# Rodney Penner: Removing Money From the Equation

Page: https://stenobird.com/podcast/the-intentional-agribusiness-leader-podcast-6736327/rodney-penner-removing-money-from-the-equation
Text version: https://stenobird.com/podcast/the-intentional-agribusiness-leader-podcast-6736327/rodney-penner-removing-money-from-the-equation.md
Podcast: [The Intentional Agribusiness Leader Podcast](https://stenobird.com/podcast/the-intentional-agribusiness-leader-podcast-6736327)
Published: 2026-03-09T04:00:00+00:00
Episode link: https://intentional-ag.captivate.fm
Audio file: https://episodes.captivate.fm/episode/2aa24f50-86df-40b6-8dad-4d5e3917b9d3.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-intentional-agribusiness-leader-podcast-6736327/episodes/rodney-penner-removing-money-from-the-equation
Duration seconds: 2121

## Resource

Join our champion program: mark@themomentumcompany.com Attend a Thriving Leader event: https://thriving-leader-2026.lovable.app/ Instagram: @the.momentum.company LinkedIn: /momentum-company In this episode of The Intentional Agribusiness Leader , Mark sits down with Rodney Penner, CEO of People Purpose, for a powerful and deeply personal conversation about intentional leadership, money, faith, and courage in business. Rodney defines intentionality in simple, practical terms: build accountability into the process. If you want a better marriage, schedule date night. If you want employees to succeed, schedule quarterly reviews from day one. Intentionality isn’t a feeling — it’s a structure. But the conversation quickly moves beyond structure and into conviction. Rodney shares the story of walking away from a $178,000 construction contract — and returning a $60,000 deposit — after a client called him a thief and a liar. Instead of reacting from fear or scarcity, Rodney made a decision rooted in principle: Remove money from the equation. If money wasn’t part of the decision, what would I do? That mindset shifted the power dynamic immediately. The client’s tone changed. The relationship reset. And ultimately, the deal moved forward — this time built on mutual respect. The deeper lesson? Many leaders operate from scarcity. They bend over backward for the wrong customers, tolerate disrespect, and allow fear of loss to dictate their decisions. Rodney challenges leaders to think differently: When you stop making decisions based on fear of losing money, you start making better decisions. The conversation parallels sales and customer strategy, reinforcing a truth many leaders overlook: 80% of revenue often comes from 20–30% of customers. The most stressful clients frequently repre…

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## Transcript

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