Why Smart Businesses Struggle to Grow - With Joe Testouri

In this episode of Built to Last, Colby and Levi sit down with entrepreneur and advisor Joe Testouri for a wide-ranging conversation about building companies, understanding customers, and navigating the realities of scaling a business.

Joe shares lessons from working with companies at different stages of growth, explaining why many founders struggle to truly understand their customer, how sales maturity impacts strategy, and why honest conversations are often the most valuable ones in business. The discussion explores everything from market positioning and relationship-building to the mindset required to grow sustainably. For entrepreneurs navigating growth or trying to sharpen their strategy, Joe offers thoughtful insights grounded in real-world experience.

Connect with Joe - https://www.linkedin.com/in/joetestouri/

Show Notes:

00:00 – Introduction
• Levi and Colby welcome Joe.

01:20 – Meet Joe Testouri
• Joe shares his background and work.

04:20 – Knowing Your Customer
• Why many businesses misidentify their customer.

08:18 – Joe’s Ideal Clients
• The companies Joe typically helps.

12:30 – Sales Maturity
• How sales changes as a business grows.

17:00 – Founder Growth Challenges
• Why founders struggle to step back.

21:00 – Entrepreneurship and Lifestyle
• Travel, business, and balance.

26:30 – Hard Conversations
• Why honest conversations drive growth.

33:00 – Strategy vs Execution
• Why execution matters more than planning alone.

40:00 – Market Positioning
• Standing out by defining your niche.

48:30 – Patterns in Growth
• What Joe sees in successful founders.

56:00 – Business Relationships
• Why trust matters long term.

1:04:00 – Advice for Founders
• Joe’s guidance for navigating growth.

1:15:00 – Building to Last
• The mindset behind durable businesses.

1:22:00 – Closing Thoughts
• Final reflections on growth and entrepreneurship.