Houston — known as the Energy Capital of the World — had several trending stories in 2019 focused on energy innovation. Photo courtesy of Thomas Miller/Breitling Energy

Editor's note: With 2020 just days away, InnovationMap is looking back at 2019's top stories in Houston innovation. Within the energy category, top stories included game-changing energy tech companies, the future of oil and gas — as told by the industry's emerging leaders, the results of a reverse pitch competition for ExxonMobil, and more.

Rice Alliance names the 10 most promising startups at Houston's Offshore Technology Conference

Startups from across the world pitched at the Rice Alliance Startup Roundup at the Offshore Technology Conference. Getty Images

Over 50 different startups from across the globe gathered at the Offshore Technology Conference for the fifth annual Rice Alliance Startup Roundup event. The full day of speed pitching and presentations, hosted by Rice Alliance Managing Director Brad Burke, took place at NRG Arena on Monday, May 6.

After interacting with all the various startups, the Rice Alliance's panel of experts voted on the 10 most promising startups. Half of the companies that were recognized are based in Houston — and even more have an office or some sort of operations in town. Here's which technologies the offshore oil and gas industry has its eye on. Click here to read more.

Overheard: Here's the future of oil and gas tech, according to this panel at OTC

Three young professionals took the stage to discuss the future tech of offshore operations in oil and gas. Courtesy photos

The oil and gas industry has a reputation for being a slow adapter when it comes to technology advances, but that's changing — as is the workforce. In the next few years, half of the United States workforce will be millennials, according to the Bureau of Labor Statistics.

A panel at the 2019 Offshore Technology Conference discussed the future of oil and gas technology — and the young professionals who are taking over the industry. Click here to read more.

ExxonMobil taps two new technologies in a Houston reverse pitch program

ExxonMobil named two winners in its inaugural reverse pitch competition with BBL Ventures. Courtesy of OctoRD

ExxonMobil and BBL Ventures have teamed up to flip the script on pitch competitions. Rather than have startups pitch themselves, the two companies collaborated on a reverse pitch event where Exxon identifies a few problems and search for companies that can build a solution.

The purpose of the event, says Tim Westhoven, technology scouting and venturing at ExxonMobil at the Baytown refinery, was to get the company out of its day-to-day to spark new ideas and innovation.

"Typically, as an engineer, when we think about how we solve a problem, we start inside the organization," Westhoven says at the event, which took place on Wednesday, June 5, at Station Houston. "Then we think about what problems we want to solve. Sometimes, you don't even think at all about what's available on the outside. This reverse pitch is us thinking about the impact we want to have and what the outside can offer." Click here to read more.

5 emerging energy tech companies in Houston revolutionizing the industry

It might not be surprising to discover that the energy capital of the world is a hub for energy startups. Getty Images

If you thought Houston's wildcatter days were exciting, just you wait. Houston has an emerging ecosystem of tech startups across industries — from facial recognition devices used at event check in to a drone controller that mimics movement in space.

A somewhat obvious space for Houston entrepreneurs is oil and gas. While the energy industry might have a reputation of being slow to adapt new technologies, these five Houston startups are developing the future of the industry — one device at a time. Click here to read more.

Exclusive: Plug and Play announces 15 energy tech companies for inaugural Houston cohort

Plug and Play Technology Center has named its first 15 startups in its Houston Energy and Sustainability cohort. Getty Images

A Silicon Valley accelerator program has announced the companies that will participate in its first Houston cohort just as the program begins to foster energy tech innovation in town.

Plug and Play Technology Center, which announced its entry into the Houston market this summer, named the 15 companies that will complete the program. While there are only two Houston-based companies in the mix this time around, all 15 companies will be operating locally with Houston corporate partners and startup development organizations.

"By being a part of this Plug and Play cohort, our corporate partners have validated that there is an interest in these startups' technology solutions," says Payal Patel, director of corporate partnerships for Plug and Play in Houston. "This will encourage these non-Houston based startups to spend more time in Houston, likely (and hopefully) leading to them doing business with our corporations, raising money from local investors, hiring local talent, and setting up an office in Houston." Click here to read more.

