This chapter presents a case study about a brand new snowboard manufacturing company and its founder's vision. It offers an interview with Nick Gilson, the leader of an American snowboarding company that designs bases in three dimensions for an enhanced feel on the mountain. The ideas and wisdom can help readers look at what they do with new eyes. After a number of failed experiments, the company hit a variation on the snowboard design that showed tons of potential‐it was both quantitatively faster and qualitatively more fun to ride. The company builds their own product, conducts their own tours and does not hire reps to promote products. Internet and social media help them advertise. The journey from having a profitable company to sustaining that success is a complicated walk, and it requires a combination of continuous vigilance, openness to change and never‐ending persistence.