Guest: Greg Moran – Multi-exit founder, investor, and Managing Partner at Evergreen Mountain Equity Partners
Host: Alex Rawlings, Founder of Raw Selection

⏱️ Timestamps & Topics

00:00 – Introduction to Greg Moran
Alex welcomes Greg Moran, a multi-exit founder turned investor, and Managing Partner at Evergreen Mountain Equity Partners. Greg introduces his background in scaling businesses, raising $500M+ in capital, and his current focus on future-of-work technologies.

01:29 – Biggest Mistakes in Private Equity & Venture
Greg highlights two major missteps:

1. Private Equity: Disrespecting existing leadership and stripping company culture.
2. Venture Capital: Failing to deeply understand a founder's motivations under pressure.

03:51 – Behavioral Due Diligence: The Adaptive Innovator
Greg explains how Evergreen Mountain uses a proprietary founder archetype model based on studying 100+ founders with multiple 9-figure exits.
📘 Book: The Adaptive Innovator
🔬 Assessment Tool: theadaptiveinnovator.ai

06:11 – The Four Pillars of the Adaptive Innovator Model

1. Creative Resilience – Performing better under pressure
2. Balanced Risk-Taking – Small experiments lead to bold moves
3. Humble Assertiveness – Leading without being the loudest voice
4. Strategic Accountability – Owning failures and empowering teams

09:09 – How the Assessment Works
Greg walks through the free assessment's design—competency-based and situational judgment questions that help reveal how founders respond under real pressure.

11:37 – From Operator to Investor: The Shift
Greg discusses the personal challenge of moving from "solver" to "sounding board" and helping founders overcome small thinking and incrementalism.

15:01 – Scaling Requires Talent Transformation
Once you think bigger, the next hurdle is team capability. Greg discusses the importance of upgrading talent and how average hires dilute culture and repel A-players.

18:26 – “Hire Fire and the Walking Dead”
Greg's framework on talent management:

• Hiring is easy
• Firing the clearly bad is manageable
• The real issue? Keeping the “walking dead” – the average, inoffensive underperformers who drain momentum.

20:21 – Coaching Founders Through Tough Talent Calls
Greg explains his approach as an investor: gently keeping the conversation alive, helping founders reach the inevitable realization themselves.
🗣️ Anecdote: The "5-second hesitation test" from a former board member.

31:27 – Recommended Reading & Interests
📖 The Alchemist by Paulo Coelho – a yearly re-read for Greg
🎒 Outdoor adventure and Alaska documentaries (his son is a bush pilot)

32:52 – How to Connect with Greg Moran

• 🌐 Website: gregmoran.me
• 🧠 Assessment: theadaptiveinnovator.ai
• 💼 Fund: emep.io
• 🔗 LinkedIn: Greg Moran
• 📺 YouTube & X (formerly Twitter): Active channels for the docuseries and insights

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

🕒 Episode Timestamps & Show Notes

00:00 – Introduction
Alex welcomes John Dwyer, Founder of The Institute of WOW, to explore how direct response marketing can drive real results for private equity firms and their portfolio companies.

00:53 – What is WOW Factor Marketing?
John explains his flipped model: get prospects to try your product so they fall in love with your brand—not the other way around.

02:16 – The Power of Incentives
Examples like McDonald’s Happy Meals and Kellogg’s cereal toys demonstrate how incentives remove focus from price. Yet, 97% of businesses still fail to use them effectively.

03:35 – B2B Application of Incentives
John shares how “freemium” strategies—like webinars and educational content—can help service businesses generate leads and build trust.

05:25 – The PE Blind Spot: Marketing
Marketing is often underutilized at the PE firm level. It’s left to portfolio companies and only becomes a priority at scale ($100M+ revenue).

06:21 – Creating High-Value Content
Instead of always documenting, John recommends delivering structured, high-impact content like digital resources to demonstrate expertise and create authority.

08:36 – Giving Away IP to Build Trust
Sharing ideas freely (within reason) helps firms position themselves as experts. Private equity firms can do the same by publishing their value creation playbooks.

09:33 – Case Study: Dental Facebook Contest
A $30/day contest targeting parents of kids with crooked teeth generated 1,000+ leads in a week—demonstrating the power of a well-crafted incentive-based campaign.

12:43 – PE Deal Origination via Events
John recommends PE firms host webinars or in-person events to share their expertise and attract business owners—selling “once to many” like Tony Robbins.

