We trace Yusuf’s path from schoolyard hustles to building a functional cold brew that swaps jitters for calm focus. The story spans painful caffeine experiments, tough retail lessons, and the mindset shift from making a product to selling one at a profit. Listen to the story of building Unconform• early ventures and the itch to build • caffeine overload as the spark for a solution • cold brew, adaptogens, and nootropics for a smoother hit • scrappy R&D, 31 iterations, and crowdfunding proof • timing, outreach, and landing Holland and Barrett • taking feedback, rebranding for shelf visibility • packaging that signals benefit at a glance • avoiding ego traps and focusing on sales • the real maths of margins and target numbers • recommended resources for learning to sellPlease like and subscribe, and write a review, would really appreciate it If you want to know more about starting a food business, head to www.jgreenwood.comSupport the show