Joe Vogel, the Founder & CEO of Timpanogos Hiking Co., joins Clint Betts and Garrett Clark for this episode of the Silicon Slopes podcast. Joe talks about building his brand and incentivizing people to explore Utah's mountains as a fun element of his business. He also shares his background in switching careers and dealing with the challenges of running a startup. With an audience-based approach, Joe built his storefront with the customer in mind including what they will see and experience when they walk through the store and what the entire journey will be from walking in the front doors to purchasing a product. They catch up on the latest news, including new regulations from the FTC that will impact companies nationwide. With a brand centered on storytelling, Timpanogos Hiking Co. tells the story of Utah's beloved peaks, further inspiring locals to explore their home state. Tune in to learn more! "I approached it similarly to the way I would approach writing a book, which is thinking about the audience...What do I want the journey to be?"

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