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https://rss.art19.com/ep…00762e86fb433970
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Uh, but the price point reflects that.
customer: It is, absolutely agent: ... a lot of it is particle board and veneer and, you know, not always the kind of furniture you're gonna have for 25 years. customer: Right.
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Yeah, exactly.
agent: ... a lot of it is particle board and veneer and, you know, not always the kind of furniture you're gonna have for 25 years. customer: Right. agent: Uh, but the price point reflects that.
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And so your customers were like, what? I mean, college students or people out of college, young people, w- uh, you know, with their first apartments, that, that kinda thing?
customer: Right. agent: Uh, but the price point reflects that. customer: Yeah, exactly.
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That, and then older customers in secondary parts of the house. You know, do the basement for the kids, that kind of thing, so.
agent: Uh, but the price point reflects that. customer: Yeah, exactly. agent: And so your customers were like, what? I mean, college students or people out of college, young people, w- uh, you know, with their first apartments, that, that kinda thing?
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Yeah.
customer: Yeah, exactly. agent: And so your customers were like, what? I mean, college students or people out of college, young people, w- uh, you know, with their first apartments, that, that kinda thing? customer: That, and then older customers in secondary parts of the house. You know, do the basement for the kids, ...
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Yep.
agent: And so your customers were like, what? I mean, college students or people out of college, young people, w- uh, you know, with their first apartments, that, that kinda thing? customer: That, and then older customers in secondary parts of the house. You know, do the basement for the kids, that kind of thing, so. a...
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Okay, so you gave up your shares of Gabberts, which were worth, I think, about $800,000 at the time.
customer: That, and then older customers in secondary parts of the house. You know, do the basement for the kids, that kind of thing, so. agent: Yeah. customer: Yep.
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Yep.
agent: Yeah. customer: Yep. agent: Okay, so you gave up your shares of Gabberts, which were worth, I think, about $800,000 at the time.
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And you got, you got this, these three locations, this Room & Board, which you had started internally in Gabberts.
customer: Yep. agent: Okay, so you gave up your shares of Gabberts, which were worth, I think, about $800,000 at the time. customer: Yep.
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Right.
agent: Okay, so you gave up your shares of Gabberts, which were worth, I think, about $800,000 at the time. customer: Yep. agent: And you got, you got this, these three locations, this Room & Board, which you had started internally in Gabberts.
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And your idea was, "Okay, let me see what I can do with this thing."
customer: Yep. agent: And you got, you got this, these three locations, this Room & Board, which you had started internally in Gabberts. customer: Right.
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Yes, exactly.
agent: And you got, you got this, these three locations, this Room & Board, which you had started internally in Gabberts. customer: Right. agent: And your idea was, "Okay, let me see what I can do with this thing."
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Um, before we get to what you did, let's talk about the- this decision in general. I mean, you are leaving the family business that you had run at this point now for, you know, almost a decade. Your dad, uh, he kind of decides that he does not wanna go through with this plan that you guys had agreed upon. Uh, what did ...
customer: Right. agent: And your idea was, "Okay, let me see what I can do with this thing." customer: Yes, exactly.
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No, it was, it was not an easy time, and it was a little more complicated because I owned about 30% of the business. I had three siblings that each owned about 10, and I sat with each of them and said, "Okay, here's your choice. You can vote with me, and I will continue to run the business, and this is my future, or yo...
agent: And your idea was, "Okay, let me see what I can do with this thing." customer: Yes, exactly. agent: Um, before we get to what you did, let's talk about the- this decision in general. I mean, you are leaving the family business that you had run at this point now for, you know, almost a decade. Your dad, uh, he ki...
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they all chose not to vote with me
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Wow. So you'd gone to your siblings and said, "Hey, if you guys vote with me, we have 60% control, and, you know, I'll run the business, and I, I'll, I'll grow it. If not, you know..." Uh, and they decided not to. They went with your dad.
customer: Yes, exactly. agent: Um, before we get to what you did, let's talk about the- this decision in general. I mean, you are leaving the family business that you had run at this point now for, you know, almost a decade. Your dad, uh, he kind of decides that he does not wanna go through with this plan that you guys...
