Stan chats with Joel Clark, the CEO of Kodiak Cakes. Joel takes us through his 25-year journey building the original whole grain protein-packed pancake mix company. Joel shares insights on early misconceptions about negotiation, the importance of open and transparent discussions, and how he negotiated his way through relationships with suppliers, retailers, and family members. Learn about the humble beginnings of Kodiak Cakes, the importance of standing for something, and Joel's strategies for forming strong partnerships. Don't miss this action-packed entrepreneurial story full of highs and lows, valuable lessons, and tips on successfully navigating the complex world of business negotiations.

00:00  Introduction to Negotiation

00:36  Meet Joel Clark: CEO of Kodiak Cakes

01:27  The Humble Beginnings of Kodiak Cakes

03:21  From Neighborhood Sales to Gift Shops

05:49  Breaking into Grocery Stores07:53  Building Relationships and Overcoming Challenges

12:40  Cold Calling and Early Sales Strategies

17:50  Balancing a Job and Growing a Business

19:49  Supplier Relationships and Product Quality

23:07  The Importance of Trust in Business

27:55  Rebuilding Trust and Early Decisions

28:36  Quitting the Job and Distribution Wins

29:06  Working with Family and Launching New Products

29:50  Bringing in a New Partner

32:04  Challenges and Successes with Costco

36:02  Consumer Feedback and Brand Integrity

39:41  Family Business Dynamics

44:55  Raising Capital and Choosing the Right Partners

50:36  Conclusion and Reflections