Business Spotlight with Bradley Kroll from Kroll Media

Bradley, founder of Kroll Media, shares his insights on the journey and challenges of growing a business. He emphasizes the importance of maintaining strong client relationships, which he views as the backbone of any enterprise. Bradley describes his evolution in managing these relationships, particularly learning to handle the fluctuations in client needs and demands. His wife, with her project management expertise, has been instrumental in helping him scale operations, allowing them to manage a growing workload and delegate tasks effectively. This expansion has helped the business serve clients more reliably, transforming Kroll Media from a solo endeavor into a capable team with tailored client solutions.

One of Bradley’s key goals is to make Kroll Media a partner rather than merely a service provider, especially in areas like web design and hosting. By offering ongoing support and more personalized assistance, he aims to address a common industry pain point—communication gaps in customer service. Bradley is also enthusiastic about diversifying into the music industry, leveraging his passion and expertise to expand Kroll Media’s services. His advice to other business owners is to find partners who can help grow the business and impact a wider audience, avoiding the limitations of trying to handle everything alone.

Podcast Transcript:

Jackie Zach: Hello, everyone! I’m Coach Jackie Zach, and today, I’m thrilled to welcome Bradley Kroll, the owner of Kroll Media. Bradley’s story began in 2009 when he was freelancing in college, handling graphic design and web design work part-time for bands and venues around Milwaukee. By 2013, he took Kroll Media full-time, broadening it to offer a complete range of multimedia services, which he refers to as “the fun side of marketing” or even the “construction work” of marketing. Currently, Bradley and his wife are also in the process of buying into a family software and IT business called Sparrow IT Solutions, where they’ll manage finances. This business was originally started by Bradley’s uncle and has been around for 25 years.

Bradley has a long-standing passion for music and drumming, having played drums for 25 years, including stints with regional bands and auditions for the Blue Man Group. These days, he enjoys creating drum videos and also pursues a variety of outdoor activities with his wife, such as mountain biking, motorcycling, and paddleboarding. Bradley’s especially proud of his collaborations with public figures over the years, including his work with Aaron Rodgers on State Farm commercials in 2013. But his greatest pride comes from teaching and mentoring students at universities across Wisconsin and online, helping to prepare the next generation.

Welcome to the show, Bradley!

Bradley Kroll: How’s it going?

Jackie: Great! Tell us a little about your background.

Bradley: I’ll try to keep it brief! I was born and raised in Waukesha, Wisconsin, and that’s where I live now with my wife. Though we thought about moving, we decided to stay here and build roots, especially since we’re growing our businesses. Right now, we’re planning to build a house, hoping to have more space in case we decide to adopt in the future. When I’m not working, I keep busy with a lot of hobbies, like mountain biking and snowboarding. I think these unique experiences really enrich my life!

Jackie: With so many interests, you must meet all kinds of people. Sounds like a lot of fun! Do you have a funny story about yourself that your family always brings up?

Bradley: Sure! My family would tell you I’ve always been “painfully independent.” As a kid, if everyone was zigging, I’d be sure to zag. One story that stands out is when I came home from kindergarten, stripping off my winter clothes, and my dad asked me to pick up after myself. I told him he was lazy! He laughed more than anything, but my independence probably foreshadowed my path toward owning a business and working for myself.

Jackie: Absolutely. So, how did Kroll Media come to be, and when did you feel ready to start your own business?

Bradley: It was gradual. I enjoyed what I did and wanted to work for myself, but I also found early inspiration from seeing people who were independent and passionate about their work. When I was a part-time bank teller in college, I met many business owners who came through every day with deposits, each of them pursuing their own unique paths. I felt drawn to the idea that these people had built their own lives and businesses on their terms. It gave me the confidence to think, “Why wait?” So in 2013, I went for it full-time.

Jackie: That’s great. Can you tell us more about Kroll Media?

Bradley: Absolutely! We’ve grown quite a bit since I started freelancing. Now, we’re a small team that includes freelancers, part-timers, and even interns from colleges where I’ve taught. We do more than just project-based work; we handle ongoing multimedia needs for clients, like social media management and website content. We call it “the construction work of marketing”—taking care of the pieces businesses don’t want to handle themselves. My wife’s also joined the team, which has helped us build a structured, reliable workflow each month.

We offer content writing, graphic design, video production, commercial photography (mainly products and real estate), web design, and hosting. We’ve also recently expanded through Sparrow IT Solutions, focusing more on the IT side, which complements our multimedia services.

Jackie: Amazing! Who or what inspired you to believe you could succeed on your own?