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Yes, exactly.
agent: Um, before we get to what you did, let's talk about the- this decision in general. I mean, you are leaving the family business that you had run at this point now for, you know, almost a decade. Your dad, uh, he kind of decides that he does not wanna go through with this plan that you guys had agreed upon. Uh, wh...
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And so I'm sure this is not easy to talk about, even now, decades later. I'm sure it's still quite painful, but, um, I mean, it's also business. That happens in businesses, right? Family businesses for sure.
customer: No, it was, it was not an easy time, and it was a little more complicated because I owned about 30% of the business. I had three siblings that each owned about 10, and I sat with each of them and said, "Okay, here's your choice. You can vote with me, and I will continue to run the business, and this is my fut...
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Yes, it does, all the time. Yeah.
agent: Wow. So you'd gone to your siblings and said, "Hey, if you guys vote with me, we have 60% control, and, you know, I'll run the business, and I, I'll, I'll grow it. If not, you know..." Uh, and they decided not to. They went with your dad. customer: Yes, exactly. agent: And so I'm sure this is not easy to talk ab...
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Uh, we've certainly dealt with it on this show. That's not just a business dis- disagreement. That's a family fallout.
customer: Yes, exactly. agent: And so I'm sure this is not easy to talk about, even now, decades later. I'm sure it's still quite painful, but, um, I mean, it's also business. That happens in businesses, right? Family businesses for sure. customer: Yes, it does, all the time. Yeah.
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Yes.
agent: And so I'm sure this is not easy to talk about, even now, decades later. I'm sure it's still quite painful, but, um, I mean, it's also business. That happens in businesses, right? Family businesses for sure. customer: Yes, it does, all the time. Yeah. agent: Uh, we've certainly dealt with it on this show. That's...
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That's personal.
customer: Yes, it does, all the time. Yeah. agent: Uh, we've certainly dealt with it on this show. That's not just a business dis- disagreement. That's a family fallout. customer: Yes.
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Very, very personal, absolutely. Yeah, no, I d- I basically didn't see family for at least 10 years.
agent: Uh, we've certainly dealt with it on this show. That's not just a business dis- disagreement. That's a family fallout. customer: Yes. agent: That's personal.
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I basically didn't see family for at least 10 years
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Wow. So you, you kind of, I mean, you were estranged. You were estranged from your family.
customer: Yes. agent: That's personal. customer: Very, very personal, absolutely. Yeah, no, I d- I basically didn't see family for at least 10 years.
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Yes. Yes.
agent: That's personal. customer: Very, very personal, absolutely. Yeah, no, I d- I basically didn't see family for at least 10 years. agent: Wow. So you, you kind of, I mean, you were estranged. You were estranged from your family.
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But also living in the same city, right?
customer: Very, very personal, absolutely. Yeah, no, I d- I basically didn't see family for at least 10 years. agent: Wow. So you, you kind of, I mean, you were estranged. You were estranged from your family. customer: Yes. Yes.
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Yes. Oh, yes.
agent: Wow. So you, you kind of, I mean, you were estranged. You were estranged from your family. customer: Yes. Yes. agent: But also living in the same city, right?
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So did you just stop talking to them?
customer: Yes. Yes. agent: But also living in the same city, right? customer: Yes. Oh, yes.
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Oh, yeah. Yeah. Yep, it was difficult.
agent: But also living in the same city, right? customer: Yes. Oh, yes. agent: So did you just stop talking to them?
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And on top of that, you're competing now against your family.
customer: Yes. Oh, yes. agent: So did you just stop talking to them? customer: Oh, yeah. Yeah. Yep, it was difficult.
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Actually, strangely enough, not directly for the first years. Um, I kind of avoided what that was. So Room & Board stayed what it was, which is more of this Ikea-like product, which didn't compete directly, and I think I, um, subconsciously said, "That's fine." Um, it's interesting. I spent those next six or eight, eig...
agent: So did you just stop talking to them? customer: Oh, yeah. Yeah. Yep, it was difficult. agent: And on top of that, you're competing now against your family.
