B. Shane Long - Author & Transformation Strategist, 2774 Cobb Pkwy NW STE 109, PMB 102, Atlanta, GA (2026)

06/11/2026

For years, leaders have been taught to make a choice.
𝙋𝙪𝙩 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨 𝙛𝙞𝙧𝙨𝙩, 𝙖𝙣𝙙 𝙚𝙫𝙚𝙧𝙮𝙩𝙝𝙞𝙣𝙜 𝙚𝙡𝙨𝙚 𝙬𝙞𝙡𝙡 𝙛𝙤𝙡𝙡𝙤𝙬.
The problem is that many organizations interpreted the message as "𝘥𝘰 𝘸𝘩𝘢𝘵𝘦𝘷𝘦𝘳 𝘪𝘵 𝘵𝘢𝘬𝘦𝘴 𝘵𝘰 𝘮𝘢𝘬𝘦 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘩𝘢𝘱𝘱𝘺," even when the 𝗰𝗼𝘀𝘁 𝗶𝘀 𝗾𝘂𝗶𝗲𝘁𝗹𝘆 𝘁𝗿𝗮𝗻𝘀𝗳𝗲𝗿𝗿𝗲𝗱 𝘁𝗼 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀.

More channels.
Faster response times.
Longer hours.
Higher expectations.

At first, customers win. But eventually, exhausted employees struggle to deliver the experience customers have come to expect.
What if we've been framing the conversation incorrectly?

𝗜𝘁'𝘀 𝗻𝗼𝘁 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘃𝗲𝗿𝘀𝘂𝘀 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.
I𝘁'𝘀 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗮𝗻𝗱 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.

The strongest organizations understand that these aren't competing priorities. They're connected priorities.

𝗪𝗵𝗲𝗻 𝗲𝗺𝗽𝗹𝗼𝘆𝗲𝗲𝘀 𝗵𝗮𝘃𝗲 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗻𝗲𝗲𝗱 𝘁𝗼 𝘁𝗵𝗿𝗶𝘃𝗲, 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗳𝗲𝗲𝗹 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲. 𝗔𝗻𝗱 𝘄𝗵𝗲𝗻 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗵𝗮𝘃𝗲 𝗮 𝗴𝗿𝗲𝗮𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲, 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗴𝗿𝗼𝘄𝘀.
The goal isn't choosing one over the other. Instead, it is to build a system where both reinforce each other.

For years, we've been taught to put customers first. But what if that mindset is incomplete?
W𝗵𝗮𝘁 𝗮𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗯𝗼𝘂𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗺𝗶𝗴𝗵𝘁 𝗻𝗲𝗲𝗱 𝗿𝗲𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗶𝗻 𝘁𝗼𝗱𝗮𝘆'𝘀 𝘄𝗼𝗿𝗸𝗽𝗹𝗮𝗰𝗲?

06/09/2026

Let me share a quick horror story from a conference room. Tell me if you’ve heard this one (or one like it)
Senior leadership on the call, waiting for you to join. Plug in the USB-C cable. Screen flickers… then nothing. Try again. Same result. Every reconnect made it worse.
For a moment, you question everything. Laptop. Room system. Sanity.
The fix took 30 seconds.
Wrong cable.
Looked identical, but it lacked the proper USB e-marker chip to support 4K video. Swapped to a certified cable and everything worked instantly.
USB is not “one cable fits all.”
Capabilities matter.
Sometimes the scariest thing in a professional environment is a cable that looks right but isn’t.

That is why Mike McIntyre, Brian Studwell, and I are bringing this session to 𝗜𝗻𝗳𝗼𝗖𝗼𝗺𝗺 𝟮𝟬𝟮𝟲. We’ll untangle the mess USB can be in professional AV - showing you exactly what to look for, how to design smarter and more reliable systems, the questions you should be asking, and how to fix problems when things don’t behave as advertised.

𝗦𝗲𝘀𝘀𝗶𝗼𝗻 𝗱𝗲𝘁𝗮𝗶𝗹𝘀:
The Non Universal Serial Bus: Untangling USB for AV Integration (ES74)
Thursday, June 18 | Room W230 | 1.5 CTS credits

𝗬𝗼𝘂𝗿 𝗻𝗲𝘅𝘁 𝘀𝘁𝗲𝗽𝘀:
🔹 Already have your pass? Log in and add this session to your planner: https://www.infocommshow.org/2026-sessions/the-non-universal-serial-bus-untangling-usb-for-av-integration
🔹 Register for InfoComm here if you haven't yet. Link in the comments.

Heads up: Seats go fast. This is a first-come, first-served room - and the people near the front usually get the SWAG. So plan to arrive early.

I look forward to seeing you there.

