107 | Making a Functional Category Cool | How Guillaume Lambrecht Turned Supasawa into a Lifestyle Brand

Show Notes

Episode Deep-Dive Analysis Available at maffeodrinks.com 

In this episode of MAFFEO DRINKS, Guillaume Lambrecht explains his approach to creating market demand for Supasawa, a shelf-stable sour mixer, focusing primarily on his category creation methodology.

We go through how he developed the product through 60-70 recipe iterations and managed customer validation through direct bar visits rather than traditional market research approaches.

This episode details his methods for educating customers about operational problems they may not recognize, including face-to-face conversations, hands-on demonstrations, and using customer discovery as cost-effective alternative to extensive market analysis.

Guillaume outlines how he leverages direct customer feedback to establish new product categories and build market awareness from zero recognition.

Timestamps:

• 00:00 Introduction: Market Validation for Unknown Categories and Invisible Problems

• 05:37 Product Development Process: 60-70 Recipe Iterations and Customer Feedback Loops

• 11:35 Customer Discovery: Face-to-Face Bar Visits and Problem Identification Techniques

• 19:31 Market Segmentation: Skill-Based Bar Typologies and Operational Complexity Analysis

• 32:45 Workflow Innovation: Pre-Batching Systems and Extended Shelf-Life Benefits

• 38:04 Customer Education: Problem-Awareness Creation and Solution Positioning

• 45:12 Market Creation Strategy: Category Establishment and Demand Generation Tactics

Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at [e-mail] or find out more at maffeodrinks.com 

Creators and Guests

Host

Chris Maffeo

Drinks Leadership Advisor | Bridging Bottom-Up Reality & Top-Down Expectations

Guest

Guillaume Lambrecht

Founder | Supasawa

What is MAFFEO DRINKS?

The MAFFEO DRINKS Podcast is a leading drinks industry podcast delivering frontline insights for drinks leadership.

For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.

20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.

Insights come from sitting at the bar.

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This is Maffeo Drinks.
The question in fact is a little

bit, yeah.
How do you create demand if if

such a product is really not
really existing?

Right in this episode I'm joined
by Guillaume Lambrecht.

He's the owner at Deluxe
Distillery and probably you know

him as the the mastermind behind
Supasawa.

We are not interested in flashy
marketing campaigns or or or or

vague promises.
The face to face conversations,

with the tastings, with the
workshops, with with the, I

would say hands on
demonstrations like doing your

cocktails yourself.
We Guillaume we speak about the

challenges of creating demand
when.

You actually.
Don't know the category.

We we speak about the challenges
of creating a product that goes

beyond categories.
It's it's almost a non existing

category or what I like to call
a micro category or a bottom up

category.
And you have to create demand

for something that.
Does not exist yet.

So how do you create demand?
How do you bring people on

board?
How do you identify that that's

an actual need?
In this episode, we speak about

the importance of building a
community and we go through some

of the aspects that Guillaume
and the team are working with

everyday, you know, launching a
brand different.

Markets, but also.
Establishing their presence in

bigger and smaller trade fairs.
You know, we bumped into each

other very often at Bar Convent
Berlin.

Where he stand has now become a
destination for for bartenders.

So I think I've said enough.
I don't want to spoil it.

Let's dive in.
Hi Guillaume, welcome to the

Maffeo Drinks Podcast.
Hi, Chris, How are you doing?

Fine, thank you, it's a real
honour to have you.

The reason why I I wanted to
have you is because I think you

have created a fantastic product
and you know that I keep on

seeing more and more whenever I
whenever I travel.

So I amazing.
I want to, I want to get

something from you and also, you
know, like to share some

learnings with the, you know,
with the listeners of, of the,

of the podcast so that we can,
we can all uplift the, the

industry without sharing too
many, too many secrets of yours.

I will try.
I will try.

It's, I mean, I don't have a lot
of secrets with Superstar.

It's always a fun product to
talk about and that's one of our

key messages that we tried to, I
would say, explain everything

what we do and what it is, what
it what super sauce is about.

So, so that's we only we almost
find your the full recipe on on

our on our website.
That's how transparent we are

because we want to help the
industry in in general.

So that's a little bit or modus
apprentice.

