"If it wasn't for my back pain I wouldn't have started [my company] and if it wasn't for BackerNation I wouldn't be in the spot I am today." As a content-centric company, Jay and I talk about the process of accumulating and communicating knowledge, expertise, and advice. He wasn't thrilled about the information that was available as he underwent 5 back surgeries over a period of 7 years. In learning for himself, he uncovered an opportunity to help others. We talk about how the creative process evolved for his team over the past 3 years and how it will continue to do so as they prepare to move BackerNation into the next phase of business.