Recently, I was chatting with Gregg Pollack, who was featured on my blog last year, and he mentioned a person to me that has been the single most suggested interviewee for Outrageously Remarkable: Suneera Madhani. Now, I gotta’ say, Gregg interacts with a lot of people, has mentored hundreds of tech entrepreneurs and posses a pretty vast network. That’s a big-time endorsement.

Suneera is the CEO & founder of Fattmerchant, a payment processing platform that is disrupting the merchant services world. My company, Blezoo, uses the payment platform, and in full disclosure, we’ve provided products for them as well. Ahh, can you feel the Orlando symbiosis here? In all seriousness, the payment platform is slick, user-friendly, simple & the team behind it is a pleasure to work with.

Safe to say that I endorse it wholeheartedly. Seriously, go check it out (after you finish this interview of course).

With her leadership, FattMerchant has grown from seedling rapidly beyond the local market. She’s smart, decisive & seemingly everywhere. Yes, even on the side of taxi cabs (more on this later). I was able to track her down and sit down for an afternoon coffee and conversation. Please enjoy my convo with Suneera Madhani …

[Setting: I met Suneera at her office in downtown Orlando. When you walk into the environment it becomes clear that her persona is embodied within the space. Vibrant colors, well-thought-out sassy messaging in clever places and a beautiful urban vibe to boot. If you can’t tell I dig the place.]

Dean: Okay Suneera, let’s kick it off. So, when you’re in an elevator, let’s say you’re in Atlanta like you were recently, and somebody asks you, “Hey, what do you do, what does your company do?” What do you tell them?

Suneera: It depends, do I have two floors or am I going all the way up? [laughs]

Dean: You’re going to [something like] the Citrus Club from the ground floor, for example. You’ve got some floors.

Suneera: Okay. I tell them that I have a payment technology company called Fattmerchant, which stands for fast, affordable transaction technology, and what we do is provide credit card processing to small businesses with some amazing technology for a flat monthly subscription.

Dean: I have heard of it referred to as the Netflix of processing. Do you like that term? Does that resonate with you?

Suneera: Yes, of course, I love it. I mean, who doesn’t want to be compared to Netflix. Yeah, it’s described as a Netflix for payments because we’re the first subscription-based payment processor. So, traditionally, the way that our industry works and how payments have been done for so long is that the cost of credit card processing is the same for every business. Whether it’s Chase Payment Tech providing the solution or Stripe or Square or Wells Fargo Merchant Services or a company like Fattmerchant, the rate is set by Visa, Mastercard, and American Express every year. How merchant service companies make money is that they charge a percentage markup on every single transaction. They’re essentially taking a cut of every piece of that transaction that flows through. That’s why it’s so costly to the business owner. Well, if cost is the same for every provider, that was when the “aha” idea came about. I was in the industry and I learned that cost was the same and the business owners that I was working with were always complaining about the fees and the lack of transparency. As a millennial subscribing to everything under the sun, I’m like why hasn’t anyone offered a subscription in payments, unlimited processing for a flat monthly fee. Going back to the Netflix piece, we get compared because we’re the first subscription in payments, so it’s unlimited streaming for your flat fee, it’s unlimited processing for a flat subscription.

Dean: We use Fattmerchant and it is super easy and you know what, your office being here, like your online presence and offline presence match perfectly, which is amazing. That’s hard to do, but you pull it off, so that’s really awesome.

Suneera: We try to be our authentic self. The core value of our company is, ‘The best damn experience.’ So we want to provide the best damn experience to our customers, first, but also to our community, our vendors, our partners, and to each other. When you walk in through these elevators, it should scream that you’re going to have the best damn experience and when you open up our payment portal, you should have the best damn experience, as much as you can. We know it’s transactions, but we try to make it fun.

Dean: Definitely. So, you were in Starter Studio, right?

Suneera: Yeah!

Dean: Was it [Class] Three? I don’t remember which one.

Suneera: I was [in] class Three. I think they’re at, what, nine or ten?

Dean: How did Stater Studio help you? Gregg Pollack, who was one of my first interviews, mentioned your name and planted the seed, so that’s why I was like, you know, I have to interview Suneera and it kind of ties the loop back to Starter Studio, so I was curious about how it helped you move the needle.

