Success Beneath the Surface

Deborah Fell connects with Ryan Frederick of Transform Labs about strategic technology implementation. Ryan positions his firm as independent advisors rather than product reps, ensuring "our advice to clients is in the best interest of the client."
Ryan captures the uncertainty many CEOs face with a compelling metaphor: "It's almost like being in the woods on a foggy trail... you're not sure if you should turn right or left or if you should wait for the fog to sort of dissipate."
What makes this conversation valuable is Ryan's candid reflection on failures and how ego-based assumptions derailed even previously successful ventures. His advocacy for "continuous not knowing" offers a counterintuitive but powerful framework for leaders.
The episode explores why challenging clients with education, prioritizing questions over answers, and genuinely serving client interests separate successful professional services firms from the rest. Ryan concludes by discussing his book Sell Naked, which advocates stripping away "fancy pitch decks" to focus on authentic understanding of client needs.
About Ryan Frederick:
Ryan Frederick, Principal at Transform Labs, is an entrepreneur, author, speaker, and advisor renowned for exploring technology’s impact on global economics, politics, labor, and society. With deep expertise in digital transformation, he has successfully founded, built, and invested in multiple technology companies. Ryan authored two influential books, "The Founder's Manual" and "Sell Naked," and regularly discusses AI’s macroeconomic and societal implications. Passionate about social impact, he founded i.c.stars, a nonprofit training under-employed adults in digital skills. Ryan’s experience uniquely positions him as a compelling voice on how technology reshapes economies, labor markets, and political landscapes worldwide.
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryangfrederick/

Success Beneath the Surface: Leadership Insights from Q1 2025
Welcome to our curated collection of the most impactful conversations from the first quarter of 2025. This playlist features transformative discussions with leaders who have mastered the art of building thriving organizations through unconventional wisdom and authentic leadership.
Join us as we explore the hidden dynamics of successful leadership with extraordinary guests including Eddie Solomon, who built Net at Work from immigrant roots to serving 5,000+ businesses; Jeff Ostenso, who's reinventing family business leadership at Ironmark; and Ray Hatch, who boldly grew profits while intentionally cutting revenue at Quest Resource Holding Corporation.
You'll discover Scott Jackson's counterintuitive "follower of leaders" approach that helped Global Impact channel $2.5 billion to global causes, and Joe Yaccarino's insights on building a culture of everyday heroes that transformed MTF Biologics from 100 to 1,400 employees while performing 500,000 transplants annually.
These conversations reveal the uncommon threads that connect truly exceptional leaders: empowering others without micromanaging, balancing innovation with scale, building cultures that embrace individuality, and creating environments where trust transcends into faith in what's possible.
Whether you're scaling a family business, transforming an organization, or seeking to unlock your team's full potential, these episodes offer practical wisdom for leading with purpose in today's complex business landscape.
Links to the top episodes for the quarter:
#1:-Eddie Solomon - Why This Successful Family Business Said No to Nepotism
#2: Jeff Ostenso - The Unexpected Impact of a Company Picnic
#3: Eddie Solomon - Take No Prisoners Path of Entrepreneurship
#4: Deborah Fell - Adapting Leadership Styles to Different Teams
#5: Scott Jackson - When Leadership Feels Like Going Slower to Go Faster
#6: Scott Jackson - Take Me With You: How a CEO's Early Lessons in Trust Shape Modern Leadership
#7: Ray Hatch - Humble Leadership Between the Ceiling and the Net
#8: Joe Yaccarino - Heroes at Every Level of Healthcare Innovation
#9: Jeff Ostenso - How Teaching the Game of Business Built an Empire
#10: Ray Hatch - Breaking the Consensus Trap in Leadership

Welcome to the 100th episode of Success Beneath the Surface. This is a podcast where we dig into what lies beneath the surface of a CEO's success, your success, and insights deeply rooted at times in family, beliefs, or a drive that's just always been there. Our top downloaded episodes include Lessons from Navy Seal Kyle Buckett, number 57, who challenges the notion of leadership from the top, and gives life-saving reasons to build leadership capability at all levels, or at least business-saving reasons. 
James Hyman's episode number 64 gave fodder for a discussion on leading leaders, because if you have leadership at every level, the old management archetypes of top-down management simply don't work. 
Key lessons on building cultures based on trust, transparency, accountability, and urgency can be found in episode number 74 with Clay Spitz, 54, Torey Carter-Conneen, episode 64 with James Hyman, and episode 72 with Ryan Clark. 
And even when exogenous factors and forces create more uncertainty, the intentional leader, Will Bowie, in episode number 70, grows his business team and community through grit, determination,  and purposeful living and somehow still finds time to pay it forward. Check them all out. It strikes me that with all of these CEOs, in the words of Angela Duckworth in her book, Grit, it's not the intensity but the consistency that builds a sustainable business.
Here is the playlist from this episode :
EP74 Exterminating Distrust: M&A Successfully Merging Business Cultures
EP64: Leading Leaders - Balancing Accountability and Empowerment
EP57: Lessons from a SEAL - Culture Improvement with Culture Fit to Build Your Elite Team
EP72: Building a Culture of Urgency 20 Seconds at a Time
EP49: Navigating Change Through Stakeholder Engagement
EP70: The Intentional Leader - Creating Generational Wealth and Opportunity
 

