Eugene Alletto turned his $20 Rule into 33 Million Bedgear Customers

Eugene Alletto went from making cold calls in a Wolf of Wall Street style boiler room to building bedgear into a top-10 sleep industry brand serving 33+ million customers. In this episode, he shares the counterintuitive strategies that turned bedding from a commodity into a personalized science.

Key Topics:

• Why he avoids big box stores and focuses on trained salespeople instead
• The "$20 shirt vs $2,500 suit" approach to testing business ideas
• How 300+ patents protected his innovations from larger competitors
• The four hiring values that built his company culture
• Why eliminating emotional decision-making transformed his leadership
• How his Italian last name predicted his destiny in the sleep business

Business Lessons:

• Start with small experiments, not big bets
• List what you don't want to do, then delegate those tasks first
• Distribution strategy matters more than product features
• Protect your innovations early with patents and trademarks
• Be proximity-ready for unexpected opportunities

Eugene breaks down how he turned a commodity market into a premium brand by solving real problems: spine alignment, temperature regulation, and personalized comfort. His mother's lesson about never playing the victim shaped both his personal resilience and business philosophy.

Whether you're bootstrapping a startup or scaling an existing business, Eugene's experience offers practical frameworks for building sustainable growth without burning through capital.

Special thanks to our sponsors:

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Head to https://www.industriousoffice.com/ or send me a note and I’ll personally set up a VIP tour for you in an Industrious office near you. 

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