In this episode of The Deconstruction Podcast, we sit down with Alessandro Cernuto, founder of Sorso Wellness Water — a fast-growing company that scaled from an idea to 30+ technicians in just five years. We dive into how he built his operation, systemized every part of his business, and tapped into the booming health and wellness market with a truly premium water product.
Alessandro shares his journey from his family’s door-to-door cookware business to creating a process-driven, fully remote operation. We talk about lead generation, automation, sales systems, team management, and why passion and process are the real secrets to growth in construction and trades.
You’ll also learn why most tap water isn’t as “safe” as it seems, what makes true alkaline water different, and how building the right systems frees business owners from the day-to-day grind.
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⏱️ Chapters / Timestamps:
00:00 – Intro & Review from Tina (Florida Mechanical Company)
01:20 – Meet Alessandro Cernuto & the Sorso Water Story
03:40 – From Family Business to Wellness Water Innovation
06:45 – Building Systems, Processes & a 30-Person Team
10:00 – The Truth About Tap Water & Fluoride
15:30 – Reverse Osmosis, Minerals & Healthy pH Explained
20:45 – How Passion and Purpose Drive Business Growth
23:30 – Sales Channels, Google Ads & Referral Systems
27:00 – Health Awareness, Market Trends & Positioning
37:00 – Scaling Operations with CRMs, Automation & Remote Teams
42:00 – Finding & Keeping Quality Technicians
47:00 – Entrepreneur Mindset, Avoiding Comfort & Staying Hungry
56:00 – University vs Self-Taught Entrepreneurship
01:01:30 – Final Lesson: Collaboration Above All
What is The Deconstruction Podcast?
Construction isn’t just about building—it’s about breaking things down to make them better. The Deconstruction Podcast dives deep into the untold stories, insider insights, and success strategies that shape the construction industry. Hosted by the founders of Jobtable, we tackle topics that matter most to contractors and entrepreneurs, sharing actionable advice and interviewing industry leaders who’ve paved the way to success. Whether you’re looking to grow your business, spark new ideas, or stay ahead in the game, this podcast is your ultimate tool for construction and entrepreneurship.
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