Rodney Williams, co-founder and CEO of Cincinnati startup Lisnr, sat down with CNBC’s “Make It” to talk about everything from leaving Procter & Gamble to going six figures into debt to launch his company.

Williams co-founded Lisnr in 2012 while still working at P&G. Lisnr creates inaudible smart tones that can transmit data between any device with a speaker and a microphone. It works in the authentication space, meaning proving that someone has permission to be doing what they’re attempting to do, whether that means unlocking a door, pairing with a speaker system or paying for a purchase with a credit card.

Read the full story at Cincinnati Business Courier.