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Coffeez for Closers with Joe Shalaby
Built Different ft. Brian Goldstein | Coffeez for Closers with Joe Shalaby
00:27:34
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- [00:00]
Coffees Host
He scaled multiple companies, had multiple exits, and built businesses across everything from e commerce and healthcare to third party logistics. And oh yeah, he started his first company in high school. Brian Goldstein is a serial entrepreneur, brand builder, and scaling expert who doesn't just talk business, he tears it down and rebuilds it better. He's grown brands to over $100 million in revenue and helps founders scale past plateaus with no nonsense strategies. Zero sugar coating. He's also a passionate advocate for firearm safety, a podcast host, and a dad who's raising his daughter with grit, creativity, and real world experience. From surviving a traumatic childhood and a brain tumor to building empires, Brian's story is as real as it gets. Today on Coffees, we talk about scaling smart, cutting the emotion out of decisions, and why peace sometimes comes from surviving chaos. Welcome to Coffees.
- [01:02]
Brian Goldstein
Thanks for having me, bud.
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Guest Host
Thanks, Brian. Thank you for allowing us to use your studio. I appreciate it. It's been great to kind of get to know you, pick your brain and, you know, get the opportunity to hang out with you in the. Here in the studio. So, Brian, I like to ask everybody that comes on the show the same question every single time. And Brian, what is your morning routine?
- [01:21]
Brian Goldstein
Oh, that's pretty routine. Once I get out of bed, I'm ready for the day. Meaning brush my teeth, do my hair, put on my clothes, load my pockets, and even if I'm sitting at my desk, I'm ready to leave the house. It's not, oh, let me go grab this. So let me go grab that. But usually it's load my pockets, do everything. If I have my kid, get her to school or bring her with me, and I go straight to breakfast, that's.
- [01:46]
Guest Host
Like, there's no crazy biohacking protocol at breakfast.
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Brian Goldstein
They get pounded, and then later there might be some injections.
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Guest Host
Right on. Well, you, you have. You're in like multiple verticals. You, you had multiple exits. So we'll kind of dive into some of your exits. But you know what, what inspired you to start your own podcast?
- [02:11]
Brian Goldstein
A friend introduced me to someone a couple years ago and he's like, hey, I know you're in the gun space. You need to bring more awareness to certain topics. I was like, look up. I don't really like talking in front of the camera. It was only a couple years ago I started talking in front of the camera. Before that, it was just visuals. And that person passed away suddenly. And a couple months after, I'm like, okay, it's time to pick up where he left off and kind of just do my own thing, and never really talked about the gun space or the firearms or any of that stuff. So I kind of just stayed out of that, but just went down the business rabbit hole and interviewing cool people or topics that I thought were interesting to me. And somehow it relates to business one way or another. Because if your personal life's not in check, then your business life's not in check. And so having relationship coaches on therapists, on lawyers, just different things that have interested me over the time. And just kind of how it all meshes with business in a weird way, it does.
- [03:11]
Guest Host
It all comes back full circle. So you say you're in the gun space. You want to tell the audience exactly, like, what you do in the gun space. I know you have a big show that discusses these various topics.
- [03:23]
Brian Goldstein
I work with several brands on testing and developing and just, you know, trying out their new products and going to different training events and fun stuff like that. Like I said, it's more of a passion project. Like, it's fun for me. Make a couple bucks from it. Nothing crazy, but something I've always enjoyed. And that's kind of my, in a weird way, meditation. I'm turning off my thoughts and only focused on what I'm doing at that moment. You know, when you're training, it's, hey, if you're not a hundred percent in that zone, things can go south. You don't want to hurt someone, you don't want to hurt yourself. And it just allows me to disconnect from everything else and just focus on that.
- [04:02]
Guest Host
You're an advocate, obviously, for gun awareness.
- [04:05]
Brian Goldstein
And 100 firearm safety. And look, there's. Everybody's like, oh, you have all this stuff. There's not a loose gun in my house. Everybody's like, oh, don't you have a spare? I got little kids. I don't want that liability. I got a big dog.
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Guest Host
So you've been an entrepreneur for a long time, obviously, coming from 20.
