Unconventional Genius

If you're going to start a product-based business and don't have a clear product development strategy in place, you're behind the eight-ball already. That's because any successful product has to be designed to meet a very distinct need within the niche it's targeting. That's the conventional wisdom. But my friend Ben Dolgin-Gardner is anything but conventional.

He is one of those guys who lives a lifestyle that goes against the grain of what most of society embraces. When it comes to his business, he founded a company - in China - in the technology product space - without a clear product development strategy - and has become very successful.

That was a story I wanted to hear, so I invited Ben to chat with me for this episode of Unconventional Genius.

A 900 mile bike ride across Europe - it's a snapshot of Ben's lifestyle

Ben is anything but predictable. That's because in his own mind there are very few boundaries. He's willing to consider anything and even attempt anything. One example is an idea he had to take a 900 mile bike trip across Europe, and to do it in just over a week. Here's an example of how relaxed he lives his life - As he flew to the location he chose to start the bike trek, he didn't even have a bicycle with him.

Ben expected he'd be able to pick up a second-hand bike in decent shape in a shop in Berlin. He was right. Except that the bike chain on it broke the first day. It was an unexpected surprise that led to a new friendship with the guy who picked him up on the side of the road.

Ben's retelling of the story is so relaxed, so unpretentious. He's the kind of guy who doesn't seem to get ruffled by anything. Listen to hear how an 80 year-old quasi drunk guy with a garage full of meth fixed his bike and got him on his way. As you listen, pay attention to Ben's attitude about life. It demonstrates the attitude required to do the kind of things Ben does.

The only white guy in China who could speak English and understand Western markets

Ben has always been interested in starting his own business, but he didn't have much direction as to what that meant when he first started out. He'd spent some time in China his sophomore year of college through Study Abroad. He decided that would be a good place for him to base his newly conceived digital electronics business.

He was right in a number of ways. Having grown up in the United States, he understood western culture and business practices, which was a distinct advantage in the Chinese business environment. He also had a certain type of hustle that helped him get things done in China. With no clue what he was going to do, he decided to jump on the mp3 player bandwagon. He developed a concept, began selling the concept to online sales reps, got a big deal, and had to scramble to get his products created after the fact.

Making product development strategy his strong suit - on the manufacturing side

One of the things Ben discovered is that trying to build a company that does everything from the factory to sales, to customer support is a LOT of work and very complicated. He made the decision to focus on the product development and manufacturing side of the chain. That was an ingenious decision. His ability to source and manufacture in China, along with his ability to speak English natively to work with companies on the distribution and sales side proved invaluable.

He's been in China since 2004, so he's got an extensive network of contacts that make his core competitive advantage one of understanding what the customer wants, understanding the local infrastructure, and getting things done quickly and to specs. Those skills have been a powerful way for him to be the source many brands come to in order to develop their own custom products.

Setbacks also present an opportunity. Stay focused on that

One of the things I admire most about Ben is that he seems unflappable. He lives in the moment, taking things as they come and doing so without tons of structure in his life. That's something I need more of in my life. So I asked Ben for his advice for people like me, people who want to learn how to better live in the moment. Here's a handful of things he said…

• Try not to get down on things. Understand there are always two sides to everything
• Understand that if there are setbacks, there are also opportunities
• Anything that is easy has probably already been done - and you won't be proud of yourself by doing it
• If you face challenges and overcome them, you'll be proud of yourself after the fact
• Go ahead and try. If you fail, you'll be proud that you tried, at least
• Take the first step. Get started. Every challenge is overcome by starting at step one

I invite you to meet my friend, Ben Dolgin-Gardner, on this episode.

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

• [1:38] Why I think "China Ben" is one of the most fascinating people in the world
• [4:12] 10 questions about Ben's favorites
• [6:59] Ben's 900 mile bike ride across Europe
• [11:40] The competitive advantages Ben experienced setting up his business in China
• [22:27] Scaling the business by focusing on the development and manufacturing side
• [25:35] Advice to those who want to source a tech product from China
• [33:32] Ben's advice for those who need to learn to stop and smell the flowers

Resources & People Mentioned

• Whatsapp
• BOOK: Emotional Intelligence
• Koh Rong Beach, Cambodia
• Shenzen Hardware Generator - Hax
• Google Maps

Connect with Ben Dolgin-Gardner

• https://www.hatchmfg.com/

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

One of the most obvious but overlooked things about the day we live in is this: We don't live in a tech-based world, we live in a tech-integrated world. My guest on this episode, Stephen Denny points out that what is possible from a technological standpoint has outpaced what is comfortable. The thing holding us back now is us.

