Steven Sashen and Lena Phoenix, co-founders of Xero Shoes, share their journey from a simple barefoot running experience to creating a successful minimalist footwear brand. They discuss overcoming manufacturing challenges, a rough appearance on Shark Tank, and their bold move from 'Invisible Shoes' to 'Xero Shoes.' The couple highlights the intersection of luck and hard work that fueled their growth, revealing how they transformed a personal passion for running into a nearly $50 million global business.
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Stand-Up Comedy Career
Steven Sashen won a comedy competition at Duke, leading comedians to encourage his pursuit of stand-up.
He became an MC in Raleigh, then moved to New York, working with notable comedians like Jay Leno and Jerry Seinfeld.
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Scriptware and Financing
Steven Sashen transitioned from stand-up comedy to software development, creating Scriptware for screenwriters.
He financed this venture using credit card balance transfers, accumulating frequent flyer miles.
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Disc Talkers and Meeting Lena
Steven Sashen co-hosted 'Disc Talkers', a computer advice show on Knowledge TV.
This show inadvertently led to him meeting his wife, Lena Phoenix, due to a computer virus issue she had.
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This book recounts Cathy Freeman's journey from a little girl who loved to run to a world champion athlete. It includes her experiences growing up in a loving family, her relationship with her severely disabled sister who inspired her, and her rise to the top in athletics. The book also touches on the challenges she faced, including racism and personal losses, and how she overcame them through hard work, self-belief, and the support of her family. The narrative is honest and simple, making it relatable to young readers. The book is accompanied by black and white photos, some of which are family shots, adding a personal touch to the story[2][4].
Your money or your life
Joseph R. Dominguez
Joe Dominguez
Vicki Robin
This book offers a holistic approach to personal finance, encouraging readers to view money as a form of 'life energy' and to align their spending with their values. It provides nine steps to help readers stop living paycheck to paycheck, get out of debt, and achieve financial independence. Key concepts include calculating net worth, evaluating the life energy spent on work, and investing wisely. The authors emphasize the importance of finding one's 'point of enough' and living a more deliberate, meaningful life[1][3][5].
In 2007, Steven Sashen went on a 5K run in his bare feet, an experience that felt so surprisingly natural that it led him to launch one of the best-known minimalist shoe brands in the world. After reading the best-seller Born to Run by Christopher McDougall and fashioning his own, thin-soled sandals that helped him fully feel the ground, Steven noticed he was running faster and having fewer injuries. His friends began asking him to make sandals for them, and soon enough, he convinced his wife Lena to help him launch a do-it-yourself sandal kit business. As their minimalist shoe line slowly expanded to ready-to-wear sandals and closed-toe shoes, Steven and Lena faced every imaginable obstacle for a small business: manufacturing meltdowns, a mountain of debt, anxious investors, a trade war with China, and an appearance on Shark Tank that resulted in an insulting offer. But more than a decade after launch, Xero Shoes are sold around the world, with nearly $50 million in sales and a near-evangelical following.
How I Built This with Guy Raz 
