In this episode, Josh breaks down one of the most misunderstood truths in business:

Everything is marketing, and marketing is everything.

Most business owners never intended to become marketers. They started a service business to escape a bad job, earn more freedom, or provide for their family. But whether you sell carpet cleaning, contracting, maid service, donuts, or anything else, marketing is already shaping your results.

The real issue is not whether you are marketing. It is how you are thinking about it. Josh reframes marketing as simple, ethical, and unavoidable. It is not manipulation or hype. Marketing is making things known. Your values, your standards, your offers, your leadership, and even your self-talk are all forms of marketing.

This episode focuses on identity, mindset, and clarity. Before tactics work, your thinking has to change.