April 8, 2025 • 35 mins
In Episode 232 of Paper Napkin Wisdom, we sit down with Hristo Arakliev, co-founder of Hyperzon, Amazon growth strategist, and entrepreneur with a clear edge—one honed through experience, humility, and a relentless commitment to intentionality.
With over a decade of experience navigating the complex world of Amazon growth, Hristo has helped brands crack the code to sustainable success in one of the world’s most competitive ecosystems. But in this conversation, he opened up about something far deeper than logistics, optimization, or algorithms. He shared a personal, human truth that transcends any platform or market:
“Every action you take should reflect the person you believe you are!
Life isn't about finding yourself – it's about creating yourself, one bold step at a time.”
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Govindh Jayaraman (00:02):
Christo Alekiev. Welcome to paper! Napkin wisdom. I'm excited to have you here with me today.
Hristo (00:08):
Thank you for having me. Govind.
Govindh Jayaraman (00:10):
So you shared. Well, 1st of all, I want to spoiler alert. You coached me on how to say your name, Christo. I'm really glad you did. There's a there's a really cool story that you were telling me about how Bulgarian and Sanskrit share an alphabet and many many words. That's something I'm going to dive into. But, Christo, I'm so happy to have you here so, and thank you for teaching me how to say your name properly, and being patient.
Hristo (00:35):
You're welcome.
Govindh Jayaraman (00:36):
All right. So you shared with me a fascinating napkin on a bright orange napkin, which is even more interesting to me. Every action you take should reflect the person you believe you are.
As life isn't about finding yourself, it's about creating yourself
one bold step at a time.
Why did you share that with me?
Hristo (00:58):
Well, honestly, it's this quote represents how I've approached every challenge in my life, and
who I am, in a sense, as too many people, you know, wait to find themselves as if their identity is hidden somewhere, waiting to be discovered, and I believe we are all sculptors of our own identity. We build it with every decision, every action, and every bold move we make.
(01:22):
So you know, when I started my company hyperzone, I didn't really have all the answers. I wasn't waiting to become the leader of a 40 plus person agency. I stepped into that role, acted like the coo I believed I was and made it real. You know it's it's the same in sports, in music, in business, and personal growth. The moment you own the identity you aspire to
(01:47):
you, start taking action that make it a reality.
Govindh Jayaraman (01:51):
Yeah, so, but how how did you get that vision, Pisto? I mean, I think it's easy to say that. But don't you have to start to build that vision for yourself. Where did that come from?
Hristo (02:02):
Through. I kind of
always been that that person, you know, since I was a little kid. Kind of. I was always very stubborn, so I refused to lose. In a sense, this is this was a big trait of who I was as a kid like I just refused to lose. So if I
(02:22):
ever lost in a video game, or just any other game outside with the kids, or with my parents, or with any kind of relatives, I would say one more, one more, one more, one more, and at some point, after repeating certain action, sometimes hundreds of times, I
(02:42):
I got to a point where I always became better than than the people I was I was playing with, or having the activity with. So.
in a sense, I believe, to an extent it is a character trait, but of course I believe that you can learn it if you if you have the drive. I believe the the drive is what's really important and also not giving up. You need to have this open
(03:12):
growth mentality, where
whatever whatever you make is like up to you, and you can always become better compared to just, you know, sitting and and waiting, or hoping that you're going to be better than the rest.
Govindh Jayaraman (03:27):
Yeah, and and let me.
You talked about drive. But what really
I thought was interesting was, you talked about it, and I think this is authentic to who you are, you said, refuse to lose. You didn't say I failed. It didn't work. I got discouraged. It's almost like you just thought, oh, that didn't work. So I wanted to try again. Go again. Let's go again. Let's go again. Let's go again.
Hristo (03:51):
Exactly, and the losing losing was not an option. It was not an option for me.
Govindh Jayaraman (03:56):
Did you? Did you
again for you? It was a character trait, right? But have there been times for you where
you lost track of that.
meaning that it didn't work out, and you got discouraged, or it didn't work out. And you and and you felt like you failed like what?
(04:18):
So honestly.
Hristo (04:20):
Or is it for me? It happened with, you know, aging.
Govindh Jayaraman (04:26):
Yeah.
Hristo (04:27):
Kind of every every year. Every next year I have kind of been
going further from the kids I used to be, in a sense that I still make still make bold moves. But I'm not
as fanatic about it as it used to be, so I guess it's, you know.
(04:52):
growing up, settling down in a in a sense. But yeah, definitely had times where it was. It was really hitting me hard, and I wouldn't say it was.
No, it was actually based on. I remember now it was the the worst that I've been. It was last year it happened after a deal I lost. That was, you know, I was really, really sure that I'm gonna get. And I was 100% sure that I'm getting it.
(05:24):
And it it cost me months of my life. It was a very cool. It was a very cool project, very innovative.
It was a tech innovation.
And all of a sudden it all crumbled down, and I was
I couldn't do anything about, you know. It was out of hands, out of scope, and I felt so
(05:52):
helpless because I was already seeing the future, and how this project is a billion dollar company, and everything is working out amazingly well. And all of a sudden like out of nowhere.
You know everything, everything just stumbled apart and crushed.
So what happened is that for a few months I really didn't feel like myself. I was like.
(06:21):
you know, I was trying to do things, but I was kind of
depressed, maybe not as depressed as many people
around the world are, but definitely for for my notion of depressed, I've never felt worse in my life, and I was
(06:41):
because it felt like one of those. You know how.
You have 5 chances of making something really big.
Yeah, you know.
along your life. And I really, I was really sure this is one of those. This is one of those chances to to really make make a difference and make something that changes a lot of people's lives.
(07:08):
And you know it was a. It was not a great feeling, and it took me probably 6 months
to properly properly handle that.
