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.