Ep. 3: The Face of Wireless — Finding Your Customer in a Noisy Market

In this episode of Telgoo5 Talks, Stuart Chowning sits down with PureTalk’s Chief Strategy Officer, Will Curry, for a deep look at one of the most successful customer-segmentation models in the wireless industry.

Instead of competing on price or unlimited plans, PureTalk built its entire growth engine around a single customer avatar—“Hank.” From conservative talk radio to U.S.-based customer service to a powerful partnership with TV personality Mike Rowe, Will shares how defining their audience with absolute clarity transformed the company’s trajectory.

They discuss:

• Why PureTalk abandoned “market to everyone” and focused on one clearly defined customer

• How conservative talk radio became their most powerful acquisition engine

• The role of values, trust, and authenticity in driving subscriber growth

• The impact of brand-aligned partnerships, including PureTalk’s work with Mike Rowe

• What “Hank Jr.” means for the future and how to evolve with changing audiences

• Why MVNOs must stop competing on price and start competing on identity

Whether you’re an MVNO operator, a marketer, or simply curious about the business of wireless branding, this episode reveals why putting a face to your customer may be the strongest growth lever you have.