Troy Johnston – Achieving Time and Money Freedom

Troy has created, co-founded and sold multiple businesses. Amazon private label, SellerTools, and his latest one - an AI newsletter called Neon Pulse. Now he is in a position every entrepreneur dreams of achieving - time and money freedom. Listen to his life story and learn how to be successful as an entrepreneur.


The CEO and co-founder of Seller Tools, Troy Johnston, recently had a talk with his friend Dano in which they reminisced about their past cooperation and discussed their current projects. Troy outlines his idea of providing full tools for Amazon sellers and brand owners and gives an update on his work with Carbon6, a firm that purchased Seller Tools. He also discusses the sale of Neon Pulse, a company that produces newsletters with an AI focus. They talk about their childhood goals, the prospects Troy sees in the realm of artificial intelligence, and the difficulties faced by entrepreneurs as they get deeper into the debate.

About Troy Johnston

 Now, let's talk a bit about Troy Johnston himself. This entrepreneur extraordinaire is the brains behind Seller Tools—a renowned name in the Amazon seller community. With his deep understanding of the Amazon ecosystem and his passion for empowering fellow entrepreneurs, Troy has built a solid reputation as a go-to expert as an M&A Advisor at Carbon6. He also co-founded Neon Pulse, a successful business specializing in AI-centered newsletters. With his vast experience and diverse skill set, Troy has become a respected figure in the entrepreneurial community, offering invaluable advice and insights to aspiring business owners.
You can connect with Troy on LinkedIn to stay updated on his latest adventures and entrepreneurial endeavors.

Using AI and Automation's Potential

Troy demonstrates the enormous possibilities of using automation and artificial intelligence in a variety of industries by drawing on his experience in AI-centric firms. Even with daily newsletters, he realizes how difficult it may be to keep up with the most recent developments and fashions. Troy sees a lot of potential in business automation and optimization, especially in the Amazon market. He names Amazon DSP, Amazon PPC, and brand exploration as potential development avenues. Despite the temptation of fresh chances, he stresses the value of taking your time and not making any snap judgments.

Getting Different Views and Taking Breaks

Dano discusses the importance of taking breaks and getting a new perspective. They talk about how ironic it is to have to unplug in order to see things from a different perspective. Troy acknowledges the difficulties entrepreneurs encounter in slowing down and mulls over how to make the most of his extra time and resources. To stimulate creativity and improve decision-making, both entrepreneurs recognize the value of achieving balance and embracing downtime.

An Adventure Through the Past

Dano quizzes Troy about his early goals and path to entrepreneurship as part of a walk down memory lane. Troy remembers his youthful imagination and playfulness as he discovered new worlds through cartoons like Teenage Mutant Ninja Turtles. Troy had unusual experiences and recollections due to his military upbringing and Japanese birth. His exact job goals, nevertheless, didn't emerge until later in life, right before starting college.
Troy originally aspired to be a helicopter pilot, but his career path ended up going in a different direction. He pursued studies in psychology and advertising at the university after realizing the importance of time management skills and academic performance. Troy highlights that the choice relies on a person's goals and circumstances as he considers the cost and debt of higher education. He also promotes taking chances and using creativity to forge one's own entrepreneurial route.

From the corporate world to the entrepreneurial world

Troy talks about how he made the switch from working for a company to starting his own business after learning about Amazon FBA (Fulfillment by Amazon). Troy studied the Amazon FBA business model in addition to his full-time employment while working in admissions and marketing positions. He was earning more money from his Amazon businesses than from his employment as they grew, which prompted him to ask for a raise or think about devoting more time to his firm.

When Troy and his friend first began selling on Amazon, they were in direct competition. However, as time went on, they each established their own lines of health and beauty products. While Troy's friend fully committed to being an entrepreneur, Troy made modest progress toward expanding his company. Troy eventually sold his Amazon company in 2017, while Dano eventually sold his company in 2019.

From Consulting to Co-founding Seller Tools

Troy entered consulting after selling his Amazon business, providing successful brand owners with services for automation and optimization. Brendan Morris, who had been creating tools for his own brand, happened to cross his path at this time. Brendan recruited Troy's operational and marketing expertise to launch the product after realizing the potential to develop these tools into a full-fledged Software as a Service (SaaS) solution. The three co-founders worked together to create Seller Tools after adding a third partner.
Troy developed into the brand's spokesperson, interacting with consumers and delivering a satisfying experience. The goal of Seller Tools was to provide tools that gave other sellers an advantage by drawing on their own experiences as brand owners. The platform grew in popularity and demonstrated value to Amazon sellers, which prompted Carbon6 to acquire it a little over a year ago.

