From Living in His Car to Project Icon: Chad Durfee on Freedom, Failure & Becoming the Go-To Expert

What happens when your first businesses flop, your CBD startup crashes, and you end up living in your car with your dog — but you still refuse to quit?In this Brown Sugar conversation, I’m sitting down with Chad Durfee, co-founder of Project Icon, the engine behind podcasts, books, stages, and TV that turn everyday experts into industry authorities. Chad shares how he went from burned-out high school teacher and failed founder to building a company that helps coaches, consultants, and business owners get the visibility and credibility their offers deserve.We get into:Why he was willing to go into debt on purpose just to get the right mentorshipThe hard lessons from a mindset company and CBD brand that never took offHow Project Icon uses podcasting, publishing, stages, and TV to engineer expert statusWhy AI has created a “sea of mediocre content” — and how long-form storytelling still winsChad’s R.O.M.O. strategy (Run, Observe, Modify, Optimize) for fixing almost anything in your businessThe real goal: building a business that serves your life and your family, not the other way around🔗 Show notes & resources: standingonbusinesspodcast.com🔗 Work with Denise / Standing on Business: Booking | D. Geneva ConsultingIf this episode helped you keep your entrepreneurial fire lit, share it with a founder friend and leave a rating & review. Your feedback helps more small business owners and experts find the show — and stand on business with us.