Jaden Moore was an Ohio-based marketing agency owner who had spent years narrowing his focus — from a general video production shop to a marketing agency built specifically for blue-collar businesses like excavation and home services. Isaac recorded this one in person during a working trip to Colorado, where both of them were staying with their mutual friend Cade to focus on their businesses. The conversation moved across how Jaden niched down, why he came to see himself as a business owner more than a creative, his approach to goals, and the aviation obsession that shapes how he pictures his whole life.
From Hobby to a Blue-Collar Marketing Agency
Like a lot of people in this world, Jaden started with video as a pure hobby — making YouTube videos of dirt bikes, one of which hit 30,000 views and made him feel briefly viral. Then someone offered to pay him to make a video, and the whole thing reframed.
“I really was like, I didn’t know you could make money doing this, you know?”
From there, the paid work taught him what he liked and didn’t like, and that sorting process pushed him through a series of niches. The agency started as general video production — anything they could get their hands on. About two years before recording, he cut the broad stuff and moved fully into marketing. By the start of 2024, it had become a blue-collar marketing agency: home service businesses, excavating companies, trucking. And he was about to niche down even further, into excavation specifically.
“It’s a space that I’m passionate about. I had some operators in my family. I love heavy equipment, so it’s kind of just a no-brainer to transition into that space.”
The shift from video to marketing was also a shift in what he was selling. Video, early on, felt like a luxury — something a business bought because they wanted it. Marketing let him sell a result instead, and prove it.
“Now we can actually provide results and metrics and show our clients, here’s a report, here’s how many phone calls you received this month from this ad that we created.”
Why Jaden Moore Chose Business Owner Over Creative
Somewhere in the first couple of years, Jaden hit a realization that redirected everything: he liked building the business more than he liked making the videos.
“There was a point where I was like, I think I’m more of a business owner than a creative. And I think I like being a business owner more than being a creative.”
That’s what pulled him out of freelance videography and toward scaling — building a team, building systems, building something bigger than a single deliverable. Video, he learned, takes enormous manpower to fulfill. Paid ads, SEO, and social media let him build an agency that could actually grow without his hands on every frame. Isaac connected with the same arc: the things he used to do to make the business work don’t scale, and stepping back from small repetitive editing isn’t doing less for the business — it’s freeing him to do more.
Your Network Is Your Net Worth
Jaden’s first mentor — a commercial real estate investor — handed him a line he didn’t fully understand at the time but now treats as gospel.
“My network is my net worth.”
That mentor connected him to a web of other commercial real estate investors, many of whom became clients. Jaden joined a commercial real estate mastermind not because he was an agency guy trying to sell them, but to actually learn investing — and the relationships compounded from there. The same pattern showed up in his coaching programs. He’d been part of Full-Time Filmmaker, the program where he first crossed paths with Cade, and several others along the way. None of them taught everything, but each added a piece — SOPs and scaling from one, lead-gen strategy from another.
“I think that’s the power of network — one person can multiply.”
Isaac’s takeaway was bigger: in any serious group, you meet people applying themselves more than the average person on the street, and you realize your own business is the bottom of a much larger umbrella you’ll spend your life building.
Goals, Inputs, and a ChatGPT Life Story
Jaden was a believer in wildly ambitious goals — set the goal and double it — but with a sharp caveat. A goal you’re not clear on, or not actually passionate about, is worse than no goal at all.
“I think it’s almost worse to have a goal that you’re not clear on, or just have a goal just to have a goal.”
His system was to take a wildly ambitious output goal, then work backwards into inputs: what does this require each year, each quarter, each month, each day? Because the trap with a five-year goal is waking up tomorrow feeling like you’ve got five years — and then three years later realizing you’ve done nothing. Isaac framed the principle underneath it: you can’t be a loose goal setter, because then you lose trust with yourself.
The most distinctive piece was how Jaden builds clarity. He fed ChatGPT everything he wanted out of life — the kids, the wife, the area, the car, the airplane — and had it write the whole thing into a detailed story.
“It really allows you to visualize what your life could look like… it starts off with a brisk summer morning and just goes into deep detail.”
A little overdramatic on the first pass, he admitted, but the point is clarity — and the ability to go back a year later, reread it, and ask whether you actually want the things you once wrote down.
The Aviation Bug
The most surprising thread was flying. Jaden had always been a motorhead — cars, dirt bikes, boats — but aviation crept in through a friend’s family and then took over once he started down the rabbit hole of what it actually takes to get a pilot’s license.
“You can fly to lunch on a random Thursday at 2pm… it’s funny, I can’t rent a rental car, but I can rent an airplane.”
He rattled off the surprising economics: you can solo a plane at 16, sometimes before you’ve soloed a car, and buying a small airplane financed over 10–15 years can pencil out to a couple hundred bucks a month. The expensive part isn’t owning — it’s flying: fuel, annual maintenance, all of it. (For the higher end of that spectrum, he kept tipping his hat to Colin at Amalfi Jets, a running bit throughout the episode.) The deeper point was that aviation isn’t a side quest so much as the centerpiece of his vision — a family, a meadow in a mountain valley, and a runway to fly small planes out of.
“Once you do it once and once you fly, you catch the bug and you’re hooked. It’s a whole lifestyle.”
A Sales Process Built on Being Human
Jaden’s sales approach was refreshingly low-tech for someone running a marketing agency. By his own rough estimate, about 85% of his customers came from him directly reaching out — not funnels, not form fills.
“You would think your forms are going to get filled out more. They’re just not.”
A big reason is who he serves. His clients are busy, often not technologically inclined, and frequently running serious operations out of a notebook.
“We’re working with a plumbing company making tens of millions of dollars a year and they run their business out of like a notebook.”
So whether he sends a calendar link or just says “I’m available Tuesday at 9” depends entirely on the energy the person brings. Isaac’s read landed the theme: it’s easy to hide behind workflows and automations, but if you can just sit across from someone — in person or on a screen — and have a real conversation, you can get to exactly what you need fast.
Key Takeaways
- Niching down clarifies everything. Jaden went from “anything we can get” to excavation specifically — and the focus made the work better and the sales easier.
- Sell results, not luxuries. Reframing video and marketing around phone calls and metrics turned a “nice to have” into a “need to have.”
- Your network is your net worth. One good connection multiplies into clients, friends, and rooms full of people applying themselves harder than average.
- Pair ambitious output goals with daily inputs. A five-year goal is useless without knowing what you must do today — otherwise you’ll look up years later having drifted.
- Use clarity tools. Writing your ideal life into a detailed story makes the vision concrete and lets you revise it as you change.
- Don’t over-engineer sales. For busy, non-technical clients, direct human outreach beats funnels and forms nearly every time.
Connect with Jaden on LinkedIn. Connect with Isaac at isaacjarnagin.com.
