How The Onion’s Founder Mastered the Hard Part — Selling | EP73 (Scott Dikkers)

Anyone can have a great idea—but turning that idea into something people actually buy? That’s the real grind.

This week Shawn sits down with the legendary founder of The Onion, Scott Dikkers, to discuss the Shawnism, “Making Stuff Is Easy, Selling Stuff Is the Hard Part.”

From the challenges of keeping a company thriving after the founders move on, to balancing humility with hustle, Scott shares what he’s learned from building one of the most iconic comedy brands of all time. The two also talk about why a great product helps but isn’t enough, why failure is the best teacher, and how “selling” your work doesn’t have to mean selling out.

This is another great episode packed with honesty, hard-earned wisdom, and of course, some humor. Because as Scott will tell you, making stuff is easy… selling it is the real punchline.

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