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Deanna Kuhlmann-Leavitt was a big part of shaping Clayco’s brand. She’s always been a designer—and now she’s starting something new with her husband, Rob Leavitt: Pershing Works, Inc. while continuing to lead Kuhlmann Leavitt, Inc., their design studio in St. Louis.

This isn’t her first rodeo, but it feels like a meaningful next chapter. Her business plan is still coming together, but the drive and values are there. I shared some of the hard lessons I’ve learned—real stuff that helped build Clayco. We caught up last week about the new business. After our meeting, I ran my notes through AI, sharpened them, and sent her what follows.

It’s a version of the playbook that helped start Clayco.

Deanna,

It was great to see you and hear about your decision to reignite your entrepreneurial journey. That’s no small step, and I admire your courage in doing it at this point in your life.

On Your Business Plan & Vision

While I don’t yet fully understand your business model, I do understand and respect your inspiration—it’s noble and heartfelt. That said, inspiration and a solid business model are two very different things, and both are necessary for long-term success.

I strongly recommend sitting down to develop a comprehensive strategy:

• Define your superordinate goal
• Outline a five-year economic plan with projected costs, overhead, and contingencies
• Forecast sales margins and net profitability
• Recognize that it’s okay not to show a profit in the first few years—but losing money and momentum is dangerous

Culture, Team, and Transparency

Early in my start of Clayco, I promised full transparency to my team. They felt like owners because I treated them like owners. I shared 20–40% of net profits with key people. That created loyalty and drive.

You’re inheriting a group of people from a failing business. There’s likely deep appreciation there—use that to build trust and momentum.

Hiring is one of the most important things you’ll do. Build a culture intentionally:

• Hire the best and brightest, curate your team carefully
• Don’t hesitate to de-select toxic or misaligned people
• Don’t tolerate gossip, unkindness, or those who don’t live by the Golden Rule
• Be selective about where you apply your craft to prove to the people it matters

This can’t be overstated: Sell. Sell. Sell.

• Pick up the phone—don’t rely on LinkedIn or passive outreach
• Call your contacts, your old customers, your network
• Ask for referrals and introductions
• Sales is about proactive energy. You haven’t called me in years—that tells me sales might not come naturally. If that’s true, work hard to overcome it.

Operate by the Golden Rule

Treat people the way you want to be treated:

• Pay bills on time
• If you can’t, call and explain—don’t disappear
• Make sure your team reflects that same integrity

Be selective about who you work with. Avoid clients or companies that:

• Don’t share your values
• Are abusive, late paying, or unreasonable

Early in Clayco, my best customers wanted me to succeed. They actively helped me grow by referring me to others. That kind of client relationship is gold.

Strategy & Planning

Having a clear business strategy is a major differentiator. You’d be surprised how many competitors just wing it. Winning business or making money is not a strategy. Define what sets you apart and get action items and who has the R’s (responsibility) to pull it off.

Final Thoughts

There are likely other great points we covered that I’ve missed here, but I want you to know: I appreciate you. You’ve been instrumental in helping me at times, and I want to help you and your husband find success.

Finally, use AI tools! I use AI 40+ times a day. You should aim for 6 to 10 times daily. Ask it every question you have, from business plans to communications. You’ll be amazed at what it can help you accomplish.

Bob