- [04:28]
Brian Goldstein
Yeah, 20 years, though.
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Guest Host
What was the first business you started? How old were you?
- [04:34]
Brian Goldstein
I was in high school, and it was a detail shop.
- [04:39]
Guest Host
You started a detail company in high school?
- [04:41]
Brian Goldstein
Yeah, I was just passionate about cars. And I was like, oh, all these car washes suck. Like, I saw an opportunity to kind of take over a failing business and get it going. And got it going really well. I was not a great student in school, so, hey, at least I know I can make a dollar. And my grades dipped because I. They were already shitty. But they went lower because I was more focused on the business than School.
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Guest Host
And it was a pretty successful first business as a kid.
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Brian Goldstein
For a kid. Yeah.
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Guest Host
Yeah.
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Brian Goldstein
Now it's pocket change, of course.
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Guest Host
Of course. Now anything's pocket change, even if you're making a ton of money. Back then, it's pocket change now.
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Brian Goldstein
Yeah. 20 years ago.
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Guest Host
Yeah, man. Inflation's really something else.
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Brian Goldstein
I think when I graduated high school, gas was like A$50.50.
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Guest Host
Yeah. I mean, it's not just the cost of gas. I mean, eggs were probably a dollar for a dozen then.
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Brian Goldstein
On the high side.
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Guest Host
Yeah. So first business in high school. What's the best piece of entrepreneurial advice you've gotten?
- [05:41]
Brian Goldstein
Hang around like minded individuals. Don't hang around the naysayers saying, oh, dude, you shouldn't do that. You know, unless it's somebody that you look up to and you want to live in their shoes and you like all the aspects of their life. Don't take advice from those people. And same thing with, you know, personal relationships. Don't take advice from, you know, single friends and other stuff of if you're not living the life that I want to live, I'm not going to take advice from you. And I wish I learned that earlier on.
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Guest Host
Yeah. When did you actually learn that and adopt that into your own life?
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Brian Goldstein
Probably 25ish.
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Guest Host
I feel like that's something we always strive for, is just trying to find like minded individuals to just fill the room and like, and that's what the great thing about podcasting. Right. It's just you meet like minded people. This is almost like the only platform to meet people at the. Where you want to meet them at the time you want to meet them.
- [06:35]
Brian Goldstein
Correct. And it's the only time now where people aren't on their cell phone.
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Guest Host
That's absolutely correct.
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Brian Goldstein
The only reason you're keeping your phone in your lap is for notes. Outside of that, you don't need your phone.
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Guest Host
Yeah.
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Brian Goldstein
And a lot of people don't know how to have a conversation for an hour now without staring at their phone. It's.
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Guest Host
That's, that's one of the things I, I've said multiple times. It's like, it's the only. It's like the, the most unobstructed date you can have with someone.
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Brian Goldstein
100%.
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Guest Host
It's like unobstructed eyes gazing at the other person. 100% divide undivided attention.
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Brian Goldstein
Yeah. Like, you're not getting out of it.
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Guest Host
Yeah. And the only reason you said that you, you, you. I do have my phone is like, so I'm on course with my conversation.
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Brian Goldstein
Like, I do the same thing.
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Guest Host
Yeah.
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Brian Goldstein
Like, unless I, like, really, really know the guest, which then it kind of doesn't make it as fun for me.
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Guest Host
Yeah.
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Brian Goldstein
So it's just those notes of, oh, I forgot to ask this.
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Guest Host
Yeah, yeah. I mean, and that's what's cool. Kind of just getting to know you and your story, your heritage. You know, we have kind of a similar upbringing, similar heritage. You know, you. You. You grew up, you're half Indian. Very similar culture to me. I'm Egyptian. So what was it like for you when you told your parents, like, yo, I'm gonna go be an entrepreneur.
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Brian Goldstein
My parents were entrepreneurs. It was no issue.
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Guest Host
They were good with it.
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Brian Goldstein
They were good with it. No pushback.
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Guest Host
That was awesome. Well, because they were already assimilated to American culture, American heritage.
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Brian Goldstein
My mom is first generation, though, but she started her own businesses at a very young age and said, you gotta earn your keep. And so she's not opposed to it. Just. I don't know. I feel like our school system kind of directs you to live a different mold, and anyone that breaks out of it, it's like, oh, that's not normal.
