The Billion-Dollar Problem No One Is Talking About w/ Tom Chapman of Peeq Pro

Summary

In this episode, Brandon Reed welcomes Tom Chapman, co-founder of Peak—a company on a mission to revolutionize eyelid hygiene. With a wide-ranging career spanning software, ecosystem building, teaching, and multiple startups, Tom brings a thoughtful, transparent, and seasoned approach to entrepreneurship.

Tom dives deep into the origin and vision behind Peak, explaining how chronic dry eye is a growing epidemic tied to modern screen use, and why washing your eyelids might be as essential as brushing your teeth. He breaks down the science, behavior change challenges, and how their proprietary eyelid cleaning device fits into the solution. Tom also shares candid reflections on building a business with his wife, teaching entrepreneurship, and the personal cost and fulfillment that come from pursuing meaningful work.

This conversation is rich with both practical insights and heartfelt lessons—from taking big swings to staying grounded in your values. It’s an eye-opening episode (pun intended) that challenges the way we think about overlooked health habits.

Takeaways

1. Entrepreneurship was a calling, not a plan – Tom’s journey began post-Enron and was driven by instinct, curiosity, and pattern recognition.
2. Ethics require constant attention – Over time, Tom has realized that transparency and intentionality matter more than being liked.
3. Entrepreneurial bets come in three forms – Money, time, and energy are the core currencies of any startup journey.
4. Founders often don’t ask big enough questions – Tom believes too many people start businesses to get a job instead of to solve real, lasting problems.
5. The biggest startup mistake? Not solving something important – If you wouldn’t be happy working on it for 10 years, don’t start it.
6. Peak is tackling a silent epidemic – Chronic dry eye affects tens of millions, and their solution is simple: wash your eyelids daily.
7. Behavior change is the real product – Convincing people to build a habit around eyelid hygiene is the hardest and most critical piece.
8. Hardware development was a long learning curve – Building a safe, effective eyelid cleaning device involved prototyping, microns-level precision, and collaboration with multiple vendors.
9. B2B is their growth engine, B2C is a long-term play – Peak works closely with optometrists to scale trust and patient adoption while seeding direct consumer channels for the future.
10. Perspective keeps him grounded – Despite the chaos of startup life, Tom centers his purpose around family, values, and making a meaningful impact.

Chapters

• [00:01] Why entrepreneurship made sense
  • Tom shares how a conversation with his mom post-Enron sparked a lifelong passion for building meaningful things.
• [03:05] The shifting nature of ethics in startups
  • He explains how being ethical in business means prioritizing truth over ease—and learning how to assess reality clearly.
• [05:50] The three types of founder investment
  • Money, time, and energy are the key resources Tom evaluates when reflecting on startup success.
• [08:53] Questions founders don’t ask enough
  • Tom urges would-be founders to ask if they’re solving a real problem—and if they’re willing to give 10 years to the cause.
• [14:56] Learning through depth before disruption
  • Tom advises aspiring entrepreneurs (including his son) to first learn something deeply, then build a business around it.
• [18:41] Why we don’t wash our eyelids (but should)
  • He explains the science behind dry eye, screen usage, and why it’s a growing public health crisis.
• [22:39] Peak’s approach to behavior change
  • Getting users to wash their eyelids daily takes more than data—it takes habit design and clever product placement.
• [24:36] Market timing and the scale of the problem
  • Dry eye is accelerating thanks to modern life, and Peak is positioned at the right moment to meet that need.
• [30:20] Why optometrists aren’t always talking about it
  • Training gaps, billing limitations, and lack of standardization mean many eye doctors don’t yet discuss eyelid hygiene.
• [36:47] Building a company with your spouse
  • Tom reflects on setting boundaries, honoring expertise, and managing work-life dynamics while co-founding with his wife.
• [43:31] Family > business
  • He shares a moving story about keeping perspective and why being a good father and husband matters more than startup wins.
• [47:33] The challenge of building hardware
  • From prototype to production, Tom walks through their long journey to create an electric “toothbrush for your eyelids.”
• [53:38] B2B vs B2C growth strategy
  • Peak sells direct to optometrists and also DTC, but clinics are the key to rapid adoption thanks to trust and market dynamics.
• [01:01:44] What he’d do with $1,000 and a laptop
  • Tom would practice “aggressive patience,” waiting until he had a big, meaningful problem before acting.
• [01:04:42] The most indispensable tool
  • Rather than a book or app, Tom says the words “I’m proud of you” from his wife have been the most powerful support in his journey.