Einstein's Disease (Aired 03-12-2025) Breaking Barriers: Einstein’s Disease Redefines Success

[00:00:00] Speaker A: Welcome to Einstein's Disease. Through real world insights and powerful conversations with industry leaders, we help you break past limitations and rethink success. Are you ready to push the boundaries of what's possible? Good afternoon, this is Greg Ehlers, host of Einstein's Disease. I'd like to welcome you to our fourth show where we are getting wonderful reviews with over a million viewers on a regular weekly basis. Einstein's Disease is a show where we delve into the challenges that are apparent to business owners where their consumer or their addressable market tend to find themselves of the mindset they know everything, when in fact they don't. And we discuss the problems and the solutions that different business owners have. In today's edition, we have the CEO Jonathan Duquette of Go Nano. Go Nano is a revolutionary product in the roofing industry. Jonathan, welcome to the show today. [00:01:12] Speaker B: Hi, Craig. Thank you very much for having me today. It's a pleasure meeting you. [00:01:17] Speaker A: It's great to see you too, Jonathan. We are going to kind of walk into this today from the homeowners dilemma. Jonathan, really one of our target markets and is Texas. Texas is a big market for Go Nano and Texas has been having a lot of challenges, Jonathan, due to the changes in climate. And maybe you can spend a couple of minutes discussing the homeowner's dilemma and how that homeowners dilemma has become something of an opportunity for Go Nano. [00:01:48] Speaker B: Yes, Craig, thank you very much for that. The dilemma is just increasing throughout the country, but especially in Texas. One of the reason why Texas is such a big dilemma right now is that most people thought that instruments will cover their roof for the rest of their life. Right. And what we are seeing as of now is that there is a big, big switch in the interesting industry and more and more people are not getting covered for their roof and they are getting or they're getting slapped with big, big increase in their premium or and when it comes for whatever that might throw at their roof, there might not be covered. And that's one of the worst thing for homeowner because the roof is what protects their house, the everything that's really dear to them. And it's really scary right now what's going on. And most people are not aware that there is new solution like Go Nano on the market. [00:02:47] Speaker A: So, so if we, if we talk about this dilemma, what is it that or the educational process? Is it the fact that the homeowner traditionally has gone through one methodology, they have a hailstorm, they call their insurance agent up and they say my roof's been damaged the insurance company comes out, they do an assessment, they either repair it or put a new roof on. But something's changed from the standpoint of was their insurance reduced in terms of the coverage or was the coverage cost up so much that the homeowner has had to drop it? It's a combination of both. And are it sounds to me when we see this or hear about it, Jonathan, in some cases it's been a shock to the homeowner, is that right? [00:03:40] Speaker B: Yes, you are totally right. It's been, it's been really difficult on people, right. A lot of people weren't aware that their policy changed because now in the policy they might put other things around where they they can't really claim anything, right. Or the cost will be so high that it's almost the cost of replacing the full roof by themselves. So that that's where most people are and that's why I I'm really excited to talk about that today so that more homeowner knows about their policies and really look and dive down. Because right now most people don't have any coverage in Texas and the next elstorm or next like hurricane could change everything from that for them where they will have to put maybe on their mortgage the roof or increase their payment when there is better solution. Most people don't think about the roof only until it start failing, right? Most people won't look at that. They assume that replacement is the only solution, but it's not true. Again, most insurance company will deny damage and a full roof replacement can go from $15,000 to 20, $30,000 for a full roof replacement. And even if the insurance cover part of it, they might have a 9, 10, $12,000 deductible on the roof. [00:05:08] Speaker A: Wow, that's a big cost for a lot of people, especially when we think about all the other costs that have gone up. We have property taxes, inflation, mortgage rates, et cetera. One question on the insurance side for our listeners. So I have a I've had a home in Texas and I had an event and I called my insurance company five years ago and there was a hailstorm and they covered it. And then I have another event. Do they just keep replacing my roof? Was that the normal process for 20, 30, 40 years? Jonathan and and now it's because of the population and because of the amount of incidents that the insurance companies are changing. Is that what's happened? [00:05:58] Speaker B: Exactly? CRAIG that's exactly right. Basically with the amount of event that it's been increasing over time. Right. There's another reason a little bit because of the quality of the shingle that are being applied as well on roof in Texas. But the main