For 10 years, I woke up with a very clear idea of what I wanted to do with my life and where it was going to go.

And I loved that.

I woke up every day with a fire in my belly saying, this is the goal.

Here's how I'm going to get it.

And here's what I'm going to do.

And then almost seemingly overnight, when I walk away from the sport, that's gone.

Your identity's gone. You know, like the day before I retire,

it's, hi, I'm Rob Fraser, professional cyclist. It was everything. The next day, that's gone. And over

the next year, that fades away because you're no longer on the scene. And the friends, they're still

friends, but you don't see them. And the common interest starts to fade. And, you know, that kind of led to this dark period for me where I was like, what am I going to do with my life?

Welcome to the Knowledge Project. I'm your host, Shane Parrish. In a world where knowledge is power,

this podcast is your toolkit for mastering the best of what other people have already figured out.

If you're listening to this, it means you're not a supporting member. Members get early access,

no ads, my personal reflections at the end of the conversation, access to the highlights

from the books I'm reading, hand-edited transcripts, and so

much more. Check out the link in the show notes for more information. My guest today is Robb Frazier,

founder and CEO of Outwe, a rapidly growing direct-to-consumer brand disrupting the premium

performance stock market. Rob's entrepreneurial journey is a masterclass in overcoming obstacles

and scaling a business.

In just a few years, Outway has gone from startup to multi-million dollar success story.

The company has achieved impressive year-over-year growth progressing through four, five, six, seven, and now eight-figure revenue milestones.

Rob's ability to focus on what matters, build a strong brand, and execute on scaling,

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