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Guest Host
Yeah, yeah. You experience academia. You know, you walk down the academia, and it's definitely not a profitable venture. It's like, you're gonna be broke in.
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Brian Goldstein
That world or just, you know, you want a simple life, get a job, you know, and everybody's like, oh, you're so lucky. How many times have you failed, personally and in business? Failed? Hundreds. And it's learning from every time and improving. And if I wanted to just get a job and have a guaranteed paycheck, feel like life would be a little too simple.
- [09:01]
Guest Host
You know, you just said something that every entrepreneur just needs to hear and embed in their mind. Get used to failure. Like, just get used to it, because failure is just the process where we just improve, and people are so scared of it.
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Brian Goldstein
It's not even failure. It's education. What are you gonna do with that knowledge? Yeah, okay, that didn't work. How can you modify it so it does.
- [09:28]
Guest Host
You know, even on the drive up here, as I'm coming to the studio, I'm, like, refining and adapting and learning from my failures, and I failed on the way up here on at something. You know, it's like, we got to refine this. We got to change that. We got to implement this. Like, we're failing here. And my team and I even realized on the drive up here that we were. We need, like, a third party to come in and just, like, we can't do it. We just gotta get a third party. So we called the third party, booked it on the spot. Like just because we realized like we hit, like we've plateaued in terms of our ability based on the team size we have. So it's, you know, and it was a failure on the way up here. We realized it. You're also a scaling expert. What would you tell an entrepreneur right now to like, what's some practical advice that an entrepreneur can take right now.
- [10:13]
Brian Goldstein
To scale a current friend that I'm helping in business? I predicted where he'd be at currently, and he let his emotions get the best of him. And we could have pulled the band aid four or five months ago, maybe even longer, and now he's pulling the band aid now of making the hard choice and making the changes I implemented. Remove emotions out of your decisions. You got to do what's best for the company, not for what feels right. Got to do what's best for you and the company.
- [10:49]
Guest Host
A lot of us get stuck in that rut of being personally attached to the people, being personally attached to, you know, the product, being personally attached to whatever it is. And it's really disruptive for business.
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Brian Goldstein
Well, people still think they can operate like mom and pop when they've passed a certain level of sales. You can't. Mom and pop worked at the beginning. Now you're a million dollars in sales, $2 million in sales. Okay, so what have you changed? Nothing. Well, that's why you're hitting the wall. What have you delegated? You're still doing the day to day operations. What are you focused on instead of that.
- [11:30]
Guest Host
Now? I want to kind of turn things around and talk about some of the, the biggest struggles. I want to first off talk about what I feel would be that would have been the biggest struggle you faced, which was when you were faced with a brain tumor. Like, how did that impact you as a youth when you. When we were diagnosed with such a scary reality and how did that kind of shape your character today?
- [11:52]
Brian Goldstein
Honestly, that didn't really scare me. It was being in special ed. It was coming from a household filled with violence and substance abuse. You grow up that way and you survive. Everything else is a cakewalk.
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Guest Host
Special ed and like your parents were.
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Brian Goldstein
Violent or we'll get into the specifics, but there was some violence and some fun stuff involved.
- [12:17]
Guest Host
Yeah. Yeah. You know, when you grow up in a disrupt and people have this stigma with like divorce. Okay. Would you rather grow up in a divorce household where your parents are happy or Would you rather grow up in a violent household or your parents?
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Brian Goldstein
I'm going with divorced house all day.
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Guest Host
Long, you know, because.
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Brian Goldstein
Safe space.
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Guest Host
Yeah. There. It's funny because there's a lot of similarity, you know, even in. In the household, like in many, many households, even in my household, we felt. We dealt with a lot of, you know, fighting, extreme fighting. And. And I felt like, you know, it was like, Emmett, like, we gotta go. We gotta pick. We gotta pick a lane here. You know, we gotta take a lane. Because this is just. This is disruptive. Right. So it's traumatizing to children to. To live like that. So, you know, we. We're dealing with same things, and it's just like, that's just the way it is. You know, it's just the. The ideology of, like, this perfect household is like. Is a dissipating reality for many. Right. I'd love. I'd love to see.
