The Beacon Way

Hosted by Beacon Media + Marketing

Business Entrepreneurship Health Fitness

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Episodes

115

Latest episode

Jun 2026

Language

EN-US

About the show

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

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60 recent

July 1, 2026Episode 11852 min

The Marketing Strategies AI Can't Replace with Stephan Bajaio

As AI-generated content floods the internet, one thing is becoming increasingly valuable: authentic human connection. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with digital marketing veteran Stephan Bajaio, founder of Vibe Logic and former co-founder of Conductor, one of the world's leading enterprise SEO platforms. Together they explore how AI is changing digital marketing, why authenticity is becoming one of the biggest competitive advantages for businesses, and what behavioral health practices can do to better connect with the people they're trying to serve. The conversation dives into content strategy, SEO, therapist branding, patient psychology, evergreen content, and why the best marketing isn't about selling—it's about helping. Whether you're a practice owner, marketer, or business leader, this episode offers practical insights into creating content that builds trust, creates connection, and serves people before they ever become customers. In This Episode:-How AI is reshaping marketing -Why authenticity matters more than ever -Creating content that builds trust -Marketing for behavioral health practices -Writing for patients instead of search engines -Evergreen content that continues delivering value -Human-centered SEO strategies -Why empathy is your biggest competitive advantage -Turning expertise into meaningful content -The future of digital marketing Chapters:00:00 Introduction 00:55 Meet Stephan Bajaio 02:00 From Yahoo! to Building a Half-Billion Dollar SEO Company 03:40 Why Behavioral Health Marketing Matters 05:15 Authenticity in the Age of AI 07:10 Why Therapist Bios Often Miss the Mark 10:10 Helping Patients Feel Seen Before They Call 14:20 Marketing Is About Creating Connection 17:00 You're Not Always Marketing to the Patient 20:10 What McDonald's Can Teach Us About Marketing 24:10 Why Therapists Need to Speak Human, Not Clinical 31:00 Creating Evergreen Content That Actually Helps 36:30 Why Expertise Alone Doesn't Build Trust 41:00 Treating Real Problems, Not Bullet Points 47:00 The Lasting Impact of Helpful Content 50:00 Where to Connect With Stephan 51:20 Closing Thoughts Connect With Stephan Bajaio Vibe Logic https://vibelogic.com LinkedIn https://www.linkedin.com/in/stephanbajaio/

June 25, 2026Episode 11727 min

Why Authentic Leaders Build Stronger Teams with Victoria Pelletier

Leadership isn't about being the loudest voice in the room. It's about building trust, creating accountability, and bringing people with you. In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with executive leader, board director, entrepreneur, and bestselling author Victoria Pelletier to discuss her remarkable leadership journey—from overcoming a traumatic childhood and becoming an executive at just 24 years old to leading organizations through mergers, acquisitions, corporate transformations, and cultural change. Victoria shares how years of being one of the only women in leadership shaped her approach, why she was once known as "The Iron Maiden," and how embracing authenticity transformed both her leadership style and the impact she has on the people around her. The conversation explores human-centered leadership, accountability, workplace culture, navigating difficult conversations, leading through change, and creating environments where people can thrive while still achieving high performance. If you're a business owner, executive, manager, or aspiring leader, this episode offers practical insights into building stronger teams and becoming the kind of leader people genuinely want to follow. In This Episode:Victoria's journey from adversity to executive leadership Being the only woman in the room Why authenticity matters in leadership The dangers of leadership masks and personas Building trust through vulnerability Human-centered leadership vs. command-and-control leadership Accountability without sacrificing empathy Leading through mergers, acquisitions, and organizational change Creating followership instead of compliance How to know when it's time to leave an organization Connect With Victoria Pelletier Website https://victoria-pelletier.com LinkedIn https://www.linkedin.com/in/victoriapelletier YouTube channelhttps://www.youtube.com/@UCpps5pAsPd83Bbn0YnofHRQ Books, Speaking & Leadership Resources https://victoria-pelletier.com

