10Fold Founders

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  How to Pay Google Without Setting Your Money on Fire 11.09.2026 56dk

  Arthur Tew and Josh Staab close in on pillar three of the four-pillar marketing framework: paying for your placement on Google. They break down the two main paid channels for local businesses, Local Service Ads and Google Search Ads, and cover how each one charges you, how Google decides whose ad shows first, and why the real number to track isn't cost-per-click but cost-per-booked-job. Josh walks through live search results from real contractor searches, Arthur runs the math on what a $1,000 ad spend actually nets you in profit, and they close with the difference between a landing page and a homepage, and why that difference determines whether your ad spend pays off.Timestamps:00:04 – Recap: why this is pillar three, paying for placement after earning it for free06:13 – Google Business Profile recap and the 43% local-search stat08:00 – Why LSAs and Google Ads are becoming the new baseline, not just a bonus14:16 – The two ad types explained: LSAs vs. traditional search ads15:49 – How LSAs actually charge you: pay-per-lead, not pay-per-click19:27 – How Google ranks whose ad shows first (reviews, response speed, and a 21x stat on picking up the phone)25:43 – How you pay for search ads vs. LSAs: impressions and clicks vs. leads27:35 – The real numbers: LSA leads average $53, non-branded search leads average $10431:42 – Contractor LSA use jumped from 28% to 70% since 2021, and what that means for you37:38 – When to graduate from LSAs into search ads43:32 – The math: what a $1,000 ad spend really nets you after clicks, conversions, and closed jobs52:41 – Landing pages vs. homepages, and why the difference matters for ad spendKey takeaways:LSAs charge per lead; search ads charge per click, so search ads carry more risk if your landing page and follow-up aren't dialed inGoogle ranks LSA placement partly on responsiveness: answering calls fast and completely matters as much as reviewsCost-per-click and cost-per-lead don't tell the real story. Cost-per-booked-job is the number that determines if you're profitableLSA use among contractors jumped from 28% to 70% since 2021, so waiting is getting more expensive, not lessA landing page and a homepage serve different jobs. Ads should point to a landing page built around a single action, not your homepage
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  Own Your Google Business Profile Before Your Competitor Does 28.08.2026 46dk

  Part three of our five-part marketing series looks at the single biggest conduit for a local business: local search. Arthur and Josh trace how people have found local vendors, from word of mouth to Main Street signage to the Yellow Pages to Google, then break down the four pillars that decide who shows up when someone searches for what you do: your Google Business Profile, the Map Pack, reviews, and local SEO fundamentals. They also cover the rise of AEO (answer engine optimization) and what it means that most searches now end without a click.Timestamps00:03 - Why there's no prize for second place in search03:07 - Introducing pillar two: Google Business Profile and local SEO05:28 - How people actually search for a vendor today09:02 - From word of mouth to Main Street: a short history of finding local businesses10:52 - The Yellow Pages started with a paper shortage in 188313:15 - 1998: Google changes the game16:13 - 46% of all Google searches carry local intent20:43 - The four pillars: Google Business Profile, Map Pack, reviews, local SEO fundamentals26:52 - The Map Pack and how it's influenced27:44 - Reviews as ranking fuel, and why velocity matters more than volume31:19 - Local SEO fundamentals: keywords, blog content, and the 80/2035:38 - AEO: answer engine optimization and Arthur's "AI engine" mix-up story38:03 - Zero-click searches now make up 69% of all searches43:03 - The playbook recap, plus how Go High Level automates review requests45:26 - This week's call to action: audit your Google Business Profile
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  CRM & Pipeline: How to Stop Losing the Leads You Already Have 20.08.2026 41dk