thing is that insurance company and we're seeing it throughout the US Right in California, a lot of insurance company are just backing out. Same thing in Florida. And it's the same right now in Texas. Right. Because it's too much for them. And or if the state's allowed, it's going to be just a, there is going to be two different policy, one policy for your house, one policy for your roof. But they're going to make it prorated. There's going to be so many ways that basically roof replacement, true entrance will soon be something of the past. The roof will be all in the hands of the homeowners. And that's where having a solution like gonado become really important because for two to three thousand dollars, you can treat your roof, keep it up to date and extend its life length for up to 15 to 40 years even with multiple treatment. [00:07:07] Speaker A: Got it. So what we're going to work into a couple of solutions going forward. The dilemma that we're discussing with Jonathan Duquette, the CEO of Go Nano, is the challenges for homeowners with respect to their insurance either not covering or having a very high deductible or insurance cost for a new roof, that there's another solution out there. And Jonathan, the CEO of Go Nano, has that solution. We're going to take a quick break and let our let our sponsors share with you their great products. And we'll be back with Jonathan to talk about helping the Homers adapt to Go Nano and maybe finding a way not to see a $20,000 bill for a new roof. So we'll be back with you shortly. Jonathan, thank you. And we'll catch you on the other side. [00:08:07] Speaker B: Thank you. [00:08:20] Speaker A: Welcome to Einstein's Disease. Through real world insights and powerful conversations with industry leaders, we help you break past limitations and rethink success. Are you ready to push the boundaries of what's possible? Hello, it's Greg Ellers again from Einstein's Disease. We are here with our guest, Jonathan Duquette, CEO of Go Nano. And in the first segment, Jonathan and I discussed the homeowner's dilemma with respect to roofing and the challenges that are taking place because of climate change in Texas or the preponderance of a larger amount of hail storms. Jonathan, it's great to have you back. And I want to jump right in here to the first solution that we were taught we were going to talk about today, which is helping the homeowner adopt to Go Nano. And Go Nano is the product, Jonathan, as I, as you've shared with me, that can not only extend the life of a roof, but also protect the roof from these diseases, these from hail storms and other climate challenges that happen on a regular basis to avoid making claims to your insurance. And I'd like to have you kind of walk us through how you bring peace of mind to homeowners in this, what, what your process is and why when they learn about Go Nano and use it, they have a different outcome. So we can just kind of walk through the trust and education why it's a better proven alternative. And then I'll ask you some questions as we go forward. But thank you very much for joining us again in this segment, Jonathan. [00:10:19] Speaker B: Thank you, Craig. And yes, if we just walk back a little bit as well to the instruments, just imagine yourself waking up after a storm, probably use the same oil in your motor for 100 miles and maybe your motor is still going to work. But is it really going to perform at its best? No, because you have to replace the oil and make sure that it works. It's the same with a roof, especially in the Texas market. It gets so hot out there, right. And the sun just beating that shingle all the time, that the shingle dries out so fast that after only five years, that roof pretty much have no protection against impact or wind because there's no flexibility left in that shingle. [00:11:02] Speaker A: And how do you from that you really touched on something I think a lot of our listeners probably aren't aware of. I mean, they know the variance in temperature. Jonathan but how do you, when you have your, your distributors, your, your partners in, in Texas, how do they educate or how do they show the homeowner this? Do you talk to me? Because what you touched on right there is, I mean that's like an aha moment. Wow, I didn't know that. [00:11:32] Speaker B: Yep. So we have multiple products. So we have product for a brand new roof where we can take that roof from brand new and literally extend its life so that a homeowner will never have to replace a roof in 100 years. Right. It seems crazy, but that's just the truth because if we do multiple treatment every five years, we can keep that roof up to date, impact resistant, wind resistance. And we have all the data to cover that. But what most people will be interested is about or revive lines of product. Revive. It's a new product that use bio oil to rejuvenate the asphalt. But as well nanoparticle that will penetrate that shingle and make it stronger. So what we found as data, we developed the product with Green Center Canada and basically what we found out is that after applying our product, we can make a 15, like 10 to 15 years old shingle more impact resistance than 95% of the roof that are being installed on tech in Texas right now. Just because our product performs so much better and we're adding all the benefit of basically silicon silicone inside of the shingle without cutting all