What it Takes Podcast – Details, episodes & analysis

In this episode of the What It Takes Podcast, we sit down with Abe Breuer, CEO of John To Go—a self-made entrepreneur who built a multi-million-dollar empire in an essential but often overlooked industry and achieved a successful private equity exit.

Abe breaks down his 20-year journey from selling his first computer company as a teenager to scaling a portable sanitation business into a $50M national leader. He shares the unfiltered reality of entrepreneurship: the partner who quit during the first brutal winter, near-death cash flow moments, and the unconventional employee strategy that turned a secretary into a $280k-a-year partner.

This conversation is a masterclass in resilience, operational scaling, and leadership mindset. Whether you’re starting a service business, struggling to scale, or curious about exits and life after selling, this episode delivers hard-earned lessons you won’t find in textbooks.

💡 In This Episode, We Cover:

◼️ How Abe built his first company at 16 and sold it for $25k◼️ The “walk between the drops” philosophy learned from his parents◼️ Scaling revenue to $50M without losing control◼️ The partner who walked away—and the brother who stayed to build a legacy◼️ Managing ADHD as a superpower using pen, paper, and ruthless systems◼️ Why Abe never gives raises—and the bonus system that creates extreme loyalty◼️ The New Yorker article that changed everything and attracted private equity◼️ The harsh reality of scaling too fast and running out of cash◼️ Selling the business: identity loss, regret, and what comes next◼️ His current venture in the challenging world of assisted living (ALFs)

⏱️ Chapters:

0:00 Intro – Meeting in the Shul & the Founder of John To Go10:11 Early Hustle – Selling a Computer Company at 1616:11 First Major Bet – Buying a 24-Unit Building with $400k20:20 The Birth of John To Go – A Partner, a Stick Shift Truck & the First Winter23:02 The Pivot – Bringing His Brother in as the Right Partner32:20 Scaling Secrets – From $400k to $50M in Revenue39:45 The New Yorker Call That Changed Everything

57:32 The $280k Employee – A Bonus System That Creates Partners1:04:14 Life After the Exit – Identity, Travel & Starting Over1:07:37 Final Advice – Would He Do It All Again?

🔗 Connect with Abe BreuerInstagram: https://www.instagram.com/breuerabe/LinkedIn: https://www.linkedin.com/in/abe-breuer-a339725/

🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/

Sponsored by Blackbird Recruiting. Tired of sorting through unqualified résumés? Blackbird Recruiting helps you hire top talent—so you can focus on growing your business.Visit blackbirdrecruiting.com to learn more.

In this episode of the What It Takes Podcast, we sit down with Hershy Goldstein, CEO and Co-Founder of FRIDAY—a SaaS founder who went from unemployment to building a thriving tech startup serving over 1,200 customers.

Hershy breaks down his journey from leaving a secure career to bootstrapping and scaling a profitable, remote-first business. He shares the unfiltered reality of entrepreneurship: the moments he almost shut everything down, the pressure of scaling fast, and the leadership decisions that come with being the one in charge.

This conversation is a masterclass in career decisions, startup growth, and building a sustainable business. Whether you’re considering leaving a corporate job, building a startup, or leading a remote team, this episode delivers insights you won’t hear anywhere else.

💡 In This Episode, We Cover:

◼️ How Hershy turned unemployment into a SaaS startup success story ◼️ The pivotal moment that almost ended the company ◼️ Scaling to 1,200 customers without investors or venture capital ◼️ Building a fully remote team across multiple states ◼️ Recognizing when to leave a secure career to pursue entrepreneurship ◼️ Handling founder burnout and mental pressure while growing a company ◼️ How to identify, retain, and lead high-performing employees ◼️ Lessons from the accidental product pivots that saved the business ◼️ Hershy’s non-negotiable advice for first-time founders

⏱️ Chapters:

0:00 Intro - The $250k Question

11:54 The Breakthrough: Conquering Imposter Syndrome at Fingercheck

19:24 The 9-Year Grind: From Support to Manager to $250k

22:30 The Coaching Epiphany: Discovering a Hidden Superpower

37:19 The Final Straw: Why I Quit My Cushy Job

42:09 The Wilderness: Depression, COVID, and Consulting

54:10 Startup Nightmare: The Week Our Bank Vanished

1:02:55 Founder Truths: Surrender, Hiring, & The Fear of Content

1:20:38 Final Advice: Should You Leave Your Safe Job?

