Unconventional Genius

On this episode of Unconventional Genius, I talk with Andrew Mok, CMO of Turo about how his company is reinventing the car rental industry. Turo is a peer-to-peer car sharing platform where users can list their personal vehicles for people to rent. During our conversation, Andrew shares how the company is not only changing the way people rent cars, but is also redefining car ownership.

Drive the car you always wanted

Unlike traditional car rental companies, Turo lets you pick the car you want to drive. From brand new electric cars to classic muscle cars, you can find almost any vehicle you can imagine. Andrew Mok says, "From A3 to Z4 you'll find every car you want."

The mission of Turo is to put the world's 1 billion cars to better use. There are currently 230,000 cars available for rent on the platform. Because it is peer-to-peer sharing, prices run significantly cheaper than a traditional rental. Hear Andrew Mok talk about how the Turo platform works and how they are accomplishing their mission during this conversation.

Changing the economics of car ownership

Andrew Mok shares how Turo regulates itself through user activity. He explains how each market has a different supply and demand model that determines the pricing of the cars available for rent. Rare, in-demand cars create what Andrew calls a "market-balancing opportunity" for users.

Turo is contributing to the long-term value of cars by creating a shared ownership experience. Cars are not only expensive, but they are generally driven only one hour a day. Instead of the car being a waste of valuable resources, it can be turned into a lucrative investment asset.

Growing a global car rental community

Any technology company that wants to grow must have an eye toward the future. Turo is doing just that by investing in their community of users. Andrew Mok says that the goal is to empower users with data. To that end, several new tools and features are being developed to increase the earning potential of those renting out their vehicle.

Andrew also says that Turo is looking to expand to more markets. Their current focus is in international markets. Listen as he shares their unique approach to global expansion and how it is helping them fulfill their mission.

How Turo's success has been challenged

Reinventing the car rental industry has not come without a price. Andrew shares with me some of the challenges Turo has experienced while creating such a drastic change in the marketplace. Much like the backlash that Uber and Lyft experienced from Taxi companies, Turo is experiencing pressure from traditional rental companies.

Turo is innovating and creating a more customer-focused business model. Yet there are those who feel threatened by this progress. The resolve that Andrew shares with me during this interview is encouraging and inspiring. Don't miss this episode of Unconventional Genius.

If you are with a consumer technology company planning to launch a new product at CES or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [2:23] Andrew Mok, CMO of Turo, gives an overview of his company Turo
• [4:41} Max asks Andrew how the Turo platform manages safety and security
• [7:38] The customer base of Turo for both listing and renting
• [9:39] What the data reveals about the types of cars in demand in different markets
• [12:34] How Turo is reinventing the economics of car ownership
• [16:40] Andrew Mok talks about the variety of cars available for rent
• [21:08] Max asks Andrew about the challenges the company is facing
• [29:08] What the future holds for the growth of Turo

Resources & People Mentioned

• Turo

Connect with Guest Name

• Andrew Mok

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

On today's episode of Unconventional Genius, I talk with Andy Rachleff, President and CEO of Wealthfront about the advantages of automated investing. Wealthfront is the leading automated planning and investment company in the financial industry. Utilizing sophisticated software and a client-first approach, Wealthfront makes investing easier and more affordable.

During my conversation with Andy Rachleff, you'll hear how Wealthfront is maximizing the value of automated investing. You will also get an inside peek into how he leads this innovative company.

What makes automated investing better?

While the older generation of investors might prefer getting their financial advice from another person, the younger generation approaches investing differently. Automated investing offers several benefits for younger investors. Andy Rachleff says one common misconception about Wealthfront is that they are trying to steal clients from more traditional firms.

In reality, automated investing appeals to a completely different clientele that is often younger and still in the wealth accumulation phase of life. Hear about the distinctions of automated investing and how it can be a more viable option for many investors during this episode of Unconventional Genius.

Should you choose the local zoo or automated investing?

According to Andy Rachleff, a group of chimpanzees may have a better chance at picking a winning portfolio than a financial advisor. But instead of going to the local zoo to find your next financial advisor you might give automated investing a try.

The financial industry isn't designed to be fair. Many large companies require you to invest millions of dollars in order to qualify for a financial advisor. Even then there is little guarantee that they will make the best choices. As Andy explains, Wealthfront is utilizing automated investing to even the playing field.

Quoting Wealthfront's Chief Investment Officer Burt Malkiel, Andy says, "Since you can't outperform the market, don't try." That is why Wealthfront uses time-tested, academically proven models to invest in low-cost index funds. Doing so with automated investing removes the potential for human judgment and error, and allows invested money to grow in spite of market volatility.

3 factors to help you maximize your return on investment

Andy Rachleff explains that there are three factors you should consider when planning your investment portfolio. These 3 considerations will help you maximize your return on investment and are the same three factors that Wealthfront focuses on when advising clients.

Automated investing keeps these three factors at the forefront of your investment strategy. Listen to my conversation with Andy Rachleff to hear about these important 3 factors and how Wealthfront leverages software to prioritize them.

The growth and evolution of automated investing

During our conversation, Andy shares about what it takes to run a successful automated investing company. He shares the difficulties of prioritizing his time and maintaining a clear vision for the company.

Wealthfront currently manages over $10.5 billion in investments with over 200,000 clients. As the company continues to grow, the services available to clients will continue to grow and evolve. Hear all about that and more on this week's episode of Unconventional Genius.

