- CEO Story: Joe went to college for game design and development and worked for the industry for a while and he absolutely hated it. He founded his first business, a T-shirt company, infused with technology into it. If you bought 1 shirt, they would donate basic needs to someone. At the back of the shirt, there was a QR code that you could scan and see who purchased it and what they did with the donations. Then went on to Silicon Valley, teaching entrepreneurship. Then Looft, staying comfortable at your house with analytics provided and reducing carbon emissions.
- Business Service: Cooling and heating comfort service. Subscription-based.
- Secret Sauce: Seeing things differently and creating a solution. A totally different business model.
- CEO Hack: Using advanced Google search techniques – making your research more specific and very effective.
- CEO Nugget: Take care of yourself mentally and physically. Exercise or go for a walk for 15 minutes while listening to audiobooks, podcasts, or music.
- CEO Defined: A leader who can make decisions and follow through on their word.
Check out one of our favorite CEO Hack’s Audible. Get your free audiobook and check out more of our favorite CEO Hacks HERE
Transcription
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00:25 – Intro
Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkness values your time and is ready to share with you precisely the information you're in search of. This is the I Am CEO podcast.
00:52 – Gresham Harkless
Hello, this is Gresh from the I Am CEO podcast. I have a very special guest on the show today. I have Joe Natoli of Luft. Joe, excited to have you on the.
01:00 – Joe Natoli
Show and I'm excited to be here. Gretch, thanks for having me.
01:04 – Gresham Harkless
Yeah, absolutely. I love all the awesome things that you're doing. So before we jump into the interview, I want to read a little bit more about some of those awesome things that Joe's doing. So you hear about some of those. Joe has had many titles throughout his career. Actor, game designer, educator, full stack developer, and entrepreneur. His passion for delighting people through technology led him to found Luft, the world's world's first cooling and heating comfort service company.
While working at a venture builder in let's bring Germany. Joe brings knowledge of international startups, Silicon Valley, and having worked with billionaire investor Tim Draper, at Draper University, teaching entrepreneurship around the world from Africa to Asia. Afterward, Joe settled in Europe to put his knowledge to work by forming ventures in the underserved markets of eastern Germany. Joe could be considered the ultimate startup guy, having built, founded, or failed over a dozen startup businesses. Joe, excited again to have you on the show. Are you ready to speak to the I AM CEO community?
[restrict paid=”true”]
01:59- Joe Natoli
Yeah, definitely, and whoever that was that you just read about sounds super interesting, so I'm excited to hear from that as well.
02:05 – Gresham Harkless
Yeah, absolutely. We'll both be in for a treat, that's for sure. So I guess to kick everything off, I know it's touching on a little bit of your bio. Let's rewind the clock and hear a little bit more about what you got started.
02:15 – Joe Natoli
Yeah, I mean with that background you just read, there's, there's quite a lot to go over, but I got my entrepreneurial spark and bug. I don't want to say from a young age, but kind of just at some point I developed and said, like, if I want some stability in life and I want to achieve my goals and stuff, then I'm probably going to have to start a business or run some sort of something. I'm going to have to do something. I went to college for game design and development and then worked in the industry for a while, and I absolutely hated it. The hours were bad, the office politics were really bad.
The game industry has changed a lot, but at that time, I was not a fan at all. So we went to college for game design, which kind of also has sparked my joy of, like, bringing people. Yeah. Delight with my products that I. That I start, which is another path that we can discuss. But yeah, once I left the game design thing, I think that's when really when I was like, I need to do. I need to do business. This whole startup thing is interesting. There are people making cool products, making billions, millions of dollars. Like, how do I get in on this?
I founded my first business, which was where a lot of people started, actually, which was a T-shirt company. But I wanted to infuse a little bit more technology into it. The company was called Basic. We did a one-for-one model where if you bought one of our shirts, we would donate to someone's basic needs. Food, water, or shelter. I developed a back end where on the shirt there was a QR code that you could scan and you could see what the person who actually purchased it chose to donate to.
How we helped and the story behind the garment. I think it was a really cool idea. It could have also been like, certified on the blockchain. That was. I mean, back then that was like Bitcoin maybe was like a glimmer in someone's brain. But yeah, so that's how it started. Then from there, it led me to Silicon Valley, where, as you mentioned, I got to work with this guy named Tim Draper, teaching entrepreneurship all around the world, and eventually ended up at a venture builder, applying all my knowledge over in eastern Germany.
