Aaron Trotman, NON: The First to Disrupt Alcohol Free Wine, Reducing Complexity to Simplicity, Launching NON into Tokyo, London, New York, Sydney, Seoul, Barcelona, Building a Global Brand by Focusing on the Top 1% of Distribution

Craving more? Check out Dan's Newsletter 6.23am. My eyes stung when I got a call saying there’s a wild Aussie in London for 4 days. You know what happened next They said: You two simply have to record a podcast WhatsApp tennis ensued. Aaron Trotman is a DONNY. Founder of Australian Alch Free Wine brand NON Launched in Melbourne, Sydney, Seoul, San Fransisco, New York, Barcelona, Los Angeles, Tokyo And, now, finally London Our conversation was WILD. Felt like we were plugged into some Metamorfosi Muse - - inter—galacticA. Spaceship Cruisers - - chugging fast n loose into the Wild - Wild Wild Wilderness of Curiosity We waxed Ayahuasca, Trauma and Techno, Spaceships, Brands and Barber shops. One of my faves to date. At the end, Aaron gave me a NON stopper - it goes on top of their wine bottles Ever since, it’s been on my desk My brain is chocca bloca NON stoppa Been looking at it NONstop ON THE MENU: Why Being a Founder is summed up in one sentence “You better like the taste of your own blood” Why Wine Alternative is a Horrible name for a new category “Don't try and create another category” How challenger food and drink business can launch in Japan, New York, Seoul, London - doing Why NON said No to a huge Coles listing on the table “It’s better to go slower but go right” Ayahuasca + 1 + 1 = 3 Challenger Founder Thinking: How Ayahuasca retreat in Colombia changed Aaron’s approach to leadership How to Develop Your Founder Grit compartment “grit is half the battle, knowing you’ll pull it off and knowing it’s going to happen”. The Challenger of being an Autistic leader and managing high performance teams “I felt the empathy but black ash would come out my mouth” How NON are innovating OUTSIDE he bottle + playing with wine semiotics and spaceships to signal a totally new category - innovation often happen outside the bottle or packaging (think innocent wooly hats) 👌