Link Live with Lorenzo Costa

Building LiQure: From Startup Idea to 250+ Retail Stores | LINK LIVE EP. 23

This week on Link Live Episode 23, host Lorenzo Costa, CEO of Link Creative, sits down with Daniel, Co-Founder of LiQure, one of the fastest-growing alcohol recovery brands in the country. Born and raised in Wisconsin, Daniel turned a personal frustration with post-drinking recovery into a rapidly scaling consumer product company. Alongside his co-founder Logan, he spent years researching, formulating, and refining LiQure's alcohol recovery gummies before bringing them to market. After overcoming manufacturing setbacks, failed production runs, and launching with virtually no marketing budget, the team built LiQure into a nationally distributed brand through persistence, retail partnerships, and community-driven marketing. Today, LiQure is available in more than 250 retailers nationwide and continues to gain traction through innovative grassroots marketing, retail expansion, and a rapidly growing online community. Daniel joins the podcast to discuss the realities of launching a CPG brand, navigating manufacturing challenges, scaling retail distribution, raising capital, building a viral social media presence, and creating a product in one of the most competitive consumer markets. Inside the Episode: From Problem to Product: How a conversation with his mother introduced Daniel to DHM, the key ingredient that inspired the creation of LiQure. Building a CPG Brand from Scratch: Lessons learned from product formulation, manufacturing setbacks, and launching with virtually no marketing budget. Retail Growth & Distribution: How LiQure expanded from a handful of local stores to more than 250 retailers across the country. The Importance of Taste: Why product experience became the deciding factor in refining the formula and positioning the brand for larger retail opportunities. Organic Marketing That Works: The strategy behind LiQure's viral state-by-state drinking content and rapid social media growth. Raising Capital & Staying Resilient: Daniel shares lessons from bootstrapping the business, navigating investor conversations, and managing the realities of entrepreneurship. "You need to be able to sell the brand, sell the story, and sell the future." — Daniel DANIEL | LIQURE Instagram: @liqurehq Website: liqurehq.com LORENZO COSTA | LINK CREATIVE Website: linkcreativeco.com YT | @linkcreativeco INSTAGRAM | @linkcreativeco TIKTOK | @linkcreativeco 00:00 - Intro & Teaser 01:42 - Daniel's Background & Wisconsin Drinking Culture 04:58 - The Science Behind DHM & Alcohol Recovery 09:22 - Turning an Idea Into a Business 11:29 - Manufacturing Challenges & Product Development 15:33 - Choosing the Right Manufacturing Partner 17:51 - Formulating a Consumer Product 19:34 - Launching LiQure With No Marketing Budget 22:36 - Growing to 250 Retail Locations 26:26 - Breaking Into Major Retailers 28:55 - Reformulating the Product & Improving Taste 31:08 - Rebranding & Marketing Strategy 34:10 - Wellness Trends & Consumer Behavior 36:50 - What Makes CPG Brands Stand Out 38:42 - Building a Viral Social Media Strategy 43:54 - Raising Capital & Investor Lessons 49:31 - Staying Healthy as a Founder 51:06 - Advice to His 18-Year-Old Self 54:00 - How to Connect With LiQure

Portfolio + Network: The Blueprint for High-Level Filmmaking with Benjamin Gugick | LINK LIVE EP. 22

Welcome back to the Link Live Podcast, presented by Link Creative. For Episode 22, host Lorenzo, CEO of Link Creative, is joined by filmmaker, producer, and artist Benjamin Gugick. Ben’s trajectory is defined by a "do more with less" mentality, moving from a high school media class in Cleveland to becoming a core team member at Kursza, one of the industry's most respected production collectives. Eschewing the traditional "Hollywood" path, Ben leveraged an unpaid internship in Ireland and a portfolio of raw music videos to build a brand that now handles visual assets for global icons like Apple, Alicia Keys, and the NHL. Based in Chicago but constantly traveling, Ben has built a massive following by focusing on the technical execution and the grit required to survive the industry. He joins the pod to discuss his "Portfolio plus Network" strategy, the 12-million-view viral explosion that changed his career, and the reality of shooting major festival recaps and celebrity lifestyle content. Inside the Episode In this conversation, Lorenzo and Ben break down the transition from "kid with a camera" to high-level creative director: The Ohio State Pivot: Ben reflects on his time as a marketing major, why he felt the degree was a "scam," and the pivotal moment in Ireland where he realized filmmaking was his true calling. The 12-Million View Breakout: A deep dive into the Google Earth Studio tutorial that gained Ben 95k followers in two weeks, and why a solid portfolio is the only way to convert viral attention into a career. The Kursza Connection: The story of how showing up to a festival for free and outworking the hired crew led to Ben joining the core team of one of the world's elite creator collectives. Artist vs. Service Provider: Ben discusses his "my way or the highway" philosophy, the importance of creative conviction, and why he fights to protect his vision on projects with major brands like Apple and Wynn Nightlife. The Mixed Reality Future: A look at the role of AI in filmmaking, why Ben prefers "analog" souls over prompts, and the process behind shooting an Alicia Keys performance at Grand Central Station using 13 iPhones. The 10,000-Hour Reality: Why Ben believes the "unlucky" mindset is a trap and how the simple formula of "Portfolio plus Network" is the only way to achieve long-term success in the creative industry. “Portfolio plus Network. That’s all it is. If you aren’t getting the work you want, it’s either because your portfolio isn't where it needs to be, or your network isn't where it needs to be.” — Benjamin Gugick BENJAMIN GUGICK: Instagram: @benjamingugick Website: bengugick.com Core Team: @kursza LINK CREATIVE: Website: linkcreativeco.com YT: @linkcreativeco INSTAGRAM: @linkcreativeco TIKTOK: @linkcreativeco