LinkedIn: https://www.linkedin.com/in/hershey-goldstein/Website: https://fridayapp.com/

X (Twitter): https://x.com/TuliKrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/

Sponsored by Blackbird RecruitingTired of sorting through unqualified résumés? Blackbird Recruiting helps you hire top talent—so you can focus on growing your business.Visit blackbirdrecruiting.com to learn more.

A Story of Faith & Building a Torah Community from Scratch with Yoni RodanskyWhat it takes to build a Torah community from the ground up? In this episode, we sit down with Yoni Rodansky, a Five Towns native who, along with a wave of other young families, is building a vibrant Jewish community in Louisville, Kentucky.He shares the incredible story of how they went from no daily minyan to a booming community, pulled off a $700,000 fundraising campaign, and used a clever viral marketing stunt that brought in 23 serious family inquiries in just four weeks.This is a raw look at the miracles, the hustle, and the real-life appeal of being a builder in a place where your presence truly matters.

💡 In This Episode, We Discuss:

◼️ How a kid from the Five Towns ended up as a community builder in Louisville, Kentucky

◼️ The powerful lesson that “the yetzer hara can’t stop you, he can only make you want to give up”

◼️ The clever recruitment event (with free sushi and babysitting) that first got his wife on board

◼️ Why Louisville’s established infrastructure like its Eruv and affordable housing makes it a hidden gem

◼️ The wild miracles of launching with no money and still making payroll every single month

◼️ How they raised $700,000 for a community outside the major Jewish hubs and what resonated with donors

◼️ The $10,000 raffle marketing stunt that went viral and brought in 23 family leads in just one month

◼️ What kind of family thrives in Louisville (hint: it’s for builders, not just consumers)

◼️ The real talk on making a living, with plenty of job opportunities and a low cost of living

◼️ The incredible growth they’re seeing, with six families already scheduled to come for Shabbos⏱️

Timestamps00:00 Welcome to the Jewish Frontier in Louisville, Kentucky1:04 How a Five Towns Kid Ended Up in Kentucky2:04 The Pioneering Rabbis Who Planted the First Seeds3:18 How Tampa Built a Community Overnight4:07 The One Truth About Overcoming Any Challenge5:08 The Clever Trick That Got Wives On Board8:23 Why Louisville is the Secret Gem for Jewish Life12:02 We Launched With No Money and Witnessed Miracles17:29 How We Raised $700,000 on a Leap of Faith21:14 Our Viral Marketing Stunt That Brought 23 Families28:31

Is Louisville Your Next Home? Here's How to Know

🔗 Connect with Yoni RodanskyLinkedIn:

https://www.linkedin.com/in/yoni-rudansky-15a029339/

🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus

Instagram: https://www.instagram.com/blackbird.recruiting/

LinkedIn: https://www.linkedin.com/in/tuli-kraus/

In this episode of The What It Takes Podcast, we sit down with Ron Coleman, a top-tier 1st Amendment lawyer, prominent legal blogger, and social media powerhouse with over 250,000 followers on X (formerly Twitter). Ron has built a massive online presence while maintaining a highly successful legal career, and in this episode, he opens up about how he’s navigated the intersection of law, blogging, and online influence.We dive into his journey from practicing law to becoming one of the leading lawyer bloggers in the country. Ron shares how he built his online following, the challenges he’s faced in managing his platform, and how social media has impacted his legal career and client relationships. We also discuss his experience working with the Trump team, the advice he has for attorneys looking to build their personal brand, and his thoughts on the future of the legal profession in the digital age.A special thank you to our sponsors:United Refuah HealthShareAn affordable alternative to health insurance. Learn more at http://bit.ly/46s0F6fThe 3rd month of membership is free for new applicants. Enroll by 8/31 with code BLACKBIRDMegaPayUSASimplifying payroll with cutting-edge technology and dedicated support. Visit https://www.megapayusa.com/BLACKBIRDRECRUITING to streamline your payroll process today!

