The Unshakeables: Stick to Your Vision – Nerdwax

Episode Release Date: March 18, 2025
Host: Ben Walter, CEO of Chase for Business
Co-Host: Kathleen Griffith
Guest: Don Haney, Founder of Nerdwax

Introduction: The Birth of Nerdwax

In this episode of The Unshakeables, host Ben Walter and co-host Kathleen Griffith delve into the inspiring journey of Don Haney, the man behind Nerdwax—a unique product born from a personal need and a touch of nerd culture. Nerdwax was created to solve a simple yet frustrating problem: slipping glasses. Don's story exemplifies resilience and creative problem-solving in the face of adversity.

From Passion to First Production Run

Don Haney’s journey began with an average problem that many could relate to—his glasses continuously sliding down his nose during his busy touring schedule as an audio engineer. Inspired by surf wax used to keep boards in place, Don envisioned a similar solution for his glasses. After three years of experimenting, he finally developed a surf wax-inspired, anti-slip glasses wax.

[00:24] Don Haney: "I'd raised $60,000. I now had our first production run of Nerdwax. I was like, this is amazing. Everything's going great."

Don's excitement was palpable when he received his first shipment of 5,000 units. However, his enthusiasm was short-lived as he encountered a significant setback.

[00:39] Don Haney: "I open up the box, and every tube is breaking. Like, you go to twist the Nerdwax out of the tube, and every single tube is just breaking."

Facing the First Major Challenge

The failure of the initial production run posed a critical challenge. With broken tubes rendering the product unusable, Don found himself at a crossroads. This moment tested his resolve and highlighted the unpredictable nature of small business ventures.

Leveraging Kickstarter for Growth

Determined to overcome the setback, Don sought alternative funding to address the packaging issue. While working at Dave Ramsey’s Nashville office, he decided to launch a Kickstarter campaign in 2014 with a modest goal of $5,000 to produce labels for Nerdwax.

[07:35] Ben Walter: "Don set a goal of raising $5,000 to produce the labels of his dreams."

The campaign exceeded expectations, raising over $60,000 in just 30 days. This success not only provided the necessary funds but also validated the product’s market appeal.

[07:49] Ben Walter: "Don had split his campaign into two timelines. The first round of backers would get theirs in September. The others later that fall."

Shark Tank: A Double-Edged Sword

Don’s next big break came with an invitation to appear on Shark Tank. After the episode aired, Nerdwax experienced a surge in demand, resulting in overwhelming orders that strained his small operation.

[13:05] Ben Walter: "Don applied to the show, thinking he'd never get called. He also filmed his episode, not knowing if it would air."

The exposure led to a rapid increase in sales, forcing Don to expand his operations and move from his home to a larger industrial space. However, scaling up introduced new challenges, particularly with manufacturing.

Scaling Challenges and Manufacturing Woes

Despite finding a manufacturer, Don once again faced issues with broken tubes, this time on a much larger scale.

[08:37] Don Haney: "We did some tests with them. Everything looked great... I open up the box, and every tube is breaking. All 5,000 units come off the line, and they're just broken."

The manufacturer was unable to rectify the issue, leaving Don to absorb the losses. This period tested his resilience, but his determination to scale led him to seek innovative solutions.

Overcoming Manufacturing Hurdles

After persistent efforts, Don was fortunate to connect with an individual who had experience building filling machines for major brands like Burt’s Bees. This breakthrough allowed Nerdwax to automate the production process, significantly reducing time and labor costs.

[15:13] Don Haney: "I made all these filling machines for Burt's Bees. I saw you on Shark Tank. Would you like me to build you a machine?"

With the new machinery, Nerdwax became scalable, marking a pivotal moment in the company’s growth.

Natural Disasters and a Pandemic

Just as Nerdwax began to stabilize, unforeseen events further tested the business. In March 2020, a tornado hit Nashville, followed by the onset of the COVID-19 pandemic. These events disrupted operations and sales, forcing Don to make difficult decisions, including cutting ad spend and reassessing the business model.

[16:06] Don Haney: "I hear the tornado ripping through our neighborhood. Two weeks later, Covid happens."

Introducing Jinkies: Diversifying the Product Line

In the face of declining sales, Don revisited a previous attempt to launch microfiber cloths for glasses cleaning, jokingly named "Jinkies." With the rise of video content on social media, the product finally gained traction.

[21:15] Don Haney: "With video and Instagram reels, you could actually see that, hey, this is what looks like a slice of pizza becomes a cleaning cloth. And it cleans glasses."

The success of Jinkies provided a much-needed boost, proving the value of adaptability and market responsiveness.

Lessons in Brand Building and Marketing

Kathleen Griffith highlighted the importance of balancing performance marketing with brand building. Don’s experience underscored the vulnerability of relying solely on paid advertising and the necessity of nurturing a loyal customer base.

[26:08] Ben Walter: "It's fine to use that as a way to sort of feed the top of the funnel, but you have to nurture that funnel and you have to plant the seeds to finish the analogy on your own ground."

Sustaining Success and Future Plans

Despite the ups and downs, Nerdwax remains a testament to perseverance. With consistent sales and a growing product line, Don continues to innovate and expand the business.

[28:48] Don Haney: "I've always wondered how much life is there to this business. Like, are people gonna really use something called Nerdwax forever? And it's been 10 years and our sales have just been consistent over time."

Advice for Aspiring Entrepreneurs

When asked for advice, Don emphasized the importance of working both hard and smart, likening them to the pedals on a bicycle.

[30:40] Don Haney: "Work harder. Work smarter. And I see those two things as like, pedals on your bicycle."

Conclusion: Embracing the Nerdy Spirit

Ben Walter and Kathleen Griffith concluded the episode by celebrating Don’s journey, highlighting the importance of passion, adaptability, and maintaining a sense of humor through business challenges.

[32:03] Kathleen Griffith: "I love everything about the spirit of this business and what he's done and how courageously he's done it too, while keeping a sense of humor about it all."

Don Haney’s Nerdwax story is a remarkable example of how small business owners can navigate unexpected challenges and emerge stronger by staying true to their vision and embracing the unshakeable spirit required to succeed.

Notable Quotes:

• Don Haney [00:24]: "I'd raised $60,000. I now had our first production run of Nerdwax. I was like, this is amazing. Everything's going great."
• Don Haney [06:26]: "They made us eat that one."
• Don Haney [15:13]: "I saw you on Shark Tank. Would you like me to build you a machine?"
• Ben Walter [26:08]: "It's fine to use that as a way to sort of feed the top of the funnel, but you have to nurture that funnel and you have to plant the seeds to finish the analogy on your own ground."
• Don Haney [30:40]: "Work harder. Work smarter. And I see those two things as like, pedals on your bicycle."

Nerdwax’s journey from a simple idea to a scalable business underscores the essence of being unshakeable in the face of adversity. Don Haney’s story is a beacon for small business owners striving to navigate the unpredictable landscape of entrepreneurship.