Idaho Business Podcast artwork

Idaho Business Podcast

468 episodes - English - Latest episode: 5 days ago - ★★★★★ - 15 ratings

If you LOVE our town and LOVE small business, you are in the right place!! We interview local legends, learn business and have way too much fun doing it!!

Business business businessmanagement chubbuck entrepreneur growingyourbusiness marketing pocatelloidaho
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Episodes

Accomplish Two Needle Moving Goals in Q2 - Featuring Spencer Ward

April 23, 2024 14:30 - 9 minutes - 12.7 MB

We all want the best for our businesses and teams but at times we put too much on our shoulders and try to bite off more than we can chew. It’s time to choose only two items/goals that will move the needle forward for your business or team this quarter. Why only two? It’s too easy to say you’re going to tackle a whole list of goals in 3 months and then keep pushing tasks down the line because you know it’s too many items to accomplish or you don’t know how to delegate. Decide today what ...

How to Hire Slow and Fire Fast - Featuring Spencer Ward

April 16, 2024 14:30 - 16 minutes - 22.2 MB

You are crazy busy, we know it and you know it. When it comes to hiring for positions in your company are you just dialing in a boilerplate template you found on Indeed to post a job? If so, how has that worked for you so far?  I’m here to tell you there is a better way! Starting with the rules of that position first then moving to outcomes you are halfway there to writing a great description for that position in your company.  After interviewing and hiring, how are you deciding that thi...

How to Stay Positive to Increase Performance - Featuring Spencer Ward

April 09, 2024 14:30 - 12 minutes - 17.7 MB

Nowadays it seems like everyone is so negative—the way people talk, the way they drive, and especially with comments on social media!  In the midst of all of this aggression, rudeness, and oftentimes jealousy, how do you stay positive and happy?   You might think, well, I just tune it out; this stuff about being cheery is dumb, who has time for that?  But did you know that positive thinking will increase your overall performance?  It’s true!   It’s time to take back your life, f...

How to Stay Organized When You are Busy - Featuring Spencer Ward

April 02, 2024 14:30 - 9 minutes - 13.1 MB

We all have those days and or weeks where we look back and say what did I even do today. Even though you know you were busy. Have you thought certain events were a certain day to find out they were the following day? If you can relate, this episode is for you. I can be the king at this! This is why I have to go back to the basics and track my time when I feel disorganized. It’s simple but so easy to do to make all the difference in your output. You will also find yourself getting out o...

How to Create Systems While You’re on Vacation - Featuring Spencer Ward

March 26, 2024 14:30 - 11 minutes - 15.9 MB

If you are a business owner/leader who finds it nearly impossible to delegate certain tasks and obligations to others in your organization, I would implore you to force yourself to go away on vacation for one, if not two weeks.   While you’re away, identify problems that arise which you typically handle, but under the circumstances, suddenly require intervention by someone or something else.  Doing this forces you to be creative and think outside the box while identifying others in yo...

How to Cover Any Position in Your Company - Featuring Spencer Ward

March 19, 2024 14:30 - 9 minutes - 13.3 MB

It’s about cross training your staff. When Betty in accounting is sick for a week or Peter is away for XZY reason, you have other people that know their roles enough to fill the gap while they’re absent. So your company doesn’t have to be at a standstill in that area. Having your staff create a “cheat sheet” for their positions. This is huge. Especially as these rockstars get promoted, you can hire another person with a cheat sheet created from the previous employee that was promoted that ...

How to Thrive the Week After Acquiring Your First Business - Featuring Spencer Ward

March 12, 2024 14:30 - 19 minutes - 26.7 MB

You’ve closed the deal and you’re probably chomping at the bit to get your hands on your new business and start working it.   First off, remember:  Your new employees and leadership have their caution radars going off all over the place.  So you need to love on them, and not change much as you first take control.   They need to know that their jobs are secure and that you are going to take care of them.   So what do you do when the manager/supervisor quits after three days...

How to Close Your First Acquisition - Featuring Spencer Ward

March 05, 2024 15:30 - 15 minutes - 20.8 MB

My business partner Jackson Wood and I just closed our first deal. I wanted to share some of the things we learned as we went through this process and now executing our transition plan. What a great time to be alive and looking for opportunities! We have at our fingertips millions of businesses owned by baby boomers going up for sale. Many of these businesses are fantastic. The problem is that only one out of eleven businesses actually sell.  This is where the opportunity lies, if you ar...

