Fire at Will

Walker McKay: ”A fast ’no’ is better than a slow one”

Sales expert Walker McKay joins Fire at Will to talk about why most salespeople approach selling the wrong way. He shares why skepticism beats optimism, how to handle rejection like a pro, and why you need to stop convincing and start qualifying. If you’ve ever struggled with closing deals, getting ghosted, or feeling stuck in the sales process, this episode will change how you think about selling forever.01:45 Walker’s book03:17 The True Source of Self-Worth06:15 Harnessing Rejection08:24 Thinking Well About Sales13:53 The Role of Skepticism In Sales20:26 What Sales Is and Is Not29:58 It’s Not About You32:54 The Danger of Making Excuses39:21 The Gift of A Mentor42:42 Final Takeaway
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Jonathan Parker: ”Bad news does not age like wine”

I’ve been looking forward to this episode of Fire at Will for a long time. Jonathan Parker is someone I deeply admire, not just for his expertise but for the person he is. We go way back, and every time we chat, I leave the conversation better. He has this rare ability to take something as intricate as communication—arguably one of the hardest skills to master—and break it down into concepts that feel clear and actionable. As someone who’s built an entire career around communication, this episode hit close to home. Communication is deceptively simple. You think you’re doing it well, but are you really? How often do we assume clarity when, in reality, what we’ve said is being misunderstood or ignored altogether? Jonathan pointed out the dangers of this assumption and offered practical ways to ensure the message is not only heard but understood. One of the standout moments for me was Jonathan’s insight into communicating hard things. Let’s be honest: having tough conversations is never easy. Whether it’s delivering bad news, setting boundaries, or addressing performance issues, it’s always a challenge to find the right words. And if you’re like me, you might not naturally excel in this area. Jonathan’s advice—approaching these conversations with intentionality and framing them in a way that’s clear and empathetic—was a game-changer. He’s helped me see that communicating hard things isn’t just a skill you develop; it’s an art form you refine over time. Another highlight was his tip on saying no to immediate conversations. As leaders, we often feel the pressure to be available all the time, but Jonathan’s suggestion to respectfully defer a conversation to a more thoughtful, scheduled time was eye-opening. It’s about valuing the other person’s concerns while also giving yourself the space to respond with the care and attention they deserve. A simple, “I’d love to dive into this, but can we schedule time later when I can give it my full focus?” can go a long way in building trust and fostering better communication. Ultimately, this episode reminded me that great communication isn’t about perfection; it’s about intentionality. It’s about showing up, being present, and continuously working on the art of connecting with others. If you’re a leader, a communicator, or just someone trying to improve how you show up for your team or your family, this episode is for you.
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Daniel Allison

I sit down with Daniel Allison, a guy who’s anything but average despite the nickname he proudly wears. He's one of the most unstoppable networkers I’ve ever met who has this contagious energy and a genuine passion for connecting people. It’s not just something he’s good at—it’s his calling. He’s taught me so much about making real, meaningful connections, and today, he’s sharing some of his best insights.Daniel’s life hasn’t been a straight line, and he doesn’t pretend it has. He talks about a turning point on 11/11/14, when he decided to stop letting life happen to him and take control instead. That day kicked off a personal development journey grounded in discipline and mastering the fundamentals. For him, getting your mind right and sticking to the basics—health, habits, and discipline—are the foundation of any success. It’s about doing the hard things, even when they’re uncomfortable, and showing up for yourself every day.One thing Daniel really drives home is the importance of clarity in networking. If people can’t clearly understand who you are and what you do, you’re missing the mark. Networking, he says, isn’t about being flashy or selling yourself; it’s about being curious, present, and genuinely interested in others. His advice is to "be more interested than interesting". Everyone has a unique gift, and if you take the time to find out what it is, you’ll build deeper, more authentic connections. He’s also big on the idea of finding your tribe—those people who share your values and energy.Daniel has this refreshing take on success, too. He believes it’s not about keeping score against others; it’s about running your own race. Life isn’t a sprint or even a marathon—it’s an infinite game where the rules are yours to define. Sure, setbacks happen, but for Daniel, it’s all about getting back up, staying disciplined, and putting one foot in front of the other. That’s where the real growth happens.This episode is packed with his unique blend of authenticity and wisdom. Whether you’re looking to sharpen your networking skills, build meaningful relationships, or just figure out how to keep moving forward when life gets tough, you’ll find something here to inspire you. His passion for people and his down-to-earth approach to life are what make him so impactful. I promise, this is a conversation that will stick with you long after it’s over.
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Mike Snively

