What it Takes Podcast

In this episode of The What It Takes Podcast, host Tuli Kraus sits down with Seth Farbman, entrepreneur, former securities lawyer, and founder of multiple successful companies including SEC filing services, stock transfer operations, and modern LinkedIn marketing agency Share Media.This is not a typical “startup success story.” It’s a raw, behind-the-scenes conversation about building companies from a basement startup to multi-exit businesses, making millions, losing millions on failed ventures, and learning what actually drives long-term success in business: people, persistence, and purpose.Seth shares how he went from practicing law in Manhattan to building four companies with his long-time partner, how a chance conversation over Pesach led to a business that scaled to thousands of clients, and how he later transitioned into helping CEOs and public companies grow through LinkedIn marketing and strategic visibility.If you're an entrepreneur, founder, salesperson, or anyone trying to grow in your career or business, this episode breaks down real-world lessons you won’t get in business school.How Seth Farbman transitioned from securities lawyer to serial entrepreneurThe Pesach conversation that led to building a multimillion-dollar company from a basementWhat it takes to scale a business to 5,000+ customers and 100+ employeesWhy hiring the right people matters more than strategy or productThe emotional reality of selling a company (and losing identity after exit)Earnouts, acquisitions, and what really happens after you “sell” your businessLessons from failed ventures like apparel brands and startup experimentsWhy not every great idea is a profitable businessHow LinkedIn became a powerful growth engine for CEOs and public companiesWhat separates top-performing employees from average onesSales mindset: why fear kills deals and relationships build revenueHow persistence (like a candidate showing up 4 times) can change your lifeSeth breaks down 30+ years of experience in business and shares brutally honest insights:You don’t build companies to sell them — exits often come unexpectedlyThe real value of a business is in relationships, not just revenueEmployees who take initiative outperform those who just “do their job”Introverts can win in business by leading with value firstMost business failures come from building without real market validationPurpose and momentum matter more than comfort or certainty0:00 The Real Reason Behind Visibility, Clients, and LinkedIn Growth 8:05 From a Basement SEC Filing Company to Two Buyouts 14:24 Purpose, Daymond John, and Finding the Recruiting Niche 20:07 Law School, Marriage, and Becoming a Reluctant Schmoozer 27:08 The Persistence That Got Hired Four Times 33:00 Hat Flops, Weight-Loss Gimmicks, and a Thousand Public Companies LinkedIn: https://www.linkedin.com/in/sethfarbman/Instagram: https://www.instagram.com/sethfarbmanstock/Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/Hiring the wrong person is expensive — not just financially, but culturally.Blackbird Recruiting helps growing companies hire people who actually perform, so you can spend less time filtering résumés and more time building your business.

In this episode of the What It Takes Podcast, host Tuli Kraus sits down with Aaron Zutler, sales veteran, entrepreneur, and co-founder of Pop Insanity, to talk about learning to sell from the ground up, cracking the big box retail code, and how a popcorn machine that couldn’t be returned ended up becoming a nationwide brand.Aaron Zutler spent years in the trenches selling small electronics, keyboards, webcams, and peripherals, into some of the toughest buyers in retail: Best Buy, Walmart, and Target-level accounts who eat vendors for breakfast. He learned how to negotiate, how to read a room, and how to get a “yes” from people whose entire job is to say “no.”Then, almost by accident, he got introduced to a keyboard player making insane popcorn in his kitchen. That introduction, and one non-refundable popcorn machine, led to Pop Insanity, a gourmet kosher popcorn brand that landed on Oprah’s Favorite Things list, got featured on Good Morning America, and eventually earned a starring role on Marcus Lemonis’ show The Fixer.In this conversation, Aaron breaks down what it actually took, sleeping on a blow-up mattress in Muncie, borrowing money while making two weddings, building a brand with no marketing budget, and staying calm when the website crashed in the middle of Q4 holiday season.He also gets real about partnerships, hiring, what separates employees who rise from those who stay stuck, and why customer service matters just as much as the product.If you’re an employee trying to level up, a founder figuring out how to build something from scratch, or someone quietly wondering if your skills could one day work for you, this episode is exactly what you need.