But the thing is you just need, even if that happens to you, you know you. You believe that you've lost the perfect project.
I think life is long enough, and you should always. You should never lose hope.
(07:34):
1st of all, like seriously, it sounds like
such a cliche, but you should never, ever lose hope.
because if you are prepared to get a future.
You know chance opportunity.
You need to be in a state that other people will trust you with it, and you can actually do the best out of it. So the only the only way to do that is, if you improve yourself day after day after day, after day after day after day. And I really believe luck is not something super serendipitous, because
(08:13):
even if you're super lucky, you kind of need to be prepared for that. Look. So imagine someone comes tomorrow and he offers you to be on the front of a hedge fund. But if you don't know anything about, you know about managing a hedge fund. Well, you're probably not the best fit.
(08:36):
But then.
even if throughout your life or past few years, whatever, if you constantly educate yourself on various topics, and you keep keep yourself positive. And you're always
you know you.
You're genuinely interested in people. I think that's very, very important and not just looking to strike a deal and be looking at people with door signs in your eyes, because this is not how it works. You need to be an actual, great human being that people love to be around.
(09:11):
And you're prepared like, educated. You're you're ready to take on that luck. I think luck can hit you multiple times in your lifetime.
Govindh Jayaraman (09:22):
Yeah. And you know one of the things I want to go. I want to go back to something you said. You know
you said, this thing is, sometimes people believe that they have 5 big chances to do something really big and really pivot their lives, or another way of thinking about it. You know. People use the 6 shooter idea, you know, revolver with 6 bullets.
Hristo (09:39):
Yeah.
Govindh Jayaraman (09:40):
You have 6 silver bullets. You only have 6 silver bullets, but
there's something neat about your napkin.
It's 1 bold step at a time, and
I think the realization in that napkin is that in the power of that statement it's about creating yourself one bullet step at a time. You're the silver bullet. You're unlimited. You've got all the bullets you have as long as you've got another step, and you talked about that with hope. Isn't that true?
Hristo (10:07):
Yeah, I agree with that absolutely.
Govindh Jayaraman (10:09):
Right, and and if you lose sight of that, then things start to feel limited. But if you remember where the power really lies, that's what you were talking about, that never lose hope, always keep going, because those things are all related, aren't they?
Hristo (10:23):
Yeah, absolutely.
You gotta be resilient, that's, you know, comes down to resiliency, doesn't it?
Govindh Jayaraman (10:29):
Yeah, absolutely, absolutely. So.
I love the drive, and I love. I love this idea of of every action should reflect.
Person. You believe you are right. So so when you're creating yourself, how important is it to align like, how do you pick? There's so much noise today.
(10:50):
right? There's so much noise out there about. Oh, there's this opportunity, and there's this new thing. And and in your business especially, you know, in in the Tech and Amazon world. There's a there's a whole bunch of shiny objects.
Hristo (11:02):
Hmm.
Govindh Jayaraman (11:02):
How do you? How do you? What are the tools that you use to identify the ones that are right for you.
the the finding yourself in finding yourself. How do you build that belief about what's really you.
Hristo (11:16):
That's a great question.
One thing that I believe in is not get caught up in the perfect scenario. In a sense, you know how
people, especially girls, when they're growing up, they have the perfect
(11:37):
persona for how their boyfriend should look like.
And many times I think people also have the perfect idea how perfect their business should be, or exactly what they need to be doing in their lifetime.
Honestly, I believe, and the opposite, especially in your 1st
(11:58):
40 years, I'd say, I believe that
you should work with the ideas that come to you. So you know, if there is a if there is a great idea. Somebody approaches you. You have the chance to become part of something big.
You should ask yourself
if if it's the right project, but not to an extent. Is it the perfect project? Because there, there is no perfect project. Okay, maybe maybe you're as lucky. And for
(12:30):
for a limited few there is that scenario. But in most cases I think that you should
pick a cool project that has the chance of becoming something big, and you should give it your all, no matter if maybe it doesn't sound like the right one. Is this something that I want to do is, if you approach every project that you get involved in with the same
(13:00):
you know.
I want to find the right word.
Govindh Jayaraman (13:07):
Caution.
Hristo (13:08):
Passion, same passion that that you can give to any other project.
You're going to make it work, you know. You can make an amazingly great business if you are really involved in the project and not constantly be looking for something for something different, because this way you can never go deep into this this one project. So I'll get back to the question on, how do I select those projects? Honestly to an extent I listen to my gut feeling.
(13:42):
then something very important is the team behind it, like, I say, this is the most important thing. So is it with people whom you trust, who have proven themselves. They have a proven track record, or if they're young, they're like, you know, they're very passionate about it, and you know they are extremely good at what they're doing and smart.
(14:03):
So you need to pick up the writing. I. This is
crucial, and then it comes the timing. So there are amazing projects, but if you don't pick the right timing
they will fail.
And this thing with the timing is very tricky. You need to do your research and see if there is a market fit. And if there are enough people interested in that project right now for you to take on it.
(14:31):
because you have the 2 sides. One is being too early.
So, starting to work on a project that people are not going to be interested for another 15 years.
and the other thing is being late, which is the
worst case scenario, because, being late usually sometimes is just
(14:52):
with with a month or 2. But you know it is too late, so
you need to pick your battles. But again give it your all.
no matter what you're doing. Give it your absolute best, and then move to the next thing. One thing at a time.
Govindh Jayaraman (15:12):
I love that. And and I want to reiterate these 3 steps. You said you have a gut feeling
I do a a is this right for me. Right? So there's a quiet gut feeling not perfect for you, but not perfect for you.
But right interesting is it like? Is it drawing you in some way not perfect.
Hristo (15:29):
Exactly.
