This isn’t your typical startup fairy tale. There are no stories of massive funding rounds or overnight success. Instead, Jeremy Axel shares a journey defined by relentless grit, unwavering integrity, and the hard-earned lessons that come from years of sacrifice, missteps, and continuous learning.
For entrepreneurs, business leaders, or anyone considering starting their own venture, this episode is a goldmine of practical advice and unfiltered insight. Below, we break down the core themes and lessons from Jeremy’s story, offering grounded guidance and expert takeaways to help you navigate your own entrepreneurial path with clarity and confidence.
1. Start with Grit, Not Glamour
Jeremy’s Origin Story:
Fluent Conveyors didn’t begin with a business plan or a pile of cash. It started with borrowed tools, 16-hour days, and a single customer’s painful problem.
Key Takeaways:
- Embrace Humble Beginnings:
- Don’t wait for perfect conditions. Many successful companies start in garages or small spaces. The grit you develop in these early days is your greatest asset.
- Sacrifice is Inevitable:
- Jeremy Axel worked without a paycheck for four years, bartending nights to pay the bills. Be prepared to make personal sacrifices, especially in the beginning.
- Focus on Solving Real Problems:
- The business was born from solving a specific, painful problem for one customer. Start by delivering real value to real people, not by chasing abstract ideas.
Actionable Advice:
- Start Small, Think Big:
- Don’t compare your beginning to someone else’s middle. Use limited resources as a catalyst for creativity and resilience.
- Document Your Journey:
- Keep a journal of daily wins and lessons. This will help you track progress and stay motivated during tough times.
2. Integrity is Non-Negotiable
Jeremy’s Philosophy:
Integrity isn’t just a buzzword, it’s the foundation of Fluent Conveyors culture. Jeremy’s commitment to honesty, even when it’s uncomfortable, has built lasting trust with customers and his team.
Key Takeaways:
- Own Your Mistakes:
- If you’re going to miss a deadline or deliverable, communicate early and honestly. Customers value transparency over perfection.
- Live Your Values:
- People remember how you make them feel and whether you back up your words with actions. Consistency in values builds a reputation that outlasts any single transaction.
- People Before Profit:
- Prioritize relationships and trust. Profit will follow as a byproduct of doing the right thing.
Actionable Advice:
- Create a Culture of Accountability:
- Encourage your team to speak up about mistakes and learn from them, rather than hide them.
- Set Clear Expectations:
- Be upfront with customers about what you can and cannot deliver. Under-promise and over-deliver whenever possible.
- Regularly Revisit Your Core Values:
- Make integrity a living part of your business, not just a statement on your website.
3. Focus Beats Frenzy: Find Your Niche
Jeremy’s Turning Point:
After years of chasing every opportunity, Jeremy realized that being “an inch deep and a mile wide” was unsustainable. The company’s real growth began when they narrowed their focus and honed their expertise.
Key Takeaways:
- Don’t Try to Be Everything to Everyone:
- Early on, it’s tempting to chase every dollar. But spreading yourself too thin leads to mediocrity and burnout.
- Specialization Drives Excellence:
- Like elite athletes, the best companies focus on their core strengths and continually sharpen their edge.
- Say No to Grow:
- Turning down projects outside your niche is a sign of maturity and strategic clarity.
Actionable Advice:
- Define Your Ideal Customer and Project:
- Create a clear profile of the clients and work that align with your strengths and values.
- Audit Your Offerings:
- Regularly review your projects and cut those that don’t fit your focus or deliver consistent value.
- Invest in Depth, Not Breadth:
- Allocate resources to deepen your expertise and improve your processes in your chosen niche.
4. Master Cash Flow and Lean Operations
Jeremy’s Approach:
Fluent Conveyors operated lean, sometimes to the extreme, like selling their first machine without insurance. While not all risks are advisable, Jeremy’s focus was always on generating revenue before investing in infrastructure.
Key Takeaways:
- Revenue First, Infrastructure Second:
- Don’t over-invest in systems or departments before you have a steady stream of business.