the effect of it. Like the shingle still breed, it's still going to be all of that, but we just make that shingle much better when it comes to that for only 2 to $4,000 for a full roof. [00:12:52] Speaker A: That's, that is fantastic. So a deductible in homeowner's insurance is probably more than that for a new roof and obviously the cost and then the increase in one's premiums or if the insurance company is going to continue to cover for hail damage or other storms. So that's a great number there. So talk to me a little bit about when you use Go Nano and you have protected your roofs, is there any disclosure that the homeowner can do with respect to the insurance company to be able to help either reduce their cost for their homeowner's insurance? Have you been working with the home, the insurance companies in Texas? Because obviously from an educational standpoint, learning about, you know, the length of the roof and your analogy of the oil change, which is very easy to understand if you're, Is there anything on that side that also can help the consumer realize that utilizing Go Nano, whether it's on the five year cycle or what have you, is it also able to maybe get a better check mark with the insurance company? [00:14:09] Speaker B: Jonathan yeah, great question, Craig. We, we have some people that been able to receive a discount by installing our product. It's not all the insurance company that will offer that as of now. We are working really hard right now to really establish ourselves as the number one brand in the market so that we can provide that kind of support with two homeowners with their, their insurance company. So it's an ongoing conversation, right? We've been in conversation with multiple of them over the past three, four years already and we are doing everything in the background. Right. So we have been testing our product against UL standard, ASTM InterText. So we've done over $600,000 of, of tests and research and data to really come to the insurance industry and be able to provide real data that showcase that yes Our product's going to help. And most insurance company love it. Right. The only problem with the insurance industry right now is that they don't know where to go. Right. They are doing so many modifications through their proposal, their claims. So it's big organization. And right now it's so complicated because they are trying actually to just remove the roof from the policy. And that's what we got as inside information, is that most insurance company just don't want to deal with the roof, and that's 100% on the homeowner's problem, kind of their roof. [00:15:38] Speaker A: Wow. So, in essence, that whole educational system that your distributors and partners and then obviously your corporate communication, it's really important as you become more engaged and partner with the insurance companies in terms of understanding what they're doing, making you aware, making them aware of what your solution is. This isn't just financial, but this is emotional relief to the homeowners in a sense, isn't it, Jonathan? You're giving them something that they wake up or come home. They don't have that concern because they've been able to work with you as a company and solve that problem. As we close out this segment, I think one of the things that's interesting when we think holistically about the roof, and obviously you've got competitors out there, there's other people that are in the area of, of ensuring that roofs are in a better position. Do you think that the. Where would you put your maturity stage for, for your industry and your leadership within the industry, Jonathan? But, but overall, it's clearly not mature. It's still growing. Where would you put yourself in the, in the continuum of life? When you look at my gray hair versus your younger look, I mean, where is, where is this industry? [00:17:14] Speaker B: Yeah. So the industry is not really old. Right. Because it's a changing industry. Again, like we were saying in the first segment, most people just went to roof replacement as soon as there was something with the roof. Right. That industry is changing, which makes our industry booming. Right. Just because, yes, there's other competitors out there, but we've been voted as a top nanotech solution in 2024. We've been featured as the top leader in this space. Right now. A lot of people just want to start working with us. The reason is that we are the only company with data. Right. We are the only one that can show that we are increasing the impact resistance, the water resistance, the wind resistance of Shingle, which none other company can really do right now. So that market will just increase. Right. We'll just grow year by year. It's a, it's a really incre model because most homeowner now are getting aware of that. Right. They're sensing it. Some homeowner already faced that problem with insurance and insurance company. So people and shows like that where we talk about the real problem that entrance might not cover your roof is where people are getting aware more and more of these solution. And again like you said with the car and the oils change, it just makes sense that maintaining your roof will make it last for a lot a longer period of time. And just to give you a little example here, we treated one roof on a street major ails from came. He was the only roof that didn't hatch replaces roof. Right. So