We had the good fortune of connecting with Everett Jesse and we’ve shared our conversation below.
Hi Everett, we’d love to hear about how you approach risk and risk-taking
My entire career had been taking big risks and failing. Failing in business has taught me that hitting rock bottom is never as bad as you believe it will be as long as you persevere and continue on. I have ridden the downward escalator of failing start-ups 4 times, it has resulted in incredible amounts of loss, bankruptcy, pain, and embarrassment. Four times I have had to build myself back up from zero. In the spring of 2019, I assessed the risk of bringing a product to market which solved a pain-point but is extremely niche. Having been through those failures I decided to risk my savings and my ego on a 5th start-up. The past failures have acted as tuition though, and it is because of them I am successful so far in this business. I am grateful for my failure because they have made me who I am today. This is very different from my personal life because I am terrified of heights so when it comes to high places I am very risk-averse. This is because falling off a cliff does not allow you to have second chances.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Fossil Outdoor Inc, is the manufacturer and primary retailer of BōnDry the world’s easiest way to dry your hydration pack’s bladder. I invented the product because I was sick of not being able to put my gear away while it air-dries or occupied my freezer. With BōnDry just rinse the bladder, insert BōnDry, and put your gear away. It absorbs all the moisture quickly and then wicks it out of the bladder using capillary action. We have recently expanded our patent-pending moisture transport technology to soft bottles and flasks with LilBōn. Our products are made from sustainably sourced plants and recycled plastic bottles. It is our goal to continue to innovate while remaining environmentally responsible.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friends were in town I would definitely take them to Berdenas in Old Town Scottsdale for breakfast and coffee. Next I would take them on a hike to the superstition mountains to see climb flat iron or I would take them to Sedona for some Mountain Biking. For dinner, we would have to hit Chelsea’s kitchen for deconstructed vegetarian tacos, then over to Coach House to hang out.
Who else deserves some credit and recognition?
My success is entirely due to learning from family, friends, and industry peers. I never ever refuse advice, I try to learn from everyone.