The first word that comes to mind when you trace Andres Tuul’s career is unconventional.

After helping scale The Farmer’s Dog into a billion-dollar DTC business, Andres stepped into a two-Michelin-star kitchen with no professional cooking experience. What might look like a detour has become a powerful source of new business ideas, including his latest venture, Lutso: AI technology that helps elderly people age with dignity at home.

In this Winning Friends bonus episode, you’ll learn:

🍽️ what a two-Michelin-star kitchen taught him about leadership and fast feedback

🐕 why The Farmer’s Dog was never just a pet food company

💡 how stepping outside your silo can lead to better business ideas

🏡 how Lutso is tackling a serious real-life problem

⚙️ why AI should remove bottlenecks, not people

Listen and share with your friends today!

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Founders often default to building everything in-house because it feels safer and more controllable. David Gram’s view is that this instinct can quietly slow you down. When speed matters and capability gaps are real, partnering can beat building, even if it means sharing control.

🎧 Catch the full episode on Winning Friends.

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David Gram walks us through the five rules that help leaders introduce new ideas while keeping trust intact. From expecting resistance to understanding which rules you’re breaking, building early ownership, and making sure others shine along the way.

🎧 Catch the full episode on Winning Friends.

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Drawing on his experience at LEGO and his work today with leadership teams, David Gram argues that experiments should be evaluated close to where ideas originate, not funnelled into a central committee or “idea platform” that lacks context.

🎧 Catch the full episode on Winning Friends.

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Experimentation is rarely the hard part. Knowing what to test, when to stop, and how to bring people with you is.

David Gram spent nearly a decade at LEGO, helping the company rethink how it explored new territory after its early-2000s crisis. Today, as co-founder of Diplomatic Rebels, he works with founders and leadership teams navigating change where resistance is normal and resources are limited.

In this episode of Winning Friends, David shares practical lessons on making experimentation sustainable and change adoptable.

In this episode, you’ll learn:

🧪 how to prioritise experiments without overwhelming your team

🎯 how LEGO used opportunity spaces to decide what was worth testing

🧠 why organisations resist new ideas and how to plan for it

🤝 how to push change without burning bridges or losing allies

🧭 the five habits of diplomatic rebels who make change stick

🧩 when partnering beats building everything yourself

Listen and share with your friends today!

Winning Friends is powered by e-Residency of Estonia, where founders around the world launch, run, and scale companies 100% digitally.

Andres Kõpper (NOËP) reflects on how predictable behaviour builds confidence – using Apple’s one-button logic as a metaphor for branding. When people know what to expect, trust follows. When signals change too often, loyalty erodes.

🎧 Catch the full episode on Winning Friends.

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NOËP is not just one person making music, but a working business: managers, agents, a band, partners, and multiple revenue streams.

In this clip, Andres Kõpper shares what the business of being an artist actually looks like and why trying to handle every role yourself eventually becomes the bottleneck.

🎧 Catch the full episode on Winning Friends.

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When TikTok became the main route to discovery in music, it didn’t just change how songs were promoted – it started influencing what got made in the first place.

In this clip, Andres Kõpper (NOËP) reflects on what happens when distribution channels begin shaping the product itself.

🎧 Catch the full episode on Winning Friends.

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