))
29 - From Restaurants to Retail: How Jeff Norling Built Henning Lee on Relationships, Not Algorithms
Manage episode 518075650 series 3568883
Content provided by Innovator Insights. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Innovator Insights or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Jeff Norling’s entrepreneurial path didn’t start in a boardroom, it started in the kitchen.
After years of running family-named cafés across Minnesota, Jeff took the leap into consumer goods, launching Outset, a brand that redefined grilling accessories for specialty retailers.
Today, as founder of Henning Lee, he’s building a product company rooted in craftsmanship, personal connection, and staying small by design.
In this episode, we explore:
- How Jeff transitioned from hospitality to hard goods, and found his niche
- Why deep factory relationships are a competitive advantage in modern manufacturing
- The hard truth about tariffs and the unpredictability they bring to small business
- Why he believes founders shouldn’t build brands on “rented land”
A story of reinvention, resilience, and the art of relationship-driven growth.
30 episodes
Share
