Explorez tous les épisodes du podcast The Rectified Podcast

Reese De Luca ran ads for three months. They brought in one order. He hasn't spent money on ads since, and today about 75% of his sales come from standing behind a table and talking to people.

In this episode, Reese breaks down how he built Skincare for Weirdos from a single pimple patch into a full four-step routine without investors, loans, or an ad budget. We talk about why he almost named the brand Patchy and what changed his mind, how being called a weirdo growing up became the most valuable asset he owns, why his pimple patches aren't even in his top five sellers anymore and why that was the plan, the discipline of making every product earn its place on the table, how he built a booth people stop at instead of scroll past, and the 25 years of fashion and design experience that let him skip the $20,000 branding agency invoice.

If your product is good but your brand could belong to anyone, this one is for you.

🎯 FREE LIVE WORKSHOP – August 20: I'm walking you through the 3R Strategy, the exact framework I use with private clients to break through growth plateaus. Live on Zoom, kept small, completely free. Save your spot: https://learn.rectified.co/break-through-your-growth-plateau

Skincare for Weirdos on the web: https://skincareforweirdos.com/Skincare for Weirdos on Instagram: https://www.instagram.com/skincareforweirdosSkincare for Weirdos on TikTok: https://www.tiktok.com/@skincareforweirdos

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

02:46 Origin of the Weirdoverse

08:32 Product Development Process

15:30 Pop-Ups as Growth Engine

18:40 Shopify POS and Email Flows

23:38 Social Content Mix

29:39 Wholesale Growth Plan

33:38 Advice for Founders

36:08 Funding Without Debt

Last holiday season, shoppers spent over $1 trillion, and most small businesses lost their share before the season even started. 

In Part 1 of our monthly Holiday-Ready E-Commerce series, I sit down with e-commerce expert Nora Arzoumanian (20+ years scaling product brands) to break down exactly how to turn your website into a machine that converts before the Q4 rush hits. 

If you're a product business, this is the foundation everything else is built on; fix this first, before you spend a dollar on ads.

🛠️ Tools mentioned:

Shopify (affiliate):  Start free, build for $1/month, earn up to $13,000 in credits as you sell: https://shopify.pxf.io/rectified 

Metricool: Schedule all your content in one place. Use code RECTIFIED for a 30-day free trial of any tier: https://i.mtr.cool/RSBQOY

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian L

inkedIn: https://www.linkedin.com/in/sandydedeian/

🎧 New to Nora? Watch her first episode here: https://youtu.be/ZgzgOkBwfjY?si=AsHFHkAJ48sZosAT

New episodes in this series drop monthly through December. Subscribe so you don't miss one.

Chapters

01:24 Series Kickoff With Nora

04:32 Conversion Rate Benchmarks

07:50 Analytics And Funnel Drops

14:00 Product Page Trust Builders

19:07 Checkout Friction Fixes

25:25 Homepage Placement Strategy

28:41 Holiday Conversion Mindset

36:24 SEO GEO Priorities

41:45 Map Customer Journey

44:09 Post Purchase Delight

46:12 Three Holiday Priorities

Every big grocery chain told Emma Lukian no. Every co-packer in Quebec told her no. Even the Dragons on Dans l'œil du dragon told her she'd never find one. Six years later, Good Big Nice kimchi is in almost 800 stores across Quebec, including Metro, IGA and Super C.

In this episode, Emma breaks down exactly what was blocking her from big retail for four years and how she finally cracked it. We talk about the real cost of getting on a big banner shelf (including the $7,000 per SKU listing fee nobody warns you about), why she had to stop looking for a co-packer and start looking for a partner, what happened when a four-month warehouse strike wiped out one of her biggest sales channels, and the moment she realized she'd been tracking revenue while having no idea how much money she was actually making per jar.

If your product is selling but you can't seem to break into bigger retail, this one is for you.

🎯 FREE LIVE WORKSHOP – August 20: I'm walking you through the 3R Strategy, the exact framework I use with private clients to break through growth plateaus. Live on Zoom, kept small, completely free. Save your spot:

Good Big Nice on the web: https://www.goodbignice.com/Good Big Nice on Instagram: https://www.instagram.com/goodbignice/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

00:00 Welcome and Guest Intro

02:52 First Store Breakthrough

09:30 Funding the Scale Up

15:42 Kebwich Collab Challenge

20:06 Budgeting for Big Retail

23:17 Metro Strike Supply Shock

28:12 New Flavor Pikliz Launch

33:58 Marketing Needs a Strategy

How do you spend $1.4 million on a product that isn't even on the market yet, and still have customers paying in full a year before it ships?

In this episode, I sit down with George Korkejian, co-founder and COO of Rozvelt, the Montreal brand behind the Vektr, a premium breath-filtration wearable for hunting, wildlife photography, and soon defense. George spent a decade on the other side of the table, investing in startups through a VC fund and running an accelerator, before finally taking his own advice and building a company himself.

We get into what $1.4M actually buys before a hardware product ever hits the market, how they validated a product nobody knew they needed, why they called every single pre-order customer to ask why they bought, and the full story behind their Dans l'oeil du dragon deal, including why they skipped the bunker and countered a dragon with a royalty deal on the spot.

FREE LIVE WORKSHOP — August 20: I'm walking you through the 3R Strategy, the exact framework I use with my private clients to help product brands break through their growth plateau. 90 minutes, live on Zoom, kept small so you can ask your questions. Save your spot: [insert link]

Rozvelt’s Website: https://www.rozvelt.com/

Rozvelt on Instagram: https://www.instagram.com/rozveltofficial/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

02:39 Scent Control Outdoors

07:37 Origin Story Hunting

14:53 Why Hardware Costs

21:28 Premium Pricing Logic

25:35 Dragon Show Journey

31:22 After Airing Growth

35:00 Grit And Burnout

39:09 Taking Chances Finale

The energy drink aisle is one of the most saturated categories in retail — dominated by billion-dollar brands with decades of shelf space locked up. So how do you launch a new brand into that and actually win?

In this episode, I sit down with Jean-Olivier Campion, co-founder of Mana, a yerba mate energy brand that broke into IGA, Sobeys, Metro, Avril, and Lufa Farms across Quebec, Ontario, and BC — built by a five-person, no-office team with zero background in the beverage industry.

We get into how a bootstrapped team went from zero to 100+ retail accounts in eight weeks, what it actually takes to pitch a major grocery chain, why they walked away from paid ads after realizing they needed an 11x return just to break even, and how they navigate one of the toughest parts of retail: fighting for (and keeping) shelf space.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Mana’s Website: https://en.manayerbamate.com/

Mana on Instagram: https://www.instagram.com/manayerbamate/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Launching In Saturation

02:17 David Versus Goliath

09:14 Taste Test And Branding

17:53 Shelf Space Battles

22:03 Quebec Energy Drink Ban

24:31 Rapid Fire Questions

29:19 Signature Cocktail Recipe

35:19 Remote Work Loneliness

41:08 Final Wrap Up

What do the most successful product brand founders all have in common? After hosting 100 episodes of The Rectified Podcast, I started noticing the same patterns showing up over and over again, no matter the product, no matter the industry.

In this special solo episode, I'm breaking down the 5 biggest lessons my guests taught me about building and scaling a product brand. From the moment that changes everything (your first real customer) to the hard truth about resilience that most founders don't want to hear.

In this episode, you'll learn:

• Why your first customer who isn't family or a friend matters more than you think

• The one thing every founder who scaled had around them

• Why starting before you're ready is not reckless — it's the only way

• How your personal story becomes your biggest competitive advantage

• Why resilience without a plan will still kill your business

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Rectified Founders Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

0:00 — Intro: 100 Episodes Later

3:30 — Your First Real Customer Changes Everything

9:00 — You Can't Do This Alone

15:00 — Start Before You're Ready

21:00 — Your Personal Story IS Your Brand

27:00 — Resilience Without a Plan Will Still Kill Your Business

33:00 — Recap & What's Next

Allan Glenfield spotted a gap that every Canadian meat lover knows: the best snack brands don't ship here. So he built one, starting with one SKU, no operations background, and a "worst case I eat a lot of meat sticks" attitude.

