We were lucky to catch up with Joshua Parish recently and have shared our conversation below.

Joshua, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

My wife and I started our non-profit, VETLIFE, at our kitchen table. I am an Iraq War Veteran and I had struggled unsuccessfully to find and connect to the military benefits I earned through my military service and we realized that the main issue plaguing veterans was they did not understand what benefits they were entitled to and where to go to get them.

We knew if we wanted to create a pathway for veterans to gain access to their benefits in large numbers we had to offer large free events for veterans and their families. Our first event was called VETFEST and it was designed to be a one stop shop for veterans and their families to be exposed to vetted resource providers.

We relied heavily on volunteers and the resource providers to get the word out and gain wide spread attention on this important matter. Our first year we expected around 300-400 veterans and their families to attend and day of the event more than 1700 attended.

We knew we had achieved our proof of concept, which made it easier to bring these ideas to supporters and volunteers throughout the community in Michigan. I have always been of the opinion that people support the person more than the idea and if they see the passion the person can bring to the table they will be more inclined to support.

To date, VETLIFE has educated and screened more than one hundred thousand veterans for their military benefits and has brought back tens of millions of dollars back into the State of Michigan through our efforts.

In closing, the person reading this should understand that starting a business is incredibly difficult and it is important to surround yourself with people you trust. If you are motivated by a higher cause than making money you can accomplish anything in this world.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am an Iraq war veteran and when you leave the military you are led to believe that you will be educated on the benefits you earned and will be pointed in the right direction to gain access to those benefits. This was not the case for me and later on in life I found that this was not the case for a large percentage of veterans throughout the country. The government has what I call a backwards approach to veteran service provision where we wait for the veteran to come to the resource, but the underlying issue is veterans don’t understand what benefits they are entitled to and where to go to get them.

My wife and I created VETLIFE because of my own struggles of attempting unsuccessfully to find my benefits and we have used the struggles I went through as a blue print to create programs designed to address those unmet needs within the veteran community. We bring the benefit to the veteran and our programs have assisted over one hundred thousand veterans and brought back millions of dollars of compensation and benefits back into the states we serve.

We are proud of our work because we have addressed an unmet need in the veteran community and have created a solution to a problem that has been plaguing veterans ever since the military was created. This is a national model that can be replicated throughout the country and our goal is to screen veterans prior to them leaving the military and connecting the dots for them before they become a civilian.

Let’s talk about resilience next – do you have a story you can share with us?

My wife and I created VETLIFE at our kitchen table. Everyone told us that our non profit wouldn’t make it because there were too many veteran non profits in this space already. We knew we would make it because no other non profit was offering free events to veterans and their families while inviting vetted resource providers to the event to help connect the veterans to their military benefits.

Despite facing skepticism and doubts from others, we believed in our vision for VETLIFE and refused to be deterred by the challenges ahead. Creating something impactful from our kitchen table is no small feat, and it speaks volumes about our resilience and commitment to making a difference in the lives of veterans and their families.

In a crowded landscape of veteran nonprofits, we identified a gap and seized the opportunity to offer something truly unique: free events that not only bring veterans and their families together but also provide them with access to vital resources and benefits. By inviting vetted resource providers to these events, we have created a platform for veterans to connect with the support they need in a welcoming and inclusive environment.

Our story is an inspiration to others who may be facing similar obstacles in their own endeavors. It serves as a reminder that with passion, perseverance, and a willingness to think outside the box, anything is possible.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One lesson I had to unlearn was the assumption that everyone saw the same problems as I did and would automatically recognize the need for change. The backstory behind this realization came from my early experiences with advocating for veterans’ benefits and support services.

As a veteran myself, I was acutely aware of the challenges that many veterans face when transitioning to civilian life, particularly the lack of understanding about their entitlements and how to access them. My passion for addressing this issue led me to start advocating for better support systems and resources for veterans, including the creation of VETLIFE.

However, I quickly learned that not everyone shared my perspective or understood the urgency of the problem. Some individuals, including policymakers and government officials, were entrenched in the belief that the existing system was sufficient and that veterans should be able to navigate it on their own.

This realization was a humbling experience for me. I had to unlearn the assumption that my concerns were universally recognized and accepted, and instead, I had to work harder to educate others and build consensus around the need for change.

Moving forward, I adopted a more strategic approach to advocacy, focusing on raising awareness, building partnerships, and mobilizing support from stakeholders across various sectors. By reframing the issue as a collective responsibility and emphasizing the potential benefits of improving support for veterans, I was able to garner greater attention and momentum for our cause.

Ultimately, this lesson taught me the importance of perseverance, patience, and effective communication in driving meaningful change. While challenging, it also reinforced my commitment to advocating for veterans and ensuring that they receive the support and resources they deserve as they transition to civilian life.

Contact Info:

• Website: www.vetlifetoday.org
• Instagram: https://www.instagram.com/vetlifetoday/
• Facebook: https://www.facebook.com/VETLIFETODAY/
• Linkedin: https://www.linkedin.com/company/vetlifetoday/
• Youtube: https://www.youtube.com/@vetlifetoday