2015 Chicago Marathon. Mile 13. I’m flying—feeling like I could run forever. Heart surgery, back surgery, barely able to stand a decade before, and here I am crushing it. Then I see the sign: NOT ALMOST THERE.
Everything changed. Heavy legs. Cramping. Mental breakdown. I barely finished what started as my best race ever.
That sign broke me, but it also built me. Southside Chicago kid who studied for 15 seconds between building cars on the assembly line. Graduated in 5 years. Built companies. Sold two. 800 employees. Young father at 20 who figured it out as I went.
I’ve spent 50+ episodes of Not Almost There interviewing experts, and now my cohost and I are diving deeper into the conversations that matter most. We dig into what it really takes—in business, branding, health, life. No fluff. Real talk about building something that matters while the clock’s ticking.
Whether you’re running your first mile or your hundredth company, we’re here to help you go the distance.
Because almost there isn’t good enough.
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2015 Chicago Marathon. Mile 13. I’m flying—feeling like I could run forever. Heart surgery, back surgery, barely able to stand a decade before, and here I am crushing it. Then I see the sign: NOT ALMOST THERE.
Everything changed. Heavy legs. Cramping. Mental breakdown. I barely finished what started as my best race ever.
That sign broke me, but it also built me. Southside Chicago kid who studied for 15 seconds between building cars on the assembly line. Graduated in 5 years. Built companies. Sold two. 800 employees. Young father at 20 who figured it out as I went.
I’ve spent 50+ episodes of Not Almost There interviewing experts, and now my cohost and I are diving deeper into the conversations that matter most. We dig into what it really takes—in business, branding, health, life. No fluff. Real talk about building something that matters while the clock’s ticking.
Whether you’re running your first mile or your hundredth company, we’re here to help you go the distance.
Because almost there isn’t good enough.
How Our Business of Inclusion Accidentally Excluded Most Potential Customers
GO with Joe Chura
13 minutes
1 week ago
How Our Business of Inclusion Accidentally Excluded Most Potential Customers
Signaling the opposite of what we were known for increased our overall sales, but why?
Would you rather be 1 of 5 businesses in your category, or 1 of 10,000? The answer surprised Joe and revealed a way to hack deep-seated customer psychology that transformed a key segment of his start-up business and expanded our total addressable market. Not only did the change drive sales and enable the business to scale, but it reduced staff anxiety, energized the customer experience, and established a partnership with a would-be competitor.
Key Questions and Take-Aways:
- Is your market differentiator too isolating? Your unique identity, may be too unique for the market you need to grow your business.
- What good is acting inclusive if you’re signaling service to only a small customer base? Do more good by being relevant to more people.
- How can solving operational issues to scale your business also mature your brand’s identity as the business grows? Treat customer awareness like an inventory resource.
- What happens when you see other businesses in your space like your customers do: not as competitors but as complements? (Hint: growth in new markets.)
GO with Joe Chura
2015 Chicago Marathon. Mile 13. I’m flying—feeling like I could run forever. Heart surgery, back surgery, barely able to stand a decade before, and here I am crushing it. Then I see the sign: NOT ALMOST THERE.
Everything changed. Heavy legs. Cramping. Mental breakdown. I barely finished what started as my best race ever.
That sign broke me, but it also built me. Southside Chicago kid who studied for 15 seconds between building cars on the assembly line. Graduated in 5 years. Built companies. Sold two. 800 employees. Young father at 20 who figured it out as I went.
I’ve spent 50+ episodes of Not Almost There interviewing experts, and now my cohost and I are diving deeper into the conversations that matter most. We dig into what it really takes—in business, branding, health, life. No fluff. Real talk about building something that matters while the clock’s ticking.
Whether you’re running your first mile or your hundredth company, we’re here to help you go the distance.
Because almost there isn’t good enough.