- [13:25]
Brian Goldstein
I think it could exist. It just takes a lot of work.
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Guest Host
It does a lot of sacrifice. But on that note, it's hard for entrepreneurs. I see many entrepreneurs, unfortunately, have. Are. Have so much to do to keep a relationship together and build an empire, you know, and it's harder on entrepreneurs and, you know, a manager at a restaurant or a doctor, whatever it is, just because, you know, you have finite time, work. Finite. Entrepreneurs were like, just always working.
- [13:59]
Brian Goldstein
Yeah. You just got to learn new balance. I know. Easier said than done.
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Guest Host
Yeah. Give me some balance advice. Give the audience some balance advice. You.
- [14:11]
Brian Goldstein
You balance well, you're your split households now.
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Guest Host
Right.
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Brian Goldstein
Do you feel your kids get more attention now?
- [14:18]
Guest Host
Oh, yeah, absolutely.
- [14:20]
Brian Goldstein
I call that balance in my book.
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Guest Host
Yeah.
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Brian Goldstein
And you know those days that it's your days, it's dedicated to them.
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Guest Host
Yeah.
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Brian Goldstein
And the days you don't have them, your balls to the wall with work.
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Guest Host
Yeah.
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Brian Goldstein
That's my version of balance.
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Guest Host
Why can't one do that during marriage? You know, it's like when you're.
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Brian Goldstein
It can be with the right partner. Yeah.
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Guest Host
One who's understanding.
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Brian Goldstein
Correct. And I think a lot of things need to be talked about prior. And that's faults on both end. I'm not going to point fingers at anyone. Hard conversations need to be had. Things need to get Stops. Stop getting swept under the rug. And, you know, talking about how you want certain things done in the future need to be discussed before that time.
- [15:09]
Guest Host
Yeah. You know, it's funny that you identified balance based on. Because right now my time with my kids is so intentional. It's like DND mode all in. Eyes gazed at you, like, you ain't getting out of this. Like, what do you guys want to do? And before, I don't know why I didn't do that.
- [15:30]
Brian Goldstein
I think it's one of those things of you don't know what you got till it's gone. In certain situations and not having that constant touch and it now being broken, I think is better for everyone because now the time is quality.
- [15:44]
Guest Host
Yeah. You've been through so much hardship in your life. What do you think some of the bigger adversity is that you faced?
- [15:55]
Brian Goldstein
Look, growing up, how I grew up, everything else is just a cakewalk. Do I get angry? Sure. Do I get upset? All the time. You just got to take everything as a learning experience and just go with it. I'm sure there's been adversity. I'm sure I could say, hey, this wasn't fair. That wasn't fair. Pretty sure on a Tuesday, I'm wearing basketball shorts and gym shoes, singing in a comfy chair, having a conversation about business with you. I built the life I've wanted to build, and sacrifices come with it. Like we said earlier, if I wanted a simple life, could have gotten a job at Walmart.
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Guest Host
You, you have this very still demeanor. This. This still acumen about you that's just like, how do you know? It's, it's, it's cool, it's collected. It's not like it's like you don't have a worry. You know, it's.
- [16:54]
Brian Goldstein
It's a.
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Guest Host
It's an incredible demeanor.
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Brian Goldstein
It's also scary at times. And most people don't know how much violence it took to be this calm. I don't talk about that with anyone. And things can always be worse. You gotta stop. You know, nobody cares about your problems. Your problems.
- [17:21]
Guest Host
I learned that from my mentor. He just. It's like my last meeting with him, he's like, nobody cares. Like, no, you, you, you think that, like, you're, you're over here worried about what your community says about you or what? Like, nobody cares.
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Brian Goldstein
I do not care what people think on social media. What I care about is how my kids look at me.
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Guest Host
That's the only thing that matters. They're like the life and joy that we do this for.
- [17:49]
Brian Goldstein
Yep. And, you know, some of my friends are like, why do you take your kid to school? Why don't you take your kid to school?
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Guest Host
It's my favorite part.
