Technology has made it easier to build a product. It has not made it easier to know what deserves to be built.

Brett sits down with Josh Johnson, CTO of Card Ladder, at The National to discuss how Card Ladder grew from a problem its team faced as collectors.

Josh shares why he spent three months preparing the app for The National, how Card Ladder earned trust through seven years of work, and why the team turns down revenue opportunities that pull the product away from collectors.

They also discuss AI, product development, team health, brand building, and what people entering the sports card industry need to understand before trying to serve it.

This is a conversation about staying close to collectors and building something that lasts.

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