No One Knows What They Are Doing, So Act Like You Do I Joe Soelberg - AO 56 I Artwork

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American Operator

No One Knows What They Are Doing, So Act Like You Do I Joe Soelberg - AO 56 I

March 17, 2026 • Joseph Cabrera

0:00 | 1:08:38

No one knows what they’re doing.

The difference? Some people decide to act anyway.

In this episode of American Operator, Joe Soelberg shares the mindset shift that changes everything: confidence isn’t about having all the answers — it’s about taking ownership before you feel ready.

From stepping into responsibility early to learning how to lead without a clear roadmap, Joe breaks down what it actually takes to build momentum when you don’t feel qualified, prepared, or certain.

In this conversation, we cover:

Why most leaders are figuring it out in real time
Even something as valuable as 3D/CGI architectural imaging is invaluable unless you can sell it.
What is the real value in paying for professional marketing expertise
The power of acting with conviction before you feel ready
Confidence through repetition and responsibility
Why waiting to feel “ready” will keep you stuck

If you’ve ever felt behind, unsure, or underprepared — this episode is your reminder that almost everyone at the top started the same way.

They just moved first.

Join the Movement
Tactical insights and behind-the-scenes stories from America’s operators:

Website: www.americanoperator.com
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Instagram: https://www.instagram.com/theamericanoperator
Newsletter: https://americanoperator.substack.com
Locally Owned and Operated: https://www.locallyownedandoperated.org/

00:00:00:00 - 00:00:01:23
Speaker 3
I have a.

00:00:02:01 - 00:00:04:15
Speaker 2
Completely unwarranted sense of confidence that.

00:00:04:15 - 00:00:05:06
Speaker 3
I could do about.

00:00:05:06 - 00:00:08:03
Speaker 2
Anything. You know, I see somebody like building a bridge.

00:00:08:04 - 00:00:19:13
Speaker 3
Be like, I think I could do it, you know? Like, for what reason, dude? Like, you know what? You can do that. Yeah, but, yeah, I thought I can run a PNL. That's not so bad.

00:00:19:15 - 00:00:27:16
Speaker 1
All right, team, we're back here in studio with Joe Solberg. This is. We were actually trying to come out to you and talk to you.

00:00:27:16 - 00:00:42:20
Speaker 1
You know, you've been on inquiring minds. You've been on SB 15, you know, you've you've bought a few businesses and just all around good guys. And we were trying to figure out our way to get to you. And you just came to us because there's a good summit here in town right now. And so, man, thanks for carving out.

00:00:42:20 - 00:00:46:02
Speaker 1
I think I'm still in your lunch break. So thanks for coming here and doing that, Joe.

00:00:46:04 - 00:00:48:07
Speaker 2
No worries. I can skip a meal. It's no.

00:00:48:07 - 00:00:48:15
Speaker 3
Worries.

00:00:48:17 - 00:00:54:17
Speaker 1
Well, I think we got some breakfast tacos downstairs a little bit past its prime, but I've never gotten sick on either one yet.

00:00:54:20 - 00:00:56:01
Speaker 2
You know what? You can throw some.

00:00:56:01 - 00:00:57:01
Speaker 3
Sauce on there. It's going to be.

00:00:57:01 - 00:01:15:11
Speaker 1
All right, I think. Sanitize it. Yeah, yeah, we'll go do that, man. But man, Joe, good to have you in. I think for folks who may or may not know. Yeah, I think what might be helpful is probably, just give us a little background and we're going. I'm kind of jumping ahead on purpose, but so the folks know kind of what to hang on to.

00:01:15:11 - 00:01:16:17
Speaker 3
You sure.

00:01:16:19 - 00:01:26:04
Speaker 1
Could you give us a little background about what you're running today and just how you got into it? And then I want to go back a little further on Joe and just kind of how you grew up and stuff. But this would just set the stage.

00:01:26:10 - 00:01:32:11
Speaker 3
Yeah. Yeah. Happy, happy to do that. So today is, point B communications.

00:01:32:11 - 00:01:33:08
Speaker 2
It's an ad agency.

00:01:33:08 - 00:01:34:12
Speaker 3
That's the last.

00:01:34:12 - 00:01:41:06
Speaker 2
Acquisition that I did in August of 2024. So has been coming up on a year and a half. It's going great.

00:01:41:06 - 00:01:43:01
Speaker 3
It's a full service ad.

00:01:43:01 - 00:01:44:04
Speaker 2
Agency.

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Speaker 3
That leads with.

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Speaker 2
Brand.

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Speaker 3
So.

00:01:47:15 - 00:01:48:07
Speaker 3
This was.

00:01:48:07 - 00:01:49:10
Speaker 2
Something that I was looking.

00:01:49:10 - 00:01:50:08
Speaker 3
For,

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Speaker 2
In the.

00:01:50:17 - 00:01:52:18
Speaker 3
Search is.

00:01:52:18 - 00:01:57:23
Speaker 2
And definitely wanted an ad agency, but one that, has brand as the.

00:01:57:23 - 00:02:00:06
Speaker 3
Focus because I feel like that's,

00:02:00:08 - 00:02:00:23
Speaker 2
There's kind of a.

00:02:00:23 - 00:02:02:04
Speaker 3
Flywheel for everything.

00:02:02:04 - 00:02:02:10
Speaker 2
Else.

00:02:02:10 - 00:02:06:03
Speaker 3
That the agency does. So you've, you build.

00:02:06:03 - 00:02:07:21
Speaker 2
Somebody a good brand, now they need a.

00:02:07:21 - 00:02:08:10
Speaker 3
Website.

00:02:08:11 - 00:02:09:10
Speaker 2
You build them a.

00:02:09:10 - 00:02:10:02
Speaker 3
Good website.

00:02:10:02 - 00:02:10:12
Speaker 2
They need that.

00:02:10:12 - 00:02:11:00
Speaker 3
Website.

00:02:11:00 - 00:02:13:06
Speaker 2
To be promoted. They need.

00:02:13:06 - 00:02:14:11
Speaker 3
Collateral to back.

00:02:14:11 - 00:02:15:12
Speaker 2
Up their brand, etc..

00:02:15:12 - 00:02:16:00
Speaker 3
Etc..

00:02:16:00 - 00:02:17:03
Speaker 2
So it just kind of.

00:02:17:05 - 00:02:17:14
Speaker 3
Leads.

00:02:17:14 - 00:02:18:05
Speaker 2
Itself.

00:02:18:05 - 00:02:20:03
Speaker 3
And also I feel like.

00:02:20:03 - 00:02:21:19
Speaker 2
Brand is.

00:02:21:21 - 00:02:22:14
Speaker 3
Is one.

00:02:22:14 - 00:02:25:08
Speaker 2
Of those things that, human.

00:02:25:08 - 00:02:26:04
Speaker 3
Creativity is.

00:02:26:04 - 00:02:29:04
Speaker 2
Never going to be not needed.

00:02:29:09 - 00:02:33:04
Speaker 3
You know, I mean, we we always have to have that to.

00:02:33:04 - 00:02:37:06
Speaker 2
Keep things interesting and to, engage.

00:02:37:08 - 00:02:41:11
Speaker 3
Other people, you know, that people recognize people. So.

00:02:41:13 - 00:02:42:02
Speaker 2
Somebody that's.

00:02:42:02 - 00:02:43:00
Speaker 3
Good.

00:02:43:01 - 00:02:44:21
Speaker 2
Conceptually.

00:02:44:23 - 00:02:45:04
Speaker 3
At.

00:02:45:05 - 00:02:49:06
Speaker 2
Creating ideas and creating brands, is.

00:02:49:06 - 00:02:50:18
Speaker 3
That's always a useful skill.

00:02:50:20 - 00:03:09:14
Speaker 1
Yeah. No, it's, looking forward to diving into that some more, because I think a lot of folks think of it as, like, fluffy and feel good. Yet if you think about the the companies that we all follow, it's usually associated with some level of brand. And you may not know how to articulate it, but that's actually what's going on.

00:03:09:14 - 00:03:24:03
Speaker 1
There's something emotional really connected to it. Yeah. And then the tactics are just the tactics around it. So. Right. Yeah. I'd love to dig into that term okay. No thanks Joe. We're going to get into point B and I think just kind of a do you think the way your your approach to it is, is a bit of an outlier?

00:03:24:03 - 00:03:42:10
Speaker 1
I think a lot of folks in this industry would kind of go more what's the numbers and the, you know, all the other stuff first and that kind of think about what's ahead. Sure. But before we kick off and I'm going to, we have this ritual that we do, which is, we have, folks that tune in, just ask.

00:03:42:12 - 00:03:47:04
Speaker 1
They're usually other owners. Some of them are just fans. But they just have a question top of mind.

00:03:47:04 - 00:03:54:02
Speaker 1
All from the spirit of like, help me kind of think through what I'm thinking through. And so we got a great local owner named TJ.

00:03:54:08 - 00:03:54:23
Speaker 3
Okay.

00:03:55:01 - 00:04:09:12
Speaker 1
Car wash, ice cream shop runs. It really just kind of runs what I call like these wholesome staples. A lot of personality in these businesses here in town. Oh yeah. They become this areas of community for folks. Yeah. And so his question, if you don't mind. Oh shoot.

00:04:09:14 - 00:04:10:08
Speaker 3
It's a good one.

00:04:10:10 - 00:04:12:09
Speaker 2
Okay. I'm listening TJ.

00:04:12:11 - 00:04:37:00
Speaker 1
So when you own your own business, the laundry list of things to do never ends. Not only do you have to address the daily fires, but also lead in all the facets of a business and lead in your life outside the business. For most of my career, I've made myself available to the machine, aka the business 24 seven, which has dramatically impacted my ability to lead and be present with the things that I claim to be the most important life.

00:04:37:02 - 00:05:02:02
Speaker 1
What are the most important things in your life, and how have you established guardrails to protect these things? Where have you failed and where have you seen success? And he adds, it was saying, for what good is it to a man to gain the whole world but forfeit life for Matthew? And so I know a couple questions in there, but kind of captures how do you manage what you say is important versus the business?

00:05:02:04 - 00:05:06:22
Speaker 1
Where have you failed? Where have you succeeded? Yeah yeah thank you TJ is chunking.

00:05:06:22 - 00:05:07:22
Speaker 3
Yeah that's good.

00:05:07:22 - 00:05:10:10
Speaker 1
I stole your lunch and I gave you the hardest question.

00:05:10:12 - 00:05:10:18
Speaker 2
I.

00:05:10:18 - 00:05:12:15
Speaker 3
I'm Yeah. Yeah. Like okay.

00:05:12:15 - 00:05:13:16
Speaker 2
So we're rolling into some.

00:05:13:16 - 00:05:14:03
Speaker 3
Gospel.

00:05:14:03 - 00:05:14:14
Speaker 2
According to.

00:05:14:14 - 00:05:16:09
Speaker 3
Joe here.

00:05:16:11 - 00:05:20:18
Speaker 2
So I think a few this makes me think of.

00:05:20:18 - 00:05:24:11
Speaker 3
A few things. First off, he asked, hey, what are.

00:05:24:11 - 00:05:27:12
Speaker 2
The most important things in life?

00:05:27:14 - 00:05:30:04
Speaker 3
Right.

00:05:30:06 - 00:05:31:20
Speaker 2
I think for.

00:05:31:20 - 00:05:33:05
Speaker 3
Me.

00:05:33:07 - 00:05:35:05
Speaker 2
That you're going to, you're going to.

00:05:35:05 - 00:05:37:09
Speaker 3
Have,

00:05:37:11 - 00:05:49:00
Speaker 2
God and family. And, just just being a being a good per, you know, integrity. Right? Some living, some kind of a principle.

00:05:49:00 - 00:05:50:16
Speaker 3
Based life,

00:05:50:18 - 00:05:51:12
Speaker 2
Of some kind.

00:05:51:17 - 00:05:59:13
Speaker 3
Hopefully those principles are good and decent principles. So how do you. Wow, this is interesting.

00:05:59:13 - 00:06:00:11
Speaker 2
Like, how do you make.

00:06:00:11 - 00:06:02:01
Speaker 3
Sure that those.

00:06:02:01 - 00:06:02:19
Speaker 2
Things.

00:06:02:23 - 00:06:04:10
Speaker 3
Get what needs to.

00:06:04:10 - 00:06:05:10
Speaker 2
Get done for each of.

00:06:05:10 - 00:06:07:09
Speaker 3
Those buckets, right, or.

00:06:07:13 - 00:06:11:21
Speaker 2
Things that you claim are important? And, for me.

00:06:11:21 - 00:06:13:15
Speaker 3
I feel like there's.

00:06:13:15 - 00:06:16:20
Speaker 2
Elements of discipline in there, you know, just.

00:06:17:01 - 00:06:17:17
Speaker 3
Just.

00:06:17:19 - 00:06:18:04
Speaker 2
Having a.

00:06:18:04 - 00:06:19:04
Speaker 3
List of what does it.

00:06:19:04 - 00:06:19:17
Speaker 2
Mean to.

00:06:19:17 - 00:06:23:14
Speaker 3
Be, a good father or.

00:06:23:14 - 00:06:26:15
Speaker 2
Husband and what does it mean to,

00:06:26:17 - 00:06:27:21
Speaker 3
Serve God? What does it.

00:06:27:21 - 00:06:29:18
Speaker 2
Mean to.

00:06:29:20 - 00:06:32:04
Speaker 3
Have these principles and live by them?

00:06:32:06 - 00:06:33:01
Speaker 2
And then.

00:06:33:03 - 00:06:33:13
Speaker 3
If you're.

00:06:33:13 - 00:06:36:03
Speaker 2
Ticking off those things that you put on your.

00:06:36:03 - 00:06:37:04
Speaker 3
List.

00:06:37:06 - 00:06:39:23
Speaker 2
Then you're probably doing it. You know, I mean.

00:06:40:01 - 00:06:41:05
Speaker 3
It is is it.

00:06:41:05 - 00:06:42:10
Speaker 2
Always going to be.

00:06:42:10 - 00:06:43:06
Speaker 3
Like, hey.

00:06:43:06 - 00:06:47:16
Speaker 2
This is the most important, this number one, you know, family is number one.

00:06:47:18 - 00:06:48:21
Speaker 3
Is, is that always.

00:06:48:21 - 00:06:59:20
Speaker 2
Going to take the maximum amount of your time because it's number one. No. Does it mean that it's not number one if it doesn't take the maximum amount of your time also no. So, I.

00:06:59:20 - 00:07:00:09
Speaker 3
Feel like.

00:07:00:09 - 00:07:01:01
Speaker 2
One of the.

00:07:01:02 - 00:07:01:18
Speaker 3
Just.

00:07:01:20 - 00:07:02:10
Speaker 2
One of the things.

00:07:02:10 - 00:07:03:06
Speaker 3
That we did as a.

00:07:03:06 - 00:07:03:21
Speaker 2
Family.

00:07:03:22 - 00:07:04:22
Speaker 3
That that.

00:07:05:04 - 00:07:08:22
Speaker 2
Became really valuable and that became sort of a an anchor, I.

00:07:09:00 - 00:07:10:00
Speaker 3
Feel like to our.

00:07:10:00 - 00:07:10:19
Speaker 2
Kids and.

00:07:11:00 - 00:07:11:18
Speaker 3
To, to.

00:07:11:18 - 00:07:12:21
Speaker 2
Us as parents.

00:07:12:23 - 00:07:14:21
Speaker 3
Was it that we would take a.

00:07:14:21 - 00:07:16:07
Speaker 2
Backpacking trip.

00:07:16:07 - 00:07:16:16
Speaker 3
Every.

00:07:16:16 - 00:07:18:04
Speaker 2
Year, guaranteed one.

00:07:18:09 - 00:07:19:16
Speaker 1
And locked in like.

00:07:19:16 - 00:07:20:03
Speaker 3
This? You're going.

00:07:20:03 - 00:07:21:00
Speaker 2
To you're going to do.

00:07:21:00 - 00:07:21:12
Speaker 3
A.

00:07:21:12 - 00:07:22:23
Speaker 2
Week long backpacking.

00:07:22:23 - 00:07:26:05
Speaker 3
Trip. And so you're with these people.

00:07:26:06 - 00:07:27:12
Speaker 2
So this is family.

00:07:27:12 - 00:07:31:01
Speaker 3
This is fitness. This is, you know, getting outdoors, all.

00:07:31:01 - 00:07:32:04
Speaker 2
Of these things.

00:07:32:06 - 00:07:33:11
Speaker 3
And you're with these.

00:07:33:11 - 00:07:35:13
Speaker 2
People and you're relying on these people.

00:07:35:13 - 00:07:36:23
Speaker 3
To get water.

00:07:36:23 - 00:07:37:07
Speaker 2
And to.

00:07:37:07 - 00:07:38:01
Speaker 3
Cook food.

00:07:38:01 - 00:07:39:23
Speaker 2
And to find our shelter the next night.

00:07:39:23 - 00:07:40:11
Speaker 3
All of this.

00:07:40:11 - 00:07:42:17
Speaker 2
Kind of stuff for a for an entire.

00:07:42:17 - 00:07:45:03
Speaker 3
Week. And just with only.

00:07:45:04 - 00:07:46:21
Speaker 2
Family, you know, nobody else comes with.

00:07:46:21 - 00:07:48:05
Speaker 3
Us. It's just us.

00:07:48:07 - 00:07:52:08
Speaker 2
And, I felt like that made a difference. There wasn't a mat one week.

00:07:52:08 - 00:07:53:04
Speaker 3
Out of 52.

00:07:53:04 - 00:07:56:15
Speaker 2
It's not a massive amount of time each year, but the impact.

00:07:56:17 - 00:07:57:08
Speaker 3
Was.

00:07:57:09 - 00:07:59:23
Speaker 2
Phenomenal, has been phenomenal and continues to.

00:07:59:23 - 00:08:01:22
Speaker 3
Be right. So so there's these.

00:08:01:22 - 00:08:02:17
Speaker 2
Meaningful.

00:08:02:17 - 00:08:04:10
Speaker 3
Like weighty experiences that you can.

00:08:04:10 - 00:08:05:11
Speaker 2
Put into.

00:08:05:11 - 00:08:06:18
Speaker 3
The specific.

00:08:06:18 - 00:08:08:12
Speaker 2
Buckets. And I'm making it sound.

00:08:08:14 - 00:08:10:08
Speaker 3
You know, less important.

00:08:10:08 - 00:08:11:01
Speaker 2
Than it. I mean.

