580 – Unlocking Hidden Profits with Jamie Trull
The How of Business - How to start, run, grow and exit a small business.
Release Date: 09/01/2025
R394 – Just Begin! with Norman Crowley
The How of Business - How to start, run, grow and exit a small business.
Entrepreneur Norman Crowley shares his remarkable journey and explains why ideas matter far less than the courage to start and the discipline to execute. As Norman explains, "Just begin. The customer will fix your idea very quickly." Show Notes Page: What does it really take to come up with a good business idea, and does the idea even matter? In this compelling conversation, international entrepreneur Norman Crowley unpacks the truth behind entrepreneurial success, from his early welding business at age 12 to the billion-dollar gaming venture he nearly sold just hours before the 2008...
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590 – Annual Strategic Planning
The How of Business - How to start, run, grow and exit a small business.
A practical 10-step guide to creating your small business strategic plan for the year ahead. Show Notes Page: In this episode, Henry Lopez breaks down how to create a clear and practical strategic plan for the year ahead, without overcomplicating the process. Strategic planning gives small business owners a roadmap for growth, helping them stop reacting and start leading with intention. Henry walks through a 10-step framework that includes reviewing the previous year, refining your vision, conducting a SWOT analysis, defining strategy, setting goals and KPIs, breaking plans into quarterly...
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589 – The Referable Client Experience with Stacey Brown Randall
The How of Business - How to start, run, grow and exit a small business.
A referable client experience is the key to earning organic referrals, and Stacey Brown Randall joins the show to break down how small business can get referrals without asking. Show Notes Page: In this episode, Henry Lopez welcomes back referral expert Stacey Brown Randall to explore how small business owners can generate referrals naturally, without asking. Stacey shares insights from her new book, The Referable Client Experience. She explains why great work alone doesn’t create referrals, and why the emotional experience you deliver matters just as much as the deliverables...
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588 – Bookkeeping Essentials with Jodi Arrant
The How of Business - How to start, run, grow and exit a small business.
Bookkeeping essentials for small business with Jodi Arrant, including best practices, and the biggest mistakes to avoid in small-business bookkeeping. Show Notes Page: This episode brings a practical deep dive into small-business bookkeeping with financial professional Jodi Arrant, who shares her journey, best practices, and the most common bookkeeping mistakes business owners make. Henry and Jodi talk through essential topics like proper transaction categorization, the differences between Profit & Loss and Balance Sheet statements, and why regular bank reconciliation protects business...
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587 – Eisenhower Matrix Prioritization
The How of Business - How to start, run, grow and exit a small business.
How to use the Eisenhower Matrix to cut through chaos, focus on what truly matters, and make faster, smarter decisions as a small business owner. Show Notes Page: Feeling overwhelmed by your never-ending to-do list? In this episode, Henry Lopez explains how to use the Eisenhower Matrix—a simple yet powerful framework—to prioritize your daily tasks and regain control of your time. Originally developed by Dwight D. Eisenhower and later popularized by Stephen Covey in The 7 Habits of Highly Effective People, the matrix helps business owners separate what’s urgent from what’s...
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R393 – Rethinking Hourly Worker Motivation
The How of Business - How to start, run, grow and exit a small business.
Motivating hourly employees starts with a mindset shift. To do it well, it requires rethinking how we lead, communicate, and create purpose for hourly workers. Show Notes Page: Host Henry Lopez and his original co-host and business partner David Begin explore what it really takes to motivate, manage, and retain hourly or minimum-wage employees. Drawing from years of experience leading both corporate teams and blue-collar workforces, Henry and David reveal why so many entrepreneurs struggle when managing hourly staff and how a simple but powerful mindset shift can change everything. They...
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586 – The Power of Play in Business with Cas Holman
The How of Business - How to start, run, grow and exit a small business.
Toy designer and educator Cas Holman explores how embracing play can unlock creativity, reduce stress, and help small business owners reframe failure as part of growth. Show Notes Page: Cas Holman, renowned toy designer, educator, and author of Playful: How Play Shifts Our Thinking, Inspires Connection, and Sparks Creativity, shares with host Henry Lopez how play isn’t just for children. It’s a powerful mindset for entrepreneurs. From her early projects like Rigamajig and playful installations at New York’s High Line to working with teams at Google, Nike, and the LEGO Foundation, Cas...