This commentary features Carl Satterwhite, President and Owner of RCF Group. This segment focuses on the evolving workplace landscape. Carl shares his unique observations on post-pandemic challenges, multigenerational workforces, and the often-overlooked phenomenon of "culture creep." His remarkable business philosophy—Making Others Realize Extra (MORE)—has powered RCF Group's expansion to 50 states and 22 countries. At the same time, his innovative approach to developing next-generation talent offers valuable wisdom for today's leaders.
Carl's full episode is here.
 
About Carl Satterwhite:
Carl Satterwhite is President/Owner of The RCF Group, operating in Cincinnati, Cleveland, and Louisville. His company provides comprehensive workplace solutions tailored to clients' specific culture and needs, living by the motto "We Make The Workplace Work For You." As a National Minority Supplier Development Council Corporate Plus Member, RCF Group is among less than 150 minority businesses to receive this prestigious endorsement. Carl serves on numerous boards including Fifth Third Cincinnati, Key Bank Great Lakes, and the Anthony Munoz Foundation. He holds a Stationary Engineering certification from the University of Cincinnati and lives in West Chester, OH with his wife Dawn.

Deborah welcomes Carl Satterwhite, President and Owner of RCF Group, a unique commercial furniture, architectural interiors, and facility services company operating in all 50 states and over 20 countries.
Carl shares his remarkable journey from managing "all the other stuff" at Procter & Gamble to building a continuously evolving business by listening deeply to client needs. His story is of faith, vision, and integrity—built on handshake promises and seeing opportunities where others saw none.
What sets Carl apart is not just his business acumen but his philosophy of "more" (Making Others Realize Extra) and his commitment to collaborative growth rather than competition. Carl offers invaluable insights for seasoned CEOs and emerging leaders as workplaces evolve post-pandemic with five generations working side by side.
Join us as Carl reveals how he navigated his entrepreneurial calling, created innovative workplace solutions, and shares wisdom on how companies can better harness the brilliance of young talent while providing the guidance they need to truly excel.
 
About Carl Satterwhite:
Carl Satterwhite is President/Owner of The RCF Group, operating in Cincinnati, Cleveland, and Louisville. His company provides comprehensive workplace solutions tailored to clients' specific culture and needs, living by the motto "We Make The Workplace Work For You." As a National Minority Supplier Development Council Corporate Plus Member, RCF Group is among less than 150 minority businesses to receive this prestigious endorsement. Carl serves on numerous boards including Fifth Third Cincinnati, Key Bank Great Lakes, and the Anthony Munoz Foundation. He holds a Stationary Engineering certification from the University of Cincinnati and lives in West Chester, OH with his wife Dawn.

In a world obsessed with ROI and KPIs, the most valuable asset might be sitting across from you at lunch. This bonus conversation between Deborah Fell and Harold Green reveals something we often overlook in our digital-first world.
What stands out in this conversation is the genuine human connection that developed between two professionals who met by chance at a networking event. What started as a simple lunchtime conversation led to ongoing professional relationships and shared business insights that span decades.
Listen as Deborah and Harold reminisce about mutual connections, track the careers of shared acquaintances, and discuss how organizations like Vistage, TEC, and CEO Connections create environments where these vital relationships can flourish.
This isn't just small talk – it's the foundation of business resilience. When Harold mentions that "every conversation is an important conversation to be had," he's sharing a philosophy that has helped him navigate multiple successful ventures across different industries.
For CEOs leading mid-market companies, this episode serves as a powerful reminder that business is fundamentally about people. The connections you make today might open doors to opportunities you haven't even imagined yet. Your next breakthrough could begin with something as simple as asking the person beside you, "What do you do?"
Join Deborah and Harold for this candid conversation about the lasting impact of meaningful professional relationships and how they continue to shape business success long after the formal meetings end.
Listen to the full episode with Harold Green here.
About Harold Green:
Harold Green - CEO & Ecopreneur at Global Emissionairy
A lifelong entrepreneur focused on innovative business solutions that leverage technology. Harold's journey began with Chamberlain Contractors (1974), an asphalt paving business, and evolved to founding Global Resource Recyclers (1990), which pioneered recycled aggregates and sustainable pavement materials.
His current venture, Global Emissionairy, operates with a patented VERRA-approved methodology (VM0039) that captures, verifies, and sells carbon credits on voluntary markets. GE has expanded beyond VCUs into broader technical capabilities in the last four years. Harold has also invested in Care Commons, a comprehensive health information platform that prioritizes user privacy and delivers reliable wellness content without third-party interference.