From Rex Tillerson's thoughts on leadership and politics to Houston's role in the low-carbon energy movement, check out these powerful quotes from the 2020 KPMG Global Energy Conference. Getty Images

Overheard: Oil and gas experts weigh in on the future of low-carbon energy and Houston's role in the movement

Eavesdropping in Houston

As the energy capital of the world, Houston can't get complacent. The oil and gas industry is changing — carbon is out and finding clean energy alternatives is in.

At the 2020 KPMG Global Energy Conference on June 5 and 6, hundreds of energy professionals listened to the O&G elite — even including former Secretary of State and former ExxonMobil CEO Rex Tillerson — give their two cents about the revolution. Day two of the conference featured the Houston Low Carbon Energy Climate Summit by the Center for Houston's Future.

In case you missed it, here are a few powerful quotes from both days of the program — from Houston's role in the low-carbon energy movement to Tillerson's leadership expertise.

"Texas is one of those places where you can just get stuff done.”

— Cindy Yeilding, senior vice president at BP, says Texans are willing to collaborate on this. In the "Visions of our Energy Future" panel during the Low Carbon Energy Summit on Thursday, June 6, she predicted Houston will be a net zero carbon city by 2040 or 2035.

“One of the things we need to focus on is being able to attract and retain talent.”

— Mary Anne Brelinsky, CEO of EDF Trading, stressing the importance of talent in the effort to keep Houston the energy capital of the world. Brelinsky advocated for corporations and its execs getting involved with local universities. "We're competing against Silicon Valley," she says in the panel.

"You’ve got the source, and you’ve got the sinks. … Houston is going to be one of our focal points.”

— Charlene Olivia Russell, vice president of Low Carbon Strategies at Oxy, on how Houston is set up for success when it comes to staying as a power player in the global low carbon energy platform, but, during the panel, she emphasizes collaboration needs to continue happening.

“When Shell agreed to sponsor this summit, it was pitched as a climate change summit. It was changed to a low-carbon summit because some people in this room are uncomfortable with the phrase 'climate change.'"

— Jason Klein, vice president of U.S. Energy Transition Strategy at Shell, says at the "Energy Transformations" panel during the Low Carbon Energy Summit on Thursday, June 6.

"If we want to be the leader and the energy capital of the world, we need to attract talent, capital investment, and innovation, and if the people are going to do those things think that we don’t even like to talk about those things, then they aren’t going to come here — they’re going to go to San Francisco.”

— Klein continues. The audience responded with a round of applause.

“I think it is important as Americans to remember that our greatest strength and the most important element to our national security has been that we are a nation that has many allies and friends. Our adversaries — Russia, China, North Korea, Iran — have no allies or friends.”

— Former Secretary of State Rex Tillerson who served as CEO of ExxonMobil from 2006 to 2016. Tillerson discussed a wide range of topics on Wednesday, June 5, at the 2020 KPMG Global Energy Conference in his fireside chat with Regina Mayor, global sector head and U.S. national sector leader of energy and natural resources at KPMG US. Click here to watch the full interview.

“We’re all a work in progress. You’re never done. I’m not done — I’m still a work in progress. If you have that view and you have that set of values that are never going to change … [then] I can keep developing as a human being.”

— Tillerson says of leadership lessons learned. He's an avid proponent of the Boy Scouts of America organization, and cited many valuable lessons he's learned about himself and about leading people from his involvement in the nonprofit.

Here are five events you have to check out if you're interested in offshore innovation. Zukiman Mohamad/Pexels

6 can't-miss innovation events at the 2019 Houston Offshore Technology Conference

Where to be at OTC

It's the 50th year of the Houston Offshore Technology Conference — and a lot has changed about the program since 1969.

"In 1969 at OTC, you could see the suit we'd put humans in to go under water," Wafik Beydoun, chairman of the OTC board of directors tells InnovationMap. "Now, you can see the robots that explore the seafloor."

OTC, which takes place at NRG Park from May 6 to 9, is separated by a few different tracks. While there's no innovation track specifically, we've identified, with Beydoun's help, five different events to be sure to make if you're looking for startup involvement and innovative discussions.

