Return on Reputation

What do you do when the New York Times labels you the face of failure — and your face is literally the first result when someone Googles the word? If you're Suneel Gupta, you use the article as your calling card, spend the next few years interviewing hundreds of the world's most successful people, and write the book that answers the question everyone's afraid to ask: why do some people get backed and others don't?   In this episode of Return on Reputation, Justin sits down with Suneel Gupta — bestselling author of Backable and Everyday Dharma, Harvard faculty member, and founding CEO of RISE (named App of the Year by Apple and later acquired by Amazon) — for a conversation about conviction, reputation, and what it actually takes to get people to take a chance on you.   This one goes deep. Suneel reveals why confidence is the wrong thing to optimize for, why AI makes conviction more valuable than ever, and what the most successful founders he's ever interviewed all have in common. Plus — an exclusive first look at his upcoming third book.   What you'll learn in this episode: Why the most backable people aren't charismatic — they have conviction, and there's a difference How to incubate an idea before you pitch it — and why sharing too early is a health hazard for your business The parking lot moment that changed how Suneel pitched Rise forever — and raised millions Why AI-generated content is killing reputations, not just building them The 55/5 principle Suneel uses to sustain energy and performance across a busy career What Everyday Dharma taught him about the gap between outer success and inner fulfillment What reputation actually means when you strip away the LinkedIn version of yourself If you're a founder who's been grinding in private, unsure if you're ready to step forward — this episode is your permission slip.   Follow Return on Reputation on YouTube, Spotify, and Apple Podcasts so you don't miss an episode.   Hashtags: #PersonalBranding #Entrepreneurship #FounderStory #Backable #SuneelGupta #B2BMarketing #AuthorInterview #StartupLife #ConvictionOverCharisma #ReputationBuilding Timestamps: 00:00 Cold Open 01:10 Who Is Suneel Gupta — The Non-LinkedIn Version 02:40 Storytelling as Dharma 05:15 The Conviction vs. Confidence Shift 08:40 Why New Ideas Need Incubation 10:00 Stop Building Decks — Build Belief First 13:00 The Parking Lot Moment That Changed the Pitch 14:55 Why Your Energy Matters More Than Your Words 17:10 AI Scripts vs. Real Conviction 17:30 The Relationship Between Backable and Everyday Dharma 20:00 Finding Your Gift — The Meaning vs. Purpose of Life 21:00 The 55/5 Principle for Sustained Energy 25:00 What Being Backable Means for Invisible Founders Today 26:10 Why Suneel Doesn't Love Social Media — And What Actually Works 29:10 Outer Success vs. Inner Fulfillment 32:15 Rapid Fire 32:33 Courage Follows Action — His Mother's Ford Story 34:00 The Most Underrated Thing About Conviction 35:05 Twitter 2009 vs. LinkedIn 2026 35:45 The One Thing Successful People Have in Common 36:00 EXCLUSIVE: Suneel's Third Book Revealed — "The Game of Now" 38:05 What Does Reputation Mean to You Today?

In 2007, a kid from Bentley University Googled "personal branding" after a boring corporate training class and decided to own the entire category. Today, Dan Schawbel has 170,000+ LinkedIn followers, a newsletter reaching 380,000 professionals, three bestselling books, and a research firm that has interviewed 3.18 million people across 26 countries for companies like Oracle, Deloitte, UKG, and Upwork. He's interviewed Warren Buffett, Natalie Portman, Matthew McConaughey, and Hulk Hogan.   He also built all of it through relentless outreach, zero fear of rejection, and a commitment to starting small and compounding over 20 years.   In this episode of Return on Reputation, Justin sits down with his Bentley classmate and personal branding pioneer Dan Schawbel for a conversation about what it actually takes to build lasting authority and why the window to do it is closing faster than most founders realize.   What you'll learn in this episode: How Dan went from a corporate training class he hated to owning seven of the top ten search results for "personal branding" Why visibility creates opportunities — and how one Fast Company article turned him from a nobody at EMC into the person who wrote his own job description What 3.18 million research interviews and nearly 100 studies have taught him about what companies and employees actually want Why personal branding is 5,000 times more important today than it was two years ago — and why that number is only going in one direction The AI productivity paradox: 96% of executives say AI is boosting productivity. Most employees say it's adding to their workload. Why 60% of LinkedIn content is already AI-generated and what that means for anyone trying to build real authority What happens when you hire Dan Schawbel — and why your personal brand is actually Authority Capital If you've been waiting to build your personal brand, this episode makes clear there's no more time to wait.   Follow Return on Reputation on YouTube, Spotify, and Apple Podcasts.   Hashtags: #PersonalBranding #DanSchawbel #FounderStory #AuthorityBuilding #LinkedInGrowth #B2BMarketing #ThoughtLeadership #AIWorkplace #ContentStrategy #ReturnOnReputation   Timestamps: 00:11 Personal Branding Origins & Social Media Early Days  03:57 Standing Out at EMC & Tom Peters Breakthrough  08:29 Blogging, Networking & PR Visibility  12:27 Books, Going Solo & Rejection Mindset  22:44 Quality, Delegation & Posting Strategy in the AI Era  28:31 Research as a Brand Moat & Turning Studies into Campaigns  34:07 Headline Crafting & Demand Driven Topics  36:44 AI, Job Security & Personal Brand Urgency  41:33 Workplace Shift Post COVID & Authority Capital  46:04 Rapid Fire & Start Small Philosophy 50:32 Where to Find Dan

Thomas Edwards Jr. built one of the most recognizable personal brands of his generation. He was the real-life Hitch. Wall Street Journal. CNN. Steve Harvey. Tamron Hall. ABC Nightline. MTV. Axe. Maxim. Over 400 media appearances. He helped 400 people find love and get married. By every external measure, he was winning. He was also slowly disappearing. In this episode of Return on Reputation, Justin sits down with Thomas Edwards Jr. — founder of The Professional Wingman, coach, and author of the forthcoming book The One Up Effect — for one of the most honest conversations the show has ever had. Thomas unpacks what happens when you fuse your personal identity with a brand so completely that you lose the line between the two, how the validation addiction took hold, and how getting sober in 2019 became the win that didn't look like one. This one hits different. It's not just a founder story — it's a warning and a blueprint at the same time. What you'll learn in this episode: Why being the face of your brand is not the same as having a personal brand — and why the difference matters enormously How Thomas went from sleeping on the floor next to Gary Vaynerchuk at South by Southwest to launching one of the most media-covered personal brands of the 2010s The moment a Wall Street Journal article made him the second most-read story of the week — right behind the Obamacare proposal What it costs when you build a brand that's bigger than the person behind it Why he cut video games out of his life for a decade — and what that one decision reveals about identity and authenticity How the One Up Effect framework helps service-based business owners grow revenue without destroying their families or themselves in the process Why your massive L will ultimately lead to your greatest win If you're a founder who's ever felt like your brand was a cage — or worried it might become one — this episode is required listening. Follow Return on Reputation on YouTube, Spotify, and Apple Podcasts so you don't miss an episode. Hashtags: #PersonalBranding #FounderStory #Entrepreneurship #Authenticity #B2BMarketing #MentalHealth #SobrietyStory #BrandBuilding #TheOneUpEffect #ReturnOnReputation Timestamps: 00:32 Boston Twitter Scene & Gary V Meetup 05:03 SXSW: How Wingman Was Born 09:40 Authenticity Over Algorithms 11:58 Wall Street Journal Breakthrough 13:38 Brand Identity Trap & Media Wins 21:30 Losing Purpose, Burnout & Identity Collapse 25:09 Standing Out in the AI Era 27:01 Letting Wingman Die & Launching The One-Up Effect 33:38 Coaching Service Businesses 36:42 The 12 Streams Fulfillment Framework 39:40 Design Your Own Game & The Super Mario Metaphor 43:47 Play Drives Innovation & Business Creativity 47:50 Client Growth & The Party Referral Strategy 48:43 How To Know If Your Brand Is A Mask 49:46 From Invisible To Known: Building a Personal Brand Today 53:50 Gary V In One Word & Biggest Loss To Biggest Win

What does it really take to kill your own brand — and rebuild it into something better? In this episode of Return on Reputation, host Justin Obey sits down with Jon Mason, founder of Swing Juice, for a raw and honest founder story about entrepreneurship, brand building, and the pivot that changed everything.   Jon spent nearly a decade building Swing Juice as an all-natural hydration and energy drink inspired by his love of golf — bootstrapped from his own bank account, cases loaded into his trunk, doors knocked on one at a time. In 2014, he made one of the hardest calls any founder can make: shut it down. He kept the name, threw out the product, and bet everything on a new idea — cool golf graphic tees for people who love golf, hip hop, tacos, and life outside the country club. Today, Swing Juice is a legitimate golf apparel brand with a team of eight, partnerships with the USGA and the MLBPA, and over 77,000 social followers.   What you'll learn in this episode: How Jon turned a phrase overheard at a 6:30 AM tee time into a trademarked brand — the same night Why killing the beverage business after 10 years was the right call, and how he knew it How he created a new category in golf apparel by building products around what he personally loved Why founders are afraid to put their face in front of their brand — and what finally convinced Jon to step out from behind the curtain Why going viral is a trap, and what consistency actually looks like on social over the long haul   If you're a founder who's ever considered pivoting, struggled to let go of control, or wondered when to start building your personal brand alongside your business — this episode is for you. Follow Return on Reputation wherever you listen to podcasts so you don't miss an episode. Hashtags #Entrepreneurship #PersonalBranding #FounderStory #B2BMarketing #GolfLifestyle #StartupJourney #BrandBuilding #PivotStory #SmallBusiness #ContentMarketing   TIMESTAMPS: 02:49 The Swing Juice Name Spark 05:12 Building The First Beverage 07:35 Personal Brand Before Social 11:10 The 2014 Pivot Decision 13:09 Creating Golf Graphic Tees 17:27 First Shirt Sold Online 19:48 From Solo Hustle To Team 23:24 No Blueprint for Growth 24:01 Hiring and Letting Go 05:02 Community as a Catalyst 25:27 Bootstrapping and Obsession 26:39 Brand vs Personal Social 29:00 Founder Face and Fear 32:48 Building Personal Brand Today 35:06 AI Tools and Human Touch 38:02 Landing Major Partnerships 39:49 Five Year Vision Ahead 40:58 Rapid Fire Golf and Brands 45:40 Consistency Beats Viral