00:08:11:05 - 00:08:16:04
Speaker 3
You know, you're it is like that.

00:08:16:04 - 00:08:27:02
Speaker 2
Is number one. You know, I mean family and being with family number one. But again, like I say, I don't I don't necessarily know that, you know, if I'm hanging out with them watching.

00:08:27:02 - 00:08:29:02
Speaker 3
TV.

00:08:29:04 - 00:08:30:12
Speaker 2
Is that building my family?

00:08:30:12 - 00:08:32:17
Speaker 3
You know, I mean, maybe a little tighter.

00:08:32:17 - 00:08:34:10
Speaker 2
You know, I mean, just chilling together.

00:08:34:10 - 00:08:35:12
Speaker 3
You know, but.

00:08:35:14 - 00:08:39:01
Speaker 2
Going out and hiking in a national.

00:08:39:01 - 00:08:42:12
Speaker 3
Park. Super meaningful. Right? So I guess.

00:08:42:12 - 00:08:44:09
Speaker 2
That would be my answer is like, make sure that.

00:08:44:09 - 00:08:45:10
Speaker 3
They're kind of weighty.

00:08:45:10 - 00:08:46:22
Speaker 2
You know, make.

00:08:46:22 - 00:08:47:09
Speaker 3
Sure that you're.

00:08:47:09 - 00:08:50:13
Speaker 2
Giving, giving.

00:08:50:15 - 00:08:51:12
Speaker 3
Yeah, yeah.

00:08:51:13 - 00:08:52:15
Speaker 2
Ticking off the things.

00:08:52:15 - 00:08:53:02
Speaker 3
That you.

00:08:53:02 - 00:08:58:02
Speaker 2
Think defines, you know, I am this is important to me. So therefore I'm going to do this.

00:08:58:08 - 00:08:59:08
Speaker 3
Do it.

00:09:00:10 - 00:09:03:01
Speaker 3
And just have to try to have those weighty experiences.

00:09:03:03 - 00:09:04:04
Speaker 2
That makes sense.

00:09:04:06 - 00:09:22:16
Speaker 1
Makes a ton of sense. Yeah. I see you saying that, like, maybe folks are subscribing to like, hey, I got to spend five hours a night with my family, but if you just veg out with them is that, you know, and you're leaving work early to go do that, is that as fruitful as you know? I as you're answering that question, I go, oh, okay.

00:09:22:16 - 00:09:34:13
Speaker 1
Joe sounds like an intentional guy. Like if you put it on the like, find the time and then commit to those things. Yeah, you probably communicated with the family. I'm sure you do. Unsurprising with the backpacking trip, right? Every year. They know when it's coming, right? Yeah.

00:09:34:13 - 00:09:37:03
Speaker 3
Yeah, yeah. They ask I mean they ask like early.

00:09:37:03 - 00:09:37:17
Speaker 2
On in the.

00:09:37:17 - 00:09:38:17
Speaker 3
Year. Like what?

00:09:38:19 - 00:09:43:09
Speaker 2
What where are we. You know. And they're involved too in deciding the places and all that kind of stuff.

00:09:43:09 - 00:09:45:12
Speaker 3
But where do you think where, where should we go?

00:09:45:14 - 00:09:47:00
Speaker 1
Oh, yeah. Change it up okay.

00:09:47:00 - 00:09:47:17
Speaker 3
Yeah, yeah.

00:09:47:17 - 00:09:48:23
Speaker 2
So it's not always the same.

00:09:48:23 - 00:09:51:02
Speaker 3
In fact, we've gone to.

00:09:51:02 - 00:09:51:17
Speaker 2
Yosemite.

00:09:51:17 - 00:09:52:09
Speaker 3
Twice.

00:09:52:09 - 00:09:55:02
Speaker 2
But aside from that, I mean, it's pretty much.

00:09:55:02 - 00:09:56:17
Speaker 3
Different places every time.

00:09:56:17 - 00:09:58:21
Speaker 2
Yeah, yeah, we've been doing it for.

00:09:58:23 - 00:09:59:16
Speaker 3
12 years now.

00:09:59:22 - 00:10:16:05
Speaker 1
Yeah, yeah. It's, one. Thanks, Joe. And thanks, TJ, for the question. I do think that's part of something a lot of folks mind. I'm going to ask a secondary question from TJ. They're kind of an active from and I'm just curious if it resonates with you, Joe. And then and then we'll get into some other things.

00:10:16:05 - 00:10:33:11
Speaker 1
But yeah, I also find like day to day sometimes as an owner or somebody who's running a thing because I see I see he's failing through that. It's like we say all this stuff's important yet we'll we'll drop, we'll leave a game early. We'll cancel on our wife's dinner, you know, because we got the business needs it. Sure.

00:10:33:11 - 00:10:52:23
Speaker 1
Yeah. And yet, you know, we get people all the time that are, you know, have a family emergency come in to really, like, narrows in what's actually important. Yeah. And so I do wonder, though, if sometimes the day to day because I imagine as a father and a husband, you're also thinking, hey, what am I if I do care about my family and I'm prioritizing them, like providing for them and earning a living is also in that.

00:10:52:23 - 00:11:09:13
Speaker 1
So I got to treat the business right to provide for them. Yeah. Do you find, though, that sometimes the sometimes all your family needs really is the micro stuff? And one example that comes to my head, how many a times hopefully hasn't been a lot, but how many times have you forgot, like an important moment a day?

00:11:09:13 - 00:11:26:15
Speaker 1
Or just like the conversation last night you weren't that engaged, you know, with your wife, and you're headed off to work. Yeah. And I wonder sometimes, as an owner or as a person who's operating or just as a human, like, the best thing you can do is, you know what? I'm going to take ten minutes real quick, step away from my meetings for the day.

00:11:26:15 - 00:11:42:09
Speaker 1
I'm going to go for just say hey, like I know that I know that and go well. Or I know one pain, really a lot of attention tonight. Let's go make some time to talk about that. I'm just letting you know that I know I didn't, you know, I fell short. Do you feel like sometimes that's also a way that you can kind of keep the right priorities in the right place?

00:11:42:09 - 00:11:44:08
Speaker 1
Just admitting fault when it when it does happen.

00:11:44:10 - 00:12:04:14
Speaker 1
Hey, y'all. Quick break here at American operator. We believe that small business is the backbone of this country, but more and more Main Street getting swallowed up by big corporations, wall Street or some of them are just shutting down. If you've ever thought about building something of your own, or just being a part of saving the American Dream, head on over to American operator.com.

00:12:04:16 - 00:12:15:00
Speaker 1
It's your one stop shop for inspiration stories, and you'll get to join this really great community of patriots that believe our country still worth fighting for. All right. Back to the show.

00:12:15:23 - 00:12:18:11
Speaker 3
Yeah. Yeah. Absolutely. Be. Yeah.

00:12:18:11 - 00:12:25:06
Speaker 2
Just being, you know, being being humble realizing. And and I.

00:12:25:06 - 00:12:25:19
Speaker 3
Think that does.

00:12:25:19 - 00:12:26:13
Speaker 2
Make a difference.

00:12:26:13 - 00:12:30:22
Speaker 3
Too to text. I'll, I'll, I'll, I'll do that.

00:12:30:22 - 00:12:31:23
Speaker 2
With my wife.

00:12:31:23 - 00:12:39:10
Speaker 3
I'll do that with, with friends. I had the other day, guy asked me a question about,

00:12:39:12 - 00:12:43:01
Speaker 2
Buying a business. I'm thinking about going and I'm thinking about doing this.

00:12:43:01 - 00:12:44:02
Speaker 3
This ETA.

00:12:44:02 - 00:12:46:07
Speaker 2
Thing, you know, and and.

00:12:46:09 - 00:12:48:10
Speaker 3
I felt like I, I just started.

00:12:48:10 - 00:12:50:02
Speaker 2
Rolling in and, you know, I'm like.

00:12:50:02 - 00:12:54:13
Speaker 3
Blah, blah, blah, but, you know, word vomit. And I'm just like, here, this is this is this.

00:12:54:15 - 00:12:55:12
Speaker 2
And then I.

00:12:55:12 - 00:12:56:11
Speaker 3
Thought about the.

00:12:56:11 - 00:12:59:10
Speaker 2
Conversation afterwards, and I was like, I didn't ask him.

00:12:59:12 - 00:13:02:14
Speaker 3
Anything, dude. Like, he he might. I mean, I.

00:13:02:14 - 00:13:02:22
Speaker 2
Don't even.

00:13:02:22 - 00:13:07:12
Speaker 3
Know what he's trying to do, right? So so yeah, I texted, hey, let's talk again.

00:13:07:12 - 00:13:09:10
Speaker 2
Because I need to understand what you're trying to.

00:13:09:10 - 00:13:11:10
Speaker 3
Do. I think I just gave you a.

00:13:11:10 - 00:13:12:10
Speaker 2
Bunch of dumb advice.

00:13:12:10 - 00:13:13:02
Speaker 3
Which probably.

00:13:13:02 - 00:13:15:08
Speaker 2
Didn't even relate to your thing. You're right, you know?

00:13:15:08 - 00:13:17:11
Speaker 3
So. Yeah. So. So yeah, just.

00:13:17:11 - 00:13:21:01
Speaker 2
Trying to figure out. And same with my wife all the time. You know.

00:13:21:01 - 00:13:25:03
Speaker 3
She should should be happy. Yeah. Yeah. You just.

00:13:25:07 - 00:13:29:21
Speaker 2
You just never know when the little things.

00:13:29:23 - 00:13:30:18
Speaker 3
That you're like.

00:13:30:18 - 00:13:31:02
Speaker 2
You know.

00:13:31:04 - 00:13:35:01
Speaker 3
Do you ever, do you ever do your wife like, do the, do the, do an.

00:13:35:01 - 00:13:39:00
Speaker 2
Impression of your wife in front of your wife sometimes I.

00:13:39:02 - 00:13:40:02
Speaker 3
I did that the other.

00:13:40:02 - 00:13:41:06
Speaker 2
Day and, and.

00:13:41:06 - 00:13:45:08
Speaker 3
She was like, why did I, why did I talk like that? Like you could.

00:13:45:08 - 00:13:45:17
Speaker 2
Have made me.

00:13:45:17 - 00:13:47:18
Speaker 3
Cute or something, you know, like.

00:13:47:20 - 00:13:49:07
Speaker 2
Dang, you're right.

00:13:49:07 - 00:13:52:19
Speaker 3
I'm sorry. You know that's true. You do look.

00:13:52:19 - 00:13:53:15
Speaker 2
Cute when you talk.

00:13:53:15 - 00:13:57:01
Speaker 3
I'm sorry you didn't look like that. So.

00:13:57:20 - 00:13:59:05
Speaker 3
But, yeah, just little.

00:13:59:05 - 00:14:00:18
Speaker 2
Things, and. And I think you're.

00:14:00:18 - 00:14:01:19
Speaker 3
Right, you know, just.

00:14:01:21 - 00:14:03:02
Speaker 2
Being.

00:14:03:04 - 00:14:04:00
Speaker 3
Just. Dude, it's.

00:14:04:05 - 00:14:04:16
Speaker 2
It's not.

00:14:04:16 - 00:14:05:07
Speaker 3
That serious.

00:14:05:07 - 00:14:05:18
Speaker 2
You know, you're.

00:14:05:18 - 00:14:08:08
Speaker 3
Going to do better if you're just try to be.

00:14:08:08 - 00:14:09:09
Speaker 2
Humble about it and just.

00:14:09:09 - 00:14:09:20
Speaker 3
Be like.

00:14:09:21 - 00:14:10:20
Speaker 2
Oh my gosh, I'm so.

00:14:10:20 - 00:14:11:10
Speaker 3
Sorry.

00:14:11:10 - 00:14:12:21
Speaker 2
Yeah, I'm a dork, you know?

00:14:12:23 - 00:14:14:19
Speaker 3
Own it. Yeah, yeah yeah. Totally.

00:14:14:19 - 00:14:25:12
Speaker 1
Yeah. It's like probably best at laughing. All right man. Well, Joe, thanks for that, man I appreciate it. And, I guess we can move on from our therapy session here into the back desk now. Good.

00:14:25:12 - 00:14:27:13
Speaker 3
I'm feeling so good now.

00:14:27:14 - 00:14:51:11
Speaker 1
Now. Like TJ. Really? Thanks, man. I think it's it's on top of a lot of our minds and like, how you how you wrangle both things. So, I know as I get older and older, that stuff becomes more apparent. So yeah. Thanks, Joe. Okay. Joe. So what I'd love to do mean, just like before you got into this whole world of running a business, operating, moving these things, you know, being the guy, you know, who's in charge of all this stuff?

00:14:51:13 - 00:14:55:12
Speaker 1
You always been an entrepreneur. Do you have a whole different life before this?

00:14:55:14 - 00:14:56:18
Speaker 3
So I, I grew.

00:14:56:18 - 00:15:00:10
Speaker 2
Up, my dad owned a cabinet shop in.

00:15:00:10 - 00:15:03:05
Speaker 3
Seattle. Is is where, I.

00:15:03:07 - 00:15:06:12
Speaker 2
Spent my growing up years, and I worked in that cabinet shop.

00:15:06:16 - 00:15:07:21
Speaker 3
Always.

00:15:07:23 - 00:15:09:08
Speaker 2
And.

00:15:09:10 - 00:15:09:18
Speaker 3
That was a.

00:15:09:18 - 00:15:19:04
Speaker 2
Lot of fun. So it was never, you know, it's always a norm. Most normal thing in the world to me, that somebody would own their own business and and,

00:15:19:06 - 00:15:20:08
Speaker 3
Yeah, I feel like I always.

00:15:20:08 - 00:15:20:20
Speaker 2
Wanted to.

00:15:20:20 - 00:15:23:23
Speaker 3
Do that. I got through.

00:15:23:23 - 00:15:24:17
Speaker 2
Undergrad.

00:15:24:17 - 00:15:25:05
Speaker 3
By.

00:15:25:05 - 00:15:26:22
Speaker 2
Starting a marketing company that.

00:15:26:22 - 00:15:29:10
Speaker 3
Was, we sold,

00:15:29:12 - 00:15:30:22
Speaker 2
Oil change cards.

00:15:30:22 - 00:15:33:16
Speaker 3
Door to door. So we went to this local.

00:15:33:16 - 00:15:34:14
Speaker 2
Oil change was like.

00:15:34:14 - 00:15:35:15
Speaker 3
Hey.

00:15:35:17 - 00:15:36:09
Speaker 2
You know, just put.

00:15:36:09 - 00:15:36:22
Speaker 3
All this stuff.

00:15:36:22 - 00:15:37:09
Speaker 2
On a card.

00:15:37:09 - 00:15:38:05
Speaker 3
And we'll go sell it to.

00:15:38:05 - 00:15:38:20
Speaker 2
People, and that'll.

00:15:38:20 - 00:15:40:15
Speaker 3
Get. What do you mean, like a little punch card? Yeah.

00:15:40:15 - 00:15:44:17
Speaker 2
Kind of a little punch card. Yeah. And it had like, you know, you get certain percentages.

00:15:44:17 - 00:15:47:17
Speaker 3
Off of, certain services that they offered.

00:15:47:17 - 00:15:55:08
Speaker 2
Or, you know, you get one free oil change for buying a card and, and and then and number, you know, half off the next.

00:15:55:08 - 00:15:56:06
Speaker 3
Oil change, stuff.

00:15:56:06 - 00:15:57:09
Speaker 2
Like that. And, you know.

00:15:57:10 - 00:15:58:00
Speaker 1
Where'd you get that?

00:15:58:00 - 00:16:05:10
Speaker 3
And the card was like, oh, if you buy this card, it's definitely worth it. You know, it pays for itself. It pays for itself. So yeah.

00:16:05:12 - 00:16:08:03
Speaker 2
You you could knock doors.

00:16:08:05 - 00:16:08:16
Speaker 3
Yeah.

00:16:08:16 - 00:16:10:08
Speaker 1
We should have found each other.

00:16:10:10 - 00:16:15:23
Speaker 3
Oh I know, yeah, yeah. So it it was just.

00:16:16:01 - 00:16:17:15
Speaker 2
A friend of mine and I, we're.

00:16:17:16 - 00:16:19:04
Speaker 3
We're like, you know what?

00:16:20:16 - 00:16:22:16
Speaker 3
There's a lot of people at the, at the.

00:16:22:16 - 00:16:29:02
Speaker 2
Place where I went. So I went to Brigham Young University, and it's it's known I may be revealing something.

00:16:29:02 - 00:16:30:23
Speaker 3
Here to folks, but people at.

00:16:30:23 - 00:16:33:02
Speaker 2
BYU will know this up and down, which.

00:16:33:02 - 00:16:33:17
Speaker 3
Is.

00:16:33:19 - 00:16:35:03
Speaker 2
Direct marketing.

00:16:35:03 - 00:16:36:01
Speaker 3
Is like a.

00:16:36:01 - 00:16:37:00
Speaker 2
Whole thing at.

00:16:37:00 - 00:16:37:13
Speaker 3
BYU.

00:16:37:13 - 00:16:38:19
Speaker 2
So knocking.

00:16:38:19 - 00:16:39:11
Speaker 3
Doors.

00:16:39:11 - 00:16:40:19
Speaker 2
Just going and talking to.

00:16:40:19 - 00:16:45:08
Speaker 3
People that that just kills skillset, you know what I'm saying? Yeah.

00:16:45:12 - 00:16:46:18
Speaker 1
Well practice.

00:16:46:20 - 00:16:49:17
Speaker 3
Well practice. Exactly. So there's.

00:16:49:17 - 00:16:50:06
Speaker 2
So many.

00:16:50:06 - 00:16:51:17
Speaker 3
People that are like, yeah.

00:16:51:17 - 00:16:54:05
Speaker 2
I've done that before. And so.

00:16:54:07 - 00:16:54:22
Speaker 3
There was all these.

00:16:54:22 - 00:16:56:01
Speaker 2
Marketing companies.

00:16:56:01 - 00:16:56:21
Speaker 3
That, that.

00:16:56:21 - 00:16:58:00
Speaker 2
Spring up in.

00:16:58:00 - 00:17:00:09
Speaker 3
Provo, that.

00:17:00:09 - 00:17:02:00
Speaker 2
Then don't just knock in.

00:17:02:00 - 00:17:02:20
Speaker 3
Provo, but they.

00:17:02:20 - 00:17:07:19
Speaker 2
Send people, you know, selling pest control or selling alarm systems or.