In this episode, we get into how he validated the idea before spending a dollar on production, why he's actively turning down retail offers, the hidden cost that almost derailed the business, and how he's positioning Chuck as the family-friendly alternative in a category dominated by gas station brands.

If you're building a physical product brand, this one's worth your time.

Topics covered:

• How to validate a physical product before manufacturing

• D2C vs. retail — and why the wrong choice can kill your cash flow

• Amazon's dirty secret for new brands

• Family-friendly vs. fitness positioning: did it hurt or help?

• Working capital traps no one talks about

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Chuck’s Website: https://eatchuck.com/Chuck on Instagram: https://www.instagram.com/eatchuck/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Welcome and Guest Intro

00:22 Why Make Chuck

03:26 Validating Demand Fast

07:01 Launching D2C and Amazon

09:19 Retail Expansion Caution

10:22 Hidden Costs and Cash Flow

12:01 Marketing Shift and Positioning

17:25 Social Channels and Content

19:28 Email and Retention Plans

20:19 Rapid Fire Founder QandA

He built one of Canada's fastest-growing mattress brands, scaled to $15M during the pandemic, and just went through an acquisition. 

In this episode, Jeremiah Curvers, founder of Polysleep, breaks down exactly how he did it, from guerrilla marketing tactics in Montreal to a full retail strategy, and what every product founder needs to understand about brand trust before spending a dollar on ads.

This one is a masterclass.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Polysleep’s Website: https://polysleep.ca/

Polysleep on Instagram: https://www.instagram.com/poly_sleep/

Jeremiah on LinkedIn: https://www.linkedin.com/in/jeremiahcurvers/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

01:28 Injury Sparks Idea

05:25 Branding and Virality

09:00 Pandemic to Exit

13:05 Exit Mindset Shift

17:43 Life After Acquisition

25:11 Marketing Today

31:45 Omnichannel Storytelling

35:01 Email Life Moments

38:13 Founder Trust Playbook

41:55 Rapid Fire Takeaways

What does it actually take to get a Dragon to invest in your product? Georges Karam has spent 7 seasons on Dans l'oeil du dragon (the Quebec version of Dragon's Den) and is one of the sharks on Shark Tank Lebanon's first season. He's seen hundreds of pitches — and turned most of them down.

In this episode, Georges breaks down what makes him lean in or check out, the #1 mistake founders make in their pitch, why your first impression matters more than your financials, the difference between red ocean and blue ocean strategy for product brands, and why resilience without a financial plan will still kill your business.

Georges also gets real about arrogance, staying grounded after success, and why there's no shortcut to building a solid foundation.

Whether you're preparing to pitch investors or just trying to scale your product business past a plateau, this one's for you.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Georges’ Website: https://georgeskaram.ca/

Georges on Instagram: https://www.instagram.com/georgeskaram.one/

Get Georges’ Book: https://amzn.to/4uWFKBc

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

0:00 — Intro

1:12 — From Lebanon to Montreal

10:42 — Success without arrogance

19:24 — Are entrepreneurs born or made?

27:00 — What a Dragon looks for in a pitch

34:30 — Advice for product founders

In this solo episode, I share the 3R framework, the exact system I use with clients for their product brand strategy. This masterclass will provide actionable business tactics to grow your business and help with scaling brands, positioning them as leaders. Learn how to refine your business strategy and enhance your branding for sustained success.

⚡️Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:33 Three R Framework Overview

01:08 Revamp Brand Psyche

03:36 Reshape Growth Strategy

06:09 Reach Audience Growth

08:27 Find Your Weakest R

09:03 Free Diagnostic Next Steps

If you're a product brand and you're not on Amazon yet, you're leaving money on the table. In this episode, I sit down with Michael Maher, founder of Cartology, to break down exactly what it takes to launch, advertise, and win on Amazon — from choosing between 1P and 3P, to the ad strategy most brands get completely wrong, to what AI (hello, Rufus) could mean for the future of selling on the platform.

⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Cartology Website: https://thinkcartology.com/

Cartology on Instagram: https://www.instagram.com/thinkcartology/

Cartology on LinkedIn: linkedin.com/company/cartology/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

3:15 — Why your brand needs to be on Amazon in 2026

8:00 — 1P vs 3P: Which model should you choose?

13:20 — Do you need Amazon ads or can you grow organically?

19:00 — Optimizing your product listing (images, copy, A+ content)

23:30 — What to expect in your first 30–60 days

25:40 — The pricing trap that kills your buy box

27:50 — Does Amazon buy Google Shopping ads?

29:30 — The #1 mistake brands make on Amazon

32:00 — AI, Rufus, and predictions for 2027

36:00 — Why you shouldn't build Amazon in-house

85% of people have never used AI. So why does everyone act like it's replacing us? In this episode, I sit down with Jean Philippe Arcand, co-founder of Glowtify, to talk about what AI actually does well, where it completely falls short, and why most businesses are using it wrong.We get into the AI hype machine, why the biggest VCs are saying the future of SaaS is service, how Glowtify is building full marketing functions for companies that don't have one, and where we need to draw the line with AI before it stops us from thinking for ourselves.⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you'll discover if you need to Revamp, Reshape, or Reach ➡️ https://learn.rectified.co/brand-diagnostic⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartnerGlowtify Website: https://glowtify.com/ Glowtify on Instagram: https://www.instagram.com/glowtify.app/Glowtify on LinkedIn: https://www.linkedin.com/company/glowtify/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters:00:44 What Glowtify Does05:39 AI Bubble And Adoption Reality15:39 Future Of SaaS Is Service22:24 Democratizing Marketing With AI33:26 Will AI Replace Us40:57 Entrepreneur Mindset With AI42:51 AI Traps and Guardrails

Is AI making your brand messaging better, or just louder?

In this episode of the Rectified Podcast, I sit down with communication expert and Aria Consulting founder, Amandine Michaud. As an MBA colleague and seasoned corporate strategist, Amandine explores the shift from "mass content" to "meaningful connection" in a world saturated by ChatGPT and Claude.

If you’ve felt the "AI fatigue" on LinkedIn or struggle to keep your brand's voice authentic while using new tools, this conversation is for you. We dive deep into why the most successful brands of the future won't be the ones with the best prompts, but the ones with the most human hearts.

⚡️Scale Your Product Brand: Struggling to figure out where your business is leaking growth? Take my free 3R Framework Diagnostic. In 10 minutes, you’ll discover if you need to Revamp, Reshape, or Reach ➡️https://learn.rectified.co/brand-diagnostic

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Aria Consulting’s Website: https://www.ariaco.com/

Aria Consulting on Instagram: https://www.instagram.com/ariaconseils/

Amandine on LinkedIn: https://www.linkedin.com/in/amandinemichaud/

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

00:00 – Intro: Meet Amandine Michaud.

04:30 – From Pianist to Communication Consultant: The art of connection.

09:15 – Why big brands struggle with clarity (and how to find yours).

14:00 – The "LinkedIn AI Pattern" and why it’s killing engagement.

19:45 – How to use AI for brainstorming without losing your "voice."

25:30 – The ROI of authenticity: Why being yourself is more efficient.

32:00 – Predictions for the next 5 years: Analog vs. Digital.

Most e-commerce brands pour money into paid ads before their foundation is solid, and that's exactly why they're not converting.

In this episode, Sandy sits down with Nora Arzoumanian, Head of E-Commerce at Mobilia, with over two decades of experience scaling e-commerce for product-based brands across multiple industries. Together, they break down what actually drives e-commerce conversions, why email marketing and SMS outperform paid ads for product brands, and what small and mid-size brands can do today to move the needle without burning through their budget.