💡 In This Episode, We Cover:◼️ How Aaron stumbled into sales and why he says it’s the most valuable skill you can have ◼️ The insider breakdown of selling into big box retail (open to buy, end caps, markdown money and more) ◼️ The non-refundable popcorn machine that accidentally started a business ◼️ What the early days of Pop Insanity actually looked like, blow-up mattresses and all ◼️ How Oprah’s team found them at a gift show in Atlanta and what happened next ◼️ Getting on Good Morning America and landing Marcus Lemonis’ The Fixer ◼️ How COVID shifted their entire business model in their favor ◼️ The three things Aaron says you absolutely need in a business partner ◼️ What separates employees who grow fast from those who stay stuck ◼️ Why honesty, initiative, and mavatar (flexibility) matter more than any resume⏱️ Chapters:0:00 From Office Work to Closeouts: How Aaron Accidentally Got Into Sales7:45 The Art of Selling: Aggression, Etiquette & What Actually Works21:26 The Popcorn Machine That Started It All: The Origin Story of Pop Insanity29:10 Sleeping in Muncie: Building Pop Insanity From Zero39:41 Oprah’s Favorite Things: Getting Discovered at a Gift Show in Atlanta47:24 The Fixer & The Website Crash Heard Round the Warehouse52:17 COVID, Hiring & What It Actually Takes to Grow Inside a Company🔗 Connect with Aaron ZutlerLinkedIn: https://www.linkedin.com/in/aaron-zutler🔗 Connect with the Host - Tuli KrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/United RefuahUnited Refuah offers an affordable alternative to traditional health insurance through a health share program, with a monthly cost of just $500. For the first 10 listeners, use code Blackbird to get the third month free.https://unitedrefuahhs.org/Blackbird RecruitingHiring the wrong person is expensive — not just financially, but culturally.Blackbird Recruiting helps growing companies hire people who actually perform, so you can spend less time filtering résumés and more time building your business.If you’re serious about scaling with the right team, visit blackbirdrecruiting.com to learn more.

The Brutal Truth About Being A Creative Director | How a Borough Park Kid Landed HBO, Polaroid, and Brother ft. Sam AshHow data and storytelling can build a career? In this episode of the What It Takes podcast, we sit down with Sam Ash (not the music store!), a marketing powerhouse and the unconventional creative mind behind iconic campaigns for HBO, Brother, Polaroid, and countless brands in the frum world.Sam takes us on a hilarious and insightful journey from his Borough Park Yeshiva days to the top of the advertising world, pulling back the curtain on how he launched the Brother P-Touch, made Paint fascinating, and why he never wears the same "professional" face twice. He shares profound lessons on faith, family, and why today's consumers don't want to think, they want to feel.This is a raw, funny, and deeply authentic conversation about the power of a great idea, the importance of knowing your "why," and what Jewish marketing is missing.💡 In This Episode, We Discuss:◼️ Sam’s journey from a Yeshiva kid in Borough Park to a sought-after creative director◼️ The hilarious story of launching the Brother P-Touch and the "aha" moment that created a new product category◼️ His philosophy that you're not selling the drill, you're selling the hole! Why benefits always beat features◼️ The challenge of balancing a demanding creative career with family life and faith◼️ Why the frum community is the last great bastion of print advertising and how to use it effectively◼️ His unexpected encounter with John Ratzenberger (Cliff from "Cheers") and the life lesson about money and family◼️ How to "niche yourself" to break into a creative career◼️ The problem with AI, SEO, and why they can't replace true talent and insight◼️ What most Jewish marketing is missing and the agencies that are getting it