Tools for Adventure | Justin Guld

What does it really take to survive 8 years as a physical product startup?

In this episode, we sit down with Justin, co-founder of MODL and creator of the Infinity Tool — a modular, flexible attachment system often described as "Legos for life." From launching a modular water bottle on Kickstarter to making a full pivot that changed the company's trajectory, Justin shares the raw realities of building in atoms, not bits. We dive deep into:

• Why most startups don't fail — founders quit

• The emotional moment where they almost shut everything down • Pivoting from a complex product to a simple, scalable one

• Manufacturing in China and managing inventory risk

• The magic of having 3 co-founders (and how they avoid killing each other)

• Why Shopify's AI "Sidekick" is underrated • Using AI tools like Claude for DTC copywriting

• Running EOS (Entrepreneurial Operating System) as a 5-person team

• Competing by building the best product, not obsessing over rivals Justin also shares how an executive coach helped them unlock growth, how they carved clear ownership across marketing, operations, and design, and why three co-founders might actually be the ideal founding structure.

If you're a founder, operator, or finance leader navigating product-market fit, pivots, or co-founder dynamics — this episode is packed with honest lessons.