Govindh Jayaraman (15:30):
And then you look at the team behind it. Do they have the expertise.
are they? If they're if they don't have the expertise and a proven track record? Are they young and knowledgeable and highly passionate, and committed.
Hristo (15:41):
Yeah. Then you look at the timing, and the timing requires research.
Govindh Jayaraman (15:45):
I think that's a really great 3 steps, but the overall of that is you have to be prepared to give it your all, and that's like a second gut check. After you've done that evaluation, you re gut check. And are you willing to go all in because you're saying, do one at a time right like commit to it.
(16:05):
Is that what you're saying? Did I get that.
Hristo (16:07):
Yeah, absolutely. You gotta commit it, even if I'm not doing it like that every single time.
This is the way it's always worked, not only for me, but for other people. If you give it a row, it's going to work, and if
you start a project with someone, and if they say I can work 4 h on that project, or I can work a limited time on it. Don't do it with them, you know. It's just not going to work out, even if it's someone with less expertise.
(16:38):
But he's fully dedicated it. It will most probably work better than than the one with, you know.
not being as involved.
Govindh Jayaraman (16:49):
Well, because you can't teach motivation. Right? Motivation has to come from the team has to come.
Hristo (16:53):
Exactly.
Govindh Jayaraman (16:53):
The people has to. If it's not there, it's not there. You're not going to breathe into it.
Yeah, you you sorry! Go ahead.
Hristo (17:02):
You cannot teach motivation and integrity. You know you kind of you kind of need to find account accountable people. You cannot teach people to be accountable. Maybe you can, but it's painful, and it's going to cost you a lot. Just find accountable people.
and everything is much smoother and easier.
Govindh Jayaraman (17:20):
Yeah. Accountable, motivated, interested, engaged.
energetic people. Those are things that are hard to give to people. So I think that there's a subtlety in your napkin. That is really really
amazing, and I think I may have missed it the 1st time. But you, said one bold step at a time.
(17:41):
It's not 10. You're not talking about making leaps of 10. You're not making leaps and bounds. You're taking one step
and focusing on that step.
Is that so that you can learn and iterate before the next one.
I think there's a focus there, right.
Hristo (17:58):
Yeah, it means that you're involved.
And at some point when you gain experience in whatever project you're being involved.
you know, to be better than the competition. If you're let's say you're at the top
level of whatever you're doing sometimes to be better than your competition is less than 1% like less than 1% difference if you make 1% difference to how good you are compared to them.
(18:31):
This might be everything you need. But this happens again one step at a time, asking yourself and the team many, many questions, getting the right answers, reiterating, checking. If you got it right the 1st time, you know, just diving deep into it, and try to find a loophole
or something that could make, you know an exponential difference.
Govindh Jayaraman (18:56):
Yeah, I really believe in this. If you look at every athletic discipline, the difference between 1st place and 200th is usually less than 2%. And
1st place is best in the world, and 200 is, who is that person?
Hristo (19:11):
Have you heard?
Govindh Jayaraman (19:12):
Walk by them on the street and not know who they are.
The other thing that I think is really interesting about
your your paper napkin is you talk about creating yourself? It is a it is an action in the present tense. It's not a state that you have completed. I don't think that you're also saying that you're done this work at any point.
Hristo (19:34):
You're never done.
Govindh Jayaraman (19:35):
Yeah, you're always doing it. And I think you have to surrender to that, don't you.
Hristo (19:40):
Yeah, absolutely. You should always go after yourself in 10 years, you know.
and if you die at some point, you know you've never reached the end, you should always strive for more.
That's how it goes.
Govindh Jayaraman (19:54):
Yeah. So so in in a, in a, in a
look, you're in an innovation space. There's a lot of tech going on in what you do. But do you think this works in traditional industry as well? So because somewhere around the world someone is listening to Christo. And they're saying, oh, yeah, I've got the small business that's really nice for him to say, chasing 1 billion dollar deals. But that's not me.
(20:20):
What would you say to that person?
Hristo (20:22):
I'd say definitely works the same way just on a smaller scale. You know.
you need to provide, you know, for smaller businesses usually comes to to great service. I really love it when you know I'm a foodie.
and I really love it. When I stumble upon a restaurant that is not fancy, you know. It looks like nothing special. But you know, when I look at on on Google Maps, it has like 5 star reviews out of a few 100, and I'm like, What is this place? And you go in? It's very modest, very small, and then they deliver
(20:58):
the best
meal you've ever had. And you're like, Wow, I mean, this is amazing, or even or even best case scenarios. They're even not on Google Maps. I mean, I've had those.
And it's just such a cool feeling. But and it means this, these people, they're not doing it, for, you know.
(21:19):
fame, or whatever they're doing it from their hearts, and they know that if they do it this way people are going to come back tomorrow, and their tiny little place will be filled in with happy people which are thanking them for the amazing food.
But if they're grumpy, on the other hand, and unhappy, this actually, they pass this on to whatever they're doing. If it's meal they're preparing, it's not going to taste as good if they've put all their love in it. So I'd really say that whatever business you're doing, you should. You should really be happy about it, because there is someone out there who doesn't have
(22:03):
anything to eat, or you know they or they didn't have the chance. You have to build that small business. And if you're
that motivated turned a small business into a bigger business, you know, it really comes down to motivation like you could be motivated for
a hundred $1,000 business for a $10,000, for 1 million dollar business, a billion dollar business. I really believe that
(22:28):
people, in a sense, are born with some kind of ceiling. They have
to like what? Where they where they want to be, you know.
somebody stops at 1 million, and they're like, I'm fine. I don't. I don't need to do anything anymore. I'm happy with my life.
But they're always these hungry ones that they wouldn't even stop at 100 billion, you know, they would keep pushing, keep pushing, changing the world.