he invested about $3,000 to treat his old roof where all of his neighbor had to pay like it's 9,000 to 12,000 deductible to replace the whole roof. Right. So it was a smart choice right away there. And he was so impressed with the result of gano being applied on his roof and the amount of money that he saved. But not only the money, right. It's a struggle to go with to the whole process. Right. Where you could put your time energy somewhere else or just be okay, there's an elf swarm. I don't have to be worried about it because it takes a lot of time. It's a long process. There's money involved, roofer involved. Where us we come do the treatment of the roof. It takes about an hour to two hours to do the whole treatment and we're out. And the major thing about us is that we do offer a warranty against natural disaster where your insurance normally was the only solution. Go Nano do have a warranty for that as well. So that gives an extra peace of mind to homeowners knowing that the roof is covered not only by the insurance, but as well by go Nano. [00:20:05] Speaker A: That's fantastic. Yeah. So it sounds like you've got an addressable market on that street because everybody is going to want to know where that person was able to avoid having that, that payment. So I think we'll, we'll cut it off here. We'll. We'll get our, get our show paid for with our sponsors. And then when we come back in the next segment, we're going to talk a little bit about your leadership, the challenges from an Einstein's disease perspective of not only starting this business, but identifying your market and the challenges to grow a business. So our entrepreneurs out there get a sense of how you've Done this, Jonathan. So with that, we'll take a commercial break and we'll be back shortly. Thanks very much. [00:20:54] Speaker B: Thank you. [00:21:06] Speaker A: Welcome to Einstein's Disease. Through real world insights and powerful conversations with industry leaders, we help you break past limitations and rethink success. Are you ready to push the boundaries of what's possible? Hello, it's Greg, back with Einstein's Disease. And our guest today is Jonathan Duquette. Jonathan is the CEO of Go Nano. Jonathan, it's great to have you back for this segment. Really appreciate what we were able to share with the audience in the second segment with respect to the solution that you outlined so eloquently and then how it overlays or replaces insurance. What we'd like to do in this segment, Jonathan, is as the title of the show, Einstein's Disease. You had some serious challenges to start this business. You had to overcome. You had to have a business plan. You had to have an addressable market that you defined. You needed to find a way to get people to adopt your product where many people, you know clearly, as you outlined in the last segment, somebody comes up and says, I can help you. I can save you tens of thousands of dollars. They're like, no, you can't. I've heard this line before and it doesn't work. So tell us a little bit about your market strategy and how you went about this in the beginning, Jonathan, from being able to be an entrepreneur to take on and build this company to where it is. And we'll get into some of that as the segment goes on, but really give our audience the sense of the challenges you face. Because quite frankly, as an entrepreneur, myself and I know we talked about it before the segment, you run into a lot of people who think they know everything. And when they think they know everything, you know, they're a great client or a potential great targeted client. But it's finding a way to get that Trojan horse to get behind that facade of I know everything. So maybe you can give us a little bit of a background and some of the challenges and how you overcame some of those. [00:23:24] Speaker B: Sure, Greg, great point. And you know, as soon as you start something that's so different, people will all like, throw rocks at you. That's just the meaning of life. Right? That's, that's, that's been with everything. When it comes to, for example, Tesla when it started or whatever big company when it started, people don't believe in it and will do everything to try to say or discredit that company. Right. And that's, that's been. And that's what create like revolutionary product, right? There's a lot of books I really love one of the books about Peter Thiel about 0 to 1 and basically how starting a business that doesn't exist takes more energy, more time, because it doesn't exist. And it was the point with Go Nano. Nothing existed before the product. The market really didn't exist, right? All of it. So we had to create everything from scratch. When you create something from scratch, it comes with, yes, a lot of challenges, but it creates as well a blank canva in front of you and you decide, okay, where do we have to go? What needs to be done to be able to reach out that end consumer. Because that's always the goal, right? The the end of the goal. It was always for me, how can I help more people? And as well, how can I help the planet? Because it's ridiculous right now that billions of tons of asphalt shingle are thrown away every year and it takes over 300 to 400 years to decompose. So my mission is so like is embedded in me, right? That mission of being able to help people and help the planet just make the whole process a lot easier because every day