Most founders chase the next ad format, the next platform, the next growth hack. But what if the thing that was actually closing deals was just you, posting honestly on LinkedIn every week, even when it felt cringe?   In this episode of Return on Reputation, my guest is Jessica Chase, Co-Founder of getabovethefold.com , a programmatic advertising agency helping brands scale beyond Google Ads into streaming TV, podcasts, audio platforms, and beyond.   Jessica is one of those founders who figured out early that reputation is the real growth channel. She did not land clients by outspending competitors or running a perfect funnel. She built 19,000 followers on LinkedIn by posting authentically, sometimes uncomfortably, once a week for an entire year. And the deals followed.   With over 20 years in marketing, Jessica started at 1-800-CONTACTS at 18, moved through international agencies, and eventually asked herself a question most marketers are afraid to ask: why am I making other people millions of dollars instead of myself?   In this episode we cover: What programmatic advertising actually is and how it differs from Google Ads When founders should start investing in programmatic vs other ad formats How geo-fencing corporate offices and events can accelerate a B2B sales cycle Why last-click attribution is killing your marketing strategy How to build a personal brand on LinkedIn without feeling like you are performing Why posting when it feels cringe is actually the most powerful thing a founder can do   Keywords: programmatic advertising, personal brand for founders, B2B marketing strategy, LinkedIn personal branding, Google Ads vs programmatic, ABM strategy, founder marketing, Return on Reputation podcast   About Jessica Chase Co-Founder of getabovethefold.com , a programmatic advertising agency helping brands scale beyond Google Ads. 20+ years in marketing, former client and agency side, now building one of the few agencies fully specialized in programmatic advertising.  https://www.linkedin.com/in/programmaticmarketing/   About Return on Reputation: Return on Reputation is the show for founder-led brands done flying under the radar. Host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. New episodes every week.   Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey YouTube: https://www.youtube.com/@JustinObey Website: https://obeycreative.com   TIMESTAMPS:    01:26 What Get Above the Fold Does 02:28 Founder Mindset and Self Care 04:06 Meditation and Hypnotherapy 09:18 Why She Started the Agency 12:37 Programmatic Advertising Explained 14:24 When to Use Programmatic 18:13 ABM and Event Targeting 21:52 Connected TV and Ad Formats 24:14 Building Trust in a Technical Industry 27:15 Why Clicks Are Not the Whole Story 29:29 Personal Branding on LinkedIn 33:39 Why Founders Should Be the Face 35:50 Posting Through Fear and Haters 41:41 How Failure Builds Confidence 42:57 Rapid Fire and Wrap Up  

What does it actually take to raise a venture fund when no one would have hired you to run one? And how do you build the kind of reputation that convinces 80 people to bet their money on you before you have ever written a single check?   I sat down with Justin Kang, Co-Founder and Managing Partner of Visible Hands, a pre-seed venture capital fund investing in underrepresented founders across Boston, New York, and the American South.I wanted to get him on the show because his story is one of the clearest examples I have ever seen of reputation functioning as actual currency.   Justin did not come up through Goldman Sachs or get recruited out of Stanford. He spent his twenties moving between politics, nonprofits, and civic organizations, building relationships without a master plan. Then in 2020, he and two co-founders launched a pre-seed fund from scratch with no institutional track record and no traditional pedigree. Just 15 years of trust, built one relationship at a time. Today, Visible Hands has made more than 100 investments, closed a first fund at 10.5 million dollars with 80 limited partners, and generates 3 million dollars annually through partnerships with cities, family offices, and foundations.   This conversation changed how I think about deal flow, founder evaluation, and what it really means to build authority before you need it.   What you will learn in this episode: Why micro venture capital funds statistically outperform large funds, and the business model problem that stops almost everyone from running one How Visible Hands generates 3 million dollars a year through city and foundation partnerships, giving a micro fund the resources of a much larger operation The three-part founder evaluation framework Justin uses before there is a product to judge: inspired insights, meaningful skill sets, and resource magnetism Why nine out of ten pre-seed companies pivot from their original idea, and what Justin actually bets on instead The three capital gaps blocking underrepresented founders: financial capital, social capital, and inspiration capital Why the best founders build businesses so that investors chase them, and how that changes everything about how you should approach a raise How Justin raised 10.5 million dollars without a traditional VC background, and what that proves about reputation as a substitutable form of credentialing What founders should be doing right now, a full year before they are ready to raise, to build the authority capital that makes investors pay attention   If you are a founder who thinks you do not fit the profile, or you are sitting on an idea waiting until everything is perfect before putting yourself out there, this episode is a direct answer to that hesitation. Reputation is not built on where you went to school. It is built on who showed up for you when you asked, and that only happens if you spent years showing up for them first.   About Justin Kang Co-Founder and Managing Partner, Visible Hands. Former VP of Economic Growth at the Greater Boston Chamber of Commerce and early employee at MassChallenge. https://www.linkedin.com/in/justinjkang/    Timestamps: 0:00 — Justin Kang's non-traditional path to venture capital 4:30 — Why Visible Hands started in Summer 2020 8:00 — The "Visible Hands" name: a riff on Adam Smith's invisible hand 10:45 — How ecosystem-building generates deal flow AND $3M in annual revenue 15:30 — Pre-seed diligence: what Visible Hands looks for in a founder 21:00 — Resource magnetism, inspired insights, and why management consultants get a flag 26:00 — The danger of raising too much money too fast 31:00 — AI's impact on founder team size and check size 34:00 — How founder reputation plays into follow-on rounds from seed to Series A 38:30 — Financial capital, social capital, and inspiration capital: the three barriers to underrepresented founders 44:00 — How to build authority capital before you're ready to raise 49:00 — Rapid fire: warm vs. cold outreach, best book, and why LinkedIn wins 52:00 — Closing thoughts on entrepreneurship as privilege Connect with Justin Kang: Website:https://www.visiblehands.vc/  LinkedIn: https://www.linkedin.com/in/justinkang   Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey YouTube: https://www.youtube.com/@JustinObey Website: https://obeycreative.com

How do you build a personal brand that compounds over time? What does it actually take to go from invisible to authoritative, and what are the laws of brand storytelling that make it all work? Justin Obey sits down with Jessica Gioglio — bestselling author, keynote speaker, and founder of With Savvy Media & Marketing — to answer exactly that. Jess co-authored The Laws of Brand Storytelling and The Power of Visual Storytelling, has led award-winning marketing and PR programs for Dunkin' Donuts, TripAdvisor, and Sprinklr, and has spent two decades helping companies and founders tell the stories that actually move the needle. This conversation is personal. Jess helped Justin get his first press hits — including coverage in the Boston Globe — when he was building Social Boston Sports from scratch. Fast forward nearly 20 years, and she's one of the most credible voices in brand storytelling. This episode is about what compounded. They cover the Macro/Micro storytelling framework, why neutral brands are invisible brands, the CTFD Index Jess created at Dunkin', why AI is exposing weak strategy rather than replacing storytellers, and the exact playbook for founders who want to start building their personal brand today. What you'll learn in this episode: Why reputation compounds — and why most founders start too late The Macro vs. Micro stories framework from The Laws of Brand Storytelling Why brand pages are losing to personal brands on LinkedIn How to build an authenticity playbook so your brand never crosses the wrong line The CTFD Index — a crisis communications framework from inside Dunkin' Donuts Why AI is exposing weak strategy, not replacing great storytellers The human-AI-human sandwich approach to content creation The one platform, one format, and one habit every founder needs to start today Chapters: 00:00 — Introduction & Welcome 01:14 — The Comcast Sleeping Tech Story That Started It All 03:10 — The Savvy Bostonian Blog & Building a Personal Brand Before It Had a Name 05:14 — Was It Hard to Walk Away from Corporate? The Leap to With Savvy 07:00 — Using Side Projects as a Test Bed for Your Marketing Skillset 09:40 — Personal Brand as the New Career Security 12:00 — When Should a Founder Build a Personal Brand vs. Go Faceless? 13:05 — The Macro vs. Micro Stories Framework Explained 15:07 — The Dunkin' Pay-It-Forward Story (and What It Teaches About Brand Storytelling) 18:25 — Employee Advocacy: Why Employees Outperform Brand Pages 21:10 — Are Brand Pages Dead? The Shift to Founder and Executive Voices 23:00 — The Rise of B2B Influencers and Why It's Harder Than B2C 25:00 — The Laws of Brand Storytelling: Core Thesis Breakdown 28:48 — Why Neutral Brands Are Invisible Brands (The Switzerland Problem) 31:50 — The Neuroscience of Storytelling and Why Stories Beat Data 33:05 — How to Take a Brand Stand Without Crossing the Line 36:00 — The CTFD Index: Jess's Crisis Communications Framework from Dunkin' 37:50 — AI and Brand Storytelling: What Founders Need to Know Right Now 38:30 — What the CEO of Google DeepMind Told Jess About AI and Storytellers 42:25 — The Human-AI-Human Sandwich (Justin's Framework, Jess Approves) 43:45 — Why Companies Confuse a Growth Problem with a Branding Problem 46:35 — Rapid Fire Round  Connect with Jessica Gioglio: Website: https://jessicagioglio.com LinkedIn: https://www.linkedin.com/in/jessicagioglio Newsletter (The Marketer's Storybook): Available on LinkedIn and Substack The Laws of Brand Storytelling — available on Amazon The Power of Visual Storytelling — available on Amazon Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey YouTube: https://www.youtube.com/@JustinObey Website: https://obeycreative.com About Return on Reputation: Return on Reputation is the show for founder-led brands done flying under the radar. Host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. New episodes every week. #PersonalBranding #BrandStorytelling #FounderBrand #ReturnOnReputation #JessicaGioglio #ContentMarketing #B2BMarketing #TheLawsOfBrandStorytelling #FounderVisibility #LinkedInMarketing #PodcastMarketing #OBEYCreative