14:11 – Thinking Beyond Traditional Marketing
John suggests PE firms partner with data providers or influencers to host educational events. Joint ventures and revenue-share models can scale reach efficiently.

17:27 – Turnkey Marketing & Strategic Partnerships
From travel vouchers to million-dollar contest giveaways, John shares how creative incentives combined with strong partnerships can produce scalable campaigns.

19:10 – Using AI for Lead Generation
John discusses how AI-powered voice bots deliver high-volume outreach, sharing relevant data like estimated home values—ideas that can inspire new B2B tactics.

21:57 – Hiring Great Marketers
John stresses the importance of case studies and results over resumes. Look for marketers who can think outside the box and prove success with real-world campaigns.

24:21 – Purple Cow Thinking in Action
A standout example: A building society offered free holidays for mortgage customers and later added Jerry Seinfeld to the campaign—resulting in billions in new loans.

26:42 – Books & Resources
John recommends The Purple Cow by Seth Godin. He prefers audio content and real-world business insights over fiction.

28:04 – How to Contact John
📩 Email: john@theinstituteofwow.com
🌐 Website: theinstituteofwow.com

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent.
We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

Episode Summary:
In this insightful episode, Alex Rawlings is joined by Brett Hickey, the CEO and founder of Star Mountain Capital. Brett shares his unique journey from humble beginnings in Northwestern Canada to leading a multi-billion-dollar asset management firm in the U.S. With deep reflections on leadership, value-based investing, building collaborative ecosystems, and what truly drives sustainable success in private markets, this is a masterclass in private equity thinking.

Brett also discusses the strategic opportunities in the U.S. lower middle market, the implications of aging demographics, his risk-aligned investment strategy, and the power of culture in scaling a firm. If you're looking to understand how to build a high-performing investment organization from the ground up—and what books, frameworks, and philosophies support that—this episode is essential listening.

⏱️ Episode Highlights & Time Stamps:

00:00 – Welcome and Introduction to Brett Hickey
00:41 – Overview of Star Mountain Capital and its focus on U.S. lower-middle market private credit, secondaries, and private equity
01:12 – Key mistake PE firms make: passive asset management vs. active value creation
03:08 – Aging demographics as a key investment opportunity
04:05 – Valuation arbitrage in lower middle market businesses
05:05 – Reflections on a possible downturn: macroeconomic risks and “air pockets”
07:59 – Aging populations and structural economic concerns
09:53 – The importance of cash flow and capital protection
10:21 – Brett’s entrepreneurial journey – from launching his first fund at 26 to building Star Mountain Capital
12:41 – The S-shaped growth curve and persistence through innovation
13:40 – Brett’s data-driven approach to strategy and decision making
15:35 – Why aging demographics and inefficient markets create opportunity
17:08 – Biggest challenge in building the firm: People
19:30 – Aligning team culture and expectations through transparency and shared values
20:57 – Why Star Mountain is 100% employee-owned – benefits and challenges
22:54 – Building trust and long-term alignment through ownership
24:45 – Observations on asset management failures and strategic missteps
25:44 – What is the Collaborative Ecosystem and how it drives results at Star Mountain
27:34 – How peer networks like EO and YPO influenced the firm’s internal culture
28:31 – Leveraging insights between secondaries and direct investments
29:59 – Case studies, adjusted EBITDA, and forensic underwriting
31:18 – Using real business alignment as a differentiator in competitive deal processes
33:13 – Recommended reading: Brett’s top books and content on leadership and execution
33:41 – Never Lead Alone by Keith Ferrazzi
34:37 – Agility by Leo Tilman and General Chuck Jacoby
36:54 – Harvard Business Review and Rob Kaplan’s work on leadership
38:48 – Principles by Ray Dalio and how it influences Brett’s thinking
39:18 – A practical tip: triangulating decisions with deep experts
41:13 – Final reflections on value investing, risk management, and staying grounded
42:09 – How to get in touch with Brett and Star Mountain Capital
42:38 – Wrap-up and takeaways from Alex

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

🧠 Episode Summary:
In this insightful episode, Alex Rawlings is joined by Brian Reavell, Founder of R-Squared Advisors and seasoned Private Equity Operating Partner, to dive deep into the world of go-to-market (GTM) strategies. Brian shares a comprehensive GTM playbook for PE-backed portfolio companies—spanning from due diligence and customer segmentation to talent evaluation and post-investment execution.

