Hello and welcome back once again to Hard Knocks! This time we're speaking with Rob Corrao, a man who is not just a business owner, a business founder, but he is also one of the amazing pilots for Angel Flight and tons of other amazing different ways that he donates his time. But one of the key things you should make sure that you listen to is really interesting wisdom never heard anywhere else. Such as, it's not that the 'grass is greener on the other side', but that you aren't spending time watering your own grass. Check this one out.

This time we're talking to Justin Gray, a man who by almost every single factor you could say has lived the American dream. Starting with blue collared work for his dad, to building and selling multiple companies. But we spend time discussing the pieces of wisdom that have driven all of his success and what he's learned from all of his failures. From a near death experience of a bullet missing him by two inches, to him almost accidentally becoming a father. The wisdom that drove everything? “What is your mission and what actually matters to you?”

In this raw episode, we sit down with Jack Hojnar, a wildly successful entrepreneur and longtime friend of John, who rode the dot-com boom, launched companies, and saw them acquired. But true to Hard Knocks style, we dive deep into his struggles—divorce, attempted suicide—and the profound wisdom he gained along the way. From his mantra ‘choose your hard’ to lessons on effectiveness over being right, this episode isn’t for the faint of heart, but it’s truly beautiful.

Meet David Avrin—a former a capella singer with “The Diners” who traded harmonies for a global stage, speaking in 28 countries to teach companies how to create brilliant customer experiences. From his roots as the second of six kids with a rocket scientist dad who photographed Mars, to building a life with his wife, three kids, and two cats. David’s journey is packed with hard knocks and challenges us to “live your dash” between the dates on your tombstone.

Our newest episode out now on all platforms 🎙️⁠ Our close friend Cate has lived with cancer for three decades. In this new episode she shares her remarkable journey and the wisdom gained - from the power of asking for help to being grateful enough to kiss the floor each morning.⁠ Want to make sure you never miss an episode? Or don't have time to for a 2+ hour podcast? Join our newsletter Nuggets of Wisdom. Powerful bite-sized insights and a heads-up whenever a new episode drops! https://hardknocks.beehiiv.com/subscribe ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 📖 Key points in the episode: 00:00:00 Intro 00:02:39 What was Lotus 00:12:29 Why she didn’t want to work for IBM 00:20:25 Start at LAC 00:27:00 Make sure you have a plan 00:43:25 Her Cancer Story 00:56:43 Advice for Other Patients 01:09:40 Lessons Learned 01:31:23 Cate’s Hard Knocks 01:34:28 Outro ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 👥 Credits: Our Guest: Cate North Hosted By: David Fox and John Fox Editors: Maggie Fox ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 🚀 Links for this Episode: Cate’s Cancer Blog: https://stage4living.com/ ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐

Here's our conversation with Perry Marshall, a trailblazer marketing guru now leading the most revolutionary cancer research out there (stage 0 detection).

We talk about the need to be willing to challenge authority, how to find "the bottom of the swamp", the hard (and rewarding) experiences of being an adoptive father, faith, and of course the research his team is doing right now.

"Your #1 job is to find out what your God given formula is"

Want to make sure you never miss an episode? Or don't have time to for a 2+ hour podcast? Join our newsletter Nuggets of Wisdom. Powerful bite-sized insights and a heads-up whenever a new episode drops! https://hardknocks.beehiiv.com/subscribe

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📖 Key points in the episode:

00:00:00 Intro

00:02:17 First seminar, 170 MacBooks

00:21:03 His Dad. Challenging Authority

00:26:10 The Itch

00:44:12 Find the bottom of the swamp

00:50:53 Communications theory

00:56:49 The creative process

01:03:28 Evolution 2.0. Fundamental principles

01:23:03 Adopting a child from China

01:42:36 Cancer research

01:54:56 The Science publishing circle jerk

02:07:46 The Facts and future of Cancer

02:19:10 Find your God given formula

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👥 Credits:

Our Guest: Perry Marshall

Hosted By: David Fox and John Fox

Editors: Maggie Fox

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🚀 Links for this Episode:

Perry's website: https://www.perrymarshall.com/

Perry's Cancer Team: https://reversingcancer.org/

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Here's our conversation with Alexandra Watkins, a professional Namer. She's the woman who gave The Wendy's Baconator its name amongst many other well known brands.

