Joe Roberts, known as the “Skid Row CEO”, transformed his life from homelessness and addiction on the streets of Vancouver into becoming a successful business executive, author, and internationally recognized speaker.

His journey has been featured in Forbes, CBC, and numerous global platforms. Joe is the author of four books and the founder of The Push for Change, a 17-month walk across North America (averaging 35,000 steps per day) to raise awareness and funds for youth homelessness—helping drive meaningful change in federal support programs.

Through powerful storytelling and lived experience, Joe inspires individuals and organizations to reframe adversity, unlock potential, and lead with empathy. His keynotes are consistently described as life-changing, leaving audiences with a renewed sense of purpose and possibility.

SHOW SUMMARY

In this episode of the Selling from the Heart Podcast, Larry Levine and Darrell Amy are joined by Joe Roberts to explore the transformative power of empathy, resilience, and human connection. Joe shares how a simple conversation on a park bench changed the trajectory of his life, sparking a journey from addiction and homelessness to leadership and impact.

He defines selling from the heart as seeing potential in others before they can see it in themselves. Joe introduces his AIR model (Action, Inspiration, Roadblocks), explaining that resilience is not about feeling strong, but about taking action despite negative emotions.

The conversation highlights how internal barriers like self-doubt and perfectionism often limit growth, while consistent action and belief unlock potential. This episode is a powerful reminder that sales and leadership are ultimately about helping others and that even small moments of connection can change lives.

KEY TAKEAWAYS

Purpose makes authentic selling natural, when your work aligns with meaning, trust follows.
Qualification is a time management strategy, not just a sales process.
Sales optimism can become a liability when it blinds you to disqualifying signals.
The Three Whys—Why buy? Why now? Why us?—help determine if a deal is real.
Your champion must be able to sell internally on your behalf.
No decision is often your biggest competitor.
Great salespeople qualify early to avoid wasting time on false opportunities.

HIGHLIGHT QUOTES

“Find your purpose, match it with your job, and then you’ll be selling from the heart.”

“Our time is limited and is the most precious asset we have as salespeople.”

“We can deceive ourselves by not responding truthfully—the best way is to ask the customer.”

“If the economic buyer asks why they should buy from you—how solid is your answer?”

“What is the cost of doing nothing? If the answer is nothing, then the deal is not qualified.”

ADDITIONAL RESOURCES

Explore the secrets of heart-centered leadership and thriving workplace cultures with Culture from the Heart Podcast! Nominate a visionary CEO at www.culturefromtheheart.com!

Listen to Larry Levine’s Bestselling Book: Selling in a Post-Trust World! Now available on Audible! Transform your sales approach with insights that matter.

Subscribe to The Selling from the Heart Podcast Youtube Channel! Stay updated with the latest episodes and leadership tips: Selling from the Heart YouTube

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