I recently went one-on-one with Josh Royal, founder of Aventus.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth? 

Josh: My journey started with dropping out of high school, which felt like a huge disadvantage at first. Competing against people with MBAs or more formal education often made me feel inadequate. But that feeling became my driving force. I learned quickly that experience, grit, and the willingness to embrace failure were as valuable as any degree. Every setback taught me something crucial—how to pivot, how to listen, and most importantly, how to persevere.

Failures are inevitable in business. I’ve had ideas that didn’t work, partnerships that fizzled, and deals that fell apart. But each failure helped me understand the importance of resilience, and the ability to see opportunities where others see roadblocks. That mindset has been key to my growth, both personally and professionally.

Adam: How did you come up with your business idea and know it was worth pursuing? What advice do you have for others on how to come up with and test business ideas? 

Josh: I actually began on the merchant side of e-commerce and was handling all of my customer service in-house. When a friend of mine asked if I’d be willing to do the same for his company, I quickly realized there was a huge need for this, specifically in the e-commerce/DTC space. 

The idea for Aventus came from simply identifying a gap in how businesses handle their customer data and communications. I saw inefficiencies that were costing companies time, money, and customers. The key moment was realizing that if I could simplify and streamline those processes, we could offer immense value to companies struggling with the same problems.

For others looking to come up with and test business ideas, my advice is simple: start by solving a real problem. Don’t just chase trends—look for pain points that you or others experience daily. Once you have an idea, test it quickly. Build a simple version of your product or service and get feedback from real users. Don’t be afraid to pivot based on what you learn. The market will tell you what works.

Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level? 

Josh: One of the key steps in growing Aventus was focusing on scalability early on. We built a strong foundation with our technology, so we could handle growth when the time came. Another critical step was learning to delegate and surround myself with people who are smarter than me in certain areas. Growth happens when you empower your team to take ownership.

For others looking to grow, my advice is to nail down your processes first. Get your product, service, and operations right before you scale. Then, don’t hesitate to seek partnerships, invest in marketing, and build a solid customer success team. Growth is a balance between executing well and being bold enough to seize new opportunities.

Adam: What are your best sales and marketing tips?

Josh: One of the most important sales tips I’ve learned is to sell value, not features. Customers don’t care about every little detail—they want to know how you’re going to solve their problem. Focus your pitch on the tangible benefits your product brings.

For marketing, I’m a big believer in the power of data-driven decisions. Whether it's A/B testing your ads, using call tracking to measure performance, or adjusting your messaging based on real feedback—let the data guide you.

Lastly, build relationships. Whether it’s with clients, customers, or partners, nurturing genuine relationships is the foundation of long-term success in both sales and marketing.

Adam: What is your best advice on building, leading, and managing teams? 

Josh: The best advice I can give is to hire for culture and values first, skills second. Skills can be taught, but finding people who align with your mission and values is priceless. When you bring on the right people, they not only contribute to the work—they strengthen the culture.

As a leader, it’s crucial to trust your team. Micromanaging stifles innovation. Empower your people by giving them the space to take initiative and own their work. When you lead with trust, you build a team that’s motivated to deliver their best.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level? 

Josh: I believe the most important qualities of an effective leader are self-awareness and empathy. A great leader knows their strengths and weaknesses and isn’t afraid to be vulnerable or seek help when needed. Empathy, on the other hand, helps you understand your team’s needs, motivations, and challenges, which is critical for leading people effectively.

To take your leadership skills to the next level, commit to continuous learning. Whether it’s reading, networking with other leaders, or learning from your team, the best leaders never stop evolving. Be open to feedback and always look for ways to improve.

Adam: How can leaders build customer-centric organizations? 

Josh: Building a customer-centric organization starts with listening to your customers. Everything we do at Aventus is driven by customer feedback and real-world challenges. By actively engaging with your customers, you can anticipate their needs and continuously improve your offerings.

Secondly, align your team around the customer. Every department—whether it’s product development, marketing, or sales—should have the customer’s best interests at heart. Create a culture where solving customer problems is everyone’s priority.

Adam: What are your three best tips applicable to entrepreneurs and business leaders? 

Josh:

1. Embrace failure as part of the process. Every setback teaches you something invaluable—use those lessons to grow.

2. Surround yourself with great people. You can’t do it all alone, and the right team will help you take your business to new heights.

3. Focus on delivering value. At the end of the day, your success will come from how well you solve problems for your customers.

Adam: What is the single best piece of advice you have ever received? 

Josh: The best advice I’ve ever received is to stay persistent. Success rarely happens overnight, and you’ll face countless challenges along the way. The ability to stay focused and keep pushing forward, even when things are tough, is what sets successful entrepreneurs apart.


Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one-on-one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.

Follow Adam on Instagram and Twitter at @adammendler and on LinkedIn and listen and subscribe to Thirty Minute Mentors on your favorite podcasting app.