Joe welcomes Greg Rohl to the podcast. Greg has over 30 years of experience successfully marketing luxury products in a traditionally commodity-driven industry. Greg is now a coach and educator, helping professionals develop compelling storytelling abilities to connect the value of their premium offerings to customers' unmet needs. An expert in fighting commoditization, Greg co-authored the book "The Corporateneur Plan" along with his father Ken and Pamela Danziger. The book provides an actionable roadmap for aspiring entrepreneurs, drawing lessons from Ken's journey to building a successful luxury home business. In the conversation, Greg discusses his approach to marketing high-end products by crafting distinctive and persuasive narratives that resonate with customers' desires. He shares insights from "The Corporateneur Plan" on making the transition from a corporate career to entrepreneurship. The episode offers valuable advice for business leaders seeking to differentiate their brands, overcome commoditization, and achieve entrepreneurial success by following the proven "rules of the road" outlined in the book.