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Tell me why. What do you remember about that time? You thought it was better to just be diversified?
customer: Oh, yeah. Yeah. Yep, it was difficult. agent: And on top of that, you're competing now against your family. customer: Actually, strangely enough, not directly for the first years. Um, I kind of avoided what that was. So Room & Board stayed what it was, which is more of this Ikea-like product, which didn't com...
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You know, I really asked... And that's a... I ask myself that question today and say, "Well, well, what was I thinking? Why did I try those different things?" And, um, I, I look back, it was a bad... It was not a, a good time f- from a business standpoint. I was doing too many things. Just, it was just a mistake.
agent: And on top of that, you're competing now against your family. customer: Actually, strangely enough, not directly for the first years. Um, I kind of avoided what that was. So Room & Board stayed what it was, which is more of this Ikea-like product, which didn't compete directly, and I think I, um, subconsciously ...
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0168
Were you making money yourself?
customer: Actually, strangely enough, not directly for the first years. Um, I kind of avoided what that was. So Room & Board stayed what it was, which is more of this Ikea-like product, which didn't compete directly, and I think I, um, subconsciously said, "That's fine." Um, it's interesting. I spent those next six or ...
1,907.87
1,909.99
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
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Um, some, but not a lot. Um, and it, it didn't... I didn't feel like I was doing something that was important to me. I st- I started having this clear vision of what Room & Board could be, and as that grew in my mind, it became clearly clear to me that that's way more important to me than doing all of these other thing...
agent: Tell me why. What do you remember about that time? You thought it was better to just be diversified? customer: You know, I really asked... And that's a... I ask myself that question today and say, "Well, well, what was I thinking? Why did I try those different things?" And, um, I, I look back, it was a bad... It...
1,911.59
1,937.11
customer
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0170
Okay, this is happening against the backdrop of a family rift that had happened.
customer: You know, I really asked... And that's a... I ask myself that question today and say, "Well, well, what was I thinking? Why did I try those different things?" And, um, I, I look back, it was a bad... It was not a, a good time f- from a business standpoint. I was doing too many things. Just, it was just a mist...
1,937.11
1,943.54
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0171
Right.
agent: Were you making money yourself? customer: Um, some, but not a lot. Um, and it, it didn't... I didn't feel like I was doing something that was important to me. I st- I started having this clear vision of what Room & Board could be, and as that grew in my mind, it became clearly clear to me that that's way more im...
1,943.54
1,943.61
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
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So there's that personal component that i- is not easy, and then there's the professional component, which is, it is what it is. I wonder, do you remember at that time, between 1980, let's say 1980 and 1988, ever having doubts? Ever thinking, "God, I think I might have made a mistake"?
customer: Um, some, but not a lot. Um, and it, it didn't... I didn't feel like I was doing something that was important to me. I st- I started having this clear vision of what Room & Board could be, and as that grew in my mind, it became clearly clear to me that that's way more important to me than doing all of these o...
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1,965.43
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0173
I don't think I had doubts about my choice at Gabborts, the initial choice, right? I, I, I knew that was the right thing to do. Um, I certainly started having doubts about the focus on those different businesses and, and that's when I really... It was about '88, '87 that, you know, I turned 40. It's a time when you thi...
agent: Okay, this is happening against the backdrop of a family rift that had happened. customer: Right. agent: So there's that personal component that i- is not easy, and then there's the professional component, which is, it is what it is. I wonder, do you remember at that time, between 1980, let's say 1980 and 1988, ...
1,965.43
1,998.689
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0174
All right, so you decide to give up on these other businesses, the, the k- kids furniture and the, I guess, the design studio, and, and really focus on Room & Board, and, and I guess one of the things you do is move your store in Edina into a much bigger space, right?
customer: Right. agent: So there's that personal component that i- is not easy, and then there's the professional component, which is, it is what it is. I wonder, do you remember at that time, between 1980, let's say 1980 and 1988, ever having doubts? Ever thinking, "God, I think I might have made a mistake"? customer:...