With over two decades of commercial leadership and consulting experience, Brian explains why private equity firms often overestimate internal talent, underestimate customer orientation, and misalign incentives—leading to missed growth targets. Packed with case studies and actionable frameworks, this episode is a goldmine for anyone looking to drive scalable and sustainable sales growth within a PE-backed environment.

⏱️ Timestamps:

00:00 – Introduction to Brian Reavell and today's GTM focus
01:26 – Common mistakes PE firms make around organic growth assumptions
03:21 – The three critical GTM pillars: Ideal Client Profile, Talent, and Segmentation
05:38 – Why talent is the most overlooked area in due diligence
08:00 – Assessing sales talent beyond resumes and black books
09:28 – Quantitative vs. qualitative approaches to evaluating salespeople
11:20 – EQ, IQ, and AQ: The key characteristics to assess in talent
13:18 – Building a GTM strategy post-investment: Process & execution
14:45 – Case Study: GTM transformation in a $4B building products distributor
16:56 – Impact of role design and customer segmentation on profitability
18:50 – $500M top-line and $100M EBITDA opportunity unlocked
20:42 – Managing change in founder-led businesses
23:07 – Overcoming resistance at field and leadership levels
24:53 – Case Study: Cultural and GTM integration in a K-12 education platform
27:43 – Creating flexible but standardized playbooks
29:35 – Assessing and top-grading sales and marketing leadership
31:02 – Succession planning and commercial leadership turnover
32:54 – What creates board-level confidence in GTM leaders
33:52 – Brian’s top reading and learning resources
35:19 – The First 90 Days, AI, and making tech an enabler
36:17 – How to connect with Brian Revelle

📚 Resources Mentioned:

• Winning Moves & Intelligent Equity by Dan Kremins
• The First 90 Days by Michael Watkins
• ChatGPT and AI tools for sales enablement and productivity

📨 Connect with Brian Reavell:
Email: brian@r-squaredadvisors.com
Company: R-Squared Advisors (not linked in transcript, assumed domain)

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

Guest: David Rowley, Operating Partner at Diversis Capital
Host: Alex Rawlings
Topic: Product Strategy, Artificial Intelligence, and the Evolving Role of the Operating Partner

🔍 Episode Overview:

In this episode, Alex Rawlings is joined by David Rowley, Operating Partner at Diversis Capital, to explore how private equity can drive value creation through smarter product strategies and the integration of artificial intelligence. With a career spanning back to the 1980s in software product development, David shares practical insights into aligning executive teams with PE theses, building agile innovation pods, and how AI is transforming both product development and organizational structures.

💡 Key Discussion Points:

• The Critical Role of Alignment:
  David highlights that one of the most frequent causes of failure in portfolio companies is a lack of alignment between leadership and the PE firm's investment thesis.
• Product Strategy Framework:
  Distinguishing between goals, vision, and strategy, David explains his approach to creating adaptive product strategies optimized for optionality and driven by data.
• AI’s Evolving Impact:
  David discusses how AI is reshaping product development, comparing the current inflection point to the rise of agile methodologies in the early 2000s. He introduces the concept of small, highly-focused “cocktail party” innovation pods to build and iterate rapidly.
• Scaling Innovation Across Portfolio Companies:
  He emphasizes the need for organizational models that support rapid, creative innovation while maintaining core operations—balancing “keeping the lights on” with breakthrough work.
• Grassroots AI Adoption:
  David shares how he's cultivating a culture of experimentation across Diversis’ portfolio companies, allowing individual contributors to explore AI tools, sparking internal champions and grassroots innovation.
• Avoiding AI Hype Distractions:
  With AI now included in many value creation plans, David outlines how to distinguish between superficial use cases and those that drive meaningful operational improvements.
• Leveraging CTO Experience as an Operating Partner:
  David reflects on how his hands-on CTO background across multiple sectors enhances his intuition and effectiveness in the PE world—particularly when decisions must be made before data is complete.
• Trends in the Operating Partner Role:
  From a recent operating partner forum, David notes the growing trend of more hands-on involvement from operating partners, suggesting a broader shift in private equity away from consultants and toward in-house expertise.

