Ken Ehrman spent 25 years putting tracking technology on forklifts, trailers, and rental cars. Then his niece's dog escaped an invisible fence and was hit by a car, and he realized the invisible fence was the last wired product left in the home. That tragedy became Halo, the GPS dog collar he calls the iPhone for dogs.

In this episode, Ken sits down with Dave Knox to break down how Halo scaled to $100 million in sales, why he is targeting $140 million this year, and how the company built a razor-and-blade model now generating roughly $45 million in recurring revenue. He gets specific: 600,000 collars sold against 90 million dogs in the U.S., return rates cut from 20% to under 1%, and 12 million times in a single month that Halo stopped a dog from leaving its fence.

Ken also makes the case for choices that go against the grain, from running a fully remote hardware company with talent in Taiwan and Eastern Europe, to partnering with Cesar Millan so the collar never has to shock a dog, to asking early team members to invest real money instead of simply handing out stock.

**Key topics:**
- The tragedy that turned an IoT veteran into a consumer hardware founder

- Building the "iPhone for dogs" across five hardware generations

- The razor-and-blade model and the compounding math of recurring revenue

- Why Amazon drives 40% of sales and hands over a list of 1.6 million likely buyers a month

- Refusing to shock the dog: the Cesar Millan training methodology

- Running a remote hardware company and making everyone an owner

Listen to Predicting The Turn with Dave Knox for the full conversation.