Stephen's insight into what makes underdog brands able to become dominant in very crowded industries is revealing and will empower those willing to think through what he's discovered. Stephen is keenly attuned to the impact technology has had on our world and is eager to help brands step into this new, tech-integrated world in ways that are effective and innovative. I hope you'll take the time to listen.

What defines a giant killer? Could you be one?

Back when Stephen wrote his seminal work, "Killing Giants" many companies were established behemoths in their industry. Others had burst on the scene, upstarts that changed the landscape of their industry. It was those brands that intrigued Stephen. What made them capable of rapidly taking market share from the established giants?

Giants in any industry are giants for a reason. They got where they are by doing things well. But they have a problem, a blind spot that appears. They become content with the way they do things and rest on their laurels. It's a natural response because the way they do things is what created their success. But Stephen says that what got them there will not get them to a better place, the place that will keep them on top. That's where the giant killers have learned to take advantage.

Changing the rules: seeing opportunity where none is apparent

One of the primary ways giant killers advance their brand in big-brand dominated markets is by constantly questioning what is being done. The company's leadership is not content to do business as usual. They want to bring greater value to the end-user of their product or service and to do so in new ways.

A deeper look into the commonalities among giant killing companies is that they practice the art of focus extremely well. They pinpoint and drill into a very specific area within their industry where they are able to carve out a specialization, a niche within the niche, a particular skill or deliverable they become known for. It's this focus that puts them on the map within their industry in ways the giant brands have never even considered.

So ask yourself, "Are there areas within my industry where my company can become a specialist?" Keep asking the question. Keep digging deeper. The insight you need to kill the giants in your industry will be found there.

The power of a "Facts, not Feeling" culture

Giant-killing companies are unique in yet another way: their culture stands apart from the stodgy corporate structures of their competitors. One of the hallmarks common among them is that they operate according to what Stephen calls "A facts, not feeling" culture.

This type of culture is based on a very simple premise: Evidence helps and emotion often detracts. Facts are what move a company forward. It's also what allows decisions to be made in less time and with greater effectiveness. How do you create this kind of culture? Stephen outlines 6 simple decisions anyone can make:

1. Decide to make decisions as a team. A wide swath of diverse perspectives is vital
2. Decide to engage in vigorous, evidence-based debate
3. Commit to making decisions based on what is discovered
4. The entire team must then align with those decisions
5. Everyone works together to execute behind the decision (no room for "I told you so")

What's possible has outrun what's comfortable

Today, the average person walks the streets with the equivalent of a television and video production studio in their pockets. They are able to self-select the media and commercial influences they want... and that digital availability has become immersive. Next time you're in a public place, just look around you for the proof. How many people are looking at or listening to their smartphone?

Stephen points out that what is possible from a technological standpoint is seemingly limitless. Brands that will rise to the forefront of the consumer scene in the future will embrace technology, learn to use the emerging patterns of consumption and preference exhibited by everyday people, and engage in the conversation with them - in ways they prefer.

Those that do will be the next giant killers. Those that don't will die a long, slow death.

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

• [1:20] Why Stephen Denny's book is something I thought worthy of your attention
• [6:55] How "Killing Giants" came about through public speaking and presentations
• [11:20] What defines a giant killer?
• [18:13] Taking the conversation in your market to a place where you know you can win
• [27:22] Creating a "Facts not Feeling" culture - one that is evidence based
• [36:52] Leading brands into the new era we've transitioned into
• [46:51] Stephen's advice to those uncertain what to do with their careers

Resources & People Mentioned

• Bobby McFerrin
• Sierra Nevada Beer
• TripIt
• Bejeweled Blitz
• BOOK: Three Uses Of The Knife
• The Usual Suspects
• Mike Rowe
• Mike Rowe Works Foundation
• Sony
• TDK
• Diamond Rio Digital Music Player
• Google
• Baidu - Chinese search engine
• South by Southwest conference

Connect with Stephen Denny

• https://www.stephendenny.com/

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

The desire to create a piece of innovative technology that dominates the market has fueled founders for a long time. When Sonny Vu and his partners created Misfit, they wanted to go a step beyond that. They wanted to create technology that was innovative because it truly served people in meaningful ways, rather than the other way around. In his mind, it had to be something people actually wanted to wear, something they enjoyed using.

