Craig Goldberg Harnessing Sound for Optimal Human Performance

Well, it’s happening. I appreciate you being and having me here and I appreciate being here, Stephen. I am an entrepreneur. We run an e -commerce brand. I’m an open book when it comes to how we do that, why we do it, our impact, what we make, how we do it, the industries we serve and and the people that we serve. So it’s an exciting topic for me because I hardly get to talk about the business side of what we do. So this is awesome.

Actually, through the impact of the technology and my need for it in the first place, I put myself out there as a relaxation expert, which is a very odd thing to make a claim at. But our technology uses sound and vibration and helps you to relax. It actually takes your body into a relaxed state. I call it relaxation from the outside in. We manufacture our products from the ground up.

We also have a record label that creates what we call music meditations, which are sequences of sounds and frequencies in specific durations with specific frequencies and our impact on our physiology based on a body of research that goes back 45 years called vibroacoustic therapy. And all of this is probably foreign to most of the people that are listening to this for the first time. And it was for me as well. I’d been to a sound bath. I’d been to sound healings.

I’ve been familiar with the acoustic instrument sound bowls, the didgeridoo, the gong, those types of instruments, but I had never been familiar with a digital delivery system until I had my first experience in November of 2016. So we’re going on eight years ago. And I fell in love with the technology. I fell in love with my now business partner who we were friends with before. And we basically scaled an e-commerce brand over the last eight years into what we are today, which is really an industry leader in our space, focused on health and wellness, biohacking, optimal human performance, alternative therapy. I mean, there’s a lot of different buckets that we go into, but cold plunging, red light therapy, saunas, infrared, red light therapy, all of these kind of fall into the same category, if you will, of where we play. And it’s been magical over the last eight years, just absolutely magical to watch.

We largely started as an offline brand that was going to trade shows, conferences, in -person demos of our technology. And thanks to the pandemic, believe it or not, it forced us to go online, learn how to create video content, learn how to teach, train and educate. And I think there was an awakening that happened in our audience that really allowed us to shift from where I knew every one of our clients and everybody who bought had done a demo with me or somebody close to me to now, where I mean, we sell site unseen every single day, multiple times a day, and our community is growing exponentially. It’s been a lot of fun to watch.

You know, it’s interesting. Ultimately, it’s anybody with a brain and a nervous system, which is obviously everybody from newborns to elders. Our target audience as far as who really buys most of our technology is 35 to 55. It skews just ever so slightly more to women, like 52 % to 48%. And professionals, folks that are using our technology in wellness centres, clinics, psychedelic therapy or ketamine clinics. Wellness centres is a big one right now. To individuals that are using it in a professional setting, like as a CEO or as an executive team or in an HR department as an employee give back to obviously individuals that are using it at home for yoga, meditation, athletics, physical therapy and massage therapy is a big division. Folks help with sleep. Women, believe it or not, women’s health is a big deciding factor for us and a big vertical for us as well as athletics is really the next big one. It helps with recovery big time.

You know, it’s interesting. So we’ve been doing this for eight years. There’s probably about 12 major manufacturers of our technology, most of which you’ve never heard of that don’t really have a presence at all on the web and probably three or four that do. And I think we all differentiate from each other really well. Our technology is the highest quality in my opinion. And I get that I’m totally biassed, but there really is a manufacturing difference in, in the, the, parts that we use, the products that we use, the inputs that go into it.

We’re the only manufacturer that puts high fidelity speakers into all of our technology. We build our amps from the ground up. Just the overall build quality of the experience. And I think one of the biggest differentiators for us is that you can listen to anything you want through our technology. You can think of our technology, our relaxation furniture as a Bluetooth speaker. You can connect Bluetooth from your phone to our amplifier. You can literally play anything you want through our tech.

A lot of our competitors did not wire their transducers in series, they wired them in parallel, which limits what you can listen to only music that they have created. And that library is really small. We have one of the largest app libraries in the marketplace as of today, actually, I just got back from two weeks of Burning Man. I haven’t even looked to see in our dashboard, we’re 185 music meditations as of today available in our app. And we add a new music meditation every week. So there’s a lot of things that we do that’s really cutting edge and innovative. And then I think on the back end of all of it is our community. We have a telegram group with over 450 participants that is active every single day of folks that are just loving on our technology and want to share and help and support and build and educate.

It’s a really beautiful thing to watch over the last few years, because that really came about since the pandemic. That community and this online presence that we’ve had in a private telegram group has really just absolutely exploded.

