9×90 Episode 27

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All opinions expressed by the guests are their own. 9×90™ and its affiliates do not endorse or guarantee any specific outcomes discussed in this episode. This podcast is for informational and entertainment purposes only and does not constitute financial, legal, or investment advice. Listeners should conduct their own due diligence and consult with professional advisors before making any investment or business decisions. Nothing discussed in this episode constitutes an offer to sell, or a solicitation of an offer to buy, any securities. Any such offer or solicitation will be made only through official offering documents and to qualified, accredited investors, in accordance with applicable securities laws. The views expressed by guests are their own and do not necessarily reflect those of the host or 9×90™.

About this episode

In this lively episode, Jorge Olson shares his unique approach to influence and marketing—starting every keynote with salsa dancing to connect and captivate his audience before saying a word. From blending passion and humor on stage to launching consumer goods with ready-to-go formulas, Jorge reveals how happiness and authenticity fuel his success. He also dives into his upcoming books, the power of self-publishing, and why practicing joy is the ultimate superpower in business and life. Get ready to be inspired, laugh, and maybe even dance along!

The Transcript

This transcript was generated by AI & edited by ChatGPT:

Adi Soozin: Hello everyone, and welcome to another episode of 9×90. Today, we have a very special guest with us: Jorge Olson. Are you related to the Olsen twins? I forgot to ask.

Jorge Olson: I am not.

Adi Soozin: Just the same last name. We’ll delve into more shortly, but first, it’s essential to know that Jorge utilizes strategic marketing to assist small companies in securing funding and going public through reverse mergers and IPOs. If you think that’s impressive, consider his clientele: Snoop Dogg, Rick Ross, and Cheech and Chong. He’s also the author of Build Your Beverage Empire, now in its third edition. We’ll link to that in the show notes because I know some of you will want to read it. And if you prefer not to navigate this journey alone, he has a company that does this for you.

Adi Soozin: The primary reason we’ve invited him today isn’t just to discuss his book but to introduce you to his company, MCG, which helps clients build new product lines of consumer goods. We have a full-stack empire builder with us today. I hope you all enjoy. Thank you.

Jorge Olson: Thank you, Adi, for having me. It’s a pleasure.

Adi Soozin: Of course. So, what does FMCG do today?

Jorge Olson: We’ve recently rebranded the company from Green Globe International, Inc. to Fast Moving Consumer Goods, Inc., with the ticker symbol FMCG. We were fortunate to reserve that symbol, as it resonates deeply with me—it’s what I’ve been immersed in for the past two decades: fast-moving consumer goods like beverages, vitamins, over-the-counter medications, and similar products. Our role is to assist companies in bringing their products to life, from the initial idea through manufacturing, research, and development. We operate a 50,000-square-foot lab space in San Diego.

Adi Soozin: That’s noteworthy, especially since many of our audience members are hybrids—born in one country, raised in another. You’re also a hybrid: Mexico and the US. So, you have contacts in both countries that can help people bring products to market quickly. That’s significant.

Jorge Olson: Indeed. Being in a border town, I collaborate with companies in both the US and Mexico. I’ve even taken US companies public in Mexico, including a distribution company that held the Miller beer distribution rights for Baja California. We scaled that to $100 million in sales and took it public. I’ve also lived in Western Europe, including Germany and Spain.

Adi Soozin: That’s impressive. Where in Germany did you live?

Jorge Olson: The town is called Jülich. It’s a border town near Belgium and the Netherlands, about two hours south of Düsseldorf and half an hour north of Aachen.

Adi Soozin: They have gorgeous museums there. I know.

Jorge Olson: Absolutely. The villages are charming, the bread is exceptional, and the people are wonderful. I miss the bread—a bakery on every corner. It was amazing.

Adi Soozin: You know what’s wild? In the US, I have to be on the keto diet to maintain the same physique I had while eating bread in Germany. What do they put in their bread? It’s so nutrient-dense. Why can’t we have this in America? Anyway, moving on.

Jorge Olson: Perhaps our next startup—going public with Adi and Jorge—a bread company that incorporates seeds, no gluten. Yes, a nutrient-dense bread that’s easy to digest.

