⏱ 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

[00:00:00] Intro – Andrew sets up the conversation: sales reluctance, AI, and CRM evolution
[00:00:47] Steli explains Close's positioning: high-communication CRM for salespeople
[00:01:41] Revenue milestone: Close is on track to hit $50M this year
[00:02:36] Bootstrapping vs. fundraising: why Close chose profitability over VC
[00:04:01] Why staying small and focused is their competitive advantage
[00:04:51] Competing with giants: don’t out-fund, out-focus
[00:05:31] The power of saying no and maintaining a narrow product scope
[00:06:52] Product-led growth: Close doesn’t rely on integrations to win customers
[00:07:48] Focusing on deep communication use cases sets Close apart
[00:08:51] Why they resist chasing enterprise customers
[00:09:30] Andrew compares this strategy to ClickUp’s broader, less focused model
[00:10:10] Saying no to tempting opportunities to stay true to the customer
[00:11:35] AI as an accelerant for focused companies with strong opinions
[00:13:05] Close’s AI vision: sales inbox automation and no lead left behind
[00:14:44] Andrew’s “AI wrapper” idea — simple products that succeed by layering AI
[00:16:28] The future of software: niche-focused, AI-powered tools
[00:17:23] AI changes what it means to “build” a product
[00:18:06] Steli warns against the belief that product alone drives success
[00:18:53] Sales is often the missing piece in failed startups
[00:20:32] Don’t dismiss simple wrappers — execution matters more than ideas
[00:21:18] Close monitors product-market fit actively — it’s always shifting
[00:22:24] VoicePen example: AI product evolution from wrapper to workflow
[00:23:48] Talking to customers weekly keeps Close grounded
[00:24:35] Andrew presses on how to extract value from those calls
[00:26:07] The real problem: most people aren’t willing to talk to customers
[00:26:52] From agency to SaaS: how Close transitioned from services
[00:28:18] Steli’s warning: don’t jump too quickly from services to product
[00:30:32] Andrew asks for Close's best sales tactics
[00:31:38] Speed matters: follow up within minutes, not days
[00:32:57] Long-term follow-up wins deals — even 6 years later
[00:34:50] Why Close built high-quality, technical customer support
[00:36:00] Trust is built through understanding real customer problems
[00:37:01] Steli shares the Close.com domain story — persistence paid off
[00:38:33] Final thoughts: $50M revenue and still just getting started

[00:00:36] Intro: ChatGPT as a traffic driver and Chirag’s early insight
[00:01:48] Revenue Numbers and Profitability of Taco
[00:02:24] Personal investment strategy and non-AI assets
[00:03:36] How Chirag uses AI agents to replace writers and boost efficiency
[00:05:42] What makes Taco a true AI-powered agency
[00:07:03] Tracking brand rankings inside ChatGPT and Perplexity
[00:08:33] Tools used to measure AI visibility and rankings
[00:09:18] How to rank higher in AI search engines like GPT and Perplexity
[00:10:30] Paid placement strategies in high-authority sites to boost AI visibility
[00:11:06] Why AI search traffic converts better than Google
[00:12:36] Chirag’s backstory: discovering SEO through Neil Patel and Mixergy
[00:14:15] Cold-emailing Neil Patel and landing a $10K/month contract
[00:15:27] Lessons from working with Neil and getting exposure to high-performers
[00:17:06] Transitioning to CMO at Medley and moving into healthcare marketing
[00:18:36] Failed Facebook campaigns and what really worked to reach doctors
[00:22:39] Medley’s collapse and fraud charges against executives
[00:25:21] Leaving Medley to care for his mom during cancer treatment
[00:26:06] Why Chirag founded Taco based on gaps he saw in SEO agencies
[00:27:54] Belief that search is changing—not dying—with rise of LLMs
[00:28:48] Re-embracing SEO as a valuable, evolving skillset
[00:30:00] Getting first customers through referrals and agency partnerships
[00:32:06] Using relationships to close deals instead of competing on services
[00:33:00] Discovering Mutual Intro from Jesse’s post and seeing results
[00:34:57] Why he needed a repeatable customer acquisition system
[00:36:00] Cold outreach stories from college and early networking
[00:37:30] Setting up Mutual Intro infrastructure with just 2 people
[00:39:27] Becoming systems-oriented and building processes
[00:41:42] Joining the sales accelerator and breaking down the ROI
[00:42:54] Generated nearly $1M in run-rate revenue from Mutual Intro alone
[00:43:03] Future of AI search vs. Google’s market position
[00:45:09] Why Google can’t rush into full AI interface without risk
[00:47:06] Search behavior is fragmenting—more room for new players
[00:48:27] Why now is a land grab moment in AI search optimization
[00:49:21] SEO history repeating in the age of LLMs
[00:49:57] Organic optimization matters more than ever in AI-led search
[00:50:42] Closing thoughts and Taco’s vision moving forward

[00:00:00] Quick Montage (Growth, Grit, Vision, Revenue, Meaning of 1440)

[00:00:36] Intro: Why 1440 is Different

[00:01:48] Revenue Numbers and Profitability

[00:02:24] How They Funded Without Venture Capital

[00:04:48] How Big Can an Email Newsletter Get?

