A good friend of mine got me introduced to today's guest, and after hearing what he's got going on, I'm sold on the mission. Robert Hall is the founder of So-B and he's answering the call to improve lip health for everyone. Every year 45 million suffer from ailments causing unsightly lip health, and growing up it affected him in a negative way. He shared with me how he started the company in October 2020 and what the journey's been like. Many of the lessons he's learned center around actively listening to customers, and finding out ways to fold in suggestions from a small segment of those customers. The real treasure, and a great way to improve your offering, is figuring out the best blend of all the data to create a wonderful experience across the whole customer base. Not many companies do this on purpose, because it's hard, but the road less travelled is the most rewarding. Find more about Robert on Instagram, Facebook and LinkedIn by searching for 'sobliphealth'. Enjoy the listen.