The idea was born out of a conversation with Grayson Shaffer, a Senior Editor at Outside magazine. The initial sale idea was actually his. He called me the day after the event. In the wake of the tragedy on Everest we were both devastated, and so were many of our colleagues in the photo world who had worked in the region with the Sherpas. I had just done a very successful Instagram flash sale of my own images, and we wanted to model it after that and spread it through social networks. Grayson and I talked it out that day and as he boarded a plane to Nepal to report on the accident, I started building [the site], working