – The Scenery Along the Customer Journey 19:06 – Turning Education Into Customer Value 20:04 – Creating Reasons to Stay Connected 22:34 – Strategic Customer Communication 24:13 – Price vs. Perceived Value 26:27 – Becoming More Than the Cheapest Option 28:24 – Building a Customer-Focused Organization 32:47 – Lifetime Value and Revenue Modeling 34:14 – Educating Customers and Building Trust 35:53 – When Sending Customers Elsewhere Builds Trust 38:12 – Consistency Across Every Marketing Channel 39:15 – Why Systems Need to Evolve 40:40 – Adapting When the Unexpected Happens 41:25 – Taking Care of Customers Beyond Transactions 41:45 – What’s Next for Dr. Mike Porter 42:18 – A New Approach to Focus Groups GUEST RESOURCES: Linkedin: https://www.linkedin.com/in/dr-mike-porter-apr-fellow-prsa-he-him-2a033/ Website: https://researchonline.stthomas.edu/esploro/profile/mike_porter/overview

September 25, 2026Episode 1519 min

AI Agents Are Changing Business: The Next Era of Agent-to-Agent Commerce

Homegrown Hustle viewers: get 50% off Agent Agnes implementation. $5,000 instead of $10,000. Just mention Homegrown Hustle when you book your demo. Agent Agnes is the AI front desk that answers every call, day or night. She qualifies leads, books appointments on your calendar, and routes callers to the right person, so your business never misses an opportunity. 🎁 THE HOMEGROWN HUSTLE OFFER Implementation normally runs $10,000. Homegrown Hustle viewers pay $5,000. How to claim it: 1. Build your free demo or book a call using the link below 2. Mention "Homegrown Hustle" 3. We'll apply the 50% off to your implementation ⚡ Build your own free AI voice demo in under 60 seconds: https://app.agentagnes.ai/demo?partner=homegrownhustle 📞 Talk to Agnes right now: (952) 529-4321 That's our AI agent. She'll actually pick up. Ask her anything your customers would. ✉️ Email: hello@agentagnes.ai 💼 Connect with Jan on LinkedIn: https://www.linkedin.com/in/jrajaratnam/ SUMMARY: What happens when AI agents become the ones discovering businesses, handling inquiries, scheduling services, and eventually completing transactions? On this episode of Homegrown Hustle , host Matt Eickman welcomes back Janahan (Jan) Rajaratnam , Founder and CEO of Agent Agnes , to explore how AI is changing the way small and medium-sized businesses get discovered and interact with customers. Jan breaks down the rise of AI-driven traffic, why businesses need to prepare for more bot-generated inquiries, and how Agent Agnes is helping businesses manage inbound calls, form submissions, chat inquiries, and after-hours opportunities. The conversation also explores practical AI adoption, customer support, automation, ROI, and the long-term vision of agent-to-agent commerce. KEY TAKEAWAYS: AI-generated traffic is becoming an increasingly important source of business inquiries. Businesses need to prepare for a future where AI agents interact with their systems on behalf of customers. Agent Agnes focuses on helping SMBs become discoverable and transactional to other AI agents. Managing inbound inquiries is an immediate opportunity for businesses adopting AI. After-hours support can help businesses capture opportunities that might otherwise be missed. AI can automate repetitive administrative and knowledge-work tasks such as scheduling, rescheduling, customer service, and payments. Businesses need safeguards to prevent unwanted bot activity from overwhelming calendars and systems. A human-centered onboarding process can help businesses understand and implement AI effectively. AI adoption can begin with smaller, practical use cases before expanding across the business. The long-term vision is moving beyond inquiry management toward agent discovery and transactions. CHAPTERS: 00:00 — Welcome to Homegrown Hustle 00:22 — Welcome Back, Jan Rajaratnam 00:40 — What Is Agent-to-Agent Enablement? 01:15 — The Rise of AI-Generated Traffic 02:02 — A Real-World Example: Bookmobile 02:42 — AI, Bots & Business Security 03:26 — How SMBs Can Adopt AI 03:49 — Building AI Into Existing Systems 04:14 — The Future of Agent Discovery & Transactions 04:29 — AI and Knowledge Work 05:06 — Handling After-Hours Inquiries 06:20 — Agent Agnes Pricing & Implementation 07:00 — Automating Repetitive Business Tasks 07:38 — Why Human Support Still Matters 08:01 — Capturing More After-Hours Opportunities 08:29 — Connecting AI With Local Businesses 08:40 — Homegrown Hustle Special Offer 09:08 — What’s Next for Agent Agnes? 09:17 — Closing GUEST RESOURCES: Linkedin: https://www.linkedin.com/in/jrajaratnam Website: https://agentagnes.ai/ Instagram: https://www.instagram.com/agentagnes.ai/ Facebook: https://www.facebook.com/agentagnesai/ Youtube: youtube.com/@agentagnesai?reload=9