Suneera: It helped move the needle very far, actually. When we launched Fattmerchant, we had the subscription piece ironed out, we understood payments, but we didn’t have the technology platform that we envisioned to build. I had no idea where to go to build out a payment platform. When I heard about the Tech Accelerator, locally, in our backyard in downtown Orlando, I actually went and applied for the Tech Accelerator and they said, well, you’re not a tech company. I’m no Gregg, you don’t get it, I’m not a tech company yet and that’s what I’m looking to do at Starter Studio is to help build out the platform. And so what Starter Studio allowed us to do was, one, it was an accelerated, three-month program where all we did was eat, sleep, breathe your product. A canvas model to really understand how to go to market with a business, as well as the investor side, understanding how to raise funding, etc… It was just a very great, accelerated full on, not just business, but tech and venture growth as well. They introduced us to a ton of amazing mentors and not only that, that’s where I actually met my CTO, Jacques, and our lead engineer, who is our Director of Technology, Daniel Walker. So both of them were actually exiting their last company and were in our Starter Studio class starting another startup. That’s how we met and they ended up leaving their startup and joining my team and now we are from the five of us that year that we joined Stater Studio, we’re 50 today.

Dean: That’s awesome. Networking happens everywhere. I would argue that every company has to be a tech company today, so I think that’s amazing how the whole experience came together. Speaking of Starter Studio in Orlando, you mentioned mentorship there a little bit. Is there a specific mentor that you can think of that you really look to now?

Suneera: I mean, I have so many amazing mentors and from so many different walks of our journey. Prior to Fattmerchant, during Fattmerchant, during Starter Studio time, so you tell me kind of at what walk of life … I have so many mentors, I’d be doing every single one of them a disservice if I don’t mention the 15 that I have in my Rolodex. At Starter Studio time, it was Martin Suiter and Richard Lacursy, and Mitchell Lasky as well. They actually ended up funding Fattmerchant, so not only were they mentors helping me on the business, they actually were the first initial seed investors and our first seed round was about $850,000 is what we did for our seed. That was at Demo Day at Starter Studio where we actually went out and pitched for money. So those mentors actually turned into investors, which is fantastic. I have an amazing mentor today that has kind of been in my shoes and has sold his payments company. Asif Ramji is his name and he recently sold his company for $550 million to Vantive and he has just been a fantastic mentor to me for the last four years and has really coached my journey as an executive because I didn’t go to CEO school. The only way that I can learn is through all the failures, all the experiences, as well as great mentors, and reading a shit ton.

Dean: To speak to that, if you could send a text to Suneera in 2014, like a short text, any information or message that you want to send, what would it be?

Suneera: I hope to tell her that it will be worth it.

Dean: [laughs] Okay, so some words of encouragement.

Suneera: [laughing] Yeah.

Dean: To help get that second, third, and fourth office going I imagine. Did you open up an Atlanta office [recently]?

Suneera: Yeah, we opened up an Atlanta office, we opened up a Chicago office, we’ve got a Dallas office coming soon, but Orlando is home. We’ve been expanding quite rapidly. We did our series B recently. In October, we closed our series B, we raised $5.5 million led by Fulcrum Equity Partners based out of Atlanta. The reason why we have such an emphasis on Atlanta, outside of our home base being Orlando, is because Atlanta is payments alley. That’s what it’s known as. Every payment company ever has a presence in Atlanta and 70% of the transactions that clear through the United States run through a company through Atlanta. So, it’s really important for Fattmerchant to put a stake on the ground and be where the big boys are.

Dean: Alright, so about home … I brought a gift for you. These are gifts that we just recently made, it’s actually our Orlando mug.

Suneera: You guys make like the coolest things ever.

Dean: [smiling] So that mug’s got a little bit of everything Orlando on it. What do you love most about Orlando that you want somebody that doesn’t live here to know about?

Suneera: Super easy, it’s community. You’re one-degree separation of anybody in Orlando. What is that like the Kevin Bacon one-degree of separation from Kevin Bacon? That’s the true story of Orlando and that’s really hard to say in different cities. For people that are looking to get involved in whatever capacity, whether that’s for work, whether that’s for a passion project, whether that’s for a startup, whether that’s just for business, or getting involved in a hobby … Orlando kind of has a community for that and it’s really close-knit and it’s really easy to get involved and actually make real friends that are meaningful and build relationships that are meaningful.