Bradley: It’s funny you ask that because inspiration sometimes comes from tough experiences. Right before I went full-time with Kroll Media, I took a corporate job for a few months. It didn’t work out—I realized pretty quickly that I wasn’t built for the corporate world. My supervisor’s criticisms felt personal at first, but it pushed me to see that I’d be happier on my own. That experience taught me that success isn’t always smooth, but if I was honest with myself about my passion, I’d succeed by doing what I loved.

Looking back, I remember something my grandpa told my dad: “Do what you love, and the money will follow.” It might not seem like the safest path, but it’s been the right one for me. As long as I love what I’m doing, I know I won’t fail, because I’m not quitting.

Jackie: Absolutely. There’s an important lesson here. Confidence doesn’t only come from good experiences; sometimes the difficult ones teach us just as much. So, for those watching, that’s a valuable takeaway. Now, what would you say is the biggest lesson you’ve learned as a business owner?

Bradley: You mean in terms of a learning experience?

Jackie: Yes, either a specific experience or just the biggest thing you’ve learned in general. This is really for you to help other business owners feel less alone, and something you share might resonate with them.

Bradley: I’d say I’m pretty good at reading people, and I rely on my wife to keep things organized and handle client interactions with what I call “corporate lingo”—something I’m admittedly not great at. But over the years, I’ve come to realize that reading people isn’t a static skill; it’s something I keep learning and improving. Life and people are always changing, so I have to stay adaptable.

For a long time, I’d beat myself up if I felt like I misread someone because I took pride in being good at it. It made me question where I fit if I couldn’t be perfect at reading people all the time. But I’ve come to terms with that self-doubt—call it imposter syndrome, if you like. I know now that each client, freelancer, and employee has a different way of working, and I’ve learned to embrace those differences. Change isn’t just inevitable; it’s a good thing because it prevents stagnation. And I encourage other business owners I know to see change as positive, too, because if nothing evolves, eventually things will just fall apart.

Jackie: You’re absolutely right. With change comes growth and learning, and without both, you risk stagnation. When you’re stagnant, you’re not just standing still—you’re moving backward. This leads me to my next question: what’s been your biggest challenge as a business owner, and has there been someone who helped you through it?

Bradley: There have been a few clients who became friends along the way, and they’ve supported me through various challenges. But the person who’s been my biggest cheerleader is definitely my wife. She’s always been there with encouraging words, and she never doubted that owning businesses is what I’m meant to do. She’s never told me to quit; instead, she keeps pushing me forward.

The hardest part of running Kroll Media has been managing shifts in client attitudes. Sometimes, clients go through tough times—whether it’s a slow season or a market downturn—and that can affect their behavior. They may not be outright rude, but they’ll scale back services or stop without explaining why. That can be hard to deal with, as I’m always looking to improve and maintain positive relationships.

When these situations arise, my wife reminds me to keep the door open for clients, letting them know we’re available if they ever need help again. She also helps me balance our workload. We’ve gone from just the two of us to having a team, so I’m learning how to assign tasks to the right people. Her past experience in project management has been invaluable for our business, especially as we grow. Honestly, we wouldn’t be where we are without her steady guidance.

Jackie: It sounds like your wife has been a huge support. My next question is, if you had to name three people who’ve been the most influential in your journey as a business owner, who would they be?

Bradley: My wife is number one, without a doubt. Number two would be a collective: every client I’ve had, good or bad. It might sound like a cliché, but I genuinely mean it. Every client experience has taught me something and reminded me that we’re all on the same team. It doesn’t matter what industry we’re in—our success is connected. If clients aren’t spending, businesses suffer.

For the third, I’d have to mention my business partner, James Harold, whom I know from buying my uncle’s business, Sparrow IT. We’ve known each other for nearly a decade, and his help during that transition has been crucial. Looking ahead, I trust him as a partner who can help us expand into new ventures, and he’s a big part of the future I envision for our business.

Jackie: That’s wonderful. So, what’s the next big thing for you and Kroll Media?

Bradley: Right now, we’re building a more hands-on web design service. Many clients struggle with hosting and technical support, so we want to provide reliable help they can count on. If they host their site with us, we’ll be there for any updates or issues—something a lot of big companies don’t offer.

Another area I’m excited about is working with more clients in the music industry. Outside of business, that’s one of my personal passions, and it’d be great to collaborate with others in that field.

Jackie: Great! And what advice would you give to business owners who are doing everything themselves?

Bradley: Don’t plan to do it all alone forever. You might start out that way, but eventually, it’s essential to find others you can trust. My goal has always been to create opportunities for people who love what they do. It’s about building something bigger than yourself and making a positive impact.

Jackie: Well, it sounds like you’ve had incredible support along the way. What would you like to say to those who’ve been part of your journey?

Bradley: To everyone affiliated with Kroll Media—friends, family, clients—thank you. I really appreciate the trust you’ve placed in us. Trust is huge in any business, and I don’t take it for granted. Thank you for believing in us.