I’ve been to South by Southwest (SXSW) extra instances than I can rely, and each time I stroll via 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 vitality I thrive on.
This yr was no totally different, apart from one very significant twist. I had the prospect to talk on stage alongside a great buddy of mine, Brandon Sawalich, CEO of Starkey. Starkey is a worldwide chief in listening to expertise, increasing their gadgets past amplification to enhance clients’ high quality of life via an expertise designed to have an effect on all points of listening to and its derivatives in enhancing psychological well being.
What does that each one imply? Effectively, Brandon bought to clarify it to me on an enormous stage utilizing phrases like, “The ear is the brand new wrist.”
Now, Brandon had by no means been to SXSW earlier than, however he instructed me he needed to expertise the tradition and studying—whereas taking the chance to introduce his innovation. I stated, “I do know the SXSW group properly! Let me present you what it’s all about.”
Tens of 1000’s of individuals come to SXSW to study one thing new from the world’s prime consultants. And there I used to be, one of many audio system, studying from my buddy. 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 manner?’ The final reply I need to hear is, ‘As a result of that’s the way in which we’ve at all times finished it.’”
That hit me arduous. As a result of if there’s one factor that kills innovation sooner than the rest, it’s consolation. It’s the idea that the way in which one thing has at all times been finished is the way in which it ought to at all times be finished. That mentality doesn’t go away room for development, for disruption—or for imaginative and prescient.
Brandon and his group 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 approach 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 might even see it as a medical gadget; Brandon sees it as a software for optimization—a fusion of best-in-class synthetic intelligence, superior sensors and sensible tech that’s serving to individuals hear, join and dwell higher each 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 at present. 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 after I study one thing helpful, I consider in passing on that data. As a result of that’s how all of us develop. That’s how all of us change into academics.
So, the following 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 considering like that, the whole lot modifications.
Keep hungry. Keep curious. And at all times problem your “as a result of.”
This text authentic appeared within the September/October 2025 concern of SUCCESS® journal. Photograph courtesy of Daymond John; ©Starkey/Courtesy of Daymond John