Welcome to Hard Mode with Joshua Williams, Founder & CEO of Cartelux. The Cartelux story is fascinating - they are shaping the future of retail marketing, empowering local area marketers to run digital campaigns in the most time efficient, cost efficient and brand compliant fashion possible, and have found particular product market fit within the automative industry.Discussed in this episode is Josh's approach to solving niche problems, the challenge and discipline required to pivot from a good, working business model to embrace risk in transitioning to a global tech company. Josh permanently moved from California to Australia and continues to grow Cartelux's global trajectory. Great chat!Talking points:The beginnings as a digital video agencyLeveraging the power of motion picture, onlineMoving into a specific niche problem to solveMoving from Southern California to AustraliaThe transition from filmmaker to entrepreneurShutting down a good business to go all in on a global tech playA globally distributed teamThe hard part about hard thingsCreating a team-wide culture of convictionLeaning heavily into automotive industryLinks:CarteluxAston MartinAudiBMW GroupFordGoogleKristin HarderMGNissanPatrick DobleRaoul PicelloRenaultStarcomToyotaOnline: https://cartelux.com/Twitter: @CarteluxFollow Tractor Ventures on Twitter: @tractorventuresThis episode was hosted by Tractor Ventures Entrepreneur in Residence Noga Edelstein: @nogsE 

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