Want to use alternative retail channels as a source of growth? Or take advantage of an industry downturn to save production costs? Those are two of the biggest takeaways from my interview with Chris Mogridge, founder of Mercury Cycles. Like previous podcast guest Boyd Johnson (of Boyd Cycles), Chris' company make bicycle wheels. But that's were the similarities end. Chris has taken a completely different route to market, and we talk a lot about two different business experiments that reinforce the lesson "fail fast" and move on. This one's got a lot to teach, hope you enjoy!

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