The Rectified Podcast

Every product brand eventually faces the same decision: cut your ingredient costs and grow faster, or protect the formula and grow slower. Pierrich Picard has been refusing the first option for almost ten years.Pierrich is the founder of Gutsy, the Montreal fermented beverage brand he started in 2017 and has grown into more than 1,000 stores across Quebec and Ontario, with a ginger beer that was named best in the world last year.In this episode, he explains:The margin trap: an ingredient swap can cut your costs by 90 percent, which is why so many clean brands quietly reformulate once investors get involved.Why "natural" means almost nothing: natural flavour is unregulated to the point where he found solvents listed inside one.What refusing costs you: protecting real ingredients has limited his growth by a multiple, and he explains what he gets back for it.National TV is not a sales channel: his Dans l'oeil du dragon appearance grew in-store sales 82 percent in a week with no deal signed, and the relationships mattered more than the money.Clout is not revenue: the brands with the loudest communities are often the ones without the sales, and he has stopped competing for attention.Follow Gutsy:Gutsy on the web: https://gutsydrinks.com/Gutsy on Instagram: https://www.instagram.com/gutsydrinks/Find me here:Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Sponsors:Metricool- Schedule all your content in one place. Use code RECTIFIED for a 30-day free trial of any tier: https://i.mtr.cool/RSBQOYChapters: 00:00 Intro01:16 Did prebiotic sodas take the gut health market02:25 Why clean brands quietly change their ingredients04:34 Fermented versus added probiotics06:36 The side product that became best in the world09:39 Dans l'oeil du dragon: 82% in a week, no deal11:12 The darker side nobody shows14:36 How it started in Nicaragua15:48 The investor who wanted cheaper ingredients17:00 What saying no costs you in margin23:55 What natural flavour is allowed to mean26:58 Starting on tap instead of in cans30:46 Small shops, big chains, shelf space politics40:07 Ten years in: becoming more himself44:02 Three things for founders in a hard season

You pour money into ads during the holidays and watch it disappear. Your traffic goes up, your spend goes up, but the sales don't follow. If that's the frustration, this episode is the fix.In Part 3 of our monthly Holiday-Ready E-Commerce series, I sit down with e-commerce expert Nora Arzoumanian (20+ years scaling product brands) to break down paid ads and creative for Q4, how to stop wasting budget and actually get traffic that converts before the costs spike in November.Here's what you'll learn: – Why your holiday ad costs explode, and how to spend less by starting now – How to warm up your audiences and build your funnel before the rush – Where your budget should go in October vs November – Why turning ads on and off is quietly killing your results – What's working in creative right now: UGC, video, and static – Why the creative, not the targeting, now drives everything – ROAS, CPM, CPC, CPA explained simply🎧 Catch up on the series: Part 1 – Website & Conversions: https://youtu.be/NukNBBi4BxI?si=rGp-jmpJVI2POImX Part 2 – Email & SMS: https://youtu.be/YqIGwUHZ3HY?si=XifCJ3lBKdfJPIJuFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/New episodes drop monthly through December. Subscribe so you don't miss Part 4.Chapters 0:00 – Why your holiday ads aren't converting 3:19 – Start now: test before costs spike 8:34 – Where your budget should go, month by month 12:56 – What creative actually works right now 31:47 – The ad metrics that matter (ROAS, CPM, CPC, CPA) 43:59 – The 3 things to do before the holidays

