Living Your Legacy

Host: Rudy Mawer
Guest: Jonathan Duquette, CEO & Founder of GoNano Inc.
Episode: "Roof Longevity Meets Sustainability with Nanotech"
Date: September 4, 2025

Episode Overview

This episode of Living Your Legacy features Jonathan Duquette, the dynamic founder and CEO of GoNano Inc., a pioneering company using nanotechnology to revolutionize roof longevity and sustainable building solutions. Host Rudy Mawer leads a deep-dive conversation into how Jonathan’s breakthrough products address one of the construction industry’s biggest sources of waste, his entrepreneurial journey through multiple businesses, and his insights on leadership, resilience, and leaving a legacy rooted in impact.

Key Discussion Points & Insights

1. The Genesis of GoNano and Industry Problem ([02:32]–[06:02])

• Wasted Shingles and Declining Quality:
  • Jonathan discusses his "a-ha moment" upon realizing the lack of products that could extend the lifespan of roofs. He highlights staggering waste: “In the past 10 to 15 years, we threw away more shingle than the hundred years prior to that.” ([00:00])
• Innovation with Nanotech:
  • GoNano’s products apply advanced nanotechnology to rejuvenate and protect asphalt shingles, making them “two to three times more durable” and resilient to natural disasters, thus minimizing costly replacements ([02:49]).
• Proof of Concept and Market Opportunity:
  • The company began with a research grant and drew on extensive studies in the asphalt industry, culminating in a product that "can even treat a 15 years old roof and make it better than a brand new shingle." ([05:31])

2. Business Model, Affordability & Lifespan ([06:02]–[07:30])

• Accessibility Over Profit:
  • Jonathan emphasizes GoNano’s mission-driven pricing: "The goal at GoNano is not to make as much money as possible. Our goal is to help as many people as possible." ([06:18])
• Cost and Longevity:
  • Products range from $0.85–$1.80/sq ft, with some treatments lasting up to 15 years on a single application, making the product highly cost-competitive compared to new roofing ([06:18]).

3. Scaling and Expansion Vision ([07:30]–[08:44])

• Growth Trajectory:
  • Started solo in Quebec, Canada; now doubled or tripled revenue yearly, with over 200 dealerships carrying GoNano and global plans on the horizon.
• Diversification:
  • Company now develops nanotech solutions for concrete and wood, aiming to become “the reference when it comes to house or building protection in general.” ([08:16])

4. Sustainability and Environmental Impact ([08:44]–[09:27])

• Reducing Construction Waste:
  • Jonathan points to the massive environmental benefit: “Construction is one of the biggest waste…maintain what you have in place right now so that we can focus on…keep that building running.” ([08:57])
• Mindset Shift:
  • Encourages a maintenance-first approach rather than defaulting to total replacement: “No, we can take care of that right now so that you don't have to do that in the future.”

5. Lessons from the Entrepreneurial Journey ([09:47]–[14:16])

• From Sales to Startups:
  • Jonathan recounts his early door-to-door sales experience, building teams and expanding into other businesses, underlining: “You never fail, you only learn.” ([09:47])
• Failures and Learning:
  • Describes a failed subscription boxer company: “It was just a bit like bad, bad business decision at the time. But I learned so much doing it.” ([09:47])
• Key Takeaway:
  • “It’s not by being the cheapest that you really win…people should focus when they get started is knowing what’s my cost of acquisition.” ([09:47])

6. Mastering Sales and Leadership ([11:32]–[15:00])

• Sales as a Core Skill:
  • Jonathan and Rudy stress that founders must master sales themselves: “The owner…needs to be really good in sales…because I see that so often. People have great ideas but they don't know how to sell.” ([11:59])
• Culture at GoNano:
  • Application process is selective based on value alignment over simply filling quotas: “If you don't think it works for you…don’t enter. We have over 500 applications a month…” ([12:42])
• Authenticity in Leadership:
  • “You need to be a leader. Right. I think that's the main key about it is that some people try. But…it’s about being genuine.” ([14:16])

7. Mindset, Motivation, and Facing Failure ([15:32]–[19:42])

• Early Struggles & Learning by Doing:
  • Jonathan recalls early uncertainty and learning painful but essential lessons on fundraising and business building (“You don’t know what you don’t know”). ([15:32])
• Sales and Marketing Skills:
  • Importance of acquiring sales and marketing fluency: “I started working with Facebook ad…marketing is kind of cool because you have someone that works for you 24/7…” but you need sales fundamentals first ([18:48]).
• Resilience:
  • Rudy: “There’s so many entrepreneurs that don’t master those two things [sales/marketing] and they just struggle their whole life…” ([19:02])

