#stacklab

The Entrepreneur:

Jeff Forrest, Founder and Lead Designer at STACKLAB, a Toronto based multidisciplinary design and fabrication studio.

First Impressions:

Finding STACKLAB isn't difficult, per say, but when you arrive at the heavy glass door you do get the sense that you've found something of a hidden treasure.  Just slightly off the beaten path of Toronto's downtown core, you climb the well-loved staircase and are meet by a big open space filled with delights for the eye.

With a friendly greeting and the well-callused handshake you'd expect and want from a woodworking artisan, I have a seat in a surprisingly comfortable (considering it's all wood and steel) chair and start my chat with Mr.Forrest, an urban cowboy if I've ever met one.

INC Society: So, where are you from?

Forrest: Born and raised in Calgary.  I headed east on my motorcycle in late-spring 2010 for what I thought would be a summer of just playing around with a friend, learning the ins-and-outs of furniture design. But I fell in love with the city, the art and a girl and just stayed.

INC Society: Seriously? That's pretty romantic. Do you always just follow your heart like that?

Forrest: Honestly? I think you have to be a heart-guided person if you want to run your own business like I do.  Obviously you have to be smart and logical too, but on days when you're just getting your ass kicked, if you don't love what you're doing you're dead.  You'll quit. 

INC Society: Okay so passion, what other qualifications do you think every entrepreneur needs to possess?

Forrest: You've gotta have a plan; realistic goals.  If you tell yourself you're going to be a millionaire in a month and then at three months or six months you're still just struggling to stay alive, you are going to feel like crap and it can kill your confidence, and confidence is key.  My dad is an entrepreneur too and he told me very early on that you've got to stay confident, go to bed believing deep down in your core that you are going to win.  Don't be a damn idiot and make rash decisions, but make decisions with your mind in a place that goes "Ya, I am going to make this happen for myself."

INC Society: To recap; Passion, a plan, realistic goals, and confidence.  Anything else?

Forrest: A genuinely supportive network.  Like, if those closest to you don't really get what you are trying to achieve, that could be a problem.  Or if your mom keeps begging you to go to law school, that can sting.  Surround yourself in people who "get it".  Oh, and have a hobby that is in no way work-related.  Right now I am obsessed with mountain biking.  Pick something that needs all of your attention so you can just decompress and let go. 

INC Society: Good advice.  Next question, because I know you're busy.  (Forrest's eyes swing to his ever-growing inbox, shrugs and smiles warmly) Would you say Stacklab was an overnight success?

Forrest: No not at all.  Stacklab has been more or less a collection of prototypes up until about 6-months ago.  I've only survived because I have this amazing business partner who has enabled me to work as a project manager on construction jobs while building my business so I didn't have to become the cliche starving artist.  It's been a tough slog trying to sell a luxury brand when you don't have an established brand already.  Very chicken and egg.  Things are starting to pick up though.  Lots of interest for our pieces from Europe and The States.  It's exciting times!

INC Society: I am so glad to hear things are looking up! What do you see for the future?

Forrest: In my dream world I become this internationally regarded expert in my field.  People would turn to Stacklab as this pinnacle of design.  I imagine I will have nicer shoes. 

INC Society: I like your shoes! And I think you'll get there.  Actually scratch that, I'm confident you'll get there!

Forrest: Thanks, me too.

Best Advice: Jeff Forrest of STACKLAB Design

"My mentor encouraged me to take my time growing the business"