Contacts
Info
Welcome to Behind the Boost, a show that spotlights entrepreneurs, agency owners, and marketing professionals who share a common mission: helping small businesses succeed online. Hosted by Nic Padilla, each...
show more
Welcome to Behind the Boost, a show that spotlights entrepreneurs, agency owners, and marketing professionals who share a common mission: helping small businesses succeed online. Hosted by Nic Padilla, each episode explores the career paths, personal stories, and defining moments that brought these leaders into the digital marketing space and what keeps them motivated to make an impact.
show less
Episodes & Posts
Episodes
Posts
5 MAR 2026 · In this third and final installment, Nic Padilla sits down again with Juve Hernandez to explore what entrepreneurship looks like across cultures—and what never changes. What begins as a lighthearted reflection on adapting from coastal Mexico to snowy Utah unfolds into a deeper conversation about identity, reinvention, and the shared spirit that connects entrepreneurs worldwide.
Juve opens up about cultural transition, perspective shifts, and the surprising beauty of learning to love new environments. From there, the conversation turns practical. Nic shares insights gathered from traveling internationally with Boostability, observing that true entrepreneurs, regardless of geography, carry the same curiosity, generosity, and desire to grow. Together, they unpack what it means to educate prospects effectively, why fundamentals matter more than shiny tactics, and how experience, not just tools, creates lasting results in digital marketing.
Chapters
[Start] From Ocean to Mountains: Adapting to Utah: Juve talks about learning to appreciate new environments after moving from Cabo San Lucas to Utah.
06:01 What All Entrepreneurs Have in Common: Nic shares observations from traveling internationally, describing the shared traits of entrepreneurs.
09:24 Educated Prospects and SEO Fundamentals: A nuanced discussion on the difference between being informed and being distracted, and why core SEO principles still win.
13:20 Traffic vs. Conversions: The hosts explore why traffic alone does not equal revenue and what metrics really matter.
16:08 Tools vs. Experience: The Electrician Metaphor: Nic explains the difference between having powerful tools and knowing how to use them effectively, highlighting Boostability’s value beyond software platforms.
Links and Resources
- https://www.boostability.com/
- Nic Padilla on https://www.linkedin.com/in/nic-padilla-2643a258/
- Juve Hernandez on https://www.linkedin.com/in/juvenalherrerahernandez/
26 FEB 2026 · In part two of this three-part conversation, Nic Padilla and Juve Hernandez go deeper into the turning point that changed everything. Juve shares the emotional reality of starting over in a new country, carrying childhood trauma, and believing he wasn’t smart enough to succeed.
What shifted wasn’t circumstance—it was mindset. From taking an online IQ test that challenged his self-doubt to learning internet marketing from scratch, Juve explains how belief unlocked skill, and how skill unlocked opportunity. The conversation moves into resilience, retention, medical tourism, and why positioning yourself as a profit center, not just a service provider, changes the entire game.
Chapters
[Start] The Turning Point: Juve shares the emotional story behind leaving Mexico and rebuilding in the United States.
04:11 The Mindset Shift: How one IQ test changed Juve’s belief about his own intelligence and why that mattered.
08:54 Learning How to Learn: Nic and Juve discuss resilience, self-belief, and why quitting isn’t an option.
10:32 From Agency to Profit Center: Juve explains his SaaS-style model, medical tourism niche, and why retention drives everything.
17:04 Growth in Mexico & AI’s Impact: The opportunity in medical tourism and why AI feels like the next internet revolution.
Links and Resources
- https://www.boostability.com/
- Nic Padilla on https://www.linkedin.com/in/nic-padilla-2643a258/
- Juve Hernandez on https://www.linkedin.com/in/juvenalherrerahernandez/
19 FEB 2026 · In this opening segment of a three-part conversation, Nic Padilla is joined by Juve Hernandez to talk about his entrepreneurial journey. Juve shares what it was like to grow up in an immigrant culture and how that shaped his mindset for starting a business. The two uncover what it’s like to live between different cultures, and Juve shares his personal experience growing up.