  Arthur Tew and Josh Staab dig into pillar one of 10Fold's marketing framework: CRM and pipeline. They break down why most business owners lose more money to poor follow-up than to weak lead generation, walk through the stages every customer moves through — from first contact to brand evangelist — and share a "speed to lead" stat that changes how fast you should respond to new leads.Timestamps:00:00 – Why the leaky bucket costs more than the next lead03:56 – What a CRM actually is (and why "software" is optional)10:06 – The pipeline stages: from prospect to evangelist15:02 – Speed to lead: the MIT and Harvard stats17:26 – Automations: the CRM's if-then logic21:17 – Making every interaction valuable (or leading with empathy)26:36 – The follow-up gap after a job is done31:56 – Reselling and second purchases34:14 – The 60–70% stat: existing customers vs. new prospects38:01 – Owning your brand narrative (the Delta Landscapes example)Show Notes:This is episode two of a five-part series on 10Fold's marketing framework. Following last episode's focus on Content & Conduits, Arthur and Josh tackle what happens after a lead raises their hand: the CRM and pipeline.Key takeaways:A CRM is a process first, software second — contacts and pipeline are the two things to rememberPipeline stages run from lead → quote sent → follow-up → nurture → repurchase → evangelistResponding to a lead within 5 minutes (vs. 30) makes you ~21x more likely to convert (MIT, 2007); the average business takes 42 hours (Harvard Business Review, 2011)Existing customers convert at 60–70%, versus 5–20% for new prospects — reselling is cheaper than acquisitionEvery follow-up is a branding opportunity; empathy counts as "adding value" even without a tactical tip
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  Content & Conduits: The Two Things Your Marketing Actually Needs 13.08.2026 37dk

  Arthur Tew and Josh Staab kick off a five-part marketing series by breaking marketing down to its two essential building blocks: content (the story you tell) and conduits (the channels you use to tell it). They walk through the PSA framework (Problem, Solution, Aspiration), the RAD framework (Real, Accessible, Demonstrable), and how to define your Ideal Client Profile before you ever pick a channel — plus why "knowing your numbers" should come before any ad spend.Timestamps:00:00 – Why marketing feels disjointed (and how to simplify it)04:19 – 10Fold Founders community update05:12 – The PSA framework: Problem, Solution, Aspiration09:04 – Josh's iPod example: "a thousand songs in your pocket"14:53 – The agency trap: fitting your story into their channel21:40 – Defining your ICP (Ideal Client Profile)23:12 – The RAD framework: Real, Accessible, Demonstrable27:59 – Seth Godin: marketing is the stories you tell, not the stuff you make31:58 – Know your numbers before you spend on ads36:59 – Closing thoughts + how to join the communityShow NotesMarketing feels disjointed because most people get sold tactics before they understand the principles. Arthur and Josh open a new five-episode series by resetting the foundation: marketing is just content (the story) and conduits (the channel). Get those two right, and the details fall into place.They introduce the PSA framework — Problem, Solution, Aspiration — using Josh's favorite example: the original iPod wasn't sold as "a hard drive," it was sold as "a thousand songs in your pocket." That's PSA in one line. Arthur brings in a Peter Drucker quote to reinforce the same idea: the aim of marketing is to know the customer so well the product sells itself.From there, the conversation shifts to conduits — and the trap of picking a channel because an agency specializes in it, not because it's where your customer actually is. Josh shares how to spot when a marketer's advice sounds like "general AI advice" versus advice built for your specific audience.The back half covers building an Ideal Client Profile (ICP), the RAD framework (Real, Accessible, Demonstrable) for testing whether a business idea has legs, and a practical breakdown from Josh on calculating customer lifetime value before setting an ad budget — so founders don't burn through a marketing budget in month one and wrongly conclude "marketing doesn't work."They close with a reminder: start simple — one or two pieces of content, one conduit — then expand from there.Your hostsArthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdom• Josh Staab, co-founder of 10Fold and co-host
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  Real, Accessible, Demonstrable: The 3-Word Test for Every Business 03.08.2026 39dk