May 5 — Data Gumbo's Pre-Party

Houston-based blockchain company, Data Gumbo, wants to help you start out OTC week right with a crawfish boil. Network outside of NRG Park — and with a beer in hand.

Details: The event is from 5 to 8 pm on Sunday, May 5, at The Cannon (1336 Brittmoore Rd). Learn more.

May 6 — The Rice Alliance Startup Roundup

Fifty promising energy technology companies will present to potential investors and OTC attendees. All of the startups have initial funding under their belts and are seeking their A, B, C, or later rounds with technology validation, field trial experience, and/or initial company revenue.

Details: The event is from 2 to 4:30 pm on Monday, May 6, at NRG Arena, level 2 in the Stockman's Club. Learn more.

May 6 — OTC Spotlight on New Technology® Award Program

Check out the latest and greatest from offshore tech at this awards presentation. Hey startups, here's the tech O&G companies care about.

Details: The event is from 4 to 5 pm on Monday, May 6, at NRG Center, level 1, Rotunda Area. Learn more.

May 6-8 — OTC University R&D Showcase 

The OTC University R&D Showcase provides universities the opportunity to share with attendees their current and planned R&D projects that are relevant to offshore technology and bend the ear of over 60,000 professionals.

Details: The event is from Monday, May 6, to Wednesday, May 8, at NRG Center, level 2, outside room 600. Learn more.

May 8 — Women in the Industry Sharing Experiences (WISE): Diversity Drives Innovation: Start the Conversation

Samina Farid leads the discussion on diversity, inclusion, and innovation.

Details: The event is from 7:30 to 9 am on Wednesday, May 8. Location not indicated. Learn more.

May 8 — Young Professionals: The Tech Young Professionals Need to Know About

This young professional event is inclusive, information-rich, and inspirational. The event consists of a panel discussion where you have the opportunity to learn from successful industry leaders about the future of oil and gas technology and networking where you can enjoy a game of networking Bingo and find your future business partner, new best friend, or both.

Details: The event is from 4 to 6 pm on Wednesday, May 8, in room 202. Learn more.

Bonus — Week-long exhibition 

Stop by the exhibit all week long to see examples of new offshore technology from leading companies. Learn more.

Houston-based Pason Power just inked a major deal that's giving it an edge in the industry. Getty Images

Houston energy storage software company inks major deal with Canadian tech co.

Energizing plans

Houston-based Pason Power, which provides Internet of Things services to energy storage and solar providers, has been quietly innovating in the energy industry for years. And earlier this year, Pason Power inked a partnership with a multimillion-dollar energy tech company that's quickly expanding its US footprint.

Since it launched as a wholly owned subsidiary of Calgary-based Pason Systems Inc. in 2016, Pason Power offers an array of technologies — including AI, IoT, real-time automation — that support energy storage systems throughout a project's lifecycle. Energy storage systems is a wide umbrella that includes everything from the massive systems used to store renewable energy and biofuels, to household batteries, which store electricity.

"We have intelligent energy management system, which is an intelligent brain that sits inside an energy storage system," says Enrico Ladendorf, founder and managing partner of Pason Power. "We have this intelligent, fully-autonomous system that knows the physical operation of (energy storage), and it makes it brain-dead simple."

Pason's latest deal is one that'll help it continue to expand into the U.S. and Canadian markets. The company's iEMS, or intelligent energy management system, was chosen to service Eguana Technologies, a large Canadian energy storage company that reported $2.8 million in 2018 revenue, per the company's public filings, and $7 million in sales in 2018.

The deal arose from Pason Power's history with Eguana Technologies. A member of Pason Systems' leadership team has known one of Eguana's founders, Brent Harris, for more than 20 years.

"When (Pason Power) got into new ventures, and we were looking into renewables, we talked to Brent," Ladendorf says. Ladendorf adds that the companies Eguana was working with were "not very good," and that there weren't a lot of alternatives in the space.

Ladendorf declined to provide financial details associated with the deal, but said Pason Power is continuing to growing its footprint in the commercial energy sector.

"The opportunity is quite large," Ladendorf says.