Part 1 of this episode explores the adversities that shaped Juve’s entrepreneurial spirit, driving him to start a company. His story is one that shows how important it is to believe in yourself, even if no one else does. That is the first and most important business decision you could ever make.
Chapters
[Start] Culture and Belonging: Nic and Juve discuss growing up between cultures and navigating two worlds.
01:48 Learning English: Juve shares about growing up in Mexico and his journey to learning to speak English.
06:38 Life in Mexico: Juve shares his experience growing up in Mexico and how it has shaped his identity in the United States.
13:20 Why Boostability?: Nic and Juve have a discussion about the benefits of using Boostability.
Links and Resources
- https://www.boostability.com/
- Nic Padilla on https://www.linkedin.com/in/nic-padilla-2643a258/
- Juve Hernandez on https://www.linkedin.com/in/juvenalherrerahernandez/
22 JAN 2026 · Nic Padilla sits down with digital marketer Josh Sanderford for a conversation about modern online business. Together, they look at how curiosity and confidence can shape the future of one’s entire career. Josh shares how a childhood love for photography and design led him into the world of marketing. This came with asking for opportunities and not being afraid of people “above” or “below” him, which became a defining trait in his business.
Josh then shares about his journey building sustainable digital businesses in an era of constant platform change. From running Google Ads and SEO to creating automated SaaS systems, he explains why simplicity, relationships, and consistency matter in the long run. Nic and Josh highlight the long game of trust—showing up when no one is watching, building human connections, and being known for doing one thing well. This conversation shows what it takes to grow in marketing without losing the human side of the work.
Chapters
[Start] From Small Town to Big Opportunities: Josh reflects on how his growing up drove him to curiosity, which led him toward marketing.
02:46 Discovering Marketing: How a college prep presentation sparked a career in digital advertising.
10:25 Building a Life Around Systems: Learning to transition to a life of running digital businesses from home.
15:40 SaaS, Automation, and Community Building: The importance of simplifying software and showing up daily to create trust and sustainable growth.
22:58 Consistency for the Long Haul: Using commitments, relationships, and focus to build credibility over time.
Links and Resources
- https://www.boostability.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://Linkedinlinkedin.com/in/joshua-sanderford
1 JAN 2026 · Continuing from part 1, Nic Padilla and Ryan Cook, the founder of Ghostbird, dive deeper into the strategic decisions that create standout agencies. Together, they explore why niching down has become more important than ever, building trust, clarity, and long-term business growth. Ryan shares how the rise of AI is reshaping content and marketing, but also how genuine human writing is becoming more valuable.
The conversation also talks about Ryan’s decision to pivot fully into ghostwriting. From hitting new revenue milestones to building an audience-first growth engine on LinkedIn, Ryan outlines what sustainable traction actually looks like when you commit and play the long game. With reflections on patience, conviction, and choosing a “hill worth dying on”, Ryan reminds us that meaningful businesses aren’t built quickly, but intentionally.
Chapters
[Start] The Importance of Niching Down: Nic and Ryan discuss the struggles in business when you try to do everything, vs agencies that specialize themselves.
03:42 Pivoting to Ghostbird: Ryan shares the moment that pushed him to rebrand and fully commit to ghostwriting.
07:46 Growth, MRR, and Sustainable Momentum: A look at hitting new revenue milestones and what realistic growth timelines look like.
11:33 A Hill You’re Willing to Die On: Ryan reflects on patience, conviction, and why long-term success requires doing what others won’t.
Links and Resources
- https://www.boostability.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/ryan-travis-cook/
- https://www.linkedin.com/company/ghostbird/
25 DEC 2025 · In this episode, Nic Padilla sits down with Ryan Cook, founder of Ghostbird, to explore the quieter truths behind entrepreneurship. Ryan shares his journey from teaching marketing at BYU to eventually owning his own agency. Rather than chasing overnight success, Ryan shares his insights on building habits, relationships, and consistency; things that are often overlooked in determining long-term achievements.
Ryan also shares his philosophy on modern authority building through writing and LinkedIn. He reframes visibility as a long game rooted in authenticity and generosity by ghostwriting books which create deep trust. He uses this to help executives turn dormant networks into active growth engines. Nic and Ryan talk about the importance of showing up and embracing the awkward early stages of growth. This episode sets the stage for more to come in part two.