What you'll learn in this episode:

• Why your paid ads are not converting and what to fix first

• How to use email marketing and SMS to drive consistent revenue for your product brand

• The trust signals every e-commerce website needs to reduce friction and increase conversions

• The difference between SEO and GEO and what it means for product brand visibility

• How to optimize your e-commerce website for both search engines and real buyers

Whether you are just launching your DTC brand or trying to scale past a plateau, this episode is packed with practical e-commerce marketing strategies you can apply immediately.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Rectified Founders Community, a FREE space where you connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Nora on LinkedIn: https://www.linkedin.com/in/noraarzoumanian/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Meet Nora Arzoumanian

07:18 Paid Ads Reality Check

10:20 Email Marketing Goldmine

20:27 Selling High Ticket Online

25:46 Website Content and UGC

29:29 Analytics and Journey Mapping

31:57 SEO Meets GEO

37:44 Designing for Humans and AI

40:31 Three Quick Wins

What do you do when your brand name feels like a barrier to growth? In today’s episode, I sit down with Tamar Panossian, the visionary behind 57 Végane, to discuss her bold decision to launch Oudélic.

Instead of a simple rebrand, Tamar is tackling the "Great Vegan Reset of 2026" head-on by moving away from ultra-processed "faux meats" and introducing a clean, high-protein, plant-based staple designed for everyone. 

In this episode, we cover:

• The Pivot from 57 Végane to Oudélic: Why Tamar decided to keep her original brand while launching a second one to reach a broader, non-vegan audience.

• The "Great Vegan Reset" of 2026: Understanding the massive consumer shift toward transparency, clean labels, and recognizable ingredients.

• Scaling via Co-Packing: The emotional and operational challenge of "letting go of your baby" to move production to a large-scale facility.

• CPG Logistics & Family Business: The reality of managing delivery, rising costs, and working alongside parents in a growing startup.

• The #1 Advice for CPG Founders: Why you should stop using your personal cash and start looking for grants and networking within your industry.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Website: https://57vegane.com/

57 Végane on Instagram: https://www.instagram.com/57vegane/

Oudélic on Instagram: https://www.instagram.com/oudelic_officiel/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

0:00 – Introduction: The Evolution of an Entrepreneur

2:15 – Why a new brand? Introducing Oudélic

4:45 – Navigating the "Great Vegan Reset": Clean vs. Ultra-Processed

8:10 – The Science of TVP: Pea protein and fava bean concentrates

12:30 – From the freezer to the fridge: Why placement in the "Fresh Aisle" matters

16:45 – Scaling up: Moving to a co-packer and simplifying recipes

21:20 – The reality of running a family business in 2026

25:10 – Essential advice for CPG founders: Grants and Networking

Every product category has a "need" product, the thing people buy on autopilot. Mariela Katz of Nutterie figured out that the real opportunity is in the "I want" product. The one thing people did not know they needed until they saw it. In this episode, she breaks down exactly how she built that strategy into every decision from her packaging to her collaborations to her limited edition drops.

Mariela is back for her second episode on The Rectified Podcast, and a lot has changed. She launched a brand new mini collection, landed her first retail distributor, built collaborations with Cafe Depot and Les Filles Fattoush, and did all of it while becoming a mom of three.

If you are a product founder trying to stand out in a crowded category without slashing your prices, this episode is the blueprint.

Join The 3R Strategy Workshop & let’s scale your brand together! ➡️ https://learn.rectified.co/3rstrategy

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Nutterie Website: https://nutterie.ca/

Nutterie on Instagram: https://www.instagram.com/nutterie/

Find me here: I

nstagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Welcome Back Mariela

00:14 Nutterie Origin Story

01:23 What Changed Since Last Time

02:39 Mom Life Balance

06:38 Expo Prep And Events

08:20 Connecting Over Selling

10:22 Local Collabs For Growth

13:46 Effort Behind The Scenes

15:39 Introducing The Minis

16:30 Unique Mix Philosophy

17:02 Retail Expansion Plans

17:39 Differentiation and Freshness

20:19 Cherry Cherry Origin Story

21:50 Packaging as Brand Edge

23:35 Packaging Costs and MOQs

25:03 Staying Lean and Vertical

28:46 Limited Editions Strategy

34:08 What’s Next for Nutterie

34:56 Final Advice for Founders

⚡️Join The 3R Strategy Workshop & let’s scale your brand together! ➡️ https://learn.rectified.co/3rstrategy

Most product founders obsess over cutting costs wherever they can. Olivia Lovenmark did the opposite. She chose the most expensive bottle on the market for Duchess Cocktails, and it became the single biggest reason her brand stood out on shelves. In this episode, she breaks down exactly why that decision worked and what product founders can learn from it.

Olivia shares her unconventional journey from Silicon Valley fintech to building a premium ready-to-drink cocktail brand from scratch, including the moment she realized no co-packer in Western Canada could produce her product and had to build her own factory nine months into launching.

If you are a product-based founder wrestling with packaging costs, distribution strategy, or the question of how to stand out in an overcrowded market, this episode is a masterclass in betting on your product and winning.

FIND ME HERE:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

DUCHESS COCKTAILS:

Duchess Cocktails Website: https://duchesscocktails.com/

Duchess Cocktails on Instagram: https://www.instagram.com/duchesscocktails/

CHAPTERS:

00:00 Welcome and Guest Intro

02:29 Launching Duchess Cocktails

05:24 Bottle Design and Branding

09:40 Founder Life and Motherhood

16:51 Marketing Without Ads

21:51 Label Rules And Shipping

24:55 Lightning Round Favorites

27:38 Beverage Industry Myths

31:21 Legacy Plans And Wrap

If your product has a great story but your sales don't reflect it, this episode is for you. Alessio Monterosso of Ariana Naturals spent three years in near-zero sales before cracking the code and scaling to 150+ retail stores in under 12 months. He explains the exact moment everything changed and how you can apply the same thinking to your brand.

Most founders believe a powerful "why" is enough to guarantee success, but Alessio discovered a hard truth: a great story doesn't matter if you haven't mastered the mechanics of your market. We dive into the "Education Tax" of being first-to-market and the exact strategic shifts he made to go from 10 stores to 150+ in less than a year.

Alessio shares his raw journey from corporate burnout and depression to discovering the science-backed power of saffron as a natural alternative to antidepressants. He explains how the product's failure to fit the consumer's daily habits was the real obstacle — and exactly how he fixed it.

If you are a product-based founder struggling to bridge the gap between your "story" and your "sales," this episode is a tactical roadmap for finding your niche in a noisy industry.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/3rstrategy

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Ariana Naturals' Website: https://ariananaturals.com/Ariana Naturals on Instagram: https://www.instagram.com/ariananaturals_/

Find me here:Instagram: https://www.instagram.com/sandydedeian/TikTok: https://www.tiktok.com/@sandydedeianLinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:0:00 - The Gap Between Story and Sales2:15 - Corporate Burnout: The Personal Origin of Ariana Naturals5:10 - Discovering Saffron: The Science vs. The "Rice Condiment" Label8:45 - The Education Tax: Why being "First to Market" nearly killed the brand12:30 - The 3-Year Plateau: The reality of poor sales in year one16:15 - Finding Product-Market Fit: Moving from Saffron Threads to Tea Blends20:40 - Consumer Psychology: Why you must solve for existing habits24:50 - Sustainability & Giveback: 1% for Mental Health & The Planet28:30 - Scaling Distribution: How to go from 10 to 150 stores in 12 months32:45 - CHFA Vancouver: The chance encounter that changed everything37:10 - Marketing Focus: Why B2B is the smart play for bootstrapped founders41:20 - The "Solo Founder" Warning: Why you shouldn't build alone44:55 - Rapid Fire: The hardest lesson and what success looks like in 3 years

In this new episode, we discuss how Kristyn Carriere is using the “Nike” niche strategy for her product brand to go from small to mainstream.

Drawing on her experience at global giants like Godiva and Mondelez, Kristin explains why the secret to mass-market appeal often starts with a hyper-focused niche. We break down the "aspirational flywheel", designing for elite endurance athletes to capture the everyday consumer, and discuss the raw operational hurdles of scaling a physical product, from surviving a six-month manufacturing blackout to navigating the sudden inventory demands of Amazon.