Ninety five percent of the drilling rigs that Pason Systems services are in Canada, Ladendorf says, but its U.S. business is its most profitable.

"We have a huge presence (in Canada)," Ladendorf says of Pason Systems. "We are the highest market-cap oilfield services company on the Toronto stock exchange."

As of press time, shares of Pason Systems Inc. were trading at $19.97, down $0.34 from the market's opening.

Enrico Ladendorf is the founder and managing partner of Houston-based Pason Power.Courtesy of Pason Power

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10+ can't-miss Houston business and innovation events for December

where to be

This month, Houstonians have yet another good batch of in-person and online innovation events, and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this month — like pitch nights, workshops, conventions, and more.

Note: This post might be updated to add more events.


December 1 — Fall 2021 D2K Showcase

The Rice D2K Lab is a hub for data science education. In the interactive D2K Showcase, you will explore D2K students' end-of-semester projects sponsored by D2K Affiliate members, researchers and community partners. Interact with student teams in the poster session and learn more about their projects. Vote on your favorite project and team as students compete for cash prizes.

The event is on Wednesday, December 1, at 5 pm. It's free and happening at Rice University (Duncan Hall - McMurtry Auditorium). Click here to register.

December 2 — TeeMates Launch Party

Join TeeMates for happy hour in town at The Cannon's new sportstech and media location. DJ, drinks, prizes, local businesses, and golf.

The event is on Thursday, December 2, at 4 pm. It's free and happening at The Cannon Sports + Media (5353 W Alabama St. Ste 450). Click here to register.

December 3 — Thought Leader Series: A Conversation with Houston's Medical Community

The Greater Houston Partnership invites you to the Thought Leader Series: A Conversation with Houston's Medical Community. This virtual event will feature a dynamic panel discussion with some of the region's top minds working to advance health care and medicine for the future. These leaders will discuss topics ranging from the region's health care system including funding, workforce, technology/innovation, equity and living in a post-pandemic world.

The event is on Friday, December 3, at noon. It's free and happening online. Click here to register.

December 5-9 — 23rd Annual World Petroleum Congress

Returning to the United States for the first time in over 30 years, the 23rd World Petroleum Congress will transform Houston into the epicenter of the global energy debate. Recognized as the energy capital of the world, the host city is home to 4,600 energy firms and a hub of technological innovation and entrepreneurship both within the energy sector and across aligned sectors. The Congress will gather together industry and government leaders from across the world to address all aspects of the industry from technological advances in upstream, midstream, and downstream operations to the role of natural gas and renewables, management of the industry and its social, economic, and environmental impact.

The event is from Sunday, December 5, through Thursday, December 9, at George R. Brown Convention center. Click here to register.

December 7 — Latest Trends & Opportunities in Sports Tech

Join DivInc on December 7th for an in depth discussion focused on trends, challenges and opportunities in this city and beyond at the intersection of sports and technology! The panel consists of subject matter experts from HTX Sports Tech, Intel, 2K, and The Cannon. We will also be sharing details and answering questions regarding upcoming Sports Tech accelerator.

The event is on Tuesday, December 7, at 4 pm. It's free and happening at The Ion (4201 Main St). Click here to register.

December 8 — Houston Veterans In Residence Showcase

Bunker Labs’ Veterans in Residence Showcase is a nationwide event spanning across twenty-two cities and 2 virtual cohorts, celebrating the almost two-hundred veteran and military spouse entrepreneurs launching their startups and businesses from our recent cohort. It gives you a chance to network with local participants. Become part of your local business community and learn how you can get involved by patronizing, investing in, or partnering up with veterans and military spouse entrepreneurs.

The event is on Wednesday, December 8, at 6 pm. It's free and happening at WeWork (The Jones Building - 708 Main St.) Click here to register.

December 8 — The Future of Energy Celebration

Join energy tech leaders right after World Petroleum Congress for drinks, live music and startups to celebrate the Future of Energy — powered by Halliburton Labs, Accenture, Greentown Labs and The Ion.

The event is on Wednesday, December 8, at 6 pm. It's free and happening at 8th Wonder Brewery (2022 Dallas St). Click here to register.

