AREAS OF WISDOM

Eric Sheinkop : As an Entrepreneur, I’m Completely Obsessed With the Idea of Creation

In a recent Bugy interview, Eric Sheinkop shares about his journey, best working habits, startup misconceptions, and tips for other entrepreneurs

Entrepreneur, acclaimed author and tech innovator, I build 21st century solutions for antiquated industries ripe for change. In my latest venture, The Desire Company, I’m continuing the trend of creating disruptive, tech-based Entertainment Marketing solutions.

A ‘bite-sized, shoppable Master Class’, The Desire Company gives consumers access to expert wisdom and advice to help them discover and learn practical, everyday skills and make more informed purchase decisions.

Desire Co’s use of video-led expert product reviews, how-to’s and classes, offers a new route to market for brands, transforming the way people discover and purchase the products used by the Pros.

Previously I built and grew his music licensing company to over 600 brand clients with $35M in revenue, earning the company recognition as one of Inc. Magazine’s “Fastest Growing Private Companies in America”.

Establishing a global community of over 20,000 independent artists, I created a new route for emerging music talent to gain exposure, funding and distribution.

High profile placements in TV commercials, shows, movies, gaming and live appearances including global stages like the 2012 London Olympics, 2014 Sochi Olympics and 2014 Brazil World Cup led to a strategic partnership with The Coca-Cola Company who ultimately purchased a stake in the company.

What do you think is the single biggest misconception people have when it comes to startups?

The biggest misconception people have about startups is that you have to work a lot, never sleep, feel miserable – that’s just not sustainable, especially if you want to start several businesses in your lifetime and be successful and happy.

The idea of “be miserable now, so you can enjoy your life later” is an example of the wrong mindset to have when founding a startup.

It wasn’t an option since my wife and I are co-founders, so we needed to find a balance that didn’t require sacrificing our health and happy family life.

Read the full interview here.

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