That’s the philosophy of Joshua Green from BFY Life & Forever Young Publishing. When you chase business down to the bottom all you get are bottom feeders. And bottom feeders are not your customer. They belong to the price they can get. They will ALWAYS look for a lower price. Whether they get it from you or a competitor, they will go to where the price is. Josh’s mindset is those customers can stay right where they are, he’s not going to chase them. There’s no need to de-value yourself to go after people that do not appreciate your value. Stay true to you, what you do, and why you do it. That’s how you keep away from the bottom feeders.
Josh Green cut his teeth working with his father. At the early age of 6 Josh would be found going to work at the McDonald’s restaurant his father owned. He spent his time cleaning the place, wiping the windows, and learning the business. After so many years he bought into the family business and began working with his dad on a number of properties. When they sold the locations, Josh got into building bars. Once he was done with the experience of running bar locations he went after something that excited him . . .Nutrition.
Josh had no interest in doing something he wasn’t interested in. He definitely did not look to be a slimy snake oil salesman. He found something he can believe in. He was already in the world of working out and eating right for fitness. After a chance encounter with the man that would be his partner, he dove into plant-based protein and supplements. with an excitement and passion to get things done, he did just that . . .he got things done. From there it just took off. Josh is a man of action. He likes to step in a make things happen. Do Something. He’ll be the first to tell you that it will never be perfect. There will always be some reason, some interference that will get in the way. So, throw those excuses in the trash and do it.
That is exactly how he got himself into a second business, Forever Young Publishing. Josh saw a void in the supply chain for getting promotional apparel for his nutrition company. So he decided he could do it for less money, better quality and have the items needed on time - -being on time is a big thing for Josh and how he takes care of his clients. Now that Josh has an apparel company making items for BFY Life other people started noticing the work he was doing and asked him to get them the promotional items they needed. To the tune that Josh likes to play, he just got it done.
Josh Green does not sacrifice his value, quality, or opportunity chasing anyone to the bottom. He is perfectly fine with being good at what he does, treating customers like they ought to be treated, and building an empire.
Check out the great conversation we had in the full interview here:
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