Acquisition and Integration

Seller Tools is now part of Carbon6's portfolio, a company that specializes in buying and integrating various tools. Troy stepped down as CEO of Seller Tools so he could focus on making strategic mergers and acquisitions and consolidating several businesses under the Carbon6 brand. Customers can still use the Seller Tools platform, which includes the SaaS platform and Chrome extension, despite the takeover.
While the prospect of juggling so many moving parts and satisfying so many customers can be scary, it's also thrilling. Troy understands the significance of effective technology integration and management in delivering maximum advantage to users in the dynamic e-commerce landscape.

I've known known folks that have sold businesses for half a billion dollars and done really well and the truth is they've literally have more failures than successes.
– Troy Johnston

Tips for Future Entrepreneurs

Troy shares his entrepreneurial experience with prospective business owners of all ages. First, he emphasizes endurance and learning. Troy advises new entrepreneurs to try different company opportunities and accept that mistakes are inevitable. He observes that successful people have more failures than successes, but they learn from them.
Troy stresses inventiveness. He advises business leaders to focus on making the best decisions in each situation rather than seeking a set path to success. Enjoy the journey, and be pleased. Entrepreneurs can overcome hurdles and reach their goals by creating a strong daily system and making wise decisions.

Embracing Entrepreneurship and Overcoming Challenges

It appears that Troy struggled to accept his entrepreneurial identity and deal with the risks and uncertainties that came with it. That was the biggest hurdle he had to overcome on his entrepreneurial journey. You've got to love taking risks and embracing the unknown instead of playing it safe! Stay on track and keep a positive mindset even when faced with obstacles or temptations to fall back into old ways of thinking.
It looks like Troy and Dano are on the same page and have some shared business know-how. They get that it's crucial to learn from slip-ups and keep a positive outlook, even when the path ahead seems tough. Entrepreneurship is a wild ride, but the highs and lows are what shape us into better individuals.

Exploring New Ventures

While on sabbatical, Troy is considering his options and is open to trying something new. He is enthusiastic about the future, even though he is unsure of where it will lead him. The talk ends with the lighthearted proposal that they get together once a year to catch up on Troy's exploits and find out about any new endeavors he has undertaken.

Key Takeaways

  • Harnessing the Power of AI and Automation: Troy highlights the immense potential of leveraging AI and automation in your business, especially in the Amazon realm. Discover how these tools can streamline processes, optimize your operations, and boost your success. It's time to embrace the future!

  • Persistence and Resourcefulness: The Cornerstones of Entrepreneurship: Troy's personal journey is a testament to the importance of persistence and resourcefulness. Learn how to overcome obstacles, bounce back from failures, and make the best decisions in any situation. These qualities are essential for every entrepreneur.
  • Embracing Uncertainty and Enjoying the Journey: Entrepreneurship is an exhilarating roller coaster ride, and Troy encourages you to embrace the uncertainty. Find joy in the process, learn from failures, and maintain a positive mindset. Remember, success is not just about the destination—it's about the experiences along the way.


  • How can I stay updated with the latest innovations and trends in my industry? Stay connected! Subscribe to industry newsletters, follow influencers on social media, and attend conferences or webinars. Networking and continuous learning are key.
  • How do I overcome the fear of failure as an entrepreneur? Embrace failure as a stepping stone to success. Learn from your mistakes, seek support from mentors, and stay resilient. Failure is a natural part of the entrepreneurial journey.
  • How do I find a healthy work-life balance as an entrepreneur? It's essential to set boundaries and prioritize self-care. Schedule regular breaks, spend time with loved ones, and engage in activities that recharge you. Remember, a rested mind is a productive mind.


Troy Johnston and Dano's conversation offers a window into the world of business by highlighting the difficulties, chances, and introspective moments that influence an entrepreneur's journey. The talk provides helpful insights for anyone navigating the entrepreneurial world, from Troy's early aspirations and move to entrepreneurship to his engagement with Seller Tools, the acquisition by Carbon6, and his advice for prospective entrepreneurs.

He understands the value of balance, the importance of taking breaks, and the beauty of embracing new opportunities. His sabbatical is a testament to his commitment to personal growth and exploration, and it's an invitation for us all to pause, reflect, and discover the exciting possibilities that await.


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