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APPLE PODCASTS | SPOTIFY When was the last time you made it through an entire evening without checking your phone? If you canât remember, youâre not alone. According to research from Zippia, the average American spends upwards of five hours a day on their phone â a habit most of us wish we could break. Our […]
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When was the last time you made it through an entire evening without checking your phone? If you canât remember, youâre not alone. According to research from Zippia, the average American spends upwards of five hours a day on their phone â a habit most of us wish we could break. Our latest podcast guest, Heath Wilson, has created a solution to help us disconnect to reconnect.
As a veteran founder and father of four, Heath had so much wisdom to share on being a present parent, setting boundaries as an entrepreneur, and how to define your own version of success.
Press play for the full interview or keep reading below!
Heath isnât our first podcast guest to describe himself as an accidental entrepreneur.Â
âI donât have stories about lemonade stands or mowing grass as a kid,â he says. âIt just kind of fell into place. But once it started, the spark of entrepreneurship stuck with me and Iâve never gone back.â
After working in the corporate finance world for a few years, Heath was out for lunch with his co-workers when the conversation turned to how out of touch their work felt. They ended up putting together a business plan for a new finance technology company.
âThis was the early nineties, and I was pretty young. I knew nothing about everything.â When the choice came to either go to grad school or start a company, Heath took the leap.
Heath and his three co-founders launched their technology business in 2000, a data platform to help investors make better decisions.Â
The timing was right and with a great team behind the idea, the company took off â eventually growing to $100 million in revenue with a team of 500 employees and offices around the world. âIt grew well beyond what weâd ever dreamed of.â
Despite their success, it wasnât always smooth sailing at Heathâs first company. âThere were moments where we thought, âIs this it?â Can we weather this storm?ââÂ
It helped that Heath had his co-founders to lean on during hard times. As entrepreneurs, we often have to take on tasks outside of our skill set, but Heath and his co-founders found their strengths and weaknesses balanced one another out.
âThe highs and lows of starting a business are daily. If you can bring others on the journey with you, that makes it easier.â
Because Heath and his team created a Software as a Service (SaaS) company before the term even existed, there was no blueprint to follow. They had to rely on their intuition.
âIâm a serial optimist,â Heath says. âI always believe things are going to work out. And we had that will to succeed, to prove that we could make something out of nothing.âÂ
Aside from that relentless drive to succeed, Heath and his co-founders learned to listen to the marketplace and read signals. Once they saw the market was receptive, that gave them the confidence to keep going â and to increase their prices.Â
Heath and his co-founders wanted to be seen as a premium vendor, not the cheapest option. They priced their subscription service like they were the best on the market, even when they were just starting out.Â
âIt was a self-fulfilling prophecy that forced us to get better.â
Heath stayed at his first company for 18 years. Around 2016, he and his co-founders decided it was time to sell. Theyâd been running hard for 16 years and the constant travel was exhausting.
By that time, private equity investment had allowed them to expand globally. They had offices in London, Hong Kong, Dubai, and Australia.
The founders decided it was time for the company to enter its next stage of growth, one without them at the helm. âWhen I started to lose passion for coming to work, thatâs when I knew.â
After six months of negotiations, Heath and his co-founders sold their company. Although he had enough money to comfortably retire, Heath didnât feel his mission as an entrepreneur was over just yet.
Heathâs father was a financial advisor and growing up, their familyâs income changed drastically when their father found success. But what never changed was their fatherâs commitment to giving back.Â
âWhether we had a little money or a lot, my dad always gave money away.â As a result, Heath was never that attached to his finances. âItâs always been easy for me to write checks to others and to focus on that giving aspect first.âÂ
Even when the company grew beyond Heathâs wildest expectations, his lifestyle stayed mostly the same.
âA pastor at our local church in Atlanta taught us to give, save, and spend. If you make $100, then you give away $10, save $10, and live off the rest.â
That spirit of generosity is what led Heath to his next venture. âThe goal wasnât to make more money, it was to build something that made an impact in peopleâs lives.â
Heath learned a lot of lessons from his first company, one of them being, âYou canât be great at everything. You have to choose what to sacrifice.âÂ
Back then, Heath let the business choose for him. âI was way too busy, I traveled too much, and I neglected time with my family. I can only see that in hindsight. Whether it was ego or responsibility to the team, I just worked too much.â
Looking back, heâs certain he could have traveled 30% less and still sold the company for the same amount.Â
After taking some time off to reconnect with what was most important, Heath decided to start a new company â one focused on helping families reconnect with each other.