How to Disrupt Your Industry - Featuring Neal Smith

February 27, 2024 15:30 - 17 minutes - 23.4 MB

Just as Uber did to the taxi industry, Neal Smith and his company NSJ Construction are disrupting the framing industry!  After two decades spent framing walls for new buildings, Neal decided there had to be a streamlined and more modern way of getting the job done.  Now, NSJ Construction produces pre-built, high-quality wall panels, designed to be erected far more quickly, compared to traditional framing techniques.  Neal’s system reduces overall labor costs, and wear and tear on framing te...

How to Add Value to Close the Sale - Featuring Doug Dvorak

February 20, 2024 15:30 - 25 minutes - 34.8 MB

How long has it been since you’ve googled your business? What about looking at your own website? Have you made any changes or edits in the last 1-3 years? You are probably missing out on some key sales opportunities. It’s time to really pay attention to who we are trying to reach as our customers. For example- you are only offering a chat contact feature but many older generations also want the option to talk to someone on the phone at times. Tune in and listen to the amazing insight tha...

How to Track and Measure Your Way to Profitability - Featuring Spencer Ward

February 13, 2024 15:30 - 21 minutes - 30 MB

How many of us are putting in hard hours of work day in and day out just to end the day, week, month with less than stellar results? Are you blaming your teams, managers? Are you tracking anything in your businesses or teams to actually measure productivity? If you’re not, this episode is a great jumpstart on how to start putting some of this into practice so you don’t have to wait until the books are reconciled at the beginning of the following month to see if you got kicked in the pant...

How to Be Productive While Being Away - Featuring Spencer Ward

February 06, 2024 15:30 - 13 minutes - 18.9 MB

How many of us have left our offices for a work trip or vacation thinking “I hope this place is still here when I get back!”  Then, do you proceed to worry about things as you are away; checking up on your team incessantly to make sure everything is still operating?   That’s not the way to live or manage a team.  You attract negativity and things actually do go wrong.  What if I told you that you could leave, and it would be possible to check your email just once a day and maybe take ...

How to Retire Without Your Business: Featuring Jackson Wood

January 30, 2024 15:30 - 22 minutes - 31.3 MB

Too many of us are tying everything we have to our businesses and aren’t planning for our retirements. Did you know that the average baby boomer business owner has an average of $202,000 saved for retirement? They need to sell their businesses to retire with dignity. Did you also know that only 1 out of 11 businesses actually sell? It’s time to take action, know where the money in our businesses is going. It’s time to get a plan in place to make sure our families are taken care of and you ...

How to Do What is Most Important in Your Business - Featuring Spencer Ward

January 23, 2024 15:30 - 12 minutes - 16.5 MB

Many of us are still pushing ourselves to the limit physically and mentally with all the tasks of operating and running our businesses.  What would you do though if your physical abilities were taken from you permanently or temporarily? Would your business be able to function still? If you are the one changing every tire, servicing each HVAC or pounding every nail you are going to be in trouble.  How do you pivot and make your business run without you being there for every aspect of it? ...

How to Stay Organized and Dominate - Featuring Spencer Ward

January 16, 2024 15:30 - 14 minutes - 20.2 MB

Have you ever been asked at the end of the week, “How was your week?  What did you do?”  And as you paused to respond, did you recall only how busy you were; not a single thing you actually did?  YOU ARE NOT ALONE!  This happens to many of us.  We’re 100 percent “taking care of business,” but are we being proactive or reactive?   Too often we’re being reactive; just handling what comes at us and then getting to the other important stuff as we have time for it.  The key is to be proact...

3 Things I Wish I Did When I Started My Business - Featuring Spencer Ward

January 09, 2024 15:30 - 14 minutes - 20.4 MB

I think when we are starting a business and we are new to the whole experience, it’s overwhelming. We are just trying to keep our heads above water and learn progressively through our experiences. This works but only so much. Especially when you think about all those who have gone before you and have been successful in your business. This is why reading books from professionals is on my list today and will pour fuel on your business fire! Tune in for the other two! If you are feeling the...