04:19 – Gresham Harkless
Absolutely love it and yeah, I think that's awesome to hear about that journey, especially how it sounds like you had that. I don't know if this is where you've gotten from the game design, but this. That creativity thinks about things differently and how that come to fruition.
04:34 – Joe Natoli
Yeah, I mean, that's something really interesting that you pick up on. It's something that I think other people have also mentioned. But yeah, the game design definitely empowered me to think and connect the dots differently. So when I talk about business and stuff, someone asked me recently, like, how do I come up with these visions or how do I come up with these things?
It's really about consuming a lot of interesting topics. So in podcasts, news, technology, knowing what's going on, what's out there, like staying on top of the latest trends and then also being inspired by other businesses and seeing like, oh yeah, this business model is really cool over here. How do I take this fringe technology of whatever it is, machine learning and this cool business model, innovation over here and smash them together?
But if you don't, if you're not looking for these types of things and you're not really educating yourself and staying in the know, you won't ever be able to match these patterns. I think that's a. One of the big things about being visionary is connecting these dots and seeing, really noticing. Noticing what's out there?
05:33 – Gresham Harkless
Yeah, absolutely. It's so funny because years ago I read this book called The Opposable Mind and it talked a lot about like how you could take two desperate thoughts, things that don't even seem to align, and be able to kind of have that vision and bring them together.
There's even a recent book called Range that talks a lot about how the future belongs to people who have those different experiences. The ability to be able to take in so many different kinds of, I guess, data points, for lack of a better term, and be able to create something completely new.
05:59 – Joe Natoli
That's dope. I have not heard about either of those two books, so I'm definitely going to have to give them a checkout because it sounds like it really aligns with how I view it. Or I can explain what I do when people ask because it's really sometimes tough like you don't know how you come up with stuff. Like it just happens in your brain.
06:15 – Gresham Harkless
Yeah, absolutely. You have a cheat code. Now you can tell them that, hey, check out these books. This is exactly how my mind works and they could go from there.
06:22 – Joe Natoli
That's for my game design. Yeah, exactly. I got the cheat codes and now, I can apply them. The up, down, down, ABAB, select, whatever it was.
06:31 – Gresham Harkless
99 lives. Exactly, exactly. Absolutely love it. So I guess take me through a little bit more of what you're doing now with Looped and how you're making an Impact there.
06:40 – Joe Natoli
Oh sure, yeah. So luft is the current business and you pronounced it right. Spelled L O O F T comes from a German word, luft, which means air. This is another, this isn't really a hack, but this is maybe it's like a tip or trick. I really have a thing for double letters and names. For some reason, they're more memorable like Google, Yahoo, Facebook, and Airbnb. To a lesser extent, they've got these double letters and for some reason, they're more memorable. I like the word air for lift and then we changed it to L O O F T. What we do, as you mentioned, it's the world's first comfort service.
So we provide analytics data, health notifications, and updates around your environment. So what's going on inside your home as far as temperature, air quality, all this stuff? As part of the service, once you sign up for it, it's like a small contract for maybe a year or two years to work with us. Then we actually give you a free heat pump, a window-based heat pump that you in your window. It connects to our service and app. You get all these analytics on how you're using it, how much energy is being consumed, how your air is both inside and outside of your apartment or room, and some filter upgrades or updates, not upgrades replacements.
Every couple of months when we release a new version of the Loof device, we give you free upgrades if there's enough left on your contract and we just ask that you pass it on to other people. It's this crazy kind of business model. Innovation in the air conditioning space is that kind of our space is air conditioning. We provide you with the device, it heats, it cools year-round, and you get a bunch of service out of it. A community. It's actually, it's quite, in my opinion, quite cool. Nothing like it exists in the space at all. We kind of came to it from doing this research over here in this venture builder where we work with corporations innovating cool startups that maybe they would be interested in investing in.