Adi Soozin: I love that it’s called Fast Moving Consumer Goods. There’s no ambiguity about what the company does. You go to market fast. This is amazing.

Adi Soozin: And you have your own laboratory, which is significant because there are so many issues with quality control in supplements and beauty products. I use Korean skincare multiple times a day, and I can tell you that there are instances where products promise certain ingredients, but when I apply them, I experience breakouts or hives because of undisclosed components. So, how did you get started in this field?

Jorge Olson: Let me offer a tip for beauty products: look for the NSF logo on everything you apply to your skin or consume as nutritional supplements. NSF certification represents the highest level of quality assurance in the US. It ensures that every single ingredient is tested before entering the factory, the batch is tested, and the final product is tested before distribution. Our factory holds NSF certification, and maintaining that certification is rigorous. Only about 2% of products achieve this standard, but it signifies safety—you can sell such products in pharmacies. It’s akin to Korean quality and meets European Union standards if you have the NSF logo. So, look for that for your own products.

Adi Soozin: That’s invaluable information. Thank you.

Jorge Olson: You’re welcome. Regarding quality control, when developing a new product, quality is paramount. However, many entrepreneurs don’t know what to look for or how to achieve it. Attaining this level of quality is slightly more expensive due to the necessary testing, which is conducted by third-party labs. But even before that, I recommend that entrepreneurs—whether at Procter & Gamble or Coca-Cola—identify their ideal consumer first, develop all their value propositions, and then test them on platforms like Meta, LinkedIn, or YouTube. Once the concept is validated, then invest in production.

Adi Soozin: I would argue, with a bachelor’s degree in medicinal and biological chemistry, that when someone says, “Oh, but this one’s cheaper,” they have no idea what’s in it. It’s not cheaper because you’re not getting magnesium glycinate—you could be getting sawdust. So, while you think you’re saving $2, you’re actually losing the value of a bottle that could be improving your mental health, sleep cycles, and muscle recovery because you wanted to save a dollar.

Jorge Olson: Exactly. That’s incredibly important. The product won’t function as intended, and you won’t have repeat customers.

Adi Soozin: Right, you’re not going to retain customers if they’re not experiencing the benefits. So, you have both sides covered. What did you do before starting FMCG that led you here?

Jorge Olson: I’ve been in the same industry for a long time. Before that, I was in software, which is why I was in Germany. I started my career in the software industry, applying best practices to large companies in supply chain and manufacturing. I took those best practices into the wholesale distribution industry. That was my first business. I was VP of marketing at 27 and CEO of US operations of a software company. At 30, I left to run my own wholesale distribution company, which later evolved into developing beverage products. I began by developing beverages for others and helping them get into 7-Eleven, Circle K, Budweiser distribution, and so on. That’s how I started. Of course, you make a lot of mistakes, gather a lot of knowledge, and here we are.

Adi Soozin: We all make those mistakes. I remember before I launched my software company, I wondered why software CEOs are so adept at understanding business law without having a JD. Then I experienced five attempted hostile takeovers of my five-year-old software company. I realized, “Oh my god, that’s why.”

Jorge Olson: Yes, that’s so interesting. I never thought about it that way, but you’re right. I’m well-versed in contract law, and when attorneys ask me if I have a law degree that I’m not using, I understand why.

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Jorge Olson: No, it’s hostile takeovers, public companies, investment bankers trying to take advantage of me and my friends. That’s what it is—it’s experience and screwing up along the way.

Adi Soozin: What you don’t know will kill you.

Jorge Olson: That’s right.

Adi Soozin: What were some of the obstacles that surprised you in your earliest months at FMCG?

Jorge Olson: Perfect timing. Let’s talk about hostile takeovers—let’s get right into the juicy stuff.

When I started with my partner Sandro Pianone—we’ve been friends for a long time—we had already launched a public company together in Mexico. He invited me to be the co-founder and CMO of this new company, which we started during the pandemic.

The old school way in this industry is face-to-face meetings with category buyers, wholesale distributors, investment bankers, and VCs. We launched on a Monday… and by Wednesday, the world shut down. No flights. No meetings. Nothing.

