Jeff Booth: Visionary Entrepreneur, Technology Leader, and Best-Selling Author
Jeff Booth is a name synonymous with innovation, entrepreneurship, and forward-thinking economic ideas. Over the last two decades, Booth has built a reputation as a visionary leader who thrives at the intersection of technology, business, and societal transformation. Known widely as the author of The Price of Tomorrow: Why Deflation is the Key to an Abundant Future, Booth combines real-world leadership experience with groundbreaking insights about the economy and technology’s role in shaping it.
From co-founding companies that transformed the home improvement and real estate industries to guiding startups in artificial intelligence, agriculture, and blockchain, Jeff Booth has consistently worked to solve problems at scale. His journey reflects resilience through multiple economic crises, as well as a relentless commitment to creating opportunities for abundance in a rapidly changing world.
Early Career and the Creation of BuildDirect
The Rise of a Technology Entrepreneur
Jeff Booth co-founded BuildDirect in 1999, a technology company created to simplify the building and home improvement industry. Under his leadership, BuildDirect sought to cut through inefficiencies in supply chains and provide a streamlined online marketplace for materials and construction products.
Leading BuildDirect for nearly 19 years, Booth navigated the company through turbulent waters, including the dot-com crash of 2000 and the global financial crisis of 2008. Despite these challenges, he built BuildDirect into a recognized name in e-commerce for construction and home products, positioning it as a digital pioneer at a time when online platforms were still emerging.
Lessons From Leadership
Booth’s years at BuildDirect provided him with first-hand experience of how economic cycles, technological change, and consumer behavior interact. He demonstrated not only resilience but also foresight, steering the company through disruption while positioning it to adapt to future innovations. These experiences would later shape the economic arguments he put forward in his book.
Author of The Price of Tomorrow
A Provocative Thesis
In January 2020, Jeff Booth published The Price of Tomorrow – Why Deflation is the Key to an Abundant Future. The book became a best-seller for its bold and thought-provoking message: while governments and central banks continue to fight deflation through policies that encourage inflation and debt, technology naturally drives costs lower. Booth argues that resisting deflation creates systemic risks, while embracing it could unlock abundance for society.
The book resonated with business leaders, economists, and innovators worldwide, sparking conversations about the future of money, economic stability, and how humanity can better align its financial systems with accelerating technological progress.
Media and Global Recognition
Following the release of his book, Booth was featured in Forbes, TechCrunch, TIME, Fast Company, The Wall Street Journal, Bloomberg, Inc.com, and other leading publications. His ability to blend economic theory with real-world entrepreneurial insight made him a highly sought-after speaker and thought leader.
Jeff Booth’s Role in Bitcoin and Venture Capital
Ego Death Capital
In April 2022, Jeff Booth became General Partner at Ego Death Capital, a Bitcoin-only venture fund. This fund invests in entrepreneurs building applications and infrastructure on top of Bitcoin’s financial layer. Booth sees Bitcoin as a tool for truth, hope, and abundance, aligning with his broader vision of rethinking monetary systems to reflect technological realities.
Board Memberships in Bitcoin Startups
Booth has also taken active roles in Bitcoin and blockchain-based startups.
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In 2022, he joined the board of Breez, a company advancing peer-to-peer payments through the Lightning Network.
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In 2023, he became a board member at Fedi, which is working to expand Bitcoin adoption to billions of people globally.
Through these roles, Booth demonstrates his conviction that Bitcoin and decentralized technologies represent critical building blocks for the future economy.
Other Entrepreneurial Ventures
Real Estate Innovation: Addy
Jeff Booth is the Co-Founder and Chairman of Addy, a platform launched in 2019 that makes real estate investing accessible to everyone. Addy allows people to invest in property for as little as $1, opening opportunities that were once reserved for wealthy individuals or institutions. This democratization of real estate investing reflects Booth’s commitment to breaking down barriers and expanding access to wealth-building opportunities.
NocNoc and Southeast Asia’s Market
Booth is also the Co-Founder and Executive Board Member of NocNoc.com, a fast-growing marketplace for home living and construction products in Thailand and Southeast Asia. NocNoc applies digital innovation to an industry traditionally reliant on offline transactions, echoing Booth’s long-standing interest in disrupting inefficient markets.
OtioLabs and Technology Development
As a Founding Partner of OitoLabs, Booth supports product development for global clients, focusing on areas such as machine learning, artificial intelligence, cloud technologies, and blockchain. OitoLabs builds integrated, world-class teams to accelerate growth and innovation, aligning with Booth’s vision of using technology to unlock abundance.
Board Memberships and Advisory Roles
Beyond his own ventures, Jeff Booth serves on the boards of Terramera, a company using technology to unlock the intelligence of nature for sustainable agriculture, and has served as Chairman of the Board at CubicFarm Systems Corp., which develops vertical farming solutions for localized year-round food production.
He also contributes his expertise to organizations such as LlamaZOO, Synthiam, and the Richmond Hospital Foundation, highlighting his diverse interests spanning agriculture, robotics, healthcare, and community service.
Awards and Honors
Jeff Booth’s contributions have been recognized through several prestigious awards:
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In 2015, he was named Person of the Year by the BC Technology Industry Association.
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In 2016, Goldman Sachs included him in its list of the 100 Most Intriguing Entrepreneurs.
These honors reflect his influence in both technology and entrepreneurship, as well as his ability to create lasting impact within Canada and internationally.
Affiliations and Contributions
Booth is an active member of the Young Presidents’ Organization (YPO) since 2004, connecting with other business leaders globally to share knowledge and inspire impact. He is also a Founding Fellow of the Creative Destruction Lab, one of the world’s most respected incubators for startups in artificial intelligence, machine learning, and scalable technologies.
Through these platforms, Booth continues to mentor, invest, and shape the next generation of innovators.
Jeff Booth as a Thought Leader
Jeff Booth’s insights extend beyond entrepreneurship and investing. He is a public intellectual on topics of technology, economics, and society, often emphasizing that exponential technological change is inevitable and beneficial, but our current systems are not built to accommodate it. He advocates for embracing change, rethinking economic incentives, and building systems that lead to fairness, sustainability, and abundance.
Personal Life and Interests
Despite his busy professional life, Jeff Booth maintains a strong connection to family and personal passions. He enjoys spending time at the lake, playing guitar around a campfire, skiing in Vancouver’s mountains, and reading extensively — averaging around 50 books a year. This dedication to continuous learning reflects his philosophy that knowledge and growth are lifelong pursuits.
Conclusion
Jeff Booth is much more than an entrepreneur. He is a visionary leader, investor, author, and thinker whose influence spans multiple industries. From leading BuildDirect through two decades of technological disruption to championing Bitcoin as a pathway to financial truth, Booth has consistently been ahead of the curve. His book, The Price of Tomorrow, challenges conventional economic wisdom and provides a roadmap for embracing the opportunities of deflation and technological abundance.
Through his ventures, board roles, and thought leadership, Booth exemplifies how innovation and resilience can drive not only business success but also societal progress. As technology accelerates, his voice remains vital in shaping how economies, businesses, and individuals adapt to an abundant future.