What’s the cost of ignoring cybersecurity? For a lot of businesses, it’s everything. This week, I’m talking with Mike Snively, a business development pro who’s spent decades helping companies prepare for the threats they never saw coming.Mike lays out some jaw-dropping stats about cybercrime and explains why so many businesses are at risk without even realizing it. We break down the difference between sales and business development, why relationships are the real secret weapon in business, and how Mike’s “empty cup mentality” has helped him connect with people on a deeper level.This episode is loaded with insights—from the real cost of cybercrime to timeless advice for building meaningful relationships. Whether you're running a business or just looking to improve how you connect with others, you’re going to want to take notes.
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Matt Detjen

Helpful linksRead Matt Detjen's bookLearn more about Matt DetjenLearn more about Will StewartTimestamps00:00 - Matt's superpower01:18 – How introverts hold valuable insights03:27 – Avoiding “The Fish” in sales conversations05:25 – Traits of the best salespeople07:20 – “Don’t spill your candy in the lobby”09:39 – Practicing reflective listening with kids10:27 – The power of belief in your product12:01 – Matt's Mentor14:04 – The books that Matt recommends15:45 – Writing a book: Lessons from four years of creating22:23– Embracing the editing process26:14 – Using book chapters as content nuggetsMy thoughtsAfter sitting down with Matt Detjen, I've come away with some powerful insights into sales and, honestly, into what it means to make an impact in today’s business world. He has flipped the traditional, outdated model of sales on its head. If you think you need to be aggressive, sleazy, or the loudest voice in the room to close a deal, he's here to tell you that you couldn’t be more wrong. The days of Wolf of Wall Street antics are over. These days, people can sense insincerity a mile away, and no one has time for it. Instead, success in sales—and in most things—comes from being genuine, thoughtful, and having a real purpose behind your actions.1. Sales Without the SleazeWhat strikes me most about Matt’s approach is that it’s deeply rooted in respect for others. It’s a refreshing departure from the idea that you must manipulate or overpower people to get results. There’s this sense in his philosophy that being ethical and considerate is not just a sales trick but essential. His methods prove you can be a top-notch salesperson without sacrificing integrity or leaving people with that cringeworthy “I need a shower” feeling after a sales pitch. And this is what sets him apart. He believes that relationships should be the priority instead of focusing on pushing products or services onto people. In other words, it's all about the long game. Make a real connection first, and the business will follow.2. The Power of Genuine ConnectionsMatt’s approach isn't just about making a sale—it’s about genuinely understanding people, meeting their needs, and providing real value. He says the goal should always be to give before you get. This means making it your mission to help people, whether they buy from you or not. When you approach interactions with this mindset, you’re no longer just a salesperson; you’re someone people trust and want to work with. It’s a lesson that extends beyond sales, honestly. Whether you’re networking, building a team, or even just trying to be a good friend, focusing on what others need first is the best way to create a foundation of trust. And in business, as in life, that foundation of trust is everything.3. Memorable One-Liners: “The Fish” and “Don’t Spill Your Candy in the Lobby”I have to give it to Matt—he’s the king of one-liners that stick with you. He has this way of breaking down complex ideas into phrases you won’t forget, like “The Fish” and “Don’t spill your candy in the lobby.” “The Fish” is a reminder that small talk is fine, but it’s not the substance of rapport. Real connection is built on purpose and value, not just shared hobbies or mutual interests. And “Don’t spill your candy in the lobby” speaks to holding back, not oversharing everything upfront. It’s a reminder that true connection is about listening, not just pitching. These one-liners are incredibly effective tools that you can apply in any conversation, not just in sales, and they’ve already changed how I think about my own interactions.4. On a Personal Note: Why I’m a FanMatt and I have become good friends through this process, and I genuinely believe in his work and approach. His book is packed with valuable lessons that anyone in sales—or anyone who simply wants to communicate more effectively—can benefit from. If you want to improve your sales game and become a better listener, I can’t recommend it enough. It’s one of those rare books that doesn’t just give you tips; it gives you a roadmap to becoming a better, more empathetic person.At the end of the day, what I’ve learned from him is that great salespeople aren’t born; they’re made. And they’re made through a commitment to authenticity, connection, and respect for others. Here’s to redefining what being a “good” salesperson means. It’s not about what you can get but what you can give.
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Lindsay Jameson

