Listen now: 
In this episode of Telgoo5 Talks, Stuart Chowning sits down with PureTalk’s Chief Strategy Officer, Will Curry, for a deep look at one of the most successful customer-segmentation models in the wireless industry.
Instead of competing on price or unlimited plans, PureTalk built its entire growth engine around a single customer avatar—“Hank.”
From conservative talk radio to U.S.-based customer service to a powerful partnership with TV personality Mike Rowe, Will shares how defining their audience with absolute clarity transformed the company’s trajectory.
They discuss:
- Why PureTalk abandoned “market to everyone” and focused on one clearly defined customer
- How conservative talk radio became their most powerful acquisition engine
- The role of values, trust, and authenticity in driving subscriber growth
- The impact of brand-aligned partnerships, including PureTalk’s work with Mike Rowe
- What “Hank Jr.” means for the future and how to evolve with changing audiences
- Why MVNOs must stop competing on price and start competing on identity
Whether you’re an MVNO operator, a marketer, or simply curious about the business of wireless branding, this episode reveals why putting a face to your customer may be the strongest growth lever you have.