GOOD GOOD · Gardar Stefansson on Running a Marathon in a Strawberry Jar Suit, Leaving Your Ego at the Door, & Why It Never Gets Easier

Gardar Stefansson, co-founder/CEO of GOOD GOOD, built a no-added-sugar jam brand out of Iceland, a country of 350,000 people, by betting that a sugar-free spread could actually taste like something worth eating. He started with a stevia sweetener company that didn't work, pivoted to jam, and has been scaling ever since.In this conversation, we get into how a follower bet with his marketing team turned into running two marathons in a strawberry jar suit within two weeks of each other, the overconfident retail expansion that taught him why getting into stores is the easy part, and what he's still sitting with at night even after a decade of building.We also talk about what it takes to run a company with co-founders on a different continent, why he thought it would get easier with scale and was completely wrong, and what building something meaningful actually looks like when you strip everything else away.+Find GOOD GOOD: www.goodgoodbrand.comMore about Lucas: www.lucasballasy.com ++The Long Aisle is hosted by Lucas Ballasy, CEO of Barrel, a digital agency for CPG brands. Each episode goes behind the scenes with a founder or operator building for the long haul — how they think, how they live, and what keeps them going. Learn more at ⁠www.thelongaisle.com⁠.