Tour de Force: The Story of a $10M Sock Brand | Rob Fraser

The Knowledge Project with Shane Parrish

From commanding the cycling circuit with Team Canada to building an 8-figure enterprise, Rob Fraser reveals the sophisticated mental models that drive exceptional performance. This isn't about sports metaphors—it's a masterclass in translating elite competitive principles into business strategy.

Rob Fraser is the owner and operator of the sock company OUTWAY.

In this conversation, Rob and Shane discuss focus, executing under pressure, growing a business from hustling on the street to over 10 million in sales in a few years, how OUTWAY was almost destroyed, and arranging your life to operate at a consistently high level for a long time.

As a special offer to listeners, the TKP community can get 30% off using the code SHANE at checkout. https://outway.com/

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