8. Vision for Legacy and the Future ([20:21]–[22:13])

• Purpose-Driven Ambition:
  • Jonathan: “My goal is to help the planet…that I want to be remembered at one time, one day that I created good stuff.” ([20:21])
• Nanotech: Limitless Potential:
  • Open to expanding beyond home improvement, possibly into health and space industries, but stresses the hard-earned lesson of focus: “Master what you are creating now.” ([21:58])
• Every Project Is a New Business:
  • “You need to treat every little thing as different businesses…one thing is always going to take off where I’m focused.” ([22:13])

9. Practical Mindset and Advice for Aspiring Entrepreneurs ([23:19]–[26:44])

• Realistic Passion:
  • “Do something that you feel good about… I hate when people say follow your heart, do what you love… but be open to new ideas and to explore.” ([23:19])
• Zero to One Mindset:
  • References Peter Thiel’s book—urges listeners to look beyond copying competitors and instead “be curious about what exists… what you don’t know that you don’t know.” ([24:29])
• Mentorship and Action:
  • Rudy draws out the importance of coaching and hands-on action: “If you want to do something big in business, you go find someone to help you that’s already done it. But when you start, you’re almost too scared to do that.” ([25:09])
• Getting Out of Your Comfort Zone:
  • Jonathan: “You need to go out of your comfort zone. …That's where you learn.” ([26:05])

10. Giving Back, Accessibility, and Last Thoughts ([26:55]–[27:54])

• Approach to Personal Brand:
  • Jonathan is more focused on building his business and sharing knowledge than on social media followership: “My point is more about building my business and not about building necessarily just my personal brand.” ([26:55])
• Community Contribution:
  • Gives time to speaking and mentoring others: “When people reach out to me, I try to help them as much as possible… I just go there just because I want to give as much as possible so that people don't do the same mistake…” ([27:10])

Notable Quotes & Memorable Moments

• On Industry Waste and Need for Innovation:
  “In the past 10 to 15 years, we threw away more shingle than the hundred years prior to that. Unfortunately, the quality is not increasing, is decreasing over time.”
  – Jonathan ([00:00])

• On Product Purpose:
  “Our goal at GoNano is not to make as much money as possible. Our goal is to help as many people as possible.”
  – Jonathan ([06:18])

• On Failure and Learning:
  “You never fail, you only learn.”
  – Jonathan ([09:47])

• On Sales Mastery for Founders:
  “Most of the time, the owner…needs to be really good in sales because I see that so often. People have great ideas but they don't know how to sell.”
  – Jonathan ([11:59])

• On Leadership:
  “You need to be a leader…it's about being genuine. If you show your value…it's not BS, then people will oblige to that…”
  – Jonathan ([14:16])

• On Vision and Legacy:
  “My goal is to help the planet…that I want to be remembered at one time, one day that I created good stuff.”
  – Jonathan ([20:21])

• On Mindset:
  “Do something that you feel good about…I hate when people say follow your heart, do what you love. That I don't believe because it's not true that you will…just be open to new ideas and to explore.”
  – Jonathan ([23:19])

Timestamps for Important Segments

• Industry Problem & Inspiration: [00:00] – [05:31]
• GoNano Solution & Product Differentiation: [02:49] – [06:02]
• Cost, Longevity, and Accessibility: [06:02] – [07:30]
• Growth & Expansion Plans: [07:30] – [08:44]
• Sustainability & Waste Reduction: [08:44] – [09:27]
• Entrepreneurial Lessons & Early Failures: [09:47] – [15:00]
• Sales, Leadership, and Company Culture: [11:32] – [15:00]
• Big Picture Vision & Staying Focused: [20:21] – [22:13]
• Advice for Aspiring Entrepreneurs: [23:19] – [26:44]
• Giving Back & Finding Jonathan: [26:55] – [27:54]

For Listeners

If you are passionate about sustainability, want to learn from a seasoned entrepreneur who has navigated failure and scaled breakthrough innovation, or are building your own legacy, Jonathan’s journey and Rudy’s probing questions in this episode will offer both inspiration and actionable insight.

To learn more about GoNano and connect with Jonathan:

• Search “Jonathan Duquette” online for company info and professional links.
• Reach out for mentorship or industry knowledge—Jonathan is open to helping aspiring changemakers.

“Follow your heart and just do the right thing and you'll see that one day everything's going to come together.”
– Jonathan Duquette ([27:54])