If you are with a consumer technology company planning to launch a new product at CES or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [2:04] Andy Rachleff on what makes Wealthfront the premiere automated investing resource
• [6:30] How Wealthfront chooses investments better than human financial advisors
• [9:05] The three factors that will help you maximize your return on investments
• [10:40} Andy Rachleff explains how tax loss harvesting can lower your tax liability
• [17:37] The services that make Wealthfront such a valuable resource for investors
• [20:33] Wealthfront's automated investing portfolio diversification strategy
• [24:21] How the growth of Wealthfront has allowed them to better serve their customers
• [27:11] Andy Ratchleff's journey in starting and leading a growing company
• [33:42} How Wealthfront's approach to financial planning sets them apart
• [37:38] Andy Ratchleff's priorities and how he manages his time as a CEO

Resources & People Mentioned

• Wealthfront

Connect with Andy Rachleff

• https://www.linkedin.com/in/rachleff

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

One of the things I love about working in the Consumer Technology industry is the opportunity I have to hear how companies are doing product research and bringing new tech to market. My guest, today, Deena Ghazarian is an especially delightful person to talk to about those topics because she is a vital part of the TargetPath team - an accelerator that helps tech startups and established technology companies get started, scale, and become successful faster.

One of the things I love about working in the Consumer Technology industry is the opportunity I have to learn how companies are doing product research and bringing new technologies to market. My guest on this episode is Deena Ghazarian, an especially delightful person to talk to about those topics because she is a vital part of the TargetPath team - an accelerator that helps tech startups get started, scale, and become successful faster.

In this conversation Deena and I were able to talk about a number of fascinating topics such as how the TargetPath team has been on the front lines of the "smart city" movement, helping the city of New York establish and implement its smart city program. We also spoke about innovative ways startups and established tech companies alike are using Kickstarter and Amazon to do product research and set their companies up for success.

Deena is a smart, accomplished professional who brings years of experience to the consumer tech industry. I know you're going to benefit from hearing what she shares on this episode.

This company is on the leading edge of implementing smart city tech in the 5 boroughs of New York City

One of the exciting tech projects Deena and the TargetPath team has been involved in lately is the LinkNYC project. They've helped remove every payphone in the city with gleaming silver kiosks (called "Links) that contain Wi-Fi beacons, mobile device chargers, and informational tablets for users. The goal is to have at least 4,550 of these units spread across the five boroughs by the year 2020.

Deena says consumer tech is not just about headphones and smart speakers, it's also about connecting consumers of city services to those services in ways that are beneficial and efficient. It's an amazing project and a look into the future of what consumer tech companies will be working on more and more as we move forward.

Equipping Sol Republic to go from $0 to $65M in just over 3 years

You may have seen one of the "Soundtrack of Life" video clips featuring Olympic champion Michael Phelps. They were created by a headphone brand called Sol Republic. The company was founded in 2011 and Deena and the TargetPath team were instrumental in the product research and analysis, product development, launch, and management of the brand from the beginning. Today Sol Republic is one of the fastest growing audio brands in its category.

Speaking about Michael as a member of the promotional team, Deena says, "Michael did it for his love of music and what Sol Republic stood for. It was a very interesting model where he wanted to be associated with what was cool, so we were very lucky to have Michael as part of the team."

In Deena's description of this success story, you'll hear the key role an advisory team like TargetPath can have in the product research and development of a successful brand. It's a strategy more brands will likely be adopting in the future.

When your product is your baby, it's hard to hear how it might be ugly

Startup founders often have a hard time seeing why consumers are not going to fall in love with their product idea in the same way they have. It's their beautiful baby, but Deena points out that apart from hard work and strategic planning, the consumer is not going to adopt it.

Along that line, it's easy to think that if the product could only be promoted effectively to a big retailer like Best Buy, everything else would work itself out. But the truth is that those big retailers are going to rightfully demand that the product is a quality product consumers will not only relate to but also like. That's why it's better to build a distribution channel strategy that can deliver the best product for the end consumer. Deena says, "If you jump ahead of that process too quickly, it, unfortunately, can be the downfall of your baby."

Learn why good product and consumer research and strategic distribution can make or break even the most innovative consumer tech products, on this episode with Deena Ghazarian.

Kickstarter and Amazon are great sources of honest feedback for startups

The tendency is to think that Kickstarter and Indiegogo are for startups, but there's actually a great opportunity for established brands to use those platforms to get the feedback they need. With good feedback, they are able to iterate and adapt their products to consumer needs and demands. A company can learn whether or not customers will engage with the product story, what the price point should be, and how the product is going to fly long-term.

Amazon is a great model to utilize for product research and development as well. The reason is that the reviews given on products in the Amazon ecosystem are honest reviews. Nothing is held back, so companies can listen to that feedback and make changes as a result.

Deena points out how less commonly considered things, like packaging, can become focal-points for changes simply because of the consumer feedback received. She says, "They'll tell you if you're not doing anything to stand out. That's really valuable feedback that's hard to get because in most cases people are not thinking about the last 3 feet of the sale and how the consumer reacts to the products."

Listen to the rest of this episode to hear Deena's thoughts about the future of consumer tech as it relates to voice technology and handsfree implementations, health and wellness, and IOT implementation out of doors.