The Legal Realities Every Employer (and Employee) Must Know ft. Chaim BookWhat really happens behind the scenes when businesses get sued or how small HR mistakes can cost companies thousands?In this episode of the What It Takes podcast, host Tuli Kraus sits down with Chaim Book, an employment attorney with over 30 years of experience. What starts as a conversation about Chaim’s unexpected journey into employment law, which he initially entered “kicking and screaming,” evolves into a masterclass on what every employee and business owner needs to know.We discussed the common and costly mistakes companies make, from misclassifying workers to failing to document performance issues. Chaim breaks down complex topics like remote work challenges, non-compete clauses, and even the legal tightrope of running a business with religious values.Whether you’re an employer trying to understand the payroll and HR or an employee wanting to understand your rights, this conversation is packed with practical advice, real-life stories, and essential tips to protect yourself and your business.💡 In This Episode, We Discuss:◼️ How Chaim fell into employment law by accident and started his own firm◼️ The biggest mistakes employers make, like not tracking hours or documenting issues◼️ Why misclassifying a worker as a 1099 contractor is a major risk◼️ The challenges of managing remote employees and tracking their time◼️ Getting everything in writing from offer letters to commission plans◼️ Why “at-will employment” doesn’t mean you can be unfair◼️ The legal complexities of workplace segregation for religious modesty◼️ Understanding employee rights around Paid Family Leave and maternity leave◼️ The confusing and changing rules around non-compete agreements◼️ Tips for working successfully with family members◼️ The number one takeaway: always put important agreements in writing⏱️ Timestamps00:00 Meet the Expert: An Accidental Career in Law5:11 The Entrepreneurial Leap: Starting a Law Firm From Scratch7:04 What Is Employment Law: A Lifespan Overview9:24 The 4 Costliest Mistakes Every Business Owner Makes14:10 Tracking Time and the 1099 Minefield: How to Get It Right23:16 Employee Red Flags: What to Get in Writing29:44 The Remote Work Revolution: New Challenges for Employers32:05 Discrimination, Fairness, and Why At-Will Is Not a Free Pass37:01 The Modesty Dilemma: Religious Values in the Workplace52:48 Workplace Privacy: Phones, Monitoring, and HR58:46 Inside the Courtroom: Chaim’s Most Memorable Lawsuit1:04:51 Final Takeaways: Working with Family and the #1 Rule to Avoid Lawsuits🔗 Connect with Chaim Book X (Twitter): https://x.com/chaimbook LinkedIn: https://www.linkedin.com/in/chaimbook/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