00:17:07:19 - 00:17:08:22
Speaker 3
Whatever, right?

00:17:09:01 - 00:17:12:21
Speaker 2
All over the nation. And so, and so we were.

00:17:12:21 - 00:17:13:12
Speaker 3
Like, let's take.

00:17:13:12 - 00:17:13:22
Speaker 2
Advantage of.

00:17:13:22 - 00:17:14:12
Speaker 3
That because.

00:17:14:12 - 00:17:15:15
Speaker 2
There's a bunch of people.

00:17:15:15 - 00:17:16:08
Speaker 3
That.

00:17:16:10 - 00:17:17:03
Speaker 2
Know how to do.

00:17:17:03 - 00:17:19:04
Speaker 3
This. And so let's create.

00:17:19:04 - 00:17:19:18
Speaker 2
Something that.

00:17:19:18 - 00:17:21:01
Speaker 3
Allows.

00:17:21:03 - 00:17:21:22
Speaker 2
Them to do that.

00:17:21:22 - 00:17:22:06
Speaker 3
While.

00:17:22:06 - 00:17:27:00
Speaker 2
They're here in school instead of only like during the summers when they leave and go off and.

00:17:27:02 - 00:17:31:11
Speaker 3
Sell bug juice or whatever. Yeah. So so yeah, that was the idea.

00:17:31:13 - 00:17:32:14
Speaker 2
And, and it got.

00:17:32:14 - 00:17:33:04
Speaker 3
Us through school.

00:17:33:04 - 00:17:34:05
Speaker 2
Without any debt.

00:17:34:05 - 00:17:36:05
Speaker 3
And it worked out really well.

00:17:36:05 - 00:17:37:11
Speaker 2
And, and.

00:17:37:13 - 00:17:38:23
Speaker 1
It made that much money.

00:17:39:01 - 00:17:42:23
Speaker 3
Yeah. Yeah, yeah, it was all right. It was all right. So I started out like.

00:17:42:23 - 00:17:45:06
Speaker 2
I'm knocking doors and eventually.

00:17:45:06 - 00:17:48:05
Speaker 3
We recruited this team. We had.

00:17:48:07 - 00:17:51:02
Speaker 2
I think at max like max night.

00:17:51:02 - 00:17:51:11
Speaker 3
That we.

00:17:51:11 - 00:17:52:08
Speaker 2
Sent out the most.

00:17:52:08 - 00:17:55:03
Speaker 3
People was probably like 12 people.

00:17:55:09 - 00:17:56:16
Speaker 2
Going out. So it's.

00:17:56:18 - 00:17:57:00
Speaker 3
A.

00:17:57:00 - 00:17:57:14
Speaker 2
Gigantic.

00:17:57:19 - 00:18:11:17
Speaker 1
And it was impressive. Just kind of think about like being able to I mean there's people that's fun go the whole career, not even think about making something like that. Do you feel like I, I really enjoy what you've said about, like, I never thought business was anything crazy. Is, like, you grew up around. It just seemed normal.

00:18:11:22 - 00:18:29:21
Speaker 1
Yeah. How about, like, as you reflect on your life? What what do you think is different about your way? You take in your personality. That probably makes you a little better suited to do some of the sales or some of the business, or just kind of have the general courage to just do the thing, you know what I mean?

00:18:29:21 - 00:18:32:04
Speaker 1
There's a lot of people who won't do it because it just seems crazy.

00:18:32:09 - 00:18:34:06
Speaker 3
Yeah, yeah. Like the so.

00:18:34:06 - 00:18:34:14
Speaker 2
I think.

00:18:34:14 - 00:18:35:02
Speaker 3
That, yeah, a.

00:18:35:02 - 00:18:36:07
Speaker 2
Couple of things like risk.

00:18:36:07 - 00:18:41:00
Speaker 3
Profile is, is I feel like a little bit different.

00:18:41:02 - 00:18:48:15
Speaker 2
For me. I, I don't necessarily I don't, I don't take unnecessary risks.

00:18:48:15 - 00:18:50:07
Speaker 3
But if it, if it looks like there's a.

00:18:50:07 - 00:18:50:17
Speaker 2
Return.

00:18:50:17 - 00:18:53:19
Speaker 3
There that's really super attractive.

00:18:53:19 - 00:18:54:04
Speaker 2
To me, I.

00:18:54:04 - 00:18:57:13
Speaker 3
Think, I've heard it said that people are more averse to.

00:18:57:13 - 00:19:02:00
Speaker 2
Loss than to gain. I think somehow I'm screwed up.

00:19:02:02 - 00:19:04:00
Speaker 3
You know, I think, you know, think about it. I'm.

00:19:04:00 - 00:19:07:05
Speaker 2
No, no, I'm way more pulled.

00:19:07:05 - 00:19:07:20
Speaker 3
Toward gain.

00:19:08:00 - 00:19:08:14
Speaker 2
Than I am.

00:19:08:14 - 00:19:11:14
Speaker 3
It's like I if I, if I lose, you know, if I lose.

00:19:11:14 - 00:19:14:06
Speaker 2
Something like that. Well easy come, easy go.

00:19:14:06 - 00:19:19:02
Speaker 3
Yeah yeah yeah yeah yeah. Exactly. Doesn't dwell. You know, I don't you.

00:19:19:02 - 00:19:20:19
Speaker 1
Feel that way since as a kid.

00:19:20:21 - 00:19:21:10
Speaker 2
Kind of.

00:19:21:13 - 00:19:22:12
Speaker 3
Yeah. Yeah.

00:19:22:12 - 00:19:23:15
Speaker 2
Kind of. I'm just like I.

00:19:23:15 - 00:19:24:16
Speaker 3
Want, I want that.

00:19:24:16 - 00:19:26:20
Speaker 2
I'm. Yeah. You know, I'm like.

00:19:26:22 - 00:19:28:12
Speaker 1
Not I don't lose this. Yeah.

00:19:28:16 - 00:19:30:22
Speaker 2
And it's can be a detriment because, you know.

00:19:30:22 - 00:19:31:09
Speaker 3
It's like the.

00:19:31:09 - 00:19:32:10
Speaker 2
Bright shiny object.

00:19:32:10 - 00:19:33:02
Speaker 3
Too.

00:19:33:04 - 00:19:34:10
Speaker 2
You know, I'm like.

00:19:34:12 - 00:19:35:16
Speaker 3
Joe, can you just freaking.

00:19:35:16 - 00:19:37:02
Speaker 2
Focus on something for a minute?

00:19:37:02 - 00:19:44:21
Speaker 3
You know, like, this is it right here? Like, let's nurture dig into this. Yeah, yeah, yeah, yeah. So I, I do have to.

00:19:44:22 - 00:19:45:07
Speaker 2
You know.

00:19:45:07 - 00:19:46:01
Speaker 3
Have discipline.

00:19:46:01 - 00:19:46:09
Speaker 2
And make.

00:19:46:09 - 00:19:48:20
Speaker 3
Sure that I keep, keep after.

00:19:48:20 - 00:19:49:22
Speaker 2
Something that, that I've.

00:19:49:22 - 00:19:50:05
Speaker 3
Got.

00:19:50:05 - 00:19:51:23
Speaker 2
But,

00:19:52:01 - 00:19:53:18
Speaker 3
But yeah. So there's that aspect.

00:19:53:18 - 00:20:00:15
Speaker 2
And then the second thing is I'm just, like completely unemployable.

00:20:00:16 - 00:20:00:21
Speaker 3
I.

00:20:00:21 - 00:20:02:16
Speaker 2
Think. So I have to employ myself.

00:20:02:18 - 00:20:25:08
Speaker 3
I don't, I don't like, you, you know, we've we've talked before and I've already talked before about with people about there's just different kind of folks, you know, different strokes for different folks. And if everybody was somebody like me, that's not going to work out so well. And if, if, if everybody was like, oh, I had, you know, I, I, I.

00:20:25:08 - 00:20:27:05
Speaker 2
Don't want to.

00:20:28:09 - 00:20:30:11
Speaker 2
Own anything, I want, you know, I mean, I want.

00:20:30:11 - 00:20:31:15
Speaker 3
To.

00:20:31:17 - 00:20:32:10
Speaker 2
Kind of clock in.

00:20:32:10 - 00:20:34:23
Speaker 3
Clock out. Yeah. Well, look, that's.

00:20:34:23 - 00:20:35:07
Speaker 2
Not going to.

00:20:35:07 - 00:20:36:18
Speaker 3
Work very well either, right?

00:20:36:18 - 00:20:38:10
Speaker 2
So,

00:20:38:12 - 00:20:41:05
Speaker 3
Yeah, I just,

00:20:41:06 - 00:20:42:17
Speaker 2
I don't know. I don't know if I'm a.

00:20:42:17 - 00:20:47:14
Speaker 3
Control freak, but I do like to have the control or to be able to be, like.

00:20:47:16 - 00:20:50:10
Speaker 2
I want to be able to make the decision.

00:20:50:12 - 00:20:51:16
Speaker 3
Execute cute. The decision.

00:20:51:16 - 00:20:54:00
Speaker 2
You know, make it happen and then see.

00:20:54:00 - 00:20:54:09
Speaker 3
What.

00:20:54:09 - 00:20:56:04
Speaker 2
See what comes of it.

00:20:56:06 - 00:20:57:22
Speaker 3
That's it. Or ugly or whatever.

00:20:57:22 - 00:20:58:06
Speaker 2
You know.

00:20:58:07 - 00:21:12:23
Speaker 1
Now, that last part you made, I think is a it's like a, like a, a meaningful. Nuance to it because there's a lot of folks go, yeah, I want to do my business. I don't want anybody to tell me what to do. And I was like, man, you can have a lot of customers telling you what to do.

00:21:12:23 - 00:21:24:02
Speaker 1
So it's not that, yeah, that that you don't want to do that. Is it like, you know there's like this association with also like I want to own it, but also there's action associated with it, not just I don't want some boss telling me what to do.

00:21:24:07 - 00:21:26:19
Speaker 3
Yeah. Yeah. Like like if I.

00:21:26:20 - 00:21:29:01
Speaker 2
If I have an idea that I feel like I think this.

00:21:29:01 - 00:21:30:04
Speaker 3
I think this is a work.

00:21:30:04 - 00:21:33:17
Speaker 2
You know, I'm generally trying to put a business case around it and be like.

00:21:33:19 - 00:21:35:12
Speaker 3
Why? Why will this work?

00:21:35:12 - 00:21:38:09
Speaker 2
You know, and so I'm not it's not like I'm just running off and being like.

00:21:38:09 - 00:21:38:20
Speaker 3
This idea.

00:21:38:20 - 00:21:45:11
Speaker 2
Or, you know, I mean, I'm putting some rigor into it. But once I put that rigor in, I convinced myself.

00:21:45:13 - 00:21:46:17
Speaker 3
I want that to be.

00:21:46:17 - 00:21:50:12
Speaker 2
Enough, you know? Like, now, now we're going to do it.

00:21:50:14 - 00:21:52:06
Speaker 3
You know, I've convinced myself.

00:21:52:08 - 00:21:53:00
Speaker 2
I'm.

00:21:53:00 - 00:21:55:03
Speaker 3
I'm sure that this is ghetto or, you know, or whatever.

00:21:55:03 - 00:21:56:10
Speaker 2
Now we're going to do it instead.

00:21:56:10 - 00:21:56:21
Speaker 3
Of.

00:21:56:23 - 00:22:00:17
Speaker 2
I'm going through seven committees and I'm going to, you know, and it still.

00:22:00:17 - 00:22:01:03
Speaker 3
Could get.

00:22:01:06 - 00:22:01:18
Speaker 2
Turned down.

00:22:01:19 - 00:22:03:12
Speaker 3
Turned on it. Yeah, yeah, yeah.

00:22:03:14 - 00:22:28:00
Speaker 1
Yeah. That hard work is less than one degree removed from my action. And being able to kind of go see those things for sure. When you think about I want to get into your first the first business you, you bought there. But before we get there, I'd like to help folks understand a little bit as I talk to more and more owners, I always feel like there's a common thread that they have, which is.

00:22:28:02 - 00:22:48:21
Speaker 1
In, in, in, in big companies, there probably is some reason why committees and all these things exist, you know, good, bad or indifferent, you know, checks and balances is probably like, technically could be a lot more at stake. Who knows? I'm sure some of it is just fat, but other things are maybe necessary. Or is it small business?

00:22:48:23 - 00:23:09:11
Speaker 1
There is this thing that's almost hard to articulate, but it's just much more like the the haptic feedback in your fingertips is just way more there, you know? And so there's no committee by design because you kind of it's more of a momentum thing in small business than it is a committee thing. Does that resonate at all or does that sound right?

00:23:09:13 - 00:23:10:03
Speaker 3
Agreed.

00:23:10:03 - 00:23:10:20
Speaker 2
No 100.

00:23:10:20 - 00:23:16:17
Speaker 3
Percent. Yeah. Yeah, absolutely. So it's just this, it's just like nimble.

00:23:16:19 - 00:23:17:11
Speaker 2
You know. Nimble.

00:23:17:11 - 00:23:18:12
Speaker 3
Yeah. Yeah, yeah.

00:23:18:12 - 00:23:20:03
Speaker 2
You can, you can.

00:23:20:03 - 00:23:20:18
Speaker 3
You can take.

00:23:20:18 - 00:23:27:04
Speaker 2
Action and it and it happens quickly and in an interesting story from the, from point.

00:23:27:04 - 00:23:31:00
Speaker 3
B, the agency is that they, they.

00:23:31:00 - 00:23:31:10
Speaker 2
Told me.

00:23:31:10 - 00:23:32:13
Speaker 3
That before.

00:23:32:15 - 00:23:34:22
Speaker 2
Before the acquisition,

00:23:35:00 - 00:23:37:12
Speaker 3
Like years ago. This is before they.

00:23:37:12 - 00:23:38:09
Speaker 2
Even thought about selling the.

00:23:38:09 - 00:23:39:21
Speaker 3
Business, but they were like we had.

00:23:40:03 - 00:23:41:14
Speaker 2
Gone down the path.

00:23:41:14 - 00:23:43:18
Speaker 3
Of.

00:23:43:20 - 00:23:45:01
Speaker 2
Making this a very.

00:23:45:01 - 00:23:46:02
Speaker 3
Process.

00:23:46:02 - 00:23:48:02
Speaker 2
Oriented company. Like, everything had.

00:23:48:02 - 00:23:51:10
Speaker 3
A very specific process that you had to follow.

00:23:51:10 - 00:23:51:23
Speaker 2
And you had.

00:23:51:23 - 00:23:52:08
Speaker 3
To get this.

00:23:52:08 - 00:23:55:06
Speaker 2
Person's permission and, and and it.

00:23:55:06 - 00:23:56:01
Speaker 3
Was.

00:23:56:03 - 00:23:58:13
Speaker 2
It was becoming sclerotic. I mean, it was.

00:23:58:13 - 00:24:00:02
Speaker 3
Just like the.

00:24:00:07 - 00:24:04:21
Speaker 2
Company was not nimble anymore. And one day.

00:24:04:23 - 00:24:05:09
Speaker 3
They said it.

00:24:05:09 - 00:24:09:22
Speaker 2
Just happened one day within like 15 minutes. The owner this is an example.

00:24:09:22 - 00:24:10:09
Speaker 3
Of like.

00:24:10:14 - 00:24:15:08
Speaker 2
How you can just make things happen. The owner, the previous owner just came in and was like, I'm.

00:24:15:08 - 00:24:16:02
Speaker 3
Sick of it.

00:24:16:04 - 00:24:16:14
Speaker 2
No more.

00:24:16:14 - 00:24:21:06
Speaker 3
Process. And to make his point, he took all the process books and he chucked.

00:24:21:06 - 00:24:21:22
Speaker 2
Them out the window.

00:24:22:01 - 00:24:29:11
Speaker 3
I didn't he didn't give balls to the street, you know, and people are like, oh, what just happened?

00:24:29:12 - 00:24:31:05
Speaker 1
You do what you're going to say now.

00:24:31:09 - 00:24:34:06
Speaker 3
Yeah, yeah, yeah. You you don't have to ask.

00:24:34:06 - 00:24:35:09
Speaker 2
Permission to do that anymore.

00:24:35:09 - 00:24:48:05
Speaker 3
Just friggin do it. You you don't have to, you know, just do it. Just do stuff. You just lost it for a second, right. And so and it's really, like, scared to even say anything.

00:24:48:05 - 00:24:49:14
Speaker 2
And then and then you.

00:24:49:14 - 00:24:51:20
Speaker 3
Were like, oh, crap. Okay.

00:24:51:22 - 00:24:53:01
Speaker 2
I'll just do it then.

00:24:53:03 - 00:24:54:19
Speaker 3
And they said.

00:24:54:21 - 00:24:56:13
Speaker 2
From that for, for one thing, they.

00:24:56:13 - 00:24:58:10
Speaker 3
Had built the process processes for a.

00:24:58:10 - 00:24:58:21
Speaker 2
Reason.

00:24:58:22 - 00:25:00:19
Speaker 3
So like don't lose that.

00:25:00:21 - 00:25:07:09
Speaker 2
You know, that's it's true. It's all in good intention. It's not like you're trying to make your business slow or something.

00:25:07:10 - 00:25:14:19
Speaker 3
Yeah. So they had the but but just like be intentional, be careful about it because it could have.

00:25:14:21 - 00:25:19:01
Speaker 2
Kind of some unintended consequences essentially. And that's what had happened at point B. And once.

00:25:19:01 - 00:25:21:10
Speaker 3
They got rid of.

00:25:21:12 - 00:25:22:08
Speaker 2
And they and they.

00:25:22:08 - 00:25:22:20
Speaker 3
Gradually.

00:25:22:20 - 00:25:26:00
Speaker 2
Built back the ones that made sense and it didn't like.

00:25:26:00 - 00:25:29:02
Speaker 3
Kill the business. Right. So.

00:25:29:04 - 00:25:31:16
Speaker 2
It was an interesting lesson that I didn't even have to live through.

00:25:31:16 - 00:25:34:16
Speaker 3
I was just like, oh, that's a cool story. You know, I wish I.

00:25:34:16 - 00:25:35:20
Speaker 2
Could have seen it, you know?

00:25:35:20 - 00:25:37:01
Speaker 3
But yeah.