This conversation tells how Sonny was born in Vietnam, raised in the home of immigrants, and began starting companies of his own when he was in his early 20s. It's not the road most commonly traveled, but it's one that has brought Sonny a lot of personal and professional fulfillment. You'll be inspired by his story and empowered by his lessons-learned from founding, scaling, and selling a very successful and innovative technology company, Misfit.

Wearable technology needs to serve us and be something we want to use

In Sonny's opinion, most of the wearable technology that comes to market seems to have been designed by brilliant engineers, for people who have the IQ of a brilliant engineer. There doesn't seem to be thought given to the end-user and what would make the tech something they would not only find useful but also enjoy using.

The goal in starting Misfit was to bring a product to market that accomplished both of those things. As part of the product research phase, Sonny read thousands of Amazon reviews for wearable tech purchases. His suspicions were confirmed: Most purchasers expressed frustration and didn't actually enjoy using what they had purchased.

The Misfit road to success is one that has changed that story. Elegant, useful products created with the end-user in mind. Listen as Sonny explains.

Wisdom, judgment, culture: Areas where new team members MUST fit your company

One of the hardest things to get right in any company is hiring. It's almost impossible to discern character, wisdom, and cultural fit in a handful of interviews. So how do you do it? Sonny says it's not an exact science but you can get better at it.

He's learned to focus on three things: wisdom, judgment, and culture. He does everything he can to get a clear view of those because they are the character traits that will have the biggest impact on the team, both positively and negatively. He prefers to work alongside people before he hires them. He watches how they interact with others, their body language, and pays attention to the degree of insight they demonstrate during the project.

Are there ways you can apply this "lean startup-like" approach to finding and hiring the right people for your team?

New hires require micromanagement until they earn autonomy

When I asked Sonny how he goes about bringing a new hire onto his team, he expressed a desire to get them to a state of independence and autonomy as soon as possible. But that doesn't mean he throws them into that level of freedom right away. He actually does the opposite.

He believes it's prudent to micromanage new hires for a season because autonomy is something that has to be earned. As a new hire proves their ability, capacity, and judgment they are allowed more freedom. How would this approach work in your organization?

Technology that is incredibly useful and extremely affordable is the best innovation

I always like to hear who has influenced my guests in significant ways. For Sonny, one of those people was Steve Jobs. He had the opportunity to spend 5 to 10 minutes with Steve once and received a great deal of insight from the famed Apple founder in that compressed encounter.

Steve asked him about what he was working on and inquired what the most innovative thing he could do might be. During the conversation Steve said that the best innovations are the ones that are incredibly useful to many people yet very affordable, so the masses can benefit from it just as much as those with greater resources.

Sonny loves that mindset and wants it to characterize the way he develops tech solutions. He hopes to one day be part of a project that makes life better for the "bottom billion" - those who are the poorest of the poor across the globe.

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

• [1:06] Sonny Vu's dream of making technology serve us instead of us serving technology
• [4:42] Why the company has hired a medical officer
• [6:21] Born in Vietnam, raised in an immigrant family, starting companies in the 90s
• [8:03] Hiring the right team is not an easy process
• [11:07] Should an entrepreneur ever outsource recruiting and sales?
• [13:42] When to jump in to help and when to let the team make mistakes
• [15:20] The Christian values that inform the way Sonny leads his teams
• [20:30] People who have impacted Sonny through their influence on his life
• [23:34] How Sonny came to learn that work-life-balance is more about integration
• [25:41] Sonny's message to the world: Give first, get later, leave money on the table for the other side

Resources & People Mentioned

• Apple commercial that inspired the name "Misfit"
• John Scully
• BOOK: The Bottom Billion
• BOOK: Good to Great

Connect with Sonny Vu

• Fossil Group - the company Sonny works with

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

If you're thinking about starting a company of any kind, you will quickly realize that learning how to get clients is the lifeblood of your business. Simply put: If you don't have work to do, you don't have a company. My guest on this episode is my friend and "brother from another mother" Pietro Ranieri. Pietro has a particular talent for getting new work, a skill he exhibited time and time again in the early days of his freelance work as a PR consultant.