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0175
Absolutely, and it, the decision seemed pretty easy. We moved Room & Board into this much larger building, and part of what we did is we c- we put Room & Board in, and then we created another department, if you will, which focused on better quality, American-made, at a considerably higher price. And I think the shock t...
agent: So there's that personal component that i- is not easy, and then there's the professional component, which is, it is what it is. I wonder, do you remember at that time, between 1980, let's say 1980 and 1988, ever having doubts? Ever thinking, "God, I think I might have made a mistake"? customer: I don't think I ...
2,017.67
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us
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0176
Okay, so you, you've gotta e- expand, and now you have an opportunity to add a new line and you s- you decide, "Okay, let's go up a notch, and we'll still sell this flat-packed, assemble-at-home stuff, but let's see if we can ma- make more sort of high-quality design furniture." But who is gonna make this stuff?
customer: I don't think I had doubts about my choice at Gabborts, the initial choice, right? I, I, I knew that was the right thing to do. Um, I certainly started having doubts about the focus on those different businesses and, and that's when I really... It was about '88, '87 that, you know, I turned 40. It's a time wh...
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0177
Well, we were aware of a few of these mostly New England manufacturers, some in the Midwest, that made this beautiful quality product.
agent: All right, so you decide to give up on these other businesses, the, the k- kids furniture and the, I guess, the design studio, and, and really focus on Room & Board, and, and I guess one of the things you do is move your store in Edina into a much bigger space, right? customer: Absolutely, and it, the decision s...
2,105.47
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customer
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0178
Okay, and so were you going out to these places yourself and saying, "I like that, I like that, I like that"? Like, 'cause this is before the internet. This is... You know, there were catalogs, but these p- places didn't have catalogs. It was, it was a few, few people in a garage. Not a garage, but in a small warehouse...
customer: Absolutely, and it, the decision seemed pretty easy. We moved Room & Board into this much larger building, and part of what we did is we c- we put Room & Board in, and then we created another department, if you will, which focused on better quality, American-made, at a considerably higher price. And I think t...
2,116.71
2,132.41
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
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You know, [laughs] strangely, one... But there's a furniture market in North Carolina, right, where everybody, everybody shows, and usually these little guys don't show. But the state of Vermont, for one market, happened to rent a space for these different Vermont manufacturers, and we happened upon those people about ...
agent: Okay, so you, you've gotta e- expand, and now you have an opportunity to add a new line and you s- you decide, "Okay, let's go up a notch, and we'll still sell this flat-packed, assemble-at-home stuff, but let's see if we can ma- make more sort of high-quality design furniture." But who is gonna make this stuff?...
2,132.41
2,156.549
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the state of Vermont, for one market, happened to rent a space for these different Vermont manufacturers
medium
Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
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So, so the, the design pieces from Vermont, what did those look like? I mean, did that... How would you describe that look? Because I think you were going for a very different kind of look than a Gabborts or a store like... And probably most furniture stores in America were like Gabborts.
customer: Well, we were aware of a few of these mostly New England manufacturers, some in the Midwest, that made this beautiful quality product. agent: Okay, and so were you going out to these places yourself and saying, "I like that, I like that, I like that"? Like, 'cause this is before the internet. This is... You k...
2,156.55
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meta-llama/Llama-3.3-70B-Instruct
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Yes. It was a very different look. Um, the, the focus was really on the wood itself, so it was like classic, simple designs that really focused on the beauty of the solid wood. They have a reference to arts and crafts. They have a, a reference to some Japanese design. There's been periods of time where there's been a r...
agent: Okay, and so were you going out to these places yourself and saying, "I like that, I like that, I like that"? Like, 'cause this is before the internet. This is... You know, there were catalogs, but these p- places didn't have catalogs. It was, it was a few, few people in a garage. Not a garage, but in a small wa...