00:25:37:07 - 00:26:05:07
Speaker 1
It's a great story. I do think that the, the, all these things, I think it's just in life. Right? Like cheeseburger once in a while. It's not bad for you. It's like everything in the right amounts, like where you need to have them. And I think process can get to a point. And big companies have an entire team, dedicated process generation, you know, which I think, for for someone like me, it's not interesting, you know, and I think we're, kind of reminds us you're saying it from my time in the service, like we've found it, like later on.

00:26:05:07 - 00:26:30:06
Speaker 1
Building adaptable teams is way more important than building teams that have, like, defined structure all day long. You know, it's like, can you give everybody a foundational understanding of what's going on and, and the values to do it and then go let them execute? Have you found that as you've taken and start owning these businesses and running them, do you have to spend a lot of time on that part, like the foundational, value type stuff?

00:26:30:06 - 00:26:33:12
Speaker 1
Or do you find that most of these companies already generally have a good one?

00:26:33:14 - 00:26:34:08
Speaker 3
I feel like.

00:26:36:02 - 00:26:37:06
Speaker 3
I feel like they do.

00:26:37:07 - 00:26:37:18
Speaker 2
In this.

00:26:37:18 - 00:26:38:21
Speaker 3
Probably has.

00:26:38:21 - 00:26:39:19
Speaker 2
Somewhat to do with.

00:26:39:19 - 00:26:40:07
Speaker 3
The types of.

00:26:40:07 - 00:26:40:23
Speaker 2
Businesses.

00:26:40:23 - 00:26:45:11
Speaker 3
That I've pursued, which is, excuse me, I,

00:26:45:13 - 00:26:49:19
Speaker 2
I'm not looking for a turnaround at all. Like I'm not interested. I don't know if.

00:26:49:19 - 00:26:52:10
Speaker 3
I could do it, I don't know, I mean, it's just that's.

00:26:52:10 - 00:26:53:14
Speaker 2
Not what I'm.

00:26:53:14 - 00:26:56:08
Speaker 3
After. And so.

00:26:56:10 - 00:26:57:08
Speaker 2
I'm always looking to.

00:26:57:08 - 00:26:59:11
Speaker 3
Just pay a good price for a.

00:26:59:13 - 00:27:02:02
Speaker 2
Good, strong business. And not that.

00:27:02:02 - 00:27:02:16
Speaker 3
They have the.

00:27:02:16 - 00:27:03:17
Speaker 2
Same exact.

00:27:03:19 - 00:27:05:15
Speaker 3
Culture or whatever.

00:27:05:17 - 00:27:05:22
Speaker 2
At.

00:27:05:22 - 00:27:07:04
Speaker 3
Each, at each place.

00:27:07:04 - 00:27:12:02
Speaker 2
At the same level of kind of leadership ability or anything like that.

00:27:12:04 - 00:27:15:03
Speaker 3
But they do they do have.

00:27:15:03 - 00:27:16:22
Speaker 2
A foundation of having.

00:27:17:00 - 00:27:19:06
Speaker 3
Achieved growth and, and.

00:27:20:03 - 00:27:22:02
Speaker 3
Making customers happy.

00:27:22:02 - 00:27:24:08
Speaker 2
And in those things, you know.

00:27:24:09 - 00:27:25:11
Speaker 3
Yeah, that's I think the.

00:27:25:11 - 00:27:31:10
Speaker 2
Commonalities that I've seen across the two businesses. And then.

00:27:31:16 - 00:27:32:16
Speaker 3
As, as you.

00:27:32:17 - 00:27:34:12
Speaker 2
Do get into it and you hire.

00:27:34:12 - 00:27:36:09
Speaker 3
More people. Yeah. You can be.

00:27:36:09 - 00:27:37:21
Speaker 2
A now these are now these.

00:27:37:21 - 00:27:39:19
Speaker 3
Are your folks, right? These are folks that you.

00:27:39:19 - 00:27:40:23
Speaker 2
Can be super intentional.

00:27:40:23 - 00:27:41:17
Speaker 3
About.

00:27:41:19 - 00:27:44:14
Speaker 2
Hey, I want to hire somebody that understands.

00:27:44:16 - 00:27:46:18
Speaker 3
That the customer.

00:27:46:18 - 00:27:47:21
Speaker 2
Is the king. And you have.

00:27:47:21 - 00:27:48:05
Speaker 3
To.

00:27:48:06 - 00:27:48:22
Speaker 2
You know, figure.

00:27:48:22 - 00:27:49:07
Speaker 3
Out what.

00:27:49:07 - 00:28:00:10
Speaker 2
It means to be them and stand in their shoes and make them happy and, and, and all of that. And, and in those, you know, what it means.

00:28:00:10 - 00:28:00:21
Speaker 3
To be a part.

00:28:00:21 - 00:28:02:22
Speaker 2
Of a team and how to lead teams and things.

00:28:02:22 - 00:28:04:11
Speaker 3
Like that. So.

00:28:04:13 - 00:28:05:14
Speaker 2
Yeah, I don't know that.

00:28:05:14 - 00:28:06:17
Speaker 3
I've.

00:28:06:19 - 00:28:13:15
Speaker 2
Necessarily spent a whole lot of time developing that other than just just trying to kind of hire the.

00:28:13:15 - 00:28:15:06
Speaker 3
Right folks, basically.

00:28:15:08 - 00:28:36:07
Speaker 1
Yeah. Yeah, that goes a long way getting people who kind of like their mom and dad did probably a good job putting it in them. So instead of trying to train that, that is hard to train. Yeah. Tell me about business number one when you first, you know, got into it just even leading up, what made you go, okay, first of all, time to go do this and then tell us a lot about the business.

00:28:36:09 - 00:28:37:17
Speaker 2
Yeah, man. So I.

00:28:37:17 - 00:28:38:22
Speaker 3
Was.

00:28:39:00 - 00:28:39:22
Speaker 2
I.

00:28:39:23 - 00:28:40:18
Speaker 3
Had.

00:28:40:20 - 00:28:43:04
Speaker 2
Done corporate. I've been in the corporate world.

00:28:43:04 - 00:28:46:08
Speaker 3
For about six years.

00:28:46:08 - 00:28:46:22
Speaker 2
And I was.

00:28:46:22 - 00:28:49:23
Speaker 3
At a place called Dover, which is headquartered.

00:28:49:23 - 00:28:55:07
Speaker 2
Where I live in Downers Grove, Illinois. Great company.

00:28:55:09 - 00:28:56:01
Speaker 3
The.

00:28:56:03 - 00:28:58:11
Speaker 2
You know, I just remember going to my manager one.

00:28:58:11 - 00:29:02:06
Speaker 3
Day to speaking at that point of.

00:29:02:08 - 00:29:03:21
Speaker 2
Like, wanting to be able to make decisions.

00:29:03:21 - 00:29:05:02
Speaker 3
Right.

00:29:05:04 - 00:29:06:02
Speaker 2
And I said.

00:29:06:03 - 00:29:08:18
Speaker 3
Hey, you know, what do you think?

00:29:08:20 - 00:29:11:19
Speaker 2
When can I own a piano? How long do you think this will take?

00:29:11:19 - 00:29:12:18
Speaker 3
And he be like.

00:29:12:18 - 00:29:13:09
Speaker 2
Essentially.

00:29:13:09 - 00:29:13:15
Speaker 3
Like.

00:29:13:15 - 00:29:15:22
Speaker 2
Laughed in my face and was like.

00:29:16:00 - 00:29:16:23
Speaker 3
Dude.

00:29:17:01 - 00:29:18:04
Speaker 2
Years and years.

00:29:18:10 - 00:29:23:02
Speaker 3
If ever, you know, I mean, it was it was like, yeah, that's not yeah.

00:29:23:02 - 00:29:24:01
Speaker 2
That's not in your.

00:29:24:01 - 00:29:27:08
Speaker 3
Future, you know, and or if it is, you.

00:29:27:08 - 00:29:27:21
Speaker 2
Know, it's going to.

00:29:27:21 - 00:29:30:20
Speaker 3
Have to be like, this is the path you got to have basically.

00:29:30:20 - 00:29:35:11
Speaker 2
Every job in the company. And then maybe, you know, and I don't know, it just.

00:29:35:11 - 00:29:38:00
Speaker 3
Felt like that's.

00:29:38:01 - 00:29:39:15
Speaker 2
It didn't feel right. You know.

00:29:39:17 - 00:29:42:13
Speaker 3
It felt like I could I could do I have a,

00:29:42:13 - 00:29:44:12
Speaker 3
I have a.

00:29:44:14 - 00:29:47:04
Speaker 2
Completely unwarranted sense of confidence that.

00:29:47:04 - 00:29:47:19
Speaker 3
I could do about.

00:29:47:19 - 00:29:50:16
Speaker 2
Anything. You know, I see somebody like building a bridge.

00:29:50:17 - 00:30:02:02
Speaker 3
Be like, I think I could do it, you know? Like, for what reason, dude? Like, you know what? You can do that. Yeah, but, yeah, I thought I can run a PNL. That's not so bad.

00:30:02:04 - 00:30:03:09
Speaker 1
Yeah, just two letters. Yeah.

00:30:03:11 - 00:30:06:00
Speaker 3
So hard that is. Yeah. How hard could it be?

00:30:06:00 - 00:30:10:04
Speaker 1
It's just pluses and minuses. And what have we done? Yeah, it was easy.

00:30:10:06 - 00:30:11:06
Speaker 3
The dollars coming.

00:30:11:06 - 00:30:11:19
Speaker 2
In. I know what.

00:30:11:19 - 00:30:17:16
Speaker 3
A dollar is. Yeah. So, you know, whether I was.

00:30:17:16 - 00:30:18:16
Speaker 2
Right or not, you know.

00:30:18:16 - 00:30:19:23
Speaker 3
But but I was like,

00:30:20:02 - 00:30:23:10
Speaker 2
I'm going to I'm going to start. I didn't even know what it was.

00:30:23:10 - 00:30:25:00
Speaker 3
Called or how to think about.

00:30:25:00 - 00:30:25:10
Speaker 2
It, you know?

00:30:25:10 - 00:30:27:09
Speaker 3
But I was like, well.

00:30:27:11 - 00:30:29:18
Speaker 2
I had a lot of friends or dentists.

00:30:29:20 - 00:30:33:21
Speaker 3
And had really. Yeah. Yeah, for whatever reason, that's a real.

00:30:34:01 - 00:30:38:14
Speaker 1
Friend of man. I know one dentist and they're probably not my friend. Well, yes.

00:30:38:14 - 00:30:43:12
Speaker 3
This thing, this is another this is another thing like the community that I was part of that.

00:30:43:12 - 00:30:44:12
Speaker 2
I mentioned.

00:30:44:12 - 00:30:44:20
Speaker 3
Earlier.

00:30:45:00 - 00:30:46:03
Speaker 2
Is to open up and say.

00:30:46:03 - 00:30:46:10
Speaker 3
Like, I'll.

00:30:46:12 - 00:30:47:11
Speaker 2
Just say I'm a mormon.

00:30:47:11 - 00:30:50:13
Speaker 3
Kid, right? So okay. Yeah. For some reason there's like a.

00:30:50:13 - 00:30:52:19
Speaker 2
Lot of Mormon dentists. I have no idea why.

00:30:52:19 - 00:30:53:15
Speaker 1
Like that's why.

00:30:53:17 - 00:30:58:14
Speaker 3
Yeah, I don't know. It's it is feel like it's scheduled. So you so you got.

00:30:58:14 - 00:31:01:00
Speaker 2
This time like I'm in office.

00:31:01:02 - 00:31:02:10
Speaker 3
Unless you're an oral.

00:31:02:10 - 00:31:04:07
Speaker 2
Surgeon or something like that, then you're not going.

00:31:04:07 - 00:31:04:20
Speaker 3
To be like.

00:31:04:21 - 00:31:06:14
Speaker 1
Oh, you're saying is a little more predictable and.

00:31:06:16 - 00:31:11:01
Speaker 3
More predictable. I got yeah, yeah, yeah. So it's like, well. And after five.

00:31:11:01 - 00:31:12:20
Speaker 2
No more people are coming to my office.

00:31:12:20 - 00:31:13:19
Speaker 3
So off I go.

00:31:13:19 - 00:31:16:14
Speaker 2
To home. So I don't know, maybe that's why I maybe it's not, I don't know.

00:31:16:14 - 00:31:17:09
Speaker 3
But.

00:31:17:11 - 00:31:18:16
Speaker 2
But,

00:31:18:18 - 00:31:20:09
Speaker 3
Yeah. So I have all they went.

00:31:20:09 - 00:31:20:20
Speaker 2
To dental.

00:31:20:20 - 00:31:21:12
Speaker 3
School, they.

00:31:21:12 - 00:31:22:06
Speaker 2
Went and bought a dental.

00:31:22:06 - 00:31:24:23
Speaker 3
Practice. So I was like, well, I went to visit school.

00:31:25:01 - 00:31:26:10
Speaker 2
Maybe I can go buy a business.

00:31:26:10 - 00:31:27:22
Speaker 3
Yeah. No, I don't.

00:31:27:22 - 00:31:31:01
Speaker 1
Know. Their logic is sound to me. I get it, I get how you go.

00:31:31:03 - 00:31:36:22
Speaker 3
You get. Yeah. It's not a circuitous path. Yeah. So I started.

00:31:36:22 - 00:31:44:21
Speaker 2
Looking into it and found all this information about. And I didn't know the term ETA, I didn't know the term search fund or any of that kind of stuff.

00:31:44:21 - 00:31:48:17
Speaker 3
But but I started talking to some.

00:31:48:17 - 00:31:49:04
Speaker 2
Search fund.

00:31:49:04 - 00:31:50:02
Speaker 3
Investors.

00:31:50:02 - 00:31:51:02
Speaker 2
And, and.

00:31:51:18 - 00:31:53:08
Speaker 2
Went to conferences and.

00:31:53:08 - 00:31:53:17
Speaker 3
Stuff like.

00:31:53:17 - 00:31:55:04
Speaker 2
This. I was in Chicago.

00:31:55:04 - 00:31:57:04
Speaker 3
But I would travel to.

00:31:57:06 - 00:31:58:19
Speaker 2
Like San Francisco and stuff to.

00:31:58:19 - 00:32:00:09
Speaker 3
Talk to investors.

00:32:00:11 - 00:32:01:06
Speaker 2
And.

00:32:01:08 - 00:32:02:12
Speaker 3
Just discovered that.

00:32:02:15 - 00:32:03:13
Speaker 2
For me, anyway.

00:32:03:19 - 00:32:07:07
Speaker 3
The the path because it.

00:32:07:09 - 00:32:09:09
Speaker 2
There were some of the same challenges.

00:32:09:11 - 00:32:09:16
Speaker 3
That.

00:32:09:16 - 00:32:10:17
Speaker 2
I saw in the corporate.

00:32:10:17 - 00:32:11:22
Speaker 3
World, which is,

00:32:12:00 - 00:32:17:20
Speaker 2
Limited control and limited ownership. You know, the corporate world had no ownership.

00:32:17:20 - 00:32:20:00
Speaker 3
But.

00:32:20:02 - 00:32:21:01
Speaker 2
Even in the.

00:32:21:02 - 00:32:21:20
Speaker 3
Traditional search.

00:32:21:20 - 00:32:22:07
Speaker 2
Fund path.

00:32:22:07 - 00:32:23:06
Speaker 3
It was like this.

00:32:23:06 - 00:32:24:12
Speaker 2
Limited ownership scenario.

00:32:24:12 - 00:32:25:17
Speaker 3
So.

00:32:25:19 - 00:32:26:00
Speaker 2
So.

00:32:26:00 - 00:32:28:12
Speaker 3
I was like, well.

00:32:28:14 - 00:32:30:10
Speaker 2
I'm going to do self funded or.

00:32:30:10 - 00:32:30:22
Speaker 3
What they call.

00:32:30:22 - 00:32:32:20
Speaker 2
A self-funded search. And.

00:32:32:20 - 00:32:35:12
Speaker 3
So, I, I started.

00:32:35:12 - 00:32:36:00
Speaker 2
Reaching out.

00:32:36:00 - 00:32:39:11
Speaker 3
To brokers and stuff like that.

00:32:39:13 - 00:32:43:16
Speaker 2
While I'm still, you know, nights and weekends, I'm working on this thing, and it.

00:32:43:16 - 00:32:44:04
Speaker 3
Just got to the.

00:32:44:04 - 00:32:44:16
Speaker 2
Point where I.

00:32:44:16 - 00:32:45:06
Speaker 3
Was like, this.

00:32:45:06 - 00:32:45:22
Speaker 2
Is never going to.

00:32:46:01 - 00:32:46:11
Speaker 3
Work.

00:32:46:17 - 00:32:51:18
Speaker 2
Unless I'm kind of dedicating time to it, you know, 100%. Basically.

00:32:51:20 - 00:32:52:15
Speaker 3
I was like.

00:32:52:16 - 00:32:55:03
Speaker 2
I mean, it felt like, you know, on this curve.

00:32:55:03 - 00:32:58:13
Speaker 3
That it was like, well, you could you could dedicate 80.

00:32:58:13 - 00:32:59:04
Speaker 2
Percent.

00:32:59:08 - 00:33:02:08
Speaker 3
But the but the the results.

00:33:02:08 - 00:33:07:00
Speaker 2
Are still going to be over here in this segment. You know, like the results are not going to break. What. Yeah.

00:33:07:00 - 00:33:10:23
Speaker 3
Yeah. As soon as you give 100% okay.

00:33:10:23 - 00:33:13:04
Speaker 2
Now you're going to get results. You know. And so I.

00:33:13:04 - 00:33:14:14
Speaker 3
Realized that's just the.

00:33:14:14 - 00:33:16:03
Speaker 2
Case. And so.

00:33:16:05 - 00:33:17:18
Speaker 3
I quit.

00:33:17:20 - 00:33:22:14
Speaker 2
My job and I, and I went in search full time and.

00:33:22:16 - 00:33:24:11
Speaker 3
Luckily.

00:33:24:13 - 00:33:26:10
Speaker 2
Found something relatively.

00:33:26:10 - 00:33:28:09
Speaker 3
Quickly, which was the.

00:33:28:11 - 00:33:29:04
Speaker 2
Sunny and ash.

00:33:29:15 - 00:33:35:04
Speaker 2
3D rendering firm and, kind of, cherry on.

00:33:35:04 - 00:33:35:20
Speaker 3
Top is that it.

00:33:35:20 - 00:33:37:04
Speaker 2
Was in Chicago.

00:33:37:04 - 00:33:37:15
Speaker 3
Where we were.

00:33:37:15 - 00:33:39:23
Speaker 2
Living. Didn't have to be.

