Two superpowers you can have as an entrepreneur:

  • Asking
  • Persistence

It was November 2023. One month away from Underdog Founders' Con. We needed another speaker.

Probably because I printed some T-shirts before, I stumbled upon Saltycustoms. Saltycustoms is a brand I've known for over 10 years. But I've never connected with anyone from Saltycustoms before.

Then I thought, hey – maybe I'd invite the founder, King Quah of Saltycustoms to speak.

First, I went on LinkedIn.


Then I went to their website, and dropped an email.

Crickets... dang.

I Googled again, and found King's personal site! Dropped him an email through his contact form.

Well, what do you know? Crickets!

A few days later, I decided to hit his contact form again.

Then, 6 days before the conference he finally replied.

Noticed how he brushed off the request since the event was just 6 days away.

Now, the old Reuben would stop there and say, well OK! Next time then!

But what I did, was to ask again – and convince him that I could still put him up as a panelist. He said OK.

King ended up speaking at Underdog Founder's Con, on December 2023

The story doesn't end there.

When I ran the next Underdog Con in March 2024, I reached out to King again, this time – asking for a sponsorship.

Here's my email:

After a few follow-ups, asks, and negotiating – King ended up sponsoring Underdog E-Commerce Con in March. I went on stage to introduce Saltycustoms to the crowd.

With the Saltycustoms team during Underdog E-Commerce Con

Then we did an interview with King. Today, we're working on a few projects together.

Funny where asking and having a bit of persistence can take you.

All of us can learn to ask more. Asking is a learnable skill. I share some of these tips in speeches during Underdog Con. Get access to the recordings from the conference here.

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