Access special perks on Patreon: https://www.patreon.com/user?u=108229517   Liv Ferdi is the Co-Founder of TRIP, the UK’s number 1, best selling CBD drinks brand stocked in 25,000 stores around the UK including the likes of Selfridges, Ocado, Boots, Planet Organic, Harrods… Also in chains like The Ivy, Brewdog, Leon, Benugo, AND is the exclusive CBD supplier to Soho House! TRIP holds 88% UK market share, has raised £10M in external investment and hired a team of 50 staff!Tune in to hear about: 💛 The benefit of coming in from the outside - from Liv's career in corporate legal to FMCG founder and the advantage of fresh perspectives💛 How to win in becoming *category-defining* - even when you’re not the first💛 How TRIP overcame performance marketing challenges as a CBD brand💛 Building a 'cool' brand that respects the customer 💛 Cultivating an authentic, mission-driven business💛 PLUS Strategy & Tragedy exclusive new announcement! Get 20% off your TRIP order with the S&T podcast code: TRIPCALM20 Shop online here: https://drink-trip.com/collections/all or in-store at various retailers Want more?   Follow Steph: 🤍 Instagram: https://www.instagram.com/stephmelodia/ 🤍 LinkedIn: https://www.linkedin.com/in/stephaniemelodia/   🎬 Watch the episode on YouTube: https://www.youtube.com/@stephmelodia/videos   🙏🏼 Support the show on Patreon: https://www.patreon.com/user?u=108229517   🎧 Don't forget to subscribe, rate, review, and share with a friend!