Kenny Rueter was a man with a problem. First, he solved it for himself. Then he solved it for 50,000 others, enabling them to collectively earn $5B. The problem he solved was how people can sell their knowledge online, and he solved it with Kajabi—a platform that helps creators sell digital goods and manage the communities around that good, all in one place. We at Tidemark are proud to be partners with them on this journey. To help so many people, Kenny did things his own way. He started the business in 2010 and didn’t raise money until 9 years into the journey. The Company always had its own spin on the basics—branding customers as “heroes” and launching a difficult-to-measure partner program. Kenny pitched all of these things as, “No, trust me, we’re going to do this, even though I can't really show how it’s going to work or quantify what benefit it is going to have for the company.” Building a company on intuition is amazing, and Kenny ultimately started bringing on professional investors in 2019 to help the company scale. All the while, Kajabi has had some of the best growth and profitability numbers we’ve seen in a software company. We hope you enjoy this conversation with Bootstrapped Legend Kenny Rueter.