Jamie Murray Wells is best known for founding Glasses Direct, the online specs site he started with his final student loan while still at university in 2004.
Opposed by the optical industry, James fought off opposition from high street brands which tried to discredit the company and force it to shut, famously publishing legal notices on the Glasses Direct website turning potential threats to its existence into a major PR win.
Still chairman of Glasses Direct, Jamie has now opened his second business, Hearing Direct - yes, you got it, selling hearing aids online for a fraction of the price charged by retailers.
This time around, Jamie is looking to deliver value in more ways than price however, focussing on producing a superior, interactive buying experience for his customers.
He admits he's also learnt a lot from his experience with Glasses Direct (where he's still chairman), including some valuable lessons in marketing spend, finances and management.
He talks about these lessons and several others in detail in the video, and once you've watched that you can also catch his interview about setting up Glasses Direct.
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