5 Rules to Client Attraction - Featuring Spencer Ward

January 02, 2024 15:30 - 21 minutes - 29.9 MB

It’s a new year and you have benchmarks to hit and life to enjoy!  What can you do to drastically increase your client attraction abilities?  There are five important rules we cover today that will give you the superpowers to get the job done.  The most important thing though is to enjoy your life and enjoy the process throughout this year!   - Spencer Ward       If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Spotify, YouTube, or wherever y...

Why Email Marketing and Websites are Important - Featuring Brian Hermansen

December 19, 2023 15:30 - 30 minutes - 42.1 MB

Too many of us are hesitant to spend money implementing email marketing or designing a great business website.  Or maybe we don’t have time to do it all ourselves.   Instead of constantly avoiding these potentially huge advancements for your business because “you’ve never done it before,” why not just dive in, and see how much your business can grow along with your customer loyalty.   Learn what a sales funnel is, why email marketing is important, and why you shouldn’t be afraid...

How to Appreciate Moments with Those You Love - Featuring Spencer Ward

December 12, 2023 15:30 - 12 minutes - 17.1 MB

We’re all busy! How do you want to be remembered by those you love, your children, your spouse, your friends? After your professional life is over will you have friends or family wanting to be a part of your life? Will they want to come home for Christmas?  You can’t change what has happened in the past but we can change the future.  Find time now to spend with your family/friends without having your phone or computer attached to you. It’s the little moments that matter. If you are fee...

How to Pull Your Business or Career Out of a Stall - Featuring Spencer Ward

December 05, 2023 15:30 - 10 minutes - 14.9 MB

Are you putting in the work day in and day out without getting the advancement opportunities you've been hoping for? If you own your own business are you growing without seeing the additional money you thought you’d see as you grew your business? So much can change with just a one degree course correction or change. Relying on our own abilities and knowledge sometimes is not enough. Are you humble, motivated, tired enough to make the change?  Just as an airplane has to change course to n...

Six Ways to Work on Your Business (Not in): Featuring Spencer Ward

November 28, 2023 14:30 - 22 minutes - 31.3 MB

If you have not read the E-Myth you are missing out! Many of us are working for lunatics because in the business we own the business cannot run without you!  How would you set up your business if it was going to be used as a model for 5000 other businesses? Would you run it the same way as you do now? If you’re like me, you’re probably thinking that you could be doing things better.  It’s time to get your life back and have your business serve you, not the other way around. If you are ...

How To Be Successful by Placing Quality First - Featuring Jake Erickson

November 21, 2023 15:30 - 39 minutes - 54 MB

When you place quality first, the volume will follow. From volume, your organization will benefit from profits. Placing quality before the profits is how Jake Erickson from Bingham Memorial Hospital does it and it’s how many organizations will survive the tests of time. If you are constantly striving to add value to those you serve, your business will naturally grow. If you’ve ever wanted to sit down and learn from a talented CEO here is your chance to learn, grow and take key takeaways to...

How to Make a Decision and Not Die - Featuring Spencer Ward

November 14, 2023 15:16 - 29 minutes - 41 MB

You may not want to listen to this episode.  I tell a story that even my own mother doesn’t know.  It’s a near death experience I had in Zimbabwe when I was serving as a missionary for The Church of Jesus Christ of Latter Day Saints.  I relate this story to making decisions in our lives, not being scared to take action, and allowing our first attempts to not be perfect.   It’s time to not listen to the negative people around us and just take action.  They aren’t the ones who we’re doi...

What can you Accomplish in Two Months? Featuring Spencer Ward

November 07, 2023 14:30 - 16 minutes - 22.2 MB

What’s still left undone on your goal sheet? Why? What’s stopping you? Is it something you should even be doing?  Looking at the goals that are worthwhile and knocking them out of the park within these last two months of the year can be done. Even if it’s a weight loss goal and you haven’t started yet. Make the step, hire a dietician, invest in your future. If it’s wanting to get a few more X amount accounts…what are the 3 things you can do today or this week that will move you closer? ...

