There are many factors that make or break the success of a new idea, especially an innovative one that bumps up against a traditional industry. Our Everyday Innovator guest, Johan Lupton, shares how to solve a big enough problem that you create a massive market for your product, and how to actually leverage instead of fighting the traditional players in the industry. As the founder of SoundGuard, Jonah open sup about his mistakes, successes, and how he thought differently about where his product fits in the bigger picture. He also opens up about and why staying focused on who you serve is key. Jonah's Everyday Innovator style: Use code ‘Tamara’ at checkout for discount