Mark Lord
Co-Founder
Storefronts first — two Cold Stone shops in Albuquerque, where he learned what a small business actually runs on. Eighteen months in a lab on the team that helped bring LED lighting to market. Then years in sales and business development, watching which tools the trades got sold and which ones they used.
His whole career has been on the operator's side of the line where a physical trade meets its technology. Forge came from ending up on the wrong side of it. His own company bought a software platform so bad he refused to spend the hours to learn it. Then he found out how the work was actually getting done: the project manager was running it off a spreadsheet she had built herself. The software had been paid for. The business was on Excel.
He does not list his degree here as a credential. He will tell you the business school was the most expensive decision he ever made and taught him less than one quarter of owning a storefront. What he knows about running a company, he learned by running companies.
