Avsnitt
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Not every product gets bought for the same reason. Is your product providing a solution to a problem, or simply satisfying enjoyment? The answer could be “both.” In this episode, Joe breaks down the difference between marketing to a conscious "what for" and marketing to an unconscious “just cause,” using Go Brewing's newest product launch as the live case study. It's a conversation about psychographics over demographics, and why the products that fit their market often stop trying to explain themselves as demand grows.
Key Takeaways:
How do psychographics differ from demographics, and why does that distinction change how you market?What separates an "optimizer" customer from someone who just wants to enjoy the moment?How do you launch a new product without fracturing the brand equity of your flagship?What can Meta's ad targeting teach founders about running multiple personas at once?How does addressing an objection upfront change the way a landing page converts?Why challenger brands should always have a "Shark Tank product" in the pipeline.For: Founders and marketers weighing how to position a new product against an established brand, especially when the audience for each doesn't fully overlap.
Topics: Psychographics, brand extension, product positioning, ritual-based marketing, paid social strategy, founder risk-taking
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How understanding your niche can define brand values
Joe breaks down the persona exercise that shaped Go Brewing from day one: picture one real customer, sell to them, and let everything else (voice, story, product) follow from there. But a sharply defined target market can limit a brand's reach if what the brand stands for doesn’t transcend its core customers. Is your product or service just solving a problem, or is it uniting a community?
Key Takeaways
How picturing one specific customer, down to the truck he drives, shaped every decision behind Go Brewing.Why claims like "fastest growing" don't actually sell anything, and what does instead.How narrowing your persona can widen your total addressable market instead of shrinking it.What storytelling did for Go Brewing that a features list never could have.Why the word "Go" became a mentality before it ever became a beer.How defining who a brand is NOT for is what actually gives it values worth having.For: Founders and marketers stuck trying to appeal to "everyone" who need a framework for narrowing in on who they actually serve.
Topics: Target audience, brand persona, TAM, storytelling in marketing, non-alcoholic beer industry, Go Brewing origin story, brand values, positioning strategy.
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Saknas det avsnitt?
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How customer engagement systems bridge the gap between subjective experience and measurable ROI
A guy doing push-ups while drinking a beer sounds like a bar bet, not a business strategy. But at HYROX in New York, it became Go Brewing's best-performing piece of customer data collection — out of 500 people who played, 150 signed up to become brand creators on the spot. Joe breaks down how Go turned a goofy activation into a real engine for finding future customers, the math he uses to know if a sponsorship is actually worth the price, and why most brands at these events leave with nothing unique to their business.
Key Takeaways:
How Go built a custom CPM calculator to evaluate sponsorship pitches and decide what's actually worth the asking price.How a beer pushup contest at HYROX turned a memorable experience into measurable brand engagement.Why Go built an entire activation app, leaderboard, and follow-up system using Claude Code instead of developers or off-the-shelf event software.Why good brands are focused on customer experience and great brands are focused on customer engagementHow Go looked beyond budget, to focus their brand-building on 3 things: intention, execution and insightFor: Founders and marketers who treat events as a cost instead of a measurable, data-driven channel.
Topics: Event marketing, brand activation, customer data, sponsorship ROI, retention, AI tools for business.
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The Real Pitch Is Identifying the Problem.
Most salespeople lose before they even start, not because their product is bad, but because they're leading with the wrong thing. In this episode, Joe breaks down a real conversation he had with a 401k salesman who couldn't get anyone on the phone, and walks through how asking questions (being curious!) helped to reframe the pitch from product to problem. No sales playbook required.
Key Takeaways:
Why leading with your product kills the conversation before it startsHow to identify the real problem your prospect doesn't know they haveThe art of selling the problem first, then teasing the solutionWhy curiosity and empathy are the actual sales toolsWhen to stop talking and why closing and opening in the same breath kills dealsFor: Entrepreneurs, sales professionals, and business owners who want to connect with prospects more effectively and close with more confidence.
Topics: Sales strategy, communication, entrepreneurship, business development, problem-solving
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How to let them know you understand the problem.
After a frustrating sponsorship call that went sideways fast, Joe breaks down the communication framework he's used in boardrooms, hiring conversations, and high-stakes pitches for over two decades with Ford, GM, Costco, Walmart, and hundreds of other businesses. This isn't just a sales playbook. It works anywhere two people are trying to better understand each other (even at the dinner table with teenagers).