This conversation tells his story. He went to university to study agriculture with the full expectation that he'd become a farmer. But once he graduated and had to take the next steps, an entry-level position at a small PR agency was his door into a whole new world, and what would become his lifelong business path.

You'll enjoy Pietro's down-to-earth manner and the valuable insights he shares about what it takes to lead a team successfully, the obstacles to scaling any business, and the hard decisions owners/founders have to make in order for it to happen.

A freelance gig 8 days a month paid more than his full-time job

Pietro started his full-time career in the PR industry working for a small PR startup. He learned the ropes in account and campaign management and the skills of finding and winning client work. When he finally decided to take a side gig as a freelance PR professional, he learned something astounding.

He contracted to work 8 days a month for a company in need of PR consulting and was paid more for that 8-day job than he earned from his full-time work at the agency. As you might imagine, a light came on and he began figuring out how to work for himself full-time.

Pietro's story is one of a guy who simply wanted to do the best job he could for his clients, which meant he wasn't afraid to learn, develop new skills, and do what it took to learn how to get clients of his own so he could launch his own business.

The trick of letting go of the details so you can get in your personal sweet spot

As a business grows, the person who started it has to figure out how to set it up for success. First, that means the right processes and workflows have to be put in place. The clients must receive their deliverables with the quality and according to the delivery date they were promised. Second, team members need to receive great training to enable them to use the systems effectively.

But the biggest thing is that as the business grows, the founder has to learn how to trust his team enough that he/she can delegate effectively. That's how things begin to scale rapidly because it's the point where the founder is able to focus their full attention on the things that only they can do. Listen to learn how Pietro does spot-checks on specific details within his company to stay in touch with how things are going, even though he has effectively delegated.

True entrepreneurs don't really WANT to be free of their business

It's always fun to ask capable entrepreneurs like Pietro how they would set things up in their business in order to be away from it for an entire year and come back to see that it's grown. Pietro wasn't shy about answering. He feels he's not far off from that ability, the problem is that he doesn't really want to have that kind of freedom.

Like all true entrepreneurs, Pietro enjoys his business. It's the thrill of getting new clients, developing new systems and deliverables, and leading a team that keeps him going. He has more fun at work than he typically does on vacation.

You have to be the small fish in the big pond in order to grow

It feels good to build a company to the point that it's a leader in its little niche of the industry. But Pietro points out that if you want to continue growing, both personally and as a company, you've got to get yourself into a bigger pond. That could happen by adding services to your offerings, pivoting into a different sphere of the industry, or widening your scope across industry lines. It's the challenge of taking on new things that forces you to grow.

I don't know many people who demonstrate a growth attitude as well as my friend, Pietro. I hope you take the time to listen. You'll receive some valuable lessons that any agency team member or owner will do well to heed.

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

• [1:20] Why Pietro Ranieri is on the show: his story and his experience
• [2:21] Doing things himself: how Pietro forged his own path into the tech PR space
• [10:03] Making it past the small team hump to scale his agency
• [13:41] The trick to letting go of things so you can move into your personal sweet spot
• [18:06] A trustworthy team is vital to breaking free of the day to day management
• [22:01] How Pietro stays on a growth path personally, when nobody requires it of him
• [29:54] The things Pietro is looking forward to
• [33:04] Pietro's advice for those looking to start a business

Resources & People Mentioned

• Harman Kardon
• AKG
• JBL
• Stuff Magazine
• Misfit
• Moove
• Macromedia
• Epson
• MIchael Gerber, author of The E-Myth
• BOOK: The Tipping Point by Malcolm Gladwell
• BOOK: The BFG (kid's book)

Connect with Pietro Ranieri

• Ranieri Communications

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

How could a guy without a college degree and a background in landscaping create a successful smart home solutions company that works alongside Apple and other big-name tech giants? It's not easy. It takes a lot of grit and plenty of hustle - and Chris Allen has both.

