In 2012, Daniel Fox started Boss Laser out of Sanford, Florida with a clear purpose: fix what wasn’t working in the laser cutting world. Back then, buyers had two options—machines that cost a fortune or cheap imports with no support. There was no in-between. So, he created one.
With the help of a partner, Daniel built Boss Laser from the ground up, focusing on value, reliability, and real post-sale support. Instead of just shipping machines, they installed them, trained users, and stuck around to answer calls. That personal touch became their signature.
Boss Laser started with CO2 laser machines, but by 2016, they’d expanded into fibre laser technology, responding directly to customer needs. Their clients range from small sign shops and DIY hobbyists to Ivy League universities and all five U.S. military branches.
Throughout it all, the company’s focus has been the same: serving people, not just selling to them. Daniel listens. He reads reviews, complaints, and suggestions like a daily habit. And then, he makes changes.
The company’s machines are engineered in the USA, and more recently, they’ve been working on launching CNC laser systems made entirely in the U.S. Their mission is guided by strong values: humility, service, and faith.
Over 10,000 machines and 5,000 positive reviews later, Boss Laser is more than just a tech company. It’s a business built on paying attention, something a lot of others still miss.
What is your typical day, and how do you make it productive?
My day usually starts around 6:30 AM. I like to spend time reading client emails and support tickets. Not to micromanage, but to understand what people are really experiencing with our machines. That sets the tone for my day. After that, I usually check in with our R&D team, then our support leads. The afternoon is for testing, planning, and, when possible, building—whether that’s workflows or ideas. Productivity for me is about staying close to the real-world problems, not just managing from a distance.
How do you bring ideas to life?
Most of our best ideas have come from feedback. One client once sent us a handwritten list of 12 changes he thought would make the laser more user-friendly. We implemented five of them in the next release. I believe in building alongside our users—they’re the ones pushing the machines every day. I also keep a whiteboard in my office just for client pain points and ideas.
What’s one trend that excites you?
The rise of makerspaces and hands-on tech education. We’ve supplied machines to universities, but I’m especially excited about high schools and community centres building laser labs. It’s not just about creating products—it’s about giving people a sense of control over their ideas.
What is one habit that helps you be productive?
I document everything. Every customer idea, complaint, or challenge is noted. Over time, you see patterns. Those patterns become solutions. The habit of writing down what matters helps you act on what matters.
What advice would you give your younger self?
Don’t rush scale. Build something solid and scalable, but don’t sacrifice the customer’s experience just to grow faster.
Tell us something you believe almost nobody agrees with you on?
I believe support matters more than price. Everyone is trying to drive cost down, but if the machine doesn’t come with help, it ends up costing more in time and frustration. People think they want “cheap.” What they really want is help when they’re stuck.
What is the one thing you repeatedly do and recommend everyone else do?
Talk to your users—directly, often, and without a sales pitch. Just ask what’s working, what’s not, and what they’d change.
When you feel overwhelmed or unfocused, what do you do?
I walk the shop floor and talk to the team. Seeing the machines being built, tested, and shipped reminds me why we started. It’s grounding.
What is one strategy that has helped you grow your business or advance in your career?
We leaned into post-sale support when most competitors didn’t. That decision brought customers back. Many own two or three Boss Laser machines now. Building a culture where the customer stays in the loop helps everything else take care of itself.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
In the early days, we tried outsourcing support. It looked great on paper, but clients felt disconnected. We pulled it back in-house within months. The lesson? Some things shouldn’t be “efficient”—they should be personal.
What is one business idea you’re willing to give away to our readers?
Laser tech for custom furniture restoration. It’s a niche, but lasers can precisely etch and cut stencils or repair wood. There’s growing demand, and few are doing it at scale.
What is one piece of software that helps you be productive? How do you use it?
We use a custom-built feedback dashboard. It pulls in reviews from Trustpilot, Facebook, and our CRM. I check it every morning—it shows what’s trending, what’s breaking, and what’s working.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
Start with Why by Simon Sinek. It helped me realise that we weren’t just selling machines—we were giving people the tools to build something of their own.
What’s a movie or series you recently enjoyed and why?
I recently watched The Repair Shop. It’s calm, human, and shows how technical skill and care bring old things back to life. That’s what good work looks like.
Key learnings
- Staying close to the customer is a long-term growth strategy, not a short-term tactic.
- Feedback isn’t a burden; it’s a source of innovation.
- Support, not price, is what builds trust in technical products.
- Building slowly and intentionally can lead to sustainable scale.
- Real productivity often begins with listening—not just acting.