Special guest Linsey Cohen, a managing partner at Chicago-based law firm Golden Ratner, provides expert insights based on her 25 years of deal-making experience. The hosts, Brian Balduf, Brad Balduf, and Matt Croke, discuss Linsey's journey into law, her specialization in transactional real estate, and her approach to client relationships. The conversation highlights common misconceptions about attorneys, the importance of legal counsel for entrepreneurs as their businesses grow, and the value of a lawyer understanding a client's business. Linsey emphasizes her role as a dealmaker, not a deal-breaker, and the firm's commitment to building trust and providing comprehensive services to early-stage to middle-market companies across various legal areas.

Linsey Cohen is a highly experienced and bright managing partner at Gould & Ratner, a Chicago-based law firm. With "more than 25 years of dealmaking experience," her clientele includes "national brands, investors, developers with interest throughout the US," who depend on her ability to "navigate complex transactions with confidence."

• Early Aspirations:

• Blank Slate Approach:

• Unique Starting Point:

Cohen credits her early mentors with instilling crucial qualities that she now exhibits as a mentor herself: "patience, open-mindedness, empathy." She appreciated their willingness to answer her frequent questions, recognizing her lack of experience. This highlights the importance of supportive guidance for new professionals.

A central theme of the discussion is the dynamic and often misunderstood relationship between attorneys and entrepreneurs.

• Beyond "Cannot Do":

• Facilitating Deals:

• Understanding Business Context:

• Early Consultation is Key:

• Importance of Written Agreements:

• When to Seek Professional Legal Help:

• Balancing Optimism with Reality:

• The "Worst Thing That Could Happen":

• Trust and Reliability:

• Dispelling "Churn":

• Valuing Relationships Over Billable Minutes:

• Intellectual Product:

• Ongoing Legal Changes:

• Every Deal is Unique:

• Legal Expertise Beyond the Obvious:

• Full-Service Offering:

• Client Focus:

• Network for Niche Needs:

• Understanding the Business:

• Direct Engagement with Decision Makers:

• Size and Reach:

• Reaching Out:

The podcast emphasizes that a strong attorney-client relationship is built on trust, clear communication, and a shared understanding of business goals and risks. Linsey Cohen's insights highlight the evolving role of legal counsel from mere "deal breakers" to strategic "dealmakers," indispensable partners for entrepreneurs navigating the complexities of starting, growing, and operating a business.

The hosts, Brian and Brad Balduf, along with their host Matt Croke and producer Amber, discuss their strategies for growing viewership and subscribers. They cover four key areas: self-promotion, ad spending, interviewing guests, and appearing on other podcasts. The discussion also touches upon the technical challenges of producing the show, the importance of consistency, and their approach to monetization through advertising and potential premium content, all while sharing their own trial-and-error experiences.

The hosts outline four primary strategies they are employing to drive viewership and subscribers, emphasizing that success takes time and consistent effort.

• Self-Promotion (Grassroots Marketing):

• Paid Advertising (Google Ads Experimentation):

• Guest Interviews (Subject Matter Experts & Unique Perspectives):

• Guest Spots on Other Podcasts (Cross-Promotion):

The podcast is still in an "incubator stage" (4:17), constantly trialing and developing its "product." (4:24)

• Technical Setup for Remote Guests:

• Editing and Consistency (Amber's Role):

• Consistency is paramount:

• Editing Process:

• Team Collaboration:

III. Monetization and Challenges

The ultimate goal for the podcast is monetization, though they acknowledge this could take a long time.

• Revenue Streams:

• • Advertising Revenue:

  • Paid Subscriptions/Premium Content:

• Challenges:

• • Content Uniqueness:

  • Patience for Growth:

IV. Vision and Future Outlook

The CEO Bros are committed to the long-term development of their podcast as a business.

• Continuous Learning and Adaptation:

• Introducing "Point-Counterpoint" Segment:.

• Continued Engagement with Audience:

Conclusion: The CEO Bros After Hours podcast is approaching its evolution as a business with a clear, albeit developing, strategy. They understand the importance of consistent content, diversified growth tactics (self-promotion, paid ads, guesting, and guest interviews), and long-term monetization goals through advertising and potential premium content. Despite humorous challenges like Brian's brand critiques, the team demonstrates a commitment to quality production and a willingness to adapt and learn on their entrepreneurial podcasting journey.