Idaho’s Economic Snapshot - Featuring Spencer Ward

October 31, 2023 14:30 - 20 minutes - 28.5 MB

For the first time we take a look at a snapshot of the economics of Idaho. I promise it’s not all boring numbers though. Spencer continues to discuss looking at a snapshot of your business or team’s efforts for the year. Do you ever review your different streams of revenue vs. how profitable they are? Do you look over your turnover rates? Do you want to know you want to know your customer acquisition cost? If so, you’ve found the right episode to stream today! If you are feeling the love, ...

Make Burdens into Opportunity

October 24, 2023 14:30 - 12 minutes - 16.6 MB

If you’re not looking at the trials in your business and your life as opportunities to get smarter, stronger, more humble, etc. you are doomed to repeat those same trials. On top of that you’re going to be impossible to be around because you won’t be happy and you will most likely have the attitude that the world is out to get you. It’s time to kill the negative talk and thinking and step up and use these trials as what they really are, opportunities to grow! If you are feeling the lo...

Are You Talking Too Much in Your Business? Featuring Spencer Ward

October 18, 2023 02:30 - 14 minutes - 20.4 MB

We all know that person, right? That person that turns a 10 min meeting into a 45 min meeting because they just wanted to hear themselves talk. Ask yourself, am I that person? Even from time to time? People who dominate the conversation are looked at as arrogant, or they don’t care or does not value others. Being a skilled listener takes practice but yields better results. People don’t care about you, they care about themselves and or their business. When you can actively listen and ask in...

Learning How to Exit Your Business - Featuring Spencer Ward

October 10, 2023 23:46 - 18 minutes - 25.8 MB

It may be a distant thought or it might be currently hitting you in the face:  You’re going to need to exit your business.  Have you ever sold a business?  Do you know what buyers are looking for?  Understanding what the process is like will help you know what steps to take before you make the decision to sell.  - Spencer Ward   If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Spotify, YouTube, or wherever you are!! If you'd like to be featured on an ep...

Intentional Business Owners - Featuring Spencer Ward

October 03, 2023 14:30 - 13 minutes - 18.6 MB

What got you here, is most likely not going to get you there.  How intentional are we being with our days, who we spend our time with, and our businesses?  Just because you can cover the hands-on tasks in your business doesn’t mean you should.  If you own a service station, should you be the one changing the oil?  No!  Be intentional with your time by creating systems that generate more time and freedom for you to be more productive in your business and in the lives of your family.  - Spenc...

What’s Stopping You from Your Vision for Your Life? Featuring Spencer Ward

September 26, 2023 14:30 - 15 minutes - 21 MB

In the words of Rob Dyrdek, “see it, believe it, do it”. If you constantly are seeing reminders of your goals in front of you it’s easier to stay motivated to accomplish them. Creating a vision board for yourself, having a note in the instrument panel of your car, or seeing them written on your bathroom mirror every day are ways to keep it fresh in your mind. Why, you may ask? How often do we come out in the beginning of the year or week swinging for the fence and ready to rock to only sta...

How are You Adding Value for Other Business Professionals? - Featuring Kristina James

September 19, 2023 14:30 - 23 minutes - 32 MB

Consumers are getting smarter and more aware of thinly disguised sales tactics.  Networking with the mindset of “how can I add value to people’s lives and listen to them” will get you further than having a goal of handing out 3200 business cards in a single networking session.  People want to do business with those who they like and trust.  We hear more about this from Kristina James, who’s an account executive for IT services provider TruLeap Technologies.  - Spencer Ward   If you are...

Finding a Vision and Value for Your Life - Featuring Scott Stephens

September 12, 2023 14:30 - 27 minutes - 37.5 MB

When we’re younger, we’re mostly focused on taking one planned out step after another.  As we get older we’re focused on how to make more money, how to be a good spouse or significant other, and how to be a good parent.  Instead of being caught up in the busyness of life, we should take a step back and ask ourselves what do we want out of life, where do we eventually want to be, and what do we hope to achieve.  Having some clarity can help people young and old make the best decisions for th...

Are You Moving the Needle with Current and Potential Customers? Featuring Spencer Ward

September 06, 2023 14:30 - 18 minutes - 25.1 MB

Complacency kills, it kills deals, it kills relationships and it kills businesses. Learning how to continually connect with current and potential customers is key.  Even if you have a company 50+ years old and you’re happy taking your nice salary out of it, customers don’t always stay forever. It’s up to you to continue to bring in leads, bids and sales to replenish your revenue when you aren’t actively trying to grow and to grow your revenue and profits when you are. If you are feeling ...