(22:56):
So you don't necessarily need to be one of those people, but I believe that you should be happy with who you are, and in order to be happy with who you are.
you need to believe the right things about yourself. So
if you are, whatever person, and if that makes you happy great, but if you believe you're a certain person, and you with your actions, you're doing the complete opposite.
(23:23):
You'll never be happy because I know many people like that. They're like. I don't feel good, you know. I'm unhappy, but they're feeding themselves with the idea that they are
who they're not, you know. Maybe that's better than they are whatever. But if you really want to be that person, you need to put in the effort
(23:44):
you you need to work out. You need to work more. You need to have better sleep. You need to have better relationship. You know. It all adds up
to
to the person that you really like to be. But don't believe you're that person, if you're not, because that's going to make you unhappy.
That's also one of the things that I really wanted to say with that napkin.
Govindh Jayaraman (24:07):
Yeah, well, I think that's the 1st line, right? Every action should reflect the person you believe you are. And you know, I think, that the way you brought that in a relatable way for even the small business owner
you know who you believe you are. Well, make your actions reflect that if you're
(24:28):
if you're a hot dog, stand operator, and that's what you love to do.
be it. Go all in love what you do, and everybody else will pick up on that, everybody, and it sounds crazy, right? But but it's the greatest truth for anybody who's scaled anything.
That spot. That flow spot comes from acting in alignment with your beliefs, doesn't it?
Hristo (24:54):
Products.
Govindh Jayaraman (24:55):
Absolutely believe that.
Yeah. And so so let me let me ask you.
do you have? Is is it? Do you have a process where you have to be intentional about this or for you. Is it just like automatic?
Is it.
Hristo (25:09):
For me. It's just automatic. Honestly, I feel so bad.
If I haven't done the best I can that I really cannot live with myself.
I mean, it's it's terrible. I mean, I feel like
I feel so bad. If I skip a single workout, or if I've paid less attention to an important project and stuff like that. You know. It takes a toll on me. I mean, I just I just feel terrible until I do it, you know, and then I go. I do it, and I'm like, whew!
Govindh Jayaraman (25:42):
Good. Yeah, that's better.
People
who need to, who need to remind themselves, you know, remind themselves of maybe who they're becoming. Maybe they're in a rut. Maybe they're in a bad place. They're in that depression place that you were, and they have to remind themselves who they really are, and there's nothing wrong with that right for people who have to do that.
Hristo (26:00):
Absolutely.
Govindh Jayaraman (26:01):
Yeah, that's amazing. But.
Hristo (26:03):
I, yeah, go ahead.
Govindh Jayaraman (26:05):
No, no! You go ahead. You go ahead. You first.st
Hristo (26:08):
I want to talk about resilience. You know this is, I think, the main topic, and
I want to say that to me resilience is not just about surviving adversity. It's it's about thriving because of it, you know. Every major challenge in my life has made me
stronger. In a sense. Take my, I want to share a story. Here, take my back surgery. 2 years ago, for example.
(26:36):
doctors told me your life would change. You won't be able to lift more than 5 pounds, I was like, oh, my God! My my baby is more than 5 pounds! What am I going to do that didn't sit well with me at all. I was like. I don't believe that, you know, I told him.
Don't even talk to me. I come here on your table to become better, to feel better, and not to become a handicapped person.
(27:03):
and in 2 months after the surgery
I was actually lifting more than before in the gym, and not because I was reckless, but because I really refused to let circumstances define my limits.
and I've always been wired this way. Whether it was pushing through brutal sports training, stepping onto a stage as a vocalist or a speaker, or launching hyperzone from the ground up.
(27:29):
I've learned that when life pushes you push back harder. I believe that's resilience. But I would even take it one step further. I believe in anti-fragility
probably familiar with that concept from Nassim talep.
Govindh Jayaraman (27:46):
Yep.
Hristo (27:46):
Because resilience means you withstand shocks and stay the same. But anti-fragility means you get stronger because of those shocks. That's exactly how I operate. And it's how I build hyperzone as well. Most businesses try to avoid challenges. I don't think that's the right way to go.
As, for example, in my company, Hyperson, we seek them out and turn them into a competitive advantage.
(28:11):
Amazon, for example, it changes its algorithm all the time.
We adapt faster than the competition
supply chain crisis, we find better solutions. Anti-fragility isn't just about surviving the chaos. It's
about using it to become untouchable.
And I say, that's that's what people should aim for.
Govindh Jayaraman (28:34):
I love it, I love it, and and
I think the idea, you know you can apply that in every part of your life. You know, weight training. It's progressive overload. Continuing to overload your system, overload your body, lift heavier, lift more so that you can build more strength. And there's a lot of
(28:55):
research that is now becoming more popularized around how you can really
age much healthier and a much healthier way by by maintaining resistance training. And yeah, and.
Hristo (29:12):
15.
Govindh Jayaraman (29:12):
Of overload into your fifties, sixties, and seventies. So that's something that I embrace as well. I love your story, Christo, and I'm really grateful that you shared it with me. Every paper napkin. Now we end in honor of a concept that was shared with us in our 1st season or early episodes.
(29:33):
and that concept was what you appreciate appreciates when you appreciate something it appreciates in value. So we've been doing something called shout outs at the end of every paper napkin, wisdom episode, someone or something that has been important to you, that you wanted to pay some gratitude, some appreciation toward
okay, what would you like to shout out today.
Hristo (29:53):
I'd like to share with you that my wife, Roddy.
She has always been the light at the end of the tunnel, and I couldn't love her
more than I do, as she has always been super understanding, and
she always listens to me even when it's hard, even when she doesn't agree with me, and at the end we always
(30:20):
count on agreements and be able to live in in harmony.