  Is your business RAD? Arthur Tew and Josh Staab break down the RAD framework, real, accessible, demonstrable, as a simpler, sharper alternative to product-market fit. They walk through why some of the most well-funded startups in recent memory (Quibi, Juicero, Theranos) failed one of the three tests, and how branding can carry a business for a while but never forever.Timestamps:00:07 What does it mean for a business to be RAD?05:17 Real: is this a problem people actually feel?07:19 Quibi raised $2 billion to solve a problem nobody had10:59 Competing in a commoditized market? Find the real differentiator14:05 Accessible: do you actually have a path to the customer?19:52 The hub and spoke method for borrowing someone else's audience22:42 Why 3 to 5 networking meetings a week changes everything26:04 Juicero: $120 million for a juicer you could squeeze by hand29:27 Demonstrable, and how branding can buy you time (but not forever)35:22 Liquid Death, Yeti, and the power of brand as identity39:16 Closing challenge: score your business honestly on all threeShow notesThis week, Arthur and Josh dig into the RAD framework: real, accessible, demonstrable. It's their answer to product-market fit and the desirability-feasibility-viability model, simpler to remember and, they'd argue, more complete.They open with the "real" test: does your business solve a problem people actually feel, not just one that exists on paper? That leads into Quibi, the $2 billion short-form streaming platform that assumed people wanted 10-minute shows in their pocket moments. They didn't.From there, the conversation moves to "accessible": do you have a real path to your customer, not just a list, but a relationship? Arthur breaks down the hub and spoke method and why guerrilla networking (3 to 5 meetings a week, even with people who aren't your ideal client) builds accessibility faster than most owners expect.The "demonstrable" section brings out Juicero and Theranos, two companies that raised huge money on promises they couldn't back up with proof. Arthur and Josh close with a conversation on branding: when it's the exception that buys a business time (Liquid Death, Yeti), and when it becomes the excuse people use to avoid fixing what's actually broken.The episode ends with a challenge: score your own business against all three letters, honestly, and go work on whichever one is weakest.Your hostsArthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdomSydney Andress, co-founder of 10Fold and co-hostJosh Staab, co-founder of 10Fold and co-host
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  The "Do What You Love" Myth: Why Mastery Comes First 27.07.2026 37dk

  We're pushing back on the most repeated career advice out there: "do what you love and you'll never work a day in your life." Arthur, Sydney, and Josh make the case that it actually runs backwards — you don't start with love, you start with reps, mastery, and value creation, and the love follows. Sydney unpacks why she excelled at volleyball without loving it, Josh breaks down the toolbox-and-specialization idea, and Arthur lays out a concrete framework (set a budget, set a deadline) for knowing when to push through a hard season versus when to actually pivot.Timestamps:0:00 — The contrarian take: love follows mastery, not the other way around2:02 — Intro: 10Fold Founders' mission3:27 — Sydney on being great at volleyball without loving it5:38 — What Sydney actually did love about the sport7:21 — The welding-and-fishing analogy: skill built well becomes passion10:49 — Josh calls out the "Disney fairy tale" version of passion14:14 — Sydney's talk with her goddaughter about switching majors17:03 — The "what would you do for zero dollars" question — and its limits21:58 — What frameworks do people like Elon Musk actually use?26:46 — How do you know when it's time to actually pivot?29:38 — Arthur's budget-and-deadline framework for entrepreneurs37:16 — Closing takeaway: motivation follows mastery and valueShow notesThis week Arthur, Sydney, and Josh take on a piece of advice almost everyone's heard: do what you love and you'll never work a day in your life. Their pushback — love doesn't come first. Competence does.Sydney opens up about her competitive volleyball career: she was good at it, played it collegiately, and didn't really enjoy most of it — until she looks closer and realizes she loved specific pieces (the strategy, the competition, the travel) even while resenting the grind. That sets up the episode's core argument: skill and value-delivery come first, and the passion catches up once the feedback loop kicks in.Arthur draws a line between fishing and welding to make the point that almost any skill, done well enough to build story and connection around it, becomes something people love. Josh names the trap directly — the "Disney fairy tale" idea that if it's meant for you, it won't be hard. The group lands on a more useful question than "what do you love": what are you willing to get good at, even while you're bad at it?The back half gets practical. Arthur shares the framework he gives entrepreneurs who are stuck deciding whether to push through or pivot: set a real budget, set a real deadline, and let the constraint force the decision rather than your feelings. Sydney and Josh add the deadline piece and the need for outside perspective — a "cabinet" of trusted people — before making a big call. They close on the idea that motivation and passion follow mastery and value, not the reverse.Your hostsArthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdomSydney Andress, co-founder of 10Fold and co-hostJosh Staab, co-founder of 10Fold and co-host
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  Is It Time to Up Your Brand Game? Redesign vs. Refinement. 23.07.2026 40dk