This episode is a real treat. You'll hear the story of how Chris Allen built iDevices from one product idea to a multi-product powerhouse in the Smart Home industry. He explains how he had the boldness to go for it in a tech-oriented industry even though he didn't have a technical background, how a cold-call to Apple proved hugely successful, the steps it takes to build a great team and how he did it, and more.

You have to hire great people and empower them to do what they do best

As Chris began iDevices he followed the path most startup founders do. He wore many hats and had his fingers in every project and decision. But as the company grew he discovered that it was beyond his ability to manage on his own. He had to learn how to let go of things, to pass them along to other capable people who could take them on fully.

Two of the areas he found most difficult to step out of were marketing and hiring. It's not that he felt particularly skilled or expert in either of those areas, but he enjoyed them immensely. He's had to learn to trust the great people he's hired to do what they are best at so that he can do the things that move the company forward. And his team hasn't disappointed.

The decision to delegate things to competent people is one of the most necessary and pivotal for every startup. It brings accelerated growth more than any other decision.

You'd expect a smart home solutions company to be in Silicon Valley. Not this one

Avon, CT is not where you'd expect to find one of the most successful consumer tech companies in the United States, but that's where Chris Allen has located the corporate offices of the company. He's discovered some distinct advantages to being outside the normal environment of the consumer technology industry.

Being outside Silicon Valley has drawn candidates for open positions who are a wider demographic than the 20 to 30-year-olds common within the industry. He has some team members who are in their 60s and loves the way the diverse age range contributes to the creativity and ingenuity of the company.

To be successful you have to be willing to receive the criticism as well as the praise

Chris is an advocate of the "Lean Startup" methodology made popular by Eric Ries. One aspect of the approach that he's particularly fond of us the process of soliciting feedback from customers, iterating, then shipping new products. With a software or services company that process can be fairly quick. But with smart home devices like Chris' company sells, the time frame from idea to product can be as much as 18 months - and it's not always simple to get direct feedback from customers.

How does he get the feedback needed? From the beginning Chris has worked extra hard at making connections with customers, asking for their feedback. He makes use of surveys to help his team understand how their products are being used, what new uses cases may exist that they haven't considered, and what issues are being experienced with the product as it is. The benefits that come from such diligent customer communication is unmatched.

Don't go big right away. Take the time to discover and know your market

I always like to ask my guests for their advice to new entrepreneurs and Founders. Chris wasn't shy to pass along advice that's contrary to much of what you hear in the startup community. He advises that you maintain slow, steady growth and NOT go big right away. Too often he's seen companies launch on the back of a huge Kickstarter campaign only to discover that the fans who supported the product on Kickstarter are the full extent of the interested market. When that's the case, scaling isn't possible.

His suggestion is that you take the time to do market research. Understand your target customers and grapple with their needs. Discover the best ways to serve them that are both genuinely helpful and able to scale. Then you'll have the foundation necessary to build a company that can endure over the long haul.

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

• [1:25] The story behind Chris' company, iDevices
• [5:37] From landscaping to a consumer tech startup: the catalyst and early challenges
• [9:04] The advantages of NOT being headquartered in Silicon Valley
• [12:36] The story behind cold-calling Apple - it had to do with Bluetooth classic
• [15:44] Why Chris is willing to take risks to move his company forward
• [19:36] How Chris' role has changed as the company has grown
• [25:12] Mistakes made along the way that listeners should learn from
• [28:05] Advice to those starting a company today
• [30:10] Using Lean Startup methodology and tools to create the iDevices products

Resources & People Mentioned

• BOOK: The Third Wave by Steve Case
• Sanjay Gupta
• BOOK: Great By Choice
• BOOK: The Lean Startup

Connect with Chris Allen

• iDevices
• Chris on LinkedIn

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

Many businesses these days compete based on price - but Tony Van Veen says finding and optimizing a sustainable advantage is a smarter strategy. That's because price is a sure way to put yourself into a tough arena in which to compete - and consequently, it becomes more challenging to make your business profitable.