And I think that's that's very important. You should talk a lot with your loved ones. Listen actively
and try to figure out what's the best way to move forward.
no matter how hard it is, no matter how hard and how difficult. Yeah.
Govindh Jayaraman (30:43):
You know what's amazing about that is, I know how true that is because your entire demeanor changed when you started to talk about her. So I'm grateful that you shared that.
Thank you, Christo. I'm grateful that you visited with me today.
Hristo (30:59):
Thank you.
Christo Alekiev. Welcome to paper! Napkin wisdom. I'm excited to have you here with me today.
Hristo (00:08):
Thank you for having me. Govind.
Govindh Jayaraman (00:10):
So you shared. Well, 1st of all, I want to spoiler alert. You coached me on how to say your name, Christo. I'm really glad you did. There's a there's a really cool story that you were telling me about how Bulgarian and Sanskrit share an alphabet and many many words. That's something I'm going to dive into. But, Christo, I'm so happy to have you here so, and thank you for teaching me how to say your name properly, and being patient.
Hristo (00:35):
You're welcome.
Govindh Jayaraman (00:36):
All right. So you shared with me a fascinating napkin on a bright orange napkin, which is even more interesting to me. Every action you take should reflect the person you believe you are.
As life isn't about finding yourself, it's about creating yourself
one bold step at a time.
Why did you share that with me?
Hristo (00:58):
Well, honestly, it's this quote represents how I've approached every challenge in my life, and
who I am, in a sense, as too many people, you know, wait to find themselves as if their identity is hidden somewhere, waiting to be discovered, and I believe we are all sculptors of our own identity. We build it with every decision, every action, and every bold move we make.
(01:22):
So you know, when I started my company hyperzone, I didn't really have all the answers. I wasn't waiting to become the leader of a 40 plus person agency. I stepped into that role, acted like the coo I believed I was and made it real. You know it's it's the same in sports, in music, in business, and personal growth. The moment you own the identity you aspire to
(01:47):
you, start taking action that make it a reality.
Govindh Jayaraman (01:51):
Yeah, so, but how how did you get that vision, Pisto? I mean, I think it's easy to say that. But don't you have to start to build that vision for yourself. Where did that come from?
Hristo (02:02):
Through. I kind of
always been that that person, you know, since I was a little kid. Kind of. I was always very stubborn, so I refused to lose. In a sense, this is this was a big trait of who I was as a kid like I just refused to lose. So if I
(02:22):
ever lost in a video game, or just any other game outside with the kids, or with my parents, or with any kind of relatives, I would say one more, one more, one more, one more, and at some point, after repeating certain action, sometimes hundreds of times, I
(02:42):
I got to a point where I always became better than than the people I was I was playing with, or having the activity with. So.
in a sense, I believe, to an extent it is a character trait, but of course I believe that you can learn it if you if you have the drive. I believe the the drive is what's really important and also not giving up. You need to have this open
(03:12):
growth mentality, where
whatever whatever you make is like up to you, and you can always become better compared to just, you know, sitting and and waiting, or hoping that you're going to be better than the rest.
Govindh Jayaraman (03:27):
Yeah, and and let me.
You talked about drive. But what really
I thought was interesting was, you talked about it, and I think this is authentic to who you are, you said, refuse to lose. You didn't say I failed. It didn't work. I got discouraged. It's almost like you just thought, oh, that didn't work. So I wanted to try again. Go again. Let's go again. Let's go again. Let's go again.
Hristo (03:51):
Exactly, and the losing losing was not an option. It was not an option for me.
Govindh Jayaraman (03:56):
Did you? Did you
again for you? It was a character trait, right? But have there been times for you where
you lost track of that.
meaning that it didn't work out, and you got discouraged, or it didn't work out. And you and and you felt like you failed like what?
(04:18):
So honestly.
Hristo (04:20):
Or is it for me? It happened with, you know, aging.
Govindh Jayaraman (04:26):
Yeah.
Hristo (04:27):
Kind of every every year. Every next year I have kind of been
going further from the kids I used to be, in a sense that I still make still make bold moves. But I'm not
as fanatic about it as it used to be, so I guess it's, you know.
(04:52):
growing up, settling down in a in a sense. But yeah, definitely had times where it was. It was really hitting me hard, and I wouldn't say it was.
No, it was actually based on. I remember now it was the the worst that I've been. It was last year it happened after a deal I lost. That was, you know, I was really, really sure that I'm gonna get. And I was 100% sure that I'm getting it.
(05:24):
And it it cost me months of my life. It was a very cool. It was a very cool project, very innovative.
It was a tech innovation.
And all of a sudden it all crumbled down, and I was
I couldn't do anything about, you know. It was out of hands, out of scope, and I felt so
(05:52):
helpless because I was already seeing the future, and how this project is a billion dollar company, and everything is working out amazingly well. And all of a sudden like out of nowhere.
You know everything, everything just stumbled apart and crushed.
So what happened is that for a few months I really didn't feel like myself. I was like.
(06:21):
you know, I was trying to do things, but I was kind of
depressed, maybe not as depressed as many people
around the world are, but definitely for for my notion of depressed, I've never felt worse in my life, and I was
(06:41):
because it felt like one of those. You know how.
You have 5 chances of making something really big.
Yeah, you know.
along your life. And I really, I was really sure this is one of those. This is one of those chances to to really make make a difference and make something that changes a lot of people's lives.
(07:08):
And you know it was a. It was not a great feeling, and it took me probably 6 months
to properly properly handle that.
But the thing is you just need, even if that happens to you, you know you. You believe that you've lost the perfect project.
I think life is long enough, and you should always. You should never lose hope.
(07:34):
1st of all, like seriously, it sounds like
such a cliche, but you should never, ever lose hope.
because if you are prepared to get a future.
You know chance opportunity.
