I’ve been to South by Southwest (SXSW) extra occasions than I can rely, and each time I stroll by way of the busy convention middle and crowded streets of Austin, Texas, I’m reminded why I preserve coming again. It’s a melting pot of music, tech, media, innovation and daring concepts—precisely the sort of power I thrive on.
This 12 months was no totally different, apart from one very significant twist. I had the possibility to talk on stage alongside a very good good friend of mine, Brandon Sawalich, CEO of Starkey. Starkey is a worldwide chief in listening to expertise, increasing their gadgets past amplification to enhance prospects’ high quality of life by way of an expertise designed to have an effect on all points of listening to and its derivatives in bettering psychological well being.
What does that every one imply? Effectively, Brandon acquired to elucidate it to me on a giant stage utilizing phrases like, “The ear is the brand new wrist.”
Now, Brandon had by no means been to SXSW earlier than, however he advised me he wished to expertise the tradition and studying—whereas taking the chance to introduce his innovation. I stated, “I do know the SXSW crew effectively! Let me present you what it’s all about.”
Tens of hundreds of individuals come to SXSW to study one thing new from the world’s prime specialists. And there I used to be, one of many audio system, studying from my good friend. Throughout that session, Brandon dropped a quote that’s been rattling in my head ever since.
He stated: “I at all times discuss difficult our ‘as a result of.’ I’ll ask leaders and managers, ‘Why do we have to do it this fashion?’ The final reply I wish to hear is, ‘As a result of that’s the best way we’ve at all times performed it.’”
That hit me laborious. As a result of if there’s one factor that kills innovation quicker than the rest, it’s consolation. It’s the assumption that the best way one thing has at all times been performed is the best way it ought to at all times be performed. That mentality doesn’t depart room for progress, for disruption—or for imaginative and prescient.
Brandon and his crew at Starkey will not be simply promoting listening to aids. They’re promoting the longer term. That’s what blew my thoughts.
In the identical method that Apple within the Eighties wasn’t simply promoting computer systems—they had been promoting a brand new mind-set, a brand new way of life—Starkey is doing the identical with their mission of destigmatizing listening to aids by serving to us perceive that listening to is well being. You may even see it as a medical gadget; Brandon sees it as a device for optimization—a fusion of best-in-class synthetic intelligence, superior sensors and sensible tech that’s serving to individuals hear, join and stay higher every single day.
It’s that shift in perspective that attracts me in. As a result of as entrepreneurs, creators and leaders, it’s not nearly what we’re promoting right now. It’s about seeing what our product means for tomorrow. It’s about understanding that once we talk our imaginative and prescient, we’re not simply closing a sale—we’re opening minds.
The factor is, I’m nonetheless studying. I deal with each stage I stroll on to, each dialog I’ve as a classroom. And once I study one thing invaluable, I consider in passing on that information. As a result of that’s how all of us develop. That’s how all of us grow to be lecturers.
So, the subsequent time you’re pitching your product, constructing your model or planning your subsequent transfer—ask your self, “Am I promoting a factor, or am I promoting the longer term?” As a result of when you begin pondering like that, every part modifications.
Keep hungry. Keep curious. And at all times problem your “as a result of.”
This text unique appeared within the September/October 2025 situation of SUCCESS® journal. Photograph courtesy of Daymond John; ©Starkey/Courtesy of Daymond John
