Trey Sheneman is the Founder of Herald, a brand strategy firm that helps mission-driven organizations achieve predictable growth through clearer messaging, stronger conversions, and revenue-focused marketing. Under his leadership, Herald has delivered its proprietary COMPASS Method to over 100 clients, boasting an 88% success rate in improving clients’ business performance in the quarter following their engagement. Trey brings 15 years of experience working with renowned brands such as John Maxwell and Dave Ramsey, and he hosts the 10-Minute Masterclass podcast, where he shares actionable growth insights.
About the Episode
Mission-driven companies often have deep conviction but struggle to translate that purpose into scalable, predictable growth. In this episode, Tyler Lane sits down with Trey Sheneman, Founder of Herald and creator of the COMPASS Method, to unpack how strategic clarity, disciplined focus, and trust-driven leadership unlock sustainable growth. Trey shares his journey from ministry to marketing, lessons learned from working with brands like John Maxwell and Dave Ramsey, and how his framework helps founders align vision, messaging, offers, and channels without losing authenticity or values.
Key Moments
Trey’s Background and Early Career
- How Trey Sheneman went from seminary and Christian education into marketing through necessity and grit [2:47].
Lessons From Maxwell, Ramsey, and Agency Life
- Why becoming a specialist first, then a generalist, creates long-term opportunity [12:25].
The COMPASS Method Explained
- How Trey “discovered” the COMPASS Method by analyzing why wins actually worked [17:57].
- Breaking down COMPASS: competitive set, offer, messaging, people, avatar, SWOT, and synthesis [20:10].
Channelling Focus and Strategic Discipline
- Building growth plans based on where audiences actually spend time, not agency preferences [24:10].
- Why staying in your lane and partnering beats claiming to be “full service” [26:00].
AI, Efficiency, and Human Judgment
- Where AI helps and where human nuance, trust, and synthesis still matter most [29:40].
- Why Trey believes AI will reach diminishing returns and authenticity will become more valuable [31:00].
Challenges Facing Mission-Driven Leaders
- Common bottlenecks that arise when founders remain the sole communicator [35:10].
Top Insights
- Establish strategic clarity before executing tactics – Clear alignment on vision, mission, and strategy prevents wasted effort and accelerates meaningful growth.
- Focus on one core growth lever at a time – Concentrating resources on a primary offer increases effectiveness and reduces distraction from shiny objects.
- Build trust as a foundational business principle – Trust enables faster decision-making, stronger partnerships, and sustained momentum across teams and stakeholders.
- Use structured frameworks to guide decision-making – Frameworks like COMPASS help leaders systematically identify gaps and prioritize the highest-impact actions.
- Leverage AI for efficiency, not judgment – Using AI to accelerate research frees human time for synthesis, creativity, and nuanced strategic thinking.
Notable Quotes
- “Sometimes you just gotta do the work. You’ve got to white knuckle it. You just gotta do the work.”
- “The internet marketing thing turned out to be a door I would have never opened for myself.”
- “Business moves at the speed of trust, like there was a real relational side to how Ramsey moved.”
- “I started getting really good at asking why when we won, which I think is not something people do.”
- “I don’t think it can understand the human nuance around a client’s personality or the stage of the business.”
Resources
Industry Experts and People
Companies and Organizations
Frameworks and Methodologies
Podcasts and Media
- 10-Minute Masterclass
- “Building a Transparent Digital Agency in the Age of AI With Brandon O’Connor” on the Built to Convert podcast
Books
Strategic Clarity That Fuels Mission-Driven Growth
If your business is powered by purpose but growth feels scattered or unpredictable, clarity (not more tactics) is likely the missing piece. At Session Interactive, we help brands align strategy, messaging, and performance marketing so every channel works toward a clear, shared goal. When strategy leads, growth follows with less guesswork and more confidence.
For more insights on growth strategy, analytics, and building scalable marketing systems, subscribe to the Built to Convert podcast. Ready to unlock sustainable, mission-driven growth? Visit Session Interactive to see how we can help you scale with clarity and intention.