There was this thing called cooling as a service where an H Vac company would buy an enterprise scale H Vac system for a new build like a hotel because they're super expensive. So this company would buy it, install it for them, and then run it and they would just pay them a monthly fee to run it and optimize it. This is how we originally came up with the idea. As part of it, the device that we include has a Bunch of sensors in it that are also learning about your preferences and habits over time to reduce your electrical consumption while also keeping you the most comfortable with no impact on your temperature and your preferences. So it's like regulating how much energy it's taking.
09:22 – Gresham Harkless
Yeah, no, I absolutely love that. I feel like we might have already touched on this a little bit, but I almost wonder. I was going to ask you around. Your secret sauce, the thing you feel kind of sets you apart and makes you unique, or the organization that just might be.
09:35 – Joe Natoli
The one superpower that I've cultivated is seeing all these patterns matching and being able to connect these things to make a vision. Then obviously I also mentioned it, but the loof secret sauce in itself is just a totally different business model in the space. I mean, there's no other company established or new that's doing something like we are.
09:55 – Gresham Harkless
Yeah, absolutely. Perfect. Perfect. Well, I wanted to switch gears a little bit and I wanted to ask you for what I call a CEO hack. So this could be like an app or book or a habit that you have, but what's something that makes you more effective and efficient?
10:06 – Joe Natoli
Yeah, this is. I don't know if you've gotten this one, but this is a. This is a cool one. One thing that makes me extremely efficient, especially if I'm like starting new things on research or just trying to find things in general, is I am really good at Googling. I know that sounds funny, but there are actually these advanced Google techniques that you can use. The super advanced version is called Google Dorking. But the less advanced thing is just like Google search terms. So for example, you can go into Google and type in, you would type in file type colon. Then let's say you're looking for like an xls, like an Excel sheet and you type in file type colon xls.
Now Google will only search or give you results that can be an exact XLS sheet. Then you can search for like for example, if I'm trying to find investors, I can search for investor list, file type xls sheet. Google will just give me Excel sheets it finds over the Internet that have the title maybe investor list. You can start to find all sorts of really interesting information just using these little Google hacks. Another one that's really nice is the site. So site colon. Then whatever site you want to search, you just do twitter.com, and then all of a sudden Google will only give you results for Twitter, which can be super handy if like you're trying to find, I don't know, a product mentioned.
If I'm trying to find where people are mentioning loft so that my company or somebody, a representative can go interact with them, maybe they didn't put in a hashtag or at us or something, all of a sudden I can find all the places where my product is mentioned. So you can get really creative in how you're using these search terms. But it's definitely made me super effective. Or if somebody just as an example, not. Not business related, but maybe is searching for a new job, you can find job opportunities just using some of these advanced Google searches.
If you're searching for something like whatever, whatever it is, interior designer, you can go out and find people looking for interior designers right now and then you would apply for those jobs. So it just makes your life so much easier and faster to have these advanced Googles. I don't know. Have you ever used any advanced googling before?
12:19 – Gresham Harkless
Yeah, I use some of the site ones. That's just because of the work that I do. I learned a little bit about that. But I think it's so huge because there's so much that's there. But it takes a lot of time to sift through all of Google and find out everything that you're looking for. So to be able to have the shortcuts is huge.
12:33 – Joe Natoli
Yeah, those shortcuts are huge. I mean if you just even use the site thing on Twitter, you get like a billion results just on freaking Twitter. So trying to sift through all of the Internet. Good luck. Good luck.
12:44 – Gresham Harkless
Exactly. Exactly. We'll catch you on episode number one million or something by the time you get to do that. Yeah. So what would you consider to be what I like to call a CEO nugget? So this is a little bit more word of wisdom or a piece of advice. I like to say it might be something you would tell your younger business self if you were to hop into a time machine or maybe even something you talked about a little bit more when you were doing the incubator too.
13:07- Joe Natoli
Yeah. One I mean this isn't really a nugget nugget, but it's just take care of yourself. Like mentally, physically take care of yourself. Because it is so goddamn stressful being a CEO. There are fires that you're constantly facing. There are issues that come up there. You're running out of money, you can't find stuff, you got to take care of yourself. So I have a habit of exercising at least once, once a day and then also I Guess maybe the nugget within this is going on walks. The walks are actually incredible. Just even 15 minutes. Going outside, going around the neighborhood. If you want to have music on, fine.