Why Your "Easy" Life Is Actually Holding You Back | Facts About Living in Israel ft. Eli FreedmanHow does a glass restoration entrepreneur from Montreal end up running a luxury wine concierge service in Israel? In this episode, we sit down with Eli Freedman, the founder of Cork & Cellar. Eli shares his incredible journey of running multiple businesses simultaneously, the life-changing decision to move his family to Israel, and how he built a new, innovative company from the ground up just months before the war began.He pulls back the curtain on the realities of making Aliyah—the bureaucracy, the fears, the mindset shift, and the ultimate rewards. From a chance encounter that saved his business to a divine-inspired idea that launched his next venture, this is a story of faith, risk, and relentless adaptation.💡 In This Episode, We Discuss:◼️ The chaotic reality of managing a full-time job and a side business simultaneously◼️ The moment he decided to move to Israel and the "absolute decision" to have no regrets◼️ The arduous, frustrating, and often comical process of Israeli bureaucracy and buying an apartment◼️ Why the "easy life" isn't the point of life, and the beauty of a simpler existence in Israel◼️ The "lightbulb" dream that sparked his luxury wine concierge business, Cork & Cellar◼️ Launching a half-million dollar business 3 months before October 7th—and how he had to pivot overnight◼️ The birth of his new wine club, shipping unique Israeli wines directly to American homes◼️ Practical, hard-earned advice for anyone considering Aliyah: from making a plan to the #1 mindset you need to survive and thrive⏱️ Timestamps00:00 The Man Who Ran a Business From His Boss's Office2:08 How a $1M Contract Almost Broke the Business5:03 The Stranger Who Flew In With a Miracle Solution9:54 The Demo Day That Almost Failed11:28 Building a Lucrative, Seasonal Empire13:52 "I'm Ready to Move to Israel" - The Decision That Changed Everything16:38 The Brutal Reality of the Aliyah Paperwork18:10 Selling Everything & The Year of Transition20:04 The Israeli Real Estate Mind Game21:03 Let Go & Let God: The Mindset for Life in Israel23:01 The Dream That Launched a Wine Business27:43 The War, The Pivot, and Saving the Business30:57 The Phone Call From Nebraska That Changed Everything33:25 Inside the Cork & Cellar Israeli Wine Club38:50 The #1 Piece of Advice for Moving to Israel🔗 Connect with Eli FreedmanLinkedIn: https://www.linkedin.com/in/eli-freedman/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The One Decision That Changed My Business Forever | The Laibel Schwartz StoryHow a guy shooting bar mitzvahs and weddings turned his camera into a full-scale corporate media powerhouse?In this episode of the What It Takes podcast, we sit down with Laibel Schwartz, the creative force behind the renowned photography and video company, Laibel.Laibel opens up about his journey from late-night wedding shoots to producing high-end corporate content for major brands. He shares the real ups and downs of entrepreneurship from surviving the rollercoaster economy to learning how to work with his wife as a true partner in life and business.You’ll hear how his unconventional “first three free” strategy made his headshots go viral on LinkedIn, how he found a mentor who completely changed his trajectory, and why success, in the end, isn’t about fame or money, it’s about taking care of your family, your team, and your clients.💡 In This Episode, We Discuss:◼️ The “Economic Ferris Wheel”, why some businesses rise while others fall◼️ How finding the right mentor can completely change your life◼️ The pivotal shift from wedding photography to the corporate world◼️ The real talk on working with your spouse (and making it work)◼️ The free headshot strategy that built a viral brand on LinkedIn◼️ The secret to scaling a creative business and teaching your process◼️ How to identify your true strengths and double down on them◼️ Why breaking the rules can sometimes be your biggest advantage◼️ The challenge of letting go and hiring someone to run the business◼️ What to tell yourself when the future feels uncertain and stressful⏱️ Timestamps00:00 Meet Laibel Schwartz: The Master Storyteller1:47 The Economic Ferris Wheel: Who’s Up and Who’s Down4:49 The Secret Weapon: Finding a Mentor Like David Wanunu5:48 From Weddings to Corporate - The Pivotal Shift9:58 The Ultimate Test: Working With Your Spouse15:07 The “Aha” Moment — Discovering the Power of Headshots 23:51 The “First Three Free” Rule That Built an Empire 28:01 Scaling a Creative Beast — From Laibel to Everyone Needs a Video 33:58 The Industry That Fuels His Passion: Healthcare Heroes 37:02 The #1 Underrated Skill for Creatives 43:48 Creating Your Own Game — Why Laibel Doesn’t Follow the Rules 51:05 The Final Challenge — Letting Go to Grow 59:15 The Ultimate Reassurance — A Message to His Younger Self🔗 Connect with Laibel SchwartzInstagram: https://www.instagram.com/laibelschwartzphotography/?hl=en LinkedIn: https://www.linkedin.com/in/laibelschwartz/Website: https://laibel.com/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

