STEEL KINGS: Why knowing who you are changes how you lead, sell, and build community

Send us Fan MailWhat if your worth came before your work—and that changed everything about how you lead, sell, and show up? We sit down with JMAG’s Chief Branding Officer, Craig Felker, to unpack “wild leadership,” a simple framework that starts with identity and turns it into action: know your worth, initiate brave conversations, lead with energy that gives more than it takes, and dare to dream bigger than what’s comfortable.From the Shed Expo floor to everyday lot life, we explore culture as a practical business strategy. Craig breaks down how JMAG’s family-first values shaped a booth experience people couldn’t stop talking about—ice-cold drinks, a family zone, and the Gravity Grab that sparked real conversations without a hard sell. We dig into disruptive marketing that actually fits: define who you are, then create moments and media that express it. That’s how a rap video about 16” on center (“Flawless”) turned core values—approachable, best-in-class—into shareable momentum. Some loved it, some didn’t, everyone noticed.We also go personal. Jared shares a sobriety-driven “honesty tour” that reset priorities, deepened partnerships, and brought purpose back to the work. We talk faith, authenticity, and why vulnerability isn’t a tactic but a trust engine. Along the way, the Savannah Bananas show up as a playbook for reimagining “boring” categories: test boldly, keep what works, and be relentlessly present—on your lot, online, and in your community.By the end, we’re looking ahead: sharpening short-form vertical content, widening the audience beyond sheds and steel while staying true to a service-first mission, and building relationships that last. If you’re a builder, dealer, or leader who wants to stand out without selling out, this conversation will give you clarity, courage, and a few ideas you can ship by Friday. If it resonates, subscribe, share with a friend, and tell us: what’s the bold move you’re making this week?For more information or to know more about the Shed Geek Podcast visit us at our website.Would you like to receive our weekly newsletter?  Sign up here.Follow us on Twitter, Instagram, Facebook, or YouTube at the handle @shedgeekpodcast.To be a guest on the Shed Geek Podcast visit our website and fill out the "Contact Us" form.To suggest show topics or ask questions you want answered email us at [email protected] episodes Sponsors:Studio Sponsor: J Money LLCIdentigrowMobeno