06/03/2026

If you have worked with 𝗨𝗦𝗕 𝗶𝗻 𝗮 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗔𝗩 𝗽𝗿𝗼𝗷𝗲𝗰𝘁, you already know. 𝗜𝘁 𝗶𝘀 𝗻𝗼𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝘂𝗻𝗶𝘃𝗲𝗿𝘀𝗮𝗹.

Mike McIntyre, Brian Studwell, and I will be at 𝗜𝗻𝗳𝗼𝗖𝗼𝗺𝗺 𝟮𝟬𝟮𝟲 𝗶𝗻 𝗟𝗮𝘀 𝗩𝗲𝗴𝗮𝘀, breaking down the chaos. We are going to talk about why USB causes so many headaches and how to fix it. No theory. Real-world tools and strategies you can use right away.

𝗪𝗵𝗮𝘁 𝘆𝗼𝘂 𝘄𝗶𝗹𝗹 𝗹𝗲𝗮𝗿𝗻:
1. How to decode USB compatibility issues on the fly.
2. How to avoid the common pitfalls that trip up most integrators.
3. How to design systems that actually work the first time.

The session is called "𝘛𝘩𝘦 𝘕𝘰𝘯 𝘜𝘯𝘪𝘷𝘦𝘳𝘴𝘢𝘭 𝘚𝘦𝘳𝘪𝘢𝘭 𝘉𝘶𝘴: 𝘜𝘯𝘵𝘢𝘯𝘨𝘭𝘪𝘯𝘨 𝘜𝘚𝘉 𝘧𝘰𝘳 𝘈𝘝 𝘐𝘯𝘵𝘦𝘨𝘳𝘢𝘵𝘪𝘰𝘯" (ES74).

𝗧𝘄𝗼 𝘁𝗵𝗶𝗻𝗴𝘀 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗱𝗼:
➡️ If you haven't registered for InfoComm yet, grab your pass here: https://www.infocommshow.org/
➡️ If you already have your pass, log in and add this session to your personal planner right now:
https://www.infocommshow.org/2026-sessions/the-non-universal-serial-bus-untangling-usb-for-av-integration

Show up early on Thursday, June 18, in Room W230 to get a seat. You will also earn 1.5 CTS credits.

See you there.

05/26/2026

In 24 hours, the 𝗡𝗼𝗿𝘁𝗵𝗦𝘁𝗮𝗿 𝗟𝗶𝘃𝗶𝗻𝗴℠ 𝗢𝗻𝗹𝗶𝗻𝗲 𝗠𝗮𝘀𝘁𝗲𝗿𝗺𝗶𝗻𝗱 begins.

You’re not buying a PDF or a video library. Not another resource that collects digital dust.

This is a 𝗹𝗶𝘃𝗲, 𝗴𝘂𝗶𝗱𝗲𝗱 𝗽𝗿𝗼𝗰𝗲𝘀𝘀:
- A small group of people who will know your objectives
- A framework that has helped leaders move from survival mode to intentional growth
- Six Wednesdays of focused work on your own Life Charter and 90-day plan

Real growth happens when everyone gets feedback. That's why the group stays small.

𝗜𝗳 𝘆𝗼𝘂'𝘃𝗲 𝗯𝗲𝗲𝗻 𝘄𝗮𝗶𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗮 𝗿𝗲𝗮𝘀𝗼𝗻 𝘁𝗼 𝘀𝘁𝗼𝗽 𝗵𝗼𝗽𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝘁𝗮𝗿𝘁 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 – 𝘁𝗵𝗶𝘀 𝗶𝘀 𝗶𝘁.

Tomorrow at 8 PM ET, we begin.

🔗 Register here: https://bshanelong.com/services/masterminds/

05/25/2026

I learned a simple rule from a wise mentor: 𝙒𝙚𝙞𝙜𝙝𝙩 = 𝙒𝙖𝙞𝙩.

𝗧𝗵𝗲 𝗵𝗲𝗮𝘃𝗶𝗲𝗿 𝘁𝗵𝗲 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻 – financially, relationally, or professionally – 𝘁𝗵𝗲 𝗹𝗼𝗻𝗴𝗲𝗿 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗮𝗶𝘁 𝗯𝗲𝗳𝗼𝗿𝗲 𝘀𝗮𝘆𝗶𝗻𝗴 𝘆𝗲𝘀.

Apply that to a new car, a major investment, or a career change. 𝗜𝘁 𝘀𝗮𝘃𝗲𝘀 𝘆𝗼𝘂 𝗳𝗿𝗼𝗺 𝗶𝗺𝗽𝘂𝗹𝘀𝗶𝘃𝗲 𝗰𝗵𝗼𝗶𝗰𝗲𝘀 𝘁𝗵𝗮𝘁 𝗱𝗼𝗻’𝘁 𝗮𝗹𝗶𝗴𝗻 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝘃𝗮𝗹𝘂𝗲𝘀.