This One Lesson Cost Me a $10 Million Deal | Journey of Building a Law Firm ft. Uri KirschnerGet ready for an episode packed with hustle, heart, and some seriously crazy stories.In this episode of the What It Takes podcast, Tuli Kraus sits down with Uri Kirschner, a real estate attorney with 30 years of wild experiences from landing a Wall Street job as a determined 15-year-old to closing a multi-million dollar deal while hooked to an IV.But beyond the legal world, Uri is also the passionate founder of The 100 Ride, a charity bike event that has raised close to $5 million for local causes by leveraging one powerful idea: 100% of the donations go straight to charity.This conversation is a masterclass in seizing opportunity, the power of persistence, and building a legacy that gives back.💡 In This Episode, We Discuss:◼️ How Uri’s childhood businesses selling potato chips and Parker pens in school set the stage for his future◼️ The unbelievable story of how Uri, at 15, persistently called a CEO’s office, showed up with flowers, and landed a job that led to daily lunches with the boss◼️ How a Wall Street CEO over a kosher lunch convinced him to become a real estate attorney to be at the center of all the action◼️ Uri’s philosophy on growing a successful law practice through word-of-mouth and doing great work for clients, without any advertising◼️ The story of the empty lot he was too afraid to jump on a painful but priceless $8.5 million lesson in overcoming the fear of failure◼️ The time a deal dragged on for days and Uri had to leave the hospital with an IV bag still in his arm to get it across the finish line◼️ The joys and realities of working with family including why he made his son get experience elsewhere before joining the firm◼️ How a challenge from his rabbi sparked The 100 Ride movement, which has raised millions for Tomchei Shabbos and Kupat Ha’Ir◼️ The incredible “mini-miracles” that happen every year with the ride from rain holding off until the last second to a postponed ride becoming their best fundraising year ever◼️ Uri’s vision to raise a million dollars annually and launch a kids’ ride to get the next generation involved◼️ Why you don’t need to be a pro cyclist to participate, how the community will help you find a bike, and why you should just “jump in” and register at the100ride.com⏱️ Timestamps00:00 The $5 Million Charity Bike Ride1:00 The Donald Trump Nut & The Parker Pen Hustle3:31 The Audacious Stunt That Landed a 15-Year-Old His Dream Job6:42 The Best Career Advice Came From a Kosher Lunch9:27 From Law School to Partner in 6 Years (Without Advertising)14:04 The $1.5 Million Lesson: “Jump When You Can Jump”18:36 The Craziest Closing: IV Bag and All22:49 What It’s Really Like Working With Family25:12 The Divine Intervention of The 100 Ride33:19 The Dream: A Million Dollars & Kids on Bikes41:37 Your Invitation to Join The Family🔗 Connect with Uri Kirschner LinkedIn: https://www.linkedin.com/in/uri-kirschner-1275961aa/🔗 Connect with Tuli Kraus X (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The Power of Storytelling | How Our Infographics Landed Million Dollar Deals ft. Brian WallaceHow data and storytelling can change lives, or how tragedy can spark faith and purpose?In this episode of the What It Takes podcast, we sit down with Brian Wallace, a master storyteller and the creative force behind NowSourcing.Brian takes us on a wild ride from his completely non-religious upbringing to becoming an observant Jew, a journey shaped by unimaginable personal tragedy. He also pulls back the curtain on his remarkable career, sharing how he helped an NBA player land a $64 million contract using storytelling and data, and how he’s made even something as simple as paint fascinating for global brands.This is a deep, emotional, and inspiring conversation about resilience, faith, and the incredible power of a great story.💡 In This Episode, We Discuss:◼️ Brian’s journey from a non-religious childhood to discovering Orthodox Judaism as an adult◼️ The concept of finding faith through “love” vs. “fear” and how tragedy can become a catalyst for profound change◼️ The heartbreaking story of losing his first child and how that loss built a foundation of unshakable strength◼️ How he helped an NBA player go from a league minimum to a $64 million contract with a “Moneyball”-style infographic◼️ His philosophy that every company is a media company, and why storytelling always beats selling◼️ The story behind his viral Psychology of Color infographic and how it made a paint brand unforgettable◼️ His creative process for turning complex ideas into engaging, shareable content◼️ How to build a network and business rooted in authenticity and real value, not cold outreach◼️ His latest venture, The Innovate Summit, brings innovators together for honest, ego-free conversations⏱️ Timestamps00:00 Meet Brian Wallace: The Master of Story1:26 From Brooklyn to the “City”: A New Yorker’s Origin Story3:22 The Spiritual Search: A Non-Religious Upbringing6:26 The Spectrum of Belief: Love vs. Fear17:45 A Story of Unimaginable Loss21:26 Finding Strength: From Tragedy to a Family of 824:28 The $64 Million Infographic30:47 The “Moneyball” of Basketball36:50 Making Paint Fascinating: The Psychology of Color40:56 Stop Selling, Start Storytelling45:11 The Creative Process: How to Build a Viral Idea48:04 What It Takes: Building a Legacy Without Ego🔗 Connect with Brian Wallace X (Twitter): https://x.com/nowsourcing Instagram: https://www.instagram.com/nowsourcing LinkedIn: https://www.linkedin.com/in/nowsourcing/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKrausInstagram: https://www.instagram.com/blackbird.recruiting/LinkedIn: https://www.linkedin.com/in/tuli-kraus/

