• 03:15 Joe’s Story and his Why
• 10:38 Service business and Software business
• 13:55 Finding the right pain points to solve and understanding the marketing angles
• 15:42 The need for a USP that makes a splash so you’re not a “me too”
• 20:55 Big takeaway: stay focused on serving the same tribe
• 22:16 Big takeaway: go deeper with your customers
• 24.40 Building systems & processes so you can keep inventing as an entrepreneur
• 26:03 A process to role out a new offer
• 34:00 Q&A