right◼️ His advice for business owners on how to choose the right creative agency⏱️ Timestamps00:00 Meet Sam Ash: The Unconventional Creative3:09 From Borough Park to Big Brands: A Yeshiva Kid's Origin Story5:07 The Brother P-Touch Launch: Selling the Hole, Not the Drill22:45 Faith in the Workplace: Wearing a Kippah in Corporate America27:16 The John Ratzenberger Story: A $150,000 Lesson on Priorities35:48 How to Break Into a Creative Career: Niche Yourself41:29 The State of Jewish Marketing: The Last Bastion of Print43:10 Sam's Final Advice: How to Pick the Right Creative Agency🔗 Connect with Sam AshLinkedIn: https://www.linkedin.com/in/samash180/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/#WhatItTakesPodcast #Marketing #Advertising #BrandStrategy #CreativeDirector #Entrepreneurship #JewishBusiness #Startup #CareerAdvice

What If Everything You Knew About Hiring Was Wrong? featuring Aaron KleinHow to build an all-star team without the sky-high costs? In this episode, we crack the code on hiring amazing talent from around the world.Tuli Kraus chats with Aaron Klein from Real Hires, who spills all the secrets on finding incredible offshore remote talent, from executive assistants and bookkeepers to tech whizzes.We explored which countries are best for specific roles, how to avoid common hiring mistakes, and the mindset shift that turns a remote hire from a cost into your best investment. If you're thinking about hiring remotely but nervous about how to make it actually work. This conversation is your game plan.💡 In This Episode, We Discuss:◼️ Transitioning from Outsourcing Problems to a Direct-Hire Remote Model◼️ Categorizing Remote Roles into Three Distinct Responsibility Tiers◼️ Matching Country-Specific Talent Strengths to Specific Job Functions◼️ Humanizing Remote Work to Build Loyalty and Increase Productivity◼️ Shifting the Focus from Employee Presence to Measurable Output◼️ The Critical Difference Between Delegating Tasks and Delegating Responsibilities◼️ Accessing a Global Talent Pool for a Better Return on Investment◼️ Avoiding the Impulsive "Shiny Penny" Approach to Hiring Remote Talent◼️ Why the Highest-Level Operational Roles Often Need to Be Local◼️ Building a Multi-Country Sourcing Strategy to Avoid Talent Shortages⏱️ Timestamps00:00 The Betrayal That Started It All5:34 From Employee to Boss: The Ultimate Power Move7:38 The Secret Global Talent Map13:27 The Shocking "Lunch Break" Mass Exodus19:50 The Big Lie About Remote Work24:56 The "Bystander Effect" is Killing Your ROI40:31 How to Build a Cult (Culture) Remotely51:55 We Hired a NASA Engineer & a Fox News Booker58:29 The TRUTH About the "Return to Office" Order1:03:23 How to Find Us & Steal Our Talent🔗 Connect with Aaron Klein Instagram: https://www.instagram.com/realhires/ LinkedIn: https://www.linkedin.com/in/aaronklein-rh/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

A Story of Faith & Building a Torah Community from Scratch with Yoni RodanskyWhat it takes to build a Torah community from the ground up? In this episode, we sit down with Yoni Rodansky, a Five Towns native who, along with a wave of other young families, is building a vibrant Jewish community in Louisville, Kentucky.He shares the incredible story of how they went from no daily minyan to a booming community, pulled off a $700,000 fundraising campaign, and used a clever viral marketing stunt that brought in 23 serious family inquiries in just four weeks.This is a raw look at the miracles, the hustle, and the real-life appeal of being a builder in a place where your presence truly matters.💡 In This Episode, We Discuss:◼️ How a kid from the Five Towns ended up as a community builder in Louisville, Kentucky◼️ The powerful lesson that “the yetzer hara can’t stop you, he can only make you want to give up”◼️ The clever recruitment event (with free sushi and babysitting) that first got his wife on board◼️ Why Louisville’s established infrastructure like its Eruv and affordable housing makes it a hidden gem◼️ The wild miracles of launching with no money and still making payroll every single month◼️ How they raised $700,000 for a community outside the major Jewish hubs and what resonated with donors◼️ The $10,000 raffle marketing stunt that went viral and brought in 23 family leads in just one month◼️ What kind of family thrives in Louisville (hint: it’s for builders, not just consumers)◼️ The