Wow, fantastic, fantastic.
That's that gives you a lot of,

you know, a lot of respect.
So let's let me, let me, let me

ask you the first question.
So tell us about super sour in

the sense of, you know, how you
identify this this gap in the

market and how how you came up
with with this idea?

Well, I, I would say that that
that Supasawa.

So let's let me be first talk
about Supasawa.

So, so Supasawa as a, as a shell
stable sour mixer, which is

really being developed for for
the professional, professional

user in the cocktail scene and
the mixing, mixing mixology,

right?
So it is created to solve a very

real and recurrent problem in
the bar scene and in the whole

industry, right?
Which is the inefficiency, the

inconsistency and the waste
problem, which we have always

with citrus juice, right?
So I think for bars and for

restaurants, even hotels, right?
I think maintaining consistency

and speed are very, very
important, right?

So I think it's very essential
that they have always the same

tools at every moment of the
day.

And citrus has always been a
wild card, right?

So it's, it's always been like,
OK, what is going on with with

the citrus?
How old is it?

Do we need to replace it?
And it's still OK to use, right?

Because of the oxidation that's
change in flavor and also the

acidity, right?
And also the seasonality right

in the winter, in the, in the
summer, citrus is changing in

color and, and, and amount of
volume per fruit, for example.

So as a result, bars are wasting
time and money and, and product,

right, because citrus fruits are
molding very quickly also.

So like you have a lot of
irregularities in general, which

makes it a very hard product to
work with.

We wanted to change that, right?
We wanted to change that element

of, of of the bar industry so
people are struggling less with

that element.
And we wanted to develop ready

to use citrus alternative
without being a real complete

switchover from citrus in flavor
and in taste, but just to have

the same effect in cocktails
without having all the

irregularities and the, the,
the, the negative sides of the

real fruits, right?
So that's the bit, the, the, the

element that you wanted to, to
create how super sour is, is

really made.
I would say, Chris.

So at the moment, because I told
you just before or almost full

recipe is on our website, right?
So just to clarify, so super

sour is like it's, it's made
from purified water, distilled

water, where we balanced it out
with five carefully chosen

assets, food graded, of course,
we added a touch of salt and a

minimal amount of of sugar to
round off a little bit the sharp

edges of those of those assets
because otherwise it could be

very, very straightforward,
right?

So sour, too sour and also maybe
too unpleasant to, to, to have

it in your cocktail, right.
So, but to be very clear, it's

not a sour sweets, it's just
really 100% sour.

So it's really to just round off
the, the complexity of those

assets and each component has
been chosen in that way.

We made like 60-70 recipes
around the testing phase.

We, we used different kind of
bartenders to, to try it out

and, and all kind of off waste
to see, OK, what works, what

doesn't work?
Is it balanced enough?

Is it too sour?
Is it too sweet because we'll be

adding too much water, for
example, all these kind of

things.
And we wanted to have a perfect

liquid, which is always the
same.

And with the recipe, you always
have that element, right?

It's always the same.
It's great to use.

Just open a bottle, start
pouring, start mixing, start

doing your own magic.
And that's the bit, the idea of

what we, we, we were trying to
create, right?

Wow, and you mentioned
bartenders now like the you

know, how how did you validate
that this was actually something

that bartenders really wanted?
Because, you know, the insights

is is fantastic, you know, like
on what you what you rightfully

explained.
But then, you know, for some

people, you know, there could
still be a not a need, you know,

and then they would say like,
actually, yeah, it would be

nice, interesting, but I don't
need it now.

So how did you find out, you
know, how did you validate that

they were actually interested in
in the in the product?

It's a topic that I can talk
hours about it, Chris.

So I don't know how much time
you have, but I think the

question in fact is a little
bit, yeah, how do you create

demand if, if such a product is
really not really existing,

right?
So, so how do you make people

aware of the problem that they
have without knowing that they

have a problem, right?
So I think it's a little bit

the, the idea of, of it's, it's
not when you, when you enter a

bar, you have to pinpoint the,
the, the pains that a bar and a

bartender has, right?
And so it's a massive challenge,

but also a massive opportunity
just because you need to make

them aware of that problem so
they can save so much time,

effort and, and space, right?
So, so, and, and how did we do

that is really to, I call it
always that it's a marketing

term.
Of course, it's human to human.

It's really going into the bars
1 by 1 myself, my sales managers

just going into like, OK, how
are you doing?