The Side Hustle That Can Replace Your Income | Building a Career You Actually Love ft. Shaina KerenEver feel stuck in your career, wondering if this is really all there is? In this episode of the What It Takes podcast, host Tuli Kraus sits down with Shaina Keren, a renowned career coach who has helped over a thousand people to find their true potential.Shaina opens up about her own incredible journey from living in a trailer park to becoming a sought-after career strategist and shares raw, practical insights on navigating life’s biggest career questions. Together, they unpack whether college is really worth it, why personality tests often fail, and how to find meaningful, fulfilling work that actually fits you.This is an eye-opening, empowering, and refreshingly honest conversation that will change how you see your career and your purpose.💡 In This Episode, We Discuss:◼️ The surprising truth about whether college is a necessary step or just a “mirage”◼️ Why standard career and personality tests often give terrible advice (like telling someone to be a farmer!)◼️ How to know if you’re in the right career — or if it’s time to pivot◼️ Shaina’s personal journey from a spiritual, out-of-town community to running a thriving coaching business◼️ How the “Ikigai” framework helps you find work that’s fulfilling and financially rewarding◼️ A real-life case study of a recruiter who became a master watchmaker after just one coaching session◼️ Simple steps to test a business idea on the side without spending money◼️ The three most important mindset shifts to make if you’re feeling stuck or unfulfilled at work⏱️ Timestamps00:00 Introduction: Unlocking Your Dream Career1:25 From Trailer Park to Career Coach: Shaina’s Unlikely Beginnings3:50 The Israeli Dream & Building a Location-Independent Business5:32 The College Mirage: Is Higher Education Worth It?8:21 The Entrepreneurial Siblings: Building a Legacy from Scratch9:38 The Superwoman Year: Marriage, Masters, and Motherhood at 2011:48 The Path Not Taken: Why Becoming a Rabbi’s Wife Was a Bad Fit15:17 Why Standard Career Tests Are Setting You Up for Failure17:13 The Daycare Burnout: The Moment That Forced a Career Pivot26:12 The $5,500 Career Transformation: Inside the Rockport Method35:35 Case Study: From Recruiter to Master Watchmaker41:45 3 Steps to Escape a Mediocre Career (Practical Advice)🔗 Connect with Shaina Keren X (Twitter): https://x.com/kerenshaina Instagram: https://www.instagram.com/shainakeren LinkedIn: https://www.linkedin.com/in/shaina-keren/🔗 Connect with Tuli KrausX (Twitter): https://x.com/TuliKraus Instagram: https://www.instagram.com/blackbird.recruiting/ LinkedIn: https://www.linkedin.com/in/tuli-kraus/