Key Takeaways:
Why asking questions—the right ones—is the single most powerful thing you can do before saying anything about yourselfThe difference between “mirroring” and reframing and when to use eachWhy asking for specific examples unlocks actionable and useful informationHow to close with confidence without overcommitting or saying something you can't walk backFor: Founders, salespeople, job seekers, hiring managers, and anyone who needs to move a conversation forward and make something happen.
Topics: sales framework, communication skills, active listening, negotiation, persuasion, discovery calls, pitching, leadership, business strategy, entrepreneurship, mirroring, Chris Voss
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Here's 4 Simple Steps to Get Started.
Most people are using AI to write emails and clean up presentations. Joe is using it to build software, run research, and solve real business problems…before his burrito arrives.
The barrier isn't skill. It's jargon. Words like "code," "skills," "terminal," and "MCP" make this technology feel like it's not for you. It is. All you need is curiosity and a clearly stated problem.
Key Takeaways:
Why describing your problem beats describing your solution, and why that shift changes everything about what AI can do for youThe real difference between AI chat and Claude Code, and why most people never make the jumpHow Joe built a fully functional website over lunch with zero coding knowledge, and the exact four steps that got him thereWhat "skills" actually are, why the word sounds scarier than it is, and how they make AI dramatically more useful over timeWhy personalized software built exactly how you want it is now available to anyone willing to ask a dumb questionFor: Entrepreneurs, business owners, and anyone who suspects they're leaving most of AI's potential on the table.
Topics: Claude Code, AI tools, automation, no-code, problem solving, entrepreneurship, productivity, Go Brewing
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Joe's building his second $100M+ company — and this time, the blueprint looks completely different.
As Joe begins his investor journey for Go Brewing, what he's learning is forcing him to rethink how he sees the business from the ground up. In this episode, Joe breaks down why top-down market projections fail with serious investors, how he built a store-level sales model that actually predicts performance, and why the most valuable thing he's selling might not be the beer at all.
Key Takeaways:
Why savvy investors don’t just buy a share of a growing market.How to use Census Data to map hyper-local growth opportunitiesHow to leverage the accretive value of your entire business, not just your product or serviceWhy Joe's elevator pitch is about “how” not “what”The question every founder needs to answer before they can build something worth acquiringFor: Entrepreneurs thinking about their first or second raise, founders trying to understand what investors actually want to see, and anyone building a business that touches physical inventory or CPG.
Topics: Investor strategy, bottom-up financial modeling, capital efficiency, unfair advantage, CPG vs. SaaS risk, building to acquisition, AI in business operations
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On standing out in a world where everyone's using the same playbook and why breaking through is only half the battle.
You have three seconds. Maybe less. And if you spend them looking like everyone else, no amount of polish is going to save you. But here's what nobody talks about: getting attention without something thoughtful and meaningful to back it up is just noise. Joe breaks down how to stand out in the moments that matter in sales pitches, resumes, retailer meetings, and social media, and why the goal was never just the click. It was always the connection.
What you'll learn:
Why the middle is the most dangerous place to be and how to get out of itHow AI is flattening the playing field on resumes and what to do about itThe cat-on-a-unicorn RFP story and what a lost pitch can teach you about fitWhy "what's in it for them" only works if you get through the door firstHow Joe is approaching Go Brewing's next big retailer pitch differently than everyone else in the roomFor: Entrepreneurs, founders, job seekers, and marketers who know they have something worth saying and are tired of being overlooked.
Topics: standing out, differentiation, attention, pitching, personal branding, marketing strategy, entrepreneurship, Seth Godin, Purple Cow, social media algorithm
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Are you running on autopilot, or actually paying attention to how you feel?
Most people know something's off before they can name it. Joe breaks down why self-awareness alone won't move the needle, and why the only way out of a funk, a spiral, or a stretch of low performance is to stop waiting and start doing. Even one small thing.
Key Takeaways:
Mood follows action (credit: Rich Roll). Recognizing the problem is step one, but action is what actually changes how you feel.Feeling anxious? Often it means you're underprepared.The Short List Hack: write down three to-dos. Knock one out right now, not tomorrow.Small moves count. The mechanism matters less than simply starting.For: Anyone who knows what's wrong but can't seem to get out of their own way.
