WNY Entrepreneurs Unleashed

What if the biggest barrier to your business growth isn’t your product, your pricing, or your people but your lack of strategy?

In this episode of WNY Entrepreneurs Unleashed, Seth Greene interviews Rachel Present, Fractional CMO, who has led marketing strategy at startups and global corporations alike, from early-stage tech ventures in Tel Aviv to multinational firms like Thales and Next Insurance, acquired for billions by Munich Re. Drawing from her 14 years abroad and deep Western New York roots, Rachel shares how combining international experience with entrepreneurial spirit helps businesses unlock powerful, sustainable growth. She reveals what most companies get wrong about marketing, and how a clear strategy can bridge the gap between potential and performance.

Key Takeaways:

→ Why strategy must come before execution and how skipping this step stalls growth.

→ How fractional CMOs help companies scale without the overhead of a full-time executive employee.

→ Why keeping clients engaged and customer retention beats constant prospecting.

→ How to measure marketing ROI when sales cycles are long and attribution is tricky.

→ The three critical questions every business owner should answer before setting a marketing plan.

Rachel Present is a passionate fractional CMO dedicated to helping Rochester-area businesses achieve world-class marketing results. A proud Rochester native, she understands the local mindset—whether it’s Jim Kelly nostalgia or knowing that “flurries” aren’t real snow—and believes exceptional companies from the region deserve global-level strategy.

With over 14 years of international experience, including time spent in Israel, Rachel blends American warmth with Israeli chutzpah to deliver results that resonate—whether your audience is in Greece, New York or Athens, Greece. A self-taught marketer and former tech professional, she approaches each client like a marketing detective, uncovering obstacles and crafting strategies that drive measurable growth.

Following in the legacy of her family’s respected Western New York business, Present Company, Rachel founded her firm to empower organizations to reach their ideal customers and turn marketing into meaningful, profitable impact.

Connect With Rachel:

Website:
https://www.rachelpresent.com/

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A brand-new tax law just rewrote R&D, GILTI, and FDII: here’s how to avoid surprises in your effective tax rate and cash flow.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene interviews Katie Salisbury, Senior Tax Manager for Withum, in Buffalo, New York, who traces her path from Freed Maxick to Withum, then breaks down the newest law’s impact on R&D expensing, options for handling unamortized 2021–2023 costs, and what shifting from compliance to true advisory looks like. She also covers evolving international tax pressures (GILTI/FDII, foreign filings), how teams should think about tariffs, and the mindset that keeps pros sharp in a fast-changing tax world.

Key Takeaways:

→ How R&D costs can be expensed can be expensed again.

→ Why SEC filers are laser-focused on ETR impact, cash timing, and ASC 740 disclosures under the new rules.

→ How tariffs remain a moving target.

→ Why monitoring, scenario planning, and flexible models beat one-and-done answers.

→ How teams must align resources early so compliance and planning reinforce each other.

Katie Salisbury, CPA, is a senior tax manager for Withum based in the Buffalo, New York office. She has over 10 years of experience working in public accounting, focusing on tax compliance and ASC 740 financial reporting for large multinational corporations. She has a passion for helping clients navigate the complex tax code and serving as their business advisor to help them succeed.

Connect With Katie:

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Discover the keys to building lasting wealth, developing retirement strategies that truly work, and implementing financial plans with confidence.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene interviews Doug Parker, CFP, Senior Vice President and Shareholder of Sage Rutty & Company. Doug has over thirty years of experience helping clients grow their wealth through disciplined financial planning and investment strategies. From working with small business owners to designing custom retirement plans, he has seen firsthand how proper execution of financial strategies can transform lives and legacies. In this episode, Doug discusses the challenges of implementation, the importance of long-term planning, and how Sage Rutty helps individuals and businesses maximize their financial opportunities.

Key Takeaways:

→ The difference between large firms and smaller, more nimble companies.

→ Why business owners benefit from combining personal and retirement planning.

→ The importance of executing financial plans and monitoring them over time.

→ The process of helping business owners transition their companies.

→ Real-world examples of clients who benefited from Sage Rutty’s strategy.

Doug Parker is a Certified Financial Planner™ professional, an Accredited Investment Fiduciary®, and a Senior Vice President and shareholder at Sage Rutty & Company. He serves as a Senior Vice President of the firm’s Parker, Burke & Gingerich private financial practice, where he provides comprehensive financial advice to both individual and corporate clients across a wide range of financial topics. Doug has a master’s degree in financial planning from the College for Financial Planning in Denver, Colorado, and graduated with honors from Roberts Wesleyan College. Active in the financial planning community, Doug is involved with the local chapter of the Financial Planning Association and is a Past President of the Estate Planning Council of Rochester. He has also previously served as a member and Board Chair of the Catholic Family Center Board of Directors and currently participates on the Catholic Charities of Rochester Pension Committee.