when you wake up is how can I help more people? It's not about anything else. So saying so growing the business, right? Starting recruiting dealer across the US we faces a lot of little problem in the beginning, but that's where Go Nano was a lot different than everybody else. What we did first was targeting right away the main, the main thing which is the research and data people were like, okay, we need. How can I like okay, you're telling me all of that, but can you prove it? And that's what we did as a startup starting company, little revenue at the beginning. We invested all the money that we had in the company to go out there and do testes with like UL or other people out there, which was costing between 40 to $100,000 a test, right? It's really, really expensive to start testing. But we found out that it was the only way to go and get that trust from people. But we never stopped there, right? We tested our first product, but we continue in the development of new product. We figure out, okay, we need to help more people. And so when it comes to about the people and not about you, you're just looking at solution on how can you make yourself understood. And that's really where it how it started. And after that it's about being truthful. We're doing a lot of trade shows and if people are going on our YouTube YouTube page, they will see that we're doing in person tasks where it's not a lab. Right. We're doing in front people tasks or we can bring them shingles that they can see for different. It is, it is. And that's really how we've been able to overcome most of the objection over time and grow a network because people trust us and they see that it's whatever we say it's been tested, improve it. [00:27:10] Speaker A: No, I hear you. So yeah, you're based in Canada where quite frankly you don't have the variance in weather. So you, your target, you know, the south of southwest of America, Southeast Florida, etc. Talk to us a little bit how you, you came from Canada, you were able to identify the market. You came up with a solution that you were able to have all the testing the data to. To demonstrate the efficacy of what you have. But talk to us a little bit about how Jonathan Duquette was able to go to Dallas, Texas and get people to go. We, we want to hear what this guy has to say. I mean you, you have a. You know, everybody comes from somewhere obviously, but. But you founded and created a product that really does better in our varying climates than what it does in Canada. Tell us a little bit how that's worked for you. [00:28:21] Speaker B: So to come back in Canada, I think we have one of the hardest climates to work with just because the freeze cycle during the winter freeze the cycle are really something that destroys shingle really, really fast because the water penetrate freeze and freeze tall and it just break the shingle really rapidly. Where in Texas it's the sun and the eat. Right. So it's two different problem which the product tackle really, really well in bulk climate. But the, the way that it started here. So started going nano. Yes. Here in Quebec, Canada did it for over two years time saw potential right away was like okay, let, let's. Let's jump in Texas right away. Texas is basically the same size of Canada when it comes to population. So I was like that's the perfect market. Right. But what I found three to four years ago was that the Texas market was still an insurance market. But that was what was really complicated at the beginning. Is that what I face is that here in Canada insurance doesn't cover roof at all. Right. The roof are 100% homeowners. It's not the insurance company at all. So I was like a little bit impressed about that about Texas where it was all about. What we are seeing now is that all of that is changing and it comes like in Canada. And that's really when it started about two years ago in Texas. People saw, okay, go, I know has a research showcase that it works. Tons of like thousand and thousand of installation done, no warranty claim. Okay, so it works. Call with our other dealers across the US Figure out, okay, it works. Now Texas is one of our booming market because of all of that. Right. It's just, it's the best insurance that homeowner can have for the roof and their house. Right. The roof is what covers everything. So yeah, a lot of. [00:30:20] Speaker A: So what I, what I'm really hearing from you, Jonathan, is when you started in Canada, the roofs weren't covered by insurance. You were able to create a product that gave you a level of notoriety and value within the market. You identified something in another area in America where insurance actually existed. But now that insurance is moving away from covering the roof like it did in Canada, you feel that's been a competitive advantage to you relative to some of the others because you've worked in that your competitors, how, how big is your management team? How many people do you work with with respect to the strategy on things like this, Jonathan? Because that's a huge thing that you identified and in some way or another that got you over the edge to a lot of the customers that you have that probably three years ago said, I don't need this, I'm just going to use insurance. And now they're like, holy cow, that it doesn't work that way anymore. So, so you had, that was, was that part of your leadership team that identified it? You