So we were on the verge of bankruptcy for all of COVID. That was our introduction into the business.

Adi Soozin: I’m so sorry. I feel like I should give you an air hug.

Jorge Olson: Please do. That’s chapter one.

Adi Soozin: Do you want to share another obstacle? That’s already a pretty traumatic one.

Jorge Olson: Sure—let’s talk about the contract law side of things. But first, the marketing part… so people still have some hope.

My background is in software and marketing. I’m addicted to marketing—I call it influence. I started small, studying influence.

So I built a simple funnel on LinkedIn with a white paper. People started engaging. Companies were saying no to face-to-face meetings, but people still called. I was making five quirky videos a day, and folks would say, “I need to meet the crazy guy doing five videos a day.” So they flew out—during COVID!

We survived COVID thanks to that one funnel with one white paper, doing outreach on LinkedIn.

Then we decided to raise capital by selling the company. The plan was to sell to a publicly traded company, get stock, and raise $2 million in funding.

Adi Soozin: I want every book you’ve ever read on my shelf. Okay—continue.

Jorge Olson: I don’t know if it was the right decision, Adi, but you know how entrepreneurs are—we get something stuck in our heads and just go for it.

Looking back, I wouldn’t do it the same way again. But at the time, we were under pressure. We needed money. We had employees, rent—we had the full overhead.

And we had these offers. “Sign here. Tomorrow you get the money.” So we signed.

And… no money.

They were waiting for us to go under so they could buy us in bankruptcy. But they had tied our hands so we couldn’t do another deal. That was the first time.

Adi Soozin: My God.

Jorge Olson: So we moved on to the second company. Same thing. The third one? We’re still friends to this day—but they couldn’t come up with the money in time. We extended the deal another month… nothing.

I remember being in the conference room, looking at Sandro. He was distraught. I just said, “Dude… let’s just do it ourselves. How hard can it be to go public?”

Adi Soozin: My God. We’re going to be friends for life. What happened next?

Jorge Olson: He’s crazy like me, so he said, “Yeah, let’s do it. Sounds like a great idea.”

Now, we had no money. Going public can cost $1 to $2 million. We couldn’t even make payroll the next week. But here we were, playing investment banker, lawyer, and accountant.

Luckily, I had already done three reverse mergers. I wasn’t exactly batting a thousand, but those experiences were my bachelor’s, master’s, and PhD in what not to do.

So we decided to raise a little capital in San Diego by hosting live events and getting butts in seats. We raised $250,000—just enough to buy a shell company. These are public companies with no operations, and they typically cost around $250K.

That was all the money we had. We looked at a few, and some turned out to be horror stories. Finally, we found one we liked for $50,000. That left us with enough to clean up the shell, tidy up the shareholder structure, and go forward without an investment banker.

We handled the contracts. I did the investor relations. All the marketing. Everything—just the two of us.

And we went public through a reverse merger.

Adi Soozin: I need to know everything about your childhood. I’ve met people in 48 countries, and you are hands down the most resilient person I’ve ever met.

You need to write an autobiography. But okay… you went through hell three times, had two failed buyout attempts with $2 million on the line, and finally did it on your own. You went public.

Jorge Olson: Yes. We did it ourselves. We were the lawyers, the accountants, the investment bankers.

Adi Soozin: After being betrayed so many times, it’s hard to trust people again.

Jorge Olson: Yes. Very hard.

Adi Soozin: Sometimes when I look at real estate deals, people want in. And I’m like… I’ve known you for less than 20 years, so no. You can join me on something small—something where if it tanks, I won’t want to kill you. But unless I’ve known you for years… nope.

You really do have to bubble-wrap yourself.

So, after the fourth and final time—you successfully IPO’d. What did it feel like? Amazing? Or anti-climactic, like, “Okay, what’s next?”

Jorge Olson: I’ll fast-forward a bit. We actually did two reverse mergers—two separate companies, both in the same arena.

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Jorge Olson: My partner was super happy—even rang the bell at NASDAQ. He was thrilled.