If you are with a consumer technology company planning to launch a new product at CES, or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [1:50] How Deena Ghazarian got involved in consumer tech
• [3:53] Transitioning to Monster as director of sales
• [9:06] The role TargetPath plays in helping product creators become profitable
• [11:40] Amazon strategies TargetPath helps startups implement
• [14:10] Examples of companies TargetPath has served
• [17:30] Mistakes commonly made by hardware entrepreneurs
• [20:37] Using Kickstarter and Amazon to get initial feedback on consumer tech products
• [23:50] Consumer tech trends Deena is keeping her eye on
• [25:43] The future of TargetPath: Doubling down to serve world-changing startups
• [31:01] The best way for startups to work with TargetPath

Resources & People Mentioned

• Replay TV
• Anthony Wood (CEO of ROKU)
• Monster
• Sol Republic
• Homedics
• Noel Lee
• Michael Phelps
• Best Buy
• Amazon
• Apple
• Kickstarter
• The Amazon Exclusive Group
• Consumer Technology Association Board of Industry Leaders
• Gary Shapiro

Connect with Deena Ghazarian

• TargetPath

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

New immigrants to the United States do not represent a threat to "American" jobs, they represent potential, and lots of it. Manan Mehta and the team at Unshackled Ventures believe that immigrant-founded startups are one of the most amazing sources of incredible innovations that can change the course of the country and impact the world for good. I invited Manan on the podcast to hear what is happening at Unshackled and was not disappointed to find that the way his VC company has been able to help new immigrant-led startups is more encouraging than I realized. You'll be inspired and motivated by what you hear, so I invite you to listen.

The amazing talent and resources of this generation's Ellis Island

From 1802 to 1954, Ellis Island was the gateway through which over 12 million immigrants came into the United States. For many non-native born Americans, it symbolizes the hope of new opportunity and the possibility of personal achievements they've only dreamed of before. Manan Mehta of Unshackled Ventures believes the Ellis Island of today is the American university system. The nations of the world have come to the United States seeking education, training, and a way to utilize their innate talents and intelligence. The United States is poised to benefit from this influx of competent, entrepreneurial bent individuals. In this conversation, you can hear the enthusiasm and delight in Manan's voice as he describes the way Unshackled Ventures has been able to set many new immigrants on their way to startup success. It's a great conversation I hope you'll gain inspiration from again and again.

The idea of startups was born in the hearts of immigrants

New immigrants to America come with a built-in entrepreneurial spirit. Think about it, every immigrant is willing to take the risk of leaving his/her home in hopes of building a new life in a strange land. THAT is the stuff entrepreneurs are made of, and is one of the reasons Manan Mehta and the team at Unshackled Ventures, a Venture Capital firm that backs immigrant-led startups has put such stock in immigrants in the first place. During our conversation, I asked Manan to share some of his most encouraging stories and he blew me away with his accounts of the innovation and drive the immigrant founders he works with possess. These amazing people are creating world-changing technologies you'll want to know about, so don't miss their stories.

New immigrants have a powerful recipe for success: Long on ambition, short on things to lose

If you are not an immigrant you don't really know what it's like to come to a country like the United States with nothing but ambition and opportunity. It's a dream come true, but a very hard road at the same time. Manan Mehta says the combination of being long on ambition and short on things to lose is exactly what spurs immigrant founders toward success. They are willing to work hard, learn their craft or area of expertise, and apply it in ways that are often unheard of in the industries they are in. That's how immigrants are disruptive in all the best ways. Find out how Unshackled Ventures is supporting and equipping new immigrant founders in tech, fashion, sports, grocery, logistics, and more on this episode.

When you are a first-time, no-name founder, your greatest advantage is going to be your grit. ~ Manan Mehta

Once a person has achieved success, traction and momentum are on their side. Rupert Murdoch and Sir Richard Branson are examples of entrepreneurs who no longer need to hustle in order to find open doors of opportunity. But those who are just starting out, who are unknown and inexperienced have to possess a determination that enables them to find and make the best use of the opportunities that are out there in the marketplace. That's where Manan Mehta says that immigrants shine because sometimes all they have is a brilliant idea and lots of grit. It's that combination that enables them to stick it out until doors of opportunity open. His advice to immigrant founders in that position is simple: "The more you can capitalize your grit into humility and coachability, the faster you're going to succeed."

Topics Featured In This Episode

• [1:47] How Manan went from marketing to running a Venture Capital firm
• [7:43] Why immigrants and veterans are an amazing source of talent and drive
• [15:38] How Unshackled Ventures has helped immigrants attain success
• [21:53] Identifying the amazing ideas and individuals who need VC support
• [29:00] 100% in terms of betting on the right people
• [32:19] Manan's dream for Unshackled Ventures 10 to 20 years from now

Resources & People Mentioned

• Prateek Joshi, founder of Pluto.ai
• Yojik Khasin Co-Founder of Togg
• Purva Gupta, Co-Founder of Lily
• Rupert Murdoch
• Greg Popovich
• Bill Belichick
• Phil Jackson

Connect with Manan Mehta

• Unshackled Ventures

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

Fear is one of the most pronounced and debilitating emotions human beings face. It holds us back in all kinds of scenarios, large and small - from saying "Hi" to a stranger to starting a business. Therefore, conquering fear is one of the most important skills anyone can learn and my guest on this episode, Scott Steinberg continually addresses the issue in almost everything he writes. On this episode of Unconventional Genius, you'll hear Scott's recommendations for beating fear, stepping into the unknown, and making a difference in the world.

