Scott Ward, host of the HabitStack Podcast, interviews Chris Rodriguez, CEO of iExcel, a digital marketing agency based in the greater DC/Virginia area. Chris shares his unconventional journey from earning a music degree at the University of Virginia and spending 10 years in the music industry to becoming a "30-year-old rookie in tech." They discuss why Chris intentionally avoids niching down despite conventional wisdom about riches in niches, finding passion in solving diverse marketing puzzles across verticals rather than specializing. The conversation explores the unique psychology of B2B SaaS marketing. Chris explains how iExcel has grown entirely through founder-led sales and referrals, the challenge of maintaining intimacy while scaling, and his approach to hiring people. They also discuss the tension between hustle culture and modern work expectations, why perfection is the enemy of good enough, the baseball batting average approach to hiring, and how hyper-detailed SOPs and call recording with AI summaries have transformed iExcel's operations.