Dean: We’re definitely tight-knit. [As a side note] who is the Kevin Bacon of Orlando if you had to pick one? It could be a Bacon or Baconette.

Suneera: Kelly Cohen. She’s the Kevin Bacon of Orlando. That’s easy. She knows everybody. She can get you a seat anywhere and she is also a truly remarkable person [that you should interview].

When you walk in through these elevators, it should scream that you’re going to have the best damn experience.

Dean: Let me switch gears a little bit. I wanted to talk about the culture that you’re building. I saw that you have pictures of [your] employees out there … what’s the key to culture?

Suneera: That’s a really tough question. I actually got asked that last night as well. A lot of people ask me, like, we really do have a phenomenal culture at Fattmerchant. They’re like, “How did you get this culture?” There’s no secret science to culture, it’s organic. It has to come from within. I truly care so much about every single one of my team members and the experience that they have and the people that I hire also share the same values that I do. I think that that just translates and I think that our culture is very familial. One of our hashtags that you’ll see all over the wall is #fattfamily. We spend more time here, I spend more time here than I do at home, which is probably true for 99% of our staff here. If you’re going to be around people all day, you better fucking love them. You want to get shit done, but you want to have fun doing it. I think if you’re authentic about it and if you create transparency in your workplace … I think a lot of companies miss out on being transparent from the top down so that your team really understands the ‘why’ behind what they do. I think that’s where employers really miss that. Every Friday, we have our weekly ‘all-hands’ for the company. We touch base, they get a business update, we’re learning about different initiatives that are happening across the departments.

Dean: Is that once a week, you said?

Suneera: Once a week, every Friday. Also quarterly, we have a big quarterly all-hands where it’s always off-site and I truly believe in we have to get out of the business to work on the business. And the entire team goes. It’s not just a leadership retreat or anything like that, it’s the entire team. We all go and everybody knows what the quarter’s objectives are and how individually, they’re going to make an impact for that quarter. And so we leave very clear of what the company goals are, what the board expectations are, what our shareholder expectations are, and what the expectations are by department. I feel like that’s the transparency that really helps our culture thrive.

Dean: As a CEO, how do you maintain work/life balance? I, truly, want to hear the answer to that question.

Suneera: There’s no such thing. There really is no such thing as work/life balance, but if you love what you do, then you really don’t work a single day in your life and that is really true. I wake up, not as early as many CEOs I know, but I try to get to the gym by 6:15. I like Orange Theory and that’s been my new kick lately. I’m always on a new workout regimen. I don’t last on anything for more than 3 weeks, but I work out 3-4 times a week. I try to get it done in the morning, otherwise, I can’t do it. And then, I’ve got a really great support system at home because I do have an 18-month-old daughter who is the love of my life and I want to spend every moment with her, but also Fattmerchant is my first baby. I tell everybody that I had a Fatt baby first and then I had Mila, but they’re both where I spend my time. I have just a really great support system and I have a lot of really great planning tools, I guess. I don’t know, I’m just really organized and that really helps. Kind of like running work life, home life, baby life, fun life, social life, community life … I’m one of those people that’s a yes person and I just say yes to everything. It’s really, really hard for me to say no. I’m so FOMO. It’s a real thing. For me, I have to say yes to everything and I have to be everywhere. I’m learning to say no just because there’s only so much bandwidth that I have, especially with all of the travel that I have as well.

Dean: Whether it’s a tool or some other method, what helps you stay organized the most?

Suneera: So, everybody uses it, but Google calendar. Everything goes on my calendar. I love Instacart for grocery delivery. I’m all about anything that’s going to save time, so we use Instacart, we use Trello, that’s a great way to stay organized outside of my work life stuff. So, I just know what’s happening every hour of my day. Tomorrow, I know what I’m doing from 6 am to 9 pm, when I go to bed. That’s just great organization. I’ll even write down what my commute time is. I literally know by the half hour what is taking place. That just helps me prepare for what’s happening.

Dean: We were just talking earlier about how you want to start a blog. This interview is probably going to come out in a few months, so I’m going to ask these questions to possibly put a little bit more pressure on you to find a way to get that going because it sounds like you really want to. So tell me about this blog idea.

I can’t read about breastfeeding anymore or like the organic moms.

