“Flip the f*cking idea of normal on its head” - Tom Gozney

sometimes a podcast slaps-ya-round-the-chops

OH! BOY! this conversation was one of those.

Tom Gozney reveals his Strategy to Stratosphere

buckle up. strap up. enjoy.

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ON THE MENU:

1. Founder Mode: “Get out of bed, check your vision, check your plan, f*cking get after it”
2. Nassim Taleb Self Belief <> Self Doubt Barbell: utilise both = Anti-Fragile
3. Ancient Greeks Pathemata Mathemata: “guide your leanings through pain” - everyday expect 1 win and 5 loses
4. Rehab & Addiction Brand Building Lessons: humans crave identity + connection + status
5. Strategy to Stratosphere: three circles of vision = bigger vision = bigger vision outside of the bigger vission.
6. Gozney Brand Building Contraction 1: Ancient History/Utopian Design
7. Gozney Brand Building Contraction 2: Male/Female Target Markets
8. Gozney Brand Building Contraction 3: Technology/Nature
9. Gozney Brand Building Contraction 4: Open Minded/ Close Minded
10. Gozney Design Principle: “An Architectural statement for a garden that doesn’t take away from anything”
11. Why Fire is a Creative Force: “When you build a fire you can be on your own but feel like you’ve got company”
12. Question LITERALLY everything: “Flip the f*cking idea of normal on its head”
13. ALWAYS build a brand ecosystem: everything must connect and flow
14. Why Gozney is NOT a piece of Hardware: “we use the nuances of design to connect emotionally”
15. Business vs. Brand decisions: be radically open minded & close minded
16. Never look at your competitors, they give you NOTHING…instead look in totally random places for inspo
17. How Gozney crossed the adoption curvechasm: Some come now, more later
18. Why Gozney lives by the brand value: “Respectfully Irreverent”
19. Where Is Your Shopper? Obsess with understanding your consumers psychology + where they are?
20. The Subtle Art of Hustle: Hustle is the ability to think 4 rungs ahead + move there faster with less resource
21. Embrace Adversity: “Adversity gives you elevation, you become more professional”
22. The Influence of Influencers Marketing Strategy: target tiny-super-connected influencers
23. “If your vision isn’t arrogant it’s not big enough” + “there’s something remarkable coming over the hill”
24. GO MODE = Instinct is a series of data points + No one out there has all the answers
25. “When you accept Business a serious of inbound missiles coming for your head, you start to enjoy it more.
26. Growth = Problems. Solving problems = Cathartic. Enjoy your problems
27. You want people to look at your product and think what the f*ck?
28. Just put out fires: Bias for action, bias for problem solving

==============================================
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Get your FREE 30min Consultancy Session with North Star 👉 https://calendly.com/andy-northstar/free-30mins-with-north-star-team

---------------------------------

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Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

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Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

GET YOURSELF 2 MONTHS FREE USING THIS magical link

♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Today’s poddy is sponsored by Square. Square is the all-in-one restaurant tech platform designed to streamline operations and give hospitality business owners the time back to focus on growth. Square is Big In Restaurants - which is the name of its latest UK marketing campaign - offering everything you need for day-to-day service, including Square’s payments, point of sale and reporting capabilities. Whether you’re a single-location FSR, a multilocation QSR, a bar or a multi-concept restaurant, improve the flow of orders and find more ways to keep profit in your pocket. For more information visit 👉 squareup.com

Jackson Boxer is ferociously bright.

brilliant writer. profound cook.

eclectic line up of stunningly irreverent restaurants

-Brunswick House

-Dove

-Henri

-The Corner

-Below Stonenest

-Cowley Manor

Jackson’ speaks exclusively in prose.

describes plates of food as “unimpeachably delicious”.

light words, land heavy

delicious truths blossom and flower from his mind

The most deeply irreverent podcast I’ve ever recorded.

ON THE MENU:

1. Nassim Taleb “Intelligent Yet Idiot” Theory: Smart people inflict their smartness on themselves
2. The Power of Kitchens for Poor Mental Health: mechanical chopping, stops pointed thoughts entering.
3. Why Writing interrogates your own bullshit: always distill complex thought into simple messages
4. The difference between joy and happiness: constantly check which one you’re pursuing?
5. Why Personal Pride = Personal Discipline: how you do one thing is how you do everything.
6. Why London is a Hard Alien City: We have our desires tickled the whole time “true desires” vs “perceived desires”
7. Always remember “the magic lies in the work you’re avoiding”
8. The Prometheus Effect: We’ve stolen “consciousness” but our cost is “self-consciousness”
9. The Real Reason Jackson Shut Down Orasay and opened Dove…”it’s becoming nigh impossible to run a restaurant in in 2025
10. The Sublime & Why Deliciousness is a Universal Truth

