In this episode of Voices of Leadership, Chris Atwell sits down with Anthony Estrada for a thoughtful, authentic conversation about what truly shapes a leader over time. Anthony reflects on how his leadership foundation was formed long before business ownership, rooted in watching his father serve others with humility, generosity, and consistency. That early example instilled in Anthony a people-first philosophy that continues to guide how he leads his team, supports his customers, and shows up every day.

Anthony shares one of the most challenging seasons of his career, losing a key team member while simultaneously closing a warehouse, building a new one, and rebuilding his business from the ground up. Going from a team of three to working alone forced him to dig deep, lead through uncertainty, and project confidence even when he felt internally lost. That experience reshaped how he approaches resilience, responsibility, and leadership during adversity.

Chris and Anthony also explore the personal side of leadership, including the habits and routines Anthony relies on to show up as his best self. From carving out quiet morning time to prioritizing family, Anthony explains how protecting his energy allows him to lead with clarity, steadiness, and intention.

Looking back, Anthony offers powerful advice to his younger self, ask for more help, be more vulnerable, and don’t carry everything alone. He opens up about the pressure entrepreneurs place on themselves and the importance of community, curiosity, and asking better questions earlier in the journey.

Looking ahead, Anthony shares what excites him most about the future: developing the next generation of leaders within his business. His vision centers on building something sustainable, an organization others want to be part of, grow, and eventually carry forward. His leadership focus continues to evolve from day-to-day survival to long-term legacy, investment in people, and creating opportunity beyond himself.

Chris and Anthony explore:

• How early family influence shaped a people-first leadership mindset
• Leading through loss, uncertainty, and rebuilding from scratch
• Showing strength and confidence during challenging seasons
• The importance of morning routines, energy management, and family priorities
• Why vulnerability, asking for help, and community matter in leadership
• Building future leaders and creating a business with lasting value

This episode delivers honest leadership insight, real-world lessons, and a refreshing reminder that leadership isn’t about having all the answers, it’s about serving others, staying resilient, and continuing to grow.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Jason Romano for a grounded, insightful conversation about the experiences that shape real leadership. Jason reflects on a defining moment early in his career as a young football coach, when his head coach was battling cancer and instilled a powerful standard of “mental toughness” within the team. That season marked by loss, resilience, and unity shaped Jason’s belief that leadership is about team over individual, grit over ego, and winning together rather than seeking the spotlight.

Jason and Chris dive into some of the most challenging realities leaders face, including stepping into ownership during the uncertainty of COVID and guiding teams through constant change. Jason shares how he focuses on building confidence, trust, and mental strength in others, encouraging people to take ownership, learn from failure, and grow without fear of being graded every day. He also highlights the ongoing challenge of shifting mindsets from individual contribution to true team alignment.

Throughout the episode, Jason emphasizes the importance of process and documentation as leadership tools. From capturing institutional knowledge as experienced team members retire to creating clear, repeatable processes, he explains how structure creates clarity and stability in a growing organization. He also reflects on the value of curiosity, asking better questions, and understanding the bigger picture earlier in one’s leadership journey.

Looking ahead, Jason shares his excitement about the future, expanding the team, developing the next generation of leaders and owners, and building a long-term vision that positions the company for decades of growth. His leadership focus continues to evolve from day-to-day execution to visionary thinking, team development, and creating opportunities for others to lead.

Chris and Jason explore:

• How early coaching experiences shaped a team-first leadership mindset
• Leading through uncertainty, including stepping into ownership during COVID
• Building confidence, accountability, and mental toughness within teams
• The importance of process, documentation, and capturing institutional knowledge
• Why curiosity and asking better questions accelerates leadership growth
• Developing future leaders and building a long-term organizational vision

This episode offers practical insight, real-world leadership lessons, and a refreshing perspective for anyone navigating growth, change, and team development, especially within the manufacturers’ rep community.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Beau Jolly for a grounded, deeply personal conversation about the experiences that shape real leadership. Beau reflects on a defining, life-altering moment, being diagnosed with diabetes, and how that challenge fundamentally changed the way he approached not only his health, but discipline, mindset, and leadership. What began as a personal battle became the foundation for how he shows up every day: leadership starts with self-mastery.

Beau and Chris dive into one of the toughest challenges leaders in the rep industry face: losing a major line. Beau shares how applying the same discipline and resilience he developed through his health journey allowed him to respond with consistency instead of panic. Rather than giving up, he embraced the challenge as a refining process, a “purifying fire”, and committed to steady, daily action to rebuild and grow stronger.

