Two reasons. First, the best partnerships I've ever had started with a founder feeling the value before they paid me a penny. So I give the first session away — you come for a plan, you leave with a plan, and it's yours to keep either way.
Second — and this is the honest part — I only work with three clients at any one time. That means these thirty minutes are as much about me working out whether you're the right fit for me as you sizing up whether I can help. It's a two-way conversation. I'm not pitching you; I'm deciding, the same way you are.
That's why the free window is only open for two weeks. When I find the next right fit, it closes. Worst case for you? You spend thirty minutes with an operator who's grown 100+ businesses and walk away with a plan you can run yourself. There is no downside.
— Josh