Breaking into any tight-knit, expertise-driven industry is not easy. However, global wine rating app Vivino managed to do so by embraced an outsider’s perspective. 

Founded by Danish entrepreneur Heini Zachariassen in 2010, Vivino helps users choose quality wines based on crowdsourced ratings worldwide. Today, Vivino, which is also an online wine marketplace, boasts over 14 million monthly active users globally. “We are outsiders who came in and said we want wine to be for the people,” he says.