December 8 — HTXelerator's Pitch Event

The Pitch for the inaugural cohort is now upon us and you're invited to be a part of the celebration! Hear from the HTXelerator's nine finalists as they deliver a mock campaign speech for city council. Enjoy drinks and light bites in the courtyard of The Cannon Downtown as the judges crown first, second, and third place to close out the inaugural year.

The event is on Wednesday, December 8, at 7 pm. It's free and happening at The Cannon Tower @ Amegy on Main (1801 Main St). Click here to register.

December 10 — Feedback Friday: Strategy Planning for 2022

Join this session with Impact Hub Houston Board Member and startup advisor Brandy Guidry to receive feedback on your business goals for 2022.

The event is on Friday, December 10, at 1 pm. It's free and happening at The Cannon Tower @ Amegy on Main (1801 Main St). Click here to register.

December 14 — UpSkill Works Forum: New Mission, Transferable Talent: What Employers Need to Know About Hiring and Retaining Veterans

With more than 250,000 veterans in residence, Houston has the country's second highest veteran population. Veterans are a diverse, highly skilled talent population that can bring valuable experience to a workplace but can be difficult to effectively access and engage. Join the UpSkill Houston initiative, NextOp Veterans Executive Director Stephanie Drake, and area employers to learn how to attract, hire, support, and retain talented veterans in your workforce.

The event is on Tuesday, December 14, at noon. It's free and happening online. Click here to register.

December 14 — gBETA Houston Fall 2021 Cohort Pitch Night

Pitch Night is a celebration of all of the current gBETA cohorts. It's an exclusive reception during which participating companies have the opportunity to pitch to an audience of entrepreneurs, mentors, investors and community members. Join either in-person or virtually for one or more Pitch Night events.

The event is on Tuesday, December 14, at 5:30 pm. It's free and happening online and at Cannon West Houston (1334 Brittmoore Rd #1327). Click here to register.

4 Houston firms land on Forbes’ list of America’s largest private companies

BIG BIZ IN H-TOWN

Some Houston-area companies have some major bragging rights. Forbes has released its new list of the country’s largest privately owned companies based on annual revenue, and five local firms land on the list. They are:

  • Car dealership group Gulf States Toyota, No. 45, $8.3 billion in annual revenue.
  • Energy company Calpine, No. 48, $8 billion in annual revenue.
  • Petroleum and petrochemical products marketer Tauber Oil, No. 61, $6.7 billion in annual revenue.
  • Casino, restaurant, and sports conglomerate Fertitta Entertainment, No. 166, $2.8 billion in annual revenue.
  • BMC Software, No. 219, $2.1 billion in annual revenue.

Elsewhere in Texas, San Antonio-based H-E-B ranks fifth on Forbes’ new list of the country’s largest privately owned companies based on annual revenue. According to Forbes, the grocery chain’s annual revenue is $32.8 billion, making it the largest private company in Texas. On its website, H-E-B reports annual sales of $32 billion.

The only other San Antonio company on the Forbes list is construction engineering company Zachry Group. It ranks 225th, with annual revenue of $2 billion.

Nearly all of the other Texas companies in the Forbes ranking are based in the Houston and Dallas-Fort Worth and Houston areas. As well as the five Houston companies, 13 DFW companies companies show up on the list:

  • Grand Prairie-based alcohol and wine distributor Republic National Distributing, No. 25, $11.9 billion in annual revenue.
  • Dallas-based conglomerate Sammons Enterprises, No. 70, $5.8 billion in annual revenue.
  • McKinney-based roofing distributor SRS Distribution, No. 80, $5.4 billion in annual revenue.
  • Irving-based arts-and-crafts retailer Michaels, No. 81, $5.3 billion in annual revenue.
  • Dallas-based luxury retailer Neiman Marcus, No. 101, $4.7 billion in annual revenue.
  • Irving-based electrical systems and equipment maker Consolidated Electrical Distributors, No. 103, $4.6 billion in annual revenue.
  • Fort Worth-based food and beverage distributor Ben E. Keith, No. 107, $4.2 billion in annual revenue.
  • Dallas-based oil and gas explorer Hunt Consolidated, No. 113, $4 billion in annual revenue.
  • Frisco-based transportation and logistics software provider Transplace, No. 127, $3.6 billion in annual revenue.
  • Addison-based cosmetics retailer Mary Kay, No. 164, $2.8 billion in annual revenue.
  • Plano-based senior healthcare provider Golden Living, No. 178, $2.6 billion in annual revenue.
  • Dallas-based general contractor Austin Industries, No. 217, $2.1 billion in annual revenue.
  • Dallas-based transportation and logistics company Mode Transportation, No. 220, $2.1 billion in annual revenue.

