If you’re a business owner who wants to build something meaningful and community-driven, this conversation will both challenge and encourage you!

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In this episode of the TrustBuilt Podcast, Alan Bennett sits down with Courtney, co-founder of Underbrush, a cozy and community-focused indie bookstore in Rogers, Arkansas.

From launching her first business nine months out of college to creating a thriving space during a pandemic, Courtney shares her unconventional journey into entrepreneurship, the heart behind her business, and why passion and compassion—not just profit—drive long-term success.

⏱️Chapters

[02:20] – How Underbrush Bookstore began

[05:45] – Building community through books

[08:50] – The role of authenticity

[13:50] – Book clubs that welcome disagreement

[15:25] – Why Courtney chose entrepreneurship

[19:20] – Passion, resilience & hard days

[23:00] – Redefining retail as a third space

[27:05] – Competing with Amazon & evolving tech

[30:50] – Niching down for customer loyalty

[33:05] – Collaboration over competition

[36:25] – Real-world advice for new entrepreneurs

[39:15] – Sharing struggles builds community

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🔗 Connect with Courtney & Underbrush Books

🌐 https://underbrushbooks.com/

👉 https://www.linkedin.com/in/courtney-ulrich-smith-211683107/

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Are you a business owner who is ready to break free from the day-to-day grind & build a self-sustaining company?

👉 Set up a time to talk to Alan

🔗 https://www.trustbuiltsolutions.com/contact