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Founders love their origin story. Buyers don’t buy it.

In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner unpack why brand storytelling so often falls flat in retail and commercial conversations.

We talk about:

• why relevance beats romance when you’re trying to sell
• why your brand is the sidekick, not the hero
• when storytelling does work (and what it needs to do)
• examples where story builds credibility and trust (and where it’s just noise)

If you’re building a challenger brand and leading with your founder story, this is a useful reset.

Link:
www.makinmighty.com

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time

makinmighty@gmail.com

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A lot of founders blame the algorithm when their content doesn’t land. It’s a convenient scapegoat.

In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner unpack what’s really going on: most challenger brands don’t have an algorithm problem — they’ve got a messaging problem.

We get into:

• why “going viral” is not a strategy
• how consistency beats random spikes
• why knowing exactly who you’re talking to changes everything
• what great brands do differently (Surreal, Red Bull, and a couple of weird ones you’ll want to look up)

If you’re building a challenger brand and posting loads without seeing results, this episode will help you tighten the message and make content easier to create.

Links:
Makin Mighty: www.makinmighty.com

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time

makinmighty@gmail.com

Send a text

Getting listed is not the win...it’s permission to start proving yourself.

In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh is joined by Jasmine Wheelhouse (CEO/“Pea-EO” of Taking the Pea) to talk honestly about the retail reality for challenger brands: getting a buyer’s attention, winning the pitch, and what it takes to stay listed once you’re on shelf.

We cover:

• what “retail ready” really looks like in practice
• buyer ghosting and the resilience required to keep pushing
• what buyers are actually listening for
• the “first big retailer” catch-22
• the money trap founders fall into when they’re desperate for traction

Links:
Taking the Pea: www.takingthepea.com

Makin Mighty: www.makinmighty.com

If you found this useful, please share it with someone building a food or drink brand who’d get value from it.

You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMighty

And if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.

Thanks for listening. See you next time

makinmighty@gmail.com