In this episode, we dismantle the myth that market research requires big budgets or third-party consultants. Instead, Joe breaks down a founder-tested approach to validating ideas using nothing more than a spreadsheet, common sense, and hard-earned insight.
We walk through:
-
Why you don’t need fancy market research to validate your idea—just your brain and Google.
-
How to use pricing data and margin math to identify viable product opportunities.
-
The crucial decision between co-manufacturing vs. in-house production and its long-term implications.
-
Why subscriptions can be a game-changer, and how Go Brewing built its recurring revenue from day one.
-
The overlooked cost of customer acquisition and why owning your data (email, SMS) trumps retail or Amazon-only models.
-
How products like Jolie and Liquid Death disrupted legacy categories by reframing formats and lifestyle positioning.
-
The reality of building something ahead of its time—including the lonely early days of Go Brewing’s non-alcoholic taproom.
-
A candid take on why great product > great marketing—you can’t market your way out of mediocrity.
The takeaway? You don’t need permission or perfection to start—you need proof. And you can get that by doing the work yourself before hiring or scaling.
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by Audiochuck Media Company.
The Brothers Ortiz
The Brothers Ortiz is the story of two brothers–both successful, but in very different ways. Gabe Ortiz becomes a third-highest ranking officer in all of Texas while his younger brother Larry climbs the ranks in Puro Tango Blast, a notorious Texas Prison gang. Gabe doesn’t know all the details of his brother’s nefarious dealings, and he’s made a point not to ask, to protect their relationship. But when Larry is murdered during a home invasion in a rented beach house, Gabe has no choice but to look into what happened that night. To solve Larry’s murder, Gabe, and the whole Ortiz family, must ask each other tough questions.