20 | Mark Jacobs: Ownex Co-Founder

Building the Dealership of the Future: Loyal Customers, Behavior Change, and AI Tools That ScaleIn this episode, Max Materne, Danny French and Justin Watson talk with partner Mark Jacobs about how industries scale through movements led by visionaries, shared language, and difficult behavior change supported by better tools. They revisit the “Inkwell” meetings where manufacturers, dealers, and vendors gathered without a fixed agenda to map what was holding dealerships back, shifting focus from rearward-looking P&L metrics to understanding customer rhythms, loyal-customer value, and the “adventure” category that powersports, marine, automotive, bicycle, and even restaurants share. They argue the industry must move from “better, faster, cheaper” toward being “different,” improving employee experience to improve customer experience, reducing costly dealership tech, and using AI/learning models to gain insight faster, gamify change, free up cash, and execute disciplined tactical plans. They also discuss how Mark joined the team, the challenges of multi-line dealerships, and why progressive coalitions outperform traditional groupthink.00:00 Scaling Takes Movement03:20 Meet Mark Jacobs04:31 Inkwell Origins08:33 Why Inkwell Worked10:28 Customer Value Focus12:58 Beyond P&L Metrics15:53 Adventure Category Insight18:03 Different Not Cheaper19:30 Tech Costs And AI21:18 How Mark Joined29:56 Hard Times Invest32:26 AI Enables Strategy36:22 Vision Versus Execution37:23 Better Versus Different40:51 Industry Case Study43:24 Always Recheck Fit45:40 Raising the Experience Bar46:45 Dealership Community vs Transaction49:19 Cutting Clicks and Friction50:45 Local Adventure Categories53:04 AI Creates Cognitive Surplus56:43 Ownex Cohorts and Roadmaps01:00:46 Practical AI Tools and Deal Builder01:09:37 Manufacturers and First Movers01:15:21 Multi Line Stores and Brand Profit01:18:35 Staff Customer Tension and Agents01:24:14 Wrap Up and Goodbyes