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Keep Going: Why this repeat entrepreneur decided to take the plunge again

"We sold too much furniture at one point in my last company. It was sort of an irresponsible decision."

Alex Back, CEO of, had a problem. He sold too many couches.

In this episode of Keep Going we talk about what happens when you find sudden and overwhelming success and how hard it is to turn down business.

Being an entrepreneur requires sacrifices, said Back, but the passion and drive to create something meaningful can outweigh the challenges.

Listen in as he shares the troubles he faced when his previous furniture brand sold too much furniture through a deal with Costco, leading to supply chain issues and customer dissatisfaction.

Alex also provides advice for entrepreneurs entering the hard goods market and emphasizes the importance of gathering information and being patient. He discusses the ease of decision-making with experience and the difficulty of maintaining discipline and avoiding fallback options. Lastly, he reflects on the sacrifices and rewards of being an entrepreneur.

Keep Going
Keep Going
When you're going through Hell, keep going." This is a podcast about failure and how it breeds success. Every week, we will talk to amazing people who have done amazing things yet, at some point, experienced failure. By exploring their experiences, we can learn how to build, succeed, and stay humble. It is hosted by author and former New York Times journalist John Biggs. Our theme music is by Policy, AKA Mark Buchwald. (