New Money, Big Volume: The Journey to 40+ Flips a Year with Aram Ghazaryan | LINK LIVE EP. 21

Welcome back to the Link Live Podcast, presented by Link Creative. For Episode 21, host Lorenzo Costa, CEO of Link Creative, is joined by real estate entrepreneur and investor Aram Ghazaryan, founder of Aram G Realty. Aram’s story is defined by the "immigrant mentality" and a total refusal to settle for a traditional corporate path. After moving from Armenia to the U.S. at age nine, Aram navigated a string of career pivots, from criminal justice to mechanical engineering, before realizing that real estate was his fastest route to business ownership. After seven years of grinding as a traditional agent and learning the industry from the inside out, he shifted his focus entirely to investment and high-volume flipping. Today, Aram’s operation is on track to flip 45 houses a year, and he now coaches the next generation of investors on how to find deals with margin and build a business that offers true time freedom. Inside the Episode In this conversation, Lorenzo and Aram break down the transition from agent to investment leader: - The Immigrant Perspective: Aram reflects on moving to the U.S. at nine years old and explains why he believes immigrants often have a higher drive to succeed: they don't take the American economy for granted. - The "Agent" Trap: Aram discusses his biggest regret—spending seven years trying to be a top-producing agent. He explains why he eventually walked away from his client list to focus on owning the assets rather than just brokering them. - Luck and the $60,000 Flip: After a stressful first project, Aram almost gave up on flipping. He shares how a random call from a year-old mailer led to a $60,000 profit and changed his entire business model. - Scaling to 45 Houses a Year: Aram dives into the logistics of high-volume flipping, from using targeted data to find distressed properties to partnering with a GC to manage 11+ projects at a single time. - The Reality of "New Money": A candid look at the loud nature of "new money," the massive carrying costs of a scaling business, and why revenue doesn't matter if your operations aren't lean. - Check the Ego: Aram shares the three pieces of advice he’d give his younger self: check your ego, realize you aren’t that special, and ask for help. He credits this mindset shift as the reason he finally broke into six-figure earnings. ARAM GHAZARYAN: INSTAGRAM | @aramgrealty YOUTUBE | Aram Real Estate TIKTOK | @aramgrealty LINK CREATIVE: Website | linkcreativeco.com YT | @linkcreativeco INSTAGRAM | @linkcreativeco TIKTOK | @linkcreativeco

The Hospitality Broker: Allan Perales on the Art of the Restaurant Deal | LINK LIVE EP. 20

