We were lucky to catch up with Joshua Cooke recently and have shared our conversation below.
Hi Joshua, thanks for joining us today. Risk taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
Almost every accomplishment in the history of the world, have come at the hands of people who take risk. People who are willing to push the envelope, people who are willing to explore the unknown.
Starting my full-time career in ’97, straight out of High School, training under my father and grandfather, installing custom tile projects in the tile construction industry. Continually advancing in the trade and after several years of honing my craft, I tested out at the Local 15 Tile Union in Kansas City as a Journeyman, Master Tile Setter.
Making $47 per hour, full benefits, 401k… you know, the middle-class blue collar -American Dream Package!
Of course, after taxes, union dues, deductions for this and that, I would take home about $32.50 per hour. But hey, I was right on track!
A wife and kids, Mortage & car payments -check! -401k & mutual fund investments – check! Right on track to pay off debts & build a little nest egg to cash out when I’m 65 for retirement, and finally relax and enjoy life. No more 9-5 one day… Maybe! The blueprint for the average American household.
“Though there are all of the ideas and opportunities, that we all have from time to time, for inventions, business ideas, ways to help in the community, boost the local economy… but then I/ we always think, “what if”… fill in the blank with apprehension. Stuck in the comfort zone.
And then there were layoffs every year when construction got slow in the winter months, unemployment not cutting it, eventually being forced to move to other companies with no benefits . Then there’s vehicle breakdowns, unexpected costs for this and that, the washer broke, the plumbing is clogged, the electric bill is late again…it was a never-ending cycle of blue-collar struggle.
By the way, this is the norm, across my town, your city and our Nation!
And yet, we’re comfortable. A roof over our heads, food on the table, clothes on our backs…and I get a full 5 days off per year…Paid! So that’s pretty cool! You know, the normal, comfortable life, also known as “The Comfort Zone”.
I moved to Olathe, Kansas from California in my early teens. Everyone in school, including myself, had aspirations of being a doctor, lawyer, policeman, Farmer, construction worker, etcetera…
I mean, those are the jobs that we saw as the American Dream! It’s what we were taught about in school, it is the classic American family portrayed on tv and in movies!
You see, we have an economy that runs on worker bee’s. Our homes need construction workers to build them, our refrigerators need farmers growing beef and produce to fill them. We need workers harvesting, truckers hauling, grocery stores selling, sackers sacking, cashiers… talking on their phones ;). Google fiber running, Cities growing, and the infrastructure being continually repaired, re-configured and re-built to accommodate said growing commerce. Without millions of worker bees, living in the comfort zone of assimilated struggle, our economy would come to a screeching halt! And so, the school system and public marketing ploys have been tailored to continually produce droves of worker bees.
And little did I know, there was another option…
All of those things you learn in school, blindly leading you into A Life of Trading Your Most Valuable Asset… Your Time!! …For a weekly paycheck to keep the mounting debt at bay, to one day if you work really hard and long, you might have food, clothing and shelter funds saved up to last the 15 additional years of life expectancy after retirement…
Welcome to the “rat race”!
It took me almost 20 years in my professional career, to realize that I was stuck in the rat race and going nowhere at a nice comfortable pace! And it was my own fault!, kind of…
In a small town, Missouri High School (mid 90s), Entrepreneurship was a foreign word, all of the important life skills, such as, understanding taxation, sales and marketing, discerning government corruption, forming an LLC and other life basics were completely absent. Couple that with the whimsical pursuits of a young guitarist, boxing, tile apprentice and you had the perfect recipe for a true, middle-class blue-collar worker.
Well, fast forward to March of 2021… I was working for a well renowned tile company in KC as a lead installer (with very limited benefits, nice scenery but inadequate pay), working in the most luxurious mansions in Mission hills for years at that point.
Currently, I was working on the new residential build, for homeowners Greg and Deanna Graves (Retiring CEO of Burns and McDonald), a truly amazing private lakeside home.
