This is the one where it got real.

We came back with a name, a platform, and a mission. But more importantly, we came back with a question that every entrepreneur needs to answer before they post another piece of content: who are you actually talking to?

Jesse breaks down the PVP Matrix, a framework for evaluating your ideal client based on three variables: Personal fulfillment (how much do you enjoy working with this type of person), Value to the marketplace (how much do they actually value what you bring to the table), and Profitability (how profitable is the work). Score each on a scale of 1 to 10 and suddenly the guesswork disappears.

Ronnie gets honest about what 25 years in the auto industry taught him the hard way. In the beginning, he'd work with anyone who had a pulse and wanted a car. Survival mode. Transactions. Looki ...