Joe Hyrkin, CEO of Issuu. Joe enjoys working in the publishing industry because it is driven by passion. It is a collective space for people who are moved about something to experience that thing together. Listen as Joe talks about Issuu, which has brought the publishing industry into a modern, digital context. Famous Five:   Favorite Book? – The Hard Thing about Hard Things What CEO do you follow? — Mark Zuckerberg Favorite online tool? — Slack Do you get 8 hours of sleep?—Not now. If you could let your 20 year old self know one thing, what would it be? — Put in effort to make an impact. Have a broader learning perspective. Care and effort matter over anything else.   Time Stamped Show Notes: 01:05 – Nathan introduces Joe 01:40 –  Issuu is a modern media company 02:20 – Tools for publishers 02:45 – Access to premium tools brings in revenue 03:05 – Revenue from Issuu itself 03:40 – Started in Copenhagen 03:55 – A more current platform of digital media 04:15 – He was not part of the original founding team 04:50 – A focus on giving great content to people who are passionate about it 05:20 – It grew through word of mouth and digital marketing 05:30 – Over 3 million publishers have used Issuu 06:20 – Almost 100,000 publishers had paid for the service 06:40 – Primarily recurring revenue payment 07:30 – 90% of revenue is recurring revenue 08:15 – The new subscription plan 08:45 – Most pay $35/month 09:30 – Publishers come and go 10:00 – Customer churn is 2%/month 10:30 – Focus is to help the customers 10:50 – The new plan helps with collaborative efforts 12:00 – Center of the business is in the west coast 12:40 – Raised $21 million 13:30 – His focus is to create products that have an impact 14:40 – Team of 60 people 15:20 – Acquisition costs 15:30 – Not much is spent on marketing 15:50 – They are found through search engines and word of mouth 16:10 – “We’re clearly the leader in the space.” 16:40 – About $40/customer 17:30 – Customers see the value 18:00 – Why publishing? 18:20 – “It’s about what moves people in their lives.” 18:50 – Example of Malala’s birthday celebration 19:35 – Getting publishers into podcasting 20:00 -- @yankeejoe or jhy@issue.com 22:00 – The Famous Five   3 Key Points: Get into an industry that you are passionate about. Take an ancient product or service and update it for today’s world. Focus on doing what’s best for your customers.   Resources Mentioned: Host Gator – The site Nathan uses to buy his domain names and hosting for cheapest price possible. Freshbooks - The site Nathan uses to manage his invoices and accounts. Leadpages  – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+ Audible – Nathan uses Audible when he's driving from Austin to San Antonio (1.5 hour drive) to listen to audio books. Slack – The online tool Joe uses Show Notes provided by Mallard Creatives