09/11/2013 04:11 pm ET Updated Nov 11, 2013

Seeding the Next Generation of Great Minds

LeVar Burton is a geek and proud of it, but he's also helping to seed the next generation of great minds through literacy and his brand, Reading Rainbow. As an actor he is well known for his roles as Kunta Kinte in the 1977 award-winning ABC miniseries Roots and Lt. Commander Geordi La Forge in Star Trek: The Next Generation. But for the last 20 plus years he's been one of the leaders at the intersection of technology and literature and as the host and executive producer of the PBS children's program Reading Rainbow.

Three years ago, LeVar and his experienced business partner took full ownership of the Reading Rainbow brand and have been living the entrepreneur life with what might be best described as a 30-year-old-startup. Like any new business owners, they have had their struggles with putting together the right team, finding funding and navigating new technology like adapting to tablet devices. One of Burton's biggest lessons has been learning about trust the hard way. Although he still wears many hats within the company, he is now personally involved in the research required to select his team.

Burton has run the gauntlet of entrepreneur life. Behind the Brand host Bryan Elliott speaks with Burton about his best lessons and insights. Have a question or want to join this conversation? Tweet me @BryanElliott and I promise to respond.