00:33:39:23 - 00:33:41:21
Speaker 3
I mean, you move. Yeah, we.

00:33:41:22 - 00:33:42:19
Speaker 2
We would have moved.

00:33:42:19 - 00:33:45:02
Speaker 3
Yeah, that's what it took.

00:33:45:04 - 00:33:51:11
Speaker 2
But it was in Chicago, and I liked the, the numbers were right, you know? I mean, it was.

00:33:51:11 - 00:33:53:02
Speaker 3
The right size because.

00:33:53:02 - 00:33:58:12
Speaker 2
I'm self-funded. I like, didn't have. I'm number one. I'm trying to live without an income.

00:33:58:12 - 00:34:00:02
Speaker 3
Number two, it was like it.

00:34:00:02 - 00:34:02:16
Speaker 2
So I didn't have a massive amount of money to put into it.

00:34:02:18 - 00:34:05:04
Speaker 3
I was aware that I was absolutely, positively.

00:34:05:04 - 00:34:05:20
Speaker 2
Buying myself a.

00:34:05:20 - 00:34:06:11
Speaker 3
Job.

00:34:06:11 - 00:34:07:16
Speaker 2
You know, that was okay.

00:34:07:18 - 00:34:08:04
Speaker 3
Yeah.

00:34:08:04 - 00:34:10:15
Speaker 2
Because what I mean, what else I make.

00:34:10:17 - 00:34:15:01
Speaker 1
I make it work. Yeah. Do you work? You know, be good at some point. Yeah.

00:34:15:01 - 00:34:15:19
Speaker 3
Right.

00:34:15:21 - 00:34:17:14
Speaker 2
And so,

00:34:17:16 - 00:34:32:21
Speaker 1
When you say rendering, you're talking about, am I thinking about this? Right where, like, I'm going to sell, a new apartment, condos. But I want people to feel it and see what it looks like. So you guys would generate this live, real thing for folks, or it's different.

00:34:32:23 - 00:34:35:00
Speaker 3
So it is it it's called.

00:34:35:00 - 00:34:36:02
Speaker 2
3D rendering.

00:34:36:02 - 00:34:37:05
Speaker 3
Because you.

00:34:38:00 - 00:34:38:07
Speaker 3
You.

00:34:38:07 - 00:34:39:16
Speaker 2
Generate images.

00:34:39:16 - 00:34:40:19
Speaker 3
It's all just,

00:34:40:21 - 00:34:41:15
Speaker 2
Images.

00:34:41:15 - 00:34:45:02
Speaker 3
Or video. But it's.

00:34:45:02 - 00:34:46:23
Speaker 2
But it's nothing tactile.

00:34:46:23 - 00:34:48:12
Speaker 3
So it's not so 3D.

00:34:48:12 - 00:34:50:06
Speaker 2
Like printing.

00:34:50:08 - 00:34:51:07
Speaker 3
Is also a thing.

00:34:51:07 - 00:34:52:13
Speaker 2
And it's interestingly, it's.

00:34:52:13 - 00:34:53:06
Speaker 3
Built off of.

00:34:53:06 - 00:34:54:02
Speaker 2
The same kind of.

00:34:54:02 - 00:34:56:18
Speaker 3
Software, like a little bit different, but.

00:34:56:18 - 00:34:57:00
Speaker 2
Same.

00:34:57:00 - 00:34:59:20
Speaker 3
Idea as the software. Like the software.

00:34:59:20 - 00:35:00:09
Speaker 2
Essentially.

00:35:00:09 - 00:35:01:09
Speaker 3
Is like you're.

00:35:01:09 - 00:35:02:02
Speaker 2
Building this in.

00:35:02:02 - 00:35:03:03
Speaker 3
3D, so you.

00:35:03:03 - 00:35:03:21
Speaker 2
So you need.

00:35:03:21 - 00:35:04:18
Speaker 3
To.

00:35:04:20 - 00:35:07:16
Speaker 2
All the things that you would need to know. If you're going to build it in the physical.

00:35:07:16 - 00:35:08:01
Speaker 3
World, you.

00:35:08:01 - 00:35:14:00
Speaker 2
Kind of need to know that to build it in, in the software as well. I mean, you need to know certainly.

00:35:14:00 - 00:35:15:19
Speaker 3
How big it is, the.

00:35:15:21 - 00:35:17:02
Speaker 2
Colors and all of.

00:35:17:02 - 00:35:19:12
Speaker 3
That. But.

00:35:19:14 - 00:35:22:17
Speaker 2
But a 3D printer then takes that information and.

00:35:22:22 - 00:35:24:07
Speaker 3
It does.

00:35:24:11 - 00:35:25:04
Speaker 2
You know, it.

00:35:25:05 - 00:35:26:11
Speaker 3
Has the.

00:35:26:13 - 00:35:31:11
Speaker 2
The, material, you know, that it printed in, in it.

00:35:31:13 - 00:35:34:19
Speaker 3
And this is like we're just creating images.

00:35:34:20 - 00:35:35:14
Speaker 2
The benefit.

00:35:35:14 - 00:35:36:12
Speaker 3
Of a 3D.

00:35:36:12 - 00:35:38:20
Speaker 2
Rendered image, as.

00:35:38:20 - 00:35:40:18
Speaker 3
Opposed to like a, just a photograph.

00:35:40:18 - 00:35:46:11
Speaker 2
Is number one. Something doesn't exist yet, so you can't go and take a photograph of it. But number.

00:35:46:11 - 00:35:50:00
Speaker 3
Two is that if you're like, oh.

00:35:50:00 - 00:35:56:10
Speaker 2
Sweet, I'm looking at this in front of an apartment building, you know, to use your example.

00:35:56:12 - 00:35:58:12
Speaker 3
That's great. But.

00:35:58:12 - 00:36:01:03
Speaker 2
Can you show me, like, from the other.

00:36:01:03 - 00:36:02:04
Speaker 3
Side or.

00:36:02:04 - 00:36:02:17
Speaker 2
From a little.

00:36:02:17 - 00:36:05:08
Speaker 3
Bit higher or at dusk.

00:36:05:08 - 00:36:07:15
Speaker 2
Or, you know, whatever. And in the 3D.

00:36:07:15 - 00:36:09:16
Speaker 3
Software, that's easy to do. You can move.

00:36:09:16 - 00:36:09:23
Speaker 2
Around.

00:36:09:23 - 00:36:11:15
Speaker 3
Because you've literally built the whole.

00:36:11:15 - 00:36:15:05
Speaker 2
Thing in three dimensions. Pretty neat. And so you can like.

00:36:15:09 - 00:36:17:17
Speaker 3
Yeah. Oh yeah. Yeah. Of course. Yeah. Let's, let's look at.

00:36:17:17 - 00:36:18:02
Speaker 2
It from over.

00:36:18:02 - 00:36:18:10
Speaker 3
Here.

00:36:18:10 - 00:36:19:13
Speaker 2
Let's look at it from over here.

00:36:19:13 - 00:36:20:14
Speaker 3
Right.

00:36:20:16 - 00:36:22:19
Speaker 2
Or make it dark or make it whatever.

00:36:22:19 - 00:36:26:11
Speaker 3
So it's like this idealistic.

00:36:26:13 - 00:36:27:14
Speaker 2
Image.

00:36:27:16 - 00:36:30:04
Speaker 3
Of whatever it is you're building. The guy that.

00:36:30:04 - 00:36:32:20
Speaker 2
Sold me the business.

00:36:32:22 - 00:36:33:19
Speaker 3
Or used.

00:36:33:19 - 00:36:34:12
Speaker 2
An example is.

00:36:34:12 - 00:36:38:19
Speaker 3
Like Joe. Renderings are like the Kardashians.

00:36:38:23 - 00:36:39:16
Speaker 2
They're not actually.

00:36:39:16 - 00:36:45:03
Speaker 3
Real, but they look pretty good. Yeah, just like, oh my gosh, ash, it's so.

00:36:45:09 - 00:36:46:12
Speaker 1
Easy. Ash fire descending.

00:36:46:14 - 00:36:49:00
Speaker 3
Is the ash part is that it has. Yeah.

00:36:49:01 - 00:36:57:07
Speaker 1
That's funny, I got to admit. I mean, speaking of, do you have like, these high net worth people that are coming to you had built in their, their places or is it mainly commercial customers?

00:36:57:09 - 00:36:58:11
Speaker 3
It's a lot of.

00:36:58:18 - 00:36:59:20
Speaker 3
Architects.

00:36:59:20 - 00:37:01:09
Speaker 2
And interior designers.

00:37:01:09 - 00:37:04:21
Speaker 3
Actually. So so they need to be able to show.

00:37:04:23 - 00:37:05:20
Speaker 2
Their clients.

00:37:05:22 - 00:37:08:06
Speaker 3
Essentially like, this is what.

00:37:08:06 - 00:37:10:17
Speaker 2
We're building for you, you know, and the and the.

00:37:10:17 - 00:37:11:14
Speaker 3
Architecture.

00:37:11:14 - 00:37:13:23
Speaker 2
Plans.

00:37:14:01 - 00:37:14:21
Speaker 3
Most people.

00:37:14:21 - 00:37:15:12
Speaker 2
Can't look.

00:37:15:12 - 00:37:15:21
Speaker 3
At a set.

00:37:15:21 - 00:37:17:09
Speaker 2
Of plans and be like, oh, I know what that's.

00:37:17:09 - 00:37:18:02
Speaker 3
Going to look like.

00:37:18:02 - 00:37:19:08
Speaker 2
You know, it's like it's.

00:37:19:08 - 00:37:22:14
Speaker 1
Like foreign language to them. Yeah. What is it going on here?

00:37:22:14 - 00:37:22:23
Speaker 3
Yeah.

00:37:22:23 - 00:37:25:12
Speaker 2
They're like, I have no idea what that's going to look like. And do you.

00:37:25:12 - 00:37:34:05
Speaker 1
Know anything about this ahead of time, Joe? Like did you ever I mean, other than being able to build a bridge and stuff like that. Like, did you have any idea about any of this stuff?

00:37:34:07 - 00:37:35:07
Speaker 3
Yeah, I could do it.

00:37:35:08 - 00:37:37:07
Speaker 1
Yeah, of course.

00:37:37:07 - 00:37:39:18
Speaker 3
I can do anything. Right. And I.

00:37:39:21 - 00:37:41:16
Speaker 2
And I still don't know how to operate.

00:37:41:16 - 00:37:43:17
Speaker 3
The software like the 3D software.

00:37:44:11 - 00:37:46:06
Speaker 3
But it's called.

00:37:46:06 - 00:37:51:11
Speaker 2
Sunny and Ash. And I tell people it's not a 70s cop show. It's actually the names of two.

00:37:51:11 - 00:37:54:05
Speaker 3
Individuals that I bought the company from. Right.

00:37:54:07 - 00:37:57:23
Speaker 2
So Sunny and Ash are cousins.

00:37:58:00 - 00:37:58:11
Speaker 3
That.

00:37:58:11 - 00:37:59:00
Speaker 2
Sunny.

00:37:59:00 - 00:38:00:00
Speaker 3
Did.

00:38:00:02 - 00:38:01:10
Speaker 2
Like business development.

00:38:01:10 - 00:38:02:05
Speaker 3
Work.

00:38:02:05 - 00:38:06:08
Speaker 2
And, the finance and accounting side, things like that. And ash.

00:38:06:08 - 00:38:07:05
Speaker 3
Was the.

00:38:07:05 - 00:38:10:12
Speaker 2
Hands on keyboard, had a.

00:38:10:12 - 00:38:12:21
Speaker 3
Lot of artistic skills. He had.

00:38:12:21 - 00:38:13:23
Speaker 2
Actually gone to art.

00:38:14:01 - 00:38:18:00
Speaker 3
Art school or, architecture school.

00:38:18:02 - 00:38:18:18
Speaker 2
And.

00:38:18:18 - 00:38:19:23
Speaker 3
Was just very good at.

00:38:20:00 - 00:38:23:23
Speaker 2
At rendering and so ended up starting a rendering firm instead of becoming an architect.

00:38:23:23 - 00:38:27:22
Speaker 3
And so, the part that.

00:38:28:00 - 00:38:28:13
Speaker 2
You know, when they.

00:38:28:14 - 00:38:29:00
Speaker 3
Sold the.

00:38:29:00 - 00:38:29:14
Speaker 2
Business.

00:38:29:14 - 00:38:31:05
Speaker 3
Or it was a brokered sale.

00:38:31:05 - 00:38:31:21
Speaker 2
And so.

00:38:31:21 - 00:38:32:22
Speaker 3
The the pitch.

00:38:32:22 - 00:38:33:11
Speaker 2
From.

00:38:33:11 - 00:38:37:04
Speaker 3
The broker essentially was like, well, if you can take over.

00:38:37:04 - 00:38:47:04
Speaker 2
What Sonny is doing, then Sonny can transition out of the business. And and ash can also eventually transition out of the business.

00:38:47:06 - 00:38:47:22
Speaker 3
Because there.

00:38:47:22 - 00:38:49:08
Speaker 2
Are a number of different.

00:38:49:08 - 00:38:50:08
Speaker 3
Artists that he has.

00:38:50:08 - 00:38:51:12
Speaker 2
Either trained or.

00:38:51:12 - 00:38:52:02
Speaker 3
That.

00:38:52:04 - 00:38:52:23
Speaker 2
You know, you can always.

00:38:52:23 - 00:38:55:04
Speaker 3
Hire 3D artists.

00:38:55:06 - 00:38:55:20
Speaker 2
And.

00:38:55:21 - 00:38:57:11
Speaker 3
It'll it'll work. Like, you don't.

00:38:57:11 - 00:38:59:00
Speaker 2
Have to know how to.

00:38:59:02 - 00:39:01:06
Speaker 3
To do the 3D artistry. Right.

00:39:01:08 - 00:39:03:04
Speaker 2
And I and I.

00:39:03:06 - 00:39:05:02
Speaker 3
Bought it literally.

00:39:05:04 - 00:39:05:19
Speaker 2
And I.

00:39:05:19 - 00:39:06:10
Speaker 3
Was like, okay.

00:39:06:10 - 00:39:08:15
Speaker 2
That makes sense. And.

00:39:08:17 - 00:39:12:05
Speaker 3
That's worked out, you know, I haven't had to.

00:39:12:07 - 00:39:15:18
Speaker 2
It's actually kind of convenient in a way. There's been a lot of late.

00:39:15:18 - 00:39:16:14
Speaker 3
Nights.

00:39:16:16 - 00:39:16:22
Speaker 2
And.

00:39:16:22 - 00:39:22:01
Speaker 3
Stuff, but but the fact that I literally can't create this stuff.

00:39:22:01 - 00:39:23:02
Speaker 2
Does mean that I.

00:39:23:02 - 00:39:24:04
Speaker 3
Have to delegate.

00:39:24:04 - 00:39:24:20
Speaker 2
I mean, I.

00:39:24:21 - 00:39:27:16
Speaker 3
Have to say.

00:39:27:18 - 00:39:31:17
Speaker 2
Get this done for me, you know? I mean, like you, I need.

00:39:31:19 - 00:39:32:09
Speaker 3
To finish this.

00:39:32:09 - 00:39:33:04
Speaker 2
Job tonight or.

00:39:33:04 - 00:39:34:13
Speaker 3
Whatever.

00:39:34:15 - 00:39:42:04
Speaker 2
And, and I, you know, stick around with them and do the best that I can. Supporting. Yeah.

00:39:42:05 - 00:39:45:22
Speaker 3
My artists, you know, for sure. But it's.

00:39:45:22 - 00:39:48:16
Speaker 2
It's not like I can't.

00:39:48:18 - 00:39:49:17
Speaker 3
Do that. Right.

00:39:49:17 - 00:39:51:07
Speaker 2
So I need to have a team.

00:39:51:12 - 00:39:52:02
Speaker 3
That.

00:39:52:04 - 00:39:53:08
Speaker 2
Knows how to do that. And is that.

00:39:53:08 - 00:39:53:23
Speaker 3
Good at that?

00:39:54:04 - 00:40:12:06
Speaker 1
Yeah. It's, kind of forces you to make sure you're building a business. Not just the guy who is the business. And. Yeah, that that's an interesting perspective on it. I think you kind of get two cancers. You get whole folks that are like, oh, I can't do that. I'm not even an engineer, an architect. I don't know, how can I run and own a business.

00:40:12:08 - 00:40:26:13
Speaker 1
And then there's guys like you go, I don't have to do that. I kind of subscribe to that camp. I don't think you can be a complete idiot either. Like, you kind of have to have a sense, but it also seems like a self-awareness about, okay, that is my skill, but I got to lean on these folks to get it.

00:40:26:16 - 00:40:32:23
Speaker 1
What do you find you do in addition to supporting them? That is critically important to the business day to day?

00:40:33:01 - 00:40:35:13
Speaker 3
Yeah, I, I think both at.

00:40:35:14 - 00:40:37:17
Speaker 2
At Sunny and Ash, I mean we can dig into.

00:40:37:17 - 00:40:43:00
Speaker 3
It a little bit more, but at the both businesses is like the biz dev side. Yeah.

00:40:43:01 - 00:40:44:13
Speaker 2
Just going out and kind of.

00:40:44:13 - 00:40:44:22
Speaker 3
Pressing the.

00:40:44:22 - 00:40:45:17
Speaker 2
Flesh and.

00:40:45:17 - 00:40:46:14
Speaker 3
And talking.

00:40:46:14 - 00:40:52:23
Speaker 2
To people and generating new business. It's both and.

00:40:53:01 - 00:40:53:20
Speaker 3
Relationships.

00:40:53:20 - 00:40:54:20
Speaker 2
Are important.

00:40:55:01 - 00:40:58:12
Speaker 3
And that's the, that's the hardest type.

00:40:58:12 - 00:41:01:11
Speaker 2
Of new business to get, you know, I mean, if, if you're going to.

00:41:01:11 - 00:41:02:07
Speaker 3
Try a.

00:41:02:07 - 00:41:04:08
Speaker 2
New, a new chip.

00:41:04:08 - 00:41:06:11
Speaker 3
That you see at the grocery store or whatever.

00:41:06:11 - 00:41:10:01
Speaker 2
You may like it, you may not you may go back and buy it again, but you haven't formed a.

00:41:10:01 - 00:41:11:06
Speaker 3
Relationship with anybody.

00:41:11:06 - 00:41:12:02
Speaker 2
You know, I mean, it.