real talk on making a living, with plenty of job opportunities and a low cost of living◼️ The incredible growth they’re seeing, with six families already scheduled to come for Shabbos⏱️ Timestamps00:00 Welcome to the Jewish Frontier in Louisville, Kentucky1:04 How a Five Towns Kid Ended Up in Kentucky2:04 The Pioneering Rabbis Who Planted the First Seeds3:18 How Tampa Built a Community Overnight4:07 The One Truth About Overcoming Any Challenge5:08 The Clever Trick That Got Wives On Board8:23 Why Louisville is the Secret Gem for Jewish Life12:02 We Launched With No Money and Witnessed Miracles17:29 How We Raised $700,000 on a Leap of Faith21:14 Our Viral Marketing Stunt That Brought 23 Families28:31 Is Louisville Your Next Home? Here's How to Know🔗 Connect with Yoni RodanskyLinkedIn: https://www.linkedin.com/in/yoni-rudansky-15a029339/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The Legal Realities Every Employer (and Employee) Must Know ft. Chaim BookWhat really happens behind the scenes when businesses get sued or how small HR mistakes can cost companies thousands?In this episode of the What It Takes podcast, host Tuli Kraus sits down with Chaim Book, an employment attorney with over 30 years of experience. What starts as a conversation about Chaim’s unexpected journey into employment law, which he initially entered “kicking and screaming,” evolves into a masterclass on what every employee and business owner needs to know.We discussed the common and costly mistakes companies make, from misclassifying workers to failing to document performance issues. Chaim breaks down complex topics like remote work challenges, non-compete clauses, and even the legal tightrope of running a business with religious values.Whether you’re an employer trying to understand the payroll and HR or an employee wanting to understand your rights, this conversation is packed with practical advice, real-life stories, and essential tips to protect yourself and your business.💡 In This Episode, We Discuss:◼️ How Chaim fell into employment law by accident and started his own firm◼️ The biggest mistakes employers make, like not tracking hours or documenting issues◼️ Why misclassifying a worker as a 1099 contractor is a major risk◼️ The challenges of managing remote employees and tracking their time◼️ Getting everything in writing from offer letters to commission plans◼️ Why “at-will employment” doesn’t mean you can be unfair◼️ The legal complexities of workplace segregation for religious modesty◼️ Understanding employee rights around Paid Family Leave and maternity leave◼️ The confusing and changing rules around non-compete agreements◼️ Tips for working successfully with family members◼️ The number one takeaway: always put important agreements in writing⏱️ Timestamps00:00 Meet the Expert: An Accidental Career in Law5:11 The Entrepreneurial Leap: Starting a Law Firm From Scratch7:04 What Is Employment Law: A Lifespan Overview9:24 The 4 Costliest Mistakes Every Business Owner Makes14:10 Tracking Time and the 1099 Minefield: How to Get It Right23:16 Employee Red Flags: What to Get in Writing29:44 The Remote Work Revolution: New Challenges for Employers32:05 Discrimination, Fairness, and Why At-Will Is Not a Free Pass37:01 The Modesty Dilemma: Religious Values in the Workplace52:48 Workplace Privacy: Phones, Monitoring, and HR58:46 Inside the Courtroom: Chaim’s Most Memorable Lawsuit1:04:51 Final Takeaways: Working with Family and the #1 Rule to Avoid Lawsuits🔗 Connect with Chaim Book X (Twitter): https://x.com/chaimbook LinkedIn: https://www.linkedin.com/in/chaimbook/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The One Decision That Changed My Business Forever | The Laibel Schwartz StoryHow a guy shooting bar mitzvahs and weddings turned his camera into a full-scale corporate media powerhouse?In this episode of the What It Takes podcast, we sit down with Laibel Schwartz, the creative force behind the renowned photography and video company, Laibel.Laibel opens up about his journey from late-night wedding shoots to producing high-end corporate content for major brands. He shares the real ups and downs of entrepreneurship from surviving the rollercoaster economy to learning how to work with his wife as a true partner in life and business.You’ll hear how his unconventional “first three free” strategy made his headshots go viral on LinkedIn, how he found a mentor who completely changed his trajectory, and why success, in the end, isn’t about fame or money, it’s about taking care of your family, your team, and your clients.