Now apply it to the mastermind. You’ve seen the posts. You’ve read about the framework. You’ve had time to think.

If you’re still considering it, ask yourself: 𝘿𝙤𝙚𝙨 𝙩𝙝𝙞𝙨 𝙖𝙡𝙞𝙜𝙣 𝙬𝙞𝙩𝙝 𝙬𝙝𝙖𝙩 𝙄 𝙩𝙧𝙪𝙡𝙮 𝙫𝙖𝙡𝙪𝙚? 𝙒𝙞𝙡𝙡 𝙞𝙩 𝙝𝙚𝙡𝙥 𝙢𝙚 𝙗𝙪𝙞𝙡𝙙 𝙢𝙖𝙧𝙜𝙞𝙣 𝙖𝙣𝙙 𝙢𝙤𝙢𝙚𝙣𝙩𝙪𝙢?

If the answer is yes, then the waiting period is over. The next step is action.

We are two days away. Your seat is waiting for you. Grab your spot here 🔗
https://bshanelong.com/services/masterminds/

05/23/2026

The Pareto Principle isn’t just for business. It applies to your time, your energy, your relationships, and your finances.

Roughly 𝟮𝟬% 𝗼𝗳 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗼 𝗱𝗿𝗶𝘃𝗲𝘀 𝟴𝟬% 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗿𝗲𝘀𝘂𝗹𝘁𝘀. The rest? Activity that feels productive but rarely moves the needle.

Here’s the hard question: 𝘿𝙤 𝙮𝙤𝙪 𝙠𝙣𝙤𝙬 𝙬𝙝𝙞𝙘𝙝 𝟮𝟬% 𝙩𝙝𝙖𝙩 𝙞𝙨 𝙛𝙤𝙧 𝙮𝙤𝙪?

Most people don’t. They spread themselves thin across the 80%, wondering why they feel busy but not fulfilled.

The 𝗡𝗼𝗿𝘁𝗵𝗦𝘁𝗮𝗿 𝗟𝗶𝘃𝗶𝗻𝗴℠ 𝗢𝗻𝗹𝗶𝗻𝗲 𝗠𝗮𝘀𝘁𝗲𝗿𝗺𝗶𝗻𝗱 helps you identify your 𝘃𝗶𝘁𝗮𝗹 𝗳𝗲𝘄 – the priorities, values, and objectives that actually generate momentum. Then you build a plan around those.

𝗪𝗲 𝘀𝘁𝗮𝗿𝘁 𝗼𝗻 𝗠𝗮𝘆 𝟮𝟳. 𝗦𝗶𝘅 𝘄𝗲𝗲𝗸𝘀. 𝗧𝗲𝗻 𝘀𝗲𝗮𝘁𝘀.

🔗 Join the cohort: https://bshanelong.com/services/masterminds/

05/20/2026

Setting goals without first defining what success looks like for 𝘺𝘰𝘶 is like designing a dream mansion without knowing where to build it. Even the most beautiful structure loses its value if it’s placed in the wrong landscape.

Many leaders spend years chasing what others value – more revenue, more recognition, more activity. And they end up with empty wins.

𝗬𝗼𝘂𝗿 𝗽𝗹𝗮𝗻 𝗺𝘂𝘀𝘁 𝗿𝗲𝗳𝗹𝗲𝗰𝘁 𝘆𝗼𝘂. Not your neighbor. Not your industry. Not the highlight reels on social media.

The NorthStar Living℠ System starts with one question: What do you truly value? Not what you 𝘴𝘩𝘰𝘶𝘭𝘥 value.

Week 1 of the online mastermind is dedicated to that question. Because until you answer it honestly, you’re just borrowing someone else’s map.

🔗 Save your seat: https://bshanelong.com/services/masterminds/

05/17/2026

𝘛𝘩𝘦 𝘤𝘰𝘴𝘵 𝘰𝘧 𝘸𝘢𝘪𝘵𝘪𝘯𝘨 𝘪𝘴𝘯'𝘵 𝘢𝘭𝘸𝘢𝘺𝘴 𝘧𝘪𝘯𝘢𝘯𝘤𝘪𝘢𝘭. It's often measured in months of vague decisions, misaligned energy, and that quiet feeling of spinning your wheels.