2,175.05
2,210.15
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
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Yeah, you know, it's interesting, uh, because it's hard to describe, like, you know, people will say, "Well, what, what... How did you know what to pick?" And your answer probably is gonna be something like, "I picked what I liked," right?
customer: You know, [laughs] strangely, one... But there's a furniture market in North Carolina, right, where everybody, everybody shows, and usually these little guys don't show. But the state of Vermont, for one market, happened to rent a space for these different Vermont manufacturers, and we happened upon those peo...
2,210.15
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0183
Yeah. Mm-hmm.
agent: So, so the, the design pieces from Vermont, what did those look like? I mean, did that... How would you describe that look? Because I think you were going for a very different kind of look than a Gabborts or a store like... And probably most furniture stores in America were like Gabborts. customer: Yes. It was a...
2,220.61
2,221.29
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meta-llama/Llama-3.3-70B-Instruct
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Is that, is that true?
customer: Yes. It was a very different look. Um, the, the focus was really on the wood itself, so it was like classic, simple designs that really focused on the beauty of the solid wood. They have a reference to arts and crafts. They have a, a reference to some Japanese design. There's been periods of time where there'...
2,221.29
2,222.45
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
https://rss.art19.com/ep…00762e86fb433970
https://rss.art19.com/ep…e86fb433970_0185
True. Yeah, it's very true.
agent: Yeah, you know, it's interesting, uh, because it's hard to describe, like, you know, people will say, "Well, what, what... How did you know what to pick?" And your answer probably is gonna be something like, "I picked what I liked," right? customer: Yeah. Mm-hmm. agent: Is that, is that true?
2,222.45
2,223.79
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Llama-3.3-70B-Instruct_20260713T143033Z
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https://rss.art19.com/ep…00762e86fb433970
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And here you are, and not, uh... and please don't take this the wrong way, but you grew up in, you know, the suburbs of, of Minneapolis in the '50s and '60s. You know, you had a shop in Edina, Minnesota-
customer: Yeah. Mm-hmm. agent: Is that, is that true? customer: True. Yeah, it's very true.
2,223.79
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Yes
agent: Is that, is that true? customer: True. Yeah, it's very true. agent: And here you are, and not, uh... and please don't take this the wrong way, but you grew up in, you know, the suburbs of, of Minneapolis in the '50s and '60s. You know, you had a shop in Edina, Minnesota-
2,237.83
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Llama-3.3-70B-Instruct_20260713T143033Z
meta-llama/Llama-3.3-70B-Instruct
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... and yet you had developed a pr- I think, a pretty sophisticated design sensibility.
customer: True. Yeah, it's very true. agent: And here you are, and not, uh... and please don't take this the wrong way, but you grew up in, you know, the suburbs of, of Minneapolis in the '50s and '60s. You know, you had a shop in Edina, Minnesota- customer: Yes
2,237.9
2,243.23
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https://rss.art19.com/ep…00762e86fb433970
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Yes.
agent: And here you are, and not, uh... and please don't take this the wrong way, but you grew up in, you know, the suburbs of, of Minneapolis in the '50s and '60s. You know, you had a shop in Edina, Minnesota- customer: Yes agent: ... and yet you had developed a pr- I think, a pretty sophisticated design sensibility.
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So-
customer: Yes agent: ... and yet you had developed a pr- I think, a pretty sophisticated design sensibility. customer: Yes.
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I think that's true
agent: ... and yet you had developed a pr- I think, a pretty sophisticated design sensibility. customer: Yes. agent: So-
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2,244.61
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... how, how did that come about? What, what influenced that?
customer: Yes. agent: So- customer: I think that's true
2,244.61
2,248.19
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I think something that influenced it as much as anything else, even though it's not direct, is the Walker Art Center.
agent: So- customer: I think that's true agent: ... how, how did that come about? What, what influenced that?
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Ah, interesting, yes.
customer: I think that's true agent: ... how, how did that come about? What, what influenced that? customer: I think something that influenced it as much as anything else, even though it's not direct, is the Walker Art Center.
2,256.53
2,258.2
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It was there.
agent: ... how, how did that come about? What, what influenced that? customer: I think something that influenced it as much as anything else, even though it's not direct, is the Walker Art Center. agent: Ah, interesting, yes.
