Hey listeners, this is Jordan McLeod, executive producer of Masters of Scale.

If you've ever wished you could hear insights from Reed in real time, well then listen up.

We're hosting a live virtual strategy session in alliance with Capital One Business on January 26th,

and you're invited. During this event, you'll hear Reed and other business leaders explore

some of the most timely questions entrepreneurs are facing right now.

When you register, you'll also have a chance to submit your own question to Reed,

and he just might answer it live. So go to MastersofScale.com slash strategy session to register for free.

Again, that's MastersofScale.com slash strategy session. Now onto the show.

Working out with free vegetable parts. So it just seems absolutely not all 10 years later,

but that's just how you do it. We have it made just how you do it.

This is MastersofScale.

We'll start the show in a moment afterward from our premier brand partner, Capital One Business.

I cut a hole in the back of this shampoo box, put it in the kitchen, plug some cords through it,

and it was ugly. It just did not look good. That's Heath Wilson, and the Humble's shampoo box he's

describing was his very first prototype. Heath is the co-founder of Auro, a company on a mission

to reduce screen time using a smart box to charge your phone while keeping it out of sight and

out of mind. It's a simple idea with profound implications. If you know anything about habit

formation, every habit loop starts with this visual cue. So we said, let's start with a place

in high traffic areas. So kitchen in our family room, let's use some beautiful wood and fabric

wrap. It can't be an ice or heath. And his co-founder got to work on a simple elegant smart box

that customers would want to use and build better habits around their screens. But they soon

discovered a truth many entrepreneurs face. Simple is hard. More on this challenge later in the show.

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