Like most entrepreneurs, Heath is a visionary, always thinking about the future. Add in a smartphone and social media, and it becomes even harder to stay focused in the present. That struggle was the impetus for Heathâs new business.
Aro is an in-home solution to help families manage their screen time and create healthier relationships with their phones. The membership-based platform consists of a beautiful device and an app, which work in tandem to track your time away from your phone.
âItâs essentially the opposite of Apple screen time. âWhen you look at screen time, you feel frustrated and ashamed. When you look at your Aro time, you feel proud.â
The company name comes from a MÄori word meaning to notice, to take heed, or turn towards, and thatâs exactly what Aro helps families do: turn toward one another. The system makes it easy to put away your phone and spend intentional time together.
Instead of tracking how long they spent scrolling on Instagram, Aro users can see stats like how many hours they spent enjoying family dinners, reading, or even watching TV without a second screen.
âItâs not about vilifying our phones,â Heath says. âItâs about becoming more intentional about how you use a powerful tool.âÂ
The idea for Aro was years in the making. Heath was leading a mentorship program for high-achieving entrepreneurs when he asked the group a powerful question: âWhatâs keeping you from being the person you want to be?â
Without fail, every person in the room pulled out their phone.Â
That was when Heath realized he wasnât the only one struggling. âI knew I needed to get better for my family. And there was an opportunity to help other people get better as well.âÂ
Although many of us feel like weâre addicted to our phones, Heath disagrees. âItâs not an addiction, itâs a bad set of habits. When you realize that, it gives you agency to change those habits.â
Luckily, thereâs a lot of science on habit formation and how to break bad habits. So Heath began researching how to build a product that would create lasting behavioral change.
The first prototype was a simple shoe box, to test the idea of having a visual cue to put the phone down. When that worked, he began working on an app to gamify the experience and make it more fun. After another successful beta round, he knew they were onto something.
Heath started the company in 2020. He built a team to help with app development and outsourced the hardware component, knowing the device needed to be both functional and aesthetically pleasing.
âIt had to be wife-approved because it lives in the kitchen and living room.â You can see the end result on the Aro website â it looks more like a beautiful home decor piece than a lockbox!
As for marketing, Heath has focused on telling their familyâs story, knowing many parents struggle with managing screen time. âMost of us have good intentions, we just havenât aligned our actions with those intentions.â
The device is tailored for families, which has made it popular in the faith community. The company is also on social media, a strategy Heath initially had mixed feelings about. âIn the end, we decided we needed to fish where the fish are.â Â
Heath doesnât plan on repeating any of the mistakes he made at his last company. Thatâs why he and his co-founder got together with their wives early on to set boundaries and discuss the company culture.
Whether youâre a solopreneur or leading a team, this is a great practice to adopt with your partner. Make sure everyone understands what the expectations are as your business grows.Â
Another practice Heath recommends is to schedule your non-negotiables, whether thatâs weekly date nights, family dinners, or walking the dog every morning. If you donât schedule it, it wonât happen!
Heath has no problem setting boundaries with his team because protecting family time is what Aro is all about. âCulture is the most important thing in a company, and we need to demonstrate that from the top down.â
Although Aro still requires Heath to travel on occasion, heâs learned to communicate better with his family. âItâs about making sure itâs on our terms this time around, not just my terms.â
The biggest lesson Heath learned at his first company was that success looks different to everyone â and if you donât define success for yourself, the world will do it for you.Â
In this season of life, Heathâs version of success looks like creating more space for himself and his family. âIâve learned that the world wonât end if people canât reach me.â
As Mary OâConnor said: âIt’s not so much how busy you are, but why you are busy. The bee is praised. The mosquito is swatted.â
To hear more about Heath, press play on the player above for the full interview or click here to download the transcript.
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Heath Wilson is the co-founder of Aro Technology, Inc., a tech company that aims to help people put their phones down and live life uninterrupted. An entrepreneur, visionary, culture builder and idea generator, Heath co-founded eVestment prior to Aro, and sold the company to NASDAQ in 2018. His experience in data-driven solutions coupled with his role as a husband and a father of four led Heath to help develop Aro. As co-founder of Aro, he is committed to helping people, companies, and families create healthy relationships with their technology through passionate leadership and expertise.
August 31, 2023
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