The Underdog Philosophy for Business Excellence-Atul Vir Ep98
Release Date: 06/04/2021
From $7M to $280M — How Whisker Scaled Smart with Jacob Zuppke
The 8-Figure Product CEO
In this episode of The Eight Figure Product Show, Luke Peters sits down with Jacob Zuppke, CEO of Whisker—the innovative brand behind Litter-Robot and other smart pet products. Jacob joined Whisker when it was a $7M company and helped scale it to over $280M by 2022. This is a no-fluff conversation about: Transitioning from operator to CEO Building a scalable product roadmap Partnering with a founder without friction What it really takes to grow a product business at speed If you’re a founder, product leader, or aspiring CEO—this is a masterclass in operational scale and...
info_outline
The New Cold War? What Tariffs Really Mean for U.S. Businesses
The 8-Figure Product CEO
In this episode, Luke Peters breaks down what most business owners and investors are missing about the new wave of tariffs on China. This isn't just a trade dispute—it’s a global reset in how business is done. You’ll learn: Why this is not about leveling the playing field—it's about national strategy The real reason behind rising tariffs and what the administration is signaling How U.S. businesses importing from China are at serious risk if they don’t adapt What Scott Bessent's remarks reveal about the shift from Wall Street to Main Street Why this could mark the start of a...
info_outline
Selling the World's First Privacy Company — Featuring Lance Cottrell
The 8-Figure Product CEO
In this episode of The Eight Figure Product Show, Luke Peters sits down with Lance Cottrell, a seasoned entrepreneur and expert in security, privacy, and scaling tech-driven businesses. Together, they dive into the tactics that actually work when building and exiting a successful company—from early product strategy to leadership evolution and preparing for acquisition. You’ll learn: The biggest mistakes founders make in early growth How to think about product-market fit in technical industries Why leadership structure determines scale And how Lance built and sold his company...
info_outline
Inbound vs. Outbound: Why Most SMBs Are Leaving Growth on the Table
The 8-Figure Product CEO
Most small to mid-sized businesses rely almost entirely on inbound sales—and it’s holding them back. In this episode, Luke Peters explains why companies stuck at $3M to $15M often plateau and how adding outbound sales can be the growth catalyst you’ve been missing. You'll learn: The two biggest reasons founders avoid outbound Why doing the same thing at $10M you did at $2M is a red flag How cold outreach can add real fuel to your growth strategy Why executive talent—not just hustle—is key to outbound success If you’re not hitting new revenue levels, this episode shows you...
info_outline
High Payoff Activities: What CEOs Should Really Be Working On
The 8-Figure Product CEO
Most founder-CEOs are stuck in the weeds—busy, overwhelmed, and still not moving the business forward. In this episode, Luke Peters breaks down what’s really holding you back: low margins, reactive thinking, and no system for focusing on what actually matters. You'll learn: Why low margins are the root of burnout and chaos What “high payoff activities” (HPAs) actually look like How to shift your mindset from task manager to strategist Why hiring a true sales leader is often the #1 growth lever A simple way to execute strategy using OKRs If you're grinding hard but not...
info_outline
Margin Expansion: The Overlooked Key to Selling Your Business for More
The 8-Figure Product CEO
Thinking about selling your business? If you're relying on a standard EBITDA multiple, you're probably leaving money on the table. In this episode, Luke Peters breaks down multiple expansion—how boosting margins and reducing risk can increase both your earnings and the multiplier buyers are willing to pay. You'll learn: Why recurring revenue and consumables drive higher valuations How improving from 10% to 15% EBITDA can boost your multiple The difference between running a lifestyle business and building a sellable asset Simple ways to shift your business model—without...
info_outline
What Are You Tracking? Why Most CEOs Measure the Wrong Things
The 8-Figure Product CEO
Too many founders obsess over dashboards and KPIs—yet still miss what actually drives long-term growth. In this episode, Luke Peters breaks down the difference between lagging indicators and the leading inputs that move the needle. You’ll learn: Why real financial truth comes from monthly accrual reviews—not real-time dashboards The most overlooked metrics that shape future success How tracking too much is just as bad as tracking too little And why a Garmin watch might be smarter than your KPI report If you’re a CEO stuck in the weeds, this episode is your blueprint for...
