Meet Joshua Norfles

We caught up with the brilliant and insightful Joshua Norfles a few weeks ago and have shared our conversation below.

Joshua, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

Hard work is the foundation of my family. On both sides, dedication and perseverance run deep. One of my grandfathers built a chain of dry cleaners in Merced, creating a legacy that lasted beyond his time. My other grandfather worked tirelessly—right up until a month before he passed at 85.
My father’s determination was just as unwavering. While in college at CSULB, he worked as an RA and took on odd jobs to pay his way through school. He later earned his MBA in finance from UCLA, but even during tough times, I remember him working nights at the nuclear domes in South County on the way to San Diego. His relentless work ethic and devotion to our family will always stay with me.
My mother, too, has been an example of dedication. As a nurse and healthcare professional, she worked tirelessly to provide for us. I can still picture her at the computer late into the night, on-call and ready to help patients at a moment’s notice.
Both of my parents balanced multiple full-time jobs to support me and my siblings, setting a standard of resilience that shaped who I am today. That’s why I juggle two jobs while running Norfs—because hard work isn’t just a value in my family, it’s a way of life. As I always say, it’s better to be busy than boring!

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

Norfs is a craft ice cream and dessert company that creates flavors designed to excite adult palates while evoking a sense of nostalgia for the inner child in all of us. From a young age, founder Joshua Norfles dreamed of building his own food brand—one that would allow him to express his creativity, uplift others in the industry, and share his passion for food.
After earning a bachelor’s degree in marketing from CSULB, attending culinary school, and gaining years of hands-on experience in the industry, he is now forging his own path. Josh chose ice cream because, throughout his career—whether working in breweries or alongside Michelin-starred chefs—one common thread stood out: ice cream was always on the menu. Inspired by this universal love for the frozen treat, Norfs was created as a way to bring people together, celebrate connections, and serve the incredible community built through years of dedication to hospitality.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Three essential qualities every entrepreneur needs are passion, discipline (consistency), and organization. Passion comes first because, in the early stages of entrepreneurship, there’s no paycheck, the hours are relentless, and the work can border on obsession. It’s a brutal grind, and many never make it past this phase. But passion alone isn’t enough—it eventually fades, and that’s when discipline and consistency take over. It’s always exciting to start something new, whether it’s a business, a sport, or a job. At first, enthusiasm fuels the effort, but just like January gym-goers, that initial fire tends to burn out—especially when the unpaid hours start piling up. The ability to stay disciplined and consistent is what separates success from failure. If an entrepreneur can’t maintain momentum after the passion fades, the business is doomed before it even has a chance to grow. Finally, organization is crucial. Whether it’s managing production schedules, meetings, or day-to-day operations, a cluttered space leads to a cluttered mind. When things start slipping through the cracks, efficiency drops, and progress stalls. Staying organized ensures that everything runs smoothly and that the business continues moving forward.

Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?

The E-Myth Revisited by Michael Gerber is hands down the best business book I’ve ever read. It’s structured around two focal points: a lecture-style breakdown of key business concepts and a story-driven narrative. What makes it stand out for me is the story portion, which follows a woman who owns a pie shop. Most business books tend to focus on high-margin industries like sales, tech, or real estate, but The E-Myth Revisited is refreshingly relatable. The storytelling makes it easy to read and absorb, even when some of the lecture sections feel dense. Every time a complex idea is introduced, the accompanying story brings it to life, making it much easier to grasp. This book completely changed the way I think about business. One of the biggest takeaways for me was Gerber’s breakdown of an entrepreneur’s mindset: most business owners are 70% technician, 20% manager, and only 10% entrepreneur. He explains how many entrepreneurs start out as skilled workers who experience an “entrepreneurial seizure”—the sudden decision to start their own business—without fully understanding what it takes to run one. Another major lesson was the importance of consistency and creating systems. Businesses thrive when they are system-oriented rather than dependent on the owner’s constant involvement. This ties back to what I’ve mentioned before—discipline and organization are essential for success. At its core, The E-Myth Revisited teaches entrepreneurs how to grow their businesses in a way that allows them to focus on the work they love, rather than getting stuck doing everything themselves.

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