This week we went around slurping muddy water from puddles in order to win the sympathy of Shane Stewart – brand man, running man and fizzy drink saviour.



Chief brand brain at XOXO soda, Shane has built his career around launching and marketing drinks that do good stuff for your innards, while looking extremely cool on your outtards. Before shaking up the canned drink business with XOXO he helped create a large and loyal community of slurpers for Moju, a ginger and turmeric shot that’s a bit like unleashing a troop of helpfully energetic monkeys inside your tired old brain. And, as well as bringing better branded bubbly beverages to Britain and beyond, he’s even found the time to launch Step by Steppers, a marvellous running club designed to help people dealing with grief to feel less alone.



This episode is very proudly dedicated to his Dad.



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Follow Shane on LinkedIn and Instagram

Step by Steppers Run Club



Timestamps



03:14 - Shane's Early Career in Hospitality

05:08 - Cultural Significance of Pubs in the UK

07:29 - Importance of University Experience Over Degree Choice

08:50 - Shane's Interest in Brands and Marketing

10:57 - Shane's Time in Australia and Farm Work Experience

13:04 - Transition from Hospitality to Marketing

14:40 - Working at Northern Block Ice Cream

16:05 - Joining Moju and Creative Job Application

18:22 - Continuous Learning and Mini MBA

20:19 - Transition to XOXO Soda

23:37 - Challenges and Opportunities in the Functional Soda Market

25:21 - Product Range and Flavor Development at XOXO

29:27 - Psychological Aspects of Product Taste and Health Benefits

31:12 - Listener Questions: Startups vs. Big Brands

34:47 - Listener Questions: Convincing Retailers to Stock Products

39:42 - Introduction to Step by Stepper Run Club





Shane's Book Recommendation is:

The Chimp Paradox - Prof Steve Peters



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