Most product founders didn't get into business to be on camera. They wanted to make the thing and let it speak for itself, and then they found out it doesn't. Christopher Dedeyan is a professional speaker who trains entrepreneurs to communicate. In this conversation, he breaks down why the people who look effortless are the ones who practised the most, how to get clear on your message before you worry about making content, and why an introvert should aim to go up two points instead of trying to become another Tony Robbins.If you'd rather just make your product than talk about it, this one is for you.Christopher's last appearance on the show is still the most watched episode I've ever put out. If you haven't seen it, watch that one next: https://www.youtube.com/watch?v=bndPDdONBnEChristopher on the web: https://www.christopherdedeyan.com/Christopher on Instagram: https://www.instagram.com/christopherdedeyan/Play for Profit (English): https://link.amazon/B0hrHZaKUPlay for Profit (Armenian edition): https://newmag.am/en/book/play-for-profitFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/pters02:01 Why Communication Matters06:06 Frameworks Without Robot Mode11:05 Clarity Before You Pitch16:13 Communicating On Screen22:32 Introverts And Energy Range27:32 Build Real Self-Esteem30:17 Social Media For Founders34:26 Sports Meets Business43:46 Faith And Morning Rituals46:02 Three Communication Tips

Last holiday season, shoppers spent over $1 trillion, and the brands that cashed in weren't the ones with the biggest ad budgets. They were the ones who owned their audience. Your social followers can disappear with an algorithm change, but your email and SMS list is yours, and it's the most profitable channel most product brands ignore.In Part 2 of our monthly Holiday-Ready E-Commerce series, I sit down with e-commerce expert Nora Arzoumanian (20+ years in e-commerce) to build your email and SMS plan for Black Friday, from the automations that make money on autopilot to the exact campaign calendar that wins Q4.Here's what you'll learn: – Why email is a goldmine and social traffic is just borrowed – When SMS is worth it (and how to use it without burning your list) – Abandoned cart done right: the 3 to 4 email sequence that recovers the sale – How to build your list now with pop-ups and lead gen, before the rush – How to plan your Black Friday email calendar and how often to send🛠️ Tools mentioned: Shopify (affiliate):  Start free, build for $1/month, earn up to $13,000 in credits as you sell: https://shopify.pxf.io/rectifiedMetricool: Schedule all your content in one place. Use code RECTIFIED for a 30-day free trial of any tier: https://i.mtr.cool/RSBQOYFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/🎧 New to Nora? Watch her first episode here: https://youtu.be/ZgzgOkBwfjY?si=AsHFHkAJ48sZosATNew episodes in this series drop monthly through December. Subscribe so you don't miss one.Chapters00:00 Email Matters More03:14 Abandoned Cart Basics10:12 Build Your List Now12:57 Clean Up Unengaged15:02 Subscriber Value Math17:35 Core Email Automations24:33 Holiday Campaign Planning30:53 Email Frequency Strategy34:28 SMS During Black Friday44:23 Deliverability And List Health48:21 Convert Followers To Email

Reese De Luca ran ads for three months. They brought in one order. He hasn't spent money on ads since, and today about 75% of his sales come from standing behind a table and talking to people.In this episode, Reese breaks down how he built Skincare for Weirdos from a single pimple patch into a full four-step routine without investors, loans, or an ad budget. We talk about why he almost named the brand Patchy and what changed his mind, how being called a weirdo growing up became the most valuable asset he owns, why his pimple patches aren't even in his top five sellers anymore and why that was the plan, the discipline of making every product earn its place on the table, how he built a booth people stop at instead of scroll past, and the 25 years of fashion and design experience that let him skip the $20,000 branding agency invoice.If your product is good but your brand could belong to anyone, this one is for you.🎯 FREE LIVE WORKSHOP – August 20: I'm walking you through the 3R Strategy, the exact framework I use with private clients to break through growth plateaus. Live on Zoom, kept small, completely free. Save your spot: https://learn.rectified.co/break-through-your-growth-plateauSkincare for Weirdos on the web: https://skincareforweirdos.com/Skincare for Weirdos on Instagram: https://www.instagram.com/skincareforweirdosSkincare for Weirdos on TikTok: https://www.tiktok.com/@skincareforweirdosFind me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/Chapters: 02:46 Origin of the Weirdoverse08:32 Product Development Process15:30 Pop-Ups as Growth Engine18:40 Shopify POS and Email Flows23:38 Social Content Mix29:39 Wholesale Growth Plan33:38 Advice for Founders36:08 Funding Without Debt