⏱ Episode Breakdown
00:00 – Andrew questions the real value of being on a board
02:00 – Jesse’s framework: people, impact, learning, and comp
04:00 – The unique story of Schnucks: family values and $4B scale
06:00 – What makes a board seat “worth it” for Jesse
08:00 – How he ended up on the Schnucks board
09:00 – The role of impact in Jesse’s decisions
11:00 – Mistaking board work for operational work
12:00 – A pivotal moment: “You think in a way none of us do”
13:00 – Desired Future State (DFS) and shifting legacy companies
14:00 – What Jesse learned from the Festival Foods acquisition
16:00 – The Boomerang Principle & culture as a daily habit
18:00 – Why having kids at home is the most finite resource
19:00 – Business never stops—even at 70+
21:00 – Why grocery hasn’t been fully rolled up (yet)
22:30 – What's happening at Gateway X behind the scenes
23:30 – Jesse’s goal: build an AI-focused startup studio in St. Louis
25:00 – The talent challenge: how to attract builders to the Midwest
26:30 – Borrowing ideas from South Park Commons and Brickyard
28:00 – “My only dogma is no dogma”: bootstrapping vs. seed-strapping
29:30 – Why Jesse doesn't feel like a fraud when changing direction
30:30 – The deep commitment to St. Louis and building there
32:00 – Closing: unapologetically building the thing that only you can

In this episode, Jesse and Andrew go deep on something unexpected: what it’s really like to sit on the board of a $4B+ grocery company—and why Jesse said yes.

It turns into a powerful conversation about board dynamics, generational leadership, family legacy, the nature of impact, and Jesse’s renewed mission to attract startup talent back to cities like St. Louis. They also touch on ego, post-exit motivation, and why some founders never stop building.

Whether you're a founder thinking about joining a board, building something meaningful in a smaller city, or wondering what “impact” actually means, this one hits home.

🎧 Highlights:
[00:00:00] Why build your own AI writer instead of using existing tools
[00:02:15] The dream of never writing social posts again
[00:03:36] “Software is no longer generic — it’s bespoke”
[00:06:18] Excel as the original custom-software platform
[00:08:42] How Excel models run billion-dollar deals
[00:10:39] The rise of low-code and AI-generated workflows
[00:13:30] Why generative AI is the missing layer Excel never had
[00:14:45] LLMs as amplifiers — the new power stack
[00:18:54] The risks and trade-offs of AI-built tools
[00:19:57] SaaS vs. services — who wins in the new AI supply chain
[00:24:00] The coming shift to voice-first computing
[00:26:30] Why most AI tools still suck — and how to fix that
[00:29:00] The plugin future of AI — small tools that amplify human workflows
[00:33:00] “This time it really is different” — the pace of AI adoption
[00:35:15] Building AI-first companies in the Midwest
[00:36:09] Why AI will redefine marketing and discovery
[00:39:00] From websites to zero-click experiences — the new internet economy
[00:40:21] The long runway for AI transformation

In this Bootstrapped Giants conversation, Jesse Pujji, Andrew Warner, and Adam Brakhane explore how artificial intelligence is transforming the way companies build and use tools. They discuss why the next wave of billion-dollar companies will focus on custom agents, not generic apps — tools designed for a single person or business — and how this shift will upend everything from marketing to operations.

[00:00:00] Intro – Jesse hints at a personal and professional transition
[00:00:27] Jesse’s life update – spiritual journey and post-Japan reflection
[00:01:30] The Motorboat vs Sailboat leadership metaphor explained
[00:02:51] Internal conflict: fear of letting go and team dependency
[00:04:03] Overwhelm from managing multiple businesses – “a company per day” schedule
[00:04:48] Inspiration from a friend who only talks to CEOs – true sailboat mode
[00:05:24] Every leader needs both motorboat and sailboat energy
[00:06:09] Andrew’s emotional reaction to Jesse pulling back from involvement
[00:07:12] Jesse’s evolving role – from fractional president to clearing Slack overload
[00:08:15] What Jesse wants to focus on – coaching vs tactical work
[00:09:18] “Mommy-daddy” problem in leadership dynamics at GA
[00:10:03] Is Jesse not accepting who he’s becoming?
[00:10:39] Jesse reflects on the hard realities of running vs starting a business
[00:11:06] What Jesse means by “spiritual journey” – internal clarity and awareness
[00:13:03] Who are we, really? Jesse and Andrew dig into identity beyond thoughts and the brain
[00:15:27] Oneness, awareness, and spirituality as a form of leadership grounding
[00:18:09] Life as a game – avoiding suffering over Monopoly money
[00:19:48] How spiritual growth translates into business decision-making
[00:20:33] Trusting energy and intuition over rigorous logic
[00:21:36] Jesse clarifies: it was always about coaching and enabling others
[00:23:15] Why being a coach’s coach still leads to high standards and performance
[00:24:00] How Jesse arrived at this realization: stripping away attachments (e.g., to money)
[00:25:57] Embracing spaciousness and presence over busyness
[00:27:18] What sailboat leadership looks like in practice
[00:28:39] Letting go of calendar-driven validation – the need for quality over quantity
[00:29:42] Andrew tests the sailboat approach – does less structure work?
[00:30:27] Jesse: “You're still in motorboat mode” – rethinking performance metrics
[00:31:12] Sailboat success story: Growth Assistant took the least time, performed the best
[00:32:33] More involvement ≠ more success – Bootstrap Giants vs Growth Assistant
[00:33:00] Jesse still applies “more is more” at home, even if not always leading
[00:34:03] “I need a software update” – Jesse wants to rewrite his operating model
[00:35:06] Build the person in public – mirroring business transparency with personal evolution
[00:36:18] Jesse constantly experiments and iterates – calendar overhaul as an example
[00:37:30] “Here's my latest experiment” – documenting leadership evolution in real time
[00:38:06] Noticing energy loss and making adjustments is key
[00:39:00] Trusting that pulling back may help the business more than staying involved
[00:39:45] Sailboat experiment with John Oberlander – abdication or setup?
[00:40:21] Will Jesse write more about this evolution? Probably – he’s thinking it through
[00:40:48] Andrew reflects on how Jesse’s fear prompts clarity in others
[00:40:57] Outro – Honest vulnerability, evolving leadership, and thanks