Who are you to Your Family when you Come Home from Work? Featuring Spencer Ward

August 31, 2023 14:30 - 15 minutes - 21.7 MB

I get it. Being a business leader and or owner is hard and not always just fun in the sun… We go through bad days, but who are we to our family when we open the door to our homes as we return from work? Are we transferring the stress from your professional life onto them? Are you avoiding time with those who really matter because you are “too stressed” or “too busy”? Let’s dig into that topic today! If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher...

Who Will You Become From the Hardships You Go Through? Featuring Spencer Ward

August 22, 2023 14:30 - 10 minutes - 14.4 MB

From reading Greenlights by Matthew McConaughey, learning more about Damon West, and going through plenty of tough times myself, I’ve learned there is always something to gain and a way to grow through challenges.  No matter what you are facing, there will always be a positive way out and a way to improve as a person.  Yet the process of receiving these all-important lessons is usually not fun.  - Spencer Ward   If you are feeling the love, make sure to subscribe, rate, and review on i...

Who Will You Become From the Hardships You Go Through? - Featuring Spencer Ward

August 22, 2023 14:30 - 10 minutes - 14.4 MB

From reading Greenlights by Matthew McConaughey, learning more about Damon West, and going through plenty of tough times myself, I’ve learned there is always something to gain and a way to grow through challenges.  No matter what you are facing, there will always be a positive way out and a way to improve as a person.  Yet the process of receiving these all-important lessons is usually not fun.  - Spencer Ward   If you are feeling the love, make sure to subscribe, rate, and review on i...

Creating Stronger Bonds in Business and in Ourselves - Featuring Camille Winter

August 15, 2023 14:30 - 27 minutes - 38.2 MB

As Admissions Coordinator, Camille understands that providing value in the sales process is the way to success. Also understanding how to read the room when you are on a sales call to make sure you don’t overstay your welcome. As a nurse, she understands the importance of taking care of your health through choosing the correct home health company, when needed, and keeping up your strength as you age through staying active to live a longer and healthier life. If you are feeling the love, ma...

Volunteering Can Help Build Our Youth Into Great Adults - Featuring Sheriff Tony Manu

August 08, 2023 14:30 - 24 minutes - 33.9 MB

As Sheriff of Bannock County, Tony sees the best and the worst every week. One way to continue to keep Idaho such a great place to live is to volunteer, and help build up our youth through sports, and other activities to be a positive influence in their lives. Learning how we can assist in our community is how we will keep Idaho great. If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher, Spotify, or wherever you are!! If you'd like to be featured o...

Having Success Through Community Involvement and Adding Value - Featuring Cassey Leatham

August 01, 2023 14:30 - 33 minutes - 45.9 MB

In this competitive world it’s not enough to just get good grades in college and hope to get a great job.  It’s also not enough to just build something new thinking people will automatically show up, without actually getting to know people in your community and also adding value to their lives.   Cassey Leatham is a Select Employee Group (SEG) Relationship Manager at Mountain America Credit Union, and also a business owner.  She’s an awesome example of someone who is serving others an...

Don’t Be Content with Snakes and Sparklers - Featuring Spencer Ward

July 25, 2023 14:30 - 14 minutes - 20.1 MB

We all know the classic comedy Joe Dirt.  In that film Joe tries to buy some fireworks that explode “and go boom!”  Unfortunately, the owner of the fireworks stand only sells snakes and sparklers, because that’s all he likes.   We can compare this with the experiences we’re having in our lives.  Are we going to new places, meeting new people, listening to new broadcasts, trying new things personally or professionally, etc?   Diversity of experience directly correlates to success...

Who or What is Keeping You from Your Dream? Featuring Spencer Ward

July 18, 2023 14:30 - 13 minutes - 18.4 MB

Who or what is keeping you from your dream?   The people we associate with are who mold us and motivate us. It’s not our coaches or teachers, it’s who we spend countless hours communicating with and associating with.  No matter where we find ourselves currently either physically, financially, emotionally and spiritually we can always achieve a higher level of life. We are the author’s of our story.  

