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Scott Selzer, CEO of StruXure Outdoor – A DotCom Magazine Exclusive Interview


Scott Selzer is the CEO of StruXure Outdoor. Scott Selzer is a thought leader, influencer, and risk taker, and provides the vision and energy that has inspired the creation of StruXure Outdoor. Scott Selzer joins other leading CEOs and Founders taking part in our Leader Roundtable Interview Series. The DotCom Magazine editorial team has awarded StruXure Outdoor as an Impact Company of 2019, and we are delighted to have Scott join us for our Leader Round Table Interview. The StruXure Outdoor story is very interesting, and we are very excited to not only interview Scott about his very successful business and entrepreneurial spirit, but also put Scott through our popular speed round as well.

Scott, thank so much for taking the time out of your busy day for this interview, and answering some questions about leadership, your vision, and your passion.

1. Can you describe what the “elevator pitch” for StruXure Outdoor is?

At StruXure Outdoor™, it is our mission to change the way people LIVE, by bringing the indoors out. In order for people to spend more time outdoors, they need to be comfortable. By providing a structure that offers protection from the elements, one that can be optimized at the touch of a button, we are delivering a new level of comfort. We are making the pergola structure the centerpiece of the outdoor experience. Staying true to our mission has led to us becoming one of the fastest growing luxury outdoor brands in the marketplace, and has been the basis of our ability to attract great people and to provide a great product.

2. Many of our readers are just starting to build a company. What advice can you give CEOs just starting out regarding keeping a company moving forward, and please tell us the key to your company’s success?

My advice is to be willing to work harder than you ever imagined, and to fire yourself as often as possible. What I mean by that is that most people starting a company have limited working capital and a very small staff, which means the CEO must wear many hats. As soon as you are able, start firing yourself from jobs within your company that you may not be great at or as passionate about, and add people who are better and smarter at those tasks. The more frequently you can fire yourself and hire the right people for specific rolesl, the faster your company will grow.

3. For other entrepreneurs seeking to build a business as successful as StruXure Outdoor, what advice can you give them when times get a little challenging?

Entrepreneurs should embrace the challenging times as opportunities, because those are the periods that lead to growth. I like to use the lobster analogy. When a lobster has grown to its pain point, it sheds one shell and grows a new, larger one. The same holds true in business. Without pain points, we are left thinking that our business is just fine as is, which leads to change averseness. It’s the challenging times, the pain points, that precipitate change. And if you are staying true to your mission, embracing the challenges will lead to growth. If you never encounter challenging times in your business, then that means you’re not growing. Don’t shy away from challenges, seek them out. That’s the way you will experience exponential growth.

4. How important is the commitment to client satisfaction at StruXure Outdoor, and how do you make sure your customers will become raving fans of your company?

First of all, if providing an outstanding client experience is not a part of your business goals, then you are not going to succeed. That said, having happy clients 100% of the time is unrealistic. Things go wrong. But when they do, it is important to embrace these moments as opportunities to improve the client experience, no matter what it takes. At StruXure, customer satisfaction is always top of mind, but if something goes wrong, we will do whatever is needed to make it right. It may not always be the best short-term financial solution, but it’s more important that we maintain our reputation for delivering the best products and the best service. That will always lead to happy clients.

5. What is the one overriding belief that StruXure Outdoor has about what it is doing?