Joe Apfelbaum is the CEO and founder of Ajax Union, a B2B digital marketing agency based in Brooklyn NY focusing on digital B2B lead generation, lead nurturing and account-based marketing support. 

On Story Tuesday, Joe shares the deep fears he had that held him back when he was early in his entrepreneurship and leadership journey. He talks about being panicked before his first talk and having so much fear of judgment that he wouldn’t put his own picture on social media. 

Joe also talks about the process and steps that he took to transform into a prolific and sough-out professional speaker, a social media marketing expert, certified google trainer for hundreds of companies, and be on hundreds of podcasts!

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

https://www.ajaxunion.com/

https://www.linkedin.com/in/joeapfelbaum

https://learn.evyrgreen.com/clubhouse

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Joe Apfelbaum is the CEO and founder of Ajax Union, a B2B digital marketing agency based in Brooklyn NY focusing on digital B2B lead generation, lead nurturing and account-based marketing support. 

On Insight Sunday, Joe shares his process of growing from a website builder to building and running a 7+ figure B2B company that helps businesses attract their ideal clients and generate increased profitability.

Along the way, Joe drops nugget after nugget of golden wisdom that he has worked hard to develop his own mindset and contribute to putting his company on the trajectory of being one of the fastest growing in companies the US in 2021. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

https://www.ajaxunion.com/

https://www.linkedin.com/in/joeapfelbaum

https://learn.evyrgreen.com/clubhouse

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

This week on The Business Couch with Dr. Yishai, I had Ian Moyse, tech sales leader, industry cloud expert and social influencer, and Chief Revenue Officer of OneUp Sales.

In Episode 133, Ian shares insights and factors that have helped him leverage marginal gains for his own, his teams, and his clients’ success. 

In Episode 134, Ian shares why he listens to and how he learns from his most junior salespeople, and how it creates an environment for growth and success for himself, his teams, and OneUp Sales. 

If you haven’t yet, go back and listen to episodes 133 and 134 to learn from a leader, industry expert, and thought leader in the tech and sales sector. 

At the end of episode 134, Ian asked about the habits and processes that create gravitas, a way that we show up with earned respect, people placing great weight and emphasis on what you say and how you show up. 

So today, I’m digging into four habits that you can develop to increase your gravitas. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Connect with Dr. Yishai: 

Podcast Site: https://thebusinesscouchwithdryishai.buzzsprout.com/
Website: https://www.DrYishai.com/

Email: [email protected]
LinkedIn: https://www.linkedin.com/in/dryishai/

Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Ian Moyse is a tech sales leader, industry cloud expert and social influencer, and Chief Revenue Officer of OneUp Sales.

On Story Tuesday, Ian talks lessons on learning. He shares why he listens to and how he learns from his most junior salespeople, and how it creates an environment for growth and success for himself, his teams, and OneUp Sales. He talks about mistakes, when he worries about not making mistakes, and how to leverage them to increase your performance, leadership, and sales. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

www.ianmoyse.co.uk

 www.ianmoyse.cloud

https://www.oneupsales.co.uk/

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Ian Moyse is a tech sales leader, industry cloud expert and social influencer, and Chief Revenue Officer of OneUp Sales.

On Insight Sunday, Ian shares his story of going from programming at IBM to becoming a sales leader and CRO at OneUp Sales. Along the way, he shares insights and factors that have leveraged marginal gains for his own, his teams, and his clients success. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

www.ianmoyse.co.uk

 www.ianmoyse.cloud

https://www.oneupsales.co.uk/

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

This week on The Business Couch with Dr Yishai, I had Jessi Shuraleff, XGoogler, solopreneur, founder of the podcast and community “This is My Truth,” and Mentor at The Forem.

In part 1 of our two-part Story Tuesday Conversation, Jessi shared lessons she learned the hard way about listening to her gut and when it may be better not to share your story. 

In part 2, Jessi talked about the difference between your zone of excellence and your zone of genius, how she learned–painfully–about the difference between them, and steps you can take to start tuning into your inner voice and listening to your gut. 

If you haven’t yet, go back and listen to episodes 130 and 131 to learn from a connection, vulnerability, and sales expert who doesn’t shy away from being human – on the contrary, she’s made it her mission to learn and grow into a solopreneur and force of nature to be reckoned with! 

At the end of episode 131, Jessi asked me the following question: 

Why do we get stuck, trip ourselves, or get in our own way when we take leaps as entrepreneurs and leaders and what are some of the hacks we can learn early and practice often to navigate them?

Thanks for the fantastic question, Jessi! 

I can’t wait to dive in and share my thoughts, research, and hacks. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Connect with Dr. Yishai: 

Podcast Site: https://thebusinesscouchwithdryishai.buzzsprout.com/
Website: https://www.DrYishai.com/

Email: [email protected]
LinkedIn: https://www.linkedin.com/in/dryishai/

Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Jessi Shuraleff is an XGoogler, solopreneur, founder of the podcast and community “This is My Truth,” and Mentor at The Forem.

Story Tuesday’s conversation was so packed and full of stories and lessons that I just had to share it all – in two parts! 