September 18, 2026Episode 15034 min

HR Overhead to Growth Engine: Building Better Teams

What happens when a growing business reaches the point where managing people becomes just as complicated as managing the business itself? On this episode of Homegrown Hustle, host Matt Eickman sits down with Nicki Leritz, Founder of People Solutions Hub, to unpack the often-overlooked people side of entrepreneurship. After a 20-year career in corporate human resources, Nicki launched People Solutions Hub to bring big-business HR experience to small businesses that may not need — or be ready for — a full-time HR department. Nicki explains how fractional HR can give growing companies access to specialized expertise without the cost of a traditional full-time hire. The conversation covers HR risk assessments, employee documentation, hiring and onboarding, compliance, leadership development, organizational design, company culture, and the challenges businesses encounter as they grow from a handful of employees into larger teams. The discussion also explores the entrepreneurial transition from corporate life, the value of knowing when to bring in outside experts, and why trying to solve every problem yourself can ultimately cost more in time, money, and risk. KEY TAKEAWAYS: Small businesses don't need to overcomplicate HR. Start by identifying the most important risks and solving them in priority order. HR risk is both legal and financial. Compliance gaps can potentially create significant financial consequences for a growing business. A handbook is only useful if you actually follow it. Policies that don't match real-world practices can create additional risk. Documentation matters. Consistently documenting employee conversations, performance issues, and disciplinary actions can help businesses create clearer processes. Fractional HR provides ongoing expertise without requiring a full-time HR hire. Nicki describes models ranging from retainers to hourly and project-based support. Growth changes people problems. Businesses with roughly 20–50 employees can begin experiencing greater challenges with onboarding, turnover, management, communication, and organizational structure. Culture doesn't happen by accident. Leadership behavior, communication, accountability, and accepted conduct all contribute to the culture employees experience. CHAPTERS: 00:00 – Introduction 01:05 – Meet Nicki Leritz 01:47 – The Entrepreneurial Journey 02:41 – HR Challenges for Small Businesses 04:12 – Understanding HR Risk 06:05 – Hiring the Right People 08:45 – When to Bring in an Expert 10:17 – The Fractional HR Model 11:21 – HR Support That Scales 12:10 – Managing Employee Issues 15:49 – Mis-Hires and Employee Turnover 17:05 – When Should You Hire HR? 23:23 – Growing People Solutions Hub 24:29 – Lessons From Entrepreneurship 29:06 – Technology and HR 30:13 – Finding Solutions to HR Problems 30:53 – Easy HR Wins for Small Businesses 33:39 – Final Takeaways GUEST RESOURCES: Website: https://www.peoplesolutionshub.co/ Instagram: https://www.instagram.com/peoplesolutionshub Facebook: https://www.facebook.com/profile.php?id=61576881629327 Linkedin: https://www.linkedin.com/in/nicki-leritz/

