Sugar Percussion founder Jefferson Shallenberger chats with GoDaddy CEO Blake Irving - Best Webhosting

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Watch WebHosting GoDaddy Video: Sugar Percussion founder Jefferson Shallenberger chats with GoDaddy CEO Blake Irving.
GoDaddy CEO Blake Irving interviews Jefferson Shallenberger, CEO of Sugar Percussion, in Santa Cruz, Calif. Jefferson discusses building custom drums, the highs and lows of business and more. Get started with your own GoDaddy domain today https://www.godaddy.com/domains/domain-name-search. See the full blog post at link https://www.godaddy.com/garage/smallbusiness/launch/sugar-percussion-marches-to-the-beat-of-its-own-custom-drums-video

== Transcript below ==

Blake Irving: Hi, everybody. Blake Irving, CEO of Godaddy, and I am pleased to be here with Jefferson Shallenberger who is the CEO of Sugar Percussion in beautiful Santa Cruz, California. Sugar percussion builds some of the best custom drums you've ever seen. For those of you know me as a drummer, I had immediate appreciation for what he was doing two plus years ago when I came through and just kind of have been following him. I guess you’d say stalking him on the web. Watching equipment, watching some of the talks he’s given — a really inspiring story about somebody who was building furniture and fell into building drums when his own kit crapped out him.

Jefferson Shallenberger: You don’t really need me here you know the whole story.

BI: I know the whole story that's what a creeper I am. Anyway, Jeff, it’s super nice to hang out with you and and you know to buy a kit from you and get that thing set up. Thanks for walking me through that event. How did you transition from being a high-quality craftsman for furniture into drums?

JS: So as you said I had a kit that fell apart, and I had a wood shop because I had been making furniture for quite a while, and then I went to look for her replacement and I was pretty underwhelmed with what was commercially available. So I cannibalized all the hardware off that old kit and then started building shelves and so that's how it started. That first kit was a piece of crap. It was slow beginnings, but I came back to it.

BI: So build-your-own kit to replace you know the one that you had as a kid and loved is different than starting a business. How did you have the guts to say, "I’m going to build drum kits for a living?"

JS: Well, I mean you call it guts, I call it "that's the only little thing I knew how to do" — it's not like I was choosing between law school, med school or building drums and then I did this. You know I had been building for I think 15 years before I started the drum company for myself, so I don't think I could work for someone else. Yeah, I don't think I could. So I appreciate you calling it guts. I think that's a little generous.

BI: Really?

JS: Yeah, absolutely.

BI: Why, because you just kind of went into a blindly?

JS: I don’t like working for other people. I just want to do it myself. I don't like conceding to what someone else decided to make. You know I'm the guy that buys something and then takes it apart and tries to make it better or ends up breaking it.

BI: So we kind of characterize a lot of our customers who are a lot of solopreneurs, a lot of folks who have less than five employees. Like the situation, very similar to the situation, to what you have today. They characterized their journey on our trip about I was really passionate about this thing. I didn't want to work for anybody else or I was tired of working for somebody else. I wanted to do something on my own.

JS: I mean you’re using this lovely flowery language got some passion, and I mean I think it was you know I went to furniture-making school because I didn't know what I wanted to do and I had an uncle who suggested it. I was hiding. I was hiding from real life. It was another summer that I could take off and not commit to some sort of career. I had a US history degree from college, which I have yet to use, and then I just started playing at that. I met someone there, we started the shop, and twenty years later it was kind of like I guess this is what I'm doing. You know it wasn't that I had discovered a passion and I want to follow and how do I do that practically. It wasn't so calculated it was just lucky.

BI: You just kind of fell into it.

JS: Yeah, I've just been playing for 20 years. I've been hiding, Blake.

BI: Jeff that's a good deal, right? You figure out how to hide.

JS: I’m a professional hider.

BI: You know being a professional hider and figuring out how to make a year living at it. A lot of people aspire to that.

JS: Yeah and a living that's been various degrees of living.

BI: So have you had "oh shit" moments? Have you felt like hey this is like highs and lows.

JS: Yeah, plenty of oh shit moments some really long ones too. ...

Published: Friday, August 9, 2019 7:58 AM
Category: WebHosting GoDaddy

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