Justin Cooke is a founder with an extensive background in creating and scaling online businesses, and we spoke about his journey from starting a small outsourcing company in the Philippines to running Empire Flippers, a prominent online business brokerage. His entrepreneurial path is marked by bold decisions and strategic shifts, reflecting a dynamic approach to business challenges and opportunities.

Justin candidly shared the trials and triumphs of his entrepreneurial journey, noting, "We went from just the two of us with a small Philippines team to selling nearly $500 million worth of websites and online businesses." This transformation showcases not only growth but also the resilience required to pivot from initial setbacks. He explained the early days of their venture, where an outsourcing failure led to an unexpected yet prosperous pivot: "So when they started cutting back on us, we said, what the hell are we going to do? How are we going to make money? How are we going to survive out here?" This moment of crisis spurred the creation of niche websites, a move that catalyzed their success.

The evolution of Empire Flippers from a provider of niche websites to a thriving marketplace for buying and selling online businesses illustrates a key entrepreneurial lesson: the power of listening to your market. Justin emphasized the importance of adapting to customer needs, stating, "We realized there's a market for these people were interested in buying these small websites." This insight led them to expand their services, fundamentally shifting their business model to include brokering for external clients, thereby magnifying their market impact.

Another significant discussion point was the cultural shift towards remote work, which became a cornerstone of their company culture. Justin reflected on this transformation with personal insight: "Even after this, this is 2010, 2011... and I stayed in the Philippines and kind of worked from home." His embrace of remote work predated the global trend, highlighting a forward-thinking approach that benefits both the company and its employees.

For aspiring entrepreneurs, Justin’s experiences offer valuable lessons. His advice underscores the importance of bold action and the willingness to embrace responsibility for growth: "It took us a long time to hire that first foreign hire... You're taking on someone else's responsibility. You're putting extra expense on the business. Why don't we just keep that money for ourselves? But you limit your growth when you're not adding people."

Listeners will leave this episode with a deep understanding of the challenges and rewards of entrepreneurship, the strategic value of adaptability, and the transformative potential of listening deeply to customer needs. These insights are not just strategies but are foundational principles that can guide new business ventures towards success.