Candid business and leadership truths for builders: scale, hire, lead, master money, and become who you’re meant to be. Today.
"If you want a podcast to grow, treat it like a business."
Today Josh Zolin, the creator of Everything They Don't Tell You shares his story of entrepreneurship podcast.
► Tell us about you and your podcast
I’m Josh Zolin. I’m a blue-collar business owner and operator who came up through the field and ended up in leadership early. I became CEO at 27 after years as a technician, surrounded by guys twice my age who did not care about my title. My family background also has an edge most people do not expect... My grandpa was Kim Kahana Sr., a legendary stuntman and war hero, so I grew up around the idea that discipline, risk, preparation, and calm under pressure are not “traits,” they’re requirements. That mindset shows up in how I lead teams, how I build companies, and how I talk about business growth, leadership, and personal development.
I’m the CEO of Windy City Equipment, an 8-figure 3x Inc 5000 company. I also published a bestselling book, Blue is the New White. My work sits at the intersection of leadership, skilled trades, entrepreneurship, and personal growth.
Everything They Don’t Tell You is a business and leadership podcast for builders: entrepreneurs, operators, managers, and skilled trades business owners who are growing something real. We talk about the truth behind scaling a company: hiring, leadership, sales, cash flow, systems, communication, culture, accountability, identity, and what it takes to win when the stakes are real. This is not motivational nonsense or guru content. It’s practical business strategy and real-world leadership lessons, with the spotlight on the human side.
► Why & how did you start this podcast?
I started this podcast because most business advice is clean, convenient, and incomplete. In the skilled trades, home services, and commercial service businesses, you can do everything “right” on paper and still lose if you do not understand the parts of entrepreneurship and leadership people rarely talk about: conflict, pressure, decision-making, hiring mistakes, cash flow traps, communication breakdowns, team dynamics, and the emotional toll of being responsible.
This show began in 2020 under the title “Blue is the New White” as a way to spotlight the value of blue-collar work and equip business owners with practical tools for business growth. Over time, the conversations got deeper, because the real constraint is rarely tactics alone. It’s the person leading. That’s why the show evolved into Everything They Don’t Tell You: a leadership and personal growth podcast that blends tactical strategy with the inner game of building a business and becoming who you’re meant to be. At the end of the day, the mission is simple: give people truth that actually works in real life.
► How’d you find the time and funding to do this podcast?
Time does not get found. It gets scheduled. I treated podcasting like any other operating system in a growing company: protected time, clear process, and consistent execution. If you are building a business, you already understand this. You cannot scale without priorities, calendars, and standards.
Funding was straightforward. I did not wait for sponsors or perfect equipment. Early on, the business supported the podcast because the podcast supports the business. Content marketing, thought leadership, recruiting, brand trust, and long-form conversations are assets. A podcast can drive inbound leads, attract talent, build authority, and create relationships at scale. For entrepreneurs and blue-collar business owners, that makes it worth the investment.
► What do you gain from podcasting?
Three things that matter in business, leadership, and personal development.
Clarity: interviewing high performers forces you to sharpen your thinking around business strategy, leadership principles, and decision-making.
Relationships: podcasting creates real connections with credible guests, founders, operators, and experts. In entrepreneurship, relationships are leverage. In fact, two of my former podcast guests went on to become executives in my company and continue to help me build my business today.
Impact: when someone says an episode helped them lead better, hire better, communicate better, improve culture, or stop bleeding money, that’s my compass.
Yes, a podcast can generate revenue through sponsorships, partnerships, and product sales. But the bigger payoff is trust. Trust builds brand, recruiting, retention, referrals, and long-term business growth. We waited 5 years before opening the door to sponsors.
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► How does your podcasting process look like?
The process is designed for consistency, quality, and real conversation.
Pre-interview framing: we warm up off-record so it feels human, not scripted.
Theme-based structure: I use topic clusters like leadership, business growth, hiring, systems, sales, mindset, and personal development.
Real-world question flow: I listen hard, follow the truth, and push when it gets vague. I like to “tug on the thread” whenever possible.
High quality production: clean audio and video because attention is earned, not demanded. We started off only Zoom/virtual, but have since stood up an in-person studio for live/local recording.
Repurposing for distribution: short clips, key takeaways, and episodes optimized for discovery.
The objective is not to sound smart. The objective is to be useful to entrepreneurs, business owners, and leaders who want results in the real world.
► How do you market your show?
Marketing is not one big launch. It’s consistent distribution and clear positioning.
Short-form clips with strong hooks for social media marketing
LinkedIn and Instagram content that shares leadership lessons, business strategy, and real stories
Guest cross-promotion to extend reach and build credibility
SEO-friendly episode titles and descriptions so people can actually find the show
YouTube and podcast platforms for long-form discovery and search traffic
Most podcasters focus on recording and ignore distribution. In business terms, that’s like delivering great service and never invoicing.
► What advice would you share with aspiring (new) podcasters?
If you want a podcast to grow, treat it like a business.
Get crystal clear on your audience and your category: business podcast, leadership podcast, entrepreneurship podcast, skilled trades podcast, personal development podcast.
Build a repeatable process so you can stay consistent for years, not weeks.
Stop chasing perfection. Your first episodes are reps, like your first months in a new role.
Focus on substance and usefulness. If the listener cannot apply it, it will not spread.
Be real. Audiences can smell performative content. Authenticity is a growth strategy.
The analogy I use: Early episodes are like your first few rounds in a boxing gym: you’re sloppy, you gas out, you drop your guard, but if you keep showing up and training fundamentals, you get sharp and dangerous fast.
► Where can we learn more about you & your podcasts?
Everything They Don’t Tell You is available on Spotify, Apple Podcasts, and YouTube.
Free resource for business owners and leaders: bitnw.academy/freegift
Podcast inquiries: podcast@bitnwinc.com
Instagram: @joshzolin
LinkedIn: https://www.linkedin.com/in/joshzolin
Links:
Official podcast page:
https://www.blueisthenewwhite.com/podcast
Spotify:
Apple Podcasts:
YouTube (video + clips):
https://www.youtube.com/@joshzolin
iHeartRadio:
https://www.iheart.com/podcast/263-everything-they-dont-tell-213178504/
Amazon Music:
https://music.amazon.com/podcasts/f1ba05ea-9172-4b38-8861-4e6d268c31c5/everything-they-don%27t-tell-you
RSS feed (for any podcast app):
https://perceptionevolutionproject.libsyn.com/rss
Listen Notes (directory page):
https://www.listennotes.com/podcasts/everything-they-dont-tell-you-josh-zolin-FQJOBTuH5cE/
Podcast Addict:
https://podcastaddict.com/podcast/everything-they-don-t-tell-you/2338551
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