GO with Joe

Can ChatGPT count the Rs in "strawberry"? Joe Chura tests ChatGPT, Google Gemini, and Claude AI with one simple question—and the results expose a dangerous pattern in how AI tools handle mistakes and how business leaders need to validate authority while integrating new technologies into their operations for essential gains in productivity.

If AI can confidently contradict even the Dictionary, how do we make decisions when the tools we trust are simultaneously brilliant and persuasive? The strawberry test raises an uncomfortable question: If AI confidently references sources while giving wrong information, how do you know when to trust it with financial models, spreadsheet calculations, or business decisions?

Though he built and sold two businesses for over $200 million, Joe shares how he still suffered from imposter syndrome and the Fortune 500 Boardroom moment that transformed his mindset about self-doubt, the value of experience and the actions he takes to keep learning (even from his interns).

Key Takeaways:

Why New Year's Resolutions Fail & How to Actually Achieve Your Goals

Tired of abandoning your New Year's resolutions by February? Discover why traditional goal-setting doesn't work and learn a proven framework that actually sticks.

In this episode, Joe breaks down:

Learn why choosing a concrete outcome (like training for a race) beats vague intentions (like "get healthier") every time. Whether you want to lose weight, start a business, save for a dream vacation, or tackle a physical challenge, this approach transforms motivation into discipline.

Perfect for anyone who's struggled with New Year's goals, wants to build better habits in 2026, or needs a fresh perspective on personal development and goal achievement.

The CPG Strategy that Took Go Brewing from Online to Costco

Joe breaks down his strategic approach to building a CPG brand across multiple sales channels. Learn why the order matters—from your own Shopify storefront to Amazon to retail shelves—and how to build a compelling "data story" that opens doors with retailers. Discover the pros and cons of each platform, from FBA vs FBM on Amazon to native shopping on TikTok Shop and ChatGPT, and why getting product into customers' hands is its own kind of marketing.

For entrepreneurs, marketers and sales leaders seeking to build a powerful “data story,” improve repeat purchase rates, use cross-channel insights, and understand which platforms to prioritize first. 

Readiness is a myth. When most people wait, entrepreneurs just start. Is this reckless, or a competitive advantage?

Joe reflects on several pivotal moments when he wasn't ready, but still pushed forward and built the fastest growing brewery in the country. From building a product with no previous experience to developing brand perception and advertising campaigns that are about more than awareness to launching in-store with one of the most esteemed retailers in the world (hint: think about what THEIR goals are), Joe shares lessons for entrepreneurs and business leaders that will help unlock growth potential by changing your mindset to prioritize momentum. Stop waiting and start going.

THC drinks: 1 year till prohibition?

A provision in the legislation that ended the federal government shutdown will close the loophole in the 2018 Farm Bill that allowed for hemp-derived THC and CBD products to become a $30 billion industry. This could destroy businesses like Easy Man, one of the very first non-alcoholic beers that is micro-dosed with THC and CBD, and Craftsmith, a contract beverage manufacturer that serves this growing industry. But the threat of prohibition is actually an opportunity for regulation that would supercharge the industry.

Whether you're one of the tens of millions of Americans who use hemp-derived THC-CBD products, or a business operating in the space, this timely episode gives critical perspective to this sudden change from an industry insider, including:

Signaling the opposite of what we were known for increased our overall sales, but why?

Would you rather be 1 of 5 businesses in your category, or 1 of 10,000? The answer surprised Joe and revealed a way to hack deep-seated customer psychology that transformed a key segment of his start-up business and expanded our total addressable market. Not only did the change drive sales and enable the business to scale, but it reduced staff anxiety, energized the customer experience, and established a partnership with a would-be competitor. 

Key Questions and Take-Aways:

Candid Career Advice that Every Business Student Should Hear Right Now

College debt has grown by 43% in the last decade, but another investment metric that young people in the early stages of their careers need to consider is time. How are you spending it to get the education you need to reach your goals? With the fast-paced changes coming from the AI revolution how you get skills, whether in the classroom or through on-the-job experience can make a huge difference to your future marketability as an employee who can bring value to a business. Joe shares his perspective as an entrepreneur, as a C-suite executive in a publicly-traded company and most importantly as someone who has been hiring recent MBAs.

Key Questions and Discussion:

An Unbelievable Story of Defying Expectations That Is a Lesson for All Entrepreneurs

When a 61-year-old Australian potato farmer showed up to run a 540-mile ultra-marathon in rain boots, everyone laughed. Joe unpacks the unlikely legend of Cliff Young and what his story reveals about innovation, disruption, and the power of not knowing the “right” way to do things. From herding sheep to building startups, this conversation unlocks how not knowing the rules can become your biggest advantage in business.

5 Key Takeaways:

Ignorance can be an advantage. Maybe you see the norms and then break them, but what if you never see them at all?

Everyone does it the same way until... someone does it differently...and better. And THAT changes EVERYTHING.

Disruption is a context race. The biggest innovations often come from those who see how the world is changing and then get their first.

Results beat credentials.  Cliff’s steady “shuffle” outlasted the pros. A start-up's "attribution" software beats a publicly-traded company.

Belief is fuel. Whether it’s a marathon or a new venture, conviction is a mighty propellent. And having a chip on your shoulder doesn't hurt.

With references to Uber, Airbnb, Go Brewing, Easy Man and Dealer Inspire.

A Story About Sales, Service, Generosity and Being Open to the Unfamiliar

Joe shares how a small gesture from a customer early in his career—a box of CDs—shifted his entire mindset about success, leadership, and service. This story traces how a simple act of generosity helped shape the principles behind Go Brewing and the belief that helping others get what they want is the real key to getting ahead.

5 Takeaways:

Accept the unexpected. The smallest gifts can hold the biggest lessons—if you’re open to them.

Succeed by helping others. Success follows from making others' lives better.

Connection beats persuasion. Great sales—and relationships—start with relatability.

Ask boldly. Sometimes all it takes is the courage to simply ask for what you want.

Pay it forward. When generosity shapes your actions, opportunity has a way of finding you again and again.

Shout-outs to Zig Ziglar, Ford and Alex Banayan.