The one primary difference between those who succeed and those who don't

Scott Steinberg believes there is one thing that separates those who are successful from the people who aren't: a failure to act. Those who succeed step out to try new things and overcome obstacles whereas those who don't succeed are afraid of taking action. Whether these individuals fear failure, or success, or embarrassment, or something else - it's clear that if their fear could be conquered, so could the obstacles that keep them from building something great. Scott says that you cannot allow fear to hold you back and that taking initiative is the key to overcoming it. Please, take the time to hear what this seasoned entrepreneur and innovator shares about conquering fear, on this episode.

The key to overcoming the fear of failure is to fail more

Failure is going to happen. It's part of the way the world works and the process by which we human beings learn. With every failure comes the opportunity to learn: Why did our attempts not work? What can we try that might work next time? Is there a new way to approach the issue? With these things in mind, Scott Steinberg says we need to be failing fast, often, and efficiently - and in a way that you can constantly be bouncing back and learning from the failure. Listen to this episode to hear how Scott applies these principles and conquers failure.

Purposefully deviate from your normal path in order to find and conquer undetected fears

We all have big fears that are obvious to us, but they are not the fears that typically derail us. It's the smaller fears we often don't even know about that demotivate us and keep us from moving forward. When I asked Scott how to handle those kinds of fears, he referred to a concept that his friend, David Perry pointed out to him: The first step is always the hardest. Overcoming fear is possible by keeping your radar up (trying to be aware of when the fear shows up) and by intentionally putting yourself into contexts that are outside what is normal for you. That one step enables you to slowly grow your tolerance in the areas where you are afraid. You're taking the first step in a controlled manner that pushes you to conquer the fear instead of giving into it.

Anything you want to do can be done... and the barrier to entry is lower than ever

In his book, "The Business Expert's Guidebook," Scott Steinberg points out that when it comes to starting a business, the barrier to entry is lower than ever. Stories abound of people who started a now-successful business on their kitchen table or over coffee at a local cafe. There are cost-effective and clever ways to get things off the ground without having to break the bank. I personally began my business without a penny and 15 years later have seen it grow to over $10 million in revenue, without borrowing any capital at all. It's absolutely possible for you to do the same if you're willing to take action and conquer your fear. It only takes time, energy, and a dedication to learn and grow.

Topics Featured In This Episode

• [0:05] The things you'll learn from this conversation with Scott Steinberg
• [3:35] Major takeaways from Scott's book "Make Change Work For You"
• [6:34] Why big fears are not as big a problem as small fears
• [9:26] How Scott came to write his book, "Millennial Marketing"
• [12:56] Overcoming the urge to over-inform prospects and customers
• [15:46] How millennials are fashioning their own MBA programs
• [21:06] Insights from "The Business Expert's Guidebook" and "The Crowdfunding Bible"
• [26:32] What's appropriate behavior in a new digital world?
• [31:58] Scott's current work to equip entrepreneurs and businesses

Resources & People Mentioned

• David Perry, founder of Gaikai
• Barbara Corcoran
• Shark Tank

Connect with Scott Steinberg

• www.AKeynoteSpeaker.com
• Select Magazine
• www.TechPressroom.com
• Scott on Twitter: @AKeynoteSpeaker
• Tech Savvy Global - Scott's company
• BOOK: The Crowdfunding Bible
• BOOK: Business Expert's Guidebook
• BOOK: Make Change Work For You
• BOOK: Millennial Marketing
• BOOK: Netiquette Essentials

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

As the founder of a Consumer Tech PR Agency, it may seem strange that I'm interviewing the founder of Powerful Yogurt, Carlos Ramirez. But there's a method to my madness. I believe that the same business principles and lessons that Carlos learned in starting his company from scratch, marketing his products, and working with suppliers and distributors can be modified and applied to any industry. Even my area of specialization: Consumer Tech PR. That's why I was eager to talk with him. Carlos' story is amazing: born and raised in Venezuela, immigrating to the U.S., and starting a food product company from scratch with zero experience mark some of the chapters. Today his products are in over 10,000 retail stores nationwide. Do you see why I believe that Carlos has something to teach all of us,. no matter our industry? Please join me to hear the story of Carlos Ramirez, Founder of Powerful.

What does it take to start a food product company from scratch with zero experience?

Carlos Ramirez is what I consider to be an archetypical entrepreneur...and I've seen a lot of them in my work as founder of a Consumer Tech PR firm. Carlos has an innate drive to succeed that has manifested itself throughout the course of his life. From getting his family out of Venezuela and to the United States to starting and scaling Powerful Yogurt with absolutely no experience in the food industry, it's evident that Carlos believes in himself and his ability to make his own path. During our conversation, I was repeatedly amazed at the obstacles Carlos faced in building Powerful, and more so by the innovative ways he overcame them. You'll be inspired by the story that is his life - as well as by the success he's found through perseverance and hard work. I invite you to listen.

When you have a good strategy, structure follows ~ Carlos Ramirez

As I spoke with Carlos Ramirez in this episode of Unconventional Genius, I was repeatedly astounded at his willingness to take on the challenge of creating and distributing new products he'd never even thought of before. At one point I asked him, "How did you know how to do that?' His response went something like this… "You learn, you figure it out. When you have a good strategy, structure follows." That begs the question, "What goes into the kind of strategy that enables a man from Venezuela to create a nationwide brand from scratch?" Carlos goes into the details on this episode, so take the time to listen.