What separates founders who scale from the ones who stall? Andrew Nash has spent 40 years finding out. Serial founder, investor, and entrepreneur Andrew J. Nash has built and exited companies acquired by Apple, eBay, Deloitte, and Chowly. After selling Targetable in 2024, he moved back to Australia ready to step back - and then AI pulled him right back into the arena. Now he's building again: launching Austral Impact to strengthen the Australian startup ecosystem, developing Kemu (a vendor-agnostic AI orchestration platform), teaching as an Enterprise Professor at the University of Melbourne, and hosting his own podcast, Big Bets and Bad Calls. In this conversation, Justin and Andrew get honest about what a 40-year career of exits actually comes down to — and it's not the technology. It's the trust. What we cover: Why Andrew left retirement to build again — and what he saw in AI that others missed What Kemu is and why vendor-agnostic AI orchestration matters How Austral Impact is filling a critical gap in the Australian startup ecosystem What Andrew looks for in a founding team before writing a check Whether personal brand and reputation actually influence investment decisions The case for founder-led brands in B2B Big bets he's proud of — and bad calls he'll put on the record If you're a founder, investor, or operator building something that's meant to last — this one's for you. Episode Chapters: 00:00 — Introduction & How Justin and Andrew Met 01:00 — Andrew's 60-Second Career Pitch (The Forrest Gump Version) 03:00 — Why AI Pulled Him Out of Retirement 05:15 — Learn, Earn, Return: The Framework Behind Everything Andrew Does 08:00 — Austral Impact: Closing the Gap in the Australian Startup Ecosystem 09:30 — Why He Started Big Bets and Bad Calls (And What the Name Really Means) 20:30 — Kemu Deep Dive: Building the AI Orchestration Platform of the Future 34:00 — We're Only 1-2% Into the AI Revolution 40:30 — Is Reputation the Real Throughline Behind Andrew's Exits? 43:00 — Jockey Over Horse: How Andrew Evaluates Founders Before Investing 47:00 — Founder-Led Brand: Vanity Play or Business Necessity? 49:00 — The #1 Role of a Founder and What to Look for in a Team 52:00 — The Biggest Bet of His Life (Moving to the US in the 90s) 53:00 — Risk, Resilience, and Running Hard at It Connect with Andrew Nash: 🔗 LinkedIn: linkedin.com/in/andrewjnash 🎙️ Big Bets and Bad Calls: [URL] 🌐 Austral Impact: [URL] 🤖 Kemu: [URL] Return on Reputation is hosted by Justin Obey, founder of OBEY Creative. New episodes every week at the intersection of reputation, visibility, and business growth. 🔗 LinkedIn: [URL] 🌐 OBEY Creative: [URL] 📩 The Authority Brief: [URL] #PersonalBrand #FounderStory #Entrepreneurship #ReturnOnReputation #AndrewNash #AIStartups #FounderLedBrand #B2BMarketing #StartupPodcast #Reputation

Join over 500 others and receive the Friday Briefing (free newsletter): https://get.obeycreative.com/newsletter   Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint How do you pick yourself up when your life changes forever in just three minutes? And more importantly, how do you transform your scars—both physical and emotional—into the foundation of an unbreakable reputation that inspires thousands? This episode is a deep dive into the heart of true resilience and the "competitor" identity.   I’m Justin Obey, and on Return on Reputation, we talk to leaders who understand that character isn’t built when things are easy; it’s forged when you decide not to quit during your darkest hours.   My guest today is Shay Eskew. Shay’s story is, quite simply, a miracle of willpower. At eight years old, a horrific accident left him with burns over 65% of his body and a medical prognosis that said he’d never compete in sports again.    Today, Shay is not only a highly successful sales executive and author, but a world-ranked Ironman triathlete in the top 1%. He has turned what many would see as a tragedy into his greatest asset: a personal brand built on radical authenticity and a refusal to be a victim. Shay breaks down why being "memorable" is far more powerful than being perfect, and how pain, when embraced with gratitude, becomes the fuel for a life without limits.   What we unpack in this conversation: Competitor vs. Finisher: Why Shay refuses to just "get through" a task and how the mentality of going all-in separates exceptional leaders from the average. The Vulnerability Advantage: How sharing your rawest failures—from grueling surgeries to forgetting your family’s passports—builds a level of trust with clients that traditional marketing can’t touch. Choose Your Hard: The powerful philosophy of understanding that life will be difficult regardless, so you might as well choose the "hard" that leads to growth and discipline. Reputation in the Boardroom: Shay’s secret to walking into a room and being the person everyone remembers, using his unique story to break through the noise and close multi-million dollar deals. The Legacy of Grit: How to balance the ambition of an Ironman with being the father and husband your family deserves, ensuring that success at the top isn't a lonely finish line.   If you’re a founder going through a season of loss, or if you feel like your "scars" are holding you back, Shay is here to remind you that you are uniquely adapted to handle adversity.   Because at the end of the day, your reputation isn’t about what happened to you—it’s about who you chose to become because of it. Greatness isn't given; it’s earned in the fire.   About Shay Eskew: Shay Eskew is a world-ranked Ironman triathlete, a highly successful sales executive, and a burn survivor who has turned unimaginable adversity into a blueprint for peak performance. After an accident at age eight left him with burns over 65% of his body and 40+ surgeries to follow, Shay defied medical odds to become a top 1% Ironman competitor and a sought-after motivational speaker. With a career built on the mantra that "anything worth doing is worth overdoing," Shay has mastered the art of Authentic Resilience. He leverages his unique story to build deep trust in the boardroom, proving that vulnerability and grit are a leader's most valuable assets. He is the author of the bestseller What the Fire Ignited, where he teaches others how to stop being victims of their circumstances and start being competitors in their lives. About Return on Reputation: Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue. Connect with Shay Eskew: Website: https://www.shayeskew.com/ LinkedIn: https://www.linkedin.com/in/shayeskew/ Instagram: @mr_shay_sq   Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey/ YouTube: https://www.youtube.com/@JustinObey   CHAPTERS: 01:15 Choose Your Hard 03:11 The Burn Accident 05:47 Surgeries And Identity 09:11 Gratitude And Defiance 12:31 Never Quit Mindset 17:23 Triathlon Disaster Day 22:56 Daily Routine And Prayer 24:42 Family First Priorities 27:29 All In Competitor 29:01 All In Training Mindset 30:55 Bear Trapping Adventures 33:00 Athlete Identity In Business 34:20 Be Memorable In Sales 36:26 Authentic LinkedIn Branding 38:52 Vulnerability Builds Trust 41:45 Epic Passport Failure Story 45:02 Book Lessons From Hardship 48:48 Luck Faith And Timing 50:34 Write The Damn Book 53:58 Reputation And Identity 55:42 Seek Discomfort Oggi 57:35 Where To Find Shay  

Join over 500 others and receive the Friday Briefing (free newsletter): https://get.obeycreative.com/newsletter   Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint   How do you move from being an invisible founder to the definitive face of an industry? And more importantly, how do you use AI to scale that presence without ending up with a feed full of "AI slop"? This episode is all about the art of solid communication.   I’m Justin Obey, and on Return on Reputation, we talk to leaders who understand that in business, there is no gray area: you either protect your reputation or you lose your leverage.   My guest today is Jason Erkes. Jason has one of the most fascinating career pivots I’ve seen. Moving from running massive sports leagues to becoming the national spokesperson for the cannabis industry at Cresco Labs. He’s lived the challenge of professionalizing a "taboo" industry and is now teaching agencies how to master the next big shift: the intersection of PR and Generative AI.   Jason breaks down why the "Sell me this pen" mentality is still the foundation of business, and how he’s helping firms train the AI on the agency, not just training the staff on the tools.   What we unpack in this conversation:   The Human-AI Sandwich: Why the best content starts with a human, uses AI for the 80% of heavy lifting, and always finishes with a human touch for total accuracy. From Volleyball to Weed: The reputation blueprint Jason used to take cannabis from "garage grows" to sterile, white-lab-coat medical facilities through radical transparency. Don't Be a Stranger to your AI: Why asking a generic GPT to write for you is like handing your laptop to a stranger on the street—and how to fix it by hooking AI into your own client files. The Power of Three Points: Jason’s "no-script" secret for coming off natural on camera and building an authoritative personal brand without the fluff. Breaking the Noise: How to use "Newsjacking" and custom GPT roles—like the PR Writer and Creative Analyst—to give a 5-person team the bandwidth of a 50-person agency.   If you’re a founder who feels like you don't have the time to be "visible," or if you're worried that AI will make your brand feel "feral" and robotic, Jason is here to show you a better way.   Because at the end of the day, building a brand isn't an extra task, it is the business. And the loudest microphone only wins if the message is authentic.   About Jason Erkes: Jason Erkes is a seasoned PR strategist, Emmy-winning journalist, and the former Chief Communications Officer at Cresco Labs, where he played a pivotal role in professionalizing and normalizing the cannabis industry on a national stage. With a career spanning from sports and social clubs to highly regulated industries, Jason has mastered the art of "Strategic Reputation"—turning transparency and clear messaging into massive business growth. Today, he is the founder of Prompted Comms, a consultancy at the intersection of PR and technology, where he helps agencies and leaders integrate custom AI frameworks to amplify their brand authority without losing their human essence. About Return on Reputation: Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue. Connect with Jason Erkes: Prompted Comms: https://www.promptedcomms.ai/ LinkedIn: https://www.linkedin.com/in/jasonerkes/ Instagram: @jasonerkes Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey/ YouTube: https://www.youtube.com/@JustinObey   Chapters: 00:48 Communication as a Business Skill 02:40 AI Writing Slop vs Strategy 03:51 Custom GPTs for PR Workflows 06:30 From Sports to Cannabis PR 08:15 Rebranding Cannabis Through Transparency 09:42 Becoming the Industry Spokesperson 12:25 Personal Brand in the Media Era 15:25 Authenticity on Social Media 17:13 On-Camera Tips and Documenting 20:38 Launching Prompted Comms 21:45 Masterclass to Productized AI Training 23:23 AI Services Overview 24:00 PR Agency Accelerator Suite 24:26 Customizing Tools and Data Connectors 25:26 Privacy and Enterprise Safeguards 26:48 Safe Use and Anonymizing Clients 28:02 Small Agencies Scaling with AI 29:39 AI vs Humans in PR Work 31:27 Breaking Through Marketing Noise 32:35 Brand Strategy for Founders 34:26 Newsjacking for Relevance 36:01 Personal Brand Consistency 38:32 Reputation and Crisis Lessons 40:29 Rapid Fire and Wrap Up

