It was wonderful to get some of Jovial's time during these unprecedented times. She's a powerhouse and someone that I've respected from afar for years and I'm a huge fan of Urban Moonshine's products. Jovial King started Urban Moonshine in her kitchen and grew it from a booth at the local farmers market to a national brand. Raised deep in the countryside of Northern Vermont, Jovial grew up on an off-the-grid homestead where she spent endless hours wandering in the woods, swimming in the creek, climbing trees and digging around in the garden. It was a childhood deeply immersed in plants and exploration of the wild, uncultivated power of nature. She found she had a great love of plants and herbal medicine. Her goal is to bring herbal medicine out of the cupboard and onto the counter, into everyday life.

Takeaways:

It's ok to come up with lots of ideas, and it's ok to drop them when it doesn't feel right and focus on the ones that do.

When something is outside of your wheelhouse, phone a friend - learn, trust and lean on others.

Read books by the business leaders that you respect, you will learn a lot about what they were thinking and the results.

One way to cope with Covid - If you have the space - learn to garden, start it and tend it.