alex dashefsky + joey guerra & airsign

alex dashefsky + joey guerra & airsign

From Design Dreams to Vacuum Innovation

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we explore the entrepreneurial journey of Joseph Guerra and Alex Dashefsky, the dynamic duo behind Airsign, a modern home appliance brand redefining the vacuum cleaner category. Joseph and Alex’s transition from designing for household brands to launching their own startup is a story of creativity, perseverance, and attention to detail. We’ll delve into how their backgrounds in industrial design and business operations led to the creation of Airsign, the challenges they faced, and their vision for the future. Join us as Joseph and Alex share pivotal moments, lessons learned, and what makes Airsign a standout in the home appliance market.

Tune in to hear Joseph and Alex’s insights on entrepreneurship, the inspiration behind Airsign’s products, and the exciting plans ahead for the brand.

Sit back, relax, and enjoy the conversation!

The Show Notes


Joseph Guerra and Alex Dashefsky, co-founders of Airsign, share their inspiring journey from working with major household brands to creating a successful modern vacuum brand. Joseph discusses his passion for industrial design, while Alex shares his experience in business operations and consumer behavior. Together, they highlight the importance of innovation, authenticity, and consumer connection in building their brand. The conversation explores the entrepreneurial lessons they have learned, the development of Airsign’s unique products, and the future of the brand.


modern vacuum brand, industrial design, entrepreneurship, business operations, home appliances, brand building, innovation, consumer connection


  1. Joseph Guerra and Alex Dashefsky’s journey from designing for household brands to founding Airsign is marked by creativity and determination.
  2. Airsign integrates modern design and functionality into vacuum cleaners, emphasizing authenticity and consumer connection.
  3. Joseph and Alex’s diverse experiences have significantly shaped their approach to business and product development.
  4. Building a brand involves creating a strong connection with consumers and staying true to core values.
  5. Airsign’s commitment to innovation and quality is reflected in its unique products and storytelling.
  6. Persistence and resourcefulness are essential for long-term success in the competitive home appliance market.

Sound Bites:

  • "We started Airsign out of a passion for creating better-designed household products and a desire to innovate in the home appliance industry."
  • "Airsign’s vacuums are inspired by our love for design and functionality."
  • "Building a brand is about staying true to your values and creating a strong connection with your audience."
  • "We believe in following our intuition and staying committed to our vision, no matter what others say."
  • "Our vacuums are not just about cleaning; they’re about creating a superior user experience."


00:00 - Joseph and Alex’s Background and Journey-
Joseph and Alex introduce themselves and share their journey from industrial design and business operations to founding Airsign.

08:01 - The Inspiration Behind Airsign-
Joseph and Alex discuss the personal and professional experiences that inspired them to create Airsign.

12:30 - Transition from Design and Operations to Vacuum Entrepreneurship-
Joseph and Alex explain their career shifts and the lessons they learned along the way.

23:17 - Importance of Innovation and Consumer Connection-
The conversation delves into how innovation and consumer connection have shaped Airsign’s brand identity.

25:30 - Challenges and Opportunities in the Vacuum Industry-
Joseph and Alex talk about the challenges and opportunities of building a vacuum brand and launching new products.

27:26 - Commitment to Quality and Design-
Joseph and Alex highlight Airsign’s dedication to creating unique vacuum products and promoting quality.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of staying true to core values and connecting with consumers.

36:02 - The Vision for Airsign-
Joseph and Alex share their vision for the future of Airsign and their goals for the brand.

47:37 - Persistence and Resourcefulness in Entrepreneurship-
Joseph and Alex emphasize the need for persistence and resourcefulness in achieving long-term success.

51:43 - Final Thoughts and Insights-
Joseph and Alex wrap up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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