Join Friday Briefing (free newsletter): https://get.obeycreative.com/newsletter   Download the Authority Media Engine Blueprint: https://get.obeycreative.com/authority-media-engine-blueprint   How do founders lead through rapid growth without losing themselves - or their team? That's exactly what we unpack in this episode. I'm Justin Obey, founder of Obey Creative, and Return on Reputation is the show for founders who want to turn leadership credibility into real business leverage. In this episode, I sit down with Linda Coughlin, an executive advisor who has spent decades helping founders and leadership teams navigate growth, organizational change, and the moments when a business starts to outgrow how it's been operating. Linda introduces what she calls Change at the Core - the kind of deep, identity-level change that goes far beyond new strategies or surface-level fixes. We cover: Why so many change initiatives stall and what leaders consistently miss How loyalty can quietly hold a company back and why the people who built the business aren't always the right people to scale it Imposter syndrome in leadership and why it hits even the most confident founders How the fear of being "found out" keeps founders from stepping into bigger opportunities If you're in a season of growth, feeling the pressure of leadership, and wondering what the next version of you needs to look like - this conversation is for you. Because at some point, growing the business stops being about better strategy. It's about becoming the leader the next stage actually requires. CHAPTERS: 0:00 Welcome & Introduction 0:04 What Is "Change at the Core"? 1:40 The Steps of the Change at Core Process 3:00 BHAG vs. Purpose-Driven Future State 4:40 Why Transformative Change Requires a Team 5:47 How to Execute Deep Change Without Disrupting Operations 7:00 What Actually Motivates High-Potential Leaders 8:25 Why Great Leaders Hire People Better Than Themselves 9:19 Professional Humility and Strategic Vulnerability 10:15 Transparency With Your Team — How Much Is Too Much? 12:07 Why "Protecting" Your Team From Bad News Backfires 14:15 Real Case Study: $100M Company Hitting a Growth Ceiling 15:59 When Loyal Leaders Aren't Right for the Next Stage 16:15 How to Assess Whether Your Leaders Can Scale With You 19:16 Imposter Syndrome — Is It Real or Overhyped? 21:39 Three Tactics to Overcome Imposter Syndrome 23:44 Why Personal Branding Triggers the Same Fear as Imposter Syndrome 25:30 What Makes a Great Change Maker 26:40 Why Celebrating Small Wins Is a Leadership Superpower 28:05 Internal Brand vs. External Brand 29:25 What Culture Actually Means (It's Not a Ping Pong Table) 32:42 How Toxic Cultures Form and How to Fight Them 35:19 AI and the Future of Leadership 36:55 AI as Thought Partner, Not Replacement 39:50 Rapid Fire: Best Advice for Founders 40:25 Rapid Fire: Worst Advice Online for Founders 42:15 Rapid Fire: What Would Linda Do If Not This? 44:05 Closing

📩 Join the Friday Briefing (free newsletter): https://get.obeycreative.com/newsletter 🎙️ Free Podcast Planner GPT: https://get.obeycreative.com/podcastplanner Most founders are more capable than they are visible. And that gap is costing them. In the very first episode of Return on Reputation, I sit down with Laurie Schloff - founder of Partners in Communication, author of Smart Speaking, and one of the most respected executive communication coaches in the country - to talk about the one thing holding smart, qualified founders back from growing their authority: the fear of being seen. Laurie has coached executives at Fidelity Investments, State Street, Allstate, Michelin, and Dana-Farber Cancer Institute. She's appeared on Oprah and The Today Show. And she's spent decades helping leaders close the gap between how good they actually are and how they come across in the room, on camera, and in the market. This conversation is for every founder who knows they have something valuable to say but hesitates anyway. What We Cover in This Episode: Why being great at your job isn't enough to get ahead — and what actually moves the needle in leadership The data behind effective communication: how executive speaking skills impact stock prices, shareholder returns, and promotions Laurie's Presence 26 Method — the four pillars of powerful, authentic communication The fear of being seen, heard, and judged — and why it silently holds capable people back Why perfectionism is one of the biggest visibility killers for founders How to run better, more engaging meetings (and when to just send an email) The role of listening in leadership — and why great leaders actually want pushback Practical tips for founders who are terrified to hit record on their first piece of content About Laurie Schloff: Laurie Schloff is the founder of Partners in Communication and the author of Smart Speaking, widely recognized as one of the best books ever written on the subject. She has coached founders, executives, and public figures across some of the world's most respected organizations and has spent her career helping leaders turn communication into a competitive advantage. She also runs a 20-hour Presence 26 Certificate Program for trainers, coaches, and learning & development professionals who want to bring these frameworks into their own organizations. Stats Mentioned in This Episode: A Stanford study found that effective executive communication can increase stock prices by 2.5% Organizations with highly effective communication practices generate 47% higher total shareholder returns Executives who excel in presentation skills are 50% more likely to be promoted About Return on Reputation: Return on Reputation is the show for founder-led brands that are done flying under the radar. Every episode, host Justin Obey, founder of Obey Creative, sits down with experts, founders, and dealmakers to unpack how personal brand, trust, and authority compound into real business leverage. We talk strategy over shortcuts, substance over viral moments, and real frameworks for turning your reputation into revenue. Connect with Laurie Schloff: Partners in Communication: https://www.partnersincommunicationinc.com/ Smart Speaking on Amazon: https://a.co/d/0f99qvCr Connect with Justin Obey: LinkedIn: https://www.linkedin.com/in/justinobey/ YouTube: https://www.youtube.com/@JustinObey Chapters: 00:00 – Introduction & Welcome 01:37 – How Laurie Got Into Executive Communication 02:10 – The Speech Improvement Company & Partners in Communication 03:00 – Why Communication Is a Competitive Advantage for Founders 04:08 – The Data Behind Effective Communication (Stanford Study & Key Stats) 05:06 – Being Good at Your Job Isn't Enough — What Separates Leaders 06:40 – The 4 Pillars of Presence: Messaging, Oral Image, Nonverbal & Interaction 07:55 – Style Words: Defining How You Want to Come Across 11:25 – The Real Cost of Staying Silent as a Founder 13:53 – Why Great Leaders Want Pushback (Not Yes Men) 14:20 – How to Run Better, More Engaging Meetings 16:00 – Is It Ego or Lack of Training? What's Really Holding Leaders Back 17:25 – Listening vs. Speaking: What Leadership Actually Requires 19:11 – Perfectionism Is the Enemy of Visibility 20:00 – The Mindset Shift That Separates Visible Founders From Those Who Stay Hidden 22:15 – The Fear of Being Judged by Peers (and Why It's Overblown) 24:35 – First Impressions & Making Virtual Meetings Count 26:31 – The Presence 26 Method Explained 28:50 – Vocal Variety: The Secret to Keeping Your Audience Engaged 29:25 – Practical Tips for Founders Terrified to Hit Record 30:48 – Rapid Fire Q&A 32:17 – Where to Find Laurie & Final Thoughts Keywords: personal brand for founders, executive communication, visibility strategy, leadership presence, fear of public speaking, founder brand building, how to show up on camera, communication coaching, Laurie Schloff, Presence 26 Method, Return on Reputation podcast, Obey Creative, business authority, executive presence