info_outline
Now’s the Time to Hire: Why Downturns Are Gold for Finding Talent
The 8-Figure Product CEO
Most CEOs sit on their hands when the economy slows. Not Luke Peters. In this episode, he explains why this market is a rare chance to level up your team—especially when it comes to key hires like a Head of Sales or COO. You’ll learn: Why top talent is finally back on the market The mindset shift founders need to grow in tough times Why your bottleneck might not be your product—it’s your people And how hiring smart now can pay off when the economy rebounds If you're stretched too thin or stuck in a sales rut—this episode is your wake-up call.
info_outline
How to Lead Through Uncertainty: A CEO’s Take on Hard Times
The 8-Figure Product CEO
Uncertain times can crush a business—or create an opening. In this short episode, Luke Peters shares how he navigated major disruption, from tariffs to financial crises, and why most CEOs focus on the wrong things. He explains: Why optimizing a bad situation is a losing game How to avoid getting stuck in a red ocean The power of long-term thinking in short-term chaos And why starting a business during tough times can actually be a huge advantage If you're a founder or CEO dealing with market pressure, supply chain issues, or global noise—this episode is for you. Clear. Tactical....
info_outline
Your Margins Are Too Low! Here’s How to Fix Them Fast
The 8-Figure Product CEO
Most businesses struggle with pricing—charge too little, and you're stuck in a race to the bottom. Charge too much without offering more, and customers walk. So how do you set prices that maximize margins without killing demand? In this episode, Luke Peters, founder of a multi-million dollar appliance brand, breaks down value-based pricing—what works, what doesn’t, and the exact strategies he used to scale to $80M+ before selling to private equity. You'll learn: The real reason brands fail at pricing (and how to fix it) Why niching down boosts margins and lowers stress How to test price...
info_outlineHow did your business navigate the Covid crisis? Did you learn new innovative ways that grew the business, or did you stagnate in the same old models? To navigate a huge crisis and still grow as a business calls for adopting new models or products that fit in that particular time and moment.
In this episode of the Page 1 Podcast, Luke Peters speaks with Atul Vir on how his business navigated the 2020 pandemic through innovation after 30 years of operation. Atul Vir is a hands-on CEO, seasoned entrepreneur, inventor, and author. He started his business Equator Advanced Appliances in 1991 which he operates on the principles of strong ethics and superior customer service.
Listen in to learn how Atul and his team were able to reimagine and reengineer his company to a favorable and growth position during the pandemic. You will also learn the importance of staying prepared and flexible as a business in any phase of the economy.
Key Takeaways:
- How to focus your business specialization on what the customer needs and wants.
- The importance of having the product inventory in advance to keep growing a business during a crisis.
- Why businesses should stay prepared and flexible even after the pandemic.
- How to use empathy to anticipate customer needs when developing products.
Episode Timeline:
- [2:49] Atul describes the innovative products they sell at Equator Appliances and their focus.
- [5:00] How they reimagined and reengineered the company during the 2020 pandemic to make it their best year in 30 years.
- [8:20] The steps and risks they took to overcome the Covid challenges and stay in business.
- [11:51] How the pandemic taught them to plan for product inventory in advance to avoid delays.
- [14:48] How they navigated cost increases by introducing newer models that fit in a new selling price.
- [17:53] Why it’s uncertain whether the cost of production will continue being high or not after the pandemic.
- [21:02] The innovative outdoor refrigerator and air conditioner Atul came up with, in 2020.
- [23:11] How Atul has learned to understand the customer needs and wants to innovate products.
- [25:16] The different markets Equator Appliances has been able to support during the pandemic.
- [30:22] How some businesses failed during Covid plus how the appliances market will proceed post-pandemic.
- [33:54] The engagement and support Atul and his team are offering to Covid victims in India.
Quotes:
- “Empathy starts by showing concern for not yourself but your customers.”- Atul [24:41]