Topics: Mental health, anxiety, motivation, habits, self-awareness, mindset, entrepreneurship, productivity
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Most marketing strategies aren't failing because of budget or tactics. They're failing because nobody asked why.
Joe has seen too many organizations spending real money on content calendars, vanity metrics, useless KPIs, and social media strategies that will never move the needle. He's done pulling punches. In this episode, Joe breaks down why the way most businesses and nonprofits think about communication is outdated, and what it actually looks like to build a strategy that connects effectively with audiences and delivers outcomes beyond activity.
Key Takeaways:
Why a “bad” skip rate on social content is a symptom, not the problemHow to use the "five whys" to find out if your strategy is actually worth executingHow proving effectiveness with organic content is a litmus test for better paid performanceWhat a failed skydiving stunt on live TV reveals about purposeful disruptionWhy the most effective communication is often the least scalable — and why that's the pointFor: Entrepreneurs, marketers, nonprofit leaders, and anyone who's ever spent money on a strategy and wondered why nothing moved.
Topics: Social media strategy, marketing ROI, content strategy, nonprofit marketing, brand communication, purposeful disruption, storytelling, entrepreneurship
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Most people give presentations the wrong way — leading with credentials, cramming slides full of text, and talking about themselves when the audience only cares about one thing: what's in it for me. The result? Tuned-out rooms, forgotten pitches, and missed opportunities that could have changed everything.
Joe has given hundreds of presentations, from weekly all-staff meetings to major keynotes, and he's sat on the other side of the table just as many times. In this episode, he breaks down exactly why most presenters lose their audience before they even get started, and the storytelling framework that makes people take notes, take action, and remember you long after you've left the room.
What you'll learn:
Why leading with your team, your resume, or your credentials is the fastest way to lose a room — and what to do insteadHow asking questions unlocks connection and reverse engineers the conversationWhy facts tell but stories sell, and how to build a presentation people actually remember and act onThe public speaking and slide design rules Joe swears by (including why bullets kill kittens)How to read any audience and open with a story that creates instant connection even if it has nothing to do with your topicFor: Entrepreneurs, sales professionals, founders, and anyone who needs to present ideas and get people to care.
Topics: Presentations, public speaking tips, sales pitch, storytelling for business, how to win a room, entrepreneurship, personal development
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This is bigger than the Internet. It's a new way of being in the world. And its transformation of "work" is a force multiplier.
(Part 3 in a mini-series on how to use AI now.)
Most people think AI is a tool you learn, like Excel. It's not. It's something you have to learn to think with — and that changes everything. Joe and Dakota discuss why the people who get that now will be years ahead of everyone else, and why the ones who don't are already behind.
What you'll learn:
Why AI isn't a skill to acquire but a relationship to develop — and why that distinction matters more than most people realizeHow curiosity has become the single most valuable career (and life) asset you can have right nowThe question AI is forcing all of us to ask: if you didn't need the money, what would you actually do with your time?Why the barrier to building something — an app, a business, a life — is smaller than it has ever beenHow Joe is using AI inside Go Brewing right now, from sales strategy to accounting to employee training and engagementFor: Anyone who wants to stop reacting to the future and start building it.
Topics: artificial intelligence, future of work, entrepreneurship, personal development, career strategy, AI tools, mindset, productivity
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This is what democratized tech solutions look like, for business and life.
(Part 2 in a mini-series on how to use AI right now.)
From a custom app that rewards his son's treadmill miles with screen time to a personal news feed curated around his exact interests, to developing a bespoke headless commerce app for his business, Joe makes the case that anyone, not just entrepreneurs, can now design the technology experiences they've always wanted but never had.
Discussion Highlights:
How AI makes asking the right questions such a powerful habitWhat headless commerce is and why it matters for businesses of any sizeHow APIs connect platforms like Shopify, Klaviyo, and Peloton into seamless custom experiencesHow to stop paying for software that almost fits and instead build tools exactly fit your needsFor: Business owners, entrepreneurs, parents, and anyone who has ever used a product and thought — I'd have built this differently.
Topics: headless commerce, API integration, e-commerce personalization, AI tools, democratized technology, custom apps, small business software
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Googling Gives You Answers. AI Builds Tools to Solve Your Problems. Just Ask It.
