Former Schwinn Bicycles CMO Gregg Bagni joins Alex in the shed to design the perfect equation to create the perfect idea. From bikes to natural foods and now working in niche start-up investment as Director at White Road Investments (Clif bar, Ragnar, Santa Cruz Bicycles) Gregg shares his thoughts on building a brand, the DIY mentality and how to stay original while asking these 4 questions: Who are you? What will you sell? Who will you sell it to? What will you say no to?