Create Brand NV

Licensed psychologist Dr. Carlos Garcia, owner of Tampa Counseling and Wellness, joins Nicole Alicea to break down the 5 psychological shifts business owners must make to grow into confident, effective leaders. Transitioning from employee to entrepreneur isn’t just a business decision—it’s a mental and emotional transformation. In this episode, Dr. Garcia shares practical insights on how mindset,...

In this special anniversary episode, Nicole Alicea celebrates one year of the Create Brand NV Podcast by pulling back the curtain and introducing the voice behind the scenes—producer David “Fingers” Bell. Together, they reflect on nearly 20 years of friendship, their early days in radio, and how this podcast came to life—from idea to execution. Along the way, they share behind-the-scenes stories,...

Nicole Alicea sits down with Sarah Cole, President and CEO of the Glazer Children’s Museum in Tampa, Florida, to explore how leadership, strategy, and a clear mission can transform an organization—even in times of crisis. After stepping into her role shortly before the COVID-19 pandemic, Sarah was forced to make rapid, high-stakes decisions to keep the museum afloat. What followed was a complete r...

Nicole Alicea sits down with HR expert Lori Goldsmith, founder of Heart of HR Shared Services, to unpack the biggest hiring, leadership, and workplace mistakes business owners make—and how to avoid them. From hiring the wrong people to failing to give clear feedback, Lori shares real-world insights that can make or break a business. This conversation goes beyond basic HR and dives into the human s...

In this episode, Nicole Alicea sits down with Cynthia Weiss, a retired banker with over 40 years of experience, to break down what really happens behind the scenes when you apply for a business loan. Before a bank evaluates your business, they evaluate you—your habits, your financial discipline, and your relationship with money. Cynthia reveals how lenders interpret your credit report, what red fl...

Why is it so hard to find great salespeople—and what separates top performers from everyone else? In this episode, Nicole Alicea sits down with Jim Marshall of Sandler Training Tampa Bay to break down what business owners need to know about hiring, developing, and leading high-performing sales teams. Together, they challenge the stigma around sales and reveal what truly drives success in the profe...

In this episode, Nicole Alicea sits down with Sheldon Ramkisson, a healthcare entrepreneur who has built and scaled multiple businesses to over $9 million in combined revenue. Sheldon shares his approach to the science of scaling—explaining how successful businesses are built not just on passion, but on numbers, systems, and disciplined decision-making. Together, they explore what it really takes...

“Just start and figure it out” is common advice—but what if that mindset leads you straight into avoidable failure? In this episode, Nicole Alicea sits down with serial entrepreneur Tony Miller to break down how to properly evaluate a business idea before you invest time, money, and energy. Drawing from experience across multiple ventures—including a distillery, tech startup, agency, and a multi-m...

In this episode, Nicole Alicea sits down with Kevin Citarella, founder of Citarella Pest Control, to break down what it really takes to build and scale a successful service-based business. Kevin shares why the pest control business is not about killing bugs—it’s about people, relationships, and delivering consistent customer value. With experience building multiple pest control companies from the...

In this episode, Nicole Alicea sits down with Brenda Terry, the only Jack Daniel’s Brand Ambassador in Florida, to uncover the strategy behind one of the most recognizable brands in the world. This conversation goes far beyond whiskey—it’s a deep dive into branding, distribution, and how global companies win at the local level. Brenda shares how Jack Daniel’s operates behind the scenes, from suppl...

In this episode, Nicole Alicea sits down with Sue Trecasse, former Operations Manager and Program Director of 970 WFLA, one of Florida’s top-performing News/Talk radio stations. During her tenure, WFLA consistently ranked in the top 5—and often #1—in the highly competitive Tampa market, a rare achievement for an AM station. But this success didn’t happen by accident. Sue reveals the hard decisions...

In this episode of Create Brand NV, Nicole Alicea sits down with Dr. Jerry Copeland, a pediatric dentist based out of Tampa, FL, to discuss the essential elements of running a successful pediatric dentistry practice. Dr. Copeland shares his experience purchasing an existing practice and integrating into the existing team while creating a new positive culture. We delve into the challenges Dr. Copel...

In this episode, Nicole Alicea sits down with Isabel Norton, founder of the Robert Norton Foundation, a nonprofit dedicated to helping non-verbal autistic children communicate. After her son Robert was diagnosed with autism, Isabel was told he needed an AAC communication device—costing between $4,000 and $7,000, with long waitlists and limited access. Instead of waiting, she took matters into her...

In this episode, Nicole Alicea sits down with Pilar Ortiz, a former Univision news anchor and news director who spent over 11 years building a successful media career—only to lose it overnight during the 2009 economic downturn. Faced with uncertainty, fear, and a complete identity shift, Pilar had to start from scratch—learning how to sell, package her services, and build confidence as an entrepre...

In this episode, Nicole Alicea sits down with Tim Moore, a three-time Emmy Award-winning director and founder of Diamond View, a leading video production agency. What started as an accidental career—being handed a camera on a mission trip—turned into a thriving business built from the ground up. But Tim didn’t stop there. When the pandemic disrupted everything, he pivoted—launching Vū Technologies...

What does it take to scale a beloved beachside seafood restaurant into a multi-brand restaurant empire? Host Nicole Valentin Alicea sits down with Matt Loder Sr. , CEO of the original Crabby Bills and head of multiple restaurant concepts across Florida’s Gulf Coast. From humble beginnings to managing over 700 employees, Matt shares hard-earned wisdom on leadership, legacy, and the power of listeni...

In this episode, Nicole Alicea sits down with Cynthia Weiss, a commercial banking and lending expert with over 40 years of experience evaluating businesses for loan approval. Cynthia has worked on both sides of the table—helping lenders assess risk and helping business owners secure the funding they need to grow. She breaks down what banks and nonprofits actually look for when deciding whether to...

What does it take to transform a small office supply business into a 120,000 sq ft operation serving major national companies? In this episode, Nicole Alicea sits down with Joni Adams, CEO of Reimagine Office Furnishings (ROF), to unpack the journey behind one of the few full-scale office furniture remanufacturers in the United States. From humble beginnings selling office supplies to building a h...

What does it take to build a business that not only survives—but thrives—for over 65 years? In this episode, Nicole Alicea sits down with Anthony Perrone, CEO of Pin Chasers, a family-owned business that has successfully adapted through decades of economic shifts, cultural change, and evolving consumer behavior. From his father starting as a teenager cleaning ashtrays to eventually owning the busi...

What does it really take to buy a business—and successfully take it over? In this episode, Nicole Alicea sits down with Matt Lentz, owner of The Roofing Company, who purchased an established business with zero prior experience in the roofing industry. Instead of building from scratch, Matt chose a different path—acquiring an existing company and learning how to lead it from day one. In this episod...

Hiring has changed—and most businesses are struggling to keep up. In this episode, Nicole Alicea sits down with employment and labor law attorney Charlotte Fernee Kelly to break down what’s really happening in today’s workforce—and what employers must do to adapt. From labor shortages to the rise of remote work, this conversation explores why hiring has become so difficult and how businesses can s...