In this episode of Proof University, host Justin Obey sits down with Steve Myers, one of the key figures behind Ilegal Mezcal and now co-founder of Dynamic Beverage Consultants. Steve shares his journey—from his early career in the corporate world to his time in Latin America, where a series of unexpected events led him to build one of the most recognized mezcal brands in the industry. He opens up about the challenges of launching and scaling a spirits brand, the importance of brand storytelling, and why he believes in a "narrow and deep" approach to business. Steve also discusses his current work helping brands navigate the complexities of distribution, market expansion, and strategic growth in the beverage industry. If you're an entrepreneur, brand builder, or just curious about the world of spirits, this episode is packed with valuable insights. 🔹 How Ilegal Mezcal started and expanded globally 🔹 Lessons learned from building a category-defining brand 🔹 The evolving landscape of the beverage industry 🔹 Why brand consistency and strategic patience are crucial for growth Tune in to hear Steve’s candid take on the business of spirits and his perspective on what it really takes to build a lasting brand! Timestamps: 00:20 Steve Myers' Journey to Illegal Mezcal 01:40 Building a Brand: Challenges and Successes 02:35 Entrepreneurship Realities 04:00 Brand Consistency and Sales Strategy 06:46 Expanding Markets and Common Pitfalls 10:28 Consulting and Dynamic Beverage Consultants 15:24 Community Building and Events 22:41 Navigating Brand Success 23:24 Cash Flow and Investment Strategies 24:46 Trends in Consumer Drinking Habits 26:09 The Rise of Non-Alcoholic Beverages 30:41 Learning from Failures 36:56 Maintaining Balance and Health 40:16 Final Thoughts and Recommendations ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of Proof University, we sit down with Ryan Provost, co-founder of Booz Box Cocktails, to talk about how he turned a simple idea into a disruptive ready-to-drink cocktail brand. What started as a casual dinner conversation led to the creation of Booz Box, a unique take on premium cocktails—served in a bag-in-box format. With no prior experience in the alcohol industry, Ryan and his business partner, Norman, took a leap of faith and built something truly different. In this episode, we cover: 🍹 Why they launched with three flavors instead of starting small 📦 How they navigated branding, marketing, and legal hurdles 🏪 The grind of self-distribution—going door-to-door to land in stores 📲 The role of social media, influencer marketing, and tastings in their success 💰 What they’d do differently if they had unlimited resources Ryan opens up about the challenges of breaking into the alcohol industry, the lessons he’s learned along the way, and what’s next for Booz Box. If you’re into entrepreneurship, branding, or just love a good founder story, this episode is for you. 🔊 Listen now on Spotify, YouTube, and Apple Podcasts. Timestamps: 00:00 - Welcome & Intro to Booz Box Cocktails 02:15 - The Dinner Table Idea That Started It All 06:42 - Launching with Three Flavors: Smart Move or Risky Bet? 12:30 - The Hustle of Self-Distribution & Getting on Shelves 22:45 - What’s Driving Booz Box’s Growth: Tastings vs. Social Media 35:10 - The Reality of the Alcohol Industry & Biggest Lessons Learned 48:25 - What’s Next for Booz Box? Expansion, New Flavors & More ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of Proof University we’re joined by Draga Culic, the founder of Blacklisted Brandy, to uncover her inspiring journey from corporate powerhouse to boutique spirits innovator.  With a career spanning industry giants like Diageo, Bacardi, and Jim Beam, Draga reflects on how her extensive experience laid the foundation for her leap into entrepreneurship. But it was a personal trip to Serbia in 2018 that truly ignited her passion for bringing “Rakia”—a traditional Serbian fruit brandy—into the modern craft spirits world. Draga talks about: The process of crafting four distinct fruit brandies—apricot, pear, quince, and aged plum—and why she decided to launch them all at once. Challenges of starting small in a competitive industry and staying true to her brand’s values of authenticity and transparency. The bold meaning behind the name "Blacklisted" and how it reflects her journey of doing things differently. If you love stories of risk-taking, cultural connection, and innovation, this episode is for you. Draga’s passion for celebrating her heritage while creating something fresh and modern is a powerful reminder of how tradition and creativity can come together to shape something extraordinary.  Tune in to hear how she’s redefining the spirits industry with vision, heart, and a taste of Serbia in every bottle. Available now on: Spotify, Youtube and Apple podcast.   Timestamps: 00:00 Welcome & Origins of Blacklisted Brandy 01:30 Discovering Serbian Brandy 03:41 Launching & Challenges of Entrepreneurship 08:15 The Meaning Behind the Name 18:06 Expanding Distribution & Market Growth 26:39 Consumer Response & Transparency 35:56 Future Vision & Closing Thoughts ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Shea Coakley, a visionary entrepreneur and co-founder of Green Street Beverage, a company leading the charge in the THC-infused beverage industry. Shea’s journey is a testament to innovation and resilience, starting with Leanbox, a smart refrigerator business, and evolving into the creation of High Tide, a groundbreaking THC beverage brand. Now, with Green Street Beverage, Shea is at the forefront of a rapidly growing market, blending wellness and fun with products like High F and Boundary Waters. In this episode, Shea dives into the exciting world of THC beverages, sharing insights on how these products are reshaping social drinking and wellness trends. From navigating the evolving regulatory landscape to building authentic brands that resonate with consumers, Shea offers practical advice for entrepreneurs looking to make their mark in emerging industries. The conversation also explores Minnesota’s leadership in THC regulation, the rise of health-conscious consumer habits, and the challenges and opportunities unique to this space. Tune in now to learn from Shea’s expertise, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show! Timestamps: 00:22 Shay Coakley's Entrepreneurial Journey 02:04 First Steps into Entrepreneurship 03:55 The Leanbox Story 05:56 Diversifying Business Ventures 08:03 Reflections on Entrepreneurship 09:23 Family Influence and Early Inspirations 18:22 High Tide and THC Beverages 27:33 Discovering Phony Negroni 28:02 Moderation and Alcohol Alternatives 28:59 The Rise of THC Beverages 31:09 Founding High Tide and Green Street 32:28 Navigating Regulations and Market Challenges 34:04 Health and Wellness in THC Beverages 38:42 Branding and Market Strategy 41:12 Future of THC Beverages and Industry Insights 47:01 Balancing Life and Entrepreneurship 50:28 Book Recommendations and Final Thoughts   ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries.  Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry. In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states. Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail. Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show Timestamps: 00:54 Ryan Malkin's Background and Career Journey 02:02 Transition to Alcohol Beverage and Cannabis Law 07:37 Starting Malkin Law and Craft Spirits Movement 10:05 Challenges and Insights in the Spirits Industry 11:03 Legal Services for Startups and Common Pitfalls 18:15 Specialized Legal Advice and Industry Regulations 20:23 Key Agreements in Beverage Industry 20:47 Marketing Challenges and Regulations 23:35 Trends in Cannabis and Non-Alcoholic Beverages 25:46 Legal Nuances in Beverage Marketing 30:36 Advice for New Alcohol Beverage Brands 34:44 Innovative Beverage Stories 36:45 Balancing Professional and Personal Life 38:33 Conclusion and Contact Information ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we’re joined by Ryan Malkin, founder of Malkin Law, and a legal powerhouse in the alcohol and cannabis industries.  Ryan’s career journey is truly remarkable—starting as a journalist, transitioning to a Manhattan prosecutor, and then serving as corporate counsel at Pernod Ricard, one of the largest names in spirits, before founding his own law firm dedicated to guiding brands through the intricate legalities of the beverage industry. In this episode, Ryan shares his invaluable insights into building a successful brand in this highly regulated space. From creating robust contracts to steering clear of costly marketing missteps, he offers practical advice that every entrepreneur in the spirits industry needs. The conversation also explores the rise of non-alcoholic beverages, the complexities of cannabis-infused drinks, and the critical dos and don’ts of co-packer and distributor agreements. Additionally, Ryan introduces his innovative app, Set the Bar, which helps sales teams navigate compliance across all 50 states. Founders, this episode is for you! You’ll gain actionable tips and essential guidance from Ryan’s expertise. This discussion is brimming with insights, making it as valuable and refreshing as a perfectly crafted cocktail. Tune in now to get expert advice and elevate your brand, and don’t forget to like, comment, and subscribe for more episodes of the Proof University Show Timestamps: 00:54 Ryan Malkin's Background and Career Journey 02:02 Transition to Alcohol Beverage and Cannabis Law 07:37 Starting Malkin Law and Craft Spirits Movement 10:05 Challenges and Insights in the Spirits Industry 11:03 Legal Services for Startups and Common Pitfalls 18:15 Specialized Legal Advice and Industry Regulations 20:23 Key Agreements in Beverage Industry 20:47 Marketing Challenges and Regulations 23:35 Trends in Cannabis and Non-Alcoholic Beverages 25:46 Legal Nuances in Beverage Marketing 30:36 Advice for New Alcohol Beverage Brands 34:44 Innovative Beverage Stories 36:45 Balancing Professional and Personal Life 38:33 Conclusion and Contact Information ----------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. If you're ready to stop competing on price and start building a lasting brand, reach out now to hear how The Social Advantage Blueprint can transform your strategy. 👉 Follow Justin Obey on Linkedin⁠ https://www.linkedin.com/in/justinobey 👉 Follow Justin Obey on Instagram⁠ https://instagram.com/justinobey 👉 Follow Justin Obey on Youtube⁠ https://www.youtube.com/justinobey

In this episode of the Proof University Show, we dive into the unique journey of Kyle Poole, CEO and co-founder of New Motion Beverages and Emboldened Beer Company.  Kyle explains how his passion for San Diego’s craft beer scene led him to create New Motion Beverages—a company that offers a range of artisan drinks, from hard kombucha to sparkling tea.  Key points from the episode: Kyle’s Leap of Faith: Leaving his engineering career to follow his passion for craft beverages The “Fifth Friend Philosophy”: A unique approach to making New Motion’s tasting room a welcoming space for everyone, regardless of their drink preference Innovative Products: From matcha hazy IPAs to hojicha lagers, Kyle’s East-meets-West approach to flavor innovation Collaborative Community: How the San Diego brewing scene thrives on collaboration over competition Entrepreneurial Wisdom: Kyle’s reflections on staying the course, enjoying the journey, and building a brand with heart and purpose 00:00 Introduction  00:53 Kyle Poole's Background and Journey into Beverages 02:55 Starting New Motion Beverages 05:48 Navigating COVID-19 and Business Expansion 08:37 Brand Strategy and Product Innovation 12:29 Community Engagement and Events 14:32 Distribution and Retail Footprint 21:13 Future Plans and Industry Insights 28:39 Final Thoughts and Closing Remarks

In this episode of the Proof University Show, host Justin Obey sits down with Ann Marshall, co-founder of High Wire Distilling Co., a Charleston-based distillery known for its dedication to local ingredients and innovative craft spirits. Ann takes us on a journey from her and her husband Scott’s beginnings in craft brewing to founding a celebrated distillery in 2012. Together, Ann and Justin explore High Wire's commitment to reviving the heritage Jimmy Red corn, working alongside renowned experts like master distiller Dave Pickerel, and balancing the demands of a family-run business. They also dive into the challenges of navigating e-commerce in the whiskey world, the importance of community engagement, and how High Wire blends tradition with a forward-thinking approach to craft distilling. This episode offers a rich exploration of building a brand that respects Southern culture and history while staying at the cutting edge of the spirits industry. Ann also gives a sneak peek into their exciting upcoming whiskey releases and discusses the broader trends shaping the future of natural products. Whether you're a whiskey aficionado, a fan of craft spirits, or curious about the business behind the bottle, this conversation is full of insights into the art and innovation of distilling. Listen now to hear Ann’s inspiring story and learn more about High Wire Distilling Co., only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes! Key Takeaways: The story of transitioning from craft brewing to distilling. The importance of using local ingredients and reviving heirloom crops. Challenges and rewards of running a family-owned business. How staying true to your roots can lead to long-term success. An exclusive look into High Wire’s upcoming whiskey releases and their exciting future. 00:00 Introduction and Guest Welcome 00:58 The Beginnings of High Wire Distilling 02:39 Transition from Brewing to Distilling 03:33 Choosing Craft Spirits Over Brewing 03:59 Establishing the Distillery in Charleston 06:12 Commitment to Craft and Local Sourcing 14:37 The Jimmy Red Corn Story 19:40 Building the Brand and Overcoming Challenges 23:12 The Long Journey to Success 25:56 The Power of Authenticity in Small Business 26:53 The Importance of Patience and Longevity 27:57 Navigating Economic Challenges 29:12 Creating a Community Experience 34:22 The Role of E-commerce in Growth 38:17 Building a Strong Brand Community 44:34 Balancing Business and Personal Life 50:10 Exciting New Developments 52:42 Reflecting on the Journey 55:23 Conclusion and Final Thoughts 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠⁠Follow Justin Obey on ⁠⁠Linkedin⁠⁠⁠⁠ 👉 ⁠⁠Follow Justin Obey on ⁠⁠Instagram⁠⁠⁠⁠ 👉 ⁠⁠Follow Justin Obey on ⁠⁠Youtube⁠