What is how is your cocktail
list going on?

What is what is, what is, what
is working well, what is not

working well.
And just with this face to face,

we really encounter very quickly
that they sell their problem

themselves, right, And that they
always have problem with with

their citrus.
Oh, Oh yeah.

Oh, and then they see when you
are mostly when when you are

sales person in the bars, you
are mostly one of the first

coming into the bar, right?
Probably also one of the first

ordering a cocktail.
And the only thing that you

always see with when you are the
first one in the bars is like

they always smell their their
citrus or oh, is it still

looking good as it's not
oxidate?

Is the color still OK?
You that's the problem already.

Just they are showing it the
problem just in your face,

right.
And then you can open a

conversate with, with, with them
without any problem.

And and that's how we are doing
that.

We are not interested in flashy
marketing campaigns or, or, or

or vague promises.
The face to face conversations

with the tastings, with the
workshops, with, with the, I

would say hands on
demonstrations, like doing your

cocktails yourself to really
say, look, that's a clear

daiquiri.
That's a daiquiri that you make

with your own citrus.
How does that differ?

What do you like the best?
There is a different kind of

conversation there.
And, and, and this is a little

bit how we, we started the
conversation and also the

demands, right?
And it's about earning trust.

It's about playing into the game
of, of, of understanding their

needs, I would say, and also
what the industry is needing for

the moment.
Because in some, for example,

Chris, I mean, Europe citrus
limit a line.

We have enough, it's coming in
daily by by boat and everything

like that.
But we have a lot of countries

also where there is an almost a
very big shortage and limit the

lines.
For example, I have beautiful

conversation with countries
worldwide and, and we see that

there there was a big, big,
bigger problem than even in

Europe.
But it's, it's, it's done a

different conversation because
there it's just to replace

really citrus and limit the
lines, for example, where here

they will think about speed,
about consistency, about labor

costs, efficiency, or, and all
this kind of things.

So it's all really about
peer-to-peer.

It's really human to human.
And it's, it's, it's really

having that, that conversation
going.

And when you try it out with
Super Sala 1 by 1 and they are

very quickly motivated to try it
out.

I want to state also, Chris,
that it's not really our

ambition to really eliminate
citrus or limited lime

completely from the bars because
it has for sure a place, right?

So that's something that you
really need to understand.

We just want to reduce, I would
say the, the, the usage of limon

limes to bare minimum because
it's the most wasted product

behind your bar.
And for a bartender, maybe not

so much, except if of course, if
he is, for example, the bar

owner also.
But for bar owners, bar

managers, FMB managers, even
CFOs, right, who are making the

calculations from everything,
it's so important to reduce

waste so much.
Because we have proof of concept

in so many smaller groups, for
example, in Poland and the US

and Australia where they use
Superstar and where they instead

of OK, they buy a product of
course, but they earn money by

using our product because the
waste, the less of waste, the

less of Labor, labor costs, all
this kind of thing.

So it really helps.
We are offering a solution for a

problem that they sometimes in
the beginnings face, didn't know

they had.
But now they really start to

understand that while Superstar
is really holding real.

There are different kind of bars
not like this.

There are the, you know, the
more geeky ones that they want

to do their own creations and
they do all their syrups and all

their cordials and all the
things by by themselves.

And then there are more, you
know, kind of like high speed

bars or places that maybe don't
really mind and then they want

to find a solution.
Did you, did you identify, you

know, like what were your
typologies of of bars that you

wanted to to have that kind of
conversation?

Will typology, let's put it like
this at our strategy in the

beginning, of course, we always
want to know the the, the, the

feedback from the, the, the best
mixologist in in, in the market,

right?
Because if you like them or you

don't like them, I really like
them.

So for the people who listening,
great.

But but it's, it's, it's so they
are so important.

I mean, they are, they are the
top of the world in what they

are doing because they have
proven themselves of being

magicians, right.
For me, the best mythologist in

in the world are, are magicians.
They are doing things with

spirits and with, with, with
taste of the aromas, what nobody

else can do.
And you have to respect their,

their knowledge behind
everything.

And we know that super sour is
maybe not for everybody, because

we all know that the best
Bartons in the rolls will make

their own, their own asset
mixes.

