I

Guys modern craftsman Monday we got Jonathan Ward from icon 4x4 back on the podcast this week

We open up the conversation with AI yeah, and he came in he came in hot

He came in hot and I can't I'm not gonna tell you whether or not we used AI to do this podcast or not

I may I think you'll be able to

Figure that out pretty quickly, but

AI how it's you know how it's impacting all of our lives and then our business

But then we you know we dig back into his business and how his role has changed

Since last time we had him on two and a half years ago. I think was was it was in October of 2020

So like six months into COVID so how how his role has changed how he is now taking more

Opportunity to explore

I think he said these like dying crafts essentially, but literally rattled off like a handful of different countries

All to go and and dig into like really specific trades one of them was like classic shoe-making

Yeah, and I forget where I think that might have been the US either way point is

You know another great conversation with Jonathan

He's got you know a tremendous brand at icon

And we dig into that and what it means to build brand equity what it means to build a business

That is so focused on producing the high quality you know the highest quality result

And doing that with less of a focus on the P&L and how he's battled through that

Yeah, I think a lot of

You listeners will be able to relate to what Jonathan's doing

He's creating art and trying to build a business around that and if you are cut from the same cloth

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