know, how, how did you. And you clearly that when that door opened, it's done a lot with respect to the increase in the amount of dealers and things like that, which we're going to talk about in the next segment. But talk to us just briefly on, on your leadership team and, and, and how you collaborate together with respect to the challenges of having a business that traditionally people haven't either used or think they don't need. [00:31:56] Speaker B: Yeah, one thing that I, I think I, I do really well, it's attract great people. And when you do something and what, when you do something that, that's driven by your heart and not about money, you attract a lot of people that see you and doing so. I just attracted a lot of people with a lot of, of influence in the roofing space, but as well in the insurance space. And what I do best is if I don't understand a market, I go and fly down there. And that's What I did, I went to Texas and I went door too. Understand what was the dilemma of people down in Texas. And that's how I was like, okay, I understand now it's like second step, okay, I don't understand all about the entrance market. So what I did is that I went to Austin and I met with the governor, right? That's, that's what I did. I, I went out there, I was like, okay, I don't know how it's going to go, but I'm going to go and meet them, go with the governor, went to Austin, did the whole, the whole thing with them. They explained to me how the states is looking at insurance because a lot of people get denied on entrance and the states still has a responsibility about that as well. So they started to explain me what was the rollout of the insurance industry. It was I think two years ago that I did that in Austin and that's where I was like, okay, now I tool like understand the consumer behavior. I understand the state placement on that major issue that, that's going on right now in Texas. So now we have all of that information. Now what else we need to do? Education. That's the only thing, right? Because people need to be aware that a solution exists. So they are, they are not caught up into like a $15,000 payment that they weren't prepared for because they didn't knew that the solution existed. So that's why we are doing what we are doing right now when it comes to education. [00:33:52] Speaker A: That's fantastic. And that, that, that's a great way to close out this segment. We're going to get to our sponsors so we can pay for the show. And when we come back, we're going to bring everything together and listen to what Jonathan has to say about the challenges of the dealership community to some of our listeners out there that are entrepreneurs looking for maybe a different opportunity or understand when they are looking at opportunities, how a company assesses somebody that might be interested in being a franchise owner or a dealer in the case of Go Nano. Jonathan, thank you very much. And we look forward to closing out the last segment with you shortly. But at this time we'll cut off for a commercial break. Thank you very much. [00:34:43] Speaker B: Thank you. [00:34:48] Speaker A: You welcome to Einstein's Disease. Through real world insights and powerful conversations with industry leaders, we help you break past limitations and rethink success. Are you ready to push the boundaries of what's possible? Hello, this is Greg Ellers, host of Einstein's Disease. We are here with Jonathan Duquette, CEO of Go Nano. And we've had a rich conversation today with Jonathan going through the problems that consumers face with respect to their roof in specifically talking about Texas with the elements of climate, storms, etc, and the cost and Jonathan's company and their products to be able to alleviate those costs and lengthen the roof's life and avoid damage when these catastrophic storms take pace. But as we come into the last segment, and Jonathan's really given us a lot of great insight to everybody out there, entrepreneurs, entrepreneurs that are looking to that face the same challenges that Jonathan's faced with respect to customers saying, no, I know or I don't believe I need and has overcome those. In the last segment, he closed out with a great story of how he was able to enhance the adoption or the awareness of his product by going to Austin, by meeting with the insurance industry and the actual governor of Texas to learn more about their policies and what the insurance industry was or was not going to cover. Which gave Jonathan an added edge in being able to sell his product to get people to say yes, to get people to understand why it's something that is of importance for maintenance and longevity. So, Jonathan, I'd kind of like to dive into the success here. You've done it through dealerships across America. And I know that listeners out there, after this and hearing about hearing you and your charisma around what you've done, you're probably going to get more people that are going to start saying, I want to become a dealer for you. You mentioned to me off camera that you receive about 400 applications every week for dealerships in the United States. And you don't. You obviously have a top of the funnel that synthesizes people's ability where they are, the addressable market where they are. And you end up with maybe a handful every month that become dealers. Talk to us a little bit about what a CEO looks for and what your team looks