2 slides into his investor pitch, he was told his idea was no good. Then everything changed

When Carlos Ramirez was doing one of his first pitches for Powerful Yogurt to an investor in New York (known as "Power Fuel Yogurt" at the time), he was no more than 2 slides into his pitch before the investor said he didn't think the idea of protein-enhanced, performance yogurt was a good idea. But Carlos persisted in spite of the objections - and by the end of the meeting, the investor was all-in. How did that happen? Not because Carlos is especially persuasive. What he believes made the difference was his own level of belief, his own level of passion for what he was trying to create. The more he enthusiastically cast the vision, the easier it was for others to see it and jump on board. You'll get the feel for the kind of enthusiasm I'm talking about as I introduce you to Carlos in this episode.

Powerful Yogurt was just the beginning. Carlos was willing to iterate and did it well

After striking a regional deal with Food Emporium, Carlos has his first foot in the door in the retail grocery world and Powerful Yogurt had its chance to succeed. After some fortuitous mentions by celebrities like Jay Leno and Conan O'Brien, the race was on. He figured out a way to do an end-run around the Whole-Foods buyer for the state of New York to get his products into local Whole Foods stores, was approached by Walmart and secured a 2000 store contract, and then the unthinkable happened: Walmart began pitching him product ideas - and he learned a new skill: iteration. Find out what it takes for a guy focused on one product type to pivot into other products that he knows nothing about, and pull it off in an amazing way. I invite you to hear the incredible story of Carlos Ramirez, Founder of Powerful Yogurt, on this episode of Unconventional Genius.

Topics Featured In This Episode

• [1:23] The backstory of Carlos' success: growing up in Venezuela, moving to the U.S.
• [8:02] An incredible optimism and belief that fueled Carlos in the initial stages
• [11:26] Working with Sergio Zyman and launching his company - from scratch
• [16:08] Raising money from friends and investors for a 2013 launch of the company
• [20:20] Bad press that is good press: Maximizing the exposure of a controversy
• [24:21] Acquiring the first customers through investors
• [32:01] Receiving a call from WalMart, negotiating the deal for 2000 stores
• [37:10] Making the pivot to provide powerful oatmeal as well as powerful yogurt
• [48:40] Aligning consumer needs with product possibilities in a variety of food types

Resources & People Mentioned

• Sergio Zyman
• BOOK: The End of Advertising As We Know It
• GNC
• Esquire Magazine
• The Today Show
• Conan O'Brien
• Anderson Cooper
• Jay Leno
• Chobani
• Yoplait
• Dannon
• Whole Foods
• Food Emporium
• Montel Williams
• WalMart
• Target
• Kroger
• Stop N Shop
• Giant Food Stores
• Glanbia Protein Suppliers
• Proctor and Gamble
• BOOK: The Innovator's Dilemma

Connect with Carlos Ramirez

• https://powerful.co/

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

As the founder of a consumer technology PR agency, you can bet that I'm highly interested in the future of consumer electronics. That's why I jumped at the opportunity to speak with my guest on this week's edition of the Unconventional Genius podcast: Jim Sanduski, President of Sharp Home Electronics Company of America. Jim has been working in the Consumer Electronics Industry for more than 25 years.

Before taking on his current role, he was an executive with a handful of companies you may have heard of: Sony, Samsung, HP, and Panasonic. Jim has experienced some of the industry's most transformative developments, such as the evolution of television from watching analog signals on heavy CRT screens, to HDTV, to marveling at today's 4K (and soon, 8K!) displays. He's seen the transition from VHS to DVD to BluRay, and from renting videos in stores, to downloading, then streaming them on devices of all sizes.

I can't think of anyone better qualified to speak to the possibilities for the future of consumer electronics than Jim. I invite you to join me for this interesting conversation.

The future of consumer electronics isn't only about gadgets, it's about appliances

Jim and the team at Sharp aren't only working on the microwaves and TVs of the future, they are focused on one of the industry's newest areas of advancement: the kitchen.

The kitchen is evolving from a collection of stand-alone appliances to a connected experience where those appliances "talk" to one another. App and software-enabled appliances will soon be doing everything from filling out your grocery list automatically by scanning the contents of your fridge to starting dinner while you're on your way home.

Jim says, "That type of functionality is still in the early stages, but it's definitely the future (of consumer electronics) and is quickly evolving. Today we take the connected TV for granted and one day we will think the same way about our connected kitchens."

If that kind of non-DIY approach to cooking sounds as good to you as it does to me, you'll want to hear Jim's forecast of where the connected kitchen is headed, so be sure to listen to our conversation.

Startups are going to play a pivotal role in the future of consumer electronics

The tech startup community is going to play a key role in Sharp's ability to lead the pack in the race to build the connected kitchen, that's according to Sharp's President, Jim Sanduski. His comment reminded me of my recent conversation with another Jim - Jim Stengel, author of the excellent new business book "Unleashing the Innovators: How Mature Companies Find New Life with Startups." Stengel called it a playbook for established enterprises on how to use startups to change their cultures for the positives and avoid what he calls the "Innovator's Dilemma."

That's exactly what Sharp is doing under Jim Sandusky's leadership. For example, Sharp recently announced it is working with SideChef, a startup that has developed an award-winning cooking app that will create the mobile application and custom recipe content for all of Sharp's future internet-enabled cooking appliances. The first product will be a connected version of Sharp's SuperSteam+™ Convection Oven, scheduled for release in Fall 2018.

