Beyond Blind Blaming with Kevin D. St.Clergy

Episode: Disrupting the Furniture Industry & Solving the Biggest Frustrations in Furniture Shopping | Alex Back

Release Date: October 7, 2025
Guest: Alex Back, Founder & CEO of couch.com

Episode Overview

This episode dives into the hidden mindset blocks and industry-wide issues that keep both furniture buyers and retailers stuck in cycles of frustration and blame. Host Kevin D. St.Clergy and guest Alex Back, founder of couch.com, explore how the furniture shopping experience is broken for both buyers and sellers—and, critically, how new thinking and digital innovation can offer a way out. Together, they uncover common “blind spots,” discuss the power of decision-making, and offer actionable insights for consumers and industry professionals alike.

Key Discussion Points & Insights

1. The State of the Furniture Industry (00:00-02:05)

• Industry Struggles: The last two years post-pandemic have been "atrocious." Soaring interest rates have stalled buying; many retailers have gone bankrupt or restructured.
• Market Dynamics: Despite the downturn, "people are buying furniture...you can still fight for your slice of the pie." (Alex Back, 00:00)

2. Alex Back’s Journey and the Origin of Couch.com (02:08-05:33)

• Industry Experience: Alex's background in founding Apartment 2B (one of the first direct-to-consumer furniture brands) gave him firsthand insights into e-commerce and furniture retail.
• Eureka Moment: Realized couch.com could be more than a shop—a community hub solving problems for both buyers (confusion, lack of guidance) and retailers (finding serious buyers).

“Nobody has any idea how or where to buy a couch. It’s something we only do a few times in our lives. Whether you’re high end or low end, it’s daunting.” — Alex Back (02:45)

3. Pain Points in Furniture Shopping (06:20-10:06)

• Retail Experience: Stores display few items, overwhelming online options flood consumers, leading to decision paralysis.
• Hidden Fees & Returns:
  • Free returns are "basically a gimmick." Real shipping and restocking costs are high and often hidden.
  • Comparing to Amazon-like expectations, furniture is “still quite different.”

“There’s no such thing as free returns in furniture...whether you bought something local or from Wayfair, someone’s paying for it to go back. Often it can’t be resold.” — Alex Back (08:29)

4. Blame, Blind Spots, and the Consumer Mindset (10:22-13:51)

• Blame Dynamics: Consumers often deflect responsibility (“it arrived scratched,” “the color was wrong”), not realizing their own role (e.g., not reading return policies).
• Retailers’ Responsibility: Emphasizes the need for transparency and helping consumers be better informed.
• Anecdotes: Kevin shares his frustration when a delivery company mishandled his bed purchase, emphasizing the difference between genuine mishaps and customer expectations.

“It’s not that they didn’t like their new couch...it’s the only card a consumer can play, to blame someone else.” — Alex Back (10:22)

5. Blind Blaming from the Retailer’s Perspective (14:09-17:56)

• Common Excuses: Retailers blame external factors—housing market, weather, weekends—rather than adapting.
• The Blame Loop: Kevin introduces his concept about how blaming leads to “behavioral bedrock,” which then becomes a filter (preconceived perceptions) stifling innovation.

“All we do as retailers is make excuses...but what are you doing to adjust to the new conditions?” — Alex Back (14:24)

6. Breaking Out: Community, Feedback, and Innovation (18:45-21:03)

• Community Focus: Couch.com aims to cultivate genuine human interaction, something AI can’t replicate.
• The "Reddit of Furniture": Building a discussion/feedback hub is a key goal for 2025, both for user engagement and SEO.

“Community is the one thing AI cannot reproduce...We crave that kind of stimulation. That’s why podcasting is so popular.” — Alex Back (19:31)

7. The Art of Pivoting & Iteration (22:08-24:50)

• Business Flexibility: Alex embraced “pivot or perish,” adapting from educational content to brand reviews, then shifting focus again as market and search algorithms changed.
• Iteration as Strength: He stresses not being married to a single vision—pursue what works.

“A business is an iterative entity ... so many businesses fail because the initial vision was very rigid.” — Alex Back (22:19)

8. Navigating Indecision and Making Choices (25:35-29:35)

• Overwhelm & Procrastination: The paradox of infinite choice online leads to putting off decisions.
• Practical Steps: Start with physical research—go to stores, try things out, answer simple questions; couch.com’s quiz helps filter options.
• The "MFD" Principle: Kevin shares the transformative power of "making an effing decision" to move forward.

“I will help you filter through a lot of BS just by asking a few key questions.” — Alex Back (25:35)

9. Lifelong Learning, Masterminds, and Self-Development (30:12-34:46)

• Personal Growth: Alex credits podcasts, audiobooks, and masterminds—especially the Rhodium group—for his growth.
• Learning Styles: Not everyone reads; leveraging audio, video, and networking is key to sustainable self-improvement.

“Whatever works, just do something...I made use of my time. I took it seriously.” — Alex Back (33:28)

10. Making Masterminds and Networking Effective (36:11-38:48)

• Participation is Key: Push past anonymity, connect personally, build real relationships.
• Active Sharing: "Give and ask"—share lessons learned and seek support.

Notable Quotes & Memorable Moments

• On Blame in Retail
  “It’s easy to shirk responsibility when there are macro conditions...You look for anything outside yourself to blame. The reality is, people are buying furniture...what are you doing to adjust?”
  — Alex Back (14:24)

• On Decision-Making
  “At some point you’ve got to do. You’ve done the research, you’ve got to get it in the house. Try it. If it’s a piece of furniture, just make a decision.”
  — Kevin St. Clergy (27:57)

• On Absorbing Information
  “It’s embarrassing a little...for a smart person to say out loud I don’t read...It’s just how I absorb.”
  — Alex Back (32:37)

• On Building Community
  “Community is the one thing AI cannot reproduce...creating a hub, the Reddit of furniture.”
  — Alex Back (19:31)

• On Self-Responsibility & Action
  “Whatever works, just do something.”
  — Alex Back (33:28)

Key Timestamps

• 00:00-02:05 — State of the industry; intro to guest
• 02:08-05:33 — Alex’s journey, founding couch.com
• 06:20-10:06 — Retail pain points, hidden costs, “free” returns myth
• 10:22-13:51 — Consumer blind spots, stories of blame vs real issues
• 14:09-17:56 — Blaming in retail, blame loop, need for adaptation
• 18:45-21:03 — The importance of community and human interaction
• 22:08-24:50 — Pivoting business when things aren’t working
• 25:35-29:35 — Overcoming indecision, practical consumer steps
• 30:12-34:46 — Lifelong learning, leveraging masterminds, non-traditional learning methods
• 36:11-38:48 — Making masterminds valuable, participation and sharing

Final Thoughts

This episode offers a candid look at the shared frustrations of consumers and retailers in the furniture industry, deconstructs the cycle of blind blaming, and provides toolkit mindsets for breaking free. Both Kevin and Alex deliver practical wisdom about decision-making, owning one's journey, and the power of active community, both in business and personal growth.

Contact Alex at: alex@couch.com
Learn more: couch.com
More info on Beyond Blind Blaming: blindblaming.com