For years, Josh thought everything in business had to be scalable. If it couldn’t be automated or felt like “crappy work,” he’d dismiss it. But he learned a powerful lesson: scaling is often a byproduct of the non-scalable activities that truly connect with customers.

In this episode, Josh shares how shifting from a B2B or B2C mindset to an H2H (heart-to-heart) approach transformed his business.

Josh discusses how building real relationships—like personalized check-ins and follow-ups—adds more value than any automation.

Spoiler: these small, non-scalable gestures led to higher conversion rates, stronger customer loyalty and more profit.

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