- [18:00]
Brian Goldstein
It's not my favorite part. It was kind of a pain in the ass in traffic. And I'm not a morning Person, I think last night I slept three hours, and it was from 1am to 2am then 5am to 7am oh, man.
- [18:16]
Guest Host
I don't know if you're tracking your sleep, but that's a horrible score.
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Brian Goldstein
Oh, I'm 30s. Ora ring 30? No, between 30 and 55.
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Guest Host
You're kidding me.
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Brian Goldstein
That's. I've been that's how I've been since I've been an entrepreneur.
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Guest Host
30 to 55, then you. I wouldn't even track it at that point. It's depressing.
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Brian Goldstein
Some days I wish it would, like, increase. I don't know.
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Guest Host
You know, I've been tracking it and I'm like, I love it when I score an 80. I feel like a champion.
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Brian Goldstein
I I haven't gotten an idiot.
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Guest Host
Yeah. I don't know how people get on. Like, Brian Johnson touts, he gets hundreds every night.
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Brian Goldstein
You know what? That's not normal.
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Guest Host
How is that even possible?
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Brian Goldstein
I wake up and I'm like, I'm still tired, but I can't go back to sleep.
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Guest Host
Yeah.
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Brian Goldstein
My kid sleeps 12 hours. I'm like, wake up, they're sleeping, they're.
- [19:03]
Guest Host
Getting 12, they're getting hundreds every yeah.
- [19:05]
Brian Goldstein
My daughter gets a hundred every night. My son's still feeding, so he's not Nowhere close to 100, but yeah, my daughter's like a log. When she's out, she's out.
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Guest Host
So you're dealing with do you have a nanny that helps with Are you doing, like, the feedings and No, I.
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Brian Goldstein
Don'T do the feedings. And yeah, that's. That's a whole nother thing to manage.
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Guest Host
Yeah, that's a whole nother.
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Brian Goldstein
But, you know, it's the way the cookie crumbles.
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Guest Host
Yeah. So youo know, right now you have what's your favorite venture, your favorite entrepreneurial venture that you have going on right now?
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Brian Goldstein
Scaling, helping companies grow and walking in and just.
- [19:49]
Guest Host
Demolishing their business protocols currently.
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Brian Goldstein
Yeah. And it's kind of this sickness of, dude, I'm gonna break it down and you can follow the map. You cannot follow the map. You want a refund? Here you go. I don't really care. When you call me in six months, first words out of my mouth are gonna be, I told you so.
- [20:08]
Guest Host
Well, like, what's a good use case? Like, you, you. You helped. You help companies build their brand scale, rip them apart internally. What are some of the the things you're doing for one of your clients right now?
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Brian Goldstein
Crease sales by 400%.
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Guest Host
And how are you doing that?
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Brian Goldstein
Changing the Policies. They're trying to do the day to day stuff. Why aren't they outsourcing certain things? Aren't they having employees doing certain things? Why don't you have a 3 PL managing your inventory instead of having a warehouse staff that you have to manage. Sit with a 3 PL company for a month, train them, let that be their problem.
- [20:46]
Guest Host
What's a 3 PL?
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Brian Goldstein
Third party logistics.
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Guest Host
So what's some, what's some practical advice that you would give an entrepreneur right now?
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Brian Goldstein
What level?
- [21:00]
Guest Host
Entering entrepreneurship and then someone at like.
- [21:03]
Brian Goldstein
Seven figure sales entering. Don't quit your day job until your entrepreneur income has passed substantially. Your paycheck.
- [21:17]
Guest Host
That's good advice.
- [21:19]
Brian Goldstein
Some people just dive full in and look, it works most of the time but it couldn't.
- [21:27]
Guest Host
Yeah. And then your sol.
- [21:28]
Brian Goldstein
Yeah. And I don't like working with clients that haven't gotten to high six low sevens. I'm not going to go through the infancy phase and I want to see where you're truly stuck. That's just my. I don't have the patience for lower.
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Guest Host
What's the biggest sales client that you. You've helped get to their largest amount of sales?
- [22:00]
Brian Goldstein
Myself. I passed 100 in a year.
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Guest Host
100M. Wow, that's amazing. And then second to you.
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Brian Goldstein
Like 30.
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Guest Host
What were you selling to get to 100 million?
