Josh Williams is the co-founder and CEO of Very Great, the company behind design-led consumer brands like W&P, Wild One, and Courant. In this episode, we dive into how Josh has built and scaled a portfolio of category-defining brands without chasing unsustainable growth. He shares the Very Great playbook for identifying white space, building timeless products, and staying disciplined in an era of hype-driven consumer brands.We cover:How Very Great balances creativity with operational disciplineThe decision-making process for launching or acquiring brandsWhy category focus and design DNA are at the core of their strategyLessons from scaling brands in different price points and retail channelsJosh’s outlook on consumer product innovation in 2025Whether you’re a founder, investor, or brand builder, this conversation is packed with insights on building enduring consumer brands in a fast-changing market.