Throughout the episode, Beau emphasizes the importance of structure, routine, and doing hard things daily. From preparing the night before to early morning workouts, quiet time, and faith-based reflection, he explains how creating order before the day begins allows him to lead with clarity, energy, and presence. He also underscores the responsibility leaders have to invest in themselves so they can better serve their teams, customers, and families.

Looking ahead, Beau shares his excitement around new partnerships, growth opportunities, and the chance to pour into others, not just professionally, but personally. He also discusses the importance of vision, mission, and helping team members align their personal growth with the broader purpose of the organization.

Chris and Beau explore:

• How a personal health challenge reshaped leadership mindset and discipline
• Responding to major business setbacks with consistency and resilience
• The role of daily routines, faith, and self-mastery in effective leadership
• Why doing hard things builds the capacity to lead through adversity
• The importance of vision, mission, and creating buy-in within teams
• Leading with purpose by investing in people, not just performance

This episode offers practical wisdom, raw honesty, and a powerful reminder that leadership starts from within, making it especially impactful for leaders navigating pressure, change, and growth in the manufacturers’ rep community.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Graham Walker for a grounded, insightful conversation about the experiences that shape real leadership. Graham reflects on a defining contrast early in his career, experiencing leadership inside a large, highly structured organization and then within a smaller, trust-driven environment. That contrast shaped his belief that while process matters, real leadership is built through personal connection, trust, and genuine commitment to a shared vision.

Graham and Chris dive into one of the most critical leadership challenges: navigating what you don’t know. Graham shares a pivotal experience where he witnessed the consequences of leaders failing to understand the details behind complex initiatives. Determined not to repeat that mistake, he committed himself to learning deeply, even outside his formal expertise, so he could ask better questions, earn credibility, and lead technical teams with confidence and respect.

Throughout the episode, Graham challenges the idea that leaders should remain hands-off or purely outcome-focused. Instead, he emphasizes curiosity, continuous learning, and staying involved in the details as essential leadership traits, especially in fast-moving areas like technology and AI. He also shares how he structures his time to exhaust his strategic thinking through focused idea generation and research, allowing him to lead with clarity and execute effectively.

Looking ahead, Graham shares his vision for leadership that is both strategic and engaged, one where leaders are active participants in building solutions, not just holding teams accountable for results.

Chris and Graham explore:

• How contrasting leadership environments shape leadership philosophy
• The danger of not knowing what you don’t know
• Why curiosity and continuous learning are non-negotiable for leaders
• The importance of staying involved in the details to earn trust and credibility
• Structuring time to balance strategic thinking and tactical execution
• Leading effectively through rapid technological change, including AI

This episode offers practical wisdom, thoughtful perspective, and a refreshing approach to leadership for anyone seeking to grow, stay curious, and lead with purpose in an increasingly complex business environment, especially within the manufacturers’ rep community.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Patrick McCarthy for a grounded, insightful conversation about the experiences that shape real leadership within a multigenerational, family-run rep agency. Patrick reflects on a defining chapter in his journey: navigating a formal succession planning process that forced him to confront his leadership style, personality, and role within both the business and his family. That experience brought a new level of self-awareness and clarity that continues to guide how he leads today.

Patrick and Chris dive into one of the most challenging aspects of leadership in a growing organization: people management. As the business evolved and long-tenured team members retired, Patrick shares how stepping outside his comfort zone to build hiring, retention, and communication processes became essential to scaling the company and protecting its culture. He emphasizes the importance of transparency, clearly defined roles, and treating the business like a competitive team, even when family dynamics are involved.

Throughout the episode, Patrick underscores the value of presence and visibility as a leader. From starting mornings with customer service to staying engaged with his family and children’s activities, he shares how leadership doesn’t stop at the office door. Looking ahead, Patrick discusses his excitement around technology and AI, the opportunity hidden within data management, and what it will require of him to lead the company thoughtfully through rapid change while enhancing the customer experience.

Chris and Patrick explore:

• How succession planning builds self-awareness and leadership clarity
• Leading within a multigenerational, family-run business
• Navigating people management, hiring, and retention challenges
• The importance of transparency, role clarity, and open communication
• Staying visible, present, and engaged as a leader
• Embracing technology, data, and AI to drive future growth
• What leadership requires in times of rapid industry change

This episode offers practical insight, relatable challenges, and an honest perspective on leadership for anyone navigating growth, family dynamics, and the future of the manufacturers’ rep industry.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Jamie for a grounded conversation about how real leadership is built over time. Rather than pointing to a single defining moment, Jamie reflects on how consistency, responsibility, and simply refusing to let the ball drop shaped his leadership journey. For him, leadership wasn’t claimed, it was earned by showing up and caring deeply about making people better.

