The Couple That Bet Their Marriage on Building a Cereal Brand l Margaret and Ian Wishingrad

Sponsored By:→ Neuro | Go to https://getneuro.com and use code ONEDAY at checkout for 15% OFF your entire order.DescriptionTwo alpha founders. Married. Business partners. Two kids. One eight-figure cereal brand built from the kitchen table.Jon Bier sits down with Ian and Margaret Wishingrad, co-founders of Three Wishes Cereal and, somehow, still married. This is one of the most honest conversations about building a brand, a marriage, and a life at the same time. These two are a rare thing: individually magnetic, together unstoppable. Ian paints with words, Margaret paints with pictures, and together they walked into a category everyone said was dying and turned it into something real.This isn't a founder success story. It's messier and better than that. It's two people who had to figure out who was in charge, who needed to shut up, and when to pass the mic (at work and at home) without losing the thing they were building together.They figured it out. Mostly.In this episode: • Why two ad industry veterans with zero food experience decided to disrupt a $10 billion category, and how they almost didn't survive the process • The real cost of building a business with your spouse: the fights, the dynamics, the moment everything shifted • What it actually takes to go from kitchen table idea to multi-eight-figure brand in national retail, and why delusion might be the most underrated founder traitFind Ian & Margaret: • Ian on Instagram: https://www.instagram.com/icwish/ • Margaret on Instagram: https://www.instagram.com/mbwish/ • Three Wishes: https://www.instagram.com/threewishes/ • Three Wishes website: https://www.threewishes.comTimestamps:0:00 - Intro1:35 - Complementary Brains & Why Passing the Mic Is Their Secret Sauce3:33 - The Salsa Lesson That Exposed Them Both4:42 - How Ian's Girlfriend Became His Boss9:39 - You Can't Kill an Idea Without Bringing a Solve10:27 - Why They Picked Cereal: A Dying $10 Billion Category14:57 - How COVID Accidentally Helped Three Wishes Take Off21:15 - The Innovation Game vs. the Price Game23:43 - Watching the Product Hit Store Shelves for the First Time29:06 - Does Business Success Fix a Hard Marriage? (Short Answer: No)36:57 - The 31-Year-Old Professional Tipping Point41:18 - Work, Life & the Rule About Talking Business at Home48:33 - These Are the Good Old Days: Being Present While Building55:26 - The Hire That Changed Everything (And the Marriage)58:07 - Raising the Seed Round: The First Yes & the String of Nos1:03:15 - Why Delusion Is a Non-Negotiable Ingredient for Founders1:08:22 - A Morning in Their Life & the ESQ Reveal