A Story About Sales, Service, Generosity and Being Open to the Unfamiliar

Joe shares how a small gesture from a customer early in his career—a box of CDs—shifted his entire mindset about success, leadership, and service. This story traces how a simple act of generosity helped shape the principles behind Go Brewing and the belief that helping others get what they want is the real key to getting ahead.

5 Takeaways:

1. Accept the unexpected. The smallest gifts can hold the biggest lessons—if you’re open to them.

2. Succeed by helping others. Success follows from making others' lives better.

3. Connection beats persuasion. Great sales—and relationships—start with relatability.

4. Ask boldly. Sometimes all it takes is the courage to simply ask for what you want.

5. Pay it forward. When generosity shapes your actions, opportunity has a way of finding you again and again.

Shout-outs to Zig Ziglar, Ford and Alex Banayan.

Pulling a trailer, running a marathon, starting a business: how doing the thing exposes fear for what it really is.

Joe reflects on how fear shows up in both everyday challenges and defining moments—from business risks to personal tests of endurance and everyday fitness routines. He shares how discomfort and uncertainty are often part of the process of learning, not signals to stop. From anecdotes about nearly crashing a trailer while driving on the highway, to feeling like an imposter amongst marathon runners, to intimate observations as a parent watching his kids struggle, Joe shares hard-won stories and subtle realizations about how his relationship to fear guides his actions and motivates his "Go Mindset."

1. Action is the antidote to fear. You can’t think your way past it—you have to do the thing.

2. Don’t give fear a voice. The more you speak your doubts, the more they echo back.

3. Experience teaches what theory can’t. No book or video replaces what you learn by trying.

4. Curiosity beats perfection. Wondering “what if I could?” gets you moving faster than waiting until everything’s right.

5. Fear fades with familiarity. What once felt impossible becomes manageable once you’ve faced it—even if the trailer falls off twice.

Will your business show-up in AI search? Here's the test...

AI is rewriting the rules of search — and business owners can’t afford to ignore it. Joe had a private meeting with execs from OpenAI (ChatGPT) and cuts through the noise to share how businesses need to adapt. From optimizing websites for AI engines to creating content that actually goes from discoverability to relevancy, we break down the shift from Google to ChatGPT, Claude, and beyond — and why it matters for your business right now.

5 Key Takeaways:

1. AI will be the new search engine — queries are increasingly starting in ChatGPT or Claude, not Google, and the difference in user experience should inform your business strategy.

2. Your website is (still) your foundation — clear, structured, modern sites rank better with AI-driven engines, so don't get cute with content.

3. Platforms matter — Shopify is building AI integrations; outdated systems could leave you invisible. (And this isn't just an e-commerce concern.)

4. Content wins — original, relevant writing will still drive organic traffic but will also create engagement WITHIN AI. (Hint: quality over quantity, but quantity too.)

5. Pro tip: Publishing directly within AI platforms like Claude is a current hack to boost visibility (and that's the low-friction way toward quantity).

Plus Joe leverages his expertise in SEO and digital marketing to assess the fast-moving impacts of AI search and offer actionable tactics to test go-to-market strategies right now.

What makes a great leader different from a great manager? Joe confesses why one-on-ones drain him, what he learned in the Boardroom of a publicly-traded company about persistence, and how changing environments can unlock hidden potential -- especially with support from good managers.

Key Takeaways:

• CEOs and entrepreneurs need to know the difference between leadership and management (and then prioritize their roles accordingly).

• How recurring 1-on-1 meetings can become a waste of time—and the alternative that works better.

• How changing environments helps people see -- and know -- what they couldn’t before.

• Why making others look good isn't just cynical career growth advice.

Plus Joe shares real-life observations from the boardroom that have shaped his leadership style as an entrepreneur: be persistent, give tough feedback well, and trust your direct reports to get sh*t done.

Joe dives into the art (and risk) of hiring ahead of where your business is today. From bringing in talent before the role exists to structuring equity and vesting agreements, we explore how the right people can accelerate growth—or hold you back. Learn how to balance vision with reality when building your team.

5 Key Takeaways:

• Hire forward, not backward: Bringing in talent for where you’re headed—not just what you can afford today—can unlock faster growth.

• Roles can follow people: Sometimes the right person shapes the role, not the other way around.

• Know when to find partners vs. contractors: Equity can fill critical gaps when you can’t pay market salaries.

• Use vesting to de-risk equity grant: Protect both founders and hires by aligning incentives over time.

• Disruption requires buy-in: A great team challenges norms but stays aligned with the CEO’s long-term vision.

The Leadership Hack to Turn Discomfort Into Collaboration

Conflict is inevitable as teams grow—but how you handle it makes all the difference. Joe describes real-life examples of why ambiguity is the root of many workplace tensions, how to spot it early, and the fastest way to resolve issues before they spiral. From surprise three-way calls that cut through the noise to creating space for empathy, you’ll hear practical strategies for quickly turning conflict into collaboration.

Key Takeaways:

• Ambiguity is an early warning sign: conflict often comes from poor communication and can turn into "us" vs. "them."

• Speed wins: the quicker you address an issue, the less damage it causes.

• Being direct can be uncomfortable: and that tension can drive effective change.

• Encourage open dialogue: empower teams to solve problems without escalation.

How to unlock enterprise value, delegate effectively & adapt systems to match goals

We dive into the most persistent question every founder faces: "where should you really spend your time?" From making pizzas in the early days to building national marketing campaigns, Joe shares how he decides what drives enterprise value, how he makes delegation an effective priority, and how to balance what fuels you with what fuels the business.

5 Key Takeaways:

• Every “yes” is also a “no”: time is your scarcest resource. When you say yes to one thing you are saying no to something else. Choose wisely.
• Delegate early in the day to unlock team productivity: if you’re the bottleneck, everything slows down.
• Get in the weeds with curiosity: you don’t need to know it all, but you need to bring broad perspective to seemingly small decisions.
• Reevaluate goals often: what mattered last year may not matter today and so your processes may be outdated.
• Processes are hidden resources: multiply time and enterprise value.

Plus Joe makes a confession about being the Chief Optimist.

What We Learned When No One Wanted What We Loved (and how that saved us money!)

A/B testing online for customer preferences was a tried and true strategy for Joe as he built websites and digital marketing campaigns in the automotive space, but how could he apply those lessons for CPG retail in the "real world?" He shares a wake-up moment as a founder about confidence, bias, and the importance of testing ideas before scaling. From launching a canned water experiment that looked clever on paper—but creeped people out in real life—to uncovering what customers actually want, this conversation is packed with lessons for entrepreneurs who think their “gut” is enough.

5 Key Takeaways:

• Your confidence doesn’t equal customer preference: Watch, listen and learn from your customers especially in early stages of product development.

• How to test in the real world to prevent expensive mistakes: simple DIY experiments can yield valuable insights.

• If you're inside the bottle, you can't read the label: Good branding is important but being overly clever can backfire when customers don’t “get it.”

• Data beats opinions: whether from surveys, ads, or in-person experiments you don't need a lot of data to make better decisions and you've got no excuse for not collecting data.

• Tips to avoid paralysis by analysis: meet your customers where they are, test only what matters, and keep going.