Adi Soozin: Yeah, yeah.

Jorge Olson: But for me, it was anticlimactic. I kind of have this “bug” where, like, I’ve written a lot of books—three coming out this year—and every time I finish one, I think, “That was fun,” and then I immediately start the next one. It’s both good and bad, but I think it’s ultimately a gift. I get joy from the process instead of waiting for the big payout.

Jorge Olson: Honestly, I’m pumped to be talking with you—it makes my day.

Adi Soozin: Yeah, yeah.

Jorge Olson: I get my happy hormones from things like this. Then I’ll go write a bit—I also write fiction, novels—and I do about a thousand words a day. That gets me energized and in a good place. So by the time I finish a book, I’m already fulfilled. Finishing it is almost anticlimactic. I just say, “Okay, done.”

Adi Soozin: What’s really impressive is that most people who get dopamine from the progress don’t actually finish their projects. But you do—you finish everything.

Jorge Olson: That’s because I’m not a perfectionist. That helps a lot. And I follow that old software adage—

Adi Soozin: “If you ship without bugs, you shipped too late.”

Jorge Olson: Exactly! So I tell myself, “It’s good enough.” My first book, Build Your Beverage Empire, I actually hated it. I told myself, “I’ll edit it next week,” but I hit publish anyway because I had a goal. Ten years later, I finally edited it. But I lived off that book for a decade. I thought it was terrible, but it changed the lives of over a thousand entrepreneurs.

Adi Soozin: That’s like a pep talk for every aspiring author ever.

Jorge Olson: It’s now used in over 200 universities—that I know of. I get calls like, “Hey, I read your book in class 10 years ago and now I’m launching my own beverage brand!” I always ask, “Which university?” I had no idea!

Adi Soozin: Oh my God.

Adi Soozin: I just finished writing a 300-page book. To stay motivated, I brought in 17 friends because I knew I wouldn’t want to disappoint them by not publishing. It created this positive pressure. But I still hate the book. Then I go back, read a chapter, and think, “Actually, that’s a great chapter. I’d assign this to my junior marketers.” But like you said, the fulfillment comes from doing, from hitting micro-goals—not the final product. You just gave me the motivation I needed to finally put the book out there. I keep editing and editing and—

Jorge Olson: No, no…

Adi Soozin: Yeah, yeah…

Jorge Olson: Give it to someone else. Stop editing. Here’s what I tell authors—I was just coaching my mom the other day.

Adi Soozin: Okay…

Jorge Olson: You see that sculpture of the Tai Chi pose? She made that. She retired from teaching philosophy and literature, but I’ve written over a million words now, so I was coaching her on her novel. I asked, “Mom, why aren’t you making progress?” Then I watched her process—she was editing as she wrote. That’s the number one thing I tell authors not to do. Don’t even read what you wrote. Block it out if you can. Turn off spellcheck. Just keep going. Don’t stop.

Jorge Olson: Only edit once you’ve finished the whole thing.

Adi Soozin: Got it.

Adi Soozin: Yeah, that’s what I was doing. I’d write a chapter…

Jorge Olson: And then go back to edit?

Adi Soozin: Yeah. I’d try to make it more motivational or tighten it…

Jorge Olson: No. I used to run a group called The Mill. At the end of our mastermind, every executive in the group would publish their book. We did it together. The biggest issues were: number one, editing too early; and number two, people not thinking it was good enough. They’d say, “The cover isn’t perfect,” or “My intro sucks.” And I’d tell them: every day you don’t publish, you’re losing customers.

Adi Soozin: And losing money. Opportunities.

Jorge Olson: Exactly. A book is a phenomenal funnel. When I say I lived off that book for 10 years, I don’t mean book sales. I mean people read it and hired me to help them launch their beverage brands.

Adi Soozin: So then I have another question—what made you decide to become a software engineer?

Jorge Olson: So, the first time… I was hired by a mentor. I was teaching in San Diego but couldn’t get a job after college. No one would hire me. So I started teaching Spanish and English. One day, this German guy comes into my class—we became friends. I took him to Tijuana for tacos and tequila. He saw something in me and said, “You’re wasting away. Come with me. I’ll train you as a software consultant.” He paid for everything—apartment, car, even brought my wife (well, she wasn’t my wife yet). That opportunity catapulted my career.

