We’re excited to introduce you to the always interesting and insightful Mino Diodati. We hope you’ll enjoy our conversation with Mino below.

Mino, looking forward to hearing all of your stories today. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.

If I were to start over today, I’d focus on testing our marketing numbers much earlier and spend less time and money on product development. To give you a bit of context, we launched SoftBliss in April 2024, and it’s been quite a journey. My business partner and I have been living in China for several years, so we had a good grasp of product development.

We spent an entire year—and a significant amount of money—perfecting a new earplug design. Our goal was to create the best product possible. However, even the best product won’t succeed if it’s not profitable and scalable, especially when you’re bootstrapping. In today’s e-commerce landscape, customer acquisition cost (CPA) is a huge challenge. It’s crucial to determine whether your marketing strategy can be profitable and scalable from day one.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My business partner, Erion, and I created SoftBliss with a clear mission: to help people sleep better by developing superior silicone earplugs. This mission stemmed from our own frustrations and the shared struggles of those dealing with sleep issues and noise sensitivity. Our goal was more than just creating a product—it was about offering relief and comfort around the clock.

What sets us apart is our commitment to personalization. We understand that everyone’s needs are unique, just like the shape of every ear. This understanding led us to design an innovative earplug that’s not just a product, but a personal sanctuary—tailored to each ear, each need, and each desire for peace and quiet.

Let’s talk about resilience next – do you have a story you can share with us?

To be resilient, I believe it’s crucial to have a deep conversation with yourself about what truly matters and what you want out of life. It’s essential to have clear ideas and strong values, both personally and professionally. Life can be challenging, and it often throws you into the test before you’ve learned the lesson. When problems arise or things feel overwhelming, having that internal compass helps you navigate—or even change direction if needed. The key is not to passively accept whatever comes your way but to proactively embrace challenges and adapt accordingly.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I used to believe that good things in life would just happen if you waited long enough—that you’d eventually get what you deserve. But I’ve learned that if something is important to you, you need to go after it. Don’t wait, don’t procrastinate. This applies to making decisions as well. When it’s time to decide or start a new chapter in life, take the time to think it through, but also set a deadline for yourself.

Contact Info:

• Website: https://www.softblissearplugs.com/
• Instagram: https://www.instagram.com/minodiod/
• Linkedin: https://www.linkedin.com/in/mino-%E7%B1%B3%E8%AF%BA-diodati-1784b735/
• Twitter: https://x.com/MinoDiodati