How do you build a disruptive brand in a new sector, whilst keeping it accessible for all? In this episode, Nicola Elliot shares her lessons as she recounts her story building the cult status, well-being brand Neom Organics. Growing up in Yorkshire, a self declared naughty child, Nicola carved out a glittering career in advertising in her twenties before burn out forced her to refocus her energies in a different direction. Nicola recounts the early days of Neom, the risks, the setbacks, and challenges she faced, as well as the early green shoots of success that followed, catapulting the business to iconic status. Neom is a brand that in Nicola’s words has been built brick by brick, and ignited the movement for natural, environmentally friendly well-being products. Nicola explains that Neom’s products are for those that are “just trying to do their best” – for ourselves, and the environment.  Nicola’s success story is a result of pure determination, and she shares with Holly how in her opinion, it is our responsibility as parents to teach our children to have strength and grit as a form of protection.  It’s a conversation that prompts all of us to remember that building a brand is so much more than a final destination, and that how we get there is every bit as important. If you enjoyed this episode, head on over to hear Holly’s talk with Chrissie Rucker, founder of The White Company, which we think you’ll love too.  Plus for more unfiltered insight, subscribe to Holly’s weekly newsletters on our website, where she shares small business inspiration of all kinds, exclusive nuggets of wisdom from her and her guests, plus offers, creative ideas and topical, 'ungoogleable' business advice.