Think, test, fail, repeat. When I get an idea, I try to take action on it as fast as possible to see if it’s worth pursuing further.
A Licensed Physical Therapist, Athletic Trainer, and Level 2 Fascial Stretch Therapist, Dr. Steve Sudell works with high intensity athletes on their mobility, strength and post-injury physical therapy. He has seen a gradual uptick in patients complaining of neck pain. Dr. Sudell could treat them at the gym, but there was nothing he could give them to use at home. All of the at-home products were either cheaply designed and ineffective or were expensive, big and bulky. One day, he was working out, tweaked his neck and wanted to give himself cervical traction. He grabbed a band, wrapped it around a pole and the back of his head. Ten minutes later, the neck pain was gone. He knew that he was onto something, but the biggest challenges were making the Neck Hammock comfortable, portable and affordable. Two years later, he is now bringing the Neck Hammock to market.
Where did the idea for Neck Hammock come from?
As a physical therapist, I’ve seen a gradual uptick in patients complaining of neck pain, I could treat them at the gym, but there was nothing I could give them to use at home. All of the at home products were either cheaply designed and ineffective or were expensive, big, and bulky. So one day I was working out, tweaked my neck, and wanted to give myself cervical traction so I grabbed a band wrapped it around a pole and the back of my head…10 minutes later, my neck pain was gone. I knew that I was onto something, but my biggest challenges were making it comfortable, portable, and affordable. Two years later, here we are.
What does your typical day look like and how do you make it productive?
I wake up every day at 6 or 7 am and try my best to avoid looking at my phone. I then head to the coffee shop and answer emails for next 3-4 hours, off to the gym to recharge, quick lunch, 15 minutes in the Neck Hammock to meditate, then another 3-4 hours of higher level creative work, putting out fires, and management tasks. Rinse and repeat x6 days a week. I try to force myself to take at least 1 full day off, but that rarely happens.
How do you bring ideas to life?
Think, test, fail, repeat. When I get an idea, I try to take action on it as fast as possible to see if it’s worth pursuing further.
What’s one trend that excites you?
Innovation of any kind gets me super fired up. I LOVE what the company Bird is doing to address making public transportation affordable and accessible.
What is one habit of yours that makes you more productive as an entrepreneur?
I make tons of lists! I automate all of my daily tasks so I dont waste creative energy on them. I have a checklist of morning routine, evening routine, and make a daily to do list everyday. Checking tasks off a lists creates momentum and makes me more productive.
What advice would you give your younger self?
Take accounting classes. Running the creative side of a business is super fun, but it’s the accounting that keeps you a float. There are tough lessons to learn when you find your business exploding with growth and you don’t know how to manage the money coming in or out effectively.
Tell us something that’s true that almost nobody agrees with you on.
In order to get more done, you must dedicate time to exercise and get a full 8+ hours of sleep. A good night’s sleep makes you more efficient during the day and will also help you over the long run.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
Don’t hide from your weakness. Either learn how to improve them, or hire someone who knows what to do. Focus on being resourceful. Having too much money teaches you bad lessons
What is one strategy that has helped you grow your business?
I listen to business audiobooks and podcasts daily. This gives me motivation when times get tough, but also allow me to learn from other people’s pitfalls without making them first.
What is one failure you had as an entrepreneur, and how did you overcome it?
I don’t believe in failures — only expensive learning opportunities.
What is one business idea that you’re willing to give away to our readers?
I live in Los Angeles where traffic is a nightmare and very expensive. So, making transportation more affordable and accessible, similar to what Bird is doing is going to help save the environment, improve people’s moods, and allow people to spend their money on things other than gas, insurance, car payments, and repairs.
What is the best $100 you recently spent? What and why?
My assistant Lucy is an absolute rockstar, who has been a huge help. Among other things, I recently sent her $100 gift card to let her know that I truly care about her and appreciate the hard work she has done for me.
What is one piece of software or a web service that helps you be productive? How do you use it?
Google Drive is a Life saver. I keep almost everything there. I wouldn’t know where to store and save everything without it.
What is the one book that you recommend our community should read and why?
“Thank you for being late” is a fantastic book on preparing us for the future noting how upcoming technology will completely change the way we do things and also make us understand how, now more than ever, we must continue to adapt and innovate.
What is your favorite quote?
Preparation + opportunity + execution = success
Key learnings:
• Be aware of your weaknesses in business, and address them, otherwise they will come back to haunt you
• In order to be effective and efficient, you must take care of your body through adequate sleep and exercise
• In order to succeed you must “fail”, and you will never create anything unless you try. No one ever wins awards or accolades for having a good idea.
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Carlyn runs the day-to-day publishing operation here at ideamensch and interacts with our awesome customers and entrepreneurs. She is likely editing this with a cat on her lap.