One of the fun things we did as part of writing “The Titanic Effect” was explore stories of startup successes. One of the first stories we dig into in the book is that of Randy Hetrick who created the TRX fitness system. So, let’s talk about how he developed this product.

Randy Hetrick was a Navy Seal on deployment on an anti-piracy mission in Southeast Asia in 1997. He was looking for a way to exercise in the limited confines…