- Avoid Unnecessary Expenses:
- Be ruthless about what you spend money on in the early days. Every dollar should move you closer to sustainability.
- Cash Flow is King:
- Manage your finances tightly. Surviving the early years often comes down to keeping the lights on.
Actionable Advice:
- Bootstrap Where Possible:
- Use personal savings, side gigs, or small loans to cover essentials. Avoid debt that doesn’t directly contribute to growth.
- Track Every Dollar:
- Use simple accounting tools to monitor cash flow daily. Make decisions based on real numbers, not hope.
- Delay Non-Essential Hires:
- Build out departments like engineering or marketing only after you have the revenue to support them.
5. Embrace Failure, Learn, and Pivot
Jeremy’s Reality:
From lawsuits before the first sale to embarrassing oversights like missing owner’s manuals, Jeremy’s journey is filled with mistakes. But each failure was a lesson that fueled growth.
Key Takeaways:
- Failure is Part of the Process:
- Don’t fear mistakes. They are inevitable and often the best teachers.
- Iterate and Improve:
- Use customer feedback and internal reflection to continually refine your products, services, and processes.
- Stay Adaptable:
- The market changes, and so must you. Be willing to shut down products or pivot when necessary.
Actionable Advice:
- Conduct Post-Mortems:
- After every project or setback, analyze what went wrong and how to improve.
- Solicit Honest Feedback:
- Encourage customers and team members to be candid about what’s working and what isn’t.
- Celebrate Small Wins:
- Recognize progress, even if it’s incremental. This builds momentum and morale.
6. Prioritize Relationships, With Customers and Family
Jeremy’s Regret:
If he could do it over, Jeremy would spend more time with his wife and family. The sacrifices made for the business were necessary, but the missed moments are his only real regret.
Key Takeaways:
- Work-Life Balance Matters:
- Success at work shouldn’t come at the expense of personal relationships.
- Support Systems Are Crucial:
- Jeremy’s wife’s support was foundational to his journey. Don’t underestimate the value of a strong personal network.
- Customers Are People, Not Transactions:
- Building genuine relationships leads to repeat business, referrals, and a reputation that money can’t buy.
Actionable Advice:
- Set Boundaries:
- Schedule time for family and personal life, and protect it as fiercely as you do business commitments.
- Invest in Your Team:
- Treat employees and partners with respect and empathy. Their growth is your growth.
- Make Customer Experience a Priority:
- Go beyond delivering a product, deliver an experience that makes customers feel valued and understood.
7. Adopt a Growth Mindset: Never in Reverse Podcast
Jeremy’s Mantra:
The name of the podcast, “Never in Reverse,” encapsulates Jeremy’s approach. No matter the setbacks, keep moving forward. Progress isn’t always linear, but persistence pays off.
Key Takeaways:
- Control What You Can:
- Focus on daily actions and improvements, not on external circumstances you can’t change.
- Grit Outlasts Talent:
- The willingness to keep going when things are hard is what separates survivors from quitters.
- Celebrate Growth, Not Just Revenue:
- Success comes in many forms, personal development, team cohesion, and customer impact are all wins.
Actionable Advice:
- Start Each Day with Intention:
- Ask yourself, “What can I control and deliver today?”
- Encourage Ownership:
- Empower your team to take responsibility for their work and growth.
- Keep Chipping Away:
- Progress is made one step at a time. Don’t get discouraged by slow results.
Final Thoughts: Building a Business That Lasts
Jeremy’s story is a powerful reminder that entrepreneurship is not about shortcuts or luck. It’s about showing up every day, doing the hard work, and refusing to compromise on your values. The journey is messy, unpredictable, and often humbling, but it’s also deeply rewarding.
If you’re on your own entrepreneurial path, remember:
- Start where you are, with what you have.
- Let integrity guide every decision.
- Focus on your strengths and say no to distractions.
- Manage your resources wisely.
- Learn from every failure.
- Nurture your relationships.
- Keep moving forward—never in reverse.
You can watch “Capital-Efficient Manufacturing Stories.” on YouTube And as always, the audio version streams free on Apple Podcasts, Amazon Music, and Spotify.