2,258.2
2,258.21
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And a significant museum.
customer: I think something that influenced it as much as anything else, even though it's not direct, is the Walker Art Center. agent: Ah, interesting, yes. customer: It was there.
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Significant museum, um, with a very modernistic point of view.
agent: Ah, interesting, yes. customer: It was there. agent: And a significant museum.
2,260.27
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Yes.
customer: It was there. agent: And a significant museum. customer: Significant museum, um, with a very modernistic point of view.
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I mean, it's, I think it's considered the third-best contemporary modern museum in the country-
agent: And a significant museum. customer: Significant museum, um, with a very modernistic point of view. agent: Yes.
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Yeah
customer: Significant museum, um, with a very modernistic point of view. agent: Yes. customer: I mean, it's, I think it's considered the third-best contemporary modern museum in the country-
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... behind New York and San Francisco. Um, they were in the forefront of doing all kinds of amazing things, um, especially as artists were developing and coming along. So it was just, um, it was exposure to a pretty sophisticated point of view of design that would be unusual for Minneapolis.
agent: Yes. customer: I mean, it's, I think it's considered the third-best contemporary modern museum in the country- agent: Yeah
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Do you remember any particular artist that struck you?
customer: I mean, it's, I think it's considered the third-best contemporary modern museum in the country- agent: Yeah customer: ... behind New York and San Francisco. Um, they were in the forefront of doing all kinds of amazing things, um, especially as artists were developing and coming along. So it was just, um, it w...
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Oh, my, my favorite of all time is Martin Puryear-
agent: Yeah customer: ... behind New York and San Francisco. Um, they were in the forefront of doing all kinds of amazing things, um, especially as artists were developing and coming along. So it was just, um, it was exposure to a pretty sophisticated point of view of design that would be unusual for Minneapolis. agent...
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Hmm
customer: ... behind New York and San Francisco. Um, they were in the forefront of doing all kinds of amazing things, um, especially as artists were developing and coming along. So it was just, um, it was exposure to a pretty sophisticated point of view of design that would be unusual for Minneapolis. agent: Do you rem...
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... who's a sculptor. I actually have several pieces, and I've given a couple to the Walker.
agent: Do you remember any particular artist that struck you? customer: Oh, my, my favorite of all time is Martin Puryear- agent: Hmm
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And he does a lot of stuff in wood, right?
customer: Oh, my, my favorite of all time is Martin Puryear- agent: Hmm customer: ... who's a sculptor. I actually have several pieces, and I've given a couple to the Walker.
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He does a lot of stuff in wood, but also in metal and bronze.
agent: Hmm customer: ... who's a sculptor. I actually have several pieces, and I've given a couple to the Walker. agent: And he does a lot of stuff in wood, right?
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Mm-hmm.
customer: ... who's a sculptor. I actually have several pieces, and I've given a couple to the Walker. agent: And he does a lot of stuff in wood, right? customer: He does a lot of stuff in wood, but also in metal and bronze.
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Y- you know, simple little things like, I don't remember the art itself, but I remember the framing on some of the pieces was just raw steel, simple steel that was welded. You could see the weld marks. And I, I looked at that, and it hit me, "Oh, how perfect for furniture."
agent: And he does a lot of stuff in wood, right? customer: He does a lot of stuff in wood, but also in metal and bronze. agent: Mm-hmm.
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That's really interesting. That makes a lot of sense because anyone who knows Room & Board furniture will know that a lot of your iconic pieces are steel, basically steel-framed.
customer: He does a lot of stuff in wood, but also in metal and bronze. agent: Mm-hmm. customer: Y- you know, simple little things like, I don't remember the art itself, but I remember the framing on some of the pieces was just raw steel, simple steel that was welded. You could see the weld marks. And I, I looked at th...
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Yes, exactly.
agent: Mm-hmm. customer: Y- you know, simple little things like, I don't remember the art itself, but I remember the framing on some of the pieces was just raw steel, simple steel that was welded. You could see the weld marks. And I, I looked at that, and it hit me, "Oh, how perfect for furniture." agent: That's really...