00:41:12:03 - 00:41:12:19
Speaker 3
Just is like.

00:41:12:19 - 00:41:13:06
Speaker 2
Yeah, I like.

00:41:13:06 - 00:41:20:03
Speaker 3
That product. Whereas with the, the, the people that we're working with.

00:41:20:03 - 00:41:21:21
Speaker 2
Architects and designers.

00:41:21:21 - 00:41:25:03
Speaker 3
Have really specific ways.

00:41:25:03 - 00:41:28:04
Speaker 2
That they want this to look, and this architect wants it to look.

00:41:28:04 - 00:41:29:15
Speaker 3
A completely different way than this.

00:41:29:15 - 00:41:32:00
Speaker 2
Architect wants it to look, or this designer wants it to look.

00:41:32:00 - 00:41:32:15
Speaker 3
Completely.

00:41:32:15 - 00:41:34:03
Speaker 2
Different than this designer wants it to look.

00:41:34:03 - 00:41:36:10
Speaker 3
Right. So you have to get used to.

00:41:36:10 - 00:41:42:12
Speaker 2
That and understand that before and, and help these people understand that we can create.

00:41:42:12 - 00:41:42:20
Speaker 3
The look.

00:41:42:20 - 00:41:45:02
Speaker 2
That you want, then know, I promise.

00:41:45:02 - 00:41:46:04
Speaker 3
You we will get it right.

00:41:46:05 - 00:41:46:22
Speaker 2
You know, and.

00:41:46:22 - 00:41:48:16
Speaker 3
That is,

00:41:48:18 - 00:41:52:20
Speaker 2
That comes from a deep conviction, and it comes from just the willingness to.

00:41:52:22 - 00:41:53:19
Speaker 3
Basically talk to.

00:41:53:19 - 00:41:57:12
Speaker 2
People and to not just go back to knock on doors, man.

00:41:57:14 - 00:41:58:06
Speaker 1
No, I.

00:41:58:08 - 00:42:03:17
Speaker 3
I don't care, I will not I will talk to you, you know, I mean, it doesn't be like it's not scary.

00:42:03:17 - 00:42:05:23
Speaker 2
It's not, it's not weird. It's not.

00:42:05:23 - 00:42:07:16
Speaker 3
It just is like, hey, I think I.

00:42:07:16 - 00:42:08:13
Speaker 2
Have something that you might.

00:42:08:13 - 00:42:11:21
Speaker 3
Like if you don't like it. Totally cool. No. Yeah.

00:42:11:23 - 00:42:12:20
Speaker 2
It doesn't matter.

00:42:12:20 - 00:42:13:05
Speaker 3
Right?

00:42:13:05 - 00:42:39:06
Speaker 1
Right. That's so critically important I do. It's something here. Internally we talk about quite a bit. We thought we think about characteristics that make great operators, great owners being like in sales. These is maybe not the right word because I feel like sometimes it gets a negative connotation. Yeah. I like what you've said. It's like the ability to build meaningful relationships fairly quickly I think is something and sustain them.

00:42:39:08 - 00:42:57:10
Speaker 1
That's like a skill that we are constantly trying to educate and and find focus on is like, what is your ability to have? And there's many styles, but there's the Joes way, there's other folks. There's a lot of different approaches to it, but man, if you ain't got no blood coming in, there's nothing for the heart to pump in the body to make, you know?

00:42:57:10 - 00:43:13:11
Speaker 1
And that's the other thing. Like, if you don't realize what business with going back to the P and the L part, like you got to do that, you got to do a lot of profit to make a business keep going. I do a lot of revenue. And that's something that I don't think, always occurs to folks when they go, oh, I can't do it because I don't know how to design.

00:43:13:12 - 00:43:17:12
Speaker 1
It's like, well, you also need to be able to sell the business, otherwise it's just a hobby.

00:43:17:18 - 00:43:23:05
Speaker 3
Oh for sure. Yeah. Like sales and sales solves all problems, right?

00:43:23:05 - 00:43:24:03
Speaker 2
I mean.

00:43:24:04 - 00:43:25:17
Speaker 3
That's a.

00:43:25:19 - 00:43:27:01
Speaker 2
It's kind of a phrase.

00:43:27:01 - 00:43:30:08
Speaker 3
That I use a lot with whoever will listen.

00:43:30:10 - 00:43:31:07
Speaker 2
And.

00:43:31:09 - 00:43:38:17
Speaker 3
And listen. Yeah. Yeah, you have to. You have to get stuff.

00:43:38:20 - 00:43:41:19
Speaker 2
In the front door and and if it's.

00:43:41:21 - 00:43:42:23
Speaker 3
If it's all stuff that.

00:43:42:23 - 00:43:45:21
Speaker 2
You've done last year, you know, same same clients and.

00:43:45:21 - 00:43:46:12
Speaker 3
Customers.

00:43:46:16 - 00:43:47:10
Speaker 2
Fantastic.

00:43:47:10 - 00:43:49:02
Speaker 3
That's that's great.

00:43:50:07 - 00:43:51:16
Speaker 3
But that's the other.

00:43:51:16 - 00:43:52:05
Speaker 2
Thing, right?

00:43:52:05 - 00:43:55:07
Speaker 3
There's, there's attrition. Like, nobody's.

00:43:55:11 - 00:43:56:19
Speaker 2
Going to stick around forever.

00:43:56:19 - 00:44:02:09
Speaker 3
And so you absolutely have to get new as well. Yeah I do, you know.

00:44:02:11 - 00:44:04:13
Speaker 2
And if you get enough new great. You're going to.

00:44:04:13 - 00:44:10:01
Speaker 3
Grow you know. But. The there isn't an.

00:44:10:01 - 00:44:10:13
Speaker 2
Option where.

00:44:10:13 - 00:44:11:18
Speaker 3
You're like I.

00:44:11:19 - 00:44:12:10
Speaker 2
You know this.

00:44:12:10 - 00:44:14:19
Speaker 3
Cruise with the customers I have.

00:44:14:21 - 00:44:15:02
Speaker 1
Yeah.

00:44:15:02 - 00:44:16:08
Speaker 2
They'll just want to meet other.

00:44:16:09 - 00:44:18:13
Speaker 3
Yeah. Eventually it won't work. Yeah. Yeah.

00:44:18:14 - 00:44:20:21
Speaker 2
Because something's going to happen. I mean, you know, they.

00:44:21:00 - 00:44:21:06
Speaker 3
Get.

00:44:21:06 - 00:44:24:21
Speaker 2
Acquired and somebody, you know, some person that.

00:44:24:23 - 00:44:25:11
Speaker 3
Has a different.

00:44:25:11 - 00:44:25:21
Speaker 2
Vendor or.

00:44:25:21 - 00:44:27:04
Speaker 3
They. Yeah, whatever.

00:44:27:04 - 00:44:35:23
Speaker 2
You know, nothing lasts forever. And so, you know, make it last as long as you can do the best job you can for them. And, and then go find some new.

00:44:36:01 - 00:44:55:23
Speaker 1
You know, I get two teeth that I have on there that I think would really help folks tuning in. And me just personally, I just find it interesting. One of them is, just talk about Joe's time. Your time specifically on that notion of, like, bringing in new business. Yeah. What does that look like? Is that you on a phone all day long, or is it like, let me figure out where in the community I need to be?

00:44:55:23 - 00:45:01:15
Speaker 1
What does that generally look like just from your seat? Not maybe somebody who's an account exec or somebody, but just like from from your seat.

00:45:01:16 - 00:45:02:21
Speaker 3
Yeah. What specifically.

00:45:02:21 - 00:45:04:10
Speaker 2
I'm doing.

00:45:04:12 - 00:45:05:04
Speaker 3
Yeah I do.

00:45:05:04 - 00:45:06:23
Speaker 2
Try to get on the phone with.

00:45:07:23 - 00:45:13:17
Speaker 2
What I want to have happen is that every, every single person that I know or that I'm close.

00:45:13:17 - 00:45:15:10
Speaker 3
To, that I talk to regularly.

00:45:15:11 - 00:45:16:04
Speaker 2
Kind of think of.

00:45:16:04 - 00:45:18:00
Speaker 3
Your, your tight.

00:45:18:00 - 00:45:18:16
Speaker 2
Network. I mean.

00:45:18:16 - 00:45:19:11
Speaker 3
Everybody has.

00:45:19:11 - 00:45:20:18
Speaker 2
Kind of these varying levels.

00:45:20:18 - 00:45:21:17
Speaker 3
Like.

00:45:21:19 - 00:45:22:15
Speaker 2
Meet them wants.

00:45:22:15 - 00:45:23:09
Speaker 3
To like.

00:45:23:09 - 00:45:24:20
Speaker 2
I talk to them on the.

00:45:24:20 - 00:45:25:08
Speaker 3
Daily or what.

00:45:25:08 - 00:45:26:21
Speaker 1
Yeah.

00:45:26:23 - 00:45:28:00
Speaker 2
And.

00:45:28:02 - 00:45:28:17
Speaker 3
The people.

00:45:28:17 - 00:45:30:01
Speaker 2
That I'm in.

00:45:30:01 - 00:45:33:07
Speaker 3
Touch with at least at least.

00:45:33:07 - 00:45:33:19
Speaker 2
Once.

00:45:33:19 - 00:45:35:13
Speaker 3
A year.

00:45:35:15 - 00:45:37:13
Speaker 2
You know, just like, stay in, in touch.

00:45:37:13 - 00:45:38:17
Speaker 3
Type of folks.

00:45:38:19 - 00:45:47:11
Speaker 2
I want 100% of them to know, like, what's going on in my life. And that that doesn't sound like, well, what? You know, what's.

00:45:47:11 - 00:45:49:00
Speaker 3
That going to do? But you'd be surprised.

00:45:49:00 - 00:45:49:22
Speaker 2
Like the number of.

00:45:49:22 - 00:45:51:01
Speaker 3
Folks that.

00:45:51:03 - 00:45:52:07
Speaker 2
As long as they know what.

00:45:52:07 - 00:45:55:02
Speaker 3
You're up to, that they'll be like.

00:45:55:03 - 00:45:59:04
Speaker 2
Maybe not in that second right then, but later on they'll.

00:45:59:04 - 00:46:02:21
Speaker 3
They'll text, they'll call, whatever. Like, hey.

00:46:02:22 - 00:46:03:17
Speaker 2
Didn't you say.

00:46:03:17 - 00:46:04:02
Speaker 3
That you.

00:46:04:02 - 00:46:04:19
Speaker 2
Do something with.

00:46:04:19 - 00:46:11:12
Speaker 3
Architecture? You know, I'd be like, yeah, not exactly, but yeah. What do you got? You know, like, you.

00:46:11:12 - 00:46:14:10
Speaker 1
Know, you you type them out for them in a very genuine way, right?

00:46:14:13 - 00:46:15:15
Speaker 3
Yeah. Yeah, yeah, totally.

00:46:15:17 - 00:46:23:09
Speaker 1
When you say you talk about your, like, you literally talk about, like your personal updates that for sure. And business days which are working on those kinds of things.

00:46:23:10 - 00:46:24:18
Speaker 2
I mean.

00:46:24:20 - 00:46:25:21
Speaker 3
Yeah. Yeah.

00:46:25:22 - 00:46:32:04
Speaker 2
Like I'm not great at maintaining. I will just be honest. Like, I'm not great at maintaining a small talk.

00:46:32:04 - 00:46:32:21
Speaker 3
Conversation.

00:46:32:21 - 00:46:33:16
Speaker 2
Forever and ever.

00:46:33:16 - 00:46:37:06
Speaker 3
You know, I mean, I, I usually have to get this.

00:46:37:08 - 00:46:37:16
Speaker 1
Yeah.

00:46:37:16 - 00:46:38:08
Speaker 2
To nothing.

00:46:38:08 - 00:46:39:19
Speaker 3
Else. Yeah, yeah, yeah.

00:46:39:21 - 00:46:41:11
Speaker 2
But, but.

00:46:41:11 - 00:46:44:04
Speaker 3
Absolutely, like, you're just you're just a.

00:46:44:04 - 00:46:49:19
Speaker 2
Weird automaton. If you, if you're not being like, how's the family? You know, I mean, and I'm genuinely curious.

00:46:49:19 - 00:46:51:13
Speaker 3
Like what?

00:46:51:15 - 00:46:53:13
Speaker 2
What happened? You told me last time that.

00:46:53:13 - 00:46:54:01
Speaker 3
Your kid.

00:46:54:01 - 00:46:55:04
Speaker 2
Was, you know.

00:46:55:06 - 00:46:58:13
Speaker 3
Broke their leg playing basketball. Like, what's what's up with that?

00:46:58:13 - 00:46:58:23
Speaker 2
You know, are.

00:46:58:23 - 00:46:59:08
Speaker 3
They back.

00:46:59:08 - 00:46:59:19
Speaker 2
Playing?

00:46:59:19 - 00:47:03:01
Speaker 3
Are they back? You know, whatever. So I'll get the updates.

00:47:03:03 - 00:47:03:14
Speaker 2
And I'll give.

00:47:03:14 - 00:47:04:08
Speaker 3
Updates.

00:47:04:08 - 00:47:05:07
Speaker 2
And yeah.

00:47:05:07 - 00:47:05:17
Speaker 3
People like.

00:47:05:17 - 00:47:11:02
Speaker 2
That and then, and then, and then, you know, can I.

00:47:11:04 - 00:47:11:18
Speaker 3
And it.

00:47:11:18 - 00:47:12:20
Speaker 2
Usually doesn't even have to be.

00:47:12:20 - 00:47:15:02
Speaker 3
That.

00:47:15:04 - 00:47:16:16
Speaker 2
Active on my part. I mean, they're.

00:47:16:16 - 00:47:17:07
Speaker 3
Asking.

00:47:17:07 - 00:47:17:17
Speaker 2
You know.

00:47:17:17 - 00:47:18:15
Speaker 3
Like, what are you up to?

00:47:18:18 - 00:47:19:08
Speaker 2
You know what.

00:47:19:10 - 00:47:19:17
Speaker 3
What.

00:47:19:19 - 00:47:26:21
Speaker 2
What's going on at work and be like, you know what? I actually acquired a new business, you know? Oh, no kidding.

00:47:26:21 - 00:47:27:09
Speaker 3
What's that all.

00:47:27:09 - 00:47:28:00
Speaker 2
About? You know.

00:47:28:00 - 00:47:29:00
Speaker 3
So.

00:47:30:04 - 00:47:32:10
Speaker 3
But, yeah, just so I think.

00:47:32:10 - 00:47:32:21
Speaker 2
So many.

00:47:32:21 - 00:47:33:20
Speaker 3
People are so good at.

00:47:33:20 - 00:47:37:23
Speaker 2
This and a lot, a lot better than I am. But just staying in touch.

00:47:37:23 - 00:47:38:12
Speaker 3
With people.

00:47:38:12 - 00:47:39:23
Speaker 2
In general, just being like.

00:47:39:23 - 00:47:40:16
Speaker 3
Dude, I haven't talked.

00:47:40:16 - 00:47:41:11
Speaker 2
To you in a while, man.

00:47:41:11 - 00:47:42:11
Speaker 3
What's up? You know.

00:47:42:13 - 00:47:48:14
Speaker 2
And and, and it's not only fun, but.

00:47:48:16 - 00:47:49:06
Speaker 3
Yeah, it.

00:47:49:10 - 00:47:51:07
Speaker 2
Yields some interesting stuff. And so.

00:47:51:07 - 00:47:52:12
Speaker 3
There's that.

00:47:52:14 - 00:47:55:04
Speaker 2
And

00:47:55:06 - 00:47:57:06
Speaker 3
So that's, that's like people are.

00:47:57:07 - 00:48:00:22
Speaker 2
You know, people tease me like, oh, are you networking or not working? You know.

00:48:00:22 - 00:48:02:17
Speaker 3
Like you're dude, you're always just.

00:48:02:17 - 00:48:03:20
Speaker 2
Talking to friends.

00:48:03:20 - 00:48:08:06
Speaker 3
You know, like what's your whole deal? Like, is that what you do all day? And I kind of.

00:48:09:11 - 00:48:11:02
Speaker 3
But but man, it's good.

00:48:11:02 - 00:48:11:19
Speaker 2
It matters.

00:48:11:19 - 00:48:32:16
Speaker 1
It. Oh, yeah. It doesn't matter. Yeah. It's kitchen over the gentleman the other day and I go, if anybody who's watching me do what I'm doing right now, they would think I'm not doing anything totally. They think I'm just messing around. Yeah. But I didn't realize like it creates it creates new pathways for that individual who are connected to an entire network of folks that I have no access to currently.

00:48:32:16 - 00:48:50:10
Speaker 1
For sure. Yeah. To your point, keeps them top of mind. Yeah. And I think it's something that it's actually just so human. It's just like somehow we go we crossed the threshold of our business and we think that like that stops. Yeah. As humans, they're like, I go cyborgs. Like, is that true? Everybody's still human, you know? They just do it.

00:48:50:10 - 00:49:07:07
Speaker 1
You know, I remember talking to a guy one time. He was like a utility installer in, Central Texas. And, like, if you ever dealt with, like, government agency stuff, I even especially in the city state level, it's hard, man. Like, they don't we don't think federal government is fat and fast like, these guys don't move that fast at all.

00:49:07:07 - 00:49:24:14
Speaker 1
It's very lifestyle for them. You know, they're making 40 5KA year and they're like a do permits twice a week and that's it. Right. But if you get to know Donna and permit and it's like what this guy did, everything is fast because you know, oh dude, you know, they build a relationship there at the games with their kids.

00:49:24:16 - 00:49:41:11
Speaker 1
Yeah. Who do you I mean, it's human. All. You show up to work on a Wednesday and you have a pile of permits, and you see Joe's name on it, and you know, Joe, I'm going for that one first. Yeah. You know, it's just like people don't tell you that it's the truth, you know? And I don't think it's like, somehow we forget that humans are humans, you know, doing human.

00:49:41:11 - 00:50:15:21
Speaker 1
You know, what did someone say? People be people. I mean, it's just like that, you know, it's like, what are you saying? Right? Yeah. Of course. Yeah. How do you balance Joe? Like the, the second part of my thought was like, how do you balance, especially in a small business, the sophisticated sales motion type stuff, you know, lots of marketing and data and scraping lists and all those things versus I probably just need to get to like four coffees this week and, you know, with real estate agents or whatever and just do that, you know, architects just need to do that.

