What does it take to build a thriving business while staying true to your values? How do you navigate the highs and lows of entrepreneurship without losing sight of what truly matters?

In this episode of Scaling the Gap, host Madeleine MacRae sits down with Trevor Emerson, founder of LSM and host of the FranchisOR Bust Podcast, to explore his unconventional journey from college hustler to seasoned entrepreneur. Trevor shares hard-won lessons on leadership, company culture, and the power of authenticity, revealing how agility and a people-first mindset propelled his agency’s success.

From wearing suits to work in 2008 (even when it was just two guys in an office) to overcoming hiring disasters and redefining success, Trevor’s story is a masterclass in resilience. Tune in for actionable insights on building happy teams, adapting to change, and measuring success beyond the zeros in your bank account.

Tune in now to discover how to build a business that succeeds and fulfills you—straight from an entrepreneur who’s done it.

Key Takeaways

• Personal growth is essential to business growth.
• How you show up shapes how others take you seriously.
• Clients want results, not just marketing jargon.
• Happy, empowered employees do the best work.
• If your business isn’t evolving, it’s falling behind.
• Genuine relationships are one of entrepreneurship’s biggest rewards.
• Success is about fulfillment, not just finances.
• Authenticity attracts the right clients and team.

In This Episode

• [00:00:44] Introduction to Trevor Emerson
• [00:01:37] Trevor’s journey from side hustles to entrepreneurship
• [00:04:16] Trevor’s high and low points along the progression of his business
• [00:06:03] The 2008 suit-and-tie turning point
• [00:07:57] Shifting from "digital marketing" to business solutions
• [00:11:32] Doing something different every year
• [00:12:35] Hiring disasters and the birth of "Happy, Excellent Employees"
• [00:15:50] Why flexibility and ambition fuel excellence
• [00:17:50] Why some people don’t thrive in environments of happiness and excellence
• [00:19:19] Why your business has to be magnetic – Magnetizing your culture (and repelling misfits)
• [00:22:06] What has been unexpectedly delightful for Trevor: Networking that became friendships
• [00:26:17] Trevor’s success algorithm and whether he considers himself successful
• [00:29:43] Why entrepreneurs must pause and celebrate wins
• [00:30:47] How to connect with Trevor Emerson

Notable Quotes

• [00:03:53] "As you build your business, the person who’s going to need to change the most is actually you. You will undergo so much change because you have to grow and adapt to the business you're building, and expand your own capacity to lead at a higher level." — Madeleine MacRae

• [00:07:00] "We began to understand very clearly that what we have to say and what we do is far less important in the conversation than what the customer needs, what their goals are, or what kind of profit margin they have on certain items." — Trevor Emerson

• [00:11:32] "Every year, I tell my team: ‘Next year, we’ll be doing something different.’ The core values stay, but how we deliver value? That evolves." — Trevor Emerson

• [00:15:51] "Happy, excellent employees — that’s sort of been our number one mantra for years and years, and it still is." — Trevor Emerson

• [00:20:35] "Your team is customer number one. Lose a client? You’ll find another. Lose a great employee? That’s a crisis." — Madeleine MacRae

• [00:26:24] "If you try to measure success by the zeros attached to your name, there will always be someone more successful than you." — Trevor Emerson

Our Guest

Trevor Emerson is the founder of LSM, a Nashville-based digital marketing agency, and host of the FranchisOR Bust podcast. With 20+ years in entrepreneurship, he’s mastered the art of blending strategy, culture, and authenticity to drive growth.

Resources and Links

Trevor Emerson

• Website
• LinkedIn

Madeleine MacRae

• Website
• LinkedIn
• Instagram

Mentioned Podcast

• FranchisOR Bust - Franchise Marketing