Definitely the In Harmony Sound Lounge. And that’s our flagship product. It’s our Cadillac, if you will, four tactile transducers, which is what creates the vibration. It’s ergonomically shaped. It’s got a 200 watt dual amplifier, 200 watts for the transducers, and then 20 watts for the built -in high -fidelity speakers or headphones that you can plug in, actually wearing, we actually made our own headphones from the ground up to a great spec. Same spec as the Sennheiser HD 280 Pros, if you’re familiar with those headsets. Same one Joe Rogan uses on his podcast.

And the meditation cushion, all of our products kind of serve their own purpose and their own light, but we’re certainly from a volume and a dollar perspective, we’re selling the most sound lounges. Meditation cushions, we do more volume, but it’s obviously less expensive product. But we’ve got some surprises and some innovation coming out for the holiday season this year, which I’m pretty excited about.

Growth, we’ve been riding this wave. I mean, we’re coming into our busy season, right? As an e -commerce brand, we’re coming into the holiday season. Summertime’s usually a little slower for us and we prep for that. It’s a time for us to build and create. We just rolled out a new website. We’re actually in the process of creating and developing, as far as I know, one of the largest AI presence when it comes to business development, demand generation, lead generation in the space. And I know that’s a pretty lofty statement but I just know the people that I’m working with and how close to the tip of the spear they are on the AI front. And we’ve already started to curate and create what we’re calling Digital Craig, which is an AI agent that is trained and versed in all of our science and research, all of my podcasts, everything that I’ve ever created, as well as all of our compliance and the research side of what we do.

It’s already pretty whimsical and we’re starting to roll that out to now be educated in specific verticals, chiropractic, wellness centres, massage therapists, sleep, all the verticals that I had mentioned before. And we’re gonna start actively reaching out to people, scouring the internet for knowledge and information, then actually reaching out to individuals and sharing with them why we think in harmony is a good fit and why we think they need to take a closer look at what we’re doing here. It’s pretty excited for the future of how we’re going to scale and grow because it’s going to allow us to have meaningful conversations with the right people at the right time and then be very clear and upfront that you’re talking to AI, this digital craig, and that I would like to speak with them as soon as they’re ready. And we’ve already began testing it and even in its infancy stage, it’s pretty incredible how we’re pulling people into our ecosystem to educate them. We already created a ton of content.

So once you go to our website, you’re getting retargeted, you’re getting very specific retargeting ad sequences that are showing you and introducing you to us in a very specific way or us to you in a very specific way. So it’s a very harmonious, organic, and it just feels right putting myself in their shoes as to how they’re being introduced to in harmony, which, like I said, for many of the people that are listening, you’re like, vibroacoustic therapy, what is that?

And it’s a very powerful modality that I really think, sincerely, I believe everybody needs to be familiar with and introduced to because it can literally help everyone.

It’s absolutely putting me in front of the camera. It’s having conversations just like this, authentic conversations with fellow entrepreneurs and podcast hosts that are interested in learning about what we have to say because it translates out to your audience so much stronger and so much more powerfully. And with that much edification of, this is somebody that I think you should pay attention to in a conversation that I think you need to listen to. The long form format has also been phenomenal for us because There’s a lot of details and specificity to the technology and a lot of people geek out on exactly what’s happening in the body. The body of research that goes back 45 years is, to me, it’s really interesting. And then the next thing is putting me in front of the camera and allowing us to record very specific, along with we’ve got various marketing agencies that help us to do what we do. We’re constantly answering questions through FAQs, through our customer service and our website.

We then take those questions and we record videos that we just literally riff for an entire day in front of a professional camera crew and create these high quality output videos, making that shift and that commitment to hiring Red 5 Productions to help us to do what we’re doing. And we probably average a shoot with them every 60 to 90 days. But from those shoots, we yield anywhere from 80 to 150 independent short form videos that are 15 seconds to 60 seconds. Some of them go up as high as three minutes, but making that shift and then creating and following up on the paid social side of developing these campaigns and specific retargeting and prospecting campaigns has been, it’s just been paramount in targeting new audiences and getting them the right message at the right time and only focusing on people that are opting in to learn more about what we’re doing and engage more in what we’re doing. Our thumb stop rate is ridiculous. It’s between 75 and 90%. So we know we’re getting the right message in front of the right people. And we know we’re hyper focused on that messaging. Again, it just kind of feels right. It doesn’t feel sleazy. It doesn’t feel like we’re trying to force the message on somebody who doesn’t want it. So we’ve really got this kind of perfect ecosystem that we’ve built right now.