During the several months that I worked on Greg and Deanna’s new home, I began to listen to several different Ted Talks on YouTube, which I had never done before. They popped up in my suggestions, so I clicked.
Many of the speakers, would talk about your mindset, skills, overcoming fears and taking risks.
I remember, showing up early one morning, a layer of ice had formed on the water bucket that I had left by the garage the evening before. I put in my earphones, put on a Ted Talks, mixed a fresh batch of tile mortar, and begin working on the stunning glass mosaic tiles in the primary bath.
I remember the speaker talking about Thomas Edison inventing the light bulb… Edison had 1,000 failed attempts before succeeding at his invention. He then asked “what number are you on?”… I pressed pause!
And immediately began to think about all of the ideas that I’ve had over the years, of inventions, business ideas and entrepreneurial pursuits that I could have acted upon but didn’t. How many times had I thought about the name for a tile business of my own, assessed the opportunities in the local market, and yet, failed to step out due to the apprehensive what-if?!
But now with a fresh perspective, a glass mosaic in one hand and an android in the other, the same ideas for my own business racing through my mind, with the same question that deterred me before…”what if… but this time apprehension didn’t follow, rather the dichotomy …”what if I don’t take a chance?!” For years I had let so many opportunities pass by because of the ringing negative “What If”, but finally, as I stood there working on Greg and Deana’s luxurious glass mosaic shower, Edison’s invention journey fresh upon my mind…Let’s say the light bulb came on for me!
A man once said “You Should be afraid of taking risks and pursuing something meaningful. But you should be More Afraid of Staying where you are, and missing out on the meaningful things you could have achieved.”
I had been stuck in the comfort zone for far too long, it was time to take a risk!
It was in the following weeks that I decided to step out in faith, take the biggest risk (at that time) of my entrepreneurial career, and start my own business. A YouTube crash course in Business management, marketing and QuickBooks operation, a hand full of business cards and I was off!
I put in my two weeks, structured JC Tile & Stone LLC, tripled my income within the first year, had two months of time that I purposefully scheduled off to spend with my family, friends and personal development, and finally realized that I had to employ calculated risks, both big and small, as a necessary component of my progress.
I had been stifled all those years by my own subconscious mindset. Analysts call it the “poor man’s mindset”. always thinking “I can’t do that, sounds tough, what if I fail” when it comes to taking risk.
Almost three years in now. Hundreds of “Ted Talks” later… and anytime a challenge arises, or opportunity is presented, I find myself eager to engage, with a mindset that no longer says “I can’t do that” but rather “How can I accomplish this! How can I educate myself to precisely and efficiently achieve success for each goal that I set…And I get to work!
There is a large group of people in this world, afraid to take risks, that go nowhere,
In turn, there is a large group of people who take too many risks, that go nowhere,
But lastly, there are those individuals who educate themselves in preparation for a risk, mitigating to a safe extent, the possibility of failure.
And furthermore, as these individuals continue to take calculated risks, continue to strive for the greater good in their own personal lives, business and society, continually educating themselves to advance, innovate and excel in every endeavor; With every success, the probability of future successes will exponentially increase, setting a trajectory that holds the potential to redefine the boundaries of what is achievable.
Joshua, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Growing up in Anaheim, California, then eventually moving to Kansas City in my early teens, I was immersed in the art of Tile installation, a tradition passed down by my father, Thomas Cooke Jr., and my grandfather, Thomas Cooke Sr. My teenage dreams revolved around music and sports, but practicalities led me back to the family trade. I started as a weekend helper as a young teen and eventually transitioned into a full-fledged Tile installer right after high school. I soon found myself working on impressive projects in Kansas City for notable figures, ranging from celebrated sports personalities to esteemed CEOs, honing my craft and building a solid foundation in the industry. A hunger for advanced knowledge within our industry drove me to pursue my certification from the Ceramic Tile Education Foundation, solidifying my commitment to excellence within the field.
My dedication to quality products and Impeccable installations have become the hallmark of my business ethos.
