A Glimpse into Troy's Journey

Troy's journey began in Michigan, where he spent his youth roller skating and working on farms. He earned a scholarship to study in Japan, later graduating from Eastern Michigan University and obtaining an MBA from Thunderbird. After an extensive career in financial markets, primarily in Asia, he reached a turning point at age 41. Feeling burnt out and eager to spend more time with his family, Troy, alongside his wife, decided to relocate to Colorado.

They were drawn to Colorado's vast landscapes and active lifestyle. After a house-hunting trip, they settled in Boulder County, attracted by its vibrant startup community. Troy aimed to explore new ventures while pursuing his passion for aviation.

The Journey into Entrepreneurship

Troy's transition into entrepreneurship involved a dual approach: pursuing flight training and exploring business opportunities. He began flight training at Boulder Municipal Airport and attended startup events, eventually investing in a struggling local startup.

In 2014, during a startup coffee meeting, Troy encountered ExtractCraft's seed pitch. Despite its unconventional premise in the cannabis extraction market, he recognized its potential and decided to invest, eventually joining the management team.

Lessons Learned through Mistakes

When reflecting on his early days with ExtractCraft, Troy shared a humorous yet enlightening story. After investing, he attempted to create cannabis concentrates based on guidance from a local expert. His initial product, a swamp-smelling concentrate, failed to impress. This experience taught him the importance of firsthand knowledge and the need to critically evaluate industry advice.

Acknowledging Influential Figures

Troy expressed gratitude to various individuals who shaped his journey. He particularly credits the insightful staff at a Boulder smoke shop who educated him about concentrates, leading him to better sources of information. He also acknowledges his partner, Lee Sutherland, whose innovative contributions have been vital to ExtractCraft's success.

The Importance of Customer Experience

Troy believes that exceptional customer service is pivotal for business success. Once customers engage with your brand, it’s essential to dazzle them and foster lasting connections. Every interaction should be meaningful and empathetic, encouraging customers to return and promote your brand.

Cultural Insights from Japan

Having experienced exemplary customer service in Japan, Troy emphasizes the stark contrast in customer experiences elsewhere. He feels that many businesses overlook the significance of customer experience, often prioritizing profit over service quality.

Navigating Competition

In Troy's view, competition should drive companies to enhance customer experiences. However, he acknowledges that some firms may cut costs at the expense of service quality during tough times.

Creating Lasting Impact

Troy stresses the importance of creating a positive impact on customers' lives. Companies should aim to exceed expectations consistently, thus cultivating a "Wow!" experience that lingers in customers' minds.

Five Key Principles for Founders

1. Be Different: Stand out to capture genuine interest, not just fleeting attention.
2. Care About Your Work: Authentic passion resonates with customers and enhances their experiences.
3. Create Impact: Ensure that customers feel the positive effects of your product or service.
4. Be a Guide: Support customers throughout their journey, making them feel valued and understood.
5. Communicate with Empathy: Demonstrating empathy can transform negative experiences into positive ones.

Harnessing Word of Mouth

Troy emphasizes the power of customer evangelism. By fostering a community of satisfied customers who share their experiences, businesses can organically grow their reach and reputation.

Dreaming of a Better Future

Troy envisions a movement that seeks to liberate society from the constraints of the pharmaceutical industry and promote holistic health solutions. He believes that empowering individuals to take control of their health can lead to profound societal changes.

Follow Troy Ivan and ExtractCraft

Stay connected with Troy and ExtractCraft through various platforms:

4. Blog: [ExtractCrafter](www.extractcrafter.com)

Troy's insights serve as a powerful reminder of the importance of differentiating oneself in business while prioritizing exceptional customer experiences.