June 18, 2026Episode 11643 min

Why Most Branded Podcasts Fail (And How To Turn It Around) with Roger Nairn

Why Most Branded Podcasts Fail (with Roger Nairn, CEO of Jar Podcast Solutions) Welcome back to The Beacon Way Podcast! In this episode, host Adrienne Wilkerson sits down with Roger Nairn, Co-Founder and CEO of Jar Podcast Solutions, to discuss what separates successful podcasts from the thousands that never gain traction.Roger shares why many branded podcasts fail, how organizations should approach podcasting as a strategic business asset, and why every podcast needs a clear purpose before the first episode is ever recorded.The conversation also explores audience-first content creation, podcast measurement and analytics, podcasting's evolution into video, the role of AI in content creation, and what the future looks like for creators, marketers, and media companies.Whether you're launching your first podcast or looking to improve an existing show, this episode offers practical insights into building content that creates lasting audience engagement.In This Episode:· Why most branded podcasts fail · The difference between content marketing and podcast strategy · How to determine your podcast's purpose · Building audience-first content · Podcast analytics that actually matter · Video podcasts and the future of the medium · AI's impact on content creation and storytelling · Remote agency leadership and operations · Why human connection still matters in an AI-driven world Chapters00:00 Introduction & Meet Roger Nairn 01:01 The Story Behind Jar Podcast Solutions 02:20 Why Most Branded Podcasts Fail 05:32 Podcast Analytics & Measuring Success 08:05 Why Every Podcast Needs a Job 10:35 Different Podcast Formats for Different Goals 13:05 How Long Should a Podcast Be? 15:50 The Evolution of Podcasting & Video Content 17:00 The Human Element of Podcasting 18:30 Podcasting in the Age of AI 21:50 AI Slop, Authenticity & Human Connection 24:40 AI, Hollywood & The Future of Creative Work 33:00 How Jar Uses AI Internally 36:25 AI, Creativity & Agency Operations 41:15 Where to Find Roger Nairn 42:55 Closing Thoughts Where to find Roger and Jar Podcast Solutions: Jar Podcast Solutions Website https://jarpodcast.comLinkedIn Connect with Roger Nairn on LinkedIn https://www.linkedin.com/in/rogernairn604/ Resources & Blog https://jarpodcast.com

June 12, 2026Episode 11551 min

Work-Life Harmony in a 100% Remote Agency with Blue Duck Agency

On this episode of The Beacon Way Podcast, host Adrienne Wilkerson interviews Deanna Dolecki (President) and Ashley Ruggeri (Account Director) of Blue Duck Agency about their backgrounds, the agency’s services (digital, acquisition email, direct mail, and video), and the emotional weight of marketing in mental and behavioral health. They discuss why “work-life balance” is better framed as work-life harmony, how Blue Duck has been fully remote for 26 years, and the benefits and challenges of virtual work, including productivity, flexibility for parents and caregivers, and the added effort required for collaboration and feedback—especially for younger employees. They share culture-building tactics like transparent company updates, intentional Zoom and in-person gatherings, games, meme/GIF chats, and hiring for “intangibles” by focusing interviews on candidates’ stories and motivations. Links mentioned in today's episode: blueduckagency.comReach out to Ashley: ashley@blueduckagency.com