We talk about how she got her start (a Match.com date), why people need to stop taking themselves so seriously, prison penpals and a boat mutiny, and why we all need to have more fun and make people smile.

Want to make sure you never miss an episode? Or don't have time to for a 2+ hour podcast? Join our newsletter Nuggets of Wisdom. Powerful bite-sized insights and a heads-up whenever a new episode drops! https://hardknocks.beehiiv.com/subscribe

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📖 Key points in the episode:

00:00:00 Intro

00:01:09 Match.com date to professional namer

00:15:39 Why be a namer?

00:21:45 Working at 7/11

00:30:18 Find who is doing what you want to do

00:37:20 Eating JIF during a boat mutiny

00:52:48 Her Mom

00:59:08 Prison penpals

01:10:00 Break the rules. Make people smile

01:21:43 Baconator and her naming process

01:34:26 Advice on writing a book

01:45:20 Elon Musk's baby. Don't take yourself so seriously

01:54:33 Love your name award

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👥 Credits:

Our Guest: Alexandra Watkins

Hosted By: David Fox and John Fox

Editors: Maggie Fox

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Time for another episode of Hard Knocks! This time we have Dennis Yu, one of the most hard working, analytical, knows how to have fun, and well read people I know.

Here's some sneak peeks of things we chat about:

1. His tenacity in going from being bullied as a child for not speaking English well, to reading 8+ hours a day and representing California in the National Spelling Bee. He's also now read over 4500 books

2. The importance of mentorship and how to TRULY teach others by example. Something we've lost in this day and age

3. His goal of creating 1 million jobs in Pakistan by 2027

4. The importance of sharing your gifts with the world

5. How to find a good coach. Spoiler: Make sure you're coachable

Want to make sure you never miss an episode? Don't have time for long videos? Join our list where we keep you up to date and send you compressed versions of pieces of advice our guests share! https://hardknocks.beehiiv.com/subscribe

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📖 Key points in the episode:

Coming Soon!!

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👥 Credits:

Our Guest: Dennis Yu

Hosted By: David Fox and John Fox

Editors: Maggie Fox

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Most of us know Marty for the creation of the music behind Halo, but there's so much more to his story that never gets told...

1. His history being a jingle writer

2. How his entire recording studio burned down to the ground

3. Weaseling his way into working on Riven, and eventually Halo. So much so that eh gained a mascot... The Ytrem (yeah the episode title means something!)

It's all of his stories he shares that gives true meaning to advice like "Don't be afraid" and "What's the worst that could happen?". I'm sure after listening in, those phrases you've heard countless times will have much more meaning and be far more actionable than ever before.

Want to make sure you never miss an episode? Don't have time for long videos? Join our list where we keep you up to date and send you compressed versions of pieces of advice our guests share! https://hardknocks.beehiiv.com/subscribe

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📖 Key points in the episode:

Coming Soon!!

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👥 Credits:

Our Guest: Marty O'Donnell

Hosted By: David Fox and John Fox

Editors: Maggie Fox

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Ever wonder what happens when you mix a restless spirit, a donated kidney, and a dash of mountain man dreams? Find out in our latest Hard Knocks episode featuring the one-and-only Chris Sullivan! We're talking:

1. Chemistry degrees leading to ski slopes (because why not?)

2. How losing an "angry kidney" can make you a happier person

3. Parenting through adversity: Supporting your child's independence during a health crisis

4. The wisdom of "don't sweat the small stuff" and why it matters more than you think

5. Turning restlessness into a superpower: Chris's secret to success in sales and life

6. The art of slowing down to speed up in a fast-paced world

Warning: This episode may cause sudden urges to climb mountains, reassess your priorities, or rethink your definition of success!

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📖 Key points in the episode:

Coming Soon!!

