How Big Green Egg CEO Dan Gertsacov is expanding the market for grills

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Grilling isn’t just for dads, and Dan Gertsacov wants to expand the market for luxury grills to include more millennials and women.

This is our Fourth of July episode, so today, I’m talking with Dan Gertsacov. He’s the CEO of Big Green Egg, the company that makes the famous Big Green Egg grill. Talking with grill CEOs during the summer has become a little tradition on Decoder, and it’s always fascinating how many of the same themes we talk about on Decoder with tech executives come up in the context of cooking in the backyard.

So, I try to create that environment. I’m upfront with every person in the organization that you’re playing a game of chess and you’re moving around folks, getting influence and leverage on your relationship so you can get help from the customer service team or the product team or marketing so that you can accomplish your goals, which go up to the company goals, and I like that. I like that active, ambitious style of growth.

 

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