A central theme of the conversation is the connection between leadership and fatherhood. Jamie shares how becoming a parent forced him to step fully into responsibility, a mindset that naturally carried into his professional life and continues to guide how he leads others.

Chris and Jamie also explore one of the toughest moments in Jamie’s leadership: navigating an employee’s substance abuse issue. Jamie discusses the difficult balance between grace and accountability, offering support while maintaining clear standards, and the reality that leaders can create opportunity, but individuals must choose growth.

Throughout the episode, Jamie emphasizes the importance of daily habits and self-discipline. From early mornings and exercise to faith, gratitude, and journaling, he explains how reflection creates clarity and presence. Looking back, journaling and goal setting are the habits he wishes he had embraced earlier, and now encourages in both his team and his family.

Looking ahead, Jamie shares his excitement about the future of the industry, particularly the opportunity to educate and develop the next generation. As technology evolves, he believes the role of reps is shifting from selling products to becoming trusted educators and problem solvers.

Chris and Jamie explore:

• Why leadership is built through consistency, not single moments
• How fatherhood shapes responsibility and leadership mindset
• Balancing grace and accountability in difficult people decisions
• The role of journaling, reflection, and intentional routines
• Resistance to change and adopting new technology
• Shifting from a sales mindset to an education-driven approach

This episode offers an honest, relatable perspective for leaders seeking to grow themselves, their people, and their impact within the manufacturers’ rep community.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this episode of Voices of Leadership, Chris Atwell sits down with Justin Elis for a grounded, insightful conversation about the experiences that shape real leadership. Justin reflects on a defining moment early in his career, being thrust into a failing property integration and tasked with “fixing it.” What he learned through that challenge continues to influence his leadership today: growth often comes from being thrown into the fire, and effective leaders understand the motivations, strengths, and perspectives of every person involved.

Justin and Chris dive into one of the most common leadership hurdles: gaining buy-in. Justin shares how his organization’s approach to CRM adoption shifted dramatically once they focused on communicating the why, proving that people naturally want to add value when they understand the purpose behind the work.

Throughout the episode, Justin challenges the myth that leaders must be the best at everything. Instead, he underscores the importance of humility, self-awareness, and recognizing and elevating the strengths of others. Looking ahead, he shares his vision for becoming an even stronger strategic partner to manufacturers and developing the next generation of leaders within his organization.

Chris and Justin explore:

• The value of being “thrown into the fire” and learning through pressure
• Why explaining the why drives buy-in and organizational alignment
• The importance of time management, presence, and starting the day with intention
• How self-awareness and humility elevate a leader’s impact
• The shift toward becoming a true strategic partner to manufacturers
• The responsibility and opportunity of developing future leaders within the organization
  
  

This episode offers practical wisdom, relatable challenges, and a refreshing perspective for anyone on their leadership journey, especially those in the manufacturers’ rep community.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.

In this first episode of the Voices of Leadership – AIM/R Series, Chris Atwell sits down with Scott Cooper, President of New England Sales Inc. and a second-generation leader with nearly 40 years of experience in the manufacturers’ rep industry. Scott offers a grounded, humble, and deeply seasoned perspective on what it truly takes to lead with purpose over the long term.

Scott shares why leadership isn’t shaped by a single “aha” moment, but by a lifetime of experiences; watching his father lead, learning from other business owners, and being exposed to the realities of people, relationships, and decision-making. He opens up about navigating economic cycles, sticking to a plan under pressure, and balancing decisiveness with flexibility.

One theme that comes through clearly is Scott’s commitment to servant leadership. From simple daily habits like greeting every employee to the deeper belief that “if you take care of your people, they’ll take care of everything else,” Scott reveals the mindset that has guided his company forward for decades.

Chris and Scott also explore:

• The challenges and opportunities facing reps today
• How to maintain composure when the pressure is on
• Why asking for help is a superpower, not a weakness
• The importance of humility, presence, and staying in the moment
• Scott’s vision for the future as his agency enters its third generation

This conversation offers a rare behind-the-scenes look at the evolution of a leader who has grown through decades of change — and continues to grow today.

If you’re a leader in the manufacturers’ rep world (or on your own leadership journey), this episode delivers wisdom, clarity, and practical truth from someone who has lived it.

Chris Atwell is the Founder of Mindset-Conquest, a leadership and mindset coach working with manufacturers’ rep agencies across North America. He helps leaders strengthen their mindset, elevate their leadership, and create the clarity and structure needed to grow their business and their people.