Inside this episode:

✅ The "Nike" Strategy: Why winning a specific niche is the fastest way to build mainstream brand equity.✅ Supply Chain Survival: How Kristin managed six months of zero revenue after losing a manufacturer.✅ Pricing & Retention: The strategy behind raising prices by 25% while rebuilding a customer base.✅ The Amazon Reality Check: Why "instant demand" can be a nightmare for bootstrapped inventory.✅ Corporate to Founder: Transitioning from executive roles to the "all-in" reality of a startup.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Seven Summits Snacks’ Website: https://sevensummitssnacks.com/

Seven Summits Snacks on Instagram: https://www.instagram.com/7summitssnacks/

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters:

0:00 - The “Nike” Niche Strategy: How This Product Brand Is Going Small to Go Mainstream

4:05 - Identifying the Gap: Functional Chocolate vs. Traditional Energy Gels

7:45 - The Corporate Pivot: Applying Big Brand Experience to a Bootstrapped Startup

12:15 - Surviving the Nightmare: 6 Months of Zero Revenue and Supply Chain Crisis

18:30 - The Growth Playbook: Scaling Through Niche Marketing and Retail Expansion

23:05 - The Amazon Reality Check: Navigating Unpredictable Inventory Demands

27:10 - Founder Mindset: The "Not-To-Do" List and the Power of Networking

In this Rectified podcast episode, Sandy interviews Julian Hattem, founder of Juju’s Protein Snacks, about building a standout protein snack brand in a fast-growing global market projected at $8–$10B. 

Julien shares how his career as a personal trainer led him to create better-tasting, clean-label snacks, including Juju’s early protein donuts and the pivot to refrigerated protein cookie dough driven by customer demand and nostalgia. 

He explains product formulation priorities—clean ingredients, strong macros, 24g protein per tub, low sugar (about 3g), keto-friendly net carbs, and sweeteners like honey and monk fruit—plus the strategy behind bright, playful packaging to stand out in refrigerated cases. 

The conversation covers launching a freeze-dried version for 18–24 month shelf life and easier portability, retailer growth from Popeye’s Supplements to Metro, and upcoming expansion to Super C. 

Hattem also discusses CPG fundamentals such as the importance of team, margins, accounting, managing refrigerated logistics, raising capital through partners who believe in the product, handling manufacturing and formulation mistakes, delegating social media to his brother, and scaling carefully one account at a time while staying calm and operating in solution mode.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Juju’s Protein Snack on Instagram: https://www.instagram.com/jujusproteinsnacks/

Find me here: 

Instagram: https://www.instagram.com/sandydedeian/ 

TikTok: https://www.tiktok.com/@sandydedeian 

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Protein Snacks Boom + Meet Juju’s Founder Julian Hattem

01:40 From Personal Trainer to CPG Leap: Shutting Down the Gym

05:56 New Innovation: Freeze-Dried Cookie Dough Bites for Shelf Stability

10:22 Clean Macros Breakdown: Keto-Friendly, Low Sugar, High Protein

14:24 Branding That Pops: Fun Colors, 2-Second Hook & Clean Label Trust

18:27 Surviving CPG: Team, Margins, and Scaling Without Going Broke

20:36 First Retail Wins: Popeye’s, IGA, Metro—and Getting Buyers to Call You

25:56 Freeze-Dried Pivot: Shelf-Stable Snacking & New Tech

32:05 Founder Mindset: Staying Calm, Managing Cash Flow & Clean Accounting

39:13 The Volume Game: Margins, Manufacturing Costs & Co-Packer Tradeoffs

43:06 Final Takeaways: Belief, Plan, Team, and Relentless Action

How do you take a "fun" idea from a home kitchen to retail shelves across the country?

In this episode, I’m joined by Jenny Yu, co-founder of Ohme Foods, a Vancouver-based brand revolutionizing the healthy snack space with freeze-dried innovation. Jenny shares the raw, behind-the-scenes story of how she and her husband pivoted their brand name, bootstrapped their growth while working full-time jobs, and navigated the steep learning curve of retail expansion.

If you are a product founder wondering how to balance "on-trend" innovation with the strict financial realities of CPG, this conversation is a masterclass in resilience and strategic agility.

• The "Accidental" Business: How a New Year’s resolution and a message from a local cafe turned a weekend hobby into a wholesale brand.

• The Rebranding Mistake: Why Jenny changed her company name from "Oatme" to "Ohme" and the importance of avoiding confusing brand names for retail success.

• Bootstrapping Strategy: Why they chose not to quit their day jobs immediately and how that financial safety net allowed them to reinvest in the brand.

• The Realities of Retail: Navigating the "hardest part" of business—figuring out pricing, margins, and the cost of goods sold (COGS).

• Innovation & Trends: How Ohme stays relevant by combining "cool ideas" with massive market trends like protein and probiotics.

Don’t forget to SUBSCRIBE for more deep dives into the strategy behind successful product brands.

⚡️Join the waitlist to be notified about our monthly workshops ➡️https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Ohme’s Website: https://www.ohmefoods.com/

Ohme on Instagram: https://www.instagram.com/ohmefoods

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters: 

00:00 Introduction to Omi Foods

03:12 The Journey of Health and Wellness

06:16 Evolution of Omi Foods

09:03 Challenges in the Food Industry

12:11 Funding and Financial Strategies

15:13 Innovation and Product Development

17:20 Creating a Joyful Brand Identity

20:18 Omnichannel Marketing Strategies

24:36 The Power of Customer Connection

27:08 The Benefits of Co-Founding

29:09 Personal Growth Through Entrepreneurship

Unleash the potential of your physical product brand! Today, we’re doing something a little different. After a poll on Instagram, you asked for more personal content, so I’m sitting in the guest seat!

In this episode, I'm being interviewed by my producer, Charles (Speak Up Studio). We’re pulling back the curtain on the journey behind The Rectified Podcast and what it really looks like to build a brand in today’s Direct-to-Consumer (D2C) and retail landscape.

We’re diving into:

• Family Business Lessons: What I learned working with my father for 11 years.

• The Lebanese Touch: How resilience and navigating uncertainty shaped my business.

• Why Product Brands? The reason I focused my strategy on physical goods over services.

• Founder Mindset: The truth about the "entrepreneurial rollercoaster" and cash flow.

• The Future of Rectified: My new founder community and upcoming workshops.

Stop the "trial and error" cycle. SUBSCRIBE to get actionable insights every week and turn your vision into a scalable, profitable reality.

Join the Journey:

• Free Founder Community: community.rectified.co/scalepartner

• Workshop Waitlist: https://learn.rectified.co/2026-workshop-waitlist

• 100th Episode Live Event (Montreal): [Link]

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Introduction and Episode Overview

04:29 Working with Family: Challenges and Insights

14:06 Moving to Montreal and Starting Over

19:47 Understanding Product-Based Business Strategies

22:44 Launching a Podcast: From Blog to Audio

26:32 Building a Community for Entrepreneurs

31:54 Celebrating the 100th Podcast Episode

34:26 Final Thoughts and Audience Engagement

What does it actually look like to build a brand in real-time before you even have a product to sell? 

In this episode of the Rectified Podcast, Sandy sits down with Martin McNicholl, a former Canadian Armed Forces member and tech entrepreneur who exited his successful cloud solutions company to start a whiskey distillery. Martin is currently in the "waiting period". He’s documenting every step of the process long before the first bottle hits the shelf.

We dive deep into why documenting is the ultimate marketing strategy for modern founders, the importance of standard operating procedures (SOPs), and Martin's philosophy on why "Sales is vanity, Profit is sanity, and Cash is king."

In this episode, you’ll learn:

• The Power of Building in Public: Why Martin is acting as a media company first and a distillery second.

• The "Stop Doing" List: A productivity hack for entrepreneurs to scale by delegating what they hate.

• Transitioning Industries: How to bring skills from the military and tech into the world of physical products and agriculture.

• Managing the "Critical Path": How Martin used project management to fix production bottlenecks in the distillery.

• Surrounding Yourself with Experts: Why you don't need to know everything if you know who to ask.

If you are a product founder or an entrepreneur currently in the "unpolished" phase of your journey, this conversation will give you the perspective you need to keep building.