00:50:15:23 - 00:50:38:21
Speaker 1
Yeah. And the reason I'm asking is I think a lot of corporate guys and gals can get out, you know, their first memo and no fault of their own. That's just what they're classically trained to do, is like go real macro. Whereas at the small business level, you know, we were actually just visiting, one of the, the we were visiting North Dakota, and I just realized how much business they ginned up because one of the owners is just he's in everything in the community.

00:50:39:03 - 00:50:52:04
Speaker 1
Oh, nice. So they always just know to go to him for business. You know, it's like, not more sophisticated than that, you know? So I'm just curious, how do you balance the two, especially a guy who grew up corporate versus doing just kind of the rudimentary stuff?

00:50:52:06 - 00:50:54:04
Speaker 2
I think the.

00:50:54:06 - 00:50:55:20
Speaker 3
The stuff that is a.

00:50:55:21 - 00:51:00:17
Speaker 2
Certain amounts of things I feel like can be, almost automated.

00:51:00:19 - 00:51:02:18
Speaker 3
So you say if you have a.

00:51:02:18 - 00:51:03:20
Speaker 2
System.

00:51:03:22 - 00:51:04:16
Speaker 3
That's.

00:51:04:18 - 00:51:05:14
Speaker 2
You know, trying to feed.

00:51:05:14 - 00:51:06:11
Speaker 3
You leads.

00:51:07:06 - 00:51:08:06
Speaker 3
A lot of that.

00:51:08:06 - 00:51:08:12
Speaker 2
Can.

00:51:08:12 - 00:51:11:02
Speaker 3
Be automated. So you do it once.

00:51:11:04 - 00:51:12:04
Speaker 2
So it's important to.

00:51:12:05 - 00:51:13:05
Speaker 3
To.

00:51:13:07 - 00:51:23:23
Speaker 2
Have something in play. I mean, if, if, if I'm the only thing and I'm. And I'm talking to friends or whatever all week, I mean, it's so limited.

00:51:23:23 - 00:51:24:20
Speaker 3
It's it's such.

00:51:24:20 - 00:51:28:10
Speaker 2
A small number. Right. And it could make a big difference.

00:51:28:12 - 00:51:30:19
Speaker 3
If, if a few people are like, hey, wait.

00:51:30:19 - 00:51:34:08
Speaker 2
A second, you know, and call me up and, and ask me about.

00:51:34:10 - 00:51:34:23
Speaker 3
A deal.

00:51:34:23 - 00:51:36:19
Speaker 2
But,

00:51:36:21 - 00:51:37:13
Speaker 3
But there has.

00:51:37:13 - 00:51:41:04
Speaker 2
To be some kind of scale or volume, you know, to.

00:51:41:09 - 00:51:41:17
Speaker 3
To the.

00:51:41:17 - 00:51:44:03
Speaker 2
Whole thing. And so.

00:51:44:08 - 00:51:47:15
Speaker 3
Yeah, I that that's how.

00:51:47:15 - 00:51:48:16
Speaker 2
I think about it anyway.

00:51:48:16 - 00:51:51:22
Speaker 3
Is like, take a chunk of take a week or 2 or 3 or.

00:51:51:22 - 00:51:57:20
Speaker 2
Whatever and create this thing, this, this system that now is just going to be.

00:51:57:22 - 00:51:59:14
Speaker 3
Feeding you, you know, it's just going to.

00:51:59:14 - 00:52:01:08
Speaker 2
Be automated and.

00:52:01:10 - 00:52:01:18
Speaker 3
You still.

00:52:01:18 - 00:52:06:22
Speaker 2
Have to pay attention to it. You know, I mean, what comes out of that hopper? I mean, like.

00:52:07:00 - 00:52:09:03
Speaker 3
Deal with it, of course, but.

00:52:09:05 - 00:52:10:02
Speaker 2
But once you've.

00:52:10:02 - 00:52:10:11
Speaker 3
Created.

00:52:10:11 - 00:52:20:01
Speaker 2
The thing, at least then it's there. And, and you don't necessarily have to spend any more time like recreating the thing. Right. So that's kind of how I.

00:52:20:03 - 00:52:20:14
Speaker 3
Feel like it.

00:52:20:14 - 00:52:21:13
Speaker 2
Looks, you know.

00:52:21:13 - 00:52:23:11
Speaker 3
Take there's this.

00:52:23:11 - 00:52:24:16
Speaker 2
These little initiatives.

00:52:24:17 - 00:52:28:11
Speaker 3
Right? Like, I have to do this this year. I have to do this this year. I have to create a.

00:52:28:11 - 00:52:29:10
Speaker 2
System that makes.

00:52:29:10 - 00:52:32:08
Speaker 3
Sure that this happens, you know, that type of stuff.

00:52:33:06 - 00:52:38:10
Speaker 1
So you can subscribe to doing both, like, hey, you got to go do the handshakes in Stanford. You also.

00:52:38:10 - 00:52:38:19
Speaker 2
Don't think you.

00:52:38:19 - 00:52:41:04
Speaker 3
Have to. Yeah, yeah, just for scale.

00:52:41:04 - 00:52:48:21
Speaker 2
I mean, because because it. It's not all going to come from kind of the.

00:52:48:21 - 00:52:49:13
Speaker 3
What, what.

00:52:49:13 - 00:52:51:22
Speaker 2
I call the networking side, you know, I mean, you.

00:52:51:23 - 00:52:57:01
Speaker 3
You need the there's, there's groups out.

00:52:57:01 - 00:52:58:00
Speaker 2
There that you're never going to.

00:52:58:00 - 00:52:58:22
Speaker 3
Touch.

00:52:59:00 - 00:52:59:14
Speaker 2
Unless.

00:52:59:14 - 00:53:01:01
Speaker 3
You.

00:53:01:03 - 00:53:03:00
Speaker 2
Kind of send them something.

00:53:03:02 - 00:53:04:05
Speaker 3
Cold. Basically.

00:53:04:09 - 00:53:05:17
Speaker 2
You know, I mean, that's.

00:53:05:17 - 00:53:07:11
Speaker 3
That's that's just the.

00:53:07:11 - 00:53:08:07
Speaker 2
Truth of it. And there's.

00:53:08:07 - 00:53:09:17
Speaker 3
Certain.

00:53:09:19 - 00:53:10:18
Speaker 2
Certain messages.

00:53:10:18 - 00:53:10:23
Speaker 3
That.

00:53:10:23 - 00:53:13:03
Speaker 2
If you can send out, they're going to resonate with.

00:53:13:03 - 00:53:14:12
Speaker 3
Them, you know, that they're going to be like.

00:53:14:12 - 00:53:17:00
Speaker 2
You sent me that. It cracks me up.

00:53:17:00 - 00:53:19:05
Speaker 3
Because how how they're like.

00:53:19:07 - 00:53:22:01
Speaker 2
Galahad, you know? You know, he sent me that.

00:53:22:01 - 00:53:22:14
Speaker 3
At exactly.

00:53:22:14 - 00:53:26:00
Speaker 2
The right time. I'm like, there's absolutely no luck involved.

00:53:26:05 - 00:53:27:17
Speaker 3
Like I had. No, I.

00:53:27:18 - 00:53:30:10
Speaker 2
Also sent thousands of other people that message at.

00:53:30:10 - 00:53:31:00
Speaker 3
The exact.

00:53:31:00 - 00:53:32:08
Speaker 2
Same time that they didn't care.

00:53:32:08 - 00:53:34:13
Speaker 3
About it at all. In fact, they told me to, like.

00:53:34:13 - 00:53:38:07
Speaker 2
Beat it, you know? So, yeah, I mean, it it.

00:53:38:07 - 00:53:38:23
Speaker 3
Yeah, to.

00:53:38:23 - 00:53:39:21
Speaker 2
Some extent you're just.

00:53:39:21 - 00:53:40:12
Speaker 3
Like, dude.

00:53:40:12 - 00:53:42:08
Speaker 2
It's a numbers game and some of that.

00:53:42:08 - 00:53:43:10
Speaker 3
Stuff.

00:53:43:12 - 00:53:45:04
Speaker 2
Gets tuned out and some of that.

00:53:45:04 - 00:53:46:22
Speaker 3
Stuff. But yeah, you're just.

00:53:46:22 - 00:53:47:11
Speaker 2
Trying to reach.

00:53:47:11 - 00:53:48:09
Speaker 3
The right person at the right.

00:53:48:09 - 00:53:48:23
Speaker 2
Time, you know?

00:53:49:05 - 00:54:09:06
Speaker 1
Yeah. The networking stuff there also can probably be, in addition to the scale parts of what you do, can also be a way to create like increase your win rate total. You know someone. Yeah. Oh, cool. Email. Go on LinkedIn. Oh, he's connected to so-and-so. Hey, I'm connected to so-and-so. Yeah, yeah. What do you think about this guy?

00:54:09:07 - 00:54:22:17
Speaker 1
Oh he's awesome. I actually just call coffee up within three days ago, you know? Yeah, it does work. It's interesting. Yeah, it's kind of an interesting. You got a kind of a two front war there. Otherwise you're not. Yeah, you're not helping yourself. If it's like, yeah, I don't know who the heck this guy is, you know. Right.

00:54:22:22 - 00:54:25:09
Speaker 1
Yeah, I know some of you know what I always think about.

00:54:25:14 - 00:54:28:21
Speaker 3
Yeah, yeah yeah, yeah. True, true.

00:54:28:21 - 00:54:33:22
Speaker 2
I mean, it's like, I mean, thanks for.

00:54:34:00 - 00:54:35:13
Speaker 3
This is great, you know? Me too.

00:54:35:13 - 00:54:36:23
Speaker 2
Just just being able to.

00:54:37:02 - 00:54:39:08
Speaker 3
You know, be out there like, oh.

00:54:39:10 - 00:54:40:01
Speaker 2
My name.

00:54:40:01 - 00:54:41:14
Speaker 3
Is out there for.

00:54:41:16 - 00:54:44:01
Speaker 2
It. It means something to somebody.

00:54:44:01 - 00:54:50:04
Speaker 3
Definitely. You know, like what? Exactly? Like you're saying, like, I should. I listen to this guy, you know, that's what everybody's.

00:54:50:04 - 00:54:50:09
Speaker 2
Going to.

00:54:50:09 - 00:54:50:21
Speaker 3
Do if they.

00:54:50:21 - 00:54:51:21
Speaker 2
Get an email.

00:54:51:23 - 00:54:57:12
Speaker 3
Okay. Let's look up that URL. Is this website worth anything? Oh, okay, a decent website. Let's look this.

00:54:57:12 - 00:54:58:22
Speaker 2
Dude up on LinkedIn.

00:54:59:00 - 00:54:59:10
Speaker 3
Okay.

00:54:59:10 - 00:55:00:21
Speaker 2
I see what's going on here, you know.

00:55:00:22 - 00:55:02:14
Speaker 3
Yeah, yeah, yeah.

00:55:02:16 - 00:55:17:19
Speaker 1
So, Joe, while we kind of close out here, man, again, thank you for the time. Want to talk some point. Be I want to make sure we talk. Point B, I also am a guy who subscribes brand being very important for a business. Yeah. And kind of where you, you kind of start from, you got to do all the other things, right.

00:55:17:21 - 00:55:36:19
Speaker 1
But like, you got to start from there. So just to the extent like, I mean please tell us kind of how y'all help folks think about brand and how just point B really just helps. I'm just also just thinking about other business owners or their can just benefit from just, you know, not just walking aimlessly without really thinking about, you know, it's like a brain zone was an exercise in self-awareness.

00:55:36:21 - 00:55:38:21
Speaker 1
You know, who you are and what you're not.

00:55:38:23 - 00:55:41:10
Speaker 3
Oh, absolutely. Yeah. Thank you.

00:55:41:14 - 00:55:44:12
Speaker 2
So much for asking that question to the.

00:55:44:14 - 00:55:45:00
Speaker 3
Point.

00:55:45:00 - 00:55:46:20
Speaker 2
B brand.

00:55:46:20 - 00:55:47:17
Speaker 3
Process.

00:55:47:17 - 00:55:48:10
Speaker 2
The name.

00:55:48:10 - 00:55:53:06
Speaker 3
Point B has relation to the phrase hey, let's get from.

00:55:53:06 - 00:55:58:08
Speaker 2
Point A to point B, right. And that's why they came up with that. Of course, I had nothing to do with that as long before.

00:55:58:08 - 00:55:58:15
Speaker 3
They've.

00:55:58:15 - 00:56:00:11
Speaker 2
Had this name since.

00:56:00:13 - 00:56:01:13
Speaker 3
The year 2000.

00:56:01:14 - 00:56:03:22
Speaker 2
So,

00:56:04:00 - 00:56:05:08
Speaker 3
But.

00:56:05:09 - 00:56:05:20
Speaker 2
It's an.

00:56:05:20 - 00:56:07:10
Speaker 3
Important part of every.

00:56:07:10 - 00:56:09:06
Speaker 2
Single client that we.

00:56:09:06 - 00:56:12:08
Speaker 3
Work with is discovering.

00:56:12:08 - 00:56:12:12
Speaker 2
We.

00:56:12:12 - 00:56:17:01
Speaker 3
Actually called the discovery process the point a, so we.

00:56:17:01 - 00:56:18:13
Speaker 2
Sit down with every client and we.

00:56:18:13 - 00:56:22:04
Speaker 3
Say, what are you you.

00:56:22:04 - 00:56:23:08
Speaker 2
Know, we find out all sorts.

00:56:23:08 - 00:56:24:15
Speaker 3
Of stuff about their business.

00:56:24:15 - 00:56:30:13
Speaker 2
We become experts in their business and understand there's interesting moments in the that point, a.

00:56:30:13 - 00:56:32:15
Speaker 3
Process where you actually.

00:56:32:15 - 00:56:33:04
Speaker 2
Have some.

00:56:33:04 - 00:56:34:00
Speaker 3
Debate.

00:56:34:05 - 00:56:34:23
Speaker 2
Oftentimes.

00:56:34:23 - 00:56:35:18
Speaker 3
With.

00:56:35:20 - 00:56:38:14
Speaker 2
The people in the room that are like, no, this.

00:56:38:14 - 00:56:39:17
Speaker 3
Is what we're all about.

00:56:39:17 - 00:56:40:10
Speaker 2
And other.

00:56:40:10 - 00:56:41:11
Speaker 3
People be like, oh.

00:56:41:14 - 00:56:41:22
Speaker 2
No.

00:56:41:22 - 00:56:43:03
Speaker 3
This is what we're all about.

00:56:43:03 - 00:56:45:02
Speaker 2
You know? And so you come to a consensus which.

00:56:45:02 - 00:56:45:11
Speaker 3
Is like.

00:56:45:17 - 00:56:46:19
Speaker 2
No, what is this business.

00:56:46:19 - 00:56:52:19
Speaker 3
Really? Who is truly, your your ICP? Who's your who's who are you.

00:56:52:19 - 00:56:53:05
Speaker 2
Trying to.

00:56:53:05 - 00:56:54:08
Speaker 3
Actually talk to? Who are.

00:56:54:08 - 00:56:54:18
Speaker 2
You trying to.

00:56:54:18 - 00:56:57:09
Speaker 3
Actually attract all that kind of stuff. Once you had.

00:56:57:09 - 00:57:00:21
Speaker 2
That answer and it stands as a pillar and is like.

00:57:00:21 - 00:57:01:20
Speaker 3
Okay, this.

00:57:01:20 - 00:57:02:19
Speaker 2
Is our true north, you.

00:57:02:19 - 00:57:04:00
Speaker 3
Know, and we all.

00:57:04:00 - 00:57:04:21
Speaker 2
Agree and we know.

00:57:04:21 - 00:57:05:13
Speaker 3
This.

00:57:05:14 - 00:57:09:16
Speaker 2
Then at that point you can you know, it's not always.

00:57:09:16 - 00:57:09:21
Speaker 3
Like.

00:57:09:21 - 00:57:12:13
Speaker 2
Create a new brand, but sometimes it's.

00:57:12:13 - 00:57:14:00
Speaker 3
Like you got to rejigger your.

00:57:14:00 - 00:57:15:13
Speaker 2
Brand a little bit, you know, you got.

00:57:15:17 - 00:57:16:01
Speaker 3
You got.

00:57:16:01 - 00:57:18:00
Speaker 2
To make sure that people understand and that.

00:57:18:00 - 00:57:20:00
Speaker 3
This is who you are.

00:57:20:02 - 00:57:25:00
Speaker 2
And so we get to work on that and, and,

00:57:25:02 - 00:57:26:16
Speaker 3
Luckily we've got a lot.

00:57:26:16 - 00:57:28:21
Speaker 2
Of unbelievably talented folks.

00:57:28:21 - 00:57:29:17
Speaker 3
That have worked at.

00:57:29:17 - 00:57:30:01
Speaker 2
Some of the.

00:57:30:02 - 00:57:30:14
Speaker 3
Largest.

00:57:30:14 - 00:57:33:09
Speaker 2
Agencies in the world, that.

00:57:33:09 - 00:57:34:06
Speaker 3
That.

00:57:34:08 - 00:57:37:12
Speaker 2
Live in Chicago, which is an agency town and.

00:57:37:13 - 00:57:39:03
Speaker 1
Yeah, be a better place to do it.

00:57:39:03 - 00:57:42:18
Speaker 3
Yeah, yeah, yeah, it's just fantastic. Like.

00:57:42:20 - 00:57:43:03
Speaker 2
And.

00:57:43:03 - 00:57:44:22
Speaker 3
So these great.

00:57:44:22 - 00:57:45:16
Speaker 2
Minds.

00:57:45:16 - 00:57:46:07
Speaker 3
Are.

00:57:46:07 - 00:57:48:16
Speaker 2
Able to then.

00:57:48:18 - 00:57:49:11
Speaker 3
Develop these.

00:57:49:11 - 00:57:50:09
Speaker 2
Brands that have.

00:57:50:09 - 00:57:51:17
Speaker 3
True sticking.

00:57:51:17 - 00:57:56:04
Speaker 2
Power, you know, that means something to somebody, means something to the people in the organization.

00:57:56:04 - 00:57:56:18
Speaker 3
For sure.

00:57:56:18 - 00:57:57:19
Speaker 2
But that message.

00:57:57:19 - 00:57:59:03
Speaker 3
Goes out to everybody.

00:57:59:03 - 00:58:00:11
Speaker 2
And and resonates.

00:58:00:11 - 00:58:02:08
Speaker 3
With people. And that's what.

00:58:02:10 - 00:58:06:05
Speaker 2
That's what comes from actually creating something that has a foundation.

