Ruslan Kogan Says He’s Made Many Mistakes. But This One Stands Out

Why It Matters

Kogan’s fast‑decision, learning‑from‑mistakes framework shows how businesses can turn errors into strategic assets, driving sustainable growth and empowering employees to advance based on measurable impact.

Key Takeaways

• Decisions made quickly, even with incomplete data, drive growth.
• Every mistake becomes an asset through rigorous post‑mortem analysis.
• Kogan’s culture demands justification from first principles for all actions.
• Employees can request promotions anytime by quantifying delivered business value.
• Immigrant work ethic and risk‑taking underpin Kogan’s entrepreneurial mindset.

Summary

In a brisk 15‑minute interview, Roslin Kogan, founder and chief executive of Kogan.com, shares the operating philosophy that has turned a modest online electronics retailer into a $400 million enterprise. The conversation touches on his disciplined morning routine, early entrepreneurial spark selling golf balls at age nine, and the core belief that every decision—right or wrong—must be justified from first principles. Kogan emphasizes rapid decision‑making with the best available information, arguing that waiting for perfect data stalls progress. Mistakes are treated as strategic assets; the team conducts blunt post‑mortems to extract lessons and prevent repeat errors. This mindset underpins major pivots such as expanding from private‑label products to third‑party brands, launching Kogan Mobile, Kogan Money, and a capital‑light marketplace after a costly pandemic inventory mis‑forecast. Memorable moments include Kogan’s “just do it” mantra borrowed from Nike, his description of sauna sessions as work‑free meditation, and the stark example of over‑ordering inventory during COVID‑19, which nearly threatened the business but forced the adoption of tighter inventory controls. He also highlights a transparent promotion system where any employee can request a raise by quantifying the value they generate, fostering merit‑based advancement. For entrepreneurs and corporate leaders, Kogan’s story illustrates that speed, relentless questioning of the status quo, and a culture that converts failure into knowledge are decisive competitive advantages. The approach not only accelerates growth but also builds a resilient organization capable of navigating market shocks and scaling talent from call‑center agents to senior executives.

Original Description

The founder of online retailer Kogan.com firmly believes that mistakes are an “additional asset” that any company can learn from.

But the entrepreneur says there was one “existential mistake” he made that stands out.

On this week’s episode, BOSS (https://www.afr.com/boss) editor Sally Patten sits down with the chief executive to find out how he came to value decision-making and the missteps along the way.

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