How Does Your Customer Service Rank? Featuring Spencer Ward

July 11, 2023 14:30 - 11 minutes - 15.9 MB

Do we find ourselves not responding promptly to our customers or keeping commitments to leads that come into our business because we’re “too busy”? This is nonsense, put a system In place with an assistant (Either local or virtual). Consistently communicating back to our customers and qualifying leads into sales is the lifeblood of our business! If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher, Spotify, or wherever you are!! If you'd like to be fe...

Proud to be an American - Featuring Spencer Ward

July 04, 2023 14:30 - 8 minutes - 11.7 MB

Happy Independence Day!  I hope we can all spend some time reflecting upon the things we are grateful for, as we watch the fireworks and enjoy those who we care about around us.  Gratitude brings fruits of happiness; happiness makes you more productive and likable.  - Spencer Ward   If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher, Spotify, or wherever you are!! If you'd like to be featured on an episode go to theidahobusinesspodcast.com to AP...

Look for the Opportunities that Come with Change

June 27, 2023 14:30 - 18 minutes - 24.9 MB

From the recession in 2007 to Covid and all the craziness that is going on around us now we have seen our share of change within the World. It’s our job as business leaders to look for opportunities and adapt to the changes. Now, I’m not talking about changing our moral standards but the way we conduct business. There is always opportunity in change.  

Own Multiple Businesses and Still Enjoy Your Life - Featuring Jason Johnson

June 21, 2023 14:30 - 16 minutes - 22.7 MB

It all starts with your mindset. Do you have the confidence and belief that you can be successful?  Secondly, make sure your core values are in place and you are building a solid team that shares those values. Third, it comes to processes and systems. If you believe that you have to be there for things to go “right” then you may not be ready to take on the extra responsibility of owning another business.  Understanding there is a difference between owning a business and owning your job...

What Reality do You Want for Yourself? - Featuring Spencer Ward

June 13, 2023 14:30 - 9 minutes - 13.5 MB

Are you living a reactive life where you allow the things happening around you dictate the direction of your life? Are you being tossed around like some driftwood on a rough sea? Or are you living a proactive life where you’re constantly assessing and finding ways to create a better situation for yourself? Are you bending reality to your will? Finding ways to create opportunities for yourself?  

How to Be Confident in the Changes You’re Making - Featuring Spencer Ward

June 06, 2023 14:30 - 13 minutes - 18.5 MB

You know the story when Peter left the boat to walk to Jesus on the water.  He made it a few steps, started to doubt himself, and then fell in.  How often do we find ourselves doing this when managing our businesses?  Maybe we made a long needed change and we hit a snag during it… what do we do?  How do we move forward with confidence in our decision?  - Spencer Ward   If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher, Spotify, or wherever you ar...

Memorial Day Special: Be a Pro America Business - Featuring Spencer Ward

May 30, 2023 14:30 - 10 minutes - 14.5 MB

It’s our job to serve and love on our customers. Instead of taking stances on one side or the other, why don’t we just run Pro-America businesses and focus on building our businesses.

Is Someone Else Going to Decide the Outcome of your Life? - Featuring Spencer Ward

May 23, 2023 16:30 - 13 minutes - 19 MB

If you haven’t watched the movie, American Underdog, you should. It’s a story of true grit and determination. When many had Kurt Warner labeled as someone that wasn’t good enough, talented enough he didn’t allow them to dictate his outcome. How will we decide who will have influence over our outcome? If you are feeling the love, make sure to subscribe, rate, and review on iTunes, Stitcher, Spotify, or wherever you are!! If you'd like to be featured on an episode go to theidahobusinesspod...

How to Even the Playing Field for Small Businesses - Featuring Brian Carruthers

May 16, 2023 17:32 - 30 minutes - 42.2 MB

How often have you written off a balance owed because it would cost more in legal fees than to collect?  Are there times when you wish you could call your attorney for advice on a matter but didn’t want to pay the fee to ask it?  What if you could pay a small monthly amount that would allow your company access to legal services whenever you needed them?  Spencer hears from LegalShield Executive Director Brian Carruthers who explains how this could benefit your business.   Brian’s reac...