In this conversation, Jon Coogan interviews Neil Murrakchi, founder of Reformed Coffee, discussing his entrepreneurial journey, the vision behind his wellness brand, and the challenges faced in product development. Neil shares insights on the health benefits of adaptogens and collagen, the importance of branding, and the role of co-founders in navigating the entrepreneurial landscape. He emphasizes the need for perseverance, trust in the process, and finding balance in life while pursuing business goals. Takeaways Neil Murrakchi launched Reformed Coffee in April 2024 after a year and a half of development. His entrepreneurial journey began at 19 with a failed cleaning service marketplace. The vision for Reformed Coffee is to create a global brand in the wellness space. Collagen is highlighted as a key ingredient with significant health benefits. Neil emphasizes the importance of taste in product development for customer retention. Building a strong brand identity has been crucial for attracting media attention. Challenges in the early stages included product development and market viability. Having a co-founder has provided emotional support and complementary skills. Neil believes in the importance of perseverance and not giving up on dreams. Finding balance between work and personal life is an ongoing challenge. Soundbites 1. "I really want it, really bad. And I do not think a lot of people in this world want what they want as badly as I want what I want." 2. "It's not the pursuit of happiness; it's the happiness of pursuit." 3. "I’m 24, I have nothing to lose. If Reformed doesn’t work out, I’ll just start again." 4. "You don’t control everything in life—what you can control, give 2000%, and trust the process for the rest." 5. "If we don’t manage to create something huge, who will? It wouldn’t make sense, we have everything we need." 6. "Life doesn’t always agree with your plans—but sometimes, it turns out even better."