In this episode of Marketing In The Now, David Reske sits down with Justin Stoddart, Co-Founder and CEO of ProInsight and author of The Upstream Model, to explore how businesses can grow through deep, trust-based professional relationships rather than digital tactics alone. Justin shares the personal story behind his passion for referral relationships, explains the “upstream” metaphor he developed while building a luxury home construction business, and breaks down the exact process for identifying, approaching, and nurturing the professional partners best positioned to send you high-quality referrals. The conversation covers the mistakes most people make when networking, how to have a genuine “pain is the pitch” conversation with a potential referral partner, and how ProInsight’s technology is scaling these principles across the home services industry. It’s a practical, relationship-first counterpoint to a marketing world often obsessed with funnels and automation — and a reminder that even in a digital-first environment, real growth still comes down to real relationships.