Sahand Dilmaghani, CEO and founder of Terra Kaffe, shares his transition from investment banking to crafting luxury espresso machines. He discusses the complexities of developing high-end hardware and the significance of customer relationships in a crowded market. Emphasizing data-driven marketing, Sahand reveals that 30% of sales come from word-of-mouth and highlights the vital role of community engagement. He also reflects on avoiding perfectionism and how staying close to customers can drive product development and success.