This week, we are back in the studio for Episode 20. Host Lorenzo, CEO of Link Creative, is joined by Allan Perales, the Founder and CEO of Kain Real Estate. Allan is a veteran of the hospitality and real estate landscape who has spent over two decades bridging the gap between service and sales. From his early career at Kimpton Hotels & Restaurants to his eight-year tenure as Director of Leasing at McCaffery Inc., Allan has built a reputation as a "hospitality-first" broker. After helping launch over 100 independent restaurants and national brands as a Partner at Goldstreet Partners, Allan recently launched Kain Real Estate, a firm designed to run a brokerage with the precision and soul of a luxury hotelier. Allan joins the pod to discuss the "Kimpton Moments" that define elite customer service, the calculated risk of going solo after 20+ years in the industry, and why the Filipino word for "to eat" (Kain) is the perfect nod to his mission. Inside the Episode In this conversation, Lorenzo and Allan break down the journey from classical music performance to private equity, detailing how hospitality principles can revolutionize the transactional world of real estate: The Hotel Blueprint: Allan reflects on his seven years with Kimpton Hotels and how learning to deliver "Kimpton Moments" random acts of kindness that cost the company nothing, became his primary business lever. The Craigslist Pivot: A masterclass in resourcefulness, Allan shares how he once posted a fake job listing just to study the resumes of top property managers and successfully pivot his own career path during a hiring freeze. Pro-Bono Growth Strategy: How Allan and his former team used the pandemic to build a "moat" by helping independent chefs restructure their leases for free, eventually becoming the most trusted restaurant brokers in Chicago. The Michelin Standard: A deep dive into the technical side of restaurant real estate, from helping the team at Galit navigate complex hood codes to finding "destination" locations for icons like Kasama. Building the Platform: Why Allan is now focused on mentoring the next generation, specifically hiring from the bartending world where grit, personality, and the "gift of gab" are forged. “Get rid of the arrogance and focus on your mindset. You can train the voice in your head to stop being the naysayer and start being your number one cheerleader.” — Allan Perales ALLAN PERALES: Instagram: @allan__perales Website: kainrealestate.com LINK CREATIVE: Website: linkcreativeco.com YT: @linkcreativeco INSTAGRAM: @linkcreativeco TIKTOK: @linkcreativeco Timestamps 00:00 [https://www.youtube.com/watch?v=87Jbou9X5wM] Welcome Allan Perales to the Studio 01:33 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=93s] From Grocery Stores to "Ground Pat'i" in Louisiana 02:36 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=156s] The Kimpton Training: Learning the Art of Caring  03:52 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=232s] Transitioning to Chicago & The Hotel Burnham 05:26 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=326s] The Craigslist Job Post: Hacking the Property Management Algorithm 06:44 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=404s] Hotel Standards in Property Management: Increasing Renewal Rates 10:46 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=646s] The Package Room Revolution: From $700 to $10,000 in Tips 13:10 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=790s] Moving into Commercial Leasing at McCaffery Inc. 14:27 [https://www.youtube.com/watch?v=87Jbou9X5wM&t=867s] Joining Goldstreet Partners: The "Eat What You Kill" Mindset https://www.y

How to Scale to 100+ Units in Chicago: Airbnb Arbitrage vs. Traditional Real Estate with Sebastian

Welcome back to the Link Live Podcast, presented by Link Creative. For Episode 19, host Lorenzo Costa, CEO of Link Creative, is joined by a powerhouse in the Chicago hospitality and real estate scene: Sebastian, the Founder and CEO of The Dream Rental Chicago and the operator of the Plymouth Hotel Chicago. Sebastian is a master of the "Hospitality Pivot," transitioning from a career selling and managing at Cutco into building a massive short-term rental empire. From a "trial by fire" start right before the global pandemic to managing a portfolio of over 100 units, Sebastian joins the pod to discuss the shift from simple "Airbnbs" to high-level boutique hospitality and the grit required to scale in one of the most regulated cities in the country. Inside the Episode In this conversation, Lorenzo and Sebastian break down the evolution from a side-hustle mindset to a high-stakes hospitality CEO: * The Arbitrage Advantage: Why renting properties to re-rent them (Arbitrage) allowed Sebastian to scale faster with less capital than traditional real estate investing. * Surviving the "Wild West": Navigating the early days of COVID-19, dealing with "disaster scenarios," and the reality of high-stakes parties and property damage. * The Shift to Hospitality: Why "staged" properties are failing and why Sebastian is positioning his brand as the "Host of Chicago" to survive the algorithm. * The Plymouth Project: A behind-the-scenes look at winning a bankruptcy auction for a hotel and the massive operational leap from single units to full-building management. > “Revenue is vanity, profit is sanity. As you grow a business, it’s less about the numbers and more about who you are becoming to actually handle that stress.” — Sebastian SEBASTIAN & THE DREAM RENTALS * Instagram: @sebas___tian * Business Instagram: @thedreamrentals * Website: thedreamrentals.com [https://thedreamrentals.com] LINK CREATIVE: * Website: linkcreativeco.com [https://linkcreativeco.com] * YT: @linkcreativeco * Instagram: @linkcreativeco * TikTok: @linkcreativeco * LinkedIn: Link Creative 00:00:00 Intro & Hook 00:00:32 Guest Introduction 00:01:37 Upbringing & Early Career 00:02:27 First Airbnb & Surviving Covid 00:05:33 Airbnb Arbitrage vs. Traditional Rentals 00:08:01 Navigating Chicago Regulations 00:10:08 Crazy Airbnb Horror Stories 00:11:35 How to Get Started in Arbitrage 00:15:29 Building a Hospitality Brand 00:17:46 Quitting the 9-to-5 Job 00:19:20 Transferable Skills from Sales 00:21:39 Building Systems & Hiring a Team 00:23:25 Best Software Tools for Airbnb 00:26:26 The Value of a Business Partner 00:28:24 Best Locations to Invest 00:30:46 Expanding Out of State & Internationally 00:33:08 Future Portfolio Goals 00:34:27 Realistic Profit Margins 00:36:00 Leveraging Debt to Scale 00:37:51 The Plymouth Hotel Acquisition 00:43:50 Hotel Operations vs. Airbnbs 00:46:31 Driving Additional Revenue Streams 00:48:22 Social Media & Networking 00:50:52 Managing Stress & Preventing Burnout