September 11, 2026Episode 14941 min

Hustle on Hard Mode: Building a business

What started with a simple problem—finding jewelry that actually fits—evolved into a creative, family-run business built around crystals, jewelry, carvings, and the relentless hustle of the event circuit. On this episode of Homegrown Hustle , host Matt Eickman sits down with Alyssa Fuller and Jeremy Streit to explore the evolution of their business, from small farmers markets to major county fairs, conventions, and themed events across the Midwest. Alyssa and Jeremy share how they discovered their niche by going beyond traditional crystal products, sourcing directly from mines and women-owned factories, creating memorable products inspired by pop culture, and learning which events are actually worth the investment. They also discuss balancing entrepreneurship with full-time work, parenthood, travel, unpredictable event logistics, and the possibility of eventually turning their side hustle into a full-time operation. KEY TAKEAWAYS: Solve a real problem: Twin Rituals began by addressing the lack of inclusive jewelry sizing. Differentiate or disappear: Unique crystal carvings helped the business stand apart from crowded jewelry markets. Niche products create new customers: Pop-culture carvings introduce people to crystals through things they already love. Go closer to the source: Direct sourcing from mines and factories can dramatically improve margins. Events can be a serious business model: A business doesn't need a traditional storefront to generate meaningful revenue. Know the economics of the event: Higher booth fees can be worthwhile when the audience size and buying behavior justify the investment. Say yes strategically: Taking on bigger opportunities can reveal capabilities you didn't know you had. CHAPTERS: 00:00 — Welcome to Homegrown Hustle 01:05 — The Story Behind Twin Rituals 01:32 — Turning a Personal Problem Into a Business 02:46 — From Small Markets to 84 Events 03:41 — The Pivot Into Crystal Carvings 05:11 — Expanding Beyond Traditional Jewelry 06:12 — Alyssa's Creative Origins 07:34 — Learning the Event Business 08:59 — Finding a Bigger Market 09:18 — Sourcing Directly to Protect Margins 10:16 — The Volume Game 11:19 — When a Hobby Becomes a Business 12:34 — Building Customer Loyalty 13:18 — Turning Products Into Experiences 14:00 — Balancing Business and Parenthood 15:04 — The Side Hustle Advantage 16:15 — The Brick-and-Mortar Question 17:14 — The "Lottery Dream" 18:28 — Preparing for the Event Circuit 19:45 — Can an Event Business Be a Long-Term Business? 20:11 — Why Bigger Shows Can Be Better 22:10 — The Power of Saying Yes 23:21 — Perseverance and Adaptability 24:15 — Why Being Nice Is Good Business 25:34 — Understanding Event Economics 27:28 — Increasing Margins Through Bulk Buying 28:27 — Matching Products to the Audience 29:30 — Building a Family Business on the Road 31:45 — Expanding Beyond Minnesota 32:23 — The Case for a Flexible Business Model 33:34 — Thinking Beyond Crystals 35:21 — Staying Original in a Competitive Market 36:12 — The Minnesota State Fair Dream 37:41 — Where Twin Rituals Goes Next 38:08 — Building an "AI-Proof" Business 39:30 — Running on Hard Mode 40:41 — Keep Hustling GUEST RESOURCES: Website: https://twinrituals.com/ Facebook: https://www.facebook.com/twinrituals Tiktok; https://www.tiktok.com/@twin.rituals.crystals Instagram: https://www.instagram.com/twin_rituals/

