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.