In this episode, I chat with Josh Armstrong, Founder of We The Wild, the plant care brand taking root across Target, independent retail, across both the US and Australia.Josh shares how the company built a product moat around living microbes, why he believes in mental availability over marketing hacks, and what he’s learned scaling from zero to a high-growth, omni-channel brand.We cover:How getting kicked out of Home Depot for customer research led to real product-market fitWhy distinctiveness, not virality, drives brand equityThe surprising complexity of eCommerce vs. retailHow merchandising and education became a growth engineThe discipline it takes to grow profitably in CPGThis is a candid look at what it takes to build something meaningful and defensible in consumer goods.

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