September 4, 2026Episode 1481 hr 1 min

Beyond Airbnb: The Business of Turning Property Into Opportunity

What happens when real estate becomes more than buying and selling property? In this episode of Homegrown Hustle , host Matt Eickman sits down with Candice Amundson, Realtor® at JPW Realty Pomerleau Team , for a strategic conversation about real estate investing, short-term rentals, hospitality, and entrepreneurship. Candice shares how her journey from a 20-year career as a veterinary technician evolved into real estate and hospitality entrepreneurship. The conversation explores why rental properties should be treated as businesses, how investors can evaluate opportunities before committing capital, and why successful properties require more than simply listing a home on Airbnb. From creative partnerships and market diversification to sensory hospitality, guest experience, listing strategy, delegation, and adapting to changing market conditions, Candice explains how entrepreneurs can think differently about real estate and identify opportunities others may overlook. The episode also explores a deeper lesson about entrepreneurship: adversity, experimentation, and failure can reveal capabilities you never knew you had. KEY TAKEAWAYS: Rental properties should be operated as businesses—not assumed to be passive income. Evaluate the entire opportunity before purchasing, including risk, revenue potential, insurance, regulations, and long-term goals. Real estate investing requires understanding both the numbers and the operational demands. Diversification can help investors avoid becoming overly dependent on a single market. Creative partnerships, contracts, syndication, and alternative investment structures can open new opportunities. Short-term rental success depends heavily on occupancy, pricing, location, and seasonality. Rural properties can stand out by marketing the experiences and activities surrounding them. Great hospitality engages the senses through temperature, lighting, scent, design, texture, and amenities. Listing descriptions should sell the experience , not simply describe the rooms. Strategic changes to amenities and listings can create renewed activity and improve performance. Delegation and specialized expertise allow owners to focus on strategy instead of every operational detail. Entrepreneurs should be willing to pivot when circumstances change rather than allowing resources to sit idle. The best definition of hustle may not be constant motion—it can be creating enough calm to think, dream, and make better decisions. Failure and adversity can become catalysts for discovering what you are capable of. CHAPTERS: 00:00 — Meet Candice Amundson 05:00 — From Veterinary Technician to Entrepreneur 12:00 — Entering Real Estate & Investing 19:00 — Why Rentals Aren’t Truly Passive 26:00 — Evaluating Markets & Investment Risk 33:00 — Creative Real Estate Partnerships 40:00 — Short-Term Rental Opportunities 45:00 — City vs. Cabin STR Strategies 50:00 — Designing the Guest Experience 53:00 — Selling the Experience, Not the Property 55:00 — Entrepreneurship, Adversity & Growth 59:00 — Rethinking What It Means to Hustle GUEST RESOURCES: Facebook: https://www.facebook.com/candiceamundsonrealtor/ Linkedin: https://www.linkedin.com/in/candiceamundsonrealtor/ Website: https://www.jpw.realty/

August 28, 2026Episode 14759 min

Proving Them Wrong: From Struggle to Scale

What does it take to build a business when you start with uncertainty, limited resources, and plenty of reasons to quit? In this episode of Homegrown Hustle , Matt Eickman sits down with Jeff Essig to explore the mindset and decisions behind building Clean ’N Seal from a small paver-sealing operation into a diversified company spanning abrasive blasting, specialized coatings, commercial projects, and new industrial opportunities. Jeff shares how starting during the 2008 recession, becoming a young father, learning from failure, and eventually embracing delegation transformed his approach to entrepreneurship. The conversation also dives into acquisitions, B2B networking, EOS/Traction, leadership development, real estate investing, aviation, and the importance of building relationships that create long-term opportunity. KEY TAKEAWAYS: Failure is tuition. Mistakes become valuable when entrepreneurs learn from them and keep moving. Resilience matters. Jeff built Clean ’N Seal during the 2008 recession while supporting a growing family. Delegate to elevate. Trying to wear every hat eventually limits both business growth and personal life. Trust creates capacity. Delegation allowed Jeff to focus more heavily on networking, relationships, and growth opportunities. Solve problems creatively. Abrasive blasting emerged from a need to improve the process of removing failed sealers. Acquisitions can strengthen operations. Jeff used acquisitions to bring complementary capabilities into the business. Commercial work requires patience. Larger projects involve longer sales cycles, extensive proposals, and delayed payments. Systems create accountability. EOS/Traction helped Clean ’N Seal clarify roles, restructure leadership, and put the right people in the right seats. Relationships are an advantage. Jeff emphasizes following through, showing up, and building partnerships instead of unnecessarily creating competitors. Dreams can become tools. Jeff turned his passion for aviation into a practical asset for reaching distant markets and managing his business more efficiently. CHAPTERS: 00:00 — Meet Jeff Essig 03:36 — Starting Clean ’N Seal 04:38 — Discovering the Paver-Sealing Opportunity 05:18 — Starting During the 2008 Recession 06:34 — Family as Fuel for the Hustle 08:28 — Failure as Tuition 11:49 — Delegate to Elevate 13:36 — Acquiring Abrasive Blasting Companies 15:26 — Creating Room for Growth 20:41 — Taking on Major Commercial Projects 23:15 — Implementing EOS/Traction 24:24 — Accountability & Leadership 28:00 — Turning a Dream Into a Business Tool 30:32 — Prop and Paddle Aviation 32:38 — Managing Multiple Ventures 34:20 — Specialized Coatings & Industrial Growth 37:13 — Learning From a Failed Service Offering 42:31 — Developing People Through Delegation 47:01 — Real Estate & Investment Opportunities 55:37 — Proving the Doubters Wrong 56:08 — Jeff’s Definition of Hustle 58:13 — Final Advice GUEST RESOURCES: Facebook: https://www.facebook.com/cleannsealteam/ Linkedin: https://www.linkedin.com/in/jeff-essig-79a8b419/ Website; https://cleannsealteam.com/

