As the Founder and CEO of PulseTV.com, Jaffer Ali faces several challenges in the fast paced online retail environment. In order to combat the challenges he faces in an ever-changing industry, Jaffer encourages his staff to take small steps and continually iterate their services. As the leader of the company, Jaffer has found it useful to decentralize the hierarchy of his company and empower every staff member to make smart business decisions. What challenges is Jaffer looking forward to taking on in the upcoming years? Find out.