𝗧𝗵𝗲 𝗡𝗼𝗿𝘁𝗵𝗦𝘁𝗮𝗿 𝗟𝗶𝘃𝗶𝗻𝗴℠ 𝗢𝗻𝗹𝗶𝗻𝗲 𝗠𝗮𝘀𝘁𝗲𝗿𝗺𝗶𝗻𝗱 𝘀𝘁𝗮𝗿𝘁𝘀 𝗼𝗻 𝗠𝗮𝘆 𝟮𝟳. 𝗧𝗵𝗮𝘁'𝘀 𝟭𝟮 𝗱𝗮𝘆𝘀 𝗳𝗿𝗼𝗺 𝘁𝗼𝗱𝗮𝘆.

You don't need to have everything figured out before you join. You just need to be ready to 𝘀𝘁𝗼𝗽 𝗴𝘂𝗲𝘀𝘀𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝘁𝗮𝗿𝘁 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴.

Here's what happens inside:
- You leave with a 𝗿𝗮𝗻𝗸𝗲𝗱 𝗹𝗶𝘀𝘁 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗧𝗿𝘂𝗲 𝗡𝗼𝗿𝘁𝗵 𝗩𝗮𝗹𝘂𝗲𝘀 – not a generic list, but yours.
- You create a 𝗡𝗼𝗿𝘁𝗵𝗦𝘁𝗮𝗿 𝗟𝗶𝗳𝗲 𝗖𝗵𝗮𝗿𝘁𝗲𝗿 that filters every decision, big or small.
- You build 𝗤𝗨𝗘𝗦𝗧 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀 𝗳𝗼𝗿 𝟮𝟬𝟮𝟲 that are measurable and executable – not wishful thinking.
- You walk away with a 𝟵𝟬‑𝗱𝗮𝘆 𝗽𝗹𝗮𝗻 𝘁𝗵𝗮𝘁 𝗶𝗻𝗰𝗹𝘂𝗱𝗲𝘀 𝗺𝗮𝗿𝗴𝗶𝗻 – because burnout isn't a badge of honor.
- You gain a 𝗰𝗼𝗵𝗼𝗿𝘁 𝗼𝗳 𝗻𝗶𝗻𝗲 𝗽𝗲𝗲𝗿𝘀 who know your goals and expect follow‑through.

𝗧𝗵𝗶𝘀 𝗶𝘀 𝗻𝗼𝘁 𝗮 𝗰𝗼𝘂𝗿𝘀𝗲 𝘆𝗼𝘂 𝘄𝗮𝘁𝗰𝗵 𝗮𝗹𝗼𝗻𝗲. It's a live, guided experience. Six weeks. Every Wednesday night on Zoom for one hour. I teach the framework. You do the work. Together, we pressure‑test your objectives. You leave with one clear action. Then you come back and report.

𝘐 𝘪𝘯𝘷𝘪𝘵𝘦 𝘺𝘰𝘶 𝘵𝘰 𝘵𝘢𝘬𝘦 𝘵𝘩𝘦 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦. Show up. Do the work. Let the group hold you accountable.

𝗬𝗼𝘂 𝘄𝗶𝗹𝗹 𝗻𝗼𝘁 𝗿𝗲𝗴𝗿𝗲𝘁 𝗶𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗶𝗻 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳.

We start on May 27. The door is open.

🔗 Claim your seat: https://bshanelong.com/services/masterminds/

05/16/2026

𝘈 𝘴𝘮𝘢𝘭𝘭 𝘨𝘳𝘰𝘶𝘱 𝘤𝘩𝘢𝘯𝘨𝘦𝘴 𝘦𝘷𝘦𝘳𝘺𝘵𝘩𝘪𝘯𝘨.

𝗧𝗵𝗲 𝗡𝗼𝗿𝘁𝗵𝗦𝘁𝗮𝗿 𝗟𝗶𝘃𝗶𝗻𝗴℠ 𝗢𝗻𝗹𝗶𝗻𝗲 𝗠𝗮𝘀𝘁𝗲𝗿𝗺𝗶𝗻𝗱 isn’t another digital course that sits in your library. It’s a 𝗹𝗶𝘃𝗲, 𝗴𝘂𝗶𝗱𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.

𝗧𝗲𝗻 𝘀𝗲𝗮𝘁𝘀. 𝗦𝗶𝘅 𝘄𝗲𝗲𝗸𝘀. Every Wednesday night, we meet on Zoom for one hour. I teach a framework. You do the work. Together, we pressure-test your objectives. You leave with one clear action. Then you come back and report.

Here’s what you actually gain, not what you hope to learn:
- A ranked, defined list of your True North Values
- A NorthStar Life Charter that filters every decision
- QUEST objectives for 2026 that are measurable and executable
- A 90-day plan with margin, not just wishful thinking
- A cohort of nine people who know your goals and expect follow-through

We start on May 27th.

🔗 Join the table: https://bshanelong.com/services/masterminds/

B. Shane Long - Author & Transformation Strategist

06/11/2026

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