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👥 Credits:

Our Guest: Chris Sullivan

Hosted By: David Fox and John Fox

Editors: Maggie Fox

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Another episode of Hard Knocks, this time with some harder hitting topics we might get some disagreeing opinions on! Tune in to learn about:

1. How your website is not, and should not, be a destination for your customers. You're doing it wrong

2. The best way to work with a designer and fellow creatives to get the best output

3. How to avoid jumping from job to job like many marketers do, and end up as the secret weapon of the sales team

Hope you enjoy, because I sure did!

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📖 Key points in the episode:

00:00:00 Intro

00:02:39 Your Website Is Not a Destination for Your Customers

00:22:44 How To Properly Work With a Designer

00:38:13 How To Be the Secret Weapon of the Sales Team

00:48:47 Closing and Recap

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👥 Credits:

Writers: David Fox and John Fox

Editors: Maggie Fox

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We're back again! This time talking about some wisdom John and David have learned over the years as it comes to networking. Looking for a quick summary? Sure why not: 1. The best way to start a conversation with someone new 2. A great question to ask at the end of a meeting that will bring you some of the most brilliant connections you can imagine 3. Using props to break the ice 4. Some tips about business cards... ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 📖 Key points in the episode: 00:00:00 Intro 00:01:38 Don't ask what you do. Ask where you get your energy 00:15:48 Who are you meeting? Dress to match the part 00:25:49 Using props to break the ice 00:32:39 Who is someone I ought to know but don't 00:39:59 Beware digital business cards 00:50:16 Closing notes ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 👥 Credits: Writers: David Fox and John Fox Editors: Maggie Fox ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐

So how do you sell and market a product or service through its entire lifecycle? From the inception of an idea, to selling it for the first time, and then making sure it continues to grow.

On this episode of Hard Knocks, get into how marketing SHOULD work when it comes to new ideas and services, the THREE questions you NEED to know, and the TWO questions you need for brilliant customer research.

So sit back and enjoy everyone, it's another treat.

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📖 Key points in the episode:

00:00:00 Intro

00:01:47 The First Hard Knock

00:14:03 The Three Questions You NEED To Know

00:36:38 The TWO Questions for Brilliant Customer Research

01:08:33 Summary of the Episode

01:11:00 Closing Questions

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👥 Credits:

Writers: David Fox and John Fox

Editors: Maggie Fox

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Welcome back everyone! John and David are back once again to share more Hard Knocks they've learned along the way... so you can save yourself those cuts and bruises. This time they've got three in particular they dive deep into:

1. You Need a Looks-Like Works-Like Demo

2. The Two Most Important Questions in Business and Life

3. The Only Questions You Need on a Lead Form

So sit back and enjoy... especially for that second one on the list.

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📖 Key points in the episode:

00:00:00 Intro

00:01:42 You Need a Looks-Like Works-Like Demo

00:07:18 The iPhone Was a Looks Like Works Like Demo

00:10:35 Taking an Idea to a Full on Demo

00:12:05 It Works Digitally As Well

00:18:23 The Two Most Important Questions in Business and Life

00:26:18 Ask: What Happens When Something Goes Wrong?

00:37:49 The Only Questions You Need on a Lead Form

00:42:30 What Drove You To Look for a Solution to This Problem Today?

00:48:25 Actually Submitted Form Responses

00:57:50 Recap and Wrapup

00:59:10 David Asks John

01:01:15 John Asks David

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👥 Credits:

Writers: David Fox and John Fox

Editors: Maggie Fox

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Join us this time as David and John talk about the importance of OWNING your assets and the dangers of not learning about KEY and RELATED parts of your job.

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📖 Key points in the episode:

00:00:00 Intro

00:01:31 Hard Knock 1: Not owning your assets

00:02:11 Stark Industries didn't own their website

00:07:30 Productivity Point didn't own them either

00:09:14 Durendal owns none of their advertising

00:15:08 When you don't own your assets… you recreate them

00:18:00 Avoid single points of failure

00:20:30 Vendor Lock

00:22:25 Lack of Accountability

00:23:35 Fix 1: Formal Ownership Agreements

00:26:16 What is a Letter Agreement

00:27:28 Fix 2: Google Shared Drive Hack

00:29:15 Fix 3: Get all your code inside of github

00:31:38 Digital Asset Management System

00:33:48 Fix 4: Data Governance

00:36:57 Hard Knock: Not knowing how key parts of your job work

00:42:50 For those of you in operations

00:44:45 More examples!