(Part 1 in a mini-series on tips for using AI)
Most business leaders are using AI to draft emails and summarize documents. Joe is using it to build custom operating systems, automated and integrated CRM platforms, and lead-scoring tools — without writing a single line of code. The biggest unlock isn't knowing how to code. It's knowing how to describe your problem.
In this episode, Joe walks through real examples from his own businesses — including how he automated a multi-step wholesale retailer approval process that used to take an hour — and shares how he helped a nonprofit CEO realize AI could transform their weekend voicemail backlog into an automated, real-time response system.
Key Takeaways:
The reason most people aren't unlocking AI's real power isn't a tech problem — it's an imagination problem.Describing your problem to AI and asking it to recommend a solution will get you further than knowing the answer yourself.Vague prompts get vague results — the more business context you give AI, the more useful and specific its output becomes.AI doesn't just tell you what to do, it can actually build the tool that does it — CRMs, lead scorers, anomaly detectors, and more.A process that once took an hour across three systems can be fully automated in a single conversation.For: Business owners, entrepreneurs, and operators across any industry who know AI can do more for their business but don't know where to start.
Topics: AI for business, business automation, no-code tools, AI prompting, CRM, lead scoring, ChatGPT for business, AI productivity, nonprofit technology, operational efficiency
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Why Big Goals Work and How Lived Experience Can't Be Measured
The goal was 5:35. The qualifying time for a double amputee to get into the Boston Marathon. It was an outrageous target and Joe had no idea. In this episode, recorded on the road while traveling to an Innovation Summit, Joe shares the Cedric King story that changed how he thinks about goal-setting, performance, and the surprising relationship between the two. What looks like a running story is really a lesson about what happens when you strip away past performance data and commit fully to what's possible.
Key Takeaways:
Why setting a goal with no baseline can unlock performance that history would have made impossibleHow the experience of committing to a mission — without knowing the odds — is sometimes the only thing that produces the result you wantThe difference between chasing a measurable outcome and being present to what's actually in front of youWhy your previous PRs, past failures, and historical data can be the very thing capping your next breakthroughWhat Cedric King's Boston qualifier teaches entrepreneurs and leaders about the danger of "realistic" goalsHow lived experience creates a kind of value that metrics will never capture — and why that matters for how you lead, build, and growFor: Entrepreneurs, business leaders, coaches, athletes, and anyone who has ever let past results talk them out of a goal worth chasing.
Topics: Goal setting, outrageous goals, performance vs. experience, Boston Marathon, Cedric King, guide running, double amputee athlete, business mindset, leadership, ignoring past performance, what's possible
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How to align information with action, not distraction.
Comparison is the thief of joy — and it might be the thing quietly killing your momentum. Joe breaks down why watching competitors, obsessively consuming industry content, and chasing every "squirrel" in your feed can keep you from reaching your own destination. To get where you’re going, you have to know why and how you want to get there.
Key Takeaways:
Why having a vision (not a perfect plan) is the non-negotiable first step in business and healthHow time-bound goals — races, speaking engagements, launch dates — create the pressure that produces real actionThe social media algorithm trap: why consuming content in your own category can deflate you and pull you off course, and a simple but powerful hack to escape the trapWhy looking outside your industry for inspiration beats studying your competitorsThe difference between distraction and inspiration: how to audit your emotional response to what you consumeFor: Entrepreneurs, business owners, brand builders, athletes, and anyone prone to measuring their progress against others instead of their own goals.
Topics: Comparison trap, staying focused, goal setting, time-bound goals, social media distraction, entrepreneur mindset, business strategy, building a brand, joy and motivation, competition vs. vision
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What happens when the life or business you've built becomes the very thing preventing you from growing? In this episode, Joe digs into the hard truth that the things (the co-workers, the business structure, the story about who you are and what you do) that got you to where you are today, may not be what gets you to where you ultimately want to go. From the factory floor to entrepreneurship, from personal bouts of injury and depression, Joe reflects on what he’s learned about radical transformation, and the courage it takes to “burn it down” and build something better, including a story about his friend Ben Mollin who inspired the creation of one of Go Brewing’s first beers.
Whether you're an entrepreneur navigating a critical growth stage, a professional feeling stuck in a career that no longer fits, or someone searching for a personal reset, this conversation will challenge the way you think about success, happiness, and starting over.