If you want to have a podcast or an audiobook, like, also cool. Or just absorb nature around you and just let it all sink in. Or to think about stuff. Because I do some of my greatest pattern matching on walks, I guess. But definitely just go get outside and go on a walk. I think it's super refreshing for the soul to just get out. Apparently also the greatest thinkers in the world all had a walking habit, like Einstein and Tesla and these people. So you're also in the company of really smart people if you just have a daily walk.
14:17- Gresham Harkless
Absolutely love that. So now I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO. We're hoping that different quote-unquote CEOs on this show. So, Joe, what does being a CEO mean to you?
14:27- Joe Natoli
Oh, man. CEO in general means being a leader who can make decisions and follow through on their word. I think another way of looking at it is when I used to work at Draper University with Tim Draper, he had something called a superhero pledge, while also obviously having that vision and making executive decisions as it's in the. The title is the executive.
14:55 – Gresham Harkless
Awesome, awesome, awesome. Well, Joe, truly appreciate that definition and of course, I appreciate your time even more. So what I wanted to do now is pass you the mic, so to speak, just to see if there's anything additional that you can let our readers and listeners know and of course, how best people could get a hold of you. Find out about all the awesome things you mentioned.
15:10 – Joe Natoli
You can follow the journey of luft@joinluft.com we are launching soon. We have preorders open right now and you can get up to 40% off when we do launch. So it's actually an insane deal. So definitely check it out. I mean, if we're, if this is out, if we've already launched and this is out, then still sign up and join us along the way. I can always be found on LinkedIn is mainly where I hang out as far as social goes. You can always email me. Join Luth.com too. One other thing, I also encourage everyone to. Yeah, like,+ comment and share this. This podcast Gresh does a lot of work on this and he definitely needs your support as well. To support the podcast.
15:54 – Gresham Harkless
Thank you so much, Joe. I truly appreciate it. Just to make it even easier, we'll have the links and information in the show notes so that in case they won't find your dad they won't find the other guy that does a UI either to make sure that they find the Joe Luth that was on this Joe Natalie that was on this show. So truly appreciate you knowing all the awesome things that you're doing. Again we'll have the links and information in the show notes and I hope you have a phenomenal rest of the day.
16:14 – Joe Natoli
You too. Thanks.
16:16- Outro
Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.
00:25 - Intro
Do you want to learn effective ways to build relationships, generate sales, and grow your business from successful entrepreneurs, startups, and CEOs without listening to a long, long, long interview? If so, you've come to the right place. Gresham Harkness values your time and is ready to share with you precisely the information you're in search of. This is the I Am CEO podcast.
00:52 - Gresham Harkless
Hello, this is Gresh from the I Am CEO podcast. I have a very special guest on the show today. I have Joe Natoli of Luft. Joe, excited to have you on the.
01:00 - Joe Natoli
Show and I'm excited to be here. Gretch, thanks for having me.
01:04 - Gresham Harkless
Yeah, absolutely. I love all the awesome things that you're doing. So before we jump into the interview, I want to read a little bit more about some of those awesome things that Joe's doing. So you hear about some of those. Joe has had many titles throughout his career. Actor, game designer, educator, full stack developer, and entrepreneur. His passion for delighting people through technology led him to found Luft, the world's world's first cooling and heating comfort service company.
While working at a venture builder in let's bring Germany. Joe brings knowledge of international startups, Silicon Valley, and having worked with billionaire investor Tim Draper, at Draper University, teaching entrepreneurship around the world from Africa to Asia. Afterward, Joe settled in Europe to put his knowledge to work by forming ventures in the underserved markets of eastern Germany. Joe could be considered the ultimate startup guy, having built, founded, or failed over a dozen startup businesses. Joe, excited again to have you on the show. Are you ready to speak to the I AM CEO community?
[restrict paid="true"]
01:59- Joe Natoli
Yeah, definitely, and whoever that was that you just read about sounds super interesting, so I'm excited to hear from that as well.
02:05 - Gresham Harkless
Yeah, absolutely. We'll both be in for a treat, that's for sure. So I guess to kick everything off, I know it's touching on a little bit of your bio. Let's rewind the clock and hear a little bit more about what you got started.