You need to be in a state that other people will trust you with it, and you can actually do the best out of it. So the only the only way to do that is, if you improve yourself day after day after day, after day after day after day. And I really believe luck is not something super serendipitous, because
(08:13):
even if you're super lucky, you kind of need to be prepared for that. Look. So imagine someone comes tomorrow and he offers you to be on the front of a hedge fund. But if you don't know anything about, you know about managing a hedge fund. Well, you're probably not the best fit.
(08:36):
But then.
even if throughout your life or past few years, whatever, if you constantly educate yourself on various topics, and you keep keep yourself positive. And you're always
you know you.
You're genuinely interested in people. I think that's very, very important and not just looking to strike a deal and be looking at people with door signs in your eyes, because this is not how it works. You need to be an actual, great human being that people love to be around.
(09:11):
And you're prepared like, educated. You're you're ready to take on that luck. I think luck can hit you multiple times in your lifetime.
Govindh Jayaraman (09:22):
Yeah. And you know one of the things I want to go. I want to go back to something you said. You know
you said, this thing is, sometimes people believe that they have 5 big chances to do something really big and really pivot their lives, or another way of thinking about it. You know. People use the 6 shooter idea, you know, revolver with 6 bullets.
Hristo (09:39):
Yeah.
Govindh Jayaraman (09:40):
You have 6 silver bullets. You only have 6 silver bullets, but
there's something neat about your napkin.
It's 1 bold step at a time, and
I think the realization in that napkin is that in the power of that statement it's about creating yourself one bullet step at a time. You're the silver bullet. You're unlimited. You've got all the bullets you have as long as you've got another step, and you talked about that with hope. Isn't that true?
Hristo (10:07):
Yeah, I agree with that absolutely.
Govindh Jayaraman (10:09):
Right, and and if you lose sight of that, then things start to feel limited. But if you remember where the power really lies, that's what you were talking about, that never lose hope, always keep going, because those things are all related, aren't they?
Hristo (10:23):
Yeah, absolutely.
You gotta be resilient, that's, you know, comes down to resiliency, doesn't it?
Govindh Jayaraman (10:29):
Yeah, absolutely, absolutely. So.
I love the drive, and I love. I love this idea of of every action should reflect.
Person. You believe you are right. So so when you're creating yourself, how important is it to align like, how do you pick? There's so much noise today.
(10:50):
right? There's so much noise out there about. Oh, there's this opportunity, and there's this new thing. And and in your business especially, you know, in in the Tech and Amazon world. There's a there's a whole bunch of shiny objects.
Hristo (11:02):
Hmm.
Govindh Jayaraman (11:02):
How do you? How do you? What are the tools that you use to identify the ones that are right for you.
the the finding yourself in finding yourself. How do you build that belief about what's really you.
Hristo (11:16):
That's a great question.
One thing that I believe in is not get caught up in the perfect scenario. In a sense, you know how
people, especially girls, when they're growing up, they have the perfect
(11:37):
persona for how their boyfriend should look like.
And many times I think people also have the perfect idea how perfect their business should be, or exactly what they need to be doing in their lifetime.
Honestly, I believe, and the opposite, especially in your 1st
(11:58):
40 years, I'd say, I believe that
you should work with the ideas that come to you. So you know, if there is a if there is a great idea. Somebody approaches you. You have the chance to become part of something big.
You should ask yourself
if if it's the right project, but not to an extent. Is it the perfect project? Because there, there is no perfect project. Okay, maybe maybe you're as lucky. And for
(12:30):
for a limited few there is that scenario. But in most cases I think that you should
pick a cool project that has the chance of becoming something big, and you should give it your all, no matter if maybe it doesn't sound like the right one. Is this something that I want to do is, if you approach every project that you get involved in with the same
(13:00):
you know.
I want to find the right word.
Govindh Jayaraman (13:07):
Caution.
Hristo (13:08):
Passion, same passion that that you can give to any other project.
You're going to make it work, you know. You can make an amazingly great business if you are really involved in the project and not constantly be looking for something for something different, because this way you can never go deep into this this one project. So I'll get back to the question on, how do I select those projects? Honestly to an extent I listen to my gut feeling.
(13:42):
then something very important is the team behind it, like, I say, this is the most important thing. So is it with people whom you trust, who have proven themselves. They have a proven track record, or if they're young, they're like, you know, they're very passionate about it, and you know they are extremely good at what they're doing and smart.
(14:03):
So you need to pick up the writing. I. This is
crucial, and then it comes the timing. So there are amazing projects, but if you don't pick the right timing
they will fail.
And this thing with the timing is very tricky. You need to do your research and see if there is a market fit. And if there are enough people interested in that project right now for you to take on it.
(14:31):
because you have the 2 sides. One is being too early.
So, starting to work on a project that people are not going to be interested for another 15 years.
and the other thing is being late, which is the
worst case scenario, because, being late usually sometimes is just
(14:52):
with with a month or 2. But you know it is too late, so
you need to pick your battles. But again give it your all.
no matter what you're doing. Give it your absolute best, and then move to the next thing. One thing at a time.
Govindh Jayaraman (15:12):
I love that. And and I want to reiterate these 3 steps. You said you have a gut feeling
I do a a is this right for me. Right? So there's a quiet gut feeling not perfect for you, but not perfect for you.
But right interesting is it like? Is it drawing you in some way not perfect.
Hristo (15:29):
Exactly.
Govindh Jayaraman (15:30):
And then you look at the team behind it. Do they have the expertise.
are they? If they're if they don't have the expertise and a proven track record? Are they young and knowledgeable and highly passionate, and committed.
Hristo (15:41):
Yeah. Then you look at the timing, and the timing requires research.