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Distillerie des Cantons’ Website: https://www.distilleriedescantons.ca/

Martin on LinkedIn: https://www.linkedin.com/in/martinmcnicoll/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters: 00:00 - Introduction: Meet Martin McNicholl 04:50 - The Trigger: Why Martin Left a Secure Career to Start a Business 07:30 - The Risks of the Service Industry vs. Product Businesses 12:40 - The Power of SOPs: Bringing Military Discipline to Whiskey 15:00 - Exiting a Tech Company 18:45 - The "Aha" Moment in Scotland: Why Start a Distillery? 25:30 - Why Every Company Must Be a Media Company First 28:45 - Managing the 3-Year Wait32:15 - Sales is Vanity, Profit is Sanity, Cash is King 36:00 - Using Tech & Data to Optimize an Old-World Industry 41:20 - Solving the "Critical Path" in Production 45:10 - Martin’s Advice for New Product Founders 48:30 - Life is a Road, Not a Destination

In this first episode of 2026, we’re diving deep into Fashion for Entrepreneurs and the "Invisible Tax" you might be paying if your personal branding isn't on point. 

Joining us is fashion entrepreneur Sarah Khatib to break down exactly how your professional grooming—including your outfits, hair, and makeup—directly impacts your ability to land promotions and close high-ticket deals.

Most entrepreneurs focus entirely on their product, but in 2026, you are the brand asset. We discuss the ROI of style and why "dressing for success" is no longer a cliché. It’s a measurable business strategy.

🚀 What you’ll learn in this episode:

• Why the business world decide your worth before you even open your mouth.

• How subtle changes in grooming can speed up your career trajectory.

• How to align your hair and makeup with your business values to build trust.

• 2026 Fashion Trends: What high-performance entrepreneurs are wearing this year to command authority.

  
  

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Sarah on Instagram: https://www.instagram.com/thesarahkhatib/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters: 

00:00 Introduction and welcome to the podcast

05:12 Sarah Khatib's journey in the fashion industry

12:45 The impact of grooming on career growth

24:38 Structuring your business wardrobe

35:20 Wardrobe investments that pay off

Dragons’ Den startup founder Joseph Karam shares how Bello built a smart water dispenser and scaled a product-based hardware business.

From Dragons’ Den to market, this episode breaks down the real challenges of building and scaling a startup.

In this episode of The Rectified Podcast, host Sandy Dedeian sits down with Joseph Karam, co-founder of Bello, a Dragons’ Den–backed startup reinventing hydration with a smart countertop water dispenser.

Joseph shares what really happens after Dragons’ Den, why deals aren’t always binding, and how Bello went from a 3D-printed prototype to a fully manufactured product now scaling in the market. This is an honest conversation about building a product-based startup, managing inventory, running paid ads, and avoiding the mistakes that kill hardware businesses.

In this episode, we cover:

• What happens after Dragons’ Den (behind the scenes)
• How Bello built a smart water dispenser startup
• The real challenges of hardware startups
• Scaling a product-based business with paid ads
• Paid ads vs organic marketing for startups
• Selling out inventory and managing cash flow
• Working with family in business and investor pressure
• Why hydration is a billion-dollar opportunity
• The future of functional drinks and personalized health
  

This episode is ideal for startup founders, entrepreneurs, and product-based business owners who want practical insights into scaling physical products, running ads profitably, and building a brand that lasts.

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Belllo’s Website: https://origenseawater.com/
Bello on Instagram: https://www.instagram.com/biainilinyc/

Find me here:
Instagram: https://www.instagram.com/sandydedeian/
TikTok: https://www.tiktok.com/@sandydedeian
LinkedIn: https://www.linkedin.com/in/sandydedeian/
⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:
00:00 Introduction and Guest Welcome
00:19 Introducing Bello: The Innovative Water Dispenser
02:23 The Origin Story: From Dragons' Den to Market
03:07 Joining the Family Business
07:43 Challenges and Strategies in Hardware Startups
08:24 Marketing and Sales Tactics
12:04 Balancing Inventory and Demand
16:29 Working with Family: The Dynamics and Lessons
21:36 Balancing Growth and Quality
22:05 Identifying Market Potential
23:52 Expanding Beyond Quebec
25:44 Innovations in Filtration
27:24 Future Plans and Inventory
29:15 Outcome-Based Capsules
36:31 Marketing Strategies and Trends
40:49 Recommended Reads and Podcasts

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of The Rectified Podcast, Sandy reconnects with Lorie Dishoyan — founder of Maison Branding Marketing Agency — for a deep, honest conversation about what’s actually working in marketing today.

Lorie walks us through her journey from PR to launching Maison Branding, and breaks down how social media has evolved from curated perfection to the era of authentic, organic content. We talk about why micro-influencers are winning, how AI is reshaping content creation, and what brands must focus on to grow in 2025 and beyond.

Whether you're a founder, marketer, or content creator, this episode is packed with actionable insights you can start using right away.

✨ In this episode, we cover:

• How Lorie transitioned from PR to building a successful marketing agency

• Why organic, real content is outperforming polished brand campaigns

• The rise of micro-influencers (and how to work with them effectively)

• How AI is changing marketing workflows and brand strategies

• What small & medium businesses should focus on to grow through content

• Practical tips for staying relevant in an oversaturated digital landscape

Maison Branding’s Website: https://origenseawater.com/Maison Branding on Instagram: https://www.instagram.com/biainilinyc/

Canada Luggage Depot: https://www.canadaluggagedepot.ca/Nanor: https://nanorcollection.ca/

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Welcome to Rectified Podcast

00:31 Meet Lorie Dishoyan: Founder of Maison Branding

02:15 The Shift to Organic Content in Social Media

06:57 The Role of Micro-Influencers

08:34 Challenges and Misconceptions in Influencer Marketing

16:41 The Rise of AI in Marketing

18:45 AI's Impact on Visual Content

20:15 The Cost of Quality AI Content22:16 Rapid Fire Questions

23:38 Underrated Social Media Strategies

27:04 Going Viral: Risks and Rewards

30:15 Favorite Creator Brands

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED 20 for 25% ➡️ 

In this episode of The Rectified Podcast, we sit down with Serge Maghalian and Michael Rockwell, the innovative founders of Origen Seawater. They share the fascinating journey behind their product— an organically sourced seawater electrolyte drink packed with over 92 minerals for optimal hydration and performance. 

Learn how Origen Seawater stands out in the market with its direct-from-France, highly bioavailable mineral content, and how the founders pivoted their business strategy from direct-to-consumer to retail success. Tune in to discover their insights on wellness, customer engagement, and future expansion plans.

Origen’s Website: https://origenseawater.com/Origen on Instagram: https://www.instagram.com/biainilinyc/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Introduction and Guest Welcome

00:44 What is Origin Seawater?

01:31 Product Composition and Source

03:09 Usage and Convenience

05:48 Morning Routine and Personal Preferences

08:24 Founders' Journey and Product Development

14:27 Marketing and Community Building

22:15 Contaminated Salts and Health Trends

23:26 Building a Product-Based Brand

23:49 Montreal as a Test Market

24:32 Positive Feedback from Users

25:23 The Unique Benefits of Origin Electrolytes

26:42 The Science and Marketing of Origin

28:45 Introducing the Prototype Water

33:09 Future Plans and Expansion

35:00 The Importance of Water Security

39:09 Staying Inspired and Grounded as Founders

41:23 Proudest Moments and Community Support

46:14 Where to Find Origin Products

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code THANKYOUSANDY for 25% ➡️ https://www.biainili.com/

In this episode of the Rectified Podcast, Sandy is having a discussion with Victoria Arakelyan, and Astrid Sarkissian to discuss their entrepreneurial journeys, focusing on their respective brands. 

They explore the importance of collaboration, the challenges of running a business, and the cultural inspirations behind their products. The conversation highlights their shared Armenian heritage and how it influences their work, as well as their strategies for growth and market presence.