01:00 - Early Career and Full Sail Experience - Lindsay’s journey through college and entering the music industry.03:20 - Passion for Cooking - Discovering a love for cooking and the dream of owning a cafe.07:00 - A Life-Changing Event - How a personal tragedy led Lindsay to rethink her path.10:40 - Starting Over in Ohio - The decision to return home and start a cafe.12:30 - Navigating Setbacks - Overcoming unexpected obstacles during the process.15:40 - Market Research on a Park Bench - Observing the community to plan the business.18:00 - Launching the Cafe - Opening day and early challenges.20:45 - Surviving COVID-19 - Adapting the business model to thrive during the pandemic.23:15 - Building a Community Hub - Creating a welcoming space for all dietary preferences.26:50 - The Power of Resilience - Lindsay’s reflections on the lessons learned.29:30 - The Importance of Gratitude - Finding strength through gratefulness.32:00 - Encouragement for Aspiring Entrepreneurs - Why it’s worth taking the leap, even if you fail.35:10 - Conclusion - Final thoughts on Lindsay's journey and what’s next.When I think about Lindsay Jameson, the first thing that comes to mind is how she embodies resilience. Sitting across from her during our podcast conversation, I was struck by the sheer tenacity she’s shown throughout her journey—moving from the music industry in Nashville to opening a thriving cafe in her hometown of Lebanon, Ohio. Her story isn’t just about business; it’s about determination, adaptability, and a mindset that refuses to quit, even when things get tough. Here are my key takeaways from our conversation.1. Market Research Done Right: The Park Bench ApproachOne of the most memorable parts of Lindsay’s story is her approach to understanding her market before opening her cafe. While most entrepreneurs might dive into data sheets or analytics reports, Lindsay did something different: she simply sat on a park bench. Yes, she took a literal seat in the heart of Lebanon, Ohio, and just watched. She observed who was walking around, what they were doing, and how they interacted with their surroundings.It might sound simple, but there’s genius in that simplicity. We live in an age where we often overcomplicate market research. We’re quick to dive into metrics, trends, and forecasts, but how often do we step back and just observe? Lindsay’s “park bench” method allowed her to see the real, everyday behavior of her potential customers. It wasn’t just about data points; it was about understanding the pulse of the community she was about to serve.There’s a lesson here for all of us: sometimes the best way to learn about your market is to immerse yourself in it. Spend time where your customers are. Observe them. Listen to their conversations. Understand their routines. Lindsay’s approach shows that by watching and learning, you can gather insights that no spreadsheet could ever provide. She didn’t need a fancy report to tell her who her audience was; she just needed a park bench and some time.2. Thriving in One of the Toughest Industries During the Toughest TimesThere’s no denying that the restaurant industry is one of the toughest to crack. The margins are slim, the competition is fierce, and the work is grueling. Add a global pandemic to the mix, and it’s no wonder so many restaurants struggled or even shut down. But Lindsay? She not only survived—she thrived.The pandemic was a curveball that no one saw coming. It forced businesses to adapt overnight, and those who couldn’t make the pivot were left behind. For Lindsay, adapting meant rethinking everything about how her cafe operated. From creating a takeout-only model to streamlining her operations, she found ways to make it work. And let’s be honest, if you can build a successful business in the restaurant industry during a pandemic, you’re doing something right.Her resilience wasn’t just about making smart business decisions; it was about mindset. While others might have been tempted to throw in the towel, Lindsay kept pushing. She kept looking for solutions, kept finding ways to serve her customers, and ultimately, kept the doors open. It’s a powerful reminder that success often comes down to how well you adapt to the unexpected. In business, as in life, there are always going to be challenges. But it’s how you respond to those challenges that sets you apart.3. The TCB Mindset: Taking Care of BusinessIf there’s one phrase that sums up Lindsay, it’s TCB: Taking Care of Business. It’s a mantra she lives by, and it’s one that has guided her through every step of her journey. Lindsay doesn’t just “do business”—she takes care of it. She tackles every task, every challenge, and every opportunity with the same level of dedication and care.One of the things I admire most about Lindsay is that she doesn’t believe in half-measures. Whether she’s running her cafe or supporting the team at 9/8 Central, she’s all in. There’s no task too small, no problem too big. It’s this mindset that has made her so successful, and it’s one of the reasons it’s an honor to work with her every day. She doesn’t just show up—she shows up ready to get things done, and she does it with a level of passion and commitment that’s inspiring.The TCB mindset isn’t just about getting through a to-do list. It’s about ownership. It’s about taking responsibility for every aspect of your work and making sure that everything you touch is done to the best of your ability. That’s what makes Lindsay stand out, and it’s what makes her a great leader. She’s not just running a cafe; she’s setting an example for everyone around her on how to take care of business.Lessons We Can All Learn from LindsaySo, what can we take away from Lindsay’s journey? For me, it boils down to three key lessons:1. Understand Your Market, Really Understand It.Lindsay’s park bench approach to market research is a reminder that sometimes, the answers we’re looking for aren’t buried in reports—they’re right in front of us. Take the time to truly understand your customers, not just as data points but as people. Know where they go, what they do, and what they care about. It’s a simple concept, but one that can make all the difference.2. Resilience Is Key.The world isn’t always going to go according to plan. Whether it’s a pandemic or any other unexpected hurdle, the key is how you react. Lindsay’s ability to adapt and thrive in such a tough industry during such a challenging time is a testament to the power of resilience. If you’re willing to pivot, rethink your strategy, and keep pushing, you can overcome just about anything.3. Adopt the TCB Mindset.Taking Care of Business isn’t just a catchy phrase—it’s a way of life. It’s about doing the work, showing up, and giving your best effort, no matter what. It’s about taking ownership and making sure that everything you do is done with care and precision. That’s what separates the good from the great, and it’s what has made Lindsay so successful.Why It’s an Honor to Work with LindsayI’ll say it again: it’s an honor to work with Lindsay every day. She’s someone who doesn’t quit, who believes in doing things the right way, and who has a knack for turning challenges into opportunities. Her story isn’t just about opening a cafe; it’s about persistence, adaptability, and the power of believing in yourself. And if there’s one thing I’ve learned from her, it’s that success isn’t just about the big wins—it’s about the little things you do every day to take care of business.Lindsay’s journey reminds me of why we do what we do. It’s about more than just achieving goals or hitting targets; it’s about creating something meaningful, something that makes a difference. It’s about pushing through the tough times, finding creative solutions, and never losing sight of why you started in the first place. And most importantly, it’s about taking care of business—one day, one task, one step at a time.In a world that often feels chaotic and unpredictable, Lindsay’s story is a beacon of hope. It’s proof that with the right mindset, the right approach, and a little bit of grit, you can turn even the most challenging situations into success stories. So here’s to Lindsay, and to everyone out there who’s taking care of business, no matter what life throws their way.
Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn more about our video podcast studio.