Govindh Jayaraman (15:45):
I think that's a really great 3 steps, but the overall of that is you have to be prepared to give it your all, and that's like a second gut check. After you've done that evaluation, you re gut check. And are you willing to go all in because you're saying, do one at a time right like commit to it.
(16:05):
Is that what you're saying? Did I get that.
Hristo (16:07):
Yeah, absolutely. You gotta commit it, even if I'm not doing it like that every single time.
This is the way it's always worked, not only for me, but for other people. If you give it a row, it's going to work, and if
you start a project with someone, and if they say I can work 4 h on that project, or I can work a limited time on it. Don't do it with them, you know. It's just not going to work out, even if it's someone with less expertise.
(16:38):
But he's fully dedicated it. It will most probably work better than than the one with, you know.
not being as involved.
Govindh Jayaraman (16:49):
Well, because you can't teach motivation. Right? Motivation has to come from the team has to come.
Hristo (16:53):
Exactly.
Govindh Jayaraman (16:53):
The people has to. If it's not there, it's not there. You're not going to breathe into it.
Yeah, you you sorry! Go ahead.
Hristo (17:02):
You cannot teach motivation and integrity. You know you kind of you kind of need to find account accountable people. You cannot teach people to be accountable. Maybe you can, but it's painful, and it's going to cost you a lot. Just find accountable people.
and everything is much smoother and easier.
Govindh Jayaraman (17:20):
Yeah. Accountable, motivated, interested, engaged.
energetic people. Those are things that are hard to give to people. So I think that there's a subtlety in your napkin. That is really really
amazing, and I think I may have missed it the 1st time. But you, said one bold step at a time.
(17:41):
It's not 10. You're not talking about making leaps of 10. You're not making leaps and bounds. You're taking one step
and focusing on that step.
Is that so that you can learn and iterate before the next one.
I think there's a focus there, right.
Hristo (17:58):
Yeah, it means that you're involved.
And at some point when you gain experience in whatever project you're being involved.
you know, to be better than the competition. If you're let's say you're at the top
level of whatever you're doing sometimes to be better than your competition is less than 1% like less than 1% difference if you make 1% difference to how good you are compared to them.
(18:31):
This might be everything you need. But this happens again one step at a time, asking yourself and the team many, many questions, getting the right answers, reiterating, checking. If you got it right the 1st time, you know, just diving deep into it, and try to find a loophole
or something that could make, you know an exponential difference.
Govindh Jayaraman (18:56):
Yeah, I really believe in this. If you look at every athletic discipline, the difference between 1st place and 200th is usually less than 2%. And
1st place is best in the world, and 200 is, who is that person?
Hristo (19:11):
Have you heard?
Govindh Jayaraman (19:12):
Walk by them on the street and not know who they are.
The other thing that I think is really interesting about
your your paper napkin is you talk about creating yourself? It is a it is an action in the present tense. It's not a state that you have completed. I don't think that you're also saying that you're done this work at any point.
Hristo (19:34):
You're never done.
Govindh Jayaraman (19:35):
Yeah, you're always doing it. And I think you have to surrender to that, don't you.
Hristo (19:40):
Yeah, absolutely. You should always go after yourself in 10 years, you know.
and if you die at some point, you know you've never reached the end, you should always strive for more.
That's how it goes.
Govindh Jayaraman (19:54):
Yeah. So so in in a, in a, in a
look, you're in an innovation space. There's a lot of tech going on in what you do. But do you think this works in traditional industry as well? So because somewhere around the world someone is listening to Christo. And they're saying, oh, yeah, I've got the small business that's really nice for him to say, chasing 1 billion dollar deals. But that's not me.
(20:20):
What would you say to that person?
Hristo (20:22):
I'd say definitely works the same way just on a smaller scale. You know.
you need to provide, you know, for smaller businesses usually comes to to great service. I really love it when you know I'm a foodie.
and I really love it. When I stumble upon a restaurant that is not fancy, you know. It looks like nothing special. But you know, when I look at on on Google Maps, it has like 5 star reviews out of a few 100, and I'm like, What is this place? And you go in? It's very modest, very small, and then they deliver
(20:58):
the best
meal you've ever had. And you're like, Wow, I mean, this is amazing, or even or even best case scenarios. They're even not on Google Maps. I mean, I've had those.
And it's just such a cool feeling. But and it means this, these people, they're not doing it, for, you know.
(21:19):
fame, or whatever they're doing it from their hearts, and they know that if they do it this way people are going to come back tomorrow, and their tiny little place will be filled in with happy people which are thanking them for the amazing food.
But if they're grumpy, on the other hand, and unhappy, this actually, they pass this on to whatever they're doing. If it's meal they're preparing, it's not going to taste as good if they've put all their love in it. So I'd really say that whatever business you're doing, you should. You should really be happy about it, because there is someone out there who doesn't have
(22:03):
anything to eat, or you know they or they didn't have the chance. You have to build that small business. And if you're
that motivated turned a small business into a bigger business, you know, it really comes down to motivation like you could be motivated for
a hundred $1,000 business for a $10,000, for 1 million dollar business, a billion dollar business. I really believe that
(22:28):
people, in a sense, are born with some kind of ceiling. They have
to like what? Where they where they want to be, you know.
somebody stops at 1 million, and they're like, I'm fine. I don't. I don't need to do anything anymore. I'm happy with my life.
But they're always these hungry ones that they wouldn't even stop at 100 billion, you know, they would keep pushing, keep pushing, changing the world.
(22:56):
So you don't necessarily need to be one of those people, but I believe that you should be happy with who you are, and in order to be happy with who you are.
you need to believe the right things about yourself. So
if you are, whatever person, and if that makes you happy great, but if you believe you're a certain person, and you with your actions, you're doing the complete opposite.