Chapters

00:00 Introduction to Founders and Their Brands

02:02 Victoria's Journey with Bia Nili

05:59 Astrid's Artistic Ventures

09:56 The Collaboration Story

11:59 Navigating the Business Landscape

16:02 Product Development and Future Goals

19:59 Challenges and Opportunities in Business

23:57 Sales Strategies and Market Presence

28:01 Closing Thoughts and Future Plans

Bianilii’s Website: https://www.biainili.com/

Biainili on Instagram: https://www.instagram.com/biainilinyc/

Astrid’s website: https://shop.astridsarkissian.com/

Astrid on Instagram: https://www.instagram.com/astridsarkissian/

Find me here: 

Instagram: https://www.instagram.com/sandydedeian/ 

TikTok: https://www.tiktok.com/@sandydedeian 

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED for 15% of Torshi ➡️ https://torshi.com/

In this episode of the Rectified Podcast, Sandy Dedeian interviews Metin Mugadam, the general manager of Torshi Foods. They discuss the origins of Torshi, a Persian-style pickle, and how the brand was developed to cater to the Canadian market. 

Metin shares insights on branding, marketing strategies, and the challenges of logistics in the food industry. He emphasizes the importance of starting small, testing products at farmers' markets, and the balance between product quality and branding. 

The conversation also touches on the significance of customer feedback and the realities of running a food-based business.

Chapters

00:00 Introduction to Torshi Foods

02:09 The Origin Story of Torshi Foods

05:28 Branding and Positioning as a Premium Product

11:41 Marketing Strategies and Customer Engagement

19:54 Influencer Partnerships and Lessons Learned

20:23 Influencer Marketing: Lessons Learned

28:12 Logistics and Production Challenges

36:10 Testing Products at Farmers Markets

Torshi’s Website: https://www.saydejabra.com/

Torshi on Instagram: https://www.instagram.com/saydejabraphotography/

Find me here: 

Instagram: https://www.instagram.com/sandydedeian/ 

TikTok: https://www.tiktok.com/@sandydedeian 

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of the Rectified podcast, host Sandy welcomes Sayde Jabra, a renowned photographer known for her work with top brands in Lebanon and Montreal. 

Sayde shares her inspiring journey of transitioning from Lebanon to Canada with her family just before the COVID-19 pandemic. She talks about her challenges, how she re-established her career in a new country, and the importance of perseverance and passion in her work. 

The conversation also dives into practical advice for product photography, the impact of AI on the profession, and how smaller brands can create effective visual content. Tune in to hear valuable insights on branding, photography, and maintaining authenticity in your business.

Sayde’s Website: https://www.saydejabra.com/Sayde on Instagram: https://www.instagram.com/saydejabraphotography/

Lights recommended by Sayde: https://amzn.to/4o8NtIX

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Introduction and Guest Welcome

00:43 Sayde's Journey from Lebanon to Montreal

03:01 Overcoming Challenges and Building Connections

06:28 Photography Tips for Brands and Products

13:30 Practical Advice for DIY Photography

16:23 Neutral Filters for Photography

17:18 Lighting Tips for Dark Environments

18:55 The Impact of AI on Photography

20:26 The Human Touch in Photography

23:35 Audience Questions and AI in Fashion

28:58 Final Advice for Brands

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of the Rectified podcast, I’m having a conversation with Edmond Matar, a former commercial banker with over 20 years of experience who now helps small businesses secure financing and scale their operations. 

Covering everything from evaluating business plans and securing various types of loans to the importance of good credit and the resilience required for entrepreneurial success, this episode is a treasure trove of advice for product-based business founders. Edmond shares insightful stories about businesses that have successfully scaled and offers practical tips for navigating the financial landscape to grow your brand effectively.

Rainwater Capital: https://www.linkedin.com/company/rainwatercapital/Edmond on LinkedIn: https://www.linkedin.com/in/edmondmatar/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Welcome to Rectified Podcast

00:37 Meet Edmond Matar: Helping Brands Scale

00:44 Understanding Business Financing

02:37 The Importance of Diversified Clients

03:48 Join the Scale Partner Community

04:14 What Banks Look for in Businesses

07:19 Financing for Startups

13:16 Good Debt vs. Bad Debt in Business

16:47 Success Stories and Long-Term Growth

20:20 The Reality of Entrepreneurship

20:43 A Startup Story: The Collapse of a Partner

21:24 The Hard Work Behind Success

22:22 The Importance of Community and Support

23:08 Resilience and Discipline in Business

25:13 Navigating Banking and Finance

29:21 The Role of a Financial Consultant

37:32 Final Advice for Entrepreneurs

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED for 15% off Encircled 

In this episode of Rectified Podcast, we’re having a conversation with Kristi Soomer, founder of the Canadian brand Encircled. We delve into the challenges her business faces due to recent changes in US tariff laws impacting Canadian businesses. 

Kristi discusses the significant impact of the tariff policy changes on her sales. The conversation also covers strategies to mitigate these challenges, including increased focus on Canadian sales and exploring US warehousing. Kristi shares insights into the complexities small businesses encounter and the importance of community support during difficult times. 

00:00 Introduction and Special Episode Announcement

00:23 Meet Kristi Soomer: Founder of Encircled

01:37 The Story Behind Encircled

03:11 From Management Consulting to Entrepreneurship

05:38 Challenges Facing Canadian Businesses

06:33 Impact of Tariff Changes on Encircled

08:51 Navigating Compliance and Tariffs

15:34 Strategies for Overcoming Business Hurdles

17:43 Future Plans and Hopes for Encircled

23:09 Support Canadian Businesses This Holiday Season

Encircled’s Website: https://www.encircled.ca/

Encircled on Instagram: https://www.instagram.com/encircled_/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

In this special episode of the Rectified podcast, recorded in Beirut, Lebanon, I sit down with Cynthia Bouchakjian, founder of C by Cynthia. 

Cynthia shares the inspiring story of how she turned her passion for designing accessories and bags into a thriving business. She discusses the craftsmanship behind her products, all of which are produced locally in Lebanon using materials sourced from Italy. 

She also discusses the challenges and rewards of running a business in Lebanon, her approach to marketing through social media, and the importance of authenticity. Finally, she shares insights into her design process, the evolution of her business, and advice for aspiring entrepreneurs.

C by Cynthia’s Website: https://cbycynthia.com/

C by Cynthia on Instagram: https://www.instagram.com/cbycynthia

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Introduction and Guest Announcement

00:41 The Origin of C by Cynthia

01:21 Production and Supervision in Beirut

03:08 Challenges and Resilience in Lebanon

07:33 Marketing Strategies and Customer Engagement

13:29 Client Rebranding Insights

14:05 Design Inspirations and Practicality

15:45 Venturing into Footwear

16:18 Audience Reactions and Market Strategy

17:59 Navigating Competition and Originality

22:46 Production and Financial Management

25:12 Global Reach and Future Expansion

26:27 Conclusion and Contact Information

In this episode of The Rectified Podcast, Sandy sits down with Christina Shaya, founder of Toon Olive Oil, a premium olive oil brand rooted in Lebanese heritage and purpose. Christina shares her inspiring journey from corporate risk management to entrepreneurship, building a brand that celebrates culture, supports local farmers, and delivers the highest quality olive oil to conscious consumers.

Discover how Christina:

✅ Turned her Lebanese & Palestinian roots into a powerful brand story

✅ Built a direct-to-consumer olive oil business in a competitive market

✅ Partners with Fair Trade Lebanon to empower small cooperatives

✅ Aims for B Corp certification while maintaining premium quality

✅ Uses storytelling to create a purpose-driven brand

If you love stories about entrepreneurship, heritage, and social impact, this episode is for you!

Use promo code RECTIFIED for a special discount on Toon Olive Oil.

Toon’s Website: https://toonfoods.com/

Toon on Instagram: https://www.instagram.com/toonoliveoil/

Toon on TikTok: https://www.tiktok.com/@toonoliveoil

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: RECTIFIED for 15% off 

In this episode of the Rectified Podcast, we are joined by Tamar Panossian, co-founder of 57 Végan. Tamar shares the fascinating story of how her mother's Mediterranean restaurant transitioned to a thriving vegan establishment. 

Discover the innovative recipes, business challenges, and the journey of getting their vegan products onto the shelves of major grocery stores. 

Tamar also gives insights into working with limited funds, managing a family business, and the upcoming rebranding and expansion of their product line. Tune in to learn about the perseverance and passion behind 57 Végan's success.