What you'll learn in this episode:
Why the team and structure that helped you grow your business may be the very thing holding it back, and how to navigate that transitionHow changing your environment, whether physically or mentally, is often the first and most powerful step toward personal reinventionThe story of Ben Mollin, a reality TV personality turned ultra-marathoner, and what his radical life reset can teach you about happiness and letting go of success that no longer serves youWhy hitting rock bottom (economic insecurity, injury, depression) can become the unexpected foundation for your greatest reinventionHow to recognize when you're being held back by complacency and what it looks like to truly start overTopics Discussed: Business scaling and team building, fundraising challenges, personal reinvention, changing your environment, overcoming adversity, entrepreneurship, mental health and happiness, minimalism, ultra-running and fitness as transformation, craft beer and brand evolution.
See also Joe’s interview with Ben Mollin:
https://open.spotify.com/episode/3CkJJtggnWzg5jH7Dbnwrx?si=75cbc65d480a4761
https://podcasts.apple.com/us/podcast/burn-it-down-with-ben-mollin-of-the-ben-mollin/id1547273354?i=1000535916616
An event with Ben Mollin at Go Brewing on March 7 & 8:
https://gobrewing.com/pages/burn-it-down-x-ben-mollin
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The Alter-Ego Trick To Beat Performance Anxiety
Anxiety can be debilitating whether it manifests as a stutter, a bad attitude or feeling stuck. In this episode, Joe shares how he went from a kid with a stutter to a keynote speaker using a powerful mental technique: creating an alter ego. Learn the persona method Joe used to overcome his anxiety, how he taught his daughter to use it for sports performance, and why preparation and repetition are the real keys to building confidence. This episode delivers actionable techniques for turning fear into your greatest advantage.
Key Takeaways:
How to create an alter ego or persona to shield yourself from criticism and self-doubtWhy modeling charismatic leaders (like Alan Mulally) can transform your confidenceThe power of gradual exposure: speaking to 5 people before scaling to 500How preparation and "doing the work" eliminates anxiety better than any other methodTeaching the alter ego technique to others (real example with Joe's daughter "Brooklyn")Why adversity and struggle in childhood can become your greatest competitive advantageThe importance of iteration and postmortem analysis in any creative or business endeavorKey Topics: Public speaking anxiety, overcoming stuttering, alter ego technique, performance anxiety, building confidence, imposter syndrome, parenting advice for athletes, deliberate practice, entrepreneurship mindset, turning adversity into strength
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How to get the trademark you want and need.
Ready to launch and name your new business? Don't file anything until you listen to this. Veteran entrepreneur Joe Chura shares the complete process for choosing a business name that won't get you sued—from Google searches and domain availability to USPTO trademark filing and protecting your brand equity.
Key Takeaways:
Why Google and GoDaddy aren't enough—the free USPTO search that could save your businessHow to find available business names using NameBoy and trademark class searchesThe phonetic trademark rule that almost cost Go Brewing everythingWhen to hire a trademark attorney (and when you might not need to)Domain names, social handles, and the "confusion test" explainedReal story: navigating trademark challenges and calculated risk-takingWhether you're launching a startup, side hustle, or scaling a brand, learn the step-by-step checklist for securing your business name legally—before you invest in logos, websites, and packaging.
Topics: how to trademark a business name, naming your business, USPTO trademark search, business name availability, domain name strategy, trademark attorney, startup legal tips
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And why taking a lesser valuation might actually accelerate your growth.
Veteran entrepreneur and investor, Joe Chura, breaks down the critical questions every entrepreneur needs to answer before raising capital—and explains why even successful founders get more "nos" than you'd expect.
What you'll learn:
Convertible notes vs SAFEs: Which is better for founders?Angel investors vs venture capital: How to choose the right fitWhy investors bet on founders, not just ideasThe "data story" framework for first-time founders with no track recordWhen to actually take investment (and when to avoid it)Real talk on valuation, dilution, time horizons, and why proving yourself matters more than your pitch deck. Whether you're bootstrapping or ready to raise, this episode reveals what investors are really thinking when they evaluate your business.
For: Startup founders, entrepreneurs seeking funding, business owners considering investment, first-time founders
Topics: Raising capital, angel investors, venture capital, convertible notes, SAFEs, startup funding, founder equity, business valuation, investor pitch
- Visa fler
