Model B

"If you can make this furnace run, why would I ever replace it?"

When a customer calls with a 1913 serial number and zero interest in buying new capital equipment, you know you’re doing something right.

In our latest Beyond the Brief conversation, we sit down with Kelley Shreve, General Manager at Lindberg/MPH. Kelley’s journey is anything but typical: from engineering submarine-grade servers and refurbishing steel mill continuous casters to leading a legendary furnace manufacturer that's quietly powered global industry since 1912.

Here are a few key takeaways from our chat:

🛠️ Built-to-Last Trust: How 110+ years of tribal knowledge keeps equipment running for over a century, and why rugged engineering beats quick replacements every time.

🤝 Showing Up > Hard Selling: Why expanding trade show presence and building real, booth-to-booth relationships drives B2B growth in a tight-knit market.

🌋 Expect the Unexpected: From remelting rock for the Icelandic Lava Show to custom setups for private spaceflight, industrial heat treating touches virtually everything we use.

❄️ A Very "Cool" Future: Why Lindberg/MPH is about to flip a heat-heavy industry on its head with an upcoming, data-driven deep freeze...

Read the full conversation below to dive into their century-long legacy, practical leadership tips, and upcoming innovations at Lindberg/MPH! 👇
https://tr.ee/QcFsMy-Nnr

From artist management to walk-in coolers: how one marketer learned that a "commodity" box actually has four different buyers, each wanting something different. ❄️📦

What does it actually take to build a brand around industrial refrigeration?

In our latest "Beyond the Brief" Conversation, Michael Frank, VP of Marketing at Arctic Walk-Ins, breaks down how he sells the complexity hiding behind a category everyone assumes is simple.

Here are 3 key takeaways from Michael's playbook:
• Complexity Is the Product: Behind every “simple” cooler sits seismic engineering, A2L refrigerant compliance, and load requirements that change state by state.
• Trade Shows Play the Long Game: Arctic measures show ROI on relationships and lifetime value, not immediate leads, because food service is a family business built on trust.
• Brand Beats the Spec Sheet: An unscripted chef testimonial, “the best box I’ve used for 20 years,” does more for the brand than any brochure ever could.

👉 Read the full interview - https://tr.ee/DGd1T3HBmf - to learn how a path through entertainment and cannabis marketing led to an industrial cold storage brand, and why the TV show The Bear gave the walk-in cooler unexpected cultural cachet. 🧊

From inventing the daily-fee luxury experience to mastering AI, dynamic pricing, and "skating to where the puck is going" with YouTube Golf, Kris Strauss is helping shape the future of the game ⛳️

In our latest Beyond the Brief conversation, Kris Strauss, Executive Vice President of Global Sales and Marketing at Troon, dives deep into:
📈 The Revenue Engine: Why dynamic pricing and data-driven marketing through Troon Access are moving the needle.
🤖 Smart Operations: Leveraging AI to streamline general manager workflows and elevate guest feedback.
🏌️‍♂️ Next-Gen Golf: Adapting to YouTube Golf influencers like Good Good, lighted par-three courses, and modern entertainment models to attract tomorrow’s players.
✈️ The High-Value Traveler: Capitalizing on affluent golf tourism to drive destination economics.

Catch the full interview below to see how Troon scales its marketing playbook across 45+ states and 30+ countries!
🔗 https://tr.ee/OXgPbymIsn

A print ad with attribution, geotargeting, and repetition built in? Meet the shark. 🦈🛒

How does a company founded on grocery store receipts in 1989 keep out-hunting digital in reaching local customers?

In our latest Beyond the Brief Conversation, Eric Shafer, Chief Transformation Officer at IndoorMedia, makes the case that a targeted coupon placed directly in a shopper's hand is a shark, not a dinosaur, and shares how he's rewiring a 36-year-old company for its next act.

Here are 3 key takeaways from Eric's transformation playbook:
- Sharks, Not Dinosaurs: Dinosaurs died because they got too big and fat. A register tape coupon is 100% fit for purpose: attribution from the coupon, geotargeting from the store, and no wasted content.
- Reward Visits, Not Receipts: The new Loyalty Shark program isn't tied to the point of sale. It rewards frequency, because turning a once-a-month customer into a twice-a-month customer is a 100% revenue increase.
- Mine the Tribal Knowledge: IndoorMedia is centralizing 36 years of vertical expertise, right down to which pizza offers work for family dinner versus lunch (hint: a BOGO with a coworker is kind of intimate 🍕).

👉 Read the full interview here - https://tr.ee/y_cMIs7nLf - to learn why the local business owner is the hardest customer in America to find, how 400 old-school sales reps still outproduce paid media, and what a Viennese waltz with Sally Field has to do with any of it. 💃

114 years old, and just wrote its purpose statement for the very first time. 🏗️🇺🇸

What does it take to sell insurance when you have to win the sale twice before it counts?

In our latest Beyond the Brief Conversation, Bob Nicholas, Vice President of Marketing & Sales Enablement at Amerisure Insurance, a self-described "salesperson in recovery," explains how a specialist carrier aggregates $850M through just 160 agents and why his team refuses to be the "make it pretty" department.

Here are 3 key takeaways from Bob's playbook:
The Two Miracles: Miracle one is winning the agent. Miracle two is arming that agent to win the buyer. Skip either and the sale never happens.
Ratios Over Volume: A US Open champion sponsorship sent impressions soaring, but form completions didn't budge. Amerisure now optimizes for how sponsorships show up in relationships, not vanity stats.
Pay the LLM's Cover Charge: AI assistants now shape buying research, so Amerisure is rebuilding its site with Q&A-formatted content, a knowledge center, and a "Why We Win" social proof page to show up when it counts.

👉 Read the full interview here - https://tr.ee/q_1PPwwg1n - to learn how 100+ employees audited every word of "Meeting the moment with people who demand the best," and why the best perspective check is mountain biking behind a sixth grader. 🚵