00:00 Introduction and Guest Welcome

00:28 The Origin Story of 57 Végane

01:15 Transition to Vegan and Business Growth

03:44 Challenges and Lessons Learned

06:27 Marketing Strategies and Distribution

15:41 Working with Family

18:11 Target Audience and Market Perception

24:10 Team Dynamics and Future Plans

27:19 Conclusion and Final Thoughts

57 Végane Website: https://57vegane.com/

57 Végane on Instagram: https://www.instagram.com/57vegane

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: RECTIFIED15 for 15% off 

In this episode of the Rectified Podcast, I’m having a conversation with Julia Kirouac, the founder of Nud Fud. Julia shares the inspiration behind her brand, which focuses on producing clean, wholesome, and 'nude' food products. 

As a holistic nutritionist, she explains the importance of looking at the body as a whole and how diet plays a crucial role in overall health. Julia also discusses her journey from individual nutritional consulting to creating her own food brand, the challenges of scaling a food business, and her views on leveraging social media for marketing. 

Tune in to learn about her holistic approach to nutrition, the creation of Nud Fud, and valuable insights into the food industry.

Nud Fud Website: https://www.nudfud.com/

Nud Fud on Instagram: https://www.instagram.com/nudfud/

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: RECTIFIED for 15% off 

Join me as I sit down with Jackie Prince, the founder of Guests on Earth, and discover the journey behind creating the best-smelling, best-looking, and hardest-working non-toxic cleaning products on the market. 

Are you ready to build a massive, non-toxic, sustainable brand from scratch? In this video, we'll take you on a journey to creating a successful brand that benefits the environment and resonates with your target audience. From defining your brand's mission and values to creating a marketing strategy that drives results, we'll cover it all. 

Whether you're an entrepreneur, startup founder, or small business owner, this video is for you. Get ready to learn the secrets of building a sustainable brand that makes a positive impact on the planet. Tune in now and let's get started!

Guests on Earth Website: https://www.guestsonearth.com/

Guests on Earth on Instagram: https://www.instagram.com/guestsonearth/

Guests on Earth on TikTok: https://www.tiktok.com/@guestsonearth

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: THERECTIFIEDPODCAST for 10% off 

In this episode of the Rectified podcast, my guest is Clara Yalmanian, co-founder of Nayiri Jewelry. Clara discusses the inspiration behind the Armenian-made brand Nayiri, highlighting its meaning 'land of many rivers' and its rebranding journey. 

The discussion touches on how the brand began from Clara’s personal wish to create artisan jewelry in Armenia, emphasizing the craftsmanship and affordable pricing due to local material costs. 

Clara shares her personal and entrepreneurial backstory, including her impact-driven mission to support displaced Armenian goldsmiths from Lebanon and Syria by providing sustainable livelihoods. She explains the design and production process, marketing strategies, target audience, and how Nayiri maintains competitive pricing. 

Clara also discusses the cultural differences in gold jewelry preferences between Middle Eastern and European markets, and how Nayiri adapts to these. 

The episode concludes with insights into Clara's supportive community, business challenges, and how the brand differentiates itself by focusing on value and sustainability through recycled materials.

Nayiri Website: https://nayirijewelry.com/

Nayiri on Instagram: https://www.instagram.com/nayiri.jewelry/

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: PROMO1642 for 15% off 

Join us for an exciting episode of the Rectified podcast as we sit down with Bastien Poulain, the founder of 1642, Montreal's first original soda brand. 

Poulain shares his entrepreneurial journey from naming challenges and rebranding, to penetrating the saturated soda market against industry giants. Discover the inspiration behind 1642, the importance of local identity in brand-building, and the meticulous efforts that went into developing a distinctive product that stands out for its quality and Canadian roots. 

Poulain also opens up about his valuable experience on Dragons' Den, leveraging social media, and successfully navigating the complex landscape of distribution and financing. Tune in for a comprehensive discussion on innovation, perseverance, and the strategic moves that propelled 1642 to success. Don’t miss out on this inspiring entrepreneurial story!

1642 Website: https://en.1642.ca/

Bastien on Instagram: https://www.instagram.com/bastienpoulain/

1642 on Instagram: https://www.instagram.com/1642.ca/

1642 Facebook Group: https://www.facebook.com/groups/3113798508655433

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

Welcome to a new episode of the Rectified Podcast! Join us as we delve into the world of copywriting with expert Evelina Kaganovich. 

In this episode, Evelina shares her journey into copywriting, the importance of understanding your audience, and how strategic copy can impact your marketing efforts. 

Learn practical tips on tailoring your content for different platforms, leveraging AI tools, and ensuring consistency in your brand voice. Discover real-life examples of how small tweaks in copy can lead to significant conversions. 

00:00 Welcome and Introduction

00:48 What is Copywriting?

01:35 The Importance of Understanding Your Audience

02:38 Evelina's Journey into Copywriting

05:12 Effective Copywriting Strategies

21:48 Using AI in Copywriting

30:39 Working with Evelina

32:41 Conclusion and Farewell

Evelina’s Website: http://www.evelinakreative.com/

Evelina on LinkedIn: https://www.linkedin.com/in/evelinakreative/

Email subject line swipe file: https://evelinakreative.ac-page.com/subject-line-swipe-file-for-fashionpreneurs

How to hire a copywriter guide: https://evelinakreative.ac-page.com/guide-to-hire-a-copywriter

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: rectifiedpodcast 

In this episode of the Rectified Podcast, I sit down with Leeza Zurwick, the founder of Happy Gut, a company specializing in fermented probiotic drinks, particularly water kefir. 

Leeza shares her inspiring journey from being a special education teacher to starting her own business in 2017. She delves into the unique aspects of water kefir, its health benefits, and how it differs from other fermented products like milk kefir and kombucha. 

Through resilience and determination, Lisa has navigated various challenges, including appearing on Dragons' Den and coping with economic uncertainties. She emphasizes the importance of creativity, effective use of social media, and community support in growing her business. 

Leeza also introduces her new venture, Parched, a canned water product with added electrolytes from BC's fresh mountain water. Tune in to learn more about the growing popularity of fermented foods and the importance of good gut health.

00:00 Introduction and Guest Welcome

00:22 What is Happy Gut?

01:09 The Difference Between Water Kefir and Other Fermented Products

02:59 Lisa's Journey to Founding Happy Gut

05:01 Starting and Growing the Business

07:05 Challenges and Perseverance

08:59 Marketing and Social Media Strategies

14:43 Customer Engagement and Success Stories

24:08 Navigating Economic Challenges

27:20 New Ventures and Future Plans

29:09 Conclusion and Farewell

Happy Gut’s Website: https://happygutpro.com/

Happy Gut on Instagram: https://www.instagram.com/happygutpro

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, my guest is Kevin Joseph, a seasoned retail expert with extensive experience with brands like PepsiCo, Kind Bar, and various startups. Kevin shares insights on why direct-to-consumer (DTC) e-commerce brands should consider expanding into retail. He discusses the long-term profitability of retail, the benefits of reaching new audiences, and common pitfalls to avoid. Kevin also explains when and how a DTC brand should strategically plan their move into retail, touching on topics like product pricing, packaging, and supply chain logistics. The episode serves as a comprehensive guide for DTC brands aiming to thrive in the retail landscape.00:00 Introduction to the Rectified Podcast00:20 Meet Kevin Joseph: Retail Expert00:36 Why DTC Brands Should Consider Retail04:42 Challenges and Strategies for Retail Success06:55 The Importance of Retail Strategy and Execution11:12 Navigating Retail Partnerships and Operations14:04 Getting Your Product into Major Retailers22:32 The Role of Relationships in Retail Success38:52 Final Advice for Brands Entering Retail42:07 Conclusion and Contact InformationPerpetual CPG’s Website: https://www.perpetualcpg.com/Kevin on LinkedIn: https://www.linkedin.com/in/kmjoseph/Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

Join us in this episode of the Rectified podcast where host Sandy interviews Daniel Mazour, founder of Coldture. Daniel delves into the origins of Coldture, a company dedicated to empowering individuals to naturally improve their health and wellbeing. 

