Episode Overview

Title: Raising Capable Kids in a Fast-Changing World
Podcast: Coffeez for Closers with Joe Shalaby
Date: January 2, 2026
Guest: Gary Surdam, Founder & CEO of the Illuminate app

Main Theme:
This episode dives into the challenge and opportunity of raising confident, capable children in a fast-changing world. Host Joseph Shalaby interviews Gary Surdam—a lifelong educator and entrepreneur—about his journey building the Illuminate app. They explore how technology, entrepreneurship, and parental involvement can work together to help kids thrive academically and emotionally, preparing them for success in a global economy.

Key Topics & Discussion Highlights

1. The Vision of the Illuminate App (00:27–02:23)

• Parent-Child Connection: Illuminate is designed to help parents and children grow together, making parents active participants in their children’s learning journeys.
• STEAM Focus & Social Values: Activities aim to instill responsibility, honesty, and social justice, with future plans to personalize education using AI.
• Quote:
  "Parents are the first and most important teachers in the lives of their children." – Gary Surdam (00:41)
• AI for Personalized Learning: In 18 months, a planned phase-two launch will integrate AI to match activities to student strengths, learning styles, and grade levels.

2. Origin Story & Entrepreneurial Journey (02:23–07:40)

• Inspiration: The “illuminating moment”—when a child’s understanding clicks—inspired Gary to create the app, following a decade-long vision.
• Diverse Experience: Gary’s career spans teaching every grade, teacher training, and conducting STEAM education camps globally.
• Entrepreneurial Roots:
  • First business was a restaurant at 19, but Gary’s “heart was in education” (05:37).
  • Founded and sold Bright Start International Education to the Chicago Tribune and later pivoted toward edtech.
• Key Business Lesson:
  "Harvard taught me, you can’t have a sustainable company if you’re just giving it away... You need to make sure you make a profit in everything you’re doing." – Gary (07:45)

3. Personal Struggles Informing Mission (08:27–10:59)

• Overcoming Academic Challenges:
  • Gary was a struggling reader and speller in elementary school, hiding his difficulties from peers.
  • This empathy drives his goal of ensuring all kids feel confident and capable.
• Approach in the App:
  • Age-appropriate, step-by-step activities for fostering character and academic skills, adaptable from ages three to adolescence.

4. Building Illuminate with Lean Resources (12:54–17:14)

• Bootstrapping the App:
  • Lacked tech funding, so enlisted university interns (USC, Berkeley, ASU) as developers in exchange for equity.
  • "If you don’t have skin in the game... we tend to not focus. But if you have skin in the game... there’s nothing that we can’t do." (13:09)
• Company/Product Structure:
  • Company: Bright Start EdTech
  • Product: Illuminate (stylized with two O’s for infinity, symbolizing lifelong learning).

5. Parent-Powered Learning in Practice (16:57–20:37)

• Affirmations & Activities:
  • Parents receive encouragement via push notifications and daily/weekly activities to work on with kids.
  • Activities are meaningful—not mere checklists—and often require multiple days.
• Community & Reflection:
  • Upcoming features: Journaling, a community forum, resource libraries, and interactive webinars with parent professionals.
  • "It takes a village to raise a child. We bring them together as a community forum." (17:29–18:14)

6. Addressing Learning Gaps & Building Self Esteem (20:51–25:40)

• Early Intervention:
  • The biggest learning gap is in self-esteem; children need “number one cheerleaders” in their parents.
• Academic Skills:
  • Activities build confidence by integrating reading, writing, and math.
• Global Citizenship:
  • Content also encourages environmental stewardship and global awareness.
  • Japanese anecdote: volunteerism & clean communities—teaching kids positive societal contributions.

7. Research, Content Creation, and Objectivity (25:40–28:01)

• Content Origins:
  • Activities developed over 20 years, focused on health, character, and practical skills.
• Unbiased Approach:
  • Program is kept neutral, focusing on universally good practices rather than promoting ideological agendas.

8. EdTech Market, Competition, and Differentiation (28:01–30:49)

• Market Size: EdTech is a $404B market but not dominated by any single company.
• Illuminate’s Niche:
  • Focused on the parent-child relationship, community, and tailored instruction—“the whole package.”
  • “When we have each of the content give it to them in the way that they learn, we can pretty much reach 100% of our students.” – Gary (29:28)

9. Monetization and Scale (31:13–32:22)

• Freemium Model:
  • Free for now, mimicking the Duolingo model; plans for ads and subscriptions as user numbers grow.
• Big Vision:
  • Goal is to reach millions globally, making Illuminate a household brand that empowers families everywhere.

Notable Quotes & Memorable Moments

• On the Role of Parents:
  "We want those illuminating moments to happen in every child... because it takes the learning style of each child, it takes their strengths and their weaknesses and focuses on STEAM education.” – Gary (01:01)
• On Failure & Resilience:
  "The restaurant was the first leap... if you don’t have the money, you still have to pay the bills. When life gets tough and it’s not working out, we tend to not focus... but if you have skin in the game and you have a supporting community, there’s nothing we can’t do." (11:18–13:09)
• On Educational Philosophy:
  "I don’t want students to feel like they are less than anyone else... Helping students to succeed, helping students to feel good about themselves and to have confidence.” (09:00)
• On Community:
  “It takes a village to raise a child. Still, we bring them together as a community forum." (18:14)
• On Legacy:
  "I want them to feel and understand—when they see Illuminate, they know ‘Illuminate makes my life better. I feel confident because Illuminate has given me that confidence.’” (32:35)
• On Family:
  "You've raised a good boy... That's the most important compliment you can get." (34:35)

Important Timestamps

• Overview and Purpose of Illuminate – 00:27–02:23
• Inspiration and Early Days – 02:23–07:40
• Personal Struggles Informing Mission – 08:27–10:59
• Bootstrapping & Team Building – 12:54–17:14
• How the App Works for Parents – 16:57–20:37
• Self-Esteem, Learning Gaps, Global Education – 20:51–25:40
• Content, Community, and Objectivity – 25:40–28:01
• Competitors and Market Strategy – 28:01–30:49
• Vision for Scale and Monetization – 31:13–32:22
• Legacy, Goals, and Final Thoughts – 32:35–38:15

Tone & Final Thoughts

The conversation is warm, candid, and focused on practical wisdom—reflecting both the host’s family-business roots and the guest’s educator heart. Gary Surdam comes across as deeply mission-driven, empathetic, and pragmatic about both the joys and challenges of entrepreneurship in education. He repeatedly circles back to impact—touching lives, building confidence, and empowering families to raise children ready for an interconnected world.

For more on Gary Surdam or the Illuminate app:

• Website: illoominate.net
• Illuminate 1.0 on Apple App Store
• Illuminate on Google Play
• Connect with Gary on LinkedIn