The Faire co-founder grew up watching his parents run a video shop in Brazil, learned code by trying commands he could not yet read, and built a career around one question: how can software give small retailers better odds without taking away their judgment?

An engineer learned he was better at explaining technology than coding it. Two decades later, Tyler Lessard is still turning that discovery into a practical lesson for B2B marketers: earn an audience before asking it to buy.
Property restorers lose margin when the evidence arrives late, incomplete or scattered across five apps. Encircle turned that paperwork problem into a field-first software business used by more than 3,000 restoration shops - and is now teaching the job file to draft the scope.