00:49:20 You minimize the value that other people provide

00:53:33 Fixing the problem

01:05:45 David Asks John

01:10:10 John Asks David

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👥 Credits:

Writers: David Fox and John Fox

Editors: Maggie Fox

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We get a deep in the weeds running through why many businesses NEED a channel partner program and what they're missing out on, and then hear David rant for quite a while on why GOOD data is necessary for businesses to be curious and how having such a lack of GOOD data has been the death of curiosity for many. And don't worry, there are plenty of stories along the way! Just look, there are 26 timestamps below! ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 📖 Key points in the episode: 00:00:00 Intro 00:02:02 Zaptron labs didn't have a channel partner program 00:11:50 No Program means you lose control of your brand 00:16:41 Company Customer Gap 00:18:20 Sales people like partner programs and process 00:19:08 How to start building a partner program 00:24:54 John's experience of no brand consistency 00:27:50 You don't know what you don't know 00:33:18 Baby step for finding out if you can afford one 00:35:06 How to find the stuck leads 00:38:14 The most valuable thing for a sales person 00:40:31 Hard Knock 2 - Not collecting the right data 00:41:49 Stark Industries not having data 00:43:43 You need a sense of "what feels right" 00:46:36 What is needed to be curious 00:51:02 David's golden question and creed 00:53:50 Marketing is all about communication 00:55:08 No data? You fall prey to your assumptions 00:58:58 First steps to fix bad data 01:01:59 The second step 01:03:25 Segmenting your data is what make it powerful 01:06:40 Build a basic dashboard as a test run 01:10:19 John's Q to David - Why didn't Stark do it? 01:15:04 David's Q to John - Most successful partner program 01:18:44 Bonus question - Why do employees truly leave? 01:21:55 Closing ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 👥 Credits: Writers: David Fox and John Fox Editors: David Fox ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐

Welcome to another episode of Hard Knocks. This time John and David tell stories of business failures stemming from not visiting customers and having not defined sales process. And filled with tips along the way for how you can "right the ship" if you feel like someone they're describing. ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 📖 Key points in the session: 00:00 Intro 01:30: Hard Knock 1: Not Seeing Customers 03:38 Company Customer Gap 08:41 Where Competition Grows 10:52 Best Metrics To Detect Cracks 13:00 Quick Hack to Seeing Customers 15:30 Trade Shows Are a Great Way To See Customers 18:36 Creating a Customer Forum 25:45 Customer Research 29:40 Don’t Be Beholden to Your Sales Team 30:40 Hard Knock 2: No Sales Process 34:12 What Is a Sales Process? 36:30 Its To Help Put Together a Forecast 41:01 Makes It Easier To Scale 42:15 You Can Find Out Whats Wrong in Your Sales Process 43:31 Stuck Deals 47:00 Getting Started. What Is a Sale?? 54:28 Using a Process Like TREK 59:22 Keeping Sales People on the Process 1:06:24 Question for John 1:09:24 Question for David 1:16:07 Best Question in a Job Interview 1:17:03 Closing ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 👥 Credits: Writers: David Fox and John Fox Editors: David Fox ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐

In this episode of Hard Knocks, David and John discuss how critical it is to have a follow-up plan when you go to a trade show, in addition to why you NEED to know the LTV of your customers. Join as they discuss stories of the failures they've experienced and how they overcame them. ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 📖 Key points in the episode: 0:00 Intro 7:39 Not Having Good KPIs 10:29 Good Followup Plan Starts Before It Ends 14:29 No Postmortems 18:43 Great Booth Space for a First Time Exhibitor 21:31 Lifetime Value of Your Customers 29:14 Finding Hunter Dogs and Their Importance 31:28 Helps Measure Your Sales People 32:45 Getting Instant Feedback for Advertising 37:20 Get Every Lead From Your Partners 42:15 the Number One KPI for a Trade Show 46:45 Whats the Future for People Like Copywriters? 55:08 Closing ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐ 👥 Credits: Writers: David Fox and John Fox Editors: David Fox ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