June 4, 2026Episode 11429 min

How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting

How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting Adrienne interviews Julia, founder of Cheque, who moved from Sweden to the US after leaving her role at a Stockholm accelerator to start an invoicing platform for service businesses. Drawing on interviews with about 100 service providers, Julia explains how Cheque uses dynamic discounting—letting businesses offer optional discounted net 5 or net 10 terms alongside standard net terms—so clients can pay early for a 1%–3% discount, helping vendors improve cash flow without relying on lines of credit or factoring. They discuss the realities of entrepreneurship, the pain points in existing bookkeeping and invoicing tools, and Cheque’s longer-term vision for a “credit exchange without credit” that could route early-payment demand across the platform. Julia shares how to contact her and notes Cheque’s free plan and QuickBooks integration. Contact Julia on LinkedIn: https://www.linkedin.com/in/juliadelin/Cheque Website: https://www.chequepay.co/Contact Adrienne on LinkedIn: https://www.linkedin.com/in/adriennewilkerson/Beacon Media & Marketing Website: https://www.beaconmm.com/ Follow Beacon Media & Marketing Social Mediahttps://www.linkedin.com/company/beacon-media-marketing/posts/?feedView=allhttps://www.facebook.com/beaconmm/https://www.instagram.com/beaconmm/ 00:00 Welcome and Introductions00:18 Julia’s Founder Story01:29 How Cheque Works02:37 Taking the Leap04:02 Entrepreneur Rollercoaster08:14 Big Vision for SMBs09:45 Cash Flow Alternative12:06 Dynamic Discounting Demo16:35 Proactive vs Collections19:51 Credit Exchange Vision21:32 Roadmap and Risk22:39 Free Plan and Contact23:58 Healthcare Use Case27:03 Closing Thanks

May 28, 2026Episode 11340 min

Selling a Business (and Buying It Back): Exit Readiness, PE Deals & Clean Financials with Mike Bosma

On this episode of The Beacon Way podcast, Adrienne interviews Reno-based CPA and business broker Mike Bosma about his path from studying accounting (originally planning on law) to working at Deloitte and Grant Thornton, then launching his own CPA firm in 2007. Bosma shares how a Reno KOH radio show led to a broader advisory platform that later became a podcast, and discusses selling his CPA firm in 2017, why the acquirer struggled with the firm’s consulting-heavy model, and how he reacquired it in 2021 while also building a brokerage practice. He offers guidance on preparing to sell a business: making the founder replaceable, negotiating role clarity before closing, practicing transparency, and keeping accurate accrual-based financials free of personal expenses, along with insights on private equity structures and post-sale transition planning.Mike Bosma – Keystone CPAshttps://keystone.cpa/bosma-on-business/775-786-4900mbosma@keystone.cpa.com

May 21, 2026Episode 11216 min

What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1

What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1 On this solo episode of the Beacon Way Podcast, host Adrienne Wilkerson (CEO and co-founder of Beacon Media and Marketing) tackles the question of what businesses are paying for in marketing as AI now handles up to 60% of marketing tasks, citing a 2025 Anthropic study showing roughly 65% observed AI usage in marketing research and production. She argues AI is primarily a production layer, while agencies provide strategy, judgment, specificity, compliance, and cross-discipline coordination—especially critical for mental and behavioral health practices. Adrianne outlines what AI does well (first drafts, SEO/structure, variations, research synthesis, analytics, production scaling, and workflow automation) and where it consistently fails without humans (positioning, audience nuance, clinical accuracy, HIPAA/compliance judgment, brand voice consistency, cross-channel coordination, stakeholder relationships, and strategic prioritization). 00:00 Welcome to Beacon Way00:58 The AI Agency Question01:32 What You Pay For Now03:17 Anthropic Study Findings05:35 AI Wins in Marketing08:29 Where AI Falls Short14:17 Human Judgment Matters15:42 Wrap Up and Part Two

May 8, 2026Episode 11137 min

No Bullsh*t Strategy: How to Differentiate, Create Value, and Win with Alex Smith

