Executive Perspectives: What Entrepreneurship Means to Win Local CEO John Lim

As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed John Lim, founder and CEO of Win Local, Stamford, Connecticut. Here, he shares how a trip to Italy inspired a career change, offers his thoughts on artificial intelligence, and discusses what entrepreneurship means to him.

How did you get started in this industry, and what path did you take to land in your current role?

John Lim

John Lim: Ironically, my journey in the industry began over 20 years ago. At the age of 19, I made the unconventional decision to drop out of college and dive into the world of sales, specifically selling cellphones door to door. It was a challenging, but transformative, experience that allowed me to rapidly establish myself. In fact, my dedication and hard work propelled me to become one of the top five cellphone dealerships in New York. But despite my early success, I was young and lacked the necessary business acumen to effectively manage finances and inventory, and conduct proper business forecasting. These shortcomings resulted in the loss of that company.

Undeterred, I embraced an opportunity at a local store where I continued to sell cellphones. Yet, it was during this time that I discovered another passion — the promotional product business. I was immediately captivated by its potential.

Driven by my newfound passion, I dedicated myself to building a successful promotional product business, and within the first year, I managed to achieve sales exceeding $1 million dollars. Over the next five years, I tirelessly nurtured and expanded that venture, transforming it into a multimillion-dollar enterprise. ... However, amidst my continuous growth and expansion, a pivotal moment came when I realized the need to make a significant change. As I started a family, I became acutely aware of the importance of generating passive income. Although I cherished the industry, I knew I had to explore new avenues that allowed me to earn even while I slept. It was a tough decision to leave behind something I loved dearly.

Nonetheless, it was during my honeymoon, in Italy of all places, that a revelation struck me. I saw the power of platforms — tools that enabled local businesses and individuals to build upon the foundation I had created. Witnessing their growth and success fueled my desire to create even greater impact. And now I find myself back in the industry, invigorated and thrilled to be part of its vibrant landscape once again. My previous experience as a distributor has equipped me with invaluable insights that I carry with me as I embark on this new chapter.

How do you set goals for yourself? For your business?

JL: Before embarking on the process of setting goals for myself and my business, I approach it through the lens of the "Triangle of Self." This triangular framework consists of three integral parts that, like any triangle, work together to create harmony and balance. It is essential to acknowledge that each part of the triangle — self, family, and work — is interconnected and cannot be treated independently.

As an entrepreneur, it is a common misconception to believe that you can neglect any aspect of this triangle. However, the key lies in finding equilibrium and recognizing that you cannot disregard yourself, your family, or your work at any given time. It is impossible to predict how each point of the triangle may be affected, whether positively or negatively, as circumstances unfold.

Nonetheless, through thoughtful planning and adaptability, one can navigate the dynamic nature of this triangle. By considering the interconnectedness of self, family, and work, and understanding that each component influences the others, one can strive for balance and make informed decisions for personal and professional growth.

How does the economy continue to affect the industry?

JL: Having had the experience of building and selling various companies, I must emphasize that the current economic landscape is truly distinctive. It is remarkable how discussions about inflation and prevailing concerns regarding the economy — both on a national and global scale — have become prominent. One notable aspect of this market is the shift toward focusing on local economies rather than solely on the national economy. Consequently, the impact of the economy on the industry becomes highly contingent on the target market and geographic location of businesses.

Understanding these dynamics is paramount to navigating the complexities of our ever-evolving economic environment.

What do you expect to be some of the biggest changes or challenges the industry will face?

JL: When considering the challenges that lie ahead for the industry, it is worth acknowledging its enduring resilience in overcoming various obstacles such as economic downturns, company growth complexities, industry consolidation, and the rapid evolution of internet technology. That being said, one of the most significant changes and challenges on the horizon is centered around product innovation. The industry will need to navigate the ever-changing landscape of consumer demands, emerging technologies, and market trends to stay at the forefront of innovation. Embracing and adapting to these changes will be crucial for the industry's continued success and competitiveness.

What keeps you up at night?

JL: When considering the industry and its future, one aspect that stands out to me is the enduring nature of entrepreneurship. The industry thrives on the tried-and-true principles of entrepreneurship, with a network of suppliers and distributors comprising a vast community of local entrepreneurs. This vibrant ecosystem has consistently demonstrated its ability to adapt and evolve as needed. However, what truly captivates my attention is the intersecting realm of AI and its transformative impact. The speed at which AI is revolutionizing various sectors keeps me awake at night. As I delve into studying AI, I contemplate which technologies will endure, which possess present-day value, and the potential for future expansion. It is paramount to recognize that AI should not be underestimated. In many ways, we are living through a parallel to the Industrial Revolution of over 100 years ago, and the ripple effects of AI will forever reshape our world.

What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?

JL: Although I acknowledge my bias, I am genuinely excited about the most groundbreaking aspect of our current endeavors. We are revolutionizing the way distributors can achieve financial success. As I previously mentioned, my deep affection for the promotional product business made it a difficult decision to leave. However, with the arrival of my children, I recognized the necessity of generating passive income — earning money even while I slept.

What would people be surprised to learn about you?

JL: I am a “Wannabe Geek.” Throughout my career, I have been deeply involved in mobile technology, product innovation, and digital marketing. I have been blessed to work with some amazing minds who could code almost anything, But I, myself, have not written one line of code. My team, with love, tell others that John can speak Geek, understand Geek, but he can never truly be one of us because he doesn’t write code. It was such an honor to be called a “Wannabe Geek” by these amazing minds.

Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at ecarr@napco.com for a list of questions and other details.