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

GET YOURSELF 2 MONTHS FREE USING THIS magical link

♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

GET YOURSELF 2 MONTHS FREE USING THIS magical link

♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

“we changed three words at 10x’d our D2C revenue over night”

Citizens of Soil is a BANGING brand

eye-splinteringly, soul-nourishing gorgeous packaging

transforming commodity into community

wonderful founders Sarah & Michael

y’all gunna love this one!!

btw jump to 30 mins, if you wanna plunge straight into the brand building gold

ON THE MENU:

1. The Origins of Terroir: Things from a Different place have a Different taste
2. Anti-Fragility in Nature: Stressed Trees release polyphenols to protect themselves, so should humans
3. How to go MASS MARKET yet use high quality, small producers
4. Seth Godin’s “On Strategy”: Using Time, Game, Empathy, Systems to create change
5. Format Innovation> Product Innovation. Format is PISS EASY innovation that literally no one think about
6. Steal Clothes from Other Categories Rule: use semiotics of wine to make it easier for consumer to pay £££ for Olive Oil
7. No Bread & No Salad rule: Samplings are the theatre of consumer goods. Your first interaction is everything. Make it Different. Make it Memorable.
8. How to 10x monthly D2C Revenue by changing three words “Join the Olive Oil Club” > “Subscribe to Olive Oil”
9. Why Premium brands must sack off “ABC”Always Be Closing. Replace with Always Build Community. You wont win on price. You’re in the relationship business
10. The Art of Successful D2C Adverts using AIDA - attention, interest, desire, action
11. Stephen King “Kill Your Babies” - Never forget Distractions masquerade as Opportunities
12. Meek. vs Strong Opinion Decision Making frame work: make hard decisions, under pressure, at SPEED
13. Jeff Bezos: One Way vs. Two Way Door Decision Making Rule
14. Raising Money when there’s no proven “Total Addressable Market” SELL THE FUTURE CATEGORY
15. Why mpact must be so entrenched in your brand it can’t be taken out, Impact helps you grow fast
16. How many flat whites were sold 20 years ago? Rule: Brands create new categories from scratch.

==============================================
🌟 HUNGRY's Absolutely Bloody Marvelous Sponsors🌟
=============================================

►North Star: (www.northstarbc.co.uk)
Get your FREE 30min Consultancy Session with North Star 👉 https://calendly.com/andy-northstar/free-30mins-with-north-star-team

---------------------------------

🤝 Let's Connect!
►Let's link-up here ​ (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

“David Milner has a magic touch” - The Grocer

Lilly’s, Tyrell’s, St Pierre, Crosta Mollica

Every brand David touches

Magics a blossoming, beaming Gold.

Big wonga exit Gold.

David possesses the sacred compass

from challenger brand - house hold brand - Exit El Dorado

Our chat is laden with gorgeous, glistening Gold.

ON THE MENU:

1. Peppermint Tea Rule: Why 95% of NPD Always fails - constantly ask is this a small idea?
2. Picking The Right Category > Picking The Unique Product and Brand
3. Start with End in Mind - know who you’re going to exit to + constantly ask: how do we add value to this business?
4. Why Product-Market Fit and Brand-Exit fit are two COMPLETELY different things (and what to do about it)
5. How to run £100m brand board meetings: every department must possess a strong opinion on every other department
6. “Are you big enough we don’t crush you”… how to position yourself to exit to a big multi-national
7. Why Founders struggle to think like consumer, but all the common sense decision making comes from thinking like a consumer
8. The “Orange One” St Pierre Rule: build brand at ALL COSTS, “brand” exit multiples > “business” exit multiples
9. The Power of Focus: write a list of 10 ways to grow your business, delete the bottom 7. Does it move the needle?
10. “Don’t be a forced seller when exiting”… give yourself a LONG RUNWAY to exit - start the conversations early
11. Crosta Mollica Garlic Bread Rule: Always innovate close to the core. BUT. Never cannibalise your core range.

==============================================
🌟 HUNGRY's Absolutely Bloody Marvelous Sponsors🌟
=============================================

►North Star: (www.northstarbc.co.uk)
Get your FREE 30min Consultancy Session with North Star 👉 https://calendly.com/andy-northstar/free-30mins-with-north-star-team

---------------------------------

🤝 Let's Connect!
►Let's link-up here ​ (https://www.linkedin.com/in/daniel-pope/)
►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

GET YOURSELF 2 MONTHS FREE USING THIS magical link

♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

GET YOURSELF 2 MONTHS FREE USING THIS magical link

♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)