August 21, 2026Episode 14658 min

From AI Assistant to AI-Native Business: How Agent-to-Agent Technology Is Reshaping Small Businesses

What happens when AI agents—not customers—start searching, comparing, booking, and buying from businesses? In this episode of Homegrown Hustle, host Matt Eickman sits down with Janahan (Jan) Rajaratnam, Founder of Agent Agnes, to explore how AI is reshaping small and midsize businesses. Jan shares his journey from Sri Lanka to entrepreneurship and explains Agent Agnes’ vision for an agent-to-agent business platform that can discover businesses, manage services, connect with business systems, and eventually complete transactions. The conversation covers AI adoption, generative search, agent readiness, CRM integration, workforce changes, operational efficiency, and the future of AI-native businesses. The takeaway: AI isn’t just another software tool—it could fundamentally change how businesses are discovered, how customers buy, and how organizations operate. KEY TAKEAWAYS: AI is moving from an efficiency tool to a business infrastructure layer. Agent Agnes began as an AI phone assistant for inbound inquiries, but its larger vision is to enable businesses to be discovered and transacted with by other AI agents. The next evolution of search may be agent-to-agent discovery. Instead of consumers manually searching for providers, their AI assistants could identify businesses, compare availability and pricing, schedule appointments, and facilitate transactions. Being “agent-ready” could become a competitive advantage. Businesses that can communicate and transact easily with AI agents may become more discoverable as AI-driven purchasing becomes more common. AI adoption is less about prompting and more about integration, trust, and data. The conversation highlights how validation, reliable business data, and the ability to integrate AI with existing systems remain major barriers to adoption. AI-native businesses may have an advantage over businesses retrofitting legacy processes. Jan explains that starting with AI at the foundation can eliminate many of the obstacles involved in connecting AI to older systems and workflows. Institutional knowledge is an increasingly valuable business asset. AI can help capture and retain organizational knowledge when experienced employees leave or retire, allowing businesses to build on previous learning rather than repeatedly starting over. CHAPTERS: 00:00 — Introducing Jan & Agent Agnes 02:00 — Jan’s Journey to Minnesota 04:20 — Lessons From the 2008 Crisis 06:05 — Why Businesses Struggle With AI 07:30 — The Rapid Evolution of AI 09:10 — Humans in an AI Economy 11:50 — Discovering Entrepreneurship 14:20 — From Corporate Life to Entrepreneurship 16:00 — Building a Software Company 17:50 — Why Agent Agnes Was Born 19:00 — From Concept to Product 20:30 — AI Changes the Priorities 21:20 — Minnesota’s Startup Ecosystem 23:00 — The Future of Agent Commerce 24:00 — From Yellow Pages to AI 25:00 — AI Agents Booking Services 27:00 — AI Mistakes & Accountability 29:00 — Building Trust in AI 29:40 — Becoming Agent Ready 30:15 — SEO & Generative Search 32:00 — AI as the New Consumer Interface 33:20 — AI Adoption as a Competitive Edge 34:20 — Agent Agnes as a Business Knowledge Base 36:10 — AI-Powered Content Creation 37:15 — The Rise of AI-Native Companies 38:00 — AI as a Business Operating System 39:20 — Building in a Fast-Changing AI World 42:00 — Can AI Replace the CRM Stack? 44:30 — The Future Role of Employees 45:30 — Will AI Lower Business Costs? 47:00 — Trust & AI Implementation 48:00 — AI-Powered Business Intelligence 49:20 — Two AI Questions Every Owner Should Ask 51:15 — Agent Agnes Demo 52:45 — Why Practical AI Expertise Matters 54:00 — Managing AI Risk 55:40 — What Hustle Means to Jan GUEST RESOURCES: Linkedin: https://www.linkedin.com/in/jrajaratnam Website: https://agentagnes.ai/ Instagram: https://www.instagram.com/agentagnes.ai/ Facebook: https://www.facebook.com/agentagnesai/ Youtube: youtube.com/@agentagnesai?reload=9