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585 – Crafting Your Sales Pitch
The How of Business - How to start, run, grow and exit a small business.
Learn a simple, repeatable framework for crafting an effective sales pitch that connects, communicates value, and inspires action. Show Notes Page: Crafting an effective sales pitch isn’t about being slick or persuasive - it’s about clarity, empathy, and storytelling. In this episode, host Henry Lopez breaks down how small business owners can build a compelling sales pitch using a customer-centered approach inspired in part by Donald Miller’s book Building a StoryBrand. Henry explains that every great sales pitch starts with understanding your audience (your ideal client or avatar),...
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584 – Essential Legal Tips with Wesley Henderson
The How of Business - How to start, run, grow and exit a small business.
Attorney and entrepreneur Wesley Henderson shares practical legal insights every small business owner needs to protect their business and operate with confidence. Show Notes Page: Disclaimer: The information in this episode is for general educational purposes only and does not constitute legal advice; listeners should consult their own attorney for guidance specific to their situation. From forming an LLC to crafting airtight contracts, this episode is packed with essential legal guidance for small business owners. Henry Lopez welcomes Wesley Henderson, a business attorney, entrepreneur,...
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583 – Scaling a Software Startup with Joshua Talbert
The How of Business - How to start, run, grow and exit a small business.
Engineer-turned-entrepreneur Joshua Talbert shares his journey from defense contractor to tech startup founder and CEO of MySherpas.ai. Show Notes Page: In this episode, Henry Lopez interviews Joshua Talbert, co-founder and CEO of MySherpas.ai, about his entrepreneurial journey and lessons learned in building and scaling startups. Joshua shares how his engineering background provided the problem-solving skills that have guided his ventures, including the successful growth and sale of his first med tech company. Joshua highlights the critical importance of strong partnerships,...
info_outlineHow small business owners can unlock hidden profits by optimizing financial levers and making smarter money decisions.
Show Notes Page: https://www.thehowofbusiness.com/580-jamie-trull-unlocking-hidden-profits/
Small business owners often focus on chasing revenue, but revenue does not always equal profit. In this episode, Henry Lopez is joined by Jamie Trull, CPA, financial literacy coach, and profit strategist, to discuss the essential profit levers that can transform a struggling business into a thriving one.
Jamie shares her journey from corporate auditor at Ernst & Young and finance leader at Coca-Cola Enterprises to becoming a champion for women-owned small businesses. After leaving corporate life, she pivoted from one-on-one client work to scalable education programs and group coaching.
Her mission is clear: help entrepreneurs understand their numbers and build profitable, sustainable businesses.
Throughout the discussion, Jamie emphasizes that profit is simply the result of revenue minus expenses, but too many entrepreneurs focus on volume instead of fixing underlying financial inefficiencies. She breaks down profit levers such as price, average transaction value, and volume, showing why a simple 2% price increase can be more powerful than chasing dozens of new clients.
Henry and Jamie also explore strategies for managing unprofitable products, such as re-pricing, reducing costs, and communicating value to customers when raising prices. They highlight how differentiation and branding help small businesses avoid competing on price alone.
Debt strategy is another key theme. Jamie stresses that debt can be an effective tool when used wisely for investments and expansion, but warns against using it as a crutch to cover poor financial management. She compares debt to a snowball that can roll out of control if entrepreneurs aren’t intentional about their borrowing.
“Revenue is vanity, profit is sanity. Don’t confuse the two.” – Jamie Trull
Jamie also previews her upcoming book, Hidden Profit, releasing in October 2025, which offers actionable financial strategies for businesses scaling from $50,000 to $500,000 in revenue.
This episode is a must-listen for aspiring and existing micro-business owners who want to improve profitability, strengthen financial foundations, and make smarter decisions about growth and debt.
Jamie Trull is a CPA, financial literacy coach, and profit strategist who left a successful corporate finance career at Coca-Cola to help women-owned businesses take control of their money. Through online courses, group coaching, and now her new book Hidden Profit, Jamie empowers small business owners with the tools and confidence to improve profitability and achieve financial freedom.
This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com