They they they are always found
on on what they make is always

better.
Will we counter that with

saying, oh, it's cheaper or that
or that no, we are not the

cheapest solution and say we are
just a very practical solution

when they don't have time where
they have lack in neighbor all

this kind of things that where
we make the difference, right?

We also have the people, for
example, Chris, that that's

where people say I always use
only refresh juice, right?

I don't want to get away from
that.

And and then we have we need to
make the conversation also and

we respect every kind of of
feedback that we receive.

But with super sour, even if you
want to use 100 cents juice, for

example, we always say that, OK,
it's no problem.

You can always keep on using
your fresh juice.

But have you even talked to even
blends, for example, super sour

with your fresh juice, for
example, a 5050 blend or a 7525?

And then they always ask me,
yeah, why should I do that?

I would say, yeah, instead of
having one liter of, of fresh

juice, now you will have two
liters of, of fresh juice

without having more work and
just bending them together.

And your life cycle will go from
two days to four to five to six

days.
And so, and that way it's all

replace it all rethinks, makes
them rethink their whole

process.
Like wow, for the same amount of

juice, I have twice the amount
of of product, which extends the

life cycle by times 2 * 3.
And and that way we are always

have a conversation what the
best button is.

Like, I would say, who would I
say, I don't know, Let's just

put it like this.
All right, the best button is in

general they are great and they
are very found on their own

makings.
What we always do, we what we

always see is that having a
bottle under the, the, the, the

counter always helps them out in
difficult moments where they

didn't expect to have 100 or 150
people coming in and at once

where they don't have enough
preps.

And then they know that they
have always have something in

the backhand and and that's
always the way on on what what

superstar stands for.
It's always, always ready for

you.
It's always the same recipe.

So you can always rely on it.
And that's the bit, the message

that you want to send out.
That's, that's, that's great.

I mean, I really like this
thinking because sometimes it's

also about this kind of like
purist approach.

Now that, you know, in theory,
you know, we, we all, we all

know, like, you know, like the,
the theory, the theory is always

fine.
But then, you know, you always

have those, those days when you
need help.

No, and, and to get that
conversation right to, to the

people.
I mean, there's, there might be

people that get it right away.
And then it's like, wow, this is

exactly the solution I wanted
to, you know, I was, I was

waiting for and then some others
a little bit less, but then, you

know, they still get it.
That is like, OK, let, let me,

let me buy a bottle and then
let's see, let's see when, when

I will need it.
It's, it's one of those things

like you, you, you always think
you don't need it until you need

it.
Exactly 200 percent, 200%.

And it's also depending a little
bit Chris on all the kind of

venues where we are at.
You know, we are now talking

about the best mixologist and
and in the world, for example,

that doesn't need to be
necessarily small volume bars,

because we know that some of the
best bars in the world are very

large volume bars, right?
But we have a seven we have, we

have we we can talk about cruise
lines, we can talk about hotels,

about beach bars, about pop up
bars.

You know, every kind of bars had
have different needs, you know,

and the the the level of of
bartending is also different and

also the knowledge, right.
We can't expect with all the

respect for everybody listening
here, but you can't expect that

the that the bartender from a
pop up bar.

Of course if maybe he can be
very experienced, I don't know.

But in main case it's mainly one
bartender.

We was very experienced and then
it's you have four or five bar

backs, right to help them out a
little bit.

And you can't expect that from
that one bartender that he can

do all the preps by himself and
all these kind of things.

So he is really in need of
solutions and quick wins.

But to, to make his, his time
and worse, right, it's all about

time, all about precision.
And you want to have that first

cocktail of the day and the last
cocktail of the day tastes the

same, right?
And if you have citrus juice,

it's great.
But you need to taste, taste

every cocktail that goes out,
right?

Because every citrus fruit is,
is, is is tasting differently.

You have different pH value.
It's have a different odor or of

aroma and, and what superstar we
know that the the first

Margarita which goes out and his
last one is, is going to taste

100% the same.
And that's about speed, about

consistency.
And I think for very large

volumes, volume boss, that's the
what you want, speed and

consistency so that you don't
get 5 cocktail or 20 cocktails

back from what you send out.
Better come back.

Oh, it's too sour or it's too
sweet.

That's something that you don't
want as as a venue because you

again, you lose more money on
top of that.

We, we, we, we often disregard
the crucial aspect.