02:15 - Joe Natoli
Yeah, I mean with that background you just read, there's, there's quite a lot to go over, but I got my entrepreneurial spark and bug. I don't want to say from a young age, but kind of just at some point I developed and said, like, if I want some stability in life and I want to achieve my goals and stuff, then I'm probably going to have to start a business or run some sort of something. I'm going to have to do something. I went to college for game design and development and then worked in the industry for a while, and I absolutely hated it. The hours were bad, the office politics were really bad.
The game industry has changed a lot, but at that time, I was not a fan at all. So we went to college for game design, which kind of also has sparked my joy of, like, bringing people. Yeah. Delight with my products that I. That I start, which is another path that we can discuss. But yeah, once I left the game design thing, I think that's when really when I was like, I need to do. I need to do business. This whole startup thing is interesting. There are people making cool products, making billions, millions of dollars. Like, how do I get in on this?
I founded my first business, which was where a lot of people started, actually, which was a T-shirt company. But I wanted to infuse a little bit more technology into it. The company was called Basic. We did a one-for-one model where if you bought one of our shirts, we would donate to someone's basic needs. Food, water, or shelter. I developed a back end where on the shirt there was a QR code that you could scan and you could see what the person who actually purchased it chose to donate to.
How we helped and the story behind the garment. I think it was a really cool idea. It could have also been like, certified on the blockchain. That was. I mean, back then that was like Bitcoin maybe was like a glimmer in someone's brain. But yeah, so that's how it started. Then from there, it led me to Silicon Valley, where, as you mentioned, I got to work with this guy named Tim Draper, teaching entrepreneurship all around the world, and eventually ended up at a venture builder, applying all my knowledge over in eastern Germany.
04:19 - Gresham Harkless
Absolutely love it and yeah, I think that's awesome to hear about that journey, especially how it sounds like you had that. I don't know if this is where you've gotten from the game design, but this. That creativity thinks about things differently and how that come to fruition.
04:34 - Joe Natoli
Yeah, I mean, that's something really interesting that you pick up on. It's something that I think other people have also mentioned. But yeah, the game design definitely empowered me to think and connect the dots differently. So when I talk about business and stuff, someone asked me recently, like, how do I come up with these visions or how do I come up with these things?
It's really about consuming a lot of interesting topics. So in podcasts, news, technology, knowing what's going on, what's out there, like staying on top of the latest trends and then also being inspired by other businesses and seeing like, oh yeah, this business model is really cool over here. How do I take this fringe technology of whatever it is, machine learning and this cool business model, innovation over here and smash them together?
But if you don't, if you're not looking for these types of things and you're not really educating yourself and staying in the know, you won't ever be able to match these patterns. I think that's a. One of the big things about being visionary is connecting these dots and seeing, really noticing. Noticing what's out there?
05:33 - Gresham Harkless
Yeah, absolutely. It's so funny because years ago I read this book called The Opposable Mind and it talked a lot about like how you could take two desperate thoughts, things that don't even seem to align, and be able to kind of have that vision and bring them together.
There's even a recent book called Range that talks a lot about how the future belongs to people who have those different experiences. The ability to be able to take in so many different kinds of, I guess, data points, for lack of a better term, and be able to create something completely new.
05:59 - Joe Natoli
That's dope. I have not heard about either of those two books, so I'm definitely going to have to give them a checkout because it sounds like it really aligns with how I view it. Or I can explain what I do when people ask because it's really sometimes tough like you don't know how you come up with stuff. Like it just happens in your brain.
06:15 - Gresham Harkless
Yeah, absolutely. You have a cheat code. Now you can tell them that, hey, check out these books. This is exactly how my mind works and they could go from there.
06:22 - Joe Natoli
That's for my game design. Yeah, exactly. I got the cheat codes and now, I can apply them. The up, down, down, ABAB, select, whatever it was.
06:31 - Gresham Harkless
99 lives. Exactly, exactly. Absolutely love it. So I guess take me through a little bit more of what you're doing now with Looped and how you're making an Impact there.
