Shawn Herbig on Building Businesses with Insight & Innovation

In the 53 episode of Simply Business, host John Jennings sits down with Shawn Herbig, founder of IQS Research and Bluegrass Bitters, to explore two very different entrepreneurial journeys—one rooted in analytics, and the other in artisanal flavor.

Shawn shares how he left a successful role at Ford Motor Company to chase a lifelong dream of business ownership. Over the past 25+ years, he’s built IQS Research into a respected data analytics firm—and more recently, decided to turn his hobby of crafting cocktail bitters into a second venture: Bluegrass Bitters.

This conversation dives into the reality of switching roles (sales, ops, management) within your own business, how AI is challenging the integrity of information, and why critical thinking has never been more important. Plus, hear how a research-minded entrepreneur builds a beverage brand from scratch—with obsessively detailed business planning, market insights, and just a splash of creative storytelling.

In this episode:

• Wearing all the hats (and which ones actually pay)
• The danger of scaling bad AI answers
• Why starting a second business is like starting over—with more wisdom
• Passion vs. execution: why you need both
• What every aspiring entrepreneur should do before launching

Whether you’re in data, drinks, or just dreaming of your next business move, Shawn’s insight is packed with practical wisdom.