How Zoe is challenging the food industry and reshaping health culture | Sara Gordon (General Manager at Zoe)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sara Gordon, general manager at Zoe and a specialist in brand positioning and growth. From helping scale Bloom & Wild to advising global health tech teams, Sara shares how customer insight, clear positioning, and emotional relevance drive long-term success. This one’s full of smart, practical thinking about what really makes brands grow.Key takeaways▶ Positioning isn’t a tagline; it’s how your brand helps people make progress in their lives.▶ Jobs to be done interviews are vital to uncover real customer motivations and struggles.▶ Brands that win focus on emotional needs as much as rational ones, especially in crowded markets.▶ Founders who talk to customers regularly build stronger products, teams, and cultures.▶ True brand strength comes when positioning informs product, pricing, messaging, and market fit.Why listen▶ Get a clear, practical breakdown of how to run a jobs-to-be-done process.▶ Hear behind-the-scenes stories from Bloom & Wild and Zoe’s growth journeys.▶ Learn why positioning is central to commercial success, not just brand awareness.▶ See how AI is reshaping customer research, and where it helps (and where it doesn’t).Links & resources▶ Sara Gordon on LinkedIn▶ Zoe website▶ Daily 30 from Zoe▶ Jobs to be Done theory▶ Zoe podcastIf you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.