0:03-0:09: Steve Van Diest introduces the episode and Acumen, the business community behind the show. The episode focuses on the importance of listening to clients and recognizing when ego may interfere.

0:17-0:39: Steve welcomes David Riggs, who has extensive experience in management consulting and corporate finance, and now runs Pneuma Media. David explains that understanding and addressing clients' problems is foundational to running a successful business.

1:05-1:42: David describes his belief that businesses should prioritize understanding their clients deeply and solving their problems on a predictable, scalable basis. He emphasizes that listening to clients should guide business practices and decisions.

2:00-2:25: David shares personal background details, mentioning his wife and their life in Denver. He describes Pneuma as his main company, which focuses on personalized client services that differentiate from common trends in tech and automation.

2:39-3:14: While many businesses lean into automation and AI, David prefers prioritizing direct, one-to-one client service. This philosophy extends to other businesses he’s involved with, such as a local gym and various specialized marketing agencies.

4:07-5:24: David explains how Pneuma’s hubs in Denver and Indiana arose naturally from customer and employee locations, enabling a community-centered approach that supports both client needs and company culture.

5:42-6:12: Steve asks about Pneuma's rapid growth and its focus on listening to clients. David describes Pneuma's services in SEO, paid search, and website development, which support clients in reaching customers through search engines.

7:22-8:16: David discusses Pneuma’s mission to help clients succeed in the "search economy," where businesses must be easily found online to thrive. Pneuma's growth and high rankings demonstrate the effectiveness of this focus.

9:00-9:42: Pneuma’s journey began when David identified website development as a primary pain point for business owners. By listening to client needs, he expanded Pneuma's services to include SEO, paid search, and other areas based on demand.

10:29-11:00: David stresses the importance of frequent client conversations to uncover potential service expansions. This approach led Pneuma from solely offering websites to a more diversified portfolio of digital marketing services.

11:14-12:08: David rejects the notion that founders are omniscient. Instead, he credits Pneuma's success to deep client listening and responsiveness, aiming to build long-term relationships where clients trust Pneuma as problem-solvers.

12:18-12:27: Pneuma’s goal is to not only excel in customer success but to be fully customer-centric, responding directly to client needs with tailored solutions rather than predefined services.

13:00-13:11: David points out that customer success (CS) functions are critical in guiding business decisions. Often, businesses don’t need to guess what clients want; regular, open conversations with clients provide direct insights.

13:12-17:49: David stresses that knowing where a customer converts isn’t as crucial as understanding why they converted. He urges companies to dig deeper, asking about customers' initial pain points and motivations to make marketing more meaningful. For example, a gym might see someone inquire through Instagram, but learning that they’re motivated by an upcoming wedding allows the gym to tailor messaging around getting fit for events. This approach can be far more effective than just focusing on more generic platform engagement.

17:50-22:23: He also critiques typical marketing funnels, emphasizing that they should reflect actual customer journeys rather than imposed paths. Funnels should adapt to how customers naturally move between channels, instead of forcing them down predetermined routes that can disrupt the buying experience. Rather than creating complex lead magnets, he suggests fine-tuning a funnel based on observed patterns, like an Instagram-to-search-to-ad sequence.

22:24-24:37: On servant leadership, David describes a purpose-driven culture at his agency, Numa, which is currently undergoing a rebrand. Rather than showcasing awards, he wants Numa’s website to be a space that reflects the client’s story and provides support. He shares that his focus, shaped by his faith, is on helping others succeed rather than achieving visibility for himself or the agency. David aspires to shepherd his team, understanding their personal goals and rallying them around a shared purpose, much like the story of an Indiana company that collectively supported individual employee dreams.

24:38-26:34: David also talks about fostering trust in client relationships, emphasizing the need to "trust but verify." Rather than just chasing revenue, he believes in understanding the underlying purpose behind a client’s goals. Sometimes, clients request more revenue without a clear reason, and in those cases, he advises exploring what will truly support their long-term vision.

26:35-27:23: On a personal note, David reflects on how he balances his career accomplishments with an internal sense of purpose. Although financially secure, he emphasizes that his calling involves serving others, and he’s currently focused on creating a culture of servant leadership at Numa. He’s also learned from challenging moments with employees, understanding that sometimes, people may have different aspirations or just aren’t aligned with the company’s vision. In these cases, he’s found it healthier for both parties to part ways respectfully.

27:24-30:00: At the episode’s end, David mentions his fitness gym, Arsenal Health and Fitness in Denver, which offers personalized training and group classes. He invites listeners to reach out to him through Numa’s website if they’re interested in SEO services, the "search economy," or just want to connect about shared values.