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Like ta- like tables or, or kitchen sort of islands or, you know, how-
customer: Y- you know, simple little things like, I don't remember the art itself, but I remember the framing on some of the pieces was just raw steel, simple steel that was welded. You could see the weld marks. And I, I looked at that, and it hit me, "Oh, how perfect for furniture." agent: That's really interesting. T...
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Right
agent: That's really interesting. That makes a lot of sense because anyone who knows Room & Board furniture will know that a lot of your iconic pieces are steel, basically steel-framed. customer: Yes, exactly. agent: Like ta- like tables or, or kitchen sort of islands or, you know, how-
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... w- w- it's... And you see the steel, like on the, the credenzas. Like, you see the steel legs.
customer: Yes, exactly. agent: Like ta- like tables or, or kitchen sort of islands or, you know, how- customer: Right
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Yes. So, so that's, that, that was the, yeah, I think that was the single biggest influence that came from Minneapolis.
agent: Like ta- like tables or, or kitchen sort of islands or, you know, how- customer: Right agent: ... w- w- it's... And you see the steel, like on the, the credenzas. Like, you see the steel legs.
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John, I'm curious about the storytelling side because I remember the first time going into a Room & Board store and seeing little signs like, "This is, this is the guy in Vermont who makes this," or, "This is the person who designed this." Now you see this everywhere, right? You even see it at IKEA.
customer: Right agent: ... w- w- it's... And you see the steel, like on the, the credenzas. Like, you see the steel legs. customer: Yes. So, so that's, that, that was the, yeah, I think that was the single biggest influence that came from Minneapolis.
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Right.
agent: ... w- w- it's... And you see the steel, like on the, the credenzas. Like, you see the steel legs. customer: Yes. So, so that's, that, that was the, yeah, I think that was the single biggest influence that came from Minneapolis. agent: John, I'm curious about the storytelling side because I remember the first ti...
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Um, and tell me about how that started. I mean, did it start because you felt like you wanted people to understand why these pieces were more expensive and why they... and, and what the reasoning behind it was? Like, I guess, to sort of telegraph the idea was that this is high quality and, and, and artisanally made and...
customer: Yes. So, so that's, that, that was the, yeah, I think that was the single biggest influence that came from Minneapolis. agent: John, I'm curious about the storytelling side because I remember the first time going into a Room & Board store and seeing little signs like, "This is, this is the guy in Vermont who ...
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I, I, I think the spark was, um, information from our design associates in the stores kind of referring how much people like to know what they just spent a fair amount of money for, what the story is behind it.
agent: John, I'm curious about the storytelling side because I remember the first time going into a Room & Board store and seeing little signs like, "This is, this is the guy in Vermont who makes this," or, "This is the person who designed this." Now you see this everywhere, right? You even see it at IKEA. customer: Ri...
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Hmm.
customer: Right. agent: Um, and tell me about how that started. I mean, did it start because you felt like you wanted people to understand why these pieces were more expensive and why they... and, and what the reasoning behind it was? Like, I guess, to sort of telegraph the idea was that this is high quality and, and, ...
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They, they, they like to know that piece of furniture in their home and where it was made and why it was made that way and what the materials are. That's not everybody, but a certain percentage really wanna understand that. That, that, that, they, that's a connection to what they purchased.
agent: Um, and tell me about how that started. I mean, did it start because you felt like you wanted people to understand why these pieces were more expensive and why they... and, and what the reasoning behind it was? Like, I guess, to sort of telegraph the idea was that this is high quality and, and, and artisanally m...
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Okay, so you are, um, you, you're working with these designers or manufacturers. You get these pieces in, and again, like, you're picking stuff out that you like, but with the idea that it was going to be purchased by people around your age, let's say professionals between 30 and 50.
customer: I, I, I think the spark was, um, information from our design associates in the stores kind of referring how much people like to know what they just spent a fair amount of money for, what the story is behind it. agent: Hmm. customer: They, they, they like to know that piece of furniture in their home and where...