(23:23):
You'll never be happy because I know many people like that. They're like. I don't feel good, you know. I'm unhappy, but they're feeding themselves with the idea that they are
who they're not, you know. Maybe that's better than they are whatever. But if you really want to be that person, you need to put in the effort
(23:44):
you you need to work out. You need to work more. You need to have better sleep. You need to have better relationship. You know. It all adds up
to
to the person that you really like to be. But don't believe you're that person, if you're not, because that's going to make you unhappy.
That's also one of the things that I really wanted to say with that napkin.
Govindh Jayaraman (24:07):
Yeah, well, I think that's the 1st line, right? Every action should reflect the person you believe you are. And you know, I think, that the way you brought that in a relatable way for even the small business owner
you know who you believe you are. Well, make your actions reflect that if you're
(24:28):
if you're a hot dog, stand operator, and that's what you love to do.
be it. Go all in love what you do, and everybody else will pick up on that, everybody, and it sounds crazy, right? But but it's the greatest truth for anybody who's scaled anything.
That spot. That flow spot comes from acting in alignment with your beliefs, doesn't it?
Hristo (24:54):
Products.
Govindh Jayaraman (24:55):
Absolutely believe that.
Yeah. And so so let me let me ask you.
do you have? Is is it? Do you have a process where you have to be intentional about this or for you. Is it just like automatic?
Is it.
Hristo (25:09):
For me. It's just automatic. Honestly, I feel so bad.
If I haven't done the best I can that I really cannot live with myself.
I mean, it's it's terrible. I mean, I feel like
I feel so bad. If I skip a single workout, or if I've paid less attention to an important project and stuff like that. You know. It takes a toll on me. I mean, I just I just feel terrible until I do it, you know, and then I go. I do it, and I'm like, whew!
Govindh Jayaraman (25:42):
Good. Yeah, that's better.
People
who need to, who need to remind themselves, you know, remind themselves of maybe who they're becoming. Maybe they're in a rut. Maybe they're in a bad place. They're in that depression place that you were, and they have to remind themselves who they really are, and there's nothing wrong with that right for people who have to do that.
Hristo (26:00):
Absolutely.
Govindh Jayaraman (26:01):
Yeah, that's amazing. But.
Hristo (26:03):
I, yeah, go ahead.
Govindh Jayaraman (26:05):
No, no! You go ahead. You go ahead. You first.st
Hristo (26:08):
I want to talk about resilience. You know this is, I think, the main topic, and
I want to say that to me resilience is not just about surviving adversity. It's it's about thriving because of it, you know. Every major challenge in my life has made me
stronger. In a sense. Take my, I want to share a story. Here, take my back surgery. 2 years ago, for example.
(26:36):
doctors told me your life would change. You won't be able to lift more than 5 pounds, I was like, oh, my God! My my baby is more than 5 pounds! What am I going to do that didn't sit well with me at all. I was like. I don't believe that, you know, I told him.
Don't even talk to me. I come here on your table to become better, to feel better, and not to become a handicapped person.
(27:03):
and in 2 months after the surgery
I was actually lifting more than before in the gym, and not because I was reckless, but because I really refused to let circumstances define my limits.
and I've always been wired this way. Whether it was pushing through brutal sports training, stepping onto a stage as a vocalist or a speaker, or launching hyperzone from the ground up.
(27:29):
I've learned that when life pushes you push back harder. I believe that's resilience. But I would even take it one step further. I believe in anti-fragility
probably familiar with that concept from Nassim talep.
Govindh Jayaraman (27:46):
Yep.
Hristo (27:46):
Because resilience means you withstand shocks and stay the same. But anti-fragility means you get stronger because of those shocks. That's exactly how I operate. And it's how I build hyperzone as well. Most businesses try to avoid challenges. I don't think that's the right way to go.
As, for example, in my company, Hyperson, we seek them out and turn them into a competitive advantage.
(28:11):
Amazon, for example, it changes its algorithm all the time.
We adapt faster than the competition
supply chain crisis, we find better solutions. Anti-fragility isn't just about surviving the chaos. It's
about using it to become untouchable.
And I say, that's that's what people should aim for.
Govindh Jayaraman (28:34):
I love it, I love it, and and
I think the idea, you know you can apply that in every part of your life. You know, weight training. It's progressive overload. Continuing to overload your system, overload your body, lift heavier, lift more so that you can build more strength. And there's a lot of
(28:55):
research that is now becoming more popularized around how you can really
age much healthier and a much healthier way by by maintaining resistance training. And yeah, and.
Hristo (29:12):
15.
Govindh Jayaraman (29:12):
Of overload into your fifties, sixties, and seventies. So that's something that I embrace as well. I love your story, Christo, and I'm really grateful that you shared it with me. Every paper napkin. Now we end in honor of a concept that was shared with us in our 1st season or early episodes.
(29:33):
and that concept was what you appreciate appreciates when you appreciate something it appreciates in value. So we've been doing something called shout outs at the end of every paper napkin, wisdom episode, someone or something that has been important to you, that you wanted to pay some gratitude, some appreciation toward
okay, what would you like to shout out today.
Hristo (29:53):
I'd like to share with you that my wife, Roddy.
She has always been the light at the end of the tunnel, and I couldn't love her
more than I do, as she has always been super understanding, and
she always listens to me even when it's hard, even when she doesn't agree with me, and at the end we always
(30:20):
count on agreements and be able to live in in harmony.
And I think that's that's very important. You should talk a lot with your loved ones. Listen actively
and try to figure out what's the best way to move forward.
no matter how hard it is, no matter how hard and how difficult. Yeah.
Govindh Jayaraman (30:43):
You know what's amazing about that is, I know how true that is because your entire demeanor changed when you started to talk about her. So I'm grateful that you shared that.
Thank you, Christo. I'm grateful that you visited with me today.
Hristo (30:59):
Thank you.
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