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• Brian Balduf: Co-founder of VHT Studios, recently "retired" or, as he prefers, undergoing a "reset." This "reset" has allowed him more time to dedicate to the podcast. He was recently gifted a signed Harley Benton guitar by original members of VHT Studios, symbolizing his 27-year journey with the company.
• Brad Balduf: CEO and co-founder of By Your Side Autism Therapy Services.
• Matt Croke: The host and "consummate entertainer" responsible for keeping the conversation light and flowing. He sees himself as an "umpire," facilitating the discussion without being a central "CEO." Matt is also the host of a Podcast about autism therapy.

• Core Concept: The initial idea was to "catalog" these valuable, often humorous or unbelievable, business anecdotes and insights.
• Target Audience: The podcast aims to provide "good content" for "aspiring entrepreneurs, people that want to start a business, people that maybe manage a department [or] manage a company."
• Casual Tone: A conscious choice was made to maintain an "after hours" and "casual" atmosphere, complete with drinks, to differentiate it from a typical "job."
• Team Formation:Brad suggested Matt as a host to "keep the content flowing" and "keep it light," as Brian and Brad alone might struggle to maintain a structured conversation.
• Amber was brought in due to her sound engineering background and enthusiasm for the project. She handles all production, video editing, and post-production, a critical role that the hosts quickly realized they couldn't manage on their own.

• Startup Costs:
• Operating Expenses:Labor:
• Marketing/Ad Spend:
• Rent:
• Trial and Error:
• Content Creation:

• Long-Term View:
• Driving Views and Subscriptions:
• Self-Promotion:
• Leveraging personal social media, networks, and word-of-mouth.
• Social Media Ad Spend:
• Community Building:
• Importance of Subscriptions:
• 5. Key Takeaways and Future Outlook

• Focus on Quality:
• Team Collaboration:
• Iterative Development:
• Organic Growth:
• Patience and Long-Term Vision:

This ‘CEO Bros - after hours’ podcast, episode 19, marks a significant milestone as it features the first guest, Yannis Macheras, CEO of Harmoni Towers. The podcast aims to "explore the journey to becoming a CEO, lessons learned along the way, challenges overcome, people who helped, stepping stones, etc." Yannis Macheras's professional journey is characterized by a significant transition from law to business, marked by a series of increasingly responsible leadership roles in the telecommunications infrastructure sector.

Yanni Macheras: A Career Defined by Evolution and Leadership

A. Early Career and Transition from Law Legal Aspirations and Reality: Financial Disillusionment: Shift to Business: Missing the Theatrics of Law:

B. Professional Progression in Telecommunications Infrastructure Macheras's career at American Tower Corporation and subsequent ventures showcase a steady rise through the ranks:

American Tower Corporation (1999-2013):

Joined American Tower, one of the "largest publicly traded tower company in the world." 2005: Instrumental in the integration when American Tower merged with SpectraSite. 2006:

Assumed "full P&L responsibilities as a regional VP." 2013:

Became VP of Latin America. Parallel Infrastructure (2013-2020):

"Started another tower company from scratch," becoming CEO in 2013.

Served as SVP a General Manager at Lendlease after Lendlease acquired Parallel Infrastructure. Returned to CEO of Parallel Infrastructure in 2020.

Harmoni Towers (2025 - Present):

Currently serves as CEO of Harmoni Towers, continuing his impactful career in the industry.

C. Learning and Skill Development in Business Finance as a Key Learning:

Academic vs. Practical Learning:

Communications Towers:

Business Model and Operations

Macheras provides a detailed overview of Harmoni Towers, highlighting its unique approach within the tower industry. Scale and Strategy: Cost and Value:

Organizational Structure: Core Customers:

Business Model - "Annuity" from Rent: Neutral Host Provider: Stealth Structures and Community Engagement:

Leadership Insights and Personal Philosophy Macheras shares profound insights into his leadership style, challenges, and personal values.

A. The Role of a CEO Shift from "Work Work" to Leadership: "Sin Eater" Mentality: Empowering the Team:

B. Overcoming Challenges and Managing Anxiety Thematic Struggle with Existential Threats: "Cautiously Paranoid": Acceptance of Unpredictability:

C. Influences and Admiration Mentor: Admiration for Communication Carriers:

D. Pet Peeves and Communication Philosophy Lack of Communication and Responsiveness: Respect through Responsiveness:

E. Advice for Aspiring Entrepreneurs Assertiveness Balanced with Respect and Kindness: Key Traits for Success:

• Sales tactics
• Building a pipeline
• Innovative approaches
• Closing techniques
• Role-playing sales scenarios

The "CEO Bros Podcast After Hours" is a casual, conversational podcast featuring brothers Brian Balduf and Brad Balduf as well as host Matt Croke, discussing business topics, experiences, and offering advice. This particular episode focuses on employee management and time management, with Brad presenting tactical approaches he has developed and used throughout his career. The planned host, Matt Croak, is unexpectedly absent, leading Brian and Brad to improvise the hosting duties.