Yeah, that’s cool. Challenges every single day. Anybody that thinks this entrepreneur game is for the week or the mild

No, look, COVID, sorry. I look, I respect it, I appreciate it. It’s something that absolutely hurt people. That pandemic actually helped us tremendously. It forced us to, it forced me to get in front of the camera. It forced me to create our messaging in a succinct way. It forced me to have some pretty difficult conversations with our ecosystem. We changed dramatically the way that we did things. And I think we had to.

And I don’t think that that was a bad challenge at all. I think that was a very good challenge. That’s only going to prove for us to be able to scale further and touch more people. Look, we went from hosting events, trade shows, conferences, and showing up and setting up a booth where there might be 5 ,000 people in attendance at a good event. And I’m only going to see five to 800 of them. There are only a portion are going to walk through my past my booth and only a portion of them are actually going to stop to do a demo. So.

Now I post a video and I know it’s being seen by hundreds of thousands of people, if not millions of people. So our reach has increased tenfold, hundred fold. I don’t even know what that number looks like. So I wouldn’t really call that a challenge. The challenge that I run into day after day is in scaling, in communication, in, in moving. I now have teams on multiple continents that are moving way faster than I ever could. And keeping up with that and communicating that to our ecosystem and our base. I’ll give you a good example. I was just out of town for two weeks at Burning Man. 10 of those days, I was pretty much completely out of touch. had a Starlink. When I was at my camp, I was checking in and staying connected, but so much happened while I was gone. We rolled out a new version of our app, right? There’s now a trending section that I don’t even know how it works yet. I wasn’t able to communicate any of this to my community.

We just rolled it out and I’m glad they did because it’s a wonderful addition and wonderful upgrade. But some of the challenges that we have is things are starting to build and grow very fast and very quickly around us and communicating that out and staying ahead of it is a challenge. I do a weekly live on YouTube, Facebook and X every week and I’m about to do my live here in the next hour. Absolutely remarkable as to what we’re able to get done week after week.

And then as we scale and grow, it’s different when I was doing business development versus now where we’re focused on marketing. When I was doing business development, I was very familiar with what that prospect pipeline looked like. I was very familiar with where the next sales were coming from because I was in a regular conversation with them. Now those sales just pop up through our website. So from a demand gen lead gen perspective, managing logistics and our supply chain has actually been one of our biggest challenges because when do we know where our growth is going to come? And I need to be in stock because if I’m not in stock and I’m at least 90 days, if not close to 120 to 180 days from the time I placed my order until the time it’s in my warehouse, one of the biggest challenges that we have, and luckily I have an incredible business partner and team that’s incredible at managing this and an incredible manufacturing partner that has helped us through this as well.

But one of my biggest challenges is actually staying in stock, believe it or not, and not wrapping up too much cash into the supply chain, which, as I mentioned, can be six to nine months from the time I order certain inputs in bulk until they’re actually in a product in my warehouse that I can actually sell and ship. And then you couple that with this incredible consumer base that we’ve built and we have around us and this over communication that we do through Facebook lives and video production. And it’s great challenges to have. I really don’t have any complaints on that front. They’re great challenges.

You know, I think the best thing that I can offer to everybody that’s listening right now is access to our In Harmony Extended Music Meditations, which were available on our YouTube channel. They’re totally free. Search In Harmony Interactive on YouTube and scroll down the page until you find our In Harmony Extended Music Meditations. They’re 11 hours. They’re specifically designed to be streamed through your home, through your car, not while you’re driving, through your home stereo system.

And it’s specifically designed to bring your body in harmony through an existing sound system that you have. And if you like what you hear, you can download our app. It’s $8 a month. It goes towards new music meditation creation and maintaining the app itself, new features, that sort of thing. And then if you really want to take it to the next step, I highly invite everybody to take a look at our relaxation furniture and really feeling the full feature and the full experience and impact of our music and our technology.

It’s literally relaxation from the outside and the sound and the vibration harmonized with what you’re hearing, it ushers you like a lullaby to a baby. It literally ushers you into the depths of a relaxed state. And it’s something that I believe everybody deserves to feel and I’m excited to share and I’m grateful for this opportunity to meet your community. Thank you.

You’re welcome. My website, by the way, is iaminharmony.com. The two most important words in the English language, I am, because anything you put after it, you are, so why not be in harmony with the world around you? And that’s what we do. Thank you, Stephen.