[00:05:15] Why They Ignored Advice to “Go Niche”

[00:06:09] 1440’s Thesis: Inch-Deep, Mile-Wide for the Intellectually Curious

[00:08:24] Tim’s Previous Startup: When in Rome (Failure Story)

[00:11:15] Lessons on Unit Economics and Why When in Rome Failed

[00:15:09] Why Email Newsletters Are Such Great Businesses

[00:16:03] Inspirations: Sam Parr, Morning Brew, and the Hustle

[00:18:45] Launching to 78 Friends and Family

[00:20:06] Early Product Market Fit Signals

[00:21:45] Feedback: Why They Removed Pictures from the Newsletter

[00:24:00] Hiring Timeline: When They Brought in Their First Editor

[00:25:48] Drew’s Grit: Waking Up at 4AM to Write

[00:26:51] First $100K in Revenue: Growth Strategy and Milestones

[00:29:15] Current Growth: 300K Subscribers/Month, 50% Retention

[00:31:39] Economics: Revenue Per Email Open

[00:32:06] Comparing Broad vs. Niche Newsletter Strategies

[00:35:33] Why 1440 Focused on One Product (Until Now)

[00:39:00] Scaling Discipline: Lessons from Private Equity

[00:42:09] No Layoffs, High Revenue per Employee, Control Through Bootstrapping

[00:43:30] New Product Launch: Knowledge Platform (Topics)

[00:46:57] The Vision: Human-Curated Knowledge vs AI

[00:49:30] Meaning Behind the Name "1440"

[00:49:48] Closing Thanks

[00:00:00] Introduction
[00:00:45] Early Adoption of Generative AI & GitHub Copilot
[00:01:30] Discovering How Code Comments Improve AI Suggestions
[00:02:33] Skepticism About AI Hype & Fear of Being Left Behind
[00:04:03] Seeing a YouTube Tutorial That Unlocked Building a RAG Agent
[00:05:06] Building His First Agent in One Week (and Feeling “Bad at AI”)
[00:07:03] From 1 Agent to 4 Agents, Focusing on Small Single-Purpose Tools
[00:08:15] Live Business Use Case: The “Mutual Intro” AI Agent
[00:09:45] Benefits of Ranking Contacts & Saving Significant Human Time
[00:11:15] Attempt to Build a Large, All-In-One Agent & Its Failures
[00:14:03] Compounding Error With Multi-Step AI Workflows
[00:16:57] Conclusion: Why Single-Purpose Agents Work Better
[00:18:18] Expanding Into LinkedIn Sales Nav & Automated DMs
[00:19:48] N8n as the Core Platform (Open-Source Alternative to Zapier/Make)
[00:21:09] Future Vision & “Agent That Builds Agents” Dream
[00:21:45] Potential for Buying Businesses & Training Their Teams on AI
[00:22:21] “SaaS Is Dead” – Emphasis on Highly Customized AI Tools
[00:23:51] Possibility of an AI Course or Accelerator for Nontechnical Builders
[00:25:12] How Nontechnical People Often Adopt AI Faster Than Engineers
[00:26:33] Who Should Reach Out About AI (Sales/Support/Small Agencies)
[00:27:36] Adam’s Email & Looking Toward Future Products/Services
[00:28:12] Andrew’s Wish for an AI-Generated First Draft from Transcripts
[00:28:45] Adam’s 4-Step Method for Summarizing Calls & Extracting Stories
[00:30:27] Closing Remarks & Plan to Continue Updates Based on Audience Feedback

[00:00:00] Intro & Evolving Work Relationship
[00:01:03] Balancing Andrew’s Creative Side vs. Business Demands
[00:02:06] Integrating Different Approaches from Teammates
[00:02:33] Identifying and Staying in Your “Zone of Genius”
[00:04:03] Tasks That Energize vs. Tasks That Drain
[00:05:06] Struggle With First Drafts & Delegation
[00:06:09] Committing to Genius vs. Excellence
[00:07:12] “Heroing” & Taking 100% Responsibility
[00:09:36] Asking for Help Without Overburdening Others
[00:12:18] Intermittent Fasting & Energy Management
[00:13:57] Drive to Prove Oneself & Self-Awareness
[00:17:06] Pinpointing Andrew’s True Strengths
[00:19:03] Jesse’s “Themed” Workdays & Finding Balance
[00:24:00] Considering Bigger Moves: M&A vs. New Startups
[00:29:18] AI Opportunities & How to Experiment Quickly
[00:32:15] Jesse’s Investment Approach & Personal Finances
[00:38:00] Shifting Mindset From Scarcity to Abundance
[00:40:09] “Die With Zero” & Rethinking Spending
[00:44:09] Wrapping Up & Final Reflections