Chapters
[Start] Meeting Ryan Cook: Ryan introduces his background and shares his journey to entrepreneurship.
03:07 The Secret to Success: A conversation about habits, relationships, and long-term commitments in entrepreneurship.
07:15 Creating Ghostbird: Ryan’s pivot from general marketing services to a focused ghostwriting business.
09:51 LinkedIn as a Relationship Engine: Ryan shares advice on using LinkedIn intentionally through all stages of business growth.Links and Resources
- https://www.boostability.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/ryan-travis-cook/
- https://www.linkedin.com/company/ghostbird/
18 DEC 2025 · Host Nic Padilla sits down with Jarrell Hibler, founder of Premier Marketing, for a conversation about business fundamentals and the evolving world of digital marketing. Jarrell shares his journey from earning a degree in kinesiology to building a full-service marketing agency in Charlotte, North Carolina. The discussion highlights how adaptability, curiosity, and a willingness to learn can open doors to unexpected opportunities.
From the importance of foundational marketing assets to staying grounded amid technology and SEO changes, the conversation reinforces a simple but powerful message: fundamentals matter. Jarrell’s perspective underscores the value of discipline and resilience; things that truly matter in what makes a business genuinely different.
Chapters
[Start] Meeting Jarrell Hibler: Nic introduces Jarrell and traces his path from kinesiology into digital marketing.
02:42 Building Marketing Foundations: Jarrell discusses website platforms, service offerings, and the importance of branding.
08:15 Staying Ahead of Change: How Premier Marketing adapts to evolving technology and search behavior.
10:35 Life Lessons from Jarrell: Jarrell reflects on how his upbringing and athletic career shaped his leadership style in business.
14:51 Standing Out from the Crowd: Insights on how to get customers and stay ahead of the competition.
Links and Resources
- https://www.boostability.com/
- https://www.premiermarketingus.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/jarrell-hibler/
- https://www.linkedin.com/company/premier-marketing/
11 DEC 2025 · In this final installment of our three-part series, host Nic Padilla wraps up his conversation with Bruce Rowe, founder of Sebo Marketing. This episode traces the origin story of Bruce’s digital marketing career, beginning with a cross-country move, a chance warehouse job, and a broken e-commerce site that launched him into the world of SEO and paid search long before most businesses knew what those terms meant. Through personal stories and early career lessons, Bruce recounts how curiosity, experimentation, and a commitment to solving real problems shaped the foundation of his agency.
This episode shares what it takes to stay relevant in a rapidly evolving industry, and offers a grounded and transparent look at why some agencies endure while others disappear. Nic and Bruce discuss the myths surrounding digital marketing expertise, how easy access to information has changed people’s willingness to learn, and why shortcuts, especially in SEO, create more harm than value. Bruce emphasizes the power of principles over hacks, teamwork over isolation, and quality content over AI-driven volume.
Chapters
[Start] Choosing a Place to Build a Life: Bruce shares how he and his wife used a paper map and a list of priorities to choose Heber City as their new home.
03:45 From Warehouse Worker to Accidental Digital Marketer: A broken website, Overture ads, and a massive sales jump lead Bruce to discover digital marketing and eventually launch Sebo Marketing.
06:15 Principles Over Tactics: Nic and Bruce discuss honesty, long-term thinking, and the importance of building on a solid foundation, whether in SEO or any other part of business.
07:30 Staying Sharp in a Changing Industry: Bruce explains how teaching at BYU, surrounding himself with smart people, and staying curious help him keep pace with evolving SEO trends.
10:45 Why People Stick With Bad Habits: A surprising story about a student’s boss highlights how stubbornness, convenience, and lack of visible consequences shape decision-making.
12:20 AI, Content, and the Quantity Trap: Bruce weighs in on AI-generated content, Google’s quality signals, and why volume can’t replace usefulness or expertise.
14:45 Final Reflections and Gratitude: Nic closes the series by recognizing Bruce’s longevity, integrity, and commitment to doing SEO the right way.