Connect With Doug:

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Discover how one real estate leader turned personal frustration into a thriving team that thrives on visibility, relationships, and intentional growth.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene speaks with Enas Latif, founder of the Enas Latif Sales Team, who shares her inspiring journey from being a first-time homebuyer struggling with the process to leading a successful multi-market real estate business. She discusses lessons learned from market fluctuations, building a team, and balancing business with personal well-being. Enas also reveals how joining EO Western New York sped up her growth and expanded her leadership, helping her overcome challenges and boost her team’s success.

Key Takeaways:

→ The importance of visibility in standing out as a real estate team.

→ The value of slow hiring and quick letting go for team health.

→ How to set healthy boundaries while staying accessible to clients.

→ Creating daily habits maintains personal well-being amid business demands.

→ The lasting impact of genuine relationships with clients and team members.

With over 20 years of experience, Enas Latif is a leading realtor in the Buffalo-Niagara area and the founder of the Enas Latif Sales Team. Known for her client-first approach, she makes buying and selling easier while bringing expert negotiation skills as a certified real estate negotiator.

Under her leadership, the team consistently ranks among the highest-performing in the company at HUNT Real Estate and across Buffalo-Niagara, earning recognition from the local Association of Realtors. Enas holds a GRI designation and certifications as a Certified Buyer Representative (CBR), Seniors Real Estate Specialist® (SRES®), and Certified Relocation Specialist. She is also a skilled marketing strategist. Whether buying or selling, Enas combines market expertise, negotiation skills, and a personal touch to help clients reach their real estate goals.

Connect With Enas:

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From purchasing a family business to leading successful mergers, this episode dives into an entrepreneur’s journey of growth, challenges, and the lessons learned along the way.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene speaks with Amy Castronova, President of Leadership Alchemy, who began her entrepreneurial journey by purchasing a family business while still in college, a decision that has shaped her career in unexpected ways. Over the course of two decades, she navigated major transitions, including mergers and the challenges of selling a company. Now focusing on leadership coaching, Amy shares her insights on overcoming doubts, empowering teams, and building scalable businesses.

Key Takeaways:

→ Learn why developing rapport with employees and clients early on paves the way for success.

→ The significance of scaling and recognizing when to let go.

→ How to manage due diligence and transitions when selling your business.

→ Explore how Leadership Alchemy supports growing businesses. 

→ Discover how coaching others and leading forums help develop strong leadership skills.

Amy Castronova is the President of Leadership Alchemy and a dynamic leader in entrepreneurship and personal growth. At just 20, she started a successful technical communications company, which she managed for 16 years before guiding mergers and acquisitions, leading to a successful exit in 2021. By age 30, Amy received prestigious awards, including the Rising Star Award from the Women Presidents Organization and Rochester Business Person of the Year—honors that earned her an invitation to the White House as one of the top 100 young entrepreneurs making an impact on the U.S. economy.

Today, Amy combines her business expertise with powerful tools like Human Design and EFT (Emotional Freedom Techniques) to help leaders connect with their purpose and find fulfillment. Through Leadership Alchemy, she helps high-achieving individuals break through self-sabotage and lead with joy, freedom, and authenticity.

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ADHD doesn’t need to hinder entrepreneurial success. Discover how to harness your unique strengths and transform chaos into opportunity.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene speaks with Skye Waterson, an ADHD strategist and founder of Unconventional Organisation. Skye specializes in helping entrepreneurs, executives, and business owners embrace their ADHD strengths, such as creativity and problem-solving, while implementing systems to stay focused and avoid burnout. Additionally, Skye shares how to build customized systems that not only manage ADHD but also fuel business growth and success.

Key Takeaways:

→ Common misconceptions about ADHD management for business owners.

→ Understanding the connection between ADHD and entrepreneurial success.

→ The importance of customizing business systems to fit ADHD strengths.

→ The role of dopamine and focus in managing ADHD for productivity.

→ How to build clarity, confidence, and balance in business with ADHD strategies.

Skye Waterson is an ADHD strategist and the founder of Unconventional Organisation, a multi-six-figure business that helps entrepreneurs turn their ADHD into their greatest asset. When Skye was diagnosed with ADHD during her PhD, she realized that mainstream productivity advice didn’t work for her. So, she took matters into her own hands—researching, testing, and perfecting strategies that truly help. Today, she equips coaches, consultants, founders, and executives with the same ADHD-friendly systems.

Connect With Skye:

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Episode Summary:

Tom Larsen’s journey into the
insurance industry began when a high school friend offered him a
commission-based opportunity, marking a significant shift from his previous
career in the restaurant and bar sector. Despite facing initial financial
hurdles, Larsen’s unwavering commitment to prioritizing client care over
personal gain has guided his success and culminated in the establishment of his own insurance firm. Over the past 21 years, he has carved out a niche focusing on insuring restaurants, landlords, and high-risk drivers, while also
advocating for the critical importance of cyber liability coverage in today’s
digital landscape. Larsen’s dedication to honesty and tailored advice has not
only set him apart in the industry but also reflects his genuine passion for
helping clients navigate unique challenges with comprehensive and reliable
insurance solutions.

