Episode Title: Market Resilience, Counterfeit Realities, and the Future of Authentication with Perry Nguyen of Check Check

Show Notes:

In this episode, I’m joined by Perry Nguyen with Check Check, a cutting-edge digital authentication platform reshaping the luxury resale landscape. Our conversation explores the parallels between nature’s most resilient species and the dynamic, ever-evolving global marketplace, particularly the explosive growth of luxury resale and the counterfeit economy.

Perry shares how Check Check leverages a global team of expert authenticators to verify high-value goods, including sneakers, designer items, and collectibles. With the rise of “super fakes” and consumer trust hanging in the balance, Perry explains why real-time, mobile-first authentication is no longer a luxury—it's a necessity.

We dig into Perry’s fascinating career journey—from scaling a cannabis startup from zero to $11M in sales, to lobbying Congress (cowboy hat and all) in support of a groundbreaking antifungal vaccine for animals. His background in the music industry also adds a creative twist to his leadership style, which I found incredibly relatable.

Perry also opens up about joining Check Check just 12 months ago and partnering with co-founders Arnold Luck and Eddie Abramov to scale their sneaker authentication platform into a robust enterprise solution. With over 3.3 million app downloads and 2.2 million items authenticated, they’re redefining trust in the secondary market.

We wrap the conversation with a look at global expansion—including a powerful new partnership with India’s Culture Kicks—and discuss how APIs and mobile tech are driving the next phase of authentication for streetwear and luxury resale. I even encouraged my brother to download the app—because if you’re going to invest in high-value items, you need to make sure they’re the real deal.

And yes, I even share a story about tracking down an elusive 90s rock vocalist named Kurt, plus what my cousin's DIY guitar pedal business taught me about creative frustration, innovation, and self-determination in leadership.

📌 Topics Covered:

• How market adaptability mirrors species resilience

• The booming counterfeit market and rise of "super fakes"

• Scaling Check Check into a global authentication powerhouse

• The intersection of creativity, structure, and burnout

• Personal leadership stories from the music and tech worlds

In this powerful conversation, Michael D. Levitt and branding expert Barry LaBov explore the critical role of differentiation in today’s hyper-competitive and fast-moving business world. It’s not about being the biggest or best in every category—it’s about being unmistakably you.

The Human Edge of Differentiation Barry opens with a compelling take: while modern tools have made producing fast, mediocre content easier, what sets brands apart today is authenticity and humanity. He warns that failing to stand out leads to commoditization, lower profits, and disengaged teams. The takeaway? Know what makes you unique—and amplify it with intention.

Purpose Starts with "Who Are We?" Michael shares a story from a nonprofit healthcare board meeting where a simple but profound question was raised: “Who are we?” That moment sparked a conversation about alignment, identity, and clarity. He reminds leaders to pause regularly, assess direction, and stay grounded in purpose. Barry echoes this, referencing Simon Sinek’s “Start With Why,” but adds: you also need to clearly explain what you do and how it fulfills that purpose.

Belief Begins Within Barry shifts the focus inward, discussing how employee belief in a company's mission and differentiation directly impacts its longevity—citing that 16 of 17 startups fail within 10 years. His latest book, written during the COVID-era resignation wave, focuses on helping companies win hearts and minds through internal and external clarity. Real-world stories and practical frameworks help teams rediscover what makes them special.

Small Shifts, Big Impact Michael dives into adaptability with a brilliant metaphor: changing the lighting in a room can completely alter its feel without replacing the furniture. In the same way, businesses often need thoughtful tweaks—not complete reinventions. He also addresses current workplace trends—like post-2021 turnover and return-to-office debates—urging leaders to listen to their people and lead with empathy and internal communication.

Say It Like You Mean It Wrapping up, Barry and Michael discuss how language shapes culture. Self-deprecating phrases like “best kept secret” can quietly undermine confidence inside and outside the organization. Instead, leaders should communicate honestly and boldly about their value—without veering into ego. Michael even mentions recommending Barry’s book to a client struggling with this exact challenge.

Key Takeaways:

• True differentiation stems from authenticity, not superiority.

• Purpose is revealed by asking the hard questions—internally and externally.

• Your team must believe in what sets your organization apart.

• Minor shifts in leadership and culture can produce major results.

• How you describe your business matters—internally and externally.

🎧 Tune in to gain clarity, purpose, and practical insights that help your brand rise above the noise—without losing your soul.

this episode, I sat down with R.T. Custer to explore how he's bringing precision craftsmanship back to American soil. As the founder of Vortic Watch Company, R.T. began his journey a decade ago by upcycling antique American pocket watches into stunning wristwatches—each a one-of-a-kind blend of history and innovation. Now, with the launch of Colorado Watch Company, he's scaling that mission, aiming to produce over 500 watches a month. It’s a bold step forward for U.S. manufacturing.

Investing in American-Made Legacy

R.T. and I dug deep into the growing appetite for American-made products. There’s something powerful about choosing to support local—whether it's your community’s small businesses or the infrastructure that keeps our economy moving. We shared our hopes that more consumers will embrace domestically produced goods—not only for the quality, but because they represent a future built on sustainability, resilience, and meaningful employment.

A Return to Craftsmanship and Physical Innovation

One of the themes that resonated with me most was the tactile joy of building physical products. R.T. shared how fulfilling it is to work with his hands—and to create meaningful jobs for others doing the same. We discussed how newer generations are rediscovering analog experiences, from vinyl records to mechanical watches, in a digitally saturated world. There’s a renaissance happening—and it’s reminding us that innovation isn’t just digital. It’s human.

The Market Potential for American-Made Watches

We also touched on market opportunity—how entrepreneurs and cultural leaders like Kevin O’Leary are championing American craftsmanship. R.T. envisions producing up to 1,000 watches per month through Colorado Watch Company, bringing premium, American-made timepieces to a niche yet growing audience. This isn’t just about watches—it’s about reclaiming our manufacturing heritage and proving that we can lead with quality and purpose.

Reviving Industry in the American West

Our conversation closed on a big-picture note. We talked about Colorado’s roots in innovation and industry—and how the American West once symbolized opportunity, grit, and reinvention. Today, that spirit is still alive. R.T.’s work isn’t just about making watches—it’s about modeling what’s possible when we believe in rebuilding. We need more of that energy. More leaders. More makers. And more belief in what’s possible—right here at home.