06:40 - Joe Natoli
Oh sure, yeah. So luft is the current business and you pronounced it right. Spelled L O O F T comes from a German word, luft, which means air. This is another, this isn't really a hack, but this is maybe it's like a tip or trick. I really have a thing for double letters and names. For some reason, they're more memorable like Google, Yahoo, Facebook, and Airbnb. To a lesser extent, they've got these double letters and for some reason, they're more memorable. I like the word air for lift and then we changed it to L O O F T. What we do, as you mentioned, it's the world's first comfort service.
So we provide analytics data, health notifications, and updates around your environment. So what's going on inside your home as far as temperature, air quality, all this stuff? As part of the service, once you sign up for it, it's like a small contract for maybe a year or two years to work with us. Then we actually give you a free heat pump, a window-based heat pump that you in your window. It connects to our service and app. You get all these analytics on how you're using it, how much energy is being consumed, how your air is both inside and outside of your apartment or room, and some filter upgrades or updates, not upgrades replacements.
Every couple of months when we release a new version of the Loof device, we give you free upgrades if there's enough left on your contract and we just ask that you pass it on to other people. It's this crazy kind of business model. Innovation in the air conditioning space is that kind of our space is air conditioning. We provide you with the device, it heats, it cools year-round, and you get a bunch of service out of it. A community. It's actually, it's quite, in my opinion, quite cool. Nothing like it exists in the space at all. We kind of came to it from doing this research over here in this venture builder where we work with corporations innovating cool startups that maybe they would be interested in investing in.
There was this thing called cooling as a service where an H Vac company would buy an enterprise scale H Vac system for a new build like a hotel because they're super expensive. So this company would buy it, install it for them, and then run it and they would just pay them a monthly fee to run it and optimize it. This is how we originally came up with the idea. As part of it, the device that we include has a Bunch of sensors in it that are also learning about your preferences and habits over time to reduce your electrical consumption while also keeping you the most comfortable with no impact on your temperature and your preferences. So it's like regulating how much energy it's taking.
09:22 - Gresham Harkless
Yeah, no, I absolutely love that. I feel like we might have already touched on this a little bit, but I almost wonder. I was going to ask you around. Your secret sauce, the thing you feel kind of sets you apart and makes you unique, or the organization that just might be.
09:35 - Joe Natoli
The one superpower that I've cultivated is seeing all these patterns matching and being able to connect these things to make a vision. Then obviously I also mentioned it, but the loof secret sauce in itself is just a totally different business model in the space. I mean, there's no other company established or new that's doing something like we are.
09:55 - Gresham Harkless
Yeah, absolutely. Perfect. Perfect. Well, I wanted to switch gears a little bit and I wanted to ask you for what I call a CEO hack. So this could be like an app or book or a habit that you have, but what's something that makes you more effective and efficient?
10:06 - Joe Natoli
Yeah, this is. I don't know if you've gotten this one, but this is a. This is a cool one. One thing that makes me extremely efficient, especially if I'm like starting new things on research or just trying to find things in general, is I am really good at Googling. I know that sounds funny, but there are actually these advanced Google techniques that you can use. The super advanced version is called Google Dorking. But the less advanced thing is just like Google search terms. So for example, you can go into Google and type in, you would type in file type colon. Then let's say you're looking for like an xls, like an Excel sheet and you type in file type colon xls.
Now Google will only search or give you results that can be an exact XLS sheet. Then you can search for like for example, if I'm trying to find investors, I can search for investor list, file type xls sheet. Google will just give me Excel sheets it finds over the Internet that have the title maybe investor list. You can start to find all sorts of really interesting information just using these little Google hacks. Another one that's really nice is the site. So site colon. Then whatever site you want to search, you just do twitter.com, and then all of a sudden Google will only give you results for Twitter, which can be super handy if like you're trying to find, I don't know, a product mentioned.
If I'm trying to find where people are mentioning loft so that my company or somebody, a representative can go interact with them, maybe they didn't put in a hashtag or at us or something, all of a sudden I can find all the places where my product is mentioned. So you can get really creative in how you're using these search terms. But it's definitely made me super effective. Or if somebody just as an example, not. Not business related, but maybe is searching for a new job, you can find job opportunities just using some of these advanced Google searches.
If you're searching for something like whatever, whatever it is, interior designer, you can go out and find people looking for interior designers right now and then you would apply for those jobs. So it just makes your life so much easier and faster to have these advanced Googles. I don't know. Have you ever used any advanced googling before?