💡 In This Episode, We Discuss:◼️ The “Economic Ferris Wheel”, why some businesses rise while others fall◼️ How finding the right mentor can completely change your life◼️ The pivotal shift from wedding photography to the corporate world◼️ The real talk on working with your spouse (and making it work)◼️ The free headshot strategy that built a viral brand on LinkedIn◼️ The secret to scaling a creative business and teaching your process◼️ How to identify your true strengths and double down on them◼️ Why breaking the rules can sometimes be your biggest advantage◼️ The challenge of letting go and hiring someone to run the business◼️ What to tell yourself when the future feels uncertain and stressful⏱️ Timestamps00:00 Meet Laibel Schwartz: The Master Storyteller1:47 The Economic Ferris Wheel: Who’s Up and Who’s Down4:49 The Secret Weapon: Finding a Mentor Like David Wanunu5:48 From Weddings to Corporate - The Pivotal Shift9:58 The Ultimate Test: Working With Your Spouse15:07 The “Aha” Moment — Discovering the Power of Headshots 23:51 The “First Three Free” Rule That Built an Empire 28:01 Scaling a Creative Beast — From Laibel to Everyone Needs a Video 33:58 The Industry That Fuels His Passion: Healthcare Heroes 37:02 The #1 Underrated Skill for Creatives 43:48 Creating Your Own Game — Why Laibel Doesn’t Follow the Rules 51:05 The Final Challenge — Letting Go to Grow 59:15 The Ultimate Reassurance — A Message to His Younger Self🔗 Connect with Laibel SchwartzInstagram: https://www.instagram.com/laibelschwartzphotography/?hl=en LinkedIn: https://www.linkedin.com/in/laibelschwartz/Website: https://laibel.com/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The Power of Storytelling | How Our Infographics Landed Million Dollar Deals ft. Brian WallaceHow data and storytelling can change lives, or how tragedy can spark faith and purpose?In this episode of the What It Takes podcast, we sit down with Brian Wallace, a master storyteller and the creative force behind NowSourcing.Brian takes us on a wild ride from his completely non-religious upbringing to becoming an observant Jew, a journey shaped by unimaginable personal tragedy. He also pulls back the curtain on his remarkable career, sharing how he helped an NBA player land a $64 million contract using storytelling and data, and how he’s made even something as simple as paint fascinating for global brands.This is a deep, emotional, and inspiring conversation about resilience, faith, and the incredible power of a great story.💡 In This Episode, We Discuss:◼️ Brian’s journey from a non-religious childhood to discovering Orthodox Judaism as an adult◼️ The concept of finding faith through “love” vs. “fear” and how tragedy can become a catalyst for profound change◼️ The heartbreaking story of losing his first child and how that loss built a foundation of unshakable strength◼️ How he helped an NBA player go from a league minimum to a $64 million contract with a “Moneyball”-style infographic◼️ His philosophy that every company is a media company, and why storytelling always beats selling◼️ The story behind his viral Psychology of Color infographic and how it made a paint brand unforgettable◼️ His creative process for turning complex ideas into engaging, shareable content◼️ How to build a network and business rooted in authenticity and real value, not cold outreach◼️ His latest venture, The Innovate Summit, brings innovators together for honest, ego-free conversations⏱️ Timestamps00:00 Meet Brian Wallace: The Master of Story1:26 From Brooklyn to the “City”: A New Yorker’s Origin Story3:22 The Spiritual Search: A Non-Religious Upbringing6:26 The Spectrum of Belief: Love vs. Fear17:45 A Story of Unimaginable Loss21:26 Finding Strength: From Tragedy to a Family of 824:28 The $64 Million Infographic30:47 The “Moneyball” of Basketball36:50 Making Paint Fascinating: The Psychology of Color40:56 Stop Selling, Start Storytelling45:11 The Creative Process: How to Build a Viral Idea48:04 What It Takes: Building a Legacy Without Ego🔗 Connect with Brian Wallace X (Twitter): https://x.com/nowsourcing Instagram: https://www.instagram.com/nowsourcing LinkedIn: https://www.linkedin.com/in/nowsourcing/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/