You know, I work with
segmentations every, basically

every day, every week at least.
And, and, you know, I'm, I'm

developing like different kind
of approaches.

And, and one of the things that
people don't think about is, is

the level of skill set of the
bar that you mentioned, the

level of ingredients
availability, you know, like

this in the segmentation.
We never think we know.

We always think like pubs, bars,
restaurants, high end, the

Italian restaurants and and so
on.

But ultimately it's about, you
know, who's making the cocktail

because in if you go to a normal
restaurant, it's the waiter

probably that is going to make
the cocktail.

If you go to a small Bistro, is
the guy or the girl making

cappuccino in the morning that
is going to make a gin and

tonic.
And then may you know the

enlarging that you know choice
will depend on?

Ingredients that they want or
don't, do not want to buy, you

know, like when where there is a
is a, is a garnish or, you know,

like, it's OK.
Do they have mint?

You know, do they have oranges?
Do they have lemons?

Do they have cucumber?
You know, I, I, you know, I work

with the, with the Hendrix, you
know, as a genius.

It's always like, OK, but you
know, will they buy that?

That was the initial issue of
launching Hendrix with a gin and

tonic is like, do these guys
have cucumber?

You know, because it's not
something automatic that you

would have behind the bar in a,
in a Bistro now.

So what I like about this is the
fact that, you know, you put

everything to a minimum common
denominator and say, OK,

actually you can dare to do
certain cocktails that you would

have never thought you could do.
Because I'm making it easier

from a logistic perspective,
from purchasing perspective,

from, you know, many different
aspects, and also from a

stability cocktail perspective.
Because then, you know, if we

have prepared it in the right
way, then even maybe like a less

skilled bartender can dare to
make certain cocktails that he

would only dream about.
Exactly.

No, no, I 300% agree with you,
Chris.

I mean it's every conversation
is different with every every

bar, every hotel, every cruise
line, every pup on the corner.

I mean it has a different
problem.

They have different skill sets.
And that's the thing what we are

doing with Superstar is creating
a kind of not form I would say,

but a kind of a health solution
like like we are coming in, we

are trying to visit all our
clients as much as we can.

Is it now myself in Belgium or,
or my sales manager in the Minux

or, or distributors worldwide?
We always try to, to hammer on,

on door distributors, like try
to visit every account that you

have with Super Sauer.
Try to hand them, hand them over

your the skill set of Super
Sauer.

Try to explain them what it can
do to them and give them

recipes.
Because we have a, a book of, of

thousands and thousands and
thousands of recipes of Super

Sauer.
Just very easy cocktails still

even milk washes and, and
cordials and all the kind of

things.
So you have a kind of skill set

like, oh, that's a pep on the
corner.

They just need two or three easy
cocktails.

We will learn them.
The batching principle, right?

For us as being in the industry,
batching principle is quite

easy, right?
It's all putting together, make

sure it's stable and then it's
just pouring over eyes.

And for a pup that's super easy,
super fast and super profitable,

right?
For then a more advanced 4*5*

hotel, for example, where the
bottom is a little bit more

advanced already, you can do
other stuff.

You can explain them about the
tear Dakaris, the margaritas,

even slushy machines, for
example.

So it's all about showing them
the power of Super Sava with

their needs, with their needed,
with their skill sets that they

have.
And that's, it's really just

what we are trying to do on
social media, all these kind of

things.
That's one of our, we have two

things of marketing that we do
right, Chris.

We, we are doing some social
media and we are doing some

presents at, at, at fairs.
And, and to be honest, that's

our only thing that we do
because we are a small company.

We are only 5 people in the
company.

So, so we have a lot of things
to do and, and, or social media,

we have seen that it's, it's so
effective.

We don't, we almost don't
sponsor.

Why?
Because we want to really create

a real community with following
Superstar and we are trying of

course to work with some
influential people and

influential people from the bar
scene to broaden up or our brand

to make it a little bit more
noticeable.

But I think yeah, that's the way
it goes today, right?

We are in the modern world.
But besides that, it's just

talking to people, communicating
with them, people asking.

It's almost my second inbox.
You know, I get hundreds of

e-mail a day for a week, for
example.

I get, I think almost the same
amount of emails on end mail by

Instagram, by people.
Where can I buy it?

How can I use it?
What is the cost?

