Episode 109 brings us Rockwell Shah, the CEO, and N.B. Patil, the Co-Founder & CTO of Ozlo, an innovation startup in the sleep technology space.All three of Ozlo’s Co-Founders are former Bose veterans and they acquired and licensed assets from Bose to resurrect the discontinued but beloved Sleepbuds.This episode is a fascinating conversation about building a new brand on existing IP, the fragile tension between what customers say they want and what they actually need, building a brand not on a singular product but a grander vision, how most consumer startups fail because they are not telling the right story, and how branding, in the end, is all about alignment – a simple but deep thought that we are exploring further together today.

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