⏱️ Timestamps:

00:00 – Introduction to David Rowley and today’s topics
01:28 – Biggest mistake PE firms make: lack of leadership alignment
02:50 – Defining product strategy vs. goals and vision
05:10 – Key indicators for pivoting product strategy
06:32 – How AI is changing product development structures
08:55 – Traits and structure of high-performing innovation teams
10:42 – Balancing innovation pods with ongoing operations
12:31 – David’s early exposure to AI (40 years ago!)
14:52 – Deploying AI across portfolio companies
16:44 – Using AI agents in business operations
17:39 – Avoiding AI distractions and integrating AI into value creation
20:00 – Testing leadership alignment through AI transformation
21:14 – From CTO to operating partner: Lessons and intuition
23:08 – Takeaways from the Operating Partner Networking Forum
24:58 – Trend toward in-house expertise and interim CTO roles
25:51 – How to connect with David
26:20 – Wrap-up and final thoughts

🎙️ The Private Equity Podcast — Episode with Graham Bachman, Hidden River Strategic Capital

Guest: Graham Bachman, Managing Director & Head of Business Development at Hidden River Strategic Capital
Host: Alex Rawlings

In this episode of The Private Equity Podcast, Alex Rawlings is joined by Graham Bachman, who shares how Hidden River Strategic Capital is reshaping lower middle-market investing with structured capital—a hybrid approach that sits between debt and equity, allowing business owners to retain control while unlocking growth opportunities.

Graham unpacks how Hidden River’s capital solutions serve founders not looking for full buyouts or rigid debt structures and instead prioritizes long-term partnerships with existing management teams. He also offers valuable insights into deal origination, the firm's philosophy on professionalization, and why education and consistency are key in a fragmented funding landscape.

⏱️ Timestamps:

00:00 – Welcome and guest introduction
00:29 – Graham’s background and why he joined Hidden River
01:56 – Hidden River’s investment focus and fund status
02:52 – Gaps in the lower middle-market funding landscape
03:47 – What is structured capital and why it matters
06:08 – Use cases for Hidden River’s structured solutions
07:32 – Supporting founder-led businesses without taking control
09:08 – How hands-on is Hidden River in company operations?
11:33 – How does Hidden River help with leadership development?
12:59 – Differentiation through relationship-first deal sourcing
15:51 – Graham’s reading list and media recommendations
17:22 – How to contact Graham
17:51 – Final thoughts and episode close

💡 Episode Highlights:

• Structured Capital Defined: A tailored blend of debt and non-control equity designed to meet the needs of owners who don't want to sell or over-leverage.
• Flexible Approach: Hidden River typically backs existing management teams and helps them scale without stepping in to control day-to-day operations.
• Unique Deal Sourcing: In a buyout-dominated ecosystem, Hidden River differentiates through education, consistency, and relationship building.
• Founder-Friendly Philosophy: The firm supports founders who want capital to grow—not exit—and builds customized investment solutions to match.

📚 Graham’s Recommended Reads:

• Thinking in Bets by Annie Duke
• The Colossal Failure of Common Sense by Lawrence G. McDonald
• Good to Great by Jim Collins
• How to Win Friends and Influence People by Dale Carnegie
• Howard Marks' memos
• The Wall Street Journal

📨 Connect with Graham:
Email: gbachman@hiddenrivercap.com
Website: www.hiddenrivercap.com

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

The Private Equity Podcast – Show Notes

Guest: Otis Spencer
Host: Alex Rawlings
Episode Title: Lessons in Leadership: From Army Logistics to PE Operating Partner & CEO Success

🎙 Episode Overview:

In this episode, Otis Spencer, a former U.S. Army logistics officer turned private equity operating partner and CEO, shares a compelling journey of leadership, operations, and transformation. From managing global fuel inventories to spearheading Six Sigma-driven improvements, Otis outlines the key lessons that have shaped his value-creation strategy within private equity.

⏱️ Time Stamps:

00:02 – Introduction & Background
Otis shares his 60-second journey from engineering student to Army logistics officer and beyond. He highlights the combination of technical training, leadership experience, and corporate exposure that prepared him for success in PE.

02:25 – Transition to Private Equity
After years in heavy manufacturing, Otis is recruited by an operationally focused PE firm—eventually becoming a portfolio company CEO with a successful exit.

