The Middle of the Marathon: Jordan and Keith on Business, Failure & Learning to Take the Hit

From Real Estate to Performance Coaching: The Story Behind MS4 with Keith Riddle

In this episode of Chess Not Checkers, with Jordan Tampien out, producer Brennon Poynor jumps behind the mic to interview Keith Riddle about his other company, MS4 — a performance coaching framework built around mindset, skill set, systems, and standards.   Keith breaks down how years in real estate, business ownership, philosophy, and coaching all came together to create MS4, and why he believes success leaves clues across every industry. The conversation dives into leadership, hiring, systems, entrepreneurship, athlete coaching, personal development, and the biggest thing holding most people back: mindset.   Whether you’re an entrepreneur, creator, athlete, business owner, or someone trying to level up personally or professionally, this episode offers a deep look into how Keith approaches growth and performance through the MS4 framework. To learn more about MS4, visit; www.keith-riddle.com/MS4coaching

The Middle of the Marathon: Jordan and Keith on Business, Failure & Learning to Take the Hit

In this episode of Chess Not Checkers, Keith Riddle and Jordan Tampien dive into one of the biggest questions in today’s world: how do you know what’s actually true anymore? What starts as a conversation about conspiracy theories, Spokane history, and the Great Fire quickly becomes a deeper discussion about resilience, entrepreneurship, parenting, public perception, and the emotional reality of building businesses and real estate portfolios.   Keith and Jordan open up about the parts of business and life people rarely talk about — trashed rentals, failed deals, public criticism, hiring mistakes, financial pressure, and the hard lessons that only come through experience. This episode is less about having all the answers and more about navigating uncertainty, staying honest with yourself, and learning how to keep moving forward when life gets messy. If you’ve ever felt overwhelmed by business, leadership, parenting, or just trying to figure life out in a noisy world, this conversation will probably hit home.

Erin Peterson – Building Trending Northwest, Telling Local Stories, and Finding Joy in Community

In this episode of Chess Not Checkers, Keith Riddle and Jordan Tampien sit down with Erin Peterson, founder of Trending Northwest, to talk about content creation, entrepreneurship, storytelling, and building a media brand centered around the best parts of the Northwest. Erin shares her journey from teaching fifth grade to launching one of the region’s most recognizable lifestyle and community platforms. The conversation dives into the early days of social media, how Trending Northwest grew from restaurant reviews into a full multimedia company, and why authenticity matters more than ever online. This episode covers everything from entrepreneurship and digital media to parenting, content creation, local business growth, and the future of storytelling in the Northwest. If you’ve ever wondered what it really takes to build a brand online—or how to turn passion into purpose—this episode is packed with insight, perspective, and a lot of heart.

REWIND #1 Leigh Veidman, Head Coach of the Spokane Velocity

Originally Released March 11th, 2025 In this episode of Chess Not Checkers, hosts Jordan Tampien and Keith Riddle sit down with Leigh Veidman, head coach of Spokane Velocity, to discuss his journey from Liverpool to Spokane and how he built a successful soccer team. Leigh shares how his resilience, self-reflection, and experiences overcoming adversity shaped his leadership style. They explore his coaching philosophy, which focuses on recruiting players based on character as well as skill, and how he’s building a strong, community-driven team. They also discuss Leigh’s vision for Spokane Velocity, from establishing an on-field identity to aiming for championship contention in the years to come.

Doyle Wheeler – Reinventing Yourself, Building Brands, and Betting on Spokane

This one’s a story about starting over… and what you do when everything gets taken away. Keith and Jordan sit down with Doyle Wheeler to talk through his journey from working nearly 20 years in auto collision to losing everything after a serious injury—and how that moment forced him to completely rebuild his life from scratch. What makes this episode so good is how real it gets. Doyle walks through that transition from blue-collar work into the early days of social media, figuring things out before anyone really knew what “digital marketing” even was, and turning that into real businesses. From Kinetic Media to First Avenue Coffee, it all came from just taking shots and staying in motion. They also get into Spokane—what’s changed, what’s working, and what still needs to be figured out downtown. It’s a mix of business, community, and perspective from someone who’s been on both sides of building something from nothing. If you’re in a season where things aren’t going the way you planned, or you’re trying to figure out your next move, this episode hits. It’s about adapting, staying creative, and finding a way forward no matter what.