What’s the one trait that can make or break your growth journey? For Joe Steuter, Partner at Intention.ly, it’s resourcefulness — and he’s learned it from a lifetime of solving problems, starting with early mornings on a dairy farm in Nebraska.

In this episode, host Kelly Waltrich sits down in-person with her friend and business partner to unpack the lessons from 20+ years in financial services, including how to communicate with intention, stand out in a sea of sameness, and hire marketers who can actually deliver results.

From growing Carson Group from $800M to $42B AUM, to helping dozens of RIAs and fintech firms clarify their vision, Joe shares why internal alignment is just as important as external marketing — and why you should never show up with a problem without also bringing a potential solution.

This conversation is packed with insights on leadership, messaging, resilience, and building teams that can weather the ups and downs of business growth.

Kelly and Joe cover:
00:00 – Growing up on a farm, work ethic, and early career friendship with Kelly
02:50 – Lessons from scaling Carson Group from $800M to $42B
06:45 – Why experience matters when choosing strategic partners
08:56 – Common growth challenges RIAs and fintechs face
12:15 – The role of marketing partners as strategic guides
14:45 – Resilience and resourcefulness from farm life to boardrooms
20:03 – Cutting through the “sea of sameness” in messaging
26:24 – Why differentiation starts with knowing your audience deeply
29:17 – Embracing iteration and change in brand development
33:06 – Company vision planning: balancing direction with flexibility
38:09 – Hiring landmines and finding marketers who can actually execute
44:19 – Two actionable tips for hiring marketers who deliver ROI
48:50 – Aligning marketing leadership with executive expectations
49:54 – Joe’s “Don’t Do That”: Don’t knock on the door without a key
53:42 – Bringing solutions, not just problems, to your team
57:21 – Why the hardest challenges are often the most meaningful

About Our Guest:

Joe Steuter is Partner and Chief of Client Strategy at Intention.ly, where he helps RIAs, fintech firms, and financial services companies transform their marketing into a true driver of strategic growth.

With more than two decades in the industry, Joe is a master communicator and strategist, having played a pivotal role in scaling Carson Group from a single-office, $800M RIA to a $42B national powerhouse with over 175 locations. His career has been defined by a commitment to aligning teams around a clear vision, crafting differentiated messaging, and building resilient growth strategies that work in the real world.

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