About XTRACT Ai
I failed so you don’t have to.
I’m Josh Jurkovich. I’ve been the founder who was buried, the agency owner who sold the wrong thing, and the guy who bought one more course thinking it would finally be the one. XTRACT Ai is what I built after I stopped doing that.
01 · Where this started
The agency whisperer.
I’ve spent most of my career on the inside of marketing. I’ve run an agency. I’ve sat on the founder’s side of the table and on the agency’s side. I’ve built teams, built funnels, built programs, and built more half-finished things than I can count.
People started calling me the agency whisperer, because I’d come into a business, look at what their agency and their team were doing, and see right away where the money was leaking and what could be done better, faster, or not at all. That’s still a big part of what I do.
But the honest version of how I got good at seeing it is that I made almost every one of those mistakes myself first.
02 · The part I don’t say lightly
What one more course cost me.
Course after course after course. What I ended up with was a pile of half-built bridges.
And it didn’t stop there. Every program I bought was one more thing to do. I couldn’t execute on all of it, so I hired someone to carry it. Over my career I spent more on payroll and people than I ever brought home. Not because paying people is bad. Because I was doing way too many of the wrong things, for too many different people, at the wrong time.
I drank the Kool-Aid. And then I went out and sold some of those same things to other people, because somebody told me they’d work. I regret that, and I’m working to make it right.
The truth I finally had to face was this:
I made an idol out of knowledge. I kept learning and learning, thinking eventually I’d make it, instead of just doing the work.
James 1:2203 · What changed
Two things changed at the same time.
THE FIRST WAS ME
I stopped buying and started building.
I got real about where I actually was, picked the one thing that would make everything else easier or unnecessary, and finished it. Then the next one. That’s the whole method, and it’s way less exciting than any course I ever bought.
THE SECOND WAS Ai
It’s not the Ai that’s magic. It’s the driver.
Ai is the car, and the people who win are the ones who learn to drive it, which has a lot more to do with psychology and communication than with being technical. Everything is going from skills to words. And I’d spent twenty years learning how to say exactly what a business needs.
So I started driving it every day. I built my own library of playbooks for market fit, offers, funnels, content, proposals and websites, and I started doing in days what used to take my team months.
04 · Why it’s called XTRACT
We extract your genius so you can bring it to the world.
Every founder I’ve ever worked with has something in their head that nobody else has: the way they see their customer, the way they explain what they do, the frameworks they’ve built over years without ever writing them down. That’s the most valuable thing in the business, and it’s usually buried. We pull it out, put it into a foundation your Ai and your team actually work from, and multiply it. So the output sounds like you, because it is you.
05 · What we believe
Most of it I learned the hard way.
01
Stop buying. Start building.
You don’t need another course or another tool. You need to get real about where you are, do serious work on a foundation, and have the discipline to finish things. I bought my way around that truth for years.
02
Drive it. Don’t let it drive you.
Ai is a foundation that multiplies you. It isn’t your guide, your coach or your answer machine. I made an idol out of that for a while too.
03
Ego is the bottleneck.
Pride got me far, and then it cost me. The business can’t grow past a founder who has to be the hero of every decision.
Mark 10:4504
Build your people. Don’t replace them.
Ai should be the reason your team becomes more than they were, not the reason you let them go. Train them, show them the path, and lead them into it.
05
Your talents, multiplied.
What you’ve been given is meant to be put to work, not buried. That goes for your gifts, your company and the people you lead.
Matthew 25THE SHORT VERSION
Lead your people. Serve your customers. Build something that lasts.
Everything we build points back to that.
06 · Outside the work
Where I’m coming from.
I’m a follower of Jesus, and that’s the center of how I think and how I build.
You don’t have to share my faith to work with us. You just should know where I’m coming from: I’m here to serve, I’ll tell you the truth even when it’s uncomfortable, and I care more about whether your business is still standing for your kids than whether I hit a number this month.
I live in Castle Rock, Colorado. I teach, because teaching is the one thing I’d do for free. And I’m still building, every day, in public.
Free guide and workbook
The Founder’s Guide to the Ai Era
30 minutes. 10 layers. See where you stand on each one.
A 30-minute self-assessment for founders who know Ai matters and don’t know where to start. Score your business on the 10 layers of the Growth Hierarchy and see where you stand on each one.
- Score 10 layers, from your plan and your team to your traffic
- See where you stand on every layer
- Worksheets for your plan, your seats, your offer and your systems
- A free Ai playbook for every section, one QR code away
My failures, your result
You get the lesson without the tuition.
Every framework we use, every playbook we built and the speed we work at came out of doing it wrong first. Maybe I'm finally making it now. And I hope me making it now can help you too.