Tony McWilliam: Lessons from Faction Skis on Building Brands with Focus and Intention

In this episode, Christian talks with Tony McWilliam, founder of Faction Skis, about the realities of starting and scaling a product-focused brand. Drawing from his design background, Tony shares how design thinking helps with branding, problem-solving, and decision-making. He dives into the risks of expanding too quickly, the importance of staying focused, and why early-stage founders should do every job themselves. They explore the value of deep relationships with factories, retailers, and mentors and candid advice on margin, funding options, and building a sustainable business. A must-listen for outdoor industry entrepreneurs navigating the messy middle of brand growth.

Episode Highlights:

• Why design thinking is a powerful framework for brand building and problem-solving.
• The three pillars every business needs: Product, Demand, and Distribution.
• What founders should not outsource in the first few years.
• Why deep relationships with factories are more valuable than chasing the cheapest quote.
• Candid advice on margin: it matters, but not at the expense of long-term success.
• The importance of mentorship, community, and asking for help in the early stages.

Links:
KORE Outdoors
Tony's Website: The Woods Agency
Candide Skis
Forward Outdoor Apparel
Faction Skis
Db Journey
Black Crows Skis

Looking Sideways Podcast with Db Journey founder Truls Brataas

Connect with Tony on LinkedIn

Connect with Christian on LinkedIn