Suneera: So you asked me how I stay organized? I get shit done and I do it really well. I really do think that I’m probably one of the most organized humans I’ve ever met. People are like, “How do you do all of the things that you do?” I’m just fucking good at being organized. One of the things that’s really hard is being a full-time mom and a full-time boss. It’s just been so difficult. Every mommy blog that I’ve ever read out there is … I can’t read about breastfeeding anymore or like the organic moms. They’re so awesome and I really commend moms that get to do that with their kids, but for me, my career is in full swing right now and this is important to me just as much as is being a great mom. I really haven’t found any resources that kind of help and share tricks of like you can do both worlds. You can do the mom world and you can do the boss world. So, I really want to launch a blog called Mom Boss Blog. I love to write and I’d love to be able to share, you know, tips and tricks and things that help me get through work/life balance, but also things that translate into the things that I’m passionate about, which is startup and business and helping women entrepreneurs. Also, being able to live the other side of my world, which is also really important, which is being a wife and a mom. So kind of bringing those two worlds together, but I don’t have the time to do it. I’m trying to figure it out.

Dean: So here’s the one tip I’ll give you that helped me because I didn’t start this for about maybe eight months or so until after I thought I was going to do it. I had opened up an Evernote. Just a little folder in there and every time I had an idea, I go right there and put it there. Or if I had an idea and I was in email, I’d forward it to that Evernote. So what happened was that by putting something in there every day or every other day, but the end of eight months, I had so much content that I could go in there and cherry pick or repurpose. So I would say to just start. Even if it’s just a Google Doc that you put stuff in, and even if it’s just stream of consciousness thought. Then, you can kind of organically repurpose it into what it’s going to end up being.

Suneera: You’re right, I just need to dive right in and get to it. But I bought the domain, so it’s mombossblog.com .

Dean: Maybe we’ll have an active hyperlink by the time this interview launches.

Suneera: I hope to do that.

Dean: Awesome. You mentioned earlier about employees. What’s one thing that you look for in an employee regardless of what position they’re in? Just something that resonates with you and says this person is going to be a successful employee, however you characterize that.

Suneera: I call it the ‘intangibles.’ So, you can kind of tell when you meet somebody whether they have ‘it’ or not. I can’t contextually describe what it is, I can’t write it down on paper, but there is something that you can tell about someone’s energy, you can get to know them a little bit during the interview process … what type of person they are. You can tell people’s values and you can get to know their personality in a half hour worth of time. For me, I’m looking for intangibles and we actually coin it so even during our interview process, we’ve got competency level …

Dean: I’m gonna note this since I’m interviewing right now.

Suneera: Okay, we’ve got competency level, which is like do they have the skills for that position. Then you’ve got permission to play, which is do they have the basic value sets, how does their resume look, what type of experience do they have, etc… So you’ve got the technical competency and you’ve got the permission to play, and the third piece is the intangibles. We actually after every interview … the way that we do our interviews is that if you made it through the first round process and you’ve made it to the leadership team, we actually have two people from leadership who will take the interview and we rank on a 1-5 scale on those three principles. Everybody individually kind of scores them, but intangibles is one that we score based on the gut feeling, the charisma … it’s the hey, they were an athlete and they had like three jobs in high school and they were able to time manage and play softball and get straight As. There is something that tells you that person can time manage, they know how to work in a team, and they know how to get shit done. So that’s where I would classify the intangibles. Two people from leadership do the interview and then the other two meet the same person. It’s a three round process.

Dean: Is this with all employees?

Suneera: All employees. And I interview every employee.

Dean: Okay. I think I said the other day, if you just strip everything away, I just want people who are smart, caring, and curious. I know it’s kind of fuzzy what those things mean, but if you encompass those three things, you’ll do whatever it takes. You’ll find a way and if you’re curious, you’ll find new ways. So, what’s some career advice that you’d give somebody coming straight out of school right now that is looking for their dream job?

Suneera: Get a corporate job. I actually highly recommend right out of school for you to get a very structured, corporate position. There are a lot of lessons that corporate teaches you that a lot of the startup cultures feel like it’s so fun and great, but there’s entitlement and there’s a different type of work dynamic. I think that if you had a hard boss, there are some great learning lessons from having a hard boss. There are some great learning lessons from having a very structured corporate environment. They’ve got really great training programs where a lot of the small companies can’t afford these large training programs. I definitely think that about three years of corporate experience is fantastic not only on your resume, but you gain a lot as a young individual, and then you can go out and get the really cool job, the San Francisco-y tech company that you want to work for. We have employees that we’ve hired as an intern straight out of school, but for me personally, the things that when I reflect back upon on like where I am today and what really did help me was some of the structure that I had with some previous companies. It also made me realize the things that I love and the things that I don’t love. You know right away if you’re a corporate person or not. I was definitely not a corporate person.