Here’s what to expect this
episode:

·      
Cyber liability insurance is crucial for
protecting businesses from data breaches and financial losses.

·      
Tom Larson faced challenges as a business owner,
including using personal credit cards to pay employees and being underfunded.

·      
Starting a business with limited resources
involves financial hurdles and personal sacrifices.

·      
Having adequate insurance coverage is important
for homeowners and businesses to mitigate potential risks effectively.

Connect with Tom Larsen:

⁠https://www.larseninsurance.com/

https://www.linkedin.com/in/larseninsurance/

Connect with Seth Green:

https://www.linkedin.com/in/sethgreene/

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What do playing pro basketball, serving in the White House during Watergate, and leading billion-dollar companies have in common? Warren Rustand reveals the timeless principles that shaped his extraordinary life—and how you can apply them too.

In this episode of WNY Entrepreneurs Unleashed, Seth Greene speaks with Warren Rustand—former White House Appointments Secretary under President Gerald Ford, bestselling author of The Leader Within Us, and a leadership legend in EO, YPO, and beyond. From growing up on a farm to navigating the corridors of power and building multi-billion dollar businesses, Warren shares the disciplines, values, and mindset that have defined his journey. Whether you’re an aspiring entrepreneur or a seasoned executive, this episode offers hard-won wisdom on resilience, vision, and what it means to live a life of significance.

Key Takeaways:

→ How there are three core principles that every entrepreneur should know, and what they are.

→ Why clarity of vision is the most underrated asset in business – and how to align your team around it.

→ How intentional leadership helps build culture, scale teams, and weather turbulent times.

→ How to navigate the inevitable business cycles with resilience and strategic foresight.

→ What every founder needs to understand about leadership post-COVID – and how to grow in a changed world.

Warren Rustand is a visionary leader, entrepreneur, and former White House official who brings decades of insight into business, leadership, and purpose-driven living. A former NBA draftee and Academic All-American at the University of Arizona, Warren served as Appointments Secretary to President Gerald Ford. He’s led multiple companies, including a $2.1B organization, and serves as Dean of Learning for the EO Global Leadership Academy. A husband, father of seven, and grandfather of nineteen, Warren is passionate about inspiring the next generation of entrepreneurs through clarity, discipline, and values-driven leadership.

Connect With Warren:

Warren Rustand

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What is the importance of clarity in marketing messaging for SEO?

Mariah Liszewski is a renowned SEO strategist and educator who has made significant strides in helping business owners amplify their visibility on Google. Recognized by leading platforms such as Entrepreneur and Forbes, Mariah merges her expertise with an educational approach to empower entrepreneurs with cost-effective, transferable SEO skills. She advocates for clarity in SEO strategies, emphasizing that clear, solution-oriented content is crucial for aligning with Google’s search algorithms, whereas clever or overly creative content can be detrimental. Through her website, podcast, and other resources, Mariah particularly supports passionate clients, such as online service providers and e-commerce businesses, guiding them to leverage technology effectively for sustained business growth.

Key Takeaways:

• Mariah helps clients improve website visibility on Google by teaching cost-effective SEO skills transferable to other digital marketing areas.
• Clarity in marketing messaging is emphasized by Mariah as essential for search engines to understand and connect websites to relevant search queries.
• Mariah’s ideal clients are passionate about their business, willing to understand SEO, and eager to implement strategies to attract their target audience.
• Mariah provides resources like her website, podcast, Instagram, and YouTube channel for followers to learn more about her offerings and empower business owners.

Connect with Mariah Liszewski:

https://www.mariahmagazine.com/

https://www.linkedin.com/in/mariahmagazine/

Connect with Seth Green:

https://www.linkedin.com/in/sethgreene/

https://www.marketdominationllc.com/

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Kristin Devereaux is the president and founder of Envision Benefits Group, a company based in Western New York that aims to provide strategic HR and benefits solutions tailored for small businesses. With over 15 to 20 years of experience in the insurance and HR sectors, Devereaux identified a significant gap in the market where small businesses lacked comprehensive support for their HR and benefits needs. Motivated by this realization, she established Envision Benefits Group to offer personalized, long-term solutions, diverging from the industry’s focus on quick sales. Devereaux believes that the role of benefit brokers must evolve to encompass a broader range of services, including HR, to ensure the growth and success of businesses like Envision Benefits Group in a competitive market.

Here’s what to expect this episode:

• Envision Benefits Group focuses on providing comprehensive HR and benefits solutions to small businesses.

• Benefit brokers must have expertise in both HR and benefits to drive business growth.

• The future of benefits consulting will require a holistic approach that goes beyond traditional insurance offerings.

Connect with Kristin Devereaux:

https://www.linkedin.com/in/kristindevereaux/

https://envisionbenefitsgroup.com/

Connect with Seth Green:

https://www.linkedin.com/in/sethgreene/

https://www.marketdominationllc.com/

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