  Your logo is just the clothes. Your brand is the person wearing them. In this episode Arthur, Sydney, and Josh get into what a brand actually is, when a founder should start working on theirs, and how to tell when it's time for a refresh instead of a full rebrand.Time Stamps:00:00 Cold open: your brand is the person, the logo is just the clothes05:41 When should an entrepreneur start thinking about brand?07:05 The tension: how you want to be seen vs. how customers actually see you09:40 Naming your business, SEO, and standing apart from competitors11:00 Arthur's framework: the problem, the person, and the channel14:18 Rebrand vs. brand refinement, and why McDonald's and Walmart keep changing21:16 Rolling out a new brand without losing your customers' trust28:05 Brand voice: what Wendy's gets right on social media33:01 Signs it's time to up your brand game36:05 Sydney's gut check and a Tulsa rebrand storyIf you've been putting off a brand refresh, or your look no longer matches the quality of your work, this episode is for you. Listen now, then come tell us about your brand in the 10Fold Founders community.About this episodeA hosts-only conversation on branding for trade and local-service businesses. Arthur reframes brand as the person, not the decoration, and the three dig into naming, brand refinement vs. rebranding, brand voice, and the triggers that tell you it's time to invest in your brand.Your hostsArthur Tew, co-founder of 10Fold and co-host of the 10Fold Founders podcast, on a mission to equip faith-led entrepreneurs to build thriving businesses that serve God's kingdomSydney Andress, co-founder of 10Fold and co-hostJosh Staab, co-founder of 10Fold and co-hostKey takeawaysYour brand is not your logo, colors, or slogan. Those are the clothes. The brand is the person wearing them, and it sets the tone inside your business as much as outside it.Every brand lives in a tension between how you want to be perceived and how your customers actually receive you. A funny brand fails when the customer's kitchen is under water.Arthur's framework: know the problem you solve, know the person who has it, know the channel you reach them through. Revisit all three on a cycle, because they change.A rebrand and a brand refinement are different moves. Big shifts in audience, offering, or medium call for a rebrand. Staying modern calls for refinement.Before any big branded spend (signs, websites, truck wraps), get the brand right first. And when you do roll out a change, tie the new look to better results for the customer.Resources & linksJoin the 10Fold Founders community: [link]
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  The Question Every Business Owner Needs to Answer 10.07.2026 27dk

  Why did you really start your business?Most entrepreneurs answer with things like freedom, money, or being their own boss. But if you keep asking “why,” you’ll often discover something much deeper.In this episode of the 10Fold Founders Podcast, Arthur Tew, Josh Staab, and Sydney Andress explore how faith-led entrepreneurs can build businesses that align with God’s calling—not just financial success.You’ll learn why your personal mission should shape your business, how to uncover your deepest motivation using the “Five Whys,” and why designing your ideal day can completely change how you lead.If your business feels successful on paper but disconnected from the life you hoped to build, this conversation is for you.Key topicsThe importance of aligning business with personal and spiritual goalsUsing the 'Five Whys' to discover your core motivationThe 'Perfect Day' exercise to visualize your ideal life and businessThe role of faith and God's guidance in entrepreneurial decision-makingHow to evaluate if your business is moving towards your aspirationSound Bites"Money is not the ultimate pursuit.""Work on God's time, not your own.""Look backwards to see God's will in your past."Time stamps(00:00) Are you building the business you set out to create?(04:20) Why market fit and solving a problem aren't enough(06:35) The Five Whys — digging to your real reason(11:29) Revisiting your why as seasons change(14:45) Defining your perfect day(21:14) Benchmarking: is your business moving toward the aspiration?(26:48) Sacred Pace and working on God's timing(31:51) Closing recap and prayer
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  Are You Building the Business You Set Out to Create? 01.07.2026 29dk