Tony was my very first client. He took a chance on me when I first started my PR company, but his influence on my career goes far beyond the fees I received as a new PR professional. Over the years he's provided many recommendations and lots of good advice that have taken me further, faster.

This conversation demonstrates the kind of business savvy and insight Tony has to share. He's a smart guy with hands-on experience and knows what it takes to work yourself toward success. I know you'll benefit from what he shares as much as I have over the years.

Tony Van Veen is a long-view guy. Throughout his career, he's felt that as long as he was paid and treated fairly - and had opportunities before him - he would just keep moving forward. Even when things sucked (and he was updating his resume just in case) he couldn't move on from AVL. That's because he was drawn back to the mission of the company, and that motivated him to stick it out.

Indie musicians all over the world are thankful he did. CD Baby and many other brands managed by AVL are relied on by those artists. Their experience and success would no doubt be very different if Tony hadn't been at the helm. Listen to hear how Tony worked up through the ranks, took on the challenges set before him, and learned lessons that can set you up for success in your career.

Tony first started out at AVL as a kid, just out of college and as green as he could be. But he had insight into the customers AVL served because he was one of them. He knew that viewing things through the customer's lens could help the company provide the exact products and services they needed - and make the company more successful as a result.

Tony had the guts to tell the then-CEO, Morris Ballen, what he should do - and Morris listened. Tony's insights proved invaluable. Many years of refinement on both the product side and the customer service side moved AVL into a place of industry leadership, serving independent musicians like no company ever had.

One of the areas where Tony knew AVL could develop a sustainable advantage was in the realm of customer service. That sounds typical, almost cliche. But from where Tony sat it wasn't at all. He knew from his own experience as a musician that customer service is usually only talked about, not done. He wanted to change that for AVL.

His approach was to look at purchases their customers were making and think in terms of what could be purchased for the same amount of money. Their average customer was spending enough money to buy a high-quality refrigerator, so he decided to treat them like that's what they were buying. The change to the level of customer service AVL provided was significant and the company began to grow due to word of mouth testimonials.

What IS a sustainable advantage? It's something you can provide your target market that is sorely needed, but it's often ifficult to deliver on. Tony decided to figure out that equation for AVL.

At that time in the music industry, most product companies that served musicians required massive order quantities, which made it impossible for independent artists to produce their own CDs. That's where Tony decided to focus. Instead of requiring large amounts, AVL allowed for smaller orders and purchased equipment that enabled faster setup between runs instead of faster production time. That is what proved to be their sustainable advantage, one other companies couldn't compete with.

What could that be in your industry? Tony's advice is to look at what your market needs that is difficult to deliver. That's where you'll find opportunities. Then figure out how to deliver it.

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

• [1:07] Tony's role as my mentor and friend - and the amazing positive impact he makes
• [10:10] How Tony leveraged his knowledge of the clients the company served
• [14:25] Selling their way out of bad quality and terrible customer service
• [20:04] Learning, getting away from being a "me too" competitor, and creative marketing
• [29:15] Taking big risks, dealing with big economic changes, surviving long-term
• [35:55] The challenge of managing a team through the Great Recession
• [39:37] Advice for business professionals who want to rise to the top tier of business

Resources & People Mentioned

• University of Pennsylvania
• Wharton Business School
• Morris Ballen - original CEO of Disk Makers
• BOOK: Elon Musk
• BOOK: Zero to One
• Corinthian Capital
• Derek Sievers - original owner of CD Baby
• BOOK: Who Says Elephants Can't Dance
• BOOK: Good to Great
• BOOK: The Innovator's Dilemma
• BOOK: The Lean Startup

Connect with Tony Van Veen

• DIY Media Group
• Disc Makers
• BookBaby
• Merchly

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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

Show notes by PODCAST FAST TRACK https://www.podcastfasttrack.com

My guest on this episode was truly born an entrepreneur. As an example, when he was a kid he took some nail polish his mother was going to throw away and sold it door to door. He even had specials and deals his neighborhood customers could take advantage of. Entrepreneurial drive was in his blood.