12:19 - Gresham Harkless
Yeah, I use some of the site ones. That's just because of the work that I do. I learned a little bit about that. But I think it's so huge because there's so much that's there. But it takes a lot of time to sift through all of Google and find out everything that you're looking for. So to be able to have the shortcuts is huge.
12:33 - Joe Natoli
Yeah, those shortcuts are huge. I mean if you just even use the site thing on Twitter, you get like a billion results just on freaking Twitter. So trying to sift through all of the Internet. Good luck. Good luck.
12:44 - Gresham Harkless
Exactly. Exactly. We'll catch you on episode number one million or something by the time you get to do that. Yeah. So what would you consider to be what I like to call a CEO nugget? So this is a little bit more word of wisdom or a piece of advice. I like to say it might be something you would tell your younger business self if you were to hop into a time machine or maybe even something you talked about a little bit more when you were doing the incubator too.
13:07- Joe Natoli
Yeah. One I mean this isn't really a nugget nugget, but it's just take care of yourself. Like mentally, physically take care of yourself. Because it is so goddamn stressful being a CEO. There are fires that you're constantly facing. There are issues that come up there. You're running out of money, you can't find stuff, you got to take care of yourself. So I have a habit of exercising at least once, once a day and then also I Guess maybe the nugget within this is going on walks. The walks are actually incredible. Just even 15 minutes. Going outside, going around the neighborhood. If you want to have music on, fine.
If you want to have a podcast or an audiobook, like, also cool. Or just absorb nature around you and just let it all sink in. Or to think about stuff. Because I do some of my greatest pattern matching on walks, I guess. But definitely just go get outside and go on a walk. I think it's super refreshing for the soul to just get out. Apparently also the greatest thinkers in the world all had a walking habit, like Einstein and Tesla and these people. So you're also in the company of really smart people if you just have a daily walk.
14:17- Gresham Harkless
Absolutely love that. So now I wanted to ask you my absolute favorite question, which is the definition of what it means to be a CEO. We're hoping that different quote-unquote CEOs on this show. So, Joe, what does being a CEO mean to you?
14:27- Joe Natoli
Oh, man. CEO in general means being a leader who can make decisions and follow through on their word. I think another way of looking at it is when I used to work at Draper University with Tim Draper, he had something called a superhero pledge, while also obviously having that vision and making executive decisions as it's in the. The title is the executive.
14:55 - Gresham Harkless
Awesome, awesome, awesome. Well, Joe, truly appreciate that definition and of course, I appreciate your time even more. So what I wanted to do now is pass you the mic, so to speak, just to see if there's anything additional that you can let our readers and listeners know and of course, how best people could get a hold of you. Find out about all the awesome things you mentioned.
15:10 - Joe Natoli
You can follow the journey of luft@joinluft.com we are launching soon. We have preorders open right now and you can get up to 40% off when we do launch. So it's actually an insane deal. So definitely check it out. I mean, if we're, if this is out, if we've already launched and this is out, then still sign up and join us along the way. I can always be found on LinkedIn is mainly where I hang out as far as social goes. You can always email me. Join Luth.com too. One other thing, I also encourage everyone to. Yeah, like,+ comment and share this. This podcast Gresh does a lot of work on this and he definitely needs your support as well. To support the podcast.
15:54 - Gresham Harkless
Thank you so much, Joe. I truly appreciate it. Just to make it even easier, we'll have the links and information in the show notes so that in case they won't find your dad they won't find the other guy that does a UI either to make sure that they find the Joe Luth that was on this Joe Natalie that was on this show. So truly appreciate you knowing all the awesome things that you're doing. Again we'll have the links and information in the show notes and I hope you have a phenomenal rest of the day.
16:14 - Joe Natoli
You too. Thanks.
16:16- Outro
Thank you for listening to the I AM CEO Podcast powered by Blue 16 Media. Tune in next time and visit us at iamceo.co I AM CEO is not just a phrase, it's a community. Be sure to follow us on social media and subscribe to our podcast on iTunes Google Play and everywhere you listen to podcasts, SUBSCRIBE, and leave us a five-star rating grab CEO gear at www.ceogear.co. This has been the I AM CEO Podcast with Gresham Harkless. Thank you for listening.
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