"The days of selling stand-alone products is clearly in decline," he adds. "Today is all about what I call 'solution selling.' If you're an entrepreneur developing hardware you must figure out how to merge your product with software to create a compelling consumer experience. In fact, try to take that a step further by creating a recurring revenue stream so you're not solely dependent on selling new hardware, but you in effect create a services business."

Jim's got lots of insights like this about where the consumer electronics industry is headed, so if you're involved in a tech startup you'll want to hear what he's got to say on this episode.

Jim Sanduski's advice to those starting out in the consumer electronics industry

If someone like Jim Sanduski were to give you advice about how to begin your career in the consumer electronics industry, you'd be wise to heed what he has to say. Here's a sampling of the advice he shared in this conversation:

• Work with industry standards instead of trying to create your own. Adopting industry standards makes it more convenient and compelling for your customer to use your product.
• Be humble, be kind, even when you reach the higher levels of the org chart.
• Always consider that business success is about 'we', not 'I.' Your colleagues and team members will make you look good.
• Don't be a complainer. If you are not happy about something, be part of the solution.
• Manage expectations by under promising and over delivering. That's how you will build your reputation throughout the company and the industry.
• Become comfortable with presenting in front of people, whether to your team in a conference room, or delivering a CES keynote address.

Don't miss this great episode. Jim's generosity with his time will reap dividends in yours if you will apply what he shares.

If you are with a consumer technology company planning to launch a new product at CES, or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [1:39] Max' intro to Jim Sanduski, a 25+-year veteran of the consumer electronics industry
• [2:57] An overview of the current state of the consumer electronics industry
• [4:07] The future of big box consumer electronics VS online sales
• [7:50] How Sharp is going about remaining relevant in the modern day consumer experience
• [10:21] Sharp's new partnership to bridge the last 3 feet in the kitchen
• [13:02] Jim's advice to entrepreneurs seeking to establish their own hardware company
• [19:10] The scrappy attitude Jim appreciates in startups today
• [23:02] Is Amazon's dominance in the consumer / retail experience a good thing?
• [25:51] The reasons Jim doesn't believe the large screen TV is going way
• [35:11] Accomplishments Jim has made that he's most proud of
• [36:58] Career advice for those just getting started
• [44:05] Jim's personal obligation to support Table to Table

Resources & People Mentioned

• Table to Table
• Anti Defamation League
• Harvard University
• Pokemon Go
• Jim Stengel, author of Grow and Unleashing the Innovators
• SideChef
• Jeff Bezos
• Alexa Skills
• InstantPot
• Panasonic
• Jeffrey Katzenberg
• Dealer Scope
• Business Insider
• Engadget
• Toastmasters
• Junior Achievement
• Sony
• Hewlett Packard

Connect with Jim Sanduski

• Sharp Home Electronics

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

The tips you'll learn about CES on this episode of Unconventional Genius come straight from the top. Gary Shapiro, CEO of The Consumer Technology Association, the organization that puts on CES, and Jeff Joseph, the Senior Vice President for the CTA are among the insiders featured who will provide tips on how to make the most of CES attendance. You'll learn how to audition for Shark Tank while attending CES, how to get the media's attention, how to get the best booth location, how to make use of your own personal and free research assistant, how to tap into a network of successful business builders, and how to get a $40K membership to CTA for $95. In light of all that, can you understand why this episode is a "must listen?"

Showcase your startup at CES by participating in Eureka Park

If you've got a new technology or innovation just waiting to be funded or discovered, this CES secret is worth more than the time it will take you to listen to this episode. Listen as Gary Shapiro describes how startups can take full advantage of more than 3,500 financial professionals, 7,000 members of the media, key investors and suppliers all being in one place at one time - Eureka Park - the place for startups to be seen at CES. It's the opportunity to showcase what you've accomplished, make key connections, and possibly even find funding for your next steps. In all my work as a consumer tech PR consultant I've seen very few opportunities like this, so be sure you listen to find out all the details.

Successful founders often want to give back. Here's how you can make the most of a great opportunity

Founders of successful tech companies and businesses know the hard knocks and struggles required for any business to succeed. That makes them grateful for their own success and super eager to help those who are coming along behind them. The Consumer Technology Association has created a way for experienced business and technology mentors to come alongside new or struggling technology companies to offer advice and so much more. In this episode, you can learn how to get involved in the CTS mentorship program so that you can learn from the best in the business.

You can even audition for Shark Tank at CES

Shark Tank is one of the most entertaining shows to come along in quite a while, and the opportunities tech companies can enjoy from being on the show are enormous. If you make plans to attend CES you shouldn't miss the opportunity to go to the Shark Tank Open Call Auditions. You can profile your company and story for consideration on the show. Who knows? You may get the chance to show your innovative ideas to people all around the world by being featured on Shark Tank! Find out more about the auditions by listening to this episode.

3 ways to get your tech company or products noticed

If you are a member of the Consumer Technology Association, there are 3 powerful ways you can apply to have your products or tech featured during the CES events and all year long. The first is by being profiled on CES TV. It's a great way to be front and center for everyone to see. You could also apply to be considered for the CTA Broadcast Tours. Throughout the year, CTA showcases member products, coordinating their promotions with current events or holidays. Imagine the exposure if CTA highlighted your water sports tech product during the early months of summer! There is one more amazing opportunity highlighted in this episode and you can discover it by listening!

