Les Gold exudes pure hardcore energy. He operates a massive pawn shop located in the heart of Detroit, where he purchases and sells an incredible array of items to a diverse group of eager customers. Whether it’s custom jewelry, taxidermy, sailboats, or television sets, Les handles it all alongside his children, Ashley and Seth. A few years ago, their world turned even more chaotic when the cameras started capturing their lives for the highly successful TruTV show, Hardcore Pawn. Today, Les unveils his captivating book, For What It’s Worth: Business Wisdom from a Pawnbroker.
What Do You Need to Know About Les Gold?
Les Gold, the charismatic patriarch of the Gold family, built American Jewelry and Loan from scratch. Les, an old-school, hard-nosed pawnbroker at heart, passionately collects unusual items and excels at spotting deals and shady characters. However, Les also possesses a compassionate side, evident when he sincerely connects with customers’ and employees’ stories. After four decades in the business, Les prefers doing things his way and has resisted his son’s attempts to introduce changes. However, Les’s unwavering dedication to family drives his love for working alongside his son and daughter.
As Les’s business partner, Seth has been fully committed to American Jewelry and Loan since completing college. Seth acknowledges the challenge of filling his father’s shoes and takes pride in bringing a contemporary corporate structure and revolutionizing their marketing efforts. Seth fearlessly points out areas of improvement to his father, although they occasionally clash. Nevertheless, Les recognizes that his son’s contributions have taken their business to new heights.
Ashley, Les’s pride and joy, has been following in her father’s footsteps since she wrote her first pawn slip at the age of seven. Now the General Manager of American Jewelry and Loan, Ashley is known for her tenacity and fearlessness. Despite being as stubborn and tough as her father, she readily confronts troublesome employees and manipulative customers. Thanks to her level-headedness, Ashley often takes on the role of mediator in Les and Seth’s disagreements. While she occasionally grows frustrated with her family’s squabbles, there’s nowhere else Ashley would rather be than working side-by-side with them.
Advice from Hardcore Pawn and What It’s Worth: Business Wisdom
When you’re looking for a positive mindset, you probably don’t immediately think in the direction of Hardcore Pawn and Les Gold – far from the most ordinary motivator. The revelation is that watching Hardcore Pawn can give you valuable advice. At first glance, this business seems simple, with a lot of mechanical actions. In fact, the mood and attitude towards work are important here, sometimes even more important than anything else. Learn from Hardcore Pawn and see how your business can transform too.
#1 Start with Self-Motivation
Les always had a way of helping me through my moments of self-doubt. He would explain the sales cycle in a counterintuitive manner, emphasizing the importance of designing confidence to win over customers. Without this belief, your brochure and fancy slide deck lose their significance.
#2 Measure the Strength of Your Desire
It’s not about where you come from, but about how much you desire it. Les, a grandson of a one-time rag-picker, stands as an exemplary figure who has built a business, brand, and fortune through his determination, drive, and unwavering commitment to creating something meaningful and valuable. He has uplifted himself and applauds people like you who are doing the same.
#3 Reinvention is key
Les began with a cramped store, barely able to turn around. Now, he possesses a warehouse. He initiated his journey as a pawnbroker, transforming into a television star and author. He shares your belief in actively seeking change during prosperous times rather than waiting for change to be thrust upon you or your business.
#4 Every aspect matters
Experience everything your customer does from the moment she walks through your door. Observe how she is greeted and treated at every step of the process. Similarly, consider what occurs when she enters your competitor’s establishment. What sets you apart from them? As Les articulates in the book, having a deep understanding of your business is crucial because each aspect of the experience could determine whether customers choose you over your competition.
#5 You Must Have a Higher Purpose
Discover your purpose – whether it’s a passion for bettering our planet, recognizing flaws in educational systems, or a burning desire to create an app that transforms daily life. Live each day with this driving force, and witness the remarkable improvement in your work as it gains meaning. Let every dollar you earn not just be “profit,” but a means to support your family and the families of those you employ.
Conclusion
Positive thinking is a valuable asset that most do not even perceive as a value. What’s interesting is that it cannot be bought or given as a gift, but it can be worked out. The Hardcore Pawn show is one of the less obvious tutorials that teaches how to run a business and the role that personality plays in it.
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