In this episode of the Proof University Show, host Justin Obey sits down with Finian Sedgwick, COO of BAXUS, a groundbreaking blockchain-based platform transforming how high-end collectible wines and spirits are traded. Finian shares his journey from the corporate world at Pernod Ricard to becoming a driving force behind BAXUS, offering a fresh perspective on combining cutting-edge technology with the rich traditions of the spirits industry. Finian and Justin discuss how BAXUS is using blockchain to create transparency and accessibility in the collectible spirits market, making the process of buying, selling, and trading rare bottles more seamless than ever. They also explore the role of BoozApp, a powerful tool that empowers consumers by providing real-time price discovery and insights into fair market value across the world of alcoholic beverages. This episode offers a deep dive into the challenges faced by independent brands, particularly within the complex three-tier distribution system of the United States, and how BAXUS is helping level the playing field for collectors and enthusiasts. Finian's insights shed light on the power of community in building a more connected spirits industry, where passionate consumers can access the bottles they love, from the everyday to the most exclusive vintages. Whether you're a whiskey lover, a tech enthusiast, or curious about the future of the spirits industry, this conversation is packed with valuable insights on digital transformation and the evolving landscape of collectible spirits.  Listen now to learn how blockchain is shaping the future of spirits trading, only on the Proof University Show. Don't forget to like, comment, and subscribe for more episodes! 00:00 Introduction and Guest Welcome 01:12 Finian's Background and Career Journey 03:59 Discovering Blockchain and Joining Baxus 06:08 How Baxus Works and Its Unique Features 11:01 Challenges and Opportunities in the Spirits Market 18:23 BoozApp and Community Engagement 25:01 Technical Difficulties and Apologies 25:21 Introduction to Boozapp and Baxas 26:22 Whiskey Market Insights 28:32 Industry Challenges and Opportunities 32:40 Capital and Investment in Whiskey 37:23 Reconnecting and Final Thoughts 40:29 Balancing Work and Life 42:03 Favorite Books and Maintaining Balance 45:39 Closing Remarks and Future Plans   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Brand Advantage Blueprint. Within 60 days, you'll have the foundation necessary to build an iconic brand, boost sales, and build a community of fans!   👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠ 👉 ⁠⁠Follow Justin Obey on Instagram⁠⁠ 👉 ⁠⁠Follow Justin Obey on Youtube⁠  

For an inside look at how he’s shaking up the ready-to-drink (RTD) cocktail industry, tune into this episode of the Proof University Show with Aaron Polsky, the founder and CEO of Livewire. Launched in the thick of the COVID-19 pandemic, Aaron opens up about navigating those early challenges, the importance of killer branding that jumps off the shelf, and why Livewire is more than just another cocktail in a can. From pricing and distribution strategies to the power of in-person demos and tastings, Aaron breaks down how he's built a brand that’s as creative as it is authentic. Plus, hear his thoughts on the future of the spirits industry and why staying true to quality and profitability is the secret to long-term success. Don’t miss it—listen now on Apple Podcasts, Spotify, and YouTube! #ReadyToDrinkCocktails #CraftCocktails #BartenderCrafted #LivewireCocktails #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube

From corporate America to launching a premium spiked coffee, join us as we talk with Greg Howard, President and Co-Founder of Howie Spiked - Alc-A-Chino, as he takes us behind the scenes of building an innovative brand in the alcohol industry. Greg breaks down the challenges of expanding to over 20 states, the power of tastings in creating brand evangelists, and how genuine personal engagement is key to building a loyal customer base. You’ll also hear how consumer demand led to the creation of a non-dairy, oat milk-based spiked coffee, and get a sneak peek into exciting future plans for new spirits like tequila and barrel-aged whiskey. Plus, Greg shares his strategy for staying true to the brand's ethos on social media, favoring authentic content over influencer hype. Catch the full episode now on Apple Podcasts, Spotify, and YouTube! #SpikedCoffee #AlcoholInnovation #RTDMarket #BrandBuilding #Entrepreneurship #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube

From managing music legends like Shaka Khan and Carlos Santana to becoming the co-founder of two standout mezcal brands, get ready for an exciting episode of the Proof University show with Jacqui Thompson, the powerhouse behind Revel Spirits and Las Melodias de la Luna Mezcal. You’ll hear how Jacqui infuses her passion for music into every aspect of her mezcal creations, from the art of agave and terroir to crafting unique bottle designs that sing with authenticity. We dive deep into the rise of mezcal as a sophisticated spirit, and how Jacqui has positioned her brands at the forefront of this growing movement. Plus, Jacqui shares her insider tips on branding, direct-to-consumer strategies, and what it takes to build an empire—while still finding balance as an entrepreneur. Trust us, you don’t want to miss this conversation. Tune in now on Apple Podcasts, Spotify, and YouTube! #MezcalMastery #AgaveJourney #WomenInSpirits #RevelSpirits #LasMelodiasDeLaLuna #BrandCommunity #MarketStrategy #TheProofUniversityShow #ObeyCreative #MarketingAgency   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube

In this exciting episode, we take the Proof University show international with a conversation featuring Rohan Shah, founder of Amizi Rum. Rohan takes us deep into the origins of Amizi, an Afro botanical rum crafted from fresh sugarcane juice and six unique botanicals, all sourced from the vibrant and diverse landscapes of Rwanda. From bootstrapping his business to blending his expertise in international development with his passion for premium spirits, Rohan shares the highs and lows of building a brand that’s rooted in storytelling and authenticity. Discover the challenges of self-distribution in Rwanda, how the no and low alcohol trend is shaping the industry, and Rohan’s hard-earned lessons on entrepreneurship, delegation, and maintaining balance through it all. Tune in now on Apple Podcasts, Spotify, or YouTube to hear the full conversation with Rohan Shah!   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠⁠Follow Justin Obey on Linkedin⁠⁠ 👉 ⁠⁠Follow Justin Obey on Instagram⁠⁠ 👉 ⁠⁠Follow Justin Obey on Youtube⁠

Don't miss this episode with our special guest, Jon Lawson from Batiste Rhum, as we dive deep into sustainable rum production, the art of crafting fresh-pressed sugarcane rum, their carbon-negative process, and the journey of building a unique brand in the spirits industry. We’ll also explore the importance of community, branding, and Jon's insights for aspiring founders on patience, discipline, and navigating the challenges of entrepreneurship. We delve into the challenges and rewards of growing a small, premium brand in a competitive market. Jon shares insights into how the brand navigates limited budgets, focusing on grassroots marketing efforts such as in-store tastings and local community events to build consumer awareness. His disciplined approach to brand-building, influenced by his background in finance, underscores the brand’s slow and steady growth, rooted in meaningful connections with both consumers and local retailers. Additionally, it gives you a personal look into Lawson's philosophy on running a business, emphasizing the importance of patience, discipline, and balance. He discusses the value of controlling what you can and staying grounded in both personal health and business decisions. This narrative makes Batiste Rhum not just a product but part of a thoughtful lifestyle, appealing to customers who value both quality and sustainability in their spirits.   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube

Welcome to The Proof University Show! In this episode, we feature Todd K. Harris, a seasoned business strategist with 17 years of experience across broadcast, digital, SaaS, and digital agencies. Currently serving as the Senior Vice President of Global Strategic Alliances at Valtech, Todd is also the co-founder and CEO of Plift, a pioneering THC-infused beverage company. Todd discusses the inception and growth of Plift, aimed at providing a predictable and enjoyable cannabis experience. He explains how the idea for Plift emerged during the COVID-19 pandemic to address the unpredictability of cannabis gummies and the rise in alcohol consumption for stress relief. The brand transitioned from its original name, Happy Hour, to Plift to better represent an anytime beverage that uPlift consumers. The conversation covers navigating state-by-state regulations for hemp-derived THC, the impact of the 2018 Farm Bill, and the importance of compliance and community building through tastings, samplings, and localized events. Todd emphasizes Plift's mission to be an accessible and affordable alternative to alcohol, aiming for competitive pricing and widespread availability in stores. He also highlights the importance of collaboration within the industry to grow the hemp beverage category and predicts significant growth in the market. ------------------------------------------------------------------------------------------------------------------------- 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand. 👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube #THCInfusedBeverages #CannabisCommunity #HempBeverages #CannabisCompliance #PliftBeverages #CannabisEducation #AlternativeToAlcohol #CannabisRegulations #CommunityBuilding #ToddHarris #TheProofUniversityShow #Spirits #SpiritsIndustry #Proof

Welcome to The Proof University Show! Join us in this roasty episode, as we chat with Spencer Mahoney, VP of Operations & Marketing at Atomic Coffee Roasters and co-founder of Atomic Black Spirits. Discover how Atomic Coffee Roasters has become a standout specialty coffee brand and how Atomic Black Spirits crafts premium coffee liqueurs for espresso martinis using Atomic's expertly roasted beans. In this engaging episode, Spencer reveals the challenges of expanding beyond Massachusetts, and the dynamics of running a family business, and shares powerful strategies for direct-to-consumer (DTC) marketing. This episode is packed with insights into the unique positioning of both Atomic Coffee Roasters and Atomic Black Spirits, the power of family dynamics in business, and the complexities of marketing and selling in the adult beverage industry.   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube⁠   Keywords: Atomic Coffee Roasters, Atomic Black Spirits, espresso martinis, marketing strategies, brand community, family business, Massachusetts, beverage industry, direct-to-consumer, social media marketing, community building, coffee roasters, adult beverage, business expansion, brand refresh, operations management, fitness enthusiast, entrepreneurship, social media influencer, customer engagement, brand loyalty, product differentiation, cold brew coffee, specialty coffee, in-person events, digital marketing, distribution challenges, creative campaigns, family dynamics, hospitality industry.