Adi Soozin: Wow.

Jorge Olson: He gave me a 20-year head start. Later, I worked on a project management platform, and eventually moved on—but I always stayed connected to software. I’ve served on the boards of different software companies. Then a friend from that original German company—he started his own AI company that does visual effects and training for Boeing. He said, “We have to go all-in on AI. We can’t keep doing manual 3D optimization.”

Jorge Olson: He does all the marketing visuals for Boeing planes. When you see those beautiful shots—it’s not a real airport. He renders all of it.

Adi Soozin: My God…

Jorge Olson: He even goes to airshows with a life-size simulation of the cargo bay where you can load pallets. It looks like you’re staring 100 feet down a plane, all without VR glasses. It’s an immersive display.

Adi Soozin: Oh my God…

Jorge Olson: It’s wild. And I told him, “We’ve got to raise capital and integrate this with the supply chain—not just for training, but to optimize cargo space for the military, FedEx, UPS, etc.” So I’ve always had one foot in software. When AI took off, I got excited and started programming again—it’s so easy now. That re-energized me.

Adi Soozin: I always wanted to learn to code. I used to travel 75% of the time, and when my daughter was two, she drew a picture of the family—her, my husband, and “Mommy” off to the side in an airplane. My husband said, “You can’t keep traveling like this.” And he was right. He reminded me that I always wanted to code, and said, “If you build a software company, you won’t need to travel so much.”

Adi Soozin: So during COVID, I taught myself to code. My first version of the software was bought by 300 people. I wasn’t sure if it had value, but as users asked questions, I’d go ask developers. Eventually, I found three developers and gave them a percentage of gross revenue to debug my code. That way, I learned way faster than reading books that weren’t solving my specific problems.

Jorge Olson: That’s such an inspiration.

Adi Soozin: That’s how I built the next version—with revenue share. Then a thousand people bought that version. Now 3,000 companies across 59 countries have used the software.

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Jorge Olson: That’s incredible.

Adi Soozin: Thanks! That’s my software story.

Jorge Olson: Wow.

Adi Soozin: I feel like a baby in the software world—I only started in 2019.

Jorge Olson: That’s a case study in how modern AI founders can go to market fast. That’s amazing.

Adi Soozin: Totally. I really believe more early-stage founders should consider pie-sharing models. They want great advisors but can’t afford them. And I’m like, “Share the pie!” They resist because one book told them not to, but if they read 15 more, they’d see—most successful founders do share the pie.

Jorge Olson: Yes, it’s karma.

Adi Soozin: Exactly. Karma, legacy—your kids, grandkids, great-grandkids. Plus, when you build with a team, you’ve got more people pushing toward success. It grows faster.

Jorge Olson: 100%. That’s why my company is literally called “Fast to Market.”

Adi Soozin: So you had this book mastermind and all these experiences. What did you study in college?

Jorge Olson: I grew up in Tijuana, then moved to the U.S. for college. I went to San Diego State. At first, I studied art.

Adi Soozin: Wait—you went from art to software to building a multi-million dollar company?

Jorge Olson: The highest market cap we ever hit was $2 billion—with a B.

Adi Soozin: Oh my god.

Jorge Olson: It was incredibly hard. I couldn’t maintain it. I wasn’t sleeping—I was doing all the marketing. But it makes sense. At home in Tijuana, we were very poor, but we had 10,000 books. My mom and grandmother both worked two jobs. My grandmother went door-to-door selling business cards and printing services.

Adi Soozin: Wow.

Jorge Olson: My mom finished her college degree when I was 14—philosophy and literature—at a seminary with old priests. At home, we talked about art, literature, speech, debate—everything except business. I actually wanted to be a missionary and a poet. I started writing when I was really young. But then I realized how poor we were, and I said, “I’ll just be a CEO.” I didn’t even know what that meant. I just figured it couldn’t be harder than med school.