In our conversation with Harold Green, one theme resonated particularly strongly: business evolution requires building on past experience while constantly looking forward. After nearly five decades in the paving and recycling industries, Harold has turned his attention to helping companies measure and monetize their carbon reductions. In this segment, he explains how his past work prepared him for this new mission and why translating complex climate concepts into measurable actions is critical for business leaders today. As major corporations commit to carbon neutrality by 2035-2050, Harold offers insight into the changes coming in the next three to five years that will make sustainability metrics a daily business reality.
 
Harold Green, CEO & Ecopreneur at Global Emissionairy
A lifelong entrepreneur focused on innovative business solutions that leverage technology. Harold's journey began with Chamberlain Contractors (1974), an asphalt paving business, and evolved to founding Global Resource Recyclers (1990), which pioneered recycled aggregates and sustainable pavement materials.
His current venture, Global Emissionairy, operates with a patented VERRA-approved methodology (VM0039) that captures, verifies, and sells carbon credits on voluntary markets. In the last four years, GE has expanded beyond VCUs into broader technical capabilities. Harold has also invested in Care Commons, a comprehensive health information platform that prioritizes user privacy and delivers reliable wellness content without third-party interference.

In today's business landscape, environmental consciousness isn't just about doing good—it's becoming a business imperative. Deborah Fell interviews Harold Green, CEO of Global Emissionairy, a business leader who has blended entrepreneurship with environmental stewardship throughout his career. Starting from humble beginnings working at a country club at age seven, Harold built multiple successful businesses before recognizing the opportunity in reducing carbon footprints. His current venture, Global Emissionairy, helps companies measure, document, and monetize their carbon emissions reductions, creating new revenue streams while addressing climate challenges. Harold shares practical insights for CEOs who want to take meaningful first steps toward sustainability without sacrificing profitability. His journey demonstrates that becoming an "ecopreneur" doesn't require radical transformation—it starts with awareness and incremental changes that can lead to both environmental and business benefits.
About Harold Green:
Harold Green
CEO & Ecopreneur at Global Emissionairy
A lifelong entrepreneur focused on innovative business solutions that leverage technology. Harold's journey began with Chamberlain Contractors (1974), an asphalt paving business, and evolved to founding Global Resource Recyclers (1990), which pioneered recycled aggregates and sustainable pavement materials.
His current venture, Global Emissionairy, operates with a patented VERRA-approved methodology (VM0039) that captures, verifies, and sells carbon credits on voluntary markets. In the last four years, GE has expanded beyond VCUs into broader technical capabilities. Harold has also invested in Care Commons, a comprehensive health information platform that prioritizes user privacy and delivers reliable wellness content without third-party interference.
 

In today's volatile business landscape, the alignment between Chief Marketing Officers (CMOs) and Chief Sales Officers (CSOs) isn't just a nice-to-have—it's critical for sustainable growth. Deborah Fell dives deep into why this partnership is more crucial than ever for mid-market companies. Drawing from Chief Outsiders' experience across 5,000+ engagements, she explains why the most successful leaders start with curiosity—asking the right questions, understanding the full customer journey, and challenging assumptions about digital transformation. She shares how the traditional disconnect between sales and marketing teams leads to wasted investments and declining conversion rates while highlighting how curiosity-driven leadership can turn these silos into synchronized growth engines. Whether you're experiencing dips in sales performance, struggling with digital transformation, or looking to scale before an exit, this conversation offers invaluable insights on fostering the vital collaboration between sales and marketing teams. Discover how leading mid-market companies leverage AI and modern tools while maintaining the human element that drives real business growth.

Leadership is a craft—refined through experience, challenge, and continuous growth. This past quarter, Success Beneath the Surface brought together some of the most dynamic CEOs and business minds to explore what it takes to lead with impact.
From James Hyman’s masterclass on corporate turnarounds to Ryan Clark’s formula for urgency-driven culture, these episodes aren’t just conversations—they’re playbooks for growth, innovation, and accountability. Will Bowie’s approach to generational wealth, Torey Carter-Coneen’s lessons on focus, and Jeff Ostenso’s game-changing engagement strategies round out a lineup that challenges conventional leadership thinking.
Each episode offers a fresh perspective on scaling businesses, building elite teams, and navigating the high-stakes world of decision-making. Whether you’re leading a startup or a Fortune 500, these insights will sharpen your leadership edge.
Dive into the top 10 episodes of Q4 below—every one a masterclass in its own right.