One other company on the Forbes list, New Jersey-based IT company SHI International Corp., has a strong connection to Texas. Austin billionaire Thai Lee, with a net worth estimated at $4.1 billion, is co-founder, president, and CEO of SHI. The company ranks 28th on the Forbes list, with annual revenue of $11.1 billion.

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This article originally ran on CultureMap.

Q&A: Houston entrepreneur discusses big exits, startup advice, and his new book

Featured Innovator

Jay Steinfeld is a household name — at least within Houston's growing innovation ecosystem. Steinfeld founded Blinds.com and, along with his team, grew it to a $100 million company before exiting to Home Depot in 2014. Over the past few years, Steinfeld has had time to reflect on that empire he created and recount his lessons learned in a new book.

Lead From The Core published this week, and Steinfeld took some time to answer some questions about the new book for InnovationMap. He also shares some insight into the acquisition process and advice for fellow entrepreneurs.

InnovationMap: You founded Blinds.com and exited the company to Home Depot — this is lauded as one of Houston’s big exits. What did this acquisition mean to you as a Houstonian?

Jay Steinfeld: Blinds.com ended up being far greater than what I ever believed was possible. I had no vision as to what it could become. I had no vision as to even what the internet was at the time I started. I knew nothing when I started — I didn't even know you could sell things online. So it's kind of a shock in one way, because we just started as an experiment and not to get rich or to build something massive. It was a marketing experiment and that was all, it was, we had no business plan. We didn't know what the total addressable market was. I didn't even know what a TAM was at the time. It was just an incremental step to improve my drapery shop. So now that we have developed that into by far the number one online retailer of blinds in the world and acquired by Home Depot, it's just so satisfying and so gratifying to know that all the little things that we did with all the people who were so, so much a part of it — like Daniel Cotlar, Tom Cabanski, Larry Hack, Steve Riddell, Marilyn Franks, all these people who, I mean, no one knew who we were. We were nobodies, but we were able to do something and become better than what even we believed was possible.

And that's actually the greatest thing for me — that so many people elevated themselves and either were a part of the success and felt like they were consequential in developing something that was consequential. They were a significant part of that, but they evolved along with it. And are either now still with the company prospering flourishing or they're now with other companies doing the same thing. Omair with Cart.com — starting as an accounts payable cost accountant and working his way up. And now, you know, the story there. It's amazing. So I think the fact that we were able to build these teams and do something of consequence and have people feel really good. It's not about how much money we made, but how much we really impacted ourselves and how we helped each other. And that was the key. We, we brought humanity into the workforce and show that having a culture of people first really does work. And it's not just a bunch of talk.

IM: I think when you look at some kind of growing and successful innovation ecosystems, they start with a couple companies that made it big, created a legacy and a group of successful entrepreneurs that then inspire others. Do you see Blinds.com kind of within the Houston innovation ecosystem?

JS: But I never, at the time, believed that was the case because we were within ourselves and didn't really see a responsibility or anything other than to what our own mission was. Looking back now and seeing how many people have succeeded and how other companies have used our success and even been able to get funded and to bring attention to Houston as a place where big exits can happen. That's a good feeling, but at the time I didn't really reflect on that.

IM: Your book came out this week — what did you want to accomplish with Lead From The Core?