I took this idea back to my old company and they didn’t want to run with it.

Dean: It’s the training of corporate discipline.

Suneera: It is. I mean, they invest so heavily in amazing, amazing training programs as well and I mean, I had the hardest bosses and it taught me so much discipline. It taught me so much on structured timing for work, what to wear to work, structured performance reviews … I think there’s a lot that you can take away from it. Even if you’re an entrepreneur as well, I think that all of these things that you’ve learned through your career, you’re able to apply into what type of company you want to become as well.

Dean: Yeah, actually when I was just at UCF, I remember telling the students there ’cause a lot of them are in school and I’m asking them what do you want to do? They’re like I want to start a subscription company or I want to start this. I told them to go get a job for a few years, learn what you don’t know that you don’t know, and then think about it. One of the tips that I told them was to go get that initial chunk of experience because the returns on that are massive. You get paid to learn, too, you know?

So, if you didn’t start Fattmerchant, what would you be doing right now?

Suneera: Oh my goodness …

Dean: Have you ever thought about that? Alternate reality?

Suneera: Yeah, alternate reality. I’d be starting Fattmerchant. [laughs] That’s what I’d be doing. I’m a very passionate person, as you know, and I was really passionate about the fact that there was not transparency for the small businesses in the industry that I was in and that was like the true reason why I wanted to start the subscription. I didn’t think that I was going to have my own company, get venture capital … I didn’t imagine Fattmerchant to be here, but I knew that I was going to give it a shot. I even took the idea back to my old bosses. I’m sure if anybody reads about my name, they’ll know that I took this idea back to my old company and they didn’t want to run with it.

Dean: What was the number one sort of pushback that they gave on it?

Suneera: It was transparency. It was an opportunity loss on revenue. We save customers 30-40% on credit card processing. That money comes from profit that we wouldn’t have been able to achieve at the current company, but my argument to that was that we can scale. That’s what subscription can do. It can allow us to scale ten times faster than what we’re thinking today and so, anyway, I was kind of left with two options. I was either going to not do it or I was forced to kind of figure it out on my own. And the kind of person that I am, not doing it just wasn’t an option. So now, I’m like if I didn’t do it, I would have failed trying to get Fattmerchant off of the ground. That’s what I would have been doing. If I failed not launching it, then what. Ugh. I don’t know. Definitely working for a smaller company. I love small businesses. I love marketing, or maybe I would have had a blog then. Yeah. I would have been a blogger if I didn’t start Fattmerchant.

… I think a lot of companies miss out on being transparent from the top down so that your team really understands the ‘why’ behind what they do.

Dean: Who is the most remarkable person you’ve ever met and why?

Suneera: The most remarkable person, that’s so tough.

Dean: Anybody you’ve ever met.

Suneera: Anyone? I think the most remarkable person I’ve ever met is Asif Ramji. He is truly just one of the most extraordinary CEOs that I have ever met. He under promises and truly over delivers in every aspect of life and business. I just really look up to him and I just think that what he’s done is fantastic. He’s kind of like one of those founders that I look up to being a founder like that because he’s done right by his shareholders, investors. He made I don’t even know how many millionaires from his company and he’s really just changed lives. He gives back to the community and he takes on mentees like me who he really tries to help and kind of see others succeed authentically and without having anything in return. When you just asked me that, off the top of my head, I would say outside of my family, it would be him.

Dean: Totally off the wall question. I listen to WMFE every morning and then I think I saw your picture one a cab or something?

Suneera: [laughs] Yeah, my face was on a car.

Dean: What’s going on with that?

Suneera: I did a campaign for NPR WMFE, a ‘Dare to Listen’ campaign. They were trying to show different faces that listened to NPR so they reached out and said that they’d love for me to be on that campaign and I didn’t realize … I mean, they own the rights to the images and the campaign and I went in and we did some photos and we recorded you know, “Hi this is Suneera Madhani and I dare to listen and you’re listening to WMFE…” So I did a few different radio spots and I don’t know, they just keep playing my stuff. [laughs] They play it on the radio…

Dean: Where are the royalties?