02:52 – The Four Common Mistakes in Private Equity

1. Buying the Wrong Company – Avoid cyclical and capital equipment-based businesses.
2. Ineffective Diligence Process – Insist on a repeatable process and honest assessment of management teams.
3. Weak Board Construction – Build a working board aligned with the investment thesis.
4. Slow to Act Post-Close – Delay in correcting course can derail year-one goals.

10:03 – From Operating Partner to CEO: Key Learnings
Being involved in diligence and growth planning gave Otis an edge as a CEO. He highlights the misalignment between PE growth expectations and founder-led businesses’ readiness.

13:22 – From CEO to Operating Partner: Reversed Lessons
As a CEO, Otis learned the importance of setting culture, managing feedback loops, and avoiding micromanagement—critical insights he brings back into future operating partner roles.

16:14 – Real-World Application of Six Sigma
Otis explains the DMAIC framework and shares two standout Six Sigma projects, one delivering $1M in annual savings through material reduction, and another saving $500K in a plastics facility.

20:29 – Kaizen Explained for Newcomers
A practical walkthrough of how Kaizen events work—including team formation, shop floor involvement, and fast-track execution of waste-reducing improvements.

23:16 – Lessons from Multiple Exits
Otis outlines key ingredients for a successful PE exit:

• Logical, consistent growth (3–5 years)
• Partnering with the right investment bank
• Maintaining forecast performance throughout the process
• Integrating bolt-ons strategically in inorganic growth scenarios

28:50 – What Otis Reads and Recommends

• Wall Street Journal for daily insights
• PitchBook Daily for PE-specific news and trends
• Industry-specific publications when evaluating deals

29:46 – How to Reach Otis Spencer
📧 Email: ospencer1@yahoo.com
📱 Phone: +1 404-372-1778
🔗 LinkedIn: Otis Spencer

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

🎙️ The Private Equity Podcast – Essentials for Investors with Matthew Kearney

This episode is packed with pragmatic advice and “growth hacks for operators” – get your pen ready.

⏱️ Episode Highlights & Timestamps:

00:03 – Introduction
Meet Matthew Kearney: 35 years in private equity, from 3i to operating partner and PE-backed CEO.

01:07 – From 3i to New York CEO
Matthew’s early career, moving from UK PE investments into operational leadership in media and technology.

02:31 – Common PE Mistakes
Why thinking “buying right” is outdated and why zombie portfolios exist. The importance of adding value post-investment.

04:56 – Speed Matters
Why hitting the ground running with a viable plan is critical – and where many PE firms still fail.

05:23 – The Need for Differentiation
You can’t differentiate on capital anymore. Matthew explains the need for pre-planned specialization and strategy.

07:21 – The Case for Specialism
Why generic approaches fail in auction processes. Success lies in preparedness and knowing your niche.

09:27 – Private Equity’s Evolution
From generalists to specialists, and from deal teams to fully professionalized operations functions.

11:24 – Pick Your Spots
The strategic importance of check size, deal type, and industry vertical – especially for smaller funds.

12:47 – Talent Strategy
When to insource, when to outsource. The balance between internal teams and external experts.

13:42 – Reducing Direct Reports
Why Matthew cut down his direct reports from double digits to five – and how he structured high-performance teams.

18:38 – NASA-Level Team Building
Using High-Performance Team models (inspired by NASA) to fast-track team effectiveness and reduce storming time.

20:06 – Grata Partnership Promo

20:35 – Lessons from Three Exits
Matthew shares what made his billion-dollar exits successful, from growth-first mentality to choosing the right M&A advisor.

23:27 – Beware of Price Promises
Red flag: advisors promising high valuations without understanding your business. Chemistry and early engagement are key.

24:31 – Staying the Course Through Uncertainty
Avoiding plan deviation in volatile markets. Why good governance, transparency, and dialogue are essential.

26:46 – The Decision to Pause a Sale
How Matthew and his board paused a 2021 sale due to geopolitical headwinds, only to exit successfully in 2025.

28:07 – Balancing Shareholder vs. Management Perspectives
Navigating differing time horizons and objectives post-sale delay. The role of a good Chair in alignment.

29:59 – What Matthew Reads
Matthew’s go-to content: Wall Street Journal, Financial Times, The Economist (begrudgingly!), BBC, and even Daily Mail for well-researched stories.

31:55 – How to Connect with Matthew
📧 Email: matthewjkearney@gmail.com
🔤 Name spelling: Matthew (with two T’s) Kearney (K-E-A-R-N-E-Y)

Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com