  Episode SummaryArthur Tew sits down with Josh Staab and Sydney Andress to unpack one deceptively simple question: are you building the business you actually set out to create? They dig into why so many founders freeze when asked to define their "why," using Josh's early surf brand as a cautionary tale about starting without direction.The conversation moves through the 10Fold Founders framework, touching on visualizing your ideal day, the trust issues that keep owners from delegating, and the real cost of doing everything yourself instead of hiring a bookkeeper. Sydney offers a sharp operational gut check (can your business run without you for two weeks?) and the group closes with honest markers for knowing if you're on track: whether your business pulls you from family, whether you can talk about it honestly, and whether you're proud of how you're running it.Key TopicsDefining your "why" behind starting the businessVisualizing your ideal day, now and in the futureDelegation, trust, and the cost of doing everything yourselfWhen and why to hire a bookkeeperSetting goals and KPIs beyond revenueThe 10fold Founders framework: Blueprint, Build, and Benchmark phasesBuilding a business that can run without youProtecting family and faith from the business grindHonesty about how your business is really doingComparison, social media, and the founder emotional cycleSound Bites"Are you building the business that you set out to create?""If you're running your business that way, then nobody's gonna like the sound of your business.""If you're creating work for yourself, then that is the job and not a business.""You didn't employ them properly. You didn't do the homework.""That's totally okay. That's where everybody starts.""The way to dig yourself out of that quagmire is to just take that first shovel.""God loves the work that you're doing."Timestamps00:00 – Cold open and mission statement02:00 – Meet the hosts: Arthur, Josh, and Sydney02:41 – Why the camera feels harder than the stage04:57 – The core question: are you building the business you wanted?06:09 – Josh's Carolus surf brand and the missing "why"07:16 – The problem with vague goals like "wealth" and "freedom"08:36 – Visualizing your ideal day (now and in the future)09:37 – Sydney on digging past surface-level KPIs with clients11:45 – Why an outside perspective breaks you out of the ditch12:45 – The "singing along to a song you don't know" analogy14:16 – Helping business owners zoom out and see their own scale15:38 – Why founders wait too long to invest in help17:17 – The opportunity cost of doing it all yourself18:37 – When it's time to hire a bookkeeper20:22 – Setting goals and KPIs that aren't just about money22:38 – Benchmarking: the sixth phase of the framework23:35 – Simple gut checks: lifestyle, honesty, and guilt25:41 – Sydney's test: could your business run without you for two weeks?27:09 – The Blueprint and Build phases explained29:17 – The real reason new hires "don't work out"30:17 – Is your business pulling you from family and faith?31:43 – Being honest about your business with people you trust32:16 – Compare and despair: social media and the founder cycle33:14 – Taking the first step out of a valley33:56 – Closing challenge: ask yourself the question36:05 – Closing prayer and sign-off
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  How to Build a Business System That Lasts 26.06.2026 30dk

  Summary: In this episode, the hosts discuss the importance of having a clear, actionable business plan rooted in core principles. They explore how to choose, implement, and stick to a strategy that aligns with your business goals and values, emphasizing slow, deliberate execution and faith-based guidance.Keywords: business strategy, planning, execution, faith-led entrepreneurship, operational systems, goal setting, business growth, leadership, habits, accountabilityKey topicsThe importance of a durable, faith-aligned business planHow to choose a plan your team can stick toThe role of core values and operating systemsImplementing systems slowly for better adoptionSetting aspirational yet achievable goalsThe significance of accountability and metricsSound Bites"Bias towards action is a core value for growth.""Failing fast and learning is better than not trying at all.""Set aspirational goals that inspire and challenge you."Chapters00:00 The Importance of Planning in Business06:33 Finding the Right Strategy12:42 The Balance Between Theory and Action14:02 Dynamic Planning in Business15:31 Understanding Business Strategies17:02 Defining Business Verticals19:20 Setting Aspirational Goals21:01 Implementing Systems Effectively23:44 The Importance of Accountability25:04 Finding the Right Goals27:20 Actionable Steps for Business Planning
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  Better Relationships, Better Business 24.06.2026 36dk