Topics Featured In This Episode

• [0:09] Tips you can learn from this episode about making the most of CES
• [2:26] Gary Shapiro shares why small companies get extra care at CES
• [4:22] Why all startups need to be part of Eureka Park and how to get media attention
• [7:18] Taking advantage of the CTS mentorship program
• [8:12] Making the most of exhibit space, meeting room space, and hospitality suites
• [11:13] Big news: Live Shark Tank auditions at CES
• [13:10] Free consumer and marketing research you can take advantage of
• [16:43] Broadcast tours the CTA does to feature members
• [18:50] 3 ways to get noticed at CES - CES TV, Broadcast Tours, Product highlights
• [21:43] How to maximize coverage of your brand during the show
• [24:59] Why you should not be shy about reaching out to CTA staff

Resources & People Mentioned

• Consumer Technology Association
• Eureka Park
• The Shark Tank Open Call Auditions at CES
• Turner Broadcasting
• Sports Innovation Labs
• info(at)CTA.tech - get your tech research info (must be a CTA member)
• Submit to be included in the CTA broadcaster tour

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

• $95 Membership Link: https://www.cta.tech/Membership/Membership-Benefits/Startup-Membership.aspx
• Mentorship Program Link: https://www.cta.tech/cta/media/Membership/PDFs/Mentor-Program-Guidelines.pdf
• Audition for Shark Tank at CES: https://www.ces.tech/Events-Programs/Events/2018/Shark-Tank-Open-Call.aspx
• Submission form to be featured in a Broadcast Media Tour: https://www.cta.tech/News/Promotional-Opportunities.aspx
• Email the CTA library: [email protected]
• CES Unveiled Las Vegas: https://www.ces.tech/Events-Programs/CES-Unveiled/CES-Unveiled-Las-Vegas
• Pepcom: https://docs.wixstatic.com/ugd/567464_eba44eb971494ae080b4ae785aaef53f.pdf
• ShowStoppers: http://www.showstoppers.com/ces2018/

When it comes to technological innovation, no company has taken the bull by the horns better than Sony. Though Sony's President and COO Mike Fasulo admits there have been seasons when the company did not do the best job at innovating, course corrections have been made and Sony is once again near the front of the pack.

My wide-ranging conversation with Mike on this episode demonstrates how Sony is continually working to stay ahead of the technological changes that are happening all around us and how their focus on user experience and entertainment keep them headed in the right direction - innovating as they go.

I find Mike to be a fascinating, humble, and very generous leader in the tech industry and trust you will too. I invite you to listen to this episode of Unconventional Genius.

Sales is an outcome. The focus needs to be on innovation

One of the concepts I like to explore in these conversations is the idea of focus. I've learned to ask the tech leaders I interview a question that gets to the heart of their beliefs on the subject. In this conversation, I asked Mike, "If you could only focus on one thing at Sony, what would it be?" His answer was very insightful.

"Sales is an outcome. I think the focus is really on innovation, and innovation through products. You know, our products are critically important, but also innovation through talent and people. How do we tap into the diversity and get the most out of our employees, which brings innovation to reality?"

That makes sense to me, and the balance Mike describes between product innovation and fostering the creativity and diversity of the people behind that innovation is crucial. Listen to our conversation to hear more of the insights Mike shares about how to lead a team toward technological innovations that can fuel a consumer tech company's growth, on this episode.

If we can get a customer to say, "Wow!" - we've accomplished our goal

It's important for leaders of consumer tech companies to understand that the customer's experience is the final arbiter of what's important. Mike says that at Sony, everything they do is tested against the customer's experience. He cites Kaz Harai, Global CEO of Sony as saying, "If I'm the end user, explain to me why I should care," and "It's not the last mile or the last foot, it's the last inch between Sony and someone's emotional side. How do you get to that last inch?"

Mike says that in the end, it really comes down to entertainment experiences for the end user, and Sony is focused on making every technological innovation a direct path to that emotional connection the customer experiences while using the product. Find out how Mike is leading his team to accomplish that, on this episode.

13 roles over 33 years at the same company: it provides differentiation and confidence

When Mike told me he's been with Sony for 33 years, I had to ask him to repeat himself. Spending more than three decades at one company in a volatile industry that is driven by fickle consumers and the constant development of new technologies is almost unheard of. He began his career in the finance department and has also worked in a number of other departments, including sales, marketing, and operations.

"I've had no less than 13 jobs at the company, so while the Sony name always stayed the same, it was almost like going to 13 different companies and learning different things," he said. "Some say I just can't keep a job, but I look at it like I'm well-rounded."

Mike's experience at Sony is a great demonstration of both the benefits of stability in a career trajectory and the opportunities that emerge along the way for those who are ready to seize them.

Career advice from Mike Fasulo of Sony: If you don't enjoy what you do, look for something else to do

"You have to go where your passions are," Mike insisted when I asked him for advice to young people who are considering their career path. "We're products, and I realize that sounds a bit cold, but we need differentiators to be successful and realize our potential. You get that through education and experience."

That's a statement that comes from Mike's own experience, having filled 13 different roles within Sony during his 33 years there. He says it's made him a different sort of "product" than other people, which is part of what sets him apart. But in his mind, all of that differentiation needs to be focused on finding fulfillment and a way to have a positive impact.

"We work a lot of our living hours and if you don't enjoy what you do and you're not learning and growing, look for something else to do. Life is too short."

