We recently had the chance to connect with Joel JOSEPH and have shared our conversation below.
Joel, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What battle are you avoiding?
Overthinking, which leads to procrastination. I have a lot of things on my plate (and very blessed to have so), but overthinking about what needs to be completed, and in what may or may not be most pressing, leads to an inordinate amount of inaction.
Can you briefly introduce yourself and share what makes you or your brand unique?
I operate Joseph’s Auto Toy Store in Mesquite. We are about to celebrate our 42nd year serving the greater metroplex, and three generations of the Joseph family running the ship! We are a one-stop automotive (as well as marine, motorcycle, ATV, or anything else that has a motor) restyling shop dedicated to making your mode of transportation unique and YOU! We offer audio, security, lighting, suspension, window film, PPF and vinyl films, wheels, tires, and more to bring your wants into reality.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What did you believe about yourself as a child that you no longer believe?
Fitting in was more important than being different, and would make me happy. The most joy I have found in life is from the things that I have and do that others don’t understand, think is weird/eclectic, or diminish–whether it is being into the esoteric side of cars, passionate about the artistry of (live) music regardless of genre, my faith/beliefs, devotion to those that are in my circle, et al.
As the eldest child of East Indian immigrants in the ’70s, we grew up being told not to stick out–assimilation was best. Study hard and fit in; Excel, but be quiet; Because growing up in suburban Dallas our skin color would always make us stick out. Which was what our parents as strangers in a strange land, with no one but themselves to rely on, felt was the safest way to success.
But somehow, my father’s entrepreneurial spirit and my mother’s faith and work ethic translated to us ending up in the 12volt industry, and that out-of-the-box thinking has proven successful enough to take care of us for three generations, and positioned to continue forward stronger.
When did you last change your mind about something important?
Sharing my life with someone is essential to me being happy and satisfied with myself and life. It took me until recently to realize that healing wounds and forgiving myself for things that HAPPENED (to me), not because of me, is the only way I will feel secure and happy with myself. If I do not feel I am sufficient for myself, I cannot expect someone to fill that void.
Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
IT’S THE INTERNET’S FAULT! Too many in my industry think their business is moving boxes of product; In actuality, our job is to educate consumers on solutions to what they want, or don’t know they want YET. My industry (mobile electronics and enhancement) is a niche, and we (Joseph’s) have positioned ourselves as a niche within that niche. We definitely are not the least expensive option if you are just shopping items as a commodity, but those prospects are not our not OUR customers. Many of our counterparts in this industry believe that price is the ultimate decision with our prospective clients, when in actuality it is the service and experience, the price just justifies the value we create.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What will you regret not doing?
Not enjoying the ride myself along the way. I tried to make sure that everyone was able to experience and do what they wanted or felt was important, many times at the expense of my own happiness, to make sure they knew they were important and loved. And while I cherish the memories and opportunities I afforded to my mother and children, I wish I took more time to appreciate the time and opportunities I had sacrificed and achieved to be able to do so.
Contact Info:
- Website: https://JosephsAutoToyStore.com
- Instagram: @JosephsAutoToyStore
- Linkedin: https://www.linkedin.com/in/joel-joseph-b2b50247/
- Twitter: @JosephsATS
- Facebook: https://www.facebook.com/JosephsAutoToyStore