Adi Soozin: [laughs]

Jorge Olson: I started as a business major, thinking that’s how to become a CEO. I took all the finance courses, but my passion was art history, philosophy, photography. I kept taking these tangents—literature, communications, photography. Eventually, my counselor said, “You’ve got enough credits to graduate—and if you do one more semester, you get an MBA.” I said, “Nah, I’ll just graduate.”

Adi Soozin: [laughing] I love that.

Jorge Olson: And honestly, everything I’ve done in business has come from art. Not business school. Like storytelling—I helped one company hit a $2B market cap through storytelling, not spreadsheets.

Adi Soozin: That makes sense now—your journey from software to marketing to everything else. You learned resilience from your grandmother and creativity from your mother.

Jorge Olson: And also… my first kidnapping attempt was when I was four.

Adi Soozin: Mine was at eight.

Jorge Olson: Growing up in Tijuana, walking to school at seven—yeah, it toughens you.

Adi Soozin: First time I hitchhiked home in a snowstorm, I was nine. Those survival skills change you.

Jorge Olson: They do.

Adi Soozin: What’s interesting is that most people get cold from that trauma. But you’re still warm and smiling. Me? My eyes are daggers.

Jorge Olson: [laughs] That comes from my mother. She’s very innocent—people take advantage of her. I think I get my warmth from her. And I also taught martial arts for years—kung fu, tai chi, boxing, wrestling. That gives you a certain calmness. And all those disciplines come from Buddhism, so you start to see life as a gift. When you see every interaction as a gift, you can’t help but be warm.

Adi Soozin: Yeah, and you still know how to flip the switch and fight when needed.

Jorge Olson: Exactly. I used to fight every night at the school. One student once said, “Why are you smiling when you fight? That’s creepy.” And I told him, “Because I’m happy. I love practicing.” One of my instructors said, “There’s no smiling in kung fu.” I said, “Of course there is. What are you talking about?”

Adi Soozin: [laughing]

Jorge Olson: So yeah, the calmness is from my family and the practice.

Adi Soozin: There’s a joke: Russian Jews never learned to smile.

Jorge Olson: [laughing]

Adi Soozin: One of my favorite people is always posting serious photos from speeches. I roast him and say, “Did you almost smile in that photo?” He just gives me the dead-eye stare.

Jorge Olson: Absolutely no smiling.

Adi Soozin: Raised eyebrows. That’s it.

Jorge Olson: You know, I actually wrote a chapter on smiling in my new book Marketing Karma. When you greet someone with a smile in a meeting, they can’t help but smile back. It’s not manipulation—it’s just energy transfer. You smile because you want to be happy, and they feel it too.

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Jorge Olson: But the other thing that happens is people become happy when they’re around you. They realize that being with you makes them happy, and they want to be around you more. So now, you’re spreading love, karma, influence, or whatever you want to call it. The message becomes more receptive. If you’re into influence or marketing, that’s very important.

When I used to do keynote speeches, I would go dancing beforehand — like salsa or something. By the time I’m on stage, everyone’s already laughing and bending over, and I haven’t even said a word.

Adi Soozin: Use salsa on stage.

Jorge Olson: I salsa all the way walking to the stage. I tell the sound person, “Put on some salsa, some peso, some mambo.” Then I go salsa-mambo or whatever. Then I say, “Cut the music. I’m not here to dance.” And of course, everyone’s dancing and screaming at me. I say, “Okay, one more!” Then I go for three beats, then, “Okay,” and I start my speech. Everyone’s already laughing and open-minded, thinking, “This guy’s ridiculous. Let’s see what he’s got.” Phones are down, or if they do have phones out, they’re recording me dancing on stage.

Adi Soozin: My god. Yeah.

Jorge Olson: Who does that, right?

Adi Soozin: Do you have recordings of this? Because I feel like we need to embed one in the show.

Jorge Olson: Yeah, the event organizer usually records keynotes. I paid part of my college tuition teaching salsa…

Adi Soozin: I paid part of my college on ballet scholarships.

Jorge Olson: Ballroom dance. That’s why…

Adi Soozin: I was classical ballet, yeah. Really talk to my daughter.