Despite my continuous growth and advancement in the industry at that time, I found myself constrained by apprehension, hesitating to take the leap into the realm of entrepreneurship. It wasn’t until after 22 years of dedicated service at several KC companies, that I finally shed the comfort of the employee title and embraced the uncertainties of business ownership.
The pivotal moment came in 2021, after years of honing my craft, as I was working on a notable project for the retiring CEO of Burns and MacDonald. An epiphany, you could say, as I worked on the glass mosaics while listening to Ted Talks. I took an assessment on the horizontal trajectory of my career and decided it was time to make a change. Within that week a former colleague nudged me to start my own tile company, leading to the establishment of “JC Tile & Stone.”
Thriving in my new venture, I garnered a strong clientele and expanded my reach through successful marketing efforts and a growing social media presence.
This pivotal moment marked the beginning of a transformative journey, one defined by calculated risks and an unwavering dedication to pushing the boundaries of my craft.
Stepping into the world of business ownership propelled me into a realm of endless possibilities, encouraging me to seek innovative ways to enhance our industry and contribute to the betterment of our communities. The experience of taking that initial leap of faith instilled within me a newfound sense of determination, motivating me to continually explore avenues for growth and development, both personally and professionally.
During this time, I received an intriguing proposition from a fellow entrepreneur, Adam Christiansen of Tile Nation. A couple of projects together, many deep talks and meetings, nine domestic flights, four trade shows and a firm handshake, which sparked the creation of “Lusso Porcelain & Design.” aimed at revolutionizing luxury surfaces in Kansas City and beyond.
The practical skills and the guiding influence of my father and grandfather shaped my understanding of the craft and instilled within me a passion for precision, excellence and customer satisfaction. It was that same passion and skill that I saw in Adam, backed by the same principles, that still remains a driving force to our pursuits.
With a shared commitment to quality and an unyielding thirst for knowledge, our partnership aims to redefine luxury surfaces in Kansas City and beyond. Our showroom, “Lusso Porcelain,” stands as the sole destination in Kansas City, and indeed in the Midwest, exclusively dedicated to the finest porcelain slabs from around the world. Customers can experience the beauty and functionality of these slabs through fully built, working, custom displays, showcasing the versatility and elegance of porcelain in showers, kitchens, countertops custom furniture, exterior spaces, ventilated façades, outdoor kitchen areas, and much more. We take pride in providing our clients with a comprehensive and immersive experience, setting us apart as a one-of-a-kind destination for those seeking the pinnacle of luxury and innovation in their surface design.
As my journey continues to unfold, I remain committed to the ideals of progress, advancement and forming vital relationships that are always seeking ways to make a meaningful impact within our industry and society at large. Each success and milestone along the way serves as a testament to the power of embracing calculated risks from a positive mindset and the transformative impact it can have on one’s trajectory, and the many lives touched along the way.
What do you think helped you build your reputation within your market?
Building a reputation in any market is akin to laying a foundation—every brick meticulously placed, every detail a testament to craftsmanship, integrity, and dedication. In the domain of tile installation and design, my reputation emerged from the bedrock of quality, skill, and an unwavering commitment to excellence.
My journey to becoming a respected name in the industry began with a dedication to precision and an insatiable thirst for knowledge. Each tile laid was not just a task but a canvas upon which my commitment to perfection was painted. Whether in the grand entries of luxurious mansions or the cozy confines of family homes, my focus remained steadfast—striving for nothing short of impeccable craftsmanship.
Working within the most affluent neighborhoods in Kansas City, I had the privilege of stepping into the homes of notable figures, executing projects for esteemed personalities and renowned names. These experiences were not just opportunities to showcase my skill but moments to embody integrity and honesty in every interaction.
My ethos was simple yet profound: satisfy every customer not just to their expectations but beyond. It was about crafting not just installations but experiences—ensuring that each client felt heard, understood, and catered to with unparalleled dedication. I aimed not just for satisfaction but for that exceeding 100%, where clients became advocates, spreading the word about the quality and service they experienced.
