Episode Details

Josh Goodelman, President and CEO of Liqui-Mark Corp., joins Jonathan Blau on the Crazy Wealthy Podcast to share the real story behind building and leading a family-owned manufacturing business on Long Island. Josh walks through the entrepreneurial origin of the company, the leap from importing to U.S. manufacturing, and what it takes to serve major retailers, school and office distributors, and a growing promotional products division with many Made in the USA offerings.

Jonathan and Josh also explore the psychology of decision making under uncertainty, including how entrepreneurs must often unlearn control-driven behaviors when they shift from building wealth in business to investing wealth in the markets. The conversation highlights resilience during challenging moments like losing a major account right after buying a facility, navigating tariff disruptions, and keeping a steady mindset through volatility.

What You’ll Learn in this Episode:

How Liqui-Mark evolved into a second-generation, family-owned manufacturer serving major retail and distribution channels

Why entrepreneurs often struggle as investors, and how reframing risk can improve long-term decision making

How to balance emotion and rational leadership in high-stakes moments inside a family business

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TIMESTAMPS:

00:00 Podcast disclaimer and introduction

01:00 Meet Josh Goodelman and Liqui-Mark’s family business legacy

02:00 The company origin story: a big order, a bold leap, and early growth

06:00 Importing to manufacturing: building operations and capability in the U.S.

09:00 How Liqui-Mark serves retailers, distributors, and promotional customers today

11:00 The entrepreneur-to-investor shift: what founders must unlearn

13:00 A pivotal moment: buying a facility and losing the biggest account

17:00 Real-world volatility: tariffs, COVID, and keeping costs covered

24:45 Working with family: roles, balance, and decision-making dynamics

31:30 Values, humility, and the mindset behind sustainable success

36:45 Not overplaying the win: defining “enough” in business growth

39:45 Advice for leaders: emotion belongs in decisions, but not in the driver’s seat

42:00 Wrap-up: building wealth vs investing it

43:08 Jon and Amy recap the episode

KEY TAKEAWAYS:

Liqui-Mark’s growth shows how calculated risk, resilience, and long-term thinking create staying power in manufacturing.

The skills that build wealth in business can backfire in investing, where patience and discipline matter more than control.

Strong leadership means acknowledging emotion while keeping decision-making grounded in rational inputs and values.

ABOUT THE GUEST:

Josh Goodelman is the President and CEO of Liqui-Mark Corp., a second-generation, family-owned and operated manufacturer of writing instruments and school and office supplies located on Long Island, New York. Liqui-Mark sells to major retailers, school and office products distributors, and operates a promotional products division offering a large variety of Made in the USA products.

Josh Goodelman - LinkedIn: linkedin.com/in/jos