Jessica Lalley

Jessica Lalley helps subject matter experts reach more people in their audience through coaching and strategic advice. Her company, Voices to Connect, leverages social media, publications, speaking events, and more to help clients deliver their message in an impactful way. She tells us about the intracacies of leading clients into the unknown to achieve their fullest abilities—beyond what they may have expected from themselves. There's a lot of good advice in this episode for people looking to develop their personal brand!
Learn more about Jessica's company Voice to Connect here: https://www.voicestoconnect.com/
Instagram: https://www.instagram.com/voicestoconnect/
LinkedIn: https://www.linkedin.com/company/voices-to-connect/
Facebook: https://www.facebook.com/voicestoconnect
Vimeo: https://vimeo.com/voicestoconnect Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn
more about our video podcast studio.

Gordon Lake

Gordon Lake is an owner of Crossfit Simpsonville, an Upstate gym with an unbeatable community. Today, he tells us how his faith paved the way to building the atmosphere that keeps members coming back...and helps promote the gym better than any marketing strategy.
Tune in for some inspiring lessons about caring for others, finding your footing as a leader, and the power of authenticity.
Learn more about Gordon, his wife Annie, and their businesses:
crossfitsimpsonville.com
fittestoftheupstate.com
Crossfit SVL IG: @crossfitsvl
Fittest of the Upstate IG: @fittestoftheupstate
Gordon's IG: @gj.lakeFilmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn
more about our video podcast studio.

Dr. Raymond Nichols

Dr. Raymond Nichols isn't just a social media influencer: he's a chiropractor dedicated to helping people find their best self through mental, emotional, spiritual, and physical health. On this episode, he tells us more about how he found his calling, and how he helps his clients find their full potential and live their most optimal life.
Follow Dr. Ray:
IG: @dr.raymondnichols
TW: @raymondnichols_
Read "Lost Connections": https://amzn.to/3g7NaNaFilmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn
more about our video podcast studio.

Jen Blair

On this episode, we're talking to 9/8 Central's very own Brand Director, Jen Blair. Jen's career started at an engineering firm and a digital marketing agency in her hometown of Pittsburgh, Pennsylvania, before life brought her to Greenville and 9/8 Central. We're talking about books, social media, and whether or not words still matter in a world where TikTok dances are shaping modern advertising.
Follow Jen on social media:
Instagram: @ohthatjenblair
Twitter: @jmtblair
Follow 9/8 Central:
Instagram: @98c
Twitter: @98c
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Thank you for listening! Filmed and recorded at the 9/8 Central Studio in Greenville, SC. Learn
more about our video podcast studio.