Specified: Building Materials Innovation Podcast

Jonah Lupton is the founder and CEO of Sound Guard, which manufactures a soundproof paint that is applied in hotels and apartment groups around the nation.  Jonah started out by working for Wall Street investment banks after college, but when the financial crisis hit in 2008 he decided it was no longer something he enjoyed. He founded a couple start-up software companies in 2011. He was living in a very loud apartment at the time and was getting frustrated with all the noise from his neighbours, and from there the idea of a soundproof paint was born. After a lot of research and networking, Jonah found a developer and struck a deal, and the rest is history! Launching new start-ups in this industry can be incredibly difficult, and Jonah was faced with many challenges along the way, which helped teach him some valuable lessons. He understands his market and has worked very hard to learn about his customers and their needs. He believes in the importance of educating his team, and saying no to projects that aren