In Episode 130 Part 1, Jessi shared lessons she learned the hard way about listening to her gut and not ignoring her inner voice. She shared wisdom on vulnerability, how to share your personal story, and when it may be better not to share. 

Part 2 continues with Jessi talking about the difference between your zone of excellence and your zone of genius, how she learned–painfully–about the difference between them, and steps you can take to start turning into your inner voice and listening to your gut. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

Website: www.jessishuraleff.com

Instagram: @ThisIsMyTruthPodcast

Podcast: This Is My Truth podcast 

Subscribe at: https://www.jessishuraleff.com/podcast

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Jessi Shuraleff is an XGoogler, solopreneur, founder of the podcast and community “This is My Truth,” and Mentor at The Forem.

Story Tuesday’s conversation was so packed and full of stories and lessons that I just had to share it all – in two parts! 

In Part 1, Jessi shares lessons she learned the hard way about listening to her gut and not ignoring her inner voice. She shares wisdom on vulnerability, how to share your personal story, and when it may be better not to share. 

Episode 131, Part 2 will continue with Jessi talking about the difference between your zone of excellence and your zone of genius, lessons she learned the hard way about the difference between them, and steps you can take to start turning into your inner voice and listening to your gut. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

Website: www.jessishuraleff.com

Instagram: @ThisIsMyTruthPodcast

Podcast: This Is My Truth podcast 

Subscribe at: https://www.jessishuraleff.com/podcast

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

This week on The Business Couch with Dr. Yishai, I had Jessi Shuraleff, XGoogler, solopreneur, founder of the podcast and community “This is My Truth,” and Mentor at The Forem.

Our Insightful conversation was so great I just had to share it all with you, so you got a double dose of insight this week! 

In part 1, Jessi shared her story of excelling at sales in Google, getting promoted 7 times, and the moment that changed everything and led her to leaving Google to create her own company centered around storytelling and sales.

In part 2, Jessi shared her own fertility struggles and how they became a core part of her passion to create her podcast and community. She also talked about how stories create connection, how connection is at the core of sales, and how her own process as a recovering perfectionist helped her see and create incremental growth for herself, her business, and her clients.

If you haven’t yet, go back and listen to episodes 127 and 128 to learn from an incredibly successful, unabashedly human, and story-driven entrepreneur. 

Today, I’m talking all about change. What makes it hard, how we struggle and fail to create lasting change, and I share my own framework – The GAP Framework - to understand and create lasting change.

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Connect with Dr. Yishai: 

Podcast Site: https://thebusinesscouchwithdryishai.buzzsprout.com/
Website: https://www.DrYishai.com/

Email: [email protected]
LinkedIn: https://www.linkedin.com/in/dryishai/

Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.

Jessi Shuraleff is an XGoogler, solopreneur, founder of the podcast and community “This is My Truth,” and Mentor at The Forem.

Insight Sunday’s conversation was so jam-packed that I had to share it all – in two parts! 

In Part 1, Jessi shared her story of excelling at sales in Google, getting promoted 7 times, and the moment that changed everything and led her to leave Google to create her own company centered around storytelling and sales. 

Part 2, Jessi continues sharing her own fertility struggles and how they became a core part of her passion to create her podcast and community. She also talks about how stories create connection, how connection is at the core of sales, and how her own process as a recovering perfectionist has helped her see and create incremental growth for herself, her business, and her clients. 

This episode is brought to you by Adaptability Coaching. Want to learn how to make adaptability your superpower to thrive in business and beyond? Learn psychology and neuroscience-backed frameworks and tools to harness the adaptability of the human brain. Learn to become fast, flexible, and formidable. Learn more at www.DrYishai.com/Coaching

Guest Links:

Website: www.jessishuraleff.com

Instagram: @ThisIsMyTruthPodcast

Podcast: This Is My Truth podcast 

Subscribe at: https://www.jessishuraleff.com/podcast

Host Links:

Podcast Website: https://thebusinesscouchwithdryishai.buzzsprout.com/
Connect with Dr. Yishai: https://www.DrYishai.com/contact
Dr. Yishai’s email: [email protected]
Dr. Yishai’s Instagram: @DrYishai or https://www.instagram.com/dryishai/

Disclaimer: The information contained in this publication is for general informational purposes only and shall not be relied on or construed as coaching advice. 

© 2020 Yishai B LLC. All rights reserved. 

ABOUT THE PODCAST

You were built for speed.
But right now you feel slower than you look on paper.
Most founders try to outwork that slow-down.
It only burns them out.
Your mind is the only machine your company doesn’t upgrade.
So leaders keep pushing against the wrong thing.
Hosted by doctor of psychology and executive coach Dr Yishai Barkhordari.

DISCLAIMER

This content is for informational purposes only and does not replace medical, psychological, legal, or financial advice. It is not therapy, clinical advice, or coaching guidance. All examples and stories are illustrative. Some examples or stories are composites. Results vary based on personal effort, context, and market conditions.
Always consult qualified professionals before making decisions that impact your business, health, or well-being.
 © 2026 Yishai Barkhordari. All rights reserved.