August 14, 2026Episode 14546 min

Is Your Work Worth It? Rethinking Purpose, Profit & the Work We Choose to Do

What makes work truly meaningful—and how can businesses and nonprofits build organizations around purpose rather than profit alone? In this episode of Homegrown Hustle, host Matt Eickman sits down with Christopher Wong Michaelson, academic, business advisor, and co-author of Is Your Work Worth It?, and Emily Hunt Turner, founder of All Square, for a deep conversation about purpose, principled leadership, social entrepreneurship, ethical hiring, and the responsibility businesses have to their communities. Christopher shares how his journey from philosophy and management consulting to academia led him to study meaningful work, while Emily explains how her background in architecture and law ultimately led to building All Square, a nonprofit social enterprise supporting people impacted by incarceration. Together, they challenge conventional ideas about hiring, organizational culture, nonprofit revenue, and what it means to build a business that creates lasting social impact. KEY TAKEAWAYS: Meaningful work requires more than earning a paycheck—it requires understanding the purpose behind what we do. Businesses can create greater impact when they view themselves as part of a broader community ecosystem rather than simply transactional organizations. Social entrepreneurship can combine business discipline with solutions to human problems. Emily's work with All Square demonstrates how a nonprofit can use earned revenue and entrepreneurship to advance its mission. Principled leadership means connecting organizational decisions to meaningful moral principles. Employers should look beyond rigid résumé filters and consider the individual, their growth, abilities, and story. Criminal records should not automatically eliminate candidates when the record is unrelated to the responsibilities of the position. AI and automation can make hiring more efficient, but organizations must ensure technology does not reinforce narrow or biased decision-making. Strong organizations need both empathy and structure: caring, boundaries, policies, and responsible HR practices must work together. Nonprofits should not be afraid of monetization; sustainable revenue can provide the power necessary to expand mission-driven impact. Hustle and ambition become most valuable when they are directed toward worthwhile goals and values that make the world better. CHAPTERS: 00:00 – Welcome to Homegrown Hustle & Guest Introductions 01:07 – Christopher and Emily's Journeys 03:21 – What Is Social Entrepreneurship? 04:32 – The Search for Purpose in Business 05:28 – Christopher's Life-Changing Work Experience 08:22 – From Management Consulting to Academia 09:11 – Principled Leadership & Emily's Recognition 11:47 – The Origins of All Square 15:27 – Reentry, Employment & the Opportunity to Grow 19:17 – Rethinking the Hiring Pool 25:32 – Résumés, Liberal Arts & Human Potential 27:35 – Ethical Automation & Hiring Decisions 29:16 – Designing Business Around Justice and Purpose 34:36 – The Challenge of Caring While Running a Business 36:09 – Ethics, HR & Putting Principles Into Practice 38:03 – Functional Purpose vs. Moral Purpose 40:18 – Why Nonprofits Need to Embrace Monetization 42:42 – What Does “Hustle” Really Mean? 44:11 – Ambition, Hustle & the Right Things to Pursue 45:49 – Final Thoughts & Closing GUEST RESOURCES: Christopher Wong Michaelson: https://www.linkedin.com/in/christopher-wong-michaelson-41b85611/ Emily Hunt Turner: https://www.linkedin.com/in/emily-hunt-turner-eht/