00:58:06:05 - 00:58:08:06
Speaker 3
To start with. Basically.

00:58:08:08 - 00:58:10:14
Speaker 2
And that process is into spendable, like.

00:58:10:14 - 00:58:12:12
Speaker 3
You have to you have to do that.

00:58:12:16 - 00:58:13:10
Speaker 2
You know.

00:58:13:12 - 00:58:15:06
Speaker 3
It's sort of a loss leader for us.

00:58:15:06 - 00:58:18:00
Speaker 2
We're not we're not necessarily making money on the point.

00:58:18:00 - 00:58:18:16
Speaker 3
A.

00:58:18:18 - 00:58:20:04
Speaker 2
Session.

00:58:20:05 - 00:58:20:20
Speaker 3
We.

00:58:21:02 - 00:58:21:17
Speaker 2
Rely on the.

00:58:21:17 - 00:58:26:04
Speaker 3
Fact that, hey, hopefully we're going to do business with you for years and years and.

00:58:26:06 - 00:58:28:15
Speaker 2
But you come. But if nothing else, the.

00:58:28:19 - 00:58:29:10
Speaker 3
The.

00:58:29:10 - 00:58:31:09
Speaker 2
Client comes.

00:58:31:10 - 00:58:31:18
Speaker 3
Out.

00:58:31:18 - 00:58:33:19
Speaker 2
Of that point a session with something that's very, very.

00:58:33:19 - 00:58:34:08
Speaker 3
Valuable.

00:58:34:08 - 00:58:40:00
Speaker 2
You know, that they know something about themselves that they didn't know before. And we've discovered what we need to know in order.

00:58:40:00 - 00:58:40:22
Speaker 3
To build.

00:58:40:22 - 00:58:41:14
Speaker 2
And grow their brand.

00:58:41:16 - 00:58:46:23
Speaker 1
Continue to support them. Yeah, yeah. A full service shop, like, you'll do collateral. All that other stuff too.

00:58:47:00 - 00:58:48:11
Speaker 3
Yes. Creative services.

00:58:48:11 - 00:58:49:17
Speaker 2
Anything that you can think of that.

00:58:49:17 - 00:58:50:01
Speaker 3
Needs to.

00:58:50:01 - 00:58:52:12
Speaker 2
Be generated then know.

00:58:52:14 - 00:58:54:08
Speaker 3
Yeah. All the collateral.

00:58:54:10 - 00:58:55:19
Speaker 2
All the media planning.

00:58:55:19 - 00:58:56:03
Speaker 3
Media.

00:58:56:03 - 00:58:58:09
Speaker 2
Placement, that.

00:58:58:09 - 00:58:59:11
Speaker 3
Includes.

00:58:59:12 - 00:59:01:13
Speaker 2
Anything from very traditional.

00:59:01:13 - 00:59:02:15
Speaker 3
Media to.

00:59:02:15 - 00:59:05:02
Speaker 2
Digital marketing of any kind.

00:59:05:04 - 00:59:11:03
Speaker 3
All of that. We do, videography, we do photo shoots, we do, website.

00:59:11:03 - 00:59:11:19
Speaker 2
Building.

00:59:11:20 - 00:59:13:08
Speaker 3
Course.

00:59:13:09 - 00:59:15:14
Speaker 2
We do printing. You know, any.

00:59:15:16 - 00:59:16:10
Speaker 3
A lot of a lot.

00:59:16:10 - 00:59:21:02
Speaker 2
Of our clients need, have frequent need of printing. We have a lot.

00:59:21:02 - 00:59:21:22
Speaker 3
Of hospitality.

00:59:21:22 - 00:59:22:12
Speaker 2
Clients.

00:59:22:12 - 00:59:23:21
Speaker 3
That.

00:59:23:23 - 00:59:24:11
Speaker 2
You know, at.

00:59:24:11 - 00:59:28:18
Speaker 3
Each of their properties, they they have various pieces.

00:59:28:18 - 00:59:29:13
Speaker 2
That need to be printed.

00:59:29:14 - 00:59:30:06
Speaker 3
So we do a lot.

00:59:30:06 - 00:59:33:12
Speaker 2
Of printing for for them and other groups.

00:59:33:14 - 00:59:35:09
Speaker 3
Yeah. All that stuff.

00:59:35:11 - 01:00:04:23
Speaker 1
Do you as a as a small business owner yourself, there's probably a lot of owners out there who are like, yeah, I'm marketing Ryan. I mean, we're fine. I don't need that fancy extra. It's the cherry, not the cupcake. Yeah. What would you tell them? Like, what would you at least what what mindset should they be in to think about why they ought to maybe consider, you know, working with point B, but just in general, just thinking about their brand and marketing is as something that should be more important than probably where they make it.

01:00:05:01 - 01:00:06:08
Speaker 2
Yeah. I mean, the where.

01:00:06:12 - 01:00:09:04
Speaker 3
Where I go with that is.

01:00:09:06 - 01:00:16:04
Speaker 2
Essentially and, and, and this is in the most genuine way possible. I'm not I'm not trying to manipulate it anybody or anything.

01:00:16:04 - 01:00:18:17
Speaker 3
But like what is what is your.

01:00:18:17 - 01:00:22:21
Speaker 2
Business, you know. And I'll ask them and, and you know, maybe it's we.

01:00:22:21 - 01:00:23:07
Speaker 3
Just we.

01:00:23:07 - 01:00:24:15
Speaker 2
Just brought on a new client.

01:00:24:15 - 01:00:30:01
Speaker 3
That's, that's, they do drilling, mostly like logistical.

01:00:30:01 - 01:00:32:13
Speaker 2
Drilling. So somebody needs to build a road through a mountain.

01:00:32:15 - 01:00:33:20
Speaker 3
They're going to drill that hole through the mountain.

01:00:33:20 - 01:00:34:08
Speaker 2
Right?

01:00:34:10 - 01:00:39:09
Speaker 3
So, what's your business drilling? Well, well.

01:00:39:11 - 01:00:39:23
Speaker 2
You know.

01:00:39:23 - 01:00:40:08
Speaker 3
Should.

01:00:40:14 - 01:00:42:02
Speaker 2
Should somebody.

01:00:42:04 - 01:00:43:13
Speaker 3
That is this.

01:00:43:15 - 01:00:45:18
Speaker 2
Construction company, do you think that they.

01:00:45:18 - 01:00:46:07
Speaker 3
Could just drill.

01:00:46:07 - 01:00:49:19
Speaker 2
It wouldn't that be okay? You know, if they're going to build the road, wouldn't it be okay if.

01:00:49:19 - 01:00:51:06
Speaker 3
They just drill the hole? Yeah.

01:00:51:06 - 01:00:54:13
Speaker 2
And they're like, that sounds like the most ridiculous thing in the world.

01:00:54:17 - 01:00:57:14
Speaker 3
They're like, what are you talking about? Yeah. What do you.

01:00:57:14 - 01:01:01:06
Speaker 2
Mean? You know, I'm like, well, is marketing your thing?

01:01:01:06 - 01:01:03:04
Speaker 3
Like, is that what you you do?

01:01:03:04 - 01:01:06:01
Speaker 2
By the way, I didn't have this conversation with the drilling company. They were.

01:01:06:01 - 01:01:06:21
Speaker 3
On board the whole.

01:01:06:21 - 01:01:08:20
Speaker 2
Time. They knew they needed marketing help.

01:01:08:22 - 01:01:11:10
Speaker 3
But but,

01:01:11:11 - 01:01:16:12
Speaker 2
But that's you can have that conversation with any business and be like. And what if somebody.

01:01:16:12 - 01:01:17:21
Speaker 3
Else just did what you're what.

01:01:17:21 - 01:01:18:22
Speaker 2
You want to do for them?

01:01:18:22 - 01:01:24:12
Speaker 3
And they're the obvious answer is, well, it would be garbage. So they shouldn't.

01:01:24:17 - 01:01:25:21
Speaker 2
You know, and my answer.

01:01:25:21 - 01:01:27:06
Speaker 3
Is.

01:01:27:08 - 01:01:29:18
Speaker 1
You think they know that? Yeah. Yeah.

01:01:29:20 - 01:01:32:02
Speaker 3
Yeah. Do you think that your.

01:01:32:02 - 01:01:33:16
Speaker 2
Little in-house marketing team is going.

01:01:33:16 - 01:01:37:13
Speaker 3
To do as good a job as point B communications in Chicago is going to do? Like?

01:01:37:13 - 01:01:38:19
Speaker 2
I don't think so.

01:01:38:19 - 01:01:49:04
Speaker 3
And what is it worth it to you to be like I but I saved a couple bucks you like, but it was ineffective. You know, I mean, it it just doesn't make sense. Right.

01:01:49:04 - 01:01:53:17
Speaker 2
So so that's essentially kind of like.

01:01:53:19 - 01:01:54:09
Speaker 3
The, the.

01:01:54:09 - 01:01:55:14
Speaker 2
Thinking behind that.

01:01:55:14 - 01:01:59:10
Speaker 3
Is yeah, you need you need if.

01:01:59:10 - 01:02:01:08
Speaker 2
You want to get professional results, you need.

01:02:01:08 - 01:02:02:09
Speaker 3
Professionalism.

01:02:02:15 - 01:02:03:19
Speaker 2
In your in your.

01:02:03:19 - 01:02:05:02
Speaker 3
Marketing, you know.

01:02:05:04 - 01:02:18:19
Speaker 1
And you guys are doing this for a living for them. What they do for a living is drill holes. Yeah. You know, do you, you know, lean on an expert. And I think it is I'll add to that, Joe, and I appreciate your perspective on it because it is something that when you think about brand being important and what people know.

01:02:18:19 - 01:02:43:05
Speaker 1
Yeah. As it is something that a lot of owners will just kind of think I'm fine. And I guess if you are fine, fine. But the way the math works is like at some point that fine or Stacy's will go down. And so if you're not doing a good job protecting your future, which is really thinking about how you get your story out there or and what you do like, be really clear on what you do or increase your win rate, which is like a lot of people, it's so many businesses.

01:02:43:07 - 01:03:05:09
Speaker 1
You know, the first thing we do now is go to the phone and go, who are they? And if all you guys a Facebook page like in that's dead, like there's just there's already like a subliminal with someone going, like trying to hire in this person. You know, the only people I know really get hired that way now is like, you've had to have some deep rooted word of mouth, you know, that maybe you're lucky, but I think a lot of folks aren't thinking about that.

01:03:05:10 - 01:03:19:12
Speaker 1
You know, just thinking about what's what they can't see day to day that's potentially deteriorating if they don't, you know, invest in that. So we're a shop that believes in it. So I guess it's also somebody just kind of I'm probably I'm already in it. Like I already respect what you guys think.

01:03:19:15 - 01:03:25:07
Speaker 3
Yeah. Yeah. Admiration society. You know. Yeah. You're like you're right. No you're right.

01:03:25:08 - 01:03:44:18
Speaker 1
Let me tell you I, I agree with you. Yeah. No, but but I think for I think about that crusty owner out there's like, I need that, you know, I came out of the war and I built this thing, and it's for you because, you know. But maybe someone, you know, that story, you know, because, like, you also give your customers the right to pick somebody that they believe in.

01:03:44:18 - 01:04:05:02
Speaker 1
Like, what if all things are considered? I'm probably going with price if they're the same. Sure. But if I know this guy over here served his country, built this thing, employees that I'm just me because it's like I'm picking that guy. Even if he's more expensive, why wouldn't you tell that story? It's something that's important. And you're robbing customers of, like, the ability to be patriotic.

01:04:05:02 - 01:04:07:11
Speaker 1
I don't know, you know, there's more to it than just that, you know?

01:04:07:11 - 01:04:09:03
Speaker 2
How are they going to differentiate?

01:04:09:05 - 01:04:09:15
Speaker 1
That's right.

01:04:09:16 - 01:04:13:08
Speaker 2
How are they going to differentiate. And everybody this is another thing that we tell.

01:04:13:08 - 01:04:17:11
Speaker 3
Everybody is like you have the fact that you exist as.

01:04:17:11 - 01:04:19:04
Speaker 2
A business means that somebody.

01:04:19:04 - 01:04:19:21
Speaker 3
Has.

01:04:19:23 - 01:04:22:16
Speaker 2
Identified in you some kind of.

01:04:22:16 - 01:04:23:08
Speaker 3
Competitive.

01:04:23:08 - 01:04:24:23
Speaker 2
Advantage that they want to work.

01:04:24:23 - 01:04:26:15
Speaker 3
With you because you give.

01:04:26:15 - 01:04:27:07
Speaker 2
Them.

01:04:27:09 - 01:04:31:05
Speaker 3
This is obviously all B2B stuff, but but yeah, you.

01:04:31:05 - 01:04:32:20
Speaker 2
Give them some kind of.

01:04:32:20 - 01:04:33:09
Speaker 3
Competitive.

01:04:33:09 - 01:04:39:10
Speaker 2
Advantage. Right. And and hopefully it's a long term sustainable competitive advantage.

01:04:39:10 - 01:04:40:00
Speaker 3
Right.

01:04:40:02 - 01:04:40:23
Speaker 2
And if.

01:04:40:23 - 01:04:41:12
Speaker 3
It is.

01:04:41:18 - 01:04:43:03
Speaker 2
Then you're.

01:04:43:05 - 01:04:43:20
Speaker 3
Like you said.

01:04:43:20 - 01:04:45:02
Speaker 2
Like we need to tell.

01:04:45:02 - 01:04:45:20
Speaker 3
That story.

01:04:45:20 - 01:04:46:12
Speaker 2
We need to.

01:04:46:15 - 01:04:50:22
Speaker 3
Get that out there. Because if that's what you lead with.

01:04:51:00 - 01:04:54:02
Speaker 2
That's your strongest. That's your strongest thing.

01:04:54:02 - 01:04:55:03
Speaker 3
Like don't bury the lead.

01:04:55:03 - 01:04:55:14
Speaker 2
You know, you.

01:04:55:14 - 01:04:56:17
Speaker 3
Should put that right out there.

01:04:56:17 - 01:05:12:17
Speaker 1
Right out there, man. Yeah, yeah. Joe man, thank you for coming in today again. Thank you for letting us, kind of hijack your time, but we really, really appreciate your point being, communications is how folks can find, you know, what y'all are doing. And, of course, yes. Sending ash to.

01:05:12:23 - 01:05:13:19
Speaker 2
Yeah. Point B.

01:05:13:19 - 01:05:14:15
Speaker 3
Communications.

01:05:14:15 - 01:05:16:07
Speaker 2
Dot com is.

01:05:16:09 - 01:05:16:21
Speaker 3
Is that.

01:05:16:21 - 01:05:19:14
Speaker 2
URL sunny ash.com.

01:05:19:16 - 01:05:20:23
Speaker 3
Is that URL.

01:05:20:23 - 01:05:24:17
Speaker 2
And then you know I'm on LinkedIn. So you know feel free to reach out.

01:05:24:17 - 01:05:27:17
Speaker 3
But yeah. Yeah absolutely happy to have.

01:05:27:18 - 01:05:29:03
Speaker 2
You to do it man I.

01:05:29:05 - 01:05:30:16
Speaker 3
I, I said hey I.

01:05:30:16 - 01:05:34:17
Speaker 2
Walk into everything feeling like, this is no problem. You know, I can build a bridge.

01:05:34:17 - 01:05:36:02
Speaker 3
Whatever. I was.

01:05:36:03 - 01:05:37:14
Speaker 2
Dude, I was nervous to come.

01:05:37:19 - 01:05:39:01
Speaker 3
Because.

01:05:39:03 - 01:05:42:18
Speaker 2
On on your podcast, like some of you yourself and some of the.

01:05:42:18 - 01:05:43:06
Speaker 3
Cool people.

01:05:43:06 - 01:05:44:03
Speaker 2
That have been on there.

01:05:44:03 - 01:05:46:03
Speaker 3
Have, like, you know.

01:05:46:05 - 01:05:50:02
Speaker 2
Literally been to war and I'm, I'm like, man, I don't know. I don't.

01:05:50:02 - 01:05:50:14
Speaker 3
Know if I can.

01:05:50:14 - 01:05:51:12
Speaker 2
Come in here. I've never.

01:05:51:12 - 01:05:54:05
Speaker 3
Been.

01:05:54:07 - 01:05:57:19
Speaker 1
I don't know how to give a bridge builder right next to me, man. Yeah. I'm sorry.

01:05:57:21 - 01:06:00:08
Speaker 3
Yeah, yeah, yeah. You kind of think about what you guys are.

01:06:00:08 - 01:06:01:11
Speaker 2
Doing and,

01:06:01:13 - 01:06:02:15
Speaker 3
Incredible operation.

01:06:02:15 - 01:06:04:10
Speaker 2
Here at American Operator and very.

01:06:04:10 - 01:06:07:00
Speaker 3
Cool podcast. I listen to all the episodes that I can.

01:06:07:00 - 01:06:08:09
Speaker 2
So, thanks.

01:06:08:09 - 01:06:09:12
Speaker 3
Thanks a lot for having me.

01:06:09:12 - 01:06:27:20
Speaker 1
No. To kind. It's it's an honor, man. And a pleasure. And and, we wouldn't be doing things like this if we don't have good folks like you leading the way, so we appreciate it, man, for all you do. And you got it. For those that are listening in, please, get, you know, this only works if we get the word out to more Americans that are doing what they do.

01:06:27:20 - 01:06:42:15
Speaker 1
So please like subscribe leaves a review, a rating. We read them all. I'll share them with Joe, you know, so only say nice things. You got anything mean to say? Say to me any nice things please say to Joe. But it really does help get the word out for, you know, there's so many great Americans that probably trying to find purpose.

01:06:42:15 - 01:06:58:05
Speaker 1
This is something to consider getting into business. But also, man, there's a lot of guys and gals in the trenches right now that have picked me up. These businesses can be a bear. And so these these things that Joe share, hopefully, we'll give them a pick me up and keep them fighting another day. So thank you all.

01:06:58:05 - 01:06:59:03
Speaker 1
And thank you, Joe.

01:06:59:07 - 01:07:01:08
Speaker 3
You got it. Thanks a lot.

01:07:01:08 - 01:07:26:23
Speaker 1
Thanks for tuning in to the American Operator Podcast, where we celebrate the backbone of America small business owners and operators like you. If you've enjoyed today's episode, be sure to subscribe so you'll never miss out on more of these stories and insights from people who keep our community strong. Until next time, keep building, keep operating and keep America moving forward.