Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Thomas King, CEO of Icon Foods, located in Portland, Oregon, United States.

What's your business, and who are your customers?

Icon Foods is a leading provider of sweeteners, fibers, and blends designed for clean label sugar reduction. We supply most of the keto and low-carb brands with natural sweeteners that help make deep clean cuts to added sugars in their products. When you indulge in no-added-sugar keto-friendly chocolate chip ice cream, that's us in the chips and the ice cream.

Tell us about yourself

I have always had a deep fascination with science, biology, chemistry, and culinary. I started Icon Foods in my garage in Topanga, California, and today we provide jobs to people in Oregon.

It used to be the chemistry and the creativity that drove me each day. But as we have built Icon Foods, it's the people and has been so fortunate to surround me with that motivate me to show up each day.

What's your biggest accomplishment as a business owner?

Most entrepreneurs, I think, would say the money, but, for me, it is developing people and being a catalyst for their growth that are my greatest accomplishments.

What's one of the hardest things that come with being a business owner?

Managing people. When you are at the top and have to make changes in personnel, it feels very personal. When I worked at a Fortune 100 company letting somebody go or even correcting a behavior was so much easier. The company was the bad guy, but now I am the bad guy when it comes to change.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Work like your life depends on it and fall in love with the process.
  2. Surround yourself with the Gold Standard of people.
  3. Hire slow and fire fast if somebody is not working out.

Is there anything else you'd like to share?

Always plan your work and work your plan. The pathway to success that a map, and written goals and procedures are the map. Set your intention, create your plan, and execute your plan. Let go of your expectations because there are no failures, just growth opportunities. Fall in love with the process. Examine your results through data and pivot where needed. That's all it takes. That and hustle.

Where can people find you and your business?

Website: https://www.iconfoods.com/
Facebook: https://www.facebook.com/stevivaceo
Instagram: https://www.instagram.com/thomkingpdx/
Twitter: https://twitter.com/thomking
LinkedIn: https://www.linkedin.com/in/iconicthom/

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.