Making Your Customer the Hero: Lessons from OptSpot at ROADMAP 2025
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In this ROADMAP 2025 preview episode of Conversations with ICA, we speak with Josh Taylor, Chief Marketing Officer at Opspot and leader of the upcoming StoryBrand Essentials: Making Your Customer the Hero workshop. This hands-on session will take place on Day 1: PEOPLE of ROADMAP, November 3 in Dallas, as part of the Marketing track.
One story Josh shares? An operator who simplified their signage after hearing Josh and Donald Miller speak at The Car Wash Show, resulting in a 20% increase in top-wash sales. The difference came from clear communication, not flashy offers.
Throughout the episode, Josh emphasizes that you don’t need to overhaul your brand or redesign your business — just shift your perspective. Operators will walk away from the ROADMAP workshop with a refreshed elevator pitch and a practical messaging structure they can apply immediately across signage, websites, social media, team training, and more.
📌 The goal? Turn everyday customers into loyal advocates by communicating in a way that builds trust and reduces decision fatigue.
📺 Watch the full conversation below.
🎟️ Attend ROADMAP 2025 this November in Dallas to join Josh Taylor's workshop and explore three other hands-on tracks. Register today.
👥 Bring your team! Purchase 5 passes for the price of 4 — enough to attend every program track on Day 1 and get full access to the Day 2 PROJECTIONS program.
📘 Gather more insights and stories from experts in the latest edition of CAR WASH Magazine. Not an ICA Subscriber? Join Today.
Conversations with ICA | 2025 season, episode 9