for. When you're, when you see all these applications come in, I mean, it's a good feeling. People want to work with you, but at the same time, they're going to be representing your company. You're giving them an applied level of fiduciary. Fiduciary to the, to the company itself. And when they go out and knock on somebody's door, they're going to knock on the door as Go Nano. So you, you have to, you, you really have to have a high level of discretion, don't you, with respect to how this works? So maybe you can share with the audience a little bit about what a dealer or somebody that has entrepreneurial aspirations, what they look like and what kind of questions or analysis you go through to find these great people that you've got across the country. [00:38:44] Speaker B: That's a great question, Greg. And it comes back as well a little bit about how the market is growing. Right. By the end of 2023 we, we had about 30 to about 40 people reseller dealers across Canada, U.S. you see. And now beginning of 2025, as of today we, we have over 180, right. So we are growing really fast. And the reason is that as well because there's a lot of market interest. A lot of people are getting interested in that space of things because it is easy to install, right? It's not really complicated. And the other great benefit is that everyone has a roof, right? Everybody has a roof. So everyone is a potential customer which not a lot of market are offering as an advantage, right? Because our product can be installed on brand new roof to older roof. So everyone's is literally a potential customer. And when it comes to select the right people, it gets sometimes a bit more difficult. As we grow we, we are putting more and more things to make sure that we only select the right per the right people. We yes, we have like roofing company that are making $30 million a year with us, but we also have firefighter, policemen, army personnel as well that are joining Go Nano. Maybe they're, they're not looking at making $5 million a year, but making an extra 80 to $120,000 a year might be the right fit for them as well. So we are not discriminating people based on the wealth that they have or the their experience. What we're really looking for is someone that has the same value as us, which is helping people, right? That's what really important at Go Nano and that you can feel really quickly, right when the person is looking at because the process is yes, we receive a lot of application but after that we have what we call it's one on one, right? Where we have a conversation with that person right away and we try to figure out what are they looking for, right? And maybe it's the good fit, it's the right fit, maybe it's not right. It's not made for everyone. Some people will think that hey, that's the way I'm going to get rich. If it's that, that your idea of helping people, then it might not be the right fit for you. But we have people, army, personal or ex policemen that are starting that they know Their communities, their goal is to help their communities. And they are like, okay, that's the right fit for me. So it's not really about who you are, but it's more about what you want. And what we are going to do at Go Nano is try to help you where you're at in your business. If it's your first business, we're going to take you from first business to help you grow your business. If you already have experience in business that it might be other thing that you need help with. So our goal at Go Nano is to make our dealer network the best people for the homeowner or the end consumer. [00:41:45] Speaker A: That's, that's, that's great. I couple of questions to follow on that. But the one thing I think when you think about other entrepreneurs and other businesses, there aren't a lot of other businesses that you can name that every one needs or has. Which is a roof, right? Yeah, it's obvious with clothes and shoes and things like that. But in terms of something for their longevity in life, everybody's got to have a roof on their house or they're not going to keep their house long. So you have identified in a perfect market from that standpoint to be able to see an addressable market of, you know, hundreds of millions of homes across America. And I would imagine you have other ideas for international growth and things like that won't get into that today. But one thing that I'd like to kind of delve into a little bit more and that is your team that you have, you identified your team. Share with the, share with people out there looking at their business and maybe they've got somebody that works with them that thinks they know everything and they're actually an impediment for the company to grow. You built a team. What's your communication method with your leadership team? You challenge them. Is there an element of challenge of this is my aspiration. Help me get us get our company there. What are the ways that you work with your team to keep everybody not only on message but to get away from the mindset that wow, we've got to the top of the mountain, we've made it to Mount Everest. We're there because obviously the environment, helping people, that's something that goes on forever. So you've got to continue to evolve. So share with the audience a little bit about how you engage and how you challenge your, your leadership team to, to work together and, and, and not to get