In this episode of The Beacon Way Podcast, Alex Smith, Strategy Consultant and Author of "No Bullsh*t Strategy", explains why most businesses lack real strategy, confusing it with sub-strategies like marketing or branding, and argues the core question is what the business does that is both highly demanded and uniquely positioned. He distinguishes freelancing from building a growth-oriented business, noting many hit plateaus and mistakenly pursue optimization—trying to be “better”—which commoditizes them. Instead, strategy is finding a “needle in a haystack”: something no one else sells that people want. Alex advises grounding the business in a clear, understood category, then uncovering existing accidental quirks that drive success (“find out who you are and do it on purpose”). He reframes “niching down” as being specific without shrinking the market, discusses hyper-competition and AI’s impact on therapy, and shares a method for creating new value by sacrificing an assumed “good” industry norm and serving those who benefit from that reversal. Links mentioned in today's episode:Website: https://basicarts.org/No Bullsh*t Strategy book: https://basicarts.org/book/Connect with Alex on Linkedin: https://www.linkedin.com/in/alex-m-h-smith/ Chapters: 00:00 Meet Alex and His Book01:12 Why Most Businesses Lack Strategy03:14 Freelancer vs Real Business05:49 The Optimization Trap08:38 Find Unique High Demand10:16 Start With Category Grounding14:08 Do It On Purpose17:25 Niche Down vs Specificity17:57 Hyper Competition and Value29:10 Flip the Status Quo31:49 Sacrifice to Differentiate35:36 Where to Find AlexTurn on notifications so you don't miss our weekly podcast drops. If this episode resonated with you, give it a thumbs up, drop a comment, and be sure to subscribe to follow along.

May 1, 2026Episode 11018 min

Digital Overload Is Breaking Attribution: The Dark Funnel, AI Search, and What to Measure Instead

In this solo Beacon Way podcast episode, host Adrienne Wilkerson explains how digital overload is making marketing attribution unreliable as the linear path from seeing an ad to booking a call disappears. She describes the “dark funnel,” where key trust-building touchpoints—reels, blogs, AI overviews, referrals, and podcasts—aren’t captured by traditional analytics, a challenge amplified in behavioral health where decisions are personal and can take months or longer. Citing shifting attention and non-linear buyer journeys, she shares how Beacon is adapting by prioritizing brand signals over last-touch conversions, pursuing AI citations alongside Google rankings, improving intake questions by asking what prompted outreach, measuring content engagement depth, and evaluating momentum over months. She concludes that the real issue is trust, longer sales cycles, and human-to-human connection.Chapters: 00:00 Welcome to Beacon Way00:51 Digital Overload Hits Marketing02:01 Why Attribution Breaks Down02:51 The Modern Messy Journey04:10 Dark Funnel Explained04:57 Attention Spans and Loops06:58 Beacon Measurement Reset07:18 Brand Signals That Matter08:08 AI Citations Over Rankings09:16 Trust and Better Intake Questions11:19 Measure Depth and Momentum14:37 Trust Wins in Slow Cycles17:01 Wrap Up and Next StepsIf this episode resonated with you, give it a thumbs up, leave a comment, and subscribe to be notified on new podcast releases weekly!

April 24, 2026Episode 10940 min

Early Warning Signs Your Business Is Headed for the ER (and How to Triage Fast) | w/ Maartja of The Business Emergency Room

Early Warning Signs Your Business Is Headed for the ER (and How to Triage Fast) | w/ Maartje of The Business Emergency RoomIn this Beacon Way Podcast episode, the host speaks with Maartje of The Business Emergency Room about spotting and navigating business “emergencies.” Maartje explains that symptoms of crisis are similar in small and large organizations, with a key warning sign being stalled decision-making and running the business like “too many tabs open.” She shares how her engineering background and experience in oil and gas frontier projects, disaster recovery, and sailing shaped a scalable crisis framework focused on decision tools rather than domain expertise. They discuss reframing “failure” as learning and forward motion, finding sparring partners to escape the echo chamber, and using “needed conversations” to surface friction early by naming it and inviting perspectives. Maartje also describes triage for fast-growing service practices through clarifying the owner’s core work, delegating operations, and rigorously prioritizing by asking “why now?”00:00 Welcome and Guest Intro01:42 Early Warning Signs05:49 From Engineering to Crisis Work10:14 Why Business ER Exists13:12 Reframing Failure16:52 Finding Support Systems20:18 Triage for Practices25:47 Favorite Problems to Solve29:32 Starting Hard Conversations35:58 Final Advice and Priorities38:18 How to Connect39:38 Closing and Outro