Suneera: I don’t get any royalties! [both laughing] It’s really cool. I was at the Creative City downtown, an event that took place in downtown, and I’m with my husband, we get out of our Uber and there’s my face on a car. It was literally a car wrapped with my face. I don’t know how many cars there are, but I know there’s a billboard. I don’t know where they are or what’s happening with them, but yeah, you’ll see my face on a car. I’m the face of NPR and I ‘Dare to Listen’ because I think that’s pretty cool.

Dean: And then you did something else for Amazon? I see all these little tidbits.

Suneera: [laughs] Maybe I’d be an ‘in the media’ social influencer if I didn’t do Fattmerchant. So, Orlando is bidding for Amazon headquarters when they announced that Amazon was looking for a new headquarters. The city did like a really cool Amazon ‘Choose Us’ video, so I got a call from the mayor’s office that said hey, can you be here tomorrow morning at this time and we’d love for you to tell Amazon why they should move to Orlando. It was such a cool experience. It was just a short video that the city put together with the Mayor and a bunch of the most ridiculously amazing, remarkable humans. It’s so humbling to have opportunities like that.

Dean: To be the face of Orlando.

Suneera: I take that very seriously. Yeah, it was a lot of fun and I did a little Amazon video with Mayor Buddy Dyer.

Dean: So I have a question that I ask of all my guests and it’s for you to put your humility aside and for you to share what is your secret to being outrageously remarkable.

Suneera: Putting humility aside, that’s hard. I think my secret is that I’m overly, overly, overly ambitious and I try really, really hard. I execute and I don’t turn off. I’m not selfish, which I wish I was more of, but I set these really, really high standards and goals for myself and when I think about why I’m doing this, it’s not money, money is there, but that doesn’t even make the top list. It really comes down to I truly care about the people that I get to work with every day. I truly care about creating jobs and I truly care about just executing this and making my city proud; making Orlando proud. Failing would be really difficult for me. I’m not going to stop until I execute to the goal that I have in mind because I take the pressure on. I guess what makes me remarkable is my hustle.

Dean: If you’re willing to share, is there something true about you that most people in the office would not believe?

Suneera: I don’t know, I keep saying it and nobody believes me, but I’m actually an introvert at heart. People don’t believe it and I have a super fun, bubbly personality, I can make friends with anybody. I guess I don’t sound like an introvert, but I definitely do … I went to 10 different schools in 12 years so I kind of was forced to adapt. I had to be funny, I had to make friends, so that’s kind of where my personality comes from. I’m always selling and I always feel that I’m always on. But I think that I actually feel that I’m an introvert at heart and on the weekends, I enjoy just being alone. My favorite time is when it’s just me, Mila, and my husband. I don’t need anything else, I just want to be home with my family and reading a book and being on the couch and with my dog. I’m really, really happy.

Dean: Is it safe to say that your schedule and your calendar is Monday through Friday and your Saturday and Sunday is open?

Suneera: I wish. Saturday and Sunday is definitely family time, but we definitely love to travel and so we always take every weekend trip thing ever and even though work is Monday through Friday, as the face of a growing company, there are a lot of events and it’s work, I’m always working, but that’s not how I look at it. My social life is my work life and if I surround myself with like everybody that I meet at these events or social networking hours, they’re all fantastic, so my social life kind of became Fattmerchant life. They’re synonymous for me. But there’s a lot of that in between, too. Saturdays are my favorite day and Sunday is all about prepping for the week. That’s another thing that I do really well in the mom/wife side is like Sundays, I prep.

Dean: That sounds like a Mom Boss blog post!

Suneera: That’s a mom blog post. There you go. So Sunday is prep day. That’s like groceries, food, just getting everything organized for Mila for the week, my husband for the week, our schedules. It’s just prep day to get everything in order so that Monday just flows.

Dean: Well Suneera, thank you so much.

Suneera: This was so fun. Thank you!

Thank you Suneera. You’ve inspired me to get even more organized!

____________

For more info about Fattmerchant’s services check out their website & connect with Suneera on Instagram.

Snazzy pics by Josh Johnson. Check out his work here.

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