comfortable. [00:43:55] Speaker B: Yeah. And to come to what you, you just said, there's no, top of the mountain. Right. Because it doesn't exist in business. There's no limitation of where you can go. And Go Nano right now is quite small in terms of where I see the company in 10 years just because of the market, but as well the amount of people that I want to help. And I think like yes, we're a company that is from Canada, but we have employee in the US we have employee throughout Canada, throughout the US we're not, we don't have like the way that I operate the business is that it's really about looking for people that again have the same vision as me. Right. And it's, it's always about okay, are we helping the homeowners? And that's, that's always a conversation. Every time that we try to do something is thinking at the homeowner first. Is that the right fit for the homeowners. And when you create guideline like that, people know what they are aiming for. Right. We are not aiming for the largest amount of people because we could have gone that way and just try to sign as much people as possible and really don't care. But when you build something where you have a vision for the future, you want to make sure that everyone's aligned and that's when it comes really important to have a vision and a mission statement in your company and that everyone is really about that vision and mission. And when you're able to assemble a team that's really focused on the mission and not on the top revenues or anything like that, then the rest will just fall into place. But the reason of Go Nano is the mission which is helping people change and transform buildings and just make building in general better, which is the long term vision of Go Nano and reduce the impact of construction, maintenance. [00:45:53] Speaker A: That is, that's, that's fantastic, John. I think for our listeners out there, it's about the customer, it's about the consumer identifying who those people are and being able to get to them. And as we've heard from Jonathan and his strategies at Go Nano, it's saving money, longevity of a roof. A solution that used to be offered by insurance, but in some cases specifically Canada and now Texas, going away to be able to educate them and have a great team of people that are able to truly identify, identify the customer and then make that customer feel like not only are they important but they're, you're meeting the customer where their needs are, you're not trying to bring them to something else. And I think that is something that is a challenge to Everybody out there that's got a business. Because when you hear, no, I don't need that, when you hear, I've heard about it, it doesn't work. You have to have a way to get that person to be engaged. Because at the end of the day, you're not doing something that they don't need. You're trying to educate them on what they do need. And I think that kind of goes. I think this is in your ethos. We talked about it before, but. But there's four wins. The wins come from your dealer community, being able to demonstrate and show Go Nano in the best light. And they do that because they're reaching the customer. Right? They're reaching them with a product, as we've discussed, from not only the problem, the roof and its longevity or being able to sustain hail storms and other storms. And then the last. And you touched on it in the second segment, Jonathan, the amount of roofing material that goes into refuge, that has a long life. You're doing something to try and help the planet. Because those asphalt shingles don't need to go into refuge. They can stay on the roof. They can be penetrated with Go Nano product and be there for 50 or 100 years if you actually take care of the roof. And that is, I think, the ethos of entrepreneurial spirit that gets you beyond. I'm not interested. No, I don't need it. Because you're putting forward and through the training of your dealers and the leadership that you've mentioned in your community, in your company, there is no top of the mountain. This goes on forever. So I think that's a great. Was a great segment. I really appreciate you being able to join us today and not only share the benefits of Go Nano, but really to our listeners, what it's like to be a CEO, what it's like to be an entrepreneur, those challenges and how you've overcome them. And we look forward to seeing Go Nano continue to grow across the country and do great things for the environment and for a lot of customers out there. So we really thank you today, Jonathan, and look forward to having you back again in the future to see the growth of Go Nano and how many more markets you're in. [00:49:22] Speaker B: Thank you very much, Greg. It was a pleasure talking with you. And again, thank you very much for. To everyone that's listening and please take care of your roof, take care of your. Because that's the most important thing. And don't be surprised. Don't. Don't let a surprise affect your wealth as well. And take care of the protection right now. [00:49:44] Speaker A: That's great. And with that, this is Greg Ellers, host of Einstein's Disease. Look forward to having you back next week. The feedback from our millions of viewers has been phenomenal. I know today's episode is going to bring a lot more emails and text messages, so thank you very much, Jonathan. And with that, good night. [00:50:06] Speaker B: Thank you.