- [22:19]
Brian Goldstein
Some stuff.
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Guest Host
Oh yeah, that's right. That's incredible. That's incredible. And 30 million, what they do E commerce. So you're known for your candid, unfiltered approach which is like it's amazing. How do you think entrepreneurs can. Can leverage authenticity to build trust and loyalty?
- [22:50]
Brian Goldstein
I think in life you got to be authentic. But people are very quick to let their guard down. Gotta feel it out. And not everybody needs to know what the fuck you're doing. Nobody needs to know what your kids are up to today. Issues with your wife, ex wife, whatever it might be. Keep your personal shit personal.
- [23:16]
Guest Host
Nice. I'd like to conclude the show with a couple last questions. One is, this is a three pronged question. What's a personal goal that you have for yourself, A family goal that you have for the family and a business goal.
- [23:33]
Brian Goldstein
Personal goal would be health wise, cutting out seed oils and processed sugar.
- [23:41]
Guest Host
Processed sugar.
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Brian Goldstein
I'm a fat kid. That's hard.
- [23:45]
Guest Host
We are all fat kids at heart.
- [23:47]
Brian Goldstein
Well, I used to be 270. 260.
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Guest Host
Oh you actually were fat?
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Brian Goldstein
I was fat kid but I still love sugar. So that's definitely.
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Guest Host
When were you? 270?
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Brian Goldstein
2020.
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Guest Host
This was recent.
- [24:03]
Brian Goldstein
Yeah, that was a bit. When we get off, I'll show, I'll show you a photo. Yeah, just more honed in on my health and just eliminating certain things. And instead of drinking out of plastic bottles, Glass bottles. Glass bottles, reusable. I have the filtration at home. I have no excuse but I'll be out and about 711 market, wherever. So yeah, just cutting that out. So my kids see that habit. As far as my kids are concerned, being more involved with my daughter's homeschooling and really building on that curriculum of how I want it to be, getting more like minded individuals into her school. And you know, like I said earlier, I'm not a fan of waking up early. I want my kids school starting at 10am Gives me time to wake up when we wake up, eat breakfast and then get her to class and know what the weekly curriculum is, know what she's doing every day, dropping her off, picking her up on the days I have her and enjoying that time. And she goes to meetings daily. In business, probably having 10 monthly scaling clients just to keep the mind active. I just enjoy the different projects and each business comes with different hurdles.
- [25:35]
Guest Host
So what kind of businesses are you working with?
- [25:38]
Brian Goldstein
E commerce, full gamut, Healthcare, E commerce, longevity, brick and mortar.
- [25:49]
Guest Host
It's full gamut.
- [25:50]
Brian Goldstein
Full gamut.
- [25:52]
Guest Host
Now you've been fortunate enough to grow up in a household that kind of forced you to be a high achiever, to have grit. You started your first business in your early, early stages of life. How are you going to instill the same level of grit that you have in your kids?
- [26:11]
Brian Goldstein
I've already started with my daughter. She gets dragged to work whether she likes it or not. If we gotta go build something, daddy, I'm bored. Cool. Hang out, find something to play with. We're not leaving.
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Guest Host
That's awesome.
- [26:29]
Brian Goldstein
And her favorite saying lately is, daddy, I'm bored. That's nice. There was no iPhones when I was a child. There was no iPads. You're not getting YouTube. Might get Netflix later once you behave. You want to draw, want to run around like a crazy person? Go for it.
- [26:48]
Guest Host
Forcing them to be creative.
- [26:50]
Brian Goldstein
Hmm. My daughter is not afraid to get dirty like she will. Yeah, I'll have to baby wipe her and strip her of her clothes and then put on new clothes in the car.
- [27:02]
Guest Host
Love it. One last question.
- [27:04]
Brian Goldstein
Yep.
- [27:05]
Guest Host
When you're in front of the pearly gates, what do you think God's gonna.
- [27:08]
Brian Goldstein
Tell you it's okay to accept? You don't always have to give.
- [27:12]
Guest Host
Brian Goldstein.
- [27:13]
Brian Goldstein
Thank you, sir.
- [27:14]
Guest Host
Thank you so much. God bless you, man.