About six months ago I was paging though my favorite newsweekly The Week (yes I read it in print) and found a small review of the brand new FluidStance Level.
I thought, Wow! That’s cool. I have a standup desk and I am a surfer, so this looks like a great thing for my lifestyle. So I went to the FluidStance site, found they were launching via Indiegogo, and before the video was done, I knew I wanted to buy one.
At the time, I thought it was interesting that the company’s content got me from curious to whipping out my credit card in less than 3 minutes. Often when this happens, I follow up because it would make a good story for this blog or a section in one of my books. Somehow I failed to do so in this case.
In a karma-infused coincidence ealier this month, as I was walking the show floor at the Employer Healthcare & Benefits Congress where I was to deliver a keynote speech, I noticed a Fluidstance display. I introduced myself and told the person how much I loved mine and it turned out I was speaking with the founder and CEO Joel Heath. Cool(!!)
In this video I discuss with Joel how he launched the product and what it takes to be successful.
Joel and I spoke about how he used Indiegogo to launch and what it takes to create great content for a crowdfunding site. Joel discussed how he used content to humanize his company and create a sense community with early customers. When successful like this one, a crowdfunded launch can create a successful company.
Joel has an interesting background. Like me, he believes in working hard and playing harder. He was Teva footwear Brand President for Deckers Brands®, creator of the [GoPro] Mountain Games in Vail, Colorado, and Founding Board Member of First Descents, an adventure camp for young adults with cancer.