Links and Resources
- https://www.boostability.com/
- https://sebomarketing.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/sebomarketing/
- https://www.linkedin.com/company/sebo-marketing/
4 DEC 2025 · In this second episode of our three-part series, Nic Padilla continues his conversation with Bruce Rowe of Sebo Marketing. Together, they unpack the complexities of marketing attribution. They discuss why it matters, why it’s messy, and why so many businesses still struggle with marketing touchpoints and results. Bruce shares a behind-the-scenes look at how a world reliant on last-click attribution leaves marketers guessing more than strategizing. Through relatable examples from conferences and client journeys, Nic and Bruce spotlight how real-world interactions intersect with digital insights to shape growth.
This episode explores the cultural and business environment of Utah, where collaboration often outweighs competition. Bruce highlights the power of authenticity and transparency in an industry that is often criticized for being too open. The conversation underscores what makes long-standing agencies like Sebo Marketing and Boostability resilient: a focus on doing things with integrity.
Chapters
[Start] Attribution in the Real World: A breakdown of how last-click attribution works and why it is one of marketing’s biggest challenges.
03:23 Why Utah Breeds Collaboration: Bruce reflects on Utah’s unique business culture and the mindset that fosters cooperation rather than competition.
08:13 The SEO “Voodoo” Myth: Bruce shares an encounter with a deeply skeptical business owner.
12:42 Doing the Right Work the Right Way: A conversation about longevity, integrity, and how agencies like Sebo Marketing have stayed relevant by focusing on real impact.
Links and Resources
- https://www.boostability.com/
- https://sebomarketing.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/sebomarketing/
- https://www.linkedin.com/company/sebo-marketing/
27 NOV 2025 · Host Nic Padilla sits down with Bruce Rowe, founder of SEBO Marketing, to explore the evolution of search engines, SEO, and paid advertising over the last two decades. Bruce shares rare insights that illuminate how the industry came to be and how it continues to change at breakneck speed. Nic and Bruce’s conversation gives an engaging, spoiler-free look at how early search engines worked, why Google overtook competitors, and how pay-per-click truly began. Bruce uses his firsthand experience to show just how dramatically digital marketing has transformed.
This episode is part one of a two-part series featuring Bruce Rowe. Stay tuned for part two, where the discussion dives deeper into the future of organic search.
Chapters
[Start] Welcome & Introductions: Nic introduces Bruce and sets up the conversation by exploring Bruce’s background and agency history.
01:41 The Early Days of Search Engines: Bruce recounts how Yahoo began as Jerry and David’s directory and how search worked before algorithm-based engines.
04:12 Birth of Pay-Per-Click: A deep dive into Bill Gross’s pioneering PPC system, second-price auctions, and how early bidding worked before Google refined the model.
08:49 The Story Behind SEBO Marketing: Bruce explains the origin of his agency’s name and reflects on building a business that has lasted more than two decades.
11:52 Algorithm Updates: Bruce tells the story of 2013’s Penguin update and why SEO manipulation, not SEO itself, always dies.
Links and Resources
- https://www.boostability.com/
- https://sebomarketing.com/
Connect with:
- https://www.linkedin.com/in/nic-padilla-2643a258/
- https://www.linkedin.com/in/sebomarketing/
- https://www.linkedin.com/company/sebo-marketing/
Welcome to Behind the Boost, a show that spotlights entrepreneurs, agency owners, and marketing professionals who share a common mission: helping small businesses succeed online. Hosted by Nic Padilla, each...
show more
Welcome to Behind the Boost, a show that spotlights entrepreneurs, agency owners, and marketing professionals who share a common mission: helping small businesses succeed online. Hosted by Nic Padilla, each episode explores the career paths, personal stories, and defining moments that brought these leaders into the digital marketing space and what keeps them motivated to make an impact.
show less
Information
| Author | Ambrie Nuttall |
| Organization | Ambrie Nuttall |
| Categories | Marketing , How To , Business News |
| Website | www.boostability.com |
| amnuttall@boostability.com |
Copyright 2026 - Spreaker Inc. an iHeartMedia Company