JS: The book was originally written so that the people at Blinds.com would know what got us to where we were and would use it as the foundation for continuing what that success was all about. As I began teaching and expanding my influence throughout the community nationally, I realized that there were many entrepreneurs who could learn from the same success, the techniques, the strategies, "The Four Es" that were really the, the secret sauce of the company, the reason we were able to beat Amazon, Home Depot, and Lowe's, and why we got so much money as a result of it. I then expanded even more because people were saying, you know, I don't necessarily want to start a business, but I want, I've got an entrepreneurial bug and I want it to apply to my career. And for those people who feel stagnant and wanting to grow, these principles apply not just to a business, but to life into career trajectories. And that's been particularly satisfying because it was always about helping people become better than what they believed possible, not about the mission of Blinds.com itself. That was the mission, helping people. And now that people are re it's resonating outside the business world to any type of career, that's pretty cool. And now I realize that the audience is much broader than what my original intention was.

IM: What’s the biggest thing you want readers to take away from the book?

JS: I think if he can do it, I can do it. I think that's really it. It's not as hard as people think. I mean, it is tedious and you have to stay immensely focused, but it's a simple process. If you don't get so static in your thinking, and you're more expansive and open to possibilities — possibilities of you changing of you improving, and you're improving everybody around you — and that if you have the time and a little bit of money, then you can incrementally improve enough and fast enough that you can build something of significance too.

IM: What did you wish you had known before starting the process? 

JS: I actually wish I hadn't known any of this beforehand, or I might not have started. It's it is intensely grueling. It's not just the writing process, which in itself is hard — and the editing process, the rewrites, and the different types of editors that we've been involved with publisher — it's just the business of a book. It's it's everything. It's getting a publisher, getting editors, determining artwork for the cover and for the interior artwork, the publicity for the book who narrates it the whole process of audiobooks and rights. It's like starting a company. If you knew how hard it was going to be, you've might not have started it from the first place. So, but that's one of the things that was great about and be starting a business. I had no idea what I was doing, and I knew as much about writing a book, as I knew about starting a business. And that gave me an advantage because I didn't have bad habits. I didn't have a predetermined understanding as to what had to be in order for this to work. I would just meander through experimenting, being curious, asking for a lot of help, helping having people express themselves so I could get diverse opinions — like I did making business decisions. And that's what I want people to get from the book — that they can make these little decisions. And if it doesn't work, you stop. If it does work, you do a lot more of it. And that's what I did with the book. It's been fun. It's exactly what my "Four Es" are — experimenting, evolving, expressing, and enjoying myself.

IM: That's so meta that working on the book was like the process of what you're writing about in the book. Could you see yourself doing it again?

JS: Yeah, I've got two other book ideas — one will be a lot easier because it's not about me. It's harder to write about yourself, but writing about something else will be a lot easier. And now that I know the process, it will be so much easier. The first time is always harder. Going back to what you said about "it's kind of meta," if your core values are something, then that means that's what you do. So it shouldn't be surprising to anybody that I am experimenting and evolving and expressing and enjoying, because those are absolutely true, authentic core values for me. And therefore that means that's how I behave all the time. That's what I do every day. Not as a goal or an aspirational idea — if people can understand what is absolutely true to them and not just who they want to be, I think they'll be able to do almost anything they want.

IM: You’re involved with several companies and even have taught at Rice University. What drove you to get involved in this endeavors?

JS: Well, I'm either on board or advisory board members of five different companies, and it's a diversified group because some are in the pre-A stage and one's a public board. When I was about to step away from blinds.com, the idea was how do I keep having an active role in helping companies, but not be so active that I'm up to my eyeballs every day with the primary responsibility. I've got two in Austin, one in Chicago, one here, and then the other one's in Tampa.

The first thing I wanted to do knowing that I was going to be leaving Blinds.com was to start teaching in Houston, and this was while I was writing the book. So, it gave me an opportunity to bounce off ideas in the classes while writing and seeing what would be good to put into the book. It was like comedians going to small markets first and testing their material. That was fun, and I found that the things that I was teaching them was outside the normal courses that they were taking. I was providing that more personal introspective view while they were learning all the true skills, like evaluating markets, discounted cash flow and things like that. And that was very exciting for me to be involved there, especially with such a prestigious school like Rice. Al Donto was the one who I teach with, and he's been a great mentor and a great facilitator of that process.

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This conversation has been edited for brevity and clarity.