I have this problem.
How can I resolve it?

I love that.
I mean, that's, that's what it's

about.
That's why people are coming

back to us.
It's like, and I almost I say

almost everybody who is
following us, I always sense

personally, to be honest, also a
small text like thanks for

following us.
If you have any questions or we

can help you, let me know.
And I would say 4050% of that is

answering with just a heart or a
like or, or whatever, or some

people are just already
immediately answering, oh, I

have this problem.
Can you help me?

Or do you have a, or do you have
a recipe for that or whatever?

So it's great that people are
coming back to us with questions

and that's the community that we
are trying to build.

Nice, nice.
And let me let's take a step

back for, for this one, because
I mean, you mentioned like first

of all, like just to clarify
for, you know, not to have it

too technical.
Like, you know, you mentioned

better, you know, pre batching
now before on, on.

So just so that the listeners,
you don't know what we're

talking about.
So can can you just articulate a

little bit better like what you
know, how you have this pre

batching and what pre batching
is in in this term in this

terms?
So batching the batching

principle or the pre batch
principle is in fact a very

simple way of making cocktails,
right?

So we have all the components,
some components, some cocktails

mostly consist about 3-4
ingredients, right?

We have the sour part, we have
the sweet part, we have the

alcohol, and then we have maybe
an added flavor or a second

alcohol, for example, right?
For simple cocktails, let's put

it like this.
Batching is in fact preparing

the cocktail at once on, on in
advance I would say, right.

So before opening, for example,
you made a cocktail, you put it

in bottles of whatever bottles
that you want to use.

And the problem is with with
batching.

If you don't use super sour, for
example, after two a couple of

days, it goes bad because again,
citrus is very volatile, it's

very ineffective and unstable.
After 2-3 days, oxidation

process started and to then do
pre batch cocktails with this

kind of fresh juices.
It's a little bit tricky, right?

Because you don't know when you
have 5 clients today, will you

have 20 clients today or will
you have 100 clients today?

So you never know how much
batching of cocktails you need

to make upfront.
So what superstar?

The fun thing is that because of
the high sourness, the IPH of

1.95, when you batch all the
components together in bottles,

so you have 10 liters of for
example, again, that's for

example, right?
And you put the three

ingredients together, the sugar,
the Super sour and the gin, for

example.
You put everything together.

With that being ready, you can
make a cocktail.

Just take a Tumblr, put the ice
cubes in it, put the put the the

pre batch cocktail into the
glass and you can garnish it

because you have time now to
make to make a beautiful garnish

and then you can serve it.
It will look as professional as

good as before.
And The thing is you can now

batch with super sour for 2345
weeks in a row and one I would

say it's time moment right in
the one moment.

Whereas with with real juices,
you need to batch almost every

day or every 2-3 days at the Max
or at the minimal.

With now with Supasawa, you save
a lot of time with just the

batching principle.
And that's what's helping a lot

of people.
And a lot of I would say even

high volume bars even from a
high level because it's a trend

also a little bit right now that
people are indeed seeing the

benefits of, of, of batching.
Even the best bars in the world

are doing it.
So, so that's a bit the ID what

we are trying to sell them to be
more efficient and to not think

about, Oh no, I need to get up
two hours more because I need to

batch this, this and this and
this.

Oh no, I forgot.
I have already done it two weeks

ago.
I still have a couple of

leaders.
I'm OK.

I can speak two hours more or I
can go to the gym or I can spend

2 hours more with my family.
That's the whole thing that we

are trying to give them back,
you know?

That's all for today.
I hope you enjoyed this episode

with Guillaume Lambrecht from
Supasawa and the Deluxe

Distillery.
We went through many, many

things, building a category,
building, establishing a

category that is not known yet,
how to identify a need and to

check that that need is actually
really a need by bars and

bartenders.
And we also speak about, you

know, how to build demand, how
to sustain the demand, how to

work with trade fairs.
There's a lot of information

and.
If you want to.

Get a deep dive from the episode
with a detailed analysis.

You can get it and subscribe at
maffeodrinks.com If you can

think of a couple of people that
you think would benefit from

listening and watching this
episode, please share it with

them.
Available on video in Spotify,

in YouTube, and in audio in all
the other platforms like Apple

Podcast.
That's all for today, and

remember that brands are built
bottom-up.