Jorge Olson: What I wanted as a kid was to learn ballet. But I couldn’t, so I did ballroom dance because there was no ballet place in Tijuana. I took a couple of classes in college; I was the only guy. But I loved ballroom because you could dance everywhere.

Adi Soozin: That’s true. All my guy friends who complained about dating life would come to my dance classes and suddenly say, “I’m a dance minor now.” It was just because there’d be two guys and 30 girls all in perfect condition.

Jorge Olson: Here you go!

Adi Soozin: Yeah, we’ll include in the show notes a video where you’re dancing at the start of your keynote. Maybe the rest of us will be inspired to start our keynotes that way. Challenge accepted. I’m speaking in two weeks.

Adi Soozin: I don’t think I’ll do it then. My father would kill me since I’m speaking at places he arranged. But maybe another time.

Jorge Olson: Yes. Record it.

Adi Soozin: Obviously, everyone listening is in love with you and wants to be your best friend. What’s the best way for them to get in touch with you? Are you still doing keynotes?

Jorge Olson: I stopped for seven years but just started again. A lot of people want me to do Zoom training, which I love. To contact me, think “Orson” — J-O-R-G-E — that’s how you spell Jorge, then Olson with double O son — that’s my half-Mexican side. My dad’s from Minneapolis via Sweden.

If you go to hororgeone.com, that’s the best way. All my social media handles have that name. If you Google me, you’ll see my LinkedIn, Instagram, and Olson.com where people can contact me.

Adi Soozin: And you help people launch consumer goods lines?

Jorge Olson: Yes, very much.

Adi Soozin: If someone has an idea, do they bring you ingredients or do you have product ideas they can pull from?

Jorge Olson: Both. Some come with ideas and crazy ingredients; we have a lab that can create products from scratch. Or if you want the best skincare formula already tested and researched — just use that, save about $30,000, and launch faster.

Adi Soozin: And you have multiple books out?

Jorge Olson: Yes, Amazon is a good place, plus bookstores and libraries. I have three books and three audiobooks coming out this year — Audible too.

Adi Soozin: No one can keep up with you! What are the books?

Jorge Olson: Marketing Karma is coming out. Then Wholesale MBA for those who want to launch and sell any product. They’re already out in Spanish.

Adi Soozin: Learn Spanish, guys!

Jorge Olson: Also, Super Sexy Kung Fu Marketing is out in Spanish.

Adi Soozin: My gosh, I want to be at a speaking event where you say that on stage!

Jorge Olson: I did. They were on the floor laughing. I explained why, and then turned it into a book. The English version will probably come out in March. I self-publish.

Adi Soozin: Do you self-publish or work with a publisher?

Jorge Olson: I decided with my first book to self-publish. Publishers wanted 95% of the royalties. As an entrepreneur, I said, “No way.” I hire editors who work for big publishing houses. I pay my own way.

Adi Soozin: That explains your speed. And you wrote a help book about mindset — how to be happy and figure things out along the way.

Jorge Olson: Yes.

Adi Soozin: That mindset should be poured into a book, please.

Jorge Olson: I think it’s very important. You told me I should write a memoir — I have 50,000 words written already. I stopped at age 46 and need to finish. In Marketing Karma, I talk about the happiness factor — it’s a practice, not a gift.

Each big decision I made, I remember where I was and who helped me snap out of a funk. One time I was depressed because my car broke down and I couldn’t pick up a friend. My uncle, a self-help guru, sat me down and said, “You’re 20; you’re not going to survive if you stay like this.” He was always happy. I was so angry my stomach hurt. I had to change. I decided to study, read, and apply information as my superpower.

Adi Soozin: Your self-help book. And ladies and gentlemen, thank you for tuning in today and for answering all my questions. You’re one of the most interesting people on the planet. I wish I had your brain! I can’t wait to read your memoir and maybe your book on how to IPO.

Jorge Olson: That makes me very happy. Thank you very much, and thank you for doing this. It’s amazing.

Adi Soozin: Of course. Thank you, guys. See you on the next episode. Bye.

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