Welcome to the Proof University Show! In this enlightening episode, we dive deep with Steve McGarry into the complexities of the branding and operations business.   Steve brings a rich history from his tenure at Pernod Ricard and offers invaluable insights from transitioning to a craft startup like Rosaluna.  McGarry's extensive experience shed light on contemporary challenges and opportunities in the industry. Here's a snapshot of what you can look forward to: 🎙 **Strategic Insights on Cost Control and Logistics** Justin and Steve underscore the critical importance of managing costs and logistics, especially in these times of inflation-driven shipping expenses. Steve shares his tried-and-true strategies for maintaining financial stability while scaling a brand. 🌟 **Consumer Behavior and Gen Z Trends** Steve McGarry imparts invaluable knowledge on adapting to shifting consumer trends, particularly focusing on Gen Z's preferences for sourcing information and engaging with brands. Learn how to stay ahead of the curve! 💰 **Maximizing ROI and Marketing Strategies** Shift your mindset from the old norms of burning cash for brand awareness to a more intentional approach. Steve delves into aligning strategies with financial thresholds and highlights the essential metrics acquirers consider before making an investment. 🔍 **Authenticity and Vertical Integration** Rosaluna’s commitment to authenticity shines through their vertically integrated model—owning the distillery, farm, and every step.  🍹 **Innovating in the Mezcal Space** Steve shares Rosaluna’s mission to introduce a lighter, less smoky mezcal to attract new consumers who might find traditional mezcal too intense. From unique roasting processes to perfecting flavor profiles, get a behind-the-scenes look at what sets Rosaluna apart. 🌿 **Sustainability and Community Building** Building a brand that resonates with consumer values is key. Hear Steve discuss the importance of sustainability efforts and crafting a belief system that fosters community—illustrated by the success story of Tito's. 🗂 **Balancing Work, Life, and Organization** Cocktail recipes aren't the only thing Steve masters. Discover his unique approach to staying organized and the importance of prioritizing tasks, all while ensuring quality family time. It's a masterclass in entrepreneurship, strategy, and brand management that is bound to inspire and inform. 👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube⁠  

In this engaging episode of the Proof University podcast, host Justin Obey welcomes entrepreneur Joe Heron. Joe shares his remarkable journey of founding and selling multiple beverage companies, including Nutrisoda, Crispin Cider Company, Copper & Kings, and his latest venture, Blue Sky Miners. The episode dives deep into the intricacies of building successful brands, the importance of strategic execution, and the role of luck breaks in business success.   Joe also delves into the operational challenges of the beverage industry, from securing supply chains to managing margins. He shares insights on the importance of product taste and quality, stating that while branding is crucial, the product itself must deliver an exceptional experience to ensure repeat purchases.   The episode is a treasure trove of insights for aspiring entrepreneurs and anyone interested in the beverage industry, offering a blend of strategic advice, personal reflections, and industry trends.   ----------------------------------------------------------------------------------------------------------------------------   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love-hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube   Keywords: entrepreneurship, beverage industry, Joe Heron, Justin Obey, Proof University podcast, Nutrisoda, Crispin Cider, Copper & Kings, Blue Sky Miners, brand building, strategic execution, luck, serendipity, consumer trends, brand equity, supply chain, product quality, non-alcoholic beverages, THC-infused drinks, ready-to-serve cocktails, innovation, market segments, work-life balance, partnership, reading, industry challenges, advertising background, consumer demand, brand resonance, product differentiation, business strategy, operational challenges, brand architecture, market creation, adaptability, industry trends, perseverance, resilience, product development, entrepreneurship analogy, success factors  

Welcome to the Proof University Show! Today, we dive into the flavorful world of Tropink, a hemp-powered, non-alcoholic, tropical functional beverage with its founder, Sierra Thomas. Sierra shares her journey from the music and ad industry to creating a drink that promotes inclusivity and wellness. We discuss the challenges of rebranding from Pink Cloud Beverages to Tropink, the importance of building a supportive community, and the art of balancing entrepreneurship with family life. Sierra opens up about her personal journey of sobriety since 2010 and how it inspired the creation of Tropink, aiming to provide a premium non-alcoholic option for those who want to enjoy life without alcohol. Tune in to hear Sierra's inspiring story, and her passion for creating meaningful connections, and learn how Tropink is making waves in the beverage industry by offering a taste of tropical euphoria with every sip.

In this episode of The Proof University Show, host Justin Obey sits down with Jordan Bass, co-founder and CEO of HOP WTR, to delve into the intricacies of launching and growing a successful non-alcoholic beverage brand. Jordan shares invaluable insights on the importance of speed and decisiveness, likening it to navigating through one-way and two-way doors, essential for capitalizing on limited opportunities in a fast-paced market.   Jordan reveals the innovative product developments at HOP WTR, including a double-hopped variant and a special passion fruit edition, demonstrating the brand's dedication to continuous improvement and meeting consumer demands. He discusses their strategic choice to incorporate adaptogens and nootropics for cognitive and stress support, providing a unique alternative to CBD, which posed regulatory challenges.   The discussion also touches on Jordan's unique take on work-life balance, his organizational strategies involving calendars and prioritized to-do lists, and the books "Sapiens" and "Quiet" that have influenced his thinking. Additionally, Jordan emphasizes the importance of team dynamics, personality types, and the "disagree and commit" philosophy that guides decision-making at HOP WTR.   Listeners will gain insights into HOP WTR's journey of rapid growth, the significance of packaging iterations based on consumer feedback, and the challenges and triumphs of maintaining a balance between a booming business and a growing family. From behind-the-scenes decision-making to community-building events and authentic brand content, this episode is packed with lessons and inspiration for anyone in the entrepreneurial or beverage industry.   Join us for an engaging conversation with Jordan Bass on The Proof University Show, where we explore the flavorful world of adult beverages and the challenges of building a successful brand.   Timestamps: 00:00 Finance to venture, then e-commerce head. Disrupting the adult beverage industry. 04:03 Transition from beer to healthier alternative options. 08:05 CBD wasn't right fit; chose Ashwagandha. 12:40 Numerous packaging changes, logo remains unchanged. 13:50 Early packaging mistake led to retail disaster. 17:39 Solving problems is like building a pyramid. 21:12 Involving family in work, making sacrifices joyfully. 25:02 Creating multiple content pieces to test effectiveness. 27:04 Create diverse, frequent content for effective advertising. 30:39 Prioritize speed; decisions are two way doors. 33:24 Balance in traditional sense is a myth. 36:24 Embracing introversion for effective leadership and productivity.   👋 Hey! I'm Justin Obey and I'm the founder of Obey Creative. We help adult beverage brands pull off the shelf and build communities of raving fans without competing on price. Ask me about our latest offer: The Social Advantage Blueprint. Within 30 days, you'll go from your love hate relationship with social to pure love with a strategy that will help you build an iconic brand.   👉 ⁠Follow Justin Obey on Linkedin⁠ 👉 ⁠Follow Justin Obey on Instagram⁠ 👉 ⁠Follow Justin Obey on Youtube⁠   Keywords: HOP WTR, Jordan Bass, non-alcoholic beverage, healthy alternative to beer, functional ingredients, adaptogens, nootropics, vitamin C, product development, double-hopped product, passion fruit offering, work-life balance, fitness routines, organizational strategies, calendar usage, prioritized to-do lists, "Sapiens" book, "Quiet" book, stress management, cognitive performance, regulatory challenges, social lubricant, brand formulation, packaging changes, consumer feedback, beer festivals, brand video production, return on investment, content production, "disagree and commit" philosophy, leadership decision-making.

Jordan Tepper co-founded Apologue, a cocktail company he launched in 2017 with Robbie Haynes. Coming from investment banking and consulting, Jordan discusses how Apologue adapted during challenging times, particularly with the rise of ready-to-drink cocktails. They recently launched Hoste Cocktails, emphasizing no compromises on ingredients' quality, which led to the creation of their premium gold fashion cocktail. Listen in today to learn more about Jordan's unique and daring journey into the wonderful world of Spirits.

Paul McSharry, founder of Maze Wines and the Osiris Club, shares his journey in the wine industry and the concept behind the Osiris Club. He started in the wine industry in South Africa and eventually moved to California to pursue wine-making. With Maze Wines, he built a successful brand over 14 years, and now he is launching the Osiris Club, which offers members the opportunity to create their own bespoke barrels of wine in collaboration with top wineries.   Listen in today to learn more about Paul's unique and daring journey into the wonderful world of wine-making.

In this episode of The Proof University Show, I sit down with Vincent Jacobbi, the co-founder of Togronis, to discuss his journey in creating a premium ready-to-drink Negroni brand. Vincent shares how the pandemic sparked the idea for Togronis, turning a challenging time into an opportunity for innovation. We dive into the story behind Togronis' unique offerings, their focus on high-quality ingredients, and the creative process of crafting classic cocktails in a can. Vincent also opens up about the hurdles they faced in the spirits industry, the strategies they used to achieve rapid growth, and their vision for the future. 

