Jason Lucash, the co-founder of OrigAudio who landed an investment on ABC’s “Shark Tank,” detailed his path to success to the more than 400 attendees at the Wisconsin Entrepreneurs’ Conference Tuesday morning at the Marriott West Hotel.

His first tip was to stand out from your competition. For Lucash, this was making headphones that didn’t cost consumers $300. He then discussed the importance of listening to your customers, going on “Shark Tank” and trying not to be like everyone else.

Lucash confided in the audience that in the nine months between when he filmed the episode and when it aired, his company doubled in valuation, and the deal that he had made fell through–though he didn’t need the money anyway.

Finally, Lucash talked about his various media coverage, from Time magazine to USA Today for his previous employer, Jansport.

“I’m a big believer in any press is good press,” Lucash said before recalling the time when his Jansport backpacks were thought to be filled with Anthrax.

The annual conference concludes on Wednesday, when the winner Governor’s Business Plan Contest will be announced.