This conversation is well worth the time it will take you to listen, so I encourage you to set aside a portion of your day to hear what Mike has to share. Over 33 years at one company yields a lot of great insights.

If you are with a consumer technology company planning to launch a new product at CES, or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [1:58] What to expect from Sony in the future
• [4:31] Technological innovation at Sony: How they partner and stay on the cutting edge
• [6:44] The one thing Mike would focus on to drive growth (if he could only focus on one)
• [9:33] Is there a brand ideal that the Sony team considers in product development?
• [11:33] Considering user preferences and experience in product development
• [13:23] Using passion and the ability to listen to stay ahead of the technological curve
• [15:01] How Mike got started with Sony and has built a career to be proud of
• [17:28] Mike's advice for young people as they survey their career path
• [22:18] A personally important thing Mike would like to say to the world

Resources & People Mentioned

• Sony's Aibo
• BOOK: The Innovator's Dilemma
• Google
• Amazon
• Apple
• Microsoft
• Kazuo Harai
• The Make a Wish Foundation
• The Boys and Girls Club of America

Connect with Mike Fasulo

• Sony

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify

While it seems like the key to becoming a successful entrepreneur is having a great idea, you also have to have money. But If you've got a winning idea, getting financing should take care of itself, right? As you'll find out during my conversation with Ross Baird, Founder and President of Village Capital, and author of the book "The Innovation Blindspot: Why We Back the Wrong Ideas and What to Do About It," it is not always that simple.

In order to raise capital, you have to be able to connect with investors. And that means avoiding innovation blind spots that are common with venture capitalists. Ross Baird wants to help investors see the vast opportunities available outside of their typical, limited scope.

In this episode, Ross sits down with me to discuss his new book and to share how he's making a lasting impact by helping investors eliminate some of those innovation blind spots in their approach to Venture Capitalism. You don't want to miss this conversation.

How innovation blind spots create limited opportunities for entrepreneurs

As I was talking with Ross, I found myself thinking back more than 10 years ago to when I founded the Max Borges Agency. I had some reservations about growing a consumer tech PR agency in Miami because our offices were not in Silicon Valley or New York City. Ross says that's a concern too many entrepreneurs face because of the innovation blind spots many investors have.

"80 percent of venture capital goes to New York, California, and Massachusetts," he says.. "Professional investors have trained their minds to think good ideas only come out of a few locations and industries. We think in society that resources flow to their best and most productive uses."

As I discovered in our conversation, that is not always the case. Be sure to listen as Ross explains why this is a huge problem for entrepreneurship.

Investing should be more like college sports recruiting

Ross shared with me that he believes too many investors approach their jobs like stock pickers - they're only looking for the next sure thing based on historical trends.

This type of innovation blind spot causes many investors to miss out on star entrepreneurs that could really make an impact. He thinks they should instead model their approaches after college basketball and football coaches."If you go to any neighborhood anywhere in the U.S., whether it's rural North Dakota or inner-city L.A., if there's are kids with the potential to be an athlete. That's why by the time they are ten years old, college recruiters know their names. There's a multi-billion-dollar industrial recruiting complex to discover athletes. Investors need to spend the same amount of time investing in their pipelines," says Ross.

Hear about this unique approach to investing and how Ross is applying it to his own business in this week's episode.

3 qualities of successful entrepreneurs

Ross and his colleagues are working to eliminate innovation blind spots and widen the narrow lens that professional investors use to identify entrepreneurs. He does not want location, education, or economic backgrounds to disqualify anyone with a great idea from pursuing his or her dreams. He shares with me three qualities common to most successful entrepreneurs that he recommends anyone thinking of starting a business should embrace. These three characteristics can help entrepreneurs better position themselves for investment and success. Be sure to listen to our conversation to hear about these three unique characteristics.

Removing innovation blind spots opens up a world of new possibilities

The Max Borges Agency is a consumer tech PR agency, but we do not limit ourselves to partnering only with companies based in the Valley. We know we would be shutting ourselves out of the opportunity to work with some amazing companies.

That's the same line of thinking Ross had when he founded Village Capital almost ten years ago. Ross Baird is leading Village Capital to find and invest in great entrepreneurs with great ideas who most investors are not paying enough (or any) attention to. And he's trying to help other investors identify and reduce their innovation blind spots so that a more diverse group of entrepreneurs have a shot at success.

Hear all about this and more during our conversation on this week's episode of Unconventional Genius.

If you are with a consumer technology company planning to launch a new product at CES, or are even looking ahead to CES 2019, the Max Borges Agency can help you succeed. To learn more, check out: www.maxborgesagency.com.

Topics Featured In This Episode

• [3:11] Ross Baird's accomplishments and the genesis of Village Capital
• [5:20] The blind spots of the current venture capital investing culture
• [10:19] What are the personality traits of a successful entrepreneur
• [12:27] How Village Capital chooses businesses to invest in and examples of success
• [16:48] Why Ross Baird's wrote his book "The Innovation Blindspot"
• [20:44] Village Capital's commitment to finding entrepreneurs outside the mainstream
• [23:26] Ways venture capitalists should change their approach to investing
• [27:37] The future of Village Capital and how Ross Baird envisions its ongoing impact

Resources & People Mentioned

• MPOWER

Connect with Guest Name

• https://vilcap.com/

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

Subscribe to Unconventional Genius onApple Podcasts, Otto Radio, Player FM, Soundcloud, or Spotify