Real Talk with Mike Burke
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Ep. 99 🎙️ XDC 2026: Choosing Your Lane - Lessons from Chicago Auto Pros | Real Talk
Not every customer is your customer, and learning that lesson reshaped this entire company. In this on-location episode at XDC 26 in San Antonio Texas, Mike sits down with Greg Natonson of Chicago Auto Pros to talk about the journey from tech-world burnout to building one of the most recognized automotive shops in the country. Greg opens up about navigating a difficult business-partner split, how his team stepped up afterward, and why aligning vision early matters more than most owners realize. The conversation also dives into pricing philosophy, choosing a clear customer lane, and why asking your installers what they want can sometimes be the smartest move you make. Click to watch this episode on YouTube 🔗 Connect with Greg Website: https://www.chicagoautopros.com Facebook: Chicagoautopros Instagram: @chicagoautopros YouTube: @ChicagoAutoPros ➤ Subscribe to Real Talk With Mike Burke to watch full episodes of the podcast. ➤ Apple Podcasts: https://podcasts.apple.com/us/podcast/real-talk-with-mike-burke/id1611409375 ➤ Spotify: https://open.spotify.com/show/6palwGfEfUIFG8sIIJPc1T?si=67c809d6c05b44f1 ➤Follow me on Instagram @themikeburke ➤Email me for podcast inquiries: therealmikeburke@gmail.com
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