#62 Byron McFarland | From selling nightcrawlers to knowing your number

In this episode, Ross Drakes speaks to Byron McFarland, founder of The McFarland Group and 21-year EO member. Byron traces a path from selling nightcrawlers to lessons in pricing, psychology, and asking for the sale. He opens up about burnout, the coach who exposed his blind spot, and choosing work that fits his wiring. Together, they explore the human condition: what motivates us, what breaks us, and how honesty builds trust and resilience. This is a grounded playbook on wiring, readiness, and courage.Key Takeaways:- Entrepreneurial spirit is built by doing, not theory- Sell with empathy and a real understanding of your audience- Know your wiring and choose work that fits it- Honesty with your leadership team earns real buy-in- Know your number after fees, bonuses, escrow, and tax