The testament to my reputation lay in the nature of my clientele. The majority of incoming calls were not mere inquiries but references from satisfied customers—neighbors impressed by the transformations witnessed next door, friends enchanted by the quality and precision, and family members eager to experience the same level of friendliness and excellence they had heard about.
Every project undertaken became a showcase of my dedication to not just meeting industry standards but surpassing them. It was about creating lasting impressions, transforming spaces into living testaments of skill and innovation, earning not just a paycheck but the trust and admiration of those I served.
My reputation wasn’t just about being a master tile setter; it was about weaving narratives of trust, reliability, and craftsmanship. It was about becoming the go-to name, not because of flashy marketing but because of the resounding echoes of satisfaction that reverberated within the communities I served.
In essence, my reputation was not merely built on setting tiles but on the values of integrity, skill, and the relentless pursuit of exceeding expectations—making every project not just a job but a legacy of excellence.
Let’s talk about resilience next – do you have a story you can share with us?
The transition from being an employee installer to a business owner was like stepping into a maze where every turn revealed new challenges and unforeseen hurdles. As I embarked on this entrepreneurial journey, I was confronted with a myriad of responsibilities far beyond the realm of tile installation.
The initial phase was somewhat overwhelming. Suddenly, I found myself juggling bookkeeping, spreadsheets, navigating the complexities of marketing strategies, wrestling with website development, refining sales techniques, research and study to hone design skills, and mastering the intricate art of sourcing materials – an entirely new landscape compared to the comfort of laying tiles.
The first few months felt like being dropped in a foreign land without a map. I encountered setbacks, made mistakes, and faced moments of self-doubt. The weight of these additional responsibilities seemed insurmountable at times, threatening to overshadow the dream I had of running a successful business.
The learning curve was steep, but every stumble became a lesson. There were days when I toiled endlessly, wearing multiple hats and burning the midnight oil. I recall the countless days spent from morning until midnight, grinding it out on the job site during the day, a keyboard warrior throughout the night. Email’s, phone calls, social media marketing, bookkeeping, attempting to balance the books while ensuring every penny was accounted for, realizing that the mastery of conducting the orchestra of managerial tasks was as crucial as the precision of an intricate tile installation.
Marketing became a journey of trial and error. From crafting engaging social media campaigns to networking at local events, I discovered the power of storytelling to convey the essence of my brand. Each rejection taught me perseverance, and every successful pitch reinforced the value of persistence.
Design work became a canvas for innovation. I honed my eye for aesthetics, striving not just to install tiles but to curate spaces that spoke volumes about craftsmanship and creativity. Sourcing materials evolved into a quest for excellence, seeking suppliers who mirrored my commitment to quality.
There were moments when doubts crept in, wondering if I had taken on too much. But resilience was ingrained in every fiber of my being. Failure was not an option. With each setback, I adjusted my approach, embraced feedback, and relentlessly pursued improvement.
Slowly, the pieces began to fall into place. The chaos of the unknown transformed into a structured routine. The once-daunting tasks became familiar territory, and I found a rhythm in managing the diverse facets of business ownership.
With time, the business not only survived but thrived. The uncertainty gave way to a sense of accomplishment. I had not just mastered installation; I had mastered the art of business ownership. Each skill acquired, every challenge conquered, contributed to sculpting a resilient entrepreneur capable of weathering storms and navigating uncharted waters.
Today, looking back at that transformative period, I see not just the struggles but the triumphs born from resilience. The journey from installer to business owner wasn’t just about acquiring skills; it was about embracing a mindset—a mindset that believes in turning challenges into opportunities and obstacles into stepping stones toward success.
Contact Info:
- Website: https://www.lussoporcelain.com
- Instagram: https://instagram.com/joshua7cooke?igshid=MzMyNGUyNmU2YQ==
- Facebook: https://www.facebook.com/profile.php?id=100090493503464&mibextid=ZbWKwL
- Linkedin: https://www.linkedin.com/in/joshua-cooke-b57960199?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app
- Other: tiktok.com/@jctileandstone