The Scrappy Playbook Behind Freshly Picked & Edith's Mary | Susan Petersen, Founder
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The Scrappy Playbook Behind Freshly Picked & Edith's Mary | Susan Petersen, Founder
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Susan Petersen built Freshly Picked from the ground up, starting with Etsy, leather she bought with money from scrapped aluminum window frames and a belief that the right product could become a real company.
On this episode of Verified, Susan joins David Vanderveen and Peter Griscom to unpack what she learned building Freshly Picked into a lasting brand and what she is doing differently as she builds again. The conversation moves from her early bet on Instagram and preparing for the exposure of Shark Tank to Edith's Mary, her newest venture in needlepoint, where she is testing demand, rethinking a traditional category and finding unexpected traction through a low-cost vending machine concept.
Susan also gets candid about the parts of entrepreneurship that do not get easier: forecasting, knowing when growth changes the business, learning from failure and getting back to work when something goes wrong.