In this value-packed episode of the Proof University Show, we dive deep with Dave Holmes, co-founder of Spiked Seltzer, exploring the burgeoning world of hard seltzers and the entrepreneurial journey that helped shape the industry. Dave provides an insider’s perspective on the early challenges and milestones of launching a pioneering beverage brand that helped define a new category. Key Discussion Points: Supportive Networks: Dave highlights the crucial role his spouse played in his journey, underlining the importance of having a supportive partner when venturing into new business territories. Brand and Audience: Insightful discussion on the nuances of branding and the strategies employed to pinpoint and captivate the target audience for Spiked Seltzer. Community Engagement: Dave talks about leveraging community events to build brand visibility and the unique advantages smaller companies have in engaging directly with their markets. Navigating Growth: The conversation sheds light on the potential traps of rapid expansion and the strategic patience required to sustain long-term success. Crowdfunding Insights: Exploration of crowdfunding as a tool for small brands to gain traction and overcome financial hurdles in the competitive beverage landscape. Future Perspectives: Dave shares his experiences with investing and advising in the industry, along with his thoughts on the impact and future of direct-to-consumer sales models in the beverage sector. This episode is packed with invaluable lessons for any entrepreneur looking to make a mark in the beverage industry or navigate the challenges of starting and scaling a business. Join us as Dave Holmes shares his wisdom and experiences, offering a roadmap for building a resilient and beloved brand.

In this insightful episode of the Proof University Show, we are joined by Mara Smith, the dynamic founder of Inspiro Tequila. Mara takes us through her compelling journey of launching a tequila brand as an outsider to the spirits industry. She candidly shares the hurdles she encountered and how these challenges sparked innovation and fresh perspectives in her business approach. Mara emphasizes the profound impact of building a supportive community, particularly among female entrepreneurs, highlighting how mentorship and solidarity have played pivotal roles in her success. Additionally, she delves into the personal side of her life, discussing how motherhood has reshaped her views on entrepreneurship. Mara stresses the importance of mastering time management, maintaining flexibility, and prioritizing self-care to effectively balance her professional goals with her personal life.

Join us on this episode of the Proof University Show as we sit down and learn about the spirited journey of Paul Hletko, the innovative founder of https://www.fewspirits.com/. With a background in law, Paul made a daring shift into the world of craft distilling, establishing FEW Spirits in the historic town of Evanston, Illinois. Under his guidance and with an incredible team, FEW has gained acclaim for its meticulously crafted, small-batch spirits, earning the title of Whisky Advocate Magazine's Craft Whisky of the Year. Tune in to hear Paul's unique insights on innovation, brand building, and the future of craft spirits.

Join us in this aromatic episode as we sit down with the founders of Sae Coffee Studio, a pioneering coffee shop that's redefining the coffee experience. Nestled in the heart of the city, Sae Coffee Studio has quickly become a sanctuary for coffee lovers, known for its innovative brewing techniques and commitment to sustainability. During our conversation, the founders share their journey from coffee enthusiasts to entrepreneurs, highlighting the inspiration behind their unique approach to coffee. They delve into their passion for sourcing ethically-produced, high-quality beans and how they use these to craft distinct flavors and profiles that stand out in a crowded market. Listen in as they discuss the challenges of maintaining a high standard of quality while pushing the boundaries of traditional coffee culture. Whether you're a casual coffee drinker or a connoisseur, this episode will give you a deeper appreciation for the art and science of coffee making at Sae Coffee Studio.

Join us as we unwrap the story behind the Elixir Kombucha brand name, explore their delightful flavor profiles, and uncover the promise of exciting new flavors. Understand how their profound understanding of health and mindful consumption is reflected in their deliciously brewed kombucha, positively impacting people's lives.   Brought to you by Obey Creative - a branding and awareness partner.  

Welcome to another exhilarating episode of the Proof University Show, where we unravel the enthralling journey of acclaimed American singer, bourbon maestro, and entrepreneur, Tyler Boone. Known for his rich and alluring craft, Boone's bourbons have bagged several prestigious awards and touched the senses of connoisseurs across 24 states. This episode explores the finer points of melodies, entrepreneurship, and the sublime art of bourbon making. We discuss Boone's love for whiskey, his recent shift to Nashville, and his involvement in the Holy City Homegrown Festival in Charleston. The spotlight is also on the distribution strategies and the significance of 'community' in a brand's triumph - offering listeners a deep dive into the nuances of the spirits industry and a testament to Boone's enduring spirit and dedication to his craft. As we delve further, learn about the hurdles, victories, and lessons in Boone's entrepreneurial journey. The conversation is enriched with instances from the brand's unfolding narrative, revealing the key to building a community around a brand and inspiring a loyal following. Boone's unique insights on blending creativity and resilience in exponentially growing business landscapes are a treasure trove for entrepreneurs, distributors, and brand builders alike. Join us in an intriguing exploration of the vibrant world of bourbon with Tyler Boone, the founder of Boone's Bourbon. Uncover the brand's journey from inception, the challenges surmounted, the importance of authenticity, and consumer connection. Tyler underscores the significance of gratitude towards those who support you and the critical role this plays in a brand's enduring success. From unveiling industry secrets to recounting his inspiring journey filled with grit, passion, and creativity, this episode is a must-hear for bourbon enthusiasts, aspiring entrepreneurs, and fans of Boone's Bourbon. Get ready to be entertained, enlightened, and inspired!

In this insightful episode, we sit down with Max Fann, the innovative founder of Inbox Beverage. Max discusses the revolutionary concept behind Inbox Beverage – a fully functional brewery, distillery, or bar, all ingeniously housed within a shipping container. He delves into how this unique setup is a game-changer for brewers, distillers, and venue owners, offering a streamlined solution to reduce startup times and focus more on the craft of making exceptional beverages. Join us as Max shares the inspiration behind Inbox Beverage and how it's simplifying and revolutionizing the process of beverage production and service. 

In this episode of our podcast, we're thrilled to welcome Kara Smith, the co-founder of Colorado Craft Beef. Kara shares her family's generational journey in ranching and how it laid the foundation for their unique approach to beef production. Colorado Craft Beef is a testament to their commitment to quality, sustainability, and the art of ranching. Kara delves into the intricacies of farm-to-table practices and how they maintain the integrity and flavor of their beef from pasture to plate. Tune in to learn about the challenges and rewards of running a craft beef business, and how Colorado Craft Beef is redefining the standards in the industry. 

Dive into our latest podcast episode featuring Sam Moore, the innovative founder of Hazlo. Sam shares his journey of creating a unique mixer that started as a quest to enhance his tequila cocktails. What began as a personal mission quickly transformed into Hazlo, a brand loved for its versatility and natural ingredients. Discover how Sam collaborated with a top mixologist to develop flavors that are now part of people's daily routines, from morning refreshments to post-workout drinks. Tune in to hear about the evolution of Hazlo and how it's changing the way we think about mixers in our everyday lives. 

Tap into the latest trends in the beverage world with our recent podcast episode featuring Tyler Dooley, co-founder of Celly Hard Seltzer. Tyler gives us the inside scoop on launching Celly, a brand that's quickly becoming a favorite among seltzer enthusiasts. With a focus on real fruit juice and light carbonation, Celly offers a refreshing twist to the canned cocktail market. Hear about Tyler's journey from concept to creation, the inspiration behind their popular flavors like Black Cherry Lime and Blueberry Pomegranate, and how Celly embodies the spirit of celebration in every can. Tune in for an uplifting story of innovation, flavor, and the entrepreneurial spirit.   https://drinkcelly.com https://www.proofuniversity.com/ https://obeycreative.com/  

Raise a glass to our latest episode featuring Sean Cote of Sundial Cocktails. Sean takes us through the spirited journey of creating Sundial, a company redefining the ready-to-drink cocktail scene with their innovative, rum-powered concoctions. Discover how Sundial's commitment to quality and unique flavor profiles, like their Double Gold-winning selections, are making waves in the industry. Listen in as Sean shares insights on the challenges of launching a distinctive brand in the competitive beverage market and how Sundial Cocktails is making its mark as a leader in crafted, convenient drinking experiences.

Join us in our latest podcast episode and prepare to "Get Your K*T Together" as we sit down with Jayme Brown, the innovative marketing force behind Kit NA Brewing Company. Jayme shares her journey into the world of non-alcoholic brewing, revealing how Kit NA is carving out a unique space in the beverage industry. Discover how they're crafting high-quality, non-alcoholic beers that defy expectations and offer a refreshing alternative for sober-curious and health-conscious consumers.   https://www.kitna.beer/ https://www.proofuniversity.com/ https://obeycreative.com/

Stir up your listening experience with our latest podcast episode featuring Demitri Pallis, the founder of Demitri's All Natural Gourmet Mixes. In this engaging conversation, Demitri shares the flavorful journey of transforming a passion for perfecting cocktails as a bartender into a thriving business. Discover the story behind his famous Bloody Mary Seasoning and how his dedication to quality and natural ingredients led to a line of top-notch cocktail mixes. From humble beginnings to becoming a staple in bars and homes, Demitri's story is a toast to innovation, quality, and the art of the perfect mix.   https://demitris.com/ https://www.proofuniversity.com/ https://obeycreative.com/

Pour yourself a non-alcoholic brew and join us in this enlightening episode with Philip Brandes, founder of Bravus Brewing Company. Philip takes us on a journey through the creation of America's first craft brewery dedicated exclusively to non-alcoholic beer. He goes into the challenges and the triumphs of pioneering in an emerging market, sharing the art and science behind crafting a great-tasting, non-alcoholic beer without compromise and how they're revolutionizing the beer industry, one brew at a time.

Dive into the world of agave with Steve Poirier, founder of Buena Gave, in our latest podcast episode. Steve brings his spirits industry passion and expertise to the table, discussing how Buena Gave is crafting a unique and authentic experience for cocktail enthusiasts. He shares the journey of developing a brand that stands out in the crowded spirits market, focusing on quality, and innovation. Discover the story their mission to bring exceptionally honest tequila cocktails to consumers everywhere and how you too can stand out in a crowded market.