Main Themes and Key Ideas:

• Unexpected Absence of Host: The episode opens with the realization that the planned host, Matt Croak, is not present.

• Personal Anecdotes and Observations:

• Focus on Employee Management:

• Lack of Training for Managers:

• Need for Tactical Approaches:

• The "Four Boxes" Framework:

• Competency (Vertical Axis):

• Attitude (Horizontal Axis):

• Categorization is Key to Management Style:

• Framework for Managers, Not Employees:

• Framework is Fluid:

• Specific Management Styles for Each Box:

• High Competency / Great Attitude:

• High Competency / Poor Attitude:

• Low Competency / Great Attitude:

• Low Competency / Poor Attitude:

• Common Managerial Error:

• Not a "Cookie-Cutter" Approach:

• Applicability Across Levels:

• Time Management Framework (Eisenhower Grid):

• Axes: The grid uses two axes: Importance (vertical) and Urgency (horizontal) (28:08).

• Four Quadrants and Actions:

• Important / Urgent: Do it now.

• Less Important / Urgent:

• Important / Less Urgent:

• Not Urgent / Not Important:

• Efficiency Gain:

• Connection to Employee Management:

• Value of Simple, Proven Frameworks:

Most Important Ideas/Facts:

• The core idea is that effective employee management is not a one-size-fits-all approach; it requires categorizing employees based on their competency and attitude to determine the appropriate management style.

• Brad Balduf's "Four Boxes" employee management framework uses axes of Competency (low/high) and Attitude (low/high).

• The four categories and recommended approaches are:

• High Competency / Great Attitude: Leave them alone (primarily encouragement).

• High Competency / Poor Attitude: Figure out their motivation.

• Low Competency / Great Attitude: Direct them specifically.

• Low Competency / Poor Attitude: Exit them quickly.

• A common managerial mistake is spending too much time on the highest-performing employees instead of those who need guidance or motivation.

• The framework is a tool for managers, is fluid, and applies to all levels of employees.

• Brad also uses a similar four-box system (Eisenhower Grid) for time management based on Importance and Urgency, with recommended actions: Do, Delegate, Schedule, Delete.

• These simple, tactical frameworks have been highly effective for Brad over his extensive career and are recommended for new managers and business owners looking for a practical guide.

Episode 16 is a continuation of episode 15 in which the guys discuss marketing. The

conversation picks up with the Five Ps of Marketing: The hosts revisit and confirm the core

elements of a marketing strategy, starting with a slightly adjusted version of the traditional

four Ps and adding a fifth, people.

• People:

• Product: .

• Place:

• Price:

• Promotion: This is where the discussion primarily continues from the previous episode

Three Main Categories of Marketing:

• • Brand and Awareness Building:

  • Direct Marketing:

  • Sales Support Marketing:

• Alignment of Marketing and Customer Experience: A critical point emphasized is the necessity for marketing messaging to align with the actual customer experience delivered by the company.
• Effective internal communication is highlighted as crucial for ensuring this alignment, especially in service industries.

• Understanding the Target Demographic is Paramount:

• Hiring Marketing Expertise:

• Pricing Strategies and Product Packaging:

• Marketing as an Investment with Measurable ROI:

• Consistency is key;

• Tracking mechanisms are essential for measuring success;

Understanding customer journeys and funnels;

Effective marketing involves both art (creativity) and science (data tracking and analysis).

Successful campaigns require continuous refinement and tweaking based on data.

Key Takeaways for Entrepreneurs:

• Start by deeply understanding your target customer (People) and your offering (Product).

• Carefully consider your pricing strategy (Price) and where you will reach customers (Place).

• Plan your promotional activities (Promo) strategically and consistently.

• Ensure your marketing message aligns perfectly with the actual customer experience.

• If new to marketing, consider hiring an agency or consultant for specialized expertise before building an in-house team.

• Always implement tracking mechanisms to measure the ROI of your marketing spend.

• Marketing is a continuous process of testing, measuring, and refining. Don't give up after a single attempt.

• For product businesses, consider "good better best" pricing tiers and bundling. For all businesses, effective packaging can be a marketing tool.