🎧 Highlights:
[00:00:00] Why build your own AI writer instead of using existing tools
[00:02:15] The dream of never writing social posts again
[00:03:36] “Software is no longer generic — it’s bespoke”
[00:06:18] Excel as the original custom-software platform
[00:08:42] How Excel models run billion-dollar deals
[00:10:39] The rise of low-code and AI-generated workflows
[00:13:30] Why generative AI is the missing layer Excel never had
[00:14:45] LLMs as amplifiers — the new power stack
[00:18:54] The risks and trade-offs of AI-built tools
[00:19:57] SaaS vs. services — who wins in the new AI supply chain
[00:24:00] The coming shift to voice-first computing
[00:26:30] Why most AI tools still suck — and how to fix that
[00:29:00] The plugin future of AI — small tools that amplify human workflows
[00:33:00] “This time it really is different” — the pace of AI adoption
[00:35:15] Building AI-first companies in the Midwest
[00:36:09] Why AI will redefine marketing and discovery
[00:39:00] From websites to zero-click experiences — the new internet economy
[00:40:21] The long runway for AI transformation

In this Bootstrapped Giants conversation, Jesse Pujji, Andrew Warner, and Adam Brakhane explore how artificial intelligence is transforming the way companies build and use tools. They discuss why the next wave of billion-dollar companies will focus on custom agents, not generic apps — tools designed for a single person or business — and how this shift will upend everything from marketing to operations.

[00:00:00] Intro – Jesse hints at a personal and professional transition
[00:00:27] Jesse’s life update – spiritual journey and post-Japan reflection
[00:01:30] The Motorboat vs Sailboat leadership metaphor explained
[00:02:51] Internal conflict: fear of letting go and team dependency
[00:04:03] Overwhelm from managing multiple businesses – “a company per day” schedule
[00:04:48] Inspiration from a friend who only talks to CEOs – true sailboat mode
[00:05:24] Every leader needs both motorboat and sailboat energy
[00:06:09] Andrew’s emotional reaction to Jesse pulling back from involvement
[00:07:12] Jesse’s evolving role – from fractional president to clearing Slack overload
[00:08:15] What Jesse wants to focus on – coaching vs tactical work
[00:09:18] “Mommy-daddy” problem in leadership dynamics at GA
[00:10:03] Is Jesse not accepting who he’s becoming?
[00:10:39] Jesse reflects on the hard realities of running vs starting a business
[00:11:06] What Jesse means by “spiritual journey” – internal clarity and awareness
[00:13:03] Who are we, really? Jesse and Andrew dig into identity beyond thoughts and the brain
[00:15:27] Oneness, awareness, and spirituality as a form of leadership grounding
[00:18:09] Life as a game – avoiding suffering over Monopoly money
[00:19:48] How spiritual growth translates into business decision-making
[00:20:33] Trusting energy and intuition over rigorous logic
[00:21:36] Jesse clarifies: it was always about coaching and enabling others
[00:23:15] Why being a coach’s coach still leads to high standards and performance
[00:24:00] How Jesse arrived at this realization: stripping away attachments (e.g., to money)
[00:25:57] Embracing spaciousness and presence over busyness
[00:27:18] What sailboat leadership looks like in practice
[00:28:39] Letting go of calendar-driven validation – the need for quality over quantity
[00:29:42] Andrew tests the sailboat approach – does less structure work?
[00:30:27] Jesse: “You're still in motorboat mode” – rethinking performance metrics
[00:31:12] Sailboat success story: Growth Assistant took the least time, performed the best
[00:32:33] More involvement ≠ more success – Bootstrap Giants vs Growth Assistant
[00:33:00] Jesse still applies “more is more” at home, even if not always leading
[00:34:03] “I need a software update” – Jesse wants to rewrite his operating model
[00:35:06] Build the person in public – mirroring business transparency with personal evolution
[00:36:18] Jesse constantly experiments and iterates – calendar overhaul as an example
[00:37:30] “Here's my latest experiment” – documenting leadership evolution in real time
[00:38:06] Noticing energy loss and making adjustments is key
[00:39:00] Trusting that pulling back may help the business more than staying involved
[00:39:45] Sailboat experiment with John Oberlander – abdication or setup?
[00:40:21] Will Jesse write more about this evolution? Probably – he’s thinking it through
[00:40:48] Andrew reflects on how Jesse’s fear prompts clarity in others
[00:40:57] Outro – Honest vulnerability, evolving leadership, and thanks

[00:00:00] Intro – Andrew sets up the conversation: sales reluctance, AI, and CRM evolution
[00:00:47] Steli explains Close's positioning: high-communication CRM for salespeople
[00:01:41] Revenue milestone: Close is on track to hit $50M this year
[00:02:36] Bootstrapping vs. fundraising: why Close chose profitability over VC
[00:04:01] Why staying small and focused is their competitive advantage
[00:04:51] Competing with giants: don’t out-fund, out-focus
[00:05:31] The power of saying no and maintaining a narrow product scope
[00:06:52] Product-led growth: Close doesn’t rely on integrations to win customers
[00:07:48] Focusing on deep communication use cases sets Close apart
[00:08:51] Why they resist chasing enterprise customers
[00:09:30] Andrew compares this strategy to ClickUp’s broader, less focused model
[00:10:10] Saying no to tempting opportunities to stay true to the customer
[00:11:35] AI as an accelerant for focused companies with strong opinions
[00:13:05] Close’s AI vision: sales inbox automation and no lead left behind
[00:14:44] Andrew’s “AI wrapper” idea — simple products that succeed by layering AI
[00:16:28] The future of software: niche-focused, AI-powered tools
[00:17:23] AI changes what it means to “build” a product
[00:18:06] Steli warns against the belief that product alone drives success
[00:18:53] Sales is often the missing piece in failed startups
[00:20:32] Don’t dismiss simple wrappers — execution matters more than ideas
[00:21:18] Close monitors product-market fit actively — it’s always shifting
[00:22:24] VoicePen example: AI product evolution from wrapper to workflow
[00:23:48] Talking to customers weekly keeps Close grounded
[00:24:35] Andrew presses on how to extract value from those calls
[00:26:07] The real problem: most people aren’t willing to talk to customers
[00:26:52] From agency to SaaS: how Close transitioned from services
[00:28:18] Steli’s warning: don’t jump too quickly from services to product
[00:30:32] Andrew asks for Close's best sales tactics
[00:31:38] Speed matters: follow up within minutes, not days
[00:32:57] Long-term follow-up wins deals — even 6 years later
[00:34:50] Why Close built high-quality, technical customer support
[00:36:00] Trust is built through understanding real customer problems
[00:37:01] Steli shares the Close.com domain story — persistence paid off
[00:38:33] Final thoughts: $50M revenue and still just getting started