Gustavo Serafini has designed a dream business enterprise around do the job he enjoys. He is co-founder of Pure Audio Movie, a reseller of large-conclude dwelling theater devices centered in Ft. Lauderdale, Fla. The movie buff and his co-founder and brother Marcelo make elaborate house enjoyment activities for men and women who love technologies, videos and new music. Serafini doubles as host of the Enabled Disabled Podcast, which aims to shift the narrative about incapacity and empower individuals through realistic tips and stories.
Pure Audio Movie, founded in 2005, has developed to about $2 million in once-a-year product sales, and at present has nine staff, placing the duo in the little cohort of entrepreneurs whose little corporations get to $1 million in yearly earnings or additional.
Serafini has created his business enterprise whilst living with a incapacity. He was born with proximal femoral focal deficiency (PFFD), a uncommon, non-hereditary problem which outcomes in a shortening of the femur, for which he wears a personalized prosthetic he is also missing his appropriate arm. (He is amongst numerous business people who will be speaking at a no cost group party at the New York Public Library on business people and incapacity this coming Thursday, July 28, at noon EST [on Zoom] I’ll be moderating.)
What has spurred Serafini by way of the ups and downs of entrepreneurship is a belief in “choosing yourself”—as in “This is what I want my life to be. This is the path I’m eager to acquire. These are the sacrifices I’m inclined to make,” he explains. “If we do not have the bravery to pick out ourselves, nothing at all is going to happen.”
Serafini adopted this attitude at an early age. “The very first time I bear in mind definitely going out on a limb and picking myself was when I performed basketball,” he suggests. “I made a decision to consider out for the 8th quality staff. I was shorter than everybody [who was trying out] and slower. Anyone was gentle and was telling me, in essence, ‘Gustavo you are not likely to make it. I don’t feel it is the finest concept you have ever experienced.’ My reaction was that it does not matter if I make it or not. I want to exam myself. I want to see what I’m able of performing.”
He did make the team, which was undefeated. Although, as a pre-teenager boy, he under no circumstances asked his coach why he was selected for the group, he intuited that the coach experienced two motives: to inspire other folks on the group to work more challenging and to rating factors like everyone else.
“The mentor adjusted his offensive program when I played,” he recalls. “It didn’t matter if we were being up by 20 factors 30 details, 50 points—if I did not carry out, he pulled me, right absent. I was presented the possibility to make myself and him appear fantastic. If I didn’t do it, I bought taken out of the match like most people else.”
That experience was highly motivating for Serafini. “I recognized for the very first time that whichever limits I considered I experienced ended up untrue,” he says. “The correct limits were considerably, substantially further away and a large amount murkier than I understood. Just to have that world increase in front of me was daily life modifying.”
What taking part in on the crew finally advised him, he says, was, “I can make it in the world. I might have to do the job more difficult. But people today are heading to give me the opportunity to do one thing.”
That knowledge led him to provide as a coach at a basketball camp, where the head mentor observed that he had a comprehensive knowledge of the sport. “That was a different gorgeous expertise,” he states. “I uncovered a good deal about about motivating myself, foremost a crew and camaraderie. All of these items led into entrepreneurship.”
Further than that, coaching was an chance for personalized advancement. “There was constantly a pleasure and enthusiasm in defying anticipations,” he claims. “If someone told me ‘You simply cannot do this, I took on that problem of proving them erroneous.’”
Serafini attended school at the College of Chicago—inspired by an English instructor who wished him to become a writer and beloved the English application there—and then went on to the George Washington College College of Regulation. He found out he did not have a enthusiasm for regulation as a career—“I was profoundly allergic to it,” he says—but caught it out. However, when it came time to utilize for work soon after college, felt the simply call of entrepreneurship. Inquiring himself, “What can I do to consider control of my lifestyle and the points I’m interested in?” he concluded, “I really should possess my personal business enterprise.”
His brother Marcelo shared a identical motivation. “We beloved the movie songs expertise,” he suggests. They did some analysis and a yr and 50 percent later on, made the decision to start Pure Audio Video—and never looked back. They initially began marketing their assistance to audiophiles, then refined their organization product. Over and above performing with buyers to approach the theaters and selling the audio and movie systems, the corporation also does the similar electrical work and cyber stability. More than time, they centered their notice on serving critical audiophiles with dwelling theaters.
“This was an work out in endurance, soul searching, figuring out who we desired to provide and who we have been for,” he states. “We realized we preferred to go into the superior-finish, luxurious custom residence current market, which is actually challenging to break into. The builders handle a ton of that perform.”
They did all of the networking they could to locate their first customers, and the enterprise started getting off in 2007. But by 2009, the state was in a economic downturn. “We had that minute of not recognizing if we ended up likely to make it,” he remembers. “We made the decision we ended up going to go higher-conclusion or shut.”
Finally, a builder they realized gave them an option to bid on a career at an NFL player’s home. They won the bid, and the builder held a barbeque to celebrate the deal. “Once people today realized we worked on that career and he was delighted and ready to explain to people today, the chances started out,” says Serafini. By having each individual task to the maximum degree they could, they designed good phrase-of-mouth that assisted the corporation mature.
“The inventive things we do with pure audio/video is genuinely in honor of the artists,” he says. “When you build a cinema place that exceeds the expectations of the folks in the business, that tells you you’re accomplishing a thing appropriate. Individually, I just adore sitting down in a excellent theater with close friends and viewing one thing I know is as close as achievable to how the artist supposed it to be. 1000’s of people today get the job done on a massive price range motion picture. How frequently can we recognize those people nuances and special effects? In the ideal circumstance, it is transformative.”
He and Marcelo now purpose to make the business to $4 million to $6 million in annual earnings. “I undoubtedly see the positive aspects of doubling or tripling in dimension,” he suggests. “But we do not want to sacrifice the knowledge of performing with us. We do not want to sense company.”
For Serafini, a big aspect of the joy of constructing the small business has been the finding out procedure. “That plan of mastering a little something and shelling out a actually extended time of accomplishing it for its own sake for the enjoyment of observing what you can do is enormously motivating to me,” claims Serafini. “What am I able of if I apply myself to this?”
A minimal around a year in the past, he started off his podcast. Because then, he has turn out to be substantially far more comfortable opening up and conversing about his incapacity, he claims. On one particular occasion, he worked with an aged couple, in which the gentleman observed his incapacity and requested him, “What happened?” When Serafini advised his tale, the man’s wife shared their very own tale of shedding two little ones. “There was a profound human connection and have faith in crafted up,” he suggests. “If I hadn’t been open up to currently being vulnerable, that would not have occurred.”
Serafini has found that whilst disability is section of his id, absolutely everyone is shaped by a lot of various activities, and different kinds arrive into enjoy in unique cases, the two in his enterprise and everyday living outside the house of it.
“Disability is part of us,” he claims. “Sometimes that portion can dominate the rest. From time to time it is there in the background. It is dependent on wherever you are and what you are undertaking in daily life.”