What’s the one trait that can make or break your growth journey? For Joe Steuter, Partner at Intention.ly, it’s resourcefulness — and he’s learned it from a lifetime of solving problems, starting with early mornings on a dairy farm in Nebraska.In this episode, host Kelly Waltrich sits down in-person with her friend and business partner to unpack the lessons from 20+ years in financial services, including how to communicate with intention, stand out in a sea of sameness, and hire marketers who can actually deliver results.From growing Carson Group from $800M to $42B AUM, to helping dozens of RIAs and fintech firms clarify their vision, Joe shares why internal alignment is just as important as external marketing — and why you should never show up with a problem without also bringing a potential solution.This conversation is packed with insights on leadership, messaging, resilience, and building teams that can weather the ups and downs of business growth.Kelly and Joe cover:00:00 – Growing up on a farm, work ethic, and early career friendship with Kelly02:50 – Lessons from scaling Carson Group from $800M to $42B06:45 – Why experience matters when choosing strategic partners08:56 – Common growth challenges RIAs and fintechs face12:15 – The role of marketing partners as strategic guides14:45 – Resilience and resourcefulness from farm life to boardrooms20:03 – Cutting through the “sea of sameness” in messaging26:24 – Why differentiation starts with knowing your audience deeply29:17 – Embracing iteration and change in brand development33:06 – Company vision planning: balancing direction with flexibility38:09 – Hiring landmines and finding marketers who can actually execute44:19 – Two actionable tips for hiring marketers who deliver ROI48:50 – Aligning marketing leadership with executive expectations49:54 – Joe’s “Don’t Do That”: Don’t knock on the door without a key53:42 – Bringing solutions, not just problems, to your team57:21 – Why the hardest challenges are often the most meaningfulAbout Our Guest:Joe Steuter is Partner and Chief of Client Strategy at Intention.ly, where he helps RIAs, fintech firms, and financial services companies transform their marketing into a true driver of strategic growth.With more than two decades in the industry, Joe is a master communicator and strategist, having played a pivotal role in scaling Carson Group from a single-office, $800M RIA to a $42B national powerhouse with over 175 locations. His career has been defined by a commitment to aligning teams around a clear vision, crafting differentiated messaging, and building resilient growth strategies that work in the real world. 📩 Stay Informed – Join Our Newsletter!Stay ahead of industry trends and get exclusive updates straight to your inbox: Sign Up Now https://intention.ly/💬 Let’s Talk!Have questions or ready to start your next marketing campaign? Contact us: https://intention.ly/contact-us/

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