Discover the intriguing journey from childhood experiences in cold plunging to creating an innovative cold plunge business. Daniel shares insights on the health benefits of cold plunging, the process of developing their unique products, early business challenges, securing funding on Dragon's Den, and the company’s future direction. 

Learn about marketing strategies, customer experiences, and the exciting potential of plunge parties. This episode is packed with valuable advice for entrepreneurs and those interested in holistic wellness. Tune in to learn more about Coldture's journey and what's next for the company.

00:00 Introduction and Guest Welcome

00:25 The Coldture Origin Story

01:21 Cold Plunge Trend and Personal Journey

05:29 Health Benefits of Cold Plunging

07:51 Starting the Coldture Business

11:13 First Customer and Early Challenges

14:57 Funding and Dragon's Den Experience

17:52 Continuing the Journey with the Dragon

18:23 Marketing Strategies and Channels

20:17 Understanding the Customer Base

21:15 Addressing Market Trends and Diversification

24:09 Future Vision for Coldture

27:42 Advice for Aspiring Entrepreneurs

33:08 Recommended Books and Podcasts

34:57 Conclusion and Farewell

Coldture’s Website:https://coldture.com/

Coldture on Instagram:https://www.instagram.com/coldture

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn:https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

PROMO CODE: therectifiedpodcast20 ➡️⁠https://mateina.ca/discount/therectifiedpodcast20⁠

In this episode of the Rectified podcast, Sandy is having a conversation with Nicolas Beaupre, founder of Mateina. Nicolas shares how his journey from teaching ski lessons in South America led him to discover and fall in love with Yerba Mate. 

He details the process of launching his brand, Mateina, from selling loose-leaf Yerba Mate to creating ready-to-drink beverages. Nicolas discusses the unique energy and focus Yerba Mate provides and the cultural significance of the drink. 

He also touches on overcoming challenges, the importance of community, and the strategic partnerships with Tiny and Andrew Huberman that have helped Mateina expand in North America. 

Tune in to discover Nicolas Beaupre’s inspiring entrepreneurial journey and the plans for Mateina.

00:00 Introduction and Guest Welcome

00:42 Discovering Maté in Lebanon

02:02 Nicolas' Journey to South America

05:43 Founding Mateina

07:31 Creating a Unique Brand

08:57 Expanding to Ready-to-Drink Products

12:50 Partnership with Andrew Huberman

18:02 Advice for Aspiring Entrepreneurs

25:06 Marketing Strategies and Community Building

29:31 Future Plans and Conclusion

Mateina’s Website: https://mateina.ca/discount/therectifiedpodcast20

Mateina on Instagram: https://www.instagram.com/mateina/

Mateina on Tiktok: https://www.tiktok.com/@drinkmateina

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, we sit down with Savonne Anderson, founder of Aya Paper Company. Join us as Savonne shares her inspiring story of launching and growing a sustainable greeting card business in the digital age. Learn about her journey from a graphic designer to an entrepreneur, her passion for creating meaningful and authentic products, and her strategies for business growth. 

Savonne opens up about the impact of social media, the importance of building community, and how intuition has guided her business decisions. Discover how Aya Paper Co. thrives by addressing industry gaps and connecting deeply with its customers.

Aya Paper Co’s Website: https://ayapaper.co/

Savonne on Instagram: https://www.instagram.com/simply.savonne/

Aya Paper Co on Instagram: https://www.instagram.com/ayapaper.co

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, our guest is Katrina Owens, founder of Knockout Marketing Directive Agency. Katrina provides valuable insights on building a personal brand and leveraging public relations to grow your business. 

Discover practical tips for integrating personal branding into your routine, the importance of founder-focused brands, and strategies for securing speaking opportunities and investments. 

Learn about effective social media use, the significance of engagement metrics, and how to create authentic, engaging content. Tune in for actionable advice and a step-by-step guide to developing an effective PR strategy for entrepreneurs and small business owners.

Knockout Directive’s Website: https://www.knockoutdirective.com/

Katrina on Instagram: https://www.instagram.com/knockoutdirective/

Katrina on LinkedIn: https://www.linkedin.com/in/owenskatrina/

Subscribe to Katrina’s VIP email list: https://knockoutdirective.myflodesk.com/opt-in?fbclid=PAZXh0bgNhZW0CMTEAAaaaedJgS4nem55dOL14TTd29Hdm6jOm_CAv_dqBhevfXoomQ5pL-zb-E-4_aem_e2pXOnMNJAOdcCBNREWHsw

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, I’m having a conversation with Inder Bedi, founder of Bedi Studios, to discuss the evolution of sustainable fashion and the challenges of building a brand in today's market. 

Inder shares his journey from founding Matt & Nat to creating Bedi Studios, emphasizing the importance of using recycled materials, improving transparency, and educating consumers about sustainable choices. 

Insights are given into how small brands can compete with fast fashion giants by focusing on local production and fair practices. Inder also discusses strategies for scaling a business and maintaining personal connections with customers. The episode is packed with valuable advice for those interested in sustainable fashion and entrepreneurship.Bedi Studios’ Website: https://bedistudios.com/Bedi Studios on Instagram: https://www.instagram.com/bedistudiosBedio Studios on Pinterest: https://ca.pinterest.com/BEDIStudios/Bedi Studios on Facebook: https://www.facebook.com/bedistudios/Bedi Studios on X: https://twitter.com/bedistudios

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, I’m having a conversation with Meagan Williamson about how businesses can skyrocket their brands using Pinterest as a key marketing tool. 

Discover the power of Pinterest for business, content strategies, and the importance of high-quality content. We also discuss Pinterest's evolving platform, ad saturation, and the significance of seasonal planning for major shopping events like Black Friday and the holiday season. Tune in for valuable insights on how to make the most of Pinterest for your business.

Meagan’s Website: https://meaganwilliamson.com/Meagan on Instagram: https://www.instagram.com/meaganawilliamsonMeagan on Pinterest: https://ca.pinterest.com/rowhousenest/Meagan on Threads: https://www.threads.net/@meaganawilliamsonMeagan on TikTok: https://www.tiktok.com/@meaganawilliamson

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, host Sandy sits down with Mariela Katz, renowned for her impactful networking events and successful entrepreneurial ventures in Montreal. Mariela shares her journey from starting a marketing agency to the organic growth of her 'Let's Connect' networking events, and her latest business venture, Nutterie. 

They discuss the crucial role of networking in entrepreneurship, the cultural differences in business networking, and the challenges and triumphs of building and selling a business. Discover valuable insights and advice for budding entrepreneurs and learn about Mariela's innovative approach to the nuts industry with Nutterie. Don't miss this inspiring conversation packed with actionable tips and personal anecdotes!

Nutterie Website: https://nutterie.com/Nutterie on Instagram: https://www.instagram.com/itsnutterieMariela on Instagram: https://www.instagram.com/ellakatzz/?hl=en

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY

In this episode of the Rectified Podcast, Sandy welcomes back Christopher Dedeyan, a professional speaker and peak performance coach. They delve into imposter syndrome, particularly among entrepreneurs, discussing why high achievers often feel like frauds.

Christopher shares his journey, expertise in coaching top-tier executives and entrepreneurs, and offers crucial advice on managing imposter syndrome. Key topics include the importance of having a clear 'why,' understanding one's skill sets, and surrounding oneself with the right people.

The episode also touches on Christopher's soon-to-be-released book and valuable reading recommendations for entrepreneurs.

Christopher Dedeyan’s Website: https://www.christopherdedeyan.com/Christopher on Instagram: https://www.instagram.com/christopherdedeyan/Christopher on TikTok: https://www.tiktok.com/@christopherdedeyanChristopher’s book “Play for Profit”: https://amzn.to/3SDzOwi

Find Sandy here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

📚Books recommended by our guests ➡️https://www.amazon.ca/shop/rectifiedblog/list/1Q491CJF61R9V?ref_=cm_sw_r_cp_ud_aipsflist_aipsfrectifiedblog_0MRG6G3H9NW7D4S08RQY