Jason Fass is now Director of Product Marketing at Google and has had a very wide-ranging career. He's a product guy at heart, starting out at Apple with literally no experience in the tech world but proving himself to be an invaluable asset. He transitioned to a then little-known company now known as Zepp Labs - and the rest is history.

Join me to hear the story of a born entrepreneur and to learn a few lessons along the way. I know I did.

Being an entrepreneur was in Jason's DNA from the beginning

Jason Fass grew up in the home of an entrepreneur. His mother owned and ran a nail salon. He grew up seeing and hearing the struggles that a small business owner faces. Once when his mother had cases of nail polish she was going to throw out, Jason asked if he could have them.

Naturally, he found a way to sell it. He says he's always loved sales and loved the challenge of making things happen. The self-limiting gene that so many of us have seems to be completely absent from his entrepreneurial DNA. Listen to hear how Jason has made the most of that rare character trait and how he's leveraged it to great advantage, on this episode.

A lesson learned at Apple: The product is at the core of everything

Jason loved his Macbook. It was a product he believed in and enjoyed using beyond anything else he owned. When he heard that Apple might be hiring, he looked online immediately and applied for a position as Director of Product for the Macbook. His interview at Apple didn't get off to a great start. The person interviewing him said outright, "I don't even know why I'm talking to you…" because of Jason's lack of experience with tech products.

But Jason's passion and determination to support the product he believed in won him a place on the team. He knew product, and more than that, he knew how to connect the product to the end user, something Apple has continued to this day. During his days at Apple, Jason learned that the product is the core of everything. It's what makes or breaks the experience consumers have.

Changing the sporting industry at Zepp Labs

When Jason was first nudged toward a conversation with the Founder of Zepp Labs (not the name of the company at that time), he was intrigued by the technology that was being developed but wasn't very excited about the application. At that time the tech was being developed for golfers and Jason didn't like or care about golf a bit. But learning how ahead-of-its-time the technology was sold him. After just two days of conversation, he was asked to be CEO of the company.

Fast forward and Zepp Labs is now impacting the performance of athletes across many sports - golf, tennis, baseball, softball, and more. In this conversation, Jason and I chat about what he learned at Zepp in regards to product iterations and adoption, market identification, targeting and marketing, and much more. He has some incredible insights into the things that make a tech product spread to the point it dominates an industry. You'll enjoy hearing what he has to share.

Putting a finger on the X-factor of customer and market fit

When I look at a Zepp sensor, I have an interesting experience that's hard to describe. It's a cool looking, fluorescent yellow/green device that is shaped kind of like a Dove chocolate. I almost intuitively know what it's supposed to do - or at least I nodded my head in recognition when I first found out. It was like, "Of course that's what it does." I call that the X-factor.

But Jason says that phenomenon goes beyond the appearance and feel of the product. It flows out the functionality that goes along with the design. It happens when a very clear felt need coincides with a solution that is mind-blowingly beyond what anyone could have imagined. Then it's all wrapped up in an exterior form of packaging that ideally represents all of that.

I'm amazed, truly. And I love to hear Jason explain it with such enthusiasm and insight. I know you will too.

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

• [2:11] Jason's joint world record in kiteboarding: How it happened
• [7:50] Becoming an entrepreneur seems to have been in Jason's DNA
• [11:51] The experience as a Product Manager at Apple: a pivotal moment for Jason
• [16:02] Why Jason got involved with Zepp Labs: He wanted to do more
• [23:27] The X-factor: where design and functionality come together perfectly
• [28:55] Markets that came to light as the company grew
• [32:50] Developing partnerships that exponentially grow the company's potential
• [36:37] Jason's bucket list

Resources & People Mentioned

• Strava App
• Richard Branson of Virgin
• Zepp Labs
• Apple
• GoPro
• The Zepp Sensor
• Jennie Finch
• Natasha Watley
• Sue Enquist
• BOOK: The Third Wave
• The Cape Epic Race

Connect with Jason Fass

• Jason's Profile on LinkedIn

Connect With Max Borges

• www.MaxBorgesAgency.com
• LinkedIn

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