Today on the show my guest is Tony Yu. Tony is the co-founder of my favorite shoe company, Vessi Footwear. Growing up in Vancouver where it rains about half of the year gave Tony had firsthand experience of the problem he and his co-founders would eventually solve.

Together they decided that there had to be a better option than clunky rainboots or wet socks and so Vessi was born.

If you’re a marketer, listen closely as Tony shares Vessi’s "Rule of 30" for entering a new market. I know it changed the way I look at product adoption. So let’s get started.