Kevin Williams, a U.S.-based investor and graduate of the prestigious Thunderbird School of Management in Arizona, has taken an unexpected turn in his career. In 2021, he invested in and became the CEO of Balls, a U.K.-based grooming company focused on male private parts. In a recent interview with Eric Bandholz, Williams discussed the business of men’s grooming and how he came to be involved with Balls. He explained that he started his own consulting and private equity firm, KDF Aegis, in 2013. He would buy or license intellectual property such as patents, often from family members or friends, and then test the product to see if it could convert. One of the first patents he licensed was for Brush Hero, a water-powered turbine brush used for cleaning cars or motorcycles. Williams then went on to invest in Balls in July 2021, becoming the operating partner and CEO. The company was founded in 2019 and sells grooming products for men’s pelvic areas. He noted that the company had to get creative with their messaging, as social media channels wouldn’t let them run ads with the word “balls.” They leaned heavily into content marketing instead of a direct response, investing heavily into their TikTok channel. This strategy proved successful, as the channel grew to 150 million views and 300,000 followers in just a few months. Williams also discussed the challenges of doing business internationally, noting that the company had to redo their entire supply chain due to Brexit customs enforcements. He also noted that they had to find a balance between entertainment and commercial messages, as too much of either would not hold the consumer’s interest. To learn more about Balls, visit their website at Balls.co or check out their YouTube channel. Williams can be found on Twitter at @KevinOfEdward. Source: Bandholz, Eric. "Humor Lures Customers for Balls.co." Practical Ecommerce, 7 June 2021, www.practicalecommerce.com/humor-lures-customers-for-balls-co. Sources: https://www.practicalecommerce.com/humor-lures-customers-for-balls-co