Ep026 – Simon Gray, Boost Drinks | Successful leadership comes with respect, not popularity | SATT

In this engaging conversation, Simon Gray, CEO of Boost Drinks, shares his journey from young entrepreneur in Leeds to building and leading a successful energy drink brand.

He discusses the challenges and strategies involved in entering a market dominated by giants like Red Bull and Lucozade, emphasising the importance of timing, innovation and understanding consumer needs.

He reflects on the lessons learned from both successes and failures, highlighting the significance of a lean business model, and ensuring you always hire people that are smarter than yourself. 

Simon further reflects on the importance that emotional intelligence has played in his leadership style and the need to always embrace change.

We hope you enjoy this podcast, if you do, please leave a like and subscribe to our channel!

The SATT Team :) 

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What is Swim Against The Tide?

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email [e-mail] and we will be in touch.