Jeff Norling’s entrepreneurial path didn’t start in a boardroom, it started in the kitchen.

After years of running family-named cafés across Minnesota, Jeff took the leap into consumer goods, launching Outset, a brand that redefined grilling accessories for specialty retailers.

Today, as founder of Henning Lee, he’s building a product company rooted in craftsmanship, personal connection, and staying small by design.

In this episode, we explore:

• How Jeff transitioned from hospitality to hard goods, and found his niche
• Why deep factory relationships are a competitive advantage in modern manufacturing
• The hard truth about tariffs and the unpredictability they bring to small business
• Why he believes founders shouldn’t build brands on “rented land”

A story of reinvention, resilience, and the art of relationship-driven growth.