  Your business runs on relationships. Most owners know that. What they don't do is actually manage them.In this episode, Arthur, Josh, and Sydney walk through the five relationship categories every trade business owner and founder needs to be paying attention to: customers, employees, vendors, family, and God. Not as a feel-good exercise, but as a real diagnostic. Where are you healthy? Where are you coasting? Where is something quietly falling apart?The conversation covers how to rate each relationship honestly, what actually sours a customer relationship over time (hint: it's not the work), how to keep contractor relationships strong through the gaps, and why the most important relationships in your life are usually the ones you assume are fine.Plus: practical actions you can take this week with one customer, one employee, and one vendor, and why blocking family time on your calendar changes what you actually get from it.Arthur closes with a word on what it looks like to keep your relationship with God rich in the middle of the daily grind, and Josh and Sydney share what's been working for them.Timestamps:0:00 — Win with relationships, win with business3:10 — Rating your relationship health (the 1-10 framework)7:30 — The five relationship categories every founder needs to audit12:30 — Customers: when relationships go from dynamic to stale18:50 — When a relationship becomes strictly transactional22:40 — Employees and contractors: expectations, transparency, the in-between25:10 — Family: how a growing family sharpens your priorities31:10 — God: practices for staying aligned when the grind pulls you off38:00 — Action items: one customer call, one employee question, one vendor lunch43:00 — Closing prayerShow notes:What makes a trade business actually work?Not the craft. Not even the marketing. The relationships.In this episode we walked through the five categories of relationships that shape whether your business thrives or stalls: customers, employees, vendors, family, and God. And we gave you a framework to actually rate them, not just think about them.Here's the one question Arthur mentioned that will open up a real conversation with any employee: "What's the one thing I could do or change that would make you never want to leave?"Try it this week. Come back and tell us what you heard.The three actions from today:Pick one customer and call them. Not to sell anything. Just to check in.Ask one team member that question.Take one vendor to lunch or bring them a coffee.That's it. Start there.If you're not in the community yet, this is what we do here: trade owners and faith-driven founders building businesses that last, with people who will tell you the truth and pray for your business.
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  Scaling with Purpose: Faith and Business in Harmony 05.06.2026 25dk

  Anyone can give business advice. AI can give business advice. What makes this show different is why we do it: we pray over trade business owners and their companies, and we build systems that honor the way God would have us do business.In our first episode, Arthur Tew, Josh Staab, and Sydney Andress introduce 10Fold Founders: the mission to equip faith-led entrepreneurs building thriving trade businesses, the vision of 10,000 founders rooted in Christian principles, and the stories that brought each of us here.01:56 Our mission and vision04:40 Josh's story: landscaping to engineering to marketing08:02 Sydney's story: purpose over paycheck09:45 Arthur's story: garage startup to public exit12:11 Why trades, why now15:16 The $27 lead and picking your best customers18:33 Why every owner needs an affirming voice19:34 The community and the agency25:07 Closing prayerIf you're a faith-led owner, this one's for you. Listen, share, and join us.Show notesAbout the hosts (from the episode): Arthur Tew has built in stage engineering, house flipping, an ophthalmic device company he took from garage to public offering, and e-commerce for major TV networks. Josh Staab started in landscaping, studied civil engineering at NC State, ran multiple businesses, and has been in marketing since leaving engineering. Sydney Andress came up through PR, marketing for doctors and attorneys, and the gym industry before joining Sherpa as one of its earliest team members.Key takeaways: (1) The trades aren't going anywhere; the opportunity is owners equipped with the right systems in a demand-heavy market. (2) More leads is rarely the real problem; Josh's landscaping client pays $27 per legitimate lead and the work now is cherry-picking the best customers. (3) Ten of your best customers beat a hundred of your worst. (4) Align customers to your profit center instead of aligning yourself to the first problem they hand you. (5) Owners usually know what to do; the affirming third-party voice is what gets it done.Mentioned: 10Fold Founders community [link], 10Fold Growth agency [link], Sherpa Collaborative.