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Mm-hmm. Correct.
agent: Hmm. customer: They, they, they like to know that piece of furniture in their home and where it was made and why it was made that way and what the materials are. That's not everybody, but a certain percentage really wanna understand that. That, that, that, they, that's a connection to what they purchased. agent:...
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So, um, you open this l- location up, and, and how does it do?
customer: They, they, they like to know that piece of furniture in their home and where it was made and why it was made that way and what the materials are. That's not everybody, but a certain percentage really wanna understand that. That, that, that, they, that's a connection to what they purchased. agent: Okay, so yo...
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I, I think that was... It was a moment that really Room & Board... It, it gave me confidence to take Room & Board to a different spot. These things that, that you would not think our customers would be interested in, that the price point seemed too high, um, and it sold really well, and it just told me, "Oh, this is th...
agent: Okay, so you are, um, you, you're working with these designers or manufacturers. You get these pieces in, and again, like, you're picking stuff out that you like, but with the idea that it was going to be purchased by people around your age, let's say professionals between 30 and 50. customer: Mm-hmm. Correct. a...
2,466.97
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When we come back in just a moment, John starts getting calls from investors looking to cash in on his success and why he says no to all of them. Stay with us. I'm Guy Raz, and you're listening to How I Built This. Work can be a little weird. I've had plenty of those moments early in my career, and honestly, even later...
customer: Mm-hmm. Correct. agent: So, um, you open this l- location up, and, and how does it do? customer: I, I think that was... It was a moment that really Room & Board... It, it gave me confidence to take Room & Board to a different spot. These things that, that you would not think our customers would be interested ...
2,493.15
2,650.054
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The way we did that was a s- a process of finding people that could make the product. Um, and steel was the- actually one of the first great examples. So, so what we would... We f- we found a, actually a, the security gate manufacturer in a tiny little factory and said, "How about making some furniture?"
agent: So, um, you open this l- location up, and, and how does it do? customer: I, I think that was... It was a moment that really Room & Board... It, it gave me confidence to take Room & Board to a different spot. These things that, that you would not think our customers would be interested in, that the price point se...
2,651.154
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They made security gates.
customer: I, I think that was... It was a moment that really Room & Board... It, it gave me confidence to take Room & Board to a different spot. These things that, that you would not think our customers would be interested in, that the price point seemed too high, um, and it sold really well, and it just told me, "Oh, ...
2,670.274
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Security gates.
agent: When we come back in just a moment, John starts getting calls from investors looking to cash in on his success and why he says no to all of them. Stay with us. I'm Guy Raz, and you're listening to How I Built This. Work can be a little weird. I've had plenty of those moments early in my career, and honestly, eve...
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Llama-3.3-70B-Instruct_20260713T143033Z
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And you said, "Make furniture."
customer: The way we did that was a s- a process of finding people that could make the product. Um, and steel was the- actually one of the first great examples. So, so what we would... We f- we found a, actually a, the security gate manufacturer in a tiny little factory and said, "How about making some furniture?" agen...
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Llama-3.3-70B-Instruct_20260713T143033Z
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And we said, "Make furniture."
agent: They made security gates. customer: Security gates. agent: And you said, "Make furniture."
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Llama-3.3-70B-Instruct_20260713T143033Z
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And it would be, it would be the frame of a sofa, or it would literally be... What would it look like?
customer: Security gates. agent: And you said, "Make furniture." customer: And we said, "Make furniture."
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The initial pieces were a, a dining table.
agent: And you said, "Make furniture." customer: And we said, "Make furniture." agent: And it would be, it would be the frame of a sofa, or it would literally be... What would it look like?
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Uh-huh.
customer: And we said, "Make furniture." agent: And it would be, it would be the frame of a sofa, or it would literally be... What would it look like? customer: The initial pieces were a, a dining table.
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Right? And you just take two-inch by two-inch steel-
agent: And it would be, it would be the frame of a sofa, or it would literally be... What would it look like? customer: The initial pieces were a, a dining table. agent: Uh-huh.
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