Joe Welstead tells you how it is. On start up life, on nootropics, on working with retailers, talking to investors, and creating genuinely better for you products... (amongst many other things). But he certainly